1) Intermediaries increase the amount of work that must be done by both producers and consumers. * . True b. False 2) Producers use intermediaries because they create greater efficiency in making goods available to target markets. * . True b. False 3) One of the message structure issues that a marketer must handle is whether to present the strongest arguments first or last. a. True b. False 4) A marketing strategy for a company during its declining phase is to reduce expenditure and milk the brand. * . True b. False 5) A marketer making decisions about the headline, copy, illustration, and colors for a print ad is determining the message structure. * a. True b. False 6) All industries commonly use two-part pricing, breaking the price down into a fixed fee and a fixed usage rate. * a. True b. False 7) A message showving a product's quality, economy, value, or performance is an example of a rational ppeal. * a. True b. False 8) Communication through a telephone call is considered a part of a non-personal communication channel. * . True b. False 9) Downstream marketing channel partners, such as wholesalers and retailers, form a vital link between the firm and its customers. * a. True b. False 10) Limited-time offers are an example of promotional pricing. * a. True b. False 11) After entering a market by using market-penetration pricing, a company can easily raise its price and maintain its market share. * . True b. False 12) For market skimming to be successful, the costs of producing a smaller volume cannot be so high that they cancel the advantage of charging more. * a. True b. False