QUESTION 47

1.A contractual vertical marketing system is exemplified by:

a coffee producer who owns a chain of coffee shops.

the franchise system of a reputed sandwich brand.

a florist shop that buys from a wholesale plant nursery.

the relationship of a popular grocery chain of stores with its suppliers.

QUESTION 34

1.Marketers who seek to accomplish the strategic goals of marketing communications are:

less likely to use modern technology to stay close to their customers and identify prospects.

less likely to build relationships with their organizations' channel members.

more likely to build positive images for their brands and add meaning to their products.

more likely to focus on generating awareness of their existing products rather than their new products.

QUESTION 31

1.According to the general pricing model, in the short term, discounts and allowances offered by manufacturers have to be larger or more frequent than initially planned because:

there is an impending need to increase demand to profitable levels.

there is a need to prevent channel members from becoming independent manufacturers.

the price structure that has been fixed cannot be reviewed at regular intervals.

there is only one way for money to flow out of firms through the price-product mechanism.

QUESTION 26

1.Curexa, a popular health food store, obtains over 50 percent of the goods it sells in its retail stores from wholesalers that it partially or wholly owns. In this case, Curexa is participating in a ________ vertical marketing system.

contractual

corporate

retail cooperative

selective wholesale

QUESTION 4

1.While setting up an initial price structure for a product, a marketer should primarily:

overlook the number of products sold by competitors.

de-emphasize profit potential.

consider the recommended price to final consumers.

discount environmental and external factors.