Scenario 9.1
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.
Refer to Scenario 9.1. 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.
Question 2Dan is responsible for developing the promotional campaign for Under Armour's new line of footwear for teens. He will be writing advertising campaign objectives that are aimed at making the target customers' attitudes more favorable toward Under Armour, which should be stated in ____ terms.
A) communication
B) sales
C) demand
D) market
E) survey
Question 3Scenario 9.1
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.
Refer to Scenario 9.1. 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
Question 4The owner of a professional baseball team asks the account representative of an advertising agency to develop an advertising campaign to bring more teenagers to the ballpark. At this point, the account representative logically begins to discuss establishing ____ for the campaign.
A) the target audience
B) a budget
C) a media plan
D) objectives
E) advertising directives
Question 5Scenario 9.1
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.
Refer to Scenario 9.1. 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
Question 6Why should a benchmark statement be included in advertising objectives?
A) Shareholders want to see where a company is in relation to competition.
B) It is useful in determining whether retailers have increased their sales over the year.
C) It gives an indication of how the advertising message is best presented.
D) Without a reference point, it is difficult to determine to what degree objectives have been accomplished.
E) Objectives become more easily attainable when such a statement is included.
Question 7When the makers of Red Bull, an energy drink, decided to go international with their marketing effort, a global approach was adopted. With which of the following factors did Red Bull most likely experience difficulty as the firm applied a global strategy for marketing?
A) Branding
B) Product characteristics
C) Packaging
D) Labeling
E) Advertising
Question 8When developing an advertising campaign, benchmarks need to be included in the
A) campaign platform.
B) evaluation of the advertising effectiveness.
C) statement of advertising objectives.
D) media plan.
E) budget.
Question 9Swiss-based Nestl has taken a global approach to marketing its chocolate products. Which of the following is most easily standardized?
A) Product
B) Promotion
C) Distribution
D) Advertising
E) Price
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