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For laptop computers. processor chips. memory chips. and hard drives are examples of __________ because they are finished items that become a part of the computer after assembly.


A) raw materials
B) process materials
C) installations
D) component parts
E) specialty products

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Why are firms so obsessed with the pricing element of the marketing mix?


A) Because pricing is the most difficult element of the marketing mix to change.
B) Because the firm's pricing has a direct bearing on its ability to increase revenue.
C) Because pricing is the only marketing element that matters to customers.
D) Because pricing is the best part of the marketing mix in which to make an educated guess about the most appropriate strategy.
E) Because pricing is directly responsible for demand.

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Discuss the role of sales promotion in consumer markets. In your answer. identify several types of consumer sales promotion activities and how they might be used in an overall IMC program.

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Any member of the supply chain can initi...

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In today's economy. personal selling has evolved to take on elements of customer service and marketing research. Why is this the case?


A) It is less expensive to deliver service and conduct research with the sales staff.
B) It is more time efficient because salespeople are already interacting with customers.
C) Personal selling focuses more on developing customer relationships than on generating transactions.
D) It allows salespeople to earn higher commissions for doing more work.
E) None of the above is correct.

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Most firms today compete in mature markets characterized by commoditization. In these cases. the __________ typically becomes incapable of differentiating the product offering from those of the competition.


A) extended product
B) core product
C) supplemental products
D) experiential products
E) tangible products

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Discuss the four types of consumer products and explain how marketing strategy changes across these product types. Be sure to use examples.

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The four types of consumer products are:...

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Unlike tangible goods. virtually all services are susceptible to inconsistency and variations in quality. Why is this so?


A) Because services depend on people for their delivery.
B) Because services cannot be managed due to their intangibility.
C) Because services are extremely time-and-place dependent.
D) Because service marketers cut corners to reduce expenses.
E) Because service marketers make unrealistic promises to customers.

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When firms use a(n) __________ strategy. they focus their promotional efforts toward stimulating demand among final customers. who then exert pressure on the supply chain to carry the product.


A) pressurization
B) IMC
C) pull
D) guerilla
E) push

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The creation of an extended enterprise in the supply chain depends heavily on the ability of channel members to integrate their operations. Which of the following IS NOT a key factor in successful supply chain integration?


A) trust
B) interdependence
C) cooperation
D) mutual benefit
E) coercive power

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Hallmark is a good example of a company that uses __________ distribution as a means of offering two or more lines of the same merchandise through two or more channels


A) direct
B) secondary
C) split
D) dual
E) complementary

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Identify the unique characteristics of services (relative to tangible goods) and list the marketing challenges created by each characteristic.

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1.Intangibility
•It is difficult for cus...

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The inherent goal of product differentiation is to make the demand curve for a product more inelastic. This happens because increased differentiation:


A) reduces the number of perceived substitutes for a product.
B) makes the product more expensive than its competitors.
C) increases the quality of the product making it worth the expense.
D) reduces the time and effort required to obtain the product.
E) increases the just noticeable differences among competing products.

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Which of the following statements about integrated marketing communications (IMC) is FALSE?


A) IMC refers to the strategic, coordinated use of promotion to create one consistent message.
B) IMC takes a 360-degree view of the customer.
C) The role of mass television advertising is growing more important to IMC strategy.
D) IMC reduces costs and increases efficiency because it can reduce or eliminate redundancies and waste.
E) The key to IMC is consistency and uniformity of message across all elements of promotion.

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In the context of IMC strategy. what is the difference between public relations and publicity?


A) Public relations deals with positive information; publicity deals with controlling negative information.
B) Publicity deals with many stakeholders; public relations deals only with customers.
C) Publicity is normally done via an in-house staff; public relations is typically outsourced to a specialist.
D) Publicity is more narrowly defined and focused on gaining media attention.
E) There is no difference between public relations and publicity.

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In the Mercedes dealer network. individual dealers are given the sole right to sell Mercedes vehicles within a defined geographic area. What type of distribution does Mercedes employ?


A) exclusive distribution
B) intensive distribution
C) selective distribution
D) limited distribution
E) prestige-based distribution

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Price elasticity is defined as:


A) a situation where prices routinely move up and down in a short period of time.
B) customers' responsiveness or sensitivity to changes in price.
C) the impact on a product's demand when customers are in unique buying situations.
D) the relative ease with which prices can be changed.
E) price flexibility-a pricing strategy used by startup firms.

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To compete in the fast-growing hybrid segment. Honda introduced the Civic Hybrid with unique styling and great fuel economy. The Civic Hybrid was based on the traditional Honda Civic. Which product development strategy has Honda implemented?


A) repositioning
B) new product line
C) product innovation
D) product improvement
E) product line extension

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Discuss the challenges associated with pricing services. How do service firms use yield management systems to balance price with revenue and maximize capacity utilization?

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When it comes to buying services, custom...

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Explain why distribution and supply chain management are critical to achieving a sustainable competitive advantage and true differentiation in the marketplace. How are these issues related to other elements of the marketing program in determining competitive advantage?

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Distribution and supply chain relationsh...

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The Club is a local hair salon and day spa that caters to an upper-middle class clientele. Although price competition in the local area has been increasing. the owners of The Club have decided to focus their marketing efforts on quality. service. and value. and to resist the temptation to compete on price. In pursuing this non-price strategy. managers of The Club are ascribing to which of the following assumptions?


A) Customers see all salons as being about the same.
B) The market for salon services is very price sensitive.
C) Customers of The Club are so loyal that price competition is not necessary.
D) It is difficult for competitors to copy The Club's differentiating characteristics.
E) The managers are ascribing to all of these assumptions.

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