Scenario 9.2
Use the following to answer the questions.
Regardless of their age, income, or gender, an increasing number of people are turning
to the Internet to search for information, products, people, news, maps, entertainment,
and whatever else you can think of. At the forefront of this massive search is Google;
accompanying Google are social media sites such as Facebook, Twitter, and Pinterest.
Google has developed methods for making information useful to all types of Internet
users. Some users want to critique the information, some just want to read the
information, and some want to be the information writers. Facebook, originally used as
a social networking application, is now picked up by retailers, brands, celebrities,
churches, political campaigns, and non-profit agencies who are designing Fan Pages.
Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated
medium.
Google can give instructions on how to construct almost anything, from a house to a
science experiment. As for online applications, you can learn anything from developing
your own website to starring in a video. Google’s “how to” features would most likely
appeal to:
a. creators.
b. critics.
c. collectors.
d. joiners.
e. spectators.
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. In comparison to Lands’ End, Sears has a product mix that is
most likely
a. wider but not deeper.
b. deeper but not wider.
c. wider and deeper.
d. narrower and deeper.
e. narrower, but not deeper.
Greenmart Corp. is working with its suppliers, using tools such as electronic billing,
purchase order verification, and bar code technology, to integrate data used to improve
overall performance. This is an example of:
a. supply-chain management.
b. a vertical marketing system.
c. a horizontal marketing system.
d. channel conflict.
e. dual distribution.
Which of the following is often used to raise revenue for a country and/or to protect
domestic products?
a. Quota
b. Warning label
c. Embargo
d. Import tariff
e. Exchange control
Codes of conduct are formalized rules and standards that describe what the company
expects of its employees in terms of ethical behavior.
a. True
b. False
A positive balance of trade is considered good because it means that U.S. dollars are
supporting foreign economies at the expense of U.S. companies and workers.
a. True
b. False
After shopping in the same store for nearly two hours, Chelsea goes to Burger King for
a Whopper, while Cynthia goes to the optical shop to see if her contacts are ready. They
engage in these activities without leaving the store in which they have been shopping.
They are most likely in a _____.
a. superstore
b. hypermarket
c. department store
d. warehouse club
e. discount store
Which type of retailers are the primary competitors for specialty retailers?
a. Discount stores
b. Category killers
c. Catalog marketers
d. Department stores
e. Superstores
Which of the following is most likely to be a product stocked solely by an industrial
distributor?
a. Tires
b. Wind turbines
c. Roofing nails
d. Kitchen countertops
e. Office supplies
Rob is working on the promotional plan for a new bicycle helmet that has added
technology to sense when a bicycler has fallen and had a head injury. The technology
then releases an audible signal that will help others know that there is an injury which
needs treatment. This is considered to be a new product that is in the introduction stage
of the product life cycle. Which type of promotion should Rob focus on?
a. Reminder
b. Selective
c. Comparative
d. Pioneer
e. Repetitive