Exam 12: Product and Promotion: Creating and Communicating Value

Effective product promotion requires that everyone who creates and manages promotional messages has free access to information about the customer, the product, the competition, the market, and the organization's strategy.

Idea generation and analysis are the first two stages of the new product development process.

Product augmentations help sharpen the competitive edge of products.

Technological changes often explain why a product enters the decline stage of the product life cycle.

Explain the two premises upon which promotional messages are based. Provide an example of each.

Define and describe the six key stages in the sales process -Close sale: Closing the sale­or asking the prospect to buy­is at the heart

Which of the following statements is true of marketing messages?​

_____is best described as paid, nonpersonal communication designed to influence a target audience with regard to a product, service, organization, or idea.

Expensive products that are aimed at highly targeted consumers are referred to as _____.

Accessory equipment includes large capital purchases designed for an extended productive life.

_____ are the inexpensive goods and services that consumers buy frequently with limited consideration and analysis.

The active stimulation of word­of­mouth via unconventional, and often relatively low­cost, tactics is referred to as _____.

Publicity and word­of­mouth are powerful forms of product promotion.

Due to technological changes, pagers and videocassettes are being phased out. These products are in the _____ stage of the product life cycle.

The advantage of paid search advertising that makes it especially attractive during tough economic times is its:

Customers directly contribute to the quality of a service.

Advertising is personal communication designed to influence consumer purchases.

One of the major advantages of publicity is that it:

Margo decides to join Tone­It­Up Fitness in an effort to become physically fit. The core benefit Margo is seeking revolves around her desire to become more physically fit.

The stages of a product life cycle include expansion, peak, contraction, and trough.