Scenario 1

question 1

Multiple Choice

Scenario 1.1 Use the following to answer the questions.
Greensprings Cemetery in upstate New York offers a full service funeral and burial that is nontoxic to the environment. All materials used in the burial are natural and will decompose with no negative impact. Greensprings' service is relatively new in the United States, but services of this type are common in Great Britain. A typical burial in Greensprings' cemetery includes a casket made from bamboo, wicker, paper, or other natural material. There are no headstones of stone or concrete that will detract from the landscape, but trees and plants as "markers" are allowed. The cost for a burial at Greensprings is approximately $3,000, compared to about $6,000 at most traditional cemeteries. Although business was slow at first, Greensprings is now experiencing an increase in the number of burials, due to referrals and a newly-developed website. The owners of Greensprings were previously in the cemetery business and are active conservationists. They wanted to make their business more sustainable. After conducting research and finding that there were natural burial sites in Great Britain, they wanted to provide an alternative for other environmentally-conscious Americans like themselves.
Refer to Scenario 1.1. Greensprings' main competitive advantage over traditional cemeteries comes from its attention to which element in the marketing mix?

• A) Product
• B) Price
• C) Promotion
• D) Distribution
• E) Marketing research

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Definitions:

Social Loafing

A phenomenon in group settings where individuals reduce their effort because they believe others will pick up the slack.

Group Polarization

The tendency for a group to make decisions that are more extreme than the initial inclination of its members, especially after group discussions.

Racially Prejudiced

Holding prejudgments or hostile attitudes towards individuals of a different race based on stereotypes and biases.

Groupthink

A psychological phenomenon in which the desire for harmony or conformity within a group results in an irrational or dysfunctional decision-making outcome.