Exam 12: Product and Promotion: Creating and Communicating Value

Plezion Movie Palace, a film theater in Germany, gives all its customers miniatures of the main character of the latest superhero film that is being exhibited. The miniature props given by Plezion Movie Palace to its customers are examples of _____.

Nutriman, a company manufacturing health supplements, puts its advertisements in a popular health and fitness blog. The advertisements seamlessly blend in with the overall theme of the blog and almost look like a part of the platform. Which of the following strategies has Nutriman implemented in this scenario?

Unsought products are expensive products that consumers purchase less frequently.

In the context of business product categories, marketing of raw materials primarily emphasizes:

Product augmentation:

__________are brands that the producer owns and markets.

A health-drink company faces a lot of flak for misquoting the nutritional facts on its product packages. Once it clears the charges, the company hires a firm that helps it in reviving a positive image in the media as well as the broader community. The firm's primary task is to constantly communicate with the media personnel and make sure that the media runs unpaid stories that create a favorable impression about the company. This scenario exemplifies the use of:

Kiddiecon, a company that manufactures stationery products for children, signs a contract with an animation studio to use one of its popular cartoon characters as a design on its school bags. Kiddiecon's contract with the animation studio is an example of _____.

Saffexo, a company that manufactures sports goods, hikes the prices of its entire range of athletic shoes. However, the company does not experience a fall in the sales of its shoes following the hike as the consumers continue to buy them. The information given in the scenario indicates that Saffexo has a good _____.

LiteChoice 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 two kinds of products-the sugar-free cookies and chocolates-that LiteChoice produces represent the _____ of the company.

A downside of publicity is that:

In the context of the new product development process, the__________stage leads to detailed descriptions of each concept with specific product features.

Which of the following is true of licensing?

Aubosh, a car manufacturing company, is in a contract with Bolivin Tires. Under this contract, Aubosh purchases tires from Bolivin Tires for all its mid-range cars. In this scenario, Aubosh buys _____ from Bolivin Tires.

In the context of business product categories, the marketing of component parts and processed materials emphasizes:

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

In the context of new product adoption, the process of a new product spreading throughout a market after it is introduced is called__________.

In the context of business products, _____ consist of small-ticket items that businesses consume on an ongoing basis but do not become part of the final product.

A deep association between a marketer and a partner (usually a cultural or sporting event), which involves promotion of the marketer in exchange for either payment or the provision of goods, is known as _____.

Austere Realty, a real estate company, ensures that its web page always shows up high among the list of results whenever a user looks for information related to property and housing on the Internet. In this scenario, Austere Realty is actively engaged in _____.