Unit 6 Research Paper Promotion is one variable of the marketing mix. Sellers communicate information about their products and services in order to influence customers’ attitudes and behaviors. Select one industry from the list below and conduct research about strategies that companies in the industry use to promote their products or services. In your report, include communication channels the companies use. What are their promotion objectives? How and why are the promotion strategies of the companies effective or not effective? Compare and contrast promotion strategies between a couple companies in the industry. Please select one of the industries listed below and search for information about the promotion strategies of a couple companies in the industry. Soft drink Fast food Snack Hotel Restaurant chain Cell phone Computer tablet Banking Insurance Automobile Airline Entertainment Magazine Hair products Cosmetics Personal care products Dental care products Medicine Department store The Research Paper you submit must meet the following requirements: Tell briefly about the industry and companies in the industry Be at least two pages in length. Identify the main topic/question related to Chapter 13 Use APA style for citing paraphrased and quoted material Format your paper using APA style. Use your own words, and include citations and references as needed to avoid plagiarism Question 1 1. Ideas about potential new products should: A- be encouraged from any and all sources, since only a few ideas will develop into successful products. B- not be eliminated from consideration until they have been tested in the commercialization stage. C- come primarily from employees of the firm--so that time won't be wasted evaluating product ideas that are inconsistent with the firm's objectives and resources. D- come from outside the firm, since studies show that really new ideas require a fresh perspective. Question 2 1. As a product moves through its product life cycle: A- a firm should change its target market--but not its marketing mix. B- the competitive situation moves toward monopoly. C- industry profits keep increasing along with industry sales. D- customers' needs and attitudes may change. Question 3 1. Josh Adams runs a large cattle farm in Texas. In order to take advantage of higher prices for beef in Europe compared to the United States, he has started selling cattle overseas by using an agent wholesaler who specializes in finding European customers for U.S. firms. He ships the cattle to Europe by water transport. Josh is involved in: A- exporting. B- management contracting. C- licensing. D- joint venturing. Question 4 1. Traditional channels of distribution: A- do not perform bulk-breaking activities. B- are usually preferred to other distribution arrangements. C- are easier to control than corporate channel systems. D- may involve little or no cooperation among channel members. Question 5 1. Ravi Singh is working ...

1. Unit 6 Research Paper
Promotion is one variable of the marketing mix. Sellers
communicate information about their products and services in
order to influence customers’ attitudes and behaviors.
Select one industry from the list below and conduct research
about strategies that companies in the industry use to promote
their products or services. In your report, include
communication channels the companies use. What are their
promotion objectives? How and why are the promotion
strategies of the companies effective or not effective? Compare
and contrast promotion strategies between a couple companies
in the industry.
Please select one of the industries listed below and search for
information about the promotion strategies of a couple
companies in the industry.
Soft drink
Fast food
Snack
Hotel
Restaurant chain
Cell phone
Computer tablet
Banking
Insurance
Automobile
Airline
Entertainment
Magazine
Hair products
Cosmetics

2. Personal care products
Dental care products
Medicine
Department store
The Research Paper you submit must meet the following
requirements:
Tell briefly about the industry and companies in the industry
Be at least two pages in length.
Identify the main topic/question related to Chapter 13
Use APA style for citing paraphrased and quoted material
Format your paper using APA style. Use your own words, and
include citations and references as needed to avoid plagiarism
Question 1
1. Ideas about potential new products should:
A-
be encouraged from any and all sources, since only a few ideas
will develop into successful products.
B-
not be eliminated from consideration until they have been tested
in the commercialization stage.
C-
come primarily from employees of the firm--so that time won't
be wasted evaluating product ideas that are inconsistent with the
firm's objectives and resources.
D-
come from outside the firm, since studies show that really new
ideas require a fresh perspective.

3. Question 2
1. As a product moves through its product life cycle:
A-
a firm should change its target market--but not its marketing
mix.
B-
the competitive situation moves toward monopoly.
C-
industry profits keep increasing along with industry sales.
D-
customers' needs and attitudes may change.
Question 3
1. Josh Adams runs a large cattle farm in Texas. In order to take
advantage of higher prices for beef in Europe compared to the
United States, he has started selling cattle overseas by using an
agent wholesaler who specializes in finding European customers
for U.S. firms. He ships the cattle to Europe by water transport.
Josh is involved in:
A-
exporting.
B-
management contracting.
C-
licensing.
D-
joint venturing.
Question 4
1. Traditional channels of distribution:

4. A-
do not perform bulk-breaking activities.
B-
are usually preferred to other distribution arrangements.
C-
are easier to control than corporate channel systems.
D-
may involve little or no cooperation among channel members.
Question 5
1. Ravi Singh is working his way through college as an
independent distributor of the Rapier Knife Co. The Rapier
product line includes kitchen knives, hunting knives, and
special-purpose cutlery. Ravi makes sales presentations to
potential customers in their homes. If a customer wants to make
a purchase, Ravi buys the knives from Rapier and sells them to
the customer at a markup. For example, Rapier's most popular
knife is a chef's knife that Ravi buys for $25 and resells to the
consumer for $50. Ravi:
A-
is part of a direct-to-customer channel.
B-
is engaged in direct marketing.
C-
is engaged in indirect marketing.
D-
is engaged in direct selling, but is part of an indirect channel.
Question 6
1. Which of the following BEST characterizes product liability?

5. A-
Product liability is a consideration, but it is not important until
the development stage of the new-product development process.
B-
Relative to most other countries, U.S. courts enforce a very
strict product liability standard.
C-
Sellers are not usually held responsible for injuries related to
their products especially when the items are well designed.
D-
Product liability is not important in the sales decline stage of
the product life-cycle.
Question 7
1. Jack Johnson uses a Pareto chart to identify the frequency of
different complaints from his customers. After identifying the
biggest problem, he may create a __________ to solve it.
A-
demographic report
B-
waterfall chart
C-
competitor profile
D-
fishbone diagram
Question 8

6. 1. Seeking to stop declining sales for an established mouthwash,
a sales manager suggests that new coloring be added to the
product and a major promotion effort be started for the new
product. The Federal Trade Commission would:
A-
be concerned about the possibility of the firm getting a
monopoly.
B-
allow the company to call the product new for only six months.
C-
probably not approve of this at all because the product doesn't
meet the FTC's definition of new.
D-
allow the promotion effort if it felt that consumers would think
the coloring made it new.
Question 9
1. A computer manufacturer runs training programs for its
cooperating retailers' salespeople, as well as providing
newspaper advertising layouts, point-of-purchase materials, and
sales manuals. This is an example of:
A-
a contractual channel system.
B-
an administered channel system.
C-
a traditional channel system.
D-
a vertically integrated corporate channel system.

7. Question 10
1. Managers who use the TQM approach think of quality
improvement as a __________ process.
A-
branching
B-
netting
C-
sorting
D-
benchmarking
Question 11
1. Find an example of vertical integration within your city, or a
city you know. Are there any particular advantages to this
vertical integration? If so, what are they? If there are no such
advantages, how do you explain the integration? Your response
should be at least 300 words in length. You are required to use
at least your textbook as source material for your response. All
sources used, including the textbook, must be referenced;
paraphrased and quoted material must have accompanying
citations.
Question 12
1. Explain in detail how you would use the new-product
development process if you were thinking about offering some
kind of summer service to residents in a beach resort town.
Your response should be at least 300 words in length. You are
required to use at least your textbook as source material for
your response. All sources used, including the textbook, must
be referenced; paraphrased and quoted material must have
accompanying citations.
Discussion Board Question

8. One characteristic of products that consumers used to value was
that products were made to last. Now with technology products
like cell phones, video games, and televisions, there seems to be
a new version of the product that just came out, or is about to
come out. Many consumers will buy the latest version even
though the version they have still meets all their needs. What is
the social value of this, and is it economic waste?
Question 1
1. Reshma Ananda, a marketing manager for the Grocery
SuperStore retail chain, fired up a computer program that gave
her access to information about product availability and
customer buying that helped her immediately set prices for
bananas and cherries. What type of computer program did she
have?
A-
A decision support system
B-
Statistical analysis software
C-
A marketing model
D-
The Internet
Question 2
1. When focus group interviews are used in marketing:
A-
each person in the group answers the same questionnaire, to
focus the discussion.
B-

9. the typical group size is 15 to 20 typical consumers whether
online or off-line.
C-
it is primarily as a follow-up to more quantitative research.
D-
the research conclusions will vary depending on who watches
the interview whether online or off-line.
Question 3
1. Regarding the marketing research process, defining the
problem:
A-
means identifying the symptoms.
B-
usually requires that problem specific data be collected and
interpreted.
C-
includes all the possible problem areas before narrowing down
to final research objectives.
D-
is not guided by the marketing strategy planning framework.
Question 4
1. Lisa Campos was interested in buying a coffee pot to use at
college and an MP3 player for her sister's birthday present. At
the local discount store, she compared prices on coffee pots and
chose the cheapest. She read the product information on each
MP3 player and finally chose one with stereo headphones and a
rechargeable battery. For Lisa, the coffee pot was:
A-
a convenience product, but the MP3 player was a specialty

10. product.
B-
a heterogeneous shopping product, but the MP3 player was a
staple.
C-
an impulse product, but the MP3 player was a convenience
product.
D-
a homogeneous shopping product, but the MP3 player was a
heterogeneous shopping product.
Question 5
1. What is an example of a primary data source?
A-
Cost data
B-
A marketing information system
C-
Company files
D-
Website analysis
Question 6
1. Fresher Foods Co. manufactures and sells a variety of dairy
products under the Fresh Farm brand name. It decides to
introduce a new line of organic jams and preserves under the
Tru Flavor Preserves brand name. The new line is using:
A-
a family brand.
B-

11. an individual brand.
C-
a dealer brand.
D-
a private brand.
Question 7
1. The national law which is primarily concerned with
regulating product warranties is:
A-
the Lanham Act.
B-
the Magnuson-Moss Act.
C-
the Uniform Product Code Act.
D-
the Federal Fair Packaging and Labeling Act.
Question 8
1. Which of the following statements is TRUE concerning
marketing research?
A-
Producers who use long channels of distribution only need
marketing research.
B-
Marketing research should be planned by marketing managers --
who understand the problem--not researchers.
C-

12. Business marketers do not need marketing research because
their needs are different.
D-
Marketing research can get updated information that is not
available in the MIS.
Question 9
1. Which of the following statements BEST describes impulse
products?
A-
Impulse products can have limited availability as long as
display is good.
B-
Impulse products need widespread distribution with display at
point of purchase.
C-
Impulse products need enough exposure to facilitate price
comparisons.
D-
Impulse products need widespread distribution at low cost.
Question 10
1. A company that sells equipment through independent
wholesalers wants to find out why sales are down in one region.
An analyst is asked to interview the wholesaler in that region.
This seems to be:
A-
part of a situation analysis.
B-
the beginning of a focus group interview.
C-

13. the process of gathering information to be analyzed by a
statistical package.
D-
bad practice, since the problem has not been defined yet.
Question 11
1. What are some of the likely problems facing the marketing
manager in a small firm who plans to search the Internet for
information on competitors’ marketing plans? How can the
marketing manager minimize those problems? Your response
should be at least 300 words in length. You are required to use
at least your textbook as source material for your response. All
sources used, including the textbook, must be referenced;
paraphrased and quoted material must have accompanying
citations.
Question 12
1. How might you use different types of research (focus groups,
observation, survey, and experiment) to forecast market reaction
to a new kind of disposable baby diaper? Consider that this
product is to receive no promotion other than what the retailer
will give it, and the product will be offered at a competitive
price. Assume the new diaper’s name will not be associated
with other known products. Your response should be at least
300 words in length. You are required to use at least your
textbook as source material for your response. All sources used,
including the textbook, must be referenced; paraphrased and
quoted material must have accompanying citations.
Question 1
1. In his last order, the bakery manager at Bread of the Earth
Bakery purchased a different brand of whole wheat flour from
his regular supplier, Best Bakery Supplies. This is an example
of a:
A-

14. modified rebuy.
B-
straight buy.
C-
straight rebuy.
D-
new-task buy.
Question 2
1. Lori Morro just bought a cellular telephone for her car after
spending several weeks considering all the possibilities. She
likes the new phone, but is wondering if another brand at a
slightly higher price would have been a better purchase. This is
an example of:
A-
the relationship between drives, cues, and reinforcement.
B-
dissonance.
C-
reference group influence.
D-
stimulus-response reaction.
Question 3
1. Economists' economic-buyer theory assumes that:
A-
income data are very useful for predicting consumer behavior.
B-
buyers logically compare choices in order to maximize their
satisfaction.

15. C-
consumers should purchase only low-priced products.
D-
consumers should purchase only high-priced products.
Question 4
1. What percentage of U.S. families received incomes of
$112,638 and over in 2007?
A-
20%
B-
30%
C-
40%
D-
50%
Question 5
1. Regarding the business (manufacturing) market, small firms
(with fewer than ten employees):
A-
are not very numerous compared to the very large firms.
B-
are the majority of all firms, but account for less than 3% of
"value added" by manufacturing.
C-
account for the vast majority of the total employment provided
by all manufacturers.
D-

16. amount to nearly two million establishments.
Question 6
1. Which of the following statements is TRUE with regard to
retail buying?
A-
Most retail buyers see themselves as purchasing agents for their
suppliers.
B-
Buying committees, instead of individual retail buyers, may
make the buying decisions.
C-
Retail buyers make most purchases as modified rebuys.
D-
Retailers typically only carry products that they have judged
"socially desirable."
Question 7
1. While planning a vacation, Shelby visited the website of a
package tour provider and closed a pop-up ad without even
noticing what it was for. This is an example of:
A-
selective retention.
B-
selective exposure.
C-
selective perception.
D-
selective learning.
Question 8

17. 1. Sarah does not find her regular brand of shampoo at the store.
She looks at the bottles of three brands before deciding on the
Sunshine brand. Sarah has engaged in
A-
limited problem solving.
B-
intensive problem solving.
C-
routinized response behavior.
D-
extensive problem solving.
Question 9
1. Which of the following statements about reinforcement
DESCRIBES the learning process?
A-
A cue is a strong stimulus that drives an individual.
B-
Learning occurs only when a drive is satisfied.
C-
Reinforcement strengthens the relationship between a cue and a
response.
D-
Cues are the causes of drives.
Question 10
1. As the owner of a women's clothing store, Karen Montenegro
has an income of $75,000. She pays $30,000 per year in taxes
and another $17,000 per year in grocery bills, house mortgage,

18. and car payment. Last year she went to Italy and spent an
additional $4,000. What was Karen's discretionary income last
year?
A-
$45,000
B-
$75,000
C-
$26,000
D-
$28,000
Question 11
1. What is a hierarchy of needs? Provide examples of one or
more products that enable you to satisfy each of the four levels
of need. Your response should be at least 300 words in length.
You are required to use at least your textbook as source material
for your response. All sources used, including the textbook,
must be referenced; paraphrased and quoted material must have
accompanying citations.
Question 12
1. Why would an organizational buyer want to get competitive
bids? Identify and explain two situations when competitive
bidding cannot be used. Your response should be at least 300
words in length. You are required to use at least your textbook
as source material for your response. All sources used,
including the textbook, must be referenced; paraphrased and
quoted material must have accompanying citations.