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

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Question 111

True/False

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One way marketing intermediaries improve marketing efficiency is by reducing the number of exchange relationships necessary to move goods through the channel of distribution.

A) True
B) False

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Question 112

Multiple Choice

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Marketing intermediaries:

A) create value,but this value is seldom great enough to justify the added cost they charge for their services.
B) tend to increase the number of exchange relationships producers and consumers must deal with in order to buy and sell goods.
C) are unlikely to survive in a competitive global economy.
D) have survived because they often can perform marketing functions faster and at lower cost than producers.

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

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Question 113

Multiple Choice

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is an important part of the total product offer for a product.

The concepts of product lines and product mixes apply to marketers of products and services.

In an effort to improve the break-even point companies have to:

When it comes to reaching global markets,evidence supports the conclusion that the "one size fits all" approach to promotional mix design is best.

The benefits provided by a brand name for a buyer include reduced search time,prestige,and quality assurance.

Travelwell manufactures and sells luggage and briefcases.Their marketing research indicates that durability is the attribute that consumers most desire in their luggage and briefcases.Travelwell now emphasizes durability in all of their promotional efforts.This strategy is intended to build brand equity.

Publicity can be either positive or negative.

Price leadership is a demand-based pricing strategy.

Some kiosks also make use of non-store retailing through having an Internet site.

While relatively inexpensive,there are very few examples of the effectiveness of radio advertising.

More than any other component of a total product offer,technology has reduced the importance of packaging.

At what product stage may a product reach the top in sales growth while profit is decreasing?

Direct selling is a distribution strategy that makes extensive use of the Internet and telephone.

Gill's Gadgets establishes the price it charges for its products by determining the cost of production and then adding on a desired profit margin.Gill's strategy is known as target costing.

In order for product differentiation to be effective,real product differences must be identified so that one product is clearly better than others.

Miranda is a marketing manager for a large manufacturer.Her boss has asked her to evaluate a new product idea.One of the things Miranda wants to determine is how much of this product her firm would have to sell in order to break even.In order to compute this break-even level of sales,she will need to know the price of the good,the total fixed costs,and the variable cost of producing each unit.

A single product line may contain several competing brands.

Publicity is the talking arm of public relations.