Entrepreneurship 10th Edition Hisrich Test Bank Full Chapter PDF

Entrepreneurship 10th Edition Hisrich
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Chapter 08 - The Marketing Plan
Chapter 08
The Marketing Plan
True / False Questions
1. (p. 211) Neal Blumenthal is the founder of Warby Parker a company that sells prescription
eyeglasses over the internet.
TRUE
Accessibility: Keyboard Navigation

Difficulty: Medium
2. (p. 212) When preparing the industry analysis section of the business plan, using secondary
sources is not appropriate.
FALSE

Difficulty: Medium
3. (p. 213) The first step in conducting a competitive analysis is to document the pricing strategy
of each competitor.
FALSE

Difficulty: Medium
4. (p. 214) Marketing research involves the gathering of information in order to determine who
will buy the product and what the most effective promotion strategy would be.
TRUE

Difficulty: Medium
8-1
Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of
McGraw-Hill Education.
5. (p. 214) An effective way to begin defining the purpose of a marketing plan, is to make a list
of all the information needed to prepare the marketing plan.
TRUE

Difficulty: Medium
6. (p. 214) Defining the purpose or objectives of marketing research is often the most difficult
stage for an entrepreneur.
TRUE

Difficulty: Hard
7. (p. 214) Marketing information that already exists is called secondary data.
TRUE

Difficulty: Easy
8. (p. 214) The Internet is a good source for primary information, but does not provide many
secondary sources.
FALSE

Difficulty: Medium
9. (p. 215) Private data sources, such as Information Resources, Inc. and Nielsen Indexes, are a
low-cost secondary data source.
FALSE

Difficulty: Hard
8-2
10. (p. 215) Networking can be used as an informal method of gathering primary data.
TRUE

Difficulty: Medium
11. (p. 215-216) The simplest approach to gathering primary information is by developing a
questionnaire.
FALSE

Difficulty: Medium
12. (p. 215) Interviewing or surveying is the most common approach used to gather primary
market data.
TRUE

Difficulty: Medium
13. (p. 215) Interviewing is less expensive than observation.

FALSE

Difficulty: Easy
14. (p. 218) Personal, face-to-face, surveys are the most effective and most expensive.
TRUE

Difficulty: Medium
8-3
15. (p. 218) Telephone surveys have the poorest response rate.
FALSE

Difficulty: Medium
16. (p. 218) Focus groups are an informal method for gathering in-depth marketing information.
TRUE

Difficulty: Medium
17. (p. 218) Focus groups should be led by the entrepreneur.

FALSE

Difficulty: Medium
18. (p. 218) Focus groups typically consist of 10-12 potential customers.
TRUE

Difficulty: Hard
19. (p. 220) The marketing plan is designed to answer three basic questions: where have we
been, where do we want to go, and how do we get there?
TRUE

Difficulty: Medium
8-4
20. (p. 221) Management needs to look at the marketing plan as a guide for implementing
marketing decision making and not as a generalized, superficial document.
TRUE

Difficulty: Medium
21. (p. 221) A marketing plan need not provide for the use of existing resources, allocation of all
equipment, financial resources, and human resources, since this is part of a production plan.
FALSE

Difficulty: Hard
22. (p. 221) An updated marketing plan should be prepared by the entrepreneur every two years.
FALSE

Difficulty: Medium
23. (p. 222) The marketing system identifies the major interacting components, both internal and
external to the firm.
TRUE

Difficulty: Medium
24. (p. 223) The management team and the venture's company mission are examples of external
environmental factors.
FALSE

Difficulty: Easy
8-5
25. (p. 223) The marketing mix consists of the following variables: external environmental
factors, internal environmental factors, and marketing strategy.
FALSE

Difficulty: Medium
26. (p. 224) The situation analysis describes past and present business achievements of the new
venture.
TRUE

Difficulty: Medium
27. (p. 225) The first step in preparing the marketing plan is to define the target market.
FALSE

Difficulty: Medium
28. (p. 225) The process of dividing the market into smaller homogeneous groups is called
market segmentation.
TRUE

Difficulty: Easy
29. (p. 228) It is a good idea to have several marketing goals, since it provides better clarity to
the entrepreneur.
FALSE

Difficulty: Hard
8-6
30. (p. 228) It is recommended that the entrepreneur limit the number of marketing goals to no
more than four.
FALSE

Difficulty: Medium
31. (p. 228) A marketing strategy and action plan is defined as specific activities outlined to meet
the venture's business plan goals and objectives.
TRUE

Difficulty: Medium
32. (p. 228) All marketing goals and objectives should be quantifiable in physical units, time
units, or price units.
FALSE

Difficulty: Medium
33. (p. 229) When making decisions about pricing strategy, the entrepreneur should consider
only costs directly associated with the product and ignore overhead.
FALSE

Difficulty: Medium
34. (p. 229) When products cannot be easily differentiated, the entrepreneur is forced to charge a
lower price than the competition.
FALSE

Difficulty: Medium
8-7
35. (p. 230) It is harder to charge a high price if the company operates in a differentiated product
market.
FALSE

Difficulty: Medium
36. (p. 230) The final price of a product or service is the sum of total cost plus profit margin.
TRUE

Difficulty: Easy
37. (p. 230) Major considerations in channel of distribution selection include degree of
directness and number of channel members.
TRUE

Difficulty: Medium
38. (p. 230) Middlemen such as wholesalers have lower distribution costs because they operate
with economies of scale.
TRUE

Difficulty: Easy
39. (p. 231) Manufacturer's agents take title to products and resell them.
FALSE

Difficulty: Medium
8-8
40. (p. 232) Promotion using television is more expensive than promotion using the Internet and
direct mail.
TRUE

Difficulty: Easy
41. (p. 234) The marketing plan is not meant to be a commitment by the entrepreneur to a
specific strategy.
FALSE

Difficulty: Medium
42. (p. 234) Unrealistic goals are a common reason for failure of the marketing plan.
TRUE

Difficulty: Easy
Multiple Choice Questions
43. (p. 211) Warby Parker was started by:

A. Neal Blumenthal
B. Sergy Bryn
C. Mark Zuckerberg
D. Google

Difficulty: Medium
8-9
44. (p. 212) Which of the following statements is(are) not true?
A. Primary focus of an industry analysis is to provide sufficient knowledge of the
environment that can affect marketing strategy decision-making.
B. Industry analysis needs to be conducted using only primary research data.
C. Industry analysis begins with the broadest-based assessment of environmental and industry
trends.
D. The information-seeking process of industry analysis is known as an upside-down
pyramid.

Difficulty: Easy
45. (p. 213) Competitor analysis begins with:

A. gathering samples of the competitors product(s).
B. discovering each competitors advertising budget.
C. documenting the current strategy of each primary competitor.
D. identifying which competitors are most successful.

Difficulty: Hard
46. (p. 214) _____ is the process of gathering information in order to determine who will buy the
product and what is the most appropriate distribution channel.
A. Market segmentation
B. Marketing planning
C. Market mixing
D. Marketing research

Difficulty: Medium
8-10
47. (p. 214) Marketing research begins with:

A. setting the advertising budget.
B. definition of objectives or purpose.
C. identifying direct marketing strategy.
D. collecting a list of primary and secondary sources of information.

Difficulty: Medium
48. (p. 214) Which stage of marketing research is considered to be the most difficult for an
entrepreneur due to lack of knowledge or experience in marketing?
A. Analyzing and interpreting the results
B. Gathering data from primary sources
C. Gathering data from secondary sources
D. Defining the purpose or objectives

Difficulty: Hard
49. (p. 214) Information that already exists is called:

A. secondary data.
B. primary data.
C. marketing data.
D. target data.

Difficulty: Medium
50. (p. 215) Observation, interviewing, and focus groups are examples of collecting:
A. marketing data.
B. primary data.
C. secondary data.
D. target data.

Difficulty: Medium
8-11
51. (p. 215) The simplest approach to gathering primary information is:
A. observation.
B. focus groups.
C. experimentation.
D. interviewing.

Difficulty: Medium
52. (p. 215) The most common approach to gathering primary information is:
A. observation.
B. focus groups.
C. experimentation.
D. interviewing.

Difficulty: Medium
53. (p. 218) Which survey method is the fastest method for obtaining data?
A. Telephone
B. Mail
C. Personal
D. Internet

Difficulty: Medium
54. (p. 218) Which survey method results in the most in-depth information and the best response
rate?
A. Telephone
B. Mail
C. Personal
D. Internet

Difficulty: Medium
8-12
55. (p. 218) Which survey method results in the worst response rate?
A. Telephone
B. Mail
C. Personal
D. Internet

Difficulty: Medium
56. (p. 218) Which survey method is the most expensive?

A. Telephone
B. Mail
C. Personal
D. Internet

Difficulty: Medium
57. (p. 218) A focus group should consist of:

A. 6-8 potential customers
B. 10-12 potential customers
C. 14-16 potential customers
D. 18-20 potential customers

Difficulty: Hard
58. (p. 218) Focus groups:

A. should be led by the entrepreneur.
B. consist of 20 to 30 potential customers.
C. discuss information in a formal and standardized procedure.
D. are an informal method of gathering market information.

Difficulty: Medium
8-13
59. (p. 220) Which of the following is not a major question that should be addressed by the
marketing plan?
A. Where have we been?
B. Where do we want to go in the short term?
C. Where do we want to go in the long term?
D. How do we get there?

Difficulty: Medium
60. (p. 220) The _________ is the written statement of marketing objectives, strategies, and
activities to be followed in the business plan.
A. marketing plan
B. marketing mix
C. marketing system
D. marketing structure

Difficulty: Medium
61. (p. 222) The major interacting components that enable a firm to successfully provide
products to the marketplace are called the:
A. marketing plan.
B. marketing mix.
C. marketing system.
D. marketing structure.

Difficulty: Hard
8-14
62. (p. 223) Generally speaking, entrepreneurs see the external environment as:
A. marginally influential.
B. uncontrollable.
C. largely influential.
D. predictable.

Difficulty: Medium
63. (p. 223) Which of the following is an internal environmental variable?

A. The economy
B. Technology
C. Industry demand
D. Financial resources

Difficulty: Medium
64. (p. 222-223) Financial resources and the management team are both examples of the:
A. external environment.
B. marketing mix decision variables.
C. internal environment.
D. feedback system.

Difficulty: Medium
65. (p. 223) The four variables that affect short-term marketing decisions are referred to as the:
A. marketing mix.
B. market segment.
C. marketing plan.
D. marketing system.

Difficulty: Medium
8-15
66. (p. 224) The marketing mix consists of:

A. product, price, research, and promotion.
B. product, research, distribution, and promotion.
C. product, price, distribution, and promotion.
D. product, price, distribution, and research.

Difficulty: Medium
67. (p. 225) The __________ is the specific group of potential customers toward which a venture
aims its marketing plan.
A. target market
B. external environmental factor
C. channel of distribution
D. consumer market

Difficulty: Medium
68. (p. 225) Which is the first step in preparing a marketing plan?
A. Identifying strengths and weaknesses
B. Defining the target market
C. Establishing goals and objectives
D. Defining the business situation

Difficulty: Medium
69. (p. 226) Market segmentation is the process of:

A. describing market conditions.
B. dividing the market into smaller homogeneous groups.
C. presenting future opportunities.
D. exploring new market opportunities.

Difficulty: Medium
8-16
70. (p. 228) Once the marketing goals and objectives have been established, the entrepreneur can
begin to develop the __________ and __________ to achieve them.
A. marketing plan; industry analysis
B. marketing mix; consumer research
C. marketing strategy; action plan
D. market research; industry analysis

Difficulty: Medium
71. (p. 228) In establishing goals and objectives, it is important to:

A. quantify all aspects of the goals.
B. limit the number of goals.
C. set standards that are ideal.
D. measure it for control purposes.

Difficulty: Hard
72. (p. 228) The number of goals and objectives in the marketing plan should be:
A. 2-4
B. 4-6
C. 6-8
D. 8-10

Difficulty: Hard
73. (p. 229) Which of the following is(are) not a key element in the pricing strategy?
A. Cost
B. Margin or markup
C. Competition
D. Distribution

Difficulty: Easy
8-17
74. (p. 229) When products cannot be easily differentiated:

A. there is little room for price variations from the competition.
B. a skimming price strategy is appropriate.
C. a higher price can be charged.
D. the lowest possible price must be charged.

Difficulty: Hard
75. (p. 230) The _________ element of the marketing mix involves decisions as to what is the
most appropriate channel.
A. product
B. price
C. distribution
D. promotion

Difficulty: Easy
76. (p. 231) Market conditions, product attributes, cost benefits and venture attributes are all part
of which major consideration in channel selection?
A. Degree of directness
B. Number of channel members
C. Criteria in selection of channel members
D. Number of channels

Difficulty: Medium
8-18
77. (p. 231) Intensive, selective and exclusive are all part of which major consideration in
channel selection?
A. Degree of directness
B. Number of channel members
C. Criteria in selection of channel members
D. Number of channels

Difficulty: Medium
78. (p. 231) Manufacturer's representatives are marketing middlemen that:

A. take title and physical possession of the product.
B. take physical possession of the product.
C. work exclusively for the entrepreneur.
D. are paid a commission when a sale is made.

Difficulty: Medium
79. (p. 232) Which form of promotion is too expensive for most entrepreneurs to use?
A. TV
B. Print Ads
C. Radio
D. Webpage

Difficulty: Easy
80. (p. 232) Business-to-business marketing involves:

A. sales to households for personal consumption.
B. a more direct channel of distribution than consumer markets.
C. selling products such as household furniture.
D. selling products and services through certified representatives.

Difficulty: Medium
8-19
81. (p. 232) In business-to-business which advertising and promotion method would be the least
likely to be used?
A. Trade magazines
B. Direct sales
C. Trade shows
D. TV ads

Difficulty: Medium
82. (p. 234) Which of the following is true of implementing a market plan?
A. It is meant to be a tentative plan by the entrepreneur to a specific strategy.
B. It need not be assigned to an individual for coordinating and implementing the plan.
C. It is a formality that serves as a superficial document to outside financial supporters or
suppliers.
D. It is a commitment to make adjustments as needed or dictated by market conditions.

Difficulty: Medium
83. (p. 234) If the entrepreneur is constantly faced with significant changes in the marketing
strategy, then it is likely that:
A. there is insufficient monitoring of the plan.
B. the plan was not prepared properly.
C. the business marketing effort does not support the strategy.
D. there have been too many external factors that were difficult to predict.

Difficulty: Medium
8-20
Essay Questions
84. (p. 214-220) Identify, in order, and briefly explain each step of conducting market research
giving examples where appropriate.
1. Defining purpose or objectives - The most effective way to begin is for the entrepreneur to
sit down and make a list of the information that will be needed to prepare the marketing plan.
For example, the entrepreneur may think there is a market for his or her product but not be
sure who the customers will be or even whether the product is appropriate in its present form.
Thus, one objective would be to ask people what they think of the product or service and
whether they would buy it, and to collect some background demographics and attitudes of
these individuals. Other objectives may be to determine the following:
 How much would potential customers be willing to pay for the product or service?
 Where would potential customers prefer to purchase the product or service?
 Where would the customer expect to hear about or learn about such a product or service?
2. Gather data from secondary sources - The most important purpose of reviewing secondary
sources is to obtain information that will assist the entrepreneur in making the best decisions
regarding the marketing of a product or service. Some examples include trade magazines,
newspaper articles, libraries, government agencies, and the Internet can provide much
information on the industry market and competitors. The Internet can even be used to gather
informal primary data by reviewing social media and blogs. Before considering either primary
sources or commercial sources of information, the entrepreneur should exhaust all free
secondary sources. Other specific source examples may come from table 8.2.
3. Gather data from primary sources - Information that is new is primary data. Gathering
primary data involves a data collection procedure—such as observation, networking,
interviewing, focus groups, or experimentation—and usually a data collection instrument,
such as a questionnaire. Interviewing or surveying is the most common approach used to
gather market information. It is more expensive than observation but is more likely to
generate more meaningful information.
4. Analyzing and interpreting results - Depending on the size of the sample, the entrepreneur
can hand-tabulate the results or enter them on a computer. In either case, the results should be
evaluated and interpreted in response to the research objectives that were specified in the first
step of the research process. Often, summarizing the answers to questions will give some
preliminary insights. Then data can be cross-tabulated to provide more focused results. For
example, the entrepreneur may want to compare the results to questions by different age
groups, sex, occupation, location, and so on.
Answer will vary.
Difficulty: Medium
8-21
85. (p. 220-221) Identify and explain the three basic questions a marketing plan should answer.
1. Where have we been? When used as a stand-alone document (operational plan), this would
imply some background on the company, its strengths and weaknesses, some background on
the competition, and a discussion of the opportunities and threats in the marketplace. When
the marketing plan is integrated as part of the business plan, this segment would focus on
some history of the marketplace, marketing strengths and weaknesses of the firm, and market
opportunities and threats.
2. Where do we want to go (in the short term)? This question primarily addresses the
marketing objectives and goals of the new venture in the next 12 months. In the initial
business plan, the objectives and goals often go beyond the first year because of the need to
project profits and cash needs for the first three years.
3. How do we get there? This question discusses the specific marketing strategy that will be
implemented, when it will occur, and who will be responsible for the monitoring of activities.
The answers to these questions are generally determined from the marketing research carried
out before the planning process is begun. Budgets will also be determined and used in the
income and cash flow projections.
Difficulty: Medium
86. (p. 222) List the 4 major factors of the external environment identified by the marketing
system.
Financial resources
Suppliers
Goals and objectives
Management team
Difficulty: Medium
8-22
87. (p. 228) Give examples of what types of goals should be set in the goals and objectives
section.
market share
profits
sales (by territory and region)
market penetration
number of distributors
awareness level
new product launching
pricing policy
sales promotion
advertising support
Difficulty: Medium
8-23
88. (p. 229-230) Discuss the major factors that should be considered in setting a product/service
price.
A. Costs - One of the important initial considerations in any pricing decision is to ascertain
the costs directly related to the product or service (material and labor costs or cost of product
from producer). Whether a manufacturer, retailer, or service venture, the entrepreneur would
need to ascertain the approximate costs for overhead (some examples would be utilities, rent,
promotion, insurance, and salaries).
B. Margins or Markups - In many industries the retailers of the products use a standard
markup to price goods in their stores. Given that the retailer maintains costs equivalent to the
industry standards, this markup would be expected to cover overhead costs and some profit.
Standard markups can be ascertained from trade publications or by asking suppliers. A lower
markup and hence lower profit can be accepted by the entrepreneur and is a strategy used to
increase demand in the short term (market penetration strategy) but could influence the
competition to also lower its price, thus eventually reducing the profit margins for everyone.
C. Competition - When products cannot be easily differentiated, the entrepreneur is forced to
charge the same price as the competition. A higher price may also be supported by market
research data. Innovations such as technology products or new drug products may warrant a
higher price or skimming strategy for the new venture to recover some of its high
development costs. In a non-differentiated product market, marketing research may reveal that
consumers are willing to pay more if you offer service benefits such as free home delivery,
guarantees on the life of the item, or free long-term repair. Although these services would
increase the costs to the entrepreneur, they would establish a distinctive image for the product
in a non-differentiated product category, allowing a higher price and, potentially, a higher-
quality image than that of the competition.
Answer will vary.
Difficulty: Medium
89. (p. 230) Identify the 4 major considerations in distribution channel selection.
Degree of directness of channel

Number of channel members
Criteria in selection of channel members
Number of channels
Difficulty: Medium
8-24
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The Project Gutenberg eBook of Illustrations of
political economy, Volume 4 (of 9)
This ebook is for the use of anyone anywhere in the United
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are not located in the United States, you will have to check the
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eBook.
Title: Illustrations of political economy, Volume 4 (of 9)
Author: Harriet Martineau
Release date: September 2, 2023 [eBook #71544]
Language: English
Original publication: London: Charles Fox, Paternoster-Row,

1834
Credits: Emmanuel Ackerman, KD Weeks and the Online

Distributed Proofreading Team at https://www.pgdp.net
(This file was produced from images generously made
available by The Internet Archive)
*** START OF THE PROJECT GUTENBERG EBOOK

ILLUSTRATIONS OF POLITICAL ECONOMY, VOLUME 4 (OF 9) ***
Transcriber’s Note:
The volume is a collection of three already published
texts, each with its own title page, table of contents, and
pagination. The table of contents for all three is repeated
at the opening of the volume. All chapters are linked from
the ‘master’ table, but not from the redundant tables in
the second and third texts.
Minor errors, attributable to the printer, have been
corrected. Please see the transcriber’s note at the end of
this text for details regarding the handling of any textual
issues encountered during its preparation.
The image of the blank front cover has been cleaned
up and enhanced with basic data from the title page,
and, so modified, is placed in the public domain.
Any are indicated as hyperlinks, which will navigate the
reader to the corresponding entry in the corrections table
in the note at the end of the text.
ILLUSTRATIONS
OF
POLITICAL ECONOMY.
BY
HARRIET MARTINEAU.
——o——
HOMES ABROAD.
FOR EACH AND FOR ALL.
FRENCH WINES AND POLITICS.
——o——
IN NINE VOLUMES.
VOL. IV.
——o——
LONDON:
CHARLES FOX, PATERNOSTER-ROW.
MDCCCXXXIV.
LONDON:
Printed by William Clowes,
Duke-street, Lambeth.
CONTENTS.
HOMES ABROAD.
CHAP. PAGE
1. Home in a Paradise 1
2. Homes on the Waste 18
3. Going in search of Home 35
4. New Homes 48
5. The Castles at Home 63
6. Law and Justice 75
7. Christmas Amusements 85
8. The More the better Cheer 106
9. True Citizenship 114
FOR EACH AND FOR ALL.

1. Novelty 1
2. Pastime 18
3. Discussion 29
4. More Novelty 45
5. Observing at hand 62
6. Observing afar 70
7. One for Himself 87
8. Consequences 108
9. Each for All 118
FRENCH WINES AND POLITICS.
1. Vine-Growing 1
2. Signs of the Time 19
3. The Temper of the Time 29
4. Deeds of the Time 50
5. The Philosophy of Bargaining 72
6. New Devices 82
7. Mob Sovereignty 99
8. Upshot of Feudalism 122
9. Adjustment 134
HOMES ABROAD.
A Tale.
BY
HARRIET MARTINEAU.
LONDON:
CHARLES FOX, 67, PATERNOSTER-ROW.
1832.
CONTENTS.
1. Home in a paradise 1
2. Homes on the waste 18
3. Going in search of Home 35
4. New homes 48
5. The Castles at home 63
6. Law and Justice 75
7. Christmas amusements 85
8. The more the better cheer 106
9. True citizenship 114
HOMES ABROAD.
Chapter I.
HOME IN A PARADISE.
The fair and fertile county of Kent has long suffered peculiarly from
the poverty of its labouring population. To the traveller who merely
passes through it, it looks like a fruitful garden, capable of affording
support to as many inhabitants as can gather round its neat towns,
or settle on the borders of its orchards, hop-grounds, and corn-fields;
yet it is certain that nowhere,—not in the alleys of Manchester or the
cellars of London,—is more abject, hopeless poverty to be found
than in some of the country parishes of Kent. One class murmurs
about tithes, and rages about poor-rates, while another sets law at
defiance, and fills the country with news of murderous poaching
expeditions, and of midnight fires;—guilty adventures, of which the
first brings in only a precarious and dearly bought advantage, and
the other is the most effectual method that could be devised for
increasing the very evils under which the people are groaning.
Some years ago,—before the first ruffian or fool of a rick-burner
had conceived the bright idea of destroying food because the people
were starving,—the parish of A——, in Kent, seemed to some of its
inhabitants to be sunk into the lowest depth of poverty that could be
found in a country like England; though, alas! it has since been
proved that more remained to be endured by its population than had
yet been experienced. The parish of A—— contained at that time
about two thousand persons; the number of labourers, including
boys, was about 450, of whom upwards of 300 were of the
agricultural class. The farmers were doing badly, and could not
employ all these people; or, if they employed all, could not
sufficiently pay any. They reckoned that there were between fifty and
sixty able-bodied men more than were wanted. The burden on the
parish of these men and their wives and families was very grievous
to the poorer class of rate-payers; and in proportion as it became
more difficult to them to pay, the numbers and the wants of the
paupers increased; and among the whole body of the population of A
—— the effects of want showed themselves more and more every
day in the spread of recklessness and crime. It mattered not that in
spring the orchards were gay with the delicate pink of the apple-
blossom, or that flourishing young plantations put forth their early
verdure as if the place had been a paradise; for there were theft in
the woods, and murmurs of discontent from beneath the hedgerows.
It mattered not that in autumn the hop-pickers were busy gathering in
their fragrant harvest; for too many of them had fathers, or brothers,
or sons, looking on idly from a distance, envious of their employed
companions, and thankless that the season had been propitious to
the ripening of the delicate crop. It mattered not that the sun shone
on fertile valleys and snug homesteads: for many a houseless parent
scowled upon comforts which he must not share; many a child
shivered with disease and hunger amidst the noonday heat. It
mattered not even that new dwellings for the poor were rising up
here and there; for their creation was no sign of prosperity. They
were reared by speculators in pauperism, who depended on the
rents being paid out of the rate. From this circumstance, it was easy
to guess by what class they would be occupied;—not by such
cottagers as England boasted of a century and a half ago, but by
reckless youths with their younger wives, who depended on the
parish to help out the insufficient resources of their labour.
These new cottages were an eye-sore to some of the once-
prosperous inhabitants of the parish, who were for ever complaining
that the bread was snatched from their mouths by new comers.
Among the grumblers was Castle; a man who, without fault of his
own, was, in the full vigour of life, reduced from a state of
comfortable independence to the very verge of pauperism. He had
married early, and proved himself justified in doing so, having been
able, not only to support the two children of his first marriage, but to
fit them for maintaining themselves by proper training in their
occupations. Frank had served his apprenticeship to a house-
carpenter, and was now a skilful and industrious workman of one-
and-twenty years of age. His sister Ellen, three years younger, was a
neat-handed dairy-maid, whom any farmer might be glad to have in
his establishment. That she was out at service, and that Frank had
something to do, however little, were the chief comforts of poor
Castle at this time; for his own affairs looked dismal enough. He had
married a second time, a woman much younger than himself, who
had never known hardship, and was little prepared to meet it,
however gay her temper seemed before there was any thing to try it.
She did nothing for her husband but bring him children and nurse
them till they died, which they almost all did as times grew worse and
comforts became scarce. Only one little girl, now six years old,
remained at home of all his second family. There were indeed two
lads who called him father, though he had for some time disowned
them as sons. He declared that Jerry and Bob were born rogues and
vagabonds; and gave a peevish notice to all whom it might concern
that he had cast them off to follow their evil courses, as they were so
given to theft that it would ruin him to be made answerable for their
misdeeds. Some people thought that fifteen and sixteen were ages
at which some hope of reformation was yet left; and saw moreover
that the lads had been driven to crime by want, and prevented from
returning by dread of their parents’ tempers. Castle was now almost
invariably low and peevish; and at five-and-forty had the querulous
tone, wrinkled face, and lagging gait of an old man. The effect of
hardship had been even worse upon his wife than upon himself.
Instead of being peevish, she seemed to have lost all feeling; and
while her husband yet worked as long as he could get any thing to
do, she was as lazy as if she had been brought up to live on parish
bread. The only person who believed that any good remained in her
was her step-daughter Ellen, who never forgot what a trying change
of circumstances she had been exposed to, and persisted in saying,
whenever she heard her attacked, that a twelvemonth’s health and
prosperity would show her to be a very different person from what
the neighbours supposed. “Give her help and hope,” she said, “give
her work and something to work for, and her voice will come down to
what it was when she sang her first baby to sleep; and she will clean
up her room herself, instead of preventing any one doing it for her.
She will go to church again then, and learn to like Frank as she
should do, and not curse her own poor boys as she does.” Some of
Ellen’s neighbours thought this cant; others believed her sincere in
her hopes of her step-mother; but all agreed, when the crisis of
Castle’s affairs arrived at last, that, honestly or hypocritically, Ellen
prophesied wrong.
News came that Jerry and Bob had been taken up for robbing and
cruelly beating two young gentlemen whom they had decoyed into a
wood on pretence of birds-nesting; and that, if not hanged, they
would be transported. Castle declared, though with a quivering lip,
that this was what he had always expected. His wife went further.
She hoped they would be hanged, and put out of the way of being
more trouble to any body. She exhorted her husband to take no
steps on their behalf, but be thankful that he was rid of them. The
neighbours cried “Shame!” and prevailed with Castle so far as to
induce him to go to the magistrate who had committed the lads, and
swear to their ages; as they were taken by strangers to be much
older than they really were, and an explanation on this point might
procure a mitigation of punishment. Castle was unwilling to leave
home for two days while his wife was hourly expecting her
confinement; but a woman who lodged in the same cottage offered
to be with her, on condition of receiving the same attention from her
when she should want it a short time hence.—Castle was scarcely
gone when his wife had to send for assistance; and before her child
was born, the neighbour who was with her was in a similar plight. It
was the middle of the night; and the parish surgeon who attended
them had no help at hand, and could not leave them to call for any.
He wrapped up the two infants in the remains of a blanket, and laid
them beside the fire he had himself lighted. It very naturally
happened that he did not know which was which of the children, and
that he had not presence of mind to conceal the difficulty. On taking
them up, it was found that one was dead. His horror was great on
perceiving that, instead of there being any regret on this account,
each mother was anxious to make out that the dead infant must be
her own. Neither of them would touch the living one[A].
A. Fact.
An unobserved or forgotten witness appeared in the person of
Castle’s little daughter Susan, who had crept out from her dark
corner to peep at the babes in the blanket.
“That is the one you wrapped up first, Sir,” she said, pointing to the
living infant.
“How do you know, my dear?”
“She knows well enough,” said the neighbour; “she had nothing to
do but to watch. She——”
“How do you know, my dear?” persisted the surgeon.
“Because this corner of the blanket fell under the grate, and got all
black; and when you brought the other baby you wrapped it up in the
black part. Look!”
“’Tis all true,” said Castle’s wife, “and her child was born first.”
The surgeon set her right, and considered the matter decided; but
it was far from being so. She scolded her little daughter for her
testimony till the child slunk out of the room; she pushed the infant
roughly from her, and cursed it for its cries. Her neighbour insultingly
told her it was certainly sent to make up to her for one of the lads
that was going to be hanged, and that it was only a pity she had not
had twins. Words, dreadful to hear from a mother’s lips, followed.
The contention grew louder and more violent, till the surgeon, fearing
for their lives and senses, and being unable any longer to bear a
scene so unnatural and horrible, left the room, bearing with him the
innocent cause of dispute. Little Susan was on the stairs, still
sobbing and afraid to go in; so she was also taken home by the
surgeon, when he had sent in a neighbour to tend his two patients.
“Here, my dear,” said he to his wife, on entering his own door, “put
this child to bed somewhere, and try if you can contrive to keep the
infant alive till we can send it to the workhouse in the morning.”
“What has agitated you so much? Whose children are these?”
”The children of Providence only, my dear; for the hearts of
parents are turned against their own offspring in these days.—What
have I seen! I have seen the contention of mothers for a dead child. I
have been with mothers who would thank any Solomon that should
order the living child to be cut in two. Solomon himself could not read
mothers’ hearts in these days.”
“We will not be hard upon them,” said his wife. “It is want that has
done this;—want like that which made a mother of Solomon’s nation
devour her own child. We will not blame them. Would we could help
them!”
The matter ended in the infant’s being received into the
workhouse, little Susan’s testimony, though strong, not being so
conclusive as to justify the surgeon’s swearing to the parentage of
the child; and there was no one else who could. When Castle
returned, he observed that it signified little, as the parish must at all
events have maintained the babe; neither he nor his neighbours
could keep out of the workhouse much longer. This was soon found
to be too true, when Ellen came home, being obliged to give up her
place to a parish girl, and Frank appeared, with a grave face, to say
that he was out of work, and had been so for so long a time, that he
was convinced nothing was to be done but to go and seek his
fortune elsewhere.
Many were the consultations between himself and his sister as to
where he should go. There was but little chance of being better off in
England. He mentioned Canada; he rather inclined to the Swan-river
settlement; but when news came that Jerry and Bob were sentenced
to transportation, the idea struck the brother and sister at once that
the whole family might follow, and by settling near the convicts, keep
an eye upon them, and possibly recover them when they should be
removed from the temptations which had proved too strong for them.
Frank had heard much of the advantages of emigrating to New
South Wales and Van Diemen’s Land; and it appeared to him that no
family was ever in circumstances that made the experiment less
perilous than his own at this time. While Ellen took upon herself to
mention the scheme to her father, Frank went to the curate of the
parish, Mr. Jackson, whom he knew to have been employed in
forwarding the emigration of some pauper labourers from the
neighbourhood; and from this gentleman he learned much of what
he wanted to know.
It was to Van Diemen’s Land that Mr. Jackson had assisted in
sending out some of his parishioners; and thither he advised Frank
to go with his family, as there was a great demand for labour, both
agricultural and mechanical, and as it would be the best situation for
Ellen, from the great scarcity of female servants, especially dairy-
women. It seemed very possible that interest might be made to get
their brothers sent to the same place, as there were many convicts
there already, and more were wanted as farm-servants. As to how
the means of conveyance were to be raised,—the common method,
Mr. Jackson said, was for labourers to bind themselves for five or
seven years to some settler in the colony, at a certain rate of wages,
from which the expenses of the passage, and of food, clothing and
habitation for the term of years, were to be deducted. Castle and his
wife might thus bind themselves, the one as a farm, the other as a
domestic servant in a family; and Frank’s mechanical skill might
enable him to make very good terms in the same sort of agreement.
For Ellen, a better way still was open, if she could fortunately get
included in the number of young women who were to be sent out by
government from time to time, to supply the great want of female
population in the Australian colonies. Mr. Jackson lent Frank books
which informed him of the state and prospects of the country whither
he wished to go, and several papers issued by government which
explained the terms under which emigration was authorized by them.
Frank found that the sum of money necessary to be raised was
somewhat larger than he had supposed, but that the means of
repayment were certain and easy. If Ellen could obtain a certificate
from the clergyman of her parish, that she was between the ages of
eighteen and thirty, that her health and character were good, and
that half the expense of her passage, namely, 8l., could be advanced
by her parents, or friends, or the parish, she might stand her chance
of being chosen by the government to be sent out under safe
guardianship, and immediately placed in a service on her arrival in
the colony. There would be no impediment to her marrying as soon
as she chose to do so; for which there were only too many
opportunities from the circumstance of there being a very small
proportion of women in the colony. If the parish could be prevailed on
to advance the necessary sum for the conveyance of the rest of the
family, it seemed that the prospects of all would become far better
than they could ever grow at home,—better than Frank had dared to
imagine since his childhood. It seemed so clearly the interest of the
parish to favour the plan, that Frank returned to the consultation with
Mr. Jackson, full of hope that a way was opening for finding, in a new
country, those due rewards of labour which his native land seemed
no longer in a condition to afford.
“What says your father to your scheme?” inquired Mr. Jackson in
the first place.
“Very much what he says to all schemes, Sir. He likes nothing that
is proposed, and fears every new plan. But as he dislikes and fears
becoming dependent on the parish more than any thing else, I have
great hopes that he will consent to go, if, after further consideration, I
view the matter as I do now. We will do nothing hastily; but I certainly
feel at present as if redemption was offered from a bondage which
wears the soul and sickens the heart of man. There’s my poor father
——”
“Stay, stay, Frank. What do you mean by bondage?”
“The bondage of poverty, Sir; of hopeless, grinding poverty. What
bondage cows a man’s spirit more? What sours and debases and
goads him more than to work and work from year to year in vain? If it
was a curse upon Adam to get bread by the sweat of his brow, what
is it to give the sweat of one’s brow and get no bread?”
“It is a hardship which ought not to be borne when a fair way is
open to shake it off. I only checked you in the fear that you might be
laying blame where it is not due. I agree with you as to the evils of
your case, and the remedy you would seek.”
“As to where the blame lies, Sir, our institutions must share it
among them;—as well those in which the people are concerned, as
the government. It is pretty clear, all the while, that the people in this
parish are more than can be fed; and so the right way seems to be
for some to go where food abounds; and the sooner they are off, the
better for themselves and those they leave behind, when once they
have settled where to go.”
“And who is to go?—for that is a question of no less importance,”
observed Mr. Jackson. “You would not take all your relations, Frank,
would you?”
Frank replied that they were all equally in want, his grandfather
and grandmother as well as his father.
“But those who will help you to go,” continued Mr. Jackson, “must
consider the welfare of the country as well as yours. The parish must
pay more for the passage and maintenance of your grandfather than
he will probably cost them at home, and this cannot be expected of
them if, for the same sum, they could send over a young couple,
whose labour is wanted abroad, and whose family will never become
burdensome.”
Frank saw at once that in sending over a young couple, the parish
sent over also all their descendants, besides supplying a want in the
colony abroad. After a few moments’ thought, he went on,—
“Surely, Sir, it would relieve the country of its over-fulness at once,
to send out a certain number of young people every year, as they
become marriageable, instead of spending the same money in giving
a passage to old people?”
“It would; and the entire effect of emigration, as a method of relief
to the country at large, depends on the selection of those who are to
go. The number of persons who become marriageable every year in
this country is now 800,000. If these were sent out, it is plain that the
country would be depopulated in the course of a single generation;
but if we sent out the same number of old persons, it would make a
very small difference in the amount of people at home; and it would
not be worth the colony’s while to receive those who would bring little
labour and no population. If, again, we sent out that number of men
and boys to a colony where there are too few women already, we
should afford ourselves only a half-relief, and give the colony nothing
more than the present labour of these men and boys; whereas, by
sending equal proportions of men and women, we give the colony all
their descendants as well as themselves, and free ourselves from
the same amount of labour,—which we do not want.”
“A much smaller number than 800,000 would be enough then, Sir,
to thin our population sufficiently?”
“Certainly. If, instead of sending out people of all ages, we were to
select those who become marriageable, one-sixth of that number, or
about 133,000 persons emigrating annually, would prevent our
population increasing; and this might be done at an expense not
exceeding a fourth of the sum annually raised for poor-rate, sending
half to America and half to Australia. This would be well worth while,
even if there were to be no repayment of expenses; which there
might and ought to be from colonies where labour is much wanted.”
“I am afraid,” said Frank, “that the parish will refuse to help my
father and mother to emigrate, if it would answer so much better to
send younger people.”
“Your father is still in the vigour of life, and may benefit the colony
by twenty years’ active labour yet; and your step-mother is several
years younger. The parish sends out many less likely to repay them;
but I do think your grandfather and his old lady are quite out of the
question, even if they wished ever so much to go. But why should
they go where every thing will be strange and therefore
uncomfortable to them, and where they must, after all, be quite as
dependent as at home? If you mean to maintain them, you can as
well send money to them here as carry them over at a great
expense, to receive it there; and if you cannot help them, they will be
more forlorn there than living on their own parish. But you will be
able to help them, since a fourth of your wages is all that the parish
will require from you, and this will very soon pay off your debt. Ellen’s
8l. will easily be earned; and when she has worked herself free, she
will be able to help the old folks.”
“’Tis when I think of her,” said Frank, “that I am most eager to get
to a place where toil is not in vain. As often as I hear her laugh, or
watch her going about the house with her light step and busy pair of
hands, I tremble lest I should see a scowl come over her face by and
by, and her gait and actions grow listless, like so many of the women
hereabouts. It must be owing to want and helplessness that our girls
cannot be merry without being bold; and that they are so given to
idleness which has nothing of the nature of play in it. I can remember
my step-mother, Sir, just such a pretty, light-hearted woman as
Ellen.”
“You will see more such if you go to Van Diemen’s Land. There is
toil there, and hardship too; but the toil is hopeful, and the hardship
not of man’s infliction.—I know you do not object to toil and hardship
of this kind, Frank, or I should be the last person to encourage you to
go. You must give up English likings as to food and lodging, and
(what is more difficult) as to ways of doing things. You must bear to
be directed what work you are to do, and how you are to do it; you
must resolve from the beginning to accommodate yourself to the

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True / False Questions

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13. (p. 215) Interviewing is less expensive than observation.

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17. (p. 218) Focus groups should be led by the entrepreneur.

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Multiple Choice Questions

43. (p. 211) Warby Parker was started by:

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45. (p. 213) Competitor analysis begins with:

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47. (p. 214) Marketing research begins with:

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49. (p. 214) Information that already exists is called:

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