Scenario 12.4
Use the following to answer the questions.
The BASF Chemical Company in Germany has developed a new rubberized coating.
The product is used on cell phones and other hand-held electronic devices that give
them protection from falls and scratches. BASF plans to market the product directly to
businesses that manufacture the casings for these types of products. BASF currently
uses a system of salespeople headquartered in Germany, while its primary business
customers are in China.
Refer to Scenario 12.4. BASF is considering the problem of actual distance in
delivering its product from the plant in Germany to some of its customers in China.
Which pricing strategy would help overcome this problem?
a. Geographic
b. Transfer
c. Commercial
d. Transit
e. Factory
An ethical issue is an identifiable problem, situation, or opportunity requiring an
individual to choose from among several actions that must be evaluated as right or
wrong.
a. True
b. False
Levitz Furniture locates in huge, low-cost buildings, maintains large, on-premises
inventories, and offers minimum service. Levitz is
a__________.
a. warehouse showroom
b. catalog showroom
c. superstore
d. warehouse club
e. department store
The H&R Block company intends to adopt the marketing concept as a business
philosophy. To be consistent with this decision, which of the following philosophies is
most appropriate?
a. The customer is always right
b. Making money is our business
c. Sell, sell, sell
d. Keep prices low
e. Focus on today
The signature is not part of the verbal portion of an advertisement.
a. True
b. False
Which of the following is an example of a behavioristic segmentation variable?
a. Family size
b. Climate
c. Age
d. Usage rate
e. Personality characteristics
A consumer market consists of buyers intending to use the product with the main
purpose of making a profit.
a. True
b. False
After a hurricane strikes the U.S. Gulf Coast, a tremendous demand for gas-powered
generators occurs. Many of the local hardware and home supply stores have limited
supplies of these items. However, Ace Hardware has a large inventory of these items.
Traditionally, Ace has lower prices than the other competitors. What major ethical
decisions is Ace likely to face with regard to the current issue?
a. Product-related and pricing-related
b. Advertising-related and distribution-related
c. Distribution-related and product-related
d. Publicity-related and advertising-related
e. Pricing-related and promotion-related
According to Maslow’s hierarchy of needs,:
a. individuals simultaneously try to satisfy all five levels of needs.
b. self-actualization needs are the most basic needs to be met, for most individuals.
c. safety needs include the need for food, clothing, and shelter.
d. levels of needs are different for everyone, and people try to satisfy them in a different
order.
e. esteem needs include people’s desire respect and recognition from others.
A large retailer selling food and most routinely purchased consumer products is
a___________.
a. hypermarket
b. supermarket
c. discount store
d. warehouse club
e. superstore
Alex has been analyzing the information from his company’s database about customer
purchasing habits since he is responsible for managing the growth of the industrial
supply division of his company. Alex plans to use the information from his analysis to
create new marketing strategies that will develop and sustain relationships with those
customers who are more profitable for the company. What type of concept is Alex
using?
a. Strategic marketing management
b. Electronic data interchange
c. Business-to-consumer marketing
d. Strategic partnerships
e. The marketing concept
The management of ReadyFresh Dry Cleaners is concerned about maintaining a high
level of service for its customers. How should the firm monitor the level of service
these customers receive?
a. It should develop a code of service.
b. It should set service quality standards based only on accounting systems.
c. It should formally survey customers.
d. It should specify service uniformity.
e. It should stress the importance of truthfulness to its employees.
Scenario 18.1
Use the following to answer the questions.
The Toyota Corporation is developing its promotional plan for the coming year and is
considering several types of advertising to communicate its messages. Toyota will
likely advertise its new vehicle, the Venza, on TV, on its website, in major national
magazines, and through Facebook. It is possible that the ads could focus on the features
of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising
that can be considered are ads that feature all of the Toyota brands in a single ad, while
mentioning only the Toyota brand and its company’s strengths. Finally, Toyota will
probably continue to advertise updates of its cash cow brands, the Camry and the hybrid
versions of its SUVs. If the ads include both the Venza and the Ford Edge, they would
be examples of . a. institutional advertising
b. public relations
c. product advertising
d. comparative advertising
e. reminder advertising
Which of the following products is most likely to be marketed using an undifferentiated
approach?
a. bicycle
b. computer
c. notebook
d. seasoning salt
e. oscillating fan
A person’s self-concept may affect whether the person buys a product in a particular
product category, but it has little impact on brand selection.
a. True
b. False
Shane spends most of his free time participating in extreme sports and traveling to
exotic locations with a group of close friends who share his interests and opinions about
most things. This is a description of Shane’s:
a. self-concept.
b. lifestyle.
c. physiological need.
d. patronage motive.
e. role.
When organizing perceptual inputs, people tend to mentally fill in missing elements in a
pattern or statement. This principle is called:
a. interpretation.
b. retention.
c. distortion.
d. closure.
e. framing.
The four basic rights outlined in the Consumer Bill of Rights include the right to safety,
the right to be heard, the right to:
a. to be informed, and the right to be chosen.
b. consumer education, and the right to honesty.
c. choose, and the right to be informed.
d. redress, and the right to choose.
e. honesty, and the right to redress.
A shopping center that contains stores owned by manufacturers who make a special
effort not to conflict with traditional retailers is a(n) .
a. strip mall
b. neighborhood shopping center
c. off-price mall
d. manufacturer shopping center
e. factory outlet mall