Question 1

Premiums, samples, coupons, and rebates are all examples of consumer promotion tools.

Accepted Answer

A) True 
 B)False

Question 2

Big ideas may be based on either rational or emotional premises.

Accepted Answer

A) True 
 B)False

Question 3

Shirtzter, a manufacturer of men's shirts and jackets, has just reached an agreement to pay Kawasaki a substantial fee for the right to use the company's name and logo on some of its clothing lines. This type of arrangement is known as secondary branding.

Accepted Answer

A) True 
 B)False

Question 4

Although technology can help marketers reach larger target markets, it also presents new challenges like which of the following?

Accepted Answer

A)  store owners who do not display promotional material on time 
B)  consumers wanting more information than is available 
C)  consumers who move around too much 
D)  technology-savvy consumers who can control whether the message is received 
A)  store owners who do not display promotional material on time 
B)  consumers wanting more information than is available 
C)  consumers who move around too much 
D)  technology-savvy consumers who can control whether the message is received

Question 5

Which of the following is an advantage of direct mail?

Accepted Answer

A)  Direct mail is likely to be read by consumers. 
B)  Direct mail is one of the least expensive ways to promote a product. 
C)  Direct mail is the fastest-growing advertising medium. 
D)  Direct mail can be highly targeted. 
A)  Direct mail is likely to be read by consumers. 
B)  Direct mail is one of the least expensive ways to promote a product. 
C)  Direct mail is the fastest-growing advertising medium. 
D)  Direct mail can be highly targeted.

Question 6

Which of the following describes publicity?

Accepted Answer

A)  It is not controlled by the marketer. 
B)  It is paid for by the marketer's competition. 
C)  It is intended to persuade consumers not to buy. 
D)  It is paid, nonpersonal communication with the general public. 
A)  It is not controlled by the marketer. 
B)  It is paid for by the marketer's competition. 
C)  It is intended to persuade consumers not to buy. 
D)  It is paid, nonpersonal communication with the general public.

Question 7

What is the idea behind integrated marketing communication?

Accepted Answer

A)  to hit each potential customer with a highly personalized "package" of advertising messages 
B)  to channel every customer to the sales department 
C)  to make sure every advertising medium is used to the fullest possible extent 
D)  to create a unified message across multiple channels of communication 
A)  to hit each potential customer with a highly personalized "package" of advertising messages 
B)  to channel every customer to the sales department 
C)  to make sure every advertising medium is used to the fullest possible extent 
D)  to create a unified message across multiple channels of communication

Question 8

Hennie is in the market for a new computer. He is leaning toward buying a model produced by Micromax because he likes the fact that they have a two-year warranty, and he has heard good things about the company's customer phone support and website. Hennie's choice appears to be influenced by the augmented product offered by Micromax.

Accepted Answer

A) True 
 B)False

Question 9

A management consulting firm offers pure services in a packaged management program. The program includes tools for effective time management, conflict resolution, and risk management skills.

Accepted Answer

A) True 
 B)False

Question 10

Continuous innovation involves slight modifications of existing products.

Accepted Answer

A) True 
 B)False

Question 11

Idea generation and idea screening are the first two stages of the new product development process.

Accepted Answer

A) True 
 B)False

Question 12

Buzz marketing is paid advertising for product promotion.

Accepted Answer

A) True 
 B)False

Question 13

Automobile tires could be either a consumer product or a business product.

Accepted Answer

A) True 
 B)False

Question 14

The stages of a product life cycle include expansion, peak, contraction, and trough.

Accepted Answer

A) True 
 B)False

Question 15

Why did the DeBeers advertising strategy that was so successful in the West fail in Japan?

Accepted Answer

A)  because advertising a luxury product in Japan would diminish its prestige 
B)  because they priced the product incorrectly 
C)  because they didn't do enough research 
D)  because the product was available in too many outlets, which diminishes its prestige 
A)  because advertising a luxury product in Japan would diminish its prestige 
B)  because they priced the product incorrectly 
C)  because they didn't do enough research 
D)  because the product was available in too many outlets, which diminishes its prestige

Question 16

To implement integrated marketing communication effectively, what is usually required?

Accepted Answer

A)  It requires marketers to focus the majority of their time on advertising and personal selling because these are the two elements of promotion that have the greatest direct impact on consumer decisions. 
B)  It requires marketers to tightly control all messages the consumer sees or hears about the firm's products. 
C)  It requires that all information used to develop marketing messages flow from the top down to ensure consistency. 
D)  It requires marketers to identify the key points of contact with their target audience and focus their efforts on these areas. 
A)  It requires marketers to focus the majority of their time on advertising and personal selling because these are the two elements of promotion that have the greatest direct impact on consumer decisions. 
B)  It requires marketers to tightly control all messages the consumer sees or hears about the firm's products. 
C)  It requires that all information used to develop marketing messages flow from the top down to ensure consistency. 
D)  It requires marketers to identify the key points of contact with their target audience and focus their efforts on these areas.

Question 17

What do we call unfinished products that are used in producing other products?

Accepted Answer

A)  component parts and processed materials 
B)  raw materials 
C)  maintenance, repair, and operating products 
D)  accessory equipment 
A)  component parts and processed materials 
B)  raw materials 
C)  maintenance, repair, and operating products 
D)  accessory equipment

Question 18

One problem with advergaming is that video-gamers must concentrate so much on the action in the game that they seldom notice the embedded advertising.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following refers to how well a product performs its core functions?

Accepted Answer

A)  product variability 
B)  the sigma coefficient 
C)  quality level 
D)  product consistency 
A)  product variability 
B)  the sigma coefficient 
C)  quality level 
D)  product consistency

Question 20

Using integrated marketing communication involves creating different product messages for different media in order to adjust for the unique strengths and weaknesses of each medium.

Accepted Answer

A) True 
 B)False

Premiums, samples, coupons, and rebates are all examples of consumer promotion tools.

Big ideas may be based on either rational or emotional premises.

Shirtzter, a manufacturer of men's shirts and jackets, has just reached an agreement to pay Kawasaki a substantial fee for the right to use the company's name and logo on some of its clothing lines. This type of arrangement is known as secondary branding.

Although technology can help marketers reach larger target markets, it also presents new challenges like which of the following?

Which of the following is an advantage of direct mail?

Which of the following describes publicity?

What is the idea behind integrated marketing communication?

A management consulting firm offers pure services in a packaged management program. The program includes tools for effective time management, conflict resolution, and risk management skills.

Continuous innovation involves slight modifications of existing products.

Idea generation and idea screening are the first two stages of the new product development process.

Buzz marketing is paid advertising for product promotion.

Automobile tires could be either a consumer product or a business product.

The stages of a product life cycle include expansion, peak, contraction, and trough.

Why did the DeBeers advertising strategy that was so successful in the West fail in Japan?

To implement integrated marketing communication effectively, what is usually required?

What do we call unfinished products that are used in producing other products?

One problem with advergaming is that video-gamers must concentrate so much on the action in the game that they seldom notice the embedded advertising.

Which of the following refers to how well a product performs its core functions?

Using integrated marketing communication involves creating different product messages for different media in order to adjust for the unique strengths and weaknesses of each medium.

Business Now: Change Is the Only Constant

Business Ethics and Social Responsibility: Doing Well by Doing Good

Economics: The Framework for Business

The World Market-Place: Business Without Borders

Business Formation: Choosing the Form That Fits

Small Business and Entrepreneurship: Economic Rocket Fuel

Accounting: Decision Making by the Numbers

Finance: Acquiring and Using Funds to Maximize Value

Financial Markets: Allocating Financial Resources

Marketing: Building Profitable Customer Connections

Distribution and Pricing: Right Product, Right Person, Right Place, Right Price

Management, Motivation, and Leadership: Bringing Business to Life

Human Resource Management: Building a Top-Quality Workforce

Managing Information and Technology: Finding New Ways to Learn and Link

Operations Management: Putting It All Together

Business Communication: Creating and Delivering Messages That Matter

Labour Unions and Collective Bargaining

Business Law

Personal Finance

Filters

Exam 11: Product and Promotion: Creating and Communicating Value

Premiums, samples, coupons, and rebates are all examples of consumer promotion tools.

Big ideas may be based on either rational or emotional premises.

Shirtzter, a manufacturer of men's shirts and jackets, has just reached an agreement to pay Kawasaki a substantial fee for the right to use the company's name and logo on some of its clothing lines. This type of arrangement is known as secondary branding.

Although technology can help marketers reach larger target markets, it also presents new challenges like which of the following?

Which of the following is an advantage of direct mail?

Which of the following describes publicity?

What is the idea behind integrated marketing communication?

A management consulting firm offers pure services in a packaged management program. The program includes tools for effective time management, conflict resolution, and risk management skills.

Continuous innovation involves slight modifications of existing products.

Idea generation and idea screening are the first two stages of the new product development process.

Buzz marketing is paid advertising for product promotion.

Automobile tires could be either a consumer product or a business product.

The stages of a product life cycle include expansion, peak, contraction, and trough.

Why did the DeBeers advertising strategy that was so successful in the West fail in Japan?

To implement integrated marketing communication effectively, what is usually required?

What do we call unfinished products that are used in producing other products?

One problem with advergaming is that video-gamers must concentrate so much on the action in the game that they seldom notice the embedded advertising.

Which of the following refers to how well a product performs its core functions?

Using integrated marketing communication involves creating different product messages for different media in order to adjust for the unique strengths and weaknesses of each medium.

Business Now: Change Is the Only Constant

Business Ethics and Social Responsibility: Doing Well by Doing Good

Economics: The Framework for Business

The World Market-Place: Business Without Borders

Business Formation: Choosing the Form That Fits

Small Business and Entrepreneurship: Economic Rocket Fuel

Accounting: Decision Making by the Numbers

Finance: Acquiring and Using Funds to Maximize Value

Financial Markets: Allocating Financial Resources

Marketing: Building Profitable Customer Connections

Distribution and Pricing: Right Product, Right Person, Right Place, Right Price

Management, Motivation, and Leadership: Bringing Business to Life

Human Resource Management: Building a Top-Quality Workforce

Managing Information and Technology: Finding New Ways to Learn and Link

Operations Management: Putting It All Together

Business Communication: Creating and Delivering Messages That Matter

Labour Unions and Collective Bargaining

Business Law

Personal Finance

Filters