Question 1

Define and describe the difference between consumer promotion and trade promotion.

Accepted Answer

Consumer promotion is designed to generate immediate sales and uses premiums,promotional products,samples,coupons,rebates,and displays as tools.
Trade promotion is designed to stimulate wholesalers and retailers to push specific products more aggressively.Special deals and trade allowances are the most common form of trade promotion,especially for consumer products.Trade shows,contests,sweepstakes,and special distributor events are also used.

Question 2

As it becomes more difficult for consumers to grasp what a product does and how it works,which of the following becomes slower?

Accepted Answer

A) movement through the product life cycle 
B) rate of market separability 
C) business cycle 
D) rate of diffusion 
A) movement through the product life cycle 
B) rate of market separability 
C) business cycle 
D) rate of diffusion D

Question 3

What is the term for the nonpersonal,paid communication a company places to influence consumer purchases?

Accepted Answer

A) publicity 
B) sponsorship 
C) advergaming 
D) advertising 
A) publicity 
B) sponsorship 
C) advergaming 
D) advertising D

Question 4

Stop and Shop Inc.is a discount grocery store that sells a variety of fruit and vegetable brands,including Libby's,Green Giant,and Dole.Recently,Stop and Shop has started selling its own versions of the same products.The Stop and Shop brand is referred to as which of the following?

Accepted Answer

A) exclusive brand 
B) home-grown brand 
C) national brand 
D) private-label or store brand 
A) exclusive brand 
B) home-grown brand 
C) national brand 
D) private-label or store brand

Question 5

What is the term for the paid integration of branded products in movies and on television?

Accepted Answer

A) advertising 
B) promotional mix 
C) publicity 
D) product placement 
A) advertising 
B) promotional mix 
C) publicity 
D) product placement

Question 6

Which of the following involves making slight modifications to existing products in an effort to distinguish a product from the competition?

Accepted Answer

A) dynamically continuous innovation 
B) discontinuous innovation 
C) continuous innovation 
D) disconnected innovation 
A) dynamically continuous innovation 
B) discontinuous innovation 
C) continuous innovation 
D) disconnected innovation

Question 7

As the general manager of KTRV radio 1030,you are trying to take advantage of changes in technology to increase the number of listeners to your station.Which of the following is a strategy you could employ?

Accepted Answer

A) change the call letters for your station to something easier to remember 
B) gain more control over your message by making greater use of publicity 
C) eliminate advertising 
D) develop an online radio Website 
A) change the call letters for your station to something easier to remember 
B) gain more control over your message by making greater use of publicity 
C) eliminate advertising 
D) develop an online radio Website

Question 8

Which advertising medium would be most appealing to someone who has a very limited advertising budget?

Accepted Answer

A) magazines 
B) broadcast television 
C) radio 
D) direct mail 
A) magazines 
B) broadcast television 
C) radio 
D) direct mail

Question 9

Consumer product categories include which of the following?

Accepted Answer

A) convenience products, shopping products, specialty products, and unsought products 
B) accessories, maintenance goods, and material goods 
C) tangible products, augmented products, limited-use products, and intangible products 
D) primary products, intermediate products, and final products 
A) convenience products, shopping products, specialty products, and unsought products 
B) accessories, maintenance goods, and material goods 
C) tangible products, augmented products, limited-use products, and intangible products 
D) primary products, intermediate products, and final products

Question 10

Which of the following are tools commonly used in consumer promotion?

Accepted Answer

A) trade shows, sweepstakes, and rebates 
B) rebates, coupons, samples, and in-store displays 
C) publicity, public relations, and personal selling 
D) consultative selling, publicity, and advertising 
A) trade shows, sweepstakes, and rebates 
B) rebates, coupons, samples, and in-store displays 
C) publicity, public relations, and personal selling 
D) consultative selling, publicity, and advertising

Question 11

What are some of the emerging promotional tools marketers are using today? Define and describe each tool.Give at least one example as to how each tool is being used today.

Accepted Answer

Product placement: the paid integration

Question 12

What do gasoline for a car,ketchup for french fries,and a lady's scarf have in common?

Accepted Answer

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

Question 13

A product is usually experiencing low sales and nonexistent profits and marketers are increasing promotion to raise awareness at which stage in the product life cycle?

Accepted Answer

A) growth 
B) decline 
C) introduction 
D) maturity 
A) growth 
B) decline 
C) introduction 
D) maturity

Question 14

The manager of your local Starbucks is trying to increase store traffic on Friday nights from 8 to 10 p.m.She has decided to offer live music by local musicians and to promote this change mostly through publicity and word-of-mouth.Which of the following statements about this decision is most accurate?

Accepted Answer

A) Publicity and word-of-mouth will work only if they create a different message than the message that is created by the store's other promotional tools. 
B) Publicity and word-of-mouth will increase promotional expenses dramatically. 
C) Publicity and word-of-mouth are likely to be ineffective because they do not create as powerful an impact as advertising. 
D) Publicity and word-of-mouth are likely to have a powerful impact, but the manager will have little direct control over the message they create. 
A) Publicity and word-of-mouth will work only if they create a different message than the message that is created by the store's other promotional tools. 
B) Publicity and word-of-mouth will increase promotional expenses dramatically. 
C) Publicity and word-of-mouth are likely to be ineffective because they do not create as powerful an impact as advertising. 
D) Publicity and word-of-mouth are likely to have a powerful impact, but the manager will have little direct control over the message they create.

Question 15

What are two keys to the success of the commercialization stage of new product development?

Accepted Answer

A) gaining market share and new customers 
B) gaining market share and offering price-related promotions 
C) gaining celebrity endorsements and eliminating production glitches 
D) gaining distribution and launching promotions 
A) gaining market share and new customers 
B) gaining market share and offering price-related promotions 
C) gaining celebrity endorsements and eliminating production glitches 
D) gaining distribution and launching promotions

Question 16

What is one advantage cable television offers advertisers over broadcast television?

Accepted Answer

A) It has the ability to target highly specialized markets. 
B) It allows a greater number of minutes of advertising per hour than broadcast television. 
C) It provides access to a larger market. 
D) It allows them to develop higher quality advertisements. 
A) It has the ability to target highly specialized markets. 
B) It allows a greater number of minutes of advertising per hour than broadcast television. 
C) It provides access to a larger market. 
D) It allows them to develop higher quality advertisements.

Question 17

Which of the following is the rate at which products are adopted in the marketplace?

Accepted Answer

A) diffusion 
B) displacement 
C) replacement 
D) confusion 
A) diffusion 
B) displacement 
C) replacement 
D) confusion

Question 18

What is missionary selling,and how is it used today?

Accepted Answer

Missionary selling is promoting goodwill

Question 19

Which of the following,exemplified by marketing research and marketing services,would be purchased by businesses to facilitate operations?

Accepted Answer

A) product services 
B) cannibalization 
C) pure services 
D) business services 
A) product services 
B) cannibalization 
C) pure services 
D) business services

Question 20

When marketers characterize quality,they are concerned with two dimensions.Which dimension refers to how well the product performs its core function?

Accepted Answer

A) the level of separability 
B) product consistency 
C) the quality level 
D) reliability 
A) the level of separability 
B) product consistency 
C) the quality level 
D) reliability

Define and describe the difference between consumer promotion and trade promotion.

As it becomes more difficult for consumers to grasp what a product does and how it works,which of the following becomes slower?

What is the term for the nonpersonal,paid communication a company places to influence consumer purchases?

Stop and Shop Inc.is a discount grocery store that sells a variety of fruit and vegetable brands,including Libby's,Green Giant,and Dole.Recently,Stop and Shop has started selling its own versions of the same products.The Stop and Shop brand is referred to as which of the following?

What is the term for the paid integration of branded products in movies and on television?

Which of the following involves making slight modifications to existing products in an effort to distinguish a product from the competition?

As the general manager of KTRV radio 1030,you are trying to take advantage of changes in technology to increase the number of listeners to your station.Which of the following is a strategy you could employ?

Which advertising medium would be most appealing to someone who has a very limited advertising budget?

Consumer product categories include which of the following?

Which of the following are tools commonly used in consumer promotion?

What are some of the emerging promotional tools marketers are using today? Define and describe each tool.Give at least one example as to how each tool is being used today.

What do gasoline for a car,ketchup for french fries,and a lady's scarf have in common?

A product is usually experiencing low sales and nonexistent profits and marketers are increasing promotion to raise awareness at which stage in the product life cycle?

What are two keys to the success of the commercialization stage of new product development?

What is one advantage cable television offers advertisers over broadcast television?

Which of the following is the rate at which products are adopted in the marketplace?

What is missionary selling,and how is it used today?

Which of the following,exemplified by marketing research and marketing services,would be purchased by businesses to facilitate operations?

When marketers characterize quality,they are concerned with two dimensions.Which dimension refers to how well the product performs its core function?

Business Now: Change Is the Only Constant

Business Communication: Creating and Delivering Messages That Matter

Business Ethics and Social Responsibility: Doing Well by Doing Good

Economics: the Framework for Business

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

Securities Markets : Trading Financial Resources

Marketing: Building Profitable Customer Connections

Part 1: Product and Promotion: Creating and Communicating Value

Distribution and Pricing: Right Product, right Person, right Place, right Price

Management, motivation, and Leadership: Bringing Business to Life

Human Resource Management: Building a Top-Quality Workforce

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

Operations Management: Putting It All Together

The World Marketplace: Business Without Borders

Labour-Management Relations

Business Law

Personal Finance

Filters

Exam 11: Part 2: Product and Promotion: Creating and Communicating Value

Define and describe the difference between consumer promotion and trade promotion.

As it becomes more difficult for consumers to grasp what a product does and how it works,which of the following becomes slower?

What is the term for the nonpersonal,paid communication a company places to influence consumer purchases?

Stop and Shop Inc.is a discount grocery store that sells a variety of fruit and vegetable brands,including Libby's,Green Giant,and Dole.Recently,Stop and Shop has started selling its own versions of the same products.The Stop and Shop brand is referred to as which of the following?

What is the term for the paid integration of branded products in movies and on television?

Which of the following involves making slight modifications to existing products in an effort to distinguish a product from the competition?

As the general manager of KTRV radio 1030,you are trying to take advantage of changes in technology to increase the number of listeners to your station.Which of the following is a strategy you could employ?

Which advertising medium would be most appealing to someone who has a very limited advertising budget?

Consumer product categories include which of the following?

Which of the following are tools commonly used in consumer promotion?

What are some of the emerging promotional tools marketers are using today? Define and describe each tool.Give at least one example as to how each tool is being used today.

What do gasoline for a car,ketchup for french fries,and a lady's scarf have in common?

A product is usually experiencing low sales and nonexistent profits and marketers are increasing promotion to raise awareness at which stage in the product life cycle?

What are two keys to the success of the commercialization stage of new product development?

What is one advantage cable television offers advertisers over broadcast television?

Which of the following is the rate at which products are adopted in the marketplace?

What is missionary selling,and how is it used today?

Which of the following,exemplified by marketing research and marketing services,would be purchased by businesses to facilitate operations?

When marketers characterize quality,they are concerned with two dimensions.Which dimension refers to how well the product performs its core function?

Business Now: Change Is the Only Constant

Business Communication: Creating and Delivering Messages That Matter

Business Ethics and Social Responsibility: Doing Well by Doing Good

Economics: the Framework for Business

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

Securities Markets : Trading Financial Resources

Marketing: Building Profitable Customer Connections

Part 1: Product and Promotion: Creating and Communicating Value

Distribution and Pricing: Right Product, right Person, right Place, right Price

Management, motivation, and Leadership: Bringing Business to Life

Human Resource Management: Building a Top-Quality Workforce

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

Operations Management: Putting It All Together

The World Marketplace: Business Without Borders

Labour-Management Relations

Business Law

Personal Finance

Filters