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WorksheetsChapter 12 Review: Product and Promotion
Total questions: 26
Worksheet time: 1hrs 18mins
What do you call anything that an organization offers to satisfy consumer needs and wants, including both goods and services?
Market
Service
Brand
Product
What are the four qualities of service?
Intangibility, Inseparability, Variability, Perishability
Durability, Reliability, Flexibility, Affordability
Visibility, Tangibility, Stability, Predictability
Portability, Accessibility, Simplicity, Efficiency
What is an example of a pure good?
Bottle of ketchup
Piano lesson
Restaurant meal
Haircut
What is an example of a pure service
Bottle of ketchup
Piano lesson
A Piano
lunch at a restaurant
What are the three product layers customers receive when they buy a product?
Core benefit, Actual product, Augmented product
Basic product, Enhanced product, Premium product
Initial product, Developed product, Final product
Primary product, Secondary product, Tertiary product
What is an example of an augmented product
the product
Free sample
a movie
the core benefit
What are the four categories of consumer products?
Basic products, Luxury products, Essential products, Optional products
Domestic products, Imported products, Exported products, Local products
Standard products, Custom products, Generic products, Branded products
Convenience products, Shopping products, Specialty products, Unsought products
What is a category of consumer products the is generally inexpensive and bought frequently
Shopping products
Specialty products
Convenience products
Unsought products
Which of the following is NOT an example of a shopping product?
Computers
Cars
Toothpaste
Cell phones
The attributes that make a good or service different from other products that compete to meet the same or similar needs are called?
Product consistency
Product differentiation
Brand extension
Co-branding
How well a product performs its core function is called?
Product consistency
Brand extension
Quality level
Discontinuous innovation
What is it called when a company adds a new product in a new category using an existing brand name?
Line extension
Brand extension
Cobranding
Licensing
In marketing, what is it called when a new product takes away sales from an existing product?
Brand extension
Co-branding
Cannibalization
Product differentiation
What is NOT an example of a line extension of a brand?
New flavors
Whole grain option
Low calorie option
Also called brand extension
What are the three types of innovations?
Discontinuous, Dynamically Continuous, Continuous
Introduction, Growth, Maturity
Product consistency, Quality level, Brand extension
Co-branding, Cannibalization, Product differentiation
What are the four stages in the product life cycle?
Introduction, Growth, Maturity, Decline
Discontinuous, Dynamically Continuous, Continuous
Product consistency, Quality level, Brand extension
Co-branding, Cannibalization, Product differentiation
What is the coordination of marketing messages through every promotional vehicle to communicate a unified impression about a product?
Integrated marketing communication
Direct marketing
Personal selling
Public relations
What is a brief statement that articulates how the marketer would like the target market to envision a product or service relative to the competition?
Positioning statement
Mission statement
Vision statement
Brand statement
What are 6 of the emerging promotional tools that companies are using?
Internet advertising, Social media, Native Advertising, Product Placement, Advergaming, Buzz marketing
Television ads, Radio spots, Billboards, Flyers, Brochures, Direct mail
Email marketing, Telemarketing, Door-to-door sales, Print ads, Sponsorships, Trade shows
Press releases, Newsletters, Blogs, Podcasts, Webinars, Conferences
The quote from Nike, "Just do it" is an example of what?
Product statement
Cobranding
Positioning statement
Integrated marketing communication
What is it called when you have an ongoing effort to create positive relationships with a business's customers, employees, suppliers, and the community?
Public relations (PR)
Customer service
Brand management
Corporate social responsibility
What is it called when a PR firm generates unpaid stories in the media that influence perceptions about a company or its products?
Advertising
Sponsorship
Publicity
Branding
What is a person to person presentation of a product to potential buyers called?
Telemarketing
Personal selling
Online marketing
Direct mail
Which of the following is NOT one of the six key stages of the sales process?
Follow up
Prepare
Advertise
Close
What is the marketing approach that involves motivating distributors to promote a product to the final consumer, usually through heavy trade promotions and personal selling?
Pull strategy
Push strategy
Viral marketing
Content marketing
What is the marketing approach that involves creating demand from the ultimate consumer, when customers actively seek out the product?
Push strategy
Pull strategy
Direct selling
Network marketing
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