Question 1

Identify the advantages and disadvantages of newspapers and TV as a media to carry your firm's promotional message.

Accepted Answer

Television's advantages are:
• uses sigh...

Question 2

Phil asks you to calculate the break-even point for his firm.You respond that you will need the following information:

Accepted Answer

A)  total fixed costs,selling price,and variable costs per unit.
B)  the values for all assets and liabilities.
C)  forecasted sales volume,operating expenses,and asset values.
D)  sales revenue and total liabilities.E) B) and D)
F) B) and C)

Question 3

Discount stores,department stores,supermarkets,and specialty stores are all among the major types of retail stores.

Accepted Answer

A) True 
 B)False

Question 4

Give an example of how a company can add value to their product to avoid price wars.

Accepted Answer

Offering home delive...

Question 5

All of the following would allow a firm to utilize product differentiation  except :

Accepted Answer

A)  intensive advertising.
B)  elaborate packaging.
C)  increased production.
D)  pricing differences.E) C) and D)
F) A) and C)

Question 6

When people consider purchasing a good,they:

Accepted Answer

A)  are responding to the market forces of supply and demand.
B)  will not consider goods that require them to make a special effort to purchase.
C)  are most influenced by the price of the product or service.
D)  may evaluate and compare a variety of factors.E) A) and B)
F) A) and C)

Question 7

The activities performed by most marketing intermediaries are not essential to the marketing process.

Accepted Answer

A) True 
 B)False

Question 8

Consumer perceptions of product quality are affected by promotions and packaging,but not by the price of the product.

Accepted Answer

A) True 
 B)False

Question 9

Retailers and wholesalers are two major types of marketing intermediaries.

Accepted Answer

A) True 
 B)False

Question 10

The job performed by brand managers:

Accepted Answer

A)  is likely to become less important in firms that utilize the Internet.
B)  is mainly concerned with the promotion of the entire product mix of their firm.
C)  focuses more on the pricing and promotion of established goods than on the development of new products.
D)  involves broad responsibilities for the marketing of a specific brand or product line.E) B) and C)
F) A) and D)

Question 11

involves designing a product so that it satisfies customers and meets the profit margins desired by the firm.

Accepted Answer

A)  Price leadership
B)  Target costing
C)  Cost-based pricing
D)  Price discriminationE) All of the above
F) A) and D)

Question 12

Although their names are similar,brand loyalty and brand equity are unrelated.

Accepted Answer

A) True 
 B)False

Question 13

A push strategy directs heavy advertising to consumers.

Accepted Answer

A) True 
 B)False

Question 14

At the break-even point:

Accepted Answer

A)  target profit is achieved.
B)  total revenue is equal to total cost.
C)  profits are maximized.
D)  variable costs are equal to total fixed costs.E) None of the above
F) All of the above

Question 15

Successful businesses constantly monitor consumer wants and needs.

Accepted Answer

A) True 
 B)False

Question 16

A high-low pricing strategy may condition consumers to avoid paying the regular prices by waiting for sale prices.

Accepted Answer

A) True 
 B)False

Question 17

A brand includes practically all means of identifying a product.

Accepted Answer

A) True 
 B)False

Question 18

All of the following statements about marketing intermediaries are true except:

Accepted Answer

A)  marketing intermediaries can be eliminated,but their functions must still be performed.
B)  marketing intermediaries survive because they can perform marketing functions faster and more cheaply than producers and consumers.
C)  all channels of distribution must contain at least one marketing intermediary.
D)  the value created by marketing intermediaries usually exceeds the costs they add to products.E) A) and D)
F) A) and C)

Question 19

The strategy of first determining what the market is willing to pay,then subtracting a desired profit margin to determine a desired cost of production is called:

Accepted Answer

A)  cost-based pricing.
B)  penetration pricing.
C)  target costing.
D)  skimming pricing.E) A) and C)
F) A) and B)

Question 20

All of the following are popular pricing objectives  except :

Accepted Answer

A)  fixing prices among competitors.
B)  increasing sales.
C)  creating an image.
D)  achieving greater market share.E) None of the above
F) C) and D)

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

Identify the advantages and disadvantages of newspapers and TV as a media to carry your firm's promotional message.

Correct AnswerverifiedTelevision's advantages are:• uses sigh...View AnswerShow Answer

The strategy of first determining what the market is willing to pay,then subtracting a desired profit margin to determine a desired cost of production is called:

Correct AnswerverifiedShow Answer

The job performed by brand managers:

Correct AnswerverifiedShow Answer

All of the following are popular pricing objectives except :

Correct AnswerverifiedShow Answer

A brand includes practically all means of identifying a product.

Correct AnswerverifiedShow Answer

All of the following statements about marketing intermediaries are true except:

Correct AnswerverifiedShow Answer

Give an example of how a company can add value to their product to avoid price wars.

Correct AnswerverifiedOffering home delive...View AnswerShow Answer

Although their names are similar,brand loyalty and brand equity are unrelated.

Correct AnswerverifiedShow Answer

A push strategy directs heavy advertising to consumers.

Correct AnswerverifiedShow Answer

Phil asks you to calculate the break-even point for his firm.You respond that you will need the following information:

Correct AnswerverifiedShow Answer

At the break-even point:

Correct AnswerverifiedShow Answer

Consumer perceptions of product quality are affected by promotions and packaging,but not by the price of the product.

Correct AnswerverifiedShow Answer

The activities performed by most marketing intermediaries are not essential to the marketing process.

Correct AnswerverifiedShow Answer

Discount stores,department stores,supermarkets,and specialty stores are all among the major types of retail stores.

Correct AnswerverifiedShow Answer

A high-low pricing strategy may condition consumers to avoid paying the regular prices by waiting for sale prices.

Correct AnswerverifiedShow Answer

Retailers and wholesalers are two major types of marketing intermediaries.

Correct AnswerverifiedShow Answer

All of the following would allow a firm to utilize product differentiation except :

Correct AnswerverifiedShow Answer

Successful businesses constantly monitor consumer wants and needs.

Correct AnswerverifiedShow Answer

involves designing a product so that it satisfies customers and meets the profit margins desired by the firm.

Correct AnswerverifiedShow Answer

When people consider purchasing a good,they:

Correct AnswerverifiedShow Answer

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Television's advantages are:
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Offering home delive...
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