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Which of the following is NOT included in labeling?
Price
Which of the following can be described as a popular form of product promotion that is used to attract specific types of customers?
Price advertising
Which of the following is NOT an example of advertising media?
Prizes and premiums
Which of the following is one of the seven steps in the product development process?
Product testing
Which of the following is NOT a type of product decision which should be considered during the product planning phase?
Profitability
Which element of the Promotional Mix is used to create a favorable image or reputation in the community?
Public relations
Which of the following does every company have whether they choose to manage it or not?
A brand image
What is a product line?
A group of related items or brands sold by the same company
What is a test market?
A small-scale introduction of a product to a specific area
What is it called when a business contributes money, goods or services to an organization or event to gain the publicity related to it?
A sponsorship
When branding a client, which of the following should you look for?
A unique viewpoint the client has
What is a prototype?
A working model or sample of a product
Which element of the Promotional Mix is used to inform, persuade or remind customers about a specific product, company or idea?
Advertising
When screening product ideas, companies should NOT evaluate their ideas based on which of the following criteria?
Advertising costs
What is image advertising?
Advertising directed at the creation of a specific brand reputation
Brands develop their personalities over time based on which of the following?
All of the experiences consumers have with the brand
What do the letters in the AIDA model, an acronym to describe the common events needed for successful promotion, stand for?
Attention, interest, desire, action
The AIDA model is an acronym which stands for what?
Attention/awareness, interest, desire, action
If a company begins the process of branding by examining itself, the brand developed is which of the following?
Authentic and genuine
Strong brand equity does NOT allow for which of the following?
Improved manufacturing
Which of the following is a method for product development?
In-house development
Which of the following describes a product mix?
Includes all products a company makes or sells
Which of the following describes a product-related service?
Includes services which correspond to a physical product
When introducing a new product, which promotional objective is used?
Informational promotion
When a company tries to get consumers curious about a product so they will want to gather more information about it, which step in the AIDA model is the company focusing on?
Interest
Which of the following is one benefit to introducing a brand or line extension?
It is cheaper than introducing a new brand
Which of the following is an advantage to developing a brand personality?
It keeps a brand from getting lost in the market and helps the brand stand out
Which of the following is NOT required when picking a brand name?
It must be predictable
Which of the following are also known as interactive point-of-sale stations?
Kiosks
Expanding a brand is a common way for a business to do which of the following?
Leverage its brand equity to promote growth
Which of the following is NOT a goal of product promotion?
Make the calendar of events known
People buy brands with personalities which are which of the following?
Matching their personality
Which of the following is NOT a stage of the product life cycle?
Maturity
What is the last step in the branding process?
Monitoring and verifying the brand supports company growth
Where are point-of-sale displays located?
Near a cash register
Which element of the Promotional Mix is one of the most expensive and includes telemarketing and door-to-door sales?
Personal selling
Which of the following are located near a cash register to stimulate last-minute sales?
Point-of-sale displays
What does visual merchandising and display consist of?
Reinforce a positive product image
Considering Kelloggs®, which of the following is a line extension?
Rice Krispies® Treats
Coupons, sweepstakes and customer loyalty programs are examples of which element of the Promotional Mix?
Sales promotion
Which of the following is NOT considered a product related service?
Savings account deposits
Which section includes a brief explanation as to why the plan is being produced and suggests what may be done with the information in the plan?
Section II: Purpose & Mission
Which section provides a brief explanation as to why the plan is being produced?
Section II: Purpose & Mission
Which section explains how goals and objectives are to be accomplished?
Section V: Strategies & Tactics
Which of the following is NOT considered a goal of product promotion?
Stimulate new product innovation
Which type of product merchandising is used to communicate brand identity and special promotions and should target the intended audience?
Store signs
Sometimes a bad situation is a perfect time to do which of the following?
Support and reinforce the values of the company through a response
Which of these is considered personal selling?
Telemarketing
Which of the following describes commercialization?
The mass distribution or full scale introduction and marketing of a given product
Which of the following describes product depth?
The number of different products a company offers within a given line
Which of the following describes product width?
The number of product lines a company offers to its customers
A brand's personality typically reflects which of the following?
The personalities of the brand's loyal customers
How are products obtained?
Through an exchange
Which of the following accurately describes the purpose of brands?
To differentiate one product from its competitors
Implementation of a marketing plan requires all EXCEPT which of the following?
To identify the goals and objectives of the overall plan and introduce new products
The ultimate goal of branding is which of the following?
To occupy a distinct space in the consumer's mind
Which of the following does NOT describe branding?
Can be designed to reduce shoplifting or shipment costs
What is the best technique for building brand equity?
Consistency
Which of the following should NOT be included in Section III: Situational Analysis?
Breakdown of specific tasks and assignments
Which of the following advertising strategies is used in the product maturity stage?
Build brand loyalty
What is the first section of a marketing plan?
Executive summary
What are premiums?
Expensive, memorable events
Which of the following is NOT something companies can do to maintain their product planning success?
Hire new employees
When is a brand at the pinnacle of its market?
When the brand name is synonymous with the product
Which of the following describes a pure service?
Which of the following describes a pure service?
Which of the following inform customers about available products or promotions and may include mannequins or theme-based stories?
Window displays
How should implementation of a marketing plan begin?
With a discussion among those involved about how the plan will be carried out
