An up-and-coming chain of green grocers has reasonable prices, friendly staff, local produce, and a focus on organic and natural products. The company wants to connect with consumers in a fresh way and considers creating a show on the Food Network. What concept is this grocer considering?
a. brand loyalty
b. branded entertainment
c. product placement
d. Madison & Vine
Question 2Demand for business products can be characterized in four ways; describe these four characteristics and compare and contrast their attributes.
Question 3Sydney decides to start her own coffee shop. After finding a supplier of coffee beans and hiring baristas to brew the coffee, Sydney feels she is ready to go. She opens up her shop with much fanfare from the local community. Sydney is acting as a
A) direct marketer.
B) retailer.
C) wholesaler.
D) nonprofit.
E) food broker.
Question 4NASCAR bills itself as the
a. best marketing opportunity in sports.
b. most popular form of entertainment in America.
c. most inexpensive advertising in marketing.
d. most popular form of product placement.
Question 5Compare and contrast the three major types of purchases made by business customers.
Question 6Your friend Bill comes to you for advice because of your amazing business prowess. He would like to start his own business, but he is concerned about the high failure rate. If possible, he would like to mitigate his risk somewhat. He also has limited capital and not much business experience. You recommend that Bill consider opening a _______________, but you warn him that one disadvantage to doing so is that he would have _____________.
A) wholesaler; more debt
B) retailer; less control
C) wholesaler; less time
D) franchise; less control
E) direct sales organization; limited promotional opportunities
Question 7What factors affect the purchase method that business customers choose?
Question 8As arguably the most branded entertainment in the Western Hemisphere, NASCAR is a massive celebration of brands. It currently attracts about ____ sponsors just from the cars alone, based on companies that cover them with their logos.
a. 800
b. 500
c. 300
d. 100
Question 9You are playing a marketing trivia game similar to Jeopardy. Your job is to identify the correct form of nonstore retailing that would work best for an inexpensive nail polish product. The marketer of the nail polish has specific criteria he wants to meet. You are provided with the following:
1. The product does not have high enough margins to warrant sales personnel.
2. The marketer wants the product to be sold in high-traffic areas so that consumers can pick up the nail polish out of convenience.
Based on these two criteria, which of the following would be the best type of nonstore retailing for the nail polish product?
A) Direct selling
B) Catalog marketing
C) Automatic vending
D) Direct-response marketing
E) Online retailing
Question 10What company sponsors NASCAR's longest night, creating one of the most popular televisedand brandedsporting events in North America?
a. Procter & Gamble
b. Nike
c. Coca-Cola
d. Budweiser
Question 11Sales offices are manufacturer-owned intermediaries that sell products and provide support services to the manufacturer's sales force.
Indicate whether the statement is true or false
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