Question 1

Effective promotion will build a relationship between customers and companies that results in repeat purchases.

Accepted Answer

A) True 
 B)False

Question 2

Natural Juices has based its message on the concept that its juices are "Tastefully nutritious." The aim is to let customers know that its products provide a tasty way to get needed vitamins and minerals. This is an example of a big idea that is based on a rational premise.

Accepted Answer

A) True 
 B)False

Question 3

Although technology can help marketers reach larger target markets, it also presents new challenges such as:

Accepted Answer

A)  empowering consumers to choose how and when they interact with media. 
B)  enabling the rise of more passive forms of entertainment, such as network television. 
C)  empowering store owners to design the promotional material of the brands they sell. 
D)  consumers wanting more information than is available. 
A)  empowering consumers to choose how and when they interact with media. 
B)  enabling the rise of more passive forms of entertainment, such as network television. 
C)  empowering store owners to design the promotional material of the brands they sell. 
D)  consumers wanting more information than is available.

Question 4

One effective way for a firm to promote its products is to identify the key points of contact between its products and the target market, and then focus its efforts on those areas.

Accepted Answer

A) True 
 B)False

Question 5

Marketers can directly control most of the promotional tools they use. The tool that they are least likely to have control over is:

Accepted Answer

A)  messages delivered by salespeople to the consumers. 
B)  publicity. 
C)  personal selling. 
D)  advertising messages and their placement in the media. 
A)  messages delivered by salespeople to the consumers. 
B)  publicity. 
C)  personal selling. 
D)  advertising messages and their placement in the media.

Question 6

With the invention of the telephone, Alexander Graham Bell created a new way for people to communicate over long distances. His invention demonstrates:

Accepted Answer

A)  slight modifications made to a product. 
B)  marked changes made to an existing product. 
C)  dynamically continuous innovation. 
D)  discontinuous innovation. 
A)  slight modifications made to a product. 
B)  marked changes made to an existing product. 
C)  dynamically continuous innovation. 
D)  discontinuous innovation.

Question 7

Each type of advertising media offers advantages and disadvantages. Choose three of the major media mentioned in the text, and describe the advantages and disadvantages of each.

Accepted Answer

(Students answers will vary. T

Question 8

Marketers can directly control publicity.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following is the most accurate statement about trends affecting promotion?

Accepted Answer

A)  Promotional strategies that worked well in the past will continue to be successful in the future. 
B)  Promotion is likely to become much less important in the future. 
C)  Changes in technology have made it important for firms to focus their promotional efforts on passive forms of entertainment. 
D)  Changes in technology are creating both major threats and new opportunities for those creating promotional messages. 
A)  Promotional strategies that worked well in the past will continue to be successful in the future. 
B)  Promotion is likely to become much less important in the future. 
C)  Changes in technology have made it important for firms to focus their promotional efforts on passive forms of entertainment. 
D)  Changes in technology are creating both major threats and new opportunities for those creating promotional messages.

Question 10

A firm's _____ is a brief statement articulating how it wants the target market to envision its product relative to the competition.

Accepted Answer

A)  promotional statement 
B)  diffusion statement 
C)  brand statement 
D)  positioning statement 
A)  promotional statement 
B)  diffusion statement 
C)  brand statement 
D)  positioning statement

Question 11

What is the goal of integrated marketing communication? How do consumers benefit from this approach to marketing?

Accepted Answer

The goal of integrated marketing communi

Question 12

What do gasoline for cars, ketchup for fries, and scarves have in common?

Accepted Answer

A)  They are pure goods. 
B)  They are inseparable services. 
C)  They are all in the growth stage of their product life cycle. 
D)  They are unsought products. 
A)  They are pure goods. 
B)  They are inseparable services. 
C)  They are all in the growth stage of their product life cycle. 
D)  They are unsought products.

Question 13

When customers buy products, they also "buy" all of the attributes associated with the products, such as the brand name, the image, the packaging, the reputation, and the guarantee.

Accepted Answer

A) True 
 B)False

Question 14

Consumers buy convenience products frequently and with limited consideration.

Accepted Answer

A) True 
 B)False

Question 15

The purpose of missionary selling is to:

Accepted Answer

A)  create goodwill by providing information and assistance to customers. 
B)  respond to needs that would be beyond the capacity of a single salesperson. 
C)  sell a company's products directly to existing customers. 
D)  sell a company's products directly to new customers. 
A)  create goodwill by providing information and assistance to customers. 
B)  respond to needs that would be beyond the capacity of a single salesperson. 
C)  sell a company's products directly to existing customers. 
D)  sell a company's products directly to new customers.

Question 16

Tfohre mraaprikde tpearcs et oo fi ntcercehansoel othgeicira lu sceh aonf gtee chhanso cloregayt eidn aa nn eeeffdo artn tdo arne aocphp ao rbturonaitdyer range of consumers­with the right product, at the right time, with the right message.

Accepted Answer

A) True 
 B)False

Question 17

Specialty products are a type of business product.

Accepted Answer

A) True 
 B)False

Question 18

Organizations use component parts and processed materials to produce other products.

Accepted Answer

A) True 
 B)False

Question 19

What is promotion? Name and describe two major types of emerging promotional tools and two traditional ones that might be used to influence consumers to purchase products and services.

Accepted Answer

Promotion is marketing communication tha

Question 20

In which of the following stages of a product's life cycle would heavy advertising reinforce the brand positioning strategy?

Accepted Answer

A)  Growth 
B)  Maturity 
C)  Decline 
D)  Introduction 
A)  Growth 
B)  Maturity 
C)  Decline 
D)  Introduction

Effective promotion will build a relationship between customers and companies that results in repeat purchases.

Natural Juices has based its message on the concept that its juices are "Tastefully nutritious." The aim is to let customers know that its products provide a tasty way to get needed vitamins and minerals. This is an example of a big idea that is based on a rational premise.

Although technology can help marketers reach larger target markets, it also presents new challenges such as:

One effective way for a firm to promote its products is to identify the key points of contact between its products and the target market, and then focus its efforts on those areas.

Marketers can directly control most of the promotional tools they use. The tool that they are least likely to have control over is:

With the invention of the telephone, Alexander Graham Bell created a new way for people to communicate over long distances. His invention demonstrates:

Each type of advertising media offers advantages and disadvantages. Choose three of the major media mentioned in the text, and describe the advantages and disadvantages of each.

Marketers can directly control publicity.

Which of the following is the most accurate statement about trends affecting promotion?

A firm's _____ is a brief statement articulating how it wants the target market to envision its product relative to the competition.

What is the goal of integrated marketing communication? How do consumers benefit from this approach to marketing?

What do gasoline for cars, ketchup for fries, and scarves have in common?

When customers buy products, they also "buy" all of the attributes associated with the products, such as the brand name, the image, the packaging, the reputation, and the guarantee.

Consumers buy convenience products frequently and with limited consideration.

The purpose of missionary selling is to:

Tfohre mraaprikde tpearcs et oo fi ntcercehansoel othgeicira lu sceh aonf gtee chhanso cloregayt eidn aa nn eeeffdo artn tdo arne aocphp ao rbturonaitdyer range of consumerswith the right product, at the right time, with the right message.

Specialty products are a type of business product.

Organizations use component parts and processed materials to produce other products.

What is promotion? Name and describe two major types of emerging promotional tools and two traditional ones that might be used to influence consumers to purchase products and services.

In which of the following stages of a product's life cycle would heavy advertising reinforce the brand positioning strategy?

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

Effective promotion will build a relationship between customers and companies that results in repeat purchases.

Natural Juices has based its message on the concept that its juices are "Tastefully nutritious." The aim is to let customers know that its products provide a tasty way to get needed vitamins and minerals. This is an example of a big idea that is based on a rational premise.

Although technology can help marketers reach larger target markets, it also presents new challenges such as:

One effective way for a firm to promote its products is to identify the key points of contact between its products and the target market, and then focus its efforts on those areas.

Marketers can directly control most of the promotional tools they use. The tool that they are least likely to have control over is:

With the invention of the telephone, Alexander Graham Bell created a new way for people to communicate over long distances. His invention demonstrates:

Each type of advertising media offers advantages and disadvantages. Choose three of the major media mentioned in the text, and describe the advantages and disadvantages of each.

Marketers can directly control publicity.

Which of the following is the most accurate statement about trends affecting promotion?

A firm's _____ is a brief statement articulating how it wants the target market to envision its product relative to the competition.

What is the goal of integrated marketing communication? How do consumers benefit from this approach to marketing?

What do gasoline for cars, ketchup for fries, and scarves have in common?

When customers buy products, they also "buy" all of the attributes associated with the products, such as the brand name, the image, the packaging, the reputation, and the guarantee.

Consumers buy convenience products frequently and with limited consideration.

The purpose of missionary selling is to:

Tfohre mraaprikde tpearcs et oo fi ntcercehansoel othgeicira lu sceh aonf gtee chhanso cloregayt eidn aa nn eeeffdo artn tdo arne aocphp ao rbturonaitdyer range of consumers­with the right product, at the right time, with the right message.

Specialty products are a type of business product.

Organizations use component parts and processed materials to produce other products.

What is promotion? Name and describe two major types of emerging promotional tools and two traditional ones that might be used to influence consumers to purchase products and services.

In which of the following stages of a product's life cycle would heavy advertising reinforce the brand positioning strategy?

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

Tfohre mraaprikde tpearcs et oo fi ntcercehansoel othgeicira lu sceh aonf gtee chhanso cloregayt eidn aa nn eeeffdo artn tdo arne aocphp ao rbturonaitdyer range of consumerswith the right product, at the right time, with the right message.