Marketing Applications review 2

Positive and negative results can often be directly related to a company’s

• actions.

• name.

• location.

• taxes.

Hope’s produce company accidentally sold several crates of spoiled vegetables. She immediately issued a statement to recall the product and apologize for the mistake. This is an example of which positive action companies should take?

• Protect business’s reputation.

• Use rational and emotional motivation to convince customers to buy.

• Provide proper training for employees.

• Align strategies and activities with goals.

Morgan Health Supply Company wants to expand its product line this year. It uses its budget surplus to invest in new products rather than to remodel its offices. What positive action is the company demonstrating?

• Utilize touchpoints to reinforce company image.

• Demonstrate corporate responsibility.

• Provide excellent customer service.

• Align strategies and activities with goals.

Jordan just began his new job as a financial analyst. Processes and procedures at his new company are a little bit different from the last place he worked, so his first week will be spent learning the ropes. What positive action is his company demonstrating?

• Provide proper training for employees.

• Protect business’s reputation.

• Communicate honestly within and outside business.

• Use rational and emotional motivation to convince customers to buy.

Karin is a sales representative for industrial office equipment. She always attempts to establish trust with each of her clients before asking them to buy. What positive company action is Karin demonstrating?

• Provide proper training for employees.

• Protect business’s reputation.

• Align strategies and activities with goals.

• Use rational and emotional motivation to convince customers to buy.

Technological advances can help companies provide more customer service with fewer employees, but why must the companies be careful?

• Technology cannot provide 24-7 service.

• Current employees may go on strike.

• Customers may feel they are losing their human touch.

• Computers and telephones break down regularly.

Television advertisements, interactions with salespeople, and bills or invoices are all examples of

• market share.

• emotional motives.

• touchpoints.

• corporate responsibility.

Which of the following is an example of corporate responsibility:

• A company provides professional development for employees.

• A company expands its facilities.

• A company pays its taxes on time

• A company uses recycled materials in its products.

Your company had total sales of $5 billion last year, while your industry as a whole sold $50 billion. Your company’s sales divided by total industry sales equals 10%, or your?

• market share.

• ethics.

• brand value.

• efficiency.

When all employees are on the “same page” and working toward a common goal, businesses tend to be more

•   ethical.

• efficient.

• negative.

• popular.