165. The advertising medium that receives the largest share of advertising dollars is .
a. television
b. magazines
c. radio
d. direct mail
e. newspapers
166. If Home Depot, Delta Faucets, and Armstrong Floor Coverings pay for a television show about remodeling a
kitchen on the Home and Garden Network, these companies are the show.
a. buying time spots for
b. purchasing network time for
c. creating infomercials for
d. sponsoring
e. advertising
167. Coca-Cola provides a children’s center with props, costumes, and decorations for use in a community play. This
type of activity is known as .
a. publicity
b. notoriety
c. advertising
d. sponsorship
e. public relations
168. Information about a company, its employees, or its products that is published or broadcast in the mass media free of
charge is called .
a. advertising
b. publicity
c. notoriety
d. promotion
e. personal selling
169. Which of the following is not a public relations tool?
a. Press conference
b. News release
c. Sponsorship program
d. Trade show
e. Captioned photograph
170. Mattel wants to announce some new educational benefits associated with one of its new product lines. The
company writes a report of about 300 words and sends it to the media. This is called a .
a. feature article
b. publicity stunt
c. news release
d. press conference
e. media report
171. A 3,000-word piece written about a product by the company that owns or is responsible for the product is a .
a. feature article
b. captioned photograph
c. promotional campaign
d. news release
e. public relations scheme
172. Blackwelder Co. calls a meeting to announce to the media that it is hiring a new CEO and changing the company
name to Natural Basics. The company will distribute additional materials at this meeting, which is called a .
a. news release
b. press conference
c. publicity affair
d. promotional campaign
e. media exclusive
173. Every channel of distribution, from the simplest to the most complex, begins with the producer and ends with either
the consumer or the business user.
a. True
b. False
174. Middlemen between the producer and the consumer in the chain of marketing organizations are called marketing
intermediaries.
a. True
b. False
175. The most direct channel for consumer products is from producer to retailer to consumer.
a. True
b. False
176. Moving products from producer to wholesaler to retailer to consumer is called the traditional channel because most
consumer goods are sold this way.
a. True
b. False
177. Intensive distribution is the use of only a portion of the available outlets for a product in each geographic area.
a. True
b. False
178. When a producer wants to give its products the widest possible exposure in the marketplace, it chooses intensive
distribution.
a. True
b. False
179. Selective distribution is the use of a single retail outlet in each geographic area.
a. True
b. False
180. Bill Yee was granted franchise rights from McDonald’s for the community in which he lives. McDonald’s practice
of granting franchises for specific geographic areas is commonly known as selective distribution.
a. True
b. False
181. Supply chain management primarily focuses on two or more stages of the marketing channel under one
management.
a. True
b. False
182. In a channel of distribution, the function of wholesaling must be performed, but the wholesaler can be removed.
a. True
b. False
183. An intermediary that purchases goods in large quantities, takes title to the merchandise, and then sells it to retailers
or business users is called a commission broker.
a. True
b. False
184. A general-merchandise wholesaler carries a select group of products within a single line of merchandise.
a. True
b. False
185. A limited–line wholesaler assumes responsibility for a few wholesale services only.
a. True
b. False
186. A sales agent provides immediate entry into a territory, regular calls on customers, selling experience, and a known,
predetermined selling expense.
a. True
b. False
187. An independent retailer is a firm that operates more than one outlet and generally provides personal service.
a. True
b. False
188. With warehouse showrooms, a customer selects the merchandise either from a catalog or from the showroom
display, fills out an order form provided by the store, and hands the form to a clerk.
a. True
b. False
189. Radio shack, Toys “R” Us, and Hickory Farms are example of convenience stores.
a. True
b. False
190. A small food store that sells a limited variety of products but remains open well beyond normal business hours is
called a convenience store.
a. True
b. False
191. A retail outlet that sells a single category of merchandise is known as a specialty store.
a. True
b. False
192. Off-price retailers are self-service, general merchandise outlets that sell goods at lower-than-usual prices.
a. True
b. False
193. A category killer is a very large specialty store that concentrates on a single product line and competes by offering
low prices and an enormous number of products.
a. True
b. False
194. Direct marketing is the marketing of products to customers through face-to–face sales presentations at home or in
the workplace.
a. True
b. False
195. Direct-response marketing occurs when a retailer advertises a product and makes it available through mail or
telephone orders.
a. True
b. False
196. Vending machines are classified as retail outlets.
a. True
b. False
197. A neighborhood shopping center usually has at least one large department store to attract customers to the center.
a. True
b. False