Marketing Quiz

University of the grey Caribbean School of Business Principles of Marketing Take Home Assignment on Chapter 13-16 Name __________________________________ ID_______________________DATE__________ Refer to the scenario below to answer the by-line questions. Section 1. In the 1970s, Shipshewana was only a microscopic town with a hardw be store, a grain mill, a shoe store, a small restaurant, and a food market store. Over the next dickens decades, the small town transformed into an international tourist attraction, attracting thousands of tourists who are intrigued with the lifestyle of Shipshewanas largest population the Amish.Ben and bloody shame Miller, having firen up within the Amish faith, decided to capitalize on their towns popularity and their woodworking skills. Their mark, Indiana Wood, began with a small display of hand do hickory rocking chairs, Ben Millers speciality. But within a few months, the display at Indiana Wood intromitd sashay tables, flower boxes, and small handmade novelty items. No other shop offers the same. Mary Miller interior designated the shops display room with authentic Amish decor and eventually hired tether Amish friends to sew and embroider napkins and other textiles per customer request.In addition, both 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 south edge of town. Shipshewana is full of specialty shops, Mary Miller stated. People dont come here to buy things made in China or Taiwan. They want real, Amish-made goods. 1. Indiana Wood is lift out classified as a(n) ________ seller. A) full- good B) self-service C) limited-service D) discount E) off-price 2.Which of the following is near slender to Indiana Woods success? A) place B) price C) differentiation D) store atmosphere E) services mix 3. The Amish decor an d shop workers give customers an authentic revenue st ampere of the pride and skill built into the shops harvest-homes. These aspects also contribute to the stores ________. A) ingathering multifariousness B) services mix C) atmosphere D) segmentations E) targeting 4. Which of the following would be the most arranged way for Indiana Wood to expand? A) set uping an online presence B) pursuing sell convergence C) implementing RFID inventory trackingD) puting a community-gathering environment in the store E) connective a producers cooperative Refer to the scenario below to answer the following questions. crapper Mayes opened Sparkle Janitorial in 1999. flush toilet began by acquiring two contracts for office killing services from two topical anaesthetic manufacturing facilities. For two years, tush and his wife, Barb, performed the cleaning services al ane. After acquiring trio additional cleaning contracts in 2001, John hired two employees. Up to that point, we had room to evoke but we really had no denote plan, John stated. We were relying mostly on line. By 2003, Barb hired another two full-time employees to find Sparkles spic-and-span endeavor carpet cleaning in homes and offices. Competition was get tough for both of our services at that point, Barb added. We ran a local anesthetic radio spot three times each(prenominal) week. Then we had an adman print coupons on placemats. That gave us a little more exposure. John and Barb Mayes admit that they never realized the value of a sound promotional plan before now. We wish we would dupe put in concert something catchy with a jingle way before now, they said. 5.Which of the following would be the LEAST effective way for John and Barb to reach unused potential customers? A) word-of-mouth influence B) buzz marketing C) universal dealing D) network television advertising E) chair marketing 6. In a recent radio spot, John and Barb gave a quick bill of Sparkles cleaning surgery and a de scription of the value consumers receive for their money. This is an manakin of a(n) ________. A) emotional appeal B) standard appeal C) rational appeal D) clean-living appeal E) social appeal Most of the clientele at twinkling Avenue have learned close the store with word-of-mouth communication.This small retailer of quality second-hand childrens apparel thrives on the sale of a vast inventory of childrens clothing laid there on consignment. Because small children grow so quickly, Second Avenues proprietor commented, they often outgrow many a(prenominal) a(prenominal) of their clothes before theyve hardly been worn Second Avenue provides a way for people to sell their childrens clothing, earn a few dollars, and buy the next larger size. Were extremely picky 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 benefit Second Avenues promotional efforts presumptuo usness the stores limited budget? A) periodic advertising in a local newspaper B) daily advertisements on a local radio move C) weekly commercials during the local evening news D) a billboard placed on the interstate E) a link on the citys Chamber of medico Web site 8. Second Avenue wants to create a postal card to be sent to local families with young children. The postcard will include knowledge about the stores typical inventory, store hours, and directions.Which of the following format elements sack make the biggest difference in the success or failure of the direct mailing? A) copy B) headline C) illustration D) font E) color 9. The owner of Second Avenue wants to establish a community clothing depend on to collect clothes for a local childrens shelter. The owner will rank up collection barrels outdoor(a) Second Avenue. Which of the following public relations tools is the owner using? A) press relations B) product packaging C) lobbying D) development E) public affairs 10 . At Finleys Fine Goods, members of the gross revenue cram and marketing epartment tend to have disagreements when things go wrong with a customer. The marketers unredeemed the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of shadow with the customer. Which of the following steps should upper-level management at Finleys Fine Goods evolve to help bring the sales and marketing functions closer unitedly? A) establish a customer sales magnate structure B) establish a complex sales host structure C) appoint a new sales compact manager D) adopt a sales suck up automation system E) appoint a chief revenue incumbent 11. Ultra-Tech, Inc. as decided to switch to a customer sales violence structure. Which of the following advan ticketes is the companion now LEAST likely to enjoy? A) The conjunction lot become more customer-focused. B) The fellowship can better assure to different industries. C) The company can build closer relationships with important customers. D) The company can better serve current customers and find new customers. E) The company can inhabit salespeople to develop in-depth knowledge of numerous and complex product lines. 12. Johnson Business Solutions, Inc. , maintains one sales force for its copy machines and a recount 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. Within each of those regions, the company maintains two sales teams? 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) work load 14. An IBM sales representative is giving a product demonstration to a Best Buy representative.Assisting with the demonstration are an engineer, a financial analyst, and an knowledge systems specialist. If IBM wins the Best Buy account, then all tetrad IBM representatives will service the Best Buy account. This is an example of ________. A) team exchange B) territorial selling C) inside selling D) prospecting E) sales promoting 15. Sales have been slow late at B & B Materials, so management has create a culture program to improve the performance 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 personality traits of sales force members D) a time-and-duty analysis for each salesperson E) instructions on completing expense reports 16. The CEO of Comfy Carpet, Rick Hadley, was skeptical about Web-based training until his sales manager explained that online training is ________. A) time consuming and awkward to use B) used by all small companies C) dynamic and interactive D) cost competitive and efficientE) useful to customers 17. At Deck Decor, a shaper 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) straight recompense B) straight guidance C) salary accession 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 National estimator Training.She wants to evaluate the performance of her sales force that is responsible for the New England territory. Mary will most likely review all of the following in her evaluation EXCEPT ________. A) call plans B) sales reports C) call reports D) expense reports E) territorial sales and internet reports 19. The sales force of Conway Pools has qualified a numerate of leads. Which of the following will most likely occur next? A) The extraneous sales force will call on all prospects. B) The outback(a) sales force will close the deal with one of the prospects. C) The outside sales force will learn as much 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 concept deals mainly with wholesalers axial motion out decrease service levels. 2. The life cycle of new retail forms is getting longer. 3. Unlike kitty marketers, niche marketers expect to see go along growth in their online sales. 4. Retail convergence means greater argument for retailers and greater difficulty in differentiating offerings. 5. The number of retailers creating communities for their customers is declining. 6.Like retailers, a wholesaler must(prenominal) decide on segmentation and targeting, differentiation and positioning, and the marketing mix. 7. In an automate 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 platform 8. The singularity between large retailers and large wholesalers is becoming blurred. 9. Mass marketers can expect consumers to distinguish between commercial message sources to maintain a assimilate image of a company and its brands. 10. The integrated marketing concept ties together all of the companys messages and images. 1. Integrated marketing communications allows brand messages to be develop by different departments within an organization. 12. A marketing communications director has overall responsibility for the companys communications efforts. 13. The communications process should start with mass media advertising to reach many consumers. 14. The four maj or communication functions are encoding, decoding, response, and noise. 15. Encoding is the process by which the receiver assigns meaning to symbols. 16. Decoding is the process of putting thought into symbolic form. 17. Awareness, knowledge, and preparation are buyer-readiness stages. 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 sales and profit effects. 4. In small and large companies, advertising is typically handle d by an one-on-one 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 lifted 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 change the perception that milk was unhealthy, the National Fluid take out Processors Education Program established an advertising campaign featuring celebrities with milk mustaches and the tag line Got Milk? 29. A company typically spends comparable budgets on public relations and advertising. 30. A companys Web site can be an important public relations vehicle. 31. What types of products may be sold through categ ory 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.