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com

Regression; choosing among models (chapter appendix) Tilbert Toys (TT) makes the popular
Floppin’ Freddy Frog and Jumpin’ Jill Junebug dolls in batches. TT has recently adopted
activity-based costing. TT incurs setup costs for each batch of dolls that it produces. TT uses
“number of setups” as the cost driver

Purchasing Department cost drivers, activity-based costing, simple regression analysis. Fashion
Flair operates a chain of 10 retail department stores. Each department store makes its own
purchasing decisions. Barry Lee, assistant to the president of Fashion Flair, is interested in better
understanding the drivers of Pu

Cost-plus, target pricing, working backward. The new CEO of Roile Manufacturing has asked
for a variety of information about the operations of the firm from last year. The CEO is given the
following information, but with some data missing: 1. Find (a) total sales revenue, (b) selling
price, (c) rate of return on inves

ROI, RI, EVA and Performance Evaluation. Eva Manufacturing makes fashion products and
competes on the basis of quality and leading-edge designs. The company has $3,000,000
invested in assets in its clothing manufacturing division. After-tax operating income from sales
of clothing this year is $600,000. The cosmetics di

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Waiting times, relevant revenues, and relevant costs (continuation of 19-31). SRG is still
deciding whether it should introduce Y28. The following table provides information on selling
prices, variable costs, and inventory carrying costs for Z39 and Y28. SRG will incur additional
variable costs and inventory carrying c

Transfer pricing, general guideline, goal congruence. (CMA, adapted). Quest Motors, Inc.,
operates as a decentralized multidivision company. The Tivo Division of Quest Motors
purchases most of its airbags from the Airbag Division. The Airbag Division’s incremental
cost for manufacturing the airbags is $90 per unit. T

Estimating a cost function, high-low method. Laurie Daley is examining customer-service costs
in the southern region of Capitol Products. Capitol Products has more than 200 separate
electrical products that are sold with a 6-month guarantee of full repair or replacement with a
new product. When a product is returned by

Multinational transfer pricing, goal congruence (continuation of 22-23). Suppose that the U.S.
division could sell as many units of Product 4A36 as it makes at $600 per unit in the U.S. market
net of all marketing and distribution costs. 1. From the viewpoint of the Mornay Company as a
whole, would after-tax operating
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High-low method Ken Howard, financial analyst at JVR Corporation, is examining the behavior
of quarterly maintenance costs for budgeting purposes. Howard collects the following data on
machine-hours worked and maintenance costs for the past 12 quarters: 1. Estimate the cost
function for the quarterly data using the

Multinational transfer pricing, global tax minimization. The Mornay Company manufactures
telecommunications equipment at its plant in Toledo, Dhio. The company has marketing
divisions throughout the world. A Mornay marketing division in Vienna, Austria, imports 1,000
units of Product 4A36 from the United States. The fo

Target prices, target costs, activity-based costing. Snappy Tiles is a small distributor of marble
tiles. Snappy identifies its three major activities and cost pools as ordering, receiving and
storage, and shipping, and it reports the following details for 2008: For 2008, Snappy buys
250,000 marble tiles at an average

Transfer pricing, goal congruence, ethics. Whengon Manufacturing makes electronic hearing
aids. Department A manufactures 10,000 units of part HR-i and Department B uses this part to
make the finished product. HR-i is a specific part for a patented product that cannot be purchased
or sold outside of Whengon, so there i

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Cost estimation, cumulative average-time learning curve. Cost estimation, cumulative average-
time learning curve. The Nautilus Company, which is under contract to the U.S. Navy, assembles
troop deployment boats. As part of its research program, it completes the assembly of the first of
a new model (PT109) of deployment

Cost-volume-profit and regression analysis. Garvin Corporation manufactures a children’s

bicycle, model CT8. Garvin currently manufactures the bicycle frame. During 2009, Garvin
made 30,000 frames at a total cost of $900,000. Ryan Corporation has offered to supply as many
frames as Garvin wants at a cost of $28.50 pe

Cost-plus target return on investment pricing. John Beck is the managing partner of a business
that has just finished building a 60-room motel. Beck anticipates that he will rent these rooms for
16,000 nights next year (or 16,000 room-nights). All rooms are similar and will rent for the same
price. Beck estimates the f

Ethics, manager’s performance evaluation. (A. Spero, adapted) Hamilton Semiconductors

manufactures specialized chips that sell for $20 each. Hamilton’s manufacturing costs
consist of variable cost of $2 per chip and fixed costs of $9,000,000. Hamilton also incurs
$400,000 in fixed marketing costs each year. Hamilto
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Management control systems, balanced scorecard. Greystone Corporation manufactures stone

tiles for kitchen counters and floors. Its strategy is to manufacture high quality products at
reasonable prices, and to rapidly deliver products following sales. Greystone sells to both
hardware stores and contractors. To avoid ho

Learning curve, incremental unit-time learning model. Learning curve, incremental unit-time
learning model, Assume the same information for Global Defense as in Exercise 10-29, except
that Global Defense uses a 90% incremental unit-time learning mode as a basis for predicting
direct manufacturing labor-hours. (A 90% le

Residual Income and EVA; timing issues. Doorwhistle Company makes doorbells. It has a
weighted average cost of capital of 8%, and total assets of $5,690,000. Doorwhistle has current
liabilities of $700,000. Its operating income for the year was $649,000. Doorwhistle does not
have to pay any income taxes. One of the exp

Theory of constraints, throughput contribution, relevant costs. The Mayfield Corporation

manufactures filing cabinets in two operations: machining and finishing. It provides the
following information: Each cabinet sells for $72 and has direct material costs of $32 incurred at
the start of the machining operation. Mayf

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ROI, comparisons of three companies. (CMA, adapted) Return on investment (ROI is often
expressed as follows: 1. What advantages are there in the breakdown of the computation into two
separate components? 2. Fill in the following blanks: After filling in the blanks, comment on the
relative performance of these compa

Decentralization, goal congruence, responsibility centers. Hexton Chemicals consists of seven

independent operating divisions. The operating divisions are assisted by a number of support
groups, such as R&D, human resources, and environmental management. The environmental-
management group consists of 20 environmental e

Effect of alternative transfer-pricing methods on division operating income. (CMA, adapted)

Ajax Corporation has two divisions. The Mining Division makes toldine, which is then
transferred to the Metals Division. The toldine is further processed by the Metals Division and is
sold to customers at a price of $150 per uni

Pertinent transfer price. Europa, Inc., has two divisions, A and B, which manufacture expensive
bicycles. Division A produces the bicycle frame, and Division B assembles the rest of the bicycle
onto the frame. There is a market for both the subassembly and the final product. Each division
has been designated as a profi
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Define ethics and explain what ethical communication encompasses.

The National Center for Education Statistics publishes information about school enrollment in
Digest of Education Statistics. According to that document, 85.3% of students attend public
schools, 27.9% of students attend college, and 20.1% of students attend public colleges. What
percentage of students attend either pub

Suppose that A and B are mutually exclusive events such that P(A) = 0.25 and P(B) = 0.40.
Determine P(A or B).

As reported on MLB.com, the five players with the highest runs batted in (RBI) during the 2012
Major League Baseball season are listed in the following table. Also included are the teams for
which they played, their positions, and their weights. Identify the type of data provided by the
information in each column of th

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Transfer-pricing problem (continuation of 22-25). Refer to Exercise 22-25. Assume that Division
A can sell the 1,000 units to other customers at $155 per unit with variable marketing cost of $5
per unit. Determine whether Allison-Chambers will benefit if Division C purchases the 1,000
units from external suppliers at $

In the article, "Non-probability Sampling Designs for Litigation Surveys (Trademark Reporter,
Vol. 81, pp. 169-179), J. Jacoby and H. Handlin discussed the controversy about whether
nonprobability samples are acceptable as evidence in litigation. The authors randomly selected
26 journals from a list of 1285 scholarly j

Another important type of data is ordinal data, which are data about order or rank given on a
scale such as 1, 2, 3, . . . or A, B, C, . . . . Following are several variables. Which, if any, yield
ordinal data? Explain your answer. a. Height b. Weight c. Age d. Sex e. Number of siblings f.
Religion g. Place

The American Hospital Association conducts annual surveys of hospitals in the United States
and publishes its findings in AHA Hospital Statistics. Data on hospital type for U.S. registered
hospitals can be found on the WeissStats site. For convenience, we use the following
abbreviations: • NPC: Nongovernment not-for

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In Issue 338 of the Amstat News, then president of the American Statistical Association, F.
Scheuren reported the results of a survey on how members would prefer to receive ballots in
annual elections. On the WeissStats site, you will find data for preference and highest degree
obtained for the 566 respondents. The te
If the condition for using the empirical rule is met, why should that rule be used instead of
Chebyshev's rule?

The number of bedrooms per single-family Dwelling

Four actions are to be performed in a definite order. There are three possibilities for the first
action; corresponding to each of these possibilities are four possibilities for the second action;
corresponding to each of these possibilities are two possibilities for the third action; and
corresponding to each of these

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In a designed experiment, a. What are the experimental units? b. If the experimental units are
humans, what term is often used in place of experimental unit?

On what distribution does the Tukey multiple-comparison procedure rely?

Let F be an event with probability 0.72. Find the probability of (not F).

What is the acronym used for simple random sampling without replacement?

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Which of the following numbers could not possibly be a probability? Justify your answer. a. 5/6
b. 3.5 c. 0

Explain in detail the purpose of conducting a multiple comparison.

In a designed experiment, there is one factor with four levels. How many treatments are there?

Of the variables you have studied so far, which type yields nonnumerical data?

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In one-way ANOVA, what is the residual of an observation?

In a report of no more than one page, explain why you think each of the following is or is not
ethical: a. Deemphasizing negative test results in a report on your product idea b. Taking an
office computer home to finish a work related assignment c. Telling an associate and close friend
that she should pay more atten

The inferential procedures discussed in this book are intended for use with only one particular
sampling procedure. What sampling procedure is that?

In a designed experiment, there is one factor with five levels. How many treatments are there?

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We used slightly different methods for determining the "middle" of a class with limit grouping
and cutpoint grouping. Identify the methods and the corresponding terminologies.

How does cultural context affect communication?

Consider a q-curve with parameters 3 and 14. a. Determine q0.05. b. Find the q-value with area
0.01 to its right.

State the frequentist interpretation of probability.

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How does an agenda help make a meeting more successful?

Suppose that C and D are events such that P(C) = 0.35, P(D) = 0.40, and P(C & D) = 0.30.
Determine P(C or D).

The sum of the joint probabilities in a row or column of a joint probability distribution equals the
____________ probability in that row or column.

The Japan Automobile Manufacturer's Association provides data on exported vehicles in Motor
Vehicle Statistics of Japan. In 2010, cars, trucks, and buses constituted 88.3%, 9.3%, and 2.4%
of vehicle exports, respectively. A random sample of last year's exports yielded the vehicle-type
data on the WeissStats site. The

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Suppose that you want to compare the means of three populations by using the Tukey multiple-
comparison procedure. If the sample sizes are 5, 6, and 6, determine the parameters for the
appropriate q-curve.

On what distribution does one-way ANOVA rely?

An experiment has 40 possible outcomes, all equally likely. An event can occur in 25 ways. The
probability that the event occurs is _____________.

A and B are events such that P(A) = 0.4 and P(B | A) = 0.7. Find P(A& B).

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The U.S. National Center for Health Statistics collects data on causes of death and publishes its
findings in National Vital Statistics Reports. Which of the three main measures of center is
appropriate for causes of death? Explain your answer.
The carapace lengths, to the nearest hundredth of a millimeter, of a sample of 50 giant tarantulas.
We have presented a "data scenario." In each case, decide which type of grouping (single-value,
limit, or cutpoint) is probably the best.

Explain the difference between a frequency histogram and a relative-frequency histogram.

Refer to Exercise 4.66. Among the events A, B, C, and D, identify the collections of events that
are mutually exclusive.

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Identify a commonly used graphical technique for portraying events and relationships among
events.

An experiment has 20 possible outcomes, all equally likely. An event can occur in five ways.
The probability that the event occurs is ________________.

Identify the distribution used as an approximation to the true distribution of the K-statistic for a
Kruskal-Wallis test.

If two or more events have the property that at least one of them must occur when the experiment
is performed, the events are said to be ____________.

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In one of his books, Ted Sorenson, Special Counsel to President John F. Kennedy, presents an
intimate biography of the extraordinary man. According to Sorenson, Kennedy "read every
fiftieth letter of the thirty thousand coming weekly to the White House." What type of sampling
design was Kennedy using in this case? Expl

Zillow.com is an online database that provides real estate information for U.S. homes that are for
rent or sale. It also presents statistics on recently sold homes. The following table gives various
information on all homes sold in several different cities across the United States for the month of
September 2012.

Identify a nonparametric alternative to the one-way ANOVA procedure.

Explain why a sample of 30 dentists from Seattle taken to estimate the median income of all
Seattle residents is not representative.

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In a designed experiment, there are two factors. One factor has m levels and the other factor has
n levels. Determine the number of treatments.
Suppose that A and B are events such that P(A) = 0.84, P(B) = 0.46, and P(A& B) = 0.38.
Determine P(A or B).

A and B are events such that P(A) = 0.2, P(B) = 0.6, and P(A& B) = 0.1. Find P(A or B).

Among the measures of center discussed, which is the only one appropriate for qualitative data?

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An American roulette wheel contains 38 numbers, of which 18 are red, 18 are black, and 2 are
green. When the roulette wheel is spun, the ball is equally likely to land on any of the 38
numbers. For a bet on red, the house pays even odds (i.e., 1 to 1). What should the odds actually
be to make the bet fair?

Before planning and conducting a study to obtain information, what should be done?

Identify the most appropriate measure of variation corresponding to each of the following
measures of center. a. Mean b. Median

Data from a sample of Americans yielded the following estimates of average TV viewing time
per month for all Americans 2 years old and older. The times are in hours and minutes; Q1
stands for first quarter.

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According to Nielsen Media Research, 98.6% of (U.S.) households own a TV and 85.2% of TV
households own a DVD player. a. Under what condition can you use the information provided to
determine the percentage of households that own a DVD player? Explain your reasoning. b.
Assuming that the condition you stated in part

Identify an important reason for grouping data.

What does it mean for two or more events to be mutually exclusive?

Apply Chebyshev's rule with k = 3 to verify that at least 89% of the observations in any data set
lie within three standard deviations to either side of the mean, that is, between x − 3s and x +
3s.

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Your boss wants to send a brief email message to welcome employees recently transferred to
your department from your Hong Kong branch. They all speak English to some degree, but your
boss asks you to review her message for clarity. What would you suggest your boss change in the
following email message-and why? Would yo
Data Set A has more variation than Data Set B. Decide which of the following statements are
necessarily true. a. Data Set A has a larger mean than Data Set B. b. Data Set A has a larger
standard deviation than Data Set B.

From the Statistical Abstract of the United States and the article "Average Salaries in the NBA,
NFL, MLB and NHL" by J. Dorish, published on the Yahoo! Contributor Network, we obtained
the following data on average professional athletes' salaries for the years 2005 and 2011.

Almost all the observations in any data set lie within _______standard deviations to either side
of the mean.

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Let E be an event with probability 0.35. Find the probability of (not E).

Figure 16.6 shows side-by-side boxplots of independent samples from three normally distributed
populations having equal standard deviations. Based on these boxplots, would you be inclined to
reject the null hypothesis of equal population means? Why?

Alcohol and Health Monograph 1. DHHS Pub. No. (ADM) 82-1190) examined, among other
issues, alcohol consumption patterns of U.S. adults by marital status. Data for marital status and
number of drinks per month, based on the researcher's survey results, are provided on the
WeissStats site. The technology of your choice

Refer to Exercise 4.65. Among the events A, B, C, and D, identify the collections of events that
are mutually exclusive.

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In a bar chart, unlike in a histogram, the bars do not abut. Give a possible reason for that.

Write four messages of no more than 140 characters each (short enough to work as Twitter
tweets, in other words) to persuade other college students to take the business communication
course. Think of the first message as the "headline" of an advertisement that makes a bold
promise regarding the value this course offers

For what is one-way ANOVA used?

Find a free online communication service that you have no experience using as a content creator
or contributor. Services to consider include blogging (such as Blogger), micro blogging (such as
Twitter), community Q&A sites (such as Yahoo! Answers), and user generated content sites
(such as Flickr). Perform a basic task

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Figure 16.7 shows side-by-side boxplots of independent samples from three normally distributed
populations having equal standard deviations. Based on these boxplots, would you be inclined to
reject the null hypothesis of equal population means? Why?

Write a paragraph introducing yourself to your instructor and your class. Address such areas as
your background, interests, achievements, and goals. Submit your paragraph using email, blog,
or social network, as indicated by your instructor.

Determine 0!, 1!, 3!, and 4!.

How many samples of size 3 are possible from a population of size 10?

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Explain what is wrong with the following argument: When two balanced dice are rolled, the sum
of the dice can be 2, 3, 4, 5, 6, 7, 8, 9, 10, 11, or 12, giving 11 possibilities. Therefore the
probability is 1 / 11 that the sum is 12.

Suppose that a one-way ANOVA is being performed to compare the means of three populations
and that the sample sizes are 10, 12, and 15. Determine the degrees of freedom for the F-statistic.

Suppose that C and D are mutually exclusive events such that P(C) = 0.14 and P(D) = 0.32.
Determine P(C or D).

Suppose that E is an event. Use probability notation to represent a. The probability that event E
occurs. b. The probability that event E occurs is 0.436.

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E is an event and P(not E) = 0.4. Find P(E).

What are the six traits of professionalism?

Of the mean, median, and mode, which is the only one appropriate for use with qualitative data?

How does your understanding of the communication process help you conduct business more
effectively?

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True or false: The mean, median, and mode can all be used with quantitative data. Explain your
answer.

For a particular population, is the population mean a variable? What about a sample mean?

The number of automobiles per family. We have presented a "data scenario." In each case,
decide which type of grouping (single-value, limit, or cutpoint) is probably the best.
Do the concepts of class limits, marks, cutpoints, and midpoints make sense for qualitative data?
Explain your answer.

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Specify the mathematical symbol used for each of the following descriptive measures. a. Sample
mean b. Sample standard deviation c. Population mean d. Population standard deviation

What is the difference between selecting a member at random from a finite population and taking
a simple random sample of size 1?

Suppose that you want to compare the means of three populations by using one-way ANOVA. If
the sample sizes are 5, 6, and 6, determine the degrees of freedom for the appropriate F-curve.

Complete the following statement: A descriptive measure is resistant if . . . .

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What type of graphical displays are useful for portraying events and relationships among events?

For items 1-5, indicate which words are common nouns and which are proper nouns. 1. Give the
balance sheet to Melissa. 2. After three years of declining sales, the board fired the CEO and
hired a replacement from Google. 3. Tarnower Corporation donates a portion of its profits to
charity every year. 4. Which alumin

A and B are events such that P(A) = 0.4, P(B) = 0.5, and P(A& B) = 0.2. Answer each question
and explain your reasoning. a. Are A and B mutually exclusive? b. Are A and B independent?

How many degrees of freedom does an F-curve have? What are those degrees of freedom called?

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What meaning is given to the probability of an event by the frequentist interpretation of

probability?

Decide which of these numbers could not possibly be probabilities. Explain your answers. a.
0.047 b. −0.047 c. 3.5 d. 1/3.5

A, B, and C are mutually exclusive events such that P(A) = 0.2, P(B) = 0.6, and P(C) = 0.1. Find
P(A or B or C).

What is the relationship between the joint probability and marginal probabilities of two
independent events?

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If a member is selected at random from a finite population, probabilities are identical to
________________.

A phone manufacturer is determining a price for its product using a cost-based pricing strategy.
The fixed costs are $100,000, and the variable costs are $50,000. If 1000 units are produced and
the company wants to have a 30 percent markup, what is the price of the phone?

Define marketing research. What is the difference between marketing research and market
research?

1. How does an individual firm like Zara manage a supply chain? How does it get new products
from design to store so quickly? 2. What are some of the ways that Zara's supply chain
management system has helped create value for its customers? Provide specific examples. 3.
What challenges did Zara's focus on supply chai

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What is the PRC, and what is it designed to do?

What is marketing? What is the relationship of marketing research to marketing?

Visit www.thephelpsgroup.com and click on the "Our Work" tab at the top. In the Work
Portfolio, compare the IMC for the different companies. What were the goals of the integrated
marketing campaign? Which IMC components were used in that particular campaign? How do
those components contribute to the success of the IMC

Explain why you think Larry Anderson should look into doing marketing research or not doing
marketing research? In thinking about the components of a marketing information system, which
components would you suggest Larry use and why? This case illustrates how movie productions
are investment decisions and how directo

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Why is it important for decision makers to have philosophies? What is the marketing concept
and what is its relationship to marketing research?

The local newspaper ad isn't helping much; so you decide to post your services on an auction
site, where customers can bid for your services. What should the starting price of the auction be?

1. Assess the role of consumer expectations in Target's success as a major discount retailer? 2.
What differentiates Target's new retail partnership model from its longstanding partnerships with
top designers? What are the relative strengths of each? 3. What explains Target's ability to attract
top designers and high
Give your own example to illustrate a marketing research study that may be used in a. product
research b. pricing research c. promotion research d. distribution research

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Describe how B2B transactions might employ EDI to process purchase information. Considering
the information discussed in Chapter 6 about B2B buying situations, determine which buying
situation (new task, modified rebuy, or straight rebuy) would most likely align with the use of
EDI technology. Justify your answer.

Should Tana (a young entrepreneur), launching a new line of environmentally friendly (green)
cosmetics, sell through a physical store, catalog, or Internet? Explain two key benefits of each
channel for her business.

Select a familiar multichannel retailer. Evaluate its website in terms of how well it provides
value to its customers. Do you believe that offering multiple selling channels to customers
enhances their shopping experience? How does it help the retailer? Explain your answer.

You are hired as an assistant brand manager for a popular consumer product. One day in an
emergency meeting, the brand manager informs the group that there is a problem with one of the
suppliers and that he has decided to send you over to the manufacturing facilities to investigate
the problem. When you arrive at the p

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Suppose you are a salesperson at a high-end jewelry store. What can you do to ensure that your
customers are satisfied? Now imagine you are the store manager of the same store; what can you
do in your position to guarantee customers remain happy with the service they receive?

Suppose the president of your university got together with the presidents of all the universities in
your athletic conference for lunch. They discussed what each university was going to charge for
tuition the following year. Are they in violation of federal laws? Explain your answer.

Does Reebok pursue an intensive, an exclusive, or a selective distribution intensity strategy?

Would you suggest any changes to this strategy?

Verizon spends millions of dollars each year on advertising for many different purposes. Provide
an example of how it might design an informative ad, a persuasive ad, and a reminder ad?

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What are three challenges facing the marketing research industry? Why?
Suppose you have been hired as the pricing manager for a drugstore chain that typically adds a
fixed percentage onto the cost of each product to arrive at the retail price. Evaluate this
technique. What would you do differently?

Why is it important for salespeople to be good listeners? To be good at asking questions?

Prices can vary, depending on the market being served and the novelty of the products. Shape-
ways allows anyone to upload a design and get it 3D printed. The best designs then are available
to other customers to have printed in a variety of materials. Go to
https://www.youtube.com/v/qJuTM0Y7U1k and learn more about Sha

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A just-in-time (JIT) inventory system appears to be an important success factor for retailers like
American Apparel and Forever 21. Choose a local retailer and examine the advantages and
disadvantages of its use of a JIT system. Do you believe it should use JIT? Why?

Imagine that a time machine has transported you back to 1961. How was a day in the life of a
salesperson selling appliances such as washing machines different in 1961 than it is in 2013?

1. Which IMC components do Volvo's business and consumer advertising efforts use? How are
they integrated? 2. What step(s) in the AIDA process do each of these marketing
communications attempt to achieve?

Some argue that retailers can be eliminated from the distribution channel because they only add
costs to the final product without creating any value-added services in the process. Do you agree
with this perspective? Are consumers likely to make most purchases directly from manufacturers
in the near future? Provide jus

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What movement spawned an increase in company awareness of methods leading to

improvement? Describe some of these methods.

What are the differences between the use of a traditional distribution center and one that relies on
cross-docking? Discuss the extent to which one is more efficient than the other, being sure to
detail your reasoning.

What are some of the potentially ethically troubling and illegal situations facing professional
salespeople, and how should they deal with them?

1. Who should be at the presentation? 2. How should she start the meeting? 3. What are the key
points she should make in her presentation? 4. What reservations should she expect? How should
she handle them?
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Why might a big company like Dell want to develop strategic partnerships with locally owned
computer stores? Describe what Dell would have to do to maintain such relationships.

In what ways can the flow of information be managed in the supply chain? How can the ready
flow of information increase a firm's operating efficiencies?

What commonalities exist in the major marketing research associations' code of ethics?

As an intern for Coca-Cola, you have been asked to help with developing an IMC budget. The
objective of the IMC strategy is to raise Diet Coke's market share by 2 percent in the United
States in the next 18 months. Your manager explains, "It's real simple; just increase the budget 2
percent over last year's." Evaluate

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List three product failures and explain the most important reason that they failed. Could these
failures have been avoided with better research information?

Describe marketing channel management by identifying the major activities that it involves.
Identify several ways that marketing channel management adds value to a company's offerings,
with regard to both consumers and business partners?

You are invited to your six-year-old niece's birthday party and bring her the new superhero doll
being advertised on television. She's thrilled when she unwraps the gift but is in tears a short
time later because her new doll is broken. She explains that on TV, the doll flies and does karate
kicks, but when she tried t

Bernard's, a local furniture company, target markets to college students with apartments and
households of young people purchasing their first furniture items. If you worked for Bernard's,
what type of media would you use for your advertising campaign? Justify your answer.

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Name four major uses of marketing research. Provide one example of each of the uses.

Imagine that you are the newly hired brand manager for a restaurant that is about to open. Both
the local newspaper and a gourmet food magazine recently ran articles about your new head
chef, calling her one of the best young chefs in the country. In response to these positive reviews,
the company wants to position its

Choose an industry or a specific company that you would like to work for as a salesperson. How
would you generate and qualify leads?

Define sugging and frugging.

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Go to your library, either in person or online, and look through several business periodicals such
as Advertising Age, Business Week, Fortune, and Forbes. Find three examples of companies
using marketing research.

Is there a difference between a $5,900 Loro Piana vicuña sweater and a $150 cashmere sweater
from L.L. Bean? Have you ever purchased a higher-priced product or service because you
thought the quality was better than that of a similar, lower-priced product or service? What was
the product or service? Do you believe you

Identify two stores at which you shop, one of which uses everyday low pricing and another that
uses a high/low pricing strategy. Do you believe that each store's chosen strategy is appropriate
for the type of merchandise it sells and the market of customers to whom it is appealing? Justify
your answer that customers

Why don't traditional department stores have the same strong appeal to younger American
consumers that they once enjoyed during their heyday in the last half of the twentieth century?
Discuss which types of retailers are now competing with department stores.

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Zappos.com, an online shoe seller, has received praise for its stellar supply chain management.
Go to about.zappos.com/zappos-story/fulfillment-facility, look through the warehouse tour, and
see how a shoe ultimately reaches the customer. How does its distribution center enable Zappos
to adhere to its marketing communi

1. Who are the key players in this industry? 2. If a price war will reduce margins, as the case
suggests, why would any company embrace this strategy? 3. On what other strategy elements
could the wireless companies compete? 4. What pricing tactics could Verizon use to target
consumer customers? 5. What pricing tact

Suppose a snack company introduces a new product called SumSeeds-sunflower seeds with
energy boosters like caffeine, taurine, lysine, and ginseng. How would you expect this product's
IMC program to differ from that for regular sunflower seeds sold as snacks?

Using the steps in the AIDA model, explain why a potential consumer in question 1 who views
Juicy Couture's advertising may not be ready to go out and purchase a new pair of jeans?

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1. What benefits do customers receive in return for the sacrifices they make when buying a
membership at Planet Fitness? 2. How does this benefit-sacrifice ratio give Planet Fitness a
competitive advantage in its industry? 3. Given its price strategy, why is it essential for Planet
Fitness to continually attract new
Suppose now that Porsche is planning a sales promotion campaign to augment its advertising
campaign for the new line of light trucks. Which push and pull sales promotion tools do you
believe would be most effective? Why?

Name a current advertising slogan you believe is particularly effective for developing a unique
selling proposition?

PR Newswire attempts to provide information for "professional communicators." Visit its

website at www.prnewswire.com and explore the "Products and Services" it has to offer. What
would you consider this organization's primary purpose? To whom does PR Newswire address
the advertising appeals on its website?

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Give an example of a retailer that participates in an independent (conventional) supply chain and
one involved in a vertical marketing system. Discuss the advantages and disadvantages of each?

Go to the website for the Children's Advertising Review Unit (CARU), one of the major self-
regulatory bodies for children's advertising, at www.caru.org. Click on the About Us and
examine the activities of CARU. How does this form of regulation complement the more formal
regulation of federal and state agencies? Now lo

Suppose Porsche is introducing a new line of light trucks and has already created the advertising
campaign. How would you assess the effectiveness of the campaign?

Provide examples of how manufacturers work with retailers to jointly plan and implement the
four Ps?

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For each of the following consumer products, identify the type of vertical marketing system
used, and justify your answer: (a) Bertolli pasta sold through grocery stores, (b) Krispy Kreme
donuts sold through franchises, and (c) www.polo.com by Ralph Lauren?

Coupons and rebates benefit different distribution channel members. Which would you prefer if
you were a manufacturer, a retailer, and a consumer? Why?

In the development of new automobile models, which of the following should Nick be primarily
concerned with and why? a. Engineering and production feasibility b. The brand image of his
division's parent U.S. automobile manufacturer c. Technological innovation d. Consumer
references Should Nick Thomas use marketing

Why did marketing research expand by the 1930s?

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You can purchase apparel at a discount store, specialty store, category specialist, off-price
retailer, department store, or Internet-only store. From which of these types of stores do you
shop? Explain why you prefer one type store over another.

Suppose you are in the market for a new Sharp LCD television. You see one advertised at a
locally owned store for $300 less than it costs at HHGregg. The salesperson at the local store
tells you that the television came from another retailer in the next state that had too many units of
that model. Explain who benefits

Some high fashion retailers, notably H&M and Zara, sell what some call "disposable fashion"-
apparel priced so reasonably low that it can be disposed of after just a few wearings. Here is your
dilemma: You have an important job interview and need a new suit. You can buy the suit at one
of these stores for $129 or at Bro

What is an example of crowd sourcing used to create a product? To develop advertising?

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Assume that the contemporary apparel company Juicy Couture has embarked on a new IMC
strategy. It has chosen to advertise on TV during the NBC Nightly News and in print in Time
magazine. The message is designed to announce new styles for the season and uses a 18-year-old
woman as the model. Evaluate this strategy, and

How do JCrew.com and Gap.com provide value to their customers beyond the physical products
that they sell? Why would a customer purchase online instead of going to the store? Under what
circumstances would the customer prefer a store-based experience?

How do pricing strategies vary across markets that are characterized by monopolistic,
oligopolistic, monopolistic competition, and pure competition?

1. Why was the original Priceless campaign such a success? 2. Why has MasterCard started to
use "Priceless" more actively in its messaging?

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Why have so many bricks-and-mortar retailers adopted a multichannel strategy?

If you worked for a manufacturing firm located in Oregon and shipped merchandise all over the
United States, which would be more advantageous, a zone or a uniform