1 A) by the early 1960s, consumer sovereignty—the concept of the consumer as ruler—had arrived. B) beginning in the 1950s, selling products door-to-door became an important marketing activity. C) in the 1920s and 1930s, technology increased productivity so that companies put more emphasis on sales. D) during the early 1900s, companies emphasized the production of goods to meet consumer demand. 2 A) Thanks to market research, most new products introduced in the United States are successful and highly profitable. B) Test marketing means offering a product for sale nationwide for a limited time. C) Most new products introduced in the United States are not profitable and do not survive in the marketplace. D) Market surveys can indicate any changes in quality, features, or design that should be made before a product is offered for sale. 3 A) a cents-off coupon added to a package is an example of product identification. B) an example of product identification for the Coca-Cola Company is the red can with white markings. C) Product identification can involve the use of certain logos, colors, songs, and packaging. D) product identification attracts the consumer to a particular product. 4 A) penetration pricing. B) price leadership. C) an oligopoly. D) supply and demand. 5 A) it is best for a company to get its start by using direct-mail advertising and wait for calls from potential consumers. B) a business may choose to sell its goods over the Internet if it thinks that the items may be of special interest to a select group of consumers. C) if a company thinks the product will appeal to a limited market, it may choose to sell its goods only in a specialty shop. D) sometimes there is an existing marketplace established for the product. 6 A) direct-mail advertising. B) cents-off coupons. C) deciding to sell only in specialty shops. D) rebate offers. 7 A) Most goods go directly from the producer to the consumer. B) Wholesalers may buy and sell raw materials to manufacturers, or they may buy goods from manufacturers and sell them to retail stores. C) Businesses that purchase large quantities of goods from producers for resale to other businesses are called retailers. D) When there are fewer transactions from producer to consumer, product prices go up. 8 A) club warehouse stores and full-service wholesalers B) retailers and wholesalers C) producers and wholesalers D) club warehouse stores and direct marketing through catalogs and the Internet
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