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

A masseuse offers services to help consumers relax and feel better.The time of day,the level of talent of the masseuse,and the masseuse's attitude at the time of service may determine the quality of service the patron receives.This is an example of differences in service quality referred to as which of the following?

How can marketers deal with cluttered competitive environments?

What is the term for inexpensive goods and services that take very little consideration on the part of the consumer and are frequently purchased?

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

Which of the following should be the first step before taking a big idea to a foreign market?

Marketers CANNOT directly control which of the following?

To create a coordinated marketing message,marketers must have information about the consumer and which of the following?

Pantene mails samples of its new shampoo to residential communities in an effort to increase the rate of which of the following?

Marketers should avoid doing which of the following?

Although technology can help marketers reach larger target markets,it also presents new challenges like which of the following?

The goal of integrated marketing communication (IMC)is to do which of the following?

Which of the following statements about direct mail is correct?

What is the goal of promotion?

In marketing,promotion refers to which of the following?

What is the term for expensive products that consumers purchase infrequently and are unwilling to accept substitutes for?

Some big ideas translate well across cultures,and some don't.Give one example of a big idea that failed and explain why.Before taking an ad campaign overseas to a new market,what would marketers need to know to increase the chances of its success?

What is public relations,and how does it differ from publicity?

What is the last stage in the selling process?

Which of the following best describes a positioning statement?

As it becomes easier for potential customers to observe others using a new product and as the product's relative advantages become greater,which rate tends to be higher?