Question 1

Car dealers realize that consumers focus exclusively on price and warranty.

Accepted Answer

A) True 
 B)False

Question 2

The main difference between selective distribution and exclusive distribution is the number and type of market segments the firm chooses. In a selective strategy, a variety of profitable niche markets are selected, while in an exclusive strategy one specific market segment is targeted, and all others are excluded.

Accepted Answer

A) True 
 B)False

Question 3

At a recent sporting event, a local beer distributor gave free beverage mugs to all adults with a paid admission. This is an example of:

Accepted Answer

A)   market segmentation.
B)   sampling.
C)   publicity.
D)   sales promotion.E) A) and B)
F) All of the above

Question 4

The Spotlight on Small Business box showed us that as time passes, marketing plans should be reevaluated and:

Accepted Answer

A)   successful products need a complete redesign.
B)   no product changes should occur.
C)   product lines should be abandoned.
D)   product mixes expanded.E) A) and D)
F) B) and C)

Question 5

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

Accepted Answer

A) True 
 B)False

Question 6

Jessica Talmadge 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.

Accepted Answer

A) True 
 B)False

Question 7

When managing the promotion mix, marketers are utilizing technology to deliver important information directly to the customer. For example, during the spring planting season, Home Depot and Lowes added QR codes to plants. When scanned with a mobile app, customers could make better buying decisions. The bar code offered information on planting time, watering schedule, and other pertinent tips on each plant. Home Depot even ran a commercial to let its customers know how it was using technology to assist them with their spring planting decisions. Whether using new promotional methods or traditional promotional methods, Home Depot:

Accepted Answer

A)   utilized pull strategy because it directed its campaign to the stores where the products are sold.
B)   utilized push strategy because it directed its messages to consumers, permitting them to subscribe to the pick economy.
C)   utilized pull strategy because it directed its messages to consumers.
D)   utilized push strategy because it directed its messages to its stores that were already equipped with bar code technology.E) None of the above
F) A) and C)

Question 8

One problem with newspaper advertisements is that they have a short life span.

Accepted Answer

A) True 
 B)False

Question 9

Vending machines are most often used to sell:

Accepted Answer

A)   shopping goods.
B)   convenience goods.
C)   specialty goods.
D)   inferior goods.E) B) and D)
F) C) and D)

Question 10

Federal legislation requires that the brand name of a product clearly identify the manufacturer of that product.

Accepted Answer

A) True 
 B)False

Question 11

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

Accepted Answer

A) True 
 B)False

Question 12

A major responsibility of the public relations department is to:

Accepted Answer

A)   decide on the appropriate mix of advertising media.
B)   maintain close ties with the media, community leaders, government officials and other stakeholders.
C)   identify appropriate markets for the firm's products, and then select the most likely customers in each market.
D)   train salespeople to interact better with their company's customers.E) All of the above
F) B) and C)

Question 13

Nina Corby owns a card shop in a small shopping center where she sells cards produced by a national company. Nina sells to final customers, so she is a:

Accepted Answer

A)   merchant wholesaler.
B)   retailer.
C)   rack jobber.
D)   channel captain.E) All of the above
F) B) and C)

Question 14

Suppose that eight bakeries each tried to sell their products directly to seven supermarkets. The total number of exchange relationships that would be established is:

Accepted Answer

A)   14.
B)   25.
C)   56.
D)   72.E) B) and C)
F) None of the above

Question 15

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Accepted Answer

A) True 
 B)False

Question 16

Retail organizations employ more than 5 million people in the U.S.

Accepted Answer

A) True 
 B)False

Question 17

The trend away from personal salespeople to self-service in many retail outlets has caused firms to:

Accepted Answer

A)   reduce their advertising promotional budgets.
B)   rely more on personal sales efforts.
C)   place a greater promotional importance on packaging.
D)   decrease expenditures on interactive Web pages.E) C) and D)
F) B) and D)

Question 18

Currently, which of the following products would most likely be considered in the growth stage of the product life cycle?

Accepted Answer

A)   DVD players
B)   Welch's grape jelly
C)   HDTV
D)   Camel cigarettesE) B) and C)
F) A) and D)

Question 19

The purpose of a __________ is to move the selling process toward an actual product purchase.

Accepted Answer

A)   follow up
B)   closing
C)   trial close
D)   commissionE) A) and D)
F) None of the above

Question 20

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large, homogeneous group of consumers.

Accepted Answer

A) True 
 B)False

Exam 21: Managing the Marketing Mix: Product, Price, Place and Promotion

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

Correct Answer
verified

Car dealers realize that consumers focus exclusively on price and warranty.

Correct Answer
verified

The trend away from personal salespeople to self-service in many retail outlets has caused firms to:

Correct Answer
verified

A major responsibility of the public relations department is to:

Correct Answer
verified

Suppose that eight bakeries each tried to sell their products directly to seven supermarkets. The total number of exchange relationships that would be established is:

Correct Answer
verified

The purpose of a __________ is to move the selling process toward an actual product purchase.

Correct Answer
verified

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large, homogeneous group of consumers.

Correct Answer
verified

One problem with newspaper advertisements is that they have a short life span.

Correct Answer
verified

At a recent sporting event, a local beer distributor gave free beverage mugs to all adults with a paid admission. This is an example of:

Correct Answer
verified

The Spotlight on Small Business box showed us that as time passes, marketing plans should be reevaluated and:

Correct Answer
verified

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

Correct Answer
verified

Federal legislation requires that the brand name of a product clearly identify the manufacturer of that product.

Correct Answer
verified

Correct Answer
verified

Vending machines are most often used to sell:

Correct Answer
verified

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Correct Answer
verified

Correct Answer
verified

Retail organizations employ more than 5 million people in the U.S.

Correct Answer
verified

Correct Answer
verified

Currently, which of the following products would most likely be considered in the growth stage of the product life cycle?

Correct Answer
verified

Nina Corby owns a card shop in a small shopping center where she sells cards produced by a national company. Nina sells to final customers, so she is a:

Correct Answer
verified

Exam 21: Managing the Marketing Mix: Product, Price, Place and Promotion

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

Correct AnswerverifiedShow Answer

Car dealers realize that consumers focus exclusively on price and warranty.

Correct AnswerverifiedShow Answer

The trend away from personal salespeople to self-service in many retail outlets has caused firms to:

Correct AnswerverifiedShow Answer

A major responsibility of the public relations department is to:

Correct AnswerverifiedShow Answer

Suppose that eight bakeries each tried to sell their products directly to seven supermarkets. The total number of exchange relationships that would be established is:

Correct AnswerverifiedShow Answer

The purpose of a __________ is to move the selling process toward an actual product purchase.

Correct AnswerverifiedShow Answer

Personal selling provides the most efficient element of the promotion mix for a firm attempting to reach a large, homogeneous group of consumers.

Correct AnswerverifiedShow Answer

One problem with newspaper advertisements is that they have a short life span.

Correct AnswerverifiedShow Answer

At a recent sporting event, a local beer distributor gave free beverage mugs to all adults with a paid admission. This is an example of:

Correct AnswerverifiedShow Answer

The Spotlight on Small Business box showed us that as time passes, marketing plans should be reevaluated and:

Correct AnswerverifiedShow Answer

Internal sales promotion efforts include training for salespeople and participation at trade shows where salespeople can meet potential customers.

Correct AnswerverifiedShow Answer

Federal legislation requires that the brand name of a product clearly identify the manufacturer of that product.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Vending machines are most often used to sell:

Correct AnswerverifiedShow Answer

Push strategies target consumers with sales promotion and heavy discounting that are designed to create a strong demand for the product.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Retail organizations employ more than 5 million people in the U.S.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Currently, which of the following products would most likely be considered in the growth stage of the product life cycle?

Correct AnswerverifiedShow Answer

Nina Corby owns a card shop in a small shopping center where she sells cards produced by a national company. Nina sells to final customers, so she is a:

Correct AnswerverifiedShow Answer

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