QUIZ Chapters 11, 14,15,

Customers use brands to help judge product quality. T/F

True

Advertising makes possible immediate feedback from consumers. a. True b. False

false

Business customers prefer to deal with producers through intermediaries and thus eliminate much of the burden of sorting out details. a. True b. False

false

Factory outlet stores exist to compete with traditional retailers. a. True b. False

false

General-merchandise wholesalers are full-service merchant wholesalers who carry only a few product lines. a. True b. False

false

Industrial distributors and their agents are typical types of intermediaries found in channels for consumer products. a. True b. False

false

Labels should be a separate feature that can be detached from the package. ​ a. True b. False

false

Marketers frequently rely on personal selling to improve the effectiveness of other promotion mix elements, especially advertising and sales promotion. a. True b. False

false

The primary product offered by the department stores is convenience. a. True b. False

false

The receiver's response to the decoded message is called noise. a. True b. False

false

When a push policy is used in promoting a particular product, the producer promotes the product directly to consumers. a. True b. False

false

Ford sells the Ford Mustang, Ford F-150, and the Ford Explorer. This is an example of a. individual branding. b. shared naming. c. family branding. d. single branding. e. brand suspension.

family branding

To expand the number of its retail outlets in the Washington, D.C. area, Whole Foods bought out a small chain of organic food stores in northern Virginia. This type of integration is called a. retail. b. vertical. c. upstream. d. forward. e. horizontal.

horizontal

A limited-line wholesaler would be expected to carry a ____ product mix. a. wide and shallow b. narrow and shallow c. wide and deep d. wide e. narrow and deep

narrow and deep

When Merrell introduced its Chameleon hiking shoes, they were available through REI, Dick's, Bass Pro Shops, and a few other retailers. The Merrell Chameleon hiking shoe was most likely distributed through the _____ of distribution. a. intensive level b. agent form c. extensive level d. selective level e. exclusive level

selective level

A channel member that markets all of a manufacturer's goods, has authority over price, promotion, and distribution, but does not take title to the product is a a. manufacturers' agent. b. broker. c. selling agent. d. general-line wholesaler. e. commission merchant.

selling agent

Retailers are frequently found in business product channels. a. True b. False

False

The shortest possible distribution channel would be producer to retailer to consumer. a. True b. False

False

When AT&T acquired Time Warner, this was an example of a contractual VMS. a. True b. False

False

Which stage in the product life cycle is critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy? a. Expansion b. Introduction c. Stabilization d. Decline e. Growth

Growth

Paper towels and trash-can bags are most likely distributed through ____ and ____. a. exclusive distribution; a single channel b. multichannel distribution; convenience channels c. selective distribution; multiple channels d. intensive distribution; multichannel distribution e. strategic channel alliances; intensive distribution

Intensive distribution, multichannel distribution

All of the following are reasons a company would likely emphasize advertising in its promotion mix except a. The company's customers are dispersed across a vast region b. The size of the product's target market consists of millions of consumers c. The company's products are seasonal in nature d. The company's promotion budget is extensive e. The company has chosen exclusive distribution for its products

The company has chosen exclusive distribution for its product

A brand name should indicate the product's major benefits. a. True b. False

True

A product need not be a physical product. a. True b. False

True

Co-branding capitalizes on the trust that customers have in both companies involved, especially when the brands complement one another in the mind of the buyer. a. True b. False

True

Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality. a. True b. False

True

Direct selling is the most expensive form of retailing. a. True b. False

True

Long-term commitments usually characterize the relationships among channel members. a. True b. False

True

Marketing intermediaries can reduce the cost of exchanges. a. True b. False

True

Packaging can be used to communicate symbolically the quality or premium nature of a product. a. True b. False

True

The atmosphere and décor of a retail store, the variety and depth of product choices, the customer support, even the sounds and smells all contribute to the experiential element of its total product. a. True b. False

True

The first adopters of a product are the innovators. a. True b. False

True

Warehouse clubs are able to offer a broad range of merchandise because their product lines are shallow and their sales volumes high. a. True b. False

True

The Target bullseye is a classic example of a brand name. brand. brand mark. trade name. brand symbol.

brand mark

If Glade, which markets Glade scented Plug Ins and Glade scented candles and wax melts were to introduce Glade laundry detergent and dryer sheets with the same scents, this would be called ____ branding. a. individual b. family c. licensed d. brand-extension e. new-product

brand- extension

Firestone allows companies like Sears and Discount Tire to distribute and discount its tires. This action significantly increases the possibility of channel ____ with independent Firestone dealers. a. conflict b. power c. leadership d. communication e. understanding

conflict

Coca-Cola offers a line of soft drinks that includes Coca-Cola, Diet Coke, Coca-Cola Zero, Sprite, and Fanta. These drinks best illustrate Coca-Cola's product mix a. life cycle. b. width. c. length. d. depth. e. volume.

depth

Brand equity is a customer's favorable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise. a. True

false

Retailers form an important link in the marketing channel because they are both producers and customers. a. True b. False

false

When encoding a message, the source should use signs or symbols that are new to the audience. a. True b. False

false

Wholesaling is the final part of the marketing process in which exchanges are entered into for personal, family, or household purposes. a. True b. False

false

Luis operates a store called Fleet Feet Sports, which sells running apparel, shoes, and accessories. Luis enjoys operating Fleet Feet Sports, especially because he has ready access to management expertise and promotional support. He was able to open Fleet Feet Sports with limited capital. However, there are disadvantages Luis faces as well. For him, one of the biggest disadvantages is that he does not have complete control over his operation. Fleet Feet Sports is most likely a a. direct seller. b. wholesaler. c. producer. d. direct marketer. e. franchise.

franchise

Your friend Elias comes to you for advice because of your amazing business prowess. He would like to start his own business, but he is concerned about the high failure rate. If possible, he would like to mitigate his risk somewhat. He also has limited capital and not much business experience. You recommend that Elias consider opening a ____, but you warn him that one disadvantage to doing so is that he would have ____. a. franchise; less control b. wholesaler; more debt c. retailer; less control d. direct sales organization; limited promotional opportunities e. wholesaler; less time

franchise; less control

Which of the following is an advantage of franchising? a. Franchise agreement gives control to franchisor b. Franchise agreements are not uniform c. Limited capital is needed to start d. Franchisor dictates many aspects of business e. Franchisee pays for assistance from franchisor

limited capital is needed to start

Abbot Laboratories offers ceramic coffee mugs to its physician customers when it promotes a new drug. This example illustrates Abbot's use of which one of the following elements of the promotion mix? a. Personal selling b. Packaging c. Public relations d. Social marketing e. Sales promotion

sales promotion

When McDonald's uses the Monopoly game in which customers receive game pieces with each visit and try to assemble a set of properties to win prizes, McDonald's is utilizing a. personal selling. b. advertising. c. sales promotion. d. guerrilla marketing. e. public relations.

sales promotion

A communications channel is the vehicle used to transmit the coded message from the source to the receiver. a. True b. False

true

A franchise is an arrangement in which a supplier grants dealers the right to sell products in exchange for some type of consideration. a. True b. False

true

Advertising is a paid form of nonpersonal communication. a. True b. False

true

Appliances are an example of a major product line commonly carried by discount stores. a. True b. False

true

Coupons are a form of sales promotion. a. True b. False

true

Direct marketing is the selling of products outside the confines of a retail facility. a. True b. False

true

Marketing intermediaries bridge the gap between suppliers (or producers) and buyers (or consumers). a. True b. False

true

Personal selling tends to cost more than advertising. a. True b. False

true

Public relations is a broad set of communication efforts used to create and maintain favorable relationships between the organizations and its stakeholders. a. True b. False

true

Sometimes a marketing channel is quite simple and short, perhaps running directly from a producer to the final user or consumer. a. True b. False

true

The cost of a business product may affect the distribution channel selected for it. a. True b. False

true

Disney sells apparel, cookie jars, puzzles, photo albums, and other items featuring its popular characters directly through its own retail outlets. This is an example of a. channel cooperation. b. vertical channel integration. c. horizontal channel integration. d. channel leadership. e. channel conflict.

vertical channel integration

Old Spice created a series of online videos on YouTube through its "The Man Your Man Could Smell Like" campaign in which the main character responded to viewer questions. These entertaining videos were shared by thousands of people, spreading the message created by Old Spice. This is an example of a. advertising. b. sales promotion. c. viral marketing. d. public relations e. personal selling.

viral marketing

Which of the following are personal informal exchanges of communication that customers share with one another about products, brands, and companies? a. Word-of-mouth communication b. Guerrilla communication c. Viral marketing d. Online chat room communication e. Buzz marketing

word- of- mouth communication