Question 1

Describe the three ways services can be classified.

Accepted Answer

Services can be classified three ways ba

Question 2

Philips Sonicare recently introduced the DiamondClean rechargeable toothbrush. A key innovation is its Quadpacer interval timer that goes off after 30 seconds to prompt the user to move on to the next quadrant of the mouth, resulting in better cleaning and improved gum health. This is an example of which type of innovation?

Accepted Answer

A)  disruptive innovation 
B)  continuous innovation 
C)  discontinuous innovation 
D)  dynamically continuous innovation 
E)  evolutionary innovation 
A)  disruptive innovation 
B)  continuous innovation 
C)  discontinuous innovation 
D)  dynamically continuous innovation 
E)  evolutionary innovation

Question 3

In marketing, ________ is a thought that leads to a product or action.

Accepted Answer

A)  an observation 
B)  an inspiration 
C)  an experiment 
D)  an idea 
E)  a perception 
A)  an observation 
B)  an inspiration 
C)  an experiment 
D)  an idea 
E)  a perception

Question 4

Among business products, supplies usually consist of

Accepted Answer

A)  buildings and fixed equipment. 
B)  items used in the manufacturing process that become part of the final product. 
C)  tools and office equipment. 
D)  items such as pens, batteries, and lightbulbs. 
E)  raw materials and component parts. 
A)  buildings and fixed equipment. 
B)  items used in the manufacturing process that become part of the final product. 
C)  tools and office equipment. 
D)  items such as pens, batteries, and lightbulbs. 
E)  raw materials and component parts.

Question 5

In the early 1900s, your great-great-grandfather probably purchased his first automobile. After years of driving a horse and buggy, he got into his new car and drove it into his new garage. The new automobile was an example of

Accepted Answer

A)  a continuous innovation. 
B)  a dynamically continuous innovation. 
C)  a disruptive improvement. 
D)  a discontinuous innovation. 
E)  an evolutionary innovation. 
A)  a continuous innovation. 
B)  a dynamically continuous innovation. 
C)  a disruptive improvement. 
D)  a discontinuous innovation. 
E)  an evolutionary innovation.

Question 6

Figure 9-3
-According to Figure 9-3 above, column A represents

Accepted Answer

A)  a spontaneous innovation. 
B)  a continuous innovation. 
C)  a discontinuous innovation. 
D)  a dynamically continuous innovation. 
E)  an evolutionary innovation. 
A)  a spontaneous innovation. 
B)  a continuous innovation. 
C)  a discontinuous innovation. 
D)  a dynamically continuous innovation. 
E)  an evolutionary innovation.

Question 7

One reason new products fail is that although most major corporations use a formal decision making process, sometimes they fail to critically evaluate the progress along the way. This is why many firms have a ________ to ensure that problems are corrected before proceeding to the next stage.

Accepted Answer

A)  written protocol 
B)  Stage-Gate process 
C)  cross-functional team 
D)  prototype test 
E)  test market 
A)  written protocol 
B)  Stage-Gate process 
C)  cross-functional team 
D)  prototype test 
E)  test market

Question 8

Idea generation is the stage in the new-product development process that

Accepted Answer

A)  develops a pool of concepts to serve as candidates for new products. 
B)  selects a single concept and scrutinizes it for all potential benefits and flaws. 
C)  separates ideas into two categories: consumer-oriented and organization-oriented. 
D)  requires the organization to perform a SWOT analysis and an environmental scan. 
E)  consists of the techniques used to screen and reject those ideas that have no merit. 
A)  develops a pool of concepts to serve as candidates for new products. 
B)  selects a single concept and scrutinizes it for all potential benefits and flaws. 
C)  separates ideas into two categories: consumer-oriented and organization-oriented. 
D)  requires the organization to perform a SWOT analysis and an environmental scan. 
E)  consists of the techniques used to screen and reject those ideas that have no merit.

Question 9

Which type of consumer product is often very expensive, purchased infrequently, and takes an extensive amount of time to make the purchase decision?

Accepted Answer

A)  convenience product 
B)  shopping product 
C)  specialty product 
D)  unsought product 
E)  discretionary product 
A)  convenience product 
B)  shopping product 
C)  specialty product 
D)  unsought product 
E)  discretionary product

Question 10

Which of the following is considered an idea?

Accepted Answer

A)  pen 
B)  dog collar 
C)  teeth whitening 
D)  marketing class 
E)  literacy 
A)  pen 
B)  dog collar 
C)  teeth whitening 
D)  marketing class 
E)  literacy

Question 11

What do the U.S. Forest Service, the Connecticut Department of Social Services, and the Phoenix Fire Department have in common?

Accepted Answer

A)  They are all privately owned companies. 
B)  None fit on the service continuum. 
C)  They never experience idle production capacity. 
D)  Capacity management is not an issue for these organizations. 
E)  They are all government agency service providers. 
A)  They are all privately owned companies. 
B)  None fit on the service continuum. 
C)  They never experience idle production capacity. 
D)  Capacity management is not an issue for these organizations. 
E)  They are all government agency service providers.

Question 12

A situation that occurs when a service provider is available but there is no demand is referred to as

Accepted Answer

A)  off-peak pricing. 
B)  idle production capacity. 
C)  static demand. 
D)  capacity management. 
E)  excess inventory. 
A)  off-peak pricing. 
B)  idle production capacity. 
C)  static demand. 
D)  capacity management. 
E)  excess inventory.

Question 13

A discontinuous innovation is a product that

Accepted Answer

A)  disrupts consumers' normal routine but does not require totally new learning. 
B)  requires no new learning by consumers. 
C)  is not purchased by innovators and early adopters. 
D)  initiates obsolescence of a product class. 
E)  requires consumers to learn entirely new patterns of behavior and product usage. 
A)  disrupts consumers' normal routine but does not require totally new learning. 
B)  requires no new learning by consumers. 
C)  is not purchased by innovators and early adopters. 
D)  initiates obsolescence of a product class. 
E)  requires consumers to learn entirely new patterns of behavior and product usage.

Question 14

Which of the following statements about test marketing is most accurate?

Accepted Answer

A)  Test marketing is less common for consumer packaged goods compared with other types of products. 
B)  Test marketing is a risk-free way to expose potential customers to new products. 
C)  The three main kinds of test markets are standard, controlled, and simulated. 
D)  Simulated test markets are most likely to alert competitors to a firm's plans. 
E)  Standard test markets are the least expensive and fastest type. 
A)  Test marketing is less common for consumer packaged goods compared with other types of products. 
B)  Test marketing is a risk-free way to expose potential customers to new products. 
C)  The three main kinds of test markets are standard, controlled, and simulated. 
D)  Simulated test markets are most likely to alert competitors to a firm's plans. 
E)  Standard test markets are the least expensive and fastest type.

Question 15

Mr. Clean is an antibacterial cleaning liquid for home use. If Procter & Gamble (P&G), the manufacturer of Mr. Clean, added Mr. Clean Magic Eraser Bath Scrubber to the Mr. Clean product line, it would be seen by P&G as

Accepted Answer

A)  a discontinuous innovation. 
B)  a new product from the company's perspective because it is a product line extension. 
C)  a high-risk product mix extension because it is new to the market. 
D)  new by the Federal Trade Commission for the usual one-year period. 
E)  not a new product because it does not represent a different SKU. 
A)  a discontinuous innovation. 
B)  a new product from the company's perspective because it is a product line extension. 
C)  a high-risk product mix extension because it is new to the market. 
D)  new by the Federal Trade Commission for the usual one-year period. 
E)  not a new product because it does not represent a different SKU.

Question 16

Services can be classified by

Accepted Answer

A)  their method of delivery. 
B)  their use of idle capacity time. 
C)  the nature of their ownership. 
D)  their location on perceptual maps. 
E)  organizational reach. 
A)  their method of delivery. 
B)  their use of idle capacity time. 
C)  the nature of their ownership. 
D)  their location on perceptual maps. 
E)  organizational reach.

Question 17

Services incorporate the four I's of product marketing. How would each of these four elements apply to a stock brokerage service?

Accepted Answer

The four unique elements of services are

Question 18

The categories for people-based services include

Accepted Answer

A)  volunteers, skilled operators, and professionals. 
B)  unskilled labor, skilled labor, and professionals. 
C)  unskilled operators, unskilled labor, and skilled labor. 
D)  automated, skilled operators, and unskilled labor. 
E)  automated, skilled operators, and professionals. 
A)  volunteers, skilled operators, and professionals. 
B)  unskilled labor, skilled labor, and professionals. 
C)  unskilled operators, unskilled labor, and skilled labor. 
D)  automated, skilled operators, and unskilled labor. 
E)  automated, skilled operators, and professionals.

Question 19

A 3M researcher worked with university students to develop the Post-it® Flag Highlighter. When his team evaluated the technical feasibility of the proposed design and determined whether the idea met the firm's objectives set earlier, at which stage of the new-product process was this product?

Accepted Answer

A)  idea generation 
B)  screening and evaluation 
C)  business analysis 
D)  new-product strategy development 
E)  concept testing 
A)  idea generation 
B)  screening and evaluation 
C)  business analysis 
D)  new-product strategy development 
E)  concept testing

Question 20

Open innovation helps organizations overcome ________, one of the organizational inertias common in new-product failures.

Accepted Answer

A)  groupthink 
B)  intelligent failures 
C)  incomplete protocols 
D)  NIH barriers 
E)  bad timing 
A)  groupthink 
B)  intelligent failures 
C)  incomplete protocols 
D)  NIH barriers 
E)  bad timing

Describe the three ways services can be classified.

In marketing, ________ is a thought that leads to a product or action.

Among business products, supplies usually consist of

In the early 1900s, your great-great-grandfather probably purchased his first automobile. After years of driving a horse and buggy, he got into his new car and drove it into his new garage. The new automobile was an example of

Figure 9-3 -According to Figure 9-3 above, column A represents

One reason new products fail is that although most major corporations use a formal decision making process, sometimes they fail to critically evaluate the progress along the way. This is why many firms have a ________ to ensure that problems are corrected before proceeding to the next stage.

Idea generation is the stage in the new-product development process that

Which type of consumer product is often very expensive, purchased infrequently, and takes an extensive amount of time to make the purchase decision?

Which of the following is considered an idea?

What do the U.S. Forest Service, the Connecticut Department of Social Services, and the Phoenix Fire Department have in common?

A situation that occurs when a service provider is available but there is no demand is referred to as

A discontinuous innovation is a product that

Which of the following statements about test marketing is most accurate?

Mr. Clean is an antibacterial cleaning liquid for home use. If Procter & Gamble (P&G), the manufacturer of Mr. Clean, added Mr. Clean Magic Eraser Bath Scrubber to the Mr. Clean product line, it would be seen by P&G as

Services can be classified by

Services incorporate the four I's of product marketing. How would each of these four elements apply to a stock brokerage service?

The categories for people-based services include

A 3M researcher worked with university students to develop the Post-it® Flag Highlighter. When his team evaluated the technical feasibility of the proposed design and determined whether the idea met the firm's objectives set earlier, at which stage of the new-product process was this product?

Open innovation helps organizations overcome ________, one of the organizational inertias common in new-product failures.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Implementing Interactive and Multichannel Marketing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Filters

Exam 9: Developing New Products and Services

Describe the three ways services can be classified.

In marketing, ________ is a thought that leads to a product or action.

Among business products, supplies usually consist of

In the early 1900s, your great-great-grandfather probably purchased his first automobile. After years of driving a horse and buggy, he got into his new car and drove it into his new garage. The new automobile was an example of

Figure 9-3 -According to Figure 9-3 above, column A represents

One reason new products fail is that although most major corporations use a formal decision making process, sometimes they fail to critically evaluate the progress along the way. This is why many firms have a ________ to ensure that problems are corrected before proceeding to the next stage.

Idea generation is the stage in the new-product development process that

Which type of consumer product is often very expensive, purchased infrequently, and takes an extensive amount of time to make the purchase decision?

Which of the following is considered an idea?

What do the U.S. Forest Service, the Connecticut Department of Social Services, and the Phoenix Fire Department have in common?

A situation that occurs when a service provider is available but there is no demand is referred to as

A discontinuous innovation is a product that

Which of the following statements about test marketing is most accurate?

Mr. Clean is an antibacterial cleaning liquid for home use. If Procter & Gamble (P&G), the manufacturer of Mr. Clean, added Mr. Clean Magic Eraser Bath Scrubber to the Mr. Clean product line, it would be seen by P&G as

Services can be classified by

Services incorporate the four I's of product marketing. How would each of these four elements apply to a stock brokerage service?

The categories for people-based services include

A 3M researcher worked with university students to develop the Post-it® Flag Highlighter. When his team evaluated the technical feasibility of the proposed design and determined whether the idea met the firm's objectives set earlier, at which stage of the new-product process was this product?

Open innovation helps organizations overcome ________, one of the organizational inertias common in new-product failures.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Managing Successful Products, Services, and Brands

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Implementing Interactive and Multichannel Marketing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Filters