Exam 11: Product and Promotion: Creating and Communicating Value

Solar and wind power plants are in the decline phase of the product life cycle.

In which of the following cases does product placement in television shows and movies workbest?

Identify a product that you believe has a very effective promotional mix, and describe the elements of this mix. Explain why you think this mix was effective.

Product placement works to offset the consumer's desire to skip commercials.

As the head of a new product development team at McDonald's, you've worked hard to come up with healthy new foods to put on the company's menu. Now you want to promote your new menu options. Given the key points of contact between McDonald's and its customers, what should these promotional efforts focus on?

What is the purpose of promotion? How do marketers use it to increase the chance a consumer will buy their product or services?

To promote a product, what does buzz marketing harness the power of?

Specialty products are products that consumers seldom purchase but are important to the consumer. If the product is unavailable, substitutes are not considered.

E-mail opt-in/opt-out programs are a relatively new way for marketers to make use of which of the following?

Consumer products are products intended for personal use or consumption.

Marketing messages tend to be subtle and complex, so trying to capture the big idea of a firm's marketing message in a single word is usually a bad idea.

Nylex Electronics has announced a revolutionary new rechargeable battery that operates more than twice as long as any current battery and fully recharges in less than 10 minutes. What is Nylex's new product an example of?

At which stage in the product life cycle is a product experiencing periods of rising sales and profits?

The manager of your local Starbucks is trying to increase store traffic on Friday nights from 8 to 10 p.m. She has decided to offer live music by local musicians and to promote this change mostly through publicity and word-of-mouth. How effective will this strategy most likely be?

Marketers can influence publicity but cannot control its use.

Once a market is mature, the product will naturally enter the decline phase of the product life cycle.

Idea screening is the last step in the product development process.

Which of the following are products that do not offer consumer services?

In which stage of the selling process does the salesperson actually ask the customer to make the purchase?

With the invention of the telephone, Alexander Graham Bell created a completely new way for people to communicate over long distances. What did this invention demonstrate?