Case 2 Running Free Dog owners constitute a large target market. Most members share something in common: the desire to let the pet run free and unfettered. If other friendly dogs are nearby and want to play—all the better. The Running Free Dog Park was created to meet this need for owners in the greater Atlanta area. Out-of-home advertising can be the critical component of an IMC program and, in some cases, the primary medium. To help launch the new venture, a local advertising agency created a feeling of expectancy and mystery with a “Running Free Dog Park” campaign. The first billboard displayed a dog tied up with a leash; however, it was only a partial picture. The unfinished nature of the image helps capture interest. Next, the same dog is shown with an unfastened leash and the word “running” appears beneath the pet. In the final billboard, the dog appears unfetters, the leash is gone, and the message “Running Free Dog Park” appears. The billboard displays the services offered, the website address of the park, and the location of the park. In addition to billboards, street kiosks and bus wraps were used to get the message out. Three unleashed dogs in the grass of a park. A dog park can be marketed as a place for pets to run free. The early results of the campaign were positive. Many dog owners became aware of the new park. What followed represented common challenges in marketing communications: sustaining initial interest, moving consumers to action, and building repeat business. In this next phase, dog owners needed to be encouraged to try the facility. They should be led to believe that the price of entry was a value. Then, over time, they can be enticed to make return visits and to offer word-of-mouth referrals to other pet owners. Only if these objectives can be attained will the initial success of the Running Free campaign become validated. 7-48.Define the marketing goals for the second phase of the Running Free Dog Park promotional efforts.

7-49.How would the three-exposure hypothesis or recency theory apply to this advertising program in its initial stages? What about the second campaign after consumers are aware of the dog park?

7-50.Which traditional advertising media should the marketing team use for the second campaign? Discuss the pros and cons of each in terms of the Running Free Dog Park campaign and the desire to stimulate trial usage.

7-51.How could social media and nontraditional media be used to supplement a traditional media campaign in this circumstance?

7-52.Design a newspaper ad and an out-of-home ad that will be placed at Little League baseball parks in the area. Explain why having these two ads in different media is better than having two ads within the same media.

Which of the following is not an example of a cost that varies in total as the number of units produced changes?

a.Electricity per KWH to operate factory equipment

b.Supervisor salary

c.Wages of assembly worker

d.Direct materials cost

Which of the following is true when using the concept of contribution margin in managerial decision making?

a.Contribution margin is rarely useful for providing insight into the profit potential of a company.

b.The contribution margin ratio is most useful when the increase or decrease in sales volume is measured in sales dollars.

c.The unit contribution margin is most useful when the increase or decrease in sales volume is measured in sales dollars.

d.The contribution margin ratio is not helpful in developing business strategies.

Total direct materials costs are $127,500, fixed costs are $75,000, and units produced are 15,000. What is the direct materials cost per unit?

a.$8.50

b.$3.50

c.$5.00

d.$13.50

Beachside Co. sells two products: Skis and Snorkels. Last year, Beachside sold 12,600 units of Skis and 23,400 units of Snorkels. Related data are as follows:

What was Beachside Co.'s sales mix last year?

a.30% Skis; 70% Snorkels

b.60% Skis; 40% Snorkels

c.35% Skis; 65% Snorkels

d.12% Skis; 28% Snorkels

The point where the sales line and the total costs line intersect on the cost-volume-profit chart represents the

a.maximum possible operating loss.

b.total fixed costs.

c.point where total sales equal total costs.

d.maximum possible operating income.

Which of the following costs is an example of a cost that remains the same in total as the number of units produced changes?

a.Direct labor

b.Units of production depreciation on factory equipment

c.Direct materials

d.Factory rent

Target profit

a.is when sales and costs are exactly equal.

b.equals differential costs.

c.can be calculated by modifying the break-even equation.

d.cannot be calculated in cost-volume-profit analysis.

in a service company, the unit of analysis can influence whether costs are defined as

a.selling or administrative.

b.product or period.

__________ is a measure of the relative mix of a business's variable costs and fixed costs, computed as contribution margin divided by operating income.

a.Sales mix

b.Margin of safety

c.Operating leverage

d.Break-even point

The break-even point for a college would likely be measured in number of

a.student credit hours.

b.full-time students.

c.courses offered.

d.part-time students.

If fixed costs are $400,000 and the unit contribution margin is $20, how many units must be sold in order to realize an operating income of $250,000?

a.32,500

b.20,000

c.7,500

d.45,000

Which of the following conditions would cause the break-even point to decrease?

a.Total fixed costs decrease

b.Total fixed costs increase

c.Unit variable cost increases

d.Unit selling price decreases

c.fixed or variable.

d.short-term or long-term.

Using the HotelDB tables, provide the following result as a screen image.

WRITE SQL to retrieve rows from any hotel with Family room types and price less than $150.

use hoteldb;
CREATE TABLE HOTEL
( hotelNo numeric primary key
, name varchar(40)
, address varchar(40)
, city varchar(200)
);
CREATE TABLE ROOM
( roomNo numeric Primary Key
, hotelNo numeric References HOTEL
, type varchar(20)
, price dec(9,2)
);

CREATE TABLE GUEST
( guestNo numeric primary key
, name varchar(40)
, address varchar(40)
);

CREATE TABLE BOOKING
( hotelNo numeric REFERENCES Hotel
, guestNo numeric REFERENCES Guest
, dateFrom date NOT NULL
, dateTo date
, roomNo numeric REFERENCES ROOM
);

INSERT INTO HOTEL VALUES (1,'Hilton Hotel','123 Main st','New Jersey');
INSERT INTO HOTEL VALUES (2,'Holiday Inn','50 3rd Ave.', 'New York');
INSERT INTO HOTEL VALUES (3,'Governor Hotel','8243 Berkley Sq.','London');
INSERT INTO HOTEL VALUES (4,'New World Hotel','30 East River Rd', 'Hong Kong');
INSERT INTO HOTEL VALUES (5,'Santos Hotel','15 Main Rd', 'Philippines');

insert into room values (1,1,'Family',200);
insert into room values (2,1,'Family',200);
insert into room values (3,1,'Single',100);
insert into room values (4,1,'Single',100);
insert into room values (5,2,'Family',80);
insert into room values (6,2,'Family',85);
insert into room values (7,2,'Family',80);
insert into room values (8,3,'Single',35);
insert into room values (9,3,'Double',115);
insert into room values (10,3,'Double',115);
insert into room values (11,3,'Family',150);
insert into room values (12,4,'Single',30);
insert into room values (13,4,'Single',30);
insert into room values (14,4,'Single',30);
insert into room values (15,4,'Double',90);
insert into room values (16,4,'Double',90);
insert into room values (17,4,'Double',90);
insert into room values (18,4,'Family',110);
insert into room values (19,4,'Family',110);
insert into room values (20,5,'Double',38);
insert into room values (21,5,'Double',38);
insert into room values (22,5,'Single',32);
insert into room values (23,5,'Single',32);

insert into guest values (1,'John Doe','Los Angeles');
insert into guest values (2,'Mary Jane','New York');
insert into guest values (3,'Hank Kim','London');
insert into guest values (4,'Bob Jones','London');
insert into guest values (5,'Paul John','New York');
insert into guest values (6,'Ann Smith','New York');
insert into guest values (7,'James Mann','London');
insert into guest values (8,'Mary Mann','London');
insert into guest values (9,'Jim Jones','New York');
insert into guest values (10,'Tom Jones','Los Angeles');
insert into guest values (11,'Jimmy Johnson','Boston');
insert into guest values (12,'Harry Coleman','Dallas');
insert into guest values (13,'Bob James','Los Angeles');
insert into guest values (18,'John Mary','London');
insert into guest values (21,'Jeff Bridges','London');
insert into guest values (23,'Larry Cohen','New York');

Sleep-EZ Suites Inc., operates a downtown hotel property that has 600 rooms. On average, 90% of Sleep-EZ Suites's rooms are occupied on weekdays, and 60% are occupied during the weekend. The manager has asked you to develop a direct labor budget for the housekeeping and restaurant staff for weekdays and weekends. You have determined that the housekeeping staff requires 40 minutes to clean each occupied room. The housekeeping staff is paid $10 per hour. The restaurant has 12 full-time staff (eight-hour day) on duty, regardless of occupancy. However, for every 20 occupied rooms, an additional person is brought in to work in the restaurant for the eight-hour day. The restaurant staff is paid $8 per hour.

Determine the estimated housekeeping, restaurant, and total direct labor cost for an average weekday and average weekend day. Enter percentages as whole numbers.

8. The Smart CPA firm held an End of Tax Season party. The company expected attendance of 75 people and prepared the following budget:

Hotel room rental $600
Food 1,000
Entertainment 750
Decorations 250
Total Costs $2,600

Seventy five people attended the party. The following costs were incurred:

Hotel room rental $600
Food 1,150
Entertainment 750
Decorations 350
Total Costs $2,850

What is the variance for total costs?
A) $300 Unfavorable
B) $300 Favorable
C) $250 Favorable
D) $250 Unfavorable

9. The various stages through which a product passes are called the ________.
A) product life cycle
B) value chain
C) performance plan
D) product performance plan

10. Research and development is the function of a value chain that involves ________.
A) the detailed design and engineering of products, services or processes
B) the generation of ideas related to new products only
C) the generation of ideas related to new products, services or processes
D) the detailed design and engineering of new processes

11. Which of the following is a major factor causing changes in management accounting today?
A) additional value chain functions
B) small advances in technology
C) increased global competition
D) shift to manufacturing-based economy

You are designing a slide for a water park. In a sitting position, park guests slide a vertical distance h down the water-slide, which has negligible friction. When they reach the bottom of the slide, they grab a handle at the bottom end of a 6.00-m-long uniform pole. The pole hangs vertically, initially at rest. The upper end of the pole is pivoted about a stationary, frictionless axle. The pole with a person hanging on the end swings up through an angle of 72.0∘, and then the person lets go of the pole and drops into a pool of water. Treat the person as a point mass. The pole’s moment of inertia is given by I=1/3ML^2 where L = 6.00 m is the length of the pole and M = 31.0 kg is its mass. For a person of mass 70.0 kg, what must be the height h in order for the pole to have a maximum angle of swing of 72.0∘ after the collision?

In panorama development limited vs fidelis Furnishing Fabrics Limited (1971 3 AIIER 16 (CA) ) Lord Denning M R stated:

But times have changed. A company secretary is a much more important person nowadays. He is an officer of the company with extensive duties and responsibilities. The appears of the role which he plays in the day-to-day business of companies. This appears also by the role which he plays in the day-to-day business of companies. He is no longer a mere clerk. He regularly makes representation on behalf of the company and enters into contracts on its behalf which come within the day-to-day running of the company's business. So much so that he may be regarded as having authority to do such things on behalf of the company. He is certainly entitled to sign contracts connected with the administrative side of a company's affairs, such as employing staff, ordering cars and so forth. All such matters now come within the ostensible authority of a company's secretary.'

discuss this statement and the legal position of the company secretary in general.