H&R Block, a major tax preparation firm, reported facing issues with regard to its
employees’ inconsistency in filing of returns. With which of the following
characteristics of the service offering is the firm experiencing an issue?
a. Tangibility b. Intangibility c. Perishability
d. Inseparability e. Heterogeneity
The long-term health of the firm depends solely on having products that generate cash
and provide acceptable reported profits.
a. True
b. False
Retailers should look for compatibility with nearby retailers, because stores that
complement one another draw more customers with similar product needs for everyone.
a. True
b. False
The per-unit gross margin percentage on convenience goods is usually fairly high
because they are low-priced items.
a. True
b. False
Marketers are least likely to change a product’s design, style, or other attributes in the
stage.
a. introduction
b. maturity
c. decline
d. growth
e. removal
Perception is a three-step process that involves:
a. motivation, personality, and attitudes.
b. classifying, recording, and eliminating information received through the senses.
c. collecting, eliminating, and organizing information inputs.
d. selecting, organizing, and interpreting information inputs.
e. anticipating, classifying, and discarding information inputs.
Selective exposure refers to:
a. targeting only certain parts of the total market.
b. admitting only certain inputs into consciousness.
c. the circumstances or conditions that exist when a consumer is making a purchase
decision.
d. changing or twisting received information.
e. remembering inputs that support personal feelings and beliefs and forgetting those
that do not.
Scenario3.3
Use the following to answer the questions. Hershey Foods was founded in the
nineteenth century by Milton Hershey, who had a strong ethical value
system always show integrity, be honest, and respect others. Hershey felt it was
important to provide high-quality goods and services of real value at competitive prices
that provide an adequate return on investment. He also founded the Milton Hershey
School, operating today as a cost-free, private home and school dedicated to helping
children with social needs and limited resources. The company also focuses on
environmental issues, such as reducing waste by 360,000 pounds annually by
redesigning Hershey’s Syrup caps. Hershey Foods has an ethics compliance program
that includes a code of ethics and training, guidelines for handling legal and ethical
issues, an 800 number for assistance with ethical issues, and support from supervisors
and human resource managers in dealing with ethical issues. However, in the last few
years, Hershey has been criticized by several advocacy groups concerning the sourcing
of its chocolate from West Africa where many of the companies use child labor. While
Hershey is the largest chocolate candy producer in America, it lags behind other major
chocolate producers with regard to certifying its chocolate as child labor-free.
The criticism of Hershey’s sourcing for chocolate is an example of____ potential use of
child labor to produce Hershey products impacts its level of commitment to ______
a. consumerism; organizational culture
b. ethics; social responsibility
c. shareholder orientation; social responsibility
d. ethical climate; ethics
e. consumerism; sustainability practices
The final step in the marketing research process is .
a. interpreting research findings
b. making sure the marketing research was conducted in an ethical manner
c. putting the results into a written document that is technical and written in formal
language
d. reporting the research findings
e. deciding what the next research project should investigate
Personal trainers cannot make fitness assessments of their clients without the clients
being physically present because of the__________characteristic of services.
a. perishability
b. intangibility
c. inseparability
d. heterogeneity
e. tangibility
Category killers are stores that buy manufacturers’ seconds, overruns, returns, and offÂ-
season production runs at below-wholesale prices for resale to consumers at deep
discounts
a. True
b. False