Final Exam

872 words 4 pages
) Big Fizz Co., a manufacturer of cola-flavored drinks, wants to add packaged fruit juices to its existing product line. Big Fizz must make some decisions regarding packaging and branding the fruit juices. These decisions would fall under which variable of the marketing mix?
A. Product
2) Hewlett-Packard sells personal computers through specialty computer stores, electronics superstores, and its own Internet site. What is the marketing mix variable that is being considered here? D. Place
3) Marketing strategy planners should recognize that:
A. target markets should not be large and spread out
4) Target marketing, in contrast to mass marketing,
C. ignores markets that are large and spread out
5) The process of naming
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A. public relations manager
22) SGCA is having a sales contest to encourage retailers to quickly reduce the inventory of SuperGamer computers. Retailers with the highest sales during the next month win an expense paid trip to a special dealer meeting at a resort in Hawaii. This is
B. an example of cooperative advertising
23) Advertising allowances
A. are incentive monies given to firms further along in the channel to encourage them to advertise or otherwise promote the firm's products
24) Price reductions given to channel members to encourage them to promote or otherwise promote a firm's products locally are
D. advertising allowances
25) A producer using very aggressive promotion to get final consumers to ask intermediaries for a new product has
A. a pulling policy
26) Nantucket Hammocks, Inc., uses dealer incentives, discounts, and sales contests in order to encourage retailers to give special attention to selling its products. Nantucket Hammocks is using
D. pushing
27) Quality Ceramic, Inc., (QCI) defined five submarkets within its broad product-market. To obtain some economies of scale, QCI decided NOT to offer each of the submarkets a different marketing mix. Instead, it selected two submarkets whose needs are fairly similar, and is counting on promotion and minor product differences to make its one basic marketing mix appeal to both submarkets. QCI is using the


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