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Exam 13: Pricing, Promoting, and Distributing Products

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Question 81

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

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Many Canadians have registered...

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Question 82

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________ refers to the activities needed to move products efficiently from manufacturer to consumer. Order processing Customer-service operations Warehousing goods Physical distribution Direct marketing

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Physical d...

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Question 83

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When is discounting used to set prices? When attempting to stimulate sales When odd-even psychological pricing is not successful When conducting a break-even analysis When a price-skimming strategy is used When profit margins are too low

When Vancouver-based Uniglobe Travel International books flight reservations, it is an illustration of which channel of distribution? Direct distribution Retail distribution Wholesale distribution Distribution by agents/brokers None of these

Word-of-mouth advertising is also known as "buzz marketing."

The principal difference in costs among trucks, railroads, planes, ships, and pipelines is directly related to the speed of delivery.

Which advertising medium can present only limited information and sellers have little control over who sees their advertisements? Television Radio Direct mail Magazines Outdoor

List three basic types of bricks-and-mortar retail outlets.

How is distribution useful as a marketing strategy?

What pricing objectives are implied by penetration and skimming?

List three promotional objectives (other than increasing sales).

Like merchant wholesalers, agents or brokers take title to the goods, but they just don't take actual possession of the goods.

What are the two main pricing objectives in corporate pricing? Market share and company image Advertising and sales promotion Company survival in a competitive marketplace and profit maximization Market share and profit maximization Advertising and profit maximization

The key determination for selecting the appropriate transportation method is cost.

The pricing strategy that is used to create consumer interest and stimulate trial purchases of a new product is penetration pricing. price lining. market pricing. price fixing. price skimming.

What is publicity?

Edna's Bakery produces large cakes for commercial events and weddings. Edna's Bakery is a(n) convenience store. one-product store. specialty store. off-price store. variety store.

Samantha wanted to use a flexible communication vehicle which would give her rapid coverage. She should select ________ advertising. television newspaper magazine radio direct mail

West Coast Unlimited is a wholesaler that carries close to 20 000 products. The company has close to 3000 suppliers and sells its products mostly to business and institutional customers. The company markets its products by relying mainly on sales promotion and advertising. Faced with increasing costs, the company is looking at various ways to reduce expenses. West Coast Unlimited's vice president feels that the company should shift one of its major distribution centers to a low-rent, low-tax area. Which of the following, if true, would strengthen the vice president's argument? West Coast Unlimited recently signed a long-term lease for the distribution center's current location. The percentage decrease in taxes is higher than the percentage decrease in rent. West Coast Unlimited's competitors are also capable of moving to the low-rent, low-tax area. The political environment in the new area is stable, with no expected changes in tax policy. Changes in the macroeconomic environment may reduce costs associated with the current location.

Which of the following is correct with regard to the issue of fixed versus dynamic pricing? When launching new products, startup firms generally use dynamic pricing until they get a better understanding of the market. In the digital marketplace, dynamic pricing is the norm. Amazon.com uses fixed pricing as its pricing strategy for its millions of retail items. The reverse auction is one type of fixed pricing. All of these are correct.