Relationship marketing is short-term, mutually beneficial arrangements in which the
buyer and seller focus on the creation of satisfying exchanges.
a. True
b. False
When making habitual purchases, a consumer engages in extended decision making
behavior.
a. True
b. False
Boca Burger’s website features information about products, recipes, and nutritional
values, but customers cannot actually purchase products from the website. This website
is most likely used primarily as a marketing tool.
a. promotional
b. distributional
c. pricing
d. targeting
e. production
Labeling is used for identification, promotional, legal, and purposes.
a. marketing
b. branding
c. strategy
d. informational
e. packaging
______relates to perceptions of value and is the most flexible element of the marketing
mix.
a. Distribution
b. Pricing
c. Store location
d. Product mix
e. Promotion
What type of product does Dannon Yogurt represent for most consumers?
a. Convenience
b. Business
c. Unsought
d. Specialty
e. Durable
The Food and Drug Administration requires that food processors indicate the amount of
carbohydrates, calories, and fat in a product.
a. True
b. False
Direct marketing enables a franchisee to start a business with limited capital and benefit
from the business experience of others.
a. True
b. False
A channel of distribution is defined as a group of individuals and organizations that: a.
consumes about one-half of every dollar spent on products in the United States.
b. directs the flow of products from producers to customers.
c. links producers to other marketing intermediaries.
d. takes title to products and resells them.
e. manages transportation and warehousing functions.
Many products never get beyond the introduction stage.
a. True
b. False
Scenario 17.1
Use the following to answer the questions.
Jafrum, Inc. is a wholesale supplier of motorcycle accessories, clothing, and tools to
various motorcycle retail stores around the country. Jafrum does not manufacture these
items, but sells them to other retailers and also sells its merchandise through its website.
Sean Thompson is one of the salespeople for Jafrum, and is responsible for obtaining
new customers, increasing sales to current customers, and visiting the retail stores
throughout the country. Recently, he has been given the sales objective from Jafrum’s
management to increase sales dollars by 15% in the coming year by adding new
customers. Sean’s current compensation is based on a $1,000 per month draw, plus 5%
of all sales over $100,000. His salary last year totaled $42,000. Management has given
Sean the choice of going to a compensation plan where he will earn 15% of all sales,
but no draw. Sean selects several motorcycle stores who are not currently his customers.
He then obtains and analyzes information about the current brands of motorcycle
accessories they stock, their sales trends, and credit history. Sean is engaged in:
a. prospecting.
b. preapproach.
c. approaching the customer.
d. making the presentation.
e. overcoming objections.