Quiz 4 (Ch 10,11,15)

Question 1

The largest share of total U.S. advertising expenditures is for

Answer 1

media time and space.

Question 2

Advertising objectives should be

Answer 2

more specific than personal selling objectives.

Question 3

Pioneering advertising” tries to

Answer 3

develop primary demand.

Question 4

Competitive advertising tries to

Answer 4

develop selective demand rather than primary demand.

Question 5

Competitive advertising which makes specific brand comparisons–using actual names—is ______________ advertising.

Answer 5

comparative

Question 6

A producer and intermediaries sharing the cost of ads in local media is called:

Answer 6

cooperative advertising.

Question 7

To choose the best advertising medium, you have to:

Answer 7

decide what target market(s) should be reached.
decide on promotion objectives.
know the cost of alternative media.
decide what must be said.
All of the above.

Question 8

When considering the advertising medium of magazine, which of the following advantages and disadvantages apply?

Answer 8

Very targeted, good detail, good “pass along,” but inflexible and long lead times.

Question 9

Copy thrust refers to:

Answer 9

what is to be communicated by the words and illustrations.

Question 10

Sales promotion

Answer 10

objectives and situation should determine what specific type of sales promotion is best.

Question 11

Sales promotion activities

Answer 11

can usually be implemented quickly and get results sooner than advertising.
may be aimed at final consumers, intermediaries, and/or a firm’s own sales force.
cost more than the total expenditures on advertising.
All of the above.

Question 12

A channel of distribution:

Answer 12

is any series of firms or individuals who participate in the flow of goods and services from producer to consumer or final user.

Question 13

Which of the following statements about Place decisions is True?

Answer 13

Different market segments may require separate Place arrangements.

Question 14

Because of long-run effects, decisions about one of the four Ps is often harder to change than the others. This P is:

Answer 14

Place.

Question 15

Many firms prefer to distribute directly to the final customer or consumer because they

Answer 15

want to control the whole marketing job.
believe they can serve target customers at a lower cost.
think they can do the work more effectively than intermediaries.
All of the above.

Question 16

Indirect channels are probably a better choice than direct channels when:

Answer 16

the firm has limited resources.
the product is a consumer product instead of a business product.
target customers already have established buying patterns for where to search to shop.
All of the above.

Question 17

Middlemen in indirect channels of distribution

Answer 17

often perform functions that producers cannot perform efficiently by themselves.

Question 18

Marketing specialists develop to adjust “discrepancies” in the marketplace. Which of the
following best explains the concept of “discrepancies”?

Answer 18

The assortment and quantity of products wanted by a customer may be different than the assortment and quantity of products normally produced by a manufacturer.

Question 19

Discrepancies of assortment” means:

Answer 19

the difference between the product lines the typical producer makes and the assortment
wanted by final consumers or users.

Question 20

Which of the following is NOT one of the “regrouping activities?”

Answer 20

Ranking.

Question 21

When a channel has a “product-market commitment”:.

Answer 21

all members focus on the same target market at the end of the channel.
its members attempt to share the various marketing functions in appropriate ways.

Question 22

Some channel conflict may

Answer 22

be inevitable when channel members have different objectives.
be useful if that is what it takes for customers at the end of the channel to receive better value.
be avoided when a producer does not sell identical products through different (competing) channels.
All of the above are true.

Question 23

A manager who helps direct the activities of a whole channel and tries to avoid or solve channel conflicts is a:

Answer 23

Channel captain

Question 24

In a _____ the whole channel focuses on the same target market at the end of the channel.

Answer 24

vertical marketing system

Question 25

Which of the following is NOT one of the degrees of market exposure?

Answer 25

Multichannel distribution.

Question 26

A producer using several competing channels to distribute its products to its target market is using ______________ distribution.

Answer 26

multichannel

Question 27

The need for reverse channels may arise in all of the following situations EXCEPT

Answer 27

a consumer buys something in error and wants to return it.
a firm makes an error in completing an order.
a product is recalled for safety reasons.
All of the above create a need for reverse channels.

Question 28

Logistics, or physical distribution, is the ________________ part of the marketing mix.

Answer 28

Place

Question 29

Logistics decisions include all of the following except:

Answer 29

prices to charge for delivery.

Question 30

Logistics costs

Answer 30

are important to both firms and consumers.

Question 31

The physical distribution customer service level concerns

Answer 31

how rapidly and dependably a firm can deliver what customers want.

Question 32

Most physical distribution decisions involve trade-offs between

Answer 32

costs, consumer service levels, and sales.

Question 33

According to the “physical distribution concept”:

Answer 33

all transporting, storing, and product-handling activities of a business and a whole
Channel system should be coordinated as part of one system.

Question 34

A supply chain:

Answer 34

includes all the activities involved in procuring materials, transforming them into products, and distributing them to customers.

Question 35

Some ethical issues in the area of physical distribution are concerned with:

Answer 35

Product availability.

Question 36

Transportation helps to

Answer 36

make products available when they’re needed.
achieve economies of scale in production.
make products available where they’re needed.
All of the above.

Question 37

More freight is carried more miles _____ than any other mode of transportation.

Answer 37

by railroads

Question 38

Regarding alternative transporting modes:

Answer 38

trucks are good for speed, frequency, dependability, and number of locations served.

Question 39

The slowest transportation is typically by

Answer 39

water.

Question 40

Storing of goods is necessary when

Answer 40

production doesn’t match consumption.

Question 41

Which of the following does NOT contribute to total inventory cost?

Answer 41

Increase in the value of goods.

Question 42

The primary function of a ______________ is to speed the flow of products and avoid unnecessary storing costs.

Answer 42

distribution center