Marketing Real People Real Choices Canadian 4th Edition Solomon Test Bank
Marketing Real People Real Choices Canadian 4th Edition Solomon Test Bank
Marketing Real People Real Choices Canadian 4th Edition Solomon Test Bank
1) ________ refers to the benefits a customer receives from purchasing a good or service.
a. Satisfaction
b. Demand
c. Want
d. Promotion
e. Customer Value
Answer: e
Diff: 1
Type: MC
Page Reference: 7
Topic: Welcome to Brand You
Skill: Concept
Objective: 1-1 What Marketing is and how value creation is central to Marketing Concept
Answer: b
Diff: 3
Type: MC
Page Reference: 5
Topic: Real People Real Choices
Skill: Application
Objective: 1-1 What Marketing is and how value creation is central to Marketing Concept
Answer: b
Diff: 2
Type: MC
Page Reference: 13
Topic: Careers in Marketing
Skill: Concept
Objective: 1-1 What Marketing is and how value creation is central to Marketing Concept
1
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Answer: e
Diff: 1
Type: MC
Page Reference: 9
Topic: Creating Customer Value
Skill: Concept
Objective: 1-1 What Marketing is and how value creation is central to Marketing Concept
5) ________ is the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large.
a. Demand satisfaction
b. Competitive advantage building
c. Marketing
d. Total Quality Management
e. Value chain management
Answer: c
Diff: 1
Type: MC
Page Reference: 8
Topic: What is Marketing
Skill: Concept
Objective: 1-1 What Marketing is and how value creation is central to Marketing Concept
Answer: c
Diff: 1
Type: MC
Page Reference: 8
Topic: What is Marketing
Skill: Concept
2
Copyright © 2013 Pearson Canada Inc.
Marketing: Real People, Real Choices
Objective: 1-1 What Marketing is and how value creation is central to Marketing Concept
7) Buyers, sellers, investors, and community residents are all considered ________ in a
company.
a. stakeholders
b. shareholders
c. consumers
d. value chain members
e. social marketers
Answer: a
Diff: 1
Type: MC
Page Reference: 9
Topic: Creating Customer Value
Skill: Concept
Objective: 1-1 What Marketing is and how value creation is central to Marketing Concept
8) Marketers first identify consumer needs and then provide products that satisfy those
needs. This practice is referred to as ________.
a. the stakeholder orientation
b. the marketing concept
c. Total Quality Management
d. the production orientation
e. the marketing mix
Answer: b
Diff: 1
Type: MC
Page Reference: 9
Topic: Creating Customer Value
Skill: Concept
Objective: 1-1 What Marketing is and how value creation is central to Marketing Concept
9) When a gap exists between a consumer's actual state and some ideal or desired state,
the consumer has a ________.
a. benefit
b. demand
c. need
d. value
e. utility
Answer: c
Diff: 1
Type: MC
Page Reference: 9
3
Copyright © 2013 Pearson Canada Inc.
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The appearance of a young tree is that of a thick stem throwing out
annulate series of long feathery leaf fronds, upon petioles, which bear
roughly-formed spines. As the tree increases in height the lower petioles
are shed, and the trunk assumes a narrower but more regular form;
indistinct rings being traceable, formed by the bases of the fallen leaf
stems. A mature tree will measure about one foot in diameter at four feet
from the ground, and at the ground surface the diameter will be two and
a half to nearly three times as much. The male flowers are collected in
the form of a number of tassel-like pendants, springing from a common
stalk, and one such bunch is usually found above and upon each side of
the female inflorescence. Both sexes of flowers usually occur upon the
trees, but the natives recognise the existence of a non-fruiting tree, and
one which only produces male flowers. The number of fruit heads and
the weight of these vary according to the position, age, and treatment of
the tree. An idea may be given of the fruitfulness of trees, from the
accounts obtained from natives in different parts of the country. The
palm has two fruiting seasons, one during the dry weather and another
during the rainy season, the latter being generally the lighter crop. It is
estimated that a tree in full bearing will yield from twelve to twenty
fruiting heads in one year, each of a fairly large size. A younger tree may
only produce four to eight heads, but usually of a larger size; and a tree
of only five or six years old may give about the same number of heads,
but of smaller dimensions. From very old trees small heads with fruits of
a diminished size are obtained. The weight of a moderately large head
will be about thirty pounds, and will contain about twelve hundred fruits
weighing roughly 23 lbs. An illustration showing two fruiting heads is
given (Fig. 9).
The ripe fruiting heads are gathered by a man using a climbing sling,
with which he encircles the tree and his waist, and by means of a skilful
manipulation of the part in contact with the trunk and remote from the
body, he proceeds to ascend the tree rapidly, almost as though walking
up it. On reaching the crown, a number of dead leaves have to be
removed in order to get at the fruit stem. These are cut by means of a
“cutlass” or “machete,” which the climber carries, and are thrown to the
ground. Only one head ripens at a time upon each tree, and the time
occupied in climbing and cutting out the fruit head is estimated at about
eight minutes. A photograph showing a native climbing a palm tree is
reproduced (Fig. 11).
Both the Mendi and Timani races distinguish the fruit, at different
periods during the advance towards maturity, by special names given
with regard to the appearance. Identifications of the same series of fruits
by different individuals have shown that these names are widely used.
Although it will be seen that in the Gold Coast and Nigeria the natives
recognise a number of different varieties of fruit, this does not appear to
be the case in Sierra Leone. The thin-shelled forms, so well known to the
natives of the former countries, appear unknown, except around Sherbro,
where there are a few trees recognised as productive of this type of fruit.
In the appearance of the mature fruit, the presence or absence of black at
the apex seems to be of equally common occurrence, but no importance
is attached to this feature.
The Sierra Leone form appears to be at a disadvantage with regard to
the proportion of oily pericarp covering the nut, as well as in the great
thickness of its shell. Comparing it with the varieties obtained in the
Gold Coast, it is probably nearest to, if not identical with, that called
“Abe pa.”
When the percentage of oil extracted from the fruit of the Sierra
Leone trees is compared with that from other parts of West Africa, it at
once becomes apparent that the amount is small. The results of three
series of experiments, made in different parts of the country, showed that
the fibrous pericarp, which contains the oil, constituted only about 30 per
cent. of the whole, the nut containing the kernel being large and
approximating 70 per cent. Palm oil extracted by native methods gave
1·201, 5·47, 5·637, and 8·326 per cent. respectively in four tests. If these
results are compared with the extractions of oil from the several Gold
Coast varieties, the deficiency is very marked. Compare Bulletin of the
Imperial Institute, vol. vii. (1909), pp. 364-71.
A close examination of the local fruit shows that the outer fibrous
portion or pericarp, which alone contains the palm oil, is very thin,
whereas the hard shell surrounding the kernel is thick. The kernel
represents about 15 per cent. of the total weight of the fruit, and is
largely exported from the country for the extraction of another kind of
oil.
Small Export of Oil compared with Kernels.—The proportionately
larger weight of kernel than of palm oil capable of extraction, accounts
for the large quantities of kernels exported compared with palm oil. As
an example of this, it may be mentioned that in the year 1906 Sierra
Leone exported only 12½ gallons of palm oil to each ton of kernels,
whereas Southern Nigeria figures for the same year showed 142 gallons
of oil per ton of kernels. Since this date, up to the beginning of the war, a
comparison of the annual exports of oil and kernels shows a fluctuation
between about 12 and 19 gallons of pericarp oil for every ton of kernels;
the latter still remaining disproportionately high.
Proposal to introduce New Varieties.—Since it has begun to be
realised that the local variety of palm is probably constantly inferior as
an oil producer to some of the varieties found farther to the south, it has
been suggested that some of the forms, with a thicker fibrous pericarp
and a thin-shelled kernel, should be introduced and planted upon an
extensive scale. It is assumed that by doing so, a better type would
become established. Experiments made in the Kamerun show, however,
that the progeny of palms having a thin-shelled fruit (Lisombe) do not
necessarily retain their important characters. Dr. Strunk has suggested
that, in the variety mentioned, the characters are not fixed or susceptible
of transmission, but the experiments are not considered as yielding
conclusive evidence, and it is advisable that experimental plots should be
planted with the more useful forms in Sierra Leone and elsewhere, the
seed being obtained from artificially fertilised sources.
Improvements in the Local Manufacture.—During recent years
great efforts have been made by the Administration to increase the
exports of both palm oil and kernels by opening up the previously rather
inaccessible areas in which palm trees were found growing almost
untouched. The first step in this direction was the extension of the Sierra
Leone Railway line from Boia, a small village just beyond the
Headquarters District boundary, to Mafokoyia, lying a short distance to
the north. From here a road was made eastwards towards Yonnibannah,
passing through country fairly well studded with oil palms. Later from
Yonnibannah the objective of the railway became Baga, a town on the
Maybole river, again to the north. At the present time this line has
reached Kamabai, at the foot of the Koinadugu mountains and to the
west of Bumban, passing the town of Makump on its way there. The
whole of this route has been chosen in order to make the oil palm regions
more accessible, and the increase in exports of both oil and kernels
between 1907 and 1913 is almost entirely attributable to this
development.
Not only was it desirable to open up new areas from which palm fruits
could be gathered, but, owing to the deficiency of pericarp oil shipped
from the country in comparison with palm kernels, it was thought that,
by the introduction of improved methods for extracting the pericarp oil,
more of this commodity might be obtainable in the future.
The prospect of working a large area both experimentally and
commercially for oil extraction in situ, attracted Messrs. Lever Brothers,
who installed ample mechanical apparatus at Yonnibannah in 1914. The
Government had granted this firm a concession to work several hundred
square miles on the understanding that the local traders and merchants
were not thereby to be debarred from buying the hand-prepared oil from
the natives as before. The scheme was intended to demonstrate the
advantages of mechanical means of extraction over those of hand power;
and it was thought that, by the introduction of these greater facilities for
dealing with the oil palm products, labour would be liberated and would
be employed to a greater extent in the less heavy and more remunerative
direction of plantation and field work. Messrs. Lever Brothers’ factory
was one designed to be equipped both from a mechanical and research
standpoint, and a special shunting yard on the railway was leased to the
firm by the Government to deal with the anticipated work. The project
seemed so promising that local firms were contemplating following
Messrs. Lever Brothers’ example in other localities. The whole scheme
was, however, abandoned after a short trial; Messrs. Lever Brothers
having probably discovered two facts in connection with the oil palm
industry in Sierra Leone which had been lost sight of. The first is that the
pericarp of the common type of palm fruit found in Sierra Leone, as
pointed out in the first edition of this book, is very thin and therefore
contains very little oil, and that the shell of the nuts in this thin-
pericarped fruit is extremely thick. The common Sierra Leone kind is
therefore of less economic value both in respect to pericarp oil and
kernel contents than the common kind found in the Gold Coast, Nigeria
and Kamerun. The second point is that the Mendis and Timanis
occupying this part of the Protectorate are a lower type and generally
poorer workers by comparison with the Fanti tribes of the Gold Coast or
the Yorubas of Nigeria.
One explanation given for the failure of Messrs. Lever Brothers’
effort in Sierra Leone was that they did not offer a sufficiently high price
for the oil palm fruit heads to induce the natives to collect and carry them
to the factory. As the chiefs and villagers saw that by selling the fruits to
the factory the main occupation of their wives (the preparation of palm
oil and the cracking of nuts for the extraction of palm kernels) would be
taken away, they were said to be averse to the establishment of a new
condition of enforced idleness, which would impose greater difficulties
on them of keeping their wives in order. The offer by the factory to
return the nuts for cracking in the villages, did not dispose of this
difficulty, as the villagers only saw in it an arrangement involving them
in extra transport. Messrs. Lever Brothers have now transferred their
work to the Belgian Congo, where, by reason of the better type of palm
fruit commonly obtainable, the conditions are more satisfactory for the
development of the mechanical extraction of palm oil on a commercial
scale, and where the inhabitants are less independent and more
accustomed to co-operate with European enterprise.
Export Figures.—The average annual export of palm oil and kernels
for the first nine years of the century, and the annual total of the
subsequent ten years are given:
Palm oil Palm kernels
Year Gallons Tons
1900-1908 Av. 303,790 26,630
1909 851,998 42,897
1910 645,339 43,031
1911 725,648 42,892
1912 728,509 50,751
1913 617,088 49,201
1914 436,144 35,915
1915 481,576 39,624
1916 557,751 45,316
1917 543,111 58,020
1918 260,442 40,816
It is reported that, owing to the decline in price paid for Sierra Leone
ginger in 1913, about one-third of the crop was left unharvested, and that
the depreciation experienced was due to the competition from other
sources of a better marketed product. It would be a pity if the promising
opportunity of the country to become established as a large producer of
ginger were altogether lost, owing to the want of a little care in
cultivation and preparation of the product for the market.
The plant is essentially suited to certain parts of the Colony and
Protectorate and is not subject to any serious diseases, the only recorded
one being a fungus which attacks the rhizomes and causes yellowing of
the leaves. This can be prevented from spreading if the plants be
removed and burned as soon as the signs of attack are apparent on them.
FIBRES. Jute Class.—In the last few years several fibre plants
indigenous to the country have been experimented with at the Imperial
Institute, in order to ascertain whether any were capable of being
exported for use as substitutes for Indian jute.
Honckenya ficifolia, known by the Timani name of “Napunti,” a plant
which occurs in great profusion in the swamps and low lands, yields a
fibre of excellent quality, but owing to the difficulties experienced in the
extraction of it, further experiments are necessary to devise a means by
which it can be economically prepared. The analyses of the fibre from
this plant which have been made at the Imperial Institute (see Selected
Reports from the Imperial Institute, Part I. [Cd. 4588], Fibres, p. 40) are
very satisfactory, and this, combined with the fact that the natural supply
of the plant is very large in districts which are quite useless for
agricultural purposes, renders it important that the methods of extraction
should be more carefully studied.
Among the other fibres of this class which have shown promise,
Hibiscus quinquelobus, to which the Mendis give the name of “Korwey,”
is found in a wild state in variable profusion throughout the country.
Unlike the last, which produces erect stems growing close together, this
plant has stems of an almost scandent character, growing under the shade
of moderately large trees and perforating the upper branches, so that the
flowering stems are often seen fifteen feet or more above the ground.
Under cultivation the experiments seemed to show that the elongated
character of the stems was not maintained, and this defect requires to be
remedied if the fibre is to be prepared upon a commercial scale. The
extraction is easily done by retting, and experimental shipments to
Europe of several tons have shown that the product is quite marketable
and is classed with, or a little below, medium jutes (ibid. p. 39).
Recently experiments were carried out in the extraction of fibre from
Hibiscus esculentus, the “okra” of tropical countries. A specimen of the
fibre having been examined at the Imperial Institute and favourably
reported upon (ibid. p. 35), a plantation was made at Kangahun, in order
to endeavour to produce a crop, which should have the additional
advantage of yielding a marketable supply of the vegetable okra pods
before being cut down and made into fibre. In order to do this, the seed
was sown at close intervals, thereby introducing a straight growth of
stem, and care was exercised not to permit the fruiting to continue long
enough for the stems to become coarse. The fibre was extracted in the
same manner as that of jute, except that the stems were immersed in a
solution of caustic soda before retting to remove the thin outer bark. The
marketed fibre from the first of these experiments realised an
unsatisfactory price, but it was estimated that the crop of pods yielded £3
per acre.
Corchorus capsularis, one of the Indian jutes, was introduced and
planted out in 1906, but the existing native methods of cultivation and
the absence of manure rendered the conditions so different from those
obtained in India, that a successful result was not brought about. Two
species of Corchorus are found in the country, and are used only as
vegetables.
Ramie Fibre.—Plantations of Ramie fibre or China grass were
recently made in various parts of the Protectorate, but although the plant
grows well during the rainy season, the long period of dry weather is
detrimental to it.
Piassava.—This fibre is produced from the sheath of the leaf stem of
Raphia vinifera, the wine palm, and is prepared at several places,
especially in the swampy districts near the coast. The method of
extraction is merely that of steeping and beating out, and the resulting
fibre is, in appearance, somewhat similar to fine whalebone. The largest
amount was exported in 1915, when the figure reached 1,283 tons. The
price in this year attained £61 per ton. The fibre is chiefly employed for
the manufacture of stiff brooms.
COTTON.—The native cotton of Sierra Leone showed promise, at
one time, of great development, but insurmountable difficulties met the
efforts of the British Cotton Growing Association in their attempt to
establish cotton growing for export upon a large scale.
The native mode of growing cotton is in combination with a number
of other agricultural crops, the seeds of all being mixed before being
broadcasted in a field, which has been lightly tilled. Cotton sown in this
manner is permitted to yield crops for two seasons, but the second crop is
generally much inferior. Owing to this irregular manner of planting, the
amount of cotton available for use is small, and is nearly all absorbed for
the supply of the native looms; being readily saleable in the weaving
districts at about 2d. per lb. of seed cotton, or about twice as much as the
British Cotton Growing Association were prepared to pay.
The inefficiency of the quality of the local cultivation, and the
disinclination on the part of the native to adopt better methods,
effectually prevented more cotton being grown, and the British Cotton
Growing Association were unable to obtain sufficient material to keep
their ginnery employed.
In connection with the cotton ginnery, erected at Moyamba, a large
plantation was made; the indigenous as well as many exotic varieties of
the plant being put in. The site, however, proved unsuitable, labour was
found to be expensive, and the climatic conditions were complained of.
In consequence of these adverse conditions, the Association were
reluctantly obliged to abandon the work. The export of cotton was never
significant and ceased altogether in 1909.
Indigenous Varieties.—Three well-marked types of cotton are found
throughout the country, and are known by the native (Mendi) names of
(1) Kwonde, (2) Fande Wa, (3) Dhoole. The first of these has a white lint
and a seed covered with white wool. An examination of this at the
Imperial Institute showed that the lint from it was the most valuable of
the three; the staple measured about 1″, and was compared with very
good quality “Indian Broach.” Two samples, valued in 1907, were priced
at 5⅜d. and 5¾d. respectively, with good Broach at 5⅜d., and Middling
American at 6·18d. The Fande Wa variety has a creamy lint and a green
woolly seed. It was said to be of good quality, but the colour was not so
good as the last, and the value was consequently lower. Dhoole is rather
rarer than the other two, and has a brick-red or brown lint and a bare
seed. Khaki or red cottons are not in demand upon an European market,
but locally they are somewhat sought after.
Native Weaving.—A native cloth woven from the three different
varieties of indigenous cottons is frequently seen; the careful
arrangement of the naturally coloured yarns yielding a distinct pattern.
More often, perhaps, only the first two kinds are used, and the yarn made
from them is dyed with the local indigo. In width the native cloths are
usually narrow, and the strips are sewn together in order to form gowns,
etc. A photograph is given showing a native weaver at work at
Pendembu (Fig. 13). In a few localities wider cloths are woven, but of no
great length. These are often elaborately designed, and command a high
price among the natives, being preferred to imported materials.
Exotic Cottons.—“Cambodia” and “Sea Island” have been tried
experimentally. The latter, though withstanding the heavy rainfall well,
was found to be very susceptible to attacks of the local cotton stainer.
There is still no prospect of the revival of cotton exportation.
STONE VAT FOR POUNDING PALM FRUITS, WITH SURROUNDING GUTTER AND
OIL WELL, KROBO PLANTATIONS.
Fig. 15, p. 68