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a) communicating new and alternate uses for the product.
b) comparing the firm’s product with those of competitors.
c) informing the market about the product and explaining its features.
d) reducing the size of the available market through selective advertising.
a) increasing the frequency of use.
b) changing package sizes.
c) finding new uses.
d) improving product quality.
a) Almond, caramel and dark chocolate flavors of Hershey Kisses
b) Passenger jets manufactured by Airbus and Boeing
c) Different brands of toothpaste for people with sensitive teeth
d) Four-door sedans offered by various automobile manufacturers
a) A fitness gym
b) An automobile dealership
c) A retail store
d) A coffee shop
a) line engagement
b) brand extension
c) product diversification
d) market penetration
a) market share.
b) brand equity.
c) product relevance.
d) market capitalization.
c) product encroachment.
d) product centralization.
b) trade token.
c) service mark.
d) trade dress.
a) means of providing entertainment.
b) lucrative item for appliance stores.
c) machine used to receive broadcast signals.
d) obsolete technology in comparison with the Internet.
a) family brand.
b) private brand.
c) generic brand.
d) individual brand.
a) he consumer sees or recognizes the product and chooses it over its competitors.
b) the product has attained monopoly position with its customers.
c) the product becomes familiar to the consumer.
d) the marketers start selling the product at a discount.
a) social referencing
a) reverse channel.
b) rudimentary channel.
c) primary channel .
d) reserve channel.
a) agent to wholesaler to consumer.
b) agent to the ultimate user.
c) the ultimate consumer or user.
d) wholesaler to retailer to user.
a) combining dissimilar product lines to boost sales volume.
b) offering similar merchandise across multiple retail outlets at the same price.
c) providing different hours of operation at different outlets.
d) offering similar merchandise at different prices at different outlets.
a) helps identify the retailer and attract its target market.
b) exerts no influence on the retailer’s image.
c) indicates the range and assortment of product lines it offers.
d) exerts a major influence on the pricing of the goods sold by the store.
a) Intensive distribution
b) Associative distribution
c) Selective distribution
d) Exclusive distribution
a) predatory retailers
b) convenience retailers
c) specialty stores
d) category killers
a) retail store that handles only some part of a single product line.
b) retail outlet offering huge selections and low prices in a single product line.
c) retailing format that offers movie theatres and restaurants along with live entertainment in an attractive outdoor environment.
d) series of limited-line and specialty stores gathered under one roof.
a) shopping product
b) specialty product
d) convenience product
The original owner of a brand name can claim exclusive rights to the name even when the brand name becomes a descriptive generic name for a class of products.
Tangible goods and intangible services both intend to satisfy consumer wants and needs, but the marketing efforts supporting them may be vastly different.
Supply chain management refers to the control of the activities of purchasing, processing, and delivery through which raw materials are transformed into products and made available to final consumers.
Vending machines and convenience food stores are not affected by the wheel of retailing because their strategy for customer satisfaction is based on location and convenience, not pricing.
In addition to traditional drug stores, Dr Scholl’s foot care company sells its products through convenience stores as well as through telemarketing to podiatrists. Which of the following is being employed by Dr Scholl’s foot care company to sell its products?
a) A reverse channel
b) Dual distribution
c) Exclusive distribution
d) A direct channel
When the same branded product is carried in competing retail pharmacies, discount houses, department stores, and convenience stores, the marketing channel conflict that can result is referred to as:
a) vertical conflict.
b) horizontal conflict.
c) cross-channel conflict.
d) exclusive conflict.
Reminding a customer that the children’s toy they just purchased requires batteries (which are available for sale) would be an example of:
a) selling up.
b) suggestion selling.
c) cross selling.
d) bait-and-switch selling.
At the Acme Company the finance department works hard to drive finished goods inventory as close to $0 as they can, while the sales department campaigns to have as many products in stock as they figure they might be able to sell. If the sales department gets their way Acme is at risk of:
b) the optimism bias.
c) the framing problem.
Typically, bread and dairy products are delivered to stores by wholesale intermediaries called:
a) grocery brokers.
b) drop shippers.
c) clearing agents.
d) truck wholesalers.
Girl Scouts selling cookies door-to-door exemplify cold-call selling.
Market leaders are more likely to engage in comparative advertising than new entrants.
When visiting one of his major accounts, Matt is accompanied by finance and product specialists. These specialists are able to answer specific questions so that a customer can make a purchase decision. This is an example of?
a) Inside selling
b) Consultative selling
d) Team selling
Sales promotion that appeals to marketing intermediaries rather than consumers is called:
a) network marketing.
b) inside selling.
c) trade promotion.
Think Green, a not-for-profit organization, promotes its “go vegan” lifestyle by publishing advertisements in the print media as well as electronic media. This is an example of _____ advertising.
_____ is a cash reward paid to retail salespeople for every unit of a product they sell.
b) Handling fee
c) Push money
d) Buying allowance
Samsung is set to launch a new model of smartphones. Which of the following types of promotion should Samsung employ to drive initial sales for its new model?
a) Reminder advertising
b) Informative advertising
c) Persuasive advertising
d) Evaluative advertising
Which of the following can be classified as a creative approach to over-the-counter selling?
a) Gap stores providing virtual gift cards to customers
b) Gap making its web portal highly efficient to save its customers search time
c) Clothing retailer Lord and Taylor expanding the capabilities of the fitting rooms in its stores
d) Lord and Taylor promising its online customers product delivery in five business days
b) virtual selling.
c) team selling.
d) transaction selling.
a) network marketing.
b) market analysis.
c) inside selling.
d) outside sales.
a) inside selling.
b) indirect selling.
c) over-the-counter marketing.
d) network marketing.
A salesperson of Healthcare Pharmaceuticals Inc., provided free samples of the company’s latest range of aspirin to retailers in an effort to promote the firm’s goodwill during a sales approach. Later, a wholesaler took orders and delivered the merchandise. Which of the following sales tasks had been performed by the salesperson?
a) Creative selling
b) Order processing
d) Missionary selling
Oriental Insurance promotes identity theft insurance with an advertisement that warns viewers about stealing of credit cards and usage of fake social security numbers. Which appeal is being used in this commercial to motivate the viewers to act?
a) Fear appeal
b) Cooperation appeal
d) Factual appeal
According to the AIDA concept, which of the following is the first function of a promotional message?
a) Gaining the potential consumer’s attention
b) Producing an action in the form of a purchase or a more favorable attitude that may lead to a future purchase
c) Arousing interest in the good or service
d) Stimulating desire by convincing the potential buyer of the product’s ability to satisfy his or her needs
Which of the following terms refers to the nonpersonal stimulation of demand for a good, service, person, cause, or organization through unpaid placement of significant news about it in a published medium or through a favorable presentation of it on the radio or television?
b) Product placement
Tiffany, Rolex, Gucci, and Prada represent exclusivity, meaning their prices are mostly elastic.
Skimming is an effective strategy to use when products are interchangeable and have lots of competition.
Which of the following is true of products priced as “FOB origin”?
a) The purchase of these products permits the buyers to subtract transportation expenses from their bills.
b) The transportation costs of these products are uniformly distributed among all channel members including the final purchaser.
c) The legal title and responsibility of these products lies with the seller until it is delivered to the buyer.
d) The buyer pays all the freight charges to transport the product from the manufacturer’s loading dock.
The management at Fries, a potato chips manufacturer, is calculating their quarterly profits. According to the official data, the firm has sold 250,000 units of their chips priced at $2 per unit for the quarter. The firm had spent $100,000 on production, processing and other costs. The profit made by Fries for the quarter is:
Psychological pricing is based on the premise that:
a) certain prices or price ranges make products more appealing to buyers than others.
b) one-price policies appeal to most people and suit mass-marketing programs.
c) setting a limited number of prices for a selection of merchandise has a certain appeal.
d) lower-than-normal prices as part of recurring marketing initiatives creates demand.
A local apparel shop sets prices by adding a 45 percent markup to the invoice price charged by the supplier. This method of pricing is known as _____ pricing.
The breakeven point is the point at which:
a) revenue from sales equals the variable cost of the product.
b) the supply curve intersects the demand curve.
c) total revenue from sales equals total cost.
d) marginal cost runs above the marginal revenue curve.
In the absence of other cues:
a) many buyers interpret low prices as signals of high-quality products.
b) price offers no clue of a product's quality to prospective purchasers.
c) price is an important indicator of product quality to consumers.
d) the relationship between price and quality holds true only in declining economies.
The A.G. Harding company has been charged with price discrimination under the federal Robinson-Patman Act. Which of the following would be the best defense against the charge?
a) The price differential is justified as they do not exceed the cost differences resulting from selling to various classes of buyers.
b) The price differential is justified as it reflects the efficiency of its sales personnel.
c) The price differential is justified because the company is a leader in the specific product market.
d) The price differential is justified as the company’s products comply with the ISO standards.
Which of the following is a practical problem involved in applying price theory concepts to actual pricing decisions?
a) All firms attempt to maximize profits.
b) It is difficult to estimate demand curves.
c) It is difficult to comprehend the supply side of the pricing equation.
d) Supply curves must be based on marketing estimates.
When the price of Cheerios cereal is displayed as 14.7 cents per ounce, this is an example of _____ pricing.
Penetration pricing works best for goods or services:
a) that offer a unique advantage over competitors’ brands.
b) that are characterized by highly elastic demand.
c) that face little or no competition in the market place.
d) that involve high production and operational costs.
Transfer pricing becomes especially complex when the global market is involved because:
a) shipping materials across national lines involves payment of duties and taxes, and these become part of the total price of the goods.
b) issues of quality control can be serious, even when divisions of the same firm are involved.
c) a firm with activities in several countries can use transfer pricing as a tax-avoidance device and governments frown upon such activities.
d) the temperature and humidity differences between origins and destinations often damage the products.
When a men’s clothing store sells suits at four price levels ($295, $455, $525, $650), the store’s retail policy is _____ pricing.
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