A research designed to verify insights through an objective procedure to help marketers
to choose between several alternatives is known as a(n) research.
a. primary
b. secondary
c. exploratory
d. conclusive
e. hypothetical
Scenario 10.1 Use the following to answer the questions.
Gillette shaving razors were first manufactured in 1895. Over the years, Gillette made
improvements on their razors offering many “firsts” such as the Mach3, the Sensor, and
the Fusion. For many years, women were forced to use razors designed primarily for
men, but often marketed to women by offering them in different colors and with
minimal modifications. In 1998, Gillette developed the Venus razor, based on the
Mach3 but made specifically for women. Gillette promoted the Venus razor heavily,
with television ads and other forms of media. The Gillette product line, now owned by
Procter & Gamble, continues to introduce new versions of the Venus, such as the Venus
Embrace, which has additional blades and other modifications. Tasha is shopping for
personal care items at her local Target. She walks by one aisle and sees a floor-standing
display for the new Aster Care. She hadn’t thought about buying a new razor, but the
display has caught her attention. Which stage of the product adoption process is Tasha
most likely in, at the present time?
a. Awareness
b. Attention
c. Evaluation
d. Trial
e. Adoption
Fansteel manufactures parts used in jet engines, which it sells to companies such as
Boeing. When shipping products to Boeing, Fansteel seals the parts in 8′ × 8′ × 40′
boxes for shipping to decrease loss and damage. This method of materials handling is:
a. unit loading.
b. containerization.
c. freight forwarding.
d. unitized shipping.
e. bonded packaging.
When Sears promotes the benefits and strengths of its Kenmore brand appliances, it is
attempting to build:
a. primary demand.
b. pioneer promotion.
c. a warm market.
d. a bargain bin.
e. selective demand.
Order processing, inventory management, materials handling, warehousing, and
transportation are the activities that define:
a. wholesaling.
b. retailing.
c. physical distribution.
d. channel management.
e. drop shipping.
Each communication channel has a limit on the volume of information it can handle
effectively. This limit is known as:
a. transmission load.
b. feedback.
c. channel code.
d. channel spacing.
e. channel capacity.
Toshiba Electronics is interested in taking advantage of business opportunities in India
but does not have access to India’s market. Toshiba has the patent on a low-cost, quality
computer system that could assist small businesses in India. Sony Computer, Toshiba’s
competitor, is experienced in India’s small business market but does not have a
computer comparable to Toshiba’s. If Toshiba and Sony work together to utilize these
strengths to seize this opportunity in India, they would likely use the type of a business
structure.
a. trading company
b. strategic alliance
c. licensing
d. direct ownership
e. exporting
Doug travels around to various established customers to see what new office supplies
they need. His customers have come to depend on him to check their supplies. Doug is
a(n):
a. field order taker.
b. current-customer order getter.
c. missionary salesperson.
d. inside order taker.
e. trade salesperson.
Industrial classification systems allow marketers to divide business customers into
groups based mainly on the types of logos and packaging provided.
a. True
b. False
What type of pricing objective would an organization use if it were in a favorable
position and desired nothing more?
a. Return on investment
b. Cash flow
c. Profit
d. Status quo
e. Survival
An agent that receives goods on consignment from local sellers and negotiates sales in
large, central markets is known as a _____.
a. commission merchant
b. sales branch agent
c. selling agent
d. manufacturers’ agent
e. broker-agent
Accessory equipment becomes a part of the finished product.
a. True
b. False