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

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Question 221

Multiple Choice

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The use of promotional tools to persuade wholesalers and retailers to stock and sell merchandise represents a:

A) pull strategy.
B) segmentation strategy.
C) push strategy.
D) product placement strategy.

E) None of the above
F) A) and D)

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Question 222

Multiple Choice

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Which of the following is a stage in the product life cycle?

A) commercialization
B) decline
C) peak
D) acceptance

E) B) and D)
F) A) and C)

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Question 223

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While service providers offer product lines, they are unable to offer product mixes.

Future promotional efforts will likely be:

The strategy of charging prices based on consumer demand rather than cost or a predetermined profit margin represents:

Compared to railroads and trucks, the biggest advantage offered by air transport is that it is:

Sweet Dream Confectioners uses the same ingredients as most other producers of chocolate candies. In fact, taste tests suggest that the candy itself, while quite good, isn't much better than other well-known brands of chocolate. However, the company wraps its candies in expensive-looking foil and places them in very attractive boxes. It promotes its products in advertisements as "the ultimate in chocolate experience." Sweet Dream charges a much higher price than most competitors, but sales continue to grow. This success indicates that:

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

__________ refers to such tactics as paying people to say good things about a product on the Internet or setting up multilevel selling schemes that reward people for directing their friends to a company's website.

Advertising helps to cover the production costs of newspapers and magazines.

Nightbrite Company's ________ relies heavily on advertising, personal selling, and a limited use of product sampling.

Your company has developed a new kind of nutritious snack food and you are part of a team created to develop the promotion mix for the new product. Your specific task on this team is to determine the sales promotion activities of the promotion mix. Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.

Patrick Bolger is convinced that his product idea has tremendous potential. He has decided to produce the product himself, but plans to use other firms who specialize in storing and transporting to help him move the product along its path to the final consumer. These specialists Patrick uses will be part of his:

The average cost of a single sales call to a potential B2B buyer in the U.S. is expensive and could cost about:

Ultimately, the price of a good is determined by the interaction of supply and demand in the marketplace.

Successful businesses develop a mix of price, product, place, and promotion that is consistently applied throughout a product's life cycle.

Some manufacturers sell directly to consumers or businesses rather than relying on marketing intermediaries.

A broker can expect to earn a fixed amount of profit for her efforts regardless of the dollar value of the contract she negotiated.

Which of the following statements about kiosks and carts is the most accurate?

Depending upon the promotional campaign, advertising may include paid and nonpaid forms of nonpersonal communication.