One reason that promotion suffers from widespread criticism is that promotional efforts
are highly visible and affect our everyday lives.
a. True
b. False
Sales promotion may facilitate personal selling.
a. True
b. False
The purpose of the _____ stage in personal selling is to determine customers’ problems
and questions about using the product.
a. prospecting
b. approach
c. overcoming-objections
d. follow-up
e. closing stage in personal selling is to determine customers’ problems and questions
about using
Small businesses can use digital media to develop strategies to reach new markets and
access inexpensive communication channels.
a. True
b. False
_____competitors are those that compete in the same product class, but their products
have different features, benefits, and prices.
a. Product class
b. Generic
c. Brand
d. Product
e. Price
A customer shopping for a fax machine tells a salesperson that it is important for the fax
machine to have several attributes. It must use plain paper, be able to make copies, be
compatible with all other fax machines, and not require a separate phone line. The
buyer has expressed his or her:
a. cognitive dissonance.
b. service characteristics.
c. consideration set.
d. evaluative criteria.
e. information search criteria.
The driving force behind marketing channel decisions should be:
a. convenience.
b. cost reduction.
c. environmental concerns.
d. customer satisfaction.
e. quality.
A graph of the quantity of products marketers expect to sell at various prices if other
factors remain constant is a:
a. price graph.
b. supply curve.
c. price/quantity graph.
d. marginal revenue curve.
e. demand curve.
Relatively few product ideas are put into the product development stage of the
new-product development process as this stage is frequently lengthy and expensive.
a. True
b. False
The Barrister’s Deli decides to run advertisements for its lunch specials on a local FM
radio station. Marketing research later reveals that the restaurant’s target market listens
primarily to satellite radio stations. This promotion program suffered from an error in
the selection of:
a. shared symbols.
b. sales promotion techniques.
c. communication channel.
d. decoded meanings.
e. noise minimizers.
Green marketing refers to the practice of marking the prices of products in dollars
across the world.
a. True
b. False
Sony management decided to use skimming as a pricing strategy for its newest line of
high-definition television (HDTV) sets. It should be aware that this strategy does not:
a. generate capital to cover research and development costs.
b. discourage competitors from entering the market.
c. provide flexibility in the introductory base price.
d. protect the firm from covering costs if prices are set too low.
e. reduce the stress that may be placed on the firm’s production capabilities.
The Transportation Division of the GE Corporation is located in a small city which has
limited economic growth at this time. Due to the condition of the local school system,
GE contributed $2 million to repair and revive it, stating that GE believed in education
for the community. This action would imply that GE is in the ____ level of the pyramid
of social responsibility.
a. ethical
b. legal
c. cost
d. philanthropic
e. economic
The Classic Hotel Group has begun to offer entire floors of rooms in its hotels that are
smoke-free, adults-only, and pet-friendly. The Classic Hotel Group is responding to
changes in:
a. technology.
b. the legal environment.
c. demographics.
d. its cultural values.
e. its cultural diversity.
Scenario1.2
Use the following to answer the questions. Paws and Claws Hotel is a full-service pet
salon and boarding kennel. Paws and Claws has an interactive website where customers
can directly book a grooming appointment, obedience class, or overnight
accommodations for their dog or cat. Paws and Claws has several unexpected services,
such as a 600-square foot swimming pool, complete with slide and dog-friendly
graduated steps to help them exit the pool. Customers can also drop their dog or cat off
each morning for pet day care. Paws and Claws has a pick-up and delivery service,
webcams in every kennel so that pet families can view their pets while away, and pet
“furniture” so that the cats and dogs can lie on sofas just like at home. Paws and Claws
is also open 24 hours a day, 365 days each year so that customers can pick up their pet
at any time.
The cost for an overnight stay at Paws and Claws averages $50, compared to competing
kennels at about $30. The day care costs are $25 for either a dog or cat. The majority of
Paws and Claws’ competitors don’t offer the day
care service, and require a two-day minimum for overnight stays.
Informal discussions with customers led to the addition of pet day care and 24 hours of
operation. Previously, Paws and Claws was more interested in competing based on its
prices.
Paws and Claws’ target market is mostlikelyto be _____. a. the dogs and cats who stay
there
b. pet owners who go on vacation frequently
c. families with small children and several pets
d. suburban families with two-income households e. urban professionals who travel
often
The joint venture approach has little appeal to industries involved in extraction of
natural resources.
a. True
b. False