Marketing Final Exam

To new homeowners what kind of products is solar

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Unformatted text preview: s library All of these are examples of business sales ANS: D When a product is bought for use in a business, it is a business product. All other choices reflect purchases for personal use, which would be part of the consumer market. PTS: 1 REF: 103 Thinking KEY: CB&E Model Product OBJ: 07-1 TOP: AACSB Reflective MSC: BLOOMS Application 5. The Solar Group, a Mississippi-based mailbox manufacturer, sells mailboxes to contractors who are building mega-subdivisions, to hardware stores, and directly to new homeowners. What kind of products is Solar Group selling? a. Business products only b. Both business and consumer goods c. Installations d. Consumer goods only e. Supplies ANS: B Products are classified as either business or consumer goods, based on the intended use of the product. Obviously, some of the mailboxes are sold for business use and some for personal use. PTS: 1 REF: 103 Thinking KEY: CB&E Model Product OBJ: 07-1 TOP: AACSB Reflective MSC: BLOOMS Application 6. _____ is a measure of a Web site’s effectiveness and is calculated by multiplying the frequency of visits times the duration of a visit times the number of pages viewed during each visit. a. Effective reach b. Effective frequency c. Gross rating points d. Interactiveness e. Stickiness ANS: E By measuring the stickiness factor of a Web site before and after a design or function change, the marketer can quickly determine whether visitors embraced the change. PTS: 1 REF: 105 Thinking KEY: CB&E Model Strategy OBJ: 07-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 7. All of the following are current roles of the Internet in business marketing EXCEPT: a. reduce costs b. c. d. e. eliminate distributors build channel partnerships and trust brand building and development integrate online and traditional media ANS: B See Exhibit 7.2 PTS: 1 REF: 105 Thinking KEY: CB&E Model Strategy OBJ: 07-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 8. The elimination of intermediaries such as wholesalers or distributors from a marketing channel is referred to as: a. disintermediation b. disassociation c. unencumbrance d. demarketing e. selective retention ANS: A This is the definition of disintermediation. PTS: 1 REF: 106 Thinking KEY: CB&E Model Distribution OBJ: 07-2 TOP: AACSB Reflective MSC: BLOOMS Knowledge 9. Before toll-free telephone numbers and the Internet were used as commercial tools, passengers usually purchased airline tickets from travel agents. Travel agents no longer receive a commission from the airlines for selling tickets to consumers. This is an example of: a. reintermediation b. disassociation c. disintermediation d. discrimination e. transference ANS: C Disintermediation is the elimination of intermediaries from a marketing channel––in this case, travel agents. PTS: 1 REF: 106 Thinking KEY: CB&E Model Distribution OBJ: 07-2 TOP: AACSB Reflective MSC: BLOOMS Application 10. The reintroduction of an intermediary between producers and users is called: a. disintermediati...
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This document was uploaded on 09/29/2013.

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