Which of these products characteristics would

LENGTHEN

(increase the number of intermediaries between

manufacturer and consumer) a distribution channel (supply chain):

- product requires special handling equipment (e.g., blocks of ice).

- product is complex (e.g., computers).

- product is perishable (e.g., fresh fruit).

- product has low unit value (e.g., hard candy).

Retail assortments are looking more and more alike because:

- customers today are more focused on service differentiation

- national-brand manufacturers have placed their products almost everywhere

- market segmentation has proven ineffective

- stores are clustered together to increase their customer pulling power

Which best characterizes a modified rebuy situation?

- purchasing paper clips for the office.

- purchasing the first local intranet for a small business.

- purchasing airline tickets under a new fare schedule.

- purchasing printer toner for a copier.

Which is an example of a product that is being sold in the business market?

- a thermometer to hang on the front porch of a school bus drivers home.

- registration fee paid for a membership in a private health club.

- a mailbox to go in front of Petes new house.

- a truckload of sand to use on the beach being built for a lakefront resort.

Which is an example of primary data that would be used by the Ashton-Drake Galleries to determine the

popularity of its Precious Moments doll series?

- data gathered by a doll collectors club about its membership.

- observing how individuals react to the dolls when they first see them.

- an article on Precious Moments found in

Parade

, the Sunday magazine found in many newspapers.

- responses to a mail survey by National Family Opinion on how likely someone is to buy a collectible doll.

Which is

WRONG

about the various environmental forces:

- experts generally regard technology as the least important environmental area.

- demographic trends are the least controllable of the environmental forces affecting the firm.

- cultural trends tend to be long-term in their impact on consumption patterns.

- changing laws and regulations can create opportunities in the marketplace.

Which customer question is answered by a companys value proposition?

- why should I buy your brand rather than a competitors?

- how does your brand benefit me and society?

- what are the costs and benefits of your brand?

- what kind of experience will I have with products and services associated with this brand?

The idea of value-based marketing requires firms to charge a price that:

- covers costs and generates a modest profit.

- includes the value of the effort the firm put into the product or service.

- captures the value customers perceive they are receiving.

- offers customer excellence above operational excellence.

When Dr. Seuss checked in at the Ritz-Carlton, it was 3 a.m. He had been on a three-hour plane flight for over

twelve hours, was exhausted and his suit, which he needed for a speech that morning, looked like he had

slept in it. Marcy, the night clerk, offered to have the suit dry-cleaned while he caught a few hours sleep.

Marcys actions are an example of:

- empowering employees to meet customers needs.

- the variability associated with service quality performance.

- procedural fairness as expressed in quality organizations.

- the use of industry standard operating procedures.