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

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Question 161

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A(n) ___________ distribution strategy distributes a product through only a preferred group of retailers in a given area.

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

E) B) and D)
F) All of the above

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Question 162

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Candy,gum,cigarettes,and popular magazines are usually distributed using a selective distribution strategy.

A) True
B) False

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Question 163

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Telemarketing is the sale of goods and services by telephone.

As consumers evaluate the benefits of a product,price plays a small role.

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

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

)Saul-Mart is the name of a new chain of discount stores.A major part of Saul-Mart's competitive strategy is likely to be based on keeping its prices lower than those of other types of retailers.

Your company has developed a new kind of nutritious snack food and you are part of a team created to develop the promotion mix for the new product.Your specific task on this team is to determine the sales promotion activities of the promotion mix.Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.

The target costing strategy establishes a selling price that consumers are willing to pay for a product,and then subtracts a desired profit margin to determine a target cost of production.

Demand-based pricing is another name for cost-based pricing.

One drawback of kiosks is that their high overhead costs result in low profit margins.

Sharp Focus Cameras is facing intense competitive pressure.Top marketing managers are looking for ways to cut costs.They are considering a plan to cut distribution costs by eliminating marketing intermediaries from the channel of distribution.If Sharp Focus carries out this plan,it is likely to find that:

A push strategy directs heavy advertising to consumers.

Many companies have found success in podcasting and creating videos for YouTube.

Variable costs are costs that change with the level of production.

Ultimately,the price of a good will be determined by the interaction of supply and demand in the marketplace.

Which of the following represents a strategy that brick-and-mortar stores and malls have recently used to compete successfully against online sellers?

While service providers offer product lines,they are unable to offer product mixes.

The key to demand-oriented pricing is the recognition that not all producers face the same costs of production.

Compared to other promotional tools,publicity: