Question 1

The term product line describes the combination of product mixes offered by a manufacturer.

Accepted Answer

A) True 
 B)False

Question 2

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Accepted Answer

A) True 
 B)False

Question 3

While the time in each stage may vary, all products progress through each stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 4

Integrated marketing communication combines all the promotional tools into one comprehensive, unified promotional strategy.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following statements about nonprice competition is most accurate?

Accepted Answer

A)   While still important, nonprice competition is becoming less critical as a result of the Internet.
B)   Marketers often rely on nonprice differences in their competitive strategy to enhance a relatively homogeneous product.
C)   Nonprice competition is much more important to large firms than it is to small firms.
D)   As microeconomic theory suggests, firms have found that nonprice competition plays a secondary role that supplements the more important competition based on price.

Question 6

The concepts of product lines and product mixes apply to marketers of products and services.

Accepted Answer

A) True 
 B)False

Question 7

Department stores often use _________ pricing in which they have regular prices which are relatively high, but offer special sales where prices are set lower than competitors.

Accepted Answer

A)   penetration
B)   bundling
C)   strategic
D)   high-low

Question 8

Competition-based pricing is a strategy based on what all the other competitors are doing.

Accepted Answer

A) True 
 B)False

Question 9

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers, since they ultimately decide the fate of a product.

Accepted Answer

A) True 
 B)False

Question 10

The main difference between agents and brokers is that agents perform a wide array of marketing functions while brokers only negotiate exchanges between buyers and sellers.

Accepted Answer

A) True 
 B)False

Question 11

When reviewing the product life cycle model, it is important to remember that:

Accepted Answer

A)   although all products go through each stage of the life cycle, the time frame can vary considerably from one product to another.
B)   it is a theoretical model that may not be followed by all products.
C)   the maturity stage accounts for the fastest growth in sales.
D)   companies earn their largest profits in the introduction stage.

Question 12

_______ costs are those costs that increase as the level of production increases.

Accepted Answer

A)   Fixed
B)   Mixed
C)   Variable
D)   Uncontrollable

Question 13

The several product lines that a company offers for sale make up that organization's product mix.

Accepted Answer

A) True 
 B)False

Question 14

Advertising the newest Hunger Games movie during Saturday Night Live on TV is an example of a pull strategy being used by the film's producers.

Accepted Answer

A) True 
 B)False

Question 15

_________ is an important part of the total product offer for a product.

Accepted Answer

A)   Consumer income
B)   Management style
C)   Employee personality
D)   Packaging

Question 16

Many firms that want to use an intensive distribution strategy would find vending machines an attractive method of selling their goods.

Accepted Answer

A) True 
 B)False

Question 17

Firms utilize ________ when they attempt to add value to their product by offering service after the sale, product demonstrations, or interactive customer websites.

Accepted Answer

A)   nonprice competition
B)   relationship branding
C)   niche marketing
D)   break-even segmentation

Question 18

A skimming pricing strategy:

Accepted Answer

A)   allows low-income households the ability to purchase a particular good or service.
B)   drives competitors out of business in order to achieve a monopoly position in the market.
C)   creates a "common man" image to reach a larger market.
D)   establishes a high price in order to earn the highest possible profit while there is little competition.

Question 19

The apple is Apple Computer's:

Accepted Answer

A)   generic name.
B)   label.
C)   trademark.
D)   brand.

Question 20

What is a brand? What is a brand name? What is meant by brand equity?

Accepted Answer

A brand is a name, symbol, or design (or...

Exam 21: Managing the Marketing Mix: Product, Price, Place and Promotion

What is a brand? What is a brand name? What is meant by brand equity?

Correct AnswerverifiedA brand is a name, symbol, or design (or...View AnswerShow Answer

Advertising the newest Hunger Games movie during Saturday Night Live on TV is an example of a pull strategy being used by the film's producers.

Correct AnswerverifiedShow Answer

_______ costs are those costs that increase as the level of production increases.

Correct AnswerverifiedShow Answer

Effective sales promotion efforts focus exclusively on external audiences such as dealers and consumers, since they ultimately decide the fate of a product.

Correct AnswerverifiedShow Answer

The main difference between agents and brokers is that agents perform a wide array of marketing functions while brokers only negotiate exchanges between buyers and sellers.

Correct AnswerverifiedShow Answer

Firms utilize ________ when they attempt to add value to their product by offering service after the sale, product demonstrations, or interactive customer websites.

Correct AnswerverifiedShow Answer

The apple is Apple Computer's:

Correct AnswerverifiedShow Answer

A skimming pricing strategy:

Correct AnswerverifiedShow Answer

While the time in each stage may vary, all products progress through each stage of the product life cycle.

Correct AnswerverifiedShow Answer

When reviewing the product life cycle model, it is important to remember that:

Correct AnswerverifiedShow Answer

Department stores often use _________ pricing in which they have regular prices which are relatively high, but offer special sales where prices are set lower than competitors.

Correct AnswerverifiedShow Answer

The term product line describes the combination of product mixes offered by a manufacturer.

Correct AnswerverifiedShow Answer

_________ is an important part of the total product offer for a product.

Correct AnswerverifiedShow Answer

Internal sales promotion efforts target salespeople and employees that handle customer complaints.

Correct AnswerverifiedShow Answer

The several product lines that a company offers for sale make up that organization's product mix.

Correct AnswerverifiedShow Answer

The concepts of product lines and product mixes apply to marketers of products and services.

Correct AnswerverifiedShow Answer

Which of the following statements about nonprice competition is most accurate?

Correct AnswerverifiedShow Answer

Integrated marketing communication combines all the promotional tools into one comprehensive, unified promotional strategy.

Correct AnswerverifiedShow Answer

Competition-based pricing is a strategy based on what all the other competitors are doing.

Correct AnswerverifiedShow Answer

Many firms that want to use an intensive distribution strategy would find vending machines an attractive method of selling their goods.

Correct AnswerverifiedShow Answer

Correct Answer
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A brand is a name, symbol, or design (or...
View Answer

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