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Exam 12: Product and Promotion: Creating and Communicating Value

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Question 91

Multiple Choice

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With the invention of the telephone, Alexander Graham Bell created a new way for people to communicate over long distances. His invention demonstrates:

A) slight modifications made to a product.
B) marked changes made to an existing product.
C) dynamically continuous innovation.
D) discontinuous innovation.

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Question 92

Multiple Choice

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A firm's _____ is a brief statement articulating how it wants the target market to envision its product relative to the competition.

A) promotional statement
B) diffusion statement
C) brand statement
D) positioning statement

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Question 93

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Marketers can directly control publicity.

Specialty products are a type of business product.

Marketers can directly control most of the promotional tools they use. The tool that they are least likely to have control over is:

What is promotion? Name and describe two major types of emerging promotional tools and two traditional ones that might be used to influence consumers to purchase products and services.

What do gasoline for cars, ketchup for fries, and scarves have in common?

Consumers buy convenience products frequently and with limited consideration.

Which of the following is the most accurate statement about trends affecting promotion?

The purpose of missionary selling is to:

What is the goal of integrated marketing communication? How do consumers benefit from this approach to marketing?

One effective way for a firm to promote its products is to identify the key points of contact between its products and the target market, and then focus its efforts on those areas.

Natural Juices has based its message on the concept that its juices are "Tastefully nutritious." The aim is to let customers know that its products provide a tasty way to get needed vitamins and minerals. This is an example of a big idea that is based on a rational premise.

Effective promotion will build a relationship between customers and companies that results in repeat purchases.

When customers buy products, they also "buy" all of the attributes associated with the products, such as the brand name, the image, the packaging, the reputation, and the guarantee.

In which of the following stages of a product's life cycle would heavy advertising reinforce the brand positioning strategy?

Organizations use component parts and processed materials to produce other products.

Each type of advertising media offers advantages and disadvantages. Choose three of the major media mentioned in the text, and describe the advantages and disadvantages of each.

Tfohre mraaprikde tpearcs et oo fi ntcercehansoel othgeicira lu sceh aonf gtee chhanso cloregayt eidn aa nn eeeffdo artn tdo arne aocphp ao rbturonaitdyer range of consumers­with the right product, at the right time, with the right message.

Although technology can help marketers reach larger target markets, it also presents new challenges such as: