Question 1

Which statement best summarizes the difference between consumer products and business products?

Accepted Answer

A) Consumer products are specialty products and business products are shopping products. 
B) Consumer goods tend to be consumed quickly, thus having short product lives. Business goods tend to last much longer. 
C) Consumer products offer a service component while business products do not offer a service component. 
D) Consumer products are for personal use and business products are for production. 
A) Consumer products are specialty products and business products are shopping products. 
B) Consumer goods tend to be consumed quickly, thus having short product lives. Business goods tend to last much longer. 
C) Consumer products offer a service component while business products do not offer a service component. 
D) Consumer products are for personal use and business products are for production.

Question 2

Which of the following is an example of continuous innovation?

Accepted Answer

A) Amazon's Kindle e-Book reader with built-in wireless download capability 
B) Apple's iPhone 
C) General Mills's introduction of Honey Nut Cheerios 
D) Ford's Model T 
A) Amazon's Kindle e-Book reader with built-in wireless download capability 
B) Apple's iPhone 
C) General Mills's introduction of Honey Nut Cheerios 
D) Ford's Model T

Question 3

Explain the differences and similarities between line extensions and brand extensions.

Accepted Answer

As companies grow,marketers look for opp

Question 4

When it comes to the promotional messages they receive about a product,consumers do which of the following?

Accepted Answer

A) tend to forget one message as soon as another message is presented 
B) respond mostly to messages that appeal to their sense of humour 
C) combine information from the various sources to create a unified impression of the product 
D) filter the messages and ignore any that aren't consistent with their previously held opinions 
A) tend to forget one message as soon as another message is presented 
B) respond mostly to messages that appeal to their sense of humour 
C) combine information from the various sources to create a unified impression of the product 
D) filter the messages and ignore any that aren't consistent with their previously held opinions

Question 5

MBI's sales strategy is based on having its sales representatives take the time to make the effort to develop lasting relationships with their customers.The focus is on obtaining a thorough understanding of the needs of each customer so that the representatives can provide practical ways to meet these needs using MBI's products and services.This is an example of which of the following?

Accepted Answer

A) customer advocacy 
B) tactical promotion 
C) pre-emptive selling 
D) consultative selling 
A) customer advocacy 
B) tactical promotion 
C) pre-emptive selling 
D) consultative selling

Question 6

Which of the following refers to how well a product performs its core functions?

Accepted Answer

A) product variability 
B) the sigma coefficient 
C) quality level 
D) product consistency 
A) product variability 
B) the sigma coefficient 
C) quality level 
D) product consistency

Question 7

As a product moves through the stages of the product life cycle,marketers normally will find which of the following to be true?

Accepted Answer

A) They must adjust their marketing strategies to reflect changing market conditions. 
B) Sales peak well before profits. 
C) Sales and profits tend to increase at a constant rate. 
D) They can maximize profits by sticking to a consistent marketing strategy. 
A) They must adjust their marketing strategies to reflect changing market conditions. 
B) Sales peak well before profits. 
C) Sales and profits tend to increase at a constant rate. 
D) They can maximize profits by sticking to a consistent marketing strategy.

Question 8

Creating top 10 lists,establishing an industry Hall of Fame,or launching a petition drive are all ways that marketers can do which of the following?

Accepted Answer

A) make effective use of push strategies 
B) engage in secondary advertising 
C) generate publicity 
D) improve the morale of the sales force 
A) make effective use of push strategies 
B) engage in secondary advertising 
C) generate publicity 
D) improve the morale of the sales force

Question 9

Ellen is in charge of developing a promotional strategy for a new product her company will soon introduce.She thinks word-of-mouth promotion is likely to be very effective and wants to keep the cost of the campaign relatively low.What is likely to be a key component of her campaign?

Accepted Answer

A) magazine advertisements 
B) buzz marketing 
C) television advertisements 
D) sponsorships of major sporting events 
A) magazine advertisements 
B) buzz marketing 
C) television advertisements 
D) sponsorships of major sporting events

Question 10

Which of the following statements about translating big ideas across cultures is most accurate?

Accepted Answer

A) Each country is so unique that a successful big idea in one country is almost always a failure in other countries. 
B) Big ideas are so basic and meaningful that they almost always can be used in a variety of cultures without significant changes. 
C) Big ideas are a meaningful promotional concept only in Western nations, but within those nations they tend to translate very easily. 
D) While some big ideas are easy to translate into another culture, others require significant retooling to be effective. 
A) Each country is so unique that a successful big idea in one country is almost always a failure in other countries. 
B) Big ideas are so basic and meaningful that they almost always can be used in a variety of cultures without significant changes. 
C) Big ideas are a meaningful promotional concept only in Western nations, but within those nations they tend to translate very easily. 
D) While some big ideas are easy to translate into another culture, others require significant retooling to be effective.

Question 11

Canadian Tire recently announced it would market Debbie Travis products in its stores.This is an example of which of the following?

Accepted Answer

A) comarketing 
B) creating a private label 
C) brand extension 
D) cobranding 
A) comarketing 
B) creating a private label 
C) brand extension 
D) cobranding

Question 12

Filbertina,a company that markets nuts and other healthy snack foods,has always tried to project an upscale image.However,the company has decided to develop another product line of less expensive snacks.Marketing manager Joseph Hampton generally supports the strategy but is concerned about how the new line will impact sales of the company's current brand.Joseph appears to be concerned about the possibility of which of the following?

Accepted Answer

A) brand confusion 
B) market diffusion 
C) cannibalization 
D) brand dispersion 
A) brand confusion 
B) market diffusion 
C) cannibalization 
D) brand dispersion

Question 13

There are six key stages in the sales process.Define and describe each.

Accepted Answer

1.Prospect and qualify.Prospecting means

Question 14

A consumer can purchase a soft drink from a vending machine,from a grocery store,or from a variety of other vendors.This suggests that soft drinks are which of the following?

Accepted Answer

A) accessory goods 
B) shopping goods 
C) specialty goods 
D) convenience goods 
A) accessory goods 
B) shopping goods 
C) specialty goods 
D) convenience goods

Question 15

The makers of M&M candies change the colour coating on a seasonal basis.What does this product modification represent?

Accepted Answer

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

Question 16

What is the term for a physical good or delivered service that provides a core benefit?

Accepted Answer

A) promised product 
B) actual product 
C) pure product 
D) augmented product 
A) promised product 
B) actual product 
C) pure product 
D) augmented product

Question 17

What is consumer promotion? Name and describe three consumer promotional tools used to generate immediate sales.

Accepted Answer

Consumer promotion are marketing activit

Question 18

Marketers trying to implement a push strategy would most likely offer which of the following to move the product through the channel?

Accepted Answer

A) premiums to buyers 
B) trade allowances to distributors 
C) more television advertising 
D) rebates, coupons, and samples to consumers 
A) premiums to buyers 
B) trade allowances to distributors 
C) more television advertising 
D) rebates, coupons, and samples to consumers

Question 19

The word overnight creates which of the following for the Federal Express brand in the minds of consumers?

Accepted Answer

A) image 
B) reference 
C) psychometric 
D) hook 
A) image 
B) reference 
C) psychometric 
D) hook

Question 20

You are a salesperson for a local company.You've just finished presenting your sales message to a consumer.What is the next step in the selling process?

Accepted Answer

A) close the sale by asking for payment 
B) handle objections 
C) follow up with additional opportunities 
D) provide the potential customer with brochures, videos, or other materials that reinforce your message 
A) close the sale by asking for payment 
B) handle objections 
C) follow up with additional opportunities 
D) provide the potential customer with brochures, videos, or other materials that reinforce your message

Which statement best summarizes the difference between consumer products and business products?

Which of the following is an example of continuous innovation?

Explain the differences and similarities between line extensions and brand extensions.

When it comes to the promotional messages they receive about a product,consumers do which of the following?

Which of the following refers to how well a product performs its core functions?

As a product moves through the stages of the product life cycle,marketers normally will find which of the following to be true?

Creating top 10 lists,establishing an industry Hall of Fame,or launching a petition drive are all ways that marketers can do which of the following?

Ellen is in charge of developing a promotional strategy for a new product her company will soon introduce.She thinks word-of-mouth promotion is likely to be very effective and wants to keep the cost of the campaign relatively low.What is likely to be a key component of her campaign?

Which of the following statements about translating big ideas across cultures is most accurate?

Canadian Tire recently announced it would market Debbie Travis products in its stores.This is an example of which of the following?

There are six key stages in the sales process.Define and describe each.

A consumer can purchase a soft drink from a vending machine,from a grocery store,or from a variety of other vendors.This suggests that soft drinks are which of the following?

The makers of M&M candies change the colour coating on a seasonal basis.What does this product modification represent?

What is the term for a physical good or delivered service that provides a core benefit?

What is consumer promotion? Name and describe three consumer promotional tools used to generate immediate sales.

Marketers trying to implement a push strategy would most likely offer which of the following to move the product through the channel?

The word overnight creates which of the following for the Federal Express brand in the minds of consumers?

You are a salesperson for a local company.You've just finished presenting your sales message to a consumer.What is the next step in the selling process?

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

Which statement best summarizes the difference between consumer products and business products?

Which of the following is an example of continuous innovation?

Explain the differences and similarities between line extensions and brand extensions.

When it comes to the promotional messages they receive about a product,consumers do which of the following?

Which of the following refers to how well a product performs its core functions?

As a product moves through the stages of the product life cycle,marketers normally will find which of the following to be true?

Creating top 10 lists,establishing an industry Hall of Fame,or launching a petition drive are all ways that marketers can do which of the following?

Ellen is in charge of developing a promotional strategy for a new product her company will soon introduce.She thinks word-of-mouth promotion is likely to be very effective and wants to keep the cost of the campaign relatively low.What is likely to be a key component of her campaign?

Which of the following statements about translating big ideas across cultures is most accurate?

Canadian Tire recently announced it would market Debbie Travis products in its stores.This is an example of which of the following?

There are six key stages in the sales process.Define and describe each.

A consumer can purchase a soft drink from a vending machine,from a grocery store,or from a variety of other vendors.This suggests that soft drinks are which of the following?

The makers of M&M candies change the colour coating on a seasonal basis.What does this product modification represent?

What is the term for a physical good or delivered service that provides a core benefit?

What is consumer promotion? Name and describe three consumer promotional tools used to generate immediate sales.

Marketers trying to implement a push strategy would most likely offer which of the following to move the product through the channel?

The word overnight creates which of the following for the Federal Express brand in the minds of consumers?

You are a salesperson for a local company.You've just finished presenting your sales message to a consumer.What is the next step in the selling process?

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