MKT 315 WK 7 QUIZ 5 CHAPTERS 10 & 11
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MKT 315 WK 7 QUIZ 5 CHAPTERS 10 & 11
MKT 315 WK 7 Quiz 5 Chapters 10,11
MULTIPLE CHOICE
1. Amazon.com has begun to pressure manufacturers to use less wasteful packaging because:
a. Thousands of workers are injured each year opening the hard, clear plastic packaging.
b. The packaging is bad for the environment.
c. With sales of over $35 billion annually, it has to clout to pressure manufacturers.
d. Customers have complained about the use of excessive packaging.
e. Having a large advertising budget.
a. Thousands of workers are injured each year opening the hard, clear plastic packaging.
b. The packaging is bad for the environment.
c. With sales of over $35 billion annually, it has to clout to pressure manufacturers.
d. Customers have complained about the use of excessive packaging.
e. Having a large advertising budget.
2. To a channel manager, the elements of the marketing mix do all of the following except:
a. They can inhibit the performance of the marketing channel.
b. They can enhance the performance of the marketing channel.
c. They are tools for securing channel member cooperation.
d. They are viewed as resources for the channel manager.
e. They do not affect the performance of other channel members.
a. They can inhibit the performance of the marketing channel.
b. They can enhance the performance of the marketing channel.
c. They are tools for securing channel member cooperation.
d. They are viewed as resources for the channel manager.
e. They do not affect the performance of other channel members.
3. The channel manager’s efforts to manage the marketing channels effectively should focus on:
a. Creating synergy among the four components of the marketing mix.
b. Motivating channel managers.
c. Understanding advertising and promotions that attract customers.
d. Developing the firm’s marketing objectives.
e. Using good communication skills with channel members.
a. Creating synergy among the four components of the marketing mix.
b. Motivating channel managers.
c. Understanding advertising and promotions that attract customers.
d. Developing the firm’s marketing objectives.
e. Using good communication skills with channel members.
4. For the channel manager, the most powerful element of the marketing mix for gaining channel member cooperation is:
a. Product.
b. Price.
c. Promotion.
d. Logistics.
e. It varies.
a. Product.
b. Price.
c. Promotion.
d. Logistics.
e. It varies.
5. Product decisions __________ channel management decisions.
a. affect
b. are dependent upon
c. are independent of
d. are made before
e. are made after
a. affect
b. are dependent upon
c. are independent of
d. are made before
e. are made after
6. Which of the following is a false statement about when a manufacturer is developing new products and involvement of channel members?
a. Channel members should have experts at the manufacturer’s plant during product development.
b. Channel members should be consulted to determine whether new products will be acceptable.
c. Channel members should be asked to react to new product and package prototypes.
d. Channel members should provide feedback during the test-marketing stage.
e. Channel members should be asked for new product ideas.
a. Channel members should have experts at the manufacturer’s plant during product development.
b. Channel members should be consulted to determine whether new products will be acceptable.
c. Channel members should be asked to react to new product and package prototypes.
d. Channel members should provide feedback during the test-marketing stage.
e. Channel members should be asked for new product ideas.
7. K&B Manufacturing, in developing its new products, must recognize that its intermediaries will judge the acceptability of the new products based on:
a. The amount of real innovation in the product.
b. The cost of the new product relative to the cost of competitive products.
c. The product’s profit potential in terms of meeting established margin structures.
d. The amount of advertising dollars offered to the intermediaries to support the new product.
e. The demand by customers.
a. The amount of real innovation in the product.
b. The cost of the new product relative to the cost of competitive products.
c. The product’s profit potential in terms of meeting established margin structures.
d. The amount of advertising dollars offered to the intermediaries to support the new product.
e. The demand by customers.
8. Large supermarkets have selected small food manufacturers to provide natural food items for their stores because:
a. Customers are demanding products made by small manufacturers.
b. Of the small manufacturer’s credibility.
c. Large supermarkets can exert greater control over small manufacturers.
d. Costs to the supermarkets are lower.
e. Small food manufacturers are offering large incentives.
a. Customers are demanding products made by small manufacturers.
b. Of the small manufacturer’s credibility.
c. Large supermarkets can exert greater control over small manufacturers.
d. Costs to the supermarkets are lower.
e. Small food manufacturers are offering large incentives.
9. Acceptance of a new product by channel members __________ its acceptance by final users.
a. effectively guarantees
b. is necessary for
c. is unrelated to
d. is dependent upon
e. is unconstrained by
a. effectively guarantees
b. is necessary for
c. is unrelated to
d. is dependent upon
e. is unconstrained by
10. Bruce Computer Software, in developing its new products, must recognize that its intermediaries will be enthusiastic only if the new products:
a. Are highly differentiated.
b. Complement the intermediaries’ current assortment.
c. Are of high quality.
d. Are unique.
e. Offer new opportunities to gain new customers.
a. Are highly differentiated.
b. Complement the intermediaries’ current assortment.
c. Are of high quality.
d. Are unique.
e. Offer new opportunities to gain new customers.
11. Consumer product companies launch more than 45,000 products each year. Yet, just over _______ maintain distribution for more than two years.
a. 40%
b. 25%
c. 39%
d. 5%
e. 10%
a. 40%
b. 25%
c. 39%
d. 5%
e. 10%
12. Channel members judge a product package based on how well it meets their __________ requirements.
a. stock and display
b. size
c. promotion
d. durability
e. recycling
a. stock and display
b. size
c. promotion
d. durability
e. recycling
13. Manufacturers have to exert a lot of effort to gain channel member acceptance of new products because of all the following except:
a. There are far more new products than shelf space to hold them.
b. Channel members have hard data on product profitability.
c. Shelf space is an asset channel members can “sell” to manufacturers.
d. Channel members want salable items.
e. Manufacturers are experts in identifying what customers want.
a. There are far more new products than shelf space to hold them.
b. Channel members have hard data on product profitability.
c. Shelf space is an asset channel members can “sell” to manufacturers.
d. Channel members want salable items.
e. Manufacturers are experts in identifying what customers want.
14. The particular mix of products carried by a channel member at the wholesale or retail level is referred to in the text as its:
a. Product line.
b. Product mix.
c. Merchandise mix.
d. Merchandise variety.
e. Assortment.
a. Product line.
b. Product mix.
c. Merchandise mix.
d. Merchandise variety.
e. Assortment.
15. Training for channel members to sell new products successfully:
a. Should be conducted by the manufacturer if the channel members request it.
b. Is necessary only for industrial products or complex consumer products.
c. Should be planned as the new product is being developed.
d. Is useful only during the introductory stage of the product life cycle.
e. Is unnecessary except for highly technical products.
a. Should be conducted by the manufacturer if the channel members request it.
b. Is necessary only for industrial products or complex consumer products.
c. Should be planned as the new product is being developed.
d. Is useful only during the introductory stage of the product life cycle.
e. Is unnecessary except for highly technical products.
16. Which of the following was a major problem for Jaguar dealers when Ford introduced the X-Type Jaguar?
a. Consumers did not like the color options available to them.
b. Not enough of the models were produced so dealers had angry customers.
c. The new technology used in the cars did not perform well.
d. The leather seat coverings did not wear well.
e. Ford was careless about quality, which resulted in higher warranty costs.
a. Consumers did not like the color options available to them.
b. Not enough of the models were produced so dealers had angry customers.
c. The new technology used in the cars did not perform well.
d. The leather seat coverings did not wear well.
e. Ford was careless about quality, which resulted in higher warranty costs.
17. Which of the following is not a stage of the product life cycle?
a. Decline
b. Maturity
c. Advanced
d. Growth
e. Introduction
a. Decline
b. Maturity
c. Advanced
d. Growth
e. Introduction
18. One of the most critical channel management tasks during the introductory stage of the product life cycle is to:
a. Obtain adequate market coverage.
b. Emphasize very selective distribution.
c. Emphasize intensive distribution.
d. Keep promotional expenditures to a minimum.
e. Drop slow starting product promptly.
a. Obtain adequate market coverage.
b. Emphasize very selective distribution.
c. Emphasize intensive distribution.
d. Keep promotional expenditures to a minimum.
e. Drop slow starting product promptly.
19. During the growth stage of the product life cycle, two overriding issues for channel management are:
a. Providing for adequate product availability and considering changes in channel structure.
b. Monitoring competitive products and dropping poorly performing channel members.
c. Providing heavy promotional support and changing the channel structure.
d. Monitoring competitive products and providing for adequate product availability.
e. Educating channel members and evaluating their performance.
a. Providing for adequate product availability and considering changes in channel structure.
b. Monitoring competitive products and dropping poorly performing channel members.
c. Providing heavy promotional support and changing the channel structure.
d. Monitoring competitive products and providing for adequate product availability.
e. Educating channel members and evaluating their performance.
20. During the __________ stage of the product life cycle, manufacturers must be especially mindful of channel member actions with respect to competitive products.
a. introductory
b. growth
c. maturity
d. decline
e. All stages of the PLC equally.
a. introductory
b. growth
c. maturity
d. decline
e. All stages of the PLC equally.
21. The major strategic emphasis for channel managers to make possible changes to the channel structure or to select different types of intermediaries occurs in the _______ product life cycle stage.
a. introduction
b. growth
c. maturity
d. decline
e. stagnation
a. introduction
b. growth
c. maturity
d. decline
e. stagnation
22. When the maturity stage of the product life cycle is reached, the sales turnover experienced by many of the channel members for the product in question is likely to:
a. Increase.
b. Decrease.
c. Remain the same.
d. Increase but at a decreasing rate.
e. Be totally unpredictable.
a. Increase.
b. Decrease.
c. Remain the same.
d. Increase but at a decreasing rate.
e. Be totally unpredictable.
23. It is fair to say that many retailers have become ___________ about the profitability of the barrage of new products offered to them.
a. delighted
b. thrilled
c. angry
d. hyperskeptical, even cynical
e. happy and enthusiastic
a. delighted
b. thrilled
c. angry
d. hyperskeptical, even cynical
e. happy and enthusiastic
24. A fundamental but long-term strategic channel management option that should be considered during the maturity stage of the product life cycle is:
a. An extra trade discount.
b. More advertising allowances.
c. Special package deal discounts.
d. A change in the channel structure.
e. A more liberal returns policy.
a. An extra trade discount.
b. More advertising allowances.
c. Special package deal discounts.
d. A change in the channel structure.
e. A more liberal returns policy.
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MKT 315 WK 7 Quiz 5 Chapters 10 & 11
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