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

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Question 81

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Words 4 Hire is a nationwide chain of stores that offers such a huge selection of paperback and hardcover books at such competitive prices that small local bookstores have a hard time competing with them.Words 4 Hire is best classified as a discount store.

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B) False

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Question 82

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Rebates and zero-percent financing are pricing strategies to create an image of status and exclusivity.

A) True
B) False

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Question 83

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A skimming price strategy involves a low pricing policy intended to attract price-sensitive customers from competitors.

Angie owns a small company that markets high quality office supplies to businesses.Angie faces stiff competition from some much larger firms.Which of the following competitive strategies would probably work best for Angie?

Explain the benefit of personal selling.

Placing as many retail outlets as possible is known as what?

A product line is a group of products that are physically similar or are intended for a similar market.

Your company has developed a new kind of nutritious snack food and you are part of a team created to develop the promotion mix for the new product.Your specific task on this team is to determine the sales promotion activities of the promotion mix.Identify and describe several possible sales promotion activities the firm could use to promote the new snack food.

A coupon or a sample is an example of what?

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.

An important reason for the popularity of direct marketing is that many people enjoy developing a personal relationship with a salesperson who comes directly to their home or place or work.

Which of the following statements about channels of distribution is most accurate?

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

In order to achieve a social objective,firms use low prices to enable people with low incomes to buy their product.

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

Brand managers have direct responsibility for all the elements of the marketing mix for a particular brand or product line.

Advertising,personal selling and sales promotion are all examples of what type of promotion strategy?

Phil's activities as a salesperson for Marquette Publishing are part of Marquette's promotional mix.

When consumers calculate the value of a product,they:

Those organizations that assist in the movement of goods and services from producer to industrial and consumer users are known as: