Principles of Marketing 6th Edition Armstrong Test Bank instant download all chapter

Principles of Marketing 6th Edition
Armstrong Test Bank

Go to download the full and correct content document:
https://testbankdeal.com/product/principles-of-marketing-6th-edition-armstrong-test-b
ank/
More products digital (pdf, epub, mobi) instant
download maybe you interests ...
Principles of Marketing AUSTRALIAN 7th Edition

Armstrong Test Bank
https://testbankdeal.com/product/principles-of-marketing-
australian-7th-edition-armstrong-test-bank/
Marketing An Introduction Canadian 6th Edition

Armstrong Test Bank
https://testbankdeal.com/product/marketing-an-introduction-
canadian-6th-edition-armstrong-test-bank/
Marketing An Introduction Updated Canadian 6th Edition

Armstrong Test Bank
updated-canadian-6th-edition-armstrong-test-bank/

Armstrong Solutions Manual
canadian-6th-edition-armstrong-solutions-manual/
Marketing An Introduction Updated Canadian 6th Edition
Armstrong Solutions Manual
updated-canadian-6th-edition-armstrong-solutions-manual/
Marketing An Introduction 11th Edition Armstrong Test

Bank
https://testbankdeal.com/product/marketing-an-introduction-11th-
edition-armstrong-test-bank/

Bank

Bank

Armstrong Test Bank
canadian-5th-edition-armstrong-test-bank/
Exam
Name___________________________________
MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question.
1) In your text, the system that efficiently and effectively makes and moves products to end users is termed ________.
A) physical distribution
B) logistics network management
C) a goods and services transportation network
D) cross docking
E) a supply chain
Diff: 2
Learning Obj.: 10.1 Describe the nature of supply chain management and how marketing channels add value. pp. 298-305
AACSB: Communication
2) The modern marketing organisation uses its marketing logistics strength to coordinate functions and manage the
activities of a range of entities. Which of the following is NOT one of them?
A) suppliers
B) purchasing agents
C) manufacturers
D) intermediaries
E) government departments
Diff: 2
3) Through the use of ________, or 'smart tag' technology, a company is able to locate exactly where a product is within the
supply chain.
A) RFID
B) PRM
C) VMS
D) IT
E) 3PL
Diff: 2
AACSB: Use of IT
4) The supply chain involves many decisions related to marketing channels and logistics. Which of the following would be
a logistics decision?
A) whether to sole-source
B) where to locate a plant
C) what type of operational process to use
D) whether to supply from inventory or from production
E) All of the above.
Diff: 2
5) The supply chain management involves many activities and decisions related to marketing channels and logistics.
Which of the following would NOT be a supply chain management decision?
A) sales forecasting
B) production plans
C) the total cost of logistics
D) transportation
Diff: 2
6) The main supply chain functions focusing on the customer end include which of the following ?
A) warehousing
B) inventory management
C) transportation
D) logistics information management
Diff: 2
7) Jewels for the Rich and Famous sells very exclusive jewellery with a minimum price of $25 000 to customers around the
world. Speed of delivery to distant markets is a must. Management should consider using ________ as its main carrier.
A) rail
B) air
C) truck
D) the internet
E) water
Diff: 2
AACSB: Reflective Thinking
8) A firm located in a seaport town sells rock, gravel and sand to local markets. It has just been awarded a large contract
with a company 500 miles down the coast. Management should consider switching from truck to ________ transport.
A) water
B) rail
C) pipeline
D) air
E) None of the above.
Diff: 2
9) Which of the following lists of intermodal transportation combinations means rail and trucks, water and trucks, and
water and rail?
A) fishyback, airtruck and trainship

B) piggyback, airtruck and fishyback
C) trainship, fishyback and piggyback
D) piggyback, fishyback and trainship
E) piggyback, fishyback and birdyback
Diff: 2
10) Which of the following transportation modes is used for digital products?
A) trucks
B) rail
C) the internet
D) air
E) ship
Diff: 1
AACSB: Use of IT
11) In choosing a transportation mode for a product, shippers must balance many considerations. Which of the following is
NOT a principal consideration for selecting the optimal transportation mode?
A) speed
B) dependability
C) availability
D) cost
E) company reputation
Diff: 3
12) The modern marketing supply chain might also be thought of as a value delivery network.
A) True
B) False
Diff: 1
13) The following terms are often used interchangeably by different commentators: logistics, marketing logistics,
integrated logistics management, supply-chain management, materials management and physical distribution.
A) True
B) False
Diff: 2
14) In moving goods, managers try to choose a set of warehouses, or cross-docking points, and transportation carriers that
will deliver finished goods to final destinations in the desired time and/or at the lowest total cost.
A) True
B) False
Diff: 2
15) The total cost of logistics is minimal and can amount to just 5-10 per cent of a product's cost.
A) True
B) False
Diff: 2
16) Logistics, more than almost any other marketing activity, affects the environment and a firm's environmental
sustainability efforts.
A) True
B) False
Diff: 2
17) Developing a green supply chain is not only environmentally responsible; it can also be profitable.
A) True
B) False
Diff: 2
18) Marketing logistics trade-offs occur when management seeks to find optimal results in terms of achieving shareholder
value while also achieving maximal sales and cash flow for the company.
A) True
B) False
Diff: 2
19) A company using just-in-time (JIT) logistics carries only small inventories and uses sophisticated forecasting along with
flexibly delivery so that supplies of new stock arrive only when they are needed.
A) True
B) False
Diff: 2
20) Carrying too much inventory is always preferable to carrying too little.
A) True
B) False
Diff: 2
21) Many large and resourceful marketing companies, such as Coles, Woolworths, Metcash and Unilever are investing
heavily to make the full use of RFID technology a reality.
A) True
B) False
Diff: 2
22) A 'smart tag' or RFID technology is a small transmitter chip embedded in or placed on products and packaging,
allowing the products to be tracked throughout the distribution channel.
A) True
B) False
Diff: 2
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
23) The modern marketing organisation uses its ________ strength to coordinate functions within it by managing the
activities of suppliers, purchasing agents, manufacturers, marketers, intermediaries and customers.
Diff: 3
24) In moving goods, managers try to choose a set of warehouses (stocking points), or cross-docking points, and
transportation carriers that will deliver finished goods to final destinations in the desired ________ and/or at the lowest
________.
Diff: 2
25) The goal of marketing logistics should be to provide a(n) ________ level of customer service at the least cost.
Diff: 2
26) The difference between distribution centres and storage warehouses is that distribution centres are designed to
________ goods rather than just store them.
Diff: 2
27) To reduce inventory management costs, many companies use a system called ________, which involves carrying only
small inventories of parts or merchandise, often only enough for a few days of operation.
Diff: 2
AACSB: Use of IT
28) ________ account for the major share of freight movement within Australia with some 40 per cent of total cargo
tonne-kilometres moved.
Diff: 2
29) Air carriers transport less than ________ per cent of cargo tonne-kilometres of the nation's goods.
Diff: 2
30) Among the most frequently air-freighted products are ________.

Diff: 2
31) The ________ carries digital products from producer to customer via satellite, cable or copper wire.
Diff: 2
32) Using ________ ________ ________ systems, retailers can share real-time data on sales and current inventory levels with
suppliers who take responsibility for ordering and delivering products to retailers, thereby saving time and money.
Diff: 2
AACSB: Use of IT
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
33) Briefly outline how channel members add value to a marketing system.
Diff: 2
34) A marketing ________ is a network of interdependent organisations called intermediaries that are involved in the
process of making a product or services available to users.
A) channel
B) network
C) structure
D) chain
E) complex
Diff: 2
Learning Obj.: 10.2 Describe the nature of marketing channels and how they organise to create value. pp. 305-316
35) Members of the marketing channel add value when they move goods from producers and suppliers to consumers by
overcoming ________, ________ and ________ gaps that arise when separate suppliers are unable to coordinate supply and
demand.
A) time; place; possession

B) time; substance; style
C) form; economic; service
D) market; competitive; strategic
E) access; convenience; service
Diff: 2
36) Marketing channel members perform many key functions. Which of the following is NOT normally a channel function?
A) information gathering and distributing

B) matching the offer to the buyer's needs
C) negotiating an agreement on price and other terms to facilitate transfer of ownership
D) risk taking—assuming the risks of carrying out the channel work.
E) sale of products or services to final end users
Diff: 2
37) Intermediaries usually offer a firm more than it can achieve on its own. Which of the following is most likely an
advantage of working with intermediaries?
A) financial support
B) fast service
C) scale of operation
D) working relationships with foreign distributors
E) strategy development
Diff: 2
38) From the economic system's point of view, the role of marketing intermediaries is to transform the assortment of
products made by producers into the assortment of products wanted by ________.
A) channel members
B) distributors
C) consumers
D) manufacturers
E) marketers
Diff: 2
39) Producers benefit from using intermediaries because they ________.
A) offer greater efficiency in making goods available to target markets

B) bring a fresh point of view to strategy development
C) eliminate risk
D) are generally backlogged with orders
E) refuse to store products for longer than a few days
Diff: 2
40) Proud Pets, a producer of clothing and accessories for pets, has recently partnered with a regional chain of pet stores.
Which of the following would Proud Pets be LEAST likely to expect from its new channel member?
A) promoting its products through advertising

B) assembling and packaging its products for final sale
C) distributing relevant marketing research information
D) identifying raw materials and other productive inputs
E) negotiating on its products' prices
Diff: 2
41) Intermediaries play an important role in coordinating ________.
A) dealer with customer

B) supply and demand
C) strategy and product
D) manufacturer to product
E) information and promotion
Diff: 2
42) In marketing terms, we say that the number of intermediary levels indicates the ________ of a channel.
A) depth
B) complexity
C) involvement
D) length
E) width
Diff: 2
43) To a producer of goods, a greater number of channel levels means ________ and greater channel complexity.
A) less distance between producer and end consumer

B) less control
C) more potential ideas
D) higher taxes
E) fewer channel members
Diff: 2
44) Which type of product might require a more direct marketing channel to avoid delays and too much handling?
A) lower-priced products
B) perishable products
C) high-priced products
D) products in their maturity stage
E) products in their decline stage
Diff: 2
45) Each layer of intermediary that performs some work in bringing the product and its ownership closer to the final buyer
is a channel ________.
A) layer
B) level
C) tier
D) stratum
Diff: 3
46) A direct marketing channel consists of how many levels?

A) zero
B) one
C) two
D) three
E) It is inappropriate to use levels when describing direct marketing.
Diff: 2
47) Which of the following statements about a zero-level channel is correct?
A) It may also be called a backward channel.

B) It is the same as a direct marketing channel.
C) It has only one intermediary between producer and consumer.
D) It has three members.
E) It refers to intensive distribution channels where there are an indeterminate number of channel members.
Diff: 2
48) The goal of channels in the service sector is to make the service ________.
A) available to target populations

B) affordable, differentiated and easy to find
C) risk free, readily available and differentiated
D) differentiated, targeted and affordable
E) affordable and accessible
Diff: 2
49) Marketing channels may be used to market ________.
A) a hospital
B) government ideas
C) birth-control clinics
D) comedians
Diff: 2
50) All of the institutions in a channel are connected by flows, including physical flow, flow of ownership, payment flow,
information flow and ________ flow.
A) promotion
B) acquisition
C) customer
D) return product
E) by-product
Diff: 3
51) When two Hungry Jacks restaurants have a disagreement over who should be able to sell in quantity at a discount to
local athletic teams, it is called a ________ channel conflict.
A) vertical
B) disintermediation
C) multichannel
D) horizontal
E) functional
Diff: 2
52) Staples Office Supply opened an online store that created competition with many of its dealers. The corporate office
created a(n) ________ conflict.
A) vertical
B) problematic
C) functional
D) horizontal
E) intermediation
Diff: 2
53) A distribution channel is more than a collection of firms connected by various flows; it is a(n) ________ in which people
and companies interact to accomplish individual, company and channel goals.
A) added value chain

B) complex behavioural system
C) corporate marketing system
D) vertical marketing system
E) multichannel system
Diff: 2
54) ________ conflict, which occurs between different levels of the same channel, is more common than ________ conflict,
which occurs among firms at the same level of the channel.
A) Horizontal; vertical
B) Vertical; horizontal
C) Contractual; corporate
D) Corporate; franchise
E) Wholesaler; retailer
Diff: 2
55) David Jones terminated its arrangements to supply clothing from popular fashion label, Country Road, following the
latter's increasing involvement with direct factory outlets. For the prestige retailer, David Jones, Country Road's activities
were not only a direct source of competition, but also represented an inconsistency with their carefully crafted prestige
image. This is an example of ________.
A) exclusive dealing
B) channel conflict
C) a breakdown in a contractual network
D) a power struggle
Diff: 2
56) Which of the following are the three major types of vertical marketing systems?
A) corporate, contractual and chain

B) contractual, corporate and independent
C) corporate, contractual and administered
D) administered, independent and franchised
E) corporate, contractual and task
Diff: 2
57) A ________ consists of producers, wholesalers and retailers acting as a unified system.
A) value-driven marketing network

B) corporate marketing network
C) complex marketing network
D) physical distribution system
E) vertical marketing network
Diff: 2
58) Historically, ________ have lacked strong leadership and have been troubled by damaging conflict and poor
performance.
A) corporate vertical marketing systems

B) contractual vertical marketing systems
C) conventional marketing channels
D) administered vertical marketing systems
E) conventional vertical marketing systems
Diff: 2
59) A conventional distribution channel consists of one or more ________ producers, wholesalers and retailers.
A) product-related
B) independent
C) contract
D) franchised
Diff: 2
60) A channel consisting of one or more independent producers, wholesalers or retailers each seeking to maximise its own
profits even at the expense of profits for the channel as a whole is a(n) ________.
A) vertical marketing system

B) conventional marketing channel
C) independent channel allocation
D) corporate VMS
E) administered vertical marketing system
Diff: 2
61) An advantage of a vertical marketing network (VMN) over a conventional distribution channel is that it acts as a
________ system.
A) unified
B) democratic
C) socially responsible
D) customer-driven
E) task-driven
Diff: 2
62) The Beta Corporation retains outright ownership of all members of its distribution channel. Beta's channel would be
best described as a(n) ________.
A) corporate VMN
B) consolidated VMN
C) administrative VMN
D) contractual VMN
E) proprietary VMN
Diff: 1
63) Equitable Products Corporation has negotiated legal agreements with each member of its channel to ensure channel
coordination, and it spells out procedures for conflict management. The firm's distribution system would be best described
as a(n) ________.
A) administrative VMN
B) contractual VMN
C) consolidated VMN
D) corporate VMN
E) proprietary VMN
Diff: 1
64) A corporate VMN has the advantage of controlling the entire distribution chain under ________.
A) a profit-maximising strategic plan

B) single ownership
C) mass distribution
D) a few intermediaries
E) franchise agreements
Diff: 2
65) Which of the following is NOT a form of contractual VMN?
A) wholesaler sponsored voluntary chain

B) retailer cooperative
C) manufacturer-sponsored retailer franchise network
D) service-firm-sponsored retailer franchise network
E) corporate vertically managed network
Diff: 2
66) Leadership in which type of marketing system is assumed not through common ownership or contractual ties, but
through the size and power of one or a few dominant channel members?
A) horizontal marketing system

B) administered VMN
C) corporate VMN
D) conventional marketing channel
E) multichannel distribution system
Diff: 1
67) In a ________, two or more companies at one level join together to follow a new marketing opportunity.
A) franchise
B) corporate VMN
C) horizontal marketing network
D) multichannel distribution network
E) conventional distribution channel
Diff: 1
68) Which of the following is an example of a manufacturer-sponsored retailer franchise system?
A) fast-food restaurants such as McDonald's and Hungry Jacks

B) Ford and its network of independent franchised dealers
C) licensed bottlers that bottle and sell Coca-Cola to retailers
D) a motel chain such as Holiday Inn and Quest Group
Diff: 2
69) When a Hudsons coffee shop offers its products inside of a private hospital, it is acting as part of a ________.
A) conventional distribution channel

B) direct marketing channel
C) disintermediated system
D) administered VMS
E) horizontal marketing system
Diff: 3
70) Which of the following is an example of a multichannel distribution system?
A) K-Mart setting up outlets in several new countries

B) Myer catalogue and retail store sales
C) Avon's door-to-door distribution
D) a hotel providing guest privileges at a health spa across the street
Diff: 2
71) It is becoming rare for marketers to use a(n) ________ marketing channel to reach their target markets.
A) single
B) dual
C) controlled
D) complex
E) tertiary
Diff: 2
72) Multichannel distribution systems are also called ________.
A) dual distribution systems

B) hybrid marketing systems
C) administered franchises
D) horizontal multichannel systems
E) contractual marketing systems
Diff: 3
73) ________ occur when a single firm sets up two or more marketing channels to reach one or more customer segments.
A) Dual distribution systems

B) Multichannel distribution networks
C) Administered franchises
D) Horizontal multichannel systems
E) Contractual marketing systems
Diff: 2
74) Orica's Dulux paint is sold through company-owned trade stores in Australasia as well as through competing outlets
such as Bunnings and Mitre 10, and it is sold directly via the internet to professional painters. This is an example of
________.
A) dual distribution systems

B) multichannel distribution networks
C) administered franchises
D) horizontal multichannel systems
E) contractual marketing systems
Diff: 2
75) As marketing manager for Globe Imports and Exports, you want to start reaping the benefits of a multichannel
distribution system. You will likely enjoy all of the following EXCEPT which one?
A) expanded sales
B) expanded market coverage
C) selling at a higher gross margin
D) opportunities to tailor products and services to the needs of diverse segments
E) greater profitability
Diff: 3
76) Which of the following is the most likely disadvantage of adding new channels in a multichannel distribution system?
A) decreasing understanding of complex markets

B) decreasing control over the system
C) fewer opportunities for franchising
D) increasing disintermediation
E) reducing conflict among channel members
Diff: 2
77) Disintermediation refers to ________.
A) a process of restructuring marketing channels in order to deal more directly with customers
B) a process of attempting to exert some control over complex and fragmented channels
C) a shift from conventional to vertical marketing networks
D) a synonym for direct marketing
E) the process of acting as a mediator in channel conflict
Diff: 2
78) Due in a large part to advances in technology, ________ is a major trend whereby product and service producers are
bypassing intermediaries and going directly to final buyers, or radically new types of channel intermediaries are emerging
to displace traditional ones.
A) the vertical marketing system

B) the corporate marketing system
C) disintermediation
D) the corporate merger
E) the hostile takeover
Diff: 1
AACSB: Use of IT
79) Producers who can afford to set up their own channels are unlikely to use intermediaries.
A) True
B) False
Diff: 2
AACSB: Analytic Skills
80) With increased use of the internet, few producers sell through intermediaries today.
A) True
B) False
Diff: 1
AACSB: Use of IT
81) Members of the marketing channel add value when they move goods from producers and suppliers to consumers by
overcoming time, placement and possession gaps.
A) True
B) False
Diff: 1
82) A major role played by intermediaries is to buy large quantities of products from many producers and break them
down into the smaller quantities and broader assortments wanted by consumers.
A) True
B) False
Diff: 2
83) Members of the marketing channel may help a company complete transactions by performing key functions such as
promotion and negotiation.
A) True
B) False
Diff: 2
84) The producer and the final consumer are part of every type of marketing channel.
A) True
B) False
Diff: 2
85) In a direct marketing channel, which has no intermediary levels, the company sells directly to consumers.
A) True
B) False
Diff: 1
86) The manager of the local McDonald's franchise in Bankstown had recently had her request to participate in cooperative
advertising, like the other McDonald's in her district, refused by Head Office. Now she is irritated and demands fairness in
treatment. This is an example of horizontal conflict.
A) True
B) False
Diff: 3
87) Channel conflict is always damaging and managers should do all they can to eradicate it altogether.
A) True
B) False
Diff: 2
88) In a conventional distribution channel, no channel member has much control over the other members, and no formal
means exists for assigning roles and resolving channel conflict.
A) True
B) False
Diff: 2
89) When Haynes, a Ballarat paint manufacturer, has single ownership of integrated, successive stages of production and
distribution, it has created a corporate VMS.
A) True
B) False
Diff: 2
90) The three main types of franchises are manufacturer-sponsored retailers, manufacturer-sponsored wholesalers and
service-firm-sponsored retailers.
A) True
B) False
Diff: 2
91) When the dry cleaners and the laundromat in your home town join forces to follow a new marketing opportunity, they
are forming a horizontal marketing network.
A) True
B) False
Diff: 2
92) Allfarmers Produce Company has a route selling to more than 100 groceries, schools and restaurants at wholesale
prices. Last week the owners opened up a walk-in discounted consumer produce outlet in the local town. It is now using a
multichannel network.
A) True
B) False
Diff: 2
93) Disintermediation involves restructuring marketing channels to deal more directly with customers.
A) True
B) False
Diff: 1
94) Marketers using multichannels gain sales with each new channel but also risk offending existing channels.
A) True
B) False
Diff: 2
95) The use of intermediaries largely reflects their greater ________ in making goods available to target markets.
Diff: 2
96) Marketing channels are a major part of any marketing logistics network and involve the interaction of ________ to
bring the goods and services to the marketplace.
Diff: 2
97) A marketing ________ is a set of interdependent organisations involved in the process of making a product or service
available to users.
Diff: 1
98) Members of the marketing channel add ________ when they move goods from producers and suppliers to consumers.
Diff: 3
99) Although channel members are dependent on one another, disagreements can and do occur. Such disagreements are
known as channel ________.
Diff: 2
100) ________ conflict is conflict between firms at the same level of the channel.
Diff: 2
101) ________ conflict is conflict between different levels of the same channel, and is even more common.
Diff: 2
102) A(n) ________ marketing network consists of producers, wholesalers and retailers acting as a unified network; one
channel member owns the others, has contracts with them or wields so much power that they all cooperate.
Diff: 2
103) A(n) ________ VMN is a vertical marketing network that combines successive stages of production and distribution
under single ownership; channel leadership is established through common ownership.
Diff: 2
104) A(n) ________ marketing network is one in which two or more companies at one level join together to follow a new
marketing opportunity.
Diff: 2
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
105) Compare and contrast a conventional distribution channel with a vertical marketing system (VMS).
Diff: 3
106) Why are multichannel distribution systems gaining popularity today?

Diff: 2
107) Outline the ways that retailers are using technology to enhance the in-store customer experience.
Diff: 2
AACSB: Use of IT
108) ________ involves all the activities involved in selling goods or services directly to final consumers for their personal,
non-business use.
A) Wholesaling
B) Producing
C) Retailing
D) Consumer marketing
E) Direct marketing
Diff: 2
Learning Obj.: 10.3 Discuss retailing, retailers' marketing decisions and the different ways of classifying stores, and describe retailing
trends and developments. pp. 316-328
109) A producer sells its products to K-Mart, who then onsells them to the consumers. This is an example of a(n) ________.
A) direct marketing channel

B) producer channel
C) indirect marketing channel
D) retailer channel
E) corporate vertical marketing system
Diff: 2
110) Every night at about 1:00 am, a shift worker stops by the 7-11 store near her house. She often buys milk or bread while
she's there, even though the prices at the 7-11 are higher than at her local Woolworths supermarket. The 7-11 is an example
of a ________.
A) specialty store
B) superstore
C) warehouse store
D) convenience store
E) combination store
Diff: 1
111) Costco opened its first Australian outlet in Melbourne in 2009 amid much media hype about the deep discounts on a
wide range of products. Costco's business model requires consumers to become members with a subscription fee of $60
before they are entitled to make purchases from the store. Costco would best be described as a ________.
A) combination store
B) factory outlet
C) discount store
D) superstore
E) warehouse club
Diff: 2
112) Officeworks carries a deep assortment of goods for the home office or small business. Product lines include office
stationery, office equipment, computer software and hardware, and office furniture—as well as services including copying
and printing. Officeworks would be best described as a ________.
A) category killer
B) factory outlet
C) discount store
D) superstore
E) warehouse club
Diff: 2
113) Consumers who value such factors as location, ease of access and non-traditional store hours more than large
assortments and lower prices are likely to purchase in ________.
A) convenience stores
B) shopping stores
C) department stores
D) hypermarkets
E) discount stores
Diff: 3
114) Some retail stores are designed to allow customers to easily locate merchandise which they pay for at centrally-located
checkouts before loading the goods into their own cars. This approach to retailing is best described as ________.
A) self-service retailing
B) no-service retailing
C) limited-service retailing
D) full-service retailing
Diff: 2
115) Retailers who typically offer some sales assistance and information as well as credit and merchandise return services
to support the sale of the shopping goods they carry are known as ________.
A) full-service
B) low-service
C) limited-service
D) self-service
E) no service
Diff: 2
116) Specialty stores and first-class department stores are most likely to employ a ________ approach.
A) self-service
B) full-service
C) low-service
D) limited-service
Diff: 3
117) A store that carries a narrow product line with a deep assortment within that line is called a ________.
A) specialty store
B) department store
C) convenience store
D) self-service store
E) discount store
Diff: 2
118) Stores that offer a wide variety of product lines organised according to type of product are known as ________.
A) department stores
B) convenience stores
C) specialty stores
D) discount stores
Diff: 2
119) Of the following, the store that is best described as a large, low-cost, low-margin, high-volume, self-service retailer is
the ________.
A) convenience store
B) specialty store
C) supermarket
D) factory outlet store
E) discount store
Diff: 2
120) An amateur jogger goes to the Adidas warehouse to find athletic shoes and clothing at lower prices than that charged
by department stores and sports stores. The room within the factory complex carries leftover merchandise, overruns,
samples and irregulars. This is an example of a ________.
A) combination store
B) factory outlet
C) discount store
D) superstore
E) warehouse club
Diff: 2
121) Independent retailers who join together to form their own wholesaling operation and conduct joint merchandising
and promotional activities are called a ________.
A) wholesaler cooperative
B) voluntary chain
C) purchasing cooperative
D) retailer cooperative
E) hyperchain
Diff: 2
122) Two or more outlets that are commonly owned and controlled, employ central buying and merchandising, and sell
similar lines of merchandise are known as ________.
A) chain stores
B) retail cooperatives
C) franchises
D) retail banner groups
E) retail conglomerates
Diff: 2
123) A feature of David Jones is the availability of fashion by high profile Australian designers. Some of labels carried by
David Jones include Thurley, Bianca Spender, Camilla & Marc, Collette by Collette Dinnigan and Willow. None of these
designer labels are carried by any other department store or fashion retail outlet. For David Jones, this is an example of
________.
A) national brands
B) selective brands
C) exclusive merchandise
D) repositioning
E) competitive blocking
Diff: 3
124) Many new types of retailing forms began as low-margin, low-price, low-status operations according to the concept
called ________.
A) the wheel of retailing

B) retailing cycle
C) cyclical retailing
D) retail evolutionary cycle
E) retail life-cycle
Diff: 2
125) The most common type of agent wholesaler is ________.
A) limited service wholesaler

B) merchant wholesaler
C) broker
D) manufacturers' agent
E) subcontracted salesforce
Diff: 2
126) ________ do not take title to goods and perform only a few functions. Their main function is to facilitate buying and
selling, for which they are paid a commission.
A) Agents and brokers

B) Industrial distributors
C) Rack jobbers
D) Producer's cooperatives
E) Commission merchants
Diff: 1
127) ________ are expected to bring buyers and sellers together and are paid by the party hiring them. They do not carry
inventory, get involved in financing or assume risk.
A) Brokers
B) Agents
C) Rack jobbers
D) Producer's cooperatives
E) Commission merchants
Diff: 1
128) A shopping centre is a group of retail businesses planned, developed, owned and managed as a unit.
A) True
B) False
Diff: 2
129) The retailing sector suffers from chronic overcapacity, resulting in fierce competition for customer dollars.
A) True
B) False
Diff: 2
130) In Australia, strip shopping centres, usually built along arterial roads and other high traffic routes, have been a major
component in the retail distribution spectrum.
A) True
B) False
Diff: 1
131) All activities involved in selling goods or services directly to final consumers for their personal, non-business use is
known as ________.
Diff: 2
132) A(n) ________ is a contractual association between a manufacturer, wholesaler or service organisation and
independent business people who buy the right to own and operate one or more business units.
Diff: 2
133) _________ must first define their target markets and then decide how they will position themselves in those markets.
Diff: 2
134) Retailers must decide on three main product variables: product assortment, ________ ________ and ________ ________.
Diff: 2
135) Unlike other forms of shopping centre, ________ ________ ________ are not centrally owned or managed.
Diff: 2
136) Which of the following functions is NOT likely to be performed by a wholesaler?
A) gathering market information

B) buying and assortment building
C) bulk breaking
D) risk bearing
E) selling goods or services to final consumers
Diff: 2
Learning Obj.: 10.4 Compare and contrast the different types of wholesalers and their marketing decisions, and discuss wholesaling
trends. pp. 328-332
137) The largest single group of wholesalers, accounting for roughly 50 per cent of all wholesaling, are the ________.
A) limited service wholesalers

B) merchant wholesalers
C) brokers
D) manufacturers' agents
Diff: 2
trends. pp. 328-332
138) Wholesalers who have a limited line of fast-moving goods, sell to small retailers for cash and normally do not deliver
are known as ________.
A) cash-and-carry wholesalers
B) truck wholesalers
C) drop shoppers
D) rack jobbers
Diff: 2
trends. pp. 328-332
139) Wholesalers that are owned by farmer-members who assemble farm products to sell in local markets are known as
________.
A) producers' cooperatives
B) truck wholesalers
C) produce wholesalers
D) cash-and-carry cooperatives
Diff: 3
trends. pp. 328-332
140) Which of the following products would be most likely handled by a drop shipper?
A) fresh-cut orchids
B) plastic beverage sets
C) snack cakes
D) timber
E) laptop computers
Diff: 1
trends. pp. 328-332
141) Wholesalers fall into three main groups. Which of the following is largest of those groups?
A) merchant wholesalers
B) agents and brokers
C) producers' co-operatives
D) manufacturers' sales branches and offices
E) full-line sales contractors
Diff: 1
trends. pp. 328-332
142) The wholesaler who represents two or more manufacturers of related lines is called a ________.
A) broker
B) manufacturer's agent
C) commission agent
D) selling agent
E) contractor
Diff: 1
trends. pp. 328-332
143) The wholesaler who contracts to sell a producer's entire output with no territory limits is called a ________.
A) broker
B) manufacturer's agent
C) commission agent
D) selling agent
E) contractor
Diff: 1
trends. pp. 328-332
144) Wholesalers today are increasing the number of lines they carry, choosing to carry a wider assortment in an effort to
attract a broader mix of customers.
A) True
B) False
Diff: 2
trends. pp. 328-332
145) Wholesalers today must define their target markets and position themselves effectively.
A) True
B) False
Diff: 2
trends. pp. 328-332
146) ________ includes all activities involved in selling goods and service to those buying for resale or business use.
Diff: 1
trends. pp. 328-332
147) Wholesalers fall into three main groups—merchant wholesalers, brokers and ________, and manufacturers' sales
branches and offices.
Diff: 3
trends. pp. 328-332
148) A(n) ________ brings buyers and sellers together and assists in negotiations.
Diff: 1
trends. pp. 328-332
1) E
2) E
3) A
4) E
5) C
6) E
7) B
8) A
9) D
10) C
11) E
12) A
13) A
14) A
15) B
16) A
17) A
18) B
19) A
20) B
21) A
22) A
23) logistics
24) time; total cost
25) targeted
26) move
27) just-in-time (JIT)
28) Railroads
29) one
30) perishables
31) internet
32) continuous inventory replenishment
33) Suggested Answer: Intermediaries reduce the amount of work that must be done by both producers and consumers.
They transform the assortment of products made by producers into the assortment wanted by consumers. They buy large
quantities from many producers and break them down into the smaller quantities and broader assortments wanted by
consumers. Intermediaries help to match supply and demand. Channel members add value by bridging the major time,
place and possession gaps that separate goods and services from those who would use them.
34) A
35) A
36) E
37) C
38) C
39) A
40) D
41) B
42) D
43) B
44) B
45) B
46) A
47) B
48) A
49) E
50) A
51) D
52) A
53) B
54) B
55) B
56) C
57) E
58) C
59) B
60) B
61) A
62) A
63) B
64) B
65) E
66) B
67) C
68) B
69) E
70) B
71) A
72) B
73) B
74) B
75) C
76) B
77) A
78) C
79) B
80) B
81) A
82) A
83) A
84) A
85) A
86) B
87) B
88) A
89) A
90) A
91) A
92) A
93) A
94) A
95) efficiency
96) intermediaries
97) channel
98) value
99) conflict
100) Horizontal
101) Vertical
102) vertical
103) corporate
104) horizontal
105) Suggested Answer: A conventional distribution channel consists of one or more independent producers, wholesalers
and retailers. Each is a separate business seeking to maximise its own profits, even at the expense of the system as a whole.
No channel member has much control over the other members, and no formal means exists for assigning roles and
resolving channel conflict. On the other hand, a vertical marketing system is a unified system made up of producers,
wholesalers, and retailers. While members of a conventional distribution channel seek to maximise their own profits,
members of a vertical marketing system all cooperate because either one member owns the others, one has contracts with
the others or one wields more power than the others.
106) Suggested Answer: Multichannel distribution systems exist when a single firm sets up two or more marketing
channels to reach one or more customer segments. Such a system offers advantages to firms facing large and complex
markets. It allows the firms to expand sales and market coverage. It allows firms to tailor their products and services to the
specific needs of diverse customer segments. Larger bottom-line profits may occur.
107) Suggested Answer: Today's customers have become used to the speed and convenience of online environments and
use it to control the buying process. Retailers are beginning to understand this and are using retail technology to connect
with consumers.
Many retailers now routinely use technologies ranging from touch-screen kiosks, handheld shopping assistants,
customer-loyalty cards and self-scanning checkout systems.
These technologies provide consumers with a range of benefits from increased information about stocks, prices, etc.
(via kiosks), through to speed and efficiency (self-scanning checkouts) and improved relationships (via loyalty systems).
108) C
109) C
110) D
111) E
112) A
113) A
114) A
115) C
116) B
117) A
118) A
119) C
120) B
121) B
122) A
123) C
124) A
125) D
126) A
127) A
128) A
129) A
130) A
131) retailing
132) franchise
133) Retailers
134) services mix; store atmosphere
135) strip shopping centres
136) E
137) B
138) A
139) A
140) D
141) A
142) B
143) D
144) B
145) A
146) Wholesaling
147) agents
148) broker
Another random document with
no related content on Scribd:
—Porque, como él dice, «hacienda, tu amo te vea». Lo mismo le
pasará á su esposo de usted.
—Es verdad; pero ya que tan bien le ha ido y le va con los negocios,
¿por qué no se retira de una vez? La salud ante todo, Carmelita. Y
para una hija sola que tiene...
—Cierto es eso; pero los negocios parece ser que están enredados
unos con otros, y que no es tan fácil como se cree echar el corte
cuando se quiere... Y si no, pregúnteselo usted al coronel.
—En verdad que algo de eso suele decirme á mí Guerrilla cuando le
llamo codicioso, y le aconsejo que lo deje todo y se venga al lado de
su familia.
—Pues velay, usté.
—Ya, ya; ya me hago cargo.
Y por más vueltas que dan la madre y las hijas á sus interrogatorios,
no sacan otra cosa en limpio las de doña Calixta, con respecto á la
verdadera posición social de sus amigas de Madrid.
Algo pudiera decirlas yo que les ahorrara más de la mitad del
camino para llegar al asunto; pero ¡vaya usted á ponerlo en sus
bocas! Toda la veneración que sienten por Ofelia, no alcanzaría á
impedirlas que se lo contaran, en secreto, al primero que les
manifestara el mismo afán que ellas tienen hoy. Y que ese algo no
debe publicarse después de haber ellas mismas ensalzado tanto la
prosapia de Ofelia, es indudable. Y si no, que lo diga el imparcial
lector, á quien hago juez en el asunto. Trátase de una carta que las
de Madrid se dejaron olvidada, debajo de la cama, en la casa de
huéspedes que habitaron el verano pasado; carta que llegó á mi
poder, no diré cómo, y canta así:
«Mi más querida esposa Carmelita y amadísima hija Ofelia: Sus
escribo la presente para decirvos que estoy bueno de salú, y para
que me digáis cómo anda la vuestra; pus va diquiá dos semanas
que no recibo carta de vusotras.—De paso sus alvertiré que, como
la lezna no entra por onde señala, lo de la contrata de zapatos para
el Hospicio no valió esta vez como las otras; y gracias que lo cuento
en mi casa. Paece de que antier volvieron los chicos descalzos al
establecimiento, porque, á resultas de la lluvia, se reblandeció el
cartón de la suela y se descubrió el ajo.—Diréis que cómo otras
veces ha pasado el engaño, y ahora no.—Sus diré á eso que, en
primer lugar, esta vez, por guitonada de los oficiales, no se dió bien
al cartón el unto que sabéis y con el que aguantaba un zapato
siquiera tres posturas (no mojándose en la segunda); y después,
porque ya no está allí el encargado de enantes, que además de
recibir la obra por buena, echaba á los chicos la culpa de la avería,
cuando se le quejaban de ella. Tomó cartas ahora el administrador, y
me baldó. Por buena compostura, he consentido en perder todo el
valor de lo entregado, que, por fortuna, de cartón era ello y de
badana. ¡Bien haya los sofocos que me di cortando pares en el
mostrador! ¡Y yo que pensaba calzar á medio ejército de tropa, por
lo que, como sabéis, tenía echado un memorial en el menisterio! Me
temo que lo del Hospicio no me ha de favorecer nada para el caso.
Y lo peor es que, por atender con todos mis operarios á la tarea, los
parroquianos de fino han estado mal servidos, y algunos me dejan.
«Á todo esto sus diré, que el marqués de la esquina se ha casado
en Alicante con una viuda rica y vieja, para salir de trampas. Bien
sus decía yo que estaba más tronado que una rata, y también sus
dije que me debía los botitos de dos años; y ahora sus diré que
además me debía siete duros que me pidió una noche al pasar por
la tienda, porque no llevaba suelto. Cuando venga le pasaré la
cuenta de todo; y si paga, que no pagará, eso saldremos ganando...
¡y gracias que no nos debe más, que bien hubiera podido ser! No
hay que pensar en estos marqueses que soban mucho á los artistas
que tenemos hijas guapas.
«Esto me alcuerda que ya van cinco veranos que veraneáis en ésa,
sin el menor apego de indiano, como sus figurestes. Con un par de
negocios como el del Hospicio, sacabó la tela, y, como el otro que
dice, el veraneo de moda. Mucho sus quiero, pero no sé si podréis
ripitir.
«Venisius pronto, que ya me hacéis falta para el ribeteo de fino:
alcordarvos de que pierdo dinero pagando, más de mes y medio,
oficialas que hagan vuestra labor.
«Tocante á lo demás, devertisius mucho, pues bien sabéis sus ama
y sus estima vuestro esposo rendido y amante padre,
«Crispín de la Puntera».
EN CANDELERO
Que va á Alicante; que prefiere á Valencia; que acaso se decida por

Barcelona.
—»Que ya no va á Barcelona, ni á Valencia, ni á Alicante, porque
viene á Santander.
—»Que ya no va á ninguna parte.
—»Que le son indispensables los baños de mar, y que tiene que
tomarlos.
—»Que se decide por la playa del Sardinero.
—»Que vendrá en julio; que acaso no pueda venir hasta principios
de agosto; que lo probable es que ya no venga hasta muy cerca de
septiembre.
—»Que ya no viene ni en julio, ni en agosto, ni en septiembre.
—»Que, por fin, viene, y se cree que se hospedará en una fonda del
Sardinero.
—»Que es cosa resuelta que llegará el tantos de julio, y que no se
hospedará en el Sardinero, sino en la ciudad.
—»Que no se sabe si le tendrá en su casa el marqués de X, ó el
conde de Z, ó D. Pedro, ó D. Juan, ó D. Diego.
—»Que resueltamente se hospedará en casa del señor de Tal».
Eso, y mucho más por el estilo, cuentan, corrigen, desmienten,
rectifican y aseguran todos los días estos periódicos locales, con el
testimonio de los de Madrid y algunas correspondencias
particulares, desde mayo á fin de julio, casi en cada año,
refiriéndose á alguno de los personajes que á la sazón se hallen en
candelero.
Un día vemos conducir á hombros, por la calle, una lujosa sillería,
un espejo raro, una mesa de noche muy historiada... algo, en fin,
que no se ve en público á todas horas; observamos que las señoras
indígenas transeúntes se quedan atónitas mirando los muebles, y
hasta las oímos exclamar:—«Son para el gabinete que le están
poniendo. El espejo es de Fulanita, la mesa de Mengano y la sillería
de Perengano».
Y llega el tantos de julio; y por la tarde se ven fraques, levitas y tal
cual uniforme, camino de la Estación, y además el carruaje que
envía el señor de Tal, propio, si le tiene, y si no, prestado.
Poco después estallan en el aire, hacia el extremo del andén, media
docena de cohetes, y casi al mismo tiempo se oye el silbido de la
locomotora que entra en la Estación. Luego salen de ella los viajeros
vulgares, y puede verse en el fondo, enfrente de la puerta, un grupo
de personas apiñadas, confundiéndose en él, con el oro de los
uniformes, el negro paño de la media etiqueta; el cual grupo se
cimbrea de medio arriba muy á menudo, dejando ver, á tiempos, en
su centro, una persona erguida é impasible, como ídolo que recibe
la incensada; después el del centro del grupo, con otros tres de la
circunferencia, toman asiento en el carruaje; sale éste al trote de sus
caballos; síguenle, echando los pulmones por la boca, dos docenas
de granujas impertinentes, y una pareja de guardias municipales
que llevan los paraguas y los abrigos de algunos de los que van en
el coche, y vuelven á verse los mismos fraques y galones de antes
camino de la Dársena, pero dispersos y en desorden.
Y andando, andando, el carruaje llega al punto de su destino.
—¿Cuál de ellos es?—pregunta algún curioso, al ver apearse á los
del coche.
—Ése que va enmedio...
—Pues no tiene la mejor traza,—replica el preguntante, con cierto
desaliento, en la creencia, sin duda, de que el hombre está obligado
á embellecerse á medida que asciende en la escala de los empleos.
Los que le acompañaron hasta su misma casa, salen de ella á poco
rato; y cuando anochece, comienzan á llenar de ruido la barriada la
charanga de la Caridad, y sucesivamente todas las murgas que de
la caridad pública viven.
Al día siguiente vuelven á verse por la calle las libreas de la
etiqueta. Son de los que tienen obligación de ir á ofrecer sus
respetos al recién venido, y de las comisiones de esto y de lo otro.
Recibe á cada grupo á hora distinta, y tiene para todos frases
bastante lisonjeras, ya que no muy variadas.
—Señores—suele decirles:—yo me felicito de recibir el cordial
saludo de... (aquí lo que sean los visitantes) tan dignos y
beneméritos. Estad seguros de que si seguís prestándonos todo el
apoyo de vuestra importantísima adhesión y de vuestro celo é
inteligencia en el desempeño de vuestros respectivos cargos, el
Gobierno se envanecerá de ello; y el país, que tanto espera de
nosotros, porque por nosotros está nadando en la felicidad y en la
abundancia, os lo recompensará con largueza. Yo, fiel intérprete de
sus deseos y aspiraciones, os lo prometo en su nombre.
Se dicen luego cuatro vaguedades sobre la salud del visitado, sobre
la virtud de los baños de ola, y sobre el paisaje y el clima de la
Montaña, y á otra cosa.
Al segundo día, aún se ven algunos curiosos... y curiosas de copete,
husmeando hacia la puerta de la calle, á las horas probables en que
él ha de salir.
Al tercero, nadie se acuerda ya del personaje. Sólo la prensa local
se ocupa, con un celo superior á todo elogio, en decirnos si va ó si
viene; si le pintan los baños; si piensa darse tantos ó cuántos, y
cuántos se ha dado ya; si prefiere el bonito á la merluza; con quién
comió y con quién comerá; á qué hora se acuesta; quiénes le hacen
la tertulia; de qué lado duerme, y á qué hora se levanta.
Al octavo día, observa la gente que por la Plaza Vieja sube un coche
lleno de señores muy espetados.
—Ahí va,—dicen algunos.
—¿Adónde?—se les pregunta.
—Á visitar el Instituto. Desde allí irá á la Farola. Ahora viene del
Cristo de la Catedral.
—Entonces ¿está ya para marcharse?
—Claro; ¡cuando le enseñan eso!...
Y así es, en efecto. Al cumplirse la semana y media desde su
llegada, vuelven á verse una mañana, camino de la Estación, los
fraques, los galones, el coche, los granujas y los policías de la otra
vez; y en el andén, el mismo grupo dando sombreradas y apretones
de manos al propio personaje, que va poco á poco desapareciendo
en un coche reservado y muy majo; estalla en los aires otra media
docena de cohetes; vuelve á silbar la locomotora, y parte el tren
hacia la Peña del Cuervo, dejando detrás la consabida crencha de
humo vaporoso, que ondula, se enrosca y serpentea, y al cabo se
pierde y desvanece en el espacio, como todas las vanidades de la
tierra.
Durante algunos días después, la gente bien informada se las
promete muy felices para los intereses del común. Todos los
proyectos que el Municipio tiene pendientes de superior resolución,
serán despachados «como se pide»; habrá subvenciones para esto
y para lo otro y para lo de más allá; el puerto va á quedar como
nuevo; los barrancos que están á expensas del Estado á las
inmediaciones de Santander, volverán á ser anchas, firmes y
cómodas carreteras... Él lo ha prometido; él lo ha asegurado; él se lo
ha ofrecido en confianza á Juan, á Pedro y á Diego... Va muy
satisfecho de nosotros, ¡contentísimo de la acogida que se le ha
hecho!
Claro es que ninguna de estas ofertas se cumple, no sé si porque,
en realidad, no se hicieron, ó porque se olvidaron, como tantas
otras; pero, en cambio, un día del próximo otoño amanecen
Caballeros y Comendadores de tal y de cual, seis docenas de
ciudadanos que se acostaron simples mortales como yo. ¡Única
estela que hoy dejan, á su paso por los pueblos, los varios
españoles que gozan del eventual y efímero privilegio de ser
recibidos con música y cohetes!
AL TRASLUZ
Ó hay que convenir en que la mujer es susceptible de adquirir

cuantos aspectos y aptitudes morales quiera darle la educación, ó
debemos confesar que la naturaleza tiene, de vez en cuando,
caprichos muy singulares.
Esto, que probablemente se habrá dicho cincuenta mil veces á
propósito de las mujeres que se han hecho célebres en el campo de
las ciencias, en el de las artes, en el de las letras... y hasta en el de
las armas, cuadra perfectamente al hablar de cierto tipo que, no por
pasar como un relámpago todos los años sobre la fisonomía
veraniega de Santander, deja de imprimirse en ella; y no así como
quiera, sino como imprime un pintor de fama el sello de su ingenio,
su idiosincrasia artística, si vale la palabra, sobre todas las figuras
de sus cuadros.
Nacida y propagada esta verdadera originalidad del sexo débil en
regiones algo inverosímiles todavía en la tradicional y cachazuda
España, cuando aparece en una, señal es de que allí puede vivir ya;
de que en ella se encuentran los elementos que necesita su vida de
ostentación y de aventuras. Estos elementos son: los hombres de
Estado, los ricos banqueros, los famosos calaveras, los pontífices
de las letras y de las artes, y, como á manera de orla de todo el
catálogo, una muchedumbre de damas del llamado gran mundo, y
de mozuelos esclavos de la moda.
De que Santander reúne todo eso y ha llegado ya, por ende, á la
alta categoría que alcanzan en el mundo elegante tantos otros
puertos extranjeros, en cuyas aguas lavan cada verano sus
distinguidas mataduras las primeras aristocracias europeas, es
evidente prueba el que nos visita todos los años, desde muchos
acá, algún ejemplar de aquella fenomenal especie.
Mas antes que el lector eche á mala parte lo que le dije de los
elementos vitales de esta señora, apresúrome á indicarle en qué
concepto los necesita hoy.
Figúresela en un hotel del Sardinero, con todo un piso á su
disposición, porque sus criados y equipajes no caben en menor
espacio, si ha de quedarle á ella el necesario para dormir, para
peinarse, para vestirse, para recibir y para comer en ancha mesa,
siempre dispuesta para una docena de convidados.
Éstos han de ser de las notabilidades á que aludí; es decir, de lo
más cogolludo en letras, artes, política, banca, armas... y aun
tauromaquia, que á la sazón resida en el Sardinero ó en la ciudad.
Para comer con ellos, para hablar con ellos, necesita, busca y
agasaja á esos hombres. Ella los preside, ella dirige las
conversaciones, ella provoca y salpimenta los discreteos, y en sus
labios hay siempre agudezas y oportunidades para los discretos, y
sutiles epigramas para los necios, pues no dejan de serlo, en varios
lances, muchos hombres de talento. Que quien tal vida trae no debe
mostrarse muy aficionada al trato de las mujeres, no hay necesidad
de asegurarlo: evidente es que huyera de ellas si no las necesitara
para fondo y accesorios del cuadro en que ella entra como principal
figura, ó, á lo sumo, para tener en quien cebar impunemente sus
sátiras implacables, ó esos pedazos más de entretenimiento que
repartir entre la voracidad murmuradora de su corte favorita.
Hay quien atribuye esta antipatía hacia su sexo á cierta pasión non
sancta que suele albergarse en los pechos que ya no laten á
impulso de un alma juvenil y retozona; cuando se huye del espejo
como de las grandes verdades que acusan faltas é imperfecciones;
cuando los tristes desengaños de las primeras arrugas hacen
recordar con envidia y desconsuelo los triunfos y los encantos de la
risueña juventud; cuando se aspira, en fin, á conquistar, á fuerza de
dispendios y agudezas, lo que antes se atrajo por el solo brillar de la
hermosura.
Pero esta suposición, que bien pudiera admitirse con referencia al
molde común de las mujeres, y aun de los hombres, no está
justificada cuando se endereza á este otro tipo, cuyas pasiones,
talentos y debilidades están, y han estado quizás, muy por encima
de todo lo usual y corriente. Con esta consideración á la vista, no se
afane el lector porque le diga yo de dónde vienen esas intimidades
encumbradas; de qué procede ese varonil desparpajo que la hace,
en verano, reina y señora del Sardinero, como en invierno le da
absoluto predominio en los aristocráticos salones de Madrid, y eso
que no es aristócrata ella, ni nombre llevó jamás que á pergamino
huela. Cierto es que cuando se ha pasado la vida en roce continuo
con hombres de todas las imaginables condiciones y cataduras, á
poco que se haya tomado de cada uno de ellos puede reunirse,
cerca de la vejez, gran copia de saber y de experiencia; pero ¿cómo
se llegó en la juventud á esas alturas?—pregunto yo á mi vez;—
¿cómo lo que en unas gasta y desprestigia, en otras acrecienta el
poder y el atractivo? Aquí no hay otro remedio que volver á la
segunda parte de mi tema: la naturaleza tiene, de vez en cuando,
caprichos muy singulares; y añado ahora que también la Fortuna
suele complacerse en mimar con sus dones más preciados á lo que
es obra de los caprichos de la naturaleza.
Así hay que explicarse esas cataratas de doblones que siguen y
preceden á esta clase de mujeres en sus viajes, y las envuelven en
los alcázares que habitan la mayor parte del año; pues ni feudo se
las conoce que tanto produzca, ni ya son Dánaes pudibundas que
creer nos hagan en las lluvias de oro de los Joves de ogaño.
Ofrecedle dificultades al vulgar entendimiento, y veréis á la
imaginación echarse desatentada por los cerros de Úbeda. Tal
sucede en el presente caso. No se comprende bien, ó no se explica,
la razón de su predominio y de sus caudales, y cada cual se forja
una historia á su capricho, fundada sobre vagos rumores; y estas
historias juntas quieren ser una pequeña parte de la historia de esa
dama, á quien se adjudican todas las anécdotas picantes, todas las
frases equívocas, todos los triunfos y todos los escándalos con que
han inmortalizado sus nombres en la alta sociedad las demás
mujeres de su talla.
No desconoce ella estos rumores; y como sabe muy bien que son
los gajes de su oficio, antes la lisonjean que la ofenden.
En las poquísimas veces que se da á luz entre su escogida corte
bigotuda, los hombres abren calle para que pase, y las mujeres
temen su mirada como el siervo la de su señor. ¿Qué mayor triunfo
para su vanidad de mujer de historia?
Tan pocas veces se exhibe en público, que yo mismo, que trato de
hacer su monografía, no la he visto jamás, ni la conozco sino por la
fama que la han dado aquí los que nos dicen que la conocen
mucho.
Pero mito ó realidad, ella pasa por Santander cada verano, y, como
al principio dije, se imprime en la fisonomía veraniega del pueblo de
un modo indeleble, como el detalle que más resalta y hasta da
carácter é importancia á todos los demás.
Y he aquí por qué yo, que estoy haciendo el croquis de esa
fisonomía, no puedo prescindir de dibujar en ella tan expresivo
pormenor.
Eso haré yo tan sólo, y me guardaré mucho de escarbar el cutis
para ver lo que hay debajo.
Quédese esto, en buen hora, para los aduladores que la cantan, ó
para los maldicientes que la despellejan.
Si el calor de unos hechizos, que ya no existen, derritió el áureo
pedestal sobre que la adoración de laborioso marido colocó á su
propia mujer para atraerla el culto de los demás; si la tarea olímpica
de reponer con otro nuevo cada trono derretido, dejó sin fuerzas, sin
esperanzas y hasta sin vida al desventurado que tal empresa creyó
fácil; si el peso que á él le mató, abandonado al pie de la montaña,
tuvo nuevos Sísifos que le empujaran esperando llevarle triunfantes
hasta la cima, y también rodaron hasta el abismo, desalentados y
rotos; si mientras duró aquel fuego no le faltaron tronos que
consumir, ni tesoros que rodar montaña arriba, buscando su calor; si
de ese montón de escombros y cenizas ha hecho la química de la
necesidad inagotable venero que surte de esplendor á una
soberanía no destronada, antes ennoblecida con la augusta
diadema de las canas; si éstas no son el fruto natural de los años,
sino la huella de las tempestades que corrió la juventud en el mar de
todos los deleites; si el corazón de la mujer, que es casi siempre un
libro abierto, sin ser por eso un libro bueno, á menudo es una
caverna con ruidos y sin luz, ¿á mí qué me cuentan ustedes? ¿qué
me importa en el presente caso? Cuéntenselo á ese enjambre del
buen tono que tanto se paga de ciertos relumbrones; cuéntenselo á
esa sociedad que se complace en crear ídolos que después escupe
y despedaza, acaso porque le imponen y amedrentan; cuéntenselo
á esas gentes del gran mundo, para quienes nada es bueno ni
plausible, sino lo distinguido y elegante. Ellas solas son las
trompetas de esas famas; ellas quienes las elevan y sahúman
antes; ellas mismas quienes las difaman después.
En cuanto á mí, dibujos hago, que no autopsias; y dibujo es éste, al
trasluz, por más señas, sobre los perfiles que la fama trazó. Al
público sale, pues, como el público le ha forjado: yo no hice más que
copiarle en ésta, por ahora, última hoja de mi cartera.
1877.
*** END OF THE PROJECT GUTENBERG EBOOK BOCETOS AL
TEMPLE. TIPOS TRASHUMANTES ***
Updated editions will replace the previous one—the old editions

will be renamed.
Creating the works from print editions not protected by U.S.

copyright law means that no one owns a United States copyright
in these works, so the Foundation (and you!) can copy and
distribute it in the United States without permission and without
paying copyright royalties. Special rules, set forth in the General
Terms of Use part of this license, apply to copying and
distributing Project Gutenberg™ electronic works to protect the
PROJECT GUTENBERG™ concept and trademark. Project
Gutenberg is a registered trademark, and may not be used if
you charge for an eBook, except by following the terms of the
trademark license, including paying royalties for use of the
Project Gutenberg trademark. If you do not charge anything for
copies of this eBook, complying with the trademark license is
very easy. You may use this eBook for nearly any purpose such
as creation of derivative works, reports, performances and
research. Project Gutenberg eBooks may be modified and
printed and given away—you may do practically ANYTHING in
the United States with eBooks not protected by U.S. copyright
law. Redistribution is subject to the trademark license, especially
commercial redistribution.
START: FULL LICENSE

THE FULL PROJECT GUTENBERG LICENSE
PLEASE READ THIS BEFORE YOU DISTRIBUTE OR USE THIS WORK
To protect the Project Gutenberg™ mission of promoting the

free distribution of electronic works, by using or distributing this
work (or any other work associated in any way with the phrase
“Project Gutenberg”), you agree to comply with all the terms of
the Full Project Gutenberg™ License available with this file or
online at www.gutenberg.org/license.
Section 1. General Terms of Use and

Redistributing Project Gutenberg™
electronic works
1.A. By reading or using any part of this Project Gutenberg™
electronic work, you indicate that you have read, understand,
agree to and accept all the terms of this license and intellectual
property (trademark/copyright) agreement. If you do not agree to
abide by all the terms of this agreement, you must cease using
and return or destroy all copies of Project Gutenberg™
electronic works in your possession. If you paid a fee for
obtaining a copy of or access to a Project Gutenberg™
electronic work and you do not agree to be bound by the terms
of this agreement, you may obtain a refund from the person or
entity to whom you paid the fee as set forth in paragraph 1.E.8.
1.B. “Project Gutenberg” is a registered trademark. It may only

be used on or associated in any way with an electronic work by
people who agree to be bound by the terms of this agreement.
There are a few things that you can do with most Project
Gutenberg™ electronic works even without complying with the
full terms of this agreement. See paragraph 1.C below. There
are a lot of things you can do with Project Gutenberg™
electronic works if you follow the terms of this agreement and
help preserve free future access to Project Gutenberg™
electronic works. See paragraph 1.E below.
1.C. The Project Gutenberg Literary Archive Foundation (“the
Foundation” or PGLAF), owns a compilation copyright in the
collection of Project Gutenberg™ electronic works. Nearly all the
individual works in the collection are in the public domain in the
United States. If an individual work is unprotected by copyright
law in the United States and you are located in the United
States, we do not claim a right to prevent you from copying,
distributing, performing, displaying or creating derivative works
based on the work as long as all references to Project
Gutenberg are removed. Of course, we hope that you will
support the Project Gutenberg™ mission of promoting free
access to electronic works by freely sharing Project
Gutenberg™ works in compliance with the terms of this
agreement for keeping the Project Gutenberg™ name
associated with the work. You can easily comply with the terms
of this agreement by keeping this work in the same format with
its attached full Project Gutenberg™ License when you share it
without charge with others.
1.D. The copyright laws of the place where you are located also
govern what you can do with this work. Copyright laws in most
countries are in a constant state of change. If you are outside
the United States, check the laws of your country in addition to
the terms of this agreement before downloading, copying,
displaying, performing, distributing or creating derivative works
based on this work or any other Project Gutenberg™ work. The
Foundation makes no representations concerning the copyright
status of any work in any country other than the United States.
1.E. Unless you have removed all references to Project

Gutenberg:
1.E.1. The following sentence, with active links to, or other

immediate access to, the full Project Gutenberg™ License must
appear prominently whenever any copy of a Project
Gutenberg™ work (any work on which the phrase “Project
Gutenberg” appears, or with which the phrase “Project
Gutenberg” is associated) is accessed, displayed, performed,
viewed, copied or distributed:
This eBook is for the use of anyone anywhere in the United

States and most other parts of the world at no cost and with
almost no restrictions whatsoever. You may copy it, give it
away or re-use it under the terms of the Project Gutenberg
License included with this eBook or online at
www.gutenberg.org. If you are not located in the United
States, you will have to check the laws of the country where
you are located before using this eBook.
1.E.2. If an individual Project Gutenberg™ electronic work is

derived from texts not protected by U.S. copyright law (does not
contain a notice indicating that it is posted with permission of the
copyright holder), the work can be copied and distributed to
anyone in the United States without paying any fees or charges.
If you are redistributing or providing access to a work with the
phrase “Project Gutenberg” associated with or appearing on the
work, you must comply either with the requirements of
paragraphs 1.E.1 through 1.E.7 or obtain permission for the use
of the work and the Project Gutenberg™ trademark as set forth
in paragraphs 1.E.8 or 1.E.9.
1.E.3. If an individual Project Gutenberg™ electronic work is

posted with the permission of the copyright holder, your use and
distribution must comply with both paragraphs 1.E.1 through
1.E.7 and any additional terms imposed by the copyright holder.
Additional terms will be linked to the Project Gutenberg™
License for all works posted with the permission of the copyright
holder found at the beginning of this work.
1.E.4. Do not unlink or detach or remove the full Project

Gutenberg™ License terms from this work, or any files
containing a part of this work or any other work associated with
Project Gutenberg™.
1.E.5. Do not copy, display, perform, distribute or redistribute
this electronic work, or any part of this electronic work, without
prominently displaying the sentence set forth in paragraph 1.E.1
with active links or immediate access to the full terms of the
Project Gutenberg™ License.
1.E.6. You may convert to and distribute this work in any binary,
compressed, marked up, nonproprietary or proprietary form,
including any word processing or hypertext form. However, if
you provide access to or distribute copies of a Project
Gutenberg™ work in a format other than “Plain Vanilla ASCII” or
other format used in the official version posted on the official
Project Gutenberg™ website (www.gutenberg.org), you must, at
no additional cost, fee or expense to the user, provide a copy, a
means of exporting a copy, or a means of obtaining a copy upon
request, of the work in its original “Plain Vanilla ASCII” or other
form. Any alternate format must include the full Project
Gutenberg™ License as specified in paragraph 1.E.1.
1.E.7. Do not charge a fee for access to, viewing, displaying,

performing, copying or distributing any Project Gutenberg™
works unless you comply with paragraph 1.E.8 or 1.E.9.
1.E.8. You may charge a reasonable fee for copies of or

providing access to or distributing Project Gutenberg™
electronic works provided that:
• You pay a royalty fee of 20% of the gross profits you derive from
the use of Project Gutenberg™ works calculated using the
method you already use to calculate your applicable taxes. The
fee is owed to the owner of the Project Gutenberg™ trademark,
but he has agreed to donate royalties under this paragraph to
the Project Gutenberg Literary Archive Foundation. Royalty
payments must be paid within 60 days following each date on
which you prepare (or are legally required to prepare) your
periodic tax returns. Royalty payments should be clearly marked
as such and sent to the Project Gutenberg Literary Archive
Foundation at the address specified in Section 4, “Information
about donations to the Project Gutenberg Literary Archive
Foundation.”
• You provide a full refund of any money paid by a user who

notifies you in writing (or by e-mail) within 30 days of receipt that
s/he does not agree to the terms of the full Project Gutenberg™
License. You must require such a user to return or destroy all
copies of the works possessed in a physical medium and
discontinue all use of and all access to other copies of Project
Gutenberg™ works.
• You provide, in accordance with paragraph 1.F.3, a full refund of

any money paid for a work or a replacement copy, if a defect in
the electronic work is discovered and reported to you within 90
days of receipt of the work.
• You comply with all other terms of this agreement for free
distribution of Project Gutenberg™ works.
1.E.9. If you wish to charge a fee or distribute a Project

Gutenberg™ electronic work or group of works on different
terms than are set forth in this agreement, you must obtain
permission in writing from the Project Gutenberg Literary
Archive Foundation, the manager of the Project Gutenberg™
trademark. Contact the Foundation as set forth in Section 3
below.
1.F.
1.F.1. Project Gutenberg volunteers and employees expend

considerable effort to identify, do copyright research on,
transcribe and proofread works not protected by U.S. copyright
law in creating the Project Gutenberg™ collection. Despite
these efforts, Project Gutenberg™ electronic works, and the
medium on which they may be stored, may contain “Defects,”
such as, but not limited to, incomplete, inaccurate or corrupt
data, transcription errors, a copyright or other intellectual
property infringement, a defective or damaged disk or other

Principles of Marketing 6th Edition Armstrong Test Bank instant download all chapter

Uploaded by

Copyright:

Available Formats

You might also like

Principles of Marketing 6th Edition Armstrong Test Bank instant download all chapter

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Principles of Marketing 6th Edition Armstrong Test Bank instant download all chapter

Uploaded by

Copyright:

Available Formats

Principles of Marketing 6th Edition

Armstrong Test Bank

Principles of Marketing AUSTRALIAN 7th Edition

Marketing An Introduction Canadian 6th Edition

Marketing An Introduction Updated Canadian 6th Edition

Marketing An Introduction Canadian 6th Edition

Marketing An Introduction 11th Edition Armstrong Test

Marketing An Introduction 13th Edition Armstrong Test

Marketing An Introduction 12th Edition Armstrong Test

Marketing An Introduction Canadian 5th Edition

A) fishyback, airtruck and trainship

30) Among the most frequently air-freighted products are ________.

A) time; place; possession

A) information gathering and distributing

39) Producers benefit from using intermediaries because they ________.

A) offer greater efficiency in making goods available to target markets

A) promoting its products through advertising

41) Intermediaries play an important role in coordinating ________.

A) dealer with customer

A) less distance between producer and end consumer

46) A direct marketing channel consists of how many levels?

47) Which of the following statements about a zero-level channel is correct?

A) It may also be called a backward channel.

A) available to target populations

49) Marketing channels may be used to market ________.

A) added value chain

A) corporate, contractual and chain

A) value-driven marketing network

A) corporate vertical marketing systems

A) vertical marketing system

A) a profit-maximising strategic plan

65) Which of the following is NOT a form of contractual VMN?

A) wholesaler sponsored voluntary chain

A) horizontal marketing system

68) Which of the following is an example of a manufacturer-sponsored retailer franchise system?

A) fast-food restaurants such as McDonald's and Hungry Jacks

A) conventional distribution channel

70) Which of the following is an example of a multichannel distribution system?

A) K-Mart setting up outlets in several new countries

72) Multichannel distribution systems are also called ________.

A) dual distribution systems

A) Dual distribution systems

A) dual distribution systems

A) decreasing understanding of complex markets

77) Disintermediation refers to ________.

A) the vertical marketing system

106) Why are multichannel distribution systems gaining popularity today?

A) direct marketing channel

A) the wheel of retailing

125) The most common type of agent wholesaler is ________.

A) limited service wholesaler

A) Agents and brokers

A) gathering market information

A) limited service wholesalers

Que va á Alicante; que prefiere á Valencia; que acaso se decida por

Ó hay que convenir en que la mujer es susceptible de adquirir

Updated editions will replace the previous one—the old editions

Creating the works from print editions not protected by U.S.

START: FULL LICENSE