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

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Question 111

True/False

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Sampling represents a quick and effective way to demonstrate a product's superiority at the time when consumers are making a purchase decision.

A) True
B) False

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verified

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Question 112

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The U.S. legal system does not offer trademark protection.

A) True
B) False

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Question 113

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Brand __________ refers to the loyalty, perceived quality, and emotions people associate with a given brand name.

In the fall semester, Alex noticed that the plastic cola bottles in the vending machines at his university had changed shape. Upon further investigation, he realized that each bottle contained 2 ounces less beverage than previous bottles, even though he paid the same price as last semester. The pricing objective of the beverage company is to:

The combination of all the factors that consumers evaluate when deciding whether or not to buy a good or service is called a:

The critical component of a total product offer is always a low price.

Which of the following is a potential problem with a high-low pricing strategy?

A _________ is a marketing intermediary that sells products to other organizations.

Sales levels of Armstrong mountain bikes are rising rapidly, profits are very high, and a growing number of competitors are taking aim at Armstrong's market lead. Based on this information, Armstrong mountain bikes are in which stage of the product life cycle?

The purpose of __________ is to create real or perceived product differences.

Profits peak during the maturity stage of the product life cycle.

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

After adopting integrated marketing communication, Madison Furniture puts less emphasis on public relations, sales promotion, and personal selling, and concentrates on advertising designed to provide a uniform message to all markets.

SneezeNoMore markets a group of similar products for people suffering from the common cold. The products in this line are sold under the brand name SneezeNoMore. The products differ mainly in the strength of the dosage and in whether they also contain additional medications to help the consumer sleep. As an employee of SneezeNoMore, Jill is responsible for the marketing mix for the company's products. She is also involved in any major decisions concerning the development of new products that will be included in this product line. Jill serves as a(n) :

________ refers to the face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.

Which of the following statements about channels of distribution is most accurate?

Manufacturers are usually able to perform marketing functions, such as transporting, advertising, and storing, faster and more cheaply than marketing intermediaries.

Retailers that participate in an exclusive distribution strategy will have a strong incentive to carry a large inventory of the good and provide exceptional service to customers.

Successful firms always try to maintain consistency in their short-run and long-run pricing objectives.

What is a wholesaler? Describe the difference between merchant wholesalers and agents and brokers.