6. Kellogg's begins to sell its cereals in new markets after conducting extensive marketing research. After the cereal begins to appear in these new markets, the company increases its promotion expenditure to check competition. Kellogg's is in the _____
d) Maturity
b) Introduction
c) Growth
a) Adoption
7. Marketing mix planning begins with ________.
a) Building an offering that brings value to target customers
c) Finding a suitable promotion strategy for the product
d) Selecting the right channel for distribution of the product
b) Setting a reasonable price for the product
8. A direct-response information form found in a magazine advertisement that allows customers to send for more information has a primary objective of __________.
c) Creating awareness
d) Identifying prospects
a) Encouraging product trial
b) Stimulating demand
9. A product’s packaging is considered to be part of the:
b) Augmented product
c) Actual product
d) Core features of the product
a) Core product
10. Which of the following support a ‘repositioning’ strategy? 1. Increase advertising spend 2. Expand the product line 3. Increase prices to increase quality perceptions 4. Minimise costs to maximise profits
d) 1, 2 & 3
a) 3
c) 2, 3 & 4
b) 1
11. Which of the following terms do not describe “Positioning”? 1. The location in which the product is sold 2. The location in which the product is consumed 3. The location of the product in the customer’s mind 4. The location that the product occupies
