Refer to the scenario below to answer the following questions.

↑

▷ Содержание

⇐ ПредыдущаяСтр 16 из 27Следующая ⇒

       Carol Veldt, owner of Seagull Terrace, watched her investment grow from a small, seaside motel to a thriving year-round resort in just a few years. Atop a bluff overlooking the Maine coast, Seagull Terrace had attracted thousands of visits during the summer months, but then faced a tremendous downturn in business during the winter months. "But, given the industry in the nearby towns, very little year-round competition, and our close proximity to Portland," Carol added, "I couldn't understand why seasonality had to hit Seagull Terrace so hard!"

       So Carol spent her first winter devising a new marketing plan. She put together a promotional package designed to attract business travelers year-round. Carol's plan, then, involved a seasonal promotional gimmickto be implemented from early winter to late spring–that would attract the same numbers as the large summer crowd. Her idea worked! During her second winter, Carol greeted numerous business travelers–both satisfied repeat guests as well as new guests who had been snagged by her promotional appeals.

       "We still have a long way to go," Carol admitted. "Our delicatessen offers delicious entrees, but we'd like to expand that. We provide health club privileges off-site, but we'd like to eventually provide our own. These are goals I hope to achieve in a few years. Our first project, however, included a renovation of our guest rooms and I'm quite proud of the results." Carol then added, "Actually there are so many possibilities! With an indoor pool area, I will eventually offer weekend get-aways throughout winter."

132) Which of the following groups is specifically part of Seagull Terrace's target market?

A) seasonal business travelers

B) young families

C) retirees

D) summer campers

E) athletes

Answer: A

Diff: 1        Page Ref: 8

AACSB: Reflective Thinking

Skill: Application

Objective: 1-3

133) Carol Veldt's use of "promotional gimmicks" is an example of the ________ concept.

A) selling

B) marketing

C) product

D) production

E) societal marketing

Answer: A

Diff: 2        Page Ref: 10

AACSB: Reflective Thinking

Skill: Application

Objective: 1-4

134) Renovations of the guest rooms at the Seagull Terrace and plans to add an indoor pool area are examples of the ________ concept.

A) selling

B) marketing

C) product

D) production

E) societal marketing

Answer: C

Diff: 2        Page Ref: 10

AACSB: Reflective Thinking

Skill: Application

Objective: 1-4

135) Carol Veldt has decided to ask selected guests to participate in an extensive survey about their experience at Seagull Terrace and about their most desired amenities and vacation experiences. By implementing the suggestions she receives from guests, Carol would be following the ________ concept.

A) production

B) product

C) selling

D) marketing

E) societal

Answer: D

Diff: 2        Page Ref: 10

AACSB: Reflective Thinking

Skill: Application

Objective: 1-4

136) What should sellers consider if they wish to avoid marketing myopia?

Answer: Sellers should consider the particular benefits and experiences desired by their customers, and not just pay attention to the specific products they offer.

Diff: 1        Page Ref: 6

AACSB: Analytic Skills

Skill: Application

Objective: 1-2

137) You are a manufacturer of tents, sleeping bags, and outdoor cooking equipment. How might you go about creating brand experiences for your customers?

Answer: Such manufacturers should focus on the benefits enjoyed through the use of their products-access to the great outdoors, shared family experiences, and relived memories of the consumer's youth.

Diff: 1        Page Ref: 7

AACSB: Analytic Skills

Skill: Application

Objective: 1-2

138) Think about suppliers and other marketing partners. A modern marketing system relies on profitable relationships all along the way. How might Wal-Mart rely on their marketing partners in order to offer low prices?

Answer: Wal-Mart must rely on suppliers that will provide merchandise at low costs, a low-cost and efficient distribution system, an accurate and efficient customer relationship database system, and a strong partnership with each of the members of its supply chain.

Diff: 1        Page Ref: 8

AACSB: Analytic Skills

Skill: Application

Objective: 1-2

139) When demand for the latest talking Elmo was at its highest, it was suggested that manufacturers purposefully maintain strong demand by limiting supply, which would drive prices up. If this were the case, explain how such manufacturers were NOT carrying out the production concept.

Answer: The production concept holds that consumers favor products that are available and affordable. With this concept, manufacturers work to increase production and improve manufacturing efficiency, and thus eventually lower the price paid by the consumer.

Diff: 3        Page Ref: 9

AACSB: Analytic Skills

Skill: Application

Objective: 1-3

140) The marketing team at Bead Beautiful, a line of jewelry targeted at pre-teenage girls, is meeting to formulate the products' value proposition. What should team members consider as they define a value proposition for Bead Beautiful?

Answer: In considering Bead Beautiful's value proposition, the marketing team should identify the benefits and values the company promises to deliver to customers to satisfy their needs. The value proposition should differentiate Bead Beautiful from other similar products, answering the customer's question "Why should I buy this brand rather than a competitor's?"

Diff: 2        Page Ref: 9

AACSB: Analytic Skills

Skill: Application

Objective: 1-3

141) Company X carries organizational and office supplies and follows the selling concept. Explain how Company X may lose sight of customer relationships with their marketing orientation.

Answer: The company's aim is to sell its supplies rather than make what the market wants; such a strategy creates sales transactions but not long-term relationships. The company's likely faulty assumption is that customers who are persuaded to buy the product will like it or that they will buy the product again even if they weren't really initially satisfied. Company X will not foster customer loyalty with this approach.

Diff: 2        Page Ref: 10

AACSB: Analytic Skills

Skill: Application

Objective: 1-3

142) In nineteenth-century Dublin, Molly Malone sold cockles and mussels while shouting to passers by, "alive-alive-oh." Was Molly taking an outside-in or inside-out perspective? Explain.

Answer: The vendor's approach was inside-out. The cockles and mussels are available. The vendor's job was then to attract willing buyers.

Diff: 3        Page Ref: 10

AACSB: Reflective Thinking

Skill: Concept

Objective: 1-3

143) Explain why electronics and pharmaceuticals manufacturers may use customer-driving marketing.

Answer: In such industries, consumers do not know exactly what new products are available; therefore, consumers rely on such firms to tell them what they need.

Diff: 2        Page Ref: 11

AACSB: Analytic Skills

Skill: Application

Objective: 1-3

144) Explain how storing customer information in a database might better prepare car-maker Saturn in customer relationship management (CRM).

Answer: Managing detailed information about customers may allow Saturn to design new models around customer demographics and desires for specific features. These "touchpoints" can be the key to long-term customer loyalty.

Diff: 3        Page Ref: 13

AACSB: Analytic Skills

Skill: Application

Objective: 1-4

145) What determines whether sellers create basic relationships or full partnerships with customers?

Answer: The type of relationship a seller seeks to create with its customers is dependent on the number of customers and their profitability. A company with many low-margin customers develops basic relationships; a company with just a few high-margin customers invests resources to create full partnerships.

Diff: 1        Page Ref: 16

AACSB: Analytic Skills

Skill: Application

Objective: 1-4

146) How can a marketer increase "share of customer"?

Answer: The marketer can offer greater variety to customers; in addition, the marketer can train employees to cross-sell and up-sell in order to market more products and services to existing customers.

Diff: 2        Page Ref: 22-23

AACSB: Analytic Skills

Skill: Application

Objective: 1-4

147) Explain what marketers can expect from individuals in the customer relationship group classified as "butterflies."

Answer: "Butterflies" are profitable but not loyal. Marketers should enjoy this type of customer "for the moment" because they soon flutter off. Marketers should create profitable and satisfying transactions with "butterflies," then cease investing in them until the next time around. Marketers can expect transactions with butterflies when conditions are optimal for the customer, but they should not expect butterflies to become loyal customers.

Diff: 2        Page Ref: 24

AACSB: Analytic Skills

Skill: Application

Objective: 1-4

148) Able works in the marketing department of an international company. In what ways might Able use modern technologies to conduct market research in order to learn more about and better serve his company's customers?

Answer: Able could use videoconferencing to monitor customer focus groups discussing the company's products and services in various locations. Able could use online data services to learn more about the needs and wants of his customers, or he could create a customer database for the company to target individual customers with tailored offers.

Diff: 2        Page Ref: 25

AACSB: Use of IT

Skill: Application

Objective: 1-5

149) In what ways might even a local retailer find itself touched by global competition?

Answer: A local retailer might have global suppliers and customers. The retailer's goods may come from abroad, or components of those goods may be produced or assembled abroad. In addition, a local retailer may also sell goods over the Internet to international customers.

Diff: 1        Page Ref: 27

AACSB: Analytic Skills

Skill: Application

Objective: 1-5

150) How is marketing being applied in the not-for-profit sector?

Answer: Firms in the not-for-profit sector use marketing to enhance their images, to encourage donor marketing to attract memberships and donors, and to design social marketing campaigns to encourage specific causes.

Diff: 2        Page Ref: 28

AACSB: Analytic Skills

Skill: Application

Objective: 1-5

Познавательные статьи:



Организация работы процедурного кабинета

Статус республик в составе РФ

Понятие финансов, их функции и особенности

Сущность демографической политии