BUS-M301 Final Exam

A channel of distribution:
is any series of firms or individuals who participate in the flow of goods and services from producer to consumer or final user.
Which of the following statements about Place is FALSE?
Place decisions have relatively little impact on competition in a product-market.
Which of the following statements about Place is true?
Place decisions are usually harder to change than other marketing mix decisions.
Which of the following statements about direct-to-customer channels is False?
Most consumer products are sold via direct-to-customer channels.
“Discrepancies of quantity” occur because
producers seek economies of scale.
“Logistics” is concerned with:
(reducing spatial separations between producers and consumers, transporting, storing, and handling of physical goods along channel systems, and transporting, storing, and handling of physical goods within individual firms.) All of these are included in Logistics.
Logistics, or physical distribution, is the ________________ part of the marketing mix.
Logistics decisions include all of the following except:
prices to charge for delivery.
Most physical distribution decisions involve trade-offs between
costs, consumer service levels, and sales.
Which of the following observations about the total cost approach is NOT true?
Focuses on direct costs and doesn’t consider the possible costs of lost sales.
“Promotion” includes:
personal selling, mass selling, and sales promotion.
GEICO’s aggressive advertising campaign of the late 1990s was designed to accomplish which of the following objectives?
Win customers away from established competitors
A motion picture studio that secures interviews in several national papers regarding plans for its upcoming film releases is using which of the following promotion methods?
“Personal selling:”
involves direct spoken communication between sellers and potential customers.
MASS SELLING, in contrast to personal selling:
All of these alternatives are correct. (Is less expensive when the target customers are numerous and scattered, doesn’t provide immediate feedback, and is less flexible in adapting to customers’ needs and attitudes.)
must be paid for, while another form of mass selling—publicity—is “free.”
Point-of-purchase materials, coupons, trade shows, calendars, merchandising aids, and sales training materials are all examples of:
sales promotion.
Communication with noncustomers, including labor, public interest groups, stockholders, and the government is generally referred to as
public relations.
Determining the blend of promotion methods is a strategy decision which is the responsibility of the
marketing manager.
A cleaning service that provides a description of its services via its website is most likely accomplishing which of the following promotion objectives?
Sales jobs are a major part of the U.S. economy. About what percentage of employed workers in the U.S. are in some type of sales job?
10 percent
Personal selling
is often a company’s largest single operating expense.
A professional salesperson:
may be given a title such as field manager or market specialist.
Which of the following is NOT one of the basic sales tasks?
______________ would be LEAST LIKELY to use supporting salespeople.
Customer service reps help:
the company keep customers.
Mass selling:
makes widespread distribution possible—by reaching many potential customers at the same time.
Of the following products, which of the producers spends the greatest percent of sales on advertising?
Soap and detergent
Advertising spending
represents only a small portion of what people pay for products.
In the U.S., producers of sporting and athletic goods spend about _____ percent of their sales dollars on advertising.