Page 8. If a company uses a marketing concept and market-oriented philosophy, consumer dissatisfaction would first result in:

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Page 8. If a company uses a marketing concept
and market-oriented philosophy, consumer
dissatisfaction would first result
in a. Increased marketing expenditures b. Modifi
ed sales presentations c. Changed advertising
campaigns d. Revised pricing structures e. Consu
mer analysis and strategy and/or product
revisions Page 15. In 1990, Encyclopedia
Britannica earned more than 40 million after
taxes. Just four years later, after three
consecutive years of losses, the sales force had
collapsed. Britannica managers saw that
competitors were beginning to use CD-ROM to store
huge masses of information, use less space, and
reduce costs, but they chose to ignore the new
computer technology. If Britannica had defined
its business as providing information instead of
publishing books, it might not have suffered such
a precipitous fall. Encyclopedia Britannica
failed to a. define their mission in terms of
the benefits its customers seek b. ignore the
marketing concept of serving customer needs and
wants c. realize that "customers only want what
they know" d. to have a sales orientation e. emp
ower the consumer Page 34. By defining its
business as "making movies" instead of
"entertainment," a Hollywood movie studio was
engaging in a. Market segmentation b. Product
differentiation c. Market development d. Strateg
ic planning e. Narrow business definition Page
38. Bentley automobiles are extremely expensive
and are designed to appeal to consumers who
equate value and quality with price. The
manufacturer of Bentley automobiles has created
a(n) _____ competitive advantage. a. value-enhance
d b. mass-marketing c. functional d. niche e.
social class-oriented
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Page 44. Vlasic Foods International analyzed its
business in Swanson frozen dinner pot pies and
found it had a small market share in a market
that was stagnant. The recommended strategic
option is to a. cultivate b. reap c. hold d. d
ivest e. build Page 64. Your firm is planning
to develop a product, service, or idea that would
combat the poverty of time problem. Which of the
following ideas would best help target this
problem? a. the creation of a supermall,
containing millions of square feet of shopping
space and hundreds of stores from which customers
can shop b. exotic foreign shopping
excursions c. computerized shopping
services d. do-it-yourself garden
equipment e. cooking-from-scratch classes Page
112. The lowest risk for a company that decides
to enter global marketing would be found in a
structure involving a. exporting b. licensing c
. contract manufacturing d. joint
ventures e. direct investment Page 122.
Goodyear provided China with materials and
training for a printing plant in exchange for
finished labels. This is an example of
a(n) a. exchange control b. price
control c. tariff d. countertrade e. joint
venture
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Page 150. Marketing managers often use in-store
promotions to stimulate sales of a. technical
products b. high-involvement products c. high-pr
iced products d. industrial products e. low-invo
lvement products Page 200. The set of all
persons in an organization who become involved in
the purchasing process is called the a. buying
center b. purchasing department c. purchase
agent d. decision board e. controller's
office Page 215. To be useful, a segmentation
scheme must produce segments that meet four basic
criteria a. Segmentable, targetable,
noncannibalistic, and ballistic b. Materiality,
ethical responsibility, causality, and
accessibility c. Substantiality, identifiability
and measurability, accessibility, and
responsiveness d. Undifferentiated,
unpositioned, unpopulated, and underutilized e. L
argest in size, profit potential, growth
potential, and few competitors Page 222. Kraft
Foods plans to tailor different ads for different
neighborhoods in the same region. For example,
viewers watching a cable show in a Hispanic
neighborhood in Chicago would see different ads
during the same commercial breaks as young,
affluent professionals living in a different
neighborhood. This represents which of the
following type of segmentation? a. motivation
data b. lifestyle data c. geoVALS
data d. geodemographics data e. VALS data
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Page 233. When Procter Gamble introduced
Liquid Tide to a new segment, consumers in the
traditional powdered detergent segment switched
to the liquid product. Rather than real sales
growth, PG simply experienced the shifting of
existing customers to a new product. This
exemplifies a drawback of multisegment targeting
strategy called a. Repositioning b. perceptual
mapping c. Undifferentiation d. Cannibalization
e. perceptual confusion Page 56. The primary
objectives in the Ford case were a. Purchase the
Jaguar and Volvo brands b. Reach women and
ten-year olds c. Cut prices and boost
distribution d. Raise market share and sales
revenue e. All of the above are correct Page
242. The LaBelle case showed a. Segmentation
based on time b. Segmentation based on household
composition c. Segmentation based on
taste d. Segmentation based on age e. All of the
above are correct