Deck 12: Product and Promotion: Creating and Communicating Value

Question 1

A product has three product layers. They are the:​

A)implied benefit, explicit benefit, and combined benefit.
B)physical form, intangible form, and perceived form.
C)core benefit, actual product, and augmented product.
D)external layer, internal layer, and environmental layer.

Answer 1

C

Question 2

Jane bought a new car from Yollanda Motors, and the company offered her an exciting package that included free car washes for the first month. This package represents a _____.

A)convenience product
B)shopping product
C)pure service
D)pure good

Answer 2

C

Question 3

Which of the following business product categories refers to large capital purchases designed for a long productive life and the marketing of which emphasizes personal selling and customization?​

A)Specialty products
B)Installations
C)Unsought products
D)Accessories

Answer 3

B

Question 4

EatOut Pizzeria is a food joint that serves pizza, and Pure Magic is a luxury beauty salon that sells beauty products. What do EatOut Pizzeria and Pure Magic have in common?

A)They provide pure services.
B)Their products are examples of convenience products.
C)They offer pure goods.
D)Their products are a mix of goods and services.

Question 5

Cannibalization occurs when a producer offers a new product that takes sales away from its existing products.

Question 6

Marketers can control promotional tools such as TV advertising and telephone sales.

Question 7

_____ are the inexpensive goods and services that consumers buy frequently with limited consideration and analysis.

A)Shopping products
B)Convenience products
C)Unsought products
D)Specialty products

Question 8

Manufacturers rarely emphasize packaging because this aspect of the product has little relevance to a customer's decision-making process.

Question 9

Chromiate's decision to introduce its MP3 player, GiZmo, in different sizes, colors, and storage capacities is an example of brand extension.

Question 10

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

A) They are pure goods.
B)They are inseparable services.
C)They are pure services.
D)They are unsought products.

Question 11

Small businesses should not invest their limited resources in social media because they are just a fad.

Question 12

The physical good or delivered service that provides a core benefit is called the _____ product.

A)pure
B)actual
C)secondary
D)augmented

Question 13

Andrew's parents want him to get a good education and, therefore, send him to the best school in the town. In this case, Andrew's education is the _____ his parents were looking for when they got him admitted in the school.

A)core benefit
B)augmented product
C)implicit benefit
D)pure product

Question 14

Which of the following is true of a goods and services spectrum?

A)It dictates whether people should opt for goods or services.
B)It lets the marketer estimate the prices that should be associated with goods and services.
C)It highlights similarities between goods and services.
D)It provides a tool for analyzing the relationship between goods and services.

Question 15

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

Question 16

A management consulting firm offers a management training program that instructs students on utilizing various tools for effective time management and aims to improve their risk management skills. Which form of product is the firm offering?

A)Pure goods
B)Partial goods
C)Pure services
D)Partial services

Question 17

The two key aspects of product quality are level and value.

Question 18

Big ideas that result from the creative development process are typically based on an economical or financial premise.

Question 19

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

Question 20

Unsought products are expensive products that consumers seldom purchase.

Question 21

Most car dealers allow test-driving of the cars they sell to increase the _____ of their product.

A)relative advantage
B)trialability
C)compatibility
D)observability

Question 22

Which of the following can enhance a product's diffusion rate in the market?

A)Enhancing the benefits of the product compared to existing ones
B)Diversifying the product from the existing ones
C)Enhancing the complexity level of the product compared to the existing ones
D)Selling the product without putting it on trial

Question 23

OrgoDiet, a dietary food manufacturer, recently started producing organic food products. Which of the following customer benefits does OrgoDiet contribute to with this newly added feature of producing organic food items?

A) More cash for various needs​
B)A healthier planet
C)Shorter travel hours
D)Increased fashion sense

Question 24

United Airlines recently announced that it would promote Golden Brew's cocoa coffee on its flights. This is an example of _____.

A)brand extension
B)licensing
C)cobranding
D)line extension

Question 25

Which of the following is a similarity between sales promotion and consumer promotion?

A)Both are focused toward enhancement and promotion of immediate sales.
B)Both are focused toward making an extra profit by increasing the prices of the products with high demand.
C)Both are focused toward creating advertisements through nonpersonal communication means.
D)Both are focused toward creation of a deep partnership between the marketer and the partner.

Question 26

Crunch Lite produces six different flavors of sugar-free cookies for the diabetic population. The company also produces a large assortment of sugar-free chocolates targeted at the same population. The sugar-free cookies and chocolates that Crunch Lite produces represent the _____ of the company.

A)product chains
B)brand mixes
C)brand equity
D)product lines

Question 27

In the introduction stage of the product life cycle, marketing efforts are primarily focused on:

A)building customer awareness of a product.
B)introducing new variations of existing products.
C)defending the franchise with competitive advertising, promotions, and price cuts.
D)protecting the market share of a product from competitors.

Question 28

Which of the following scenarios leads to the consumer backlash hitting the core brand rather than the producer of the licensed product?

A)If licensed products are underpriced
B)If licensed products are of poor quality
C)If licensed products lead to brand name recognition
D)If licensed products are not advertised

Question 29

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

A) brand ambassadors​
B)on-hold messaging
C)integrated marketing communication
D)market penetration

Question 30

The overall value of a brand to an organization-the extra money that consumers will spend to buy that brand-is called _____.

A)brand extension
B)brand mix
C)brand equity
D)brand segment

Question 31

Marketing of raw materials, one of the business product categories, primarily emphasizes:

A)price and service.
B)quantity and brand.
C)customization.
D)product differentiation.

Question 32

Shirtzter, a manufacturer of men's shirts and jackets, has just reached an agreement to pay Kwasiaki a substantial fee for the right to use the company's name and logo on some of its clothing lines. This type of arrangement is known as:

A)licensing.
B)branding.
C)line extension.
D)brand extension.

Question 33

Which of the following traditional promotional tools focusses on creating positive associations to generate a favorable impression about a company or its products?

A)Sales promotion and consumer promotion
B)Trade promotion and product promotion
C)Social media and sponsorship
D)Public relations and personal selling

Question 34

Which of the following is a difference between sponsorship and sales promotion?

A)Sponsorship is paid, nonpersonal communication, whereas sales promotion is the active stimulation of word-of-mouth via unconventional tactics.
B)Sponsorship is a deep association between a marketer and a partner, whereas sales promotion is designed to stimulate immediate sales activity through specific short-term programs.
C)Sponsorship is the paid integration of branded products into movies, television, and other media, whereas sales promotion is designed to stimulate wholesalers and retailers to push specific products more aggressively over the short term.
D)Sponsorship is the ongoing effort to create positive relationships with all of a firm's different publics, whereas sales promotion is the unpaid stories in the media that influence perceptions about a company or its products.

Question 35

In the growth stage of the product life cycle, competition:

A)is virtually nonexistent.
B)begins as firms introduce their own versions of the product.
C)becomes well-established, with many weaker firms already leaving the market.
D)spurs major price cuts that dramatically cut into profits.

Question 36

The characteristics of a product that a marketer offers are known as _____.

A)product benefits
B)product features
C)product qualities
D)product visions

Question 37

Successful product differentiation requires that:

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

Question 38

Which of the following identifies how reliably a product delivers its promised level of quality?

A)Product features
B)Customer benefit
C)Quality level
D)Product consistency

Question 39

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

Question 40

Which of the following can happen when a company launches a new product that is lower in price than the current products of the company?

A)Cannibalization
B)Market penetration
C)Augmentation
D)Market segmentation

Question 41

What is promotion? Name and describe two major types of emerging promotional tools.

Question 42

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

Question 43

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

Question 44

_________ is defined by how well a product performs its core function.

A)Product line
B)Quality level
C)Product mix
D)Brand equity

Question 45

Marketers wrap their actual products in additional goods and services, called the_________, that sharpen their competitive edge.

A)implicit product
B)augmented product
C)pure product
D)core product

Question 46

A _________ is a product's identity that sets it apart from other players in the same category.

A)chain
B)line
C)brand
D)segment

Question 47

Define and describe the three types of Internet advertising.

Question 48

Explain public relations and personal selling.

Question 49

Great _________ stems from consumer needs, but it usually includes at least a smidge of creative brilliance.

A)product mixing
B)brand extension
C)product packaging
D)line extension

Question 50

In the context of product layers, at the most fundamental level, consumers buy a _________ that satisfies their needs.

A)core benefit
B)implicit benefit
C)pure product
D)augmented product