Scenario 17.2
Use the following to answer the questions.
The Presto Company manufactures several types of household appliances, including
blenders, waffle makers, and home deep fryers. Presto sells its products to retail stores
such as Kohl’s, Macy’s, and J.C. Penney through its own sales force. Kerry Wilson is
one of Presto’s salespeople, who is responsible for stores headquartered in Region 1 of
the U.S. Kerry, has just come from a monthly meeting where she has been informed
about the new stovetop grill that will be part of next season’s lineup. Presto’s marketing
department has developed a promotional plan for the new grill and outlined that plan
for the sales staff in the meeting. The promotional plan for the next 60 days will include
television commercials which demonstrate the new grill, in-store rebates, and a
customer contest for the best grilled sandwich recipe. In addition, Kerry and other
members of the sales force will be given a free grill for their own home use so they can
become more familiar with the product. Presto is also offering a free trip to New York
City for their staff salesperson who has the highest dollar in sales to his or her stores. To
encourage the retail stores to push this product, Presto will offer the retail store a $5
discount for each grill that the store purchases
after the 60-day promotion is over. Presto appears to be using to educate its sales force.
a. formal training
b. on-the-job training
c. negative motivation
d. territorial meetings
e. recruiting training
Bethlehem Steel Corp. provides steel for a variety of uses to its various customers.
Customers have different needs for the steel and thus Bethlehem has to prepare the raw
steel differently depending on how customers will use it in their production processes.
The primary business segmentation variable in this example is:
a. geographic location.
b. customer size.
c. product use.
d. customer importance.
e. organization classification.
A role consists of a set of actions and activities that a person in a particular position is
expected to perform.
a. True
b. False
Haley is a graphic artist who is currently working on the development of a new
container for mustard and mayonnaise. She is also developing its graphic design. Haley
is likely working on the product’s .
a. licensing
b. labeling
c. promotion
d. packaging
e. direct media
The order-processing task that involves verifying product availability, checking prices
and customer credit ratings, and filling orders is:
a. warehousing.
b. order handling.
c. information processing.
d. materials handling.
e. order entry.
_____are web-based journals in which writers can editorialize and interact with other
Internet users.
a. Memes
b. Tweets
c. Blogs
d. Podcasts
e. Wikis
Declining sales, increasing expenses, or decreasing profits:
a. are to be expected during the marketing research process.
b. are examples of symptoms that point to larger problems.
c. usually have no effect on the marketing research process.
d. are important considerations in designing the research project.
e. should be carefully considered before collecting data.
Consumer contests and sweepstakes are used to promote established products and tend
to generate similar levels of consumer response.
a. True
b. False
Many companies use more than one marketing channel to distribute their products to
the same target market, a tactic known as:
a. multiple channeling.
b. strategic channel alliance.
c. intensive distribution.
d. dual distribution.
e. market splitting.
To communicate with their employees, companies may use wikis and podcasts.
a. True
b. False
What is an advertising platform most commonly based upon?
a. The opinions of employees within the firm or the advertising agency
b. Data collected from past marketing research about the brand
c. Customer surveys about what they consider the most important issues
d. Retailer information about potential consumers of the product
e. The advertising appropriation for that particular ad campaign