Marketing Final Exam

A institutions such as schools churches and hospitals

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Unformatted text preview: and other standard supply items (not just military hardware). PTS: 1 REF: 109 Thinking KEY: CB&E Model Customer OBJ: 07-4 TOP: AACSB Reflective MSC: BLOOMS Analysis 27. One segment of the business market has primary goals that differ from the ordinary business goals such as profit, market share, or return on investment. This segment includes many schools, churches, and civic clubs. Which business market is this? a. Institutions b. OEMs c. Services d. Providers e. Resellers ANS: A Institutions such as schools, churches, and hospitals have service or activity goals but not profit goals and are an important business market. PTS: 1 REF: 109 Thinking KEY: CB&E Model Customer OBJ: 07-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 28. Which of the following is the BEST example of an institution market? a. The government b. eBay c. Claire’s Boutique d. United Methodist churches e. Starbucks ANS: D Examples of institutions include schools, churches, and hospitals that have service or activity goals but not profit goals. PTS: 1 REF: 109 Thinking KEY: CB&E Model Customer OBJ: 07-4 TOP: AACSB Reflective MSC: BLOOMS Application 29. Organon Teknina sells inexpensive equipment to detect Escherichia coli, listeria, or salmonella bacteria in food. The company serves not-for-profit institutions that need to regularly check food quality. Organon Teknina would be LEAST likely to sell to: a. the Montgomery County school system b. a large pediatric hospital c. a chain of Mexican restaurants d. a chain of church-sponsored retirement homes e. American Red Cross emergency shelter kitchens ANS: C The only example of a for-profit organization in the list is the restaurants, and they would not be a customer of an institution-only food supplier. To answer this question, students will have to remember that institutions are not operated for profit. PTS: 1 REF: 109 Thinking KEY: CB&E Model Customer OBJ: 07-4 TOP: AACSB Reflective MSC: BLOOMS Application 30. What would a U.S. company that manufactures the lighted signs used in amusement parks, at outdoor sports arenas, for restaurant promotion, and by state departments of transportation on the sides of roads use to facilitate its market segmentation and targeting if it wanted data that were readily available and usable? a. A large amount of marketing research, including scanner data and focus groups b. Other competing firms as a strategic alliance referral service c. Government bidding processes d. The North American Industry Classification System e. Derived demand ANS: D NAICS codes enhance companies’ marketing efforts. PTS: 1 REF: 110 Thinking KEY: CB&E Model Research OBJ: 07-5 TOP: AACSB Reflective MSC: BLOOMS Application 31. The government uses a system called NAICS to classify North American business establishments. NAICS stands for: a. Non-American Industry Classification System b. North and South American Institutional Coding Services c. Non-American Industrial Corporation System d. e. North Amer...
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This document was uploaded on 09/29/2013.

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