Exam 12: Product and Promotion: Creating and Communicating Value

The goal of continuous innovation is to distinguish a product from the competition.

Explain integrated marketing communication.

Which of the following is a consumer product category that has highly selective distribution?

In the context of business products, the marketing tactics of maintenance products emphasize efficiency.

Which of the following statements is true of new product development?

In the context of business product categories, _____ include finished products used in producing other products.

In the context of product adoption and diffusion, which of the following questions relates to the product characteristic of observability?

Differentiate between a product line and a product mix. Provide an example for each.

Emma owns a bakery in Michigan. To save time, she buys ready-made edible cake decorations from a vendor in Wisconsin. This scenario exemplifies the purchase of a _____.

In the context of product layers, which of the following exemplifies an actual product?

Which of the following is a key marketing strategy of the maturity phase of a product life cycle?

Dynamically continuous innovations are brand-new ideas that radically change how people live.

Which of the following is the first stage in the standard model of the new product development process?

Austere Realty, a real estate company, ensures that its web page always shows up high among the list of results whenever a user looks for information related to property and housing on the Internet. In this scenario, Austere Realty is actively engaged in _____.

Pure services are products that do not include any goods.

Crola, a cell phone manufacturing company, adds a new in-built feature to its cell phones. With the help of this feature, users can now recall messages that they may have accidentally sent to another person. To make use of this feature, the users need to go to the settings of the cell phone and make a few changes. The change made by Crola in its product is an example of a _____.

David, the CEO of a beverage company, wants to understand the reason for the erratic performance of one of the company's products-Gizell, a health drink-over the past three years. For this, David scrutinizes the biquarterly sales records of Gizell and the annual profits that the company garners from its sales. In this scenario, David is trying to analyze Gizell's _____.

Which of the following exemplifies a discontinuous innovation?

Both producers and retailers tend to promote shopping products.

Product diffusion happens at different speeds, depending on the individual consumer and on the product itself.