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

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Question 41

True/False

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Break-even analysis determines profitability of a firm at various levels of sales.

A) True
B) False

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Question 42

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When consumers decide to purchase a particular product,they:

A) decide on the product that advertises the most.
B) initially evaluate the product's package.
C) base their decision on a brand name nearly all of the time.
D) consider the total collection of benefits that the product offers.

E) B) and C)
F) A) and D)

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Question 43

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What combines all of the promotional tools into one comprehensive promotional strategy?

The face-to-face presentation and promotion of goods is known as what?

A distribution strategy that puts the product into as many retail outlets as possible is known as an intensive distribution strategy.

Brokers are marketing intermediaries that do not take title to the goods they help distribute.

Helen is considering adding a rack of greeting cards to her product offerings at Litton Books Unlimited.Her fixed costs associated with adding the greeting cards would be $300.Variable costs per card are $1 each.The greeting cards will sell for $2 each.Helen's break-even point would occur at _______cards sold.

One of the benefits of advertising on the Internet is that it provides a way to link firms and customers so that they can learn more about each other.

Despite the fact that microeconomic theory places a great deal of emphasis on price,marketers often try to find ways to compete on product attributes other than price.

Channels of distribution are part of what?

While service providers offer product lines,they are unable to offer product mixes.

Advertising helps to cover the production costs of newspapers and magazines.

A trademark is a brand that provides exclusive legal protection for a brand name and a pictorial design.

One way a firm can avoid a price war is to:

Home Depot and Walmart use what type of pricing strategy?

Codes on packaging can help stores control inventory.

A firm's product line refers to all of the different markets in which it sells the same good or service.

Brand value is based on the costs of developing and maintaining a brand in the marketplace.

The break-even point is that level of sales where total revenues equals total costs.

Fancy Feet sells high quality socks and stockings by sending catalogues to customers and offering them a toll-free telephone number so that they can call in their orders 24 hours a day any day of the year.Fancy Feet uses telemarketing.