Marketers begin to make decisions about labeling, packaging, branding, pricing, and
promotion during the___________phase of the new-product development process.
a. commercialization
b. screening
c. concept testing
d. product development
e. test marketing
Emily Dawson and seven other people were hired by Encare to discuss a new product
idea proposed by the firm. Researchers observed the interaction of the group. During
the discussion, Emily was annoyed that Jack, another participant, seemed to ‘œhog’ the
discussion and didn’t give others a chance to speak. This is an example of a problem
when using .
a. focus group interviews
b. group surveys
c. personal interview surveys
d. sampling teams
e. group think
Japan’s Sony Corporation is a prime example of a multinational enterprise. With this in
mind, which of the following would most accurately characterize Sony’s operations?
a. It would be a wholly owned foreign subsidiary and would not be allowed to export
products to the home country.
b. It would have operations or subsidiaries in many different countries.
c. It would place most of its emphasis on profits generated in foreign countries.
d. Its foreign subsidiaries would not offer any tax, tariff, and other operating
advantages.
e. It would not concern itself with differences in markets around the world.
If a firm’s promotional budget were extremely limited, for which of the following
reasons would it be more likely to rely on personal selling as its main promotional tool?
a. People are more likely to believe a human being than a print ad.
b. TV and radio ads are not feasible for smaller companies.
c. It can achieve more sales through business customers than through individual
consumers.
d. It is easier to measure a salesperson’s effects on sales than advertising’s effects on
sales.
e. The firm is charging a higher price to cover the expensive salaries of its salespeople.
Advertising is paid, nonpersonal communication transmitted through mass media.
a. True
b. False
If Hyundai, a Korean automobile manufacturing firm, started selling its cars at unfairly
low prices to Germany, Hyundai would be engaging in .
a. quota-enforcing
b. embargoing
c. shoveling
d. dumping
e. dipping
Walgreen’s drug stores prefer to receive refills of prescriptions through a phoneÂbased
system where customers can directly key in the information about the drug. By
receiving orders in this manner rather than through a paper- based system or by a phone
conversation with a pharmacy employee, Walgreen’s has been able to save time and
money on:
a. electronic data interchange. b. order entry.
c. inventory management. d. order delivery.
e. materials handling.
Scenario 12.1
Use the following to answer the questions.
Concession Supply sells hotdogs, buns, and nacho ingredients to several major league
ballparks across the country. Currently, Concession Supply has the following pricing
information for one case of hotdogs sold at Wrigley Field: Total fixed costs = $1,200,
Selling price = $16, and Variable costs = $6.
Refer to Scenario 12.1. To break even, Concession Supply should sell__________cases
of hot dogs per day at Wrigley Field.
a. 13
b. 120
c. 40
d. 200
e. 60
Which of the following types of business market tends to have the most complex
buying procedures?
a. Reseller
b. Institutional
c. Retailer
d. Government
e. Producer
Today, the sharing of information and use of technology to facilitate communication
between buyers and sellers are essential for successful customer relationship
management.
a. True
b. False
______, that are either accepted or rejected, become the primary conclusions of a
marketing research study.
a. Descriptions
b. Issues
c. Primary data
d. Samples
e. Hypotheses
The stage of the product life cycle when marketers consider eliminating products that
are not contributing to profitability or the overall effectiveness of a product mix is the
stage.
a. maturity
b. decline
c. growth
d. introduction
e. reorganization