Question 1

Sharp Focus Cameras is facing intense competitive pressure.Top marketing managers are looking for ways to cut costs.They are considering a plan to cut distribution costs by eliminating marketing intermediaries from the channel of distribution.If Sharp Focus carries out this plan,it is likely to find that:

Accepted Answer

A)  it will be unable to perform the functions as efficiently as they were performed by the marketing intermediaries.
B)  telemarketing will become the only viable means of distributing its products.
C)  most of the marketing functions performed by marketing intermediaries are helpful,but they aren't really necessary.
D)  as the producer of the products,it will be able to perform the same functions more efficiently.E) All of the above
F) B) and D)

Question 2

LoRider Wheels sells high quality bicycles and accessories.The store is known for a pleasant environment,friendly salespeople,and an excellent service department.All of these elements are part of the_______ offered by LoRider.

Accepted Answer

A)  total product offer
B)  competitive environment
C)  marginal utility package
D)  product lineE) C) and D)
F) B) and C)

Question 3

As one of the tools included in a firm's promotion mix,public relations is intended to inform,remind,and persuade people in the target market.

Accepted Answer

A) True 
 B)False

Question 4

Costs incurred regardless of the number of units of a product that are produced or sold are called:

Accepted Answer

A)  controllable costs.
B)  fixed costs.
C)  mixed costs.
D)  variable costs.E) All of the above
F) A) and D)

Question 5

Candy,gum,cigarettes,and popular magazines are usually distributed using a selective distribution strategy.

Accepted Answer

A) True 
 B)False

Question 6

One of the reasons why companies created the position of brand manager was to:

Accepted Answer

A)  limit the amount of market research expenses products required.
B)  cut expenses associated with the marketing of products.
C)  have greater control over new product development and promotion.
D)  identify and prosecute firms that violate trademark protection.E) A) and D)
F) C) and D)

Question 7

Compared to advertising,publicity is less believable.

Accepted Answer

A) True 
 B)False

Question 8

Although Helpusell brings together buyers and sellers and helps negotiate exchanges,it does not actually take title to any of the goods being traded.Helpusell would be classified as an agent or broker.

Accepted Answer

A) True 
 B)False

Question 9

A _______is a name,symbol,or design (or combination of these) that identifies the goods or services of one seller or group of sellers and distinguishes them from those of competitors.

Accepted Answer

A)  copyright
B)  trademark
C)  brand
D)  logoE) A) and B)
F) A) and C)

Question 10

uses price points to establish prices that help create the impression that the product is less expensive than it is.

Accepted Answer

A)  Everyday low pricing (EDLP) 
B)  Bundling
C)  High-low pricing
D)  Psychological pricingE) B) and D)
F) A) and C)

Question 11

The degree to which customers are satisfied and are committed to future purchases of a desired brand is called:

Accepted Answer

A)  brand awareness.
B)  brand intensity.
C)  brand relations.
D)  brand loyalty.E) A) and B)
F) A) and C)

Question 12

Distributing multimedia digital files on the Internet for downloading to a portable media player is known as what?

Accepted Answer

A)  multilevel marketing
B)  podcasting
C)  a sales promotion
D)  viral marketingE) A) and B)
F) A) and C)

Question 13

The purpose of_________ is to create real or perceived product differences.

Accepted Answer

A)  product mixing
B)  niche marketing
C)  product differentiation
D)  target marketingE) A) and C)
F) A) and D)

Question 14

Different stages in the product life cycle call for different marketing strategies.

Accepted Answer

A) True 
 B)False

Question 15

A recent trend in packaging is:

Accepted Answer

A)  new lightweight materials used for goods and services marketed on the Internet.
B)  a decline in the importance of packaging in the overall promotional mix.
C)  the acceptance of the view that bigger is better.
D)  the increased attention given to the packaging of services.E) A) and B)
F) A) and C)

Question 16

The product life cycle has five stages.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following statements about non-price competition is most accurate?

Accepted Answer

A)  Marketers often rely on non-price differences in their competitive strategy because price changes are easily matched.
B)  While still important,non-price competition is becoming less critical as a result of the Internet.
C)  Non-price competition is much more important to large firms than it is to small firms.
D)  As microeconomic theory suggests,firms have found that non-price competition plays a secondary role that supplements the more important competition based on price.E) C) and D)
F) B) and D)

Question 18

From a strategic marketing viewpoint,a total product offer includes all of the tangible attributes of a good or service and excludes any intangible attributes.

Accepted Answer

A) True 
 B)False

Question 19

Hartselle Home Products,Inc.manufacturers a variety of inexpensive household gadgets.The company has decided to cut costs by eliminating all of the marketing intermediaries who help distribute its products.Hartselle will be able to reduce its total marketing costs by eliminating the marketing functions these intermediaries perform.

Accepted Answer

A) True 
 B)False

Question 20

______costs are those costs that increase as the level of production increases.

Accepted Answer

A)  Mixed
B)  Uncontrollable
C)  Fixed
D)  VariableE) C) and D)
F) B) and C)

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

From a strategic marketing viewpoint,a total product offer includes all of the tangible attributes of a good or service and excludes any intangible attributes.

Correct Answer
verified

Distributing multimedia digital files on the Internet for downloading to a portable media player is known as what?

Correct Answer
verified

Although Helpusell brings together buyers and sellers and helps negotiate exchanges,it does not actually take title to any of the goods being traded.Helpusell would be classified as an agent or broker.

Correct Answer
verified

Correct Answer
verified

Compared to advertising,publicity is less believable.

Correct Answer
verified

______costs are those costs that increase as the level of production increases.

Correct Answer
verified

Costs incurred regardless of the number of units of a product that are produced or sold are called:

Correct Answer
verified

One of the reasons why companies created the position of brand manager was to:

Correct Answer
verified

A recent trend in packaging is:

Correct Answer
verified

The degree to which customers are satisfied and are committed to future purchases of a desired brand is called:

Correct Answer
verified

Which of the following statements about non-price competition is most accurate?

Correct Answer
verified

uses price points to establish prices that help create the impression that the product is less expensive than it is.

Correct Answer
verified

LoRider Wheels sells high quality bicycles and accessories.The store is known for a pleasant environment,friendly salespeople,and an excellent service department.All of these elements are part of the_______ offered by LoRider.

Correct Answer
verified

As one of the tools included in a firm's promotion mix,public relations is intended to inform,remind,and persuade people in the target market.

Correct Answer
verified

The purpose of_________ is to create real or perceived product differences.

Correct Answer
verified

A _______is a name,symbol,or design (or combination of these) that identifies the goods or services of one seller or group of sellers and distinguishes them from those of competitors.

Correct Answer
verified

Candy,gum,cigarettes,and popular magazines are usually distributed using a selective distribution strategy.

Correct Answer
verified

Correct Answer
verified

The product life cycle has five stages.

Correct Answer
verified

Different stages in the product life cycle call for different marketing strategies.

Correct Answer
verified

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

From a strategic marketing viewpoint,a total product offer includes all of the tangible attributes of a good or service and excludes any intangible attributes.

Correct AnswerverifiedShow Answer

Distributing multimedia digital files on the Internet for downloading to a portable media player is known as what?

Correct AnswerverifiedShow Answer

Although Helpusell brings together buyers and sellers and helps negotiate exchanges,it does not actually take title to any of the goods being traded.Helpusell would be classified as an agent or broker.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Compared to advertising,publicity is less believable.

Correct AnswerverifiedShow Answer

______costs are those costs that increase as the level of production increases.

Correct AnswerverifiedShow Answer

Costs incurred regardless of the number of units of a product that are produced or sold are called:

Correct AnswerverifiedShow Answer

One of the reasons why companies created the position of brand manager was to:

Correct AnswerverifiedShow Answer

A recent trend in packaging is:

Correct AnswerverifiedShow Answer

The degree to which customers are satisfied and are committed to future purchases of a desired brand is called:

Correct AnswerverifiedShow Answer

Which of the following statements about non-price competition is most accurate?

Correct AnswerverifiedShow Answer

uses price points to establish prices that help create the impression that the product is less expensive than it is.

Correct AnswerverifiedShow Answer

LoRider Wheels sells high quality bicycles and accessories.The store is known for a pleasant environment,friendly salespeople,and an excellent service department.All of these elements are part of the_______ offered by LoRider.

Correct AnswerverifiedShow Answer

As one of the tools included in a firm's promotion mix,public relations is intended to inform,remind,and persuade people in the target market.

Correct AnswerverifiedShow Answer

The purpose of_________ is to create real or perceived product differences.

Correct AnswerverifiedShow Answer

A _______is a name,symbol,or design (or combination of these) that identifies the goods or services of one seller or group of sellers and distinguishes them from those of competitors.

Correct AnswerverifiedShow Answer

Candy,gum,cigarettes,and popular magazines are usually distributed using a selective distribution strategy.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The product life cycle has five stages.

Correct AnswerverifiedShow Answer

Different stages in the product life cycle call for different marketing strategies.

Correct AnswerverifiedShow Answer

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