Exam 11: Product and Promotion: Creating and Communicating Value

Jennifer 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 would be an example of publicity for your local pet store?

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

The first step in personal selling is identifying potential customers and choosing the ones most likely to buy the product. This step is known as prospecting and qualifying.

The purpose of idea screening in the new product development process is to eliminate products that are inconsistent with company objectives or would be too expensive to develop.

What do we call an organization's ongoing efforts to create positive relationships with its consumers, employees, suppliers, the community, the general public, and the government?

In promotion, a successful big idea must be meaningful, distinctive, and believable.

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

The two fastest-growing advertising media are radio and direct mail.

Which term refers to the fact that many customers who buy products offering rebates never go to the trouble of redeeming the rebates?

What is the purpose of missionary selling?

The rate of diffusion is dependent on the individual consumer and on the product itself.

Which of the following best describes the big idea that results from a successful creative development process?

In the growth stage of the product life cycle, which of the following is most accurate?

Define and describe the difference between consumer promotion and trade promotion.

Sales tend to peak in the growth stage of the product life cycle.

Which of the following is necessary for successful product differentiation?

Tom Taylor is in the market for a new car, but not any old car will do. He is convinced that the Gambolini Turbo-Terror roadster is the only car that will meet his needs. Thus, despite its high price tag and the fact that the nearest dealer is over 150 kilometres away, Tom is set to buy the car. This suggests that for Tom the Gambolini roadster is a shopping good.

The rate of diffusion would indicate the stage in the product life cycle.

Brand equity is the overall value of a brand to an organization.