Marketing Final: Test 2 True Or False

36 cards
Marketing Final: Test 2 True Or False

Marketing Final Fall Semester 2010

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To a marketer, the definition of a product includes intangibles as well as physical, tangible goods
 
True
The direct channel is used more often in business-to-business markets than in consumer markets
 
True
The goal of advertising is to change people's attitudes
 
True
A marketing cannel is a business structure composed of interdependent organizations that reach from the point of product origin to the consumer. Its purpose is to move products to their final consumption destination.
 
True
The only marketing mix component nonprofit organization do not use is price.
 
False
Kohl's department stores offers its corporate employees flexible work hours, work-at-home programs, on-site childcare, and travel benefits that reward quality performance. Kohl's approach illustrates internal marketing in action
 
True
Convenience is usually a factor when selecting a service provider as it is when selecting a product retailer
 
True
Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response
 
True
Even though the growth of the service sector worldwide has been sluggish in the past decade, the service sector now accounts for approximately three-fourths of the gross national product in the United States
 
True
Profits typically reach their peak during the maturity stage of the product life cycle
 
False
A broker that takes title and physical possession of the goods is called a merchant wholesaler
 
False
A marketer needs "buzz" to increase the success of the product diffusion process
 
True
Coupons are more likely to encourage repeat purchases by regular users than stimulate users than stimulate product trial by nonusers
 
False
All U.S. new product sales have an implied warranty
 
True
Innovators and laggards represent the beginning and end of the product diffusion process
 
True
In the diffusion process, marketers spend most of the advertising funds on the late majority and laggards
 
False
The use of supply chain management results in higher inventory management costs
 
False
The six P's of the retailing mix are product, place, price, promotion, personnel, and planning
 
True
A blend of more advertising and sales promotion and less personal selling is useful when the target market is informed, loyal to the product in question, and geographically widely scattered
 
True
A typical discount store competes by carrying a full line of high-turnover, low-margin goods
 
True
The most important functions of packaging are to contain and protect products, promote products, facilitate product storage, and facilitate recycling
 
True
Trade shoes are an excellent place to introduce new products to the marketplace
 
True
AIDA stands for Attitudes-Interest-Desire-Action
 
False
A serious problem that may be caused by test marketing is that a firm's competitors can find out about the new product before it has been fully introduced
 
True
Advertising is any form of personal, one-way mass communication in which the sponsor is concealed
 
False
The product life cycle is so named because it is similar to the premise underlying the concept of any life cycle. The unit of interest is born, it grows for some time, and it reaches some level of maturity and stability before dying
 
True
Generic brand names are those brand names that have become generic and now identify products by class or type, such as aspirin, cellophane, thermos, or shredded wheat
 
True
For a firm that adheres to the marketing concept, the logical place to start generating new-product ideas is with the customers of the firm
 
True
All promotions are designed to inform, pursue, or remind the target audience
 
False
Supermarkets are retailers that specialize in food and food products although many now carry nonfood items as well
 
True
The most important factor in product failure is a poor match between product characteristics and customer desires
 
True
Services are considered intangible because most services can be felt or touched in the same way most goods can be sensed
 
False
Many cooks believe that nothing can beat Bakewell Cream for making delicious biscuits. Loyal customers are willing to go to great lengths to find this product and will accept no substitutes. Bakewell Cream is only marketed in the New England states. Bakewell Cream is a specialty product
 
True
Cultural traits can make a package design successful in one country and a failure in another
 
True
Sales promotion is a promotional tool generally used to stimulate long-term increases in product demand
 
False
Horizontal Conflict occurs among channel members on the same level, such as two or more different wholesalers or two or more different retailers that handle the same manufacturer's brands
 
True
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