Question 1

The best way to reduce the cost of goods is to eliminate marketing intermediaries from the distribution channel.

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Question 2

Marketing costs make up less than 25 percent of the total cost of the goods consumers buy.

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Question 3

Retailers are marketing intermediaries who sell to ultimate consumers.

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Question 4

The costs added by marketing intermediaries usually outweigh the values they create.

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Question 5

Manufacturers are usually able to perform marketing functions such as transporting,advertising,and storing,faster and more cheaply than marketing intermediaries.

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Question 6

Hartselle Home Products,Inc.manufacturers a variety of inexpensive household gadgets.The company has decided to cut costs by eliminating all of the marketing intermediaries who help distribute its products.Hartselle will be able to reduce its total marketing costs by eliminating the marketing functions these intermediaries perform.

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Question 7

One way marketing intermediaries improve marketing efficiency is by reducing the number of exchange relationships necessary to move goods through the channel of distribution.

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Question 8

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

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Question 9

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

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Question 10

Marketing intermediaries have survived because they have been able to perform marketing functions more efficiently and effectively than a manufacturer or consumer could perform these functions.

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Question 11

)Discount stores,department stores,supermarkets,and specialty stores are all among the major types of retail stores.

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Question 12

Economists say that intermediaries add value and that value greatly exceeds the cost of a product.

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Question 13

Most marketing intermediaries have survived in the past because consumers were unaware of how much these companies add to the cost of distributing goods.

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Question 14

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.

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Question 15

Jessica is a real estate agent who brings together the buyers and sellers of houses and commercial property.Jessica helps the parties negotiate the terms and conditions of real estate sales,but she does not take title to the property,provide credit,or assume any risks associated with the exchanges she helps negotiate.Because Jessica provides only limited services,she is not a true marketing intermediary.

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Question 16

Although Helpusell brings together buyers and sellers and helps negotiate exchanges,it does not actually take title to any of the goods being traded.Helpusell would be classified as an agent or broker.

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Question 17

Marketing intermediaries charge a price for the functions they perform.Thus,a sure-fire way to reduce distribution costs is to eliminate marketing intermediaries from the channel of distribution.

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Question 18

)Currently,Halperin Electrical sells directly to thousands of industrial customers.Halperin could reduce the number of exchange relationships by including wholesalers in its channel of distribution.

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Question 19

Discount stores compete mainly on the basis of price.

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Question 20

An effective channel of distribution does more than simply ensure that goods are transported efficiently from producer to buyer.

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