Final Exam Strategic Marketing UNF El-Ansary Questions: 1-10

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When product is defined in a marketing context, it is _________.
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The total product experience
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Combining all the products offered by a company is called the ___________.
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Product Mix
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The product life cycle (PLC) for a particular product has
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More than one life cycle—industry and brand life cycles
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4. The objective in the introduction phase of the product life cycle (PLC) is to _______________.
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C. Build market awareness for the product, leading to trial purchase
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5. The essential marketing objective in the growth phase of the PLC is to ____________.
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D. Differentiate the product from those of new competitors
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6. In the _________ phase of PLC, sales continue to increase but at a decreasing rate.
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A. Maturity
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7. Informing and educating the target audience about the product’s benefits, characteristics, and features is part of the communication strategy in the ___________ phase of the product life cycle.
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A. Introduction
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8. In the introduction phase of the PLC it is important to _________.
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A. Inform and educate the target audience about the product’s features and benefits
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9. Generally speaking, the most dramatic increase in revenue occurs in the _________ phase of the PLC.
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B. Growth
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10. In the growth phase of the PLC, marketing communications _______.
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C. Link the brand with key product features and highlight differentiation between competitors

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