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Exam 12: Product and Distribution Strategies

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Question 61

Multiple Choice

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Which of the following is necessary for a brand to be effective?

A) It should be ambiguous.
B) It should be created with the use of jargon.
C) It should be easy to pronounce.
D) It should be a generic word.

E) All of the above
F) C) and D)

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Question 62

True/False

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Lands' End and other catalog retailers are classified as nonstore, direct sellers of goods.

A) True
B) False

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Question 63

Multiple Choice

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Verve Inc. sells some of its products like cellphone covers, sling bags, and wallets, by storing, displaying, and selling them in gift shops, supermarkets, and drug stores. This implies that Verve is a _____.

To reach a target market with a small number of buyers, a direct distribution channel is often the best choice.

Intensive distribution generally suits low-priced convenience goods.

Logistics is the process of coordinating the flow of goods, services, and information among all members of the supply chain.

Consumers are examples of marketing intermediaries.

In which stage of the product life cycle do sales reach a saturation level, making further sales expansion difficult?

Which classification of business goods is long-lived and relatively expensive?

A brand manager or product manager plans and implements the balance of promotional, pricing, distribution, and product arrangements.

Identify and describe the major stages of the product life cycle.

A company's product line is a group of related products marked by similar physical characteristics.

Cell phones are an example of a product in the _____ stage.

Complex, expensive products generally require long distribution channels.

Provide examples of each of the following consumer products: convenience, shopping, and business.

Newspapers and magazines use which approach to distribution intensity?

If a company's target market is small and buyers are concentrated in a specific geographical area, which distribution channel would be most effective?

Some firms will dodge the process of test marketing in order to avoid having their competitors learn of their strategies.

The use of direct distribution channels is most common in the _____ market.

While marketing a new wireless phone, Levine Corp. decided to skip the _____ stage of product development due to the expense of developing a limited production run, as well as concern over revealing product strategies to the competition.