NEW MKTG FINAL
Generally speaking, personal selling often works better than other forms of promotion if
the complexity of the product increases.
A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign is called:
the unique selling proposition.
10. Bar codes are read by computerized optical scanners that match codes with brand names, package sizes, and prices. a. True b. False
true
27. Frieda was disappointed to notice that her new phone had several scratches on its screen. If she had known about the clear protective films that were available to protect the phone display from scratches, she could have avoided this problem. For Frieda, the protective films were__________.
unsought products
11. A difference between informational labeling and persuasive labeling is that informational labeling: a. focuses on a promotional theme or logo rather than consumer information. b. increases a consumer's cognitive dissonance after the purchase. c. helps a consumer make proper product selections. d. gives the impression of environmental friendliness to a product.
C
Advertising has several effects on consumers:
Can help change negative attitudes to positive Reinforce positive attitudes Affect how a customer ranks brands attributes
_____ is defined as the coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency.
Crisis management
8. Trademark protection and rights only last for five years. a. True b. False
False
At the product development stage, it is premature to explore the feasibility of manufacturing the product at an acceptable.
False
Both demographics and behavior distinguish early adopters.
False
Daily Farm, a food and beverage manufacturing firm, is known for its unique variety of table sauces. To offer more variations to its customers, Daily Farm recently launched an olive and pepper sauce. According to new product development, this new sauce would be categorized as an improved product
False
A concept test evaluates an existing product idea, after the creation of a prototype.
False, evaluates a new product idea
In which case is personal selling more effective or economic than advertising and sales promotion?
There are few customers.
In the context of advertising media, which of the following statements is true of infomercials?
They are the ideal way to present complicated messages to potential customers.
Test marketing is very expensive. As a result which of the following is true of some companies? a. They mandatorily test market line extensions of well-known brands. b. They do not test market line extensions of well-known brands to save costs. c. They go for a national introduction than an expensive test market. d. It is better to have a large-scale test market that is decidedly affordable.
They do not test market line extensions of well-known brands to save costs.
What do programs like Google X do to promote innovative thinking among its employees? a. They eliminate the fear of coming up with bad ideas by rewarding failure. b. They promote investment in bad ideas to explore the possibilities learned from them. c. They eliminate the possibility of investment in bad ideas by rewarding only successes. d. They promote the fear of coming up with bad ideas by punishing failure.
They eliminate the fear of coming up with bad ideas by rewarding failure.
Which of the following describes laggards? a. They have the longest adoption time and the highest socioeconomic status. b. They have the longest adoption time and the lowest socioeconomic status. c. They have the shortest adoption time and the highest socioeconomic status. d. They have the shortest adoption time and the lowest socioeconomic status.
They have the longest adoption time and the lowest socioeconomic status.
Which of the following is a goal of brainstorming? a. To get a group to arrive at a solution within set parameters b. To have a group criticize an idea until it is acceptable to all c. To get a group to promote a product without varying it d. To discuss ideas while avoiding criticism of them
To discuss ideas while avoiding criticism of them
Outdoor Advertisements
Transit advertising, billboards. Strengths are repetition, geographic selectivity, and flexibility of options. Weaknesses are clutter/noise, short message, lack of demographic selectivity.
9. An organization's product mix includes all of the products it sells. a. True b. False
True
A new-product strategy links the new-product development process with the objectives of the marketing department, the business unit, and the corporation.
True
The rate of the decline of sales during the product life cycle is governed by how rapidly consumer tastes change or substitute products are adopted.
True
A ________ is used to evaluate a new-product idea, usually before any prototype has been created. a. concept test b. laboratory market test c. simulated market test
a
Which of the following is a characteristic of products produced by multinational corporations? a. Products are developed for global distribution and then tweaked to meet unique market requirements whenever possible. b. A firm that starts with a local strategy is better able to develop global products. c. Test marketing is not required for products developed by multinational firms. d. Products are inadequately distributed in local markets.
Products are developed for global distribution and then tweaked to meet unique market requirements whenever possible.
Product Advertising has 3 types
Pioneering Competitive Comparative
Advergaming
Placing advertising messages in web-based or video games to advertise or promote a product, service, organization or issue.
Burger King, a popular chain of fast-food restaurants, offers an official Burger King Kids' Meal backpack free with every purchase of its newly introduced luxury meal pack. In this case, which of the followingtypes of sales promotions does Burger King offer?
Premium
Duke University submits a press release to The Herald Sun newspaper that Henry Gibson has been named Dean of the College of Business. This illustrates which duty of public relations departments?
Press relations
PR functions include
Press relations, product publicity, corporate communications, public affairs, lobbying, employee and investor relations, and crisis management.
_____ is a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the Internet; or at special events.
Product placement
Brita LED (light emitting diode) lighting uses comparative advertising to emphasize the benefits of using LEDs over CFLs (cathode filament lamps). The advertisements emphasize that Brita's LEDs cost less than CFLs and other brands of LEDs, last longer, consume less energy, and need to be replaced less frequently than CFLs. In this scenario, which of the following advertising appeals is used in Brita's ads?
Profit
_____ is the element in the promotional mix of a marketing plan that evaluates the public's attitudes, identifies issues that may elicit their concern, and executes programs to gain their understanding and acceptance.
Public relations
CamScan is a manufacturer of printers, scanners, and other office equipment. It announces a cash refund for corporate purchases in large quantities. Rick purchases 20 color printers for his office from CamScan during this sale. To collect the cash refund, he needs to fill out and mail a form provided by CamScan, along with proof of purchase. In this case, which type of sales promotions is CamScan offering?
Rebate
Which of the following best defines audience selectivity?
The ability of an advertising medium to reach a precisely defined market
Which of the following is true of simultaneous product development? a. It involves all relevant functional areas and outside suppliers in all stages. b. It lengthens the development process. c. It increases the costs involved in the development process. d. It requires the functional teams to operate in highly structured, sequential stages.
a
Which of the following is true of the decline stage of the product life cycle? a. A long-run drop in sales signals the beginning of the decline stage. b. Advertising expenses are high in order to educate consumers about the new product's benefits. c. Product lines are lengthened to appeal to additional market segments. d. Advertising expenses are high in order to educate consumers about the new product's benefits.
a
________ is defined as the limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation. a. Test marketing b. Marketing myopia c. Niche marketing d. Marketing myopia
a
________ is the process of converting applications for new technologies into marketable products. a. Basic research b. Product development c. Product modification d. Applied research
b
To rate concept (or product) alternatives, concept tests are often used at the ______ stage. a. developmental b. business analysis c. screening d. marketing
screening
A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used is known as a ____________.
seasonal media schedule
Lisa goes to an electronic goods store to purchase a washing machine. After comparing the various brands of washing machines available, their functions, prices, and so on, she purchases one that is cheaper and smaller than the rest. In this case, Lisa has purchased a(n)__________.
shopping product
In thinking about different types of sales promotions, winning a ______ depends on chance and participation or entry is free while a ______ requires some skill or ability to compete for prizes.
sweepstakes; contest
4. Product modification occurs even when changes are made to a product's aesthetic appearance rather than its quality or functionality. a. True b. False
t
5. When a product name becomes generic, the product name is no longer recognized as the exclusive property of a firm. a. True b. False
t
Firms use competitive or brand advertising when a product enters the _____ of the product life cycle and other companies begin to enter the marketplace. a. introductory phase b. growth phase c. formative phase d. decline phase
b. growth phase
A form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes is called:
comparative advertising.
A form of advertising that firms use when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace is called ______________.
competitive advertising
A current sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships is called _____________selling.
consultative
28. Amy spends very little time to shop for bath soaps and beauty creams as she uses only the products offered by Eve's Aura, a manufacturer of bath and beauty products. As Eve's has a wide distribution network, its products are available in almost every retail outlet in Amy's locality. In this scenario, the bath and beauty products from Eve's Aura are examples of__________products.
convenience
Zing is a soft drink which is available everywhere, including gas stations, department stores, and vending machines. Zing is an example of a(n)__________.
convenience product
An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand is called ______________advertising.
cooperative
35. __________is a type of co-branding that occurs when two brands receiving equal treatment borrow from each other's brand equity.
cooperative branding
In 2014, fashion retailer, H&M, placed a full page advertisement in a newspaper in the Czech Republic detailing the withdrawl of a belt that had small pieces which could be a choking hazard. This is an example of:
crisis management
LaPizza is a restaurant that recently implemented a new system to identify and gather information about its regular customers. It rewards these customers by giving them gift coupons and cash prizes. This practice is an example of _____.
customer relationship management
A term that describes a company that customizes its products and services based on data generated through interactions between the customer and the company would be described as being ______.
customer-centric
As part of the needs assessment, the consultative salesperson must know everything about __________.
customers and their needs, the product or service being sold, and the product's competition
A product perceived as new by a potential adopter is known as a(n) ________ . a. commodity b. abstraction c. licensed production d. innovation
d
As a predictor of diffusion rate of a new product, which of the following best defines compatibility? a. It is the degree of difficulty involved in understanding and using a new product. b. It is the degree to which the benefits or other results of using the product can be observed by others and communicated to target customers. c. It is the degree to which a product is perceived as superior to existing substitutes. d. It is the degree to which the new product is consistent with existing values and product knowledge.
d
Competitive
designed to influence demand for a specific brand. Usually see this in the growth stage
Effective sales management begins with
determining sales goals to be met by the salesforce.
Decathlon Corp., a sports shoe manufacturer, launches a new line of sports shoes. To promote the product, Decathlon Corp. invites its customers to try on the shoes for a period of one week and get a feel of its features. This is an example of _____.
experiential marketing
1. Each product item in the product mix always requires a separate marketing strategy. a. True b. False
f
2. A one-brand-name strategy is useful when the marketer wants the brand to appear to be a local brand, or when regulations require localization. a. True b. False
f
3. Services and ideas are not considered products because they are intangible. a. True b. False
f
6. Due to the time required to scan them, the use of universal product codes (UPCs) is typically restricted to shopping products. a. True b. False
f
7. Convenience products, though inexpensive, require considerable shopping effort by buyers. a. True b. False
false
A_____ media schedule is a strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times.
flighted
__________is when a product or company attempts to give the impression of environmental friendliness whether or not it is environmentally friendly
greenwashing
Marketing costs are high in the introductory stage of the product life cycle because a. emphasis is given to communicating the differences among brands in the market. b. high dealer margins are often needed to obtain adequate distribution. c. manufacturers scramble to sign up dealers and distributors. d. product design changes become stylistic rather than functional.
high dealer margins are often needed to obtain adequate distribution.
An alternative to a commercial spot is a(n)_____, a thirty-minute or longer advertisement, which is relatively inexpensive to produce and air.
infomercial
26. Daily Fresh is a multinational food and beverage company. One of the new products that Dairy Rich intends to introduce includes fiber added to chocolate. The packages will include data that each chocolate bar contains five grams of fiber and the various health benefits of including more fiber in one's diet. In this case, Daily Fresh intends to use__________.
informal labeling
__________labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase
informational
A form of advertising designed to enhance a company's image rather than promote a particular product is called __________.
institutional advertising
Which of the following describes a difference between an attribute and a benefit of a product? a. An attribute includes pleasure or improved health, whereas a benefit includes an easy-open package or a special formulation. b. An attribute cannot be experienced by consumers, whereas a benefit is tangible and can be experienced. c. An attribute is the goal to sell a product, whereas a benefit is an apparent part of a product. d. An attribute is simply a feature of a product, whereas a benefit is what consumers receive by using a product.
d. An attribute is simply a feature of a product, whereas a benefit is what consumers receive by using a product.
A process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow members in professional and civic organizations is called _____________.
networking
Samsung is best known for its smartphones, tablets, and televisions. Years ago when it decided to expand its business activities and operations into ship building and military hardware, it was gearing to offer ______. a. new-to-the-world products b. repositioned products c. discontinuous innovations d. new product lines
new product lines
A(n)__________strategy is not possible when the brand name has a negative or vulgar connotation in the local language.
one brand name
31. Ecstasy Inc. is a Canada-based food and beverage company. The company has decided to market and sell its products in all European countries under the same brand name. In this scenario, Ecstasy Inc. has decided to use the_________
one brand name strategy
A touch point that customers encounter in stores or information kiosks, and that uses software to enable them to easily provide information about themselves without feeling violated, is called __________.
point-of-sale interaction
________ promotes the benefits of a specific good or service.
product advertising
__________refers to the number of product lines an organization offers.
product mix width
A sales manager at a consumer durable goods manufacturing firm instructs his new salesperson, Rita, that she must identify ten potential customers and sell five flat screen televisions per week. This directive from the sales manager is referred to as Rita's _____.
quota
Determining sales goals is part of effective sales management.A statement of a salesperson's sales goals, usually based on sales volume, is called a(n) _________.
quota
Mandy's Inc. is a well-known supplier of industrial goods. While selling goods, it provides personalized benefits to each customer. It focuses on developing trust over time instead of transacting one-time sales. This is an example of _____ selling.
relationship
Product Advertising
A form of advertising that touts the benefits of a specific good or service.
22. Which of the following statements is true about the naming strategies for products sold in the global market? a. A one-brand-name strategy is useful when a company markets mainly one product. b. An advantage of using different brand names in different markets is greater identification of the product from market to market. c. A one-brand-name strategy reduces the ease of coordinating promotion from market to market. d. A disadvantage of using different brand names in different markets is that it does not support localization.
A
23. Which of the following is a difference between individual branding and family branding? a. Individual branding uses different brand names for different products, while family branding markets several different products under the same brand name. b. Individual branding is used when products do not vary in use or performance, while family branding is used when products vary greatly in use or performance. c. Individual branding identifies the brand of a part that makes up the product, while family branding identifies the entire product. d. Individual branding is used when two brands receive equal treatment, while family branding is used when two brands borrow from each other's brand equity.
A
Crisis Management
A coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event.
Advertising Response Function
A phenomenon in which spending for advertising and sales promotion increases sales or market share up to certain level but then produces diminishing returns.
Sponsorship
A strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image.
TV
Advantages - allows for auditory and demonstration possibility, able to reach a wide audience, and with different cable stations there is a lot of segmentation options. Disadvantages are the expense, long term contract requirements, some people can now skip commercials
Internet and Alternative Media Marketing
Advantages include a growth industry, lot of opportunities, cost effective, measurable options, variety of options. Disadvantages are that customers see the advertisements are seen as negative by customers.
Newspapers
Advantages is that it is a local media with geographic selectivity and flexibility. Turn around time is good. Downside is the low demographic selectivity.
Which of the following refers to a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns?
Advertising response function
Institutional Advertising
Advertising the company or institution - which is defined as a form of advertising designed to enhance a company's image rather than promote a particular product.
Another subset is institutional advertising is
Advocacy advertising
_____ is a form of institutional advertising.
Advocacy advertising
Cooperative Advertising
An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand.
_____ is the ability of an advertising medium to reach a precisely defined market.
Audience selectivity
13. Which of the following is true of product lines? a. They mandate a separate marketing strategy for each line. b. They provide economies of scale in advertising. c. They involve greater transportation and warehousing costs than product items. d. They help distinguish each version of a product from the others offered by a company.
B
18. Which of the following is considered an advantage of decreasing a product's quality? a. It gives manufacturers greater ability to raise prices for the product. b. It allows manufacturers to appeal to target markets unable to afford the original product. c. It motivates customers to replace worn out products. d. It enhances the ease of coordinating promotion from market to market.
B
19. Which of the following is true of a specialty product? a. It is widely distributed in a geographic area in order to sell sufficient quantities to meet profit goals. b. It is marketed using selective, status-conscious advertising that maintains its exclusive image. c. It is bought only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility. d. It is sold using aggressive personal selling as consumers do not seek out this type of product.
B
Atwood Furnishers is experiencing a period when their sales are increasing at a slower rate. The company realizes that new users cannot be added indefinitely and that, sooner or later, its market will approach saturation. Which stage is the company now entering?
Beginning of the maturity stage
17. Elsem Foods is a manufacturer of food and beverages. It manufactures several varieties of foods like potato chips, cupcakes, candies, crackers, fruit juices, and carbonated drinks. It introduced a new line of baked potato chips in different flavors. It receives its largest profit from its newly introduced line of hundred percent fruit juices that are available in different flavors, such as orange, apple, litchi, cranberry, and so on. Which of the following is a product item of Elsem Foods? a. Baked potato chips b. Cupcakes c. Hundred percent orange juice d. Beverages
C
At which stage in the new-product development process is the decision to market a product made? Answers: a. Business analysis b. Commercialization c. Test marketing d. Development
Commercialization
Which of the following is a form of advertising that firms use when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace?
Competitive advertising
_____ is a form of advertising designed to influence demand for a specific brand.
Competitive advertising
Which of the following refers to an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand?
Cooperative advertising
_____ is an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand.
Cooperative advertising
Name the ultimate goal of a new trend in marketing that focuses on understanding consumers as individuals instead of as part of a group.
Customer relationship management
12. A number of yogurts are marketed under the Duncen brand, including Duncen All Natural, Duncen Fruit on the Bottom, Duncen Light & Fit, DunActive, and Dun-o-nino. The large variety of yogurts under the Duncen brand is an example of a: a. brand equity b. product item c. product mix d. promise index
D
14. When deciding on distribution plans for specialty products, companies generally ensure that the items are: a. made directly available to a consumer through a salesperson, direct mail, or direct response advertising. b. relatively inexpensive and merit little shopping effort. c. always marketed as unsought products. d. distributed to only a few stores in a geographic area.
D
15. Which of the following is true of an express warranty? a. It gives the impression of environmental friendliness to a product. b. It contains an unwritten guarantee about the performance of a product. c. It prohibits other firms from using a brand or part of a brand without permission. d. It ranges from simple statements to extensive documents written in technical language.
D
16. Which of the following is true of an implied warranty? a. It prohibits other firms from using a brand or part of a brand without permission. b. It identifies the brand of a part that makes up the product. c. It ranges from simple statements to extensive documents written in technical language. d. It comes with the sale of every product under the Uniform Commercial Code.
D
21. A mobile phone manufacturing company is said to functionally modify one of its products if it: a. introduces a sleek and stylish version of the mobile phone with the same specifications. b. reduces the price of the mobile phone ahead of a sale. c. introduces stylish headphones for the mobile phone. d. releases a software update to fix the mobile phone's heating problem.
D
Pioneering
Designed to stimulate primary demand for a new product or product category.
NutriOats, an oatmeal cookie product, has been in the market for more than seven years and is now in its decline stage. In this case, which of the following strategies would be successful in marketing NutriOats? a. Eliminate all nonessential marketing expenses and let sales decline. b. Spend heavily on advertising to educate consumers about the product's benefits. c. Lengthen the product line. d. Focus on adding new users.
Eliminate all nonessential marketing expenses and let sales decline.
Advertising
Is any form of impersonal, paid communication in which the sponsor or company is identified.
During which stage of the product life cycle, pioneering advertising is heavily used?
Introductory stage
Which of the following is a disadvantage of test marketing? a. It inaccurately predicts the success of a product that creates new consumption patterns. b. It requires major changes in consumer behavior such as rejecting microwave ovens. c. It exposes the new product and its marketing mix to its competitors before its introduction. d. It promotes the criticism of an idea, no matter how ridiculous it may seem.
It exposes the new product and its marketing mix to its competitors before its introduction.
Which of the following statements is correct about an advertising campaign?
It extends for a defined period of time.
Which of the following is a disadvantage of newspaper advertising?
It has a low pass-along rate.
Which of the following is correct about humorous advertising?
It is effective at shaping attitudes when consumers already have a positive image of an advertised brand.
Which of the following statements is true of the benefit of a product?
It is what consumers will achieve by using a product.
When developing new product, which is true of a new-product development strategy? a. It must be compatible with the objectives of the marketing department, the business unit, and the corporation. b. It doesn't provide the general guidelines for new-product ideas. c. It involves targeting existing products at new markets. d. It refrains from adopting ideas suggested by customers and competitors.
It must be compatible with the objectives of the marketing department, the business unit, and the corporation
In the selling process, which of the following is true of a salesperson's conducting the needs assessment of prospective clients?
It requires the salesperson to be aware of regulations and legislation that affect the industry.
Tools for PR
New-product publicity Product Placement Consumer Education Sponsorships Internet Websites
Product Placement
Strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product, on the internet; or at special events
Magazines
Strengths are the good quality reproduction of pictures and text, print media that is demographically specific, could be by gender, age, lifestyle, or another target market characteristic. Highest pass along rate. Downsides are the long lead time from contract to publishing of the ads, lack of urgency, lack of demonstration in the advertisement.
Radio
Strengths include local media, low cost, immediacy of message, high portability. Weaknesses - radio relies on audio, so no visual treatment, short advertising life, a lot of potential for noise.
Public Relations
The marketing function that evaluations public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance.
Advocacy Advertising
Which is a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks.
In the context of innovation adoption, which of the following is true of the late majority? a. They adopt new products because of a pressure to conform. b. They typically tend to be ignored by marketers. c. They tend to be younger and above average in education. d. They depend more on the mass media than on word-of-mouth communication.
a
Lava lamps reached their height of popularity in the late 1960s and early 1970s. Their general popularity has since declined, but they are still sold as novelty products and gag gifts. Lava lamps are now classified as a ________ . a. revision of the original product b. repositioned product c. new-to-the-world product
b
The category of adopters that adopts a new product because most of their friends have already adopted it is called the ________ . a. late majority b. early majority c. laggards d. early adopters
a
The category of adopters that is eager to try new ideas and products, almost as an obsession, is called ________ . a. innovators b. early adopters c. laggards d. early majority
a
Which term refers to a marketer designating the media to be used, the choice of the specific publications or programs, and the insertion dates of the advertising? a. Media schedule b. Audience selectivity c. Reach d. Advertising plan
a. Media schedule
Which executional style for advertising depicts people in normal settings, such as at the dinner table or in a car? a. Slice-of-life b. Lifestyle c. Mood or image d. Fantasy
a. Slice-of-life
New brands with small market shares tend to spend more on advertising and sales promotions than those with large market shares because: a. a certain minimum level of exposure is needed to measurably affect purchase habits. b. spending more will inhibit the advertising response function. c. returns multiply exponentially after a certain level of spending. d. the percentage of growth in market share is directly proportionate to the amount of money spent on advertising.
a. a certain minimum level of exposure is needed to measurably affect purchase habits.
Pioneering advertising is heavily used during the _____ of the product life cycle. a. introductory stage b. growth stage c. formative stage d. conception stage
a. introductory stage
In personal selling, costs of promoting a product or service can be controlled by
adjusting the size of the sales force in one-person increments.
A(n) _____ identifies a reason for a person to buy a product.
advertising appeal
A(n) _____ identifies the specific communication task that a campaign should accomplish for a specified target audience during a specified period.
advertising objective
A form of institutional advertising that is typically used to safeguard against negative consumer attitudes and to enhance the company's credibility among consumers who already favor the company's position is called ___________.
advocacy advertising
In the context of the effects of advertising on consumers, serious or dramatic advertisements
are effective at changing consumers' negative attitudes.
Compared to innovators, early adopters ______. a. are more likely to be opinion leaders b. are less oriented to the local community c. have weaker affiliations with groups d. rely less on group norms and values
are more likely to be opinion leaders
Personal selling is more important than advertising and sales promotion if the products being sold
are technically complex.
20. Compared to convenience products, shopping products are: a. sold through aggressive personal selling and highly persuasive advertising. b. usually more expensive and are found in fewer stores. c. purchased without significant planning. d. available everywhere, including department stores, gas stations, and vending machines.
b
In the context of innovation adoption, which of the following is true of the late majority? a. They tend to be younger and above average in education. b. They adopt new products because of a pressure to conform. c. They typically tend to be ignored by marketers. d. They depend more on the mass media than on word-of-mouth communication.
b
The ________ stage is the first filter that eliminates ideas inconsistent with the organization's new- product strategy or those that are obviously inappropriate for some other reason. a. brainstorming b. screening c. test marketing d. test marketin
b
The ________ stage of the PLC represents the full-scale launch of a new product into the marketplace. a. growth b. introductory c. maturity d. decline
b
The final stage in the new-product development process is ________ . a. concept testing b. commercialization c. test marketing d. concept testing
b
The introductory stage of the product life cycle is characterized by ________ . a. low failure rates b. frequent product modifications c. intense competition d. extensive distribution
b
When Pete tells his friends about a great new restaurant he visited last week, he is aiding the diffusion process through ________ . a. commercialization b. word-of-mouth communication c. mass marketing d. marketing to early adopters
b
Which of the following best defines diffusion? a. It is the development of a product that is new to the potential adopter. b. It is the process by which the adoption of an innovation spreads. c. It is the manufacture of goods by one firm with the authorization of the firm owning the intellectual property. d. It is the manufacture of goods by one firm with the authorization of the firm owning the intellectual property.
b
Which of the following is a dominant characteristic of early adopters? a. Being venturesome b. The respect of others c. Skepticism
b
Which of the following is true of a concept test? a. It is considered a good predictor of success for line extensions. b. It is when a firm starts sketching a marketing strategy. c. It is a key component of the development stage of new-product development. d. It is a common form of test marketing
b
Which of the following typically occurs in a product's growth phase? a. The product is frequently modified b. Competition intensifies c. Marketing costs reach their peak d. The product is frequently modifie
b
_____ is a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the Internet; or at special events. a. Audience selectivity b. Product placement c. Corporate communication d. Cooperative advertising
b. Product placement
Manchester Classics manufactures apparel for men and women. It calls on other retailers to sell its products. Members of its sales team travel to their customers' locations to finalize sales deals. In this scenario, the team at Manchester Classics is comprised of _____.
business-focused salespeople
24. Why are many retailers creating and promoting their own captive brands? a. Captive brands carry evidence of a store's affiliation and are available everywhere. b. Captive brands help to increase a company's presence in markets where it has little room to differentiate itself. c. Captive brands allow retailers to ask a price similar or equal to manufacturers' brands. d. Captive brands allow retailers to gain greater profits by marketing cheaper products under a brand name owned by them.
c
25. Which of the following is true of an unsought product? a. Marketers of unsought products often use selective, status-conscious advertising to maintain the product's exclusive image. b. Consumers buy unsought products regularly, usually without much planning. c. New products are categorized as unsought products until advertising and distribution increase consumer awareness of them. d. Consumers usually buy an unsought product only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility.
c
In the context of innovation adoption, which of the following is true of laggards? a. They have the highest socioeconomic status. b. They are an important link in the process of diffusing new ideas. c. They are typically ignored by marketers. d. They are an important link in the process of diffusing new ideas.
c
In the context of innovation adoption, which of the following is true of the early majority? a. They have the longest adoption time and the lowest socioeconomic status. b. They do not rely on group norms. c. They weigh the pros and cons before adopting a new product. d. They are more likely to be opinion leaders.
c
Which of the following is a disadvantage of test marketing? a. It limits the ability to assess how well the various aspects of the marketing mix fit together. b. It prevents management from evaluating alternative strategies. c. It exposes the new product and its marketing mix to competitors before its introduction. d. It requires television stations in a particular market to reach a large area outside that market.
c
Which of the following is a similarity between laggards and innovators? a. Both tend to have below-average incomes. b. Both are characterized as being venturesome. c. Both do not rely on group norms. d. Both are characterized as being venturesome.
c
Which of the following is true of the decline stage of the product life cycle? a. Product lines are lengthened to appeal to additional market segments. b. Advertising expenses are high in order to educate consumers about the new product's benefits. c. A long-run drop in sales signals the beginning of the decline stage. d. Advertising expenses are high in order to educate consumers about the new product's benefits.
c
A form of advertising that firms use when a product enters the growth phase of the product life cycle and other companies begin to enter the marketplace is called ______________. a. advocacy advertising b. pioneering advertising c. competitive advertising d. comparative advertising
c. competitive advertising
An electronic equipment manufacturer collects data about its customers through customer interactions. On the basis of the data, the firm customizes its products and services according to the needs of customer segments. This is an example of effective _____.
campaign management
Compared to innovators, early adopters: a. are less likely to be opinion leaders. b. have a more worldly outlook. c. are more active outside their local community. d. rely more on group norms and values.
d
The second stage of the screening process where preliminary figures for demand, cost, sales, and profitability are calculated is called the ________ stage. a. idea screening b. concept testing c. brainstorming d. business analysis
d
CamScan is a manufacturer of printers, scanners, and other office equipment. It announces a cash refund for corporate purchases in large quantities. Rick purchases 20 color printers for his office from CamScan during this sale. To collect the cash refund, he needs to fill out and mail a form provided by CamScan, along with proof of purchase. In this case, which type of sales promotions is CamScan offering? a. Premium b. Bonus c. Coupon d. Rebate
d. Rebate
Research shows that using humorous advertising is most effective when it is used to: a. reinforce and remind loyal customers about the benefits of a product. b. change consumers' deeply rooted values and attitudes. c. publicize new brands introduced in the market. d. shape attitudes when consumers already have a positive image of an advertised brand.
d. shape attitudes when consumers already have a positive image of an advertised brand.
Cause-Related Marekting
involves an association of a for-profit company and a nonprofit organization; through the sponsorship, the company's product or service is promoted, and money is raised for the nonprofit.
Comparative
is a form that compares two or more specifically named or shown competing brands on one or more special attributes.
Publicity
is public information about a company, product, service, or issue appearing in the mass media as a news item.
Media
is the channel used to convey a message to a target market.
Media Planning
is the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience
A disadvantage of newspaper advertising is that:
it encounters distractions from competing ads and news stories.
A step in the selling process that concerned with identifying firms and people most likely to buy the seller's offerings is called _______________.
lead generation
Robust, a leading industrial manufacturer, has developed a new air conditioner with high cooling capacity. To identify potential clients who will be interested in the new product, the company has sent out pamphlets to many firms along with its contact details for anyone interested. This scenario illustrates _____.
lead generation