Exam (elaborations)
Quiz 2
- Course
- MKTG-1310
- Institution
- University Of Windsor (U Of W )
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MKTG 1310 QUIZ 2 Fall 2024First Name: Last Name:
PART 1: Select A FOR TRUE AND B FOR FALSE (0.25 pt each)
1 In a survey-based study, a researcher can manipulate variables, such as product price, to test their effect on
customer satisfaction, similar to how they would in an experiment. B
2 In the decline stage of the Product Life Cycle curve, companies typically invest heavily in marketing to increase
sales and extend the product's life. B
3 During the introduction stage of the Product Life Cycle curve, profits are usually high due to low competition and
strong market demand. B
4 A company with a wide product mix focuses on offering a large number of products within one specific product
line. B
5 If a company decides to increase the number of products within an existing product line, this is referred to as
increasing the product mix width. B
6 Introducing a new version of an existing product, such as a new flavor of a snack, is an example of increasing the
product mix depth. A
7 XYZ Corp purchases a market research report from a third-party agency to analyze industry trends. This is an
example of secondary data. A
8 Assume that it costs $100 to make a unit of a product, the wholesaler wants a 40% markup, and the retailer wants
30% markup. If a deal of Buy two, get one free is being offered, a customer would pay 364$ for 3 units. A
9 A company with high fixed costs will have a lower breakeven point than a company with low fixed costs, assuming
all other factors are equal. B
10 Opportunity cost refers to the financial costs a company incurs when purchasing resources for production. B
11 Upstream channel members typically handle the production and supply of raw materials, while downstream
channel members focus on delivering the final product to consumers. A
12 Communication flow in a marketing channel is unidirectional, moving solely from manufacturers to consumers. B
13 Promotional flow in a marketing channel involves the exchange of marketing campaigns and advertising
strategies among all members, including producers and final retailers. A
14 A distributor threatens to terminate a partnership with a manufacturer unless they reduce prices. This scenario
demonstrates the use of expert power. B
15 A franchise owner requires all franchisees to follow strict operational guidelines based on the authority granted
by their contract, exemplifying legitimate power. A
16 A retailer relies on the goodwill and positive relationship it has with a top brand to influence its decisions, which
is an example of coercive power. B
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