Tag: Paper Writing

Brands serve which following purpose?
They are a means of achieving emotional engagement with consumers.
They are markers to express social identities.
They are a means of differentiating products from one another.
All of the answers are correct.

Which of the following statements is true of direct marketing?
a. It is synonymous with direct mail.
b. It is seldom, if ever, used by companies that have an external sales force.
c. Traditionally, it has not been considered an element of the promotional mix.
d. The rapid growth of the Internet is discouraging the growth of direct marketing.
e. It is less direct when compared to mail-order catalogs.
An airline company set the following objective for its new advertising campaign: “To increase the percentage of consumers who know our fares are lower than the competitors” to 75 percent over the next six months.” Using the criteria outlined by the DAGMAR approach to setting objectives, identify what is wrong with this objective.
a. It fails to utilize the IM process.
b. It does not specify a well-defined target audience.
c. It is not a concrete statement of what message the airline wants to communicate.
d. It does not contain a benchmark starting point and the degree of change sought.
e. It does not specify a specific time period for accomplishing the objective.
According to James O. Peckham, which of the following statements provides a good rule of thumb for a company setting the advertising budget for a new product?
a. Its advertising budget should be equal to that of the largest market shareholder in the product category.
b. Its advertising budget should be less than that needed to maintain the desired market share.
c. Its advertising budget should be as much as the firm can afford.
d. Its advertising budget should be twice the desired market share.
e. Its advertising budget should be 10 percent greater than the average budget planned for the entire payout period.
Advertising appeals that imply some type of physical or emotional danger and try to rouse consumers to take steps to remove the threat are known as fear appeals.
a. humor
b. conditional
c. refutational
d. comparative
e. fear
Inroads Enterprises has been working with Advertising Innovators to review competition in various market segments, noting demand trends. They have recognized that their view of the marketplace as one large homogeneous group of customers is limiting their growth. Advertising Innovators recommends that Inroads tailor their marketing to meet the needs and demand trends of different market segments.
a. marketing channels
b. media mix
c. competitive advantage
d. market segmentation
Which of the following factors creates a positive relationship between advertising and sales?
a. the extent of selective retention
b. the market share of the company
c. the recruitment plans
d. the corporate structure
e. the basis for product differentiation
Flash Parcel Service (FPS) built its advertising campaign around the slogan, “Our business quality speaks the language of speed.” Back then, the company was trying to make the customers aware of the speed with which it delivers the service. Later, FPS modified its slogan and designed new ads to make customers aware of the different aspects of its delivery such as reliability, cost-efficiency, and punctuality. By moving away from promoting itself as simply a parcel delivery company, FPS has:
a. adopted an undifferentiated strategy.
b. engaged in positioning with cultural symbols.
c. employed product class positioning.
d. employed geographic segmentation.
e. used a repositioning strategy.
Jaden is making a push to shift some of his company’s communications budget to mobile, but is met with resistance from his team, who all have different ideas about what they are trying to accomplish with the communications budget, so they are not using objectives to plan or make decisions. Which of the following statements characterizes the reason for resistance from Jaden’s team?
a. They want to increase emphasis on data-driven marketing spending.
b. They believe mobile spending is tactical, not strategic.
c. They disagree as to what the specific objectives should be.
d. They believe in behavioral targeting.
e. They recognize the value of specific objectives for their integrated marketing communications program.
Marketers of products such as mustard, paper towels, and batteries:
a. must use personal-selling strategies in order to make a sustainable marketing program.
b. must avoid sales promotions and publicity.
c. must opt for high-involvement advertising strategies.
d. must use slogans, symbols, and visual image personalities to promote their products.
e. must avoid using mass-media advertising strategies.
Which of the following is a similarity between publicity and advertising?
a. Both are not directly paid for by the company.
b. Both involve nonpersonal communication to a mass audience.
c. Both are run by an unidentified sponsor.
d. Both are nonpaid forms of communication.
e. Both frequently provide an opportunity for immediate feedback.
Which of the following factors makes a positive relationship between advertising and sales?
a. the extent of selective retention
b. the market share of the company
c. the recruitment plans
d. the corporate structure
e. the basis for product differentiation
When Procter & Gamble, Unilever, PepsiCo, Google, and Nestle assign each product/service or brand to a brand manager who is responsible for the total management of the brand, including planning, budgeting, sales, and profit performance, these companies are using a decentralized system.
a. decentralized
b. centralized
c. finance
d. product
When Mariah Carey paired her new perfume with the looks and sweetness of lollipops, it was an application of the principles of classical conditioning.
a. dissociative behavior.
b. cognitive learning.
c. repetition.
d. operant conditioning.
e. classical conditioning.
Publicity is always under the control of an organization, so the organization can make sure it is positive.
True or false
Which of the following statements is true about account services?
a. It provides the creative team with in-depth storyboards.
b. It is a research department in the advertising agency that helps make the advertising message for the client.
c. It is the link between the advertising agency and its clients.
d. It is an in-house service for the advertisement agency that is independent of its clients’ obligations.
e. It is an advertising agency that solely provides media space and time.
Joy purchased a 1980s home with all the original appliances. She is struggling with the current state of her kitchen appliances and her vision of an ideal updated kitchen. This gap between what she has and what she wants is:
a. attitude formation.
b. information search.
c. problem recognition.
d. purchase decision.
e. perception.
Which of the following is an incorrect statement about integrated marketing communications?
a. Having one agency in control of the entire IMC process achieves greater synergy among the communications program elements.
b. IMC often results in greater economies of scale.
c. An IMC agency that has all marketing operations in-house is usually perceived as best in breed.
d. IMC agencies make it convenient for the client to coordinate all of its marketing efforts through one agency.
e. One challenge to successful IMC is a lack of people with the requisite broad perspective and skills to make it work.
The concept of advertising expenditures producing long-term rather than immediate results is known as the carryover effect.
a. mirror-image effect.
b. carryover effect.
c. low-involvement effect.
d. communication effect.
e. halo effect.
Which of the following statements is true about effective communication?
a. Effective integrated marketing communications is usually nonpersonal in nature.
b. Advertising is an effective way of communication because marketers are able to tell consumers how to interpret their messages.
c. For effective communication, marketers must understand the meanings that consumers attach to words and symbols.
d. Effective communication is unaffected by the reception environment.
e. The visual nature or color characteristic of an ad has no impact on the effectiveness of communication.
_____ is the sum of all points of encounter or contact that consumers have with the brand, and it extends beyond the experience or outcome of using it.
a. Brand extension
b. Brand identity
c. Brand evangelism
d. Brand engagement
e. Brand differentiation
Sales promotion includes those marketing activities that provide extra value or incentives for purchasing a product, such as coupons and premiums.
a. Public relations
b. Publicity
c. Direct marketing
d. Sales promotion
e.
Why are principles of operant conditioning useful in the development of promotional strategies?
a. They show that experiences with products provide reinforcements that affect future purchase behavior.
b. They explain why coupons and samples are unlikely to have any desirable effect on consumer behavior.
c. They explain consumer behavior in both high- and low-involvement situations.
d. They explain how the pairing of a neutral stimulus with a positive stimulus can produce an immediate desired response.
e. They explain the cognitive processes that mediate a consumer’s response to advertising.
Product, price, promotion, and place are the four Ps of the marketing mix.
a. print
b. people
c. privilege
d. place
e. package
From a promotional planning perspective, it is important that marketers determine which type of response process is most likely to occur.
a. avoid using an integrated marketing communications program.
b. avoid using broadcast and print media strategies.
c. eliminate the need for the trial stage in the response process.
d. determine which type of response process is most likely to occur.
Prior to the development of integrated marketing communications, the promotional function in most companies was dominated by mass-media advertising.
a. mass-media advertising.
b. publicity.
c. direct marketing.
d. sales promotion.
Developing strong brands begins by doing an environmental scan for opportunities.
a. doing an environmental scan for opportunities.
b. understanding why consumers buy a brand.
c. examining the brand’s strengths and weaknesses.
d. developing a great name and logo.
e. doing market research.

Question: Does the RH strategy work only for high-end/prestige products or are there elements of its approach that would be appropriate for retailers at all price levels? Choose one of your favorite retailers and discuss how that company could best apply the approach that RH is using.
Please answer above question based below case study:
MANAGEMENT DECISION CASE
Restoration Hardware—Using the Brick-and-Mortar Store as a “3D Catalog”
The Internet has been a major disruptive force in modern retailing, helping bring about the demise of numerous familiar stores in your local mall: The Limited, American Apparel, Wet Seal, Aeropostale, and Pacific Sunwear, to name a few. Even stalwart Macy’s has closed at least 100 of its stores. While most retailers have rushed to embrace e-retailing as their future, interestingly Restoration Hardware (or RH, as it likes to be called) is not ready to write obituary for its brick-and-mortar presence.
To the contrary, it is utilizing an array of rather “traditional” retail marketing approaches, including one that may seem to some like a relic of retailing’s past.
RH is a luxury brand offering home furnishings, lighting, décor, bathware, and a variety of other products clearly targeted to an upper-income clientele. Visit its stores and you can pick up a nice linen couch for $7,000 or perhaps a crystal chandelier for $9,000. You can also find a selection of decorative drawer pulls, faux fur throws, and even some affordable plush toys for under $50. RH has decreased its total number of stores, but then has “doubled down” on the remaining ones by renovating them into big, beautiful galleries located in renovated historic buildings. These 45,000-square-foot stores are filled with natural light and include cafés where you can enjoy a latte or a Bellini cocktail while you contemplate just which French steamer trunk you want to purchase. One store even has a wine cellar! And of course, child care will also be provided.
Particularly fascinating about RH is how it views its retail spaces—not as stores, but rather as galleries or showrooms, where customers can get inspiration and style guidance. CEO Gary Friedman’s vision is to “reinvent physical retail” with these elaborate new stores and a broader set of services. RH’s emphasis on the service experience puts it in a league with retailers like Apple, where customers get to see, touch, and try out all the latest Apple products. According to one retail consultant, these new RH showrooms serve as a kind of “giant 3D real-time catalog.”
And RH knows a thing or two about catalogs. It is famous (some would say infamous) for its annual catalogs called Source Books. One year, it sent out a shrink-wrapped set of 13 different books weighing in at a reported 17 pounds and three thousand pages. These are not your grandpa’s Sears catalogs—rather, they are more like fashion magazines, with high-quality photography throughout. Rather than timing the mailing of these catalogs with seasons, RH gives customers the whole source book of products all at once so that it can be referenced throughout the entire year.
In another break from tradition, the chain is implementing a loyalty card with a blanket discount for members and no regular promotional sales. The RH Grey Card costs $100 per year, but provides members with a 25 percent savings on all full-priced purchases (there are still clearance sales). Ninety percent of RH revenue now comes from Grey Card members, and since its implementation RH has seen growth in the average order size. The company also expects margins to grow due to deferred memberships and renewals from the program’s current members. It also expects additional new members to join every year.
But perhaps RH’s most striking departure from current “mainstream” retail strategic thinking is the lack of priority they place on Internet sales, which is near heresy in today’s market where e-commerce rules. Although approximately 37 percent of its business comes via the web, CEO Friedman insists that RH’s business is “not about the Internet.” Rather than competing with other retailers through websites (where it is difficult to differentiate by size and quality), RH leverages its extravagant physical retail spaces (and its stylish source books) to strategically differentiate its brand in the marketplace. Friedman sums up his feelings about Internet-obsessed retailers as follows: “Make no mistake, many retailers find themselves in a race to the bottom, a race we at RH have chosen not to join.” Recent RH sales numbers show an increase in “same store sales,” but not as great as in past years. So it remains to be seen whether the firm’s contrarian approach is one that will have long-term positive profit impact, and also whether any other retailers will embrace a similar swim upstream from convention to lure customers away from their laptops and smartphones and back into brick-and-mortar stores.

(1?) Which of the following are external, and help you foresee what you may be facing in the industry? O
Strengths and weaknesses O Weaknesses and opportunities 0 Strengths and threats 0 Opportunities
and threats
(:3 True or False: You are 7 times more likely to be found on LinkedIn with a profile picture. 0 True 0
False
? If you are a student, how should you describe yourself with your LinkedIn headline? O None of these
options. O The internship or current job that you have. O How you want to be found by a potential
employer. O As a student at your current school. O hard worker in search of a job.
(?) What is a great way to become an active participant on LinkedIn and Twitter? O Invite people to
connect O Find and join LinkedIn groups O All of these options O Post regular status updates O Use
visuals

Communication process:
1. Information source:
2.Encoding:
3.Message channel
4.Decoding
5.Receiver.
6.Feedback
7.Noise
Question: a) Describe the steps
b) Example of how cultural difference can affect the final mesage

A social media marketing campaign is a coordinated social media marketing effort to communicate with a target audience to achieve
more engagements
brand awareness
a marketing or business goal
more link clicks
True or False: Social media marketing campaigns have a specific start date and end date.
True
False
The concept of AIDA as a model for marketing stands for
Attention, Interest, Desire, Action
Attention, Interest, Determination, Action
none of these options
Action, Intent, Desire, Attention
What is the first step in launching a social media marketing campaign?
Outline the campaign parameters
Determine a campaign budget and resources
Establish Goals
Identify the target audience
Choose a campaign idea, theme and type
Which of the following would NOT be considered under the campaign budget and resources?
Social media advertising
Employee headcount
Social media software
Social media tools
Social media content calendar
The campaign parameters include
how winners are selected
all of these options
contest submission instructions
hashtag use
contest guidelines

Which of the following statements is true of secondary data?
Multiple Choice
a: Secondary data are current.
b: A specific answer to a research problem will be possible using secondary data alone.
c: Secondary data are relatively more expensive.
d: Getting information through secondary data is time-consuming.
e: Secondary data will not fit the research problem exactly.

Paid Advertising Recommendation for Buhi Supply Co.
The Director of Digital Marketing for Buhi Supply Co. is curious if there’s an opportunity to improve the return on investment of the paid advertising budget for Buhi in the upcoming year. You’ve been asked to analyze the data and make a recommendation for them to read when they’re away on an upcoming business trip…
Buhi’s budget for paid advertising this past year was approximately $11,000 and it’s currently invested in two strategies across six 3rd party Channels:
Paid Search (SEM)-Google
Paid Search (SEM)-Bing
Paid Social-Facebook
Paid Social-Instagram
Paid Social-LinkedIn
Paid Social-Twitter
With a performance-focused goal of maximizing the number of Conversions, the director believes there’s an opportunity to streamline the number of paid advertising Channels from six this year to the three for next year. The total paid advertising budget for next year is ‘flat’ at $11,000; however, the Channels have changed their terms, and each one requires a minimum investment of $3,000.
Analyze this year’s data following these questions to enable you to make a data-supported recommendation for next year’s paid advertising budget:
Questions:
1. What are the three Channels you’d recommend continue to be used next year?
2. How would you allocate the budget across these Channels to maximize the number of Conversions?
3. What’s the forecasted change in Conversions next year based on this ‘
top three Channels’
paid advertising strategy?
File Home Insert Page Layout Formulas Data Review View Help Comments Share PROTECTED VIEW Be careful-files from the Internet can contain viruses. Unless you need to edit, it’s safer to stay in Protected View. Enable Editing F24 X V 6500 A B C D E F G H K M N O P Q R T U Average Return on Campaign Input Cost per Recommended CPA (Cost Per Conversion Revenue Per Investment 1 Source Campaign . Budget Impression Impression CTR Clicks CPC Cost Budget Max * Conversion > Conversion) > Rate Conversion |Revenue . Margin |Profits . (ROI) 2 Paid Search Bing Yellow Backp $ 104.00 $ 0.04 2,861 2.0% 65 $ 1.58 $ 103.00 $ 2,751.00 4 $ 25.75 7.0% $ 192.00 $ 768.00 70% $ 537.60 422% 3 Paid Social Instagram Duffel Bag 234.00 0.01 21,200 1.0% 312 $ 0.68 212.00 1,285.00 14 $ 15.14 5.0% $ 156.00 $ 2,184.00 48% $ 1,048.32 394% 4 Paid Search Bing Duffel Bag 178.00 0.04 4,140 2.0% 93 $ 1.92 178.00 $ 2,818.00 6 5 29.67 7.0% $ 165.00 $ 990.00 79% $ 782.10 339 5 Paid Search Bing Satchel 196.00 0.02 3,727 2.0% 213 $ 0.90 192.00 $ 2,906.00 12 $ 16.00 6.0% $ 81.00 $ 972.00 86% $ 835.92 335% 6 Paid Search Google Travel Bag 279.00 $ 0.03 8,387 2.0% 136 $ 1.91 260.00 $ 1,998.00 8 $ 32.50 6.0% $ 190.00 $ 1,520.00 71% $ 1,079.20 315% 7 Paid Social Twitter Duffel Bag 257.00 $ 0.01 25,300 1.0% 271 $ 0.93 253.00 $ 2,382.00 10 $ 25.30 4.0% $ 118.00 $ 1,180.00 84% $ 991.20 292% 8 Paid Search Google Pouch 164.00 0.03 6,000 3.0% 164 $ 0.92 150.00 $ 527.00 7 5 21.43 5.0% $ 200.00 $ 1,400.00 41% $ 574.00 283% 9 Paid Search Google Yellow Backp $ 167.00 0.02 7,455 2.0% 162 $ 1.01 164.00 $ 1,919.00 $ 20.50 5.0% $ 150.00 $ 1,200.00 52% $ 624.00 280% 10 Paid Social Facebook Tote 169.00 $ 0.01 11,929 1.0% 160 $ 1.04 $ 167.00 $ 1,235.00 $ 23.86 5.0% $ 186.00 $ 1,302.00 47% $ 611.94 266% 11 Paid Social Instagram Pouch 195.00 $ 0.01 13,286 1.0% 80 $ 2.33 186.00 $ 2,468.00 46.50 4.0% $ 191.00 $ 764.00 89% $ 679.96 266% 12 Paid Search Bing Pouch 111.00 $ 0.03 3,281 2.0% 56 $ 1.88 105.00 $ 529.00 $ 26.25 7.0% $ 101.00 $ 404.00 89% $ 359.56 242% 13 Paid Search Bing Travel Bag 202.00 0.04 4,477 2.0% 95 S 2.08 197.00 $ 833.00 6 $ 32.83 6.0% $ 171.00 $ 1,026.00 58% $ 595.08 202 14 Paid Social Twitter Blue Backpac $ 208.00 0.01 19,500 1.0% 252 S 0.78 195.00 $ 2,155.00 11 $ 17.73 4.0% $ 61.00 $ 671.00 84% $ 563.64 189% 15 Paid Search Bing Tote 288.00 0.05 5,878 3.0% 173 $ 1.66 288.00 $ 789.00 9 $ 32.00 5.0% $ 124.00 $ 1,116.00 74% $ 825.84 187% 16 Paid Social Facebook Duffel Bag 259.00 0.01 18,846 1.0% 230 $ 1.07 245.00 $ 331.00 5 5 49.00 2.0% $ 188.00 $ 940.00 73% $ 686.20 180% 17 Paid Search Google Tote 228.00 0.04 5,136 3.0% 154 $ 1.47 226.00 869.00 10 S 22.60 6.0% $ 194.00 $ 1,940.00 30% $ 582.00 158% 18 Paid Social Instagram Blue Backpad 283.00 0.03 10,481 1.0% 133 $ 2.13 283.00 2,287.00 5 $ 56.60 4.0% $ 196.00 980.00 72% $ 705.60 149% 19 Paid Search Bing Blue Backpac $ 175.00 0.02 7,130 2.0% 176 $ 0.93 164.00 1,912.00 12 $ 13.67 7.0% $ 52.00 624.00 54% $ 399.36 144% 20 Paid Search Bing Rolling Bag 111.00 0.04 2,861 2.0% 63 $ 1.63 103.00 $ 776.00 4 $ 25.75 6.0% $ 92.00 368.00 68% $ 250.24 143% 21 Paid Social Facebook Purse 121.00 0.01 10,091 1.0% 128 $ 0.87 111.00 $ 1,135.00 S 37.00 2.0% $ 148.00 444.00 59% $ 261.96 136% 22 Paid Social Facebook Rolling Bag 158.00 $ 0.01 11,846 1.0% 126 $ 1.23 154.00 $ 2,029.00 5 30.80 4.0% $ 97.00 485.00 73% $ 354.05 130% 23 Paid Search Google Blue Backpac $ 123.00 S 0.03 3,294 2.0% 53 $ 2.11 $ 112.00 $ 841.00 3 $ 37.33 6.0% $ 133.00 $ 399.00 50% $ 239.40 114% 24 Paid Search Google Duffel Bag 179.00 $ 0.03 5,500 3.0% 167 $ 1.01 $ 169.00 $ 2,121.00 9 $ 18.78 5.0% $ 65.00 $ 585.00 59% $ 345.15 104% 25 Paid Search Bing Handbag 145.00 $ 0.05 3,222 2.0% 78 $ 1.85 145.00 $ 1,785.00 4 $ 36.25 5.0% $ 179.00 $ 716.00 41% $ 293.56 102% 26 Paid Social Twitter Handbag 167.00 0.03 6,560 1.0% 68 $ 2.40 164.00 $ 486.00 54.67 5.0% $ 162.00 $ 486.00 60% $ 291.60 78% 27 Paid Search Google Rolling Bag 235.00 0.03 8,630 3.0% 257 $ 0.91 233.00 $ 2,911.00 13 17.92 5.0% $ 49.00 $ 637.00 52% $ 394.94 70% 28 Paid Social Instagram Satchel 110.00 $ 0.02 5,941 1.0% 43 $ 2.33 101.00 $ 1,873.00 50.50 4.0% $ 105.00 $ 210.00 78% $ 163.80 62% 29 Paid Search Google Purse 262.00 $ 0.04 6,730 3.0% 171 $ 1.46 249.00 $ 2,893.00 $ 27.67 5.0% $ 134.00 $ 1,206.00 33% $ 397.98 60% 30 Paid Search Google Satchel 217.00 $ 0.04 5,205 2.0% 91 $ 2.23 203.00 $ 576.00 33.83 7.0% $ 153.00 $ 918.00 35% $ 321.30 58% 31 Paid Social Instagram Hand Bag 157.00 $ 0.02 7,895 1.0% 80 S 1.88 150.00 $ 2,590.00 $ 75.00 2.0% $ 162.00 324.00 72% $ 233.28 56% 32 Paid Social Facebook Travel Bag 258.00 0.02 11,136 1.0% 105 $ 2.34 245.00 $ 1,091.00 $ 61.25 4.0% $ 108.00 $ 432.00 72% $ 311.04 27% 33 Paid Social Instagram Purse 286.00 0.02 17,500 1.0% 121 $ 2.32 280.00 $ 2,699.00 3 $ 93.33 3.0% $ 188.00 564.00 63% $ 355.32 27% 34 Paid Social Instagram Rolling Bag 287.00 0.03 9,367 1.0% 111 $ 2.54 281.00 $ 2,531.00 4 $ 70.25 3.0% $ 165.00 660.00 54% $ 356.40 27% Paid Social LinkedIn Rolling Bag 199.00 0.02 10,611 1.0% 139 $ 1.37 191.00 $ 1,581.00 5 38.20 3.0% $ 85.00 425.00 53% $ 225.25 18% 36 Paid Social LinkedIn Blue Backpac $ 181.00 0.02 9,765 1.0% 85 $ 1.95 166.00 593.00 2 83.00 2.0% $ 145.00 290.00 65% $ 188.50 14% 37 Paid Social LinkedIn Satchel S 291.00 0.02 15,833 1.0% 214 $ 1.33 $ 285.00 $ 2,755.00 8 35.63 4.0% $ 45.00 $ 360.00 89% $ 320.40 12%
File Home Insert Page Layout Formulas Data Review View Help PROTECTED VIEW Be careful-files from the Internet can contain viruses. Unless you need to edit, it’s safer to stay in Protected View. Enable Editing F24 x v fx 6500 B C D E F G H K M N P Q R S Average Return on Campaign Input Cost per Recommended CPA (Cost Per Conversion Revenue Per Investment 1 Type Source Campaign |Budget Impression Impression CTR Clicks CPC Cost Budget Max * Conversion * Conversion) * Rate Profits (ROI) U.UZ TIA’nT .070 JO.20 Conversion |Revenue * Margin 425.00 LLJ.LJ 570 36 Paid Social LinkedIn Blue Backpac $ 181.00 $ 0.02 9,765 1.0% 85 $ 1.95 $ 166.00 $ 593.00 2 3 83.00 2.0% $ 145.00 $ 290.00 65% $ 188.50 14% 37 Paid Social Linkedin Satchel 291.00 $ 0.02 15,833 1.0% 214 $ 1.33 $ 285.00 $ 2,755.00 8 $ 35.63 4.0% $ 45.00 360.00 89% $ 320.40 12% 38 Paid Social LinkedIn Purse 153.00 0.03 5,615 1.0% 72 $ 2.03 $ 146.00 $ 2,112.00 3 $ 48.67 4.0% $ 81.00 243.00 66% $ 160.38 10% 39 Paid Social Facebook Handbag 157.00 0.02 6,250 1.0% 74 $ 2.02 $ 150.00 553.00 3 5 50.00 5.0% $ 151.00 453.00 35% 158.55 6% 40 Paid Social Twitter Tote 264.00 $ 0.03 3,714 1.0% 128 1.90 $ 244.00 2,739.00 4 $ 61.00 3.0% $ 153.00 612.00 41% $ 250.92 3% 41 Paid Social Twitter Purse 148.00 $ 0.02 5,917 1.0% 53 $ 2.70 $ 142.00 $ 2,019.00 2 $ 71.00 4.0% $ 82.00 164.00 84% $ 137.76 -3% 42 Paid Social Instagram Yellow Backp $ 181.00 $ 0.03 6,308 1.0% 57 $ 2.89 9 164.00 $ 2,301.00 3 $ 54.67 5.0% $ 109.00 $ 327.00 42% $ 137.34 16% 43 Paid Social Linkedin Yellow Backp $ 221.00 $ 0.03 7,741 1.0% 50 $ 4.22 $ 209.00 2,745.00 2 $ 104.50 4.0% $ 144.00 $ 288.00 58% $ 167.04 -20% 44 Paid Social Twitter Pouch 123.00 $ 0.02 5,217 1.0% 43 $ 2.80 $ 120.00 S 2,976.00 1 $ 120.00 3.0% $ 151.00 151.00 63% $ 95.13 -21% 45 Paid Social Facebook Blue Backpac $ 265.00 0.02 11,409 1.0% 91 $ 2.75 $ 251.00 $ 2,503.00 3 83.67 3.0% $ 171.00 513.00 38% $ 194.94 22% 46 Paid Social Twitter Yellow Backp $ 163.00 $ 0.03 5,310 1.0% 71 $ 2.16 $ 154.00 $ 1,584.00 3 $ 51.33 4.0% $ 52.00 156.00 74% $ 115.44 -25% 47 Paid Search Google Handbag 180.00 $ 0.04 4,050 3.0% 119 1.36 $ 162.00 1,940.00 7 $ 23.14 6.0% $ 57.00 399.00 30% 119.70 .26% 48 Paid Social Facebook Pouch 191.00 $ 0.03 6,500 1.0% 81 $ 2.24 $ 182.00 $ 351.00 2 $ 91.00 3.0% $ 108.00 216.00 59% $ 127.44 30% 49 Paid Social Instagram Tote 217.00 0.02 12,353 1.0% 119 $ 1.77 $ 210.00 $ 1,333.00 3 $ 70.00 3.0% $ 118.00 354.00 39% 138.06 -34% 50 Paid Search Bing Purse 246.00 $ 0.05 4.933 2.0% 95 2.33 $ 222.00 $ 708.00 5 44.40 6.0% $ 35.00 175.00 82% $ 143.50 -35% 51 Paid Social Twitter Travel Bag 215.00 $ 0.03 6,862 1.0% 70 $ 2.84 $ 199.00 $ 2,074.00 2 $ 99.50 3.0% $ 84.00 168.00 75% $ 126.00 -37% 52 Paid Social Linkedin Pouch 103.00 0.02 5,588 1.0% 46 $ 2.05 $ 95.00 874.00 2 $ 47.50 4.0% $ 52.00 104.00 52% $ 54.08 43% 53 Paid Social Twitter Rolling Bag 140.00 $ 0.03 5,120 1.0% 41 $ 3.09 $ 128.00 1,142.00 1 128.00 4.0% $ 68.00 68.00 87% $ 59.16 -54% 54 Paid Social Facebook Yellow Backp $ 163.00 $ 0.01 15,700 1.0% 97 $ 1.61 $ 157.00 $ 1,780.00 3 $ 52.33 3.0% $ 78.00 234.00 30% $ 70.20 -55% 55 Paid Social Linkedin Tote 102.00 $ 0.02 6,667 1.0% 53 $ 1.88 100.00 $ 1,124.00 2 $ 50.00 4.0% $ 59.00 118.00 33% $ 38.94 61% 56 Paid Social LinkedIn Travel Bag 262.00 $ 0.02 16,800 1.0% 161 $ 1.56 $ 252.00 $ 798.00 6 $ 42.00 4.0% $ 45.00 270.00 35% $ 94.50 -63% 57 Paid Social Instagram Travel Bag 132.00 $ 0.01 8,643 1.0% 80 $ 1.51 $ 121.00 1,260.00 3 $ 40.33 4.0% $ 35.00 105.00 32% S 33.60 -72% 58 Paid Social LinkedIn Duffel Bag 254.00 0.01 20,083 1.0% 207 1.17 $ 241.00 $ 2,753.00 6 40.17 3.0% $ 29.00 174.00 38% S 66.12 -73% 59 Paid Social Twitter Satchel 112.00 $ 0.02 6,933 1.0% 53 $ 1.95 $ 104.00 $ 874.00 104.00 3.0% $ 56.00 56.00 46% $ 25.76 -75% 60 Paid Social Facebook Satchel 183.00 $ 0.02 8,095 1.0% 116 $ 1.47 $ 170.00 2,779.00 3 56.67 3.0% $ 28.00 84.00 36% $ 30.24 -82% 61 Paid Social LinkedIn Handbag 118.00 $ 0.02 6,158 1.0% 43 $ 2.71 $ 117.00 1,533.00 1 $ 117.00 2.0% $ 33.00 $ 33.00 40% $ 13.20 -89% 62

1-Straight rebuy decisions are taken when:
a.the sources of purchase are different.
b.needs have been predetermined.
c.extensive research is required.
d.the products being purchased are unconventional.
e.financial risk is high.
2-Which of the following phases of the selling process corresponds to the step of determining the characteristics of the item and quantity needed in the business buyer’s buying process?
a.Creating new value opportunities
b.Assessing value and relationship performance
c.Initiating customer relationships
d.Earning customer commitment
e.Validating customer value
3-In response to the increasing demand for electronic gadgets with advanced capabilities, Ziff Corp., an electronic gadget manufacturer, has increased its inventory and manufacturing capacity to meet the demand. This increase in inventory and manufacturing capacity due to an increase in demand for electronic gadgets can be best explained by the _____.
a.acceleration principle
b.principle of non-refoulement
c.principle of superposition
d.scalar principle
e.anthropic principle
4-_____ are defined as teams of individuals in organizations that incorporate the expertise and multiple purchasing influences of people from different departments throughout the organization.
a.Quorums
b.Task forces
c.Out-groups
d.Patrol teams
e.Buying teams
5-_____ refers to the degree to which a person holds opinions about issues and attempts to dominate or control situations by directing the thoughts and actions of others.
a.Responsiveness
b.Agreeableness
c.Perseverance
d.Assertiveness
e.Resilience
6-Nearly all the current growth in business-to-business e-commerce has been in Internet-based transactions.
True
False
7-In the context of the buying process, _____ results when an individual cognitively and emotionally processes information relevant to his or her actual state of being and compares it to the desired state of being.
a.express recognition
b.implied recognition
c.need recognition
d.de jure recognition
e.de facto recognition
8-While selling to drivers, salespeople should adopt a _____ communication style.
a.task-oriented and slow-paced
b.relationship-oriented and less assertive
c.relationship-oriented and highly responsive
d.relationship-oriented and fast-paced
e.task-oriented and fast-paced
9-Jason, a salesperson for Green Tools, proposes a sale of solar panels to Timothy Energy Solutions. Timothy Energy Solutions is not willing to do business with Green Tools, however, because its manager believes that their solar panels are inferior to the ones supplied by Timothy Energy Solutions’ traditional suppliers. Jason presents the findings of a certified research body that compares solar panels manufactured by different companies based on their capacity and longevity. These findings prove that Green Tools’ solar panels are superior to those of other companies. Hence, Timothy Energy Solutions agrees to conduct business with Green Tools. Which of the following strategies did Jason use to procure the business of Timothy Energy Solutions?
a.Stealth marketing
b.Two-factor evaluation
c.Competitive depositioning
d.Continued affirmation
e.Importance weights alteration
10-The business market includes:
a.buyers whose purchase decisions are mostly guided by peer group behavior.
b.buyers whose purchase decisions are highly influenced by personal taste.
c.buyers who acquire goods and services to use as inputs into their own manufacturing process.
d.buyers whose purchase decisions are greatly influenced by aesthetics.
e.buyers who purchase goods and services for their own use or consumption.
11- In the context of the buying process, a(n) _____ refers to the perceived difference between a buyer’s desired and actual state of being.
a.research gap
b.knowledge gap
c.learning gap
d.analytics gap
e.needs gap
12- ____ are forms developed by firms and distributed to qualified potential suppliers that help suppliers develop and submit tenders to provide products as specified by a firm.
a.Requests for proposals
b.Requests for admission
c.Withholding forms
d.Claim forms
e.Unsolicited proposals
13-Honesty of the spoken word is called _____.
a.brevity
b.warranty
c.clemency
d.altruism
e.candor
14-Jennifer is a salesperson for a business insurance company. She informs her customers about new company policies that are likely to affect them despite the risk of losing them. In this scenario, Jennifer exhibits _____.
a.covert behavior
b.profit-oriented behavior
c.relational behavior
d.resilient behavior
e.customer-oriented behavior
15-Which of the following is an example of non-customer-oriented behavior?
a.Exhibiting candor in sales presentations
b.Fast talking
c.Fidgeting
d.Evading quota pressure
e.Misusing company assets
16-_____ refers to information salespeople must have if larger companies break their customers into distinct segments
a.Price knowledge
b.Market knowledge
c.Product knowledge
d.Promotion knowledge
e.Technology knowledge
17-Salespeople are exposed to fewer ethical pressures than individuals in most other occupations.
True
False
18-Salespeople are often stereotyped as pushy, shifty, and untrustworthy because:
a.they tend to be overly professional in their approach.
b.traditional selling methods are common even today.
c.in the past, the popular press portrayed them in this way.
d.the sales profession requires them to be shrewd and manipulative.
e.the sales profession does not follow a standard code of conduct.
19-Larger companies typically break their customers into distinct markets. Which of the following statements is true of this sales strategy?
a.It lets a company maintain better inventory control.
b.It allows a salesperson to become an expert in a line of business.
c.It results in an overall decrease in customer satisfaction.
d.It creates more gaps between a salesperson and his customer base.
e.It involves following a common marketing strategy for all customers.
20-A trustworthy salesperson understands doing “anything to get an order” will ultimately strengthen the buyer-seller relationship.
True
False
21-Salespeople should not use e-mail to send out mass communications to customers and prospects.
True
False
22-Comparisons of the products of a company’s competitors for a customer’s buying decisions are critical, especially when the company:
a.lacks up-to-date technology and has outdated manufacturing processes.
b.is newer than the competition and has less relevant experience.
c.practices traditional selling methods.
d.has customers who have been loyal for a long time.
e.possesses features and benefits that are superior to those of the competition.
23-Kenneth goes to an electronics store to buy a television for himself. At the store, the salesperson shows him a flat-screen television and claims that it is currently the best high-definition television in the market. He also claims that the product is designed to reduce strain on the eyes. Kenneth purchases the television based on the salesperson’s claims. Which of the following concepts does this scenario best represent?
a.A contract of adhesion
b.Partnership selling
c.Cold calling
d.The basis of the bargain
e.Unconscionable dealing
24- Robert is a young college graduate who is looking for a sales job in the pharmaceutical business. To better his chances of being selected by employers, he decides to enhance his knowledge of the latest medications in the market. In this scenario, it is evident that Robert is trying to enhance his _____.
a.customer orientation
b.service resilience
c.industry knowledge
d.technology knowledge
e.promotion knowledge
25- Which of the following statements is true of ethical standards?
a.Ethical standards do not affect the public regard of professions.
b.Ethical standards for a profession are based on society’s standards.
c.Ethical standards have not yet been completely integrated into the sales profession.
d.Ethical standards are not influenced by a person’s code of conduct.
e.Ethical standards are the same as legal standards in all organizational aspects.
26- Emma goes to her favorite clothing store to shop for clothes. She looks for a particular kind of trousers but cannot find them. Denver, the salesman in the store, tells her that the kind of trousers she is looking for is currently out of stock, but he assures her that he will inform her as soon as they are back in the store. Emma takes his word for it as Denver always delivers as he promises. In this scenario, Denver exhibits _____.

CHAPTER 11.
The supply chain for goods and services consists of a network of firms and locations that begins with raw materials and ends with final users. A supply chain can be relatively short, with only a few stages, as in strawberries grown 30 kilometers from where they are eaten. Or a supply chain can span the globe, as in bauxite mined in Australia, smelted into aluminum in New Zealand, stamped into sheet metal in Japan, and installed in an airplane in Spain.
Roughly speaking, a supply chain can be divided into five different levels, as displayed in Figure 11.1 and described in Table 11.1: tier 2 suppliers, tier 1 suppliers, manufacturers, distributors, and retailers.
Figure 11.1
The flow of product through different levels of supply chains
TABLE 11.1 Different Levels of a Supply Chain and Their Function
Supply Chain Level
Role in the Supply Chain
Example
Tier II supplier
Design and manufacturing of specialized components
B&H Tool Works—metal stamping
Tier I supplier
Design and assembly of component systems
Mitsubishi Heavy
Industries—aircraft wings
Robert Bosch—automobile brake systems
Foxconn—computers
Intel—microprocessors
Shimano—bike components
Original equipment manufacturer (OEM)
Design and assembly of final products
Boeing—aircraft
Toyota—automobiles
Apple—computers
Dell—computers
Trek—bicycles
Distributor
Inventory storage, break-bulk, transportation
Sysco—food
McKesson—medical supplies
Retailer
Product assortment, consumer support and services
Walmart—general merchandize
Home Depot—hardware
Kroger—groceries
11.1.1 Tier 2 Suppliers, Tier 1 Suppliers, and Manufacturers
Products start with tier 2 suppliers as individual components. Tier 2 suppliers provide their components to tier 1 suppliers, who make more complex components. For example, a tier 2 supplier might provide the electric harnesses for an aircraft wing to a tier 1 supplier that assembles the complete wing. (In some settings, another layer is identified, called tier 3, which is the set of suppliers to tier 2.)
Tier 1 suppliers are the primary suppliers to manufacturers, where products are designed and assembled into their final form for consumption. Manufacturers can be large and well-known. For example, Apple Inc. is a well-known manufacturer of computer devices and phones (e.g., iPhone, iPad, iMac, etc.). In fact, at the start of 2015, Apple Inc. was one of the world’s most recognized brands and the world’s most valuable company, as measured by market capitalization (i.e., the total value of its stock).
322
In contrast to manufacturers, most people are not as familiar with tier 1 and tier 2 suppliers. This is especially true of tier 2 suppliers because they tend to be smaller than their tier 1 customers, even if “smaller” might mean a very large company to most of us (e.g., annual sales of hundreds of millions of dollars or more). However, there are exceptions. For example, Intel Inc. is a tier 1 supplier of microprocessors to computer manufacturers. Due to its “Intel inside” marketing effort, consumers are aware of which company makes their microprocessor. Similarly, if you are an avid cyclist, you know that Shimano is a tier 1 supplier of bike components to bike manufacturers like Trek. And Alcoa, a very large producer of aluminum, could be considered a tier 2 supplier to beverage manufacturers like Coca Cola and Budweiser because it supplies the metal to the tier 1 suppliers who make the cans for the drinks.
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11.1.2 Distributors and Retailers
After producing a product, a manufacturer must distribute its products to final consumers. This involves two layers of the supply chain: distributors and retailers. Retailers are probably the most familiar level of the supply chain to you. Retailers generally don’t make things. Instead, they provide an assortment of products and, in some cases, they assist consumers with their purchasing decisions. Traditional retailers operate physical stores close to where consumers live. They are called brick-and-mortar retailers, in reference to their tangible buildings. However, not all retailers need a store made of bricks (or cinder blocks, or metal framing): mail-order retailers (or catalog retailers) started in the early 1900s in the United States and online retailers (or e-commerce or e-tailers) like Amazon.com transferred the idea of a paper catalog onto web pages.
Brick-and-mortar retailer A retailer with physical stores in which consumers are able to immediately purchase goods.
Mail-order retailers Retailers that merchandize their goods via a print catalog and sell to consumers by shipping them goods via a third-party carrier like the U.S. Postal Service, UPS, FedEx, or DHL. Also called catalog retailers.
Catalog retailers Retailers that merchandize their goods via a print catalog and sell to consumers by shipping them goods via a third-party carrier like the U.S. Postal Service, UPS, FedEx, or DHL. Also called mail-order retailers.
Online retailers Retailers that merchandize their goods via an online website (or app) and sell to consumers by shipping them goods via a third-party carrier like the U.S. Postal Service, UPS, FedEx, or DHL. Also called e-commerce or e-tailers.
e-commerce Retailers that merchandize their goods via an online website (or app) and sell to consumers by shipping them goods via a third-party carrier like the U.S. Postal Service, UPS, FedEx, or DHL. Also called online retailers or e-tailers.
e-tailers Retailers that merchandize their goods via an online website (or app) and sell to consumers by shipping them goods via a third-party carrier like the U.S. Postal Service, UPS, FedEx, or DHL. Also called online retailers or e-commerce.
Distributors are the one step between manufacturers and retailers. This level is a bit “invisible” to most people, unless you happen to work in the industry that they serve. For example, McKesson is one of the largest distributors of medical supplies to hospitals—somebody needs to supply hospitals with bandages, syringes, saline solution, and myriad other things they need to treat patients.
The role of distributors is probably least understood among the various levels of the supply chain. Have you heard the cry “cut out the middleman”? That admonition suggests you can get a better deal if you deal directly with the manufacturer, bypassing the distributor. But, in fact, distributors play an important role within the supply chain. Indeed, if they didn’t provide value, market forces would ensure that they would disappear!
Three of the important sources of value that distributors provide are cost-effective storage of inventory, faster delivery lead times, and smaller order quantities.
Cost-Effective Storage of Inventory
While it might cost a retailer $200 to $300 each year to rent each square meter in its stores, a distributor might pay only one-fourth of that for its facilities, which are called distribution centers (DCs) or fulfillment centers. (In the old days, they were called “warehouses,” but that term is no longer in vogue.) Furthermore, because a DC doesn’t have to look nice for customers, a distributor can store more items per square meter in a DC than a retailer can in one of its stores. For example, a DC can stack items higher and can use deeper shelving. The combination of (i) a lower price per square meter for storage space and (ii) less space needed for the same amount of product yields a substantially lower cost to store inventory at a distributor than at a retail store.
Distribution center (DC) A building used to receive products from suppliers and then redistribute them to retail stores or send packages to consumers. Also called a fulfillment center.
Fulfillment center A building used to receive products from suppliers and then redistribute them to retail stores or send packages to consumers. Also called a distribution center.
Faster Delivery Lead Times
A product is generally manufactured in a limited number of places. That means that customers are usually located far away from the manufacturer, which means it takes a considerable amount of time to receive an order from a manufacturer. The time to receive an order is called the lead time. And, as shown later in this chapter and in the other chapters on inventory management, the longer the lead time, the more inventory is needed to ensure that enough inventory is available for customers. Hence, because distributors are located closer to consumers than is the manufacturer, they can help their customers (usually retailers) keep less inventory, which saves them from having to purchase more costly space to house the inventory.
Lead time The time to receive an order.
Smaller Order Quantities
Distributors can purchase in large quantities from manufacturers but then allow their customers to purchase in smaller quantities. This service is called breaking bulk. For example, a distributor might purchase 200 cases on a pallet from a manufacturer and then allow its retail customers to purchase in case multiples smaller than a pallet, such as 50 cases. (A pallet is the wooden platform used as the base for a stack of inventory that can be moved around with a forklift.) This service allows the retailer to substantially lower its inventory.
Breaking bulk A service in which a distributor purchases in large quantities from manufacturers but then allows customers to purchase in smaller quantities.
Pallet Either (1) a platform, often wooden, used as a base to store inventory and to facilitate moving that inventory via a forklift or (2) the quantity of inventory that is stacked on the platform.
To illustrate the value of small order quantities, consider the following example depicted in Figure 11.2. There are four suppliers, called A, B, C, and D, that need to deliver their product to four retail stores, called 1, 2, 3, and 4. There are two ways to do this. The first has a
??Supply Chain Management
In Chapter 11, we explored operations across locations and firm boundaries, that is, operations along the supply chain from raw materials, to manufacturing, to distribution, to retail, and finally to the consumer.
Project Description:
Your assignment for Project 5 consists of explaining the roles and values of each layer within a supply chain.  Your explanation should include the following:
1)     Provide a summary of the different levels of the supply chain to include the function of each level.
2)     Explain in detail the differences between Tier 1 suppliers, Tier 2 suppliers and manufacturers.
3)     Describe the role and function of distributors and retailers in the supply chain.  Your explanation needs to include the various formats in which retailers exist such as traditional and ecommerce.  Ensure that you provide examples of each retailer strategy.