Case studies | Management homework help

Uncategorized

The final paper will require the student to complete two (2) case studies from the Pinto text (one from Chapter 13 and one from chapter 14). You should incorporate outside resources into their paper. A minimum of five (5) outside sources will need to be referenced.

1) Respond to the following case study from Pinto Chapters 13

Case Study 13.2

2) Respond to the following case study from Pinto Chapters 14

Case Study 14.3

CASE STUDY 13.2:

Conceived in the 1980s as a device to accelerate particles in high-energy physics research, the Superconducting Supercollider (SSC) was a political and technical hot potato from the beginning. The technical challenges as- sociated with the SSC were daunting. Its purpose was to smash subatomic particles together at near the speed of light. That would require energy levels of 40 trillion elec- tron volts. Using the physics of quantum mechanics, the goal of the project was to shed light on some of the fun- damental questions about the formation of the universe. The SSC was designed to be the largest particle accelera- tor ever constructed, far bigger than its counterpart at Fermi Laboratory. In order to achieve these energy levels, a set of 10,000 magnets was needed. Each of the magnets, cylindrical in shape (1 foot in diameter and 57 feet long), would need to operate at peak levels if the accelerator were to achieve the necessary energy levels for proton collision. The expected price tag just for the construction of the magnets was estimated at $1.5 billion.

The technical difficulties were only part of the over- all scope of the project. Construction of the SSC would be an undertaking of unique proportions. Scientists deter- mined that the accelerator required a racetrack-shaped form, buried underground for easier use. The overall circumference of the planned SSC required 54 miles of tunnel to be bored 165 to 200 feet underground. The ini- tial budget estimate for completing the project was $5 billion, and the estimated schedule would require eight years to finish the construction and technical assemblies.

The SSC’s problems began almost immediately after President Reagan’s 1988 kickoff of the project. First, the public (including Congress) had little understand- ing of the purpose of the project. A goal as nebulous as “particle acceleration” for high-energy physics was not one easily embraced by a majority of citizens. The origi- nal operating consortium, URA, consisted of 80 public and private American research centers and universities, but it was expected that European and Asian scientists also would wish to conduct experiments with the SSC. Consequently, the U.S. Department of Energy hoped to offset some of the cost through other countries. While initially receptive to the idea of participating in the project, these countries became vague about their levels of contribution and time frame for payment.

Another huge problem was finding a suitable loca- tion for the site of the SSC. At its peak, work on the SSC was expected to employ 4,500 workers. Further, once in full-time operation, the SSC would require a perma- nent staff of 2,500 employees and an annual operating budget of $270 million. Clearly, it was to almost every state’s interest to lure the SSC. The result was a political nightmare as the National Research Council appointed a site review committee to evaluate proposals from 43 states. After making their judgments based on a series of performance and capability criteria, the committee narrowed their list to eight states. Finally, in late 1988, the contract for the SSC was awarded to Waxahachie, Texas, on a 16,000-acre tract south of Dallas. While Texas was thrilled with the award, the decision meant ruffled feathers for a number of other states and their disappointed congressional representatives.

The final problem with the SSC almost from the beginning was the mounting federal budget deficit, which caused more and more politicians to question the decision to allocate money at a time when Congress was looking for ways to cut more than $30 billion from the budget. This concern ended up being a long-term problem, as the SSC was allocated only $100 million for 1989, less than one third of its initial $348 million fund- ing request. Budget battles would be a constant refrain throughout the SSC’s short life.

Work proceeded slowly on the Waxahachie site throughout the early 1990s. Meanwhile, European finan- cial support for the project was not forthcoming. The various governments privately suspected that the project would never be completed. Their fears were becoming increasingly justified as the cost of the project contin- ued to rise. By 1993, the original $5 billion estimate had ballooned to $11 billion. Meanwhile, less than 20% of the construction had been completed. The process was further slowed when Congress began investigating expenditures and determined that accounting proce- dures were inadequate. Clearly, control of the project’s budget and schedule had become a serious concern.

In a last desperate move to save SSC funding, Energy Secretary Hazel O’Leary fired URA as prime contractor for the construction project. There was talk of replacing URA with a proven contractor—Martin Marietta and Bechtel were the two leading candidates. By then, however, it was a case of too little, too late. Costs continued to climb and work proceeded at such a snail’s pace that when the 1994 federal budget was put together, funding for the SSC had been removed entirely. The project was dead. The nonrecoverable costs to the U.S. taxpayer from the aborted project have been estimated at anywhere between $1 billion and $2 billion.

Few questioned the government’s capability to construct such a facility. The technology, though lead- ing-edge, had been used previously in other research laboratories. The problem was that the pro- and anti- SSC camps tended to split between proponents of pure research and those who argued (increasingly swaying political support their way) that multibil- lion-dollar research having no immediate discernible impact on society was a luxury we could not afford, particularly in an era of federal budget cuts and hard choices. The SSC position was further weakened by the activities of the research consortium super- vising the project, URA. Its behavior was termed increasingly arrogant by congressional oversight groups that began asking legitimate questions about expenditures and skyrocketing budget requests. In place of evidence of definable progress, the project offered only a sense of out-of-control costs and poor oversight—clearly not the message to send when American taxpayers were questioning their decision to foot a multibillion-dollar bill.17

Questions

1. Suppose you were a consultant called into the project by the federal government in 1990, when it still seemed viable. Given the start to the project, what steps would you have taken to reintroduce some positive “spin” on the Superconducting Supercollider?

2. What were the warning signs of impending fail- ure as the project progressed? Could these signs have been recognized so that problems could have been foreseen and addressed or, in your opinion, was the project simply impossible to achieve? Take a position and argue its merits.

3. Search for “superconducting supercollider” on the Internet. How do the majority of stories about the project present it? Given the negative perspective, what are the top three lessons to be learned from this project?

CASE STUDY 14.3:

In midsummer 2008, the U.S. Navy announced its decision to cancel the DDG 1000 Zumwalt destroyer, after the first two were completed at shipyards in Maine and Mississippi. This decision, originally stated as due to the ship’s high construction cost, points to a highly controversial and, it could be argued, poor scope management process since the beginning.

The Zumwalt class of destroyers was conceived for a unique role. They were to operate close offshore (in what is referred to as the littoral environment) and provide close-in bombardment support against enemy targets, using their 155-millimeter guns and cruise missiles. With a displacement of 14,500 tons and a length of 600 feet, the ships have a crew of only 142 people due to advanced automated systems used throughout. Additional features of the Zumwalt class include advanced “dual-band” radar systems for accu- rate targeting and fire support, as well as threat iden- tification and tracking. The sonar is also considered superior for tracking submarines in shallow, coastal waterways. However, the most noticeable characteris- tic of the Zumwalt class was the decision to employ “stealth” technology in its design, in order to make the destroyer difficult for enemy radar to track. This technology included the use of composite, “radar- absorbing” materials and a unique, wave-piercing hull design. Thus, the Zumwalt, in development since the late 1990s, was poised to become the newest and most impressive addition to the Navy’s fleet.

Unfortunately, the ship was hampered from the beginning by several fundamental flaws. First, its price tag, which was originally expected to be nearly $2.5 billion per vessel, ballooned to an estimated $5 billion for each ship. In contrast, the Navy’s current state- of-the-art Arleigh Burke class of destroyers cost $1.3 billion per ship. Cost overruns became so great that the original 32 ships of the Zumwalt class the Navy intended to build were first reduced to 12 and then to seven. Finally, after another congressional review, the third destroyer in the class, to be built at Maine’s Bath Iron Works, was funded with the proviso that this would be the last built, effectively killing the program after three destroyers were completed. The first ship of the class was christened in April 2014 at the Bath Iron Works shipyard and is expected to be delivered to the Navy in September.

In addition to the high cost, of significantly more concern were the design and conceptual flaws in the Zumwalt destroyers, a topic the Navy has been keen to avoid until recently. For example, the ship is not fit- ted with an effective antiship missile system. In other words, the Zumwalt cannot defend itself against bal- listic antiship missiles. Considering that the mission of the Zumwalt is close-in support and shore bombard- ment, the inability to effectively defend itself against antiship missiles is a critical flaw. Critics have con- tended that the Navy knew all along that the Zumwalt could not employ a reasonable antiship missile defense. The Navy argues that the ship can carry such missiles of its own but acknowledges that it cannot guide those missiles toward a target. This raises the question: If these ships need nonstealth vessels around them for protection against incoming threats, what is the point of creating a stealth ship in the first place?

Another problem has emerged from a closer examination of the role the Navy envisioned for the Zumwalt. If its main purpose was truly to serve as an offshore bombardment platform, why use it at all? Couldn’t carrier-based aircraft hit these targets just as easily? How about GPS-guided cruise missiles? The then-deputy chief of naval operations, Vice Admiral Barry McCullough, conceded this critical point in acknowledging, “With the accelerated advancement of precision munitions and targeting, excess fire capacity already exists from tactical aviation.” In other words, why take the chance of exposing nearly defenseless ships near enemy shorelines to destroy the same tar- gets that air power can eliminate at much lower risk?

In short, despite initially protesting that the Zumwalt was a crucial new weapon platform to support the Navy’s role, critics and the Navy’s own analysis have confirmed that the DDG 1000 destroyer class represents an investment in risky technology based on a questionable need. It is too expensive, cannot adequately defend itself, and is intended to do a job for which other options are bet- ter suited. The cancellation of the Zumwalt destroyer project was ultimately the correct decision, albeit a tardy one, in that it has cost the American taxpayers an estimated $13 billion in R&D and budget funding to build three ships that are likely to have no imme- diate or useful role in the near future.

Sadly, it is debatable whether the Navy truly learned the hard lessons of the Zumwalt destroyer development, as its newest generation of ship, the Littoral Combat Ship (LCS), is currently being sub- jected to the same kind of scrutiny and criticism that characterized the long controversy of the Zumwalt. For example, with initial cost overruns corrected, the LCS class is estimated to cost $400 million per ship, which is a substantial savings over the DDG- 1000. However, critics charge that, as with the Zumwalt destroyer, the Navy continues to cram too much cutting-edge and unproven technology into the ships, without a clear sense of the mission they were designed to undertake. Small and fragile, crit- ics have contended that even the Navy’s own assess- ment admits that placing these craft in harm’s way will invite severe problems, with one report conclud- ing, “LCS is not expected to be survivable in a hos- tile combat environment . . . .” Finally, the decision to continue making hull and weapon modifications to the ship, even as the first of the class are in produc- tion, leads to concern about the stability of the pro- gram. Will the missions the latter ships are capable of performing even resemble the role designed for them today? Although the Navy envisioned building 52 of the craft, current plans are to limit production to 32, with senior Congressmen demanding that no more than 24 ever be produced. Over budget, with a too- complicated design and uncertain mission capabili- ties—it appears that the LCS is taking the place of the Zumwalt, with the Navy still relearning its lessons.31

Questions

1. The U.S. Department of Defense has a long his- tory of sponsoring projects that have questionable usefulness. If you were assigned as a member of a project review team for a defense project, what cri- teria would you insist such a project has in order to be supported? In other words, what are the bare essentials needed to support such a project?

2. Why, in your opinion, is there such a long his- tory of defense projects overshooting their bud- gets or failing some critical performance metrics? (Consider other project cases in this text, includ- ing the Expeditionary Fighting Vehicle discussed in Chapter 5.)

3. “The mystery is not that the Zumwalt was can- celed. The mystery is why it took so long for it to be canceled.” Do you agree with this assessment? Why or why not?

4. Google “criticisms of the Littoral Combat Ship” and identify some of the problems that critics have listed. In light of these problems, why do you think the Navy has pressed ahead with the development of the LCS?

INSTRUCTIONS:

The Title page and the Reference page do NOT count toward the page requirement.

3-5 pages means 3-5 pages. It does not mean 1 page, 1 1/2 pages or 2 pages. It also does not mean that you use 15-pitch font as opposed to 12-pitch font.

Use the APA format; Times New Roman and 12pt font.

Do NOT restate the case. I read it. I understand it.

Avoid general statements. Be specific.

Proof read your work.

Stop trying to solve the issues. Break the case down. Analyze it. What happened? Where did it go wrong? What should have happened? [This is called analysis]

Next, provide a synthesis of the key Project Management concepts of each of the texts.

You were to analyze the case and incorporate the processes and tools that the Project Manager has available.

Use the rationale provided in the text and outside sources to support your responses/comments, and conclusions. This is how you strengthen your work in Academia.

You must display your understanding of the Project Management processes and tools as you progress from week to week.

Continue to order Get a quote

July 1, 2023

MK201 Chapters 4-5 Week 2 Quiz Questions

Total points: 4

Directions: Select the best response for each. Please post your selections in the Blackboard response section numbered 1-30 with response to each corresponding question.

Due: Sunday at midnight for each week of this course.

Scenario 4.1

Use the following to answer the questions.

Because of the development of optical scanners and cable television, marketing researchers can now test the effectiveness of advertising more precisely. Volunteers in a minimum of six cities are offered food discounts in return for allowing marketing research firms to monitor grocery purchases and send trial commercials to their homes through cable television.

The research subjects shop only at stores equipped with UPC scanners, and their purchases are identified by a special card. Respondents are also told that some of the commercials they see on cable television may differ from those seen by their neighbors. Buying patterns are then compared. For example, Kashi cereals tested a Crunchy Wheat promotion using this system. Half of the 5,000 participating homes in one city saw a commercial announcing the promotion; the other half saw a commercial that did not mention the promotion. Kashi used scanner data to evaluate the promotion's success and offered the commercials nationwide.

1. Refer to Scenario 4.1. Kashi's testing of the Crunchy Wheat promotion is an example of

a.	the collection of secondary data.
b.	information feedback.
c.	an exploratory study.
d.	a descriptive study.
e.	defining and locating problems.

2. Refer to Scenario 4.1. Suppose that when selecting the 5,000 homes to participate in scanner studies in one city, the research firm first divided the city's population into upper-, middle-, and lower-class families, then took a probability sample within each group. This would be a(n) ____ sample.

a.	random
b.	stratified
c.	area
d.	quota
e.	population

3. Refer to Scenario 4.1. The 5,000 households that allowed their group purchases to be scanned are a

a.	focus group.
b.	quota.
c.	sample.
d.	target market.
e.	population.

4. Refer to Scenario 4.1. When the researchers compared the average sales of Crunchy Wheat for the group that saw the promotion with the average sales for the group that did not see the promotion, in which stage of the marketing research process were they?

a.	Defining and locating problems
b.	Reporting research findings
c.	Developing hypotheses
d.	Collecting data
e.	Interpreting research findings

Scenario 4.2

Use the following to answer the questions.

Colin Jackson recently purchased Blue Waters Adventures, a kayak and canoeing rental business near the Chatsworth River in Arizona. Even though the winters in the area can be cold, kayaking and canoeing activities are generally popular year-round. After two months of operation, it became clear why the previous owners had sold the business: even though it seemed to be ideally located, sales were extremely disappointing.

5. Refer to Scenario 4.2. Colin decided to apply some of the things he had learned in his MBA marketing research class to his business. The first thing he did was to

a.	develop a questionnaire.
b.	identify a sample frame.
c.	define the problem to be researched.
d.	conduct store exit interviews.
e.	collect secondary data.

6. Refer to Scenario 4.2. Colin developed a research design to aid his investigation. This design included a questionnaire that attempted to measure "outdoor activity preferences"; however, Colin's MBA professor said that the questionnaire measured not "outdoor activity preferences" but something else. The professor was questioning the research design's

a.	reliability.
b.	significance.
c.	truthfulness.
d.	corroboration.
e.	validity.

7. Refer to Scenario 4.2. Colin went to the university library and collected everything he could find on the kayaking and canoeing sports industries. The type of data he collected are known as ____ data.

a.	primary
b.	secondary
c.	descriptive
d.	exploratory
e.	mixed

8. Refer to Scenario 4.2. Besides administering the questionnaire, Colin observed people who went kayaking and canoeing on the Chatsworth River, making notes about their appearance and behavior. The type of data he collected are ____ data.

a.	indirect
b.	mechanical
c.	secondary
d.	primary
e.	direct

9. Refer to Scenario 4.2. Before administering the questionnaire, Colin discovered through talking to other sports rental businesses that, although retired males made up a small percentage of the area's population, they often rented kayaks and canoes. In light of this, Colin decided to include a minimum of 25 percent retired males in his sample. The final choice of respondents was left up to the interviewers. This sampling method is known as ____ sampling.

a.	quota
b.	stratified
c.	random
d.	representative
e.	area

Scenario 5.1

Use the following to answer the questions.

Lil' Angels Kids Spa offers various treatments designed to appeal to the younger customer. Treatment options include manicures, pedicures, facials, tea parties, and dress up photos. Parents can even purchase a birthday party package. Lil' Angels offers its services only to girls under the age of 14. Originally begun in Delaware, Lil' Angels is considering opening its spa/salons in other parts of the country and is planning to expand its offerings to girls aged 14 to 17. The company realizes that some changes may be needed. For example, management wants to find out if the older girls will be interested in their birthday party and tea party services.

10. Refer to Scenario 5.1. Lil' Angels Kids Spa is currently using a(n)____ targeting strategy.

a.	undifferentiated
b.	exclusive
c.	concentrated
d.	differentiated
e.	selective

11. Refer to Scenario 5.1. Which of the following best describes Lil' Angels' current approach to the market?

a.	It is segmenting the market according to demographic variables.
b.	It is segmenting the market according to product-related variables.
c.	It has chosen a segment that is not identifiable and divisible.
d.	Its market is impossible to reach because of legal constraints.
e.	It is not segmenting the market but is attempting to reach everyone with the product.

12. Refer to Scenario 5.1. Which of the following bases is Lil' Angels using to segment its market?

a.	behavioristic
b.	frequency of use
c.	age
d.	income
e.	family life cycle

13. Refer to Scenario 5.1. What method should Lil' Angels use to forecast sales in new regions?

a.	Sales force survey
b.	Time series analysis
c.	Correlation method
d.	Market test
e.	Regression analysis

Scenario 5.2

Use the following to answer the questions.

GE Transportation produces locomotive engines for sale in countries around the world. After looking at the total market for locomotive engines, the company found that different rail lines wanted engines. Major rail lines in the U.S. and South America wanted engines to haul heavy freight. Rail lines in Sweden and Germany were interested in a cleaner, greener locomotive engine. Rail lines operated by several Eastern European countries wanted locomotive engines for running short distances between cities in their own country. GE Transportation is currently manufacturing its GE 4400 for heavy freight, its Hybrid Eco-Engine, and its Dash 9, suited for shortline transport.

14. Refer to Scenario 5.2. Which of the following targeting strategies is GE Transportation most likely using?

a.	Undifferentiated
b.	Differentiated
c.	Concentrated
d.	Selective
e.	Market diffusion

15. Refer to Scenario 5.2. What segmentation variable is GE Transportation using to select a target market?

a.	Demographic
b.	Benefit expectations
c.	Income
d.	Volume usage
e.	Psychographic

16. Refer to Scenario 5.2. Suppose that GE Transportation decided to produce only locomotive engines for rail lines in the United States. The segmentation variable then would be

a.	geographic location.
b.	type of organization.
c.	market density.
d.	product use.
e.	customer size.

17. Refer to Scenario 5.2. Researchers at GE Transportation estimate that 1,000 rail lines throughout the world will purchase some kind of locomotive engine next year. That number represents the

a.	company sales potential.
b.	breakdown approach.
c.	market potential.
d.	buildup approach.
e.	company sales forecast.

ANS: C PTS: 1 DIF: Difficult

OBJ: 05-05 Understand how to evaluate market segments.

NAT: AACSB: Analytic | MKTG: Model Research MSC: Application

18. Refer to Scenario 5.2. If a GE Transportation researcher analyzes monthly sales data for a four-year time frame, looking for periodic fluctuations, the researcher is doing a ____ analysis.

a.	trend
b.	seasonal
c.	cycle
d.	random factor
e.	regression

MULTIPLE CHOICE

19. If Procter & Gamble, the maker of Dawn dishwashing liquid, wants to know what percentage of customers examine product labels before making a product selection in the grocery store, it can best gain this information through

a.	focus groups.
b.	mail surveys.
c.	personal interviews.
d.	observation.
e.	mall intercepts.

20. Nathan, a marketing manager for Casual Express, a retail clothing store chain, wants to use observation methods to gather information about shopping behavior. Which of the following should Nathan know about observation methods of data collection?

a.	Observation uses secondary sources of data.
b.	Observation depends on mall interviews.
c.	Observation can tell Nirendra what is being done, but not why.
d.	Observation focuses on open-ended questions.
e.	Observation works best for telephone surveys.

21. Any group of people who, as individuals or as organizations, have needs for products in a product class and who have the ability, willingness, and authority to buy such products is a(n)

a.	business market.
b.	market.
c.	undifferentiated market
d.	segmented market
e.	market variable

22. Which of the following is not a characteristic of a consumer market?

a.	it consists of purchasers who intend to consume or benefit from the purchased products
b.	they do not buy products for the main purpose of making a profit
c.	they are sometimes referred to as B2C markets
d.	their purchasing decisions are always made by only one individual
e.	each of us belongs to numerous markets of this type

23. Which of these statements is not true about business markets?

a.	the purchase may be made to resell the item
b.	the purchase is always made by more than one individual
c.	the purchase may be made to use in general daily operations
d.	the purchase may be made to use in production of another product
e.	they can also be referred to as organizational markets

TRUE/FALSE

24. Marketing research is a systematic and orderly gathering of information supplied through the routine reporting system within the organization.

25. The purpose of marketing research is to inform an organization about customers' needs and desires, marketing opportunities for particular goods and services, and changing attitudes and purchase patterns of customers.

26. The first sign of a problem is usually a departure from some normal function, such as a failure to attain objectives.

27. Online focus groups are more expensive than tradition sit down groups.

28. A market is a group of people who, as individuals, have needs for products in a product class and have the ability, willingness, and authority to purchase such products.

29. Individuals' ability to buy depends on the amount of their buying power.

30. The four requirements of a market are that the individuals in the market must have a need for the product and the ability, willingness, and authority to buy it.

July 1, 2023

MK201 Chapters 4-5 Week 2 Quiz Questions

Total points: 4

Directions: Select the best response for each. Please post your selections in the Blackboard response section numbered 1-30 with response to each corresponding question.

Due: Sunday at midnight for each week of this course.

Scenario 4.1

Use the following to answer the questions.

1. Refer to Scenario 4.1. Kashi's testing of the Crunchy Wheat promotion is an example of

a.	the collection of secondary data.
b.	information feedback.
c.	an exploratory study.
d.	a descriptive study.
e.	defining and locating problems.

a.	random
b.	stratified
c.	area
d.	quota
e.	population

3. Refer to Scenario 4.1. The 5,000 households that allowed their group purchases to be scanned are a

a.	focus group.
b.	quota.
c.	sample.
d.	target market.
e.	population.

a.	Defining and locating problems
b.	Reporting research findings
c.	Developing hypotheses
d.	Collecting data
e.	Interpreting research findings

Scenario 4.2

Use the following to answer the questions.

5. Refer to Scenario 4.2. Colin decided to apply some of the things he had learned in his MBA marketing research class to his business. The first thing he did was to

a.	develop a questionnaire.
b.	identify a sample frame.
c.	define the problem to be researched.
d.	conduct store exit interviews.
e.	collect secondary data.

a.	reliability.
b.	significance.
c.	truthfulness.
d.	corroboration.
e.	validity.

a.	primary
b.	secondary
c.	descriptive
d.	exploratory
e.	mixed

a.	indirect
b.	mechanical
c.	secondary
d.	primary
e.	direct

a.	quota
b.	stratified
c.	random
d.	representative
e.	area

Scenario 5.1

Use the following to answer the questions.

10. Refer to Scenario 5.1. Lil' Angels Kids Spa is currently using a(n)____ targeting strategy.

a.	undifferentiated
b.	exclusive
c.	concentrated
d.	differentiated
e.	selective

11. Refer to Scenario 5.1. Which of the following best describes Lil' Angels' current approach to the market?

a.	It is segmenting the market according to demographic variables.
b.	It is segmenting the market according to product-related variables.
c.	It has chosen a segment that is not identifiable and divisible.
d.	Its market is impossible to reach because of legal constraints.
e.	It is not segmenting the market but is attempting to reach everyone with the product.

12. Refer to Scenario 5.1. Which of the following bases is Lil' Angels using to segment its market?

a.	behavioristic
b.	frequency of use
c.	age
d.	income
e.	family life cycle

13. Refer to Scenario 5.1. What method should Lil' Angels use to forecast sales in new regions?

a.	Sales force survey
b.	Time series analysis
c.	Correlation method
d.	Market test
e.	Regression analysis

Scenario 5.2

Use the following to answer the questions.

14. Refer to Scenario 5.2. Which of the following targeting strategies is GE Transportation most likely using?

a.	Undifferentiated
b.	Differentiated
c.	Concentrated
d.	Selective
e.	Market diffusion

15. Refer to Scenario 5.2. What segmentation variable is GE Transportation using to select a target market?

a.	Demographic
b.	Benefit expectations
c.	Income
d.	Volume usage
e.	Psychographic

16. Refer to Scenario 5.2. Suppose that GE Transportation decided to produce only locomotive engines for rail lines in the United States. The segmentation variable then would be

a.	geographic location.
b.	type of organization.
c.	market density.
d.	product use.
e.	customer size.

17. Refer to Scenario 5.2. Researchers at GE Transportation estimate that 1,000 rail lines throughout the world will purchase some kind of locomotive engine next year. That number represents the

a.	company sales potential.
b.	breakdown approach.
c.	market potential.
d.	buildup approach.
e.	company sales forecast.

ANS: C PTS: 1 DIF: Difficult

OBJ: 05-05 Understand how to evaluate market segments.

NAT: AACSB: Analytic | MKTG: Model Research MSC: Application

18. Refer to Scenario 5.2. If a GE Transportation researcher analyzes monthly sales data for a four-year time frame, looking for periodic fluctuations, the researcher is doing a ____ analysis.

a.	trend
b.	seasonal
c.	cycle
d.	random factor
e.	regression

MULTIPLE CHOICE

a.	focus groups.
b.	mail surveys.
c.	personal interviews.
d.	observation.
e.	mall intercepts.

a.	Observation uses secondary sources of data.
b.	Observation depends on mall interviews.
c.	Observation can tell Nirendra what is being done, but not why.
d.	Observation focuses on open-ended questions.
e.	Observation works best for telephone surveys.

21. Any group of people who, as individuals or as organizations, have needs for products in a product class and who have the ability, willingness, and authority to buy such products is a(n)

a.	business market.
b.	market.
c.	undifferentiated market
d.	segmented market
e.	market variable

22. Which of the following is not a characteristic of a consumer market?

a.	it consists of purchasers who intend to consume or benefit from the purchased products
b.	they do not buy products for the main purpose of making a profit
c.	they are sometimes referred to as B2C markets
d.	their purchasing decisions are always made by only one individual
e.	each of us belongs to numerous markets of this type

23. Which of these statements is not true about business markets?

a.	the purchase may be made to resell the item
b.	the purchase is always made by more than one individual
c.	the purchase may be made to use in general daily operations
d.	the purchase may be made to use in production of another product
e.	they can also be referred to as organizational markets

TRUE/FALSE

24. Marketing research is a systematic and orderly gathering of information supplied through the routine reporting system within the organization.

26. The first sign of a problem is usually a departure from some normal function, such as a failure to attain objectives.

27. Online focus groups are more expensive than tradition sit down groups.

28. A market is a group of people who, as individuals, have needs for products in a product class and have the ability, willingness, and authority to purchase such products.

29. Individuals' ability to buy depends on the amount of their buying power.

30. The four requirements of a market are that the individuals in the market must have a need for the product and the ability, willingness, and authority to buy it.

July 1, 2023

MK201 Chapters 4-5 Week 2 Quiz Questions

Total points: 4

Directions: Select the best response for each. Please post your selections in the Blackboard response section numbered 1-30 with response to each corresponding question.

Due: Sunday at midnight for each week of this course.

Scenario 4.1

Use the following to answer the questions.

1. Refer to Scenario 4.1. Kashi's testing of the Crunchy Wheat promotion is an example of

a.	the collection of secondary data.
b.	information feedback.
c.	an exploratory study.
d.	a descriptive study.
e.	defining and locating problems.

a.	random
b.	stratified
c.	area
d.	quota
e.	population

3. Refer to Scenario 4.1. The 5,000 households that allowed their group purchases to be scanned are a

a.	focus group.
b.	quota.
c.	sample.
d.	target market.
e.	population.

a.	Defining and locating problems
b.	Reporting research findings
c.	Developing hypotheses
d.	Collecting data
e.	Interpreting research findings

Scenario 4.2

Use the following to answer the questions.

5. Refer to Scenario 4.2. Colin decided to apply some of the things he had learned in his MBA marketing research class to his business. The first thing he did was to

a.	develop a questionnaire.
b.	identify a sample frame.
c.	define the problem to be researched.
d.	conduct store exit interviews.
e.	collect secondary data.

a.	reliability.
b.	significance.
c.	truthfulness.
d.	corroboration.
e.	validity.

a.	primary
b.	secondary
c.	descriptive
d.	exploratory
e.	mixed

a.	indirect
b.	mechanical
c.	secondary
d.	primary
e.	direct

a.	quota
b.	stratified
c.	random
d.	representative
e.	area

Scenario 5.1

Use the following to answer the questions.

10. Refer to Scenario 5.1. Lil' Angels Kids Spa is currently using a(n)____ targeting strategy.

a.	undifferentiated
b.	exclusive
c.	concentrated
d.	differentiated
e.	selective

11. Refer to Scenario 5.1. Which of the following best describes Lil' Angels' current approach to the market?

a.	It is segmenting the market according to demographic variables.
b.	It is segmenting the market according to product-related variables.
c.	It has chosen a segment that is not identifiable and divisible.
d.	Its market is impossible to reach because of legal constraints.
e.	It is not segmenting the market but is attempting to reach everyone with the product.

12. Refer to Scenario 5.1. Which of the following bases is Lil' Angels using to segment its market?

a.	behavioristic
b.	frequency of use
c.	age
d.	income
e.	family life cycle

13. Refer to Scenario 5.1. What method should Lil' Angels use to forecast sales in new regions?

a.	Sales force survey
b.	Time series analysis
c.	Correlation method
d.	Market test
e.	Regression analysis

Scenario 5.2

Use the following to answer the questions.

14. Refer to Scenario 5.2. Which of the following targeting strategies is GE Transportation most likely using?

a.	Undifferentiated
b.	Differentiated
c.	Concentrated
d.	Selective
e.	Market diffusion

15. Refer to Scenario 5.2. What segmentation variable is GE Transportation using to select a target market?

a.	Demographic
b.	Benefit expectations
c.	Income
d.	Volume usage
e.	Psychographic

16. Refer to Scenario 5.2. Suppose that GE Transportation decided to produce only locomotive engines for rail lines in the United States. The segmentation variable then would be

a.	geographic location.
b.	type of organization.
c.	market density.
d.	product use.
e.	customer size.

17. Refer to Scenario 5.2. Researchers at GE Transportation estimate that 1,000 rail lines throughout the world will purchase some kind of locomotive engine next year. That number represents the

a.	company sales potential.
b.	breakdown approach.
c.	market potential.
d.	buildup approach.
e.	company sales forecast.

ANS: C PTS: 1 DIF: Difficult

OBJ: 05-05 Understand how to evaluate market segments.

NAT: AACSB: Analytic | MKTG: Model Research MSC: Application

18. Refer to Scenario 5.2. If a GE Transportation researcher analyzes monthly sales data for a four-year time frame, looking for periodic fluctuations, the researcher is doing a ____ analysis.

a.	trend
b.	seasonal
c.	cycle
d.	random factor
e.	regression

MULTIPLE CHOICE

a.	focus groups.
b.	mail surveys.
c.	personal interviews.
d.	observation.
e.	mall intercepts.

a.	Observation uses secondary sources of data.
b.	Observation depends on mall interviews.
c.	Observation can tell Nirendra what is being done, but not why.
d.	Observation focuses on open-ended questions.
e.	Observation works best for telephone surveys.

21. Any group of people who, as individuals or as organizations, have needs for products in a product class and who have the ability, willingness, and authority to buy such products is a(n)

a.	business market.
b.	market.
c.	undifferentiated market
d.	segmented market
e.	market variable

22. Which of the following is not a characteristic of a consumer market?

a.	it consists of purchasers who intend to consume or benefit from the purchased products
b.	they do not buy products for the main purpose of making a profit
c.	they are sometimes referred to as B2C markets
d.	their purchasing decisions are always made by only one individual
e.	each of us belongs to numerous markets of this type

23. Which of these statements is not true about business markets?

a.	the purchase may be made to resell the item
b.	the purchase is always made by more than one individual
c.	the purchase may be made to use in general daily operations
d.	the purchase may be made to use in production of another product
e.	they can also be referred to as organizational markets

TRUE/FALSE

24. Marketing research is a systematic and orderly gathering of information supplied through the routine reporting system within the organization.

26. The first sign of a problem is usually a departure from some normal function, such as a failure to attain objectives.

27. Online focus groups are more expensive than tradition sit down groups.

28. A market is a group of people who, as individuals, have needs for products in a product class and have the ability, willingness, and authority to purchase such products.

29. Individuals' ability to buy depends on the amount of their buying power.

30. The four requirements of a market are that the individuals in the market must have a need for the product and the ability, willingness, and authority to buy it.

Essay (any type)

August 22, 2022

They have a magnificent team. These people are always kind and willing to listen to your concerns or issues. Better yet, your assignment is always ready before the time, they usually send you a draft to double-check before they finalize your paper.

Case study

August 22, 2022

Completed quickly and followed instructions given. Grammar, spelling, etc. was all good as well. Thank you so much! Will hire in the future.

Presentation/PPT

August 22, 2022

The work has not been graded but I like the output that was submitted to me. Is it possible for the same prof to do the next assignment I will be submitting? If possible, I will greatly appreciate it.

Journal article

August 22, 2022

My third using this writer and absolutely amazing work! Very punctual and very understanding.

Article

August 22, 2022

Outstanding job in writing my paper. I am always thrill to receive a well written paper that follows the instructions and the thorough details put into my paper. The quality of this paper is beyond awesome. Thank you so much.

Thesis/Thesis chapter

August 22, 2022

I absolutely love this writer! He/she always cranks out a fabulous paper and follows the assignment guidelines/instructions perfectly. Thanks again for always providing such quality work!!!

Research paper

August 22, 2022

It took some time to achieve the product I was looking for, but we eventually got there. I do feel like a lot of hard work was put into this, and it even exceeded the page requirement. I'm pretty pleased overall. I give my thanks.

Lab Report

August 22, 2022

Outstanding work! This writer followed every instruction and my paper came back with an A! I recommend to anyone needing help! Thank you again ❤️

Outline

August 22, 2022

Essay (any type)

August 22, 2022

Made 100% on both the outline and the paper. Quick turnaround time and my writer responded within 30 min or less. Any edits my instructor needed, my writer was patient and worked diligently to accomplish the task. Would recommend my writer to anyone!

Essay (any type)

August 5, 2021

You are making my life so much easier! I am a single mom that works and goes to school. You guys are helping me with my projects so I can have more free time with my son.

Annotated Bibliography

August 5, 2021

I was sure it can fit in a single page but the next time I will add one more page because I am impressed with your professionalism and quality. Will use many more times till I graduate.

Essay (any type)

August 5, 2021

Simple registration and quality services. I just ordered one paper, and it was good enough to pass the exam. That is what I need the most. Good job.

Research Proposal

August 5, 2021

I couldn’t finish my freaking essay, and I was very desperate. A friend of mine sent me a link, and that is how I found out about you guys. Thank you for professional tips and editing. Now, I understand how to write it properly.

Reflection

August 5, 2021

I’m so grateful to you since you managed to complete my term paper in one day! You are definitely the best company ever!

Essay (any type)

August 5, 2021

I am sure on your ability to provide any type of paper I will order. I wish I could develop that skill your writers have to be able to have a flow of ideas and excellent sequencing of thoughts in writing.

Coursework

August 5, 2021

I ordered a thesis paper and was satisfied. All the guys were polite and highly professional, even when I wrote to them several times per day. Thanks for your passion!

Discussion Essay

August 5, 2021

I turned to the service twice, and my papers always were beyond the expectations. To tell the truth, I was ready to find some grammar errors or something like that. However, everything was neat and tidy.

August 5, 2021

My friend recommended Doctor My Essay to me. It is convenient! Now we both turn to the service periodically coz wanna save some time and use it more effectively. I know that while I’m developing my startup, an expert is working on paper. Time management in work!

Research Paper

August 5, 2021

I write all paper works by myself but have some problems with literacy. Actually, I have enormous problems because English is not my native language. However, with proofreading from Doctor My Essay, I can relax and don’t be ashamed of mistakes.

Argumentative Essay

August 5, 2021

Your ability to write concisely is a finding. The paper has a solid argument. It’s clear that the writer understood central claim about the topic. He also presented original ideas to consider.

Coursework

August 5, 2021

That paper got the highest grade in my class and the professor thinks I’m the smartest student. Lol.

Essay (any type)

August 5, 2021

I was convinced that paper writing services are the fiction for naive students. But when it came to my research paper that was to be composed in 72 hours, I had no other options. I made the right choice when I ordered it from you!

Business Plan

August 5, 2021

I was also satisfied with the service. Usually, I write everything by myself, but this time ( I have no idea how it happens!) I missed the deadline. My writer was very responsible, wrote the essay quickly, and kept the instructions. Nice to know that such experts exist!

Annotated Bibliography

August 5, 2021

It is really affordable! The prices start from 9$, which is an excellent proposal on the market. Recently I worked with another service that took much more money and provided lower quality papers.

Research proposal

August 5, 2021

I am absolutely satisfied. I am first timer here. Revision was made quickly, and the author met my expectations. Thanks a lot. Paper is phenomenal.

Essay (any type)

August 5, 2021

Having heard a lot of negative reviews about such services, I was a bit skeptical. However, our cooperation with Doctor My Essay was without pitfalls. I made two comments about the final work, and they re-wrote some parts very promptly. I am satisfied and will turn to them in the future.

Research paper

August 5, 2021

It was my first experience in online ordering, and I was a bit nervous. However, this was for nothing. I’ve got a high mark!

Dissertation

August 5, 2021

I understand that buying essays is a doubtful thing. You don’t put effort, don’t represent your ideas… However, I don’t perceive Doctor My Essay as a standard service. They don’t sell papers. They share high expertise!

Coursework

August 5, 2021

According to my previous experience, this service is really the best. They support the client and have competitive writers. I give them a perfect score!

Admission Essay

August 5, 2021

Nice service! It is cool that you can use the calculator on the main page and understand the price policy. For me, it is a huge plus!

Discussion Essay

August 5, 2021

Thanks to God I found this service! If I didn’t send my research to the teacher on time, he would eat me. I tell you! However, with doctor my essay service, I met the deadline, and I am still alive.

Report

August 5, 2021

Your service is excellent! Convenient and not expensive. Thanks for that!

Essay (any type)

August 5, 2021

If you have problems with time management, just like me, you need to cooperate with Doctor My Essay. Once you registered and made the order, you understand how easier it makes your life! Everything is online: ordering, communication… You can control the process everywhere and be sure that an expert will provide a high-level paper.

Case studies | Management homework help

Calculate the price of your order

Our guarantees

Money-back guarantee

Zero-plagiarism guarantee

Free-revision policy

Privacy policy

Fair-cooperation guarantee