Exam 12: Product and Promotion: Creating and Communicating Value

Define and describe the six key stages in the sales process -Follow­up: The sales process doesn't end when the customer pays. The

While making decisions related to quality level, a company must pay attention to the needs of its customers and aim to outperform competitors while maintaining profitability.

_____ involves purchasing the right to use another company's brand name or symbol.

Claotenlsyu.mer tolerance for impersonal corporate communication has increased

Paulo asked his friend, Melanie, to recommend a local dentist. Melanie had just seen an ad for Dr. Davison, a local dentist, and gave Paulo the phone number. This demonstrates power of publicity.

What are the stages of the product life cycle? How do marketers change their strategy as the product moves from one stage to the next?

Define and describe the three types of Internet advertising.

_____ is said to occur when a new product line reduces the sales of an existing line.

United Airlines recently announced that it would promote Starbucks coffee on its flights. This is an example of _____.

The manager of your neighborhood café is trying to increase store traffic on Friday nights from 8 to 10 PM She has decided to introduce live music by local bands and to promote this change mostly through publicity and word­ of­mouth. Which of the following statements about the manager's decision to use publicity and word­of­mouth is most accurate?

Tsphaew bneisnt gb ibgo pthr oimmiottaitoonr si daenads phaarvoed ieenst.renched themselves in popular culture,

What is the purpose of promotion? How do marketers use it to increase the chance that consumers buy their product or services?

Product _____ relates directly to product value, which comes from understanding the customer.

A successful big idea always translates well across cultures.

The distribution of _____ products tends to be highly selective, and both producers and retailers are apt to promote them to a highly targeted audience.

Sales tend to peak in the growth stage of the product life cycle.

Chromiate's decision to introduce its MP3 player, GiZmo, in different sizes, colors, and storage capacities is an example of brand extension.

Dixie has a toothache and has set up an appointment with Dr. Gerald, her dentist. She is not looking forward to the trip, but she knows that Dr. Gerald cannot treat her unless she pays him a visit and explains her condition. This scenario illustrates the characteristic of _____ of services.

Once a market is mature, the only way to gain more users is to:

The purpose of idea screening in the new product development process is to eliminate ideas that are inconsistent with a company's objectives, or would be too expensive to develop.