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Discussion Problem: 01
5 of 5 points
CAR MINI CASE: In the early 1900s, Henry Ford made a fortune manufacturing Model T cars and selling them
cheaply, making the automobile affordable for a much larger proportion of the population than had previously
been the case. He accomplished this by producing only one model of car and doing so cheaply and at high
volumes through the utilization of assembly line manufacture. In 1923, General Motors decided to increase its
market share in the automobile industry by offering, instead of just one model, as Ford did, a variety of
affordable mass-produced models to meet the various differing needs of different types of consumers.

In the CAR MINI CASE, Ford's business strategy focused on ________.

segmenting the market

In the CAR MINI CASE, Ford's business approach exhibited a ________.

marketing orientation
product orientation
production orientation
selling orientation
societal marketing orientation

In the CAR MINI CASE, which of the following elements of the marketing mix was
central to Ford's business model?
1/1

placement
production
promotion
product
price
In the CAR MINI CASE, which element of the marketing mix was central to General
Motors' business model?
1/1

production
placement
product
public relations
price

In the CAR MINI CASE, by offering a variety of cars to choose from, General Motors
was able to differentiate itself from Ford by demonstrating to consumers that it could
offer ________.
1/1

compelling consumer research

Clarify the alternative(s) you have chosen for the above mentioned five questions of
discussion problem 01 .
Here Ford's business strategy minimizing production cost becasue they will get mass production
opportunity and reduce extra cost which required if take mulitiple model production
strategy.Ford's business approach exhibited to production oriention to focus on emphasises
production techniques and unit-cost reduction rather than the needs and wants of the target
market,consumers will favour those products that are the most readily available and at the most
affordable prices and that a concentration on efficiencies in production and distribution will most
readily achieve the ford objectives.Ford's business model price is crucial part as consumer
concerned about price to buy the product.General Motors' business model is highlight the
product because they sells a wide range of vehicles.By applying unique selling proposition
general motors can plays their strengths and should be based on what makes their brand or
product uniquely valuable to customer.General motor offer multiple product but fords can offer
only one model so consumer can have more option rather than ford.

Discussion Problem: 02
4 of 5 points
AIRLINE MINI CASE: Transatlantic Airlines flies between popular destinations in the US and western Europe,
and claims to deliver "a first class experience for every passenger." All ticket purchases are made on-line, and
users of the Transatlantic web site must register before they search for flights. Transatlantic uses this
information to determine which consumers are generating the most profits for the company, which services
they purchase most frequently, and which services they are potentially interested in but are not purchasing.
This information is then used to make specific promotional offers to profitable customers in an attempt to
retain their business and to expand the range of flight services that they purchase. Transatlantic also uses this
information to provide unexpected perks to highly profitable customers, like free upgrades to first class.

In the AIRLINE MINI CASE, Transatlantic Airlines identifies the most profitable
customers and offers them specific incentives, a practice known as ________.
0/1

social marketing
market segmentation
customer profitability-focused marketing
product positioning
market targeting

In the AIRLINE MINI CASE, when Transatlantic upgrades the seat assignment of
especially loyal customers, the airline is attempting to increase ________.
1/1

net revenue
social responsibility
profit margins
customer satisfaction
production capacity

In the AIRLINE MINI CASE, Transatlantic Airlines advertises "a first class experience
for every passenger." This is Transatlantic's ________.
1/1

product position
value proposition
market segmentation
code of ethics
market target

In the AIRLINE MINI CASE, by tracking flight searches and developing services to
better meet customers' unfulfilled needs, Transatlantic adheres to the ________.
1/1

production concept
product concept
selling concept
social marketing concept
marketing concept
In the AIRLINE MINI CASE, Transatlantic uses information gathered from consumer
searches on its website to better understand the behavior of its consumers. This kind
of data collection and analysis is an example of ________.
1/1

consumer research
broadcasting
customer value
building customer trust
organizational consumption

Clarify the alternative(s) you have chosen for the above mentioned five questions of
discussion problem 02.
In the airline minicase, Transatlantic Airlines choose market targeting to focus on airline service
market into segments and then put their concentration on marketing effort to meet the
customers desires according their need which most closely match their product or service
offerings.Transatlantic airlines create customer satisfaction that depend on benefits of the
airiline provides to passenger.They arrange seat assignment specially for loyal custemr based on
their reservation and ticketing check in procedures, in- flight services, baggage handling and
collection.Transatlantic airlines are more convenient ensure first class experience for every
passenger which differentiate their servcice than other airlines which attract pasanger more
friendly service and better on time performance that create value proposition.This is
Transatlantic value proposition.According to case Transatlantic Airlines has customer
relationship management data about their purchasing services so that they can analyze the
pasasenger intention and develop data servcie to fulfilll their need.Transatlantic adheres to the
marketing concept that focuses on the needs of the passneger and provides the foundation to
achieve competitive advantage.In the Airline Mini Case, Transatlantic uses the consumer
research focuses more on the passenger data collection and relationship building and
strengthening between the contracted passneger and the airlines.Transatlantic airlines identifies
the potential passenger and fixes their problems based on the consmer research.
Quiz 1

A drop in blood sugar level that triggers the awareness of a hunger need constitutes
________.
1/1

physiological arousal
cognitive arousal
emotional arousal
psychological arousal

When Ms. Juli orders five movie tickets online for herself and colleagues of her
workplace for a Tuesday night showing of the latest action thriller, she is acting as
a(n)
0/1

non-profit consumer
team consumer
personal consumer
organizational consumer

Mr. July makes sure to always drive the speed limit in order to avoid getting a ticket.
Mr. July's motive has a(n) ________ direction.
0/1

neutral
negative
upward
positive

A shopper attending a bargain sale may fight over merchandise and even rip a
garment that another shopper will not relinquish rather than allow the other person to
have it. This is known as ________.
1/1

withdrawal
aggression
regression
projection

Mr. July started drinking sodas and began drinking more water in an effort to lose
weight. Over time, he found that he actually disliked sodas and preferred water. In this
case, water constitutes a ________.
1/1

specific goal
substitute goal
biogenic goal
secondary goal

Failure to achieve a goal often results in feelings of ________.

achievement
frustration
aspiration
self-awareness

Almost all personal care and grooming products, as well as most clothes, are bought
to satisfy _______.
1/1

physiological needs
social needs
egoistic needs
safety and security needs

The process of dividing a market into subsets of consumers with common needs or
characteristics is known as ________.
1/1

market targeting
ethical marketing
product positioning
market segmentation

Savings accounts, insurance policies, and education are all means by which
individuals satisfy the need for ________.
1/1

self-esteem
social acceptance
safety and security
self-actualization

Needs that we learn in response to our culture or environments are called ________
needs.
0/1

acculturated
acquired
biogenic
primary

Ms. Juli always uses Oral-B Sensitive mouthwash and stocks up whenever she sees a
sale. As a result, she rarely pays full price for mouthwash. On the customer
profitability pyramid, Ms. Juli is most likely to fall into the ________ tier.
1/1

iron
lead
Opplatinum
gold

When an advertisement leads the consumer to think about things that draw attention
to an unrecognized need, this is known as ________.
1/1

emotional arousal
biogenic arousal
physiological arousal
cognitive arousal

When Mr. July buys ice cream, he typically buys whichever brand is on sale that week.
With regard to ice cream, Mr. July is best described as a(n) ________.
1/1

hostage
apostle
mercenary
terrorist

Ms. Juli uses Bed Head hair products and enthusiastically recommends them to
others any time she receives complements on her hair. With regard to hair products,
Ms. Juli is best described as a(n) ________.
1/1
mercenary
apostle
terrorist
hostage

Once or twice a year, when Estee Lauder runs a particularly good promotion, Ms. Juli
buys some new make-up. She typically only spends the minimum required to qualify
for the promotion. On the customer profitability pyramid, Ms. Juli is most likely to fall
into the ________ tier.
1/1

silver
iron
gold
platinum

When Ms. Juli is checking out at the Uni-Mart grocery store, she frequently picks up a
20-oz bottle of Juice at one of the coolers by the register. She doesn't have a strong
preference for Coke or Pepsi, and will just buy whichever happens to be closest. In this
instance, Ms. Juli is best described as a(n) ________.
0/1

hostage
defector
terrorist
loyalist

Which of the following is considered an example of consumer behavior?

Ms. Juli prefers to buy name-brand pain relievers like Tylenol and Advil, rather than the store
brand.
Mr. July generally gets gas on Monday mornings on his way to work.
Ms. June prefers to buy her produce from the farmer's market instead of the grocery store.
All of the above are examples of consumer behavior.
None of the above are examples of consumer behavior.

________ refers to the development of a distinct image for the product in the mind of
the consumer.
1/1

Targeting
Placement
Positioning
Segmenting
During historical periods when demand exceeded supply, businesses adopted the
________ orientation.
1/1

technology
production
societal
marketing

People sometimes resolve frustration by inventing plausible reasons for being unable
to attain their goals or deciding that the goal is not really worth pursuing. This is
known as ________.
1/1

projection
aggression
rationalization
withdrawal
This form was created inside of Independent University Bangladesh.