Details of this Paper

BAS2826 Pre-Test

Description

solution


Question

Question;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

 

Paper#46976 | Written in 18-Jul-2015

Price : $22
SiteLock