Question 1

The more ____ involved with delivering a service, the greater the degree of heterogeneity.

Accepted Answer

A)  mechanical efforts 
B)  phone contact 
C)  perishability 
D)  tangibility 
E)  human labor 
A)  mechanical efforts 
B)  phone contact 
C)  perishability 
D)  tangibility 
E)  human labor

Question 2

Donald saw an advertisement for a local gym on the television. During the ad, there were images of the gym, its equipment, and its staff. This ad was most likely designed with the goal of

Accepted Answer

A)  making the intangible aspects of the gym more tangible 
B)  showing that the gym's staff was highly trained 
C)  depicting the gym as being a good value for its customers 
D)  showing how happy Donald would be as a member of the gym 
E)  appealing to the gym's general publics 
A)  making the intangible aspects of the gym more tangible 
B)  showing that the gym's staff was highly trained 
C)  depicting the gym as being a good value for its customers 
D)  showing how happy Donald would be as a member of the gym 
E)  appealing to the gym's general publics

Question 3

Concept testing gives reliable feedback, but at a relatively high cost.

Accepted Answer

A) True 
 B)False

Question 4

Firms marketing a quality product that generates strong sales can afford to keep expenses down by eliminating new-product development.

Accepted Answer

A) True 
 B)False

Question 5

Because services are intangible by nature, marketers should downplay the tangibles associated with a particular service (such as facilities or employees).

Accepted Answer

A) True 
 B)False

Question 6

The three major ways to modify a product include

Accepted Answer

A)  aesthetic, quality, and functional changes. 
B)  extensions, generations, and upgrades. 
C)  color, size, and quantity modifications. 
D)  styling, product features, and product design. 
E)  quality, quantity, and design. 
A)  aesthetic, quality, and functional changes. 
B)  extensions, generations, and upgrades. 
C)  color, size, and quantity modifications. 
D)  styling, product features, and product design. 
E)  quality, quantity, and design.

Question 7

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

Accepted Answer

A)  the company's prices are higher than the competition's. 
B)  the company introduces a new product. 
C)  consumers are willing to pay for product support services. 
D)  consumers perceive all products in a market to have essentially the same quality, design, and features. 
E)  the quality of the company's products is inferior to the quality of competing products. 
A)  the company's prices are higher than the competition's. 
B)  the company introduces a new product. 
C)  consumers are willing to pay for product support services. 
D)  consumers perceive all products in a market to have essentially the same quality, design, and features. 
E)  the quality of the company's products is inferior to the quality of competing products.

Question 8

How does the promotion of services differ from the promotion of goods?

Accepted Answer

The intangibility of services results in

Question 9

Time spent in test marketing can benefit a firm's competitors.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is the best example of a functional modification?

Accepted Answer

A)  Campbell's puts more of a higher-grade chicken in its classic chicken noodle soup. 
B)  A smoke alarm is modified to be more sensitive to smoke at farther distances. 
C)  Motorola uses a battery that allows its cell phones to charge back up more quickly. 
D)  The manufacturer of the primer and sealer, Kilz, introduces an odorless variety. 
E)  Friskies changes the ingredients in its cat food to a taste that is preferred by most cats. 
A)  Campbell's puts more of a higher-grade chicken in its classic chicken noodle soup. 
B)  A smoke alarm is modified to be more sensitive to smoke at farther distances. 
C)  Motorola uses a battery that allows its cell phones to charge back up more quickly. 
D)  The manufacturer of the primer and sealer, Kilz, introduces an odorless variety. 
E)  Friskies changes the ingredients in its cat food to a taste that is preferred by most cats.

Question 11

Explain how the characteristics of services affect the development and management of marketing mixes.

Accepted Answer

The characteristics of services create a

Question 12

Madeline runs a local ice cream stand and is developing a new type of ice cream sundae. She just sent a press release to the local newspaper and updated her website with information about the new sundae. Based on this information, Madeline is most likely in the _____ stage of the new-product development cycle.

Accepted Answer

A)  screening 
B)  commercialization 
C)  business analysis 
D)  concept testing 
E)  product development 
A)  screening 
B)  commercialization 
C)  business analysis 
D)  concept testing 
E)  product development

Question 13

Which of the following is the best definition of product features?

Accepted Answer

A)  The things a product does that provide benefits to the customer 
B)  Mechanical efforts or activities a company provides that add value to a product 
C)  Specific design characteristics that allow a product to perform certain tasks 
D)  How a product is conceived, planned, and produced with the necessary functions 
E)  The physical appearance of a product 
A)  The things a product does that provide benefits to the customer 
B)  Mechanical efforts or activities a company provides that add value to a product 
C)  Specific design characteristics that allow a product to perform certain tasks 
D)  How a product is conceived, planned, and produced with the necessary functions 
E)  The physical appearance of a product

Question 14

The product deletion process is similar to the ____ step of the new-product development process because both involve deciding whether the product should be in the product mix based on an assessment of sales, costs, and profits.

Accepted Answer

A)  idea generation 
B)  screening 
C)  product development 
D)  test marketing 
E)  business analysis 
A)  idea generation 
B)  screening 
C)  product development 
D)  test marketing 
E)  business analysis

Question 15

Quality modifications never seek to reduce product quality.

Accepted Answer

A) True 
 B)False

Question 16

Lowry Lawn Supplies manufactures lawn mowers and other lawn care products. Their latest lawn mower comes with blades that incorporate new technology that allows them to last five times longer than typical blades. The lawn mower also includes a comfort grip that is easier to hold and an updated style available in a variety of colors. Lowry Lawn Supplies is most likely differentiating itself through _____ with its blades and through _____ with its handle and styling.

Accepted Answer

A)  durability; style 
B)  quality; design 
C)  design; attractiveness 
D)  customer focus; design 
E)  quality; comfort 
A)  durability; style 
B)  quality; design 
C)  design; attractiveness 
D)  customer focus; design 
E)  quality; comfort

Question 17

____ is the development of a product that is closely related to one or more products in a firm's existing product line but is designed specifically to meet somewhat different customer needs.

Accepted Answer

A)  Quality modification 
B)  Line extension 
C)  Aesthetic modification 
D)  Feature modification 
E)  Product mix modification 
A)  Quality modification 
B)  Line extension 
C)  Aesthetic modification 
D)  Feature modification 
E)  Product mix modification

Question 18

Lashawna is a concert promoter who works for singer Kanye West. She works very hard to make sure most of Kanye's concerts are sold out because she understands the concept of perishability, which means

Accepted Answer

A)  because the concert is not tangible, customers will have a difficult time judging its quality in advance. 
B)  the production of the concert and the consumption of the concert by the fans cannot be separated so tickets must be sold. 
C)  a high level of interaction will exist between the customers and the musicians, which makes the customers' presence necessary. 
D)  that if the tickets are not sold, seats will remain empty and they can never be sold to anyone again. 
E)  that each concert is different and customers will miss a unique experience if they are not present at the concert. 
A)  because the concert is not tangible, customers will have a difficult time judging its quality in advance. 
B)  the production of the concert and the consumption of the concert by the fans cannot be separated so tickets must be sold. 
C)  a high level of interaction will exist between the customers and the musicians, which makes the customers' presence necessary. 
D)  that if the tickets are not sold, seats will remain empty and they can never be sold to anyone again. 
E)  that each concert is different and customers will miss a unique experience if they are not present at the concert.

Question 19

A genuinely new product - like the iPhone once was - offers

Accepted Answer

A)  lower prices than existing products. 
B)  at least two new product features. 
C)  innovative benefits to consumers. 
D)  better value than existing products. 
E)  at least two new product features at a lower price. 
A)  lower prices than existing products. 
B)  at least two new product features. 
C)  innovative benefits to consumers. 
D)  better value than existing products. 
E)  at least two new product features at a lower price.

Question 20

Test marketing is a sample launching of the entire marketing mix.

Accepted Answer

A) True 
 B)False

The more ____ involved with delivering a service, the greater the degree of heterogeneity.

Donald saw an advertisement for a local gym on the television. During the ad, there were images of the gym, its equipment, and its staff. This ad was most likely designed with the goal of

Concept testing gives reliable feedback, but at a relatively high cost.

Firms marketing a quality product that generates strong sales can afford to keep expenses down by eliminating new-product development.

Because services are intangible by nature, marketers should downplay the tangibles associated with a particular service (such as facilities or employees).

The three major ways to modify a product include

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

How does the promotion of services differ from the promotion of goods?

Time spent in test marketing can benefit a firm's competitors.

Which of the following is the best example of a functional modification?

Explain how the characteristics of services affect the development and management of marketing mixes.

Which of the following is the best definition of product features?

The product deletion process is similar to the ____ step of the new-product development process because both involve deciding whether the product should be in the product mix based on an assessment of sales, costs, and profits.

Quality modifications never seek to reduce product quality.

____ is the development of a product that is closely related to one or more products in a firm's existing product line but is designed specifically to meet somewhat different customer needs.

Lashawna is a concert promoter who works for singer Kanye West. She works very hard to make sure most of Kanye's concerts are sold out because she understands the concept of perishability, which means

A genuinely new product - like the iPhone once was - offers

Test marketing is a sample launching of the entire marketing mix.

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product, Branding, and Packing Concepts

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters

Exam 11: Developing and Managing Goods and Services

The more ____ involved with delivering a service, the greater the degree of heterogeneity.

Donald saw an advertisement for a local gym on the television. During the ad, there were images of the gym, its equipment, and its staff. This ad was most likely designed with the goal of

Concept testing gives reliable feedback, but at a relatively high cost.

Firms marketing a quality product that generates strong sales can afford to keep expenses down by eliminating new-product development.

Because services are intangible by nature, marketers should downplay the tangibles associated with a particular service (such as facilities or employees).

The three major ways to modify a product include

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

How does the promotion of services differ from the promotion of goods?

Time spent in test marketing can benefit a firm's competitors.

Which of the following is the best example of a functional modification?

Explain how the characteristics of services affect the development and management of marketing mixes.

Which of the following is the best definition of product features?

The product deletion process is similar to the ____ step of the new-product development process because both involve deciding whether the product should be in the product mix based on an assessment of sales, costs, and profits.

Quality modifications never seek to reduce product quality.

____ is the development of a product that is closely related to one or more products in a firm's existing product line but is designed specifically to meet somewhat different customer needs.

Lashawna is a concert promoter who works for singer Kanye West. She works very hard to make sure most of Kanye's concerts are sold out because she understands the concept of perishability, which means

A genuinely new product - like the iPhone once was - offers

Test marketing is a sample launching of the entire marketing mix.

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Product, Branding, and Packing Concepts

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters