Exam 11: Product and Promotion: Creating and Communicating Value

Which of the following are consumer product categories?

Each media type offers advantages and challenges for marketers as they try reaching consumer markets.

Many products combine elements of both goods and services.

Theresa is doing her weekly shopping when she takes a free sample of coffee being offered to shoppers. She likes the new coffee blend and places a 500-gram bag in her grocery cart. Which product trait makes it easier for customers to sample and adopt?

What do Uno's Pizzeria and LensCrafters have in common?

Three characteristics that contribute to a high diffusion rate for a new product are observability, trialability, and compatibility.

Although e-book readers have been around for several years, Amazon recently introduced the Kindle, a new reader that features several significant improvements over older readers, including wireless connectivity based on cell phone technology. This technology allows Kindle owners to download the books they buy in less than two minutes from any location without the need to connect to a computer or the Internet. The Kindle is an example of continuous innovation.

Manufacturers seldom place much emphasis on packaging, because this aspect of the product has little relevance to the customer's decision-making process.

Product differentiation attempts to create real or perceived differences in the minds of the consumer.

When Pillsbury reached an agreement with M&M's to include the candy in one of its ready-to-bake cookie dough products, the two companies were using a strategy known as co-branding.

Broadcast television is the most expensive media to use in reaching consumers.

Team selling tends to be especially effective for large, complex accounts.

Which of the following are gifts of merchandise to consumers that advertise a brand-named product?

What do we call the nonpersonal, paid communication a company places to influence consumer purchases?

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

Which of the following are typically based on either a rational or an emotional premise to brand a product in the consumer's mind?

For most consumers, cell phones, digital cameras, and dishwashers would be shopping goods.

Network television and personal computers are both in the maturity stage of their product life cycles in Canada.

Marketers using a push strategy focus on promotional techniques that create demand from final consumers.

The rapid pace of technological change has created a need and an opportunity for marketers to increase their use of technology more in an effort to reach a broader range of consumers with the right product at the right time with the right message.