Cash cows are market leaders that grow rapidly with substantial reported profits.
a. True
b. False
buy products from manufacturers and then resell the products to other firms in the
distribution system.
a. Retailers
b. Producers
c. Distributors
d. Warehouses
e. Wholesalers
The supply and demand of a service can be balanced by keeping the service price
inflexible regardless of the time of day, week, or year.
a. True
b. False
Consumerism is a(n):
a. diverse group of individuals and organizations opposed to foreign producers that sell
products in the United
States that are much cheaper than those produced by U.S. manufacturers. b. social
movement that is trying to encourage consumer satisfaction.
c. social movement that is reorganizing the Council of Better Business Bureaus.
d. attempt made by various individuals and organizations to protect the rights of
consumers.
e. social movement that provides consumers with means for expressing satisfaction and
expressing their gratitude to producers.
The heterogeneity characteristic of services provides marketers with tremendous
opportunity to:
a. customize their services to meet specific individual customer needs.
b. minimize the cost of providing services to customers.
c. create standardized packages that can appeal to a diverse customer base. d. offer
similar services as that of their competitors.
e. develop relationship marketing with their customers.
Chris is planning three sales during the third quarter of the year at Toys R’ Us. The first
is at the beginning of the school year, the second is the week before Halloween, and the
third is Black Friday. These sales would be considered to be:
a. psychological pricing.
b. calendar discounting.
c. sales promotion pricing.
d. special-event pricing.
e. captive pricing.
Scenario 12.4
Use the following to answer the questions.
The BASF Chemical Company in Germany has developed a new rubberized coating.
The product is used on cell phones and other hand-held electronic devices that give
them protection from falls and scratches. BASF plans to market the product directly to
businesses that manufacture the casings for these types of products. BASF currently
uses a system of salespeople headquartered in Germany, while its primary business
customers are in China.
Refer to Scenario 12.4. If BASF were to employ pricing that includes the price at the
factory plus freight charges from a chosen point nearest the buyer, this would be an
example of pricing.
a. factory plus
b. dispersion
c. F.O.B. destination
d. freight absorption
e. F.O.B. origin
The way that pricing is used in the marketing mix will influence the determination of
the final price.
a. True
b. False
Carla is a prosecuting attorney for the city of Cleveland. She is also vice president for
the local parent/teacher organization and a coach for her daughter’s soccer team. The
actions and activities associated with each of these positions constitute Carla’s:
a. physiological needs.
b. role.
c. patronage motives.
d. beliefs.
e. safety needs.
The step in developing an advertising campaign that directly precedes campaign
execution is:
a. defining advertising objectives.
b. creating the advertising platform.
c. evaluating advertising effectiveness.
d. developing a media plan.
e. creating the advertising message.
Why is it often difficult for organizations to delete products?
.Explain the differences between brand marks and trademarks.
Discuss the major factors to consider when designing sales territories.
Why is it important for marketers to understand the cultural and subcultural influences
that may affect the consumer buying decision process?
Define the term target market.
Identify the major objectives of promotion.
How are pricing objectives similar to a corporation’s overall goals? How are they
different?
What is a product?