One of the ways in which service businesses communicate a higher degree of trust to
their customers is by having their employees be well-groomed, sharp looking, and
dressed in appropriate uniforms. This is a way to address
the____________characteristic of services.
a. intangibility
b. perishability
c. homogeneity
d. inseparability
e. heterogeneity
In general, when marketers focus on customers chosen for their lifetime value, they
earn lower profits in future periods than when they focus on customers selected for
other reasons.
a. True
b. False
Advertising is a paid form of personal communication.
a. True
b. False
The state of Montana is preparing to buy a large quantity of frozen orange juice for
providing it in a large school district. Citrus Fill Inc. is in the citrus juice business but
has never sold its products to the government market. To have a chance at getting this
contract, Citrus Fill’s first step must be to:
a. make a presentation appointment with the state.
b. quote prices to the purchasing department.
c. advertise in the capital city.
d. negotiate with the state.
e. secure a slot on the list of qualified bidders.
The choice of media influences the content and form of the message. a. True
b. False
Bridgewater, Inc. produces its industrial components in several developing countries
outside the United States. One of Bridgewater’s customers is Craft Care, who uses
Bridgewater components in the production of child car seats. Recently, there was a
recall of Craft Care’s car seats due to serious injuries, which the company has traced
back
to Bridgewater’s components. If Bridgewater knew about the faulty components, but
failed to notify Craft Care, it
would have been engaging in unethical behavior with regard to which of the following
marketing issue areas?
a. Planning and strategy
b. Distribution-related
c. Promotion-related
d. Product-related
e. Quality-related
Business customers are forced to satisfy personal goals in pursuits that lie outside their
jobs.
a. True
b. False
Among others, management recruits from within the firm or from recommendations of
individuals by current employees.
a. True
b. False
In order to justify direct-response marketing, a product really needs to be priced
above__________.
a. $50
b. $10
c. $5
d. $20
e. $100
The ability to process orders electronically and increase the speed of communications
via the Internet reduces:
a. customer satisfaction due to lack of human involvement.
b. customer satisfaction due to hard-to-navigate websites.
c. cognitive dissonance.
d. distribution costs.
e. customer involvement.
A major way to reduce unfavorable public relations is to reduce the number of negative
events.
a. True
b. False
The Samsung Group sells several different product lines around the world through
home appliance and electronics stores. Samsung appliances and electronics have been
historically made in Korea, where the company is headquartered. Recently, Samsung
has been investigating the possibility of buying land and building a production plant in
Tennessee, in the United States. Which of the following is true about this scenario?
a. Samsung is now operating as an exporter; however, if the plant is built in Tennessee,
it will be operating as a strategic alliance.
b. Samsung is now operating as a limited exporter; however, if the plant is built in
Tennessee, it will be operating as a national marketer.
c. Samsung is now operating as a limited exporter; however, if the plant is built in
Tennessee, it will be operating as an international proprietor.
d. Samsung is now operating as an exporter; however, if the plant is built in Tennessee,
it will be operating as a multinational enterprise.
e. Samsung is now operating as an exporter; however, if the plant is built in Tennessee,
it will be operating as a global franchise.