Exam 11: Product and Promotion: Creating and Communicating Value

A major advantage of publicity is that it gives marketers a significant degree of control over the message it presents to potential customers.

What are body soap, a box of rice, and olive oil examples of?

Magazine advertisements tend to last longer than newspaper advertisements.

Which of the following involves making slight modifications to existing products in an effort to distinguish a product from the competition?

A person who is a first adopter in one product category is very likely to be a first adopter in most other product categories.

What is the goal of promotion?

Which of the following consists of small-ticket items that businesses consume on an ongoing basis but are not needed to develop a final product?

Product consistency is the measure of how reliably a firm's product delivers on its promised quality level.

Luce's Juices has based its message on the concept that its juices are "Tastefully Nutritious." The aim is to let customers know that its products provide a good-tasting way to get needed vitamins and minerals. This is an example of a big idea that is based on a rational premise.

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)?

A product can be anything that a company offers to satisfy customer needs and wants. This includes physical goods, services, and ideas.

Cannibalization is the strategy of offering a new product in order to increase sales for other existing products.

A masseuse offers services to help consumers relax and feel better. The time of day, the level of talent of the masseuse, and the masseuse's attitude at the time of service may determine the quality of service the patron receives. This is an example of differences in service quality. What do we call such differences in service quality?

What do we call inexpensive goods and services that take very little consideration on the part of the consumer and are frequently purchased?

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

The first step in taking a big idea to a foreign market should be careful research.

In marketing, what does promotion refer to?

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

Books on cassettes and CDs are examples of continuous innovation.

Rebates, coupons, and samples are key trade promotion tools.