Exam 12: Developing and Managing Products

Changes that affect the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics are called ____ modifications.

To differentiate their products, companies sometimes emphasize the product support services that they offer. This is especially true when

Describe product positioning. List and explain the bases for positioning.

Quality modifications are changes that relate to a product's

Your company makes personal hygiene products for young men. Your product line includes deodorants and shaving products. You are responsible for managing the company's relationships with the major retailers in the western U.S. region. In a recent meeting with a store manager, you noticed young men selecting the company's deodorant product, then moving down the aisle to select a competitor's body wash product. As you think about it more, it makes perfect sense that a young man buying deodorant would also be interested in a body wash product. Your company currently does not make a body wash product. Based on your in-store observations, which of the following product management actions would you recommend to take advantage of this deodorant and body wash linkage?

Automobile makers rely heavily on aesthetic modifications.

Your company has a product that is struggling in its market. However, the product appears to have some strength left that can be exploited. Which of the following product deletion actions would be most appropriate for the product?

Scenario 12.1 Use the following to answer the questions. Cheetos Fat-free Crunchies is a product developed through advanced technology. Cheetos engineered a technique for making reduced-fat snacks that taste cheesier and stay fresh longer. Cheetos introduced Fat-free Crunchies in limited markets in 2012 and began national distribution in 2013. About 18 months later, a series of competitors' ads was run claiming that Cheetos Crunchies actually contained 1.5 grams of fat, and that they contained preservatives and additives. Research showed that the taste of Cheetos Crunchies was also perceived negatively by some people. To save the product, Cheetos reduced the remaining fat to 0 grams, took out the preservatives, and improved the taste. Refer to Scenario 12.1. In 2012, Cheetos was in which phase of new-product development?

Break-even analysis is a tool that marketers are likely to employ during the ____ stage of the new-product development process.

Compare and contrast a product manager and a brand manager.

One disadvantage of test marketing a new product is that

The run-out approach to product deletion is used for technologically obsolete products.

The ability of a product to provide the same level of quality over time is called

Discuss the major approaches that marketers use to differentiate their products.

Joseph has developed a detailed description of a new product as well as an illustration, and he has asked a small sample of customers to read the product description and give feedback. With this step completed, Joseph is now examining whether this new product will fit well with the company's current product mix, whether demand is high enough to begin developing the product, and whether the product is likely to increase the firm's profitability. Joseph is most likely in the ______________ stage of the product development process.

A complex product development process, including an extensive business analysis to determine the possibility of success, are hallmarks of a

Daryl is interested in determining how customers consider his firm's dietary products compared with its competitors. He begins surveying customers and asking them to state what they think about the products and brands in the dietary industry based on the dimensions of effectiveness and affordability. He will use this feedback to create "ideal points" for what consumers desire in dietary products. He will then compare these "ideal points" with his firm's products as well as other brands in the industry to see how they measure up. Daryl is engaging in

Run-outs are usually taken for technologically obsolete products as a form of product deletion.

Quality modifications never seek to reduce product quality.

The manager at an engine manufacturer has asked a venture team to develop a more improved version of its most popular engine. Currently, the members of the venture team are brainstorming ways to improve the engine so that it better serves its target market. It decides to send customers surveys asking them what features they would like to see in a new engine. The venture team is most likely in the _________________ stage of product development.