Question 1

The marketing of durable goods often emphasizes which of the following elements of the promotional mix?

Accepted Answer

A)  sales promotion 
B)  personal selling 
C)  advertising 
D)  public relations 
E)  direct marketing 
A)  sales promotion 
B)  personal selling 
C)  advertising 
D)  public relations 
E)  direct marketing

Question 2

The inventory costs for airlines is high because they

Accepted Answer

A)  use a straight salary compensation plan for the large numbers of flight attendants. 
B)  have high-salaried pilots and very expensive equipment. 
C)  allow baggage personnel to work overtime. 
D)  decrease the number of workdays per week, but increase the hours per day. 
E)  use a commission compensation system for their reservationists. 
A)  use a straight salary compensation plan for the large numbers of flight attendants. 
B)  have high-salaried pilots and very expensive equipment. 
C)  allow baggage personnel to work overtime. 
D)  decrease the number of workdays per week, but increase the hours per day. 
E)  use a commission compensation system for their reservationists.

Question 3

Installations, accessory equipment, supplies, and industrial services used to assist in producing other products and services are referred to as

Accepted Answer

A)  components. 
B)  parts. 
C)  production goods. 
D)  raw materials. 
E)  support products. 
A)  components. 
B)  parts. 
C)  production goods. 
D)  raw materials. 
E)  support products.

Question 4

Development is the stage of the new-product development process

Accepted Answer

A)  where initial ideas are generated and discussed. 
B)  that turns an idea on paper into a prototype. 
C)  where product characteristics and product benefits are selected. 
D)  where cross-functional team members and leaders are selected and initial tasks are assigned. 
E)  where the first version of a product enters the marketplace. 
A)  where initial ideas are generated and discussed. 
B)  that turns an idea on paper into a prototype. 
C)  where product characteristics and product benefits are selected. 
D)  where cross-functional team members and leaders are selected and initial tasks are assigned. 
E)  where the first version of a product enters the marketplace.

Question 5

Marketing Dashboard Map
-There are seven stages of the new-product development process. Stage 3 follows idea generation; it is the ________ stage.

Accepted Answer

A)  tactic generation 
B)  screening and evaluation 
C)  screening and analysis 
D)  new-product strategy development 
E)  product assessment 
A)  tactic generation 
B)  screening and evaluation 
C)  screening and analysis 
D)  new-product strategy development 
E)  product assessment

Question 6

Which of the following is most likely to be an example of an unsought product?

Accepted Answer

A)  Swagtron hoverboard 
B)  5-hour Energy shot 
C)  flight on American Airlines to Phoenix 
D)  Roget's thesaurus 
E)  Ivory soap 
A)  Swagtron hoverboard 
B)  5-hour Energy shot 
C)  flight on American Airlines to Phoenix 
D)  Roget's thesaurus 
E)  Ivory soap

Question 7

Which of the following statements about product lines is most accurate?

Accepted Answer

A)  An advantage of a narrow product line is the ability to have a greater gap between price points. 
B)  Product lines refer to consumer products; product mixes refer to industrial products. 
C)  An advantage of broad product lines is increased likelihood of access to large retail chain distribution. 
D)  A benefit of having a narrow product line is that it enables both consumers and retailers to simplify their buying decisions. 
E)  A broad product line reduces R&D costs. 
A)  An advantage of a narrow product line is the ability to have a greater gap between price points. 
B)  Product lines refer to consumer products; product mixes refer to industrial products. 
C)  An advantage of broad product lines is increased likelihood of access to large retail chain distribution. 
D)  A benefit of having a narrow product line is that it enables both consumers and retailers to simplify their buying decisions. 
E)  A broad product line reduces R&D costs.

Question 8

The emphasis of a marketing strategy for a continuous innovation concentrates on

Accepted Answer

A)  obtaining exclusive distribution. 
B)  setting a low price. 
C)  generating awareness. 
D)  using reminder advertising to reeducate consumers. 
E)  using personal selling. 
A)  obtaining exclusive distribution. 
B)  setting a low price. 
C)  generating awareness. 
D)  using reminder advertising to reeducate consumers. 
E)  using personal selling.

Question 9

From an organization's perspective regarding its new products and innovations, which of the following new-product strategies has the lowest level of risk?

Accepted Answer

A)  a radical invention 
B)  a brand extension 
C)  a product line extension 
D)  a jump in innovation 
E)  a product diversification 
A)  a radical invention 
B)  a brand extension 
C)  a product line extension 
D)  a jump in innovation 
E)  a product diversification

Question 10

Chuck is a guide for tours that take visitors to swim with Manatees in central Florida. He is a very gregarious guy with funny stories and a great way with people, so many online reviewers mention him by name and say little about the organization he works for. The reviewers' inability to see the distinction between Chuck and the tour company is an example of which unique characteristic of services?

Accepted Answer

A)  intangibility 
B)  impressionability 
C)  incongruity 
D)  inseparability 
E)  inflexibility 
A)  intangibility 
B)  impressionability 
C)  incongruity 
D)  inseparability 
E)  inflexibility

Question 11

The two main classifications of business products are

Accepted Answer

A)  durable and nondurable products. 
B)  components and support products. 
C)  tangible and intangible products. 
D)  consumer and industrial products. 
E)  derived and maintenance products. 
A)  durable and nondurable products. 
B)  components and support products. 
C)  tangible and intangible products. 
D)  consumer and industrial products. 
E)  derived and maintenance products.

Question 12

The addition of Clorox II bleach to Tide laundry detergents is an example of a

Accepted Answer

A)  discontinuous innovation. 
B)  bundled innovation. 
C)  dynamically continuous innovation. 
D)  disruptive innovation. 
E)  continuous innovation. 
A)  discontinuous innovation. 
B)  bundled innovation. 
C)  dynamically continuous innovation. 
D)  disruptive innovation. 
E)  continuous innovation.

Question 13

A product that disrupts consumers' normal routine but does not require totally new learning is a

Accepted Answer

A)  continuous innovation. 
B)  dynamically continuous innovation. 
C)  discontinuous innovation. 
D)  progressive innovation. 
E)  disruptive innovation. 
A)  continuous innovation. 
B)  dynamically continuous innovation. 
C)  discontinuous innovation. 
D)  progressive innovation. 
E)  disruptive innovation.

Question 14

Marketing dashboards are useful in measuring actual market performance versus the goals set in new-product planning, such as sales. Once shortfalls are identified, the first step would be to conduct market research to determine

Accepted Answer

A)  how to change the promotional strategy. 
B)  whether the problem is internal or external to the organization. 
C)  whether to drop or keep the failing product or market. 
D)  whether to change the goal, and therefore, the marketing metric used to measure it. 
E)  if the numbers used for evaluation in the marketing dashboard are accurate. 
A)  how to change the promotional strategy. 
B)  whether the problem is internal or external to the organization. 
C)  whether to drop or keep the failing product or market. 
D)  whether to change the goal, and therefore, the marketing metric used to measure it. 
E)  if the numbers used for evaluation in the marketing dashboard are accurate.

Question 15

In terms of promotion, which of the following consumer product types stresses product differentiation from competitors but not status?

Accepted Answer

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

Question 16

Marketing Dashboard Map
-In the marketing map above, the annual growth rate in each state is shown. There are 11 "good" states (CA, NV, AZ, NM, CO, TX, LA, MN, IL, GA, and FL) and 15 "bad" states, meaning very poor states (ID, UT, NE, IA, OH, WV, NC, PA, MD, NJ, CT, RI, VT, NH, and ME). If you were a marketing manager faced with this dashboard, which of the following would be the best action?

Accepted Answer

A)  focus on the shortfalls in Idaho and Utah 
B)  revise the relevant goals for both the East and West Coast 
C)  conduct additional market research in the Southern United States 
D)  examine your distribution system in the Northeastern United States 
E)  change the marketing metric being used to evaluate cities individually 
A)  focus on the shortfalls in Idaho and Utah 
B)  revise the relevant goals for both the East and West Coast 
C)  conduct additional market research in the Southern United States 
D)  examine your distribution system in the Northeastern United States 
E)  change the marketing metric being used to evaluate cities individually

Question 17

Compare continuous, dynamically continuous, and discontinuous innovations. Provide the marketing strategy and an example of each.

Accepted Answer

With a continuous innovation, no new lea

Question 18

The emergency room staff in Houston's largest hospital is pleasantly surprised when a four-day Fourth of July weekend brings in few accident victims for treatment. They know from experience that such public holidays usually have high rates of accidents. For the hospital's business office, the lower demand for the emergency room services means

Accepted Answer

A)  a break in the service continuum. 
B)  its services are no longer tangible. 
C)  its services can be separated from the staff. 
D)  the hospital has idle production capacity. 
E)  an opportunity for gap analysis. 
A)  a break in the service continuum. 
B)  its services are no longer tangible. 
C)  its services can be separated from the staff. 
D)  the hospital has idle production capacity. 
E)  an opportunity for gap analysis.

Question 19

At the time of its introduction, which of the following products was the best example of a continuous innovation?

Accepted Answer

A)  home security system 
B)  disposable lighter 
C)  microwave oven 
D)  electric toothbrush 
E)  video camera 
A)  home security system 
B)  disposable lighter 
C)  microwave oven 
D)  electric toothbrush 
E)  video camera

Question 20

IDEO is a company that

Accepted Answer

A)  creates innovative promotional programs for its clients' new products. 
B)  developed the formal Stage-Gate process to commercialize new products for its clients. 
C)  uses "design thinking" to develop new products for other organizations. 
D)  rates new products like Consumer Reports. 
E)  runs patent searches for companies that don't have an internal legal department. 
A)  creates innovative promotional programs for its clients' new products. 
B)  developed the formal Stage-Gate process to commercialize new products for its clients. 
C)  uses "design thinking" to develop new products for other organizations. 
D)  rates new products like Consumer Reports. 
E)  runs patent searches for companies that don't have an internal legal department.

The marketing of durable goods often emphasizes which of the following elements of the promotional mix?

The inventory costs for airlines is high because they

Installations, accessory equipment, supplies, and industrial services used to assist in producing other products and services are referred to as

Development is the stage of the new-product development process

Marketing Dashboard Map -There are seven stages of the new-product development process. Stage 3 follows idea generation; it is the ________ stage.

Which of the following is most likely to be an example of an unsought product?

Which of the following statements about product lines is most accurate?

The emphasis of a marketing strategy for a continuous innovation concentrates on

From an organization's perspective regarding its new products and innovations, which of the following new-product strategies has the lowest level of risk?

The two main classifications of business products are

The addition of Clorox II bleach to Tide laundry detergents is an example of a

A product that disrupts consumers' normal routine but does not require totally new learning is a

Marketing dashboards are useful in measuring actual market performance versus the goals set in new-product planning, such as sales. Once shortfalls are identified, the first step would be to conduct market research to determine

In terms of promotion, which of the following consumer product types stresses product differentiation from competitors but not status?

Compare continuous, dynamically continuous, and discontinuous innovations. Provide the marketing strategy and an example of each.

At the time of its introduction, which of the following products was the best example of a continuous innovation?

IDEO is a company that

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

The marketing of durable goods often emphasizes which of the following elements of the promotional mix?

The inventory costs for airlines is high because they

Installations, accessory equipment, supplies, and industrial services used to assist in producing other products and services are referred to as

Development is the stage of the new-product development process

Marketing Dashboard Map -There are seven stages of the new-product development process. Stage 3 follows idea generation; it is the ________ stage.

Which of the following is most likely to be an example of an unsought product?

Which of the following statements about product lines is most accurate?

The emphasis of a marketing strategy for a continuous innovation concentrates on

From an organization's perspective regarding its new products and innovations, which of the following new-product strategies has the lowest level of risk?

The two main classifications of business products are

The addition of Clorox II bleach to Tide laundry detergents is an example of a

A product that disrupts consumers' normal routine but does not require totally new learning is a

Marketing dashboards are useful in measuring actual market performance versus the goals set in new-product planning, such as sales. Once shortfalls are identified, the first step would be to conduct market research to determine

In terms of promotion, which of the following consumer product types stresses product differentiation from competitors but not status?

Compare continuous, dynamically continuous, and discontinuous innovations. Provide the marketing strategy and an example of each.

At the time of its introduction, which of the following products was the best example of a continuous innovation?

IDEO is a company that

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