Marketing Quiz

________ involves adding more items within the present range of the product line.

Product line filling

Which of the following is one of the five major promotion tools?

direct marketing

Though the ________ method of setting an advertising budget is simple to use and helps management think about the relationships among promotion spending, selling price, and profit per unit, it wrongly views sales as the cause of promotion rather than the result.

percentage-of-sales

________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.

Brand equity

_______ are retailers that offer sales assistance because they carry more shopping goods about which customers might need information.

Limited-service retailers

Which of the following is true of optional product pricing?

It involves pricing accessory products sold with the main product

A ________ is a name, term, sign, symbol, design, or a combination of these, that identifies the maker or seller of a product or service.

brand

Electron Corp. purchased Proton Corp. by buying all of its assets and ownership equity. This is an example of a(n) ________.

acquisition

Which of the following should be a manufacturer's first step when designing an effective marketing channel?

analyze consumer needs

P&G introduced its Duncan Hines ready-to-spread frosting in a small geographic area. When General Mills became aware of the product, it rushed to market its own Betty Crocker ready-to-spread frosting, which eclipsed the Duncan Hines product introduction. General Foods was able to enter the ________ stage of the new-product development process before P&G could.

commercialization

A market-skimming pricing strategy should NOT be used for a new product when ________.

competitors can undercut prices easily

Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"

core customer value

A ________ integrates successive stages of production and distribution under single ownership.

corporate VMS

If demand changes greatly with a small change in price, the demand is ________.

elastic

Conflict which occurs among firms at the same level of the marketing channel is known as ________ conflict.

horizontal

In a(n) ________, two or more companies at one level join together to follow a new marketing opportunity.

horizontal marketing system

Today several companies are adopting the concept of ________, which carefully combines and coordinates the company's many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.

integrated marketing communications

Whitelight stocks its toothpastes in all convenience stores across the country. This is an example of ________ distribution.

intensive

Which of the following stages of the PLC is characterized with high promotional expenditures that result from an effort to create consumer awareness?

introduction

Companies which set a low price for a new product in order to attract a large number of buyers and a large market share are using the ________ strategy.

market-penetration pricing

Using a(n) ________ strategy, the producer directs its marketing activities toward final consumers to induce them to buy the product.

pull

Costco's Kirkland Signature products are an example of a ________.

private brand

Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered by ________.

product attributes

Which of the following is the lowest level on which marketers can position their brands in target customers' minds?

product attributes

A detailed version of a new idea stated in meaningful customer terms is called a ________.

product concept

The customers of Parry's Hair Salon have noticed that the quality of a haircut depends on who provides it as well as when, where, and how the service is provided. Which of the following characteristics of service is evident in this instance?

service variability

A ________ is made up of the company, suppliers, distributors, and customers who partner with each other to improve the performance of the entire system.

value delivery network