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- 1. Multiple Choice
1. Product planners need to consider products and services on three levels. Each level adds more customer value. The most basic level is the ________, which addresses the question, "What is the buyer really buying?"
A) actual product
B) augmented product
C) core product
D) co-branding
E) exchange
- 2. Multiple Choice
2. Product planners must design the actual product and find ways to ________ it in order to create the bundle of benefits that will provide the most satisfying customer experience.
A) promote
B) package
C) brand
D) augment
E) present
- 3. Multiple Choice
3. The strongest brands go beyond attributes or benefit positioning; they are positioned on ________.
A) desirable benefit
B) good packaging
C) service inseparability
D) strong beliefs and values
E) customer image
- 4. Multiple Choice
4. Consumer perceptions of the product's value set the ________ for prices.
A) demand curve
B) floor
C) ceiling
D) variable cost
E) image
- 5. Multiple Choice
5. Which of the following is an external factor that affects pricing decisions?
A) the salaries of production management
B) competition
C) the salaries of finance management
D) funds expensed to clean production equipment
E) A, B, and C
- 6. Multiple Choice
6. The major disadvantage of a multichannel system is that it is harder to control and it can generate --------
A) channel conflict
B) less net profit
C) fewer domestic sales
D) inefficiencies
E) declining employee morale
- 7. Multiple Choice
7. Designing a channel system calls for analysing consumer needs, setting channel objectives, -------- and evaluation.
A) establishing a budget
B) identifying major channel alternatives
C) seeking regulatory approval
D) seeking legal advice
E) measuring objectives
- 8. Multiple Choice
8. Which of the following is NOT a major category in a company's promotion mix?
A) sales promotion
B) strategic positioning
C) direct marketing
D) public relations
E) advertising
- 9. Multiple Choice
9. An e-mail from Amazon.com offers free shipping on your next purchase of more than $35. This is an example of ________.
A) sales promotion
B) personal selling
C) public relations
D) an advertising objective
E) a push strategy
- 10. Multiple Choice
10. Mariah Goldberg, a marketing manager for a manufacturer of children's toys, is looking for ways to reach potential customers who typically avoid salespeople and advertisements. Which of the following would be the most economical promotional tool for Mariah to use?
A) sales promotion
B) personal selling
C) public relations
D) direct marketing
E) brand contacts
- 11. Multiple Choice
11. Which promotional tool is described as nonpublic, immediate, customized, and interactive?
A) segmented advertising
B) sales promotion
C) direct marketing
D) brand contacts
E) public relations
- 12. Multiple Choice
12. Mercy University's initial ads for the school's new MBA program are most likely intended to create ________.
A) liking
B) awareness
C) preference
D) insistence
E) conviction
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