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

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Question 211

Multiple Choice

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A(n) ______________ distribution strategy uses only one retail outlet in a given geographic area.

A) selective
B) restrictive
C) exclusive
D) solitary

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

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Question 212

True/False

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Carlotta owns and manages the Carlite Car Wash. She charges $8 per car wash. Her fixed costs are $600 per month, while her variable costs per car wash amount to $2. Carlotta must wash 60 cars to break even.

A) True
B) False

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Question 213

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Direct selling has all but disappeared as a major form of nonstore retailing because the trend toward two-income households means fewer opportunities for selling in the home.

The __________ on packages were intended to improve inventory control for businesses.

Taken together, all of the organizations that move goods from the sources of raw materials to ultimate consumers are known as a:

The pricing objectives of a firm should be set independently of the other elements of their marketing mix.

While packaging innovations benefit the consumer, they have vastly increased the workload of retailers.

A trademark is a brand that has been given exclusive legal protection for both the brand name and the pictorial design.

Some marketing intermediaries make both wholesale and retail sales.

The number of units of a product that must be sold for total revenue to equal total costs is called the:

Publicity is often referred to as the talking arm of public relations.

Marla has developed a new advertising message for one of her firm's new products. She has sent copies of the ad to all of the salespeople in the firm and asked them to stress the benefits mentioned in the ad when they call on their customers. Finally, the ad includes a free sample coupon to encourage people to try this new product. She is attempting to create one positive, unified brand image for the new product. Marla is practicing brand communication.

According to the product life cycle model, profits tend to:

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

Which of the following statements identifies a key advantage of direct marketing? Direct marketing:

Small firms often rely on nonprice competition when competing against larger firms.

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.

The most effective sales promotion programs target customers, rather than employees and marketing intermediaries.

Costs incurred regardless of the number of units of a product that are produced or sold are called:

Mailing ads to nearby residents helps grocery stores reach their target market with information about special sales. This represents direct mail advertising.