GoingtotheDogs
Demand for pet services is greatly increasing across the United States. In fact,
Americans will spend nearly $44 billion dollars on their pets this year. Many American
dog owners are seeking out “doggy day cares” that are more like a resort or spa than an
ordinary kennel for their canine companion. Day care services for dogs now include toy
rooms, outside play areas, doggie massages, treadmills, swimming pools, and cushy
beds for nap time. Pet owners can watch their pets via a webcam, and some doggy day
cares have a phone where owners can talk to their dogs when they feel their pets need to
hear their voices. Rates vary from $20 to $45 a day per pet, depending on the amenities
that the pet owner chooses.
Refer to Going to the Dogs. For many dog owners, it may be hard to understand the
difference between a traditional kennel and a dog day care, especially given the price
differential. As a result, dog day cares may offer special low rates for first-time users in
an effort to reduce which of the following issues concerning the rate of diffusion?
a. Compatibility
b. Complexity
c. Observability
d. Innovativeness
e. Relative advantage
Answer:
When Insight Research Associates quotes a marketing research project, management
will first estimate the cost to conduct the research and produce and deliver the final
client report. The next step in determining the price is to add 30 percent to that cost
estimate. This becomes the price estimate given to the potential research client. This
suggests that Insight Research Associates uses a(n) ____ pricing objective.
a. profit-oriented
b. market share maximization
c. status quo
d. sales maximization
e. supply”demand equalization
Answer:
According to research done by the World Bank, countries with the greatest amount of
business regulation foster the strongest economies.
a. True
b. False
Answer:
The UPS Store’s advertising “What Brown Can Do for You” whiteboard campaign tells
business consumers that when it comes to getting their products delivered somewhere,
UPS can help. The advertising is focusing on:
a. creating advertising appeal.
b. production implementation.
c. a product mission.
d. creating product loyalty.
e. a product benefit.
Answer:
The marketing plan is a written document that acts as a guidebook of marketing
activities for the marketing manager.
a. True
b. False
Answer:
The ____ is the most ambitious global trade agreement ever negotiated; the agreement
has reduced tariffs by one-third worldwide.
a. Uruguay Round
b. Mercosur
c. GATT
d. NAFTA
e. Maastricht Treaty
Answer:
_____is the process of dividing a market into meaningful groups that are relatively
similar and identifiable.
a. Perceptual mapping
b. Positioning
c. Micromarketing
d. Market sampling
e. Market segmentation
Answer:
Many businesses find recessions to be an excellent time to build market share through
the use of price shading.
a. True
b. False
Answer:
There are a number of devices that parents can buy to prevent their children from
hearing objectionable language while they watch television. ProtecTV is the only
product of its kind that has an expandable dictionary. Parents can add words and
phrases they find offensive, and the additional words will be deleted from soundtracks
and captioning. ProtecTV uses a(n) ______strategy.
a. repositioning
b. demarketing
c. market integration
d. undifferentiated targeting
e. product differentiation
Answer:
A(n) _____ is a desirable, exclusive, and believable advertising appeal selected as the
theme for a campaign.
a. executional framework
b. creative message strategy
c. benefit
d. attribute
e. unique selling proposition
Answer:
Ruthanne Ross is a sales manager for Pampered Chef, a company that sells kitchen
tools and other aids for cooking through party plans. She is very concerned about
making sure her salespeople understand the importance of treating each customer fairly
and developing long-term relationships with them. She asks that before a sale is made,
the salesperson should make sure customers can afford the items and are not buying due
to social pressures. Ross is most likely at the ______ stage of ethical development.
a. preconventional morality
b. transformationalism
c. conventional morality
d. postconventional morality
e. actualized morality
Answer:
What are the two types of sales promotion?
a. Consumer and trade
b. Informative and reminder
c. Start-up and continual
d. Adoptive and diffusive
e. Personal and impersonal
Answer:
LeBlanc”sPecanCompany
Betty and Orville LeBlanc recently opened LeBlanc’s Pecan Company retail store. In
addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes,
fruitcakes, fudge, pralines, chocolate pecan bark, homemade pecan ice cream toppings,
and jams and jellies. At this time, there are no other stores of this type in the Houston
area. The LeBlancs are considering developing an advertising campaign for their store,
focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn
up a list of communication tasks the advertising must accomplish. He used the
DAGMAR approach to draw up this list.
Refer to LeBlanc’s Pecan Company. A feature article in a Houston newspaper
describing the LeBlanc’s Pecan Company store and what it sells would be an example
of:
a. newspaper advertising
b. event sponsorship
c. product placement
d. competitive advertising
e. publicity
Answer:
With which scanner-based research system do SymphonyIRI panel members shop with
an ID card, which is presented at checkout in scanner-equipped grocery and drugstores,
thus allowing SymphonyIRI to electronically track each household’s purchasing over
time?
a. InfoScan
b. VideOCart
c. BehaviorScan
d. Nielsen Data
e. Scanner Plus
Answer:
One strategy to get adequate distribution for a new product is to offer dealers a large
trade allowance to help offset the costs of promotion.
a. True
b. False
Answer:
The _____ is the unique blend of product, place, promotion, and pricing strategies
designed to produce mutually satisfying exchanges with a target market.
a. internal environmental mix
b. marketing mix
c. product mix
d. product line
e. market portfolio
Answer:
An organization with a(n) _____ believes that it exists not only to satisfy customer
wants and needs and to meet organizational objectives but also to preserve or enhance
individuals’ and society’s longterm best interests.
a. sales orientation
b. market orientation
c. ethical business mission
d. focused target market strategy
e. societal marketing orientation
Answer:
Starbucks management has been trying to refocus on the things that originally made the
company so successful.
For example, Starbucks stores across the United States recently shut down for a short
period of time for retraining, and the company has worked to make sure you can smell
the fresh ground coffee aroma when you enter the store. However, when questioned,
consumers tend to focus on the need for pricing incentives such as a
frequent purchasing program. According to the ____ , there may be a difference
between what customers want and what Starbucks management thinks customers want.
a. gap model of service quality
b. service pyramid
c. four dimensions of service quality
d. service paradigm
e. service delineation matrix
Answer:
DogSpa
Kelly Tumlin wants to open a dog grooming salon that will offer healthy, natural pet
care and holistic pet products. All of the products sold at the salon will be of the highest
quality and made of all-natural ingredients. Tumlin wants to pamper pets just like a spa
pampers its owners. To determine the feasibility of the grooming salon, Tumlin hired a
marketing researcher who studied all the market information available and determined
that single, white-collar workers between the ages of 30 and 60 were the most likely
people to use the services proposed by Tumlin. The researcher also determined that the
West side of the city offers the best location for the enterprise even though zoning
regulations are much stricter in that area.
Refer to Dog Spa. Describing the market for Tumlin’s grooming salon in terms of age
and marital status reflects the use of ______ characteristics.
a. psychographic
b. demographic
c. anthropological
d. geographic
e. sociological
Answer:
Due to service _____ , services cannot be stored, warehoused, or inventoried.
a. tangibility
b. variability
c. intangibility
d. perishability
e. heterogeneity
Answer:
Le Feast is a catering company that has developed a marketing plan designed to make it
the largest caterer in the country within the next two decades. Which of the following
will be useful to the company to evaluate how successful its efforts have been at the end
of the first decade?
a. SWOT analysis
b. Environmental scan
c. Competitive analysis
d. Marketing audit
e. Comprehension sales analysis
Answer:
Patents on prescription medications give pharmaceutical companies that own the
patents a(n) _____ for 17 years until the patent expires.
a. targeted market position
b. sustainable competitive advantage
c. strategic focus
d. situational strength
e. opportunistic privilege
Answer:
Circuses
As recently as 20 years ago, circuses came to town with tents, animals, clowns, and
other performers. An advance man arrived about two weeks before the circus actually
arrived, covered the community with posters, and gave out free tickets to
schoolchildren. If the advance man had done a good job, when the circus arrived and
opened its tent doors, 300 to 600 people would fill its seats. When the largest circus
organizations merged, the newly formed Ringling Bros. and Barnum & Bailey’s
Greatest Show on Earth began performing in 4,000seat arenas.
Attendance, however, has stagnated in recent years. People have stopped going to the
circus because they miss the circus tent and the intimate atmosphere it created. The
newest thing in circuses is a return to the tent atmosphere with an emphasis on the types
of entertainment that were popular years ago. Antique circus wagons, calliope
music, and cotton candy are replacing the exotic animals and the prima donna
performers. To satisfy the needs of this new audience, the tent circus now sells lattes
and wine.
Refer to Circuses. Now circuses are trying to satisfy customers’ needs and wants and to
profit through customer
satisfaction. They have adopted a orientation.
a. societal
b. selling
c. production
d. market
e. retail
Answer:
Convenience products, though inexpensive, still require considerable shopping effort by
buyers.
a. True
b. False
Answer:
Quaker Oats and other cereal manufacturers have developed what they call
“breakfastwithonehand” products no-mess breakfast bars and drinks that can be
consumed while commuting. The popularity of on-the-go food is largely the result of
changes in ______ factors.
a. natural environmental
b. demographic
c. technological
d. social
e. political
Answer:
The United States is selling more domestically produced products in other countries
than any other country in the world. This means the United States is the world leader in:
a. quota making
b. exporting
c. tariff trading
d. dumping
e. licensing
Answer:
Which of the following statements about specialty stores is true?
a. Specialty stores find it easy to compete on price with big-box stores.
b. Customers at specialty stores are not concerned with the distinctiveness of the
merchandise or the store’s physical appearance.
c. Customers of specialty stores usually consider price to be secondary. d. Specialty
stores are ineffective test markets.
e. A typical specialty store carries a wider assortment of specialty merchandise than
department stores.
Answer:
The final selling duty for most successful salespeople is closing the sale.
a. True
b. False
Answer:
Kim places huge importance on what she wears to sing in front of her church and
therefore takes her time to shop for the right clothes and shoes. This is due to the:
a. opportunity costs
b. fear of cognitive dissonance
c. situational factors
d. social visibility of the products
e. cost of the products
Answer:
A(n) ____ is a subgroup of individuals or organizations sharing one or more
characteristics that cause them to have similar product needs.
a. market universe
b. market segment
c. aggregated market
d. segmentation base
e. population sample
Answer:
_____ is the primary promotional method for the sale of all business products.
a. Direct mail
b. Advertising
c. Personal selling
d. Public relations
e. Trade promotions
Answer:
Even though businesses are spending billions on Internet auctions, consumer auctions
are likely to be the dominant form in the future.
a. True
b. False
Answer: