What function of physical distribution enables companies to compensate for dissimilar
production and consumption rates and stabilize prices and availability of seasonal
items?
a. Materials handling
b. Warehousing
c. Transportation
d. Inventory management
e. Order processing
Scenario 10.4
Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the
company chose drink boxes that did not need refrigeration. The boxes were only sold in
shrink-wrapped sets of six. Single boxes were not available at grocery stores or
convenience markets. Once the Silk chocolate product was selling well, they also began
offering the Silk Soymilk vanilla flavor in the same type packaging. The Silk Soymilk
brand, logo, and look of the boxes were the same as its larger half-gallon versions. The
only difference in packaging style was the brown color for chocolate milk and the color
white for vanilla. Silk Soymilk probably increased demand for its single servings by
facilitating increased consumption of the product through its practice of packaging.
a. innovative
b. category-consistent
c. handling-improved
d. secondary-use
e. multiple
Caterpillar, maker of large construction equipment in the U.S., would like to better
understand factors that would affect its ability to export its products to various
countries. Which of the following forces determine how trade barriers affect
Caterpillar’s marketing efforts?
a. Political and legal
b. Sociocultural
c. Industrial and Technological
d. Competitive
e. Ethical and social responsibility
Scenario 12.2
Use the following to answer the questions.
Ray-Ban is considering a new line of sunglasses that would be sold in major department
stores. The new line would be positioned as a more distinctive brand than the typical
glasses sold through department stores, and would be priced higher than other brands in
the store. A lower price line than the current Ray-Ban lines that are sold through more
selective stores. In determining the price for this sunglass line, Ray-Ban wants to gather
information about all brands sold in department stores and about customers’ perceptions
of those brands.
Refer to Scenario 12.2. Given Ray-Ban’s plan for positioning the new sunglasses line,
they should use a strategy when introducing their new product.
a. promotional
b. penetration
c. price-skimming
d. reference
e. secondary-market
Random discounting means discounting various products on a systematic basis.
a. True
b. False
Lindsay stops by the Safeway grocery, her preferred store, on her way home from work.
She picks up her usual brand of laundry detergent and orange juice, but she sees that
there are no more range-free eggs available. Lindsay is very concerned about the ethical
treatment of animals and so she leaves Safeway and goes to another grocery to purchase
the rangeÂfree eggs. Lindsay’s purchase of the eggs would most likely be classified as
products.
a. brand loyal
b. shopping
c. specialty
d. unsought
e. convenience
11. According to the text,______ are small technology-based firms operating in
international markets within two years of their establishment and realizing as much as
70 percent of their sales outside the domestic home market.
a. “natural globals”
b. “multinational corporations”
c. “born globals”
d. “born multinationals”
e. “multinational enterprises”
Selection of the right type and proportion of salespeople is important because it is a
one-time decision that affects the company’s ability to generate sales and profits.
a. True
b. False
An ethical issue is:
a. likely to arise when an employee’s moral philosophy is consistent with the
organization’s expectations of the employee’s behavior.
b. an identifiable problem, situation, or opportunity requiring an individual to choose
from among several actions that must be evaluated as right or wrong.
c. most often found in personal selling situations.
d. easily resolved by consulting written laws and regulations.
e. characterized by a blatant disregard for human rights and equality.
One condition for effective segmentation is that at least one segment must have
substantial profit potential.
a. True
b. False
An ad’s advertisement.
a. signature
b. layout
c. headline
d. artwork
e. subheadline is designed to attract readers’ attention and develop interest so that they
will read the entire
Describe product positioning. List and explain the bases for positioning.
Why do brands require repositioning? What are the ways in which repositioning can be
accomplished?
Describe a few methods that help marketers gauge consumer attitudes.
What is an advertising platform? What is the best way to develop a platform?
How do globalized marketing strategies differ from customized marketing strategies?
Explain how the characteristics of services affect the development of marketing mixes.
What is a “party plan” with respect to nonstore retailing?
Why must marketers be aware of new developments in technology?
What are private distributor brands? Describe their characteristics.