Quiz 16 - Chapter Twelve Quiz NAME

Quiz 16 - Chapter Twelve Quiz
NAME _________________________________
True/False
1. Added features such as warranties and customer phone support that a firm provides with its products are part of the
actual product. ________
2. Today’s smartest and most profitable firms have learned that the key to their success is to provide the highest possible
level of performance in their products. ________
3. Healthmode, a personal health care company, has just developed a new type of skin lotion that it claims is much more
effective at healing dry skin than competing brands. One way it could improve the rate of diffusion of this new product
is to allow consumers to try out small samples. ________
4. Network television and personal computers are both in the maturity stage of their product life cycles in the United
States. ________
5. One reason so many firms favor funny ads is that using humorous messages involves very little risk. ________
6. Mountain Dew’s “Do the Dew” and Wal-Mart’s “Always low prices. Always” are examples of successful big ideas. ____
7. The last step in the personal selling process is to close the sale. ________
Multiple Choices
8. Body soap, a box of rice and olive oil are: ______, whereas career counseling, mentoring, and tutoring are: _______.
a. Convenience products, convenience services
b. Actual products, augmented products
c. Consumer products, business services
d. Pure goods, pure services
9. With their extended hours and numerous locations in a given community, 7-Eleven stores offer _______ to consumers,
who find it easy to stop in and make this type of purchase.
a. Unsought products
b. Shopping products
c. Specialty products
d. Convenience products
10. United Airlines recently announced it would serve Starbucks coffee on its flights. This is an example of:
a. Creating a private label
b. Brand extension

c. Joint venturing
d. Cobranding
11. Generally speaking, marketers can directly control the promotional tools they use. The tool that is more difficult to
control is:
a. The development of a marketing plan
b. Publicity
c. Personal selling
d. Advertising messages and their placement in the media
12. Which of the following is the most accurate statement about trends affecting promotion:
a. Promotional strategies that worked well in the past are likely to be successful in the future
b. Promotion is likely to become much less important in the future
c. Changes in technology have made it important for firms to focus their promotional efforts on passive forms of
entertainment
d. Changes in technology are creating both major threats and major new opportunities for those creating
promotional messages
13. Product placement in television shows and movies works best if the product is:
a. Seamlessly integrated into the show as a player rather than as a prop
b. Used as a prominent prop in at least two to three scenes
c. The main subject of the show
d. Consistency but unobtrusively displayed in the background, so that the message is subtle but persistent
14. Proctor & Gamble’s Tremor marketing group has had a great deal of success with its use of.
a. Buzz marketing
b. Sponsorship arrangements
c. Advergaming
d. Integrated marketing approaches
15. Which of the following statements about direct mail is correct
a. Direct mail is the fastest growing advertising medium
b. A drawback of direct mail is that it is not effective in foreign markets
c. Direct mail is one of the least expensive ways to promote a product
d. An advantage of direct mail is it can be highly targeted