Question 1

Small businesses should not invest their limited resources in social media because they are just a fad.

Accepted Answer

A) True 
 B)False

Question 2

The marketing of raw materials primarily emphasizes:

Accepted Answer

A)  price and service. 
B)  quantity and brand. 
C)  customization. 
D)  product differentiation. 
A)  price and service. 
B)  quantity and brand. 
C)  customization. 
D)  product differentiation.

Question 3

Product placement works to offset a consumer's desire to zap commercials.

Accepted Answer

A) True 
 B)False

Question 4

In the introduction stage of the product life cycle, marketing efforts are primarily focused on:

Accepted Answer

A)  building customer awareness of a product. 
B)  introducing new variations of existing products. 
C)  defending the franchise with competitive advertising, promotions, and price cuts. 
D)  protecting market share of a product from competitors. 
A)  building customer awareness of a product. 
B)  introducing new variations of existing products. 
C)  defending the franchise with competitive advertising, promotions, and price cuts. 
D)  protecting market share of a product from competitors.

Question 5

Changes in technology have given consumers the power to control how and when they interact with media.

Accepted Answer

A) True 
 B)False

Question 6

Product quality relates directly to product value.

Accepted Answer

A) True 
 B)False

Question 7

_____ is the process by which new products spread throughout a market after they are introduced.

Accepted Answer

A)  Promotion 
B)  Diffusion 
C)  Branding 
D)  Licensing 
A)  Promotion 
B)  Diffusion 
C)  Branding 
D)  Licensing

Question 8

Which of the following statements is true of raw materials?

Accepted Answer

A)  They are categorized as consumer products. 
B)  They are large capital purchases designed for a long productive life. 
C)  They are the items that businesses consume on an ongoing basis but don't become part of the final product. 
D)  They include products used in producing other products. 
A)  They are categorized as consumer products. 
B)  They are large capital purchases designed for a long productive life. 
C)  They are the items that businesses consume on an ongoing basis but don't become part of the final product. 
D)  They include products used in producing other products.

Question 9

Nike is a manufacturer of sports shoes and apparel. However, the company has begun branching out into several entirely new product categories such as MP3 players. In this scenario, Nike has decided to pursue a strategy of _____.

Accepted Answer

A)  brand equity 
B)  line extension 
C)  cobranding 
D)  brand extension 
A)  brand equity 
B)  line extension 
C)  cobranding 
D)  brand extension

Question 10

Water Words Inc. is the leading supplier of waterproof textbooks. Wendi Storm, the CEO of Water Words, is pleased to note that the company has experienced rapid growth in profits. However, she is concerned because competition is increasing as some other publishers are also starting to waterproof their texts. Wendi's observations suggest that her company's product is in the maturity stage of its product life cycle.

Accepted Answer

A) True 
 B)False

Question 11

Rail Shoes, a shoe store in Texas, has introduced a BOGO­Buy One, Get One free­offer on all its shoes. What kind of promotional tool does this offer exemplify?

Accepted Answer

A)  Rebates 
B)  Samples 
C)  Coupons 
D)  Premiums 
A)  Rebates 
B)  Samples 
C)  Coupons 
D)  Premiums

Question 12

The product life cycle is virtually the same across individual products and product categories.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is the number­one advertising medium?

Accepted Answer

A)  Newspapers 
B)  Television 
C)  Radio 
D)  Magazines 
A)  Newspapers 
B)  Television 
C)  Radio 
D)  Magazines

Question 14

The overall value of a brand to an organization­the extra money that consumers will spend to buy that brand­is called brand _____.

Accepted Answer

A)  extension 
B)  experience 
C)  equity 
D)  awareness 
A)  extension 
B)  experience 
C)  equity 
D)  awareness

Question 15

The greatest advantage of publicity is that it is usually credible in the minds of consumers.

Accepted Answer

A) True 
 B)False

Question 16

Define and describe the six key stages in the sales process
-Prepare: Before making a sales call, research is critical, especially in a

Accepted Answer

business­to­business environment. What a

Question 17

Personal selling is considered the world's oldest form of promotion and involves face­to­face presentation of products and services to potential buyers.

Accepted Answer

A) True 
 B)False

Question 18

A push strategy involves:​

Accepted Answer

A)  ​the active stimulation of word­of­mouth publicity. 
B)  ​creating demand from consumers. 
C)  ​heavy trade promotions and personal selling. 
D)  ​focusing primarily on Internet advertising. 
A)  ​the active stimulation of word­of­mouth publicity. 
B)  ​creating demand from consumers. 
C)  ​heavy trade promotions and personal selling. 
D)  ​focusing primarily on Internet advertising.

Question 19

Which of the following is an advantage of newspapers as an advertising media?

Accepted Answer

A)  High quality 
B)  Long life span 
C)  Interactivity 
D)  Consumer acceptance 
A)  High quality 
B)  Long life span 
C)  Interactivity 
D)  Consumer acceptance

Question 20

The _____ category of business products consists of small­ticket items that businesses consume on an ongoing basis but don't become part of the final product.

Accepted Answer

A)  maintenance, repair, and operating products 
B)  accessory equipment 
C)  convenience goods 
D)  component parts and processed materials 
A)  maintenance, repair, and operating products 
B)  accessory equipment 
C)  convenience goods 
D)  component parts and processed materials

Small businesses should not invest their limited resources in social media because they are just a fad.

The marketing of raw materials primarily emphasizes:

Product placement works to offset a consumer's desire to zap commercials.

In the introduction stage of the product life cycle, marketing efforts are primarily focused on:

Changes in technology have given consumers the power to control how and when they interact with media.

Product quality relates directly to product value.

_____ is the process by which new products spread throughout a market after they are introduced.

Which of the following statements is true of raw materials?

Nike is a manufacturer of sports shoes and apparel. However, the company has begun branching out into several entirely new product categories such as MP3 players. In this scenario, Nike has decided to pursue a strategy of _____.

Rail Shoes, a shoe store in Texas, has introduced a BOGOBuy One, Get One freeoffer on all its shoes. What kind of promotional tool does this offer exemplify?

The product life cycle is virtually the same across individual products and product categories.

Which of the following is the numberone advertising medium?

The overall value of a brand to an organizationthe extra money that consumers will spend to buy that brandis called brand _____.

The greatest advantage of publicity is that it is usually credible in the minds of consumers.

Define and describe the six key stages in the sales process -Prepare: Before making a sales call, research is critical, especially in a

Personal selling is considered the world's oldest form of promotion and involves facetoface presentation of products and services to potential buyers.

A push strategy involves:

Which of the following is an advantage of newspapers as an advertising media?

The _____ category of business products consists of smallticket items that businesses consume on an ongoing basis but don't become part of the final product.

Business Now: Change Is the Only Constant

Economics: the Framework of Business

The World Marketplace: Business Without Borders

Business Ethics Social Responsibility: Doing Well by Doing Good

Business Communication: Creating Delivering Messages That Matter

Business Formation: Choosing the Form That Fits

Small Business Entrepreneurship: Economic Rocket Fuel

Accounting: Decision Making by the Numbers

Finance: Acquiring Using Funds to Maximize Value

Securities Markets: Trading Financial Resources

Marketing: Building Profitable Customer Connections

Distribution and Pricing: Right Product, Right Person, Right Place, Right Price

Management, Motivation, and Leadership: Bringing Business to Life

HRM: Building a Top Quality Workforce

Managing Information Technology: Finding New Ways to Learn and Link

Om: Putting It All Together Endnotes

Appendix Studentinstructor Review Cards

Online Appendix

Filters

Exam 12: Product and Promotion: Creating and Communicating Value

Small businesses should not invest their limited resources in social media because they are just a fad.

The marketing of raw materials primarily emphasizes:

Product placement works to offset a consumer's desire to zap commercials.

In the introduction stage of the product life cycle, marketing efforts are primarily focused on:

Changes in technology have given consumers the power to control how and when they interact with media.

Product quality relates directly to product value.

_____ is the process by which new products spread throughout a market after they are introduced.

Which of the following statements is true of raw materials?

Nike is a manufacturer of sports shoes and apparel. However, the company has begun branching out into several entirely new product categories such as MP3 players. In this scenario, Nike has decided to pursue a strategy of _____.

Rail Shoes, a shoe store in Texas, has introduced a BOGO­Buy One, Get One free­offer on all its shoes. What kind of promotional tool does this offer exemplify?

The product life cycle is virtually the same across individual products and product categories.

Which of the following is the number­one advertising medium?

The overall value of a brand to an organization­the extra money that consumers will spend to buy that brand­is called brand _____.

The greatest advantage of publicity is that it is usually credible in the minds of consumers.

Define and describe the six key stages in the sales process -Prepare: Before making a sales call, research is critical, especially in a

Personal selling is considered the world's oldest form of promotion and involves face­to­face presentation of products and services to potential buyers.

A push strategy involves:​

Which of the following is an advantage of newspapers as an advertising media?

The _____ category of business products consists of small­ticket items that businesses consume on an ongoing basis but don't become part of the final product.

Business Now: Change Is the Only Constant

Economics: the Framework of Business

The World Marketplace: Business Without Borders

Business Ethics Social Responsibility: Doing Well by Doing Good

Business Communication: Creating Delivering Messages That Matter

Business Formation: Choosing the Form That Fits

Small Business Entrepreneurship: Economic Rocket Fuel

Accounting: Decision Making by the Numbers

Finance: Acquiring Using Funds to Maximize Value

Securities Markets: Trading Financial Resources

Marketing: Building Profitable Customer Connections

Distribution and Pricing: Right Product, Right Person, Right Place, Right Price

Management, Motivation, and Leadership: Bringing Business to Life

HRM: Building a Top Quality Workforce

Managing Information Technology: Finding New Ways to Learn and Link

Om: Putting It All Together Endnotes

Appendix Studentinstructor Review Cards

Online Appendix

Filters

Rail Shoes, a shoe store in Texas, has introduced a BOGOBuy One, Get One freeoffer on all its shoes. What kind of promotional tool does this offer exemplify?

Which of the following is the numberone advertising medium?

The overall value of a brand to an organizationthe extra money that consumers will spend to buy that brandis called brand _____.

Personal selling is considered the world's oldest form of promotion and involves facetoface presentation of products and services to potential buyers.

A push strategy involves:

The _____ category of business products consists of smallticket items that businesses consume on an ongoing basis but don't become part of the final product.