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.The fact that Pawsand Claws is open 24 hours each day is part of the marketing
mix variable while the swimming pool is part of the________variable.
a. product; distribution
b. price; product
c. distribution; promotion
d. distribution; product
e.distributionenvironment variable.
When establishing prices, a marketer’s first step is to:
a. determine demand.
b. develop pricing objectives.
c. select a pricing policy.
d. evaluate competitors’ prices.
e. determine a pricing method.
The four requirements of a market are that the individuals in the market must have a
need for the product and the ability, willingness, and authority to buy it.
a. True
b. False
Cultural relativism is the unconscious reference to one’s own cultural values,
experiences, and knowledge when traveling in other countries.
a. True
b. False
All of the following are key areas of sales force management except:
a. compensating salespeople.
b. coordinating sales promotion efforts.
c. recruiting salespeople.
d. training sales personnel.
e. motivating sales personnel.
During the duration of an advertising campaign, Verizon Wireless ran television
advertisements at a steady rate throughout the week and intensified its message with
newspaper advertising in many major newspapers in the Sunday paper. Verizon
Wireless used a(n) media schedule.
a. flighting
b. continuous
c. pulsing
d. alternating
e. multimedia
The goal of building client-based relationships is to satisfy customers so well that they
become very loyal and would be unlikely to switch to competitors.
a. True
b. False
Marketing research can be used to test a hypothesis.
a. True
b. False
______usually constitute a smaller part of the online population than the other groups.
a. Collectors
b. Spectators
c. Joiners
d. Creators
e. Critics
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. By locating in the Sears’ stores, Lands’ End can do all of the
following, except:
a. facilitate comparison shopping.
b. facilitate wholesale exchanges.
c. create place utility.
d. create time utility.
e. facilitate consumer exchanges.
A prolonged period of recession is characterized by extremely high unemployment,
very low wages, minimal total disposable income, and lack of consumer confidence in
the economy.
a. True
b. False
Fragile products that require special handling are more likely to be distributed through:
a. longer channels.
b. shorter channels.
c. direct channels.
d. strategic alliances.
e. exclusive outlets.
Which of the following is a potential disadvantage of direct selling?
a. Commissions for salespeople are usually low.
b. Some customers view direct selling negatively.
c. Personal attention tends to be lacking.
d. Product demonstrations are difficult in this type of selling.
e. Consumers must go out of their way to purchase the product.
While on their family vacation, the Millers realize they left their camera at home. They
purchase a disposable camera at an amusement park using their credit card, but never
interact with a person. Which type of retailing did this transaction most likely involve?
a. Franchising
b. Online retailing
c. Direct-response marketing
d. Automatic vending
e. Machine marketing
Most business purchases can be classified as belonging to one of three types:
a. delinquent, repetitive, or delivered.
b. repetitive, new-task, or modified rebuy.
c. new-task, straight rebuy, or modified rebuy.
d. delinquent, new-task, or reciprocal.
e. rebuy, reciprocal, or delayed.
Functional modifications make an existing product more durable.
a. True
b. False
A(n) occurs when an organization uses one of its existing brands to brand a new
product in a different product category.
a. brand-extension
b. brand-licensing
c. family branding
d. individual branding
e. new-product branding
Recruiting and selection of salespeople should include enough steps to yield the
information needed to make accurate selection decisions. However, the stages of the
process should be sequenced so that the more expensive steps are:
a. near the beginning.
b. completed before anything else.
c. near the end.
d. paid by the prospects rather than the company.
e. never reached.
Consumerism is:
a. the efforts of independent individuals, groups, and organizations to protect the rights
of consumers.
b. President John F. Kennedy’s consumer bill of rights.
c. marketers’ efforts to contribute to the satisfaction and growth of the communities in
which they operate. d. the right to be informed.
e. the specific development, pricing, promotion, and distribution of products that do not
harm the environment.
The evaluative criteria are objective but not subjective product characteristics that are
important to a specific buyer when purchasing a product.
a. True
b. False