Question 1

Test marketing is:

Accepted Answer

A) almost always done, especially for consumer services. 
B) almost always done for new consumer products, including more expensive ones. 
C) not usually done with services, expensive consumer products, or costly industrial products. 
D) not usually done with most products because of the time and expense involved. 
A) almost always done, especially for consumer services. 
B) almost always done for new consumer products, including more expensive ones. 
C) not usually done with services, expensive consumer products, or costly industrial products. 
D) not usually done with most products because of the time and expense involved.

Question 2

KFC is trying to understand whether they should launch the 'Double Down' Sandwich as a regular featured item on the menu. To understand the receptivity to the product in the first place, KFC offers the Double Down for sale:

Accepted Answer

A) to a unidimensional target market. 
B) to as broad a geographic region as possible. 
C) in a defined area. 
D) exclusively to company employees. 
A) to a unidimensional target market. 
B) to as broad a geographic region as possible. 
C) in a defined area. 
D) exclusively to company employees.

Question 3

The risk and uncertainty of the commercialization stage of new-product development is reflected in each of the following EXCEPT:

Accepted Answer

A) buyers who can't understand the benefits of the new product. 
B) market testing ensures that commercialization will be successful. 
C) high-quality prototypes that can't be replicated on mass-production lines. 
D) costs that go far beyond original budgets. 
A) buyers who can't understand the benefits of the new product. 
B) market testing ensures that commercialization will be successful. 
C) high-quality prototypes that can't be replicated on mass-production lines. 
D) costs that go far beyond original budgets.

Question 4

Procter & Gamble offers home cleaning products (such as Mr. Clean), personal health products (such as Colgate toothpaste), and optometry products (such as contact lenses). Collectively, these would be Procter & Gamble's:

Accepted Answer

A) product category. 
B) product class. 
C) marketing mix. 
D) product mix. 
A) product category. 
B) product class. 
C) marketing mix. 
D) product mix.

Question 5

A retail chain hires a company to design and install a computer network that would allow each store in the chain to check the inventory of others in the chain for customer-requested items. The retail chain would have purchased a(n):

Accepted Answer

A) supply material. 
B) component part. 
C) accessory equipment. 
D) service. 
A) supply material. 
B) component part. 
C) accessory equipment. 
D) service.

Question 6

A company that manufactures door hinges used by GM in its car doors gets increased orders from GM because more consumers are demanding GM vehicles. This illustrates ________.

Accepted Answer

A) secondary demand 
B) contrived demand 
C) primary demand 
D) derived demand 
A) secondary demand 
B) contrived demand 
C) primary demand 
D) derived demand

Question 7

You greatly admire a set of Ralph Lauren crystal goblets you see at a dinner party, and decide to buy four, despite the somewhat surprising price of $60 each. They are only available in your area in a Polo Ralph Lauren shop, 40 miles from campus. Into which classification of consumer goods would the crystal goblets fall?

Accepted Answer

A) unsought goods 
B) convenience goods 
C) shopping goods 
D) specialty goods 
A) unsought goods 
B) convenience goods 
C) shopping goods 
D) specialty goods

Question 8

All of the following could be considered sources of open innovation ideas, except:

Accepted Answer

A) partner firms 
B) universities 
C) current employees 
D) investors 
A) partner firms 
B) universities 
C) current employees 
D) investors

Question 9

Consumer goods are products purchased by the ultimate consumer, whereas ________ are products used in the production of other products for ultimate consumers.

Accepted Answer

A) convenience goods 
B) specialty goods 
C) shopping goods 
D) business goods 
A) convenience goods 
B) specialty goods 
C) shopping goods 
D) business goods

Question 10

Breyers introduced for sale a new line of ice cream flavours in elegant black containers. This was done on a limited scale to determine consumer reactions before National distribution of the product. Breyers' new product was in the___________ stage of The new-product process.

Accepted Answer

A) market testing 
B) business analysis 
C) commercialization 
D) screening and evaluation 
A) market testing 
B) business analysis 
C) commercialization 
D) screening and evaluation

Question 11

The market testing stage of the new-product process often involves test markets or purchase laboratories in which the variable to test is:

Accepted Answer

A) sales. 
B) consumer attitudes. 
C) advertising. 
D) price. 
A) sales. 
B) consumer attitudes. 
C) advertising. 
D) price.

Question 12

Many services-marketing experts suggest that creating and delivering new services is much more difficult than creating new tangible products and new services differ from product innovations in several important ways. Which of the following best illustrates these differences?

Accepted Answer

A) most service companies focus on continuous innovation 
B) for labour-intensive, interactive services, the actual providers (the service delivery staff)are part of the customer experience and thus are part of the innovation 
C) most service companies focus on creating only incremental improvements 
D) the new-service development process is often easy for the service customer to observe 
A) most service companies focus on continuous innovation 
B) for labour-intensive, interactive services, the actual providers (the service delivery staff)are part of the customer experience and thus are part of the innovation 
C) most service companies focus on creating only incremental improvements 
D) the new-service development process is often easy for the service customer to observe

Question 13

Garlic Cake was a new product that failed. It was intended to be eaten as an appetizer, often with spreads of cheeses on top, but consumers were confused by the term "cake." Discuss the possible factors that contributed to this new-product failure.

Accepted Answer

The answer of Garlic Cake was a new product that...

Question 14

Drafting tables would best be considered which type of support goods?

Accepted Answer

A) supplies 
B) installations 
C) accessory equipment 
D) services 
A) supplies 
B) installations 
C) accessory equipment 
D) services

Question 15

Describe the business analysis stage of the new-product process.

Accepted Answer

The answer of Describe the business analysis stage of the...

Question 16

Wax for making candles would most likely be classified as which type of good?

Accepted Answer

A) support goods 
B) production goods 
C) convenience goods 
D) specialty goods 
A) support goods 
B) production goods 
C) convenience goods 
D) specialty goods

Question 17

When General Foods introduced Post Cereals with freeze-dried fruits, people found that by the time the fruit had absorbed enough milk, the flakes were soggy. Why did this product fail?

Accepted Answer

A) poor execution of the marketing mix 
B) poor product quality 
C) too little market attractiveness 
D) insignificant point of difference compared to competitive offerings 
A) poor execution of the marketing mix 
B) poor product quality 
C) too little market attractiveness 
D) insignificant point of difference compared to competitive offerings

Question 18

Which of the following is the best example of a shopping good?

Accepted Answer

A) Mercedes Benz CL250 
B) Roget's Thesaurus 
C) CD player 
D) Lexus LS 400 luxury automobile 
A) Mercedes Benz CL250 
B) Roget's Thesaurus 
C) CD player 
D) Lexus LS 400 luxury automobile

Question 19

Imagine you work for a production company that has been approached by one of the networks to develop a concept for a new reality show. These seem to be the years of the reality television shows-just like we had not too long ago several new shows modeled after Friends. Where are you and your co-workers most likely to look first for a concept?

Accepted Answer

A) conducting Nielsen a survey 
B) by observing what's on television 
C) by relying on brainstorming 
D) through research and development 
A) conducting Nielsen a survey 
B) by observing what's on television 
C) by relying on brainstorming 
D) through research and development

Question 20

Figure 10-1
  
-According to Figure 10-1, column "B" would represent what type of product?

Accepted Answer

A) Prestige 
B) Specialty 
C) Convenienc e 
D) Shopping 
A) Prestige 
B) Specialty 
C) Convenienc e 
D) Shopping

Test marketing is:

KFC is trying to understand whether they should launch the 'Double Down' Sandwich as a regular featured item on the menu. To understand the receptivity to the product in the first place, KFC offers the Double Down for sale:

The risk and uncertainty of the commercialization stage of new-product development is reflected in each of the following EXCEPT:

Procter & Gamble offers home cleaning products (such as Mr. Clean), personal health products (such as Colgate toothpaste), and optometry products (such as contact lenses). Collectively, these would be Procter & Gamble's:

A retail chain hires a company to design and install a computer network that would allow each store in the chain to check the inventory of others in the chain for customer-requested items. The retail chain would have purchased a(n):

A company that manufactures door hinges used by GM in its car doors gets increased orders from GM because more consumers are demanding GM vehicles. This illustrates ________.

All of the following could be considered sources of open innovation ideas, except:

Consumer goods are products purchased by the ultimate consumer, whereas ________ are products used in the production of other products for ultimate consumers.

Breyers introduced for sale a new line of ice cream flavours in elegant black containers. This was done on a limited scale to determine consumer reactions before National distribution of the product. Breyers' new product was in the___________ stage of The new-product process.

The market testing stage of the new-product process often involves test markets or purchase laboratories in which the variable to test is:

Many services-marketing experts suggest that creating and delivering new services is much more difficult than creating new tangible products and new services differ from product innovations in several important ways. Which of the following best illustrates these differences?

Garlic Cake was a new product that failed. It was intended to be eaten as an appetizer, often with spreads of cheeses on top, but consumers were confused by the term "cake." Discuss the possible factors that contributed to this new-product failure.

Drafting tables would best be considered which type of support goods?

Describe the business analysis stage of the new-product process.

Wax for making candles would most likely be classified as which type of good?

When General Foods introduced Post Cereals with freeze-dried fruits, people found that by the time the fruit had absorbed enough milk, the flakes were soggy. Why did this product fail?

Which of the following is the best example of a shopping good?

Figure 10-1 -According to Figure 10-1, column "B" would represent what type of product?

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters

Exam 10: Developing New Products and Services

Test marketing is:

KFC is trying to understand whether they should launch the 'Double Down' Sandwich as a regular featured item on the menu. To understand the receptivity to the product in the first place, KFC offers the Double Down for sale:

The risk and uncertainty of the commercialization stage of new-product development is reflected in each of the following EXCEPT:

Procter & Gamble offers home cleaning products (such as Mr. Clean), personal health products (such as Colgate toothpaste), and optometry products (such as contact lenses). Collectively, these would be Procter & Gamble's:

A retail chain hires a company to design and install a computer network that would allow each store in the chain to check the inventory of others in the chain for customer-requested items. The retail chain would have purchased a(n):

A company that manufactures door hinges used by GM in its car doors gets increased orders from GM because more consumers are demanding GM vehicles. This illustrates ________.

All of the following could be considered sources of open innovation ideas, except:

Consumer goods are products purchased by the ultimate consumer, whereas ________ are products used in the production of other products for ultimate consumers.

Breyers introduced for sale a new line of ice cream flavours in elegant black containers. This was done on a limited scale to determine consumer reactions before National distribution of the product. Breyers' new product was in the___________ stage of The new-product process.

The market testing stage of the new-product process often involves test markets or purchase laboratories in which the variable to test is:

Many services-marketing experts suggest that creating and delivering new services is much more difficult than creating new tangible products and new services differ from product innovations in several important ways. Which of the following best illustrates these differences?

Garlic Cake was a new product that failed. It was intended to be eaten as an appetizer, often with spreads of cheeses on top, but consumers were confused by the term "cake." Discuss the possible factors that contributed to this new-product failure.

Drafting tables would best be considered which type of support goods?

Describe the business analysis stage of the new-product process.

Wax for making candles would most likely be classified as which type of good?

When General Foods introduced Post Cereals with freeze-dried fruits, people found that by the time the fruit had absorbed enough milk, the flakes were soggy. Why did this product fail?

Which of the following is the best example of a shopping good?

Figure 10-1 -According to Figure 10-1, column "B" would represent what type of product?

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Managing Products and Brands

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters