Question

22. Dole's Fruit Cups provides point of purchase displays to its retail partners (i.e. those who carry Dole's Fruit Cups in their stores). Dole's uses a ___________ strategy.

1. pull
2. push
3. puffery
4. publicity
5. posttesting

23. Cartwell is a brand of luxury watches that is very concerned with maintaining a high-end image. They only sell watches in their own stores, and to a few retail partners who they have designated as authorized dealers. What distribution intensity is Cartwell using?"

1. intensive
2. selective
3. exclusive
4. discerning
5. prestige

24. Retailer B is angry because Retailer A has begun opening stores in upstate New York. Retailer B sees upstate New York as "their territory" and confronts Retailer A about the recent store openings. These two retailers are experiencing:

               

1. vertical conflict
2. horizontal conflict
3. marketing channel management
4. coercive power
5. legitimate power

25. Kyle knows that his summer travel packages are the best deal around. He also knows his competitor is not as good, often waiting a long time to provide the tickets and hotel reservations. Kyle wants to develop an advertisement that focuses on the key benefits he provides. He will make an ad with a(n) __________ appeal.

               

1. emotional
2. niche marketing              
3. informational
4. institutional
5. reminder

26. "Imagine that there is a widget, and demand for this widget increases by 20% when the price decreases by 5%. It could be said that this widget has ___________ demand."

1. elastic
2. inelastic
3. income-sensitive
4. cross-price elasticity
5. uniform

Answer 1

22. Dole's Fruit Cups provides a point of purchase displays that uses a publicity strategy to its retail partners. Option D is correct.

23. As Cartwell sell watches in their own stores, and to a few retail partners who they have designated as authorized dealers. Therefore, cartwell is selective in selling his watches. Option B is correct.

24. Both the stores are working at the same level, therefore it is a horizontal conflict as Retailer A and B both have stores in the same land. Option B is correct.

25. Kyle knows his summer travel packages are the best deal around and he also knows his competitor is not as good. So he wants to develop an advertisement that focuses on the key benefits he provides and by good marketing he will be able to get his customers in a large number. Therefore, Option B is correct.

26. Elastic demand is high responsiveness to changes in price as in which the elasticity is greater than one. An inelastic demand indicating low responsiveness to price changes as in which elasticity is less than one. Therefore, Option A is correct.