MKT 421 (new) Inspiring Minds/uophelp.com - Page 18 - For more course tutorials visit www.uophelp.com This Tutorial contains 2 Different Sets of Papers for all Assignments MKT 421 Week 1 Individual Assignment Favorite Brand Paper (2 Papers) MKT 421 Week 1 Discussion Question 1 MKT 421 Week 1 Discussion Sales-oriented 8 From the perspective of macro-marketing, e-commerce specialists CarFax (which provides vehicle history reports) and Cars.com (a website offering auto comparison shopping) have emerged within the auto industry because: The role of the automotive sales person is becoming obsolete. The market needs competitive rivals to auto dealerships. Auto manufacturers need to sell direct to consumers. The information they provide makes the exchange process between producers and consumers more efficient and effective. 9 According to the concept of social responsibility, a firm has a duty to: Conduct business in a way that is good for society as a whole, both now and for the future. Communicate regularly with the public. Place customer satisfaction above all other considerations. Place profit above all other considerations. 10 The main difference between the "marketing department era" and the "marketing company era" is: Whether the whole company is customer-oriented. More emphasis on selling and advertising in the marketing department era. Whether the president of the firm has a background in marketing. More emphasis on short-run planning in the marketing company era. 11 In the 1990s, DVDs replaced audiocassettes and floppy disks as the storage media of choice for music and computers. At which stage of the product life cycle is the DVD today? Sales decline Market extinction Market immaturity Market introduction 12 The three basic sales tasks are: Order-taking, missionary selling, and order-getting. Order-taking, order-managing, and order-getting. Order-closing, order-opening, and sales-promoting. Order-taking, supporting, and order-getting. 13 Clearwater Office Supply sells frequently purchased office supplies to businesses in a metropolitan area. It is a well-established company with a large share of the market. Its promotion should probably focus on: Informing. Innovators. Reminding. Stimulating primary demand. 14 A producer might use a "pulling policy" rather than a "pushing policy" if: It is offering a very "high-tech" product to a small product-market. It has a very limited promotion budget. Its sales force has been very successful getting wholesalers and retailers to handle its product. Intermediaries are reluctant to handle a new product. 15 The main difference between a "marketing strategy" and a "marketing plan" is that: A marketing plan includes several marketing strategies. A marketing strategy omits pricing plans. A marketing strategy provides more detail. Time-related details are included in a marketing plan. 16 In the American Marketing Association's Statement of Ethics, which ethical value stresses a firm's attempts to balance the needs of its buyers with the interests of sellers? Honesty Fairness Responsibility Citizenship 17 A useful tool for organizing the competitor analysis is: The competitive summary. A competitor matrix. Rivals chart. The oligopoly chart. 18 Which of the following is true of direct distribution? It reduces a producer's need for working capital. Direct distribution always serves customer needs better and at a lower cost. It requires a significant investment in facilities. Most firms selling consumer products rely on direct distribution. 19 Compared with other approaches to business, the marketing concept is distinct in that it: Creates a broad assortment of products. Focuses on satisfying customers' needs. Focuses on sales. Produces new products and services. 20 David Oreck advertises Oreck vacuum cleaners via commercials that run on national radio programs. He encourages consumers to "…try my 8-pound Oreck vacuum for free for 30 days," and to return it if they aren't satisfied. He then provides an easy-to-remember toll-free telephone number that consumers can use to place orders. Regarding the AIDA model, the free-trial period and availability of a toll-free number are devices used mainly to: Hold interest. Arouse desire. Obtain action. Get attention. 21 The sales analysis of a product revealed that profits were highest when it was initially introduced into the market with a high selling price. However, the price was gradually reduced as it started facing competition as substitutes entered the market. This is an example of a(n) _____.
MKT 421 (new) Inspiring Minds/uophelp.com - Page 18
MKT 421 (new) Inspiring Minds/uophelp.com - Page 19