Question 1

The fastest but most expensive means of transportation is by air.

Accepted Answer

This statement is true. Air travel is generally the fastest means of transportation, but it is also usually the most expensive.

Question 2

The makeup of a promotion mix depends on many factors, including a firm's promotional resources and objectives, the target market, the product characteristics, and the feasibility of various promotional methods.

Accepted Answer

The statement is accurate and true. A company's promotion mix must align with a variety of internal and external factors to achieve its marketing goals effectively. These factors include promotional budgets, advertising goals, target demographics, product attributes, and the appropriateness of different types of marketing strategies.

Question 3

A feature article is a type of publicity that is generally one typed page of about three hundred words.

Accepted Answer

A feature article is a detailed piece of writing that explores a topic in depth, often much longer than 300 words, and is not primarily intended for publicity but rather for informing or entertaining the reader.

Question 4

Missionary selling consists of processing the purchases of customers who have essentially decided what they wish to buy.

Accepted Answer

Missionary selling refers to a sales approach where the salesperson actively seeks out potential customers and educates them about the product or service to generate interest and ultimately make a sale. It is the opposite of order-taking or order-processing, where the customer has already made the decision to purchase and the salesperson's role is to simply process the transaction.

Question 5

Most local firms use immediate-response advertising.

Accepted Answer

Immediate-response advertising is a common strategy for local firms that aim to generate quick customer responses, such as phone calls, website clicks, or store visits. This type of advertising is designed to create urgency and drive immediate action from the audience.

Question 6

A punchcard that an ice cream store punches for each ice cream purchase and allows one free cone after five purchases is an example of a premium.

Accepted Answer

This is an example of a loyalty program, not a premium. A premium typically refers to a gift or an item offered as an incentive for purchasing a product, whereas a loyalty program rewards customers for their repeated business.

Question 7

A retail outlet that sells a single category of merchandise is known as a specialty store.

Accepted Answer

A specialty store is a retail outlet that focuses on selling a particular category of merchandise such as shoes, toys, or jewelry.

Question 8

When a producer wants to give its products the widest possible exposure in the marketplace, it chooses intensive distribution.

Accepted Answer

Intensive distribution is a strategy where the producer aims to make its products available in as many retail outlets as possible, thus giving it the widest possible exposure in the marketplace.

Question 9

A television commercial describing why Sure antiperspirant works better than Right Guard antiperspirant is an example of primary-demand advertising.

Accepted Answer

A television commercial comparing two specific brands of antiperspirant is an example of comparative advertising, not primary-demand advertising. Primary-demand advertising is designed to generate demand for a product category in general, without promoting any specific brand.

Question 10

Vending machines are classified as retail outlets.

Accepted Answer

Vending machines are considered as automated retail outlets that dispense a variety of products to customers.

Question 11

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.

Accepted Answer

The intermediary described in the statement is called a wholesaler or distributor, not a commission broker. A commission broker earns a commission by connecting buyers and sellers but does not take title to the merchandise.

Question 12

Order takers handle repeat sales in ways that maintain positive relationships with customers.

Accepted Answer

Order takers are responsible for handling repeat sales and it is important for them to maintain positive relationships with customers in order to ensure customer loyalty and satisfaction.

Question 13

An independent retailer is a firm that operates more than one outlet and generally provides personal service.

Accepted Answer

An independent retailer typically operates only one outlet and is not part of a larger corporate chain. They often specialize in personalized service and unique products.

Question 14

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.

Accepted Answer

This statement is true. The channel of distribution starts with the producer or manufacturer and ends with the ultimate user, whether it is a consumer or a business.

Question 15

Personal selling in support of the sales efforts of other intermediaries is called creative selling.

Accepted Answer

Personal selling in support of the sales efforts of other intermediaries is typically referred to as missionary selling, not creative selling. Creative selling involves using innovative and persuasive techniques to sell products or services directly to customers.

Question 16

Sherilyn operates a store called The Gift Garden. Her store sells pottery, candles, crafts, and other knickknacks that make good gifts for family and friends. The Gift Garden is a _____.

Accepted Answer

The Gift Garden is described as a store that sells specialty items such as pottery and crafts, indicating that it is a traditional specialty store.

Question 17

The objectives of public relations are to create and maintain a favorable public image.

Accepted Answer

The objectives of public relations include creating and maintaining a favorable public image for a person, organization, or brand.

Question 18

Institutional advertising is by far the most common type of advertising and receives the largest share of advertising expenditures.

Accepted Answer

Institutional advertising, also known as corporate advertising, is not the most common type of advertising and does not receive the largest share of advertising expenditures. Product advertising, which promotes specific products or services, is more common and receives a larger share of advertising expenditures.

Question 19

Communication that is intended to inform, persuade, or remind an organization's target markets about the organization and its products is called promotion.

Accepted Answer

Promotion is a marketing communication tool that aims to inform, persuade, and remind prospective customers about the organization and its products.

Question 20

In a channel of distribution, the function of wholesaling must be performed, but the wholesaler can be removed.

Accepted Answer

While the function of wholesaling must be performed in a channel of distribution, it is possible for the wholesaler to be removed if the manufacturer chooses to sell directly to retailers or end consumers. However, in such cases, the manufacturer would need to perform the functions that were previously done by the wholesaler, such as buying in large quantities and providing warehousing and transportation services.

Quiz 13: Distributing and Promoting Products