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

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Question 191

True/False

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

A) True
B) False

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Question 192

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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.

A) True
B) False

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Question 193

Multiple Choice

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Vending machines are most often used to sell:

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:

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

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

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

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:

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

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.

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

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

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:

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

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

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

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:

A major responsibility of the public relations department is to:

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

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