Question 1

)Discount stores,department stores,supermarkets,and specialty stores are all among the major types of retail stores.

Accepted Answer

A) True 
 B)False

Question 2

Consumer perceptions of product quality are affected by promotions and packaging,but not by the price of the product.

Accepted Answer

A) True 
 B)False

Question 3

) The effectiveness of direct mail advertising suffers from:

Accepted Answer

A)  its inflexibility.
B)  the limited length of the message.
C)  the consumer perception that it is junk mail.
D)  its inability to target specific markets.E) A) and D)
F) A) and B)

Question 4

Those organizations that assist in the movement of goods and services from producer to industrial and consumer users are known as:

Accepted Answer

A)  directed marketers.
B)  distributive specialists.
C)  marketing intermediaries.
D)  supplementary marketers.E) A) and C)
F) B) and C)

Question 5

Angie owns a small company that markets high quality office supplies to businesses.Angie faces stiff competition from some much larger firms.Which of the following competitive strategies would probably work best for Angie?

Accepted Answer

A)  Keep costs as low as possible by offering a no-frills approach with little or no extra services.
B)  Develop a skimming pricing strategy.
C)  Utilize a high-low approach to pricing.
D)  Focus on offering better service to customers and work on building good customer relationships.E) B) and C)
F) B) and D)

Question 6

Rebates and zero-percent financing are pricing strategies to create an image of status and exclusivity.

Accepted Answer

A) True 
 B)False

Question 7

Producers of shopping goods such as furniture,appliances,and clothing usually rely on an exclusive distribution strategy.

Accepted Answer

A) True 
 B)False

Question 8

Brand managers have direct responsibility for all the elements of the marketing mix for a particular brand or product line.

Accepted Answer

A) True 
 B)False

Question 9

A distribution strategy that puts the product into as many retail outlets as possible is known as an intensive distribution strategy.

Accepted Answer

A) True 
 B)False

Question 10

A ______________ offers a very wide selection of a specific product category (such as books,toys,or sporting goods) at competitive prices.

Accepted Answer

A)  department store
B)  category killer store
C)  saturation retailer
D)  cash-and-carry retailerE) All of the above
F) A) and B)

Question 11

Marketing managers are aware that products can take on the characteristics of the store in which they are sold.

Accepted Answer

A) True 
 B)False

Question 12

A __________ allows B2B buyers to see products on the Internet 24 hours a day,365 days a year without having to leave their office.

Accepted Answer

A)  virtual trade show.
B)  direct marketing show.
C)  shopping network.
D)  cyber market.E) A) and C)
F) A) and B)

Question 13

Sales promotion involves long-term strategies firms use to enhance their image.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is the best example of a product line?

Accepted Answer

A)  General Motors offers passenger cars,small trucks,and tractor trailers.
B)  Sony offers DVD players,compact disc players,and video game consoles.
C)  Kellogg offers Special K,Raisin Bran,Corn Flakes,and a variety of other cold ready-to-eat cereals.
D)  Hewlett Packard offers scanners,printers and personal computers.E) None of the above
F) A) and D)

Question 15

The first formal step in the B2C sales process is the approach.

Accepted Answer

A) True 
 B)False

Question 16

Depending upon the promotional campaign,advertising may include paid and non-paid forms of non-personal communication.

Accepted Answer

A) True 
 B)False

Question 17

Target costing is a cost-based pricing strategy.

Accepted Answer

A) True 
 B)False

Question 18

All of the following statements about marketing intermediaries are true except:

Accepted Answer

A)  all channels of distribution must contain at least one marketing intermediary.
B)  marketing intermediaries can be eliminated,but their functions must still be performed.
C)  marketing intermediaries survive because they can perform marketing functions faster and more cheaply than producers and consumers.
D)  the value created by marketing intermediaries usually exceeds the costs they add to products.E) A) and B)
F) A) and C)

Question 19

Electronic retailing is selling goods and services over the Internet to the final consumer.

Accepted Answer

A) True 
 B)False

Question 20

Publicity is the talking arm of public relations.

Accepted Answer

A) True 
 B)False

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

Those organizations that assist in the movement of goods and services from producer to industrial and consumer users are known as:

Correct AnswerverifiedShow Answer

A distribution strategy that puts the product into as many retail outlets as possible is known as an intensive distribution strategy.

Correct AnswerverifiedShow Answer

Consumer perceptions of product quality are affected by promotions and packaging,but not by the price of the product.

Correct AnswerverifiedShow Answer

Electronic retailing is selling goods and services over the Internet to the final consumer.

Correct AnswerverifiedShow Answer

Target costing is a cost-based pricing strategy.

Correct AnswerverifiedShow Answer

A __________ allows B2B buyers to see products on the Internet 24 hours a day,365 days a year without having to leave their office.

Correct AnswerverifiedShow Answer

A ______________ offers a very wide selection of a specific product category (such as books,toys,or sporting goods) at competitive prices.

Correct AnswerverifiedShow Answer

Brand managers have direct responsibility for all the elements of the marketing mix for a particular brand or product line.

Correct AnswerverifiedShow Answer

Which of the following is the best example of a product line?

Correct AnswerverifiedShow Answer

The first formal step in the B2C sales process is the approach.

Correct AnswerverifiedShow Answer

Publicity is the talking arm of public relations.

Correct AnswerverifiedShow Answer

Angie owns a small company that markets high quality office supplies to businesses.Angie faces stiff competition from some much larger firms.Which of the following competitive strategies would probably work best for Angie?

Correct AnswerverifiedShow Answer

)Discount stores,department stores,supermarkets,and specialty stores are all among the major types of retail stores.

Correct AnswerverifiedShow Answer

All of the following statements about marketing intermediaries are true except:

Correct AnswerverifiedShow Answer

Producers of shopping goods such as furniture,appliances,and clothing usually rely on an exclusive distribution strategy.

Correct AnswerverifiedShow Answer

Marketing managers are aware that products can take on the characteristics of the store in which they are sold.

Correct AnswerverifiedShow Answer

Depending upon the promotional campaign,advertising may include paid and non-paid forms of non-personal communication.

Correct AnswerverifiedShow Answer

) The effectiveness of direct mail advertising suffers from:

Correct AnswerverifiedShow Answer

Rebates and zero-percent financing are pricing strategies to create an image of status and exclusivity.

Correct AnswerverifiedShow Answer

Sales promotion involves long-term strategies firms use to enhance their image.

Correct AnswerverifiedShow Answer

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