Ch. 11-15

Question 1

Companies set not a single price, but a pricing ___ that covers different products in its line and changes over time.

Answer 1

Structure

Question 2

Companies facing a challenge of setting price for the first time. Setting a high price for a new product to skim maximum revenues layer by layer.

Answer 2

Market skimming

Question 3

Companies that set a low price for a new product in order to attract a large number of buyers and a large market share.

Answer 3

Market penetration pricing

Question 4

Which product mix pricing strategy involves pricing additional products (optional or accessory) along with main product

Answer 4

Optional product pricing

Question 5

Which of the following pricing mix strategies involves pricing products that can only be used with the main product?

Answer 5

Captive product pricing

Question 6

In the case of services, captive product pricing is called _ _

Answer 6

2-part pricing

Question 7

Using __ pricing, companies are able to turn trash into cash allowing them to make the price of their main product more competitive.

Answer 7

By-product

Question 8

Which of the following involves pricing multiple products to be sold together

Answer 8

Bundle pricing

Question 9

What is a price adjustment strategy

Answer 9

discount and allowance pricing

Question 10

The sets of firms that supply companies ___

Answer 10

upstream partners

Question 11

A ___ is made up of company, supplier, distributer, and customer, who partner to improve system.

Answer 11

Value delivery system

Question 12

A ___ is a set of interdependent organizations who help make a product or service available.

Answer 12

Marketing channel

Question 13

A ___ is the layer of intermediaries that performs some work in bringing the product and its ownership closer to the final buyer.

Answer 13

Channel level

Question 14

In a ___channel, the same member both produces and distributes. No intermediary levels.

Answer 14

Direct channel.

Question 15

At its most basic form, the marketing channel consists of ___ and ___

Answer 15

producer and consumer

Question 16

Which of the following is a type of flow that connects all institutions in a marketing channel?

Answer 16

Payment flow

Question 17

___ are complex behavioral systems in which people and companies interact to accomplish goals.

Answer 17

Distribution channels

Question 18

Conflict that occurs at the same level as the marketing channel ___ conflict.

Answer 18

Horizontal.

Question 19

Cutting out of marketing channel intermediaries by product or service producer or the displacement of traditional resellers

Answer 19

disintermediation

Question 20

___ includes all activities involving selling products or services.

Answer 20

Retailing

Question 21

___ involves using in store promotion and advertising to extend brand equity and encourage point of purchase relations

Answer 21

Shopper marketing

Question 22

___ is a type of service offered by retailers who serve customers willing to perform their own tasks.

Answer 22

Self-service

Question 23

___ are retailers that offer sales assistants because they offer more goods which would require more information.

Answer 23

Limited service retailers

Question 24

Which type of retailer carries more specialty goods at high prices and is more likely to offer assistance.

Answer 24

Full service

Question 25

Today __ are flourishing due to the increased use of market segmentation and target marketing

Answer 25

specialty stores

Question 26

___ are facing slow sales growth because of slow population growth and growth of out of home eating

Answer 26

supermarkets

Question 27

a __ is a small store located near a residential area

Answer 27

convenience

Question 28

which is considered a service retailer

Answer 28

restaurants

Question 29

home depot and petsmart are examples of

Answer 29

category killers

Question 30

__ sells standard merchandise at lower prices by accepting lower margins

Answer 30

discount stores

Question 31

___ are manufacture owned and offer prices that are fifty percent below retail

Answer 31

factory outlets

Question 32

Which is one of the five major promotion tools

Answer 32

direct marketing

Question 33

the use of short term incentives to encourage the purchase or sale is

Answer 33

sales promotion

Question 34

which of the following promotion tool builds a good corporate image

Answer 34

public relations

Question 35

which is most likely to include the use of displays, discounts and demonstrations

Answer 35

sales promotions

Question 36

___ includes sales presentations, trade shows, incentives

Answer 36

personal selling

Question 37

which promotion category uses catelogs, phone, kiosks, and internet

Answer 37

direct marketing

Question 38

to carefully integrate the companies many communication channels to deliver a clear and consistent message, some companies appoint a ___

Answer 38

marketing communications director

Question 39

in order to avoid short sightedness, todays markets are moving towards ___ over time

Answer 39

customer relationships

Question 40

which is one of the four major communication functions

Answer 40

response

Question 41

___ refers to the process of putting thought into symbolic form

Answer 41

encoding

Question 42

Advertising is used mostly by ___

Answer 42

business firms

Question 43

the decisions about impact and engagement of an ad fall into the category of ___ decision

Answer 43

media

Question 44

competitive parity and task methods are used when making decisions about a businesses ___

Answer 44

budget

Question 45

an advertising objective is classified by its primary purpose which is to inform, persuade, or ___

Answer 45

remind

Question 46

when the advertising objective is to build primary demand for a new product category ___ advertising will most likely be used.

Answer 46

informative

Question 47

___ becomes more important as competition increases with this type of advertising objective to build demand.

Answer 47

Persuasive

Question 48

persuasive advertising becomes ___ advertising when a company directly/indirectly compares it with another brand

Answer 48

attack

Question 49

comparative advertising is also known as

Answer 49

attack

Question 50

describing available services and support is most likely a goal of __ advertising

Answer 50

informative

Question 51

keeping the brand in a customers mind during off season is most likely a goal of __ advertising

Answer 51

reminder

Question 52

to break through the clutter, many marketers have subscribed to ___

Answer 52

Madison and vine

Question 53

Bandit/guerilla marketing

Answer 53

break through the clutter of advertising to do something unexpected