FiltersDone

Question type

Essay

Multiple Choice

Short Answer

True False

Matching

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

Show Answer

Share

---

All types

Filters

Study Flashcards

Question 131

Multiple Choice

Review LaterAdd Note

Review Later

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.

A) intensive
B) primary
C) extrinsic
D) exclusive

E) A) and D)
F) None of the above

Correct Answer

verified

Show Answer

Question 132

Multiple Choice

Review LaterAdd Note

Review Later

The strategy of directing advertising and sales promotion toward consumers to stimulate them to request the products from their local retailers is called a:

A) pull strategy.
B) segmentation strategy.
C) push strategy.
D) product placement strategy.

E) All of the above
F) B) and D)

Correct Answer

verified

Show Answer

Question 133

True/False

Review LaterAdd Note

Some economists would say that intermediaries add costs to the channel of distribution and need to be eliminated.

Total fixed costs are those costs that change when the volume of production changes.

Sav-U-More Grocery Store sells a wide range of foods and household supplies to households in Miller's Creek, a suburb of a large city. The store advertises that its prices are much lower than the prices charged by larger supermarket chains in the area. This low-price approach means that Sav-U-More is a classic example of a merchant wholesaler.

Magazine advertising's main strengths are high visibility, repeat exposures, and basically very low cost.

Event sponsorship like the Tostito's Fiesta Bowl football game helps improve brand awareness.

Tammy Knowles is the publisher of "New Woman Magazine," which is a publication targeted to Gen Y women. Because it is a small, new publication, some of the larger bookstores, convenience stores and newsstands are not agreeing to distribute the magazine. Tammy is very concerned by this trend, because she believes that her publication, like most magazines, needs ____________ distribution in order to succeed.

Compared to effective comparative advertising, publicity is generally considered less believable.

A key distinction between agents and brokers is that agents tend to maintain long-term relationships with the people they represent whereas brokers are hired on a temporary basis.

When consumers decide to purchase a particular product, they:

In recent years, the packaging of products has been given a greater role in product promotion.

Target costing is a cost-based pricing strategy.

Dutch owns and operates a small pizzeria that competes with a variety of other restaurants offering pizza on their menus. His largest competitors are large nationally known organizations. The small size of Dutch's business prevents him from successfully utilizing a product differentiation strategy.

Discuss the role of packaging in a firm's total product offer.

Shuichi owns and operates his own sushi bar. His fixed costs would include rent, insurance, and property taxes.

Budd's Floral Shoppe is located in a large town that has several other florists. The owner, Rose Budd, is likely to find that the presence of many larger competitors means that the only way she can survive is to charge rock-bottom prices.

Maryland Chemical demands complete control over any message communicated to the public regarding their products. The most efficient element of the promotion mix to achieve their desired control is publicity.

At the break-even point:

Psychological pricing utilizes high prices to create the image of a high-quality product.