Which of the following best illustrates a high-contact service?
a. Appliance repair
b. Newspaper delivery
c. Tax preparation
d. Dry cleaning
e. Plastic surgery
Podcast listeners have the ability to send comments to the podcaster regarding the
material presented in a podcast.
a. True
b. False
When a firm uses mass communication, feedback is rapid.
a. True
b. False
Christy Bridgman is planning to buy a new fax machine for her real estate office. She is
considering to buy a machine that does not have as many functions but is available at a
considerably lower price than her current machine. She is engaging in analysis.
a. vendor
b. demand
c. straight rebuy
d. value
e. profit
All of the following are examples of publicity-based public relations tools except:
a. press conferences.
b. feature articles.
c. news releases.
d. annual reports.
e. news stories.
Firms that have operations or subsidiaries located in many countries are referred to as .
a. multinational enterprises
b. strategic alliances
c. joint ventures
d. international marketers
e. export alliances
A merchant wholesaler:
a. performs a limited number of services in exchange for a commission.
b. takes title to goods, assumes risk associated with ownership, and buys and resells
products.
c. takes title and possession of goods and sells only to retailers.
d. does not take title or possession of goods but facilitates exchanges between any
parties.
e. deals exclusively with business products.
The makers of Tide Detergent recently created ‘œpods’ of the product, characterized by
a small, square, plastic wrapped packet that was easier to use. Since it is packaged in
these square pods, it requires no measuring and can be transported more easily if one is
carrying clothes to a Laundromat. This change in packaging is a strategy that can most
likely help boost sales in the stage of the product life cycle.
a. maturity
b. growth
c. introduction
d. market reduction
e. decline
Value is calculated as customer costs – customer benefits.
a. True
b. False
Tiffany’s markets its exclusive jewelry and gifts to high-income individuals interested in
high-quality products and a well-known brand name. It uses the same marketing mix to
reach this market. Tiffany’s uses a (n)_____ strategy.
a. undifferentiated
b. differentiated targeting
c. exclusive targeting
d. heterogeneous
e. concentrated targeting
The width of a product mix refers to the number of generic products offered by a
company.
a. True
b. False
Brad accesses Overstock.com’s site on the Internet and purchases a business laptop
case. This is an example of
_____.
a. direct-selling
b. catalog retailing
c. direct-response marketing
d. online retailing
e. home shopping
The United States’ prohibition against importing cigars from Cuba is an example of
a(n)____ .
a. health control
b. quota
c. embargo
d. exchange control
e. import control
A marketer’s failure to inform customers about changes in the quality of its products
does not constitute an ethical issue.
a. True
b. False
A commercial for the drink ‘œSunnyD’ explains how nutritious it is in comparison to
other, more ‘œsugary’ drinks.
While children under 12 are the most likely consumers of SunnyD, the commercial is
aimed at mothers. These mothers represent SunnyD’s:
a. target market.
b. consumer advocates.
c. marketing strategy.
d. marketing mix.
e. marketing tactic.
The role of promotion is to communicate.
a. True
b. False
Scenario 8.1
Use the following to answer the questions.
Harley-Davidson Motors manufactures all of its motorcycles in the U.S. at one of the
four sites. With a large number of its bikes sold in markets all around the world, it still
retains the manufacturing close to the headquarters for several reasons, one being that
its management wants to keep close watch on the quality of its products. However, for
all the accessories, apparel, and other riding gear, Harley-Davidson engages other
manufacturers to produce the items with the Harley name and logo. Some of these
items, particularly the apparel, are made in China. Lately, some members of the Harley
Owners’ Group (HOG) have been complaining to the company about this practice,
citing that “everything Harley should be made in America.” One of Harley-Davidson’s
largest international markets is in Japan where American brands are highly sought after.
This is an example of impacting the market.
a. international forces
b. economic forces
c. domestic forces
d. cultural forces
e. environmental forces
How can transfer prices be calculated?
What steps should a marketer take to protect a brand name from use by others?
What is bundle pricing? Give three examples, each one from a different industry.
Compare reliability and validity. Why are they important considerations in marketing
research?
How does an individual’s social class influence the products he or she buys?
Name and define the four types of utility created by marketing channels.
Explain differential pricing and then describe the four major types.
Discuss the difference between sales forecasts and company sales potential. Why is it
important for a marketer to be able to forecast sales?
Explain how digital marketing can help increase the efficiency of a company’s
distribution process.
Discuss three criticisms of promotion.