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

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Question 81

Multiple Choice

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Felicia wants to know how many units she must sell to cover all of her costs. She indicates to you that her selling price is $20 per unit, her fixed costs are $6,000, and the variable costs per unit are $15. What is her break-even point?

A) 300 units
B) 400 units
C) 1,200 units
D) 1,100 units

E) A) and D)
F) A) and C)

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Question 82

Multiple Choice

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___________ encourages people to tell other people about goods or services they have enjoyed.

A) Personal selling
B) Publicity
C) A trade show
D) Word-of-mouth promotion

E) A) and B)
F) None of the above

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Question 83

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Regardless of changes in packaging, the total product offer remains unchanged.

The management of GamesPeople designed a comprehensive strategy that unifies advertising, personal selling, public relations and sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) ________ program.

Exclusive distribution is the use of only one retail outlet in a given geographic area.

Personal selling involves the face-to-face presentation and promotion of products.

Helen is considering adding a rack of greeting cards to her product offerings at Litton Books Unlimited. Her fixed costs associated with adding the greeting cards would be $300. Variable costs per card are $1 each. The greeting cards will sell for $2 each. Helen's break-even point would occur at ________ cards sold.

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

____________ wholesalers are independently owned and take title to the goods they handle.

Healthy Pick designed a new type of packaging that significantly improves taste and texture of food when defrosted. Unfortunately, firms seldom find that improvements in packaging impact market share and profits.

Low prices can often help retailers create an attractive total product offer.

The Pillsbury Doughboy is an example of a:

Wholesalers are marketing intermediaries who sell goods or services to ultimate consumers.

Cost-based pricing adds a desired profit margin to the cost of producing a product.

An advantage of a selective distribution strategy is that consumers are able to find a popular product at a wide variety of retailers.

To be effective and maintain its independence, the public relations department should avoid establishing close relationships with the media, community leaders, and other corporate stakeholders.

Unlike other promotional tools, such as advertising and personal selling, publicity is free.

Creating a positive brand image by using all the promotional tools in a comprehensive, unified promotional strategy is called:

In the long run, the cost of production and the length of the firm's supply chain determine the price of a product.

Which of the following refers to how quickly or easily a given brand name comes to mind when a product category is mentioned?