Q&A Hero

Q: With which type of marketing communication does the marketer have the greatest level of control over the message? A) word-of-mouth communication B) advertising C) public relations D) direct marketing E) personal selling

Q: A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ________. A) direct marketing B) integrated marketing C) competitive marketing D) the promotion mix E) target marketing

Q: In terms of the communication model, ________ is a reaction to a message that helps the source gauge the effectiveness of the message. A) looping B) feedback C) translating D) encoding E) decoding

Q: The communication model acknowledges that messages can be blocked by ________, which is anything that interferes with effective communication. A) media B) feedback C) noise D) encoding E) decoding

Q: In terms of the communication model, ________ is the process whereby a receiver assigns meaning to a message. A) sourcing B) encoding C) decoding D) feedback E) receiving

Q: In the communication model, the ________ can be any organization or individual that intercepts and interprets a message. A) medium B) receiver C) source D) encoder E) noise source

Q: Which of the following is NOT true about the message in the communication model? A) It may include both verbal and nonverbal elements. B) It is the actual communication going from sender to receiver. C) It must be carefully crafted to connect with a variety of people when it is delivered through advertising. D) It will be understood in the same way by all receivers. E) It is often individualized when it is delivered by a salesperson.

Q: According to the communication model, the ________ is an organization or individual that sends a message. A) medium B) source C) messenger D) feedback E) decoder

Q: According to the communication model, ________ is the process of translating an idea into a form of communication that will convey the desired meaning. A) sourcing B) messaging C) encoding D) signifying E) sending

Q: Which of the following is NOT a form of one-to-one marketing? A) social networking B) direct marketing C) database marketing D) trade sales promotion activities E) personal selling

Q: Advertising, sales promotion, public relations, and buzz building activities are all ________. A) channels that should be integrated under the concept of integrated marketing communications B) channels focused more on interactive marketing than traditional marketing C) promotional tools used for push strategies but not pull strategies D) promotional tools used for pull strategies but not push strategies E) promotional tools adapted for use in mass marketing

Q: ________ is a strategic business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time to targeted audiences. A) Integrated marketing communications (IMC) B) A push strategy C) A pull strategy D) Database marketing E) Experiential marketing

Q: Which of the following is NOT one of the four main roles performed by marketing communication? A) to inform B) to entertain C) to persuade D) to remind E) to build relationships

Q: The coordination of marketing communication efforts to influence attitudes or behavior is known as ________. A) promotion B) advertising C) marketing D) public relations E) the communication model

Q: Discuss the social and physical dimensions of the service encounter, explaining how marketers can use these dimensions to improve the quality of the service encounter.

Q: JetBlue is a low-fare airline. JetBlue gives customers a friendly cabin crew, roomy overhead bins, live satellite TV at every leather seat, and even pay-per-view movies. How is JetBlue striving to provide quality service? Explain your answer.

Q: Explain why it is difficult to standardize services and why many consumers may not necessarily want service standardization.

Q: Services are characterized by four key characteristics. Name and describe these four characteristics.

Q: What is the intangibility of service? How might a package delivery service deal with the intangibility characteristic of services?

Q: What should be a leader's role in practicing corporate social responsibility (CSR)? Give examples of some firms known for initiating successful socially responsible corporate programs.

Q: The talent agency that is trying to convince Berry College to hire a motivational speaker for the college's homecoming festivities is marketing people.

Q: A joke among the Japanese says that the only way to escape from the salesperson is to leave the country. Explain this statement highlighting the differences between lean producers and U.S. mass producers.

Q: By allowing employees to spend up to $2,500 to compensate guests for certain inconveniences, Marriott is empowering its employees to quickly recover from critical incidents.

Q: What are the assumptions about mass production compared to Toyota Production system?

Q: A package delivery company sells intangibles to its customers.

Q: What is a matrix organization? Describe giving examples.

Q: The trend of proliferation of information will provide greater opportunities for database services, artificial intelligence systems, and other services that facilitate the storage and transfer of knowledge.

Q: After establishing that the organizational matrix is appropriate for a business, what should management expect as to the integration of basic competencies on a worldwide basis?

Q: In the future, global deregulation will likely affect the delivery of services of banks and other financial service industries by reducing competition.

Q: At Whirlpool, North American operations are organized in matrix form. What is the key to successful matrix management?

Q: To implement the market fulfillment approach, an agent would first identify a client and then identify an unmet need in the market that client could fulfill.

Q: McDonald's organizational design integrates the international division and geographical structures. How does the geographical and product division structure work in a global context?

Q: What are Regional Management Centers? What are the advantages of having such centers in the management of global businesses?

Q: The pure selling approach in marketing is exclusively associated with tangible items.

Q: As a company's international business grows, the need for having international divisions becomes evident. Explain how an international division structure works and what factors contribute to the establishment of an international division.

Q: Companies should identify critical incidents so they can plan how to recover before a problem even occurs.

Q: How important is the nationality of the top management position holder in global businesses?

Q: Customers whose complaints are resolved quickly are no more likely to buy from the same company again than are customers whose complaints are resolved slowly.

Q: The universal concerns for global companies established by the United Nations Global Compact consist of the following three dimensions: A) factor conditions, demand conditions, industry conditions. B) human rights, animal rights, and the environment. C) content domain, human conditions and animal rights. D) human rights, labor, and the environment. E) content domains, animal rights, and labor.

Q: Ads for an airline promote its last minute fare savers program. This program is one way to deal with the service characteristic of perishability.

Q: Nike came under fire from critics who alleged poor working conditions in the factories that make the company's athletic shoes. This is an example of the demand for: A) labor unions. B) equal opportunity employment. C) higher wages. D) standards for working conditions. E) corporate social responsibility.

Q: Capacity management primarily deals with the intangibility characteristic of services.

Q: In a socially responsible firm, employees perform all of the followingexcept: A) conduct business in an ethical manner. B) pursue goals and policies that are in society's best interest. C) guided by moral principles. D) distinguish between right and wrong. E) develop their own core ideologies on moral principles.

Q: Services are currently the fastest growing sector of the American economy.

Q: Lessons that are learned from Starbucks' company's cooperation with NGOs include all of the following except: A) don't wait for a crisis to collaborate. B) recognize that collaboration involves some compromise. C) think strategically about relationships with NGOs. D) appreciate the value of the NGOs dependence. E) understand that building relationships with NGOs takes time.

Q: In 2001, the United Methodist Church budgeted $4 million for ads to encourage former church members to return to church. This ad campaign is an example of ________. A) product improvement B) market fulfillment C) place marketing D) people marketing E) idea marketing

Q: In developing countries, globalization's opponents accuse companies of: A) undermining local cultures. B) placing intellectual property rights ahead of human rights. C) promoting unhealthy diets and unsafe food technologies. D) pursuing unsustainable consumption. E) all of the above

Q: Political candidates often hire image consultants who tell them what clothes to wear, how to wear their hair, and how to act in front of a crowd of people. Political candidates who use image consultants to help them market themselves to the voters are using which of the following strategies? A) brand extension B) market development C) diversification D) product improvement E) pure selling

Q: Secondary shareholders include all of the following except: A) media. B) employees. C) local community groups. D) nongovernmental organizations. E) general business community.

Q: In 2003, Home Depot's 40 Arizona stores participated with the Arizona Department of Water Resources and the cities of Phoenix, Mesa, and Scottsdale in a $1.8 million "Water, Use It Wisely" campaign. This is an example of ________. A) place marketing B) social networking C) people marketing D) idea marketing E) societal benefit marketing

Q: Primary stakeholders include all of the following except: A) top management. B) employees. C) media. D) suppliers. E) customers.

Q: An advertisement for the Blue Ridge Parkway (a highway) that runs from the Shenandoah Valley to the Smokey Mountains describes the highway as a "trip back in time." This is an example of ________. A) idea marketing B) place marketing C) social marketing D) services marketing E) the market fulfillment approach

Q: In contrast to the lean producers, U.S. mass producers typically maintain operations that involve all of the following except: A) less mechanization. B) greater labor direct content. C) divide employees with no overlap. D) limited quality control. E) employee teamwork.

Q: Which of the following is NOT an example of a service encounter? A) a nurse listening to a patient's heart rate B) a potential customer using a search engine to locate a business C) a customer checking into a hotel D) a student attending a tutoring session E) a mechanic telling a customer what is wrong with his car

Q: The differences between lean producers and U.S. mass producers is in the way they deal with all of the following groups except: A) dealers. B) distributors. C) customers. D) suppliers. E) managers.

Q: A hotel and resort company launched a new employee program that includes intensive training in different service encounter scenarios. This training program is most likely designed to lessen the problems related to the ________ characteristic of services. A) perishability B) intangibility C) creativity D) inseparability E) personalization

Q: Which of the following assumptions does not belong in a list of characteristics of lean production? A) labor is more costly than machines B) set up time can be reduced C) minimize inventory to cut costs, waste D) maximize backwards integration E) inspection to prevent defective production

Q: Jack was so enthusiastic about the band he saw performing at a local club last weekend that he persuaded a large group of friends to return to the club to hear the band on Thursday. Unfortunately, the band's Thursday performance was uninspired and at times off-key. The performance differences are due to the ________ characteristic of service. A) perishability B) variability C) creativity D) personalization E) responsiveness

Q: Which of the following isnot the way U.S. auto mass producers operate? A) greater labor content B) less mechanization C) less flexible mechanization D) divide employees in discrete specialties E) lack of employee teamwork

Q: A physician might deal with potential problems associated with the ________ characteristic of services by providing physical cues such as her medical diplomas hanging on the wall of the examining room. A) intangibility B) perishability C) variability D) inseparability E) personalization

Q: Concepts such as "assembler value chains" and "downstream value chains" are associated with: A) lean production. B) the matrix structure. C) polycentric organizational designs. D) the global marketing audit. E) traditional assembly designs.

Q: Employee ability is emphasized in a lean production environment. Before being hired, people seeking jobs with Toyota participate in the Day of Work, an assessment test to determine who has the right mix of qualities. These qualities include all of the following except: A) dexterity. B) team attitude. C) problem solving. D) decision making. E) team work.

Q: Christopher Messenger rents storage space to college students who go home for the summer but do not want to haul all of their property home and back. The business is profitable during the summer months, but when the storage space is unoccupied in the off-season, Christopher is losing money. What characteristic of service is most likely the source of Christopher's problem? A) intangibility B) perishability C) personalization D) variability E) inseparability

Q: Which of the following doesnot describe the Toyota Production System (TPS)? A) jidoka B) 'just-in-time' C) fixed setup time D) built-in quality E) visualizing problems

Q: To reduce problems associated with the intangibility of the services offered by a restaurant, the restaurant owner would be most likely to do which of the following? A) lower entree prices between 4 p.m. and 6 p.m. B) provide clean tablecloths and cloth napkins for each new customer C) empower employees to handle customer complaints D) offer a service guarantee to ensure customers that food quality will be consistent E) offer regular employee workshops focusing on customer service

Q: Which of the following product offerings is intangible? A) fish for an aquarium B) refillable ink cartridges for a computer printer C) a mink coat D) a meal at a fast-food restaurant E) a limousine ride

Q: Which of the following does not belong in a list of mass production in an automobile company such as Ford? A) changing value chains B) use of moving assembly line C) organized production machinery D) outsource from supplier specialists E) each worker was able to do more than craft producers

Q: The key to successful matrix management is ensuring that managers are able to: A) adopt a matrix design. B) adhere to matrix structure. C) maintain technical systems. D) resolve conflicts and achieve integration. E) preserve existing organizational culture.

Q: Which of the following is a service industry in the United States that is likely to see growth due primarily to demographic changes? A) living assistance for seniors B) babysitting services for baby boomers C) health services for medical tourists D) technology consulting for businesses E) database services for businesses

Q: Which global company has dissolved its matrix structure in order to achieve "greater speed and efficiency by further focusing and flattening the organization"? A) Whirlpool B) Levi Strauss C) Pearson PLC D) ABB E) Gillette

Q: Which of the following is NOT a trend that is expected to provide new opportunities for marketers of services? A) changing demographics B) declining levels of patriotism C) technological advances D) proliferation of information E) globalization

Q: Having established that the matrix is appropriate, management can expect the matrix to integrate the following competency on a worldwide basis: A) geographic knowledge. B) product knowledge and know-how. C) functional competence in finance, production and marketing. D) knowledge of customer or industry and its needs. E) All of the above are competencies.

Q: Idea marketing could be about all of the following EXCEPT which one? A) gaining a market share for a concept B) communicating a philosophy C) encouraging a change in people's beliefs D) encouraging a change in people's actions E) promoting a specific product for profit

Q: Which form of organization design is capable of integrating geographic knowledge, product knowledge, functional competencies, and customer knowledge? A) matrix structure B) international division structure C) geographic structure D) worldwide product division structure E) regional management center

Q: What strategy would a marketer most likely use to promote something that cannot be seen, has no smell, and cannot be felt? A) idea marketing B) place marketing C) people marketing D) relationship marketing E) one-to-one marketing

Q: Boeing has reorganized its commercial transport design and manufacturing engineers from functional lines into a matrix organization. This new design is expected to have all but one of the following benefits: A) lower costs and quicken updates. B) facilitate problem solving. C) unite engineering and manufacturing processes. D) provide customer contacts. E) enhance product consistency.

Q: ________ strategies regard a city, state, country, or other locale as a brand. A) Social marketing B) Idea marketing C) Place marketing D) Service marketing E) Green marketing

Q: The organization design in which an employee reports to both a country manager and a functional manager is a(n): A) matrix structure. B) international division structure. C) geographic structure. D) worldwide product division structure. E) regional management center.

Q: Developing a new product to meet the minimum qualifications of an unmet need is integral to the ________ approach to marketing. A) social B) pure selling C) product fulfillment D) market fulfillment E) product improvement

Q: Under the geographical and product division structures, for the company with French origins, France is: A) the headquarter country market. B) simply another geographic market. C) European market. D) divisional market. E) product market.