Ch 14 Quiz Questions – Flashcards
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A(n) ________ channel provides buyers with location convenience because of the large number of outlets through which a product is sold.
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intensive
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In marketing, distribution is the process of sending promotional messages about products to target markets.
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FALSE
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Which of the following is true of counterfeit goods? a. Developed nations normally have the most active counterfeiting markets. b. Counterfeiting is more common among less visible local brands than global brands. c. Most counterfeit products are imitations of products that normally enjoy legal protection. d. Engineered industrial components and medicines are among the few categories of products that cannot be counterfeited.
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Most counterfeit products are imitations of products that normally enjoy legal protection.
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A distribution channel in which a producer grants the right to sell its product to many resellers is referred to as a(n) ________.
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intensive channel
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A pull strategy is most appropriate when buyers display a great deal of brand loyalty toward one particular brand name.
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TRUE
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A common example of a push strategy is the creation of consumer demand through direct marketing techniques.
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FALSE
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Which of the following refers to the price charged for products sold between a company's divisions or subsidiaries? a. dual pricing b. transfer price c. price skimming d. arm's length price
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transfer price
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If Silk Industries pressures channel members to carry a product and promote it to final users, it is using ________.
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push strategy
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A ________ strategy can be implemented successfully for communicating promotional messages only if a sufficiently large and profitable market segment exists.
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dual adaptation method
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If Silk Industries is interested in creating buyer demand that will encourage channel members to stock its products, it should employ ________.
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a pull strategy
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Developed nations normally have the most active counterfeiting markets.
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FALSE
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The rapid pace of technological innovation today extends the life cycles of products.
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FALSE
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Which of the following would be most appropriate for its products sold through grocery stores? a. horizontal integration b. vertical integration c. push strategy d. pull strategy
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push strategy
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As a promotional strategy, manufacturers of products that are commonly sold through department and grocery stores often use ________.
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push strategy
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Companies along a distribution channel that work together in delivering products to customers are called ________.
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intermediaries
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Which of the following reflects the correct sequence of the marketing communication process? a. promotional message; encoding; decoding; feedback b. encoding; promotional message; decoding; feedback c. promotional message; decoding; feedback; encoding d. encoding; decoding; promotional message; feedback
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encoding; promotional message; decoding; feedback
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The more intermediaries there are in a distribution channel, the less costly the channel becomes.
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FALSE
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________ refers to the number of intermediaries between producer and buyer.
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Channel length
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Once an audience receives a message, they interpret the meaning of the message by ________ it.
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decoding
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The marketing communication process involves encoding and decoding of the promotional message.
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true
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Noise refers to anything that disrupts the audience's ability to receive and interpret a promotional message.
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true
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All company and product brand names are made up of semantic elements or language building blocks called ________.
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morphemes
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Emerging markets typically have fewer forms of mass media for use in implementing a pull strategy.
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true
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Which of the following is a promotional strategy designed to pressure channel members to carry a product and promote it to final users?
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push strategy
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A(n) ________ channel does not create strong barriers to channel entry for other producers, nor does it provide much control over reseller decisions such as what competing brands to sell.
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intensive
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Which of the following circumstances would best require a push strategy to be implemented for product promotion?
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products in question are industrial goods
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A(n) ________ channel creates a barrier that makes it difficult or impossible for outsiders to penetrate.
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exclusive
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Old World Ltd., a London-based furniture manufacturer, is establishing its global distribution, pricing, and promotion strategies. Being new to global business, the firm is seeking your help in making its decisions. If Old World adopts different selling prices in export markets than it has in the British market, it would be following a ________ pricing strategy.
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dual
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A distribution channel in which a manufacturer grants the right to sell its products to only one or a limited number of resellers is called a(n) ________.
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exclusive channel
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Service providers do not need distribution channels because they market intangible goods.
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false
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The term ________ refers to a company's efforts to reach distribution channels and target customers through communications such as personal selling, advertising, public relations, and direct marketing.
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promotion mix
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The value customers obtain from a product is heavily influenced by the image of the country in which the product is manufactured.
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true
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A brand name can function as a legal property.
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true
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Which of the following is a push strategy that companies use to promote their products? a. mass media advertising b. direct marketing techniques c. free trial packages d. retail product stocking
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retail product stocking
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The value of a product relative to its weight and volume is called its ________.
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value density
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The physical path a product follows on its way to customers is called a(n) ________.
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distribution channel
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Which of the following is implied by a product with a low value density? a. the distribution system is more localized b. the product is more valuable c. the cost of shipping the product is negligible d. the product is processed in areas away from their original locations
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the distribution system is more localized
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Which of the following is also known as direct marketing? a. an intensive channel b. an exclusive channel c. a zero-level channel d. a two-level channel
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a zero-level channel
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A push strategy is the most efficient promotional strategy when distribution channels are lengthy.
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false
