Question

Answer 4 questions you feel confidently about Elizabeth has developed a promotional campaign for a client...

Answer 4 questions you feel confidently about

Elizabeth has developed a promotional campaign for a client that promises a hefty return for her owned cash-strapped business. While the campaign does not violate any laws, it might be considered manipulative and misleading, especially when targeted toward senior citizens. If Elizabeth were to consult the AMA Code of Ethics she’d discover:

- there is a high value placed on creative approaches for clients which can outweigh other concerns if the client or firm are in financial danger.

- that different concerns affect the client and her business.

- the General Norms and Ethical Values are somewhat ambiguous, and she should rely on her own personal ethics and her firms Code of Ethics.

- her campaign might be difficult to support despite its creativity and ability to meet the needs of both her client and her own firm.

Using profit as the sole guide for corporate action can lead to short term profits but:

- increased corporate social responsibility options

- long-term loss of customers

- more complicated measurement challenges

- increased tax liabilities

Unlike other business functions like accounting or finance, people in marketing are often singled out as the root cause of ethical concerns because:

- they are trained in the art of effective persuasive communication.

- consumers recognize marketers are not as quantitatively skilled as accounting and finance people.

- problems like those that occurred at Enron, Tyco, and WorldCom were caused by marketers.

- they interact directly with consumers.

Corporate social responsibility appeals to many people. For the firm, corporate social responsibility:

- offers significant revenue savings

- may not show specific tangible benefits

- works for employees but has little impact on perceptions among the it’s consumers

- reduces the need for a formal code of ethics

Lemon N' Honey is a juice manufacturing company in the US. It exports its products to Australia, licenses to China, has a joint ownership venture in France, and owns a subsidiary in Brazil. The firm will most likely need to create a(n) ________ to handle all its worldwide activities.

- export department

- value delivery network

- international division

- domestic division

After viewing Red Cross ads about giving blood, Amanda donated a pint of blood at the local Red Cross office. Amanda felt that she had performed a good deed. Was this a marketing exchange:

- no, because the Red Cross is non-profit organization.

- yes, because the Red Cross ran an advertisement.

- no, because the Red Cross did not provide Amanda with a product.

- yes, because the donated blood was exchanged for a feeling of satisfaction.

Sarah has decided to pursue a market penetration strategy for her French cookware product line. She will likely increase advertising, sales promotion, and sales personnel. She may also consider:

- intensifying distribution efforts.

- investing in a travel agency.

- shifting resources into marketing a line of footwear.

- expanding into new territories.

The consumer buying process begins when:

- they enter a store.

- physical needs become greater than psychological needs.

- performance risk is minimized.

- consumers recognize that they have an unsatisfied need.

Consumer goods classes (convenience, shopping, etc.) are based on the:

- characteristics of the product.

- importance of the product’s brand name.

- buying habits of consumers.

- age, income, and occupation of consumers.

The intangibility of the service means that:

- advertising or other forms of promotion are of little importance to the services marketer.

- unused capacity cannot be shifted from one time period to another.

- brandnames or trademarks can’t be used because they must refer to tangible goods in order to be effective.

- the value of a service may be based on a customer’s experience.

According to the concept of the product life cycle,:

- new products may pass through a life cycle stage quickly, virtually skipping it.

- products spend a predetermined amount of time in each stage of the life cycle; this time span is determined by the product category.

- most products require the same level of marketing throughout their life cycle.

- all products begin at the introductory stage and move through the life cycles stages at a steady rate

A penetration pricing strategy is generally characterized by:

- high inventory costs, many product alternatives, and low price elasticity.

- low costs, low prices, and mass market appeal.

- status, uniqueness, and profit goals.

- high price elasticity, early cash recovery objectives, and high brand loyalty.

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).

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 driver’s home.

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

- a mailbox to go in front of Pete’s 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 company’s value proposition?

- “why should I buy your brand rather than a competitor’s?”

- “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.

Homework Answers

Answer #1

Using profit as the sole guide for corporate action can lead to short term profits but long-term loss of customers.

Unlike other business functions like accounting or finance, people in marketing are often singled out as the root cause of ethical concerns because they interact directly with consumers.

The consumer buying process begins when consumers recognize that they have an unsatisfied need.

The idea of value-based marketing requires firms to charge a price that captures the value customers perceive they are receiving.

Know the answer?
Your Answer:

Post as a guest

Your Name:

What's your source?

Earn Coins

Coins can be redeemed for fabulous gifts.

Not the answer you're looking for?
Ask your own homework help question
Similar Questions
Answer 4 questions you feel confidently about Elizabeth has developed a promotional campaign for a client...
Answer 4 questions you feel confidently about Elizabeth has developed a promotional campaign for a client that promises a hefty return for her owned cash-strapped business. While the campaign does not violate any laws, it might be considered manipulative and misleading, especially when targeted toward senior citizens. If Elizabeth were to consult the AMA Code of Ethics she’d discover: - there is a high value placed on creative approaches for clients which can outweigh other concerns if the client or...
Pick 4 questions to answer that you feel confident that you picked the correct answer Regarding...
Pick 4 questions to answer that you feel confident that you picked the correct answer Regarding setting the budget for integrated marketing communications options: - all-you-can-afford approaches involve setting objectives and then specifying tasks needed to achieve them. - incremental technique tries to set budgets based on other firms’ decisions. - competitive budgeting establishes the same budget year after year. - percentage-of-sales methods tend to ignore the promotion-causes-sales relationship. Many advertisements work primarily through recognition which means - that the...
Question 6 Why would a companies spend over $1 million for a 30-second ad on television...
Question 6 Why would a companies spend over $1 million for a 30-second ad on television during the Super Bowl?                 because the Super Bowl is a significant opportunity to be associated with global marketing                 because the Super Bowl offers an opportunity to create significant brand awareness                 because Super Bowl ads generate brand loyalty                 because of the annual competition for the most creative Super Bowl ad                 there is no good reason Question 7 United Airlines Credit...
Case Study: Amway – Developing Competitive Marketing strategies Introduction All organizations face an external business environment...
Case Study: Amway – Developing Competitive Marketing strategies Introduction All organizations face an external business environment that constantly changes. Sometimes these changes are slight e.g. minor amendments to regulations or a new firm entering the market as a 'small player'. At other times, however, changes in the environment may have important consequences for an organization, e.g. new technologies, changing consumer tastes or a merger between two large competitors. Changes in the business environment create both opportunities and threats to an...
Answer the following questions after reading the doc: 1. - 3 separate answers. For the three...
Answer the following questions after reading the doc: 1. - 3 separate answers. For the three options presented by the brothers, what are the pros and cons of each? 2. Which would you choose from #1 above and why? -------------------- Bringing an Innovative Razor to the Masses By MICKEY MEECEAPRIL 28, 2010 L.P.I. Consumer Productsmakes and distributes patented ShaveMateall-in-one razors that feature shaving cream dispensed from the handle. The company, which has been in business since 1987, has been developing...
Answer these questions for the case study: Purple Innovation, Inc.: The Online to Offline Marketing Challenge...
Answer these questions for the case study: Purple Innovation, Inc.: The Online to Offline Marketing Challenge (a) Delineate what marketing data analytics and metrics were used by Purple Innovation, Inc to assess the effectiveness of their marketing actions and marketing campaigns. (There are many.) Within your answer, provide the type of analytics and /or metrics and for each one, and, for each one, an example of specific dollars, numbers, percentages that were provided in the case. (Be sure to include...
Answer the following questions from the information below a. What are the organization's marketing goals? b....
Answer the following questions from the information below a. What are the organization's marketing goals? b. What are the symptoms of the problem? In other words, which of the organization's marketing goals mentioned in section a., above are not being met? c. What is the organization's problem? Look at the symptoms and make a judgement about what their cause may be. Do not confuse symptoms with problems. Problems cause symptoms. d. Perform a SW/OT analysis: -What are the organization's internal...
Please read the article and answear about questions. Determining the Value of the Business After you...
Please read the article and answear about questions. Determining the Value of the Business After you have completed a thorough and exacting investigation, you need to analyze all the infor- mation you have gathered. This is the time to consult with your business, financial, and legal advis- ers to arrive at an estimate of the value of the business. Outside advisers are impartial and are more likely to see the bad things about the business than are you. You should...
41. The “funnel” view of new product development suggests that: -    each new product idea must...
41. The “funnel” view of new product development suggests that: -    each new product idea must pass a series of increasingly stringent tests in order to be introduced into the market. -    early stages should be finished quickly in order to get to the really good ideas. -    new product ideas fail at about the same rate at each level of the funnel. -    profitable new product ideas are easy to come up with but hard to recognize. 44. Calculate...
Case Study Read the case study given below and answer all the questions that follow. SONY...
Case Study Read the case study given below and answer all the questions that follow. SONY : High Quality and Technological Innovation introduction Throughout the 20th century, the pace of technological advancement has increased dramatically. The digital revolution, now upon us, will see further massive steps forward. This case study looks at the ways in which Sony has been able to stay at the leading edge of the new technologies. Sony Corporation is the leading manufacturer of audio, video, communications...