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Exam 15: Managing the Marketing Mix: Product, Price, Place, and Promotion

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Question 31

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Successful businesses constantly monitor consumer wants and needs.

A) True
B) False

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Question 32

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Jessica is a real estate agent who brings together the buyers and sellers of houses and commercial property.Jessica helps the parties negotiate the terms and conditions of real estate sales,but she does not take title to the property,provide credit,or assume any risks associated with the exchanges she helps negotiate.Because Jessica provides only limited services,she is not a true marketing intermediary.

A) True
B) False

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Question 33

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Small firms often rely on non-price competition when competing against larger firms.

More than any other component of a total product offer,technology has reduced the importance of packaging.

Barker Brothers Pens utilizes a strategy of low prices to attract customers and discourage competition.This represents a _______ strategy.

Buck Quarles is the publisher of "Sleez Magazine",which is a sex-oriented publication with a seedy reputation.Recently,many communities have attempted to ban "Sleez Magazine" from book stores,convenience stores and news stands because of its lewd and unsavoury content.Buck is very concerned by this trend,because he believes that his publication,like most magazines,needs ____________ distribution in order to succeed.

The rent a firm pays each month for office space is an example of a(n) :

Which of the following is a potential problem with a high-low pricing strategy?

Producers who use an exclusive distribution strategy for their products can expect retailers who carry the products to do all of the following except:

The reputation of the manufacturer and the retail store surroundings are considered part of the value enhancers of a total product offer.

One way brick-and-mortar retailers have begun to successfully compete against Internet-based merchants is by adding online outlets.

Identify the advantages and disadvantages of newspapers and TV as a media to carry your firm's promotional message.

A(n) ________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.

Break-even analysis determines profitability of a firm at various levels of sales.

The break-even point is that level of sales where total revenues equals total costs.

All of the following are benefits of a brand name for a seller except:

) The effectiveness of magazine advertising is reduced by its:

The most effective sales promotion programs target customers,rather than employees and marketing intermediaries.

In marketing today,packaging carries the added responsibility of:

Why would marketers use a skimming price strategy?