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17. Successful marketing of convenience and specialty goods require different marketing mixes. True False 18. Most consumers view specialty goods as having a variety of acceptable substitutes. True False 19. The classification of goods or services into a particular class depends on the individual consumer. True False 20. A shopping good for one consumer could be a specialty good tor another consumer. True False 21. Organizations that assist in moving goods and services from producers to business and consumer users are called supply-side transition specialists. True False 22. Agents and brokers and wholesalers are types of marketing intermediaries. True False 23. Wholesalers are marketing intermediaries who sell goods or services to ultimate consumers. False 24. A channel of distribution consists of the marketing intermediaries who join together to transport and store goods in their path from producers to consumers. 25. Brokers are marketing intermediaries that do not take title to the goods they help distribute. True False 26. Retailers are marketing intermediaries who sell to ultimate consumers. True False 27. Some manufacturers sell directly to consumers or businesses rather than relying on marketing intermediaries. True False 28. The promotional budget will clarify how much can be spent on advertising and personal selling. True False 29. The first step in creating a promotional campaign is to define the objectives for each element of the marketing mix. True False

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