Question 1

With a looming recession in front of him, department store owner Cooper Collins decided to make a gutsy move with his high-end Eastpointe stores. Rather than focus on the upscale, luxury market that the store attracted earlier in the decade, he focused on bringing in clothing with more mass appeal. The stores succeeded in turning around downward trending sales. In conjunction with your understanding of the product life cycle, which of the following statements summarizes the marketing strategy?

Accepted Answer

A)   Eastpointe recognized that it was not competing well with its traditional higher income market. It decided to change its product offering and price to appeal to a broader market and increase sales and profits.
B)   Eastpointe stores recognized several markets that it could reach with its upscale clothing lines.
C)   Eastpointe positioned itself against, rather than with, the competition. It decided to adhere to its price leadership position.
D)   Eastpointe knew that in order to re-invent itself, it was going to have to practice the same marketing strategy followed by Walmart and other discount stores. It would make all marketing decisions based on cost. The price on an item need only exceed what it cost to make and ship it. Falling prices became the norm.

Question 2

In evaluating personal selling it is safe to conclude that it represents a form of individualized advertising.

Accepted Answer

A) True 
 B)False

Question 3

While word of mouth represents an effective promotional tool, the need for face-to-face communication limits its usefulness.

Accepted Answer

A) True 
 B)False

Question 4

Marketing intermediaries have survived because they have been able to perform marketing functions more efficiently and effectively than a manufacturer or consumer could perform these functions.

Accepted Answer

A) True 
 B)False

Question 5

Marketers use pricing, advertising, and packaging to differentiate their products from competitors' products even when actual differences are quite small.

Accepted Answer

A) True 
 B)False

Question 6

Textbook publishers use a packaging strategy known as ______________. Often the publisher will combine highly complementary products such as a new textbook and access code for online software that students can use to test themselves on new concepts and principles.

Accepted Answer

A)   proformatting
B)   bartering
C)   bundling
D)   trademarketing

Question 7

The job performed by brand managers:

Accepted Answer

A)   is mainly concerned with the promotion of the entire product mix of their firm.
B)   involves broad responsibilities for the marketing of a specific brand or product line.
C)   is likely to become less important in firms that utilize the Internet.
D)   focuses more on the pricing and promotion of established goods than on the development of new products.

Question 8

Attracting attention, describing contents, explaining benefits and identifying the uses of a product are all functions of:

Accepted Answer

A)   target marketing.
B)   UPCs.
C)   packaging.
D)   market segmentation.

Question 9

The traditional promotion mix for a firm consists of the:

Accepted Answer

A)   strategic mix of price, product, place and advertising.
B)   various types of advertising media the firm selects to reach each specific target market.
C)   marketing intermediaries employed by the firm to create a supply value chain.
D)   advertising, personal selling, public relations, and sales promotion used to reach a target market.

Question 10

Today's public relations departments:

Accepted Answer

A)   focus more on advertising and less on publicity.
B)   are downsizing as firms emphasize personal selling to promote their products.
C)   are more actively listening to customers and helping to solve their problems.
D)   avoid relationships with the media and government officials.

Question 11

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Accepted Answer

A) True 
 B)False

Question 12

A major advantage of direct marketing is that it is a very convenient way for consumers to shop.

Accepted Answer

A) True 
 B)False

Question 13

The four-stage theoretical model that describes the evolution of a product from birth to death is referred to as the:

Accepted Answer

A)   growth-share matrix.
B)   developmental life span analysis.
C)   product life cycle.
D)   product market progression index.

Question 14

Changes in packaging can transform the product in the minds of consumers and open larger market opportunities.

Accepted Answer

A) True 
 B)False

Question 15

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Accepted Answer

A) True 
 B)False

Question 16

Marketing intermediaries:

Accepted Answer

A)   add value that exceeds the cost of their services.
B)   add cost that exceeds the value they provide.
C)   increase the number of exchange relationships in the channel.
D)   complicate the distribution process.

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

In evaluating personal selling it is safe to conclude that it represents a form of individualized advertising.

Correct Answer
verified

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Correct Answer
verified

While word of mouth represents an effective promotional tool, the need for face-to-face communication limits its usefulness.

Correct Answer
verified

The job performed by brand managers:

Correct Answer
verified

Changes in packaging can transform the product in the minds of consumers and open larger market opportunities.

Correct Answer
verified

Correct Answer
verified

The four-stage theoretical model that describes the evolution of a product from birth to death is referred to as the:

Correct Answer
verified

Marketing intermediaries have survived because they have been able to perform marketing functions more efficiently and effectively than a manufacturer or consumer could perform these functions.

Correct Answer
verified

A major advantage of direct marketing is that it is a very convenient way for consumers to shop.

Correct Answer
verified

Marketing intermediaries:

Correct Answer
verified

Marketers use pricing, advertising, and packaging to differentiate their products from competitors' products even when actual differences are quite small.

Correct Answer
verified

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Correct Answer
verified

Textbook publishers use a packaging strategy known as ______________. Often the publisher will combine highly complementary products such as a new textbook and access code for online software that students can use to test themselves on new concepts and principles.

Correct Answer
verified

The traditional promotion mix for a firm consists of the:

Correct Answer
verified

Today's public relations departments:

Correct Answer
verified

Attracting attention, describing contents, explaining benefits and identifying the uses of a product are all functions of:

Correct Answer
verified

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

In evaluating personal selling it is safe to conclude that it represents a form of individualized advertising.

Correct AnswerverifiedShow Answer

Internal sales promotion programs are targeted to reach the firm's internal auditors as well as external customers.

Correct AnswerverifiedShow Answer

While word of mouth represents an effective promotional tool, the need for face-to-face communication limits its usefulness.

Correct AnswerverifiedShow Answer

The job performed by brand managers:

Correct AnswerverifiedShow Answer

Changes in packaging can transform the product in the minds of consumers and open larger market opportunities.

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

The four-stage theoretical model that describes the evolution of a product from birth to death is referred to as the:

Correct AnswerverifiedShow Answer

Marketing intermediaries have survived because they have been able to perform marketing functions more efficiently and effectively than a manufacturer or consumer could perform these functions.

Correct AnswerverifiedShow Answer

A major advantage of direct marketing is that it is a very convenient way for consumers to shop.

Correct AnswerverifiedShow Answer

Marketing intermediaries:

Correct AnswerverifiedShow Answer

Marketers use pricing, advertising, and packaging to differentiate their products from competitors' products even when actual differences are quite small.

Correct AnswerverifiedShow Answer

Sales promotion involves the long-term strategies firms use to enhance their image by listening to the public.

Correct AnswerverifiedShow Answer

Textbook publishers use a packaging strategy known as ______________. Often the publisher will combine highly complementary products such as a new textbook and access code for online software that students can use to test themselves on new concepts and principles.

Correct AnswerverifiedShow Answer

The traditional promotion mix for a firm consists of the:

Correct AnswerverifiedShow Answer

Today's public relations departments:

Correct AnswerverifiedShow Answer

Attracting attention, describing contents, explaining benefits and identifying the uses of a product are all functions of:

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
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