Exam 11: Product and Promotion: Creating and Communicating Value

Big ideas in promotion must be so fundamental and believable that they almost always translate easily to other cultures.

You are a salesperson for a local company. You've just finished presenting your sales message to a consumer. What is the next step in the selling process?

Advertising is the most powerful form of product promotion.

The number of promotional messages a customer sees or hears about a product is more important than how consistent the messages are.

Effective promotion will build a relationship between customers and companies that results in repeat purchases.

Pantene mails samples of its new shampoo to residential communities. What is the company attempting to do?

In order to ensure a consistent marketing perspective and integrated messages, all information used to develop promotional messages should flow from top management down to the individuals involved in the promotional efforts.

Product mix is the total number of product lines and individual items sold by a single firm.

Each stage of the new product development process requires management to give its approval before moving forward. What does this ensure?

Studies have shown that advergaming can increase brand awareness more than a good commercial television campaign.

As an advertising medium, the key advantages of newspapers include flexibility, reaching a local market, and consumer acceptance of newspaper ads.

Companies usually have several product mixes but only one product line.

In a highly competitive market, the best packaging strategy usually consists of emulating the packaging of a successful competitor.

Increasingly, leading-edge companies are attempting to directly involve their customers in their new product development processes.

Define and describe the difference between consultative selling and team selling. In what situations would salespeople use each type?

The most effective promotion will build relationships between customers and competitors.

During the introduction stage of the product life cycle, the firm's marketing efforts usually are focused on raising consumer awareness of the product and product category.

Cable TV advertisements have a relatively high cost per contact because they reach so many viewers.

Define and describe the marketing approaches of push and pull strategy. What is the goal of each one? Are they mutually exclusive strategies?

Which of the following best describes a positioning statement?