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Exam 12: Dimensions of Marketing Strategy

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Question 1

True/False

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Although personal selling has many advantages, it is one of the costliest forms of promotion.

A) True
B) False

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Question 2

Multiple Choice

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Since business customers like to communicate directly with the producers of their products to gain the technical assistance and personal assurances that only the producer can offer, more than half of all business products are sold through

A) wholesaling intermediaries.
B) retailers.
C) industrial distributors.
D) direct marketing channels.
E) manufacturer's agents.

F) A) and E)
G) A) and C)

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Question 3

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How does supply chain management create alliances between channel members in a distribution system?

Wholesome Cuisine, a frozen foods company, decides to create a new mail order meal division, focused on offering delicious food that is also healthy and easy to prepare. Wholesome Cuisine forms a team of nutritionists, chefs, food critics, and packaging engineers who work together to develop easy-to-prepare meals that are healthy, balanced, and tasty. Which step in the product development process does this scenario best describe?

Supersonic Computers is launching its new laptop, which is capable of highly sophisticated sound and multimedia functions. The company reportedly spent millions of dollars in developing this laptop, which will be targeted toward gaming enthusiasts, avid movie watchers, and graphic designers. Which of the two pricing strategies used for new products will be suitable for Supersonic Computers in this scenario?

Moe's Cleaning Supply Company has an idea for a cleaner that is universal and can clean any surface type. This could simplify the cleaning process for homeowners as well as janitors and other professional cleaners. The most important question this company should consider when deciding whether to develop this product, in terms of business analysis, is

In what stage of the new product development process would a marketing manager look at the organization's resources and objectives to assess the firm's ability to produce and market a product?

Protection, economy, convenience, and promotion are all functions that are performed by a product's

To maintain customer satisfaction in selling its luxury cars, Upscale Motors provides salesperson assistance, technical advice, warranties, and repair services. Most of its customers buy these cars after shopping and comparing price, quality, and style. Upscale Motors uses ________ distribution.

Fancy Footwear buys shoes for men, women, and children from a large producer and sells them directly to end users. In this scenario, Fancy Footwear is a

High Adventure produces a wide range of products for people interested in outdoor activities. Recently, one of the employees in its research division devised a new product called Outerbag. The Outerbag is designed such that all the needs of an adventure enthusiast-tents, sleeping bags, tools, batteries, and shoes-are provided in an extremely lightweight and ergonomically designed bag. The product has already passed the idea screening process. What will be the next step for the management of High Adventure as it develops this product, and what will need to happen to execute the next step?

Glowing Scents Candle Company has employed a quantity discount. Which statement describes how Glowing Scents might do this?

Built Right Electronics recently unveiled its new tablet at a consumer electronics show. Members of the company's top management interacted with the media during the show and, subsequently, several media outlets wrote articles about the new tablet and its features. This scenario exemplifies

A group of organizations that moves products from their producer to customers is called a

Davis Furniture uses ________ to ship its furniture pieces to customers because they can reach more locations. This form of transportation handles freight quickly and economically, offers door-to-door service, and is more flexible in its packaging requirements than several of the other forms of transportation.

Miller Electronics is getting ready to release a new computer that allows users to talk into its microphone and have the computer transcribe the words into a document. This new computer model will save customers time and the effort of having to use a keyboard to type what they want to write. Miller Electronics is currently in the commercialization step of the product development process. What is something the firm is likely to do at this stage in the process?

High-quality items such as hand-crafted musical instruments, sailboats, and designer high-fashion handbags will most likely use ________ distribution.

Christina is a saddle fitter for Horsing Around, a company that makes riding saddles. Christina gives a prominent stable owner, Nick, a large discount on one of her company's custom saddles in the hope that Nick will recommend Horsing Around to his clients. This is an example of a(n) ________ strategy.

Glamour Skin Care Company sells its face moisturizer for $24.99 rather than $25. Thus, it is using

All of the following are reasons companies use promotion EXCEPT