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Question
One of Vivian Callaway's problems in finding a new dessert product was that consumers often say one thing in a market research study, then behave differently in an actual supermarket setting. To overcome this problem, Callaway and her team did a lot of "iterative experimentation" in the marketplace. This strategy involved
a. interviewing only those customers who were leaving the supermarket with a RTE dessert product.
b. interviewing only those customers who were leaving the supermarket without an RTE dessert.
c. conducting market research on desserts in shopping malls so customers didn"t know which dessert was being studied, thereby reducing bias.
d. offering customers two samples of the identical product to cull out respondents who couldn"t give an accurate assessment.
e. putting a prototype product in the store, making changes based upon consumer responses, and then repeating the process.
Answer
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Related questions
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Which of the following statements regarding corporate vertical marketing systems is most accurate?
a. Corporate vertical marketing systems can use either forward integration or backward integration but not both.
b. Corporate vertical marketing systems increase distribution costs.
c. Corporate vertical marketing systems increase investment but decrease fixed costs.
d. Corporate vertical marketing systems are only effective with low-end consumer products.
e. Corporate vertical marketing systems combine successive stages of production and distribution under a single ownership.
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The three major types of vertical marketing systems are administered, corporate, and __________.
a. integrated
b. cooperative
c. delegated
d. manufacturer-dominated
e. contractual
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a. dual distribution
b. cooperative distribution
c. strategic channel alliance
d. global distribution alliance
e. multichannel distribution
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a. an arrangement whereby a firm reaches different buyers by employing two or more different types of channels for the same basic product.
b. a practice whereby one firm's marketing channel is used to sell another firm's products.
c. the blending of different communication and delivery channels that are mutually reinforcing in attracting, retaining, and building relationships with consumers who shop and buy in traditional intermediaries and online.
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d. penetration pricing.
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b. measuring the extra variable cost involved.
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Tostitos Photo
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Q:
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b. deliberately selling a product below its customary price, not to increase sales, but to attract customers' attention in hopes that they will buy other products as well.
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Q:
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b. embrace, communicate, and practice the fundamental ethical values that will improve consumer confidence in the integrity of the marketing exchange system
c. champion new legislation that protects ethical business firms and punish those who abuse consumer trust
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a. a mission statement that is too broad
b. the absence of a written core values statement
c. the absence of whistle-blowers
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e. the absence of a stakeholder code of ethics
Q:
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a. the dress, sayings, and work manner of employees.
b. contributions to political parties and government officials.
c. customer and supplier relationships.
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e. conflicts of interest.
Q:
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Q:
Transparency International is an organization that
a. monitors how developed nations deal with developing nations.
b. establishes procedures for ethical international business based on the ISO 7000 Code of Conduct.
c. monitors and ranks nations worldwide according to their perceived use of bribery.
d. creates an acceptable international code of ethics.
e. makes sure federal, state, and local governments in the United States abide by the Consumer Bill of Rights.
Q:
Bribery is most likely to occur when
a. industries experience little competition.
b. the country has reached a high level of economic development.
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e. industries experience intense competition.
Q:
Economic espionage includes such activities as _________.
a. two firms hiring the same musician to write their company jingle
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c. offering to accept all competitors' coupons, making their effectiveness as a promotional tool negligible
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Q:
Recently, certain toys that were manufactured in China were found to have unsafe levels of lead in the paint and were recalled. This action protected consumers' right to
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c. be heard.
d. choose.
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Q:
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a. choose.
b. be informed.
c. be treated courteously.
d. safety.
e. happiness.
Q:
The right to be heard means that
a. the U.S. Department of Commerce has the right to hear consumer complaints.
b. the American Marketing Association has the right to discipline marketers based on customer complaints.
c. consumers should have access to public policy makers regarding complaints about products and services.
d. companies should have access to public policy makers regarding complaints about fraudulent consumer practices.
e. consumers should have access to public policy makers regarding new product ideas.
Q:
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a. to have legal representation in a court of law
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c. to choose
d. to demand "rain checks" if advertised goods are out of stock
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Q:
The Consumer Bill of Rights codified the ethics of exchange between buyers and sellers. It was outlined by __________ in __________.
a. President John Kennedy; 1962.
b. President Ronald Reagan; 1983.
c. President William H. Clinton; 1996.
d. President George W. Bush; 2003.
e. President Barack Obama; 2009.
Q:
A law that codified the ethics of exchange between buyers and sellers, including the rights to safety, to be informed, to choose, and to be heard, is referred to as the
a. Lanham Act
b. Fair Practices Act
c. Caveat Emptor Decree
d. Consumer Bill of Rights
e. Customer Consent Decree
Q:
Caveat emptor refers to
a. The legal concept of "let the buyer beware," which was pervasive in the American business culture prior to the 1960s.
b. The marketing concept of "be first or be last," implying that the first company to the marketplace wins.
c. The Latin term meaning that "all is fair in love and war," an attitude that was held by most marketers prior to the 1990s.
d. The legal concept of "such is life," which created many illegal as well as legal but unethical business practices during the 1980s.
e. The Latin phrase meaning "empty promises," which was a charge placed upon many firms during the period after WWII when products failed to meet their marketing claims.
Q:
The legal concept of "let the buyer beware," which was pervasive in the American business culture prior to the 1960s, is referred to as __________.
a. ad nauseum
b. mea culpa
c. quid pro quo
d. cest la vie
e. caveat emptor
Q:
In marketing, the set of values, ideas, and attitudes that are learned and shared among members of a group is referred to as __________.
a. ideals
b. morals
c. ethics
d. culture
e. diversity