BA Chapter 12: Managing the Marketing Mix: Product, Price, Place, and PromotionAssignment

Click and drag on elements in order Select the stages of the Product LIfe Cycle in order from earliest to latest with the earliest on top.

1. introduction 2. growth 3. maturity 4. decline

True or false: Price and cost are not always related.

True

When a company pays to put products into TV shows and movies where they will be seen by consumers, they are using a strategy called product

Blank 1: placement

A person who will oversee the process of managing the movement of goods from raw materials to the ultimate consumer and any necessary returns or recycling is a

Blank 1: supply Blank 2: chain Blank 3: manager

Select all that apply Companies usually offer a product line instead of just one product to:

appeal to similar consumer markets tailor their offerings more closely to consumer wants meet the competition

A promotional tool that involves people telling other people about products they've purchased is known as a(n) ______.

word-of-mouth promotion

Brand is the value of the brand name and associated symbols.

Blank 1: equity

When airlines charge higher prices for seats in the Economy section Exit rows that have more leg room, they are using which pricing strategy?

Demand-oriented

During the growth stage of the product life cycle, sales and profits mostly

increase

The "P" of marketing, which includes shipping, transportation, storage, logistics, and supply-chain management, is known as:

place or distribution

advertising requires the marketer to develop a single product and promotional strategy it can implement worldwide.

Blank 1: Global

The function of distribution is represented in the 4 P's of the marketing mix as utility.

Blank 1: Place

A car salesman interacting with a client is an example of selling.

Blank 1: personal

Good quality at a fair price is the definition of

Blank 1: value

Which of the four Ps below is the most difficult for a manager to control due to the impact it has on consumer evaluation of an offering?

Price

Select all that apply Which is true of wholesalers versus retailers

Selling products to customers who will ultimately use them for themselves is a retail transaction Selling products to a school or hospital to run their business is considered a wholesale transaction

Select all that apply Which of the following is an example of word-of-mouth promotion?

Telling people through the Internet about a product you've purchased People sharing a clever commercial with other people

True or false: Value means that customers perceive a product as a good quality at a fair price

True

True or false: When a company uses advertising to reach a large audience, followed by a targeted distribution of coupons that encourage customer feedback on social media, they are managing the marketing mix.

True

A name, symbol, or design that identifies the goods or services of one seller or group of sellers is called a:

brand

The pricing strategy in use when a firm prices products based on consumer demand is called:

demand-oriented

Select all that apply Television advertising is:

desirable but expensive to buy time desirable but costly to produce the ads

The stages of the product life cycle are:

introduction, growth, maturity, and decline

When there is low competition, firms can use a strategy to recover research and development costs and make as much profit as possible.

lank 1: price Blank 2: skimming

An advantage of online advertising over other forms of advertising is that it allows companies to

measure traffic on a website by keeping track of customers clicks

Select all that apply Companies usually offer a product line instead of just one product to

meet the competition appeal to similar consumer markets tailor their offerings more closely to consumer wants

Marketers competing on product attributes and image are said to be participating in:

nonprice competition

During the airing of a major sitcom the actors eat a popular cereal for breakfast. This type of advertising is known as:

product placement

Marketing intermediaries who sell to ultimate consumers are:

retailers

When a firm prices a new product very high to make optimum profit while there is little competition, it is said to be using:

skimming price strategy

Select all that apply Marketers use social media for a variety of things including

testing ads before being implemented in traditional media developing customer relationships by listening on feedback threads measuring customer interest by keeping track of "likes" and "clicks"

Recognizing what stage of its life cycle a product is in has a direct impact on marketers' decisions about:

the marketing mix

Everything that consumers evaluate when deciding whether to buy something is referred to as the:

total product offer

tend to add value that is greater than the cost to incorporate them into the supply chain.

Blank 1: Intermediaries or Middlemen

A firm is at the - point when revenue is equal to all costs.

Blank 1: break Blank 2: even

The value of a product is defined as good at a fair

Blank 1: quality Blank 2: price

Select all that apply Some of the advantages of online advertising are:

It pushes customers to a website to learn more about products It allows companies to learn more about their customers

Marketers who seek to differentiate their products by promoting attributes such as safety or the brand name are using:

nonprice competition

competition does not use price as a major promotional appeal, but instead stresses consumer benefits and product style.

Blank 1: Non Blank 2: price

is one of the most difficult of the four Ps for a manager to control, since it is such a critical ingredient in consumer perceptions of the value of a product.

Blank 1: Price or Pricing

is one of the four Ps of marketing; it consists of all the techniques sellers use to motivate people to buy their products.

Blank 1: Promotion

A firm using paid, non-personal communication through various media has chosen to use to promote its products.

Blank 1: advertising

The value of the brand name and associated symbols is referred to as

Blank 1: brand Blank 2: equity

Social media allows marketers to customer web activity to gain valuable marketing information.

Blank 1: measure, track, or monitor

Independently owned firms that take title to the goods they handle are known as wholesalers.

Blank 1: merchant

When a firm is independently owned and takes title of the goods they handle, they are said to be wholesalers.

Blank 1: merchant

True or false: Grouping two or more products together and pricing them as a unit is called stacking.

False

True or false: Sales promotions stimulate consumer purchasing and dealer interest by means of long-term activities.

False

Select all that apply The marketing function that provides place utility or distribution from the producer to the consumer includes which of the following activities?

Inventory management Warehousing Shipping

Select all that apply Which of the following functions are included in supply-chain management?

Management of information throughout the supply chain Control of parts, work in progress, and finished goods Movement of raw materials

Which step is the final step of an effective social media campaign.

Measuring the effectiveness of the campaign

Select all that apply Which of the following are characteristics of advertising?

Non-personal communication Uses various media

______ consists of all the techniques sellers use to motivate people to buy their products.

Promotion

A reason why marketing intermediaries such as transport companies and wholesalers have survived is that they:

add enough value to products to outweigh the added costs

Grouping two or more products together and pricing them as a unit is called:

bundling

After marketers know who they are going to target, the other steps in a social media campaign that follow are to:

create good images, develop hashtags, engage customers, follow-up with customers

When marketers target future buyers with sampling, coupons, and rebates while using publicity to target all customers in a particular region, they are exhibiting ______.

management of the promotion mix

It is unusual for a company to sell:

one product

Paid, non-personal communication through various media by organizations and individuals who are in some way identified in the message is known as

Blank 1: advertising

Direct responsibility for all aspects of a product line or a brand including the marketing mix is the role of the

Blank 1: brand or product Blank 2: manager

Grouping two or more products together and pricing them as a unit is called

Blank 1: bundling

Demand-based pricing is based on what customers are willing to pay for a product due to its perceived value, not the of producing it.

Blank 1: costs or cost

Marketing intermediaries such as transport companies add to products, but they are usually outweighed by the they create for consumers.

Blank 1: costs or cost Blank 2: value or utility

As an important first step in a social media campaign, marketers should make sure they know their

Blank 1: customer, target, or consumer Blank 2: base, market, or base

Firms can gain market share by creatively establishing product that is either real or perceived by consumers.

Blank 1: differentiation

The primary of television advertising is its high cost.

Blank 1: disadvantage, drawback, or downside

When marketers use the internet to sell goods and services, they are participating in retailing.

Blank 1: electronic or online

The distribution strategy that puts the product into as many outlets as possible is a(n) distribution strategy.

Blank 1: intensive

When marketers place a product in as many retail outlets as possible they are using a(n) distribution strategy.

Blank 1: intensive

A brand manager manages all elements of a product line or the brand's

Blank 1: marketing Blank 2: mix

The stage in a product's life cycle when it may become a "me too" product, and marketers need to communicate what makes it different from others products is called the stage.

Blank 1: maturity or mature

A , symbol, or design that identifies the goods or services of one seller or group of sellers is called a brand.

Blank 1: name

Selling goods and services to ultimate consumers over the Internet is known as retailing.

Blank 1: online or electronic

When a person uses face-to-face presentations to promote goods and services, he is said to be using as a sales technique.

Blank 1: personal Blank 2: selling

Putting products into TV shows and movies where they will be seen is known as product

Blank 1: placement

Due to competition and demand in the marketplace, and are not always related.

Blank 1: price Blank 2: cost

When a firm establishes a single and promotional strategy that it can implement worldwide, it is creating a global advertising campaign.

Blank 1: product

One of the four P's of marketing encompasses all the techniques sellers use to motivate people to buy their products and it is referred to as

Blank 1: promotion

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities is known as sales

Blank 1: promotion

A firm that purchases goods from a manufacturer and then sells those goods or products to final consumers is considered a(n)

Blank 1: retailer

The break-even point is the point where revenues from equal all . (Enter one word in each blank.)

Blank 1: sales Blank 2: costs, expenditures, or expenses

A marketer trying to stimulate consumer purchasing and dealer interest by means of short-term activities is likely to use as an incentive.

Blank 1: sales Blank 2: promotion

The face-to-face presentation and promotion of goods and services is known as personal

Blank 1: selling or sales

The pricing strategy that calls for a new product being priced high to make optimum profit while there is little competition is called a(n) price strategy.

Blank 1: skimming

Knowing what of the product life cycle a product is in helps marketers make intelligent and efficient marketing decisions.

Blank 1: stage or phase

Everything that consumers evaluate when deciding whether to buy something is referred to as the

Blank 1: total Blank 2: product Blank 3: offer

Staples acts both as a in the B2B environment and as a in the B2C environment is

Blank 1: wholesaler Blank 2: retailer

When people talk to each other about positive and negative experiences with products this is called -- promotion.

Blank 1: word Blank 2: of Blank 3: mouth

Select all that apply An advantage of global advertising is saving money. However, global advertising can have serious disadvantages such as:

difficulties creating one message for different cultures different buying habits in many countries language and culture differences