An offshoot of mail surveys,_____ have shortcomings because the people who
participate in them generally have higher incomes and education levels than the general
population. a. purchase diaries b. telephone surveys
c. online surveys
d. focus-group interviews
e. immediate feedback forms
Scenario 10.3
Use the following to answer the questions.
The Pillsbury division of General Mills has promoted its baking products through its
trade character, the Pillsbury Doughboy, since 1965. He appears in television
commercials touting the quality, benefits, and features of the products Pillsbury sells.
Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and
cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury
name, the Pillsbury Doughboy also appears on each package, although in different
poses. On the Pillsbury website, the Pillsbury Doughboy character is animated and can
be seen “dancing”. He can be downloaded to your personal computer or used to create
your own e-card.The Pillsbury brand name would be characterized as a brand.
a. private
b. manufacturer
c. store
d. generic
e. dealer
Scenario 14.2
Use the following to answer the questions.
Lands’ End offers clothing and accessories for all members of a typical household. For
many years, the products were sold only through catalogs. Later, they were available
through the company on its Internet website. In the past few years, Lands’ End has
partnered with Sears to offer selected Lands’ End products inside the Sears’ retail
stores. This move by Lands’ End has been criticized by some marketers because it was
thought that the Lands’ End products were superior in quality to those that are available
in Sears’ stores. Additionally, the products available in Sears’ stores include craftsman
tools, lawn care equipment, and household appliances, which are not Lands’ End types
of product lines. This may create mixed messages about Lands’ End to prospective
customers.
Refer to Scenario 14.2. When Lands’ End sells its products through a catalog or the
Internet, it is most likely a retailer selling through .
a. off-price retailers
b. mass merchandisers
c. direct marketing
d. retail outlets
e. category killers
Service marketers make promises to customers, suggesting that the customers must
place some degree of trust in them. In this way, service marketers are trying to address
the challenge of the service characteristic of:
a. perishability.
b. heterogeneity.
c. inseparability.
d. intangibility.
e. customer contact.
Suppose that marketers at Lever Bros. are trying to determine whether the use of free
samples of Snuggle fabric softener was the reason for the sales to increase in a
particular store. The type of research conducted to answer this question is .
a. exploratory
b. descriptive
c. experimental
d. informal
e. qualitative
When shopping for a detergent, Josh looks at Tide, Fresh Start, Surf, and All; and
chooses the one that is on sale.
These four brands make up his set.
a. alternate
b. purchase
c. consideration
d. problem
e. imposed
The sum of a product’s physical characteristics is called product quality.
a. True
b. False
Scenario 12.1
Use the following to answer the questions.
Concession Supply sells hotdogs, buns, and nacho ingredients to several major league
ballparks across the country. Currently, Concession Supply has the following pricing
information for one case of hotdogs sold at Wrigley Field: Total fixed costs = $1,200,
Selling price = $16, and Variable costs = $6.
Refer to Scenario 12.1. What is the break-even point in dollar sales volume?
a. $1,200
b. $1,440
c. $3,000
d. $1,920
e. $1,600
Anabell is willing to buy more goods from Ceres than the other retail stores because
Ceres has been very successful in designing supply systems that link existing stores
with its own website. This personalizes online shopping and provides a reliable delivery
system. This unique capability that allows Ceres to achieve a competitive advantage
over its rivals is called .
a. empowerment
b. a core competency
c. a benchmark
d. a strategic window
e. a marketing strategy
Luxus Auto, an automobile manufacturer, purchases upholstery for the interiors of its
vehicles from various suppliers. This upholstery must have technical standards
expressed by Luxus Auto. This set of characteristics is known as _____.
a. descriptions
b. product features
c. criterion
d. purchase requests
e. specifications
The role played by the attitude toward price in the overall evaluation of the marketing
mix is a minor concern in identifying the target market.
a. True
b. False
Four dimensions of social responsibility are economic, legal, ethical, and philanthropic.
a. True
b. False
StarKist Tuna has frequently extolled its dolphin-safe methods of catching tuna. This is
an example of:
a. community relations.
b. cause-related marketing.
c. sustainability marketing.
d. strategic philanthropy.
e. consumerism.
Anya, a sales manager for Pacific Lumber, tells Ricardo, the firm’s inventory manager,
that the firm’s failure to have adequate supplies of pressure-treated lumber on hand has
cost the firm $175,000 in lost sales. Which of the following inventory management
costs does this figure represent?
a. Carrying
b. Replenishment
c. Stockout
d. Safety stock
e. Reorder
Multiple packaging interferes with handling and storage of products.
a. True
b. False