Marketing Quiz

University of the Southern Caribbean School of traffic Principles of Marketing contend Home Assignment on Chapter 13-16 Name __________________________________ ID_______________________DATE__________ Refer to the scenario on a lower floor to resoluteness the sideline questions. Section 1. In the 1970s, Shipshewana was only a sensitive township with a hardw ar entrepot, a grain mill, a shoe store, a sm all in all restaurant, and a grocery store. Over the following(a) ii decades, the small town transformed into an international tourist attraction, attracting thousands of tourists who be intrigued with the lifestyle of Shipshewanas largest universe of discourse the Amish.Ben and Mary Miller, having grown up within the Amish faith, decided to capitalize on their towns popularity and their woodworking skills. Their com honker storage, indium Wood, began with a small introduction of handmade hickory rocking chairs, Ben Millers specialty. But within a few months, the display at Indiana Wood included picnic tables, flower boxes, and small handmade cheekiness items. No other shop offers the same. Mary Miller decorated the shops display room with authentic Amish decor and eventually hired three Amish friends to fix and embroider napkins and other textiles per customer request.In addition, two women from the Amish community sought permission from the Millers to display home-baked pastries and jellies on Tuesdays and Wednesdays, the towns busiest tourist days, when Shipshewana attracts swarms of visitors to its flea market on the confederation edge of town. Shipshewana is full of specialty shops, Mary Miller stated. People dont occur here to buy things made in China or Taiwan. They inadequacy real, Amish-made goods. 1. Indiana Wood is best classified as a(n) ________ retailer. A) full-service B) self-service C) limited-service D) discount E) off- bell 2.Which of the interest is or so critical to Indiana Woods winner? A) place B) price C) different iation D) store atmosphere E) services mix 3. The Amish decor and shop workers give customers an authentic im cution of the pride and skill built into the shops crops. These aspects in addition contribute to the stores ________. A) product assortment B) services mix C) atmosphere D) segmentations E) targeting 4. Which of the following would be the most logical modality for Indiana Wood to hyperbolize? A) establishing an online presence B) pursuing retail convergence C) implementing RFID inventory trackingD) establishing a community-gathering environs in the store E) joining a makers cooperative Refer to the scenario below to answer the following questions. rear end Mayes opened Sparkle Janitorial in 1999. fast nonp atomic number 18il began by getting two contracts for office modify services from two local manufacturing facilities. For two years, John and his wife, putz, performed the cleaning services al ace. After acquiring three additional cleaning contracts in 2001, John hired two employees. Up to that point, we had room to grow but we really had no advert plan, John stated. We were relying mostly on word-of-mouth. By 2003, Barb hired another(prenominal) two full-time employees to begin Sparkles refreshed endeavor carpet cleaning in homes and offices. Competition was getting tough for both of our services at that point, Barb added. We ran a local radio receiver spot three times each week. Then we had an advertiser print coupons on placemats. That gave us a little more exposure. John and Barb Mayes admit that they never accomplished the value of a sound promotional plan before like a shot. We paying attention we would have put together whateverthing catchy with a jingle way before now, they said. 5.Which of the following would be the least(prenominal) effective way for John and Barb to reach reinvigorated potential customers? A) word-of-mouth influence B) bombilate marketing C) public transaction D) network tv denote E) betoken marketing 6. In a recent radio spot, John and Barb gave a quick explanation of Sparkles cleaning process and a rendering of the value consumers receive for their money. This is an pillow slip of a(n) ________. A) emotional court B) standard appeal C) rational appeal D) moral appeal E) social appeal nigh of the clientele at Second path have l cle argond astir(predicate) the store through word-of-mouth colloquy.This small retailer of quality second-hand childrens apparel thrives on the sale of a vast inventory of childrens clothing pose there on consignment. Because small children grow so quickly, Second Avenues proprietor commented, they often outgrow many of their clothes before theyve hardly been worn out Second Avenue provides a way for people to sell their childrens clothing, earn a few dollars, and buy the next larger size. Were extremely finicky about the condition of the clothing we stock, the owner stated, but we sell most items at a 60 percent discount. 7. Which of the following media options would MOST reach Second Avenues promotional efforts given the stores limited budget? A) periodic advertize in a local watchwordpaper B) daily advertisements on a local radio station C) weekly commercials during the local evening news D) a billboard placed on the interstate E) a association on the citys Chamber of Commerce Web site 8. Second Avenue wants to create a postcard to be sent to local families with early children. The postcard get out include information about the stores typical inventory, store hours, and directions.Which of the following format elements spate make the biggest difference in the success or failure of the direct placeing? A) copy B) headline C) illustration D) font E) color 9. The owner of Second Avenue wants to establish a community clothing drive to collect clothes for a local childrens shelter. The owner will set up collection barrels extraneous Second Avenue. Which of the following public relations tools is the ow ner using? A) press relations B) product publicity C) lobbying D) development E) public affairs 10. At Finleys Fine Goods, members of the gross sales take and marketing epartment tend to have disagreements when things go wrong with a customer. The marketers charge up the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with the customer. Which of the following steps should upper-level counseling at Finleys Fine Goods take to help bring the sales and marketing functions closer together? A) establish a customer sales thrust organise B) establish a complex sales world power structure C) appoint a new sales event manager D) suck in a sales force automation system E) appoint a chief revenue officer 11. Ultra-Tech, Inc. as decided to switch to a customer sales force structure. Which of the following advantages is the ships company now LEAST likely to enjoy? A) The company backside become more customer-focused. B) The company can better serve different industries. C) The company can base closer relationships with important customers. D) The company can better serve electric current customers and find new customers. E) The company can expect salespeople to develop in-depth friendship of numerous and complex product lines. 12. Johnson Business Solutions, Inc. , maintains one sales force for its copy machines and a separate sales force for its computer systems.Johnson Business Solutions utilizes a ________ structure. A) product sales force B) customer sales force C) territorial sales force D) a combination of B and C E) complex sales force 13. Morrill Motors splits the United States into 10 sales regions. inside each of those regions, the company maintains two sales team ups? one for existing customers and one for prospects. What type of sales force structure does Morrill Motors use? A) territorial B) product C) customer D) complex E) workload 14. An IBM sales representative is giving a p roduct demonstration to a Best Buy representative.Assisting with the demonstration are an engineer, a financial analyst, and an information systems specialist. If IBM wins the Best Buy account, then all four IBM representatives will service the Best Buy account. This is an example of ________. A) team selling B) territorial selling C) inside selling D) prospecting E) sales promoting 15. gross sales have been slow recently at B & B Materials, so direction has organized a training program to improve the action of its sales force. Which of the following would most likely lead to improved sales for B & B Materials?A) tests to measure the analytic and organizational skills of the sales force B) information about the marketing strategies used by competitors C) tests to identify the nature traits of sales force members D) a time-and-duty analysis for each salesperson E) operating instructions on completing get down reports 16. The CEO of Comfy Carpet, Rick Hadley, was speculative abo ut Web-based training until his sales manager explained that online training is ________. A) time devour and difficult to use B) used by all small companies C) high-energy and interactive D) cost competitive and efficientE) useful to customers 17. At Deck Decor, a manufacturer of outdoor furniture and accessories, the marketing and sales force objectives are to grow relationships with existing customers and to acquire new business. Which of the following compensation plans should management establish to encourage the sales force to pursue both of these objectives? A) straightaway salary B) straight fit C) salary plus bonus for new accounts D) commission plus bonus for new accounts E) salary plus commission plus bonus for new accounts 18. Mary Conti is sales manager for internal Computer Training.She wants to evaluate the performance of her sales force that is responsible for the freshly England territory. Mary will most likely review all of the following in her evaluation EXCE PT ________. A) call plans B) sales reports C) call reports D) expense reports E) territorial sales and profit reports 19. The sales force of Conway Pools has qualified a number of leads. Which of the following will most likely occur next? A) The outside sales force will call on all prospects. B) The outside sales force will close the deal with one of the prospects. C) The outside sales force will learn as oft as possible about the prospects.D) The inside sales force will attend meetings with qualified prospects. E) The inside sales force will put together a presentation for the prospects. Section 2 1. The wheel-of-retailing supposition deals generally with middlemans rolling out reduced service levels. 2. The life cycle of new retail forms is getting longer. 3. Unlike mass marketers, niche marketers expect to cod continued growth in their online sales. 4. Retail convergence means greater competition for retailers and greater difficulty in differentiating offerings. 5. The numbe r of retailers creating communities for their customers is declining. 6.Like retailers, a wholesaler must decide on segmentation and targeting, differentiation and positioning, and the marketing mix. 7. In an automated warehouse, orders are fed directly from the retailers information system to the wholesalers, and the items are picked up by mechanical devices and taken to a shipping political platform 8. The distinction between large retailers and large wholesalers is becoming blurred. 9. Mass marketers can expect consumers to distinguish between commercial depicted object sources to maintain a clear image of a company and its brands. 10. The integrated marketing concept ties together all of the companys messages and images. 1. Integrated marketing parleys allows brand messages to be developed by different departments within an organization. 12. A marketing communications director has overall responsibility for the companys communications efforts. 13. The communications process s hould get weaving with mass media advertising to reach many consumers. 14. The four major communication functions are encoding, decoding, response, and noise. 15. Encoding is the process by which the receiver assigns meaning to symbols. 16. rewrite is the process of putting thought into symbolic form. 17. Awareness, knowledge, and preparation are buyer-readiness dots. 18.Teaser advertising is most closely associated with the buyer-readiness stage of liking a product. 19. There are three types of appeal from which marketers may choose as they design their message content. These types are rational, emotional, and moral appeals. 20. The Stop. Think. Tylenol. ad is an example of a moral appeal. 21. Although television advertising is expensive for corporations, the cost per exposure is relatively low. 22. Direct mail is one of the least expensive media on a per exposure basis. 23. The communication effects of advertisements and ad campaigns are more difficult to measure than the sale s and profit effects. 4. In small and large companies, advertising is typically handled by an individual or team in the sales department. 25. Todays advertising agencies are staffed with specialists who can often perform advertising tasks better than a producer or retailers own employees can. 26. Recently, the increased use of online social networks and video sharing has reduced the need for advertising standardization for global brands. 27. Since China has bring up many of its international trade restrictions, corporations such as McDonalds and Coca- Cola now have only limited censorship rules governing their TV and radio advertising. 8. In an attempt to limiting the perception that take out was unhealthy, the National changeful Milk Processors Education Program established an advertising campaign featuring celebrities with milk mustaches and the tag line Got Milk? 29. A company typically spends parallel budgets on public relations and advertising. 30. A companys Web site ca n be an important public relations vehicle. 31. What types of products may be interchange through category killers? 32. What types of products do specialty stores carry? Give an example of a specialty store. 33. 34.Describe the differences between chain stores and franchises. 35. Describe public relations and three of its main functions. 36. Identify four of the major media types and identify some of the strengths and weaknesses of each type. 37. Why do many companies invest in ongoing training for their salespeople? 38. Compare the four types of compensation plans available to salespeople. 39. Name and define the four major communication functions. 40. Explain how advertising may change as a product moves from the introductory stage to the growth stage of the product life cycle.