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Exam 15: Managing the Marketing Mix: Product, Price, Place, and Promotion

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Question 111

True/False

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Despite the fact that microeconomic theory places a great deal of emphasis on price,marketers often try to find ways to compete on product attributes other than price.

A) True
B) False

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Question 112

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Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

A) True
B) False

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Question 113

Multiple Choice

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A brand that has been given exclusive legal protection,such as the McDonald's golden arches is a:

The use of the Folgers' ________ allows customers to easily identify this product from other coffee products.

Anything that encourages people to talk favourably about an organization is effective word-of-mouth promotion.

The cost of raw materials used to produce a good or service represent the firm's ________ costs.

) Which of the following offers the greatest potential for inexpensive global coverage?

The Pillsbury Doughboy is an example of a:

Sales promotion programs can be used to generate employee enthusiasm.

) The best advertising medium to reach a specific target market is:

Economists say that intermediaries add value and that value greatly exceeds the cost of a product.

What sales promotion efforts can companies use to motivate people to buy now rather than later?

Category killer stores compete primarily on the basis of:

Brand names can significantly impact consumer perceptions of a product.

Travelwell manufactures and sells luggage and briefcases.Their marketing research indicates that durability is the attribute that consumers most desire in their luggage and briefcases.Travelwell now emphasizes durability in all of their promotional efforts.This strategy is intended to build brand equity.

Codes on packaging can help stores control inventory.

Explain the benefit of personal selling.

Which of the following statements about non-price competition is most accurate?

Explain how publicity differs from advertising.What are the advantages and disadvantages of publicity in a firm's promotion strategy?

Producers of snack foods (such as candy bars) are most likely to use a(n) _____________ distribution strategy for their products.