4 Chapter 12 Review Questions PDF

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Chapter 12 Product and Promotion: Creating and Communicating Value Review Questions 1.

Review the marketing definition of product. Why do you think marketers define product so broadly? How does the definition of product affect quality?

2.

Draw a goods and services spectrum, and determine where to place the following products along the spectrum: a nightclub, a new car, a designer clothing store, an Internet search engine, a new tennis racquet, and a ceramics class. What are the reasons for your choices?

3.

Divide the following goods and services into their product layers: a massage, an espresso, and a jacket. Example Massage Espresso Jacket

Core Benefit

Actual Product

Augmented Product

4.

List five examples of products that are commonly purchased as either business products or consumer products. How would the classification impact the marketing strategy?

5.

Would it ever make sense for a firm to offer a new product line that they know would cannibalize an existing line? Explain your answer.

6.

What are the three different levels of product innovation? Which is most common? Can a business survive long term with only continuous innovation? Why or why not?

7.

What are the four stages of the product life cycle? How does product life cycle stage impact marketing strategy?

8.

How has marketing promotion evolved over the past decade? How has technology contributed to the changes?

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9.

Why are the key risks and the potential rewards of product placement in both movies and television? Do think this promotional tool will continue to grow? Why or why not?

10. Given that each type of media offers strengths and drawbacks, what factors should you consider in developing a media plan for a specific product? 11. What are the six stages in the selling process? What role does each stage play? Which stage do you believe is most important? Why?

© 2019 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part....