Questions:
Question 1
1. In a newspaper release, Corning, Inc. announced it had received a favorable ruling from China's Ministry of Commerce on allegations that it was selling its fiber more cheaply in China than in other countries. Corning was falsely accused of:
dumping
offloading
boycotting
repatriating
crossdocking
Question 2
1. When Britain refused to buy bananas from South America, the U.S. government, as a means of helping its trade partners, legislated taxes on some imported British-produced goods. These taxes included a nearly 100 percent _____ on Scottish wool products.
quota
export duty
boycott
tariff
WTO violation
Question 3
1. Marlin manufactures 22 caliber rimfire rifles. It is designing advertisements and planning the promotional mix for marketing in eastern Europe, South Africa, India, and Brazil. The advertising manager should expect all of the following to cause problems EXCEPT:
media availability
government regulations
exchange control
cultural differences
translation problems
Question 4
1. FedEx entered into an alliance with Chronopost Internationale, a subsidiary of the French post office. Under this alliance, FedEx will transport French international shipments in its aircraft, and the French postal service will deliver FedEx packages across Europe. This is an example of:
contract manufacturing
a trade bypass
licensing
a joint venture
service exporting
Question 5
1. An English manufacturer of cricket equipment sells directly to Georgia-based Universal Sports, which markets the products in the United States and Canada. Universal Sports is an example of a(n):
franchisee
contract broker
export agent
franchisor
contract manufacturer
Question 6
1. According to an article in the Financial Times, bringing Coca-Cola to the Chinese market presented a special challenge to the soft drink manufacturer. This challenge most likely had to do with which element of the marketing mix?
production
direct marketing
distribution
pricing
sales promotions
Question 7
1. Computer SalesA price war began in Japan in the personal computer market when Dell, Inc. introduced PCs at prices 25 to 60 percent lower than rivals. Dell targeted corporate customers from its Tokyo offices by "direct sales," the company's preferred name for mail order and its main avenue for PC sales in the United States. Japan is the world's second-largest market for personal computers and had been ruled by NEC Corporation, which maintained a strong dealer network and had traditionally sold its computers at very high prices. Dell joined IBM and Compaq in targeting the Japanese market. Dell bet it could succeed in Japan by transplanting its U.S. method of operations in which the company assembles the PC to customer specifications, loads it with software, and delivers it to the customer. The company's success depended on its ability to sell PCs over the telephone. Analysts doubted this was possible in Japan because dealer networks are the key to the market, but Dell executives believed name recognition was the main hurdle. To familiarize its target market with the idea of buying a computer sight unseen, Dell launched a major ad campaign through direct mail and ads in computer-related magazines and newspapers.
Refer to Computer Sales. The fact that Japanese consumers do not buy through the methods typically used by Dell is an example of how the _____ environment influences global marketing.
legal
economic
technological
natural
cultural
Question 8
1. Jim Beam Distillery launched a Pan-European campaign across 28 markets from Russia to Scandinavia and into southern Europe to reposition its bourbon. It focused on finding men in bars and featuring them in local print ad campaigns as "real friends" of Jim Beam. Such an ambitious ad campaign could be threatened by which of the following changes in the legal environment?
negative changes in how Europeans perceive alcohol
an inflationary period, which makes drinking expensive American bourbon a luxury item
the enactment of a quota limiting how much Jim Beam can be imported
the development of a fad for clear liquor like vodka
a dramatic increase in the number of alcoholics in Europe
Question 9
1. Alabama Adventure, an amusement park in Birmingham, offers reduced rates on weekdays and higher prices for those who want to attend on weekends. It also offers lower prices for patrons who enter the park after 4 p.m. This is a way to contend with the service characteristic of:
variability
perishability
intangibility
inseparability
simultaneous production and consumption
Question 10
1. Smithsonian Children's ExhibitA children's exhibit at the Smithsonian Institution's International Gallery was titled, "Microbes: Invisible Invaders . . . Amazing Aliens." The 5,000-square-foot interactive exhibit uncovered a mysterious and virtually invisible universe of microscopic organisms--from those that sustain life to those that threaten our health. Its purpose was to show children that microbes are basically germs. The exhibit shows how researchers and others fight infection worldwide. The exhibit had hands-on activities, including a model kitchen where children learned about good and bad microbes. A virtual reality game with holograms and 3-D animations let participants combat deadly viruses. The long-term objective of the exhibit was to ensure the world's supply of microbiologists in the upcoming decades.
Refer to Smithsonian Children's Exhibit. The visitors to the exhibit represent the Smithsonian Institution's:
service entity
promotional tools
target market
benefit strength
benefit complexity
Question 11
1. Smithsonian Children's ExhibitA children's exhibit at the Smithsonian Institution's International Gallery was titled, "Microbes: Invisible Invaders . . . Amazing Aliens." The 5,000-square-foot interactive exhibit uncovered a mysterious and virtually invisible universe of microscopic organisms--from those that sustain life to those that threaten our health. Its purpose was to show children that microbes are basically germs. The exhibit shows how researchers and others fight infection worldwide. The exhibit had hands-on activities, including a model kitchen where children learned about good and bad microbes. A virtual reality game with holograms and 3-D animations let participants combat deadly viruses. The long-term objective of the exhibit was to ensure the world's supply of microbiologists in the upcoming decades.
Refer to Smithsonian Children's Exhibit. The _____ makes it difficult for the Smithsonian to prioritize its objectives and evaluate its performance.
creation of a benefit strength
lack of a financial objective
inability to promote the exhibit
absence of service qualities
presence of intangible factors
Question 12
1. Many people would like to sell and buy on eBay, the most popular of the current Internet auction sites, but they have questions about the process and how to sell and price their merchandise. A company called Keen.com has set up a directory of specialists to whom you can address questions. When you choose a name and click on the "Call Now" button, the specialist is contacted and will personally call and answer your questions. Keen.com charges a per-minute fee to the person who contacts its specialist. Keen.com would be classified as a:
good
tangible resource
tangible product
service
nonprofit organization
Question 13
1. Rejection HotlineHas someone who was definitely not your type ever kept asking for your phone number and wouldn't take "no" for an answer? A lot of people seem to have had this experience. Now when that annoying individual asks for your phone number, you can give this bothersome individual the number for the Rejection Hotline, which will explain to the individual that he or she is "dumb, short, fat, ugly, annoying, arrogant, or a general loser." There is no charge for this service, which is available in 14 major cities and in Ireland. The Rejection Hotline handles about 150,000 calls weekly.
Refer to the Rejection Hotline. Because the Rejection Hotline does not rely on humans, each time a person calls he or she will receive an identical prerecorded message. This means that unlike many service products, the Rejection Hotline is:
tangible
not perishable
consistent
not produced and consumed simultaneously
not responsive
Question 14
1. Boutique HotelsIn an industry where guests are tired of cookie cutter hotels, some consumers are looking for personalized service, which can be found in boutique hotels. Boutique hotels cater to their guests' sense of their personal image as being discriminating, more sophisticated, and more hip. Frequently, these guests don't want to be where the crowds are. This is a small but growing market niche. There are no generally recognized rules for boutique hotels, but they tend to be small and service oriented, with high-style decor and top-notch restaurants. Employees are called cast members. Amenities include cordless phones, CD players, Aveda brand bath and hair products, and down comforters and pillows.
Refer to Boutique Hotels. To evaluate the quality provided by boutique hotels, customers would most likely depend on _____ qualities.
experience
relational
credence
search
synergistic
Question 15
1. TeamBuilds is a service organization that has corporate teams pay $7,500 for an all-day team-building session with a management consultant while they work together on renovating a Habitat for Humanity home. Participants in the team-building exercises would use a(n) _____ quality to evaluate TeamBuilds.
credence
search
information
appraisal
experience
Question 16
1. Marriott Hotels, as well as Hyatt Regency and Adam's Mark Inns, have expended many resources in developing Web sites that allow prospective customers to learn all that is necessary before selecting a hotel destination. The sites then allow individuals to make reservations at the hotel that best satisfies their requirements. Which of the following reflects the distribution strategy used by these hotel chains?
considerations of the storage of the service
the development of a long channel of intermediaries
the decision to use direct distribution
intensity of distribution
the physical appearance of your particular outlet
Question 17
1. Ian Trent has an MBA and is being recruited by an investment banking firm as a sales representative. He has had ten years of experience in selling industrial supplies. He was quite successful in this job but is worried that selling investment strategies may be more difficult. What factor would be the major reason for this worry?
Services are intangible and, therefore, different from his previous experience.
His services and the products he sells are inseparable.
The marketing program of investment strategies is inconsistent.
The cost inventory management system of reimbursing him may cause a problem when he makes investments.
The extensiveness of distribution is unimportant when selling an investment service.
Question 18
1. _____ was the technique used to suggest that a customer who wanted to buy a $29 shirt would also be a likely prospect for a cigar humidor.
Predictive modeling
Customer segmentation
Market aggregation
Recency-frequency-monetary analysis
Data interpolation
Question 19
1. According to the CEO of Allied Office Products, "We're a head-count business: I know that if you have a 60-person office, you should buy $300 worth of basic office supplies-paper, pens, staples-from us with each order, but if that's all we get, we stagnate. For us to grow, we have to convince the customer, who already likes our products and service, to buy more than just basic supplies; we have to increase the order by 10, 20, or 30 times." Allied's salespeople are trained to push the company's less traditional, higher-margin lines such as coffee and refreshments, printing and forms management, and office furniture. Allied's salespeople are engaging in:
cross-selling
trading up
buyer empowerment
alliance building
bundling
Question 20
1. Blood ServicesAs flextime, consulting, telecommuting, and downsizing make it more difficult for people to donate blood at the workplace, Brooklyn/Staten Island Blood Services has launched a CRM marketing campaign to boost awareness and repeat donations. Early in the campaign it went to its listings of previous donors and pulled out those with birthdays in February, March, and April. These donors were sent a birthday card with the greeting, "On the anniversary of your life, would you consider saving another's life?"
Refer to Blood Services. The organization used CRM marketing to:
cross-sell other products
design targeted marketing communications
increase effectiveness of its distribution strategy
define customer service
do all of these things
Question 21
1. Blood ServicesAs flextime, consulting, telecommuting, and downsizing make it more difficult for people to donate blood at the workplace, Brooklyn/Staten Island Blood Services has launched a CRM marketing campaign to boost awareness and repeat donations. Early in the campaign it went to its listings of previous donors and pulled out those with birthdays in February, March, and April. These donors were sent a birthday card with the greeting, "On the anniversary of your life, would you consider saving another's life?"
Refer to Blood Services. What technique did the organization use to analyze its donor information?
data identifying
recency-frequency-monetary analysis
niche marketing
predictive modeling
customer segmentation
Question 22
1. Hattie is a thirty-something executive. When she went to the phone to place a catalog order for a humidor for her father, she was pleased when the operator suggested that she might also be interested in a subscription to a magazine targeted to cigar lovers. The operator was using _____--a method commonly used to leverage customer information.
data mining
cross-selling
trading up
database enhancement
a database channel
Question 23
1. The first Nokia flagship store opened in the United States in 2005. The 2,000-square-foot store has minimalist displays stretched along the walls with interactive visuals that consumers can change or add text messages to via the products nestled below. " Experience Areas" feature phones connected to photo printers, speakers, notebook computers, and Bluetooth headsets to demonstrate the interactivity and full range of features available on the cell phones. These "Experience Areas" are examples of _____ where customers can interact with the technology and provide information to Nokia.
touch points
focus areas
data mining
information search periods
experimental points
Question 24
1. New-Jersey based Foremost Manufacturing makes lighting reflectors and other fabricated metal products. Foremost Manufacturing recognizes that being "good enough" just isn't good enough. With this in mind, Foremost has embarked on a program to transform itself into a manufacturing enterprise with an unwavering focus on customer service. In other words, Foremost has adopted a(n):
ethnocentric perspective
demand-based focus
sales orientation
supply-based focus
customer-centric focus
Question 25
1. In a speech, David Poirier, chief information officer of Hudson's Bay Company, a Canadian retailer, said, "We [Hudson's Bay Company] had all kinds of data in different places. We didn't have a single view of the customer until we focused on finding one method to manage relationships with our customers." Hudson's Bay would use a _____ to profile customer segments for better CRM marketing efforts.
data mart
customer information system
data warehouse
decision support system
data cluster