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Marketing Canadian 5th Edition Lamb Test Bank

Chapter 1—An Overview of Marketing
MULTIPLE CHOICE
1. What is the definition of marketing?
a. planning sales campaigns
b. selling
c. advertising and promotion activities
d. a philosophy that stresses customer satisfaction
ANS: D PTS: 1 DIF: Definition REF: p. 4
OBJ: 1 BLM: Remember
2. A business is concerned with many day-to-day activities. Some of the most important are the
planning and conception of the product or service, its pricing policy, and the distribution strategy.
What are these activities part of?
a. human resources
b. production
c. marketing
d. accounting
ANS: C
This description contains three of the four main activities included in the marketing function.
Many students may mistakenly believe that marketing is concerned only with promotion.
PTS: 1 DIF: Comprehension REF: p. 4
OBJ: 1 BLM: Remember
3. Which of the following is a set of activities used to implement a management orientation that
stresses customer satisfaction?
a. a control system
b. customer management
c. planning strategy
d. marketing
ANS: D PTS: 1 DIF: Definition REF: p. 4
OBJ: 1 BLM: Remember
4. Marketing is an organizational function and a set of processes for creating, communicating, and
delivering which one of the following to customers?
a. sales
b. benefits
c. satisfaction
d. value
ANS: D PTS: 1 DIF: Definition REF: p. 4
OBJ: 1 BLM: Remember
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5. The idea that people give up something in order to receive something that they would rather have
is a key ingredient in marketing. What is this called?
a. exchange
b. synergy
c. reciprocity
d. promotion
ANS: A PTS: 1 DIF: Definition REF: p. 4
OBJ: 1 BLM: Remember
6. What must happen in order for exchange to occur?
a. Each party must have something of value to the other party.
b. A profit-oriented organization must be involved.
c. Organized marketing activities must also occur.
d. Money or other legal tender is required.
ANS: A
Exchange involves the trade of items of value, but does not necessarily involve formal
organizations, profit, or money/legal tender.
PTS: 1 DIF: Comprehension REF: p. 4
OBJ: 1 BLM: Remember
7. For an exchange to take place, what must happen?
a. At least one person must have something of value.
b. Each party must feel obligated to accept the offer.
c. Money must be present.
d. There must be at least two parties.
ANS: D PTS: 1 DIF: Comprehension
REF: p. 4 OBJ: 1 BLM: Remember
8. Why is the concept of exchange important to marketing?
a. Marketing activities help to create exchange.
b. Money is the only medium of exchange for business marketers.
c. Exchange provides money to marketers.
d. Marketing activities are a requirement for exchange to take place.
ANS: A
Marketing activities help the exchange to take place, but marketing can occur without an
exchange.
PTS: 1 DIF: Comprehension REF: p. 4
OBJ: 1 BLM: Remember
Copyright © 2012 Nelson Education Limited 1-3
9. Kurt Meyer wants to sell a Model T Ford that he inherited from his grandfather. A preliminary
investigation has shown many people would be interested in this type of automobile. He has taken
out an advertisement in his local auto trade paper and provided customers with a toll-free number
to make an appointment to drive the car. He has also read in the auto trade papers that similar cars
to the one that he owns are selling for about $4,000. Before selling his Model T, what else should
Meyer find out?
a. whether the car can meet the demands of potential customers
b. how to promote the car to generate significant visibility for the ad
c. where the car should be located to secure optimum drive-up business
d. how to price the car so that customers will seek out his vehicle
ANS: A
For an exchange to take place, each party must have something the other values, the parties must
be able to communicate, and each party must believe that it is appropriate to deal with the other.
PTS: 1 DIF: Application REF: p. 4 OBJ: 1
BLM: Higher order
10. If the local chapter of the Canadian Diabetes Association (CDA) sponsors a free lifesaving course,
city residents will not have to pay to take the class. Why will an exchange take place?
a. The CDA does not have to communicate with class participants.
b. People who take the course have to give nothing of value in return.
c. Both the CDA and the people taking the course will trade something of value.
d. People can decide the course has no value.
ANS: C
If the course has no value, then an exchange cannot occur. Without communication, the exchange
of knowledge for time and energy cannot occur. In an exchange, each participant has something of
value to the other. For an exchange to occur, each party must believe it is desirable.
PTS: 1 DIF: Application REF: p. 4 OBJ: 1
BLM: Higher order
11. Four competing philosophies strongly influence the role of marketing and marketing activities
within an organization. Which if the following is a marketing management philosophy?
a. accounting orientation
b. sales orientation
c. profitability orientation
d. social networking orientation
ANS: B PTS: 1 DIF: Comprehension
REF: p. 5 OBJ: 2 BLM: Remember
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12. Firms with which of the following orientations focus on the internal capabilities of the firm rather
than on the desires and needs of the marketplace?
a. production
b. customer
c. marketing
d. sales
ANS: A PTS: 1 DIF: Definition REF: p. 5
OBJ: 2 BLM: Remember
13. A company that sets its goals and strategies based on what the current plant equipment can
produce, what products engineering can design, and what the company itself can do best, has
which of the following types of orientation?
a. exchange
b. sales
c. market
d. production
ANS: D PTS: 1 DIF: Definition REF: p. 5
OBJ: 2 BLM: Remember
14. Researchers at PPG Industries spent considerable time, effort, and money developing a bluish
windshield that would let in filtered sunlight but block out heat. Little market research was done,
but the scientists were convinced that this new product would be significantly better than existing
windshields even though they were more expensive and of a different colour than the current
models on the market. What type of orientation does PPG most likely have?
a. sales
b. customer
c. production
d. promotion
ANS: C
The questions asked before starting their new product were “What can we do best?” and “What
can we make with the equipment we already own?” This is a production orientation.
PTS: 1 DIF: Application REF: p. 5 OBJ: 2
BLM: Higher order
15. The owner of a company that produces copy paper once said, “People buy whatever copy paper is
the cheapest, so I spend my time trying to find ways I can cut my price.” What kind of orientation
toward marketing does this owner have?
a. production
b. sales
c. discount
d. customer
ANS: A
A focus on lowering costs and prices is typical of a production orientation.
PTS: 1 DIF: Application REF: p. 5 OBJ: 2
BLM: Higher order
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16. In which of the following situations is a firm with a production orientation most likely to survive?
a. when supply for the product it produces exceeds demand
b. when demand for the product it produces exceeds supply
c. when there are many small competitors in the marketplace
d. when needs of the marketplace are shifting
ANS: B
The production orientation can survive in the short term under a variety of conditions; however, if
market needs change, long-term survival is difficult.
PTS: 1 DIF: Comprehension REF: p. 5
OBJ: 2 BLM: Higher order
17. Which of the following orientations to marketing fails to consider whether what the firm produces
most efficiently also meets the needs of the marketplace?
a. customer
b. production
c. market
d. product
ANS: B
The production orientation forces a company to build whatever it builds best, that is, whatever it
has the experience and expertise in doing.
PTS: 1 DIF: Comprehension REF: p. 5
OBJ: 2 BLM: Remember
18. Mimi Couturier is a design company that specializes in formalwear for women. The company’s
fashion innovators use computer-assisted design software to create what they think women should
wear. The company regularly hires industry experts to examine construction work areas to find
waste and inefficiencies that can be eliminated. However, for the last two years Mimi Couturier
has lost money, and it has had to lay off some of its work force. What should the company do to
avoid this occurrence in future?
a. increase its sales force to find more potential customers for the firm
b. hire more retail efficiency experts to trace down any production problems
c. have someone to study its target market to see what needs and wants should be met by
Mimi Couturier
d. cut prices so that its prices are at least 10 percent below those of its competitors
ANS: C
Mimi Couturier has been production oriented. It should develop a marketing orientation, which
means the firm will produce only those items needed by its target market.
PTS: 1 DIF: Application REF: p. 5 OBJ: 2
BLM: Higher order
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19. Which orientation assumes that people are resistant to buying products that are not absolutely
necessary?
a. sales
b. marketing
c. customer
d. production
ANS: A
The sales orientation assumes that aggressive selling is what is needed to increase demand.
PTS: 1 DIF: Comprehension REF: p. 5
OBJ: 2 BLM: Remember
20. Which orientation of people will buy more goods and services if aggressive marketing techniques
are used?
a. sales
b. production
c. customer
d. marketing
ANS: A PTS: 1 DIF: Definition REF: p. 5
OBJ: 2 BLM: Remember
21. Lawler Landscaping Company sells all kinds of ornamental plants. Lawler’s management believes
that its customers will buy more plants if its salespeople use aggressive marketing techniques
because ornamental plants are nonessential items for most homeowners. What type of orientation
does Lawler have?
a. production
b. marketing
c. sales
d. customer
ANS: C
Only the sales orientation assumes that aggressive sales techniques will sell more product,
regardless of customer desires and needs.
PTS: 1 DIF: Definition REF: p. 5 OBJ: 2
BLM: Higher order
22. If a company uses a sales orientation, what will consumer complaints most likely result in?
a. attempts to cut production costs
b. product reinvention
c. continuous market research
d. a modification of the sales presentation
ANS: D
The sales orientation relies on aggressive sales techniques to fuel business.
PTS: 1 DIF: Comprehension REF: p. 5
OBJ: 2 BLM: Remember
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23. Which of the following statements about a typical sales-oriented business is true?
a. The company directs its products to specific groups of people.
b. The company is in business to satisfy customers’ wants and needs and deliver superior
value.
c. The company invests the majority of its resources in promoting its products and services.
d. The primary goal of the company is profit through customer satisfaction.
ANS: C PTS: 1 DIF: Comprehension
REF: p. 5 OBJ: 3 BLM: Remember
24. For many years, Procter & Gamble (P&G) viewed its Ivory soap as just plain old soap—and not as
a cleansing product that could provide other benefits as well. When it came to Ivory soap, P&G
focused on how well it made the soap and not on what customers wanted from a bar of soap. What
sort of orientation did P&G have?
a. customer
b. product
c. sales
d. market
ANS: C PTS: 1 DIF: Application REF: p. 5
OBJ: 2 BLM: Higher order
25. Because organizations that sell unsought products, such as cemetery plots, are marketing products
that most people do not want, which sort of orientation might the companies adopt?
a. product
b. customer
c. marketing
d. sales
ANS: D
Aggressive selling is sometimes used by companies that sell products their customers do not want
to buy.
PTS: 1 DIF: Application REF: p. 5 OBJ: 2
BLM: Remember
26. For years, the slogan used in all the advertising done by British Airways was “Putting people
first.” In this short phase, what did British Airways capture the idea of?
a. the marketing concept
b. the societal concept
c. Maslow’s hierarchy of needs
d. the sales orientation philosophy
ANS: A
The marketing concept justifies a company’s existence by its ability to satisfy customers.
PTS: 1 DIF: Application REF: p. 6 OBJ: 2
BLM: Higher order
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27. When a homeowner visited The Home Depot to buy what he thought he needed to fix a leaking
toilet, he gathered up materials totalling almost $70. One his way to checkout, an employee asked
him what was he trying to fix. After some discussion, the employee convinced the homeowner that
a $5.99 replacement part would fix the problem better than the materials he thought he needed and
with less trouble. This sort of discussion between employees and customers is commonplace at
The Home Depot. What sort of orientation does the retail store have?
a. market
b. sales
c. production
d. product
ANS: A PTS: 1 DIF: Application REF: p. 6
OBJ: 2 BLM: Higher order
28. World Wrestling Entertainment (formerly the World Wrestling Federation) is very focused on
what its fans want in terms of product licensing and, more importantly, in terms of plot lines and
character development. All of the company’s activities are integrated so that no employee ever
loses sight of the company’s desire to satisfy its fans. What sort of orientation does World
Wrestling Entertainment have?
a. sales
b. production
c. product
d. market
ANS: D PTS: 1 DIF: Application REF: p. 6
OBJ: 2 BLM: Higher order
29. What does achieving a market orientation involve?
a. implementing actions to provide satisfaction for employees
b. determining how to deliver superior customer value
c. doing research on suppliers and competitors
d. establishing and maintaining mutually satisfying relationships with suppliers
ANS: B PTS: 1 DIF: Comprehension
REF: p. 6 OBJ: 2 BLM: Remember
30. Walmart has become the leading discount retailer in Canada and the world by focusing on the
customer’s needs and wants. This philosophy is at the heart of which orientation?
a. production
b. market
c. sales
d. retail
ANS: B PTS: 1 DIF: Application REF: p. 6
OBJ: 2 BLM: Remember
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31. What do the marketing concept and market orientation recognize?
a. Sales depend predominantly on an aggressive sales force.
b. What the customer thinks he is buying is what is important.
c. Price is the most important variable for customers.
d. Selling and marketing are essentially the same thing.
ANS: B
The perceived product and perceived value are what the customer is buying, and the marketing
concept and market orientation have attempted to understand those perceptions.
PTS: 1 DIF: Comprehension REF: p. 6
OBJ: 2 BLM: Remember
32. What does a company do if it has a market orientation and adheres to the marketing concept?
a. integrate all the activities of the firm to satisfy customer wants
b. differentiate a firm’s current products from its past products
c. focus on consumer complaints
d. fuel sales growth through the application of aggressive sales techniques
ANS: A
Integrating all the firm’s activities around the marketing concept is essential to its success.
PTS: 1 DIF: Comprehension REF: p. 6
OBJ: 2 BLM: Remember
33. The statement “Marketing should be introduced at the beginning rather than the end of the
production cycle and integrated into each phase of the business” is consistent with which
orientation?
a. market
b. sales
c. enterprise
d. production
ANS: A
Understanding the competitive arena and competitors’ strengths and weaknesses is a critical
component of market orientation.
PTS: 1 DIF: Comprehension REF: p. 6
OBJ: 2 BLM: Higher order
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34. The manufacturer of Rossignol brand skis has a market orientation and adheres to the marketing
concept. What would the company most likely do first when reacting to consumer dissatisfaction?
a. hire more salespeople
b. increase the number of sporting goods stores that carry Rossignol skis
c. increase its advertising to underserved markets
d. conduct research to determine if its customers’ needs have changed
ANS: D
A marketing concept and market-oriented philosophy is based on the consumer’s wants and needs,
and the organization will focus its activities on satisfying these customers by listening to them and
revising strategies as necessary.
PTS: 1 DIF: Comprehension REF: p. 6
OBJ: 2 BLM: Higher order
35. What does the marketing concept involve?
a. selling as much product as possible under the assumption that people will buy more goods
and services if aggressive selling techniques are used
b. satisfying management’s needs and wants with the idea of maximizing profits in the short
run
c. focusing on customers’ wants so that the organization can distinguish its product (or
products) from the competitors’ products
d. selling as much as possible under the assumption that consumers will buy more at lower
prices
ANS: C PTS: 1 DIF: Definition REF: p. 6
OBJ: 2 BLM: Remember
36. What is the main focus of a marketing-oriented firm?
a. outward upon the wants and needs of customers
b. inward upon the abilities to deliver goods and services
c. outward upon societal responsibilities
d. inward upon the organization’s needs
ANS: A
Marketing-oriented firms are focused outward toward their customers.
PTS: 1 DIF: Comprehension REF: p. 6
OBJ: 3 BLM: Remember
37. Which of the following is a viable method a company can use to become more marketing
oriented?
a. Implement employee-only meetings.
b. Make sure all employees are customer oriented.
c. Train employees to focus on profit maximization.
d. Train employees in the latest aggressive selling techniques.
ANS: B
The marketing orientation relies on customer satisfaction rather than the latest sales techniques.
PTS: 1 DIF: Comprehension REF: p. 6
OBJ: 3 BLM: Remember
Copyright © 2012 Nelson Education Limited 1-11
38. Which of the following measures would be the best indicator of whether your organization’s
personnel have a customer orientation?
a. Test employees on their knowledge of customer service techniques.
b. Assess each employee’s impact on the profitability of the firm.
c. Ask each employee’s boss if that person is customer oriented.
d. Survey customers on how oriented the organization’s personnel are to customer needs and
desire.
ANS: D
The key to assessing how customer-oriented a firm’s personnel are is to ask the customer. Only the
customer can provide this type of information.
PTS: 1 DIF: Comprehension REF: p. 6
OBJ: 3 BLM: Higher order
39. The marketing concept includes a goal orientation to remind managers of which of the following?
a. The only reason for any business to exist is to make a profit.
b. Achieving long-term organizational goals is as important as satisfying customers.
c. The objective is to find a target market that differs from that of the competition.
d. Customers must be satisfied no matter what the organizational costs.
ANS: B
The goal orientation refers to the company’s goals, such as profit, growth, service, and survival.
PTS: 1 DIF: Comprehension REF: p. 6
OBJ: 2 BLM: Remember
40. The marketing concept stresses that the social and economic justification for an organization’s
existence is the satisfaction of customer needs and wants while doing which of the following?
a. simultaneously meeting organization objectives
b. applying scientific management techniques to improve efficiency
c. producing a good or service at the lowest possible cost
d. constantly increasing sales volumes
ANS: A
The marketing concept holds that the needs and wants of both the customer and the firm must be
served.
PTS: 1 DIF: Comprehension REF: p. 6
OBJ: 2 BLM: Remember
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41. You are in charge of the marketing program at Cedarstream, a manufacturer of recreational
vehicles, and have been asked to create a company that acts in compliance with the marketing
concept and has a market orientation. What will you most likely do as your first action?
a. hire new salespeople to find new customers for Cedarstream vehicles
b. create cross-functional entrepreneurial teams to overcome the difficulty of getting people
from different functional areas to work together in developing new products.
c. reorganize the company and make marketing the most important department
d. expand the advertising budget so that potential customers will be more aware of
Cedarstream’s products
ANS: B
Market-oriented companies are successful in getting all business functions working together to
deliver customer value.
PTS: 1 DIF: Application REF: p. 6 OBJ: 2
BLM: Higher order
42. Suppose an organization believes that it exists not only to satisfy customer wants and needs and to
meet organizational objectives but also to preserve or enhance individuals’ and society’s long-term
best interests. What type of orientation does it have?
a. sales orientation
b. marketing orientation
c. focused target market strategy
d. societal orientation
ANS: D PTS: 1 DIF: Definition REF: p. 7
OBJ: 2 BLM: Remember
43. Most companies become sensitized to community issues after they’ve done enough damage to
draw the locals’ anger. Dofasco, Inc., a highly successful steel company in Ontario, tries to get
ahead of business and community issues by annually bringing together representatives from the
local area and deciding what projects to improve the local environment will be implemented. What
type of orientation does Dofasco have as indicated by this annual community-wide meeting?
a. sales
b. societal marketing
c. production
d. product
ANS: B
Societal marketing orientation is the idea that an organization exists not only to satisfy customer
wants and needs and to meet organizational objectives but also to preserve individuals’ and
society’s long-term best interest.
PTS: 1 DIF: Application REF: p. 7 OBJ: 2
BLM: Higher order
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44. Kinko’s copy shops use the equivalent of 10.5 square miles of forest to produce all of the paper
needed by the corporation annually. While the company is committed to making a profit, it is also
committed to preserving the environment. In 1997, Kinko’s wrote an environmental vision in
which it committed the company to conserving natural resources. With this 1997 environmental
vision, what sort of orientation did Kinko’s adopt?
a. sales
b. product
c. societal marketing
d. production
ANS: C
Societal marketing orientation is the idea that an organization exists not only to satisfy customer
wants and needs and to meet organizational objectives but also to preserve individuals’ and
society’s long-term best interest.
PTS: 1 DIF: Application REF: p. 7 OBJ: 2
BLM: Higher order
45. Which of the following statements about the societal orientation is true?
a. Companies that protect the environment by using all-natural materials in their products are
showing a societal marketing orientation.
b. The societal marketing concept is very different from the market concept.
c. Marketers try to deliver all benefits sought by customers even if that results in a negative
effect on the environment.
d. Organizations have either a social or economic justification for their existence.
ANS: A PTS: 1 DIF: Comprehension
REF: p. 7 OBJ: 2 BLM: Higher order
46. Due to consumer concerns about skin cancer and other negative outcomes associated with sun
exposure, the trend in sun-care products throughout most of the 1990s was in favour of higher-SPF
sunscreens. This seems to be changing now, at least for some target segments. In response to the
latest trends of teenagers using baby oil, Crisco, and even motor oil to enhance tanning effects,
Coppertone and Hawaiian Tropic have introduced new low-UV-protection products. While giving
customers want they want indicates a market orientation, creating a potential problem (an increase
in skin cancer fatalities) shows a potential absence of which type of orientation?
a. sales
b. production
c. societal marketing
d. market
ANS: C
Other sun-product companies may be concerned with other market segments and society’s longterm
interests (societal orientation).
PTS: 1 DIF: Application REF: p. 7 OBJ: 2
BLM: Higher order
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47. Levi Strauss developed a Naturals line of jeans that do not use any chemical dyes to colour the
pants. Consumers liked the look of the pants, and Levi’s use of all-natural dyes is good for the
environment. What type of orientation would the production of the Naturals line be consistent
with?
a. societal marketing
b. supplier
c. sales
d. production
ANS: A PTS: 1 DIF: Application REF: p. 7
OBJ: 2 BLM: Higher order
48. Jewellery stores want to provide their customers with the highest quality of diamonds available at
the lowest possible prices. Unfortunately, the lowest-priced diamonds these days are sold by
African rebels who use the profits to engage in genocide. Human rights organization have asked
jewellers to buy diamonds that are “conflict-free,” that is from South Africa, Australia, or Canada.
LeeBrant is one retail jewellery store that sells only diamonds that are certified to be from these
countries. One could say that LeeBrant has a societal marketing orientation.Which type of
orientation do jewellers that are willing to sell the higher priced non-conflict diamonds have?
a. production
b. product
c. market
d. sales
ANS: C
The other jewellers that continue to sell diamonds purchased from the rebels are more interested in
satisfying their customers’ desire for lower prices than in serving society.
PTS: 1 DIF: Application REF: p. 7 OBJ: 2
BLM: Higher order
49. Which of the following is the ratio of benefits to the sacrifice necessary to obtain those benefits?
a. marketing utility
b. opportunity cost
c. market quality
d. customer value
ANS: D PTS: 1 DIF: Definition REF: p. 8
OBJ: 3 BLM: Remember
50. Canada Post argues that its express service is comparable to that offered by FedEx and that its
prices are much lower. Yet FedEx dominates with more than a 45 percent share of the expressdelivery
market. Which of the following statements most accurately describes this situation?
a. Canada Post should lower its prices even further to increase market share.
b. FedEx is perceived as offering greater customer value.
c. Customer value is not an issue in deciding which express-delivery service to use.
d. Canada Post is perceived as offering greater customer value.
ANS: B PTS: 1 DIF: Application REF: p. 8
OBJ: 3 BLM: Higher order
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51. What does Xerox emphasize by replacing at its own expense any dissatisfied customer’s
equipment 57.What can marketers interested in offering customer value do?
a. offer organization-wide commitment to service and after-the-sale support
b. offer unrealistic pricing
c. offer products that perform up to legal safety standards
d. give consumers only what they expect
ANS: A PTS: 1 DIF: Comprehension
REF: p. 8 OBJ: 3 BLM: Remember
52. What is created when customer expectations regarding product quality, service quality, and valuebased
price are met or exceeded?
a. expectation satisfaction
b. planning excellence
c. customer satisfaction
d. a value line
ANS: C PTS: 1 DIF: Definition REF: p. 9
OBJ: 3 BLM: Remember
53. Canada Post argues that its express service is comparable to that offered by FedEx and that its
prices are much lower. Yet FedEx dominates with more than a 45 percent share of the expressdelivery
market. Which of the following statements most accurately describes this situation?
a. FedEx is perceived as offering greater customer value.
b. Customer value is not an issue in deciding which express-delivery service to use.
c. Canada Post is perceived as offering greater customer value.
d. Canada Post should lower its prices even further to increase market share.
ANS: A PTS: 1 DIF: Application REF: p. 8
OBJ: 3 BLM: Higher order
54. What does Xerox emphasize by replacing at its own expense any dissatisfied customer’s
equipment 87.Canada Post argues that its express service is comparable to that offered by FedEx
and that its prices are much lower. Yet FedEx dominates with more than a 45 percent share of the
express-delivery market. Which of the following statements most accurately describes this
situation?
a. Canada Post should lower its prices even further to increase market share.
b. Canada Post is perceived as offering greater customer value.
c. FedEx is perceived as offering greater customer value.
d. Customer value is not an issue in deciding which express-delivery service to use.
ANS: C PTS: 1 DIF: Application REF: p. 8