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Exam 12: Dimensions of Marketing Strategy

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Question 1

Multiple Choice

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A gallon of milk is an example of a

A) convenience product.
B) shopping product.
C) specialty product.
D) generic product.
E) difficult-to-obtain product.

F) A) and C)
G) All of the above

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Question 2

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When Honda pays a television network to air its commercial,it is using

A) publicity.
B) advertising.
C) personal selling.
D) sales promotion.
E) packaging.

F) B) and E)
G) B) and D)

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Question 3

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During which stage does the firm gear up for full-scale production,distribution,and promotions?

Physical distribution includes inventory control,transportation,warehousing,and materials handling.

High-quality items such as musical instruments,sailboats,and airplanes would probably use what distribution coverage?

Price skimming is charging a low price to help a product enter the market and gain market share rapidly.

Exclusive distribution makes a product available in as many outlets as possible.

Effective promotional positioning uses promotion to

Which of the following modes of transportation is the least expensive for many products?

Consumers spend very little time planning where to buy shopping products.

A marketing channel is a group of marketing organizations that move products from producers to consumers.

Price discounts are often employed to boost sales.

Why are wholesalers an important part of many marketing channels?

When a computer company initially charged a low price for a new computer and then raised the price after gaining a large market share,it was using which pricing strategy?

All of the following activities are associated with warehousing goods except

Pricing objectives are influenced solely by marketing mix decisions.

Design a marketing strategy for the new product line.

What might allow Deluxe Chips to spend its marketing dollars more effectively?

If a product is experiencing negative profits and the company is spending a great deal of money on advertising to make consumers aware of the product,the product is most likely in the following life cycle stage:

Advertising is direct,two-way communication with buyers and potential buyers.