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Quiz 2 (MKTG 231) - Assessment Page 1 of 12 Etruscan...

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Unformatted text preview: Assessment Page 1 of 12 Etruscan Railing Company Etruscan Railing Company makes raiEing that is used in spors arenas, nursing home corridors, queue houses at amusement parks, and many other places that are not as obvious. Its railing is molded into bicycle racks. You may also see city governments using the railing to make walkways over ravines and creek banks safer for pedestrian traffic. Hospitals also use the railing in their physical therapy departments, to keep the lines straight in the hospital cafeteria, and to prevent patients from falling out of hospital beds. Refer to Etruscan Raiiing Company. When Etruscan sells railing to contractors to use in building loading docks in accordance with federal government regulations, it is selling to: @ A) producers 1:? B) resellers {:3 C) government I?) o) institutions C?" E) consumers i' 2. A(n) is an interactive, flexible information system that enables managers to obtain and manipulate information as they are making decisions. '11:} A) artificial intelligence system C3 B) expert system C) C) database marketing system if} D) marketing information system @E) marketing decision support system 3. According to the text, a true marketing decision support system should be: 1:3 A) customer—oriented Ci 8) descriptive @ C) interactive if) D) rigorous {:3 E) reactive 4. Laptop Computers Jason Lee, the warehouse manager for a small manufacturer of valves used in heating and cooling systems, wants all of the company's sales force to record each sale on a laptop computer and send the information to the office at the end of each workday. This use of technology will make the processing of orders quicker. Lee has suggested his idea to the salespeople at a quarterly meeting, and they concur that the plan is excellent. Lee then discussed this option with the company president Wilson Arno, who agreed to buy laptops for all the salespeople. Arno contacted the company's purchasing agent Ron Talbot and authorized the purchase. Refer to Laptop Computers. Which role are the salespeople playing in the decision-making process for the computer laptops? Ci A) deciders B) users 5:} C) purchasers 11:} D) gatekeepers 1‘= E) initiators 5. One common instrument used in situations is the purchasing contract. ht‘m'l/l'isnnnline hnun'ecztntp Pfli‘l/QPr‘finh/A QCPQannf/npli'vr—‘IVU/A canonnwnn‘l‘ A H onnv‘janhqu no [’33 mm n Assessment Page 2 of 12 g A) straight-rebuy 6. To be useful, a segmentation scheme must produce segments that meet four basic criteria. The criteria are: Ci A) segmentable, targetable, reliabie, and homogeneous C) B) reliability, flexibility, tangibiiity, and accessibility 51:) C) responsiveness, reliability, homogeneity, and causality {:75 D) tangihility, flexibility, causality, and accessibility @ E) substantiality, identifiablllty and measurability, accessibility, and responsiveness C? B) reciprocal C) C) extended-rebuy Ci D) new—buy Ci E) modified-rebuy i“. For which of the following products is the purchaser most iikely to rely on an external information source? C} A) a Big Mac {:1 B) a copy of People magazine {Q C) a new prescription Ci D) a toothbrush if; E) a box of tissues 8. Hildy Webb and La‘fishe Brown own Creative Catering and would like to improve customer satisfaction and increase repeat business. When you ask them to describe a typical customer, they say it is impossible and expiain that with corporate functions, family affairs, and fund—ralsers, they do not have a typical customer. You suggest it is time for market segmentation because: @A) it will enable them to buiid an accurate description of customer needs by group and to design a marketing mix to fit each segment Ci B) it will help develop a generalized definition of the market as a whole and reveal the optimal marketing mix for this market If} C) Creative Catering needs to reduce the size of the market it serves CE D) Creative Catering needs to learn how to group these markets together into one market to serve all of them adequately if) E) this will position the company in the minds of its consumers as compared to its competitors Q. Claxton Fruitcakes One common Christmas tradition in many households is the Claxton fruitcake. The fruitcake bakery in Claxton, Georgia, makes about 6 million pounds of fruitcake annually and has $12 miilion in sales. One fruitcake batch weighs 375 pounds. About 70 percent of that weight is fruits and nuts. A single batch is divided into 34 loaf pans that hold 11 pounds each. Loaves are cooked for 100 minutes at 375 degrees. The bakery can cook 6,000 pounds at a time. During the baking season (August—December), the bakery uses a tractor—trailer load of raisins each day. The suggested retail price of a one—pound Claxton fruitcake is $3.69. Refer to Claxton Fruitcakes. In terms of business—to—business products, the large ovens in which the cakes are baked are exampies of: [email protected] A) major equipment Ci B) component parts C) C) MRO equipment if} D) processed supplies E13$) specialty equipment it}. is the set of values, norms, attitudes, and other meaningful symbols that shape human behavior and is transmitted from one generation to the next. i A\ Flufi+nmn—;1H+inh Assessment Page 3 of 12 g; B) Culture it. Marketing managers can use marketing research to: 5:) C) Consumerism @A) do ali Of these {:5 D) Lifestyie {:3 B) improve the quality of their decision making EC) understand the ever—changing marketplace .3 D) iearn how to more efficiently retain customers C) E) find out why a marketing plan failed [ 5:3 E) Socialization f 12. Soon after the Harriet Tubman Museum expanded its hours and began charging a small fee to pay for the extra help needed to keep it open longer, attendance decreased. To determine why this decrease in attendance occurred, the museum staff could rely on: @A) marketing research C) B) database marketing Cl C) a production audit Ci D) secondary data if) E) an internal marketing audit 13. Data previously collected for purposes other than the one at hand are an important source of information as the researcher defines the problem. These data are called _ data. C) A) consensual @ B) secondary {:3 C) primary 1:31 D) convenience ”:3 E) single-source id. Marketing managers wouid typically use marketing research to: C? A) eliminate any guesswork in decision making @ B) determine why a new product failed if} C) do all of these 2:} D) handle an individual customer's complaint 5:5 E) implement a sales promotion 15. PAS Systems has developed a new productnan unobtrusive flashlight—alcohol detector. The flashiight readings are inadmissible in court but are used by police officers to decide whether to hold someone for a sobriety test. Each one costs $600. After seeing a prototype brought back by one of its employees from a highway safety convention, the Georgia Governor‘s Office of Highway Safety decided to equip every DUI officer with one. In this example, the individual who attended the convention had the roles of in the buying center. f. A) buyer and decider (:3 B) purchaser and gatekeeper Cl C) initiator and decider (:3 D) decider and user @ E) gatekeeper and influencer 16. Which of the foliowing pieces of information can be used by a manufacturer searching for the location for a new factory? Ci A) Just like individual consumers, business consumers are dispersed proportionally across the United CF-fl-nn find lnn-aHnn r-Innr- nrfl- m-II‘I-np- In 1- 1 - . . 1 lr‘1 _- i. .m 1- i. .‘n n . v nnrAAJ'An-‘n Assessment Page 4 of 12 if.) B) The company's best location wiil be in the geographic center of the United States. @ C) More than haif of US. industrial buyers operate in seven states. Ci D) The new faciiity should be located in New York or California because over half of the nation‘s industrial buyers are in those two states. C! E) Its salespeople will have to travel throughout aEi of the fifty states because business consumers are widely dispersed. 11?. is the creation of a large computerized file of customers' and potential customers‘ names, profiles, and purchase patterns. 51:) A) Competitive data mining CL“: B) Electronic targeting Ci C) Sampling procedure specification @ D) Database marketing C) E) Consumer behavior marketing 18. The process of market segmentation involves breaking down a heterogeneous market into homogeneous and identifiable segments. If this process is carried to its extreme, then one could say that: Ci A) this is the reason segmentation cannot be used by small firms Ci B) aii individuals have the same needs in spite of cultural differences C3 C) segmentation controls the demand for products E???” D) every individuai in the world is a market segment 4:7} E) everyone belongs to the same segment 19. Every six months or so, some manufacturer introduces a new shape or color for the boxes that house the hardware to run PCs. These companies contend beige is boring, and peopie are ready for "something fun." These manufacturers ignore the fact most Americans iike their technology in plain wrappers. These bright colors and odd shapes have failed because the market segment to which they are targeted lacks: @i A) responsiveness C113) reiiability U C) accessibility if} D) identifiability and measurability Q E) substantiallty 26. A is a group of peopie or organizations that has wants and needs that can be satisfied by particular product categories, has the ability to purchase these products, and is wiiiing to exchange resources for the products. @ A) market Ci B) consumer C“) C) firm Ci D) buyer G E) target 23;. When the secretary restocks office supplies each month, he places an order for paper, pens, folders, and printer cartridges. Each month the order is the same. This type of buying behavior is called: C) A) limited decision making {:5 B) situational convenience i) C) buver's harmonv 1-44..”‘11. ..... 1:...“ 1.“--.innana... ...AI..IU......_4..'......IA HH-HH---HM4.H\-1:-.-...IA-nnnnmnfi-LA11n"..-y“)n..+...yT nnrnnmrnn Assessment Page 5 of 12 23. 24%. 25. 26. {3 D) consistent decision makingez. In contrast to marketing research problems, management decision problems are: Ci A) information oriented Ci B) narrower in scope Cl C) synergistic C} D) pervasive @ E) action oriented % E) routine response behavior Etruscan Raiiing Company Etruscan Raiiing Company makes raiiing that is used in sports arenas, nursing home corridors, queue houses at amusement parks, and many other places that are not as obvious. Its railing is molded into bicycle racks. You may also see city governments using the railing to make walkways over ravines and creek banks safer for pedestrian traffic. Hospitals also use the railing in their physical therapy departments, to keep the lines straight in the hospital cafeteria, and to prevent patients from falling out of hospital beds. Refer to Etruscan Railing Company. When Etruscan seiis railings to refurbish a private university's football stadium, it is selling to a(n): CilA) intermediary C) B) consumer {:3 C) producer @ D) institution C? E) reseller DCS Corporation makes barbecue grills. It has expanded into high—priced, multi-purpose grills for peopie who want to be able to cook all their food outside. Facing little competition, DCS designed an excellent line of specialty grills, had good distribution, used effective promotion with this market, and within four years had a respectable market share. Yet financial tosses every year have caused DCS to decide to drop this line. The reason could be that this market segment, relative to the resources devoted to it, lacked: 3% A) substantiaiity {:31 B) causality qumm Ci D) identifiability and measurability C} E) accessibility Although the price of a chemical added to paint to protect surfaces from mold and mildew has almost doubled, the price of paint only rose an average of 5 percent, and the demand for both paint and the chemical that eliminates mold and mildew remained stable. The demand for this chemical is: {:1 A) change—resistant Gmmmm C) inelastic Ci D) derived C) E) elastic A few years ago, TNT cable channel began using the slogan "TNT knows drama" to reflect a change in its programming focus. Now it wants to determine how its viewership has changed since it changed its focus. It has decided to use secondary data to determine if its viewers‘ demographics have changed. A potential disadvantage of this research pian is: F": A‘ mm hlnln "mi- me ”Alum-Hun ”manna“... An». 1.4.1..-.H‘1____-_-1:_-_ 1--___2__.n._4._ _J__l‘(‘1__.c1_u I A _.__._._-__.__-4.IT"\._1:-,.._...1' A .....,.,..-.__.-._.¢A 11 “H4..‘1,...¢....T “(11")“ [”101 n Assessment Page 6 of 12 @B) the information not fitting the needs of the research problem 27- C} C) the difficulty of hoiding certain variables constant while varying one factor of interest The Solar C} D) the length of time it takes to collect secondary data Group. a (“a . . . . . Mississippi— E) InterVIewer bias during the collection process based mailbox manufacturer, seils mailboxes to contractors who are building megan subdivisions, to hardware stores, and directly to new homeowners. What kind of products is the Solar Group selling? Ci A) business products only @ B) both business and consumer goods C?) C) installations C) o) consumer goods only Ci? E) suppiies 28. You are the brand manager for a new line of allergy relief drugs. Which of the following methods might you employ to use opinion leadership/reference groups to help stimulate demand for your products? Ci A) Develop a promotional campaign that emphasizes safety and security needs being fulfilled by these health—care products. C) B) Drop the price of your new products to the point where customers will realize they are getting a bargain. 5:3 C) Develop a promotional campaign that tells customers they "deserve to use" these products. @ D) Use a series of ads showing different health—care associations and societies endorsing the use of these health—care products. Cl! E) Create ads that show the typical consumer performing a healthy lifestyle activity. 29. are consumable, inexpensive, and often standardized items that do not become part of the final product. 0 A) Processed materials (h) B) Replacement Darts 1.1+qu nnnnn Hun Ln11r;nrl+n+m nrlui'c‘nnh'nfiiA nnmnnman+maiiunmri A noonnman+A ll nnanm-Ih-‘J no IQQI’PH1 fl Assessment Page 7 of 12 Market segmentation can assist marketers to do all of the following EXCEPT: @A) identify which variable base should be used for segmenting C} B) develop more precise definitions of customer needs and wants 4:3 C) more accurately define marketing objectives C3 D) evaluate performance 3‘ E) improve resource allocation C) C) Accessory equipmentw- Ci D) Provisions E) Supplies 3%.. According to Maslow's hierarchy of needs model, the first needs most people would try to satisfy are their needs. @A) physiological C) B) derived Cl? C) esteem C) D) safety Cl E) economic 32. Lucent Technologies Because AT&T Corporation wanted to become a big player in the booming market for outsourcing computer services, it set up Lucent Technologies to manage corporate clients' worldwide computer networks. Lucent Technologies assists corporations in global network and computer management by drawing on AT&T‘s worldwide digital network and its computer hardware and softWare businesses. It also relies on the expertise of technicians at Bell Laboratories. Refer to Lucent Technologies. Consumers utilizing the First National Bank of Chicago to purchase US. Treasury bonds will affect the demand for and use of the AT&T network computer system capabilities. This is called: {:3 A) inelastic demand @ B) derived demand C} C) joint demand if.) D) elastic demand (:3 E) fluctuating demand 33. A true marketing decision support systems (DSS) should be: C} A) discovery—oriented if} B) flexible Cl C) interactive C} D) accessible 6% E) All of the choices describe true marketing decision support systems. 34.. Since it has been medically proven that watching fish reduces anxiety, many physicians‘ offices have installed large fish tanks in their waiting rooms. There has been a tank in Dr. McKinnon‘s office for six years. Yesterday, his receptionist went to the pet store and purchased three replacement goldfish for $3.30. This purchase was most likely an example of a(n) _ buying situation. @A) straight rebuy QB) need—related buy 11:} C) limited rebuy 3““) n\ inrHi-I IHnn h: In 1 .4 1n 1' 1 ' .1 .1 1 In 1' 1A."... ._.1m_i'..__.__._l.n _____._____4.A11 __.___n-__;____1 nnmnrfln‘tn Assessment Page 8 of 12 C) E) rebuy sourcing35- Studies of how consumers relate to Internet entertainment classify them into nine different groups. One category is "Mouse Potatoes," who spend most of their time online, who want the most current gadgets, and who believe the world pictured in the cartoon 777a Jetsons will someday exist. This is a description of the of "Mouse Potatoes." @A) lifestyle C) B) socialization process C) C) cultural bias 5:3 D) self-image Ci E) demographics as. Research done by Morgan Stanley revealed that 72 percent of the U.S. residents are willing to try flavored colas. The research also showed which flavors were most desired. Cola producers using this information provided to them by Morgan Stanley would be using data. Ci A) primary @ B) secondary Ci C) observation C? D) convenience {:5 E) dichotomous 3?. A product is defined as a business product rather than consumer good on the basis of its: [11:1 A) physical characteristics Ci B) distribution method @C) intended use ‘11:} D) tangible attributes if} E) price 38. Coca-Cola It is almost 100 degrees outside, and Ed is on his way to the supermarket to buy groceries. His air conditioner is broken, so he is hot and thirsty. Ed notices a billboard featuring an ice—cold Coca—Cola. Ed remembers he is out of Coke. Once in the store, Ed heads straight for the soft-drink aisle and picks up a tweive—pack of Coke. Refer to Coca—Cola. Ed's Coke purchase best represents which type of consumer buying decision? Ci A) extensive decision making C71 B) limited decision making @C) routine response behavior Ci D) motivational response C} E) situation convenience 39. Laptop Computers Jason Lee, the warehouse manager for a small manufacturer of valves used in heating and cooling systems, wants all of the company‘s sales force to record each sale on a laptop computer and send the information to the office at the end of each workday. This use of technology will make the processing of orders quicker. Lee has suggested his idea to the salespeople at a quarterly meeting, and they concur that the plan is excellent. Lee then discussed this option with the company president Wilson Arno, who agreed to buy lard-fine Fnr :I” Hem: ralornmnnlm Ami-tn r‘nni‘ur’l‘mr‘ H113 r-nmnanu'r m wrhacinn anon!- Dnn "Y'all-\nt- '2an a: II-Hnr-i-rmrl lam-mannnnlinn Lnxxr-Lcnrl‘fn‘h: aAw1lQan+-:nnfl\ nnannmani-fhnHvynmrt'A nonnamaan ll nonv‘jnnffirT noffifilfifl‘l n Assessment Page 9 of 12 the purchase. Refer to Laptop Computers. Lee, Arno, Talbot, and the company's sates force were all involved in the decisior making process for the laptop computer purchase. These people represent a: (3A) purchasing department ® B) buying center {:3 C) decision board C: D) planning group C?! E) purchasing group an. Through marketing research, the Boston Symphony Orchestra (BSO) learned it has an older market and is not attracting younger concertgoers. It next conducted marketing research to determine if an integrated advertising campaign targeted to the younger market would be successful. In its second use of research, BSO empioyed marketing research. 6:) A) descriptive C: B) historical C} C) normative @ D) predictive C} E) objective 41. Women's Athletic Wear Between 1987 and 2000, the market for women's athletic wear increased by more than $3 billion while the market for men's athletic wear remained unchanged. Women are no longer satisfied with sporting goods stores that act as if they are serving women‘s...
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