Question 1

Distribution channels for consumer products and business products are the same.

Accepted Answer

A) True 
 B)False

Question 2

The intensity of market coverage depends on the:

Accepted Answer

A)  product.
B)  place.
C)  price.
D)  buyer behavior.
E)  marketing intermediaries.F) All of the above
G) C) and E)

Question 3

Selective distribution:

Accepted Answer

A)  combines planned distribution systems under one management.
B)  makes a product available in as many outlets as possible.
C)  gives a middleman the sole right to sell a product in a defined geographic territory.
D)  uses only a small proportion of all available outlets to expose products.
E)  works best for the distribution of convenience products.F) All of the above
G) D) and E)

Question 4

_____ exists when a manufacturer gives an intermediary the sole right to sell a product in a defined geographic territory.

Accepted Answer

A)  Exclusive distribution
B)  Intensive distribution
C)  Relaxed distribution
D)  Selective distribution
E)  Sporadic distributionF) All of the above
G) None of the above

Question 5

Diet Coke is a:

Accepted Answer

A)  generic brand.
B)  private distributor brand.
C)  shopping product.
D)  brand name.
E)  specialty product.F) C) and D)
G) A) and C)

Question 6

If a company's goal is to develop an image of having high-quality luxury products,it should employ a(n) :

Accepted Answer

A)  penetration pricing strategy.
B)  price discounting strategy.
C)  even/odd pricing strategy.
D)  prestige pricing strategy.
E)  inclusive pricing strategy.F) C) and E)
G) None of the above

Question 7

Which of the following modes of transportation offers speed and a high degree of dependability but is the most expensive?

Accepted Answer

A)  Railroads
B)  Trucking
C)  Air transport
D)  Shipping
E)  PipelinesF) D) and E)
G) A) and B)

Question 8

When a company uses advertising and sales promotion to inform consumers about a product so that the consumers will ask retailers to stock it,which of the following promotion strategies is being used?

Accepted Answer

A)  Test-marketing strategy
B)  Push strategy
C)  Pull strategy
D)  Skimming strategy
E)  Pricing strategyF) A) and E)
G) A) and D)

Question 9

When Energia,a soft drink manufacturer,seeks to use viral ads on the Internet to introduce its new beverage to the consumers even before introducing it to supermarkets,it uses a:

Accepted Answer

A)  push strategy.
B)  pull strategy.
C)  publicity campaign.
D)  point-of-purchase promotion.
E)  skimming strategy.F) A) and B)
G) A) and C)

Question 10

During the _____ stage of the product cycle,a firm tries to strengthen its position in the market by emphasizing the product's benefits and identifying market segments that want these benefits.

Accepted Answer

A)  growth
B)  decline
C)  introductory
D)  maturity
E)  intermediateF) A) and B)
G) A) and C)

Question 11

When GK,a company producing razors and shaving accessories for men,asks supermarkets to give its new razors shelf space and special displays,it is using a:

Accepted Answer

A)  push strategy.
B)  pull strategy.
C)  publicity campaign.
D)  pricefixing approach.
E)  positioning strategy.F) A) and E)
G) A) and C)

Question 12

Effective promotional positioning uses promotion to:

Accepted Answer

A)  create and maintain an image of a product in buyers' minds.
B)  create an image of a product that appeals to multiple market segments.
C)  expedite product delivery.
D)  avoid focusing on small market segments.
E)  stabilize sales.F) A) and D)
G) A) and C)

Question 13

If a product is experiencing negative profits and the company is spending a great deal of money on advertising to make consumers aware of the product,the product is most likely in the _____ stage of the product life cycle.

Accepted Answer

A)  growth
B)  decline
C)  introductory
D)  maturity
E)  intermediateF) A) and D)
G) A) and E)

Question 14

As services are generally produced and consumed simultaneously,they are usually distributed through:

Accepted Answer

A)  direct marketing channels.
B)  indirect channels.
C)  a wholesaler.
D)  an agent.
E)  a retailer and a wholesaler.F) A) and E)
G) A) and B)

Question 15

A light bulb used to provide light for workers on an assembly line would be classified as a _____.

Accepted Answer

A)  specialty product
B)  technical product
C)  business product
D)  convenience product
E)  consumer productF) All of the above
G) B) and E)

Question 16

When a company sets a low price for a new product to discourage competition from entering the market,it is using the _____ strategy.

Accepted Answer

A)  even/odd pricing
B)  price skimming
C)  psychological pricing
D)  penetration pricing
E)  symbolic pricingF) C) and E)
G) A) and B)

Question 17

Penetration pricing is less flexible than price skimming.

Accepted Answer

A) True 
 B)False

Question 18

If a company buys televisions from a manufacturer and then sells them to department stores,it is most probably a _____.

Accepted Answer

A)  retailer
B)  producer
C)  consumer
D)  wholesaler
E)  marketerF) C) and D)
G) B) and E)

Question 19

If a cosmetics company is selling an eye shadow priced at $11.99 rather than $12,it is using:

Accepted Answer

A)  price skimming.
B)  penetration pricing.
C)  psychological pricing.
D)  rational pricing.
E)  discount pricing.F) A) and E)
G) D) and E)

Question 20

A gallon of milk is an example of a:

Accepted Answer

A)  convenience product.
B)  shopping product.
C)  specialty product.
D)  generic product.
E)  difficult-to-obtain product.F) C) and E)
G) A) and D)

Exam 12: Dimensions of Marketing Strategy

The intensity of market coverage depends on the:

Correct AnswerverifiedShow Answer

When Energia,a soft drink manufacturer,seeks to use viral ads on the Internet to introduce its new beverage to the consumers even before introducing it to supermarkets,it uses a:

Correct AnswerverifiedShow Answer

Which of the following modes of transportation offers speed and a high degree of dependability but is the most expensive?

Correct AnswerverifiedShow Answer

Penetration pricing is less flexible than price skimming.

Correct AnswerverifiedShow Answer

If a company's goal is to develop an image of having high-quality luxury products,it should employ a(n) :

Correct AnswerverifiedShow Answer

During the _____ stage of the product cycle,a firm tries to strengthen its position in the market by emphasizing the product's benefits and identifying market segments that want these benefits.

Correct AnswerverifiedShow Answer

If a company buys televisions from a manufacturer and then sells them to department stores,it is most probably a _____.

Correct AnswerverifiedShow Answer

Diet Coke is a:

Correct AnswerverifiedShow Answer

When a company uses advertising and sales promotion to inform consumers about a product so that the consumers will ask retailers to stock it,which of the following promotion strategies is being used?

Correct AnswerverifiedShow Answer

Distribution channels for consumer products and business products are the same.

Correct AnswerverifiedShow Answer

As services are generally produced and consumed simultaneously,they are usually distributed through:

Correct AnswerverifiedShow Answer

A gallon of milk is an example of a:

Correct AnswerverifiedShow Answer

_____ exists when a manufacturer gives an intermediary the sole right to sell a product in a defined geographic territory.

Correct AnswerverifiedShow Answer

If a product is experiencing negative profits and the company is spending a great deal of money on advertising to make consumers aware of the product,the product is most likely in the _____ stage of the product life cycle.

Correct AnswerverifiedShow Answer

Selective distribution:

Correct AnswerverifiedShow Answer

If a cosmetics company is selling an eye shadow priced at $11.99 rather than $12,it is using:

Correct AnswerverifiedShow Answer

Effective promotional positioning uses promotion to:

Correct AnswerverifiedShow Answer

A light bulb used to provide light for workers on an assembly line would be classified as a _____.

Correct AnswerverifiedShow Answer

When GK,a company producing razors and shaving accessories for men,asks supermarkets to give its new razors shelf space and special displays,it is using a:

Correct AnswerverifiedShow Answer

When a company sets a low price for a new product to discourage competition from entering the market,it is using the _____ strategy.

Correct AnswerverifiedShow Answer

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