Due to the dramatic increases Mat Sanderson has seen in the cost of having his
industrial salespeople visit customers, he looks into using --------- as a cost reduction
technique.
Detailed Answer
D
2
Don Evers tells his media buyer that due to the complexity of the firm laser cutters he
wants to focus exclusively on which one of the following media types?
Detailed Answer
D
3
Director of marketing Helen Simms tells her new marketing assistant that like most
industrial firms, Juniper Joists relies heavily on personal selling to promote its products.
When asked what is next in importance, Helen replies
Detailed Answer
A
4
The use of the multiplier:
Detailed Answer
C
5
When Fred Middleton asks the Cannon salesperson how much a desktop bond copier is
going for these days, the salesperson looks in his price book and quotes Fred the firm
published price for the unit. In this instance, Cannon is using which type of pricing?
Detailed Answer
C
6
Delta Air Lines wishes to purchase five new aeroplanes. Management seeks information
from several aircraft manufacturers, screens the offers, and discusses price and terms of
sale with the preferred company until a transaction is completed. This method of pricing is:
Detailed Answer
D
7
Even though a firm may have stated list prices and discount structures, the customer
may pay an even lower price through what type of pricing?
Detailed Answer
D
8
Automated Teller Machines (ATMs) are an innovation for the banking industry. In
terms of the service industry, this is an innovation in the ------- element of the marketing
mix.
Detailed Answer
C
9
Tommy leaves the video rental shop annoyed about the small number of titles that were
available for rent. His attitude is due to the actual number of tapes in the store and:
Detailed Answer
D
10
Delta Airlines runs a series of television commercials that show its personnel going out
of their way to help customers. An important secondary audience for these ads is: