Question 1

A product has three product layers. They are the:​

Accepted Answer

A) implied benefit, explicit benefit, and combined benefit. 
B) physical form, intangible form, and perceived form. 
C) core benefit, actual product, and augmented product. 
D) external layer, internal layer, and environmental layer. 
A) implied benefit, explicit benefit, and combined benefit. 
B) physical form, intangible form, and perceived form. 
C) core benefit, actual product, and augmented product. 
D) external layer, internal layer, and environmental layer.

Question 2

Chromiate's decision to introduce its MP3 player, GiZmo, in different sizes, colors, and storage capacities is an example of brand extension.

Accepted Answer

A) True 
 B)False

Question 3

Most car dealers allow test-driving of the cars they sell to increase the _____ of their product.

Accepted Answer

A) relative advantage 
B) trialability 
C) compatibility 
D) observability 
A) relative advantage 
B) trialability 
C) compatibility 
D) observability

Question 4

Companies use _____ to coordinate their messages through every promotional vehicle.

Accepted Answer

A)  brand ambassadors​ 
B) on-hold messaging 
C) integrated marketing communication 
D) market penetration 
A)  brand ambassadors​ 
B) on-hold messaging 
C) integrated marketing communication 
D) market penetration

Question 5

In the growth stage of the product life cycle, competition:

Accepted Answer

A) is virtually nonexistent. 
B) begins as firms introduce their own versions of the product. 
C) becomes well-established, with many weaker firms already leaving the market. 
D) spurs major price cuts that dramatically cut into profits. 
A) is virtually nonexistent. 
B) begins as firms introduce their own versions of the product. 
C) becomes well-established, with many weaker firms already leaving the market. 
D) spurs major price cuts that dramatically cut into profits.

Question 6

Cannibalization occurs when a producer offers a new product that takes sales away from its existing products.

Accepted Answer

A) True 
 B)False

Question 7

The overall value of a brand to an organization-the extra money that consumers will spend to buy that brand-is called _____.

Accepted Answer

A) brand extension 
B) brand mix 
C) brand equity 
D) brand segment 
A) brand extension 
B) brand mix 
C) brand equity 
D) brand segment

Question 8

Marketing of raw materials, one of the business product categories, 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 9

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

Accepted Answer

A) True 
 B)False

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

A management consulting firm offers a management training program that instructs students on utilizing various tools for effective time management and aims to improve their risk management skills. Which form of product is the firm offering?

Accepted Answer

A) Pure goods 
B) Partial goods 
C) Pure services 
D) Partial services 
A) Pure goods 
B) Partial goods 
C) Pure services 
D) Partial services

Question 12

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

Accepted Answer

A) Shopping products 
B) Convenience products 
C) Unsought products 
D) Specialty products 
A) Shopping products 
B) Convenience products 
C) Unsought products 
D) Specialty products

Question 13

Which of the following identifies how reliably a product delivers its promised level of quality?

Accepted Answer

A) Product features 
B) Customer benefit 
C) Quality level 
D) Product consistency 
A) Product features 
B) Customer benefit 
C) Quality level 
D) Product consistency

Question 14

Explain public relations and personal selling.

Accepted Answer

​In the broadest sense, public relations

Question 15

Which of the following traditional promotional tools focusses on creating positive associations to generate a favorable impression about a company or its products?

Accepted Answer

A) Sales promotion and consumer promotion 
B) Trade promotion and product promotion 
C) Social media and sponsorship 
D) Public relations and personal selling 
A) Sales promotion and consumer promotion 
B) Trade promotion and product promotion 
C) Social media and sponsorship 
D) Public relations and personal selling

Question 16

Marketers can control promotional tools such as TV advertising and telephone sales.

Accepted Answer

A) True 
 B)False

Question 17

OrgoDiet, a dietary food manufacturer, recently started producing organic food products. Which of the following customer benefits does OrgoDiet contribute to with this newly added feature of producing organic food items?

Accepted Answer

A)  More cash for various needs​ 
B) A healthier planet 
C) Shorter travel hours 
D) Increased fashion sense 
A)  More cash for various needs​ 
B) A healthier planet 
C) Shorter travel hours 
D) Increased fashion sense

Question 18

When Bonanza Bakery reached an agreement with Candy Conniption to include the candy in one of its ready-to-bake cookie dough products, the two companies were using a strategy known as cobranding.

Accepted Answer

A) True 
 B)False

Question 19

Shirtzter, a manufacturer of men's shirts and jackets, has just reached an agreement to pay Kwasiaki a substantial fee for the right to use the company's name and logo on some of its clothing lines. This type of arrangement is known as:

Accepted Answer

A) licensing. 
B) branding. 
C) line extension. 
D) brand extension. 
A) licensing. 
B) branding. 
C) line extension. 
D) brand extension.

Question 20

Great _________ stems from consumer needs, but it usually includes at least a smidge of creative brilliance.

Accepted Answer

A) product mixing 
B) brand extension 
C) product packaging 
D) line extension 
A) product mixing 
B) brand extension 
C) product packaging 
D) line extension

A product has three product layers. They are the:

Chromiate's decision to introduce its MP3 player, GiZmo, in different sizes, colors, and storage capacities is an example of brand extension.

Most car dealers allow test-driving of the cars they sell to increase the _____ of their product.

Companies use _____ to coordinate their messages through every promotional vehicle.

In the growth stage of the product life cycle, competition:

Cannibalization occurs when a producer offers a new product that takes sales away from its existing products.

The overall value of a brand to an organization-the extra money that consumers will spend to buy that brand-is called _____.

Marketing of raw materials, one of the business product categories, primarily emphasizes:

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

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

A management consulting firm offers a management training program that instructs students on utilizing various tools for effective time management and aims to improve their risk management skills. Which form of product is the firm offering?

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

Which of the following identifies how reliably a product delivers its promised level of quality?

Explain public relations and personal selling.

Which of the following traditional promotional tools focusses on creating positive associations to generate a favorable impression about a company or its products?

Marketers can control promotional tools such as TV advertising and telephone sales.

OrgoDiet, a dietary food manufacturer, recently started producing organic food products. Which of the following customer benefits does OrgoDiet contribute to with this newly added feature of producing organic food items?

When Bonanza Bakery reached an agreement with Candy Conniption to include the candy in one of its ready-to-bake cookie dough products, the two companies were using a strategy known as cobranding.

Shirtzter, a manufacturer of men's shirts and jackets, has just reached an agreement to pay Kwasiaki a substantial fee for the right to use the company's name and logo on some of its clothing lines. This type of arrangement is known as:

Great _________ stems from consumer needs, but it usually includes at least a smidge of creative brilliance.

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

Filters

Exam 12: Product and Promotion: Creating and Communicating Value

A product has three product layers. They are the:​

Chromiate's decision to introduce its MP3 player, GiZmo, in different sizes, colors, and storage capacities is an example of brand extension.

Most car dealers allow test-driving of the cars they sell to increase the _____ of their product.

Companies use _____ to coordinate their messages through every promotional vehicle.

In the growth stage of the product life cycle, competition:

Cannibalization occurs when a producer offers a new product that takes sales away from its existing products.

The overall value of a brand to an organization-the extra money that consumers will spend to buy that brand-is called _____.

Marketing of raw materials, one of the business product categories, primarily emphasizes:

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

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

A management consulting firm offers a management training program that instructs students on utilizing various tools for effective time management and aims to improve their risk management skills. Which form of product is the firm offering?

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

Which of the following identifies how reliably a product delivers its promised level of quality?

Explain public relations and personal selling.

Which of the following traditional promotional tools focusses on creating positive associations to generate a favorable impression about a company or its products?

Marketers can control promotional tools such as TV advertising and telephone sales.

OrgoDiet, a dietary food manufacturer, recently started producing organic food products. Which of the following customer benefits does OrgoDiet contribute to with this newly added feature of producing organic food items?

When Bonanza Bakery reached an agreement with Candy Conniption to include the candy in one of its ready-to-bake cookie dough products, the two companies were using a strategy known as cobranding.

Shirtzter, a manufacturer of men's shirts and jackets, has just reached an agreement to pay Kwasiaki a substantial fee for the right to use the company's name and logo on some of its clothing lines. This type of arrangement is known as:

Great _________ stems from consumer needs, but it usually includes at least a smidge of creative brilliance.

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

Filters

A product has three product layers. They are the: