Exam 17: Implementation of the Strategic Plan

Over the last several years,under the prodding of very large buyers,business firms are reluctantly turning to a new mode of customer contact.In this mode,each rep sells a longer line,but brings to the customer a team of company people who can address customer problems.Identify the mode of customer contact in discussion.

Which of the following statements is true regarding preannouncements?

Which of the following launch strategies has the objective of erecting barriers to entry?

The stage of the launch cycle that links the cycle back to the product life cycle (PLC)is called _____.

In most cases,the first step toward adoption is _____.

Announcement kicks off the _____ phase of the launch cycle.

Skimming pricing is best recommended for products having:

Information-based promotion is typically used for products with low relative advantage and low compatibility.

Before introducing its new products,the sales force of the Seri Corporation gives middlemen a "heads up" that a new product or version is coming.The firm's action can be seen as an example of _____.

"Trial" is the stumbling point for most products that fail;and it is the cause of winning products not winning a great deal more.

Which of the following period of a planned sequential announcement can typically be seen as the start of advertising?

A key requirement of a trial is that it must have some "cost" associated with it.

Which of the following pricing strategies involves a very high price,intended to stay that way,with clear product differentiation?

Service firms and direct-selling manufacturers usually have a very complex communications task because they involve a host of resellers.

Which of the following promotional launch tactics is most likely to be used by a firm if product advantages must be learned through usage and experience?

Which of the following promotional approaches is best suited for cases where awareness will stimulate trial?

_____ is the stumbling point for most products that fail;and it is the cause of winning products not winning a great deal more.

Trial of a new product:

_____ is the term most widely used to cover all of the information and attitude effort put into changing end-user perceptions.

Which of the following techniques is typically used for increasing the distributor's unit margin?