Question 1

Because service capacity is perishable and service demand is highly time dependent. service firms employ yield management strategies in an effort to:

Accepted Answer

A)  control costs. 
B)  control demand through effective advertising strategies. 
C)  establish fair guidelines for overbooking capacity. 
D)  shift customer demand to other firms that can handle the excess business. 
E)  balance price and revenue considerations with their need to fill unused capacity. 
A)  control costs. 
B)  control demand through effective advertising strategies. 
C)  establish fair guidelines for overbooking capacity. 
D)  shift customer demand to other firms that can handle the excess business. 
E)  balance price and revenue considerations with their need to fill unused capacity.

Question 2

Which of the following is the best example of an unsought product?

Accepted Answer

A)  gasoline 
B)  clothing 
C)  antiques 
D)  luxury products 
E)  insurance 
A)  gasoline 
B)  clothing 
C)  antiques 
D)  luxury products 
E)  insurance

Question 3

Ensuring the availability of products in the right place in the right quantities at the right time in a cost efficient manner is the main focus of:

Accepted Answer

A)  physical distribution. 
B)  marketing networks. 
C)  supply chain management. 
D)  channel management. 
E)  network management. 
A)  physical distribution. 
B)  marketing networks. 
C)  supply chain management. 
D)  channel management. 
E)  network management.

Question 4

Because the company was angered by the actions of its resellers. Acme Manufacturing decided to slow down deliveries and postpone product availability to these resellers. What type of power is Acme wielding in the channel?

Accepted Answer

A)  legitimate power 
B)  coercive power 
C)  referent power 
D)  reward power 
E)  logistical power 
A)  legitimate power 
B)  coercive power 
C)  referent power 
D)  reward power 
E)  logistical power

Question 5

Which of the following statements best represents the universal goal of all sales promotion activities?

Accepted Answer

A)  To increase sales volume in the long term. 
B)  To stimulate customer interest and attention. 
C)  To induce product trial and purchase. 
D)  To enhance the image of the firm. 
E)  To gain the attention of members of the supply chain. 
A)  To increase sales volume in the long term. 
B)  To stimulate customer interest and attention. 
C)  To induce product trial and purchase. 
D)  To enhance the image of the firm. 
E)  To gain the attention of members of the supply chain.

Question 6

In terms of marketing channel functions. which of the following statements describes the concept of discrepancy of quantity?

Accepted Answer

A)  Manufacturers make one or a few product(s)-customers need variety and assortment. 
B)  Channels must make products available in convenient locations. 
C)  Channels add value to products by standardizing the exchange process. 
D)  Channels must provide for the storage of products for future purchase and use. 
E)  Manufacturers produce large quantities; customers usually want only one item. 
A)  Manufacturers make one or a few product(s)-customers need variety and assortment. 
B)  Channels must make products available in convenient locations. 
C)  Channels add value to products by standardizing the exchange process. 
D)  Channels must provide for the storage of products for future purchase and use. 
E)  Manufacturers produce large quantities; customers usually want only one item.

Question 7

Which of the following statements best describes the term "slotting allowances"?

Accepted Answer

A)  The amount of shelf space that a retailer grants to a specific brand or product. 
B)  The amount of product from a specific manufacturer that a wholesaler agrees to carry. 
C)  A fee, paid by manufacturers to retailers, to get a product placed on retail shelves. 
D)  A fee, paid by retailers to wholesalers, to get them to carry the retailer's private label brand. 
E)  The amount of product from a specific manufacturer that a retailer agrees to carry. 
A)  The amount of shelf space that a retailer grants to a specific brand or product. 
B)  The amount of product from a specific manufacturer that a wholesaler agrees to carry. 
C)  A fee, paid by manufacturers to retailers, to get a product placed on retail shelves. 
D)  A fee, paid by retailers to wholesalers, to get them to carry the retailer's private label brand. 
E)  The amount of product from a specific manufacturer that a retailer agrees to carry.

Question 8

Which sales force compensation system is best suited to situations where salespeople are responsible for pre- and post-sale service and sales managers want maximum control over selling expenses?

Accepted Answer

A)  straight commission 
B)  a combination approach 
C)  direct compensation 
D)  geographic allocation 
E)  straight salary 
A)  straight commission 
B)  a combination approach 
C)  direct compensation 
D)  geographic allocation 
E)  straight salary

Question 9

Which of the following sales promotion methods would you recommend to a packaged goods marketer who wants to stimulate trial of a new product?

Accepted Answer

A)  a contest or sweepstake 
B)  a coupon 
C)  a free sample of the product 
D)  a rebate 
E)  a point-of-purchase display 
A)  a contest or sweepstake 
B)  a coupon 
C)  a free sample of the product 
D)  a rebate 
E)  a point-of-purchase display

Question 10

Retailers use __________ extensively. This occurs when the retailer compares sale prices to regular prices. such as when Best Buy promotes a DVD player as "Regularly $99. Now $49."

Accepted Answer

A)  reference pricing 
B)  EDLP 
C)  odd pricing 
D)  value-based pricing 
E)  sale pricing 
A)  reference pricing 
B)  EDLP 
C)  odd pricing 
D)  value-based pricing 
E)  sale pricing

Question 11

Overall. the trends occurring in marketing channels today (growth in e-commerce. outsourcing. growth of nontraditional channels) have one major theme in common. What is that theme?

Accepted Answer

A)  Enhancing the reputation of the supply chain. 
B)  Reducing the risk of legal action in the supply chain. 
C)  Increasing channel efficiency by reducing waste, overhead, and other costs. 
D)  Securing more power and control for manufacturers. 
E)  All of the above are common themes. 
A)  Enhancing the reputation of the supply chain. 
B)  Reducing the risk of legal action in the supply chain. 
C)  Increasing channel efficiency by reducing waste, overhead, and other costs. 
D)  Securing more power and control for manufacturers. 
E)  All of the above are common themes.

Question 12

The most basic benefit of marketing channels is __________ where channels reduce the number of contacts necessary to exchange products.

Accepted Answer

A)  contraction 
B)  time efficiency 
C)  contact efficiency 
D)  contact creation 
E)  accumulation 
A)  contraction 
B)  time efficiency 
C)  contact efficiency 
D)  contact creation 
E)  accumulation

Because service capacity is perishable and service demand is highly time dependent. service firms employ yield management strategies in an effort to:

Which of the following is the best example of an unsought product?

Ensuring the availability of products in the right place in the right quantities at the right time in a cost efficient manner is the main focus of:

Because the company was angered by the actions of its resellers. Acme Manufacturing decided to slow down deliveries and postpone product availability to these resellers. What type of power is Acme wielding in the channel?

Which of the following statements best represents the universal goal of all sales promotion activities?

In terms of marketing channel functions. which of the following statements describes the concept of discrepancy of quantity?

Which of the following statements best describes the term "slotting allowances"?

Which sales force compensation system is best suited to situations where salespeople are responsible for pre- and post-sale service and sales managers want maximum control over selling expenses?

Which of the following sales promotion methods would you recommend to a packaged goods marketer who wants to stimulate trial of a new product?

Retailers use __________ extensively. This occurs when the retailer compares sale prices to regular prices. such as when Best Buy promotes a DVD player as "Regularly $99. Now $49."

Overall. the trends occurring in marketing channels today (growth in e-commerce. outsourcing. growth of nontraditional channels) have one major theme in common. What is that theme?

The most basic benefit of marketing channels is __________ where channels reduce the number of contacts necessary to exchange products.

Marketing in Today's Economy

Strategic Marketing Planning

Collecting and Analyzing Marketing Information

Developing Competitive Advantage and Strategic Focus

Customers. Segmentation. and Target Marketing

Branding and Positioning

Ethics and Social Responsibility in Marketing Strategy

Marketing Implementation and Control

Developing and Maintaining Long-Term Customer Relationships

Filters

Exam 6: The Marketing Program

Because service capacity is perishable and service demand is highly time dependent. service firms employ yield management strategies in an effort to:

Which of the following is the best example of an unsought product?

Ensuring the availability of products in the right place in the right quantities at the right time in a cost efficient manner is the main focus of:

Because the company was angered by the actions of its resellers. Acme Manufacturing decided to slow down deliveries and postpone product availability to these resellers. What type of power is Acme wielding in the channel?

Which of the following statements best represents the universal goal of all sales promotion activities?

In terms of marketing channel functions. which of the following statements describes the concept of discrepancy of quantity?

Which of the following statements best describes the term "slotting allowances"?

Which sales force compensation system is best suited to situations where salespeople are responsible for pre- and post-sale service and sales managers want maximum control over selling expenses?

Which of the following sales promotion methods would you recommend to a packaged goods marketer who wants to stimulate trial of a new product?

Retailers use __________ extensively. This occurs when the retailer compares sale prices to regular prices. such as when Best Buy promotes a DVD player as "Regularly $99. Now $49."

Overall. the trends occurring in marketing channels today (growth in e-commerce. outsourcing. growth of nontraditional channels) have one major theme in common. What is that theme?

The most basic benefit of marketing channels is __________ where channels reduce the number of contacts necessary to exchange products.

Marketing in Today's Economy

Strategic Marketing Planning

Collecting and Analyzing Marketing Information

Developing Competitive Advantage and Strategic Focus

Customers. Segmentation. and Target Marketing

Branding and Positioning

Ethics and Social Responsibility in Marketing Strategy

Marketing Implementation and Control

Developing and Maintaining Long-Term Customer Relationships

Filters