Deck 8: Managing the Marketing Mix

Question 1

What is a channel decision of how many distributors or dealers will be allowed to sell the product?

A) Multi-level marketing
B) Channel intensity
C) Channel size
D) Channel length

Answer 1

B

Question 2

Advertising is:

A) strong in developing awareness of a product.
B) medium in achieving product purchase.
C) weak in developing interest in a product.
D) weak in increasing desire to purchase a product.

Answer 2

A

Question 3

Three general bases used for pricing in a small business are:

A) supply chain, cost, and hours of operation.
B) packaging, location, and demand.
C) ease of use, special features, and demographics.
D) cost, demand, and competition.

Answer 3

D

Question 4

Most markets today tend to be:

A) price-aware.
B) product-focused.
C) price-sensitive.
D) price-dependent.

Question 5

The common theme of all forms of promotion is:

A) they all result in generating sales dollars.
B) they are fun.
C) they all cost money.
D) they are all successful to some extent.

Question 6

"Build a better mousetrap" refers to:

A) product design challenges.
B) marketing to demographically mixed markets.
C) attracting significant numbers of customers.
D) a pricing strategy.

Question 7

"Innovators" is used in the text to describe:

A) creative producers of new products.
B) new industries.
C) first customers.
D) adaptations of existing products.

Question 8

A disadvantage of radio advertising is:

A) the reach is too wide.
B) it is inexpensive.
C) there is short exposure.
D) it caters to a target audience.

Question 9

Creating an easy-to-use product:

A) doesn't overcome unreasonable pricing.
B) is a way to create value for customers.
C) provides feelings of financial accomplishment.
D) is a strategy for winning industry competitions.

Question 10

Traditional promotion methods:

A) usually are not well received by the buying public.
B) are usually used by small enterprises.
C) are sometimes not feasible for start-ups.
D) are generally no longer used.

Question 11

A key element in a marketing plan is:

A) using the entrepreneur's personal strengths.
B) reflecting what the entrepreneur feels is right.
C) emphasizing the negative aspects of the competition.
D) establishing the correct marketing mix.

Question 12

Co-op advertising:

A) occurs when a manufacturer and a retailer share advertising costs.
B) is advertising based on competitors agreeing to a common theme.
C) is advertising done by a co-op form of business.
D) reflects the goodwill of market leaders by not criticizing each other's products.

Question 13

The percentage of sales method of setting the promotional budget:

A) usually results in a "good" number.
B) uses a percentage that makes the entrepreneur feel comfortable.
C) is theoretically weak.
D) is not often used.

Question 14

Faster adoption rates can result from:

A) good communication of a product's significant advantages.
B) good economic times.
C) better delivery services.
D) products that operate on both electric and battery power.

Question 15

Tradeshows:

A) don't address decision makers.
B) are cost-effective.
C) are most appropriate for large businesses.
D) are expensive.

Question 16

The pricing type that adds a percentage markup reflecting the profit objective of the firm to costs is called:

A) cost-based pricing.
B) competition-based pricing.
C) cost-plus pricing.
D) demand-based pricing.

Question 17

Promotional themes should:

A) focus on the technical strengths of the product.
B) be combined to be more effective.
C) reflect responsiveness to target needs.
D) provide lots of information for the consumer to consider.

Question 18

Value-based pricing depends on:

A) associating product and their benefits.
B) having loyal customers.
C) the cash flow needs of the business.
D) undercutting the price of competitor products.

Question 19

Distribution channel refers to:

A) the movement of raw materials through the production process.
B) the markets in which a company advertises its product or service.
C) the route used by a delivery service.
D) the path from producer to consumer.

Question 20

Marketing activities:

A) are always overlooked by entrepreneurs.
B) are never overlooked by entrepreneurs.
C) are sometimes overlooked by entrepreneurs.
D) are often overlooked by entrepreneurs.

Question 21

Foursquare:

A) is a mobile-driven social networking process.
B) describes a set of key objectives in a marketing campaign.
C) means that advertising content is legitimate.
D) is the description of a shared promotional campaign.

Question 22

Guerilla marketing refers to:

A) entrepreneurs who are hands on marketers.
B) advertising that attacks competitors.
C) creative, catchy, and low-cost promotion.
D) secret marketing initiatives.

Question 23

An advantage of Internet advertising is:

A) its focus on the local market.
B) that it is personalized.
C) reaches a segmented audience.
D) it is inexpensive.

Question 24

Gamification:

A) refers to marketing in the gaming industry.
B) uses game thinking to affect behaviour.
C) is the set of relationships between a business and its customers.
D) is a process allowing consumers to compete for product.