Chapter 5 - Promotion & Place

Question 1

Which of the following will most likely be sold using intensive distribution?

a) Convenience products
b) Shopping products
c) Luxury products
d) Industrial products

Answer 1

a) Convenience products

Question 2

Which of the following would most likely be sold using exclusive distribution?

a) Convenience products
b) Shopping products
c) Luxury products
d) Industrial products

Answer 2

c) Luxury products

Question 3

Which of the following best explains the meaning of the “direct channel”?

a) Making the product available to as many consumers as possible
b) Distributing products through wholesalers
c) Distributing products directly to the end consumer
d) Limiting the number of outlets where a product can be found

Answer 3

c) Distributing products directly to the end consumer

Question 4

Which of the following best explains the purpose of a premium?

a) a pricing strategy designed to maximize the contribution margin generated by a product
b) a segmentation strategy designed to sell to maximize sales volume by keeping margins low
c) a promotional strategy designed to interest and excite consumers by providing additional product for little or no extra cost
d) a promotional strategy designed to make consumers feel good about having purchased a good or service

Answer 4

c) a promotional strategy designed to interest and excite consumers by providing additional product for little or no extra cost

Question 5

Which of the following best explains the purpose of the promotional technique known as “public relations”?

a) to educate potential consumers about a product
b) to entice potential consumers into making a product
c) to raise awareness of a product’s features
d) to create goodwill for a product’s sellers

Answer 5

d) to create goodwill for a product’s sellers