Marketing Review

Which of the following is an example of horizontal channel conflict? A. A consumer complaining to a retailer about the service he received. B. A retailer complaining about a producer's pricing. C. A Ford dealer complaining that another Ford dealer is advertising in its territory. D. A retailer complaining about receiving damaged goods from a wholesaler. E. A consumer complaining to a producer about the quality of a product.

A ford dealer complaining that another Ford dealer is advertising in its territory

What is the most common type of a contractual​ VMS? A. A wholesaler B. A supplier C. A retailer D. A franchise E. A channel intermediary

A franchise

Channels often involve long-term commitments and companies have many alternatives. What type of criteria should be used if the company wants to keep the channel flexible so that it can respond to environmental changes? A. Control criteria B. Sales criteria C. Adaptability criteria D. Profitability criteria E. Investment criteria

Adaptability criteria

What is the first step in marketing channel​ design? A. Identifying the number of intermediaries to use. B. Evaluating major channel alternatives. C. Analyzing consumer needs. D. Identifying the types of intermediaries to use. E. Setting channel objectives.

Analyzing consumer needs

Which of the following is a​ cost-oriented pricing​ approach? A. Value added pricing B. Breakeven pricing C. ​High-low pricing D. ​Competition-based pricing E. EDLP pricing

Breakeven pricing

________ refers to setting price based on​ buyers' perception of value rather than on the​ seller's cost. A. ​Good-value pricing B. ​Cost-based pricing C. Cost D. ​Value-added pricing E. Customer​ value-based pricing

Customer value-based pricing

Which of the following statements is correct regarding the use of advertising as a promotional​ tool? A. Advertising allows marketers to communicate with buyers in a personal way. B. Advertising reaches many people slowly. C. Advertising can reach masses of people only if they are geographically concentrated. D. The cost per exposure of advertising is high. E. Consumers tend to view advertised products as more legitimate.

Consumers tend to view advertised products as more legitimate.

​Logos, stationery,​ brochures, signs, business​ forms, business​ cards, buildings,​ uniforms, and company cars and trucks are examples of which promotional​ tool? A. Corporate identity materials B. News C. Written materials D. Special events E. Public service activities

Corporate identity materials

What are the four major types of retail​ organization? A. Corporate​ chains, wholesalers,​ superstores, and franchise organizations. B. Corporate​ chains, voluntary​ chains, retailer​ cooperatives, and wholesalers C. Discount​ stores, service​ retailers, superstores, and supermarkets. D. Corporate​ chains, voluntary​ chains, retailer​ cooperatives, and franchise organizations. E. Corporate​ chains, voluntary​ chains, wholesalers, and franchise organizations.

Corporate​ chains, voluntary​ chains, retailer​ cooperatives, and franchise organizations.

What are the two major elements in developing advertising​ strategy? A. Creating advertising messages and selecting advertising media B. Determining the target audience and selecting advertising media C. Creating advertising messages and setting the advertising budget D. Creating advertising messages and selecting advertising agencies E. Determining the advertising budget and evaluating results

Creating advertising messages and selecting advertising media

Which of the following statements is true regarding initiating price​ cuts? A. Firms never cut​ prices; they only raise them. B. Cutting price has no effect on costs. C. Cutting prices in an industry loaded with excess capacity may lead to price wars. D. When faced with falling​ demand, firms should not cut prices. E. If faced with excess​ capacity, a firm should not cut its price.

Cutting prices in an industry loaded with excess capacity may lead to price wars.

After segmenting and defining their target​ markets, what should retailers do​ next? A. Decide on the level of service. B. Decide on the store atmosphere C. Decide on the location. D. Decide on the product assortment. E. Decide how they will differentiate and position themselves in the market.

Decide how they will differentiate and position themselves in the market.

Working with donors or members of nonprofit organizations to gain financial or volunteer support represents which public relations​ function? A. Public affairs B. Press relations C. Lobbying D. Development E. Investor relations

Development

What is the overall goal when retailers choose their product​ assortment? A. Offer the same products as their competitors. B. Differentiate the retailer while matching target​ shoppers' expectations. C. Offer products that will appeal to as many segments as possible. D. Only choose products that will maximize profits. E. Offer as many products as they can fit on the shelves.

Differentiate the retailer while matching target​ shoppers' expectations.

Which promotional tool engages directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer​ relationships? A. Advertising B. Sales promotion C. Personal selling D. Direct and digital marketing E. Public relations

Direct and digital marketing

Which promotional tool is best suited to deliver a personalized and immediate message to a specific customer or customer​ community? A. Advertising B. Public relations C. Direct marketing D. Personal selling E. Sales promotion

Direct marketing

Which of the following statements is true regarding oligopolistic​ competition? A. The market is dominated by one seller. B. Each seller is alert and responsive to​ competitors' pricing strategies and marketing moves C. Many buyers and sellers trade a uniform commodity. D. The market consists of many large sellers. E. The market consists of many buyers and sellers trading over a range of prices.

Each seller is alert and responsive to competitiors' pricing strategies and marketing moves

Sadie's Restaurant has listened to its customers over the years and is now able to offer the right combination of quality and good service at a fair price. Which pricing strategy is​ Sadie's using? A. ​High-low pricing B. Value added pricing C. Breakeven pricing D. ​Good-value pricing E. ​Cost-based pricing

Good-value pricing

Which of the following correctly describes the retail practice known as​ high-low pricing? A. ​High-low pricing means charging higher prices on an everyday​ basis, coupled with frequent sales and other price promotions. B. ​High-low pricing means some products are priced high and others are priced low. C. ​High-low pricing means retailers do not have to use promotions. D. ​High-low pricing means the retailer does not have to run sales on selected items. E. ​High-low pricing means retailers charge an everyday low price.

High-low pricing means charging higher prices on an everyday​ basis, coupled with frequent sales and other price promotions.

Which of the following is true regarding the​ price-demand relationship? A. Demand and price are directly related dash - the higher the​ price, the greater the demand. B. If demand is​ inelastic, a small change in price will result in a large change in demand. C. Price elasticity measures how responsive price will be to a change in demand. D. If demand is​ elastic, sellers will consider lowering their price. E. A demand curve shows the number of units a company will produce in a given time period at different prices that might be charged.

If demand is​ elastic, sellers will consider lowering their price.

Which advertising objective is used heavily when introducing a new product​ category? A. Persuasive B. Informative C. Attack D. Reminder E. Comparative

Informative

Full-line forcing is a practice whereby a producer agrees to sell a brand to a dealer only if the dealer agrees to sell some or all of the rest of its line. Which of the following statements is true regarding​ full-line forcing? A. It is only illegal in Europe. B. It is always illegal. C. It is always legal. D. It may or may not be legal. E. It is only legal in New​ York, California and Texas.

It may or may not be legal

Which of the following describes a​ just-in-time logistics​ system? A. ​Just-in-time logistics systems greatly increase​ inventory-carrying and​ inventory-handling costs. B. ​Just-in-time logistics systems allow producers and retailers to carry large amounts of inventory. C. ​Just-in-time logistic systems eliminate the need for forecasting. D. ​Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations. E. ​Just-in-time logistics systems ensure that new stock arrives at least one week before it is needed.

Just-in-time logistics systems allow producers and retailers to carry small inventories to last for only a few days of operations.

Which of the following statements about retailer marketing decisions is​ correct? A. Retailers do not have to segment and target their markets. B. Stores do not need to differentiate and position themselves. C. Retailers do not differentiate themselves on their service mix. D. Most retailers seek either high markups on higher volume or low markups on lower volume. E. Many retailers identify three critical factors for retail​ success: location,​ location, and location.

Many retailers identify three critical factors for retail​ success: location,​ location, and location.

A company has set a low price on a new product it introduced. It wants to maximize its market share and attract a large number of buyers quickly. Which new product pricing strategy should the company​ use? A. product bundle pricing B. ​captive-product pricing C. ​market-penetration pricing D. psychological pricing E. ​market-skimming pricing

Market-penetration pricing

Which of the following is a reason that producers use marketing channels and channel​ intermediaries? A. Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers. B. Using marketing channels allows producers to retain control over how and to whom they sell their products. C. Using channel intermediaries increases the number of contacts with customers. D. Marketing channel decisions only require a​ short-term commitment. E. The reduced costs of using channel intermediaries offsets the inefficiencies of marketing channels.

Marketing channel members are able to transform the assortments of products made by producers into the assortments wanted by consumers.

​___________ are the largest single group of​ wholesalers, accounting for roughly 50 percent of all wholesaling. A. ​Manufacturers' representatives B. ​Manufacturers' agents C. Agents D. Merchant wholesalers E. Brokers

Merchant wholesalers

Which of the following statements about major retail trends is​ true? A. Online buying is growing at a much brisker pace than retail buying as a whole. B. The lifecycle of new retail forms is getting longer. C. The global expansion of major retailers into other countries has slowed down. D. Retail convergence has decreased competition for retailers. E. The green movement has not yet affected retailing.

Online buying is growing at a much brisker pace than retail buying as a whole.

Which advertising objective is best suited to building selective​ demand? A. Reminder B. Humorous C. Informative D. Persuasive E. Attack

Persuasive

Over the​ years, U.S. air carriers have been accused numerous times of collusion when setting prices. This illegal practice is called​ _______. A. price fixing B. predatory pricing C. retail price maintenance D. deceptive pricing E. price discrimination

Price Fixing

The retail marketing mix consists of which of the​ following? A. Product and service​ assortment, retail​ prices, promotion, and location B. Product and service​ assortment, retail​ prices, promotion and store differentiation. C. Product and service​ assortment, retail​ prices, promotion, and retail segmentation D. Product and service​ assortment, retail​ prices, promotion, and retail targeting E. Product and service​ assortment, retail​ prices, promotion, and store positioning

Product and service​ assortment, retail​ prices, promotion, and location

Retailers must decide on which three major product​ variables? A. Product​ assortment, store​ atmosphere, and price B. Product​ assortment, price, and location C. Product​ assortment, services​ mix, and price D. Product​ assortment, services​ mix, and store atmosphere E. Product​ assortment, services​ mix, and location

Product​ assortment, services​ mix, and store atmosphere

Which technology could one day make the entire supply chain intelligent and​ automated? A. Electronic data interchange B. Third party logistics C. ​Just-in-time D. Vendor managed inventory E. Radio frequency identification

Radio frequency identification

Which of the following is a potentially effective action a company could take in response to a​ competitor's price​ cut? A. Launch a​ high-price "fighter​ brand" B. Decrease perceived value C. Reduce both price and quality. D. Reduce price E. Raise price

Reduce price

________ advertising is utilized most often by​ mature, well-known brands. A. Attack B. Persuasive C. Reminder D. Comparative E. Informative

Reminder

________ refers to the activities involved in selling products or services directly to final consumers for their​ personal, nonbusiness use. A. Shopper marketing B. Warehousing C. Manufacturing D. Wholesaling E. Retailing

Retailing

_______ involves​ reusing, recycling,​ refurbishing, or disposing of​ broken, unwanted, or excess products returned by consumers or resellers. A. Warehousing B. Inventory management C. Outbound logistics D. Reverse logistics E. Inbound logistics

Reverse logistics

________ is a​ short-term incentive to encourage the purchase or sale of a product or service. A. Direct and digital marketing B. Sales promotion C. Public relations D. Personal selling E. Advertising

Sales Promotion

​_______ involves focusing the entire marketing process toward turning shoppers into buyers as they approach the point of sale. A. Shopper marketing B. Retailing C. Showrooming D. Warehousing E. Internal marketing

Shopper marketing

Which type of retailer carries a narrow product line with deep assortments within those​ lines? A. Department stores B. Specialty stores C. Supermarkets D. Superstores E. Convenience stores

Specialty stores

Which channel partners in a company's supply chain are upstream from a manufacturer or producer? A. Retailers B. Customers C. Suppliers. D. Business distributors E. Wholesalers

Suppliers

Which of the following statements regarding the changing communications landscape is​ correct? A. More than​ ever, consumers are relying on marketers for information. B. The dominance of​ television, magazines, newspapers and other traditional mass media is declining. C. In terms of​ communication, today's consumers are less empowered. D. Marketers today are shifting their efforts to mass marketing. E. The digital age has had little impact on marketing communications.

The dominance of​ television, magazines, newspapers and other traditional mass media is declining.

Which of the following statements about public relations is​ correct? A. Trade associations do not use public relations. B. The impact of public relations on public awareness comes at a much higher cost than advertising. C. The lines between advertising and public relations are becoming more and more blurred. D. Public relations is only used to promote products. E. Public relations cannot be used to engage consumers.

The lines between advertising and public relations are becoming more and more blurred.

Which of the following statements about shopping centers is​ correct? A. Shopping centers cannot have more than 10 stores because of zoning laws. B. Retailers in a shopping center are independently owned and managed. C. The most common type of shopping center is a strip mall. D. Banks cannot be part of a shopping center. E. Shopping centers are only found in rural areas.

The most common type of shopping center is a ~strip mall~.

What is the goal of a pull​ strategy? A. To build consumer demand B. To save money by only focusing on consumers C. To build trade demand D. To give channel members incentives to carry the product E. To increase sales calls to distributors

To build consumer demand

What is the goal of integrated marketing​ communications? A. To deliver​ clear, consistent, and compelling messages about the organization and its brands B. To maximize return on investment C. To integrate communications via online and mobile technologies D. To have different media carry different messages about a brand E. To lower overall marketing expenditures

To deliver​ clear, consistent, and compelling messages about the organization and its brands

New, premium movie theaters offer features such as online reserved​ seating, high-backed leather executive chairs with armrests and​ footrests, the latest in digital​ sound, super-wide​ screens, and other amenities for which they charge a higher price. This is an example of which type of​ pricing? A. ​High-low pricing B. ​Cost-plus pricing C. Breakeven pricing D. ​Value-added pricing E. EDLP pricing

Value-added pricing

Under which type of system does the customer share​ real-time data on sales and current inventory levels with the​ supplier, and the supplier then takes full responsibility for managing inventories and​ deliveries? A. ​Vendor-managed inventory B. ​Just-in-time logistics C. RFID D. Reverse logistics E. Piggybacking

Vendor-managed inventory

What are the four major functions of​ logistics? A. ​Warehousing, inventory​ management, transportation, logistics information management B. ​Retailing, inventory​ management, transportation, and logistics information management C. ​Warehousing, inventory​ management, transportation, retailing D. ​Warehousing, inventory​ management, retailing, logistics information management E. Inventory​ management, transportation,​ shipping, warehousing

Warehousing, inventory​ management, transportation, logistics information management

Which of the following statements is true regarding initiating price​ increases? A. Price increases do not impact profits. B. Companies do not need to communicate reasons for price increases to customers. C. Cost inflation is not a factor in price increases. D. Prices should be increased when there is a lack of demand. E. Wherever​ possible, the company should consider ways to meet higher costs or demand without raising prices.

Wherever​ possible, the company should consider ways to meet higher costs or demand without raising prices.

Which of the following statements about wholesaling is​ true? A. Wholesalers do not need to segment their markets. B. Wholesalers do not need to differentiate themselves. C. Wholesalers do not need to define a target market. D. Wholesalers must make decisions regarding their marketing mix. E. Wholesalers do not make positioning decisions.

Wholesalers must make decisions regarding their marketing mix.

UPS charges different prices for shipping depending on an​ item's destination. The more distant the city the package is being shipped​ to, the higher the price UPS charges. Which geographic pricing method is UPS​ using? A. ​Freight-absorption pricing B. FOB origin C. Zone pricing D. ​Base-point pricing E. ​Uniform-delivered pricing

Zone pricing

Large retailers like Walmart have enormous channel control due to their size and power. Which type of channel arrangement does this​ represent? A. Administered VMS B. Franchise C. Conventional distribution channel D. Corporate VMS E. Contractual VMS

administered VMS

In the promotion​ mix, ________ refers to any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor. A. advertising B. public relations C. crowdsourcing D. sales promotion E. personal selling

advertising

Margaret has been invited to a fancy dinner party and wants to bring a good bottle of wine as a gift for the host. Since she does not know much about​ wine, she will likely use the price of the wines as​ ________. A. a limited time offer B. a type of segmented pricing C. an indicator of geographic pricing D. an indicator of quality E. an indicator of the cost of production

an indicator of quality

Specific promotional tools used in​ ______ include direct​ mail, catalogs, online and social​ media, mobile​ marketing, and more. A. personal selling B. direct and digital marketing C. advertising D. sales promotion E. public relations

direct and digital marketing

Online marketers taking business from traditional​ brick-and-mortar retailers is an example of​ _____. A. an administered VMS B. horizontal conflict C. disintermediation D. vertical conflict E. franchising

disintermediation

Gillette charges a fairly low price for its razors​ (relative to​ costs) and a high price for razor blades. It is using a strategy of​ ___________ pricing. A. ​by-product B. product line C. ​captive-product D. ​product-bundle E. ​two-part pricing

captive-product

Superstores that are actually giant specialty stores and have seen tremendous growth recently are called​ _______. A. category killers B. supermarkets C. ​off-price retailers D. service retailers E. discount stores

category killers

A(n)_______ is a layer of intermediaries that performs some work in bringing the product and its ownership closer to find the final buyer. A. supply chain B. marketing channel C. contact D. channel level E. value delivery network

channel level

One reason integrated marketing communications is necessary is​ __________. A. communication channels today are less fragmented than in the past B. consumers can easily distinguish brand content from different sources C. consumers​ don't distinguish between content sources the way marketers do D. messages from companies come from a single source E. companies have always integrated their various communication channels

consumers​ don't distinguish between content sources the way marketers do

A(n) _____ is made up of one or more independent​ producers, wholesalers,​ retailers, and consumers. A. administered vertical marketing system B. channel level C. franchise D. corporate vertical marketing system E. conventional distribution channel

conventional distribution channel

Sherwin-Williams sells its paint and other branded products exclusively through company-owned retail stores. Sherwin-Williams has established a(n) _________. A. corporate VMS B. conventional distribution channel C. vertical marketing system D. administered VMS E. contractual VMS

corporate VMS

Macy's carries several product lines —typically ​clothing, home​ furnishings, and household goods long dash —with each line operating as a separate department managed by specialist buyers or merchandisers.​ Macy's is best described as​ a(n) ________. A. specialty store B. discount store C. superstore D. ​off-price retailer E. department store

department store

Companies that use​ ________ continually adjust prices to meet the characteristics and needs of individual customers and situations. A. psychological pricing B. cash rebates C. segmented pricing D. promotional pricing E. dynamic pricing

dynamic pricing

Carefully orchestrating the​ store's layout and​ displays, background​ music, colors, and smells is related to​ ________. A. green retailing B. experiential retailing C. social media retailing D. online retailing E. megaretailing

experiential retailing

Which wholesaler channel function helps reduce inventory holding costs and the risks of suppliers and​ customers? A. Risk bearing B. Warehousing C. Financing D. Buying and assortment building E. Transportation

warehousing

By practicing​ ______ retailing,​ today's retailers are increasingly adopting environmentally sustainable practices. A. ​off-price B. independent​ off-price C. experiential D. service E. green

green

Producers of convenience products typically use​ ______ distribution. A. selective B. intensive C. direct D. franchise E. exclusive

intensive

Many state colleges and universities charge one price for​ in-state students and a higher price for​ out-of-state students. Which form of segmented pricing are these schools​ using? A. ​customer-segment pricing B. ​location-based pricing C. ​time-based pricing D. promotional pricing E. product form pricing

location-based pricing

A discount store​ (for example,​ Target, Kohl's, or​ Walmart) sells standard merchandise at lower prices. To do​ this, discount stores accept which of the following two​ conditions? A. higher margins and lower sales volume B. higher sales volume and inefficient operations. C. lower margins and higher sales volume D. operating at a loss and higher sales volume E. lower margins and lower sales volume

lower margins and higher sales volume

When Apple Computer Company introduced its​ iPhone, its priced the new product at​ $599, considerably higher than either their iPod or competing cellular phones. Apple Computer was pursuing a​ ___________________ new product pricing​ strategy. A. ​market-skimming B. ​optional-product C. ​market-penetration D. ​by-product E. ​captive-product

market-skimming

One key function performed by channel members is​ ___________, or shaping offers to meet the​ buyer's needs, including activities such as​ manufacturing, grading,​ assembling, and packaging. A. negotiating B. matching C. promotion D. contact E. risk taking

matching

When advertisers determine the qualitative value of message exposure through a given​ medium, they are assessing​ ________. A. reach B. media impact C. impressions D. engagement E. frequency

media impact

A car buyer can choose a base model at one​ price, or one with a premium sound and navigation system at a higher price. This is an example of​ _______ pricing. A. product line B. ​captive-product C. ​product-bundle D. ​by-product E. ​optional-product

optional-product

Companies now use​ ________ and supply chain management software to help​ recruit, train,​ organize, manage,​ motivate, and evaluate relationships with channel partners. A. logistics B. distribution C. partner relationship management D. customer relationship management E. channel management

partner relationship management

Companies today see channel members as​ first-line customers and practice strong​ ________. A. consumer advertising B. discount pricing C. B2B selling D. partner relationship management E. trade promotions

partner relationship management

Generally, _________ is a​ company's most expensive promotional tool. A. personal selling B. Advertising C. Public relations D. Sales promotion E. direct and digital marketing

personal selling

Selling below cost with the intention of punishing a competitor or gaining higher​ long-run profits by putting competitors out of business is an illegal practice called​ _______. A. deceptive pricing B. price fixing C. price discrimination D. predatory pricing E. price maintenance

predatory pricing

The Ford Mustang is offered in several different models. Ford will use​ __________ pricing to determine the price steps between the different models. A. ​captive-product B. ​two-part pricing C. ​product-bundle D. ​optional-product E. product line

product line

One popular method of branded entertainment is​ ________, which embeds brands as props within other​ programming, for​ example, television shows and movies. A. product placement B. webisodes C. advertainment D. viral marketing E. native advertising

product placement

Bath​ & Body Works offers​ "three-fer" deals on its soaps and lotions​ (such as three antibacterial soaps for​ $10). This is an example of​ _______ pricing. A. ​product-bundle B. ​by-product C. ​two-part pricing D. ​captive-product E. product line

product-bundle

A retailer temporarily prices a few select items below cost to create excitement and pull consumers into the store. This is an example of​ _________ pricing. A. segmented B. optional product C. geographical D. psychological E. promotional

promotional

The public relations function of​ _______ is used to build and maintain national or local community relationships. A. development B. press relations C. lobbying D. public affairs E. investor relations

public affairs

Specific promotional tools used in​ _______ include press​ releases, sponsorships,​ events, and web pages. A. public relations B. direct and digital marketing C. sales promotion D. personal selling E. advertising

public relations

Companies who primarily direct their promotional activities to channel members are using​ a(n) ______ strategy. A. product B. integrated C. pull D. sales force E. push

push

Increasingly, different types of retailers now sell the same products at the same prices to the same consumers. This trend is called​ ___________. A. megaretailing B. retail blending C. green retailing D. retail convergence E. social media retailing

retail convergence

By performing the channel function of​ ________, wholesalers' sales forces help manufacturers reach many small customers at a low cost. A. buying and assortment building B. risk bearing C. selling and promoting D. ​bulk-breaking E. financing

selling and promoting

Hotels and​ motels, banks,​ airlines, restaurants,​ colleges, hospitals, movie​ theaters, tennis​ clubs, bowling​ alleys, repair​ services, hair​ salons, and dry cleaners are all examples of​ ________. A. service retailers B. franchises C. specialty stores D. wholesalers E. ​non-retailers

service retailers

The practice of coming into retail stores to check out merchandise and prices but making purchases online using a computer or mobile device is called​ _______. A. shopper retailing B. ​off-price retailing C. mobile retailing D. experiential retailing E. showrooming

showrooming

The​ _____________ message execution style shows one or more​ "typical" people using the product in a normal setting. A. lifestyle B. scientific evidence C. mood or image D. slice of life E. fantasy

slice of life

Geared2Beer, a craft beer​ brand, identifies a market segment that is willing to pay premium prices for its craft​ beer, and Geared2Beer managers select an ideal selling price. Managers then determine the costs to create craft beer that meets the ideal selling price. The​ company's pricing approach is referred to as​ ________. A. target return pricing B. EDLP C. ​cost-plus pricing D. target costing E. ​value-added pricing

target costing

When setting channel​ objectives, companies should state the objectives in terms of​ ______. A. the length of the channel B. targeted levels of customer service C. exclusive distribution arrangements D. ​competitor's objectives E. expected profitability

targeted levels of customer service

Internal factors that affect pricing include​ ________. A. The​ company's overall marketing​ strategy, the nature of the​ market, and demand. B. the​ company's overall marketing​ strategy, objectives and demand C. The nature of the​ market, demand, and the economy. D. The​ company's overall marketing​ strategy, objectives and the nature of the market E. the​ company's overall marketing​ strategy, objectives, and marketing mix

the company's overall marketing strategy, objectives, and marketing mix

The length of a channel is indicated by ___________. A. the number of final consumers B. the number of intermediary levels C. the number of wholesalers in the channel D. the number of producers E. the number of retailers in the channel

the number of intermediary levels

When the company has defined its channel​ objectives, it should next identify its major channel alternatives in terms of the types of​ intermediaries, the number of​ intermediaries, and​ __________________. A. consumer needs B. whether to use intensive or exclusive distribution C. the profitability of the channel D. the responsibilities of channel members E. economic criteria

the responsibilities of channel members

One retail trend resulting from economic conditions is​ ________. A. tighter consumer spending B. green retailing C. the rise of megaretailers D. ​pop-up stores E. the growth of social media retailing

tighter consumer spending

Advertising appeals should have three characteristics. These characteristics​ are: A. to be​ meaningful, to be​ believable, and to use scientific evidence. B. to be​ meaningful, to be​ believable, and to be humorous. C. to be​ meaningful, to be​ distinctive, and to use scientific evidence. D. to be​ meaningful, to be​ believable, and to be distinctive. E. to be​ believable, to be distinctive and to be consumer generated.

to be​ meaningful, to be​ believable, and to be distinctive.

A(n) _______ is made up of the​ company, suppliers,​ distributors, and,​ ultimately, customers who​ "partner" with each other to improve the performance of the entire system. A. contact B. channel level C. supply chain D. marketing channel E. value delivery network

value delivery network

One major objective associated with a​ market-penetration pricing strategy is to​ ________. A. win a large market share B. avoid everyday low pricing C. prevent customer dissatisfaction D. attract buyers willing to pay a higher price E. skim off small but profitable market segments

win a large market share