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The goal of most supply management activities is to:
a. reduce the costs of raw materials and supplies.
b. engage a segment of customers who might not purchase the product otherwise.
c. eliminate other significant management activities.
d. limit the interactions between firms and their suppliers.
Answer:
Online Web sites that greet their users by name and offer information that users are
interested in portray the customer relationship management (CRM) trend of _____.
a. gratitude
b. time savings
c. loyalty
d. technology
Answer:
An advertisement in a trade magazine targeted toward veterinarians urges them to
prescribe the drug Hepato for cats and dogs with damaged livers. This advertisement
was placed by the product's manufacturer. This advertisement is an example of how
manufacturers use a(n) _____ strategy.
a. kinetic
b. pull
c. push
d. advertorial
Answer:
Which of the following can help business firms stimulate innovation?
a. Hiring employees with low risk tolerance
b. Telling employees that they must fear failure
c. Instructing managers to use micromanagement techniques
d. Using teams of writers to imagine detailed opportunities and threats for their
companies
Answer:
The more digits in a North American Industry Classification System (NAICS) code, the
less homogeneous a group will be.
a. True
b. False
Answer:
When a product is in the growth stage of its product life cycle, it is necessary to ensure
that:
a. all elements of the promotional mix are equally utilized.
b. advertising and public relations continue to remain important.
c. persuasive and reminder advertising are decreased.
d. personal selling is reduced to a large extent.
Answer:
Two popular beverage manufacturing companies in different countries merge together
to gain strategic advantages. The merger gives each brand access to a significantly
larger market. To effectively reach both markets, the merged company needs to
coordinate its promotional mix to produce a consistent, unified, and customer-focused
message. In other words, the company needs to use:
a. the AIDA model for product promotion.
b. integrated marketing communications.
c. transformational marketing.
d. creative selling.
Answer:
In the customer relationship management (CRM) process, once higher-value customers
are identified, firms should focus on identifying and attracting other groups by
providing them with customized products and better services.
a. True
b. False
Answer:
By working closely with its clients and understanding their needs, A Plus Z has
improved its service encounter to a level that was not thought possible in mass retailing.
Which of the eight critical business processes performed by supply chain managers
does this best illustrate?
a. Manufacturing flow management
b. Customer service management
c. Demand management
d. Returns management
Answer:
Companies that rely on the marketing concept and have implemented a market
orientation strategy recognize that:
a. price is the most important variable for customers.
b. products should be targeted at everybody or the average customer.
c. customer wants can be satisfied by integrating activities of the firm.
d. good promotion and advertising strategies can save a bad product.
Answer:
Which of the following is an advantage of using customer care software?
a. It helps eliminate the process of customer relationship management.
b. It reduces the interactions between companies and their customers.
c. It helps adjust the speed of the assembly line to match customer demand.
d. It enables companies to enhance their customer service management process.
Answer:
While computing purchasing power, a cost of living index takes into account housing,
food and groceries, transportation, utilities, health care, and miscellaneous expenses.
a. True
b. False
Answer:
_____ is the cost of reaching one member of the target market.
a. Cost per click
b. Cost per thousand
c. Pay for order
d. Pay for placement
Answer:
The marketing managers of Havtol Inc., a food products company, want to choose the
most effective advertisement for their latest product, Havtol Potato Chips. They create
an online discussion site where a chosen group of customers can express their opinion,
discuss among themselves, and improvise on the concept for their advertisement. In this
scenario, Havtol Inc. uses _____ to create an effective advertisement for their product.
a. Web community research
b. an online panel provider
c. a Google consumer survey
d. online focus groups
Answer:
Grand Tree Doors does not make a door until an order is received. It promises product
delivery within five working days because of the excellent relationship it has
established with its suppliers. The partnering relationship that Grand Tree Doors shares
with its suppliers and its ability to promptly serve its customers indicate that it has an
efficient _____.
a. supply chain management
b. yield management
c. knowledge management
d. asset lifecycle management
Answer:
Marketing professionals are most likely to perceive questionable practices as unethical
when:
a. unethical practices are commonplace in the organization.
b. there is a short time gap between the action and the onset of negative consequences.
c. there is no possibility that the action will result in severe adverse consequences.
d. the action is very unlikely to affect many people in the organization.
Answer:
Designing a new product with the help of suppliers and customers can enable a
company to introduce features and cost cutting measures into final products.
a. True
b. False
Answer:
_____ refers to the follow-up activities that a service firm might engage in after a
customer transaction.
a. Need recognition
b. Postpurchase communication
c. Collective bargaining
d. Sales prospecting
Answer:
One of the factors in the external environment that has become more evident in the past
decade is the:
a. decrease in the importance of language in foreign trade.
b. shortage of natural resources.
c. abundance of export brokers for major industries.
d. decrease in the working-age population of developing countries.
Answer:
_____ is the sale of an exported product at a price lower than that charged for the same
or a like product in the "home" market of the exporter.
a. Exporting
b. Dumping
c. Boycotting
d. Contract manufacturing
Answer:
Social media are non-ubiquitous.
a. True
b. False
Answer:
Angela and Dominic own Slice Pizzeria. They keep track of the number of mentions
their store receives on sites like Twitter and Facebook, but they are unsure of what steps
to take next. Based on the eight stages of effective listening, Angela and Dominic are
currently in the _____ of developing an effective listening system.
a. stage 1
b. stage 2
c. stage 3
d. stage 4
Answer:
Which of the following is a similarity between export brokers and export agents?
a. Both act as hired purchasing agents for foreign customers operating in the exporter's
home market.
b. Both live in foreign countries and assist in international trade.
c. Both assume all risks associated with selling a manufacturer's product in the
international market.
d. Both allow manufacturers to retain title for products.
Answer:
Which of the following is specified by the research design?
a. The research questions to be answered
b. The management decision problem to be solved
c. How the final research report will be written
d. How the information obtained will be used
Answer:
Component parts are unprocessed extractive or agricultural products.
a. True
b. False
Answer:
AutomatedFry Inc. is the leading manufacturer of ventless deep fryers. It has developed
a new high-capacity fryer. To identify the prospective clients for its latest product, it
sends out brochures to thousands of food-service managers along with a detachable
card that the managers can use to request more information. Based on this information,
AutomatedFry Inc. is involved in the _____ step of the selling process.
a. needs assessment
b. lead generation
c. sales presentation
d. knowledge management
Answer:
In the context of SWOT analysis, a strength of an organization can be:
a. favorable government policies.
b. lack of competitors.
c. superior production technology.
d. component lifestyles.
Answer:
Which stage in a customer relationship management cycle is characterized by the
sharing of customer information to all areas of a business after it has been analyzed and
transformed into useful information?
a. Identifying profitable and unprofitable customers
b. Leveraging customer information
c. Identifying customer relationships with the organization
d. Storing and integrating customer data
Answer:
Which of the following is a pricing policy whereby a firm charges a high introductory
price, often coupled with heavy promotion?
a. Penetration pricing
b. Price skimming
c. Price discrimination
d. Status quo pricing
Answer:
In the context of individual influences on consumer buying decisions, which of the
following is a similarity between personality and gender?
a. They are personal characteristics that are unique to each individual.
b. They are tools that consumers use to recognize their feelings and beliefs.
c. They are generally varied over the course of one's life.
d. They exert the broadest and deepest influence on consumer buying decisions.
Answer:
Opening an e-commerce site on the Internet makes it difficult for a company to gain
recognition in the international marketplace.
a. True
b. False
Answer:
Zilo Toys Inc., a toy manufacturing company, believes that the longer customers spend
in deciding what to purchase, the less likely they are to purchase more items. In order to
determine the average time customers spend in purchasing toys from their stores, the
company employs Tim to watch customers as they discuss what toys to buy. He then
reports his findings to the management. In this scenario, Tim is engaged in__________.
Answer:
Identify a few disadvantages of global trade.
Answer:
Candy's Chocolates Inc. is a confectionary company that manufactures only one
product. Unlike its competitors, the firm does not have its target customer base as
children. Instead, it promotes its product using the same strategy across consumers of
all age groups. Given this information, Candy's Chocolates Inc. has adopted
a(n)__________strategy.
Answer:
Discuss promotion strategies in the context of a marketing mix.
Answer:
In the context of determinants of civil society,__________involves the voluntary
acceptance of standards established by nongovernmental entities.
Answer:
When Avril wanted to purchase a birthday card for her husband, she went to three stores
and spent two hours reading over 100 cards before selecting the perfect one. This card,
which costs $3.25, is properly designated as a high-involvement product because
of__________involvement.
Answer:
Frieda was disappointed to notice that her new phone had several scratches on its
screen. If she had known about the clear protective films that were available to protect
the phone display from scratches, she could have avoided this problem. For Frieda, the
protective films were__________.
Answer:
__________refers to the number of product lines an organization offers.
Answer:
In the context of marketing planning,__________entails gauging the extent to which
marketing objectives have been achieved during the specified time period.
Answer:
A proper promotional mix is one that__________.
Answer:
Gerrard, the manager of a company, decides to conduct a survey on the motivation level
of its employees. He lists out all 5,000 employees and picks 1,000 employees who can
be contacted easily and are close to him. In this case, the type of sample used is
a__________sample.
Answer:
Explain planned obsolescence with at least two examples. Discuss if planned
obsolescence is ethical or unethical.
Answer:
Nellie Tompkins is the owner and operator of Tompkins' Salsa Inc., a salsa production
unit. She makes and sells only three types of salsa""peach, pear, and pineapple. The
joint costs of leasing her professional kitchen for manufacture, transport, insurance, and
so on are allocated on an equal basis to the three types of salsas. Last year's sales
figures and allocated joint costs are given below. Should Tompkins' Salsa Inc. stop
selling its pear salsa? Why or why not?
Answer:
Explain the role of social media in marketing.
Answer:
A thirty-minute or longer advertisement that looks more like a television talk show than
a sales pitch is known as a(n)__________.
Answer:
A(n)__________strategy is not possible when the brand name has a negative or vulgar
connotation in the local language.
Answer:
Explain how a target market is characterized.
Answer:
The segment of the business market that seeks to achieve goals other than the standard
business goals of profit, market share, and return on investment consists of__________.
Answer:
Explain with an example how one would go about changing beliefs about a brand's
attributes.
Answer:
Discuss the concept of customer relationship management.
Answer:
