Marketing Final Exam

Cbe model customer cbe model strategy chapter

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Unformatted text preview: oice of all consumers).ADDING NEW BELIEFS. Kellogg’s could try to expand the consumption habits of consumers by stating, “Corn flakes are not just for breakfast anymore.” Kellogg’s could also emphasize additional attributes to the ones already in use, such as more nutrients (100 percent of the U.S. Recommended Daily Allowance), cancer prevention (high fiber), or patriotism (the American family and a red, white, and blue package). PTS: 1 REF: 100 OBJ: 06-8 Communication KEY: CB&E Model Customer | CB&E Model Strategy Chapter 7—Business Marketing TOP: AACSB MSC: BLOOMS Synthesis TRUE/FALSE 1. Shimano sells the fishing and golfing equipment it manufactures to sporting goods stores, which in turn sell the equipment to anglers and golfers. Shimano is engaged in business marketing. ANS: T Business marketing is the marketing of goods and services to individuals and organizations for purposes other than personal consumption. Shimano sells to a reseller that is not purchasing for its personal consumption. PTS: 1 REF: 103 Thinking KEY: CB&E Model Strategy OBJ: 07-1 TOP: AACSB Reflective MSC: BLOOMS Application 2. For a product to be called a business product, it must be used to manufacture other products, become part of another product, or facilitate the normal operations of a firm. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Knowledge REF: 103 OBJ: 07-1 KEY: CB&E Model Product 3. The Internet has eliminated the need for distributors. ANS: F This has not occurred, although many experts thought it would. Relationships with knowledgeable distributors have remained important. PTS: 1 REF: 106 KEY: CB&E Model Distribution OBJ: 07-2 TOP: AACSB Technology MSC: BLOOMS Comprehension 4. A keiretsu is a network of interlocking corporate affiliates. ANS: TOP: KEY: MSC: T PTS: 1 REF: 108 OBJ: 07-3 AACSB Reflective Thinking CB&E Model International Perspective | CB&E Model Strategy BLOOMS Knowledge 5. Any firm that purchases goods and services to make a profit by using them to produce other goods is part of the producer segment of the business market. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Knowledge REF: 108 OBJ: 07-4 KEY: CB&E Model Customer 6. OEM stands for operationally efficient marketing. ANS: F OEM stands for original equipment manufacturer. PTS: 1 REF: 108 Thinking KEY: CB&E Model Customer OBJ: 07-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 7. The reseller market is the same as the retailer market. ANS: F The reseller market includes both retailers and wholesalers. PTS: 1 REF: 108 Thinking KEY: CB&E Model Distribution OBJ: 07-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 8. The government sector (federal, state, and local) is a minor segment of the business market. ANS: F The government is a major segment of the business market. PTS: 1 REF: 108 Thinking KEY: CB&E Model Customer OBJ: 07-4 TOP: AACSB Reflective MSC: BLOOMS Comprehension 9. The single largest customer in the world...
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This document was uploaded on 09/29/2013.

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