Module 5 Flashcards
The combination of all the factors that consumers evaluate when deciding whether or not to buy a good or service is called a:
A) product package.
B) total product offer.
C) product mix.
D) product matrix.
b
The combination of advertising, personal selling, public relations, and sales promotion activities used by an organization represents its:
A) Promotional mix
B) marketing communications system.
C) marketing mix.
D) public relations package.
a
Today, packaging is:
A) exclusively intended to protect the product from damage
B) the most expensive component of the production process.
C) the least important component of the marketing mix.
D) assuming an increasingly important role in the promotion of products.
d
Which of the following refers to a group of products offered by a firm that are physically similar or are intended for a similar market?
A) Total product offer
B) Product matrix
C) Product line
D) Product mix
c
A firm that wants to distribute its products as widely as possible would use a(n) ___________ distribution strategy.
A) shotgun
B) extensive
C) universal
D) intensive
d
Phil asks you to calculate the break-even point for his firm. You respond that you will need the following information:
A) total fixed costs, selling price, and variable costs per unit.
B) forecasted sales volume, operating expenses, and asset values.
C) sales revenue and total liabilities.
D) the values for all assets and liabilities.
a
‘Chip off the Old Block’ is a new chocolate chip cookie created by the Cookie Company. To generate interest, the company sent a free package of cookies to selected homes along with a coupon. Cookie Company’s activities represent:
A) trade advertising.
B) consumer publicity.
C) public relations.
D) sales promotions.
d
Patrick Bolger is convinced that his product idea has tremendous potential. He will be involved with production, but plans to use other firms who specialize in storing and transporting the product to help him move the product along its path to the final consumer. These specialists are part of his product’s:
A) wheel of retailing.
B) market network.
C) franchise system.
D) channel of distribution.
d
LoRider Wheels sells high quality bicycles and accessories. The store is known for a pleasant environment, friendly salespeople and an excellent service department. All of these elements are part of the ___________ offered by LoRider.
A) total product offer
B) competitive environment
C) product matrix
D) promotion mix
a
Which of the following is the best example of a product line?
A) General Motors offers passenger cars, small trucks, and tractor trailers.
B) Hewlett Packard offers scanners, printers, and personal computers.
C) Kellogg offers Special K, Raisin Bran, Corn Flakes, and a variety of other cold ready-to-eat cereals.
D) Sony offers DVD players, compact disc players, and video game consoles.
c
_____ uses price points to establish prices that help create the impression that the product is less expensive than it is.
A) Bundling
B) Psychological pricing
C) Everyday low pricing (EDLP)
D) High-low pricing
b
Firms utilize ________ when they attempt to add value to their product by offering services after the sale, product demonstrations, or interactive customer web sites.
A) Break-even segmentation
B) Niche marketing
C) Relationship branding
D) Non-price competition
d
A(n) __________ is a marketing intermediary that sells to other organizations.
A) Wholesaler
B) Agent
C) Retailer
D) Broker
a
Which of the following represents a pricing strategy for a new product that establishes a low price to attract more customers and attempts to discourage competitors?
A) Everyday low pricing strategy
B) Skimming strategy
C) Penetration strategy
D) High-low pricing strategy
c
The producers of candy bars are most likely to use a(n) _________ distribution strategy for their products
A) Exclusive
B) Extensive
C) Selective
D) Intensive
d
