Scenario 8.2
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 ATVs. It also sells its products to independent repair centers, dealers, and other wholesalers in the Northeastern and Southern regions. 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 region, while dealers who sell to small business landscaping companies tend to be located in the Northeastern region. Company executives are considering expansion of its distribution to markets in the Midwest.
Refer to Scenario 8.2. When Precision Brake's sales team calls on tractor manufacturing companies, the meetings typically include the engineers who design the tractors. In this situation, the engineers would most likely be considered to be ____, part of the buying center.
A) gatekeepers
B) influencers
C) users
D) buyers
E) controllers
Question 2Consumer worries about privacy issues related to direct marketing have been addressed, at least to a point, by
a. industry guidelines.
b. customer boycotts.
c. federal investigators.
d. government legislation.
Question 3The Sharper Image likes to use nonpersonal communication in news story form such as press releases for its new and improved products. This is an example of
A) sales promotion.
B) direct marketing.
C) personal selling.
D) publicity.
E) social media.
Question 4Scenario 8.2
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 ATVs. It also sells its products to independent repair centers, dealers, and other wholesalers in the Northeastern and Southern regions. 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 region, while dealers who sell to small business landscaping companies tend to be located in the Northeastern region. Company executives are considering expansion of its distribution to markets in the Midwest.
Refer to Scenario 8.2. 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
Question 5According to the text, what looms as arguably the major concern regarding direct marketing today in the minds of consumers?
a. annoying telemarketing
b. invasion of privacy
c. increased junk mail
d. ongoing credit card debt
Question 6Communication through the use of brochures, annual reports, event sponsorships, and news stories is referred to as
A) advertising.
B) personal selling.
C) sales promotion.
D) publicity.
E) public relations.
Question 7Scenario 8.2
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 ATVs. It also sells its products to independent repair centers, dealers, and other wholesalers in the Northeastern and Southern regions. 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 region, while dealers who sell to small business landscaping companies tend to be located in the Northeastern region. Company executives are considering expansion of its distribution to markets in the Midwest.
Refer to Scenario 8.2. When Precision Brake sells to the individual dealers, it would be considered which of the following business types?
A) Producer
B) Reseller
C) Government
D) Institutional
E) Covert
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