Question 1

What are the four stages in the product life cycle?

Accepted Answer

The answer of What are the four stages in the...

Question 2

The advertising manager at Lariat Pizza,who wants the company to be on the cutting edge of current trends in advertising,feels strongly that the focus should be on consumer-generated advertising via YouTube,Twitter,and Facebook.But the CEO wants to focus on mainstream media like radio,television,and magazines.If the following facts were known,which one would support the position of the advertising manager?

Accepted Answer

A)  The number of television cable channels has skyrocketed in recent years. 
B)  During the past five years,the major television networks have suffered a 20 percent decrease in viewership,and this has led to a reduction in advertising rates. 
C)  The production cost for a 30-second television commercial has declined. 
D)  Networks are trying to ban electronic devices that allow viewers to record television shows while deleting the commercial messages. 
E)  People under the age of 30 consume the largest amount of pizza per capita,and are the greatest users of social media.

Question 3

Most industrial products involve missionary selling because the buyer has not used the product before or may not be familiar with the features and uses of a specific brand.

Accepted Answer

A) True 
 B)False

Question 4

What is a product line?

Accepted Answer

The answer of What is a product line?...

Question 5

In retail selling,the buyer usually comes to the seller,but in industrial selling,the salesperson comes to the buyer.

Accepted Answer

A) True 
 B)False

Question 6

Bread is an example of a(n)_____________,while the catering for a wedding reception is an example of a(n)_____________.

Accepted Answer

A)  shopping good; shopping service 
B)  convenience good; specialty good 
C)  specialty good; specialty service 
D)  convenience good; specialty service 
E)  shopping good; shopping good

Question 7

What is public relations?

Accepted Answer

The answer of What is public relations?...

Question 8

What are the three major classes of consumer goods?

Accepted Answer

The answer of What are the three major classes of...

Question 9

Which of the following is correct with regard to language differences as a factor in international promotion?

Accepted Answer

A)  English is a more efficient and precise language than most others. 
B)  Advertisements in English require more print space than advertisements in most other languages. 
C)  Advertising agencies have found that it is not possible to set up worldwide agency networks that can coordinate a campaign's central theme while still allowing regional variations. 
D)  Advertisements in English require more air time than advertisements in other languages. 
E)  All of these are correct.

Question 10

Melissa was visiting San Francisco.When she arrived at Fisherman's Wharf,she decided to purchase a souvenir T-shirt for her boyfriend back home.Since there are about 40 T-shirt retailers in that area,Melissa spent the rest of the day searching for the shirt that would convey just the right meaning to her boyfriend.For Melissa,the shirt was a(n)________ good.

Accepted Answer

A)  specialty 
B)  convenience 
C)  shopping 
D)  accessory 
E)  industrial

Question 11

________ attempts to build goodwill with customers by performing and publicizing a company's public service activities.

Accepted Answer

A)  Personal selling 
B)  Public relations 
C)  Advertising 
D)  Sales promotion 
E)  Publicity

Question 12

A marketing manager at Omni Corp.argues that the company's corporate image will suffer if customers receive too many emails about Omni's products.Which of the following is the MOST effective counterargument?

Accepted Answer

A)  Customers can identify certain emails as spam and ensure that they do not receive these emails in their inboxes in the future. 
B)  Customers who receive marketing emails rarely complain,even if they are not happy about them. 
C)  All companies are facing this problem,not just Omni. 
D)  Customers can opt to receive only the marketing product information they are interested in. 
E)  Email advertising is lower in cost than public service advertising.

Question 13

A group of employees at Tri-X Advertising Ltd.are working on an advertising campaign for a big client.They have already defined the objectives they want to achieve with the advertising message.What should they do next?

Accepted Answer

A)  Identify the target audience 
B)  Establish the advertising budget 
C)  Evaluate the effectiveness of the advertising 
D)  Select the appropriate media in which to advertise 
E)  Create the advertising messages

Question 14

For year-round advertising,local businesses are most likely to use ________ for industrial and consumer products.

Accepted Answer

A)  newspaper 
B)  radio 
C)  direct mail 
D)  magazines 
E)  the Yellow pages

Question 15

A company's image remains fairly constant from nation to nation.

Accepted Answer

A) True 
 B)False

Question 16

Adrianna developed a new perfume.She wanted to market the perfume via a communication vehicle that appeals to many consumer senses,targets a specific audience,and reaches as many people as possible.Adrianna would select ________ advertising.

Accepted Answer

A)  television 
B)  magazine 
C)  radio 
D)  direct mail 
E)  newspaper

Question 17

Which is most likely to be chosen as an advertising medium by a small firm selling in local markets?

Accepted Answer

A)  Direct mail 
B)  Radio 
C)  Television 
D)  Newspapers 
E)  Magazines

Question 18

Spending on television advertising in Canada in 2010 totaled about $7 billion.

Accepted Answer

A) True 
 B)False

Question 19

What is the difference between a patent and a trademark?

Accepted Answer

A)  A patent gives a company more protection than a trademark. 
B)  A trademark is more valuable than a patent. 
C)  Trademark protection lasts longer than patent protection. 
D)  A trademark protects a specific brand name,while a patent protects a basic product idea. 
E)  None of these is correct.

Question 20

Buildings,manufacturing equipment,computers,and desks are examples of ________ purchased by companies that make other goods.

Accepted Answer

A)  impulse items 
B)  capital items 
C)  current expenses 
D)  fixed expenses 
E)  expense items

Exam 16: Developing and Promoting Goods and Services

What are the four stages in the product life cycle?

Most industrial products involve missionary selling because the buyer has not used the product before or may not be familiar with the features and uses of a specific brand.

What is a product line?

In retail selling,the buyer usually comes to the seller,but in industrial selling,the salesperson comes to the buyer.

Bread is an example of a(n) _,while the catering for a wedding reception is an example of a(n) _.

What is public relations?

What are the three major classes of consumer goods?

Which of the following is correct with regard to language differences as a factor in international promotion?

________ attempts to build goodwill with customers by performing and publicizing a company's public service activities.

A marketing manager at Omni Corp.argues that the company's corporate image will suffer if customers receive too many emails about Omni's products.Which of the following is the MOST effective counterargument?

A group of employees at Tri-X Advertising Ltd.are working on an advertising campaign for a big client.They have already defined the objectives they want to achieve with the advertising message.What should they do next?

For year-round advertising,local businesses are most likely to use ________ for industrial and consumer products.

A company's image remains fairly constant from nation to nation.

Adrianna developed a new perfume.She wanted to market the perfume via a communication vehicle that appeals to many consumer senses,targets a specific audience,and reaches as many people as possible.Adrianna would select ________ advertising.

Which is most likely to be chosen as an advertising medium by a small firm selling in local markets?

Spending on television advertising in Canada in 2010 totaled about $7 billion.

What is the difference between a patent and a trademark?

Buildings,manufacturing equipment,computers,and desks are examples of ________ purchased by companies that make other goods.

Exam 16: Developing and Promoting Goods and Services

What are the four stages in the product life cycle?

Most industrial products involve missionary selling because the buyer has not used the product before or may not be familiar with the features and uses of a specific brand.

What is a product line?

In retail selling,the buyer usually comes to the seller,but in industrial selling,the salesperson comes to the buyer.

Bread is an example of a(n) _____________,while the catering for a wedding reception is an example of a(n) _____________.

What is public relations?

What are the three major classes of consumer goods?

Which of the following is correct with regard to language differences as a factor in international promotion?

________ attempts to build goodwill with customers by performing and publicizing a company's public service activities.

A marketing manager at Omni Corp.argues that the company's corporate image will suffer if customers receive too many emails about Omni's products.Which of the following is the MOST effective counterargument?

A group of employees at Tri-X Advertising Ltd.are working on an advertising campaign for a big client.They have already defined the objectives they want to achieve with the advertising message.What should they do next?

For year-round advertising,local businesses are most likely to use ________ for industrial and consumer products.

A company's image remains fairly constant from nation to nation.

Adrianna developed a new perfume.She wanted to market the perfume via a communication vehicle that appeals to many consumer senses,targets a specific audience,and reaches as many people as possible.Adrianna would select ________ advertising.

Which is most likely to be chosen as an advertising medium by a small firm selling in local markets?

Spending on television advertising in Canada in 2010 totaled about $7 billion.

What is the difference between a patent and a trademark?

Buildings,manufacturing equipment,computers,and desks are examples of ________ purchased by companies that make other goods.

Bread is an example of a(n) _,while the catering for a wedding reception is an example of a(n) _.