Tangibility of services can be increased by using sampling or other promotions.
A middleman who buys from manufacturers and sells to retailers is known as
facilitating agent.
One approach to evaluating trade promotions is tracking the before-and-after results.
As high-tech products proliferated, branding became an important segment of their
marketing strategy.
Companies that are marketing services must solve the same distribution problems as
those that market tangible products.
Coupons are an effective way to target discounts and other incentives to households that
are particularly sensitive to price.
After the need has been determined, the next step in the buying process is to determine
the characteristics of the product or service needed as specifically as possible.
While syndicated research can show only what has happened in the past, using
extrapolation, an accurate potential of a particular segment can be obtained.
Which of the following examples best represents product class competition in drip
coffee machine category?
A) other brands of coffee drip machines
B) percolators and espresso machines
C) juicers and water purifiers
D) products such as pots and pans
For many products and services, the value of owning them increases as the number of
owners increases. This is the concept of:
A) trialability.
B) relative advantage.
C) observability.
D) network externalities.
The best method of attaining a low-cost position is to:
A) take advantage of economies of scale and experience curve.
B) take advantage of global raw material acquisition.
C) take advantage of non-union workers.
D) send production to low-wage countries.
If a marketing manager observes that a competitor has increased his price and decreased
his marketing budget, it would be an example of which of the following?
A) price differentiation
B) a retreat, although only temporary
C) aggressive competition for market share
D) quality differentiation
Most advertisements of industrial products in trade magazines are very ________
oriented.
A) feature
B) status
C) price
D) service
Which of the following is an example of sampling?
A) offering a free drug to a physician
B) offering a free toy in a Cracker Jack box
C) offering redeemable points with each purchase
D) offering a bonus pack which provides larger sizes for the same price as a smaller
size 22
Which of the following statements is true regarding radio?
A) Radio is a costly medium.
B) Radio can reach audiences quickly.
C) Radio cannot be used for targeting specific audiences.
D) Radio is considered as a new media.
It easier to persuade a competitors customer to switch to product or service in the:
A) introduction stage of the product life cycle.
B) growth stage of the product life cycle.
C) maturity stage of the product life cycle.
D) decline stage of the product life cycle.
Which of the following decisions is one of the three major, interrelated decisions
concerning sales territories?
A) the skills required by salespeople
B) the number of salespeople
C) the monetary reward to be given to salespeople
D) the products allocated to the salespeople
Which of the following is one of the three steps in the general approach for estimating
market potential?
A) Determine the improvements needed in the existing product.
B) Determine the marketing budget allocated to the product category being evaluated.
C) Estimate the potential purchasing or usage rates.
D) Determine the profitability of the product category being evaluated.
After the need has been determined, the next step in the buying sequence is ________
for the product or service needed.
A) determining the characteristics
B) establishing specifications
C) searching for and qualifying potential suppliers
D) requesting proposals from qualified suppliers
A disposable diaper company prices its newborn disposable diapers higher than
later-stage diapers to take advantage of new parents concerns and concomitant extreme
price insensitivity. This is an example of:
A) prestige pricing.
B) penetration pricing.
C) complementary pricing.
D) congestion pricing.
Bar codes are also known as:
A) unique purchase codes.
B) universal producer codes.
C) unique producer codes.
D) universal product codes.
The system through which customers have access to your product or service to be able
to purchase it represents:
A) the channels of distribution.
B) sales promotion.
C) advertising.
D) public relations.