Exam 11: Product and Promotion: Creating and Communicating Value

While the best promotional mix varies among products, all promotional mixes rely more heavily on advertising than on personal selling.

The first telephone is an example of discontinuous product innovation.

The development of a large number of different and independent messages is the most important element of integrated marketing communication.

Lisa is thinking about buying a Saturn automobile. She has already visited the Saturn website and has been paying more attention to Saturn ads in magazines and on television. She is planning on visiting a Saturn dealership in the next few days to talk to a salesperson. If Saturn uses integrated marketing communication, its goal will be to coordinate the messages Lisa receives through each of these sources.

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

The more complex a product is to understand and use, the slower its rate of diffusion tends to be.

The two basic types of sales promotion are consumer promotion and trade promotion.

Suzanne received a coupon in the mail for a new shampoo. If she uses the coupon to purchase the shampoo, the manufacturer's pull strategy has succeeded.

Suppliers and competitors can sometimes be sources for new product ideas.

Arm & Hammer has extended the profitable stages of the life cycle for its baking soda by coming up with new uses for the product.

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

Which statement best describes sponsorships?

Two of the key drawbacks of radio advertising are that it is low impact and it is easy for listeners to switch stations to avoid the ads.

In today's competitive environment, selling means building relationships on a long-term basis.

Sales promotion uses short-term programs to stimulate immediate consumer purchases.

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

A product is a good or service that a business offers to satisfy consumer needs and wants.

Organizations use brand extension when similar products are added to an existing product line under the same brand name. Offering additional features to a cell phone package is an example of brand extension.

Quality level is defined by how well a product performs its core functions, as perceived by the customer.

Which of the following involves purchasing the right to use another company's brand name or symbol?