Exam 11: Product and Promotion: Creating and Communicating Value

The appropriate promotional mix for a product will be influenced by where that product is in its product life cycle.

What do we call expensive products that consumers purchase infrequently and are unwilling to accept substitutes for?

DeBeers, the diamond distributor, ran ads in Japan using a marketing strategy that had proved popular in the West. What was the result?

The quality of a product is best measured in terms of which of the following?

Paulo asked his friend Melanie to recommend a local dentist. Melanie had just seen an ad for Dr. Toothy, a local dentist, and gave Paulo the phone number. This demonstrates the power of publicity.

Compare and contrast coupons and rebates in terms of their overall goals, when each type of consumer promotional tool is used, and for what type of product. Coupons on the whole are a riskier strategy for marketers than rebates are. Explain why this is the case.

Installations are a type of business good characterized by a long productive life.

Consumers purchase shopping products after searching for the best value. They compare features and benefits through the shopping process.

What is promotion? Name and describe two major types of traditional promotional tools that might be used to influence consumers to purchase products and services.

What is the goal of integrated marketing communication? How do consumers benefit from this approach to marketing?

BMW effectively used integrated marketing communication (IMC) to create a single unified message when it released its Mini Cooper car.

The goal of integrated marketing communication (IMC) is to create a unified, consistent message regardless of the method of delivery.

Which of the following are used to encourage consumers to purchase higher-priced items and are commonly used in the car and electronics industries?

Consumers combine various sources of communication into an integrated message and they become confused if the messages are not unified.

The brand name and packaging of a product are considered part of the actual product.

Marketers trying to boost a product's immediate sales might use sales promotion in the promotional mix.

What is a significant drawback to the use of publicity?

One advantage of publicity is that the marketer does not have to put forth any effort since the marketer has no control over how the media presents the company or its products.

When marketers characterize quality, they are concerned with two dimensions. Which dimension refers to how well the product performs its core function?

What do we call items consumers receive free of charge in return for making a purchase?