Question 1

The intended goal of brand equity is to establish the firm's brand name as the generic name for the product.

Accepted Answer

A) True 
 B)False

Question 2

A firm that wants to distribute its products as widely as possible would use a(n) ___________ distribution strategy.

Accepted Answer

A)  extensive
B)  shotgun
C)  universal
D)  intensiveE) C) and D)
F) A) and B)

Question 3

Sports Coasters sells good quality athletic wear by sending its customers a catalogue nine times a year.The company has no retail stores,but offers a toll free order number that operates 24 hours a day,365 days a year.Sports Coasters sells using a technique known as:

Accepted Answer

A)  tel-tailing.
B)  indirect marketing.
C)  telemarketing.
D)  multilevel marketing.E) A) and C)
F) A) and B)

Question 4

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) B) and C)
F) A) and B)

Question 5

Most marketing intermediaries have survived in the past because consumers were unaware of how much these companies add to the cost of distributing goods.

Accepted Answer

A) True 
 B)False

Question 6

All of the following are popular pricing objectives except:

Accepted Answer

A)  increasing sales.
B)  creating an image.
C)  fixing prices among competitors.
D)  achieving greater market share.E) B) and C)
F) B) and D)

Question 7

An effective public relations department regularly listens to and communicates with the public.

Accepted Answer

A) True 
 B)False

Question 8

Nina 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:

Accepted Answer

A)  merchant wholesaler.
B)  retailer.
C)  rack jobber.
D)  channel captain.E) A) and B)
F) A) and C)

Question 9

The purpose of break-even analysis is to determine the lowest price a firm can charge and still be able to cover its costs of production.

Accepted Answer

A) True 
 B)False

Question 10

'Chip off the Old Block' is a new chocolate chip cookie created by the Arizona Cookie Company.To generate interest for this new product,the company sent a free package of six cookies to selected homes along with a 5 cent coupon.Arizona Cookie's activities represent:

Accepted Answer

A)  trade advertising.
B)  consumer publicity.
C)  sales promotions.
D)  public relations.E) B) and D)
F) A) and C)

Question 11

A recent trend in packaging is:

Accepted Answer

A)  a decline in the importance of packaging in the overall promotional mix.
B)  the increased attention given to the packaging of services.
C)  new lightweight materials used for goods and services marketed on the Internet.
D)  the acceptance of the view that bigger is better.E) None of the above
F) B) and C)

Question 12

A trademark is a brand that provides exclusive legal protection for a brand name and a pictorial design.

Accepted Answer

A) True 
 B)False

Question 13

Producers often use ________ as a primary basis for setting prices on the goods and services they offer the public.

Accepted Answer

A)  tariffs
B)  costs
C)  market share
D)  quotasE) A) and B)
F) B) and C)

Question 14

Public relations is the function that involves the evaluation of public attitudes and execution of a program to earn public acceptance.

Accepted Answer

A) True 
 B)False

Question 15

Effective sales promotion activities target:

Accepted Answer

A)  employees only.
B)  customers only.
C)  employees,dealers and customers.
D)  dealers only.E) All of the above
F) A) and D)

Question 16

Which of the following statements about channels of distribution is most accurate?

Accepted Answer

A)  Channels of distribution always begin with a manufacturer and end with consumers,and always have one or more marketing intermediaries in between.
B)  Channels of distribution always include retailers,but they may or may not also include wholesalers.
C)  The fewer the marketing intermediaries in a channel of distribution,the more efficient the channel is likely to be.
D)  Some channels of distribution include marketing intermediaries,while in others a manufacturer sells directly to the final consumer.E) B) and C)
F) All of the above

Question 17

Budd's Floral Shoppe is located in a large town that has several other florists.The owner,Rose Budd,is likely to find that the presence of many larger competitors means that the only way she can survive is to charge rock bottom prices.

Accepted Answer

A) True 
 B)False

Question 18

Beth works for Champion Industries overseeing the marketing mix for the firm's line of calculators.Beth serves as a brand manager for Champion Industries.

Accepted Answer

A) True 
 B)False

Question 19

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

Accepted Answer

A) True 
 B)False

Question 20

The only way to increase the break-even point is to increase the selling price.

Accepted Answer

A) True 
 B)False

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

The purpose of break-even analysis is to determine the lowest price a firm can charge and still be able to cover its costs of production.

Correct AnswerverifiedShow Answer

Effective sales promotion activities target:

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

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

Correct AnswerverifiedShow Answer

Nina 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:

Correct AnswerverifiedShow Answer

An effective public relations department regularly listens to and communicates with the public.

Correct AnswerverifiedShow Answer

'Chip off the Old Block' is a new chocolate chip cookie created by the Arizona Cookie Company.To generate interest for this new product,the company sent a free package of six cookies to selected homes along with a 5 cent coupon.Arizona Cookie's activities represent:

Correct AnswerverifiedShow Answer

Which of the following statements about channels of distribution is most accurate?

Correct AnswerverifiedShow Answer

Most marketing intermediaries have survived in the past because consumers were unaware of how much these companies add to the cost of distributing goods.

Correct AnswerverifiedShow Answer

Sports Coasters sells good quality athletic wear by sending its customers a catalogue nine times a year.The company has no retail stores,but offers a toll free order number that operates 24 hours a day,365 days a year.Sports Coasters sells using a technique known as:

Correct AnswerverifiedShow Answer

The intended goal of brand equity is to establish the firm's brand name as the generic name for the product.

Correct AnswerverifiedShow Answer

A trademark is a brand that provides exclusive legal protection for a brand name and a pictorial design.

Correct AnswerverifiedShow Answer

The only way to increase the break-even point is to increase the selling price.

Correct AnswerverifiedShow Answer

A firm that wants to distribute its products as widely as possible would use a(n) ___________ distribution strategy.

Correct AnswerverifiedShow Answer

Beth works for Champion Industries overseeing the marketing mix for the firm's line of calculators.Beth serves as a brand manager for Champion Industries.

Correct AnswerverifiedShow Answer

Producers often use ________ as a primary basis for setting prices on the goods and services they offer the public.

Correct AnswerverifiedShow Answer

A recent trend in packaging is:

Correct AnswerverifiedShow Answer

Budd's Floral Shoppe is located in a large town that has several other florists.The owner,Rose Budd,is likely to find that the presence of many larger competitors means that the only way she can survive is to charge rock bottom prices.

Correct AnswerverifiedShow Answer

Public relations is the function that involves the evaluation of public attitudes and execution of a program to earn public acceptance.

Correct AnswerverifiedShow Answer

All of the following are popular pricing objectives except:

Correct AnswerverifiedShow Answer

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