Answers_Prelim_3_Exam - Name: AEM 2400 Marketing ID # Fall...

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AEM 2400                                                        Fall 2008 Marketing Professor McLaughlin Prelim #3 FORM B Thursday, November 20, 2008 This exam consists of 2 parts 1. 33 multiple choice questions (only 30 count) 80 pts 2. 2 Essays 20 pts 100 pts 1 Name: ID # Marketing AEM 2400 Prof. McLaughlin
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AEM 2400                                                        Fall 2008 Marketing Professor McLaughlin 1.     Coca-Cola encourages food retailers to sell its products in various locations throughout their  stores.  Therefore, consumers can purchase Coke in aisles, at the end of aisles, in vending  machines, and sometimes at the checkout counter.  According to lecture, Coca-Cola’s  approach best represents which type of market coverage strategy? a. Exclusive distribution b. Dual distribution c. Intensive distribution d. Selective distribution e.  Convenient distribution              2.      According to the video clip of Trading Places (starring Eddie Murphy) played in lecture,  agricultural products are typically sold in what type of market structure?  a. Pure monopoly b. Pure competition  c. Monopolistic competition d. Oligopoly  e. Arbitrage equilibrium 3.      Target pricing is the result of a manufacturer __________ in a product to achieve the target  price.  a. Setting the highest costs possible b.   Deliberately adjusting the cost and quality of the component parts c. Researching what mark-ups wholesalers will accept d. Studying competitive prices and making fixed-cost adjustments e. Relying on a jury of executive opinion to establish cost factors 4. The most common indirect channel moves product from producer to retailer to consumer.  This type of channel is most likely to exist when: 2
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AEM 2400                                                        Fall 2008 Marketing Professor McLaughlin a. The retailer is large and can buy in large quantities b. The cost of inventory makes it too expensive to use a wholesaler c. There are so many product variations that a wholesaler could not      carry them all in sufficient quantity d. The cost of maintaining inventory is high e.   All of the above conditions exist 5. Manufacturers use seasonal discounts to: a .   Entice dealers to purchase seasonal merchandise earlier in the      selling season b. Get rid of dated merchandise c.  Prolong the peak seasonal selling season d. "Load up" their dealers e. Show consumers holiday goodwill 6. High Noon is a small, Ithaca-based company that makes running shoes priced at $120 per 
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Answers_Prelim_3_Exam - Name: AEM 2400 Marketing ID # Fall...

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