Question 1

The goal of consumer promotion is to stimulate immediate sales.

Accepted Answer

A) True 
 B)False  True

Question 2

In the introduction stage of the product life cycle, what are marketing efforts focused on?

Accepted Answer

A)   building customer awareness of the product
B)   reinforcing brand positioning
C)   dynamic innovation
D)   protecting market share from competitorsE) A) and B)
F) A) and C)

Question 3

What is the last stage in the selling process?

Accepted Answer

A)   transferring ownership
B)   qualifying
C)   closing
D)   following upE) A) and B)
F) B) and C)

Question 4

A major objective of public relations is to generate favourable publicity for an organization.

Accepted Answer

A) True 
 B)False

Question 5

If sales of a once rapidly selling product turn sluggish over time, marketers may be able to extend its life cycle by changing the marketing mix or making changes to the product itself.

Accepted Answer

A) True 
 B)False

Question 6

A product is usually experiencing low sales and nonexistent profits and marketers are increasing promotion to raise awareness at which stage in the product life cycle?

Accepted Answer

A)   growth
B)   decline
C)   introduction
D)   maturityE) None of the above
F) B) and C)

Question 7

What do we call a brief statement articulating how the marketer wants the target market to envision a product relative to the competition?

Accepted Answer

A)   consumer vision statement
B)   brand statement
C)   positioning statement
D)   promotional prospectusE) A) and B)
F) A) and C) C

Question 8

Publicity is controlled by marketers working to remind, inform, and persuade consumers.

Accepted Answer

A) True 
 B)False

Question 9

A consumer can purchase a soft drink from a vending machine, from a grocery store, or from a variety of other vendors. What does this example suggest that soft drinks are?

Accepted Answer

A)   accessory goods
B)   shopping goods
C)   specialty goods
D)   convenience goodsE) A) and B)
F) All of the above

Question 10

List and describe the four main characteristics or qualities of a service. Give an example for each quality.

Accepted Answer

Intangibility. Services typically can't ...

Question 11

Which of the following statements describes the ease at which big ideas translate across cultures?

Accepted Answer

A)   Each country is so unique that a successful big idea in one country is almost always a failure in other countries.
B)   Big ideas are so basic and meaningful that they almost always can be used in a variety of cultures without significant changes.
C)   Big ideas are a meaningful promotional concept only in Western nations, but within those nations they tend to translate very easily.
D)   While some big ideas are easy to translate into another culture, others require significant retooling to be effective.E) B) and C)
F) None of the above

Question 12

When it comes to the promotional messages they receive about a product, what do consumers tend to do?

Accepted Answer

A)   They tend to forget one message as soon as another message is presented.
B)   They tend to respond mostly to messages that appeal to their sense of humour.
C)   They tend to combine information from the various sources to create a unified impression of the product.
D)   They tend to filter the messages and ignore any that aren't consistent with their previously held opinions.E) None of the above
F) A) and D)

Question 13

In which phase of the product development process are ideas eliminated that do not meet the company's mission or that are too expensive to develop?

Accepted Answer

A)   idea generation
B)   idea screening
C)   analysis
D)   developmentE) A) and B)
F) A) and C)

Question 14

Missionary selling refers to personal selling that involves taking a firm's products to foreign countries for the first time.

Accepted Answer

A) True 
 B)False

Question 15

Maintenance, repair, and operating products (MRO) are small-ticket items that businesses consume on an ongoing basis but are not incorporated into the final product.

Accepted Answer

A) True 
 B)False

Question 16

In terms of total expenditures, direct mail is the number one advertising media used by companies to promote products.

Accepted Answer

A) True 
 B)False

Question 17

Technological changes often explain why a product enters the decline stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 18

What is public relations, and how does it differ from publicity?

Accepted Answer

Public relations. In the broadest sense,...

Question 19

What are the four stages of the product life cycle? How do marketers change their strategy as the product moves from one stage to the next?

Accepted Answer

The four basic stages of the product life cycle are:Introduction. This is a time of low sales and nonexistent profits as companies invest in raising awareness about the product and the product category. Some categories, such as the microwave, languish in this phase for years, while other categories, such as computer memory sticks, zoom through this phase. And some categories, of course, never get beyond introduction (think clear beers).Growth. Growth is a period of rising sales and profits. Typically, competitors begin to notice categories in the growth phase. They enter the market-often with new variations of existing products-which further fuels the growth. Portable MP3 players, for example, are currently in the growth phase, and a number of competitors are challenging Apple's hold on the market. Marketers focus on reinforcing brand positioning, often through extensive use of advertising.Maturity. During maturity, sales and profits usually peak. Interestingly, profits tend to peak before sales, as competition intensifies. Once a market is mature, the only way to gain more users is to steal them from competitors, rather than bringing new users into the category. Weaker players begin to drop out of the category. Gasoline-powered cars and network TV are in maturity in Canada. Marketers may use competitive advertising, promotion, price cuts, and improvement in product features to protect their brands and attract business from competitors.Decline. During this period, sales and profits begin to decline, sometimes quite rapidly. The reasons usually relate to either technological change or change in consumer needs. For instance, the introduction of word processing pushed typewriters into decline, and a change in consumer taste and habits pushed hot cereal into decline. Competitors continue to drop out of the category. Marketers are likely to put less emphasis on the product, perhaps even phasing it out.

Question 20

What is one of the major advantages of publicity?

Accepted Answer

A)   It targets the intended audience more accurately than other promotional tools.
B)   It has the power to stimulate an immediate desire to buy the product.
C)   It gives marketers the maximum possible control over the message.
D)   It is often viewed by consumers as more credible than advertising.E) B) and D)
F) None of the above

Exam 11: Product and Promotion: Creating and Communicating Value

The goal of consumer promotion is to stimulate immediate sales.

Correct Answer
verified
True

In the introduction stage of the product life cycle, what are marketing efforts focused on?

Correct Answer
verified

What is the last stage in the selling process?

Correct Answer
verified

A major objective of public relations is to generate favourable publicity for an organization.

Correct Answer
verified

If sales of a once rapidly selling product turn sluggish over time, marketers may be able to extend its life cycle by changing the marketing mix or making changes to the product itself.

Correct Answer
verified

A product is usually experiencing low sales and nonexistent profits and marketers are increasing promotion to raise awareness at which stage in the product life cycle?

Correct Answer
verified

What do we call a brief statement articulating how the marketer wants the target market to envision a product relative to the competition?

Correct Answer
verified
C

Publicity is controlled by marketers working to remind, inform, and persuade consumers.

Correct Answer
verified

A consumer can purchase a soft drink from a vending machine, from a grocery store, or from a variety of other vendors. What does this example suggest that soft drinks are?

Correct Answer
verified

List and describe the four main characteristics or qualities of a service. Give an example for each quality.

Correct Answer
verified
Intangibility. Services typically can't ...
View Answer

Which of the following statements describes the ease at which big ideas translate across cultures?

Correct Answer
verified

When it comes to the promotional messages they receive about a product, what do consumers tend to do?

Correct Answer
verified

In which phase of the product development process are ideas eliminated that do not meet the company's mission or that are too expensive to develop?

Correct Answer
verified

Missionary selling refers to personal selling that involves taking a firm's products to foreign countries for the first time.

Correct Answer
verified

Maintenance, repair, and operating products (MRO) are small-ticket items that businesses consume on an ongoing basis but are not incorporated into the final product.

Correct Answer
verified

In terms of total expenditures, direct mail is the number one advertising media used by companies to promote products.

Correct Answer
verified

Technological changes often explain why a product enters the decline stage of the product life cycle.

Correct Answer
verified

What is public relations, and how does it differ from publicity?

Correct Answer
verified
Public relations. In the broadest sense,...
View Answer

What are the four stages of the product life cycle? How do marketers change their strategy as the product moves from one stage to the next?

What is one of the major advantages of publicity?

Correct Answer
verified

Exam 11: Product and Promotion: Creating and Communicating Value

The goal of consumer promotion is to stimulate immediate sales.

Correct AnswerverifiedTrue

In the introduction stage of the product life cycle, what are marketing efforts focused on?

Correct AnswerverifiedShow Answer

What is the last stage in the selling process?

Correct AnswerverifiedShow Answer

A major objective of public relations is to generate favourable publicity for an organization.

Correct AnswerverifiedShow Answer

If sales of a once rapidly selling product turn sluggish over time, marketers may be able to extend its life cycle by changing the marketing mix or making changes to the product itself.

Correct AnswerverifiedShow Answer

A product is usually experiencing low sales and nonexistent profits and marketers are increasing promotion to raise awareness at which stage in the product life cycle?

Correct AnswerverifiedShow Answer

What do we call a brief statement articulating how the marketer wants the target market to envision a product relative to the competition?

Correct AnswerverifiedC

Publicity is controlled by marketers working to remind, inform, and persuade consumers.

Correct AnswerverifiedShow Answer

A consumer can purchase a soft drink from a vending machine, from a grocery store, or from a variety of other vendors. What does this example suggest that soft drinks are?

Correct AnswerverifiedShow Answer

List and describe the four main characteristics or qualities of a service. Give an example for each quality.

Correct AnswerverifiedIntangibility. Services typically can't ...View AnswerShow Answer

Which of the following statements describes the ease at which big ideas translate across cultures?

Correct AnswerverifiedShow Answer

When it comes to the promotional messages they receive about a product, what do consumers tend to do?

Correct AnswerverifiedShow Answer

In which phase of the product development process are ideas eliminated that do not meet the company's mission or that are too expensive to develop?

Correct AnswerverifiedShow Answer

Missionary selling refers to personal selling that involves taking a firm's products to foreign countries for the first time.

Correct AnswerverifiedShow Answer

Maintenance, repair, and operating products (MRO) are small-ticket items that businesses consume on an ongoing basis but are not incorporated into the final product.

Correct AnswerverifiedShow Answer

In terms of total expenditures, direct mail is the number one advertising media used by companies to promote products.

Correct AnswerverifiedShow Answer

Technological changes often explain why a product enters the decline stage of the product life cycle.

Correct AnswerverifiedShow Answer

What is public relations, and how does it differ from publicity?

Correct AnswerverifiedPublic relations. In the broadest sense,...View AnswerShow Answer

What are the four stages of the product life cycle? How do marketers change their strategy as the product moves from one stage to the next?

What is one of the major advantages of publicity?

Correct AnswerverifiedShow Answer

Correct Answer
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True

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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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Correct Answer
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C

Correct Answer
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Correct Answer
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Correct Answer
verified
Intangibility. Services typically can't ...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
Public relations. In the broadest sense,...
View Answer

Correct Answer
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