13 true b false two level distribution systems are

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13. true b.   false Two-level distribution systems are normal in some industries. 14. true b.  false A captive supplier is typically also a monopolist. 15. true b.   false In general markets are more efficient than hierarchies. 16. true   b.  false Focused firms tend to be vertically integrated.
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17. true  b.   false One response to unstable market transactions is to shift from spot to future transactions. 18. true b.  false  1. Promotion mix can vary by industry, firm within industry, and product within firm. 1. true b.  false Giant Eagle often has buy-one-get-one offers on standard goods.  This is an example of …  19. discount pricing b.  sales promotion 1.both of the above d.  none of the above In the past year, US auto firms seem to have reduced their use of rebates and low-cost financing.  From this we can conclude these firms have increased their use of sales promotion. 20. true b.   false Finding a balance between the firm’s ability to influence short-term purchase decisions and  customer retention in the long-term requires the firm to engage in aggressive direct marketing. 21. true b.   false A few years ago, Wal-Mart fired Thomas Coughlin, a board member, for diverting company funds  for personal use.  Given this bad publicity, we might expect Wal-Mart to react by…   22. beginning a direct mail campaign emphasizing quality products at a fair price 23. developing a public relations campaign to reassure its investors that this was  an isolated incident 24. decreasing its advertisement of low prices d.  all of the above Dell used to sell PCs only direct-to-end users via the web.  From this we can conclude that Dell’s  promotion mix emphasizes personal selling.   25. true b.   false The primary goal of public relations is to increase the firm’s revenue in the short-term.
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