Marketing Practice Questions
The Department of Motor Vehicles (DMV) in a large US state decided to conduct a survey to determine the level of satisfaction with its services among a random sample of consumers. The survey costs $25,000, and the results were pretty positive-people in general seemed reasonably satisfied with DMV's services. As the agency's managers were busy congratulating themselves, one manager remarked, "So much for how people feel about us now. We'll have to work even harder to just to maintain the current level of customer satisfaction when we do the survey next year." What would best explain this manager's observation?
Consumer expectations change over time and often increase.
A manufacturer of accessories for personal computers evaluates all the alternative systems by combining order processing, transportation, inventory management, and storage. If the total cost approach is followed, which physical distribution system should the manufacturer select?
The one that maximizes customer service and minimizes the cost of each individual component of physical distribution.
The best transportation alternative for shipping chickens from farms in West Virginia to processing plants in Maryland would be:
Truck
Andrea's Kitchen is a catering business that operates by means of its own website. Customers order party platters, pastries, and other foods the company makes to order. The items are then vacuum-packed in dry ice and shipped to the customer's address via overnight delivery. Andrea's Kitchen is a part of a
direct channel
A television ad for Target encourages consumers to go to their nearest Target store for a big end-of-season sale coming up in two weeks. This type of advertising is
direct competitive
Ron Popeil has been a pioneer in the use of direct-response television "infomercials" (commercials designed to describe and demonstrate the product in detail). Over the years his infomercial has promoted many products, including the Showtime Rotisserie Barbecue, a food dehydrating machine, and the world famous "Veg-O-matic." The chief advantage of the infomercial is that it provides plenty of time to describe and demonstrate a product's benefits in detail. The choice of the informercial is related mainly to the ___ element of the communication process.
encoding
Fido, Inc. is a producer of dog food and is getting ready to introduce a new brand. The firm's marketing research department learns that a competitor is planning to launch another brand about two weeks after Fido's launch. Fido's marketing department quickly mails a setoff dating coupons to several thousand customers in a purchased database of dog owners, encouraging them ask about the new Fido brand in their favorite store and to stock up on the new brand using coupons. This is an example of
pulling
Aspire is a manufacturer of expensive, high-quality, perfumes that are sold through fine department stores and high end boutiques. The ideal market exposure for products manufactured by Aspire is?
selective
A manufacturer of accessories for personal computers evaluates all the alternative systems by combining order processing, transportation, inventory management, and storage. If the total cost approach is followed, which physical distribution system should the manufacturer select?
the one that meets the customer service requirement at the lowest
