Scenario 13.1 Use the following to answer the questions. Kelly Rose, Inc. markets several different brands, under its own Kelly Rose name label, as well as others. Its primary brands, such as Kelly Rose, Kelly & Ko, and KRC, are sold to wholesalers. These brands are then available through retail department stores such as Kohl's and Macy's. The wholesale-based brands division is positioned as customer-focused and cost-efficient. Its premium brands division includes labels such as Saffie Campbell, Martyn Curry, and Costura Moderno. These premium brands are sold through stores that the Kelly Rose company owns. Refer to Scenario 13.1. Which of the following is most likely the primary factor Kelly Rose, Inc. used when selecting the marketing channel for its Costura Moderno brand?
A. Characteristics of the intermediaries
B. Product attributes
C. Type of organization
D. Marketing environmental forces
E. Competition
Answer: B
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A. personal relationships. B.technology. C. transportation. D. warfare. E. agriculture.
The selling division may use a transfer price different from that used by the division buying the item being transferred in order to evaluate the performance of the managers
Indicate whether the statement is true or false
In a small business, because it is often cost-prohibitive to hire extra employees, the lack of certain separations of duties can best be overcome by
A) bonding the employees. B) getting the owner actively involved. C) hiring only honest employees. D) holding one person responsible for a given set of transactions.
Which statement expresses the American Marketing Association (AMA)'s core definition of marketing?
A. Marketing is a philosophy, an attitude, a perspective, or a management orientation that stresses customer satisfaction. B. Marketing is an organization function and a set of processes implemented in order to ensure customer satisfaction. C. Marketing refers to personal selling that focuses solely on selling goods, services, and/or ideas to customers. D. Marketing involves building long-term, mutually rewarding relationships that are beneficial exclusively to the sellers.