Question 1

Product placement in television shows and movies works best if the product is which of the following?

Accepted Answer

A) the main subject of the show 
B) seamlessly integrated into the show as a player rather than as a prop 
C) subtly and persistently displayed in the background of the show or movie 
D) used as a prominent prop in at least two to three scenes 
A) the main subject of the show 
B) seamlessly integrated into the show as a player rather than as a prop 
C) subtly and persistently displayed in the background of the show or movie 
D) used as a prominent prop in at least two to three scenes

Question 2

In the introduction stage of the product life cycle,marketing efforts are focused on which of the following?

Accepted Answer

A) building customer awareness of the product 
B) reinforcing brand positioning 
C) dynamic innovation 
D) protecting market share from competitors 
A) building customer awareness of the product 
B) reinforcing brand positioning 
C) dynamic innovation 
D) protecting market share from competitors

Question 3

E-mail opt-in/opt-out programs are a relatively new way for marketers to make use of which of the following?

Accepted Answer

A) direct mail 
B) publicity 
C) advertising 
D) public relations 
A) direct mail 
B) publicity 
C) advertising 
D) public relations

Question 4

Procter & Gamble's Tremor marketing group has had a great deal of success with its use of which of the following?

Accepted Answer

A) advergaming 
B) sponsorship arrangements 
C) buzz marketing 
D) integrated marketing approaches 
A) advergaming 
B) sponsorship arrangements 
C) buzz marketing 
D) integrated marketing approaches

Question 5

List and describe the four main characteristics or qualities of a service.Give an example for each quality.

Accepted Answer

Intangibility.Services typically can't b

Question 6

What is the purpose of promotion? How do marketers use it to increase the chance a consumer will buy their product or services?

Accepted Answer

Promotion is the power to influence cons

Question 7

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

Accepted Answer

The goal of integrated marketing communi

Question 8

Define and describe the six steps in the new product development process.

Accepted Answer

The standard approach to new product dev

Question 9

Which of the following are products that do not offer consumer services?

Accepted Answer

A) convenience goods 
B) raw materials 
C) brands 
D) pure goods 
A) convenience goods 
B) raw materials 
C) brands 
D) pure goods

Question 10

What is one of the major advantages of publicity?

Accepted Answer

A) It targets the intended audience more accurately than other promotional tools. 
B) It has the power to stimulate an immediate desire to buy the product. 
C) It gives marketers the maximum possible control over the message. 
D) It is often viewed by consumers as more credible than advertising. 
A) It targets the intended audience more accurately than other promotional tools. 
B) It has the power to stimulate an immediate desire to buy the product. 
C) It gives marketers the maximum possible control over the message. 
D) It is often viewed by consumers as more credible than advertising.

Question 11

Which of the following is a theoretical model that includes the stages of introduction,growth,maturity,and decline?

Accepted Answer

A) product adoption cycle 
B) product life cycle 
C) product diffusion cycle 
D) product sustainability cycle 
A) product adoption cycle 
B) product life cycle 
C) product diffusion cycle 
D) product sustainability cycle

Question 12

Theresa is doing her weekly shopping when she takes a free sample of coffee being offered to shoppers.She likes the new coffee blend and places a 500-gram bag in her grocery cart.Which product trait makes it easier for customers to sample and adopt?

Accepted Answer

A) compatibility 
B) complexity 
C) trialability 
D) observability 
A) compatibility 
B) complexity 
C) trialability 
D) observability

Question 13

AOL benefited from which of the following in the movie You've Got Mail?

Accepted Answer

A) advergaming 
B) product placement 
C) trade promotion 
D) missionary selling 
A) advergaming 
B) product placement 
C) trade promotion 
D) missionary selling

Question 14

Body soap,a box of rice,and olive oil are examples of what?

Accepted Answer

A) pure goods 
B) consumer products 
C) convenience products 
D) actual products 
A) pure goods 
B) consumer products 
C) convenience products 
D) actual products

Question 15

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

Accepted Answer

A firm may have many different product l

Question 16

Direct mail can be highly targeted,whether it is in print or online.Still,direct mail marketers face challenges.What are some of the challenges that direct mail marketers face when trying to get consumers to open the mail (online or offline)?

Accepted Answer

Even though a direct mail campaign can t

Question 17

What is the term for the characteristics of a product that companies offer consumers?

Accepted Answer

A) hedonic attributes 
B) product layers 
C) pure services 
D) product features 
A) hedonic attributes 
B) product layers 
C) pure services 
D) product features

Question 18

Each stage of the new product development process requires management to give its approval before moving forward.What does this ensure?

Accepted Answer

A) The company doesn't create product diffusion. 
B) Companies don't waste resources on marginal concepts. 
C) All products that actually make it through the process will be successful. 
D) Employees have a stake in the process. 
A) The company doesn't create product diffusion. 
B) Companies don't waste resources on marginal concepts. 
C) All products that actually make it through the process will be successful. 
D) Employees have a stake in the process.

Question 19

What are typically based on either a rational or an emotional premise to brand a product in the consumer's mind?

Accepted Answer

A) hooks 
B) big ideas 
C) positioning statements 
D) promotional messages 
A) hooks 
B) big ideas 
C) positioning statements 
D) promotional messages

Question 20

Denise White has a toothache and has set up an appointment with Dr.Smiley,her dentist.She isn't looking forward to the trip,but she knows that Dr.Smiley can't fix her tooth unless she pays him a visit.What does this illustrate about the characteristic of services?

Accepted Answer

A) artificiality 
B) tangibility 
C) compoundability 
D) inseparability 
A) artificiality 
B) tangibility 
C) compoundability 
D) inseparability

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

Product placement in television shows and movies works best if the product is which of the following?

In the introduction stage of the product life cycle,marketing efforts are focused on which of the following?

E-mail opt-in/opt-out programs are a relatively new way for marketers to make use of which of the following?

Procter & Gamble's Tremor marketing group has had a great deal of success with its use of which of the following?

List and describe the four main characteristics or qualities of a service.Give an example for each quality.

What is the purpose of promotion? How do marketers use it to increase the chance a consumer will buy their product or services?

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

Define and describe the six steps in the new product development process.

Which of the following are products that do not offer consumer services?

What is one of the major advantages of publicity?

Which of the following is a theoretical model that includes the stages of introduction,growth,maturity,and decline?

Theresa is doing her weekly shopping when she takes a free sample of coffee being offered to shoppers.She likes the new coffee blend and places a 500-gram bag in her grocery cart.Which product trait makes it easier for customers to sample and adopt?

AOL benefited from which of the following in the movie You've Got Mail?

Body soap,a box of rice,and olive oil are examples of what?

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

Direct mail can be highly targeted,whether it is in print or online.Still,direct mail marketers face challenges.What are some of the challenges that direct mail marketers face when trying to get consumers to open the mail (online or offline)?

What is the term for the characteristics of a product that companies offer consumers?

Each stage of the new product development process requires management to give its approval before moving forward.What does this ensure?

What are typically based on either a rational or an emotional premise to brand a product in the consumer's mind?

Denise White has a toothache and has set up an appointment with Dr.Smiley,her dentist.She isn't looking forward to the trip,but she knows that Dr.Smiley can't fix her tooth unless she pays him a visit.What does this illustrate about the characteristic of services?

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

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