Question 1Question text
Repeat purchases begin in the maturity stage of the product life cycle and account for the increase in sales.
Question 2Question text
Competition between brands is most noticeable in the introductory stage of the product life cycle.
Question 3Question text
An emphasis on product differentiation marks the ______ stage of the product life cycle.
Question 4Question text
Designers of new goods must consider how expensive their designs will be to produce. Which of the following is a cost factor that needs to be considered?
a. How many people will be needed to make the product.
b. The cost of machinery needed to make the product.
c. The raw materials that go into the product.
d. The skills needed to make the product.
e. All of the above ought to be considered.
Question 5Question text
Generally, when the purchase quantity by the consumer is smaller, the demand for a wider assortment is greater, and the market is more spread out, the distribution channel is longer.
Question 6Question text
Which of the following statements about industrial product channels is true?
a. Marketing channels for industrial products are typically the same length as marketing channels for consumer products.
b. All marketing channels for consumer products are longer than the channels for industrial products.
c. Marketing channels for consumer products are typically longer than the channels for industrial products.
d. Agents and distributors act as retailers in industrial marketing channels.
e. Direct marketing channels are never used in consumer markets.
Question 7Question text
Logistics in distribution . . .
a. is company strategy in forming channels of distribution.
b. involves getting the right amount of the right products to the right place at the right time.
c. determines the availabillity of raw materials for a manufacturer.
d. is the integration of activities across firms in the supply chain.
Question 8Question text
A supply chain differs from a marketing channel in that . . .
a. a supply chain is the coordination of suppliers to a manufacturer.
b. a supply chain is simpler to manage because it contains fewer members.
c. a supply chain includes suppliers of raw materials to a manufacturer as well as the wholesalers and retailers that deliver products.
d. a supply chain is a marketing channel from a supplier’s perspective rather than from the manufacturer’s perspective.
Question 9Question text
Channels of distribution . . .
a. Adjust for discrepancies between supply and demand.
b. Are carryovers from the past and now drive up costs unnecessarily
c. Provide target customers with what they need, how they need it and when they need it.
d. Involved intermediaries that are always obvious to the end user.
e. Both answers “a” and “c” are correct.
Question 10Question text
Because cable television splinters audiences into many special interest groups, such as sports, music, old movies, and so on, it is a poor medium for direct-response advertisers.
Question 11Question text
An example of nonstore retailing is . . .
a. Automatic vending
b. Online retailing
d. All three are examples of nonstore retailing.
e. Only the first two are examples of nonstore retailing.
Question 12Question text
While personal selling has the advantage of a face-to-face interaction with customers, thus giving the sales force good feedback, it has the disadvantage that presentations can be inconsistent because different salespersons may shift the message and alter the communication.
Question 13Question text
The primary purpose of promotion in the introductory phase of the product life cycle is:
a. Inform the target market to create or increase awareness of the product.
b. Persuade the target market to purchase the product rather than substitutes.
c. Inform the market to encourage repeat purchases.
d. Discourage sales of an existing product so new product can replace it.
Question 14Question text
Many pharmaceutical companies promote prescription drugs in advertisements to consumers. The ads encourage consumers to ask their doctors about the drugs. This type of promotion is typical of:
a. Public Relations
b. Push strategy
c. Direct Marketing
d. Pull strategy
Question 15Question text
Integrated Marketing Communitions (IMC) has become more the rule within companies than the exception, largely because:
a. It reduces the “turf wars” common within large organizations.
b. It prevents failure in launching new products.
c. Allows a company to create a consistent message from its different promotional efforts, as they are often handled by different departments.
d. The practice was initiated by Proctor and Gamble so it could manage all its brands more efficiently and other companies had to follow this example to remain competitive.
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