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

Which of the following reduce the risk of purchasing something new by allowing consumers to try the product before making a purchase?

A key goal of public relations is to generate which of the following?

When a company owns the right word in the minds of consumers,what is created for the brand in the consumer's mind?

Which of the following is a brief statement articulating how the marketer wants the target market to envision a product relative to the competition?

Describe four categories of business products,and explain how they differ.

Which of the following is a group of products offered by a firm that are closely related to each other,either in terms of how they work or the customers they serve?

What is a significant drawback to the use of publicity?

Which of the following describes publicity?

What is the term for items consumers receive free of charge in return for making a purchase?

Which of the following offer immediate price reductions to consumers?

In personal selling,closing the sale involves which of the following?

List and describe the four different categories of consumer products,and provide at least one example to illustrate each category.

Marketers using a pull strategy would focus on promotional techniques that do which of the following?

What are businesses most concerned with when purchasing raw materials?

Which of the following is anything that an organization offers to satisfy consumer needs and wants,including both goods and services?

Describe the three levels of innovation businesses use in an effort to stay competitive.Give examples for each.

Marketers in the clothing business often create private brands in an effort to do which of the following?

Research suggests that advertising embedded in Internet games can boost brand awareness by how much?

Successful product differentiation requires which of the following?

How would consultative selling be used as part of a pull strategy?