Use the Following to Answer the Questions

question 102

Multiple Choice

Use the following to answer the questions.
Paws and Claws Hotel is a full-service pet salon and boarding kennel.Paws and Claws has an interactive website where customers can directly book a grooming appointment,obedience class,or overnight accommodations for their dog or cat.Paws and Claws has several unexpected services,such as a 600-square foot swimming pool,complete with slide and dog-friendly graduated steps to help them exit the pool.Customers can also drop their dog or cat off each morning for pet day care.Paws and Claws has a pick-up and delivery service,webcams in every kennel so that pet families can view their pets while away,and pet "furniture" so that the cats and dogs can lie on sofas just like at home.Paws and Claws is also open 24 hours a day,365 days each year so that customers can pick up their pet at any time.
The cost for an overnight stay at Paws and Claws averages $50,compared to competing kennels at about $30.The day care costs are $25 for either a dog or cat.The majority of Paws and Claws' competitors don't offer the day care service,and require an two-day minimum for overnight stays.Currently,the Paws and Claws Hotel is operating in several large cities on the west coast,but is thinking of expanding their services in more locations across the U.S.
The director of marketing at Paws and Claws suggested talking to pet owners about what type of services they would like to have available.These discussions led to the pet day care and 24-hour hours of operation.Previously,Paws and Claws was more interested in competing based on its prices.
-Refer to Scenario 1.2.Paws and Claws is now in the process of employing the

• A) marketing concept.
• B) marketing mix.
• C) promotion orientation.
• D) sales orientation.
• E) product orientation.

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Definitions:

Machine-Hours

A measure of production output or activity in terms of the total hours that machines are operated within a specific period.

Predetermined Overhead Rate

A rate used to allocate manufacturing overhead costs to products or job orders, calculated before the production period based on estimated costs.

Labor-Hours

Labor-hours amount to the total time workers spend on production or service delivery, an important factor in determining labor efficiency and cost control.

Variable Manufacturing Overhead

Costs that vary with the level of production output, such as supplies and indirect labor expenses, not directly tied to the production volume.