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

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Question 91

Multiple Choice

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___________ means selling goods and services to ultimate consumers over the Internet.

A) Electronic retailing
B) B2B distribution
C) E-selling
D) Intercommerce

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

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Question 92

True/False

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An important reason for the popularity of direct marketing is that many people enjoy developing a personal relationship with a salesperson that comes directly to their home or place or work.

A) True
B) False

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Question 93

Multiple Choice

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________ combines all the promotional tools employed by a firm into one comprehensive and unified promotional strategy.

Consumer research indicates that the public is very concerned about underage drinking. In response, Texas Brewing Company has created a website providing parents with information to help avoid underage drinking in their families. The firm also provides materials to retailers to help train their employees to avoid sales to minors. Publicizing these efforts:

One function of effective packaging is to provide information regarding warranties, benefits, and uses of the good inside the package.

A traditional McDonald's and a McCafe are examples of the McDonald's Corporation product mix.

Explain why you agree or disagree with the following statement: "Marketing intermediaries must charge a high enough price for the functions they perform to earn a profit. Therefore, the cost of distributing goods can almost always be reduced by eliminating marketing intermediaries from the channel of distribution."

The exclusive goal companies expect of packaging is to protect the product from damage in transit.

The purpose of break-even analysis is to determine the lowest price a firm can charge and still be able to cover its costs of production.

Sales promotion efforts such as trade shows aimed at distributors and dealers are intended to generate their enthusiasm for a firm's products.

Successful product differentiation:

As one of the tools included in a firm's promotion mix, public relations is intended to earn public understanding and acceptance.

Which of the following is an example of a consumer making a purchase through a direct marketing arrangement?

Compared to advertising, publicity offers a firm greater control over when and how often the message is communicated.

Companies who send salespeople to customers' homes or places of work are making use of __________ selling.

The ____________ is a theoretical model that describes the sales and profit performance of a product class over time.

After-sale follow-up is an important but often neglected step in B2C sales.

The Coca-Cola Company produces Diet Coke, Diet Coke with Splenda, and Coke Zero along with a number of other flavors. These products are part of Coke's:

The effectiveness of direct mail advertising suffers from:

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