Test #3 will be written during
class on December 1. The format will be a combination of
multiple choice and short answer questions. Please bring a pencil or
pen and the right answers (in your head).
Chapter 7:
Facilitation of Product Adoption, Brand Naming, and
Packaging 1. Why do consumers
adopt products? 2. What does the
diffusion process mean in terms of product
adoption? 3. What is a good
brand name? Why do companies change their brand
names over time? 4. How can the VIEW
model be used to evaluate packaging? 5. How can package
design evoke different feelings about a
product? Chapter 8: On-
and Off-Premise Signage and Point-of-Purchase
Communications 1. What are the
strengths and weaknesses of billboard
advertising? 2. How can
point-of-purchase materials be classified in terms
of their level of permanence? 3. What does
point-of-purchase accomplish? How does it influence
consumer behavior? 4. Which types of
consumer buying habits will be most influenced by
point-of-purchase? 5. Why do retailers
not use point-of-purchase materials? Chapter 17:
Sales Promotion 1. Who is the target
of sales promotion? How are push and pull
strategies of sales promotion different? 2. Why has sales
promotion become more important in recent years?
3. What are the
capabilities and limitations of sales
promotions? 4. What are the major
forms of trade allowances? 5. What are the
negative consequences of off-invoice allowances?
How can these problems be reduced? Chapter 18:
Consumer-Oriented Sales Promotions- Sampling and
Couponing 1. Do consumers
receive both utilitarian and hedonic benefits by
responding to sales promotions? 2. How are immediate
and delayed promotional efforts
different? 3. Why is sampling
used as a method for sales promotion? Are there any
problems with sampling? 4. What are the main
problems with coupons from manufacturers? How are
coupons redeemed by retailers Chapter 19:
Consumer-Oriented Sales Promotions- Premiums and
Other Methods 1. How do premiums,
sweepstakes, prices-off promotions, bonus packs and
continuity programs differ? Chapter 20:
Marketing-Oriented Public Relations and
Sponsorships 1. How do proactive
and reactive public relations differ? 2. What are the two
basic types of commercial rumors that can threaten
a business? 3. How is marketing
public relations different from
advertising? 4. How are event
sponsorship and cause-related marketing
different? 5. Why do companies
engage in an ambushing strategy?
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Questions and Comments to: drmartin@hawaii.edu
This document was last modified November 20, 2008