E1 - Unit 4 Review

Channel members should share an equal commitment to the product's

• name
• price
• quality
• packaging

Marketers determine distribution intensity so they can achieve

• ideal market exposure
• complete market coverage
• perfect market balance
• total market saturation

Which of the following products would likely have an exclusive distribution pattern?

• a silk necktie
• a gallon of milk
• a home-decorating magazine
• a large piece of farm machinery

What distribution channel is most often used to distribute consumer goods?

• producer to wholesaler to retailer to consumer
• producer to retailer to consumer
• producer to consumer
• producer to wholesaler to consumer

Which of the following is a characteristic of pure services?

• uses plain, inexpensive packaging
• most often uses product-bundling strategies
• does not include a tangible product
• does not include product guarantees

Product/service management is a marketing function that involves obtaining, developing, maintaining, and improving a product or service mix in response to

• government oversight
• competitors only
• market opportunities
• CEO wishes

Which of the following factors helps a business to determine its product mix?

• merchandise breadth and depth
• size and target market
• staple goods and regular goods
• seasonal goods and convenience goods

Which of the following is an example of a company's using brand extension?

• Coca-Cola adding Caffeine-Free Diet Coke
• Winn-Dixie installing an ATM machine in its stores
• Tyson packaging smaller portions of chicken for the elderly
• Kroger adding Blue Bell ice cream to its frozen foods section

One way for a business to expand its product mix is by

• monitoring its products' life cycles
• acquiring another company
• increasing sales quotas
• analyzing product width decisions

Managers use the broad objectives they develop for a business as the basis for setting

• benefit levels
• performance targets
• salary ranges
• recruitment quotas