Question 1

The brand name, features, and the packaging of a product are considered part of the augmented product.

Accepted Answer

A) True 
 B)False  False

Question 2

Buzz marketing attempts to take advantage of the fact that people tend to listen to the suggestions and advice of people they trust when making purchase decisions.

Accepted Answer

A) True 
 B)False  True

Question 3

The first television is an example of discontinuous product innovation.

Accepted Answer

A) True 
 B)False  True

Question 4

Pgrroodwuicntg p plarocemmineennt coen o Tf Vdi ghiatsa lc vatiadpeuol treedco irndtoer tsh (eD mVaRinss)t rseuacmh ains TreiVspoo.n se to the

Accepted Answer

A) True 
 B)False

Question 5

Advergaming is a medium that marketers can use to communicate their big idea to their target market.

Accepted Answer

A) True 
 B)False

Question 6

Explain the difference between a product line and a product mix. Provide an example for each.

Accepted Answer

The answer of Explain the difference between a product line...

Question 7

Although e­book readers have been around for several years, the introduction of the LibraBook, a reader featuring several significant improvements over older readers, including wireless connectivity based on cell phone technology was a success. LibraBook owners to download the books they buy in less than two minutes from any location without the need to connect to a computer or the Internet. The LibraBook is an example of continuous innovation.

Accepted Answer

A) True 
 B)False

Question 8

Finofro er fmfiactiieonnt liyn cao cmommupna incya tminugs tp broem reosttiroinc temde. ssages, the lateral flow of

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

A) True 
 B)False

Question 10

Tthheei rc pormodbuincattsi oisn coafl lceodm am _u_n_i_c_a.tion tools that a firm chooses to advertise

Accepted Answer

A)   sales mix
B)   promotional campaign
C)   business portfolio
D)   promotional mix

Question 11

Discontinuous innovation occurs when marketers find a new use for an existing product or technology.

Accepted Answer

A) True 
 B)False

Question 12

Ellen is in charge of developing a promotional strategy for a new product that her company will soon introduce. She thinks word­of­mouth promotion is likely to be very effective and wants to keep the cost of the campaign relatively low. Considering her goals, which of the following is likely to be a key component of her campaign?

Accepted Answer

A)   Television advertisements
B)   Sponsorship of major sporting events
C)   Magazine advertisements
D)   Buzz marketing

Question 13

Companies use _____ to coordinate their messages through every promotional vehicle.

Accepted Answer

A)   brand ambassadors
B)   on­hold messaging
C)   integrated marketing communication
D)   market research

Question 14

Product _____ refers to how reliably a product delivers its promised level of quality.

Accepted Answer

A)   differentiation
B)   variability
C)   quality
D)   consistency

Question 15

Trehpeu btaetnioefni,t sa nodf lai cpernosvienng tarraec kin rsetacnotr dn.ame recognition, an established

Accepted Answer

A) True 
 B)False

Question 16

When Bonanza Bakery reached an agreement with Candy Conniption to include the candy in one of its ready­to­bake cookie dough products, the two companies were using a strategy known as cobranding.

Accepted Answer

A) True 
 B)False

Question 17

To build a successful promotional message, a marketer has to understand how his or her product is different from and better than the competition.

Accepted Answer

A) True 
 B)False

Question 18

Define and describe the six key stages in the sales process
-Prospect and qualify: Prospecting means identifying potential

Accepted Answer

The answer of Define and describe the six key stages...

Question 19

Successful product differentiation requires that the:

Accepted Answer

A)   difference be real rather than merely perceived.
B)   marketers put most of their efforts into developing an appropriate brand name.
C)   product not only be different from those of competitors but also be better.
D)   product have a higher cost than those of the competition.

Question 20

Define and describe the six key stages in the sales process
-Handle objections: The key to success here is to view objections as

Accepted Answer

The answer of Define and describe the six key stages...

Exam 12: Product and Promotion: Creating and Communicating Value

The brand name, features, and the packaging of a product are considered part of the augmented product.

Buzz marketing attempts to take advantage of the fact that people tend to listen to the suggestions and advice of people they trust when making purchase decisions.

The first television is an example of discontinuous product innovation.

Pgrroodwuicntg p plarocemmineennt coen o Tf Vdi ghiatsa lc vatiadpeuol treedco irndtoer tsh (eD mVaRinss)t rseuacmh ains TreiVspoo.n se to the

Advergaming is a medium that marketers can use to communicate their big idea to their target market.

Explain the difference between a product line and a product mix. Provide an example for each.

Finofro er fmfiactiieonnt liyn cao cmommupna incya tminugs tp broem reosttiroinc temde. ssages, the lateral flow of

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

Tthheei rc pormodbuincattsi oisn coafl lceodm am _u_n_i_c_a.tion tools that a firm chooses to advertise

Discontinuous innovation occurs when marketers find a new use for an existing product or technology.

Companies use _____ to coordinate their messages through every promotional vehicle.

Product _____ refers to how reliably a product delivers its promised level of quality.

Trehpeu btaetnioefni,t sa nodf lai cpernosvienng tarraec kin rsetacnotr dn.ame recognition, an established

When Bonanza Bakery reached an agreement with Candy Conniption to include the candy in one of its readytobake cookie dough products, the two companies were using a strategy known as cobranding.

To build a successful promotional message, a marketer has to understand how his or her product is different from and better than the competition.

Define and describe the six key stages in the sales process -Prospect and qualify: Prospecting means identifying potential

Successful product differentiation requires that the:

Define and describe the six key stages in the sales process -Handle objections: The key to success here is to view objections as

Exam 12: Product and Promotion: Creating and Communicating Value

The brand name, features, and the packaging of a product are considered part of the augmented product.

Buzz marketing attempts to take advantage of the fact that people tend to listen to the suggestions and advice of people they trust when making purchase decisions.

The first television is an example of discontinuous product innovation.

Pgrroodwuicntg p plarocemmineennt coen o Tf Vdi ghiatsa lc vatiadpeuol treedco irndtoer tsh (eD mVaRinss)t rseuacmh ains TreiVspoo.n se to the

Advergaming is a medium that marketers can use to communicate their big idea to their target market.

Explain the difference between a product line and a product mix. Provide an example for each.

Finofro er fmfiactiieonnt liyn cao cmommupna incya tminugs tp broem reosttiroinc temde. ssages, the lateral flow of

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

Tthheei rc pormodbuincattsi oisn coafl lceodm am _u_n_i_c_a.tion tools that a firm chooses to advertise

Discontinuous innovation occurs when marketers find a new use for an existing product or technology.

Companies use _____ to coordinate their messages through every promotional vehicle.

Product _____ refers to how reliably a product delivers its promised level of quality.

Trehpeu btaetnioefni,t sa nodf lai cpernosvienng tarraec kin rsetacnotr dn.ame recognition, an established

When Bonanza Bakery reached an agreement with Candy Conniption to include the candy in one of its ready­to­bake cookie dough products, the two companies were using a strategy known as cobranding.

To build a successful promotional message, a marketer has to understand how his or her product is different from and better than the competition.

Define and describe the six key stages in the sales process -Prospect and qualify: Prospecting means identifying potential

Successful product differentiation requires that the:

Define and describe the six key stages in the sales process -Handle objections: The key to success here is to view objections as

When Bonanza Bakery reached an agreement with Candy Conniption to include the candy in one of its readytobake cookie dough products, the two companies were using a strategy known as cobranding.