Question 1

Why is there a toll-free phone number printed on each carton of Coca-Cola?

Accepted Answer

A)  to provide the customer with after-the-sale service 
B)  to make sure that customers understand the implied and express product warranties 
C)  to remove any possibility of liability 
D)  to make sure the product stays in the growth stage of its product life cycle 
E)  to differentiate it from its competitors 
A)  to provide the customer with after-the-sale service 
B)  to make sure that customers understand the implied and express product warranties 
C)  to remove any possibility of liability 
D)  to make sure the product stays in the growth stage of its product life cycle 
E)  to differentiate it from its competitors

Question 2

Shiseido is a Japanese manufacturer of cosmetics and toiletries. The company is concerned because its prestige toiletries brand in Japan is experiencing declining sales in spite of an increase in its promotional budget. Through the combining of a market-share analysis with a marketing cost study, Shiseido can:

Accepted Answer

A)  implement a strategy to increase sales of its prestige brand. 
B)  determine the environmental cause of the declining sales. 
C)  assess how the declining sales and increased promotional budget of its prestige brand are impacting its total marketing program. 
D)  determine where more promotional funds for its prestige brand can be found. 
E)  implement a short-term tactic for improving sales of its prestige brand. 
A)  implement a strategy to increase sales of its prestige brand. 
B)  determine the environmental cause of the declining sales. 
C)  assess how the declining sales and increased promotional budget of its prestige brand are impacting its total marketing program. 
D)  determine where more promotional funds for its prestige brand can be found. 
E)  implement a short-term tactic for improving sales of its prestige brand.

Question 3

Proponents of the full-cost approach to marketing cost analysis contend the contribution-margin approach is the 80-20 principle in action.

Accepted Answer

A) True 
 B)False

Question 4

The major obstacle encountered in market-share analysis is obtaining the industry sales information in total and in sufficient detail.

Accepted Answer

A) True 
 B)False

Question 5

Today Latin America's largest retailer is Wal-Mart de Mexico-often called Wal-Mex. It controls 40 percent of the Mexican retail market and is the second largest company in Mexico. Wal-Mart experienced initial difficulty when it first entered the Latin American market because Latin American consumers did not understand Wal-Mart's "everyday low prices" strategy. To determine why it was not achieving its goals in the Latin American market, Wal-Mart would have used the _____ stage of the management process.

Accepted Answer

A)  administration 
B)  evaluation 
C)  communication 
D)  implementation 
E)  delegation 
A)  administration 
B)  evaluation 
C)  communication 
D)  implementation 
E)  delegation

Question 6

As the owner of R&R Homestead Kitchen, a small mail-order company, Pat Colburn is concerned about the number of unprofitable small orders the firm is receiving. What kind of strategy can she adopt to increase the average order size?

Accepted Answer

A)  change from selective to intensive distribution 
B)  use only direct channels of distribution 
C)  offer noncumulative quantity discounts 
D)  offer functional discounts 
E)  do all of the above 
A)  change from selective to intensive distribution 
B)  use only direct channels of distribution 
C)  offer noncumulative quantity discounts 
D)  offer functional discounts 
E)  do all of the above

Question 7

TABCO sells aluminum railings. It targets educational institutions, professional sports stadiums and facilities, banks and commercial buildings, and hospitals and nursing homes. What form of organization would be best suited for its sales force?

Accepted Answer

A)  one based on type of customer 
B)  one based on geographical territories 
C)  one based on the number of competitors 
D)  one based on the sales force's abilities 
E)  one based on types of competitors 
A)  one based on type of customer 
B)  one based on geographical territories 
C)  one based on the number of competitors 
D)  one based on the sales force's abilities 
E)  one based on types of competitors

Question 8

RenoSys Corporation sells a reinforced thermoplastic membrane shell that is used to renovate old swimming pools. RenoSys has organized its sales force around its customers. Even though the college and university market has more potential than the market consisting of individual homeowners, the company provides the same sales support for both. This would be an example of:

Accepted Answer

A)  the iceberg principle. 
B)  the high cost of marketing. 
C)  a misdirected marketing effort. 
D)  a wrongful mission statement. 
E)  the wheel of selling. 
A)  the iceberg principle. 
B)  the high cost of marketing. 
C)  a misdirected marketing effort. 
D)  a wrongful mission statement. 
E)  the wheel of selling.

Question 9

Pakka purchased a set of dishes that had an ivy design around the edge of each plate and bowl. The first time she washed one of the dishes in the dishwasher, the design washed off. As a result of the _____ warranty, Pakka could rightfully expect the store to refund her money or give her a replacement dish.

Accepted Answer

A)  transactional 
B)  guaranteed 
C)  binding 
D)  implied 
E)  voluntary 
A)  transactional 
B)  guaranteed 
C)  binding 
D)  implied 
E)  voluntary

Question 10

Evaluation logically follows planning and implementation.

Accepted Answer

A) True 
 B)False

Question 11

Indirect costs used in marketing cost analysis are also called:

Accepted Answer

A)  overhead. 
B)  contribution margins. 
C)  net worth expenses. 
D)  flexible spending. 
E)  semi-variable costs. 
A)  overhead. 
B)  contribution margins. 
C)  net worth expenses. 
D)  flexible spending. 
E)  semi-variable costs.

Question 12

Pernod Ricard, the French distiller, is planning on expanding into the Chinese market. Its goal is $25 million in sales by the end of this decade. The act of putting these plans into action is part of the _____ stage in the marketing management process.

Accepted Answer

A)  evaluation 
B)  sales management 
C)  planning 
D)  implementation 
E)  forecasting 
A)  evaluation 
B)  sales management 
C)  planning 
D)  implementation 
E)  forecasting

Question 13

Which of the following statements about postsale service is True?

Accepted Answer

A)  Some businesses use postsale service to augment their revenues. 
B)  Postsale service can be used to gain a differential advantage over a competitor. 
C)  The providing of maintenance and repair services is the traditional form of postsale service. 
D)  Increasingly demanding and vocal consumers have led to the need for more and better postsale service. 
E)  All of the following statements about postsale service are True. 
A)  Some businesses use postsale service to augment their revenues. 
B)  Postsale service can be used to gain a differential advantage over a competitor. 
C)  The providing of maintenance and repair services is the traditional form of postsale service. 
D)  Increasingly demanding and vocal consumers have led to the need for more and better postsale service. 
E)  All of the following statements about postsale service are True.

Question 14

In a business context, the management process called _____ shows what was really accomplished.

Accepted Answer

A)  administration 
B)  evaluation 
C)  communication 
D)  implementation 
E)  delegation 
A)  administration 
B)  evaluation 
C)  communication 
D)  implementation 
E)  delegation

Question 15

Shiseido is a Japanese manufacturer of cosmetics and toiletries. Sales in Japan for Shiseido's prestige brand of toiletries in Japan have declined. In terms of how costs are allocated, all of the promotional expenses for the prestige brand would be _____ costs.

Accepted Answer

A)  T-account 
B)  indirect 
C)  functional 
D)  direct 
E)  variable 
A)  T-account 
B)  indirect 
C)  functional 
D)  direct 
E)  variable

Question 16

An analysis of marketing costs gives executives more information than they can get from an analysis of ledger accounts alone.

Accepted Answer

A) True 
 B)False

Question 17

In a contribution-margin approach to marketing cost analysis, _____ are allocated to each marketing unit being analyzed.

Accepted Answer

A)  all direct and indirect expenses 
B)  only direct expenses 
C)  all management salary costs 
D)  indirect costs such as advertising and promotion 
E)  all variable costs 
A)  all direct and indirect expenses 
B)  only direct expenses 
C)  all management salary costs 
D)  indirect costs such as advertising and promotion 
E)  all variable costs

Question 18

The consumer-hotline phone number printed on the label of Gerber baby food jars is there, in part, as a way for Gerber to:

Accepted Answer

A)  reduce printing costs. 
B)  guarantee the food will be fed properly. 
C)  provide the consumer with postsale service. 
D)  ensure there will be no product liability claims. 
E)  verbalize its implied warranty. 
A)  reduce printing costs. 
B)  guarantee the food will be fed properly. 
C)  provide the consumer with postsale service. 
D)  ensure there will be no product liability claims. 
E)  verbalize its implied warranty.

Question 19

Rosser and Co. markets cans of mixed nuts. The company realizes some people are very allergic to peanuts, so it has a nut mix that is advertised as peanut-free. When a customer almost died after eating a peanut that had accidentally gotten into the peanut-free mix, the company expected it would face a(n):

Accepted Answer

A)  arbitration situation. 
B)  product liability claim. 
C)  FTC accusation of improper use of express warranties. 
D)  fine as a result of the violation of an implied warranty. 
E)  revision of the organizational code of ethics. 
A)  arbitration situation. 
B)  product liability claim. 
C)  FTC accusation of improper use of express warranties. 
D)  fine as a result of the violation of an implied warranty. 
E)  revision of the organizational code of ethics.

Question 20

Oscar Mayer Foodservice sells to restaurants, hospitals, penitentiaries, and anywhere large groups of people need to be fed. Each sales person who works for Oscar Mayer Foodservice is assigned to one of six territories in the sales region. When analyzing marketing costs by sales territory, which of the following is an indirect cost?

Accepted Answer

A)  a sales person's commission 
B)  a sales person's medical insurance premium 
C)  the salary of the CEO of Oscar Mayer Foodservice 
D)  travel reimbursements for each sales person 
E)  office supplies for each sales person 
A)  a sales person's commission 
B)  a sales person's medical insurance premium 
C)  the salary of the CEO of Oscar Mayer Foodservice 
D)  travel reimbursements for each sales person 
E)  office supplies for each sales person

Why is there a toll-free phone number printed on each carton of Coca-Cola?

Proponents of the full-cost approach to marketing cost analysis contend the contribution-margin approach is the 80-20 principle in action.

The major obstacle encountered in market-share analysis is obtaining the industry sales information in total and in sufficient detail.

As the owner of R&R Homestead Kitchen, a small mail-order company, Pat Colburn is concerned about the number of unprofitable small orders the firm is receiving. What kind of strategy can she adopt to increase the average order size?

TABCO sells aluminum railings. It targets educational institutions, professional sports stadiums and facilities, banks and commercial buildings, and hospitals and nursing homes. What form of organization would be best suited for its sales force?

Evaluation logically follows planning and implementation.

Indirect costs used in marketing cost analysis are also called:

Pernod Ricard, the French distiller, is planning on expanding into the Chinese market. Its goal is $25 million in sales by the end of this decade. The act of putting these plans into action is part of the _____ stage in the marketing management process.

Which of the following statements about postsale service is True?

In a business context, the management process called _____ shows what was really accomplished.

Shiseido is a Japanese manufacturer of cosmetics and toiletries. Sales in Japan for Shiseido's prestige brand of toiletries in Japan have declined. In terms of how costs are allocated, all of the promotional expenses for the prestige brand would be _____ costs.

An analysis of marketing costs gives executives more information than they can get from an analysis of ledger accounts alone.

In a contribution-margin approach to marketing cost analysis, _____ are allocated to each marketing unit being analyzed.

The consumer-hotline phone number printed on the label of Gerber baby food jars is there, in part, as a way for Gerber to:

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters

Exam 21: Marketing Implementation and Evaluation

Why is there a toll-free phone number printed on each carton of Coca-Cola?

Proponents of the full-cost approach to marketing cost analysis contend the contribution-margin approach is the 80-20 principle in action.

The major obstacle encountered in market-share analysis is obtaining the industry sales information in total and in sufficient detail.

As the owner of R&R Homestead Kitchen, a small mail-order company, Pat Colburn is concerned about the number of unprofitable small orders the firm is receiving. What kind of strategy can she adopt to increase the average order size?

TABCO sells aluminum railings. It targets educational institutions, professional sports stadiums and facilities, banks and commercial buildings, and hospitals and nursing homes. What form of organization would be best suited for its sales force?

Evaluation logically follows planning and implementation.

Indirect costs used in marketing cost analysis are also called:

Pernod Ricard, the French distiller, is planning on expanding into the Chinese market. Its goal is $25 million in sales by the end of this decade. The act of putting these plans into action is part of the _____ stage in the marketing management process.

Which of the following statements about postsale service is True?

In a business context, the management process called _____ shows what was really accomplished.

Shiseido is a Japanese manufacturer of cosmetics and toiletries. Sales in Japan for Shiseido's prestige brand of toiletries in Japan have declined. In terms of how costs are allocated, all of the promotional expenses for the prestige brand would be _____ costs.

An analysis of marketing costs gives executives more information than they can get from an analysis of ledger accounts alone.

In a contribution-margin approach to marketing cost analysis, _____ are allocated to each marketing unit being analyzed.

The consumer-hotline phone number printed on the label of Gerber baby food jars is there, in part, as a way for Gerber to:

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Product-Mix Strategies

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters