Question 1

Which of the following is the oldest form of direct-response retailing?

Accepted Answer

A)  Mail order 
B)  Telemarketing 
C)  Electronic retailing 
D)  Mail marketing 
E)  Direct selling 
A)  Mail order 
B)  Telemarketing 
C)  Electronic retailing 
D)  Mail marketing 
E)  Direct selling

Question 2

What pricing objectives are implied by penetration and skimming?

Accepted Answer

The profit objective of market

Question 3

Explain the difference between exclusive, selective, and intensive distribution.

Accepted Answer

- Exclusive: a product's distribution is

Question 4

Piper & Son sells pickled peppers to stores for $3 per jar, and the stores sell each jar to consumers for $7.50. What is the markup percentage?

Accepted Answer

A)  40 percent 
B)  60 percent 
C)  67 percent 
D)  150 percent 
E)  250 percent 
A)  40 percent 
B)  60 percent 
C)  67 percent 
D)  150 percent 
E)  250 percent

Question 5

What is the difference between coupons and premiums?

Accepted Answer

Coupons use certificates entitling buyer

Question 6

Compare the six basic forms of transportation and identify the types of products that each carries.

Accepted Answer

- Truck: short-distance distribution and

Question 7

Audio Corporation is a manufacturer of high-end audio recording devices and car stereo players. Its products are known for excellent craftsmanship and sound quality. The primary target market for the company is executives in the age group of 30 to 40. The company is in the process of reworking its media mix. It had traditionally relied on television to spread its message. However, with the advent of video-on-demand and DVR systems, ad-skipping has become common. Some managers in the decision-making team feel that the bulk of the advertising budget should be allocated to Internet advertising. A problem associated with Internet advertising is that the audience controls the exposure, so viewers are able to avoid unwanted ads. Which of the following is the best response to this criticism?

Accepted Answer

A)  Internet advertising allows target audiences to learn more about products that interest them. 
B)  Exposure control is a problem associated with all media types. 
C)  The ability to avoid unwanted ads is an important aspect of privacy. 
D)  Audiences can be forced to watch the entire message using technology. 
E)  Internet advertising is too new to evaluate its effectiveness. 
A)  Internet advertising allows target audiences to learn more about products that interest them. 
B)  Exposure control is a problem associated with all media types. 
C)  The ability to avoid unwanted ads is an important aspect of privacy. 
D)  Audiences can be forced to watch the entire message using technology. 
E)  Internet advertising is too new to evaluate its effectiveness.

Question 8

If the Piper & Son's fixed cost for making pickled peppers is $200 000, and its variable cost per jar is $1, how many jars would the company have to sell at $3 per jar to break even?

Accepted Answer

A)  50 000 
B)  66 667 
C)  100 000 
D)  133 333 
E)  300 000 
A)  50 000 
B)  66 667 
C)  100 000 
D)  133 333 
E)  300 000

Question 9

Riverdale Inc. is a multiplatform retailer that does business primarily through direct mail marketing. The company sells approximately 400 products including statues, die-cast vehicles, T-shirts, posters and lithographs, plush toys, and household decorative items. Riverdale management is exploring ways of improving its direct marketing mechanism. Which of the following, if true, would most weaken the argument for continuing direct mail marketing?

Accepted Answer

A)  Riverdale will have to use highly selective mailing lists to ensure that its messages reach the target audience. 
B)  Some analysts predict a decline in the use of traditional forms of direct mail in coming years. 
C)  Competitors are using more aggressive and often more intrusive direct marketing techniques. 
D)  Results of the program will have to be evaluated and monitored continuously in order to reduce costs. 
E)  Direct mail marketing costs much more per thousand people reached than mass media outlets such as television or magazines. 
A)  Riverdale will have to use highly selective mailing lists to ensure that its messages reach the target audience. 
B)  Some analysts predict a decline in the use of traditional forms of direct mail in coming years. 
C)  Competitors are using more aggressive and often more intrusive direct marketing techniques. 
D)  Results of the program will have to be evaluated and monitored continuously in order to reduce costs. 
E)  Direct mail marketing costs much more per thousand people reached than mass media outlets such as television or magazines.

Question 10

Adrianna developed a new perfume. She wanted to market the perfume via a communication vehicle that appeals to many consumer senses, targets a specific audience, and reaches as many people as possible. Adrianna would select ________ advertising.

Accepted Answer

A)  television 
B)  magazine 
C)  radio 
D)  direct mail 
E)  newspaper 
A)  television 
B)  magazine 
C)  radio 
D)  direct mail 
E)  newspaper

Question 11

What is publicity?

Accepted Answer

Publicity is a promotional too

Question 12

Frisell says: The most important online threat facing us today is identity theft. Consumers have to rely on online shopping today more than ever, and they are exposed to all kinds of dangers by people gaining access to credit cards, bank information, and Social Security numbers. Identity theft is a lucrative "business," and identity thieves will keep finding new ways to rip off consumers as long as online shopping and transactions are widespread. Scofield responds: Consumers have suffered from online theft, but the most far-reaching danger to people today from the Internet is viruses and malware. These have the capacity to take down entire networks, affecting both businesses and consumers. It's not clear that anti-virus measures will ever be able to keep up with all of the threats that are out there.
Which of the following is the point at issue between Frisell and Scofield?

Accepted Answer

A)  Whether malicious online activities continue to pose a major threat to computer users 
B)  Whether most computer users are sufficiently conscious of the online threats that are present 
C)  Whether identity theft or viruses are the bigger online threat 
D)  Whether businesses are significantly affected by online fraud 
E)  Whether consumers are significantly affected by online fraud 
A)  Whether malicious online activities continue to pose a major threat to computer users 
B)  Whether most computer users are sufficiently conscious of the online threats that are present 
C)  Whether identity theft or viruses are the bigger online threat 
D)  Whether businesses are significantly affected by online fraud 
E)  Whether consumers are significantly affected by online fraud

Question 13

________ are able to deliver a steady flow of product, unaffected by the weather.

Accepted Answer

A)  Water carriers 
B)  Railroads 
C)  Trucks 
D)  Planes 
E)  Pipelines 
A)  Water carriers 
B)  Railroads 
C)  Trucks 
D)  Planes 
E)  Pipelines

Question 14

ValueNet Corporation sells electronic learning devices, consumer electronics products, and collectibles directly to consumers using a team of telemarketers. The aggressive cold calling tactics recently boomeranged when the company became the target of irritated consumers and consumer activist groups who flooded ValueNet's phone system with return calls and messages. Management is planning to reduce the reliance on outbound calling and use other approaches like direct-response television (infomercials). Which of the following, if true, would strengthen the argument for shifting to direct-response television marketing?

Accepted Answer

A)  Many mainstream companies such as P&G, Dell, Disney, and Bose have begun using infomercials to sell their wares. 
B)  ValueNet could slightly modify its telemarketing techniques and receive a much better customer response. 
C)  TV media production costs are expected to increase substantially as the economy moves toward recovery. 
D)  Many Canadians have registered their telephone numbers with the National Do Not Call Registry, and the number of registered numbers continues to grow. 
E)  Despite objections and angry responses to cold calls, total sales from telephone marketing have been steady over the years. 
A)  Many mainstream companies such as P&G, Dell, Disney, and Bose have begun using infomercials to sell their wares. 
B)  ValueNet could slightly modify its telemarketing techniques and receive a much better customer response. 
C)  TV media production costs are expected to increase substantially as the economy moves toward recovery. 
D)  Many Canadians have registered their telephone numbers with the National Do Not Call Registry, and the number of registered numbers continues to grow. 
E)  Despite objections and angry responses to cold calls, total sales from telephone marketing have been steady over the years.

Question 15

A gas station offering a free car wash with a fill-up is an example of

Accepted Answer

A)  sales promotion. 
B)  advertising. 
C)  publicity. 
D)  premiums. 
E)  public relations. 
A)  sales promotion. 
B)  advertising. 
C)  publicity. 
D)  premiums. 
E)  public relations.

Question 16

As a start-up company, you need to find ways to reduce costs. Which type of promotion is free?

Accepted Answer

A)  Coupons 
B)  Gift certificates 
C)  Free samples 
D)  Publicity 
E)  Contests 
A)  Coupons 
B)  Gift certificates 
C)  Free samples 
D)  Publicity 
E)  Contests

Question 17

Explain the three classifications of retailers.

Accepted Answer

Retail stores can be classified as produ

Question 18

What are the two basic tools used in price-setting?

Accepted Answer

A)  Profit maximization and market share 
B)  Advertising and sales promotion 
C)  Cost-oriented pricing and break-even analysis 
D)  Cost-oriented pricing and profit maximization 
E)  Cost-oriented pricing and market share 
A)  Profit maximization and market share 
B)  Advertising and sales promotion 
C)  Cost-oriented pricing and break-even analysis 
D)  Cost-oriented pricing and profit maximization 
E)  Cost-oriented pricing and market share

Question 19

What is public relations?

Accepted Answer

The distribution mix is the co

Question 20

Identify the two most common pricing objectives.

Accepted Answer

Profit max

Which of the following is the oldest form of direct-response retailing?

What pricing objectives are implied by penetration and skimming?

Explain the difference between exclusive, selective, and intensive distribution.

Piper & Son sells pickled peppers to stores for $3 per jar, and the stores sell each jar to consumers for $7.50. What is the markup percentage?

What is the difference between coupons and premiums?

Compare the six basic forms of transportation and identify the types of products that each carries.

If the Piper & Son's fixed cost for making pickled peppers is $200 000, and its variable cost per jar is $1, how many jars would the company have to sell at $3 per jar to break even?

Adrianna developed a new perfume. She wanted to market the perfume via a communication vehicle that appeals to many consumer senses, targets a specific audience, and reaches as many people as possible. Adrianna would select ________ advertising.

What is publicity?

________ are able to deliver a steady flow of product, unaffected by the weather.

A gas station offering a free car wash with a fill-up is an example of

As a start-up company, you need to find ways to reduce costs. Which type of promotion is free?

Explain the three classifications of retailers.

What are the two basic tools used in price-setting?

What is public relations?

Identify the two most common pricing objectives.

Understanding the Canadian Business System

The Environment of Business

Conducting Business Ethically and Responsibly

Entrepreneurship, Small Business, and New Venture Creation

The Global Context of Business

Managing the Business Enterprise

Organizing the Business Enterprise

Managing Human Resources and Labour Relations

Motivating, Satisfying, and Leading Employees

Operations Management, Productivity, and Quality

Understanding Accounting

Understanding Marketing Principles and Developing Products

Money and Banking

Finacial Decisions and Risk Management

Filters

Exam 13: Pricing, Promotion, and Distributing Products

Which of the following is the oldest form of direct-response retailing?

What pricing objectives are implied by penetration and skimming?

Explain the difference between exclusive, selective, and intensive distribution.

Piper & Son sells pickled peppers to stores for $3 per jar, and the stores sell each jar to consumers for $7.50. What is the markup percentage?

What is the difference between coupons and premiums?

Compare the six basic forms of transportation and identify the types of products that each carries.

If the Piper & Son's fixed cost for making pickled peppers is $200 000, and its variable cost per jar is $1, how many jars would the company have to sell at $3 per jar to break even?

Adrianna developed a new perfume. She wanted to market the perfume via a communication vehicle that appeals to many consumer senses, targets a specific audience, and reaches as many people as possible. Adrianna would select ________ advertising.

What is publicity?

________ are able to deliver a steady flow of product, unaffected by the weather.

A gas station offering a free car wash with a fill-up is an example of

As a start-up company, you need to find ways to reduce costs. Which type of promotion is free?

Explain the three classifications of retailers.

What are the two basic tools used in price-setting?

What is public relations?

Identify the two most common pricing objectives.

Understanding the Canadian Business System

The Environment of Business

Conducting Business Ethically and Responsibly

Entrepreneurship, Small Business, and New Venture Creation

The Global Context of Business

Managing the Business Enterprise

Organizing the Business Enterprise

Managing Human Resources and Labour Relations

Motivating, Satisfying, and Leading Employees

Operations Management, Productivity, and Quality

Understanding Accounting

Understanding Marketing Principles and Developing Products

Money and Banking

Finacial Decisions and Risk Management

Filters