Marketing Final: Test 2 Multiple Choice

Marketing Final Fall Semester 2010
Created Dec 6, 2010
by askinne3
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Side ASide B
Money offered by a manufacturer to employees of channel intermediaries to encourage them to...
e. None of the ebove
Supply Chain Managementa. is a physical flow processb. is customer-drivenc. provides enhanced...
e. all of the above
Defined as all activities directly related to the sale of goods and services to the ultimate...
Retailing
The major characteristic that is used to differentiate between types of intermediaries is whether...
Take title to the products they sell
An institution that buys goods from manufacturers, takes title to these goods, and resells...
Wholesaler
Agents and brokersa. take title to merchandiseb. only represent a great deal of input on the...
e. none of the above
The three basic functions channel members perform
transactional, logistical, facilitating
One configuration of a marketing channel entails producers selling to consumers with no intermediaries...
Direct Channel
A competitive advantage can be developed by all BUT ONE of the followinga. Reverse engineer...
a. Reverse engineer the product to copy success
What goes one step further than applied research by converting new technology applications...
Product Development
The promotional mix is a combination of all BUT ONE of the following:a. Advertisingb. PRc....
e. Trade promotion
In the long run, regardless of the effort put into the product management process, the most...
the way it implements its production strategy
Scientific investigation aimed at discovering new technologies
Basic research
Satisfied customers are likely to engage in positive word-of-mouth communication, thereby helping...
Relationship Marketing
A product is best described as
Good, Service, Idea, Tangible
Product mix width may be defined as
the numer of different product lines an organization offers for sale
Everything, both favorable and unfavorable, that are person receives in an exchange. It can...
Product
Planned Obsolescence
1. describes the practice of causing products to become obsolete before they actually need...
The symbol that cannot e spoken in a brand
Brand Mark
For which of the following products is it most important for branding to be developed in order...
c. Speciality product
A new product strategya. links the new-product development process with the objective of the...
e. both A and C are correct
Why is creation of a product the most important starting point for the marketing mix?
Determination of the price, promotional campaign, and distribution network cannot begin until...
Takes new technologies and attempts to find useful applications for them
Applied research
How do market factors affect channel decisions?
New firms in extremely competitive markets will be more successful if they use indirect channels
At what stage of the new-product development process are most new product ideas rejected?
Idea Screening
Advertisers are often concerned with the noise level in a medium. The medium that is assumed...
Direct Mail
The final stage in the new-product development process
Commercialization
Which of the following statements about promotion and communication is ALWAYS true?a. Communication...
c. Promotion seeks to modify or reinforce behavior and thoughts in some way
Many people would like to sell and buy on eBay, the most populay of the current Internet auction...
e. none of the above
A service cannot be touched, seen, tasted, heard, or felt in the same manner in which goods...
Intangible
Which of the following is a service component customers use to evaluate service quality?a....
e. All of the above
Which of the following would represent the fewest products?a. Product mixb. Product itemc....
b. Product item
Which of the following statements about developing marketing mixes for services is FALSE?a....
d. Marketing services is less challenging than marketing tangible goods
Which of the following is the best example of a convenience product?a. an alarm clock purchased...
b. a newspaper purchased on the way to work
Which of the following is NOT an example of a point-of-purchase promotion?a. television monitors...
c. newspaper inserts
The screening and concept testing stage of the new product development process is used to:
Eliminate undesirable ideas and predict consumer acceptance
A retail store can be classified according to its:
Product assortment
Housing several departments under one roof, a(n) _____ carries a wide variety of shopping and...
Department store
Kroger and Publix, and other supermarkets offer a variety of nontraditional goods and services...
Scrambled merchandising
What refers to shopping without visiting a store and is currently growing faster than in-store...
e. Two of the above
Continuing relationship in which an individual or business grants business rights to operate...
Franchise
Retailers control the six Ps of the retailing mix. The six Ps include the marketing mix plus:
Personnel and presentation
Communications by marketers that inform, persuade, and remind potential buyers of a product...
Promotion
The main function of promotion is to:
Convince the consumers a firm's products offer differential advantages over those of its competition
The promotional mix consists of:
personal selling sales promotion, advertising, and public relations
The process by which we exchange or share meanings through a common set of symbols. People...
Communication
The communication process itself consists of:
encoding, decoding, channel, sender, and receiver
Which of the following is NOT a reason to reposition an established brand?a. Dominant competitorb....
e. Significant brand loyalty and customer satisfaction
What are the three basic tasks of promotion?
informing, persuading, and reminding
A form of impersonal, sponsor paid, one-way mass communication
Advertising
Due to service _______, services cannot be stored, warehoused, or inventoried.
Perishability
Brand is best described as:
Everything that defines your product and distinguishes it from its competitors 
Which of the following statements about channels is NOT TRUEa. The most common business product...
e. Agents and brokers are increasing in the product channels
Which of the following would NOT be considered a competitive advantage?a. High product qualityb....
e. Bait and switch pricing
A product line is a group of products that are closely related because the:
products all function in a similar manner and provide similar benefits
Which of the following is the best example of a retailers?a. the American Red Crossb. a television...
e. none of the above is in retailing
Markets are often scattered over large geographic regions, yet a manufacturer may only have...
Spatial
An activity in which a long-term incentive is offered to induce the purchase of a particular...
e. None of the above
AFLAC Insurance Company introduced a duck in its adds that said the company's name instead...
Sales promotions
The goal of sales promotion (regardless of what form it takes) is usually:
immediate purchase by consumers
Why do some marketers offer rebates instead of price reductions to induce short-term sales?
Rebates are especially good at enticing purchases, but most consumers never bother to redeem...
A newspaper article on how the Budweiser plant impacts the environment of Bartow County is...
Publicity
A business structure of interdependent organizations, reaching from the point of product origin...
e. A or D
A management consulting business stays in touch with its business customers with phone calls...
social bonds


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