MK201 Chapters 6,7,8,9 – Week 3 Quiz Questions

Directions: Select the best response for each. Please post
your selections in the Blackboard response section numbered 1-30 with response
to each corresponding question.
Due: Sunday at midnight for each week of this course.

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Scenario 6.1
Use the following to answer the questions.

Consumers use information from many
sources when making purchasing decisions, including information from friends
and family members. One of the most dissatisfying consumer experiences is with
auto repair. Aware of this, Karla has asked several of her friends and family
members where they have their cars repaired, since she has been experiencing a
problem with her car starting when the weather is cold. Karla has heard that
Skola’s Auto Repair has reasonable prices, but it can be difficult to get an
appointment. However, one of her friends, Steve, had a very poor experience
with Skola’s. Once he complained to them, they fixed the situation and now he
prefers their auto shop over others.

1. Refer
to Scenario 6.1. The type of problem solving that consumers use to select an
auto repair shop would normally be

a.

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intensive problem solving.

b.

extended problem solving.

c.

routinized response behavior.

d.

selective problem solving.

e.

limited problem solving.

2. Refer
to Scenario 6.1. A dissatisfied Skola’s Auto Repair customer told a friend
about his experience. The friend has been a long-time Skola’s customer and the
next day, didn’t remember what her friend told her. This is an example of

a.

perceptive perception.

b.

selective exposure.

c.

selective distortion.

d.

receptive exposure.

e.

selective retention.

3. Refer
to Scenario 6.1. The change in Steve’s behavior toward Skola’s Auto Repair,
caused by the company’s response to his complaint, is a function of

a.

perception.

b.

motivation.

c.

attitudes.

d.

learning.

e.

influence.

4.Refer to Scenario 6.1. Positive feelings
generated by satisfaction with Skola’s response will become part of Steve’s

a.

personality.

b.

motives.

c.

social class.

d.

role.

e.

attitude.

Scenario 6.2
Use the following to answer the questions.

Both the Toyota Sienna and the Nissan
Quest were very popular choices for family vans. Toyota noticed that the
majority of its customers were families with 3 or more children, and so they
developed commercials that featured larger families. They also produced
commercials that featured Hispanic-looking actors and for some markets, in
Spanish. Alicia Desario and her husband were currently shopping for a van for
their family. As Alicia listened to an advertisement on the television about
the Nissan Quest, she noticed that the Nissan cost about $27,000 and had gas
mileage of about 17 mpg. She recalled an earlier ad for the Toyota Sienna, that
also cost about $27,000, but had gas mileage of about 21 mpg. She also liked
the way the family was portrayed in the Toyota ad, showing the children in the
back seats having plenty of room, watching the DVD players, and having their
own sound controls. When she spoke to Carlos, her husband, about how much she
liked the Toyota van, he replied that it had too low of gas mileage at only 16
mpg. Since Alicia didn’t agree with that number, he produced a magazine ad that
supported his claim of the 16 mpg for the Toyota. Alicia couldn’t believe that
she had made such an error in hearing what the gas mileage was for the Toyota
and the Nissan.

5. Refer
to Scenario 6.2. The fact that Alicia had remembered the gas mileage of the
Toyota Sienna incorrectly is most likely an example of

a.

selective expression.

b.

selective retention.

c.

perceptual extension.

d.

perceptual bias.

e.

selective distortion.

6. Refer
to Scenario 6.2. Carlos’ knowledge of the correct gas mileage is an example of
the ____ component of his attitude toward the Toyota, while Alicia’s feelings
about the children in the commercial being happy in the Toyota van were an
example of the ____ component of her attitude.

a.

cognitive; affective

b.

cognitive; behavioral

c.

affective; cognitive

d.

affective; behavioral

e.

behavioral; affective

7.Refer to Scenario 6.2. Toyota’s production of
commercials that featured Hispanic actors and the Spanish language is an
example of marketing to

a.

cultural self-concepts.

b.

social classes.

c.

subcultures.

d.

roles.

e.

social strata.

8. Refer
to Scenario 6.2. Since Alicia and Carlos were using gas mileage as one of their
evaluative criteria, they are most likely in the ____ phase of the consumer
buying process.

a.

problem recognition

b.

external search

c.

evaluation of alternatives

d.

purchase

e.

post-purchase

Scenario 7.1
Use the following to answer the questions.

Samsung is entering the home appliance
market with its new French Door Refrigerator. In designing the production facility,
it has a need for various pieces of equipment, including the perpetual assembly
belt-drive, quasi-assembly pods, and finishing stations. The purchasing agent
for the appliance division is inquiring about who will be needed for input on
the purchasing decision. Samsung has already contacted several producers of the
quasi-assembly pods, and has begun negotiations with their sales
representatives.

9. Refer
to Scenario 8.1. What type of business purchase is Samsung undertaking?

a.

Modified rebuy

b.

Straight rebuy

c.

New-task

d.

Straight purchase

e.

New rebuy

ANS: C PTS: 1 DIF: Difficult
OBJ: 07-02 Identify the major characteristics of
business customers and transactions.
NAT: AACSB: Analytic | MKTG: Strategy MSC: Application

10. Refer
to Scenario 7.1. Which of the following groups should Samsung not
include in its buying center for the new equipment?

a.

Purchasing agents at Samsung

b.

Eventual users within Samsung

c.

Potential future Samsung customers

d.

Gatekeepers within Samsung

e.

Senior managers at Samsung

11.Refer to Scenario 7.1. What was the first step
of the buying decision process that Samsung went through when looking for the
quasi-assembly pods?

a.

Searching for products and suppliers

b.

Selecting and ordering the most appropriate
product

c.

Recognizing the problem or need

d.

Establishing product specifications

e.

Evaluating the product relative to
specifications

12. Refer
to Scenario 7.1. There are many factors that would influence Samsung’s business
buying decisions. Which one of the following would not?

a.

Environmental

b.

Organizational

c.

Interpersonal

d.

Demographic

e.

Individual

Scenario 7.2
Use the following to answer the questions.

Precision Brake Company is a supplier of
brake components to the manufacturers of lawn tractors and 4-wheel ATV’s. It
also sells its products to independent repair centers, dealers, and other
wholesalers in the northeast and southern states. Precision Brake has done
research on the demand for lawn tractors and found that most manufacturers are
in the states of Kentucky, Tennessee, and Alabama. Research also shows that
most of the dealers who sell directly to individual consumers are in the
midwestern states, while dealers who sell to small business landscaping
companies tend to be located in the northeastern states. Company executives are
considering expansion of its distribution to markets in the midwest.

13. Refer
to Scenario 7.2. When Precision Brake sells to the individual dealers, they
would be considered which of the following business types?

a.

Producer

b.

Reseller

c.

Government

d.

Institutional

e.

Covert

14. Refer
to Scenario 7.2. Given the type of business market in which Precision Brake is
currently operating, which group would it be least likely to sell to?

a.

Producers

b.

Governments

c.

Retailers

d.

Consumers

e.

Institutions

15.Refer to Scenario 7.2. When Precision Brake’s
sales team calls on tractor manufacturing companies, the first person they
usually talk to is the receptionist. In this example, the receptionists would
be considered to be ____, part of the buying center.

a.

gatekeepers

b.

influencers

c.

users

d.

buyers

e.

controllers

16. Refer
to Scenario 7.2. Last year, Precision Brake’s sales to the manufacturers of
lawn tractors declined, partially due to the fact that more consumers were
hiring small landscaping businesses to cut their grass. This decline in sales
for Precision Brake is an example of

a.

Product scarcity

b.

Joint demand

c.

Derived demand

d.

Reciprocity demand

e.

Inelastic demand

Scenario 8.1
Use the following to answer the questions.

Harley-Davidson Motors manufactures all of
its motorcycles in the U.S. at one of four sites. With a large number of its
bikes sold in markets all around the world, it still retains the manufacturing
close to the headquarters for several reasons, one being that its management
wants to keep close watch on the quality of its products. However, for all the
accessories, apparel, and other riding gear, Harley-Davidson contracts out to
other manufacturers to produce the items with the Harley name and logo. Some of
these items, particularly the apparel, are made in China. Lately, some members
of the Harley Owners’ Group (HOG) have been complaining to the company about
this practice, citing that “everything Harley should be made in
America”.

17. Refer
to Scenario 8.1. Harley-Davidson’s practice of having manufacturers in China
produce apparel items with the Harley logo is an example of

a.

contract manufacturing

b.

globalization

c.

direct ownership

d.

joint venture

e.

exporting

18. Refer
to Scenario 8.1. One of Harley-Davidson’s largest international markets is in
Japan, where American brands are highly sought after. This is an example of
____ impacting the market.

a.

international forces

b.

economic forces

c.

domestic forces

d.

cultural forces

e.

environmental forces

19. Refer
to Scenario 8.1. If Harley-Davidson were to suddenly find its inventory
building up in Japan, it might reduce inventory by selling the bikes at below
cost prices. This practice is known as

a.

price skimming.

b.

market penetration.

c.

dumping.

d.

differential pricing.

e.

inventory compensation.

20. Refer
to Scenario 8.1. At what level of involvement in international marketing is
Harley-Davidson with regard to its bikes?

a.

Full-scale

b.

Globalization

c.

Joint venture

d.

Direct ownership

e.

Exporting

Scenario 8.2
Use the following to answer the questions.

KFC opened its first franchised restaurant
outside of North America in England in 1964. Now, over a billion KFC chicken
dinners are sold annually at more than 80 countries and territories around the
world. KFC has established its own processing plants in these countries to
ensure the quality of its chickens and other food items. In the U.S., the menu
at KFC is usually the same in all restaurants, with only a very few additional
items available in different regions. However, when KFC first franchised into
Asian countries, it added many unusual local delicacies to the menu¾items such as
fried octopus and squid. Additionally, the franchised stores in Asian countries
display cooked food in “plates” near windows at the front of the
store. This is a tradition for many restaurants in these countries¾to offer the
customer passing by a preliminary view of their product.

21. Refer
to Scenario 8.2. KFC’s establishment of international production/processing
facilities is an example of

a.

direct ownership.

b.

franchising.

c.

strategic alliance.

d.

outsourcing.

e.

a trading company.

22. Refer
to Scenario 8.2. The practice of offering fried octopus and squid at Asian
KFC’s is best described as

a.

a strategy of standardization.

b.

a strategy of globalization.

c.

a strategy of some customization.

d.

competitive advantage.

e.

internationalizing the franchise.

23. Refer
to Scenario 8.2. Suppose that KFC’s parent company experienced difficulty in
opening its restaurants in China unless KFC was willing to pay the government a
“bribe”. If KFC were to resort to paying this bribe in China saying
that “it’s different doing business there”¾this would be
an example of

a.

a licensing arrangement.

b.

the self-reference criterion.

c.

cultural relativism.

d.

balance of trade issues.

e.

exchange controls.

24. Refer
to Scenario 8.2. Which of the following alliances will KFC most likely utilize
to guide its business transactions in Japan and China?

a.

WTO

b.

MERCOSUR

c.

FTAA

d.

NAFTA

e.

APEC

Scenario 9.1
Use the following to answer the questions.

The Walt Disney Company is a master at
incorporating all the unique characteristics of digital media into their
website. They know how to appeal to all types of consumers and utilize the full
potential of digital media. The Disney website immediately catches your
attention with sights and sounds that come alive. Not only can you catch a glimpse
of an upcoming movie, but also connect with your favorite characters from
movies past. The website offers age-appropriate games and activities, including
the ability to create a fairy-tale cottage. The Disney Parks have their own
links of course, along with Radio Disney, the Disney Store, family vacation
packages, and an educator’s corner. An adult or child can enjoy navigating
through the electronic marketing of Disney.

25. Refer
to Scenario 9.1. The Disney website has a special link for educators that
allows them to download educational videos pertaining to various subjects and
grade levels. Educators are asked to register online with further information
about their needs. This is an example of

a.

addressability.

b.

interactivity.

c.

accessibility.

d.

connectivity.

e.

control.

26. Refer
to Scenario 9.1. Through the Disney website, consumers can access in-depth
information about Disney products, movies, theme parks, the corporation, and
anything else related to Disney. This is an example of one of the
characteristics that distinguish online media from traditional marketing,
namely

a.

addressability.

b.

interactivity.

c.

accessibility.

d.

connectivity.

e.

control.

27. Refer
to Scenario 9.1. The Disney website is missing ____, because the website does
not offer the opportunity for customers to directly communicate with Disney
employees. Customers cannot express their needs and wants directly to the
company.

a.

addressability.

b.

interactivity.

c.

accessibility.

d.

connectivity.

e.

control.

28. Refer
to Scenario 9.1. Visitors to the Disney website have the ability to regulate
the information they view and the activities they participate in. This is an
example of

a.

addressability.

b.

interactivity.

c.

accessibility.

d.

connectivity.

e.

control.

29. Refer
to Scenario 9.1. Disney’s Fan Page on Facebook allows people to link with other
Disney enthusiasts. This is an example of

a.

addressability.

b.

interactivity.

c.

accessibility.

d.

connectivity.

e.

control.

30. Refer
to Scenario 9.1. The Disney website offers users the ability to create a
character or a comic. You have the option of allowing other people to view and
comment on your new creation. Which characteristic of e-marketing is being
utilized here?

a.

addressability.

b.

interactivity.

c.

accessibility

d.

connectivity.

e.

control.

Scenario 9.2
Use the following to answer the questions.

An increasing number of people are turning
to the Internet to search for information, products, people, news, maps, entertainment,
and whatever else you can think of. At the forefront of this massive search is
Google. Google’s mission is “to organize the world’s information and make
it universally accessible and useful.” Google has developed methods for
making information useful to all types of Internet users. Some users want to
critique the information, some just want to read the information, and some want
to be the information writers. For people who want to dialogue, Google provides
various groups, blogs, social networks, and more. For people who want to
explore and innovate, Google offers online labs. Google provides the resources
for the scientist and poet alike, for the person who wants to actively interact
with an online audience, and the person who just wants to sit and look.

31. Refer
to Scenario 9.2. Google can give instructions on how to construct almost
anything, from a house to a science experiment. As for online applications, you
can learn anything from developing your own website to starring in a video.
Google’s “how to” features would most likely appeal to

a.

creators.

b.

critics.

c.

collectors.

d.

joiners.

e.

spectators.

32. Refer
to Scenario 9.2. Through Google, people can comment on someone else’s blog,
post product reviews, or contribute to a wiki. ____ would most likely
participate in this kind of activity.

a.

Creators

b.

Critics

c.

Collectors

d.

Joiners

e.

Spectators

33. Refer
to Scenario 9.2. Google offers people the opportunity to join a variety of
groups, ranging from different religions to nationalities to hobbies. There are
nearly half a million groups from which to choose and connect with other
members. Which online user would be most likely be interested in these groups?

a.

creators

b.

critics

c.

collectors

d.

joiners

e.

spectators

34. Refer
to Scenario 9.2. Google is the ultimate website for people who want to collect
information. Google started out as a search engine and then expanded into
offering many other services. ____ were Google’s initial target market.

a.

Creators

b.

Critics

c.

Collectors

d.

Joiners

e.

Spectators

35. Refer to Scenario 9.2. If you want to read
what other people think about products, movies, or world events, Google has
online forums and blogs that are readily accessible. ____ would most likely
want to simply read the opinions of others.

a.

Creators

b.

Critics

c.

Inactives

d.

Joiners

e.

Spectators

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