Marketing Exam Final
In Australia Coca-Cola launched Mother, an energy drink. However, most people did not like the taste. Rather than introducing an entirely new product, Coca-Cola decided to reposition the product. It reformulated the Mother drink and re-released it with a new campaign. Refer to Scenario 12.3. Which of the following slogans should Coca-Cola use to signal to consumers that its Mother drink has been repositioned?
"New Mother—Tastes Nothing Like the Old One"
Jennifer Garner was featured in a Neutrogena print advertisement. The ad has a big photo of Jennifer Garner that takes up the whole page. The written portion of the ad contained four main elements. On the bottom right is the Neutrogena name "Neutrogena Partnership for Skin Health" with a trademark registration symbol. Toward the middle of the ad are the words "Yes. She checks herself out in the mirror" in the largest font. Underneath it explains how one in five Americans will develop skin cancer in their lifetime and how Neutrogena is partnering with the Academy of Dermatology to stop skin cancer before it spreads. The fourth element consists of slightly larger letters with the words "Protect yourself starting today." Which of the following is most likely to be the subheadline?
"Protect yourself starting today"
Storyboard
A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial
merchandise allowance
A manufacturer's agreement to pay resellers certain amounts of money for providing special promotional efforts, such as setting up and maintaining a display
free merchandise
A manufacturer's reward given to resellers that purchase a stated quantity of products
scan-back allowance
A manufacturer's reward to retailers based on the number of pieces scanned
feature article
A manuscript of up to 3,000 words prepared for a specific publication
Disruptive Innovation
A new way of exploiting old technologies—or a new business model developed—to give customers more than they've come to expect from current products in a specific market
source
A person, group, or organization with a meaning it tries to share with a receiver or an audience
consumer sweepstakes
A sales promotion in which entrants submit their names for inclusion in a drawing for prizes
New-product Development Process
A seven-phase process for introducing products: idea generation, screening, concept testing, business analysis, product development, test marketing, and commercialization
communication
A sharing of meaning through the transmission of information
Impossible Foods needs to convert meat eaters into those who want to eat the Impossible Burger. To achieve this goal, Impossible Foods needs to move meat eaters from the awareness stage of the product adoption process to the _______.
Adoption Stage
Apart from a grand opening, Frank Pepe also opts for other marketing strategies such as _______.
Advertising on billboards
advocacy advertising
Advertising that promotes a company's position on a public issue
institutional advertising
Advertising that promotes organizational images, ideas, and political issues
product advertising
Advertising that promotes the uses, features, and benefits of products
reminder advertising
Advertising used to remind consumers about an established brand's uses, characteristics, and benefits
Which of the following is NOT one of the developers of an advertising campaign?
An accounting firm
sales promotion
An activity and/or material intended to induce resellers or salespeople to sell a product or consumers to buy it
noise
Anything that reduces a communication's clarity and accuracy
Buyers recognize the existence of a new product during which of the following stages of the product adoption process?
Awareness
The ad sales marketing team at Scripps Networks Interactive develops ideas for sellers who in turn sell the ideas in the market to advertisers. In this way, the team creates an advertising platform for advertisers. Which of the following best defines an advertising platform?
Basic issues or selling points to be included in an advertising campaign
raw materials
Basic natural materials that become part of a physical product
If Impossible Foods can convert meat eaters into buyers who will accept no substitute for Impossible Burgers and who will spend considerable time and effort to acquire the Impossible Burger, then the company will have achieved _______.
Brand Insistence
Impossible Foods is using its understanding of plant physiology to develop new flavors, including pork and chicken. If Impossible Foods introduces a pork-flavored hot dog product, this would be an example of _______.
Brand extension
Objective-and-task approach
Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them
Product Modification
Changes in one or more characteristics of a product
Aesthetic Modifications
Changes relating to the sensory appeal of a product
The Amazon Echo is a voice-controlled speaker and personal assistant. It has been in development since 2010. In 2014 it was released only to Amazon Prime members for purchase. In 2015 it expanded and became available in stores nationwide. Amazon has since expanded the Echo family to include the Echo Dot Kids Edition, Echo Spot, Echo Show, and more. What stage in the product development process was Amazon Echo in 2015?
Commercialization
Victoria works in the production department for a manufacturer of coffee equipment. A new promising product idea the company is considering involves the development of simple pour-over coffee makers. These coffee makers would be made of wood with a cotton drip bag, similar to what is known in Costa Rica as Chorreadores. Victoria's firm thinks this type of product can catch on in the United States because they are exotic and highly environmentally friendly. Refer to Scenario 12.4. Victoria is working with a team to determine the feasibility of the product. Together with her team, she shows a small group of avid coffee customers a written description as well as a photo of the proposed product. She hopes to determine whether they would buy the product and what they think about it. Victoria and her team are at what stage in the product development process?
Concept Testing
Each Cutco knife goes through 30 steps to ensure that it meets the firm's standards and provides a good value for a premium product. These steps help guarantee that each knife has the same degree of quality over time, which is known as _______.
Consistency of Quality
Miles recently stayed at the Hyatt. He loved the experience. The staff was so nice, and the rooms were clean. The concierge was extremely helpful. He decided to stay there when he returned on his next business trip. However, the next time he stayed there, there were different staff members who were not very friendly or helpful. Also, the housekeeping staff did not change the towels in his room. The only thing he found to be the same was the concierge. This Hyatt seems to lack _______.
Consistency of Quality
In the case that a preferred brand is not available, which of the following consumer product types will a shopper be most likely to choose a substitute brand?
Convenience
Frank Pepe follows a unique strategy in which it gives away free pizzas a week prior to the opening of one of its restaurants. What advantages does this provide Frank Pepe's?
Creating awareness
Delivery and installation, financing arrangements, customer training, warranties and guarantees, repairs, layaway plans, convenient hours of operation, adequate parking, and information through toll-free numbers and websites are examples of _______.
Customer services
Competition-matching-approach
Determining an advertising budget by trying to match competitors' advertising outlays
Prospecting
Developing a database of potential customers
Experiential or symbolic benefits are most important to which of the following?
Disney World
Which of the following identifies old technologies that can be exploited in new ways or develops new business models to give customers more than they've come to expect from current products in a specific market?
Disruptive Innovation
accessory equipment
Equipment that does not become part of the final physical product but is used in production or office activities
Joseph Campbell owns his own pet store. He has named his store Campbell's Pet Store. It has become popular, and Joseph wants to trademark the name. He is likely to receive trademark protection if he is the first to register the name.
False
ACME Corp. has decided that all of its products' packages should be similar. ACME is using which of the following?
Family packaging
The way that Nederlander's Audience Rewards program works is that patrons and new customers get free membership and are entered into the ticketing system. When they buy tickets, they collect points and are able to redeem them for free or discounted tickets and other rewards. Which of the following consumer sales promotion methods is the program based on?
Frequent-user incentives
Check My Work When automakers started installing Apple CarPlay and Android Auto in cars, this was an example of a(n) _______.
Functional Modification
During which of the product life cycle stages do sales rise rapidly?
Growth
In which life cycle stage is the Impossible Burger?
Growth Stage
Which of the following is true about team selling?
It can be used to address short-term situations or ongoing needs
Which of the following is an advantage of product placement?
It reaches consumers while they are being entertained.
Premiums
Items offered free or at a minimal cost as a bonus for purchasing a product
When Cutco introduced pink-handled products and made a donation for every pink-handled knife sold, it was using _______.
Line extension
Lynn works in sales at a firm that sells large-scale printing equipment for printing companies. She recently sold a new model of the company's product. However, the machine did not work properly, and investigations showed that it was a mistake made on the part of the manufacturer stemming all the way back to its construction in the factory. Lynn's sales manager had put a lot of pressure on Lynn to sell as much of this new equipment as she could, and now Lynn is worried that more products she sold will also have defects in the machinery. In this case, there could be a major recall, and the firm's CEO would have to get involved. Suppose an organization who bought the machinery realizes it is not working. The customer is highly dissatisfied and is likely to express her discontent initially to _______.
Lynn
Which of the following is NOT a means of repositioning a product?
Maintaining the product's marketing mix
Buckyballs was marketed as a desk toy made up of small magnetic spheres. Adults could play with the magnetic spheres and create different shapes. Labeling on Buckyballs packaging clearly stated that this product should be kept away from children. As concerns for safety grew, Buckyballs placed even more warning labels on the packaging. Despite this fact, thousands of children who thought the magnets were candy ingested them. The magnets could cause fatal complications inside the body. If more than one was swallowed, they could attract one another inside the stomach, creating tearing and other complications. Despite all the warnings, the Consumer Product Safety Commission ruled the product was too dangerous and filed a lawsuit. Though Buckyballs magnets were discontinued, they have since returned under the name Zen Magnets. Refer to Scenario 11.1. What type of brand was Buckyballs?
Manufacturer Brand
What type of brand is the Impossible Burger?
Manufacturer Brand
Which of the following is responsible for managing the marketing activities that serve a particular group of customers?
Market Manager
Which of the following most likely constitutes buzz marketing?
McDonald's used chalk to draw out a giant professional-looking drawing of french fries complete with the McDonald's logo on the boardwalk of a big city.
Which of the following is appropriate for stimulating primary demand?
New introductory promotion
Which of the following publicity-based public relations tool is most common?
News release
Which of the following appropriation techniques is most logical?
Objective-and-task approach
Personal Selling
Paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation
straight commission compensation plan
Paying salespeople according to the amount of their sales in a given time period
early adopters
People who adopt new products early, choose new products carefully, and are viewed as "the people to check with" by later adopters
Which of the following is the most important with business-to-business transactions involving the purchase of expensive products?
Personal selling
Illustrations
Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement
Cutco competes on the basis of its products' value, premium quality, exceptional service, and the fact it is "made in the USA." This illustrates Cutco's _______.
Positioning
The decisions and activities intended to create and maintain a certain concept of the firm's product, relative to competitive brands, in customers' minds are best described as _______.
Positioning
Apple has been working on what it believes is a revolutionary new technology. CEO Tim Cook is finally ready to showcase this technology. Cook knows this is a major news event and wants to get as much exposure as possible. Which public relations tool would probably be best for Tim Cook to use to announce this major news event?
Press conference
Which of the following is used by retailers or wholesalers to develop more efficient promotion, generate higher gross margins, and change store image?
Private distributor brands
Kimberly-Clark is in the process of eliminating products from the product mix because it no longer satisfies a sufficient number of customers. This is best described as _______.
Product Deletion
During which phase of the new product development process is a new product idea turned into a prototype or working model?
Product Development
Cutco promotes and prices its knife products to convey its premium quality and backs them with exceptional customer service to make its products stand out in a crowded market. Which of the following terms is used to describe the process of creating and designing products so customers perceive them as different from competing products?
Product Differentiation
Which of the following is responsible for a product, a product line, or several distinct products that make up an interrelated group within a multiproduct organization?
Product Manager
During the recession, sales for many companies plummeted. The rate of unemployment grew substantially. As a result, Procter & Gamble (P&G) decided to release a cheaper, more basic version of its Tide product. This lower-priced Tide Basic lacked some of the cleaning features of its more expensive counterpart, but P&G thought it would be good for cash-strapped consumers. P&G tried out Tide Basic in 100 stores in the south for about a year. The product failed to take off, and it discontinued Tide Basic. A few years later P&G tried again with another less expensive Tide product called Simply Tide. Refer to Scenario 12.1. P&G marketed Tide Basic as a detergent that could perform the basic functions of its signature Tide products at a lower price to the consumer. This was an attempt to create a concept of the product in customers' minds. This is referred to as _______.
Product Positioning
The process of creating and designing products so that customers perceive them as different from competing products is best described as _______.
Product differentiation
unsought products
Products purchased to solve a sudden problem, products of which customers are unaware, and products that people do not necessarily think of buying
pull policy
Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel
push policy
Promoting a product only to the next institution down the marketing channel
Which of the following is NOT one of the criticisms of promotion cited in your text?
Promotion lowers prices
Which of the following companies are most likely to use individual branding?
Protector and Gamble
Frank Pepe's Pizzeria conducts a "good neighbor night" at its restaurants, where it donates 15 percent of its proceeds to a charity. What part of the promotion mix would this activity be categorized under?
Public Relations
Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program?
Public relations audit
During the recession, sales for many companies plummeted. The rate of unemployment grew substantially. As a result, Procter & Gamble (P&G) decided to release a cheaper, more basic version of its Tide product. This lower-priced Tide Basic lacked some of the cleaning features of its more expensive counterpart, but P&G thought it would be good for cash-strapped consumers. P&G tried out Tide Basic in 100 stores in the south for about a year. The product failed to take off, and it discontinued Tide Basic. A few years later P&G tried again with another less expensive Tide product called Simply Tide. Refer to Scenario 12.1. P&G had to modify its Tide product to appeal to this new demographic. What type of product modification did it make?
Quality Modification
ACME Corp. is evaluating the effectiveness of a recent campaign by showing selected consumers the actual advertisement and asking whether they recognize it. ACME is probably using which method to evaluate its campaign?
Recognition test
Convenience Products
Relatively inexpensive, frequently purchased items for which buyers exert minimal purchasing effort
trade salespeople
Salespeople involved mainly in helping a producer's customers promote a product
free samples
Samples of a product given out to encourage trial and purchase
ACME Corp. is going through the new product development process and is selecting ideas with the greatest potential for development for further review. ACME is in which phase of the new product development process?
Screening
point-of-purchase (pop) materials
Signs, window displays, display racks, and similar devices used to attract customers
Logan enjoys going to the local zoo. He does not like the price of the zoo food and beverages, however, as they are much more expensive than food in other places. When he does buy a drink, he usually goes for the extra-large because he gets a souvenir cup that he gets to keep. The souvenir cup represents which of the following?
Supplemental features
missionary salespeople
Support salespeople, usually employed by a manufacturer, who assist the producer's customers in selling to their own customers
Which of the following product elements derives from customers' involvement with the product, which may convey additional value to many products (and brands) for buyers?
Symbolic or experiential benefits
During the recession, sales for many companies plummeted. The rate of unemployment grew substantially. As a result, Procter & Gamble (P&G) decided to release a cheaper, more basic version of its Tide product. This lower-priced Tide Basic lacked some of the cleaning features of its more expensive counterpart, but P&G thought it would be good for cash-strapped consumers. P&G tried out Tide Basic in 100 stores in the south for about a year. The product failed to take off, and it discontinued Tide Basic. A few years later P&G tried again with another less expensive Tide product called Simply Tide. Refer to Scenario 12.1. What stage of the product development process was P&G in when it decided to discontinue Tide Basic?
Test Marketing
relationship selling
The building of mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time
Product Adoption Process
The five-stage process of buyer acceptance of a product: awareness, interest, evaluation, trial, and adoption
Introduction stage
The initial stage of a product's life cycle; its first appearance in the marketplace, when sales start at zero and profits are negative
Look at the perceptual map for car brands. Answer the questions below. Refer to Scenario 12.5. In which quadrant would a Ford most likely fit? Car Brands Perceptual Map
The lower-left quadrant
brand mark
The part of a brand that is not made up of words, such as a symbol or design
Brand Manager
The person responsible for a single brand
Market Manger
The person responsible for managing the marketing activities that serve a particular group of customers
growth stage
The product life-cycle stage during which sales rise rapidly, profits reach a peak, and then profits start to decline
product life cycle
The progression of a product through four stages: introduction, growth, maturity, and decline
Feedback
The receiver's response to a decoded message
brand insistence
The stage of brand loyalty in which consumers insist upon buying a specific brand.
Susie Fogelson, the former head of marketing for Food Network and Cooking Channel, mentions that metrics are easy to get from social media, and one can see the return on investment almost immediately. Which of the following steps of the advertising campaign is Susie discussing?
The stage of evaluating advertising effectiveness
product placement
The strategic location of products or product promotions within entertainment media content to reach the product's target market
competitive advertising
Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands
Look at the perceptual map for car brands. Answer the questions below. Refer to Scenario 12.5. An Audi would most likely fit in the upper-right quadrant of the perceptual map.
True
Which of the following is responsible for all aspects of developing a product: research and development, production and engineering, finance and accounting, and marketing?
Venture team
Which of the following types is NOT an example of noise in the communication channel?
When a source uses an emoji that are understood by the receiver
When a company offers many product lines, it can be said to have a _______.
Wide product mix
Cummins has multiple product lines that it categorizes into engines, power generation, fuel systems, turbo technologies, filtration, and emissions solutions. This would be an example of which of the following?
Width of product mix
manufacture brands
a brand initiated by producers to ensure that producers are identified with their products at the point of purchase
individual branding
a branding strategy in which each product is given a different name
Overuse of cents-off offers might lead to _______.
a cheapened brand image
promotion mix
a combination of promotional methods used to promote a specific product
idea
a concept, philosophy, image, or issue
venture team
a cross-functional group that creates entirely new products that may be aimed at new markets
brand loyalty
a customer's favorable attitude toward a specific brand
dealer loader
a gift, often part of a display, given to a retailer that purchases a specified quantity of merchandise
product line
a group of closely related product items
trademark
a legal designation of exclusive use of a brand
cost comparison indicator
a means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached
press conference
a meeting used to announce major news events
brand
a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products
publicity
a news story type of communication about an organization and/or its products transmitted through a mass medium at no charge
consumer jury
a panel of a product's existing or potential buyers who pretest ads
captioned photograph
a photograph with a brief description of its contents
media plan
a plan that specifies the media vehicles to be used and the schedule for running advertisements
unaided recall test
a posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues
recognition test
a posttest in which respondents are shown the actual ad and are asked if they recognize it
aided recall test
a posttest that asks respondents to identify recent ads and provides clues to jog their memories
sales contest
a sales promotion method used to motivate distributors, retailers, and sales personnel through recognition of outstanding achievements
product development
a seven-phase process for introducing products: idea generation, screening, concept testing, business analysis, product development, test marketing, and commercialization
news release
a short piece of copy publicizing an event or a product
Product item
a specific version of a product that can be designated as a distinct offering among an organization's products
vital marketing
a strategy to get consumers to share a marketer's message, often though email or online videos, in a way that spreads dramatically and quickly
buy-back allowance
a sum of money given to a reseller for each unit bought after an initial promotion deal is over
good
a tangible physical entity
buying allowance
a temporary price reduction to resellers for purchasing specified quantities of a product
dealer listings
advertisements that promote a product and identify the names of participating retailers that sell the product
In recent years, sales promotion has increased at the expense of _______.
advertising
The J.Crew Ludlow Suit collection capitalizes on its positioning as "style with a substance." This is most likely the _______ for this particular J.Crew product line.
advertising platform
reinforcement advertising
advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it
pioneer advertising
advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product
In Australia Coca-Cola launched Mother, an energy drink. However, most people did not like the taste. Rather than introducing an entirely new product, Coca-Cola decided to reposition the product. It reformulated the Mother drink and re-released it with a new campaign. Refer to Scenario 12.3. In repositioning the product, Coca-Cola changed the taste of the product. It also changed the look of the product with a larger can size and different colors. This is an example of a(n) _______ modification.
aesthetic
artwork
an advertisement's illustrations and layout
brand licensing
an agreement whereby a company permits another organization to use its brand on other products for a licensing fee
cooperative advertising
an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand
buzz marketing
an attempt to incite publicity and public excitement surrounding a product through a creative event
service
an intangible result of the application of human and mechanical efforts to people or objects
brand extension
an organization uses one of its existing brands to brand a new product in a different product category
Which personal selling process step may involve calling on customers without prior consent?
approach
advertising platform
basic issues or selling points to be included in an advertising campaign
The Double-A of American Airlines, the peacock of NBC, and the apple with a missing bite of Apple are examples of a _______.
brand mark
Oculus, acquired by Facebook in 2014, is involved in virtual reality. Its Oculus Rift product is a virtual reality headset released to the public in 2016. Retailers including Best Buy sell the Oculus Rift for approximately $400. Some competitors have emerged to challenge Oculus Rift, including the HTC Vive, Samsung Gear, and Zeiss VR One Plus. Refer to Scenario 11.2. In terms of brand loyalty, at this stage of the product life most consumers will probably have for the Oculus Rift.
brand preference
family branding
branding all of a firm's products with the same name or part of the name
generic brands
brands indicating only the product category
private distributor brands
brands initiated and owned by resellers
Arbitrary approach
budgeting for an advertising campaign as specified by a high-level executive in the firm
Percent of-sales approach
budgeting for an advertising campaign by multiplying the firm's past and expected sales by a standard percentage
Frank Pepe's strategy of offering free pizzas for a week can be termed as _______.
buzz marketing
Most wine comes in similarly shaped bottles. However, Stack Wine offers its wine in four-pack cups. While a traditional winemaker is likely to adopt _______ packaging, Stack Wine has adopted _______ packaging.
category-consistent; innovative
Functional Modifications
changes affecting a product's versatility, effectiveness, convenience, or safety
quality modifications
changes relating to a product's dependability and durability
The limit on the volume of information a communications channel can handle effectively is known as _______.
channel capacity
Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 16.2. The type of promotional activity used is based on _______.
characteristics of the target market
proxemic communication
communicating by varying the physical distance in face-to-face interactions
kinesic communication
communicating though the movement of head, eyes, arms, hands, legs, or torso
tactile
communicating through touching
Public Relations
communication efforts used to create and maintain favorable relations between an organization and its stakeholders
promotion
communication to build and maintain relationships by informing and persuading one or more audiences
Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics?
comparative advertising
comparative advertising
compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics
Verizon releases advertising that informs users that it is "America's #1 Internet Service Provider." This is an example of _______.
competitive advertising
Taco Bell would like to create a sales promotion event that would allow customers to have fun. After doing some research, it decided upon a _______ because contestants would be more highly involved even if participation might be somewhat lower.
consumer contest
To boost sales, ACME Corp. launched a sales promotion effort that required individuals to compete for a free iPad by collecting stickers on the inside of packaging of ACME widgets. This best describes a _______.
consumer game
The Food Network ran a promotion for its show, The Great Food Truck Race, where viewers were asked to go to the Facebook page and nominate or vote for their favorite local food truck. This event was a great success and generated a lot of buzz. Which of the following is used to evaluate advertising effectiveness before a campaign begins?
consumer jury
Dell sells to both individual customers through its site as well as through retailers such as Best Buy. Sales have been down lately as a competitor just came out with a new, popular product. Dell wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive computers. The consumer will receive a form that they will need to fill out and mail to Dell to receive the money. Dell also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays.Refer to Scenario 18.2. The first type of sales promotion mentioned is a(n) _______ sales promotion. The second type is a _______ sales promotion.
consumer, trade
Nederlander's Audience Rewards program strongly benefits small privately-owned theaters and show producers who back the company because it provides a central platform for them to market across all the vendors and art. Advertising and promotions through the program also offer a less expensive alternative. This marketing arrangement is an example of _______.
cooperative advertising
Integrated Marketing Communications (IMC)
coordination of all promotional activities to produce a unified, customer-focused promotional message
Check My Work Which of the following is the most widely used sales promotion technique?
coupons
Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 16.2. Based on the scenario, what is Xuxez's most likely objective for the promotion of its new brand?
create awareness
product differentiation
creating and designing products so that customers perceive them as different from competing products
primary demand
demand for a product category rather than for a specific brand
selective demand
demand for a specific brand
The Kenmore brand released a new type of appliance. Shelby is in charge of sales promotion. After examining the types of sales promotion that would be most effective, she chooses a _______. Although labor costs will be high, she knows it has proven to be a highly effective way of selling appliances.
demonstration
recruting
developing a list of qualified applicants for sales positions
Line extension
development of a product that is closely related to existing products in the line but is designed specifically to meet different customer needs
native advertsing
digital advertising that matches the appearance and purpose of the content in which it is embedded
Which of the following are viewed as "in the know" by many product adopters?
early adopters
product deletion
eliminating a product from the product mix when it no longer satisfies a sufficient number of customers
Some types of promotion—such as free samples, coupons, test drives, or limited free-use offers, contests, and games—are employed to _______.
encourage product trial
It has been about 10 years since the BP oil spill that rocked the Gulf of Mexico. BP has launched a number of campaigns to reestablish its credibility. If BP wanted to identify changes in public opinion impacting the firm, it should conduct _______.
environmental monitoring
OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled "Here's How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed format but also included links to download the OkCupid app. Refer to Scenario 17.2 OkCupid wanted to know how effective its campaign was. It decided to survey a panel of users to measure how well they remembered the advertisement. OkCupid is currently in the _______ stage of the advertising campaign and is interested in implementing a(n) _______.
evaluating advertising effectiveness; posttest
Business analysis
evaluating the potential impact of a product idea on the firm's sales, costs, and profits
Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The pods launched with much fanfare. Customers like the pods because they are less messy and more concentrated than liquid detergent. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open. Refer to Scenario 11.3. Melinda hates using liquid laundry detergent. She heard about Tide Pods from a friend and did some research. She likes what she learns, but she is concerned about all the incidents where children have accidentally swallowed the pods. She has two young children herself. Melinda begins weighing the pros and cons of Tide Pods versus the liquid laundry detergent. Melinda is in what stage of the product adoption process?
evaluation
pretest
evaluation of advertisements performed before a campaign begins
posttest
evaluation of advertising effectiveness after the campaign
premium money (push money)
extra compensation to salespeople for pushing a line of goods
Sales promotion can increase sales by providing _______.
extra purchasing incentives
installations
facilities and nonportable major equipment
Laggards are those consumers who never adopt the product.
false
Weight Watchers Smart Ones TV dinners come in red boxes with many of the same elements. Each box features the giant "Smart Ones" brand name at the top. This is an example of
family packaging
innovators
first adopters new products
A major benefit of personal selling over other promotional tools is
flexibility
Hallmark is using a strategy of running advertisements for set periods of time, alternating with periods in which no ads run. This is best described as _______.
flighting
Which of the following is the most expensive sales promotion method?
free samples
Which of the following alters a product's versatility, effectiveness, convenience, or safety?
functional modification
The most critical copy in an advertisement is the _______.
headline
Product Design
how a product is conceived, planned, and produced
customer service
human or mechanical activities efforts or activities that add value to a product
Apple wants to develop a campaign for its newest rendition of the iPhone. Before it can do anything else, Apple must _______.
identity and analyze the target audience
Buckyballs was marketed as a desk toy made up of small magnetic spheres. Adults could play with the magnetic spheres and create different shapes. Labeling on Buckyballs packaging clearly stated that this product should be kept away from children. As concerns for safety grew, Buckyballs placed even more warning labels on the packaging. Despite this fact, thousands of children who thought the magnets were candy ingested them. The magnets could cause fatal complications inside the body. If more than one was swallowed, they could attract one another inside the stomach, creating tearing and other complications. Despite all the warnings, the Consumer Product Safety Commission ruled the product was too dangerous and filed a lawsuit. Though Buckyballs magnets were discontinued, they have since returned under the name Zen Magnets.Refer to Scenario 12.2. The company was forced to delete its magnetic desk toy product due to safety concerns after being sued by the Consumer Product Safety Commission. What type of product deletion did the firm most likely use?
immediate drop
To prevent unfavorable public relations or at least lessen its effect, the first thing a firm should do is _______.
implement safety programs, inspections, training, and effective quality control procedures
early majority
individuals who adopt a new product just prior to the average person
Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The pods launched with much fanfare. Customers like the pods because they are less messy and more concentrated than liquid detergent. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open. Refer to Scenario 11.3. When first released, Tide Pods caught consumers' attention because the detergent was placed into a small orange "pod" that users could throw into their washing machine. This eliminated the need to measure and pour out messier liquid detergent. Tide Pods likely represent what type of packaging?
innovative
Felicity loves to try new products because she gets a thrill from it. Even though some of the products she adopted turned out to be failures, Felicity is willing to take the risk. She needs to be the first one to own the newest products! Her best friend Melanie, however, is generally suspicious about new products. For instance, when the iPad first came out, Melanie was highly skeptical. Even when Felicity assured her that it was a good product, Melanie was not certain. Finally, after a few years and lots of encouragement from Felicity, Melanie decided to purchase the newest iPad. Felicity is most likely in the _______ category, while Melanie is most likely in the _______ category of product adopters.
innovator; late majority
Which of the following support personnel or take orders, follow up on deliveries, and provide technical information?
inside salespeople
Madeline works in the sales division of an office supply business. Most of her time is spent on the phone talking to current clients. Some of these customers consist of individual businesses, while others are retailers that will resell the office supplies. Most of Madeline's job involves taking reorders from their customers. Sometimes she also calls to ensure the products were delivered on time. Madeline is most likely a(n) _______ focused on _______.
inside salesperson; current-customer sales
Stonybrook Organics—famous for its organic yogurt—came out with an advertisement that showed an idyllic setting of a cow resting comfortably in front of a barn. The headline read, "Grant a Farmer's Wish." The Stonyfield logo was at the top left. This is most likely to be what type of advertising?
institutional advertising
Business services
intangible products that many organizations use in their operations
Frank Pepe's Pizzeria Napoletana strives to ensure that the customers at all of its restaurants have the same dining experience with the same standards and quality throughout. It also sends the same messages—where the restaurants are and what they stand for—in its promotional efforts whether they are on pizza boxes, billboards, or social media. This illustrates _______.
integrated marketing communications
The mayor of Lexington, Kentucky held a press conference to comment on some changes to a local ordinance and explain how it would affect the city. During the press conference, interested citizens could use Twitter to send in questions. The mayor's staff monitored the questions and selected some of them for the mayor to answer during the press conference. This can best be described as
integrated marketing communications
Urban Outfitters is coordinating promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. This is best described as _______.
integrated marketing communications
Shopping Products
items for which buyers are willing to expend considerable effort in planning and making purchases
component parts
items that become part of the physical product and are either finished items ready for assembly or items that need little processing before assembly
Specialty Products
items with unique characteristics that buyers are willing to expend considerable effort to obtain
Which of the following is closely related to packaging and is used to identify, promote, inform, and address legal requirements?
labeling
Faith's job is to provide copywriting services for promotions from several major clients. Anna works closely with her on the artwork for the promotions. After they are all finished, their colleague Phillip arranges the artwork and copy. Currently, they are developing a print advertising campaign. If their manager approves their work, they will be able to go ahead and proceed to the next step in the development of the campaign. Refer to Scenario 17.1. Phillip is most likely working on _______.
layout
Kira loves Mexican food. She saw a new Mexican restaurant that had affordable prices. She went in to eat but had a bad experience because the food was too salty. Kira thought perhaps it was just a fluke. She went back to the restaurant, but the food tasted just as bad. For Kira the restaurant has a low
level of quality
Quality, the overall characteristics of a product that allow it to perform as expected, has two components: _______ and _______.
level; consistency
The development of a product that is closely related to one or more products in the existing product line, but designed specifically to meet somewhat different customer needs is best described as a(n) _______.
line extension
When Oreo developed a new Rocky Road flavor, it was an example of a
line extension
Relationship selling differs from traditional personal selling due to its adoption of a(n) _______.
long-term perspective
If promotion is used to successfully stimulate demand, the producer should be able to produce and market products in larger quantities and thus reduce per-unit production research and development, overhead, and marketing costs, which can result in _______.
lower prices
MRO supplies
maintenance, repair, and operating items that facilitate production and operations but do not become part of the finished product
During which step in the personal selling process is listening especially important?
making the presentation
Shawna works as a marketer for a large company. Because Shawna loves the Economist, she makes arrangements to take out an advertisement in the next issue. However, Shawna later realizes that middle and lower-income individuals—a significantly portion of the target market for her company's product—do not read the Economist. In fact, most do not even read print magazines anymore. Shawna's campaign suffers from the use of the wrong _______.
marketing channel
process materials
materials that are used directly in the production of other products but are not readily identifiable
Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The pods launched with much fanfare. Customers like the pods because they are less messy and more concentrated than liquid detergent. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open. Refer to Scenario 11.3. Tide holds a large market share in the laundry detergent industry. However, Tide has been on the market for many years. Procter & Gamble was hoping that its pods would bring new life to its product and excite consumers once more. Tide laundry detergent is most likely in what stage of the product life cycle?
maturity
Which of the following is characterized by intense competition?
maturity
Scripps Networks Interactive uses a number of means such as mobile marketing, social media, and websites to advertise its partners' products. This forms part of the _______ of the advertisers.
media plan
trade sales promotion
methods intended to persuade wholesalers and retailers to carry a producer's products and market them aggressively
OkCupid paid popular community site BuzzFeed to publish a post on its site. The post is titled "Here's How to Be Super Dateable, According to OkCupid." The post followed the BuzzFeed format but also included links to download the OkCupid app. Refer to Scenario 17.2. What type of advertising is OkCupid using?
native
Digital advertising that matches the appearance and purpose of the content in which it is embedded is called _______.
native advertising
Word-of-mouth communication is most effective for _______ and _______.
new-to-market products; expensive products
Advertising
paid non personal communication about an organization and its products transmitted to a target audience through mass media
combination compensation plan
paying salespeople a fixed salary plus a commission based on sales volume
straight salary compensation plan
paying salespeople a specific amount per time period, regardless of selling effort
word-of-mouth communication
personal informal exchanges of communication that customers share with one another about products, brands, and companies
Damian works at the Container Store. While he is placing inventory on the shelves, a customer comes up to him. The customer mentions she saw an advertisement on a new storage product that just came out. Damian informs the customer that the store is out of the product but will be getting a new shipment tomorrow. When the lady asks Damian if they have any similar products, Damian leads her to a product that he feels will meet her needs. He tells her while this a bit smaller, it also costs less and is on sale. Damian is engaging in
personal selling
If a company's promotional budget is extremely limited, the firm is likely to rely on _______.
personal selling
Which of the promotion methods is the most precise?
personal selling
Which of the following focuses on a product category rather than a specific brand?
pioneer advertising
Sheila works at an industrial products firm. She is sent to an industrial products trade show to man a booth. At the booth she talks with a number of company representatives and urges them to write their names and contact information on a card, so she can contact them later. When she gets back to the office, Sheila plans to go over the contacts and do some research to determine whether they have bought from the firm before, their industry and interests, and whether they are the key decision makers of the businesses. Refer to Scenario 18.1. When she gets back to the office, Sheila plans to engage in which step of the personal selling process?
preapproach
One of the benefits that the Audience Rewards program provides to customers is that they can redeem their points to participate in special red-carpet events and get outfits from a fashion company to wear to these events. This is an example of a _______.
premium
Whenever ACME Corp. introduces a new product, it sends out a single page with typewritten copy containing fewer than 300 words and describing a company event or product called a(n) _______ and a photograph with a brief description explaining its contents, called a(n) _______.
press release; captioned photograph
A _______ is a specific version of a product, while a _______ is a group of closely related products that are considered to be a group because of marketing, technical, or end-use considerations.
product item; product line
Herbalife24 includes products developed for athletes in Canada. Herbalife is a weight management and nutrition products company known for marketing products to customers for a healthier lifestyle. Athletes are just one of the groups that Herbalife targets. Herbalife24 is most likely a _______.
product line
Which of the following has become important due to the increasing fragmentation of television viewers who have ever-expanding viewing options and technology that can screen advertisements?
product placement
Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand. Refer to Scenario 16.2. Xuxez is engaging in what type of promotion?
product placement
Business Products
products bought to use in a firm's operations, to resell, or to make other products
consumer products
products purchased to satisfy personal and family needs
John is highly critical of promotion. Recently his son has asked for a new bicycle even though the old one works fine. John believes all the ads for the bicycle on YouTube have convinced his son that he must have the bike to be happy. His wife Matilda, however, knows that many of the "cool" kids in her son's class use that bike. Despite her thoughts on the matter, John is convinced that promotion is negative. John believes that _______.
promotion creates needs
new introductory promotion
promotion that informs consumers about a new product
Molly owns a small flower shop. She has recently expanded and would like to get more customers. Her ideal form of promotion would be a television advertisement. However, she decides it costs too much for her to go that route. She decides to place a smaller ad in on Facebook at half the cost. Molly's reasons for choosing this form of promotion is based on her
promotional resources
cents-off offers
promotions that allow buyers to pay less than the regular price to encourage purchase
Nederlander's customers are mostly women in the age group of 30 to 59 years with an annual household income of approximately $200,000. The company's Audience Rewards program appeals to its major partners because they want to get access to Nederlander's customers. The partners use the information about the customers for the _______ step of their personal selling process.
prospecting
Salespeople from ACME Corp. are searching for potential customers from company sales records, trade shows, commercial databases, newspaper announcements, public records, telephone directories, trade association directories, and many other sources. This is best described as _______.
prospecting
Sean Free, the vice president of sales and ticketing at Nederlander, mentions that organizations are focusing on retargeting efforts, following customers on the internet through IP addresses, and pixel tracking. Organizations involved in personal selling conduct these activities to develop a database of potential customers; therefore, they are indulging in _______.
prospecting
Sheila works at an industrial products firm. She is sent to an industrial products trade show to man a booth. At the booth she talks with a number of company representatives and urges them to write their names and contact information on a card, so she can contact them later. When she gets back to the office, Sheila plans to go over the contacts and do some research to determine whether they have bought from the firm before, their industry and interests, and whether they are the key decision makers of the businesses.Refer to Scenario 18.1. At the trade show, Sheila is engaging in which stage of the personal selling process.
prospecting
labeling
providing identifying, promotional, or other information on package labels
Every year on Independence Day, Nathan's Famous holds a hot dog eating contest. One year, Orbitz donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 17.3. Orbitz's donation of a travel package for the winner of Nathan's Hot Dog Eating Contest was most likely an attempt to generate positive _______.
public relations
IHOP (International House of Pancakes) announced it would change its name to IHOb (International House of Burgers). While the temporary stunt received both positive and negative attention from consumers as well as the media, the campaign was intended to be a fun _____ tool to draw attention to IHOP's burger offering.
public relations
Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. Refer to Scenario 16.1. The campaign was so successful that Rick decided to host a special event to announce the winner. On the day of the event he invited the media to film the event. The CEO of the firm named the finalists and then called out the winner. This all occurred with much fanfare. An illustration of the proposed product with a short description was provided to reporters to publish in the paper. This campaign is an example of _______.
public relations
Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders?
public relations
Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs?
public relations
Every year on Independence Day, Nathan's Famous holds a hot dog eating contest. One year, Orbitz donated a travel package for the winner. The event always gets extensive media coverage. Refer to Scenario 17.3. Suppose that USA Today writes an article about this year's Nathan's Famous Hot Dog Eating Contest. This acts as _______ for Nathan's Hot Dogs.
publicity
Dell sells to both individual customers through its site as well as through retailers such as Best Buy. Sales have been down lately as a competitor just came out with a new, popular product. Dell wants to offer an additional inducement to encourage its customers to buy. It decides to send a specified amount of money to consumers who purchase one of their more expensive computers. The consumer will receive a form that they will need to fill out and mail to Dell to receive the money. Dell also wants to encourage resellers to promote the product, so it agrees to pay resellers certain amounts of money for providing promotional efforts like advertising or point-of-purchase displays. Refer to Scenario 18.2. As the scenario describes, Dell plans to create a sales promotion in which it will send a specified amount of money to consumers who purchase their line of more expensive computers. This is most likely a _______.
rebate
In the communication process, the _______ is the individual, group, or organization that decodes a coded message.
receiver
A small store on the Santa Fe plaza is open six days a week from 9 a.m. to 6 p.m. The store usually has some type of sales promotion during the weekdays but rarely offers them on Saturdays. This promotional strategy is most likely because the owner wants to _______.
reduce sales fluctuations
Commercailization
refining and finalizing plans and budgets for full-scale manufacturing and marketing of a product
Shiloh works in marketing. He is part of team coming up with the content of a new advertisement for Bounty paper towels. Shiloh favors showing a large photo of the paper towels cleaning up a spill with the popular tagline, "Quicker Picker Upper." Another team member, Luanne, doesn't favor this idea. She believes they need to do something new and novel. Shiloh, however, thinks the tagline works to reiterate the message that Bounty is a good product for wiping up spills. Luanne prefers an advertisement that will describe how Bounty is superior to Brawny as sales of Brawny paper towels have recently increased. Shiloh favors a(n) _______ advertising approach, while Luanne favors a _______ approach.
reminder; comparative
Toastie's restaurant is developing a frequent-user program that asks customers to input their phone number each time they order and then rewards them with free drinks or chips after they have spent $50 at the restaurant. This best illustrates the promotional objective of _______.
retain loyal customers
Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. Refer to Scenario 16.1. What type of promotion is this online contest?
sales promotion
demonstrations
sales promotion methods a manufacturer uses temporarily to encourage trial use and purchase of a product or to show how a product works
Consumer contests
sales promotion methods in which individuals compete for prizes based on their analytical or creative skills
Consumer Games
sales promotion methods in which individuals compete for prizes based primarily on chance
Consumer sales promotion methods
sales promotion techniques that encourage consumers to patronize specific stores or try particular products
money refunds
sales promotion techniques that offer consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases
Rebates
sales promotions technique in which a consumer receives a specified amount of money for making a single product purchase
support personnel
sales staff members who facilitate selling but usually are not involved solely with making sales
Sales force objectives for the entire force are normally stated in terms of all of the following, except _______.
sales territory
When a product's packaging can be reused for an additional purpose, this is best described as _______.
secondary-use packaging
concept testing
seeking a sample of potential buyers' responses to a product idea
idea Generation
seeking product ideas to achieve organizational objectives
screening
selecting the ideas with the greatest potential for further review
Frank Pepe promoted its new branch to existing customers by _______.
sharing the information on its pizza boxes
late majority
skeptics who adopt new products when they feel it is necessary
PepsiCo launched a massive sustainability campaign involving water conservation and rain forest preservation. It wants to create an image of being a strong corporate citizen. After the campaign, PepsiCo wants to measure the extent to which its stakeholders view it as being ethical and socially responsible. It should therefore conduct a(n) _______.
social audit
Rick works as a marketer at Hasbro. He recently designed an online contest using social media that encouraged fans to submit their own ideas for a new toy design. Participants would submit their ideas, and consumers would vote for them on the site. Those who garnered the most votes would see their idea designed as a new toy. The winner would be rewarded by receiving 2 percent of the proceeds from sales of the toy. Refer to Scenario 16.1. In order to communicate the message, Rick had to convert his message into writing that represented the ideas he was trying to get across. Rick is the _______ of the message, and he is involved in _______.
source; encoding
product features
specific design characteristics that allow a product to perform certain tasks
Planters nuts released an advertisement describing the health benefits and nutritional value of different nut varieties such as cashews and peanuts. Planters' objective for this promotion is most likely to _______.
stimulations eprimary demand
technical salespeople
support salespeople who give technical assistance to a firm's current customers
Leonard is a salesperson for ACME Motors. He always tries to shake hands with potential new customers and to "seal the deal" when they sign a sales contract. In personal selling, handshaking is an example of _______.
tactile communication
It is mostly the women between 25 and 54 years of age who watch the lifestyle channels owned by Scripps Networks Interactive, and the advertisements that run on these channels are essentially aimed at them. These women are the company's _______.
target audience
The group of people at whom advertisements are aimed is called the _______.
target audience
Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas?
team selling
Josh, who has an engineering degree, gives practical assistance to ACME Corp.'s current customers, advising them on product characteristics and applications, system designs, and installation procedures. Josh is best described as a(n) _______.
technical salesperson
brand name
that part of a brand that can be spoken, including letters, words, and numbers
advertising appropriation
the advertising budget for a specific time period
level quality
the amount of quality a product possesses
quality
the amount of quality of a product possesses
depth of product mix
the average number of different products offered in each product line
Product mix
the composite, or total, group of products that an organization makes available to customers
advertising campaign
the creation and execution of a series of advertisements to communicate with a particular target audience
product positioning
the decisions and activities intended to create and maintain a certain concept of the firms product, relative to competitive brands in customers minds
brand recognition
the degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable
brand preference
the degree of brand loyalty in which a customer prefers one brand over competitive offerings
consistency of quality
the degree to which a product has the same level of quality over time
trade name
the full legal name of an organization
target audience
the group of people at whom advertisements are aimed
laggards
the last adopters, who distrust new products
Channel Capacity
the limit on the volume of the information s communication channel can handle effectively
test marketing
the limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation
approach
the manner in which a salesperson contacts a potential customer
brand equity
the marketing and financial value associated with a brand's strength in a market
width of product mix
the number of product lines a company offers
A product modification differs from a line extension in that _______.
the original product does not remain in the line
The Food Network ran a promotion for its show, The Great Food Truck Race. This event was a great success and generated a lot of buzz. The fans, businesses, and the show were all involved in generating buzz and the advertising campaign had a large reach. In advertising, reach refers to _______.
the percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period
Product manger
the person within an organization who is responsible for a product a product line, or several distinct products that make up a group
Styling
the physical appearance of a product
layout
the physical arrangement of an advertisement's illustration and copy
closing
the stage in the personal selling process when the salesperson asks the prospect to buy the product
decline stage
the stage of a products life cycle during which sales fall rapidly
maturity stage
the stage of a products life cycle during which the sales curve peaks and starts to level off or decline and profits continue to fall
team selling
the use of a team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process
copy
the verbal portion of advertisements
Which of the following are likely to restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers?
trade salesperson
Free samples can help move consumers into which of the following?
trial
Amelia is partnering with Frank, an engineer, to try and sell a new aerospace product. Amelia has the sales expertise, but the firm believes that the product is so high-tech that an engineer who helped design the product is needed to explain more of the technical details for clients who have questions. Amelia is very eager to make sales. Normally, Amelia likes to work alone, but she appreciates Frank's expertise because she thinks it'll help increase sales significantly.Amelia is paid by the sale, so her compensation depends entirely upon her sales during a given period. In addition to answering specific questions about the product, Frank will also provide the client organization with assistance on its applications and system design. Amelia and Frank are engaged in team selling.
true
Which of the following is NOT a public relations tool?
tv commercial
Which of the following are purchased when a sudden problem must be solved, products of which customers are unaware of until they see them in a store or online, and products that people do not plan on purchasing?
unsought products
family packaging
using similar packaging for all of a firm's products or packaging that has one common design element
co-branding
using two or more brands on one product
regional issues
versions of a magazine that differ across geographic regions
When creating sales territories, managers should try to create territories _______.
with similar sales potential
Personal, informal exchanges of communication that customers share with one another about products, brands, and companies are best described as _______.
word-of-mouth communication
Because Samantha loves Chinese food, she was eager to check out a new Chinese restaurant in town. The restaurant had undertaken a large-scale promotional campaign, with television commercials, glossy magazine ads, large billboards, and Facebook ads. However, when she talked to two of her friends, they told her the restaurant left much to be desired. The service was terrible, and the prices were too high. Based on these recommendations, Samantha decided it was not worth it to try out the restaurant. The Chinese restaurant failed to realize the importance of _______.
word-of-mouth marketing
coupons
written price reductions used to encourage consumers to buy a specific product
