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Exam 15: Managing the Marketing Mix: Product, Price, Place, and Promotion

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Question 71

Multiple Choice

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The _________ pricing strategy maintains low prices and avoids the use of special sales.

A) everyday low pricing (EDLP)
B) cost-based
C) target-based
D) skimming

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Question 72

Multiple Choice

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___________ is the sale of goods and services by telephone.

A) Cel-tailing
B) Teleselling
C) Telemarketing
D) Direct marketing

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Question 73

Multiple Choice

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The goal of __________ is to inform and remind people in a target market about specific products,eventually persuading them to purchase the products.

Give an example of how a company can add value to their product to avoid price wars.

At the break-even point:

Wholesalers are marketing intermediaries who sell goods or services to ultimate consumers.

Vending machines are most often used to sell:

Brand equity refers to those factors that people associate with a specific brand name,such as awareness,perceived quality,and loyalty.

An advantage of a selective distribution strategy is that consumers are able to find the product at a wide variety of retailers.

Sav-U-More Grocery Store sells a wide range of foods and household supplies to households in Miller's Creek,a suburb of a large city.The store advertises that its prices are much lower than the prices charged by larger supermarket chains in the area.This low price approach means that Sav-U-More is a classic example of a merchant wholesaler.

The purpose of __________ is to create real or perceived product differences.

Retailers are marketing intermediaries who sell to ultimate consumers.

For most firms,price competition is the most important way to gain a competitive advantage over rivals.

A major responsibility of the public relations department is to:

Companies who send salespeople to customers' homes or places of work are making use of __________ selling.

Firms use brand managers or brand teams to give them greater control over both new-product development and product promotion.

The activities performed by most marketing intermediaries are not essential to the marketing process.

The combination of all the factors that consumers evaluate when deciding whether or not to buy a good or service is called a:

Agents are marketing intermediaries who take title to the goods they distribute and provide credit to customers who need it.

An important reason for the popularity of direct marketing is that many people enjoy developing a personal relationship with a salesperson who comes directly to their home or place or work.