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Exam 21: Managing the Marketing Mix: Product, Price, Place and Promotion

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Question 151

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CarGo uses its website to target car parts stores and car owners and tell them of the benefits of using their long-lasting spark plugs. CarGo apparently uses the Internet:

A) for its push strategy.
B) for its pull strategy.
C) for both its push and pull strategies.
D) for its product placement strategy.

E) A) and B)
F) All of the above

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Question 152

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One fact that marketers must keep in mind is that publicity can be either positive or negative.

A) True
B) False

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Question 153

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A pull strategy utilizes consumer demand for a product to motivate retailers and wholesalers to actively market the product.

Mall owners like to have __________ located along the walkways of their malls, because they create a marketplace type of atmosphere.

Brand managers have direct responsibility for all the elements of the marketing mix for a particular brand or product line.

A brand includes practically all means of identifying a product.

Retailers such as jewelry stores, shoe stores, and bicycle shops are:

Comet Computer Company will make a splash with psychedelic laptop cover designs scheduled for release next year. The computers do not reveal any other feature differences from what Comet currently offers. This effort is an example of using ______________ to differentiate a product as new.

The primary emphasis of advertising today is to move from a regional approach in global markets to a total globalist approach.

Motivated by the disrespectful treatment he received at a department store, Karnell shared his bad experience on Yelp. He encouraged others to follow his lead and not patronize that store. Karnell's statements represent negative word of mouth.

Which of the following is a popular pricing objective?

The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities, such as trade shows, event sponsorships, and contests, is known as:

Which of the following statements about marketing intermediaries is true?

Mini-Case The Xer-Wise Corporation manufactures and markets high quality home exercise equipment. The firm has just developed a new piece of equipment that top executives believe will be a big seller if promoted correctly. The new product uses a system of adjustable weights that can be arranged in various ways to allow the user to perform exercises that tone all major muscle groups. Additionally, unlike other strength building machines, this equipment also incorporates a recumbent bicycle to provide a complete cardio workout. The entire piece of equipment is easy to assemble, and when not in use it can be folded into a compact unit that is easy to store. A group of fitness experts have tested the equipment and have provided rave reviews. Company executives believe that this product, called the MuscleMaster, will appeal to busy young adults living in relatively small apartments. Melody Fitt and Tom Trym have been assigned the responsibility of developing a promotion mix for this product. The team of Fitt and Trym is convinced that they can develop a successful promotion mix for this outstanding product. -Tom and Melody have decided to work together to write a news release that describes the benefits of MuscleMaster and cites the rave reviews of the fitness experts who have already tried the equipment. They intend to send the release to a list of columnists who write in fitness magazines or have health and fitness columns in newspapers, hoping that some of these writers will include information about the MuscleMaster in their articles. Tom and Melody hope to utilize:

According to the box Reaching Beyond Our Borders, brand names must hold great meaning or customers will not acknowledge them.

Phar-out Pharmacy will advertise a price of an over-the-counter drug at or below their cost. The intended goal of this loss leader strategy is to:

Northern Lights Electronics just completed plans to distribute its new tablet. The product has several unique features that differentiate it from competitor products. The marketing team plans to begin a roll-out with ____________ to only one traditional retailer for the first two months. This strategy will give consumers the perception of the product's stand-out personality and increase demand. Marketing will proceed with _______________ for the next four months, where it plans to distribute to three other retailers, as well. For the last six months of the year, it will initiate distribution agreements with discount retailers and online retailers, and any other electronics store that wants to carry it. The marketing team is confident that the tablet will cycle through the first three stages of its product life cycle quickly. As the tablet reaches maturity during the second half of its first year in the market, it is good strategy to proceed with ______________, as described above.

Which of the following statements provides the most accurate distinction between an agent and a broker? Agents:

Knowledge of the product life cycle model can help firms develop marketing strategies and anticipate market changes.

One function of effective packaging is to protect the goods inside during handling and storage, as well as deter product tampering and theft.