Marketing Final Chapters 12-15

Often, a new product is launched in stages during commercialization. This gradual introduction of the product is known as A) market development. B) regional commercialization. C) roll-out. D) market extension. E) competitive jamming.

C

When Sophie buys organic produce for her household using a channel with only two points in the chain- the seller and the buyer- that seller (farmer in this case) is classified as a a) functional middleman b) retailer c) producer d) wholesaler e) agent

C

A set of approaches used to integrate the functions of operations management, logistics management, supply management, and marketing channel management so products are produced and distributed in the right quantities, to the right locations, and at the right time is called a) supply chain management b) vertical chain integration c) industrial management d) industrial distribution

A

Brianna owns and operates a gift and interior store called The Gingerbread House. She works hard to put together beautiful arrangements and displays throughout the store and always features a burning scented candle and light music. She hopes these efforts will encourage her customers to buy more. Brianna is focusing on A) atmospherics B) retail positioning C) location D) scrambled merchandising E) value-pricing.

A

Changes that affect a product's versatility, effectiveness, convenience, or safety are called ____ modifications. A) functional B) formal C) aesthetic D) quality

A

Nordstrom, Macy's, and JCPenney are all considered A) department stores B) discount store C) off-price retailers D) specialty retailers E) category killers.

A

All of the following are major steps in developing new products except A) test marketing. B) evaluation of competitors' efforts. C) screening. D) business analysis. E) idea generation.

B

An US Airways flight from Dallas to Houston was full, and the tickets were more expensive than the almost-empty US Airways flight from Chicago to Phoenix. This is an example of what kind of service pricing? A) Bundled B) Demand-based C) Supply-based D) Upfront E) Customer-based

B

If Best Western bundles its rooms with services such as free local phone calls, cable television, wireless Internet access, and complimentary breakfast, these services are known as ____ services. A) core B) supplementary C) bundled D) business E) complimentary

B

Nike maintains a good deal of control over how its products are promoted, displayed, and sold. Because of this control, Nike would be appropriately described as the channel a) intermediary b) captain c) allocator d) terminator e) price leadership

B

When one company in a marketing channel has the ability to influence another member's goal achievement, the company has a) channel control b) channel power c) marketing leadership d) distributive influence

B

Which of the following countries was the world's first service economy? A) England B) United States C) Sweden D) Canada E) Germany

B

"Is the demand strong enough?" is a question that marketers ask during the ____ phase of new-product development. A) screening B) concept testing C) business analysis D) product development E) test marketing

C

Julianne is planning her upcoming wedding later this year. She has made a list of all the expenses which will be required for the wedding she has planned. Which of the following is not one of the service products associated with Julianne's wedding? A) Delivery of the wedding cake B) Hiring a limo and driver C) Flowers for the church D) Renting the reception hall E) String quartet music

C

Kate owns a refreshment-stand business at the community ballpark. She goes to a warehouse store like Sam's and purchases snacks and canned soda that she will sell at her refreshment stand. Kate is considered a(n) A) wholesaler B) broker C) retailer D) intermediary E) agent.

C

Services are usually provided through ____ directed at people or objects. A) tangible and intangible products B) physical labor C) the application of human or mechanical efforts D) ideas and other intangible efforts E) knowledge and technology

C

Supply chains for durable goods typically begin at _____ and end ______. a) raw materials; the retailer b) suppliers; the retailer c) raw materials; the customer d) suppliers; the customer e) retailers; the customer

C

Brad accesses Overstock.com's site on the Internet and purchases a business laptop case. This is an example of A) direct-selling B) catalog retailing C) direct-response marketing D) online retailing E) home shopping.

D

Overall channel goals and individual channel member goals cannot be achieved together without: a) conflict b) captains c) leadership d) cooperation e) tying agreements

D

The fact the services cannot be inventoried and then sold at a later date is called A) intangibility B) heterogeneity C) inseparability D) perishability E) nonstorability.

D

Consumers receive the benefits of place utility when a) they have to travel excessively to obtain products they want b) retailers remain open 24 hours a day c) they can stock up on products they need but not use them right away d) they make purchases with debit or credit cards e) products are available in locations where consumers want to buy them

E

The product deletion process is similar to the ____ step of the new-product development process because both involve deciding whether the product should be in the product mix based on an assessment of sales, costs, and profits. A) idea generation B) screening C) product development D) test marketing E) business analysis

E

Patrick is a member of a consumer marketing panel and has been introduced to a company's new idea for energy drinks. Some of the questions he has been asked are "How often would you buy this product?" and "Which features are of little or no interest to you?" Patrick is most likely participating in the ___ phase of the new-product development process. A) concept testing. B) business analysis C) idea screening. D) idea generation E) test marketing.

A

Taylor works for a company that buys snacks such as chips, cookies, and candy in bulk from manufacturers. Taylor's company then repackages them and sells them to vending companies who have vending machines at government institutions. Taylor most likely works for a(an) ___, while the vending machine company is a(an) _____. A) Wholesaler; retailer B) Wholesaler; broker C) Broker; retailer D) Broker; agent E) Agent; retailer

A

Which of the following best defines nonprofit marketing? A) Activities conducted by individuals and organizations to achieve some goal other than ordinary business goals such as profit or return on investment B) Marketing activities conducted by organizations other than business organizations C) Nonbusiness activities aimed at goals such as profit or return on investment D) Marketing activities aimed at getting the product to the retailers, through intermediaries

A

A marketing channel is defined as a group of individuals and organizations that a) consumes about one-half of every dollar spent on products in the US b) directs the flow of products from producers to customers c) links producers to other marketing intermediaries d) takes title to products and resells them e) manages transportation and warehousing functions

B

In product modification, the first issue to consider is whether A) existing customers can perceive that a product modification has been made. B) the product is modifiable. C) quality is modified. D) modification will make the product more consistent with customers' desires. E) modification will provide greater satisfaction to the consumer.

B

The kinds of products being sold and the availability of public transportation are both factors that influence a retailer's decision about A) store atmosphere B) location C) retail positioning D) store image E) the wheel of retailing.

B

Identifying an unserved or underserved market segment and serving it through a strategy that is distinguished in the mind of the consumer is called A) the marketing concept B) the wheel of retailing C) retail positioning D) targeted retailing E) scrambled merchandising.

C

Rick is a new product manager for a large bio-chemical firm. He is currently working on a proposal for a new chemical solvent and knows that introducing the new product can be risky because it might fail. He also knows that ___ is risky as well. A) performing marketing research. B) keeping tabs on the actions of competitors. C) not introducing new products. D) generating new product ideas. E) addressing customers' concerns about products.

C

Why are line extensions more common than new products? A) They are higher risk and more expensive. B) They are guaranteed to succeed in the marketplace. C) They are less expensive and lower-risk. D) They require no market research. E) Modifications to existing products are very easy.

C

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to A) deliver on these promises and risk financial losses and the success of the company B) promise less than they can actually deliver and keep customers away C) make the appearance of their facilities consistent with their promises to customers D) promise too much and cause customer expectations beyond what they can deliver E) make the quality of their services too tangible in the eyes of the customer.

D

Kevin is talking with Peter about purchasing a Wendy's franchise. Peter tells Kevin that one of the major advantages of franchising for him to consider is the A) higher start-up costs B) greater freedom it provides C) individuality it offers D) higher success rate for franchises E) gross margin it provides.

D

Services have six basic characteristics: intangibility, inseparability of production and consumption, perishability, client-based relationships, customer contact, and A) labor-intensiveness B) orientation toward value C) homogeneity D) heterogeneity E) specialization.

D

The primary function of most wholesalers is to A) support the needs of the manufacturers and provide them with market information B) provide for the unique needs of the individual retailers buying their merchandise C) provide information system tracking of inventory for the ultimate consumer D) perform physical distribution of products from manufacturers to retailers E) develop and share database information about customers.

D

The supply chain includes: a) producers, wholesalers, and retailers b) suppliers, producers, intermediaries, and customers c) suppliers and suppliers' suppliers d) all entities that facilitate product distribution

D

To differentiate their products, companies sometimes emphasize the product support services that they offer. This is especially true when A) the company's prices are higher than the competition's. B) the company introduces a new product. C) consumers are willing to pay for product support services. D) consumers perceive all products in a market to have essentially the same quality, design, and features. E) the quality of the company's products is inferior to the quality of competing products.

D

All members of the supply chain should determine their position in the chain, identify their partners and their roles, and establish partnerships whose focus is a) shifting costs to suppliers b) maximizing costs c) maximizing technology implementation d) cooperation with competitors e) customer relationships

E

The marketing channels for services are usually A) complex and multifaceted B) characterized by two to three intermediaries C) dependent on the geographical location of the consumer D) determined by the customer E) direct from provider to customer.

E

Which of the following is an example of a category killer? A) JCPenney B) Walmart C) Marshalls D) Sam's E) Toys "R" Us

E