Question 1

A rack jobber is a type of full-function merchant wholesaler.

Accepted Answer

A) True 
 B)False  True

Question 2

The Nike swoosh is a ____________________________.

Accepted Answer

A)  brand. 
B)  brand name. 
C)  graphic symbol. 
D)  trademark. 
A)  brand. 
B)  brand name. 
C)  graphic symbol. 
D)  trademark. D

Question 3

________ means the product is the first one that comes to mind when a product category is mentioned.

Accepted Answer

A)  Brand equity 
B)  Brand denotation 
C)  Brand awareness 
D)  Brand management 
A)  Brand equity 
B)  Brand denotation 
C)  Brand awareness 
D)  Brand management C

Question 4

During the ________ stage, the product finally shows a profit although competition increases.

Accepted Answer

A)  introduction 
B)  growth 
C)  maturity 
D)  decline 
A)  introduction 
B)  growth 
C)  maturity 
D)  decline

Question 5

To reach a target market with a small number of buyers, or buyers concentrated in a geographical area, the most feasible alternative may be a(n) _________ channel.

Accepted Answer

A)  indirect 
B)  integrated 
C)  direct 
D)  balanced 
A)  indirect 
B)  integrated 
C)  direct 
D)  balanced

Question 6

A ________ has legal protection granted solely to its owner.

Accepted Answer

A)  brand 
B)  patent 
C)  trademark 
D)  copyright 
A)  brand 
B)  patent 
C)  trademark 
D)  copyright

Question 7

During which of the four stages listed below did General Mills, Warner Bros. Pictures, and Legendary Pictures launch Yoplait Greek Yogurt?

Accepted Answer

A)  introduction 
B)  development 
C)  maturity 
D)  decline 
A)  introduction 
B)  development 
C)  maturity 
D)  decline

Question 8

During which stage of the product life cycle do sales reach a saturation point?

Accepted Answer

A)  development 
B)  launch 
C)  maturity 
D)  drop off 
A)  development 
B)  launch 
C)  maturity 
D)  drop off

Question 9

A product is best described as ____________________________.

Accepted Answer

A)  the tangible parts of a company's offerings 
B)  a bundle of physical, services, and symbolic attributes 
C)  the trade-off between cost and quality 
D)  customer benefits 
A)  the tangible parts of a company's offerings 
B)  a bundle of physical, services, and symbolic attributes 
C)  the trade-off between cost and quality 
D)  customer benefits

Question 10

________ products are those that are purchased after the consumer has compared competing products in competing stores.

Accepted Answer

A)  Specialty 
B)  Comparative 
C)  Shopping 
D)  Popular 
A)  Specialty 
B)  Comparative 
C)  Shopping 
D)  Popular

Question 11

__________ is the bar code read by optical scanners that print the name of the item and the price on a receipt.

Accepted Answer

A)  A universal product code 
B)  A category advisor 
C)  Radio-frequency identification 
D)  A trademark 
A)  A universal product code 
B)  A category advisor 
C)  Radio-frequency identification 
D)  A trademark

Question 12

The most common distribution strategy for the business-to-business (B2B) market is __________________________.

Accepted Answer

A)  producer to retailer to consumer 
B)  producer to business user 
C)  producer to consumer to business user 
D)  producer to wholesaler to business user 
A)  producer to retailer to consumer 
B)  producer to business user 
C)  producer to consumer to business user 
D)  producer to wholesaler to business user

Question 13

Retailers differ from wholesalers in that they ______________________________.

Accepted Answer

A)  take ownership of the goods 
B)  sell to the individual consumer 
C)  promote the goods 
D)  only deal with limited product lines 
A)  take ownership of the goods 
B)  sell to the individual consumer 
C)  promote the goods 
D)  only deal with limited product lines

Question 14

The two components of an effective distribution strategy are distribution channels and __________.

Accepted Answer

A)  marketing know-how 
B)  physical distribution 
C)  advance branding 
D)  planned promotions 
A)  marketing know-how 
B)  physical distribution 
C)  advance branding 
D)  planned promotions

Question 15

Agents and brokers may or may not take possession of goods, but never take title.

Accepted Answer

A) True 
 B)False

Question 16

Which of the following is not a stage of the product life cycle?

Accepted Answer

A)  development 
B)  launch 
C)  maturity 
D)  drop off 
A)  development 
B)  launch 
C)  maturity 
D)  drop off

Question 17

_________ products are purchased infrequently and are fairly expensive. As a result, the consumer goes through an extended decision-making process before buying.

Accepted Answer

A)  Convenience 
B)  Unsought 
C)  Shopping 
D)  Specialty 
A)  Convenience 
B)  Unsought 
C)  Shopping 
D)  Specialty

Question 18

___________ introduces a new product supported by a complete marketing campaign to a selected city or TV coverage area.

Accepted Answer

A)  Concept testing 
B)  Business analysis 
C)  Test marketing 
D)  Idea screening 
A)  Concept testing 
B)  Business analysis 
C)  Test marketing 
D)  Idea screening

Question 19

A limited-function merchant wholesaler does not take title to the goods it distributes.

Accepted Answer

A) True 
 B)False

Question 20

Many factors determine the most efficient distribution strategy. Which of the following statements is incorrect?

Accepted Answer

A)  Products that are expensive, complex, or perishable move through shorter distribution channels. 
B)  Standardized products, or ones with low unit values, move through short distribution channels. 
C)  Start-up manufacturers often turn to direct channels because they often cannot convince channel members to carry their products. 
D)  Sometimes a joint venture between competitors dictates which channel to use. 
A)  Products that are expensive, complex, or perishable move through shorter distribution channels. 
B)  Standardized products, or ones with low unit values, move through short distribution channels. 
C)  Start-up manufacturers often turn to direct channels because they often cannot convince channel members to carry their products. 
D)  Sometimes a joint venture between competitors dictates which channel to use.

Exam 12: Product and Distribution Strategies

A rack jobber is a type of full-function merchant wholesaler.

The Nike swoosh is a ____________________________.

________ means the product is the first one that comes to mind when a product category is mentioned.

During the ________ stage, the product finally shows a profit although competition increases.

To reach a target market with a small number of buyers, or buyers concentrated in a geographical area, the most feasible alternative may be a(n) _________ channel.

A ________ has legal protection granted solely to its owner.

During which of the four stages listed below did General Mills, Warner Bros. Pictures, and Legendary Pictures launch Yoplait Greek Yogurt?

During which stage of the product life cycle do sales reach a saturation point?

A product is best described as ____________________________.

________ products are those that are purchased after the consumer has compared competing products in competing stores.

__________ is the bar code read by optical scanners that print the name of the item and the price on a receipt.

The most common distribution strategy for the business-to-business (B2B) market is __________________________.

Retailers differ from wholesalers in that they ______________________________.

The two components of an effective distribution strategy are distribution channels and __________.

Agents and brokers may or may not take possession of goods, but never take title.

Which of the following is not a stage of the product life cycle?

_________ products are purchased infrequently and are fairly expensive. As a result, the consumer goes through an extended decision-making process before buying.

___________ introduces a new product supported by a complete marketing campaign to a selected city or TV coverage area.

A limited-function merchant wholesaler does not take title to the goods it distributes.

Many factors determine the most efficient distribution strategy. Which of the following statements is incorrect?

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