Question 1

A push strategy directs heavy advertising to consumers.

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Question 2

In the long run,the price of a product is determined by the producer.

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Question 3

Shuichi owns and operates his own sushi bar.His fixed costs would include rent,insurance,and property taxes.

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Question 4

As a component of the promotion mix,advertising includes each of the activities marketers use to inform people about products and persuade them to participate in an exchange.

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Question 5

Sampling represents a quick and effective way to demonstrate a product's superiority at the time when consumers are making a purchase decision.

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Question 6

Integrated marketing communication simplifies the marketing process by replacing personal selling with extensive use of advertising to create a positive brand image.

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Question 7

Organizations that assist in moving goods and services from producers to business and consumer users are called financial intermediaries.

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Question 8

A channel of distribution consists of the marketing intermediaries who join together to transport and store goods in their path from producers to consumers.

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Question 9

Public relations is the function that involves the evaluation of public attitudes and execution of a program to earn public acceptance.

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Question 10

Producers of shopping goods such as furniture,appliances,and clothing usually rely on an exclusive distribution strategy.

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Question 11

In recent years,the packaging of products has been given a greater role in product promotion.

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Question 12

Psychological pricing utilizes high prices to create the image of a high quality 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

Candy,gum,cigarettes,and popular magazines are usually distributed using a selective distribution strategy.

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Question 15

A major advantage of direct selling marketing is that it is a very convenient way for consumers to shop.

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Question 16

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 17

Direct marketing involves having a salesperson visit the customer's home or place of business.

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Question 18

Marketing managers are aware that products can take on the characteristics of the store in which they are sold.

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Question 19

Compared to advertising,publicity is less believable.

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Question 20

A bank's product line may include safety deposit boxes,car loans,and traveler's checks.

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