1. Think Ink is a growing company that sells a variety of ink cartridges for home and business printers. Management at Think Ink has decided to open a sales branch overseas to handle sales and distribution abroad. Think Ink is engaging in ______.

a) indirect exportingb) direct exportingc) licensingd) joint ownershipe)management contracting

  1. The global name for Microsoft's new operating system, Vista, runs out to be a disparaging term for a frumpy old woman in Latvia. Microsoft must adjust the name. This is an example of ______.

a) communication adaptationb) standardize global marketing c) straight product extension d)product adaptation e) communication extension

  1. ______are the largest group of wholesalers. The group can be divided into the two broad types of full-service and limited service.

a) brokersb) manufacturer sellersc)agentsd)merchant wholesalers e)specialty wholesalers

  1. Johnson Business Solutions, Inc. Maintains one sales force for its copy machines and a separate sales force for its copy machines and a separate sales force for its computer systems. Johnson Business Solutions utilizes a ______structure.

a) product sales force b) customer sales force c)territorial sales force d)market segment sales force e) complex sales force

  1. HP's advertising agency assembles words and illistrations into an advertisement that will convey the company's intended brand message. In the communication process, HP is ______.

a)messaging b)encoding c)sending d)decoding e)responding

  1. Steve's Physco Skates sells its products to Wal-Mart, who then sells them to the consumer. This is an example of a(n) ______.

a) direct marketing channel b)producer channel c)indirect marketing channel d)retailer channel e) corporate vertical marketing system

  1. Lower costs in the form of cheaper labour or raw materials, foreign government investment incentives, freight savings, and the opportunity to improve the company image are all factors that would likely lead a company to ______in a foreign market.

a) use direct exporting b)begin licensing c)conduct management contracting d)initiate joint ownerships e) make a direct investment

  1. Most international advertisers develop global ______for the sake of efficiency, but they adapt their advertising ______to make them responsive to local market needs and expectations.

a) programs; strategies b)campaigns; objectives c) strategies; programs d) objectives; programs e)strategies; objectives

  1. By using Priceline.com, potential buyers can bid for airline tickets, hotel rooms, rental cars, cruises, and vacation packages. It is then up to the sellers to decide whether or not to accept an offered bid. This is an example of ______.

a) B2B online marketing b)C2C online marketing c)B2C online marketing d)C2B online marketing e) multi-channel marketing

  1. Landon Drugs offer its customers home decor items, books, automotive accessories, and appliances as varied as air conditioners to expresso machines. This is an example of ______.

a) store atmosphere b)retail convergence c) a trip mall d) voluntary chain ownership

e)retail technology

  1. When Netflix began delivering DVDs directly to customers through the mail instead of using a brick and mortar system, Netflix was following the trend of ______.

a) indirect marketing b)disintermediation c) a franchise system d)exclusive distribution e)selective distribution

  1. Neal Murphy sells his company's unique gift items on television programs and entire channels dedicated to selling goods and services. Neal is using ______.

a) direct-response television advertising b) internet-based infomercials c)B2B online marketing d)prime-time selling e)vodcasting

  1. A producer of beverages and snack foods want to market its products to the 18-34 year old demographic by providing incentives to respond instantly to time sensitive offers. Which of the following forms of direct marketing would this producer most likely choose?

a) interactive tv b)direct response tv c)mobile phone d)direct mail e)podcasting

  1. An IBM sales representative is giving a product demonstration to a Best Buy representative. Assisting with the demonstration are an engineer, a financial analyst, and an information systems specialist. If IMB wins the Best Buy account, then all four IBM representatives will service the Best Buy account. This is an example of ______.

a) team selling b)territorial selling c)inside selling d)prospecting e)sales promoting

  1. Fiona Lambrech is the marketing director of a charity that raises funds to help provide educational services to children and families in developing countries. Fiona wants to reach a select market of individuals who have recently donated to international charities. Which of the following types of direct marketing will Fiona most likely use?

a) direct mail marketing b)catalogue marketing c)telephone marketing d)kiosk marketing e)direct-response television marketing

16. The Bay department stores carry a wide range of product lines, including clothing, jewellery, kitchenware, and home furnishings. The Bay typically charges a relatively high markup, but also holds frequent sales and price promotions, in particular offering discounts to customers who use The Bay's credit card. The Bay uses ______.

a) self service retailing b) experiential retailing c) high low pricing d)everyday low pricing e) retail convergence

  1. Delia's is a clothing retailer that targets teenage girls. It runs coordinated promotions for its catalogues, web site and retail outlets. It uses the same models in its catalogue and in its print adds as well as on its Web site. Delia's works to make sure its public relation activities as well as its sales promotions harmonize with its advertising in all venues. From this information, you can infer that Delia's is using ______.

a) buzz marketing b) experiential marketing c) integrated marketing communication

d)word of mouth marketing e)database marketing

  1. Which message execution style depicts average people using a product in an everyday setting?

a) lifestyle b)scientific evidence c)slice of life d)personality symbol e)testimonial evidence

  1. When McDonald's offers its products inside of a Wal-Mart store, it is following a ______.

a)conventional distribution channel b) corporate VMS c)contractual VMS d)administered VMS e)horizontal marketing system

  1. You own a neighbourhood grocery store and would like to have non-food items delivered, priced, displayed and inventoried by a wholesaler. You do not want to purchase title to the goods. Which type of wholesaler best fits your needs?

a) cash-and-carry wholesaler b) rack jobber c) drop shipper d) mail-order wholesaler e)agents and brokers

  1. A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of ______.

a) public service activities b) nonpersonal marketing c)buzz marketing d) sales promotion e)direct marketing

  1. During the prospecting stage, a salesperson needs to discriminate between good leads and poor leads, which is known as ______.

a) closing b)referring c)presenting d)qualifying e)approaching

  1. Overstock.com, a Web seller that buys furniture, clothing, electronics and more from a variety of producers at less-than regular wholesale prices and then charges customers less than retail, is a(n) ______.

a) discount store b)independent off price retailer c)factory outlet d)wholesale club e)category killer

  1. When a media planner determines whether an advertisement for dishwashing soap should be placed in Sports Illustrated or Good Housekeeping, the planner is evaluating the media vehicle's ______.

a) audience engagement b)editorial quality c)market coverage d)audience quality e)cost per exposure

  1. Uptown Cleaning Crew is a company that provides house cleaning services in major urban and suburban areas. Marketers at Uptown Cleaning Crew developed a short, humorous video promoting the company's services, and they hope that customers who see the video will be so entertained that they will pass it on to their friends and colleagues. The marketers at Uptown Cleaning Crew are using ______.

a) a content sponsorship b)viral marketing c)C2B marketing d)rich media ads

e)a marketing web site

Long Answer Questions

The company thedog8it was formed when Deborah Sheppard discovered that the commercial food she was feeding her dogs was contaminated with moldy grain. After learning what is in most pet foods, she started preparing an all natural diet for her own dogs. But when it came to rewarding her dogs with that special something, she could not bring herself to feed her dogs any of the treats available on the market. So, having a flair for baking and a passion for all things canine, Deborah developed unique dog treat recipes that had as their base only the highest quality ingredients.

The result is a phenomenal dog treat product. Thedog8it! Uses third-party certified organic ingredients, the best quality animal protein (a necessity for a healthy dog), and natural spring water imported from Central Newfoundland. And the quality and freshness of these delicious ingredients are maintained within the company's modified atmospheric packaging. The product is backed by unsurpassed customer service and topped- in the case of the signature Dog Cookies – with a bow.

Thedog8it's customers are discerning dog owners who are concerned abou tthe products they purchase, both for themselves and thier beloved canine companions. Finally there is a product that meets that demand, a product that dog owners can feel good about giving to that special canine friend. Currently, the company sells its product through a number of retail stores as well as via their company website. The company currently relies on its website and word-of-mouth to promote the product.

  1. Explain the difference between intensive, selective and exclusive distribution. What type of consumer product is typically distributed using each level of intensity of distribution? Given the nature of this product and the positioning strategy, what intensity of distribution would you recommend for thedog8it and what specific retailers should carry this product?
  1. Distinguish between a push and a pull communication strategy. Specify which communication mix elements are emphasized when a push strategy is used versus when a pull strategy is used. Which of these two approaches would be most appropriate for thedog8it? Explain.

Amazon.com wants thedog8it to produce a turkey-flavored dog buscuit as a special product for Easter gift giving, provided that the retail price will come in at less than $10. If the criterion can be met, Amazon will order 5000 bags of Easter dog treats from thedog8it.

Each eight once bag of the dog treats costs $1.40 for materials and labor. The special Easter packaging will add an additional $0.60 per bag. A new die to cut the Easter treats in a bunny shape instead of a signature heart shape will be necessary, and this will cost $800. In addition, design of the new package will cost $700. Finally, development and testing of the new turkey recipe will cost $3500.

  1. thedog8it wants a 65% mark-up on cost. What price will the company charge amazon.com?
  1. Amazon.com typically expects a 45% mark-up on cost. What retail price dos that yeild?
  1. Amazon.com sells a 14 ounce bag of Milkbones (the top selling brand of dog treats) for $3.35. Should thedog8it drop their prices? Why or why not?
  1. Explain the difference between horizontal and vertical conflict in the channel of distribution. Given the channel of distribution used by thedog8it, explain how both horizontal and vertical conflict can arise?
  2. Amazon also hopes to use a sales promotion to help sell more of the dog treats over the Easter holiday. In detail, describe a sales promotion for thedog8it that Amazon.com can use. Also, identify the target audience, the objectives and how you will measure the effectiveness of the sales promotion.
  1. Personal selling is important for any business. In Deborah's case, why is personal selling so important with respect to relationship development and maintenance?
  1. Deborah Sheppard is currently developing her communications plan for the following year. As part of this process she must set her communications budget. She is considering the competitive parity approach and the objective and task approach to set her budget. Explain each of these approaches and outline one advantage and one disadvantage of each. Recommend the approach that Deborah should use.
  1. Deborah is considering doing some advertising in the upcoming year. However, she has been told that return on advertising investment is often difficult to measure. Explain two reasons why this is true and give her one suggestion for how she can measure the results of her advertising campaign.
  1. What role does public relations play within an organization? Deborah would like to use PR in her communications mix in the upcoming year. Provide two ideas for how she can use PR to effectively achieve her communications objectives (ie., to increase brand recognition by 10%)?