Quiz 4 for Intro to Marketing
Name: Class: Student No.:
Ⅰ. Multiple Choices. (88 points, 4 points for each)
B1. Small farmers in the mountains of Columbia pick coffee beans by hand,
obtaining only a bucket a day. Then they sell them to buyers who put the beans in
large bags to be shipped to processors. This regrouping activity is called:
A) sorting. B) accumulating. C) bulk-breaking.
D) assorting. E) wholesaling.
D2. The universal functions of marketing can be performed by:
A) intermediaries and marketing specialists. B) consumers.
C) producers. D) All of the above. E) Only A and C above.
E3. Which of the following is LEAST likely to be classified as a marketing facilitator?
A) Robin Transport Company B) Acme Research, Ltd.
C) Smith Advertising, Ltd. D) Bank of China E) Brown Chemical Company
D4. Channel systems in which the various channel members make little or no effort
to co-operate with each other are called _______________ systems.
A) franchising B) administered channel C) direct-to-customer channel
D) traditional channel E) vertically integrated
D5. Intermediaries are needed MOST when the desired degree of market exposure is:
A) administered. B) selective. C) exclusive. D) intensive. E) none of the above.
A6. From a producer’s standpoint, retailers are:
A) the last line in an indirect channel of distribution to the final consumer.
B) the captains of the various channels of distribution producers use to get their
products to final consumers.
C) the last link in a direct channel of distribution to final consumers.
D) critical to achieving the producer's promotion objectives.
E) critical to developing strategic marketing plans.
A7. Telephone and direct-mail retailing:
A) profit margins have been falling because of increased competition.
B) have not had much success with expensive items, but do well with low prices
on general merchandise.
C) was once popular, but the Internet put all these firms out of business.
D) is generally a mass marketing approach.
E) All of the above are true.
B8. The main difference between merchant wholesalers and other wholesalers is that
A) have the lowest operating expenses as a percent of sales.
B) own (take title to) the products they handle.
C) are willing to perform retailing functions also.
D) are more aggressive at selling than agent intermediaries.
E) offer fewer wholesaling functions.
D9. Which of the following is NOT a promotion method?
A) sales promotion B) mass selling C) personal selling
D) All of the above are promotion methods.
E) None of the above are promotion methods.
A) is concerned with promotion using samples, coupons, and contests.
B) involves direct spoken communication between sellers and potential customers.
C) is any paid form of nonpersonal presentation of ideas, goods, or services
by an identified sponsor.
D) is the only form of mass selling.
E) is also called sales promotion.
D11. Developing and selecting the best promotion blend should be done by a
A) sales manager B) advertising agency C) sales promotion manager
D) marketing manager E) advertising manager
B12. What basic promotion objective should be emphasized by a producer
introducing a really new product that satisfies customer needs better than any
A) maximizing B) informing C) communicating D) persuading E) reminding
B13. Direct-mail promotion is most likely to be effective if:
A) it involves one-way communications between a firm and its target customer.
B) it relies on a database to target specific individuals.
C) it is used by a nonprofit organization rather than a firm.
D) other elements of the promotion blend are not integrated.
E) None of the above is a good answer.
D14. A producer using very aggressive promotion to get final consumers to ask
intermediaries for a new product has:
A) a selective distribution policy. B) a pushing policy. C) an intensive distribution policy.
D) a pulling policy. E) a target marketing policy.
C15. A firm with a product in the maturity stage of the product life cycle is likely to
focus on which basic promotion objective?
A) informing B) lagging C) persuading D) pioneering E) publicizing
A16. Which of the following is NOT one of the basic sales tasks?
A) sales-promoting B) order-getting C) order-taking
D) supporting E) All are basic sales tasks.
D17. ______________ would be LEAST likely to use supporting salespeople.
A) Producers of business accessories
B) Producers of consumer staples C) Merchant wholesalers of installations
D) Supermarkets E) Producers of prescription drugs
C18. Every morning at 10:45, Raymond turns his radio to a local radio station and
tries to call in on the Prove Your Worth game show. He doesn't really like the
format of the radio station, but likes the idea of winning the prize. He often listens
to the station before and after 10:45 so that he doesn’t miss his chance. This is a
good demonstration of:
A) how powerful advertising can be.
B) how far some employees will go to avoiding work.
C) how powerful promotions can be.
D) good target marketing at work.
E) All of the above.
D19. Which pricing policy would probably be best for a profit-oriented producer
introducing a really new product with a very inelastic demand curve?
A) penetration pricing B) introductory price dealing C) below-the-market pricing
D) skimming pricing E) meeting competition pricing
A20. Which of the following prices is most likely to be seen if a firm is using
A) $99.95 B) $100.00 C) $6.60 D) $9.00 E) $2.03
A21. A reduction from list price given to intermediaries to get shelf space for a
product is a:
A) stocking allowance. B) push money allowance. C) trade allowance.
D) shelf allocation. E) brokerage allowance.
D22. The Cycle Shop bought three motorcycles for $2,100, and sold each one for
$1,000. The markup percent was:
A) 50. B) 33(1/3). C) 142. D) 30. E) There is not enough information to tell.
Ⅱ. Answer the Following Question. (12 points, 6 points for each)
1. What is the promotional mix? Briefly describe each of the element included in the
Ans: The promotional mix includes advertising, personal selling, public relations,
sales promotion, and direct marketing.
(1) Advertising is a paid form of non-personal communication about an
organization, good, service, or idea by an identified sponsor.
(2) Personal selling is the direct spoken communication between sellers
and potential customers.
(3) Public relations is any unpaid form of non-personal presentation of
ideas, goods, or services.
(4) Sales Promotion is promotion activities (excluding advertising,
publicity, and personal selling) that stimulate interest, trial, or
purchase by final customers or others in the channel.
(5) Direct marketing is direct communication with consumers to
generate a response in the form of an order, a request for further
information, or a visit to a retail outlet.
2. Belinda Stornaway has obtained the sole rights to a new herbal shampoo that
stops hair loss and actually causes new hair growth. She plans to sell the product
on an Internet site that she plans to advertise on late night television. She is
planning on selling a 500 ml bottle of this miracle product at $24.99 plus $7.99
for shipping and handling. Using the information given above, identify each
element of her marketing mix.
i. Product: the herbal shampoo sold in 500 ml bottles
ii. Place: Direct distribution channels utilizing the Internet
iii. Promotion: primarily advertising - the ads on television
iv. Price: $32.98 is the total price