Marketing Final

Didsbury Paint Manufacturing Company buys the chemicals it needs for producing its products from a chemical producer, Royce Chemicals. In this instance, the chemicals are being distributed to Didsbury through which of the following types of channels?

Direct distribution

Stark BioChem is a producer of chemical products aimed at increasing agricultural yield per acre. Stark BioChem's management believes that several of the firm's products could have sizable markets in other countries; however, it is costly to obtain market research to confirm this. If Stark BioChem wanted to temporarily "try out" these international markets with a minimal level of commitment and cost, it should use

exporting.

The Target bullseye is a classic example of a

brand mark

Mercosur

Pact among Argentina, Brazil, Paraguay, and Uruguay to establish a free trade area

Samantha needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and chose a flight on Spirit Airlines because, for a similar price to other airlines, it had a better reputation for service. For Samantha, this flight is an example of which type of product?

Shopping

USMCA

United States-Mexico-Canada Agreement

multichannel distribution system

a distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments

product line

a group of closely related product items

Refer to Scenario 9.2. The practice of offering fried octopus and squid at Asian KFCs is best described as

a strategy of some customization.

Walgreens has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website.

accessible

Vail Mountain Resort in Vail, Colorado, is a world-class ski destination. Vanessa is a newly-hired manager of digital media and electronic marketing for Vail. Vanessa remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers.

amateur filmmakers

industrial distribution

an independent business organization that takes title to industrial products and carries inventories

product modification

changing one or more of a product's characteristics

A set of Bowers & Wilkins car speakers sold to Volvo for use in the production of XC90 SUV would be an example of a(n)

component part

Adobe markets software such as Photoshop and Lightroom through a subscription service and maintains an extensive website where customers can post reviews, offer tips and suggestions, and ask technical questions. Adobe appreciates the opportunity to create a forum where users of the software can interact with each other, as well as the company. This example relates to the ______ characteristic of online media.

connectivity

H&M, which produces and retails clothing products in a coordinated channel, is an example of a(n)

corporate vertical marketing system.

Refer to Scenario 9.2. Suppose that KFC's parent company experienced difficulty in opening its restaurants in China unless KFC was willing to pay the government a "bribe." If KFC were to resort to paying this bribe in China saying that "it's different doing business there," this would be an example of

cultural relativism.

The United States Postal Service works hard to get priority mail from the sender to the recipient as quickly as possible in order to compete with companies such as UPS and FedEx. The postal service is competing with UPS and FedEx in terms of

cycle time

Coca-Cola offers a line of soft drinks that includes Coca-Cola, Diet Coke, Coca-Cola Zero, Sprite, and Fanta. These drinks best illustrate Coca-Cola's product mix

depth

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

depth of product mix.

Honda is a multinational company. In most countries in which it operates, Honda opens facilities that give it total control over manufacturing and other processes. However, in China Honda must partner with domestic companies due to legal and regulatory constraints. In these cases, Honda owns part of the company, while the domestic firm owns the other part. In most countries, Honda engages in ____________, but in China it engages in _______________.

direct ownership; joint ventures

The White Hat Corporation is committed to social responsibility. It is looking for a new shipping partner and has found LogiNext, one that seems to be perfect since it employs individuals with disabilities, contributes a portion of profit to the local school system, and allows its employees to work on flextime. White Hat is very interested in LogiNext's attention to social responsibility. However, its pricing is almost 12% higher than other shippers White Hat is considering. The fact that White Hat's decision has to balance the company's desire for social responsibility and investors' desires for profits is an example of a(n) _________ responsibility.

economic

line extension

extending an existing brand name to new forms, colors, sizes, ingredients, or flavors of an existing product category

exlusive distribution

producer only gives limited number of dealers the exclusive rights to distribute its products in its territories

If India, in an attempt to bolster the sales of its own auto manufacturers, decided to limit the number of automobiles that could be brought in from other countries, India would be using a(n)

quota.

Direct Distribution

A channel of distribution in which goods and services move directly from the producer to the consumer or industrial user

Quota

A limit placed on the quantities of a product that can be imported

corporate vertical marketing system

A system in which the parent company has complete control and can dictate the priorities and objectives of the supply chain; it may own facilities such as manufacturing plants, warehouse facilities, retail outlets, and design studios.

APEC

Asia-Pacific Economic Cooperation

ASEAN

Association of Southeast Asian Nations

Global marketers such as Alibaba have embraced technology that enables them to form better relationships and communicate with customers. One of the benefits of e-marketing that Alibaba enjoys is that

marketers and customers can share information.

Nike manufactures athletic shoes, shorts, shirts, and a variety of other athletic products. These products make up Nike's product

mix.

single-source data

information provided by a single marketing research firm

When Bud Light Orange beer was introduced as part of the Anheuser-Busch product line, the company most likely used ____ distribution.

intensive

Milo is a product manager at Hershey. He learned that one of his competitors, the Mars Candy Company, was engaging in test marketing of a new candy bar. He decided to increase promotional activity, including coupons with significant price reductions, in the test markets in order to _____ the test program.

jam

Jo-Ann Fabrics encourages customers to visit its website and "like" its Facebook page. It also enlists customers to post feedback on the company, refer articles of interest to other Jo-Ann' customers, and offer suggestions for future electronic communication. Jo-Ann is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears

more authentic than company-generated content.

Huy Fong Foods markets a Sriracha sauce for household use to supermarkets through grocery wholesalers. It markets Sriracha for institutional use through industrial distributors and food brokers. Huy Fong is using

multichannel distribution.

product mix depth

number of versions offered for each product in the line

Allison's company plans to release a new version of its signature television set. This television will have more advanced features, including better sound quality, higher definition, and more smart capabilities. It plans to discontinue the older version once this newer version is launched. This is an example of a

product modification.

Behavior Scan, a research company, provides information on household demographics, television viewing habits, and purchases tracked with Hotline cards. This is

single-source data.

intensive distribution

stocking the product in as many outlets as possible

product mix width

the number of product lines an organization offers

cultural relativism

the practice of judging a culture by its own standards