Please answer all questions.
 |
1 | |
An expensive Cartier watch is an example of a |
| | A) | convenience product. |
| | B) | shopping product. |
| | C) | specialty product. |
| | D) | generic product. |
| | E) | difficult-to-obtain product. |
|
|
2 | |
Products that are bought frequently, without a lengthy search are generally classified as |
| | A) | convenience products. |
| | B) | specialty goods. |
| | C) | shopping goods. |
| | D) | luxury goods. |
| | E) | capital goods. |
|
|
3 | |
When companies use advertising and other tools to tell consumers about the benefits of their products, their promotional objective is to |
| | A) | stimulate demand. |
| | B) | stabilize sales. |
| | C) | reinforce customers. |
| | D) | inform customers. |
| | E) | all of the above |
|
|
4 | |
A light bulb used in your living room would be classified as what type of product? |
| | A) | mechanical |
| | B) | technical |
| | C) | industrial |
| | D) | commercial |
| | E) | consumer |
|
|
5 | |
When a company sets a low price for a new product in order to gain market share rapidly, it is using |
| | A) | odd pricing policy. |
| | B) | price skimming policy. |
| | C) | psychological pricing policy. |
| | D) | penetration pricing policy. |
| | E) | symbolic pricing. |
|
|
6 | |
Which of the following does not influence a firm's pricing objectives? |
| | A) | marketing mix decisions |
| | B) | finance factors |
| | C) | accounting factors |
| | D) | production factors |
| | E) | All of the above influence pricing objectives. |
|
|
7 | |
The pricing policy that allows a company to cover the product's development cost most quickly is |
| | A) | penetration pricing. |
| | B) | price skimming. |
| | C) | psychological pricing. |
| | D) | intensive pricing. |
| | E) | emotional pricing. |
|
|
8 | |
_____ exists when a manufacturer gives an intermediary the sole right to sell a product in a defined geographic territory. |
| | A) | Selective distribution |
| | B) | Intensive distribution |
| | C) | Physical distribution |
| | D) | Exclusive distribution |
| | E) | Geographic distribution |
|
|
9 | |
The part of the brand that is a distinctive design, like McDonald's arches, is called the |
| | A) | private-label brand. |
| | B) | brand name. |
| | C) | brand mark. |
| | D) | s brand. |
| | E) | brand sign. |
|
|
10 | |
The type of marketing channel used when a farmer sells fruit to a consumer at a roadside stand would be best called |
| | A) | highway. |
| | B) | indirect. |
| | C) | direct. |
| | D) | regulated. |
| | E) | irregular. |
|
|
11 | |
Which of the following are considered part of the promotional mix? |
| | A) | sales promotion |
| | B) | advertising |
| | C) | personal selling |
| | D) | publicity |
| | E) | all of the above |
|
|
12 | |
Distribution is one of the four marketing mix variables because |
| | A) | products must be available when and where consumers want to purchase them. |
| | B) | it provides form utility. |
| | C) | it increases the cost of goods. |
| | D) | it keeps wholesalers busy. |
| | E) | all of the above. |
|
|
13 | |
Retailers |
| | A) | buy products from manufacturers and sell them to consumers. |
| | B) | provide time, place, and ownership utility. |
| | C) | are intermediaries. |
| | D) | develop assortments of products. |
| | E) | all of the above. |
|
|
14 | |
Nonpersonal communication transmitted through mass media but not paid for directly by the firm is |
| | A) | publicity. |
| | B) | promotion. |
| | C) | advertising. |
| | D) | distribution. |
| | E) | price. |
|
|
15 | |
When a local Honda dealer sends price-reduction coupons to use in its service department, its promotion objective is probably to |
| | A) | inform customers. |
| | B) | remind customers. |
| | C) | stabilize sales. |
| | D) | introduce a new product. |
| | E) | reinforce customers. |
|
|
16 | |
If one of the Big 3 automakers introduces a new concept car in the Southeast to try out its marketing strategy before offering the product across the country, it is using |
| | A) | concept testing. |
| | B) | geographic segmentation. |
| | C) | menu experimentation. |
| | D) | test marketing. |
| | E) | commercialization. |
|
|
17 | |
When a consumer company initially charged a fairly low price for a new computer model and then raised the price after gaining a large market share, we could say that it was using which pricing policy? |
| | A) | low-ball |
| | B) | subterranean |
| | C) | psychological |
| | D) | skimming |
| | E) | penetration |
|
|
18 | |
When GM sends sales representatives to encourage dealers to stock more minivans, it is using |
| | A) | publicity. |
| | B) | advertising. |
| | C) | personal selling. |
| | D) | sales promotion. |
| | E) | packaging. |
|
|
19 | |
If a cosmetics company is selling eye shadow for $11.99, it is using |
| | A) | price skimming. |
| | B) | penetration pricing. |
| | C) | psychological pricing. |
| | D) | rational pricing. |
| | E) | low-ball pricing. |
|
|
20 | |
The physical handling and movement of products in warehousing and transportation is called |
| | A) | materials handling. |
| | B) | physical distribution. |
| | C) | materials distribution. |
| | D) | physical materials handling. |
| | E) | materials transportation. |
|
2002 McGraw-Hill Higher Education