Deck 14: Developing and Marketing Products

Question 1

________ refers to anything that disrupts the audience's ability to receive and interpret a promotional message.

A)Noise
B)Interpolation
C)Feedback
D)Resonance

Answer 1

A

Question 2

All company and product brand names are made up of semantic elements or language building blocks called ________.

A)aesthetics
B)morphemes
C)hybrid words
D)propositions

Answer 2

B

Question 3

Developed nations normally have the most active counterfeiting markets.

Answer 3

False

Question 4

Explain the effect of counterfeit goods and black markets on international product strategies.

Question 5

A brand name can function as a legal property.

Question 6

Counterfeiting is common among highly visible brand-name consumer goods.

Question 7

Which of the following statements is true about international promotions?

A)Most companies standardize all aspects of their international promotions to cut costs.
B)Firms that standardize advertising often control campaigns from the home office.
C)Companies that adapt their advertising to different markets project a consistent brand image.
D)Companies discourage blending product and promotional strategies in a communication process.

Question 8

Which of the following is among the most commonly counterfeited products?

A)aircraft parts
B)watches
C)surgical equipment
D)medicines

Question 9

Product life cycles are becoming shorter because companies are undertaking new product development at an increasingly rapid pace.

Question 10

Companies along a distribution channel that work together in delivering products to customers are called ________.

A)subsidiaries
B)intermediaries
C)value chains
D)value networks

Question 11

Using examples,explain the circular process of marketing communication.

Question 12

The value customers obtain from a product is heavily influenced by the image of the country in which the product is manufactured.

Question 13

Product differentiation is more likely when nations share the same level of economic development.

Question 14

The physical path a product follows on its way to customers is called a(n)________.

A)distribution channel
B)demand chain
C)critical path
D)external value network

Question 15

________ are imitation products passed off as legitimate trademarks,patents,or copyrighted works.

A)Giffen goods
B)Counterfeit goods
C)Inferior goods
D)Intangible goods

Question 16

Which of the following is a marketplace of underground transactions that typically appear because a product is either illegal or tightly regulated?

A)black market
B)niche market
C)two-sided market
D)vertical market

Question 17

Which of the following is true of counterfeit goods?

A)Developed nations normally have the most active counterfeiting markets.
B)Counterfeiting is more common among less visible local brands than global brands.
C)Most counterfeit products are imitations of products that normally enjoy legal protection.
D)Engineered industrial components and medicines are among the few categories of products that cannot be counterfeited.

Question 18

The rapid pace of technological innovation today extends the life cycles of products.

Question 19

All company and product brand names are made up of morphemes.

Question 20

Governments in developing countries impose fewer consumer protection laws in order to ________.

A)hold down production costs and consumer prices
B)enable companies to focus on profit-making exclusively
C)decrease the flow of foreign direct investment into the country
D)decrease the complexity of the legal procedures for foreign direct investment

Question 21

Briefly discuss the effects of globalization on international marketing activities and explain how a dual adaption method works as a promotional strategy.

Question 22

Which of the following is a push strategy that companies use to promote their products?

A)mass media advertising
B)direct marketing techniques
C)free trial packages
D)retail product stocking

Question 23

Which of the following is a promotional strategy designed to pressure channel members to carry a product and promote it to final users?

A)differentiation strategy
B)retrenchment strategy
C)push strategy
D)pull strategy

Question 24

Which of the following circumstances would best require a push strategy to be implemented for product promotion?

A)channel members wield a great deal of power relative to that of producers
B)distribution channels are lengthy
C)buyers display a great deal of brand loyalty to particular product
D)products in question are industrial goods

Question 25

Which of the following promotional strategies is being used by a company that hires a fleet of trucks to drive through village squares and hand out free trial packages to potential end users?

A)push strategy
B)pull strategy
C)retrenchment strategy
D)differentiation strategy

Question 26

A company that makes its marketing program elements uniform,targeting an entire region with similar products,is demonstrating ________.

A)customization
B)segmentation
C)standardization
D)differentiation

Question 27

Which of the following reflects the correct sequence of the marketing communication process?

A)promotional message;encoding;decoding;feedback
B)encoding;promotional message;decoding;feedback
C)promotional message;decoding;feedback;encoding
D)encoding;decoding;promotional message;feedback

Question 28

Once an audience receives a message,they interpret the meaning of the message by ________ it.

A)preprocessing
B)decoding
C)parsing
D)compiling

Question 29

As a promotional strategy,manufacturers of products that are commonly sold through department and grocery stores often use ________.

A)a push strategy
B)a pull strategy
C)retrenchment strategy
D)stability strategy

Question 30

A ________ strategy is best suited for the promotion of industrial products because potential buyers usually need to be informed about a product's special features before purchase.

A)push
B)pull
C)stability
D)differentiation

Question 31

A promotional strategy designed to create buyer demand that will encourage channel members to stock a company's product is called a ________.

A)pull strategy
B)push strategy
C)retrenchment strategy
D)stability strategy

Question 32

Which of the following communication strategies uses the same home-market product and marketing promotion in target markets?

A)product/communications extension
B)product extension/communications adaptation
C)product adaptation/communications extension
D)product/communications adaptation

Question 33

A ________ is used for a product's promotion when there are many levels of intermediaries in its distribution channel.

A)push strategy
B)pull strategy
C)retrenchment strategy
D)stability strategy

Question 34

The term ________ refers to a company's efforts to reach distribution channels and target customers through communications such as personal selling,advertising,public relations,and direct marketing.

A)social marketing
B)viral marketing
C)promotion mix
D)positioning

Question 35

Describe the five communication strategies that companies commonly use and cite situations where the strategies are used.

Question 36

________ is a major component of a promotion mix.

A)Distribution
B)Market segmentation
C)Pricing
D)Public relations

Question 37

Which of the following communication strategies expands the same product into new target markets but alters its marketing promotion?

A)product/communications extension
B)product extension/communications adaptation
C)product adaptation/communications extension
D)product/communications adaptation

Question 38

The process of sending messages about products to target markets is called ________.

A)customer relations
B)customer service
C)market segmentation
D)marketing communication

Question 39

Which of the following circumstances would best require a pull strategy to be implemented for product promotion?

A)channel members wield relatively lesser power compared to that of producers
B)buyers display a great deal of brand loyalty to a particular product
C)distribution channels are short
D)buyers need to be informed about the features of a product before purchase

Question 40

Which of the following occurs when an idea to be communicated is translated into images,words,and symbols?

A)compiling
B)encoding
C)parsing
D)processing

Question 41

The marketing communication process involves encoding and decoding of the promotional message.

Question 42

________ is often necessary as a communication strategy when many important differences exist between the home and target markets.

A)Product invention
B)Product adaptation
C)Dual adaptation
D)Dual extension

Question 43

A ________ strategy can be implemented successfully for communicating promotional messages only if a sufficiently large and profitable market segment exists.

A)dual extension method
B)product extension/communications adaptation method
C)product adaptation/communications extension method
D)dual adaptation method

Question 44

Scenario: Silk Industries LLC
Silk Industries LLC comprises two major divisions: consumer products and industrial products.The consumer product line of the company is well-recognized and consists of loyal customers worldwide.The management is considering different types of promotional strategies for the two product divisions.
Which of the following would be most appropriate for its products sold through grocery stores?

A)horizontal integration
B)vertical integration
C)push strategy
D)pull strategy

Question 45

A push strategy is a promotional strategy designed to pressure channel members to promote a product to final users.

Question 46

In marketing,distribution is the process of sending promotional messages about products to target markets.

Question 47

Noise refers to anything that disrupts the audience's ability to receive and interpret a promotional message.

Question 48

Emerging markets typically have fewer forms of mass media for use in implementing a pull strategy.

Question 49

A push strategy is the most efficient promotional strategy when distribution channels are lengthy.

Question 50

Scenario: Silk Industries LLC
Silk Industries LLC comprises two major divisions: consumer products and industrial products.The consumer product line of the company is well-recognized and consists of loyal customers worldwide.The management is considering different types of promotional strategies for the two product divisions.
If Silk Industries is interested in creating buyer demand that will encourage channel members to stock its products,it should employ ________.

A)a pull strategy
B)a push strategy
C)horizontal integration
D)vertical integration

Question 51

Dual extension method extends the same home-market product and marketing promotion into target markets.

Question 52

Which of the following communication strategies adapts a product to the requirements of the international market while retaining its original marketing communication?

A)product/communications extension
B)product extension/communications adaptation
C)product adaptation/communications extension
D)product/communications adaptation

Question 53

A common example of a push strategy is the creation of consumer demand through direct marketing techniques.

Question 54

Firms that standardize their advertising usually control campaigns from the home office.

Question 55

Scenario: Silk Industries LLC
Silk Industries LLC comprises two major divisions: consumer products and industrial products.The consumer product line of the company is well-recognized and consists of loyal customers worldwide.The management is considering different types of promotional strategies for the two product divisions.
If Silk Industries pressures channel members to carry a product and promote it to final users,it is using ________.

A)pull strategy
B)push strategy
C)vertical integration
D)horizontal integration

Question 56

Which of the following communication strategies adapts both the product and its marketing communication to suit the target market?

A)product/communications extension
B)product extension/communications adaptation
C)product adaptation/communications extension
D)product/communications adaptation

Question 57

Scenario: Silk Industries LLC
Silk Industries LLC comprises two major divisions: consumer products and industrial products.The consumer product line of the company is well-recognized and consists of loyal customers worldwide.The management is considering different types of promotional strategies for the two product divisions.
Which of the following would be most appropriate for its consumer product line?

A)horizontal integration
B)vertical integration
C)push strategy
D)pull strategy

Question 58

Which of the following refers to planning,implementing,and controlling the physical flow of a product from its point of origin to its point of consumption?

A)customization
B)distribution
C)communication
D)promotion

Question 59

A pull strategy is most appropriate when buyers display a great deal of brand loyalty toward one particular brand name.

Question 60

By ignoring important cultural nuances,companies can inadvertently decrease the potential for noise that can cloud the audience's understanding of their promotional message.

Question 61

Describe any four factors that affect international product strategies.

Question 62

Which of the following is also known as direct marketing?

A)an intensive channel
B)an exclusive channel
C)a zero-level channel
D)a two-level channel

Question 63

Scenario: Old World Ltd.
Old World Ltd. ,a London-based furniture manufacturer,is establishing its global distribution,pricing,and promotion strategies.Being new to global business,the firm is seeking your help in making its decisions.
If Old World wants to have its furniture sold through as many distribution outlets as possible,it should consider a(n)________ channel.

A)exclusive
B)intensive
C)one-level
D)zero-level

Question 64

A(n)________ channel gives producers a good deal of control over the sale of their product by channel members such as wholesalers and retailers.

A)exclusive
B)intensive
C)two-level
D)selective

Question 65

Discuss how a national business environment can influence a firm's decision to standardize or differentiate its product.How do cultural differences impact product strategies?

Question 66

A(n)________ channel does not create strong barriers to channel entry for other producers,nor does it provide much control over reseller decisions such as what competing brands to sell.

A)one-level
B)zero-level
C)exclusive
D)intensive

Question 67

Service providers do not need distribution channels because they market intangible goods.

Question 68

Scenario: Old World Ltd.
Old World Ltd. ,a London-based furniture manufacturer,is establishing its global distribution,pricing,and promotion strategies.Being new to global business,the firm is seeking your help in making its decisions.
If Old World wants to grant the right to sell its furniture to only a limited number of resellers,it should consider a(n)________ channel.

A)intensive
B)exclusive
C)two-level
D)selective

Question 69

A distribution channel in which a manufacturer grants the right to sell its products to only one or a limited number of resellers is called a(n)________.

A)intensive channel
B)exclusive channel
C)zero-level channel
D)two-level channel

Question 70

Explain the primary concerns of managers when establishing distribution policies.

Question 71

A(n)________ channel provides buyers with location convenience because of the large number of outlets through which a product is sold.

A)intensive
B)exclusive
C)one-level
D)zero-level

Question 72

A(n)________ channel creates a barrier that makes it difficult or impossible for outsiders to penetrate.

A)exclusive
B)intensive
C)selective
D)two-level

Question 73

The product adaptation/communications extension method adapts both the product and its marketing communication to suit the target market.

Question 74

Under the dual adaptation method,a company adapts its product to local requirements while retaining the product's original marketing communication.

Question 75

Differentiate between the push and pull promotional strategies.Explain the factors that determine whether the push or the pull strategy is appropriate in a given marketing environment.

Question 76

________ refers to the number of intermediaries between producer and buyer.

A)Critical path
B)Channel length
C)Frequency
D)Value density

Question 77

The physical path a product follows on its way to customers is called a promotional channel.

Question 78

Scenario: Old World Ltd.
Old World Ltd. ,a London-based furniture manufacturer,is establishing its global distribution,pricing,and promotion strategies.Being new to global business,the firm is seeking your help in making its decisions.
Old World should pursue a(n)________ channel if it decides to greatly intensify its direct marketing efforts.

A)intensive
B)one-level
C)zero-level
D)selective

Question 79

A(n)________ channel places a single intermediary between the producer and the buyer.

A)intensive
B)exclusive
C)one-level
D)two-level

Question 80

A distribution channel in which a producer grants the right to sell its product to many resellers is referred to as a(n)________.

A)one-level channel
B)zero-level channel
C)exclusive channel
D)intensive channel