How do the stages in a product's life cycle influence the marketing communications mix?
What will be an ideal response?
In the introduction stage of the product life cycle, advertising, events and experiences, and publicity have the highest cost-effectiveness, followed by personal selling to gain distribution coverage and sales promotion and direct marketing to induce trial. In the growth stage, demand has its own momentum through word of mouth and interactive marketing. Advertising, events and experiences, and personal selling all become more important in the maturity stage. In the decline stage, sales promotion continues strong, other communication tools are reduced, and salespeople give the product only minimal attention.
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Which of the following describes a simulated test market?
A) It is one in which the firm tests the product or marketing-mix variables through the company's normal distribution channels. B) It is conducted by outside research firms that guarantee distribution of the product through prespecified types and numbers of distributors. C) It includes a panel of consumers that has agreed to carry identification cards that each consumer presents when buying goods and services. D) A limited amount of data on consumer response to a new product is fed into a model containing certain assumptions regarding planned marketing programs, which generates likely product sales volume. E) none of the above
Which is a disadvantage of the derived approach to collecting perception data?
A) The criteria are influenced by the brands or stimuli being evaluated. B) The researcher must identify all the salient attributes. C) It may be difficult to determine before analysis if and how the individual respondents' judgments should be combined. D) It may be difficult to label the dimensions of the spatial map.