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Exam 15: Managing the Marketing Mix: Product, Price, Place, and Promotion

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Question 91

Multiple Choice

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A recent trend in packaging is:

A) a decline in the importance of packaging in the overall promotional mix.
B) the increased attention given to the packaging of services.
C) new lightweight materials used for goods and services marketed on the Internet.
D) the acceptance of the view that bigger is better.

E) None of the above
F) A) and D)

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Question 92

True/False

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A trademark is a brand that provides exclusive legal protection for a brand name and a pictorial design.

A) True
B) False

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Question 93

Multiple Choice

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All of the following are popular pricing objectives except:

Nina owns a card shop in a small shopping center where she sells cards produced by a national company.Nina sells to final customers,so she is a:

Sports Coasters sells good quality athletic wear by sending its customers a catalogue nine times a year.The company has no retail stores,but offers a toll free order number that operates 24 hours a day,365 days a year.Sports Coasters sells using a technique known as:

The intended goal of brand equity is to establish the firm's brand name as the generic name for the product.

Most marketing intermediaries have survived in the past because consumers were unaware of how much these companies add to the cost of distributing goods.

Producers often use ________ as a primary basis for setting prices on the goods and services they offer the public.

A __________ is a name,symbol,or design (or combination of these) that identifies the goods or services of one seller or group of sellers and distinguishes them from those of competitors.

Cost-based pricing adds a desired profit margin to the cost of producing a product.

Budd's Floral Shoppe is located in a large town that has several other florists.The owner,Rose Budd,is likely to find that the presence of many larger competitors means that the only way she can survive is to charge rock bottom prices.

An effective public relations department regularly listens to and communicates with the public.

Public relations is the function that involves the evaluation of public attitudes and execution of a program to earn public acceptance.

Beth works for Champion Industries overseeing the marketing mix for the firm's line of calculators.Beth serves as a brand manager for Champion Industries.

Which of the following statements about channels of distribution is most accurate?

A firm that wants to distribute its products as widely as possible would use a(n) ___________ distribution strategy.

'Chip off the Old Block' is a new chocolate chip cookie created by the Arizona Cookie Company.To generate interest for this new product,the company sent a free package of six cookies to selected homes along with a 5 cent coupon.Arizona Cookie's activities represent:

The purpose of break-even analysis is to determine the lowest price a firm can charge and still be able to cover its costs of production.

Effective sales promotion activities target:

The only way to increase the break-even point is to increase the selling price.