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

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Question 151

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The main difference between selective distribution and exclusive distribution is the number and type of market segments the firm chooses.In a selective strategy,a variety of profitable niche markets are selected,while in an exclusive strategy one specific market segment is targeted,and all others are excluded.

A) True
B) False

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Question 152

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Operating in the south-western states,Lancer Airlines hopes to avoid entering the price war that currently is taking place between several airlines on the east coast.The best strategy to avoid severe price competition is to:

A) provide frequent travelers the added value of special fringe benefits.
B) cut costs and services in order to maintain their profit margin.
C) reduce flights and layoff employees.
D) determine the breakeven price and charge slightly more than that.

E) A) and B)
F) A) and C)

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Question 153

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To be effective and maintain its independence,the public relations department should avoid establishing close relationships with the media,community leaders,and other corporate stakeholders.

) Which of the following media enables firms to quickly change their advertising message?

Although their names are similar,brand loyalty and brand equity are unrelated.

Lazario Motor Car Company produces some of the most luxurious and expensive cars in the world.The company typically authorizes only a single dealership to sell its cars in certain major metropolitan areas.In less populous areas,Lazario authorizes a single dealer for an entire state or region.The manufacturer of Lazario automobiles is using a(n) ___________ distribution strategy for its product.

The costs added by marketing intermediaries usually outweigh the values they create.

The goal of Internet advertising is to connect customers and potential customers to a web site where they can learn more about a product or a company.

"I Can't Believe That It's Medicine" is an advertising slogan for a new antacid.The manufacturer claims that their antacid works faster and tastes better than any competing brand.These claims are part of the firm's strategy to achieve:

All of the following would be included in the total product offer of benefits that consumers consider when buying a good or service except the:

The combination of advertising,personal selling,public relations,and sales promotion activities used by an organization represents its:

Which of the following statements about kiosks and carts is the most accurate?

As restaurant chains that specialize in Mexican cuisine,Fernando's and Carmelita's offer similar items on their menus.However,Fernando's restaurants are positioned in the market as elegant establishments with high prices.Carmelita's restaurants,on the other hand,are located in middle class neighbourhoods,with a casual atmosphere that welcomes families with young children.The prices at Carmelita's are in the moderate range.When evaluating the marketing strategies used by these restaurants,we can conclude that:

A(n) _________ is one type of marketing intermediary that brings together buyers and sellers and assists in negotiating an exchange,but does not take title to the goods.

___________ would probably be distributed using an intensive strategy.

The critical component of a total product offer is always a low price.

A single product line may contain several competing brands.

Successful product differentiation:

In an effort to improve the break-even point companies have to,

From a marketing management perspective,what is the meaning of a total product offer? What are the important elements in the total product offer of your college or university?