Exam 11: Product and Promotion: Creating and Communicating Value

Due to technological changes, pagers and videocassettes are slowly leaving the market. Which stage of the product life cycle are these products in?

Firms often try to protect their markets in the maturity stage of the product life cycle by introducing new product features.

Once a product enters the maturity phase of the product life cycle, increases in sales by one firm typically come at the expense of other firms.

Convenience products are inexpensive goods and services consumers buy frequently with limited consideration.

Denise White has a toothache and has set up an appointment with Dr. Smiley, her dentist. She isn't looking forward to the trip, but she knows that Dr. Smiley can't fix her tooth unless she pays him a visit. What does this illustrate about the characteristic of services?

Standard definition televisions are in the maturity stage of the product life cycle.

The sales process follows six key stages, but before the process begins, what must salespeople do?

Which of the following is a key goal of public relations?

The perishability of services means that providers cannot store them for later use.

What do we call a group of products offered by a firm that are closely related to each other, either in terms of how they work or the customers they serve?

Suzanne and Antonio both work for a mid-sized apparel firm. Suzanne is in charge of a particular brand while Antonio heads the company's personal selling. Both individuals are working to increase the sales of products carrying Suzanne's brand. In an effort to effectively promote the brand, what should Suzanne and Antonio do?

The last step in the personal selling process is to close the sale.

What are the three product layers?

What are two keys to the success of the commercialization stage of new product development?

The first cell phone is an example of discontinuous product innovation.

What is a drawback of broadcast TV as a choice when marketers are deciding where to place advertising?

Define "product layers." Give examples for each layer.

Which of the following occurs when established brands from different companies join forces in an effort to market the same product?

Advergaming is the strategy of using sweepstakes (such as the Publishers Clearing House Sweepstakes) and games (such as McDonald's Monopoly game) to generate interest in a company's products.

As advertising media, a common advantage shared by direct mail, magazines, radio, and the Internet is that they provide marketers with the ability to effectively reach specific target markets with their messages.