Marketing Exam 3 - Practice

5) pushing

Nantucket Hammocks, Inc. uses dealer incentives, discounts, and sales contests in order to encourage retailers to give special attention to selling its products. Nantucket Hammocks is using: 1) exclusive distribution 2) a corporate channel system 3) dual distribution 4) an administered channel system 5) pushing

1) market introduction

Pfizer Corp. is introducing a really new product idea. Pfizer is spending a lot of money to inform potential customers and intermediaries about the availability and advantages of the new product. Although sales are rising slowly, Pfizer doesn't expect the product to become profitable for at least another year. Pfizer's new product is in which stage of the product life cycle? 1) market introduction 2) sales decline 3) market development 4) market growth 5) market maturity

4) sales promotion

Point-of-purchase materials, coupons, trade shows, calendars, merchandising aids, and sales training materials are all examples of: 1) publicity 2) advertising 3) mass selling 4) sales promotion 5) personal selling

4) any or all of these are correct

Sales promotion can be aimed at: 1) intermediaries 2) a company's own sales force 3) final consumers or users 4) any or all of these are correct

2) market introduction

Snapchat Spectacles are very new products in the US market. They are in the _____ _____ stage of the product life cycle. 1) market maturity 2) market introduction 3) market growth 4) sales decline

1) multichannel

A producer using several competing channels to distribute its products to its target market is using _____ distribution. 1) multichannel 2) intensive 3) administered 4) horizontal 5) selective

2) why both discrepancies of quantity and assortment occur

A publisher of photography books finds that it is cost-effective to print 10,000 or more at a time. But a bookstore orders only a few copies of each book since its customers want to select from a wide variety. This example shows 1) why discrepancies of quantity occur 2) why both discrepancies of quantity and assortment occur 3) neither discrepancies of assortment or quantity 4) why discrepancies of assortment occur 5) multichannel distribution

4) getting shorter

According to the text, product life cycles are: 1) getting longer 2) speeding up in the later stages 3) now about the same length as 100 years ago 4) getting shorter 5) slowing down in the early stages

3) smartwatches

All of the following products are in the market maturity stage of the product life cycle EXCEPT: 1) laundry detergents 2) breakfast cereals 3) smartwatches 4) carbonated soft drinks 5) gasoline-powered cars

3) market maturity

Competition is toughest in which of the following product life cycle stages? 1) market introduction 2) market growth 3) market maturity 4) market development

5) adjust large discrepancies of quantity and assortment

Choosing an INDIRECT channel probably will be better than a direct channel if a producer wants to: 1) provide special technical service 2) make it easier to do marketing research 3) be more sensitive to coming changes in customer needs and attitudes 4) obtain a very aggressive selling effort 5) adjust large discrepancies of quantity and assortment

2) a "pulling" policy

Clairol Corp. is introducing a new brand of shampoo in a highly competitive market. Wholesalers might be willing to handle the new product, except that retailers are already complaining about overcrowded shelf space. Therefore, Clairol has decided to spend $10 million on TV advertising and send free samples to 3,000,000 households to convince consumers of the new product's superiority-and to get them to ask for it at their retail store. Clairol is using: 1) dual distribution 2) a "pulling" policy 3) direct marketing 4) a "pushing" policy 5) a sampling distribution

4) promotion is likely to be needed to build primary demand

During the introduction stage of the product life cycle: 1) "me-too" products quickly take market share away from the innovator 2) most products achieve intensive distribution 3) industry profits are at their highest 4) promotion is likely to be needed to build primary demand 5) none of these alternatives is true

4) money is invested-in the hope of FUTURE profits

During the market introduction stage of the product life cycle: 1) large profits are typical-until competition arrives 2) price and promotion are more important than place and product 3) much money is spent on Promotion, while spending on Place is left until later 4) money is invested-in the hope of FUTURE profits 5) most customers will try really new products

2) persuasive promotion becomes more important

During the market maturity stage of the product life cycle: 1) some competitors drop out of the market-and no new firms enter 2) persuasive promotion becomes more important 3) promotion emphasizes the advantages of the basic product concept 4) total industry sales and profits reach their maximum levels 5) none of these alternatives are correct

4) Posting videos on YouTube and writing blogs are both ways a company can use publicity to its advantage

Identify the true statement pertaining to publicity. 1) it is any paid form of nonpersonal presentation of ideas, goods, or services by a sponsor 2) it is the main form of mass selling which includes only the use of traditional media 3) if a firm has a really new message, publicity may be less useful than advertising 4) posting videos on YouTube and writing blogs are both ways a company can use publicity to its advantage 5) it tries to attract attention to the firm and its offerings by paying substantial media costs

2) remind

If customers already have a positive attitude about a product, which promotional objective would you recommend? 1) inform 2) remind 3) persuade 4) educate 5) change position

1) vertical marketing system

In a _____ the whole channel focuses on the same target market at the end of the channel. 1) vertical marketing system 2) horizontal marketing system 3) parallel marketing system 4) diagonal marketing system 5) linear marketing system

2) market growth

Industry profits are largest in which of the following product life cycle stages? 1) market introduction 2) market growth 3) market maturity 4) sales decline 5) none of these is a good answer

3) market maturity

Industry sales are highest in which of the following product life cycle stages? 1) market growth 2) market development 3) market maturity 4) sales decline 5) market introduction

4) bulk-breaking

InterContinental Hardware Co. buys carload quantities of bolts, screws, nuts, washers, and other hardware from a large producer in the Netherlands, breaks these shipments into smaller quantities, and sells them to other wholesalers and retail chains. This "regrouping activity" is called: 1) assorting 2) wholesaling 3) accumulating 4) bulk-breaking 5) sorting

1) often perform functions that producers cannot perform efficiently by themselves

Intermediaries in indirect channels of distribution: 1) often perform functions that producers cannot perform efficiently by themselves 2) do not provide additional convenience to consumers 3) increase the need for producers to make large investments in distribution facilities and personnel 4) make it necessary for producers to carry more inventories 5) none of these alternatives is correct

5) all of these are reasons why firms prefer direct distribution

Many firms prefer to distribute directly to the final customer or consumer because they 1) want to control the whole marketing job 2) believe they can serve target customers at a lower cost 3) think they can do the work more effectively than intermediaries 4) can use the Internet to make direct distribution easier 5) all of these are reasons why firms prefer direct distribution

3) licensing

Sunkist sells foreign companies the right to use the Sunkist brand on soft drinks and citrus juices sold outside the United States. Sunkist gets both an initial fee and a royalty on the sale of goods bearing its brand name. Sunkist is engaged in: 1) exporting 2) management contracting 3) licensing 4) joint venturing 5) none of these is a good answer

1) response

The traditional communication process does NOT include: 1) response 2) receiver 3) encoding 4) feedback 5) source

1) personal selling

When a telemarketer calls a college student on the phone and offers a one-year subscription to BUSINESS WEEK at a 50% discount, this is an example of: 1) personal selling 2) mass selling 3) publicity 4) sales promotion 5) advertising

5) accumulating

Yakima Valley Produce, Inc. buys artichokes from many small farmers, assembles them into larger quantities, and ships in carload quantities to a central market where they are sold to large food processors. This "regrouping activity" is called: 1) bulk-breaking 2) assorting 3) sorting 4) wholesaling 5) accumulating

1) integrated marketing communications

_____ is the intentional coordination of every communication from a firm to a target customer to convey a consistent and complete message. 1) integrated marketing communications 2) online marketing 3) branding 4) digital marketing 5) product positioning

2) selective distribution

_____ means selling a product only through those intermediaries who will give the product special attention. 1) multichannel distribution 2) selective distribution 3) administered distribution 4) exclusive distribution 5) intensive distribution