Exam 12: Product and Promotion: Creating and Communicating Value

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

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(Multiple Choice)

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Question 1

Correct Answer:

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Explain the difference between a product line and a product mix. Provide an example for each.

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Question 2

Correct Answer:

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A firm may have many different product lines. A product line is a group of products that are closely related to each other, either in terms of how they work or the customers they serve. Amazon's first product line, for instance, was books. To meet the needs of as many booklovers as possible, Amazon carries well over a million different books in its product line.
A firm's product mix consists of all of the product lines and individual items sold by a single firm. Amazon's product mix includes a wide range of product lines, from books to electronics, to toys.

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

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(Multiple Choice)

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Question 3

Correct Answer:

Verified

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

(True/False)

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Question 4

Manufacturers rarely emphasize packaging because this aspect of the product has little relevance to a customer's decision-making process.

(True/False)

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Question 5

Unsought products are expensive products that consumers seldom purchase.

(True/False)

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Question 6

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

(Essay)

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Question 7

A _________ is a product's identity that sets it apart from other players in the same category.

(Multiple Choice)

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Question 8

Crunch Lite produces six different flavors of sugar-free cookies for the diabetic population. The company also produces a large assortment of sugar-free chocolates targeted at the same population. The sugar-free cookies and chocolates that Crunch Lite produces represent the _____ of the company.

(Multiple Choice)

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Question 9

Which of the following scenarios leads to the consumer backlash hitting the core brand rather than the producer of the licensed product?

(Multiple Choice)

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Question 10

Which of the following can enhance a product's diffusion rate in the market?

(Multiple Choice)

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Question 11

_________ is defined by how well a product performs its core function.

(Multiple Choice)

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Question 12

Marketers wrap their actual products in additional goods and services, called the_________, that sharpen their competitive edge.

(Multiple Choice)

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Question 13

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

(True/False)

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Question 14

The characteristics of a product that a marketer offers are known as _____.

(Multiple Choice)

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Question 15

Which of the following can happen when a company launches a new product that is lower in price than the current products of the company?

(Multiple Choice)

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Question 16

In the context of product layers, at the most fundamental level, consumers buy a _________ that satisfies their needs.

(Multiple Choice)

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Question 17

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

(Multiple Choice)

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Question 18

United Airlines recently announced that it would promote Golden Brew's cocoa coffee on its flights. This is an example of _____.

(Multiple Choice)

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Question 19

Which of the following is true of a goods and services spectrum?

(Multiple Choice)

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Question 20

Showing 1 - 20 of 50

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

Explain the difference between a product line and a product mix. Provide an example for each.

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

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

Manufacturers rarely emphasize packaging because this aspect of the product has little relevance to a customer's decision-making process.

Unsought products are expensive products that consumers seldom purchase.

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

A _________ is a product's identity that sets it apart from other players in the same category.

Crunch Lite produces six different flavors of sugar-free cookies for the diabetic population. The company also produces a large assortment of sugar-free chocolates targeted at the same population. The sugar-free cookies and chocolates that Crunch Lite produces represent the _____ of the company.

Which of the following scenarios leads to the consumer backlash hitting the core brand rather than the producer of the licensed product?

Which of the following can enhance a product's diffusion rate in the market?

_________ is defined by how well a product performs its core function.

Marketers wrap their actual products in additional goods and services, called the_________, that sharpen their competitive edge.

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

The characteristics of a product that a marketer offers are known as _____.

Which of the following can happen when a company launches a new product that is lower in price than the current products of the company?

In the context of product layers, at the most fundamental level, consumers buy a _________ that satisfies their needs.

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

United Airlines recently announced that it would promote Golden Brew's cocoa coffee on its flights. This is an example of _____.

Which of the following is true of a goods and services spectrum?

Business Now: Change Is the Only Constant

Economics: The Framework for Business

The World Marketplace: Business Without Borders

Business Ethics and Social Responsibility: Doing Well by Doing Good

Business Communication: Creating and Delivering Messages that Matter

Business Formation: Choosing the Form that Fits

Small Business and Entrepreneurship: Economic Rocket Fuel

Accounting: Decision Making by the Numbers

Finance: Acquiring and Using Funds to Maximize Value

Financial Markets: Allocating 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

Human Resources Management: Building a Top Quality Workforce

Managing Information and Technology: Finding New Ways to Learn and Link

Operations Management: Putting It All Together

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