Question 1

What is missionary selling,and how is it used today?

Accepted Answer

Missionary selling is promoting goodwill...

Question 2

What is the term for the paid integration of branded products in movies and on television?

Accepted Answer

A)  advertising
B)  promotional mix
C)  publicity
D)  product placementE) All of the above
F) C) and D)

Question 3

What are some of the emerging promotional tools marketers are using today? Define and describe each tool.Give at least one example as to how each tool is being used today.

Accepted Answer

Product placement: the paid integration ...

Question 4

Which of the following is the rate at which products are adopted in the marketplace?

Accepted Answer

A)  diffusion
B)  displacement
C)  replacement
D)  confusionE) A) and B)
F) None of the above

Question 5

What do gasoline for a car,ketchup for french fries,and a lady's scarf have in common?

Accepted Answer

A)  They are inseparable services.
B)  They are pure goods.
C)  They are "mixed message" products.
D)  They are all in the growth stage of their product life cycle.E) B) and D)
F) A) and B)

Question 6

What is one advantage cable television offers advertisers over broadcast television?

Accepted Answer

A)  It has the ability to target highly specialized markets.
B)  It allows a greater number of minutes of advertising per hour than broadcast television.
C)  It provides access to a larger market.
D)  It allows them to develop higher quality advertisements.E) A) and D)
F) A) and C)

Question 7

The manager of your local Starbucks is trying to increase store traffic on Friday nights from 8 to 10 p.m.She has decided to offer live music by local musicians and to promote this change mostly through publicity and word-of-mouth.Which of the following statements about this decision is most accurate?

Accepted Answer

A)  Publicity and word-of-mouth will work only if they create a different message than the message that is created by the store's other promotional tools.
B)  Publicity and word-of-mouth will increase promotional expenses dramatically.
C)  Publicity and word-of-mouth are likely to be ineffective because they do not create as powerful an impact as advertising.
D)  Publicity and word-of-mouth are likely to have a powerful impact, but the manager will have little direct control over the message they create.E) A) and B)
F) A) and C)

Question 8

Which of the following,exemplified by marketing research and marketing services,would be purchased by businesses to facilitate operations?

Accepted Answer

A)  product services
B)  cannibalization
C)  pure services
D)  business servicesE) B) and C)
F) All of the above

Question 9

What is the term for the nonpersonal,paid communication a company places to influence consumer purchases?

Accepted Answer

A)  publicity
B)  sponsorship
C)  advergaming
D)  advertisingE) All of the above
F) A) and C) D

Question 10

What are two keys to the success of the commercialization stage of new product development?

Accepted Answer

A)  gaining market share and new customers
B)  gaining market share and offering price-related promotions
C)  gaining celebrity endorsements and eliminating production glitches
D)  gaining distribution and launching promotionsE) A) and B)
F) A) and C)

Question 11

When marketers characterize quality,they are concerned with two dimensions.Which dimension refers to how well the product performs its core function?

Accepted Answer

A)  the level of separability
B)  product consistency
C)  the quality level
D)  reliabilityE) A) and B)
F) B) and C)

Question 12

Which advertising medium would be most appealing to someone who has a very limited advertising budget?

Accepted Answer

A)  magazines
B)  broadcast television
C)  radio
D)  direct mailE) B) and C)
F) C) and D)

Question 13

Consumer product categories include which of the following?

Accepted Answer

A)  convenience products, shopping products, specialty products, and unsought products
B)  accessories, maintenance goods, and material goods
C)  tangible products, augmented products, limited-use products, and intangible products
D)  primary products, intermediate products, and final productsE) A) and B)
F) B) and D)

Question 14

A product is usually experiencing low sales and nonexistent profits and marketers are increasing promotion to raise awareness at which stage in the product life cycle?

Accepted Answer

A)  growth
B)  decline
C)  introduction
D)  maturityE) All of the above
F) None of the above

Question 15

As it becomes more difficult for consumers to grasp what a product does and how it works,which of the following becomes slower?

Accepted Answer

A)  movement through the product life cycle
B)  rate of market separability
C)  business cycle
D)  rate of diffusionE) B) and C)
F) A) and D) D

Question 16

Which of the following are tools commonly used in consumer promotion?

Accepted Answer

A)  trade shows, sweepstakes, and rebates
B)  rebates, coupons, samples, and in-store displays
C)  publicity, public relations, and personal selling
D)  consultative selling, publicity, and advertisingE) A) and D)
F) None of the above

Question 17

Stop and Shop Inc.is a discount grocery store that sells a variety of fruit and vegetable brands,including Libby's,Green Giant,and Dole.Recently,Stop and Shop has started selling its own versions of the same products.The Stop and Shop brand is referred to as which of the following?

Accepted Answer

A)  exclusive brand
B)  home-grown brand
C)  national brand
D)  private-label or store brandE) A) and B)
F) A) and C)

Question 18

Which of the following involves making slight modifications to existing products in an effort to distinguish a product from the competition?

Accepted Answer

A)  dynamically continuous innovation
B)  discontinuous innovation
C)  continuous innovation
D)  disconnected innovationE) None of the above
F) B) and C)

Question 19

As the general manager of KTRV radio 1030,you are trying to take advantage of changes in technology to increase the number of listeners to your station.Which of the following is a strategy you could employ?

Accepted Answer

A)  change the call letters for your station to something easier to remember
B)  gain more control over your message by making greater use of publicity
C)  eliminate advertising
D)  develop an online radio WebsiteE) All of the above
F) A) and B)

Question 20

Define and describe the difference between consumer promotion and trade promotion.

Accepted Answer

Consumer promotion is designed to generate immediate sales and uses premiums,promotional products,samples,coupons,rebates,and displays as tools.
Trade promotion is designed to stimulate wholesalers and retailers to push specific products more aggressively.Special deals and trade allowances are the most common form of trade promotion,especially for consumer products.Trade shows,contests,sweepstakes,and special distributor events are also used.

Exam 11: Part 2: Product and Promotion: Creating and Communicating Value

What is missionary selling,and how is it used today?

Correct Answer
verified
Missionary selling is promoting goodwill...
View Answer

What is the term for the paid integration of branded products in movies and on television?

Correct Answer
verified

What are some of the emerging promotional tools marketers are using today? Define and describe each tool.Give at least one example as to how each tool is being used today.

Correct Answer
verified
Product placement: the paid integration ...
View Answer

Which of the following is the rate at which products are adopted in the marketplace?

Correct Answer
verified

What do gasoline for a car,ketchup for french fries,and a lady's scarf have in common?

Correct Answer
verified

What is one advantage cable television offers advertisers over broadcast television?

Correct Answer
verified

Correct Answer
verified

Which of the following,exemplified by marketing research and marketing services,would be purchased by businesses to facilitate operations?

Correct Answer
verified

What is the term for the nonpersonal,paid communication a company places to influence consumer purchases?

Correct Answer
verified
D

What are two keys to the success of the commercialization stage of new product development?

Correct Answer
verified

When marketers characterize quality,they are concerned with two dimensions.Which dimension refers to how well the product performs its core function?

Correct Answer
verified

Which advertising medium would be most appealing to someone who has a very limited advertising budget?

Correct Answer
verified

Consumer product categories include which of the following?

Correct Answer
verified

A product is usually experiencing low sales and nonexistent profits and marketers are increasing promotion to raise awareness at which stage in the product life cycle?

Correct Answer
verified

As it becomes more difficult for consumers to grasp what a product does and how it works,which of the following becomes slower?

Correct Answer
verified
D

Which of the following are tools commonly used in consumer promotion?

Correct Answer
verified

Stop and Shop Inc.is a discount grocery store that sells a variety of fruit and vegetable brands,including Libby's,Green Giant,and Dole.Recently,Stop and Shop has started selling its own versions of the same products.The Stop and Shop brand is referred to as which of the following?

Correct Answer
verified

Which of the following involves making slight modifications to existing products in an effort to distinguish a product from the competition?

Correct Answer
verified

As the general manager of KTRV radio 1030,you are trying to take advantage of changes in technology to increase the number of listeners to your station.Which of the following is a strategy you could employ?

Correct Answer
verified

Define and describe the difference between consumer promotion and trade promotion.

Exam 11: Part 2: Product and Promotion: Creating and Communicating Value

What is missionary selling,and how is it used today?

Correct AnswerverifiedMissionary selling is promoting goodwill...View AnswerShow Answer

What is the term for the paid integration of branded products in movies and on television?

Correct AnswerverifiedShow Answer

What are some of the emerging promotional tools marketers are using today? Define and describe each tool.Give at least one example as to how each tool is being used today.

Correct AnswerverifiedProduct placement: the paid integration ...View AnswerShow Answer

Which of the following is the rate at which products are adopted in the marketplace?

Correct AnswerverifiedShow Answer

What do gasoline for a car,ketchup for french fries,and a lady's scarf have in common?

Correct AnswerverifiedShow Answer

What is one advantage cable television offers advertisers over broadcast television?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following,exemplified by marketing research and marketing services,would be purchased by businesses to facilitate operations?

Correct AnswerverifiedShow Answer

What is the term for the nonpersonal,paid communication a company places to influence consumer purchases?

Correct AnswerverifiedD

What are two keys to the success of the commercialization stage of new product development?

Correct AnswerverifiedShow Answer

When marketers characterize quality,they are concerned with two dimensions.Which dimension refers to how well the product performs its core function?

Correct AnswerverifiedShow Answer

Which advertising medium would be most appealing to someone who has a very limited advertising budget?

Correct AnswerverifiedShow Answer

Consumer product categories include which of the following?

Correct AnswerverifiedShow Answer

A product is usually experiencing low sales and nonexistent profits and marketers are increasing promotion to raise awareness at which stage in the product life cycle?

Correct AnswerverifiedShow Answer

As it becomes more difficult for consumers to grasp what a product does and how it works,which of the following becomes slower?

Correct AnswerverifiedD

Which of the following are tools commonly used in consumer promotion?

Correct AnswerverifiedShow Answer

Stop and Shop Inc.is a discount grocery store that sells a variety of fruit and vegetable brands,including Libby's,Green Giant,and Dole.Recently,Stop and Shop has started selling its own versions of the same products.The Stop and Shop brand is referred to as which of the following?

Correct AnswerverifiedShow Answer

Which of the following involves making slight modifications to existing products in an effort to distinguish a product from the competition?

Correct AnswerverifiedShow Answer

As the general manager of KTRV radio 1030,you are trying to take advantage of changes in technology to increase the number of listeners to your station.Which of the following is a strategy you could employ?

Correct AnswerverifiedShow Answer

Define and describe the difference between consumer promotion and trade promotion.

Correct Answer
verified
Missionary selling is promoting goodwill...
View Answer

Correct Answer
verified

Correct Answer
verified
Product placement: the paid integration ...
View Answer

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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D

Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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D

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