12. In setting objectives of pricing，firms should have adopt an optimized approach．The pricing objectives should be except——．

a)profit-oriented b)sales-oriented c) follow-the-leader d) product-oriented Fill in blanks：

1. Products generally fall into two categories：_____________________ and _________________.

2. Consumer products can be classified into some subcategories．They are_____________, ______________ and ______________.

3. New product development involves the following stages：___________,screenmg,__________ testing and______________. 4.________ is a strategy that a new product is priced low to attract customers and penetrate the market quickly．

5. Odd pricing strategy is also called___________,which makes prices appear more acceptable to customers．

6. In order to attract customers，a store can offer a few items which are priced at or under cost．Such a strategy is called____________.

7. ____________ can simplify buyers’purchase decisions and speed up stock turnover．In this way, stores usually group their goods into classes and reduce the number of prices．

8. ______________are items that are used by companies for production purposes or further assmbly．

9. ____________ is a tool used to make decisions whether or not to launch a new product．

10. Products like milk newspapers，soda and chewing gum which can be bought conveniently are called______________.

11. In the phase of ________________during a product life cycle，sales volume is a peak and begins to decline．

12. __________ are considered by specific consumers to be special，meaning consumers would make an effort to purchase them．

13. ProductS such as plastic and steel are examples of proucts for___________markets．

14. The_________is the typical set of phases that products experience over their life． True/False

1. Firms regularly consider the prices of competitiors when determining the prices of their own products.

2. A Roles watch and a Jaguar automobole are considered specialty products.

3. Cameras, clothes, and hosehold items are examples of products that exist in industrial market.

4. Firms that spend money on research and development expect the benefits received to exceed the expenses incurred.

5. Managers typically attempt to set a price that will maximize a firm?s

value.

exoenses lncurrea．

Chapter 4 Channels of Distribution Multiple Choice：

1．The _________ is the path a product takes from the producer the customer.

a) marketing mix b) retail corridor c)distribution channel d)chain of distribution；tt,tches buyers and sellers without becoming an 2. A(n) _____________is a marketing intermediary that matches buyers and sellers without becoming an owner of the goods involved·

a). retailer b). wholesaler c).agent d). exchange router

3.____________are marketing intermediaries that distribute the products directly to customers?

a) retailer b) wholesalers． c) rack jobbers· d) privateers 4. A decision that determines the manner by which a firm?s products are made accessible to its customers is called a(n)：

a). promotional decision·b)advertising decision· c)distribution decision· d)exchange decisionn·

5．When manufacturers deals directly with their customers without using marketing intermediaries, they are a

a)direct channel· b)one-level channel c)two-level channel d)three-level channel

6．An advantage of a direct channel is that the producer can：

a) eliminate some employees. b) avoid making sales on credit

c) focus mainly on production, without having to worry about product promotion

d) have full control over the price of its products. 7．Mail-order clothing firm is an example of

a)direct channel b)one-level channel c)two-level channel d)three-level channel

8. Wholesalers use their sales expertise when selling products to

a)producers b)retailers c)employees d)managers 9．A one-level channel of distribution involves the use of one a)distribution center b) marketing intermediary c) warehouse． d) mode of transportation．

10. ________________ are a popular mode of transportation for goods because they can reach a variety of locations quickly and can make several stops in a local area·

a) Trucks b) Railroad carriers c) Airlines d) Pipeline

l 1．A__________ is an intermediary that purchases products from a