Please chose the right answer Question 20 Mars Inc. and Hershey Foods Corp., the
ID: 429342 • Letter: P
Question
Please chose the right answer
Question 20
Mars Inc. and Hershey Foods Corp., the two largest candy makers, compete head-on in a market which has entered which stage of the product life cycle?
introduction
growth
maturity
decline
Question 21
The added value that a certain brand name, such as Coca-Cola, gives to a product in the marketplace is called brand
knowledge
esteem
recognition
equity
Question 22
The coordination of all of a firm's promotional activities to produce a unified message that is customer focused is known as
unified promotion
the marketing concept
integrated marketing communications
coordinated marketing activities
Question 23
One of the dominant trends in retailing today is
economical image
moving down the wheel of retailing
increased reliance on market segmentation
broader product strategy with less inventory
Question 24
Many firms use computer-aided design to reduce the number of prototypes that must be built, thus streamlining the new product development stage of
idea generation
screening
concept testing
development
Question 25
The firm's promotional strategy does not include which of the following?
personal selling
advertising
noise
publicity
Question 26
The traditional marketing channel for consumer goods is
producer to ultimate consumer
producer to wholesaler to consumer
producer to wholesaler to retailer to consumer
producer to agent to consumer
Question 27
Which of the following is not one of the characteristics a brand name may possess?
name
symbol
sign
sound
Question 28
A promotional effort by the seller designed to stimulate final-user demand is called a
product life cycle strategy
pulling strategy
pushing strategy
supply/demand strategy
Question 29
Consumer products purchased only after the consumer has made comparisons of competing products in competing stores on such characteristics as price, quality, style, and color are called
specialty goods
shopping goods
impulse products
demand products
Question 30
Items that would seldom be test marketed are
weight control pills
instant coffees
silicon based computer chips
breakfast cereals
Question 31
A major distinguishing characteristic of consumer convenience products is that
the consumer is willing to make a special effort to buy them
the products are usually exclusive brands and have full warranties
they are usually inexpensive and available in many locations
they are often costly and bear well-known brand names
Question 32
Public relations may be defined as
paid, non personal presentation of goods
face-to-face presentation of products by sales managers to key accounts
a firms's communications and relationships with its various publics
contests, prizes, awards
Question 33
Moving goods and services from producers to customers is facilitated primarily by
market research
distribution
wholesaling
strategic planning
Question 34
The rush of competitors to enter the market with similar offerings occurs during which stage of the product life cycle?
stabilization
introduction
growth
maturity
Question 35
Advertising is a particularly appropriate promotional medium for
preconsumer goods
large, geographically dispersed markets
low-priced industrial goods
high-priced consumer goods
Question 36
Time and place utility are enhanced by wholesaling when the wholesaler
provides credit
stores goods at convenient locations
provides product information
accepts risk
Question 37
When a consumer sets out to purchase convenience products, he or she
seeks to do so immediately with minimal effort
makes careful comparisons of competing products
may be willing to travel a substantial distance
often visits numerous stores before making a purchase
Question 38
During the introductory stage of the product life cycle
the introducer of the product reaps very high profits
follwers enter the producing market
losses to the introducing firm are common
the product receives great notoriety
Question 39
A consumer who is well aware of what he or she wants and who is willing to make a special effort to obtain it is interested in
impulse items
convenience products
shopping products
specialty products
Question 40
The function of informing, persuading, and influencing the consumer's purchase decision is called
salesmanship
advertising
promotion
public relations
introduction
growth
maturity
decline
Explanation / Answer
20. C
21.C
22.D
23.D
24.D
25.C
26.C
27.D
28.C
29.B
30.A
31.B
32..B
33.B
34.C
35.D
36.B
37.B
38.C
39.D
40.B