Question 1

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)   trademark
B)   brand
C)   logo
D)   copyrightE) A) and B)
F) B) and D)

Question 2

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

Question 3

Some goods have a product life cycle that is completed in a shorter amount of time than other goods.

Accepted Answer

A) True 
 B)False

Question 4

The Maryland Department of Travel and Tourism promotes tourism in the state by sending travel agents and bus tour companies information about the state's many attractions. The hope is that by stimulating interest in tour and travel agents, they will in turn encourage their customers to visit Maryland. This example represents a ________ promotional strategy.

Accepted Answer

A)   push
B)   pull
C)   sampling
D)   product placementE) A) and D)
F) B) and D)

Question 5

When consumers calculate the value of a product, they:

Accepted Answer

A)   subtract the cost of production from the market price.
B)   eliminate all nontangible elements that might affect their perception of the product.
C)   look at the benefits the product provides then subtract the cost.
D)   identify the variable and the fixed components of the product's benefits.E) A) and D)
F) A) and C)

Question 6

Warehouse clubs are usually smaller than supermarkets.

Accepted Answer

A) True 
 B)False

Question 7

Marketing intermediaries must charge a price for the functions they perform. Thus, a surefire way to reduce distribution costs is to eliminate marketing intermediaries from the channel of distribution.

Accepted Answer

A) True 
 B)False

Question 8

For small businesses, product differentiation:

Accepted Answer

A)   is more difficult than it is for larger firms because of the high cost of product research and development.
B)   usually concentrates on the pricing component of the total product offer.
C)   can be an important strategy to gain market share.
D)   is less important than it is for big firms with multiple product lines.E) A) and D)
F) A) and C)

Question 9

Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotion mix.

Accepted Answer

A) True 
 B)False

Question 10

Compared to rail transportation, one of the advantages of shipping by truck is that trucks:

Accepted Answer

A)   are more energy efficient.
B)   can carry a greater volume.
C)   can reach more destinations.
D)   are less expensive.E) C) and D)
F) A) and D)

Question 11

The effectiveness of magazine advertising is reduced by its:

Accepted Answer

A)   inflexibility.
B)   inability to target specific markets.
C)   brief life span.
D)   higher total cost, relative to television advertising.E) A) and B)
F) C) and D)

Question 12

To generate enthusiasm about a good or service, sales promotion:

Accepted Answer

A)   targets groups internally and externally.
B)   directs stockholders to sell their stock when prices increase.
C)   is ineffective in reaching the B2B market.
D)   has declined in importance because of time and cost limitations.E) B) and C)
F) B) and D)

Question 13

Product development is a key activity in any modern business, anywhere in the world.

Accepted Answer

A) True 
 B)False

Question 14

The use of coupons and sales contests represent internal public relations and sampling activities.

Accepted Answer

A) True 
 B)False

Question 15

Because so many people work outside the home and aren't at home during the day, companies that use direct selling are sponsoring parties at workplaces to sell their products.

Accepted Answer

A) True 
 B)False

Question 16

The trend toward self-service retailers has increased the importance of packaging.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following statements is the most accurate?

Accepted Answer

A)   Advertising helps pay for production costs of newspapers and magazines.
B)   Word of mouth is the most effective form of advertising.
C)   Advertising does not really provide information to consumers; it merely persuades consumers to buy advertised products.
D)   Consumers don't remember good advertisements.E) B) and C)
F) All of the above

Question 18

The entire collection of organizations that move goods and services from the source of raw materials to the final consumer is referred to as the supply chain.

Accepted Answer

A) True 
 B)False

Question 19

Firms that rely on electronic retailing are almost guaranteed success because they give companies easy access to literally millions of consumers all over the world.

Accepted Answer

A) True 
 B)False

Question 20

More than any other component of a total product offer, technology has reduced the importance of packaging.

Accepted Answer

A) True 
 B)False

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

Some goods have a product life cycle that is completed in a shorter amount of time than other goods.

Correct Answer
verified

More than any other component of a total product offer, technology has reduced the importance of packaging.

Correct Answer
verified

The entire collection of organizations that move goods and services from the source of raw materials to the final consumer is referred to as the supply chain.

Correct Answer
verified

Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotion mix.

Correct Answer
verified

The use of coupons and sales contests represent internal public relations and sampling activities.

Correct Answer
verified

Marketing intermediaries must charge a price for the functions they perform. Thus, a surefire way to reduce distribution costs is to eliminate marketing intermediaries from the channel of distribution.

Correct Answer
verified

Because so many people work outside the home and aren't at home during the day, companies that use direct selling are sponsoring parties at workplaces to sell their products.

Correct Answer
verified

Firms that rely on electronic retailing are almost guaranteed success because they give companies easy access to literally millions of consumers all over the world.

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

Compared to rail transportation, one of the advantages of shipping by truck is that trucks:

Correct Answer
verified

For small businesses, product differentiation:

Correct Answer
verified

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

Which of the following statements is the most accurate?

Correct Answer
verified

The trend toward self-service retailers has increased the importance of packaging.

Correct Answer
verified

The effectiveness of magazine advertising is reduced by its:

Correct Answer
verified

Warehouse clubs are usually smaller than supermarkets.

Correct Answer
verified

To generate enthusiasm about a good or service, sales promotion:

Correct Answer
verified

When consumers calculate the value of a product, they:

Correct Answer
verified

Product development is a key activity in any modern business, anywhere in the world.

Correct Answer
verified

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

Some goods have a product life cycle that is completed in a shorter amount of time than other goods.

Correct AnswerverifiedShow Answer

More than any other component of a total product offer, technology has reduced the importance of packaging.

Correct AnswerverifiedShow Answer

The entire collection of organizations that move goods and services from the source of raw materials to the final consumer is referred to as the supply chain.

Correct AnswerverifiedShow Answer

Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotion mix.

Correct AnswerverifiedShow Answer

The use of coupons and sales contests represent internal public relations and sampling activities.

Correct AnswerverifiedShow Answer

Marketing intermediaries must charge a price for the functions they perform. Thus, a surefire way to reduce distribution costs is to eliminate marketing intermediaries from the channel of distribution.

Correct AnswerverifiedShow Answer

Because so many people work outside the home and aren't at home during the day, companies that use direct selling are sponsoring parties at workplaces to sell their products.

Correct AnswerverifiedShow Answer

Firms that rely on electronic retailing are almost guaranteed success because they give companies easy access to literally millions of consumers all over the world.

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

Compared to rail transportation, one of the advantages of shipping by truck is that trucks:

Correct AnswerverifiedShow Answer

For small businesses, product differentiation:

Correct AnswerverifiedShow Answer

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

Which of the following statements is the most accurate?

Correct AnswerverifiedShow Answer

The trend toward self-service retailers has increased the importance of packaging.

Correct AnswerverifiedShow Answer

The effectiveness of magazine advertising is reduced by its:

Correct AnswerverifiedShow Answer

Warehouse clubs are usually smaller than supermarkets.

Correct AnswerverifiedShow Answer

To generate enthusiasm about a good or service, sales promotion:

Correct AnswerverifiedShow Answer

When consumers calculate the value of a product, they:

Correct AnswerverifiedShow Answer

Product development is a key activity in any modern business, anywhere in the world.

Correct AnswerverifiedShow Answer

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