43) Nantucket Hammocks, Inc. uses dealer incentives, discounts, and sales contes
ID: 2667242 • Letter: 4
Question
43) 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 usingA. Exclusive distribution.
B. A corporate channel system.
C. Pushing.
D. Dual distribution.
44) Integrated direct-response promotion:
A. Is not necessary or useful when the channel of distribution involves intermediaries.
B. Is usually part of a pushing effort rather than part of a pulling approach.
C. Focuses on achieving a measurable, direct response from specific target customers.
D. None of these are true.
45) A producer using normal promotion efforts—personal selling, sales promotion, and advertising—to help sell a whole marketing mix to possible channel members has:
A. A selective distribution policy.
B. A target marketing policy.
C. A pushing policy.
D. An intensive distribution policy.
46) When segmenting broad product-markets, cost considerations tend
A. To encourage managers to disregard the criterion that a product-market segment should be substantial.
B. To lead to more aggregating.
C. To lead to a large number of small, but very homogeneous, product-market segments.
D. To be unimportant as long as the segmenting dimensions are operational.
47) Positioning analysis
A. Helps managers understand the actual characteristics of their products.
B. Is not a product-oriented approach.
C. Shows that managers and customers usually view present brands similarly.
D. Is a visual aid to understanding a product-market.
48) 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
A. Combined target market approach.
B. Single target market approach
C. Mass marketing approach.
D. Multiple target market approach
49) When a company grows globally, this is an example of:
A. Market development
B. Product development.
C. Market penetration.
D. Diversification.
50) Which of the following is NOT a trend affecting marketing strategy planning in the area of international marketing?
A. Tensions between have and have-not cultures.
B. More attention to exporting by small companies.
C. Decreasing role of airfreight.
D. Global communication over the Internet
Explanation / Answer
43) 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
A. Exclusive distribution.
B. A corporate channel system.
C. Pushing.
D. Dual distribution.
44) Integrated direct-response promotion:
A. Is not necessary or useful when the channel of distribution involves intermediaries.
B. Is usually part of a pushing effort rather than part of a pulling approach.
C. Focuses on achieving a measurable, direct response from specific target customers.
D. None of these are true.
45) A producer using normal promotion efforts—personal selling, sales promotion, and advertising—to help sell a whole marketing mix to possible channel members has:
A. A selective distribution policy.
B. A target marketing policy.
C. A pushing policy.
D. An intensive distribution policy.
46) When segmenting broad product-markets, cost considerations tend
A. To encourage managers to disregard the criterion that a product-market segment should be substantial.
B. To lead to more aggregating.
C. To lead to a large number of small, but very homogeneous, product-market segments.
D. To be unimportant as long as the segmenting dimensions are operational.
47) Positioning analysis
A. Helps managers understand the actual characteristics of their products.
B. Is not a product-oriented approach.
C. Shows that managers and customers usually view present brands similarly.
D. Is a visual aid to understanding a product-market.
48) 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
A. Combined target market approach.
B. Single target market approach
C. Mass marketing approach.
D. Multiple target market approach
49) When a company grows globally, this is an example of:
A. Market development
B. Product development.
C. Market penetration.
D. Diversification.
50) Which of the following is NOT a trend affecting marketing strategy planning in the area of international marketing?
A. Tensions between have and have-not cultures.
B. More attention to exporting by small companies.
C. Decreasing role of airfreight.
D. Global communication over the Internet
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