Exam 12: Product and Promotion: Creating and Communicating Value

Big ideas that result from the creative development process are typically based on an economical or financial premise.

MBI's sales strategy is based on having its sales representatives taking the time to develop lasting relationships with their customers. The focus is on obtaining a thorough understanding of the needs of each customer so that representatives can provide practical ways to meet these needs through MBI's products and services. This is an example of a form of promotion known as _____.

Tom Taylor wants to buy a new car. He is convinced that the Gambolini Turbo­Terror roadster is the only car that will meet his needs. Thus, despite its high price tag and the fact that the nearest dealer is over 90 miles away, Tom is set to buy the car. This suggests that the Gambolini roadster is a convenience product for Tom.

Accessory equipment includes smaller, movable capital purchases, designed for a shorter productive life than installations.

_____ refers to marketing activities designed to stimulate wholesalers and retailers to push specific products more aggressively over the short term.

List and define "product layers." Give examples for each layer.

The constant progress in cell phone technology in terms of adding new, advanced features to the existing ones is an example of continuous innovation.

The two key aspects of product quality are level and value.

Which of the following is the most likely reason for the high diffusion of Apple's iPhone?

_____ is usually the core goal of advergaming.

Andrew's parents want their son to get a good education and send him to the best school in town. In this case, Andrew's education is the _____ his parents were looking for when they registered him in the best school.

A product has three product layers. They are the:

In _____, a key part of the salesperson's role is to connect and coordinate the right network of contacts.

Joe has recently started a unique music store that not only sells musical instruments and music CDs from all over the world, but also features regular performances by renowned artistes. The store also has a karaoke section where customers can try their hand at singing. Which of the following promotional tools does Joe have direct control over?

During the _____ stage of the product life cycle, sales peak, profits decline, and weaker competitors begin to drop out of the category.

In the context of marketing, promotion is best described as:

The right brand name can save a bad business.

_____ involves video games created as a marketing tool.

A product _____ is a group of products that are closely related to each other, in terms of either how they work or the customers they serve.

Ihnitgehrensett gardovwertthis ainrega sh ains bIneteenr nheitg ahdlyv evritsiisbinleg fionrc mluodree p tahiadn s ae adreccha dade.v Terhtiesing, online video advertising, and _____.