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BAS2826 Pre-Test

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

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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.

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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

4
points
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

4
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

4
points
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

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