Question 1

Which of the following, if True, would most strengthen the argument for continuing direct mail marketing?

Accepted Answer

A)  The consumers that direct mail marketing reaches are much better prospects compared to those reached by advertising. 
B)  Direct mail marketing accounts for 34 percent of all U.S. direct marketing spending. 
C)  Direct mail marketing has proven to be successful for promoting certain product types, such as cosmetics and designer apparel. 
D)  The growth of direct mail marketing has been explosive, with customers being flooded with such material. 
E)  Telephone marketing, another form of direct marketing, is becoming easier to use due to auto-dialers. 
A)  The consumers that direct mail marketing reaches are much better prospects compared to those reached by advertising. 
B)  Direct mail marketing accounts for 34 percent of all U.S. direct marketing spending. 
C)  Direct mail marketing has proven to be successful for promoting certain product types, such as cosmetics and designer apparel. 
D)  The growth of direct mail marketing has been explosive, with customers being flooded with such material. 
E)  Telephone marketing, another form of direct marketing, is becoming easier to use due to auto-dialers.

Question 2

An online comic book store is an example of which type of intermediary?

Accepted Answer

A)  marketer 
B)  sales agent 
C)  broker 
D)  wholesaler 
E)  retailer 
A)  marketer 
B)  sales agent 
C)  broker 
D)  wholesaler 
E)  retailer

Question 3

A farmers' market is an example of which type of distribution channel?

Accepted Answer

A)  direct distribution 
B)  retail distribution 
C)  wholesale distribution 
D)  distribution by brokers 
E)  distribution by sales agents 
A)  direct distribution 
B)  retail distribution 
C)  wholesale distribution 
D)  distribution by brokers 
E)  distribution by sales agents

Question 4

Which of the following terms refers to the monetary amount added to a product's cost to the seller in order to sell it at a target profit?

Accepted Answer

A)  profit margin 
B)  breakeven cost 
C)  revenue 
D)  revenue margin 
E)  markup 
A)  profit margin 
B)  breakeven cost 
C)  revenue 
D)  revenue margin 
E)  markup

Question 5

Which of the following is the fastest and most expensive transportation mode?

Accepted Answer

A)  railroads 
B)  airplanes 
C)  pipelines 
D)  water carriers 
E)  trucks 
A)  railroads 
B)  airplanes 
C)  pipelines 
D)  water carriers 
E)  trucks

Question 6

Which of the following strategies is involved with penetration pricing?

Accepted Answer

A)  setting an initial low price to establish a new product in the market 
B)  setting an initial low price to cover new product costs and still generate a profit 
C)  setting a limited number of prices for certain categories or products 
D)  setting an initial high price to establish a new product in the market 
E)  setting an initial high price to cover new product costs and still generate a profit 
A)  setting an initial low price to establish a new product in the market 
B)  setting an initial low price to cover new product costs and still generate a profit 
C)  setting a limited number of prices for certain categories or products 
D)  setting an initial high price to establish a new product in the market 
E)  setting an initial high price to cover new product costs and still generate a profit

Question 7

Once an online catalog is in place, there are high costs in maintaining and accessing it.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following will a large firm utilize when it needs temporary storage space for a large amount of products in immediate demand?

Accepted Answer

A)  public warehouses 
B)  distribution centers 
C)  relay warehouses 
D)  private warehouses 
E)  storage warehouses 
A)  public warehouses 
B)  distribution centers 
C)  relay warehouses 
D)  private warehouses 
E)  storage warehouses

Question 9

Which of the following gives the correct formula for calculating markup percentage?

Accepted Answer

A)  sales price/markup 
B)  sales price/fixed costs 
C)  fixed costs/variable costs 
D)  markup/sales price 
E)  sales price/variable costs 
A)  sales price/markup 
B)  sales price/fixed costs 
C)  fixed costs/variable costs 
D)  markup/sales price 
E)  sales price/variable costs

Question 10

Phillip is an independent intermediary who deals in the local produce market of northeast Ohio. Over the years, he has formed long-term relationships and come to represent several farmers in the area in the sale of their produce to local grocery stores. Which of the following titles best describes Phillip's role in the distribution mix of northeast Ohio produce?

Accepted Answer

A)  wholesaler 
B)  retailer 
C)  sales agent 
D)  broker 
E)  direct marketer 
A)  wholesaler 
B)  retailer 
C)  sales agent 
D)  broker 
E)  direct marketer

Question 11

Which of the following intermediaries matches numerous sellers and buyers as needed, often without knowing in advance who they will be?

Accepted Answer

A)  producer representative 
B)  retailer 
C)  syndicated seller 
D)  sales agent 
E)  broker 
A)  producer representative 
B)  retailer 
C)  syndicated seller 
D)  sales agent 
E)  broker

Question 12

Which of the following, if True, would strengthen the argument for using television as the medium for the next campaign?

Accepted Answer

A)  A study shows that the bulk of television audiences are teenagers and people over 65. 
B)  More than 43 percent of U.S. advertising dollars are spent on national and local television commercials versus 8 percent on Internet advertising. 
C)  The number of video-on-demand viewers is expected to quadruple during the next five years. 
D)  Increasingly, consumers are choosing not to watch ads. 
E)  Effective television ads are still capable of holding the audience's attention. 
A)  A study shows that the bulk of television audiences are teenagers and people over 65. 
B)  More than 43 percent of U.S. advertising dollars are spent on national and local television commercials versus 8 percent on Internet advertising. 
C)  The number of video-on-demand viewers is expected to quadruple during the next five years. 
D)  Increasingly, consumers are choosing not to watch ads. 
E)  Effective television ads are still capable of holding the audience's attention.

Question 13

Which of the following, if True, would weaken the argument for shifting to direct-response television marketing?

Accepted Answer

A)  Most customers perceive infomercial sales tactics to be loud, aggressive, and questionable. 
B)  Some companies have found it difficult to adopt a direct-response television strategy. 
C)  Consumer behavior is highly dependent on the state of the economy. 
D)  New forms of direct marketing channels such as podcasting and iTV are experiencing exciting growth. 
E)  ValueNet's products could successfully be sold using multiple direct marketing methods. 
A)  Most customers perceive infomercial sales tactics to be loud, aggressive, and questionable. 
B)  Some companies have found it difficult to adopt a direct-response television strategy. 
C)  Consumer behavior is highly dependent on the state of the economy. 
D)  New forms of direct marketing channels such as podcasting and iTV are experiencing exciting growth. 
E)  ValueNet's products could successfully be sold using multiple direct marketing methods.

Question 14

Extensive analysis reveals that if Personal Devices offered Indian customers products at multiple price points, the company would initially earn more profits but damage the brand in the long term. Which of the following, if True, would weaken the argument that Personal Devices should offer products at multiple price points?

Accepted Answer

A)  The Indian market is sufficiently large to support offerings at multiple price points. 
B)  Taiwanese manufacturers have focused on the low to medium end when selling to their domestic markets. 
C)  Brand image is the sum total of customer perceptions about a company. 
D)  Research shows that the average domestic consumer tends to associate price with quality. 
E)  Niche companies that try to be everything to everyone usually lose their edge in their core business. 
A)  The Indian market is sufficiently large to support offerings at multiple price points. 
B)  Taiwanese manufacturers have focused on the low to medium end when selling to their domestic markets. 
C)  Brand image is the sum total of customer perceptions about a company. 
D)  Research shows that the average domestic consumer tends to associate price with quality. 
E)  Niche companies that try to be everything to everyone usually lose their edge in their core business.

Question 15

Which of the following is the slowest and the cheapest mode of transportation?

Accepted Answer

A)  railroads 
B)  planes 
C)  pipelines 
D)  water carriers 
E)  trucks 
A)  railroads 
B)  planes 
C)  pipelines 
D)  water carriers 
E)  trucks

Question 16

In the past, the price for the Superior V has been slightly higher than similar products offered by competitors. Why would a company use this strategy?

Accepted Answer

Firms generally set prices above the mar

Question 17

In which type of store would you most likely find shoes, furniture, a women's section, and a men's section?

Accepted Answer

A)  a supermarket 
B)  a discount house 
C)  a department store 
D)  a convenience store 
E)  a specialty store 
A)  a supermarket 
B)  a discount house 
C)  a department store 
D)  a convenience store 
E)  a specialty store

Question 18

Intermediaries can expedite the delivery of products but otherwise add no additional value to a distributional system.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following are examples of premiums?

Accepted Answer

A)  contests that reward winners with free samples of the product 
B)  free items given out at trade shows 
C)  coupons for reduced prices on certain products 
D)  reduced-price items available upon purchase of a product 
E)  reduced-price items available during a sales promotion 
A)  contests that reward winners with free samples of the product 
B)  free items given out at trade shows 
C)  coupons for reduced prices on certain products 
D)  reduced-price items available upon purchase of a product 
E)  reduced-price items available during a sales promotion

Question 20

Which distribution channel is used by companies which distribute their goods through their own system of outlets?

Accepted Answer

A)  direct distribution 
B)  retail distribution 
C)  wholesale distribution 
D)  distribution by agents 
E)  distribution by brokers 
A)  direct distribution 
B)  retail distribution 
C)  wholesale distribution 
D)  distribution by agents 
E)  distribution by brokers

Which of the following, if True, would most strengthen the argument for continuing direct mail marketing?

An online comic book store is an example of which type of intermediary?

A farmers' market is an example of which type of distribution channel?

Which of the following terms refers to the monetary amount added to a product's cost to the seller in order to sell it at a target profit?

Which of the following is the fastest and most expensive transportation mode?

Which of the following strategies is involved with penetration pricing?

Once an online catalog is in place, there are high costs in maintaining and accessing it.

Which of the following will a large firm utilize when it needs temporary storage space for a large amount of products in immediate demand?

Which of the following gives the correct formula for calculating markup percentage?

Which of the following intermediaries matches numerous sellers and buyers as needed, often without knowing in advance who they will be?

Which of the following, if True, would strengthen the argument for using television as the medium for the next campaign?

Which of the following, if True, would weaken the argument for shifting to direct-response television marketing?

Which of the following is the slowest and the cheapest mode of transportation?

In the past, the price for the Superior V has been slightly higher than similar products offered by competitors. Why would a company use this strategy?

In which type of store would you most likely find shoes, furniture, a women's section, and a men's section?

Intermediaries can expedite the delivery of products but otherwise add no additional value to a distributional system.

Which of the following are examples of premiums?

Which distribution channel is used by companies which distribute their goods through their own system of outlets?

The Us Business Environment

Business Ethics and Social Responsibility

Entrepreneurship, New Ventures, and Business Ownership

The Global Context of Business

Business Management

Organizing the Business

Operations Management and Quality

Employee Behavior and Motivation

Leadership and Decision Making

Human Resource Management and Labor Relations

Marketing Processes and Consumer Behavior

Information Technology for Business

The Role of Accountants and Accounting Information

Money and Banking

Managing Finances

Filters

Exam 12: Pricing, Distributing, and Promoting Products

Which of the following, if True, would most strengthen the argument for continuing direct mail marketing?

An online comic book store is an example of which type of intermediary?

A farmers' market is an example of which type of distribution channel?

Which of the following terms refers to the monetary amount added to a product's cost to the seller in order to sell it at a target profit?

Which of the following is the fastest and most expensive transportation mode?

Which of the following strategies is involved with penetration pricing?

Once an online catalog is in place, there are high costs in maintaining and accessing it.

Which of the following will a large firm utilize when it needs temporary storage space for a large amount of products in immediate demand?

Which of the following gives the correct formula for calculating markup percentage?

Which of the following intermediaries matches numerous sellers and buyers as needed, often without knowing in advance who they will be?

Which of the following, if True, would strengthen the argument for using television as the medium for the next campaign?

Which of the following, if True, would weaken the argument for shifting to direct-response television marketing?

Which of the following is the slowest and the cheapest mode of transportation?

In the past, the price for the Superior V has been slightly higher than similar products offered by competitors. Why would a company use this strategy?

In which type of store would you most likely find shoes, furniture, a women's section, and a men's section?

Intermediaries can expedite the delivery of products but otherwise add no additional value to a distributional system.

Which of the following are examples of premiums?

Which distribution channel is used by companies which distribute their goods through their own system of outlets?

The Us Business Environment

Business Ethics and Social Responsibility

Entrepreneurship, New Ventures, and Business Ownership

The Global Context of Business

Business Management

Organizing the Business

Operations Management and Quality

Employee Behavior and Motivation

Leadership and Decision Making

Human Resource Management and Labor Relations

Marketing Processes and Consumer Behavior

Information Technology for Business

The Role of Accountants and Accounting Information

Money and Banking

Managing Finances

Filters