Exam_3_Winter_2010 (2)

Exam_3_Winter_2010 (2) - MBA6011 Strategic Marketing Exam 3...

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MBA6011 Strategic Marketing Exam 3 Chapters 10-13 Ragin-Winter 2010 Name:- Meghraj Patil __________________ 1. Which of the following is NOT a Place decision? A. Types of intermediaries needed. B. Degree of market exposure desired. C. Recruiting, selecting and managing the sales force. D. Type of distribution channel to use. E. Customer service level desired. Ans- D 2. A channel of distribution: A. is any series of firms or individuals who participate in the flow of goods and services from producer to final user or consumer. B. must include an intermediary. C. must have at least three members--a manufacturer, a wholesaler, and a retailer. D. can't include use of direct distribution from a website. E. None of the above is a true statement. Ans- B 3. Many firms prefer to distribute directly to the final customer or consumer because they A. want to control the whole marketing job. B. believe they can serve target customers at a lower cost. C. think they can do the work more effectively than intermediaries. D. can use the Internet to make direct distribution easier. E. all of the above. Ans- E 4. Direct marketing is A. personal sales contact between a representative of the company and an individual consumer. B. primarily concerned with the degree of market exposure. C. direct communication between a seller and an individual customer using a promotion method other than face-to-face personal selling. D. an effort to sell through only one intermediary. E. a strategy that works best when a producer has little working capital. Ans- C 1
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Ragin-Winter 2010 Name:- Meghraj Patil __________________ 5. "Discrepancies of quantity" occur because A. producers seek economies of scale. B. most intermediaries specialize in selected product lines and buy in large enough quantities to get a good price. C. adding intermediaries in a channel of distribution increases the cost of getting products to consumers. D. consumers want the convenience of buying many different types of products at one time. E. all of the above. Ans- B 6. "Discrepancies of assortment" means: A. some producers can produce more products than others. B. some consumers buy more products than others. C. consumers want more output than producers can make. D. there are more producers than wholesalers. E. the difference between the product lines the typical producer makes and the assortment wanted by final consumers or users. Ans- B 7. Which of the following is NOT one of the "regrouping activities?" A. Assorting B. Ranking C. Sorting D. Bulk-breaking E. Accumulating Ans- B 8. The "regrouping activity" which involves breaking carload or truckload shipments into smaller quantities as products get closer to final customers is called: A. sorting. B. retailing.
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Exam_3_Winter_2010 (2) - MBA6011 Strategic Marketing Exam 3...

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