Exam 21: Marketing Implementation and Evaluation

Galaxy Signage makes (1) lighted signs that are seen quite often at the sides of highways indicating construction sites, (2) the huge lighted scoreboard signs found in basketball arenas, and (3) the lighted advertising signs that are visible at night in most large metropolitan areas. While each product it manufactures is a sign, they are quite different from each other as are the customers who buy the signs The company should use both _____ specializations for its sales force.

When is a seller most likely to experience a small-order problem?

A sales volume analysis:

Which of the following is an example of a direct cost for a company like Kellogg's that produces several different kinds of cereal?

GDS Seating Inc. makes seats for football, basketball, and soccer stadiums throughout the world. Which of the following is an example of a ledger account expense that could be used for its marketing cost analysis?

Each of 3M's divisions, whether it be the adhesives division, the abrasives division, or the health care division, has its own sales force. Which form of sales force organization does this describe?

A manufacturer of tools used by farriers to shoe horses may choose not to perform a marketing cost analysis if it:

Which of the following sales techniques would a manufacturer that has a major-accounts organization be most likely to use?

Why do misdirected marketing efforts occur?

Which of the following is the best example of an indirect fixed cost for a textbook publisher?

After conducting a _____, Shiseido, the Japanese manufacturer of cosmetics and toiletries decided it needed to divest itself of its prestige brand of toiletries due to the company's inability to improve the brand's sales volume.

A company that uses geographic specialization as a way to organize a sales force will benefit from:

Brose, a German manufacturer, is the world's biggest producer of the components that sit inside car doors and do the job of adjusting windows, locks, wing mirrors, and hi-fi systems. Brose sells primarily to European car manufacturers. Its biggest competitor is the U.S.-owned ArvinMeritor. It plans to build three plants in the U.S. by 2007 and expand its U.S. market share to 25 percent. Brose most likely conducts periodic market-share analyses.

Which of the following is NOT an example of a commonly offered postsale service?

With which type of postsale service will customers sometimes be required to pay a restocking fee?

In marketing cost analysis by territories, the contribution-margin approach:

Due to the rapid growth of Internet businesses, postsale service is declining in importance.

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. The label on the can of peanut-free nuts is an example of a(n) _____ warranty.

By combining a sales volume analysis with a marketing cost analysis, management can determine if the organization is experiencing a small-order problem.

Proponents of the full-cost approach to marketing cost analysis contend that: