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Exam 12: Product and Promotion: Creating and Communicating Value

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Question 1

Multiple Choice

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Consumers tend to view sponsorships in a positive light because:

A) they allow the consumers to get a first-hand experience of a product.
B) they are clearly connected to events that matter to the target audience.
C) they do not involve any form of transaction in either cash or kind.
D) only the premium brands opt for sponsorship.

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verified

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Question 2

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A health-drink company faces a lot of flak for misquoting the nutritional facts on its product packages. Once it clears the charges, the company hires a firm that helps it in reviving a positive image in the media as well as the broader community. The firm's primary task is to constantly communicate with the media personnel and make sure that the media runs unpaid stories that create a favorable impression about the company. This scenario exemplifies the use of:

A) lobbying.
B) public relations.
C) social marketing.
D) greenwashing strategies.

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Question 3

Multiple Choice

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Which of the following is a key marketing strategy of the decline phase of a product life cycle?

The purpose of the _____ stage of the new product development process of a company is to weed out proposals that do not fit with the company's objectives.

Zefie is a mobile application that has been recently launched in the market. The application becomes popular among the youth, but the usage is almost nil among the other age groups. In this case, Zelfie is experiencing a slow _____ rate.

Jessica, a business tycoon, always buys her jewelry from a retailer. She has been a loyal customer, and she does not trust other brands. This scenario exemplifies the purchase of _____.

The goal of a knockoff is:

In the context of major advertising media categories, which of the following is an advantage of radio?

_____ require a moderate level of consumer learning in exchange for significant benefits.

Cafemona, a brand of premium coffee, introduces three new variants-ginger coffee, hazelnut-flavored coffee, and rum-flavored coffee. This is an example of a _____.

In the context of business product categories, marketing of raw materials primarily emphasizes:

EatOut is a food joint that serves pizza, while GlowBelle is a luxury beauty salon that sells cosmetics. What do EatOut and Glow Belle have in common?

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

Blue Legion, a well-known jeans manufacturer, is the main sponsor for a rock concert. Although the tickets to the concert are exorbitantly priced, the public feels that since the concert is being sponsored by a company like Blue Legion, it must be worth it. The scenario illustrates that Blue Legion has a good _____.

Livesheer, a youth-focused clothing brand, signs a contract with the organizers of a music festival. Under the contract, the organizers of the music festival promise to display the brand's banners across the venue. Also, as part of its promotional strategy, Livesheer distributes some of its goodies for free among the crowd. This scenario exemplifies _____.

Christopher works overtime for a project in his office. On his day off, he goes to watch a comedy movie to ease the stress. Christopher finds the movie entertaining, and it helps him relax. In the context of product layers, entertainment, in this scenario, represents the _____ of the movie.

Kiddiecon, a company that manufactures stationery products for children, signs a contract with an animation studio to use one of its popular cartoon characters as a design on its school bags. Kiddiecon's contract with the animation studio is an example of _____.

In the context of business product categories, the marketing of _____ emphasizes personal selling and customization.

Operos, a laptop manufacturing company, introduces three new colors-midnight blue, aquamarine, and hot pink-in its Z Series laptops. This scenario reflects _____.

Which of the following is a key marketing strategy of the growth phase of a product life cycle?