Exam 11: Developing and Managing Goods and Services

If a company is introducing a brand into a market where it already has one or more brands, it would likely choose which of the following basis for positioning the new product?

Andrea has just opened a new service business called Paws n' Claws, which provides dog grooming and doggie day care. Andrea has done research about the role dogs play in today's culture, particularly for those people who do not have children. She knows that some of these people represent a target that is urban, professional, and who travel frequently. Andrea's business is likely to have a _____ and she will probably refer to the dog owners as ___.

Scenario 11.1 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 to counter claims 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 11.1. Suppose that Cheetos stops production of Cheetos Fat-free Crunchies and sells all of its remaining inventory to a warehouse club. This would be an example of a(n)

Functional modifications help an organization achieve and maintain a progressive image.

Early in the commercialization phase, marketers must make decisions about

List and discuss the major phases of the new-product development process.

Because most services are people-based, they are susceptible to heterogeneity, or variation in demand over time.

The perishability of services means

An important question in the business analysis stage of new-product development is, "Is demand strong enough to justify entering the market and will this demand endure?"

"Is the demand strong enough?" is a question that marketers ask during the ____ phase of new-product development.

Supplementary services are the basic services that a customer expects to receive.

A service is usually offered as part of a bundled package of services with a core service and one or more ____ services.

Product deletion can best be described as the process of deleting a product from the product mix when it

If Megan Roberts were given total marketing responsibility over Diet Cherry 7Up, she would hold the position of ____ manager.

Three major ways in which marketers engage in product differentiation are

There is no way to combat the supply-demand problem associated with the perishability of services.

State and local government regulations do not affect the pricing of services.

Quality modification of an existing product aims at changing the product's safety, convenience, or versatility.

A brand manager in a multiproduct firm would be responsible for

Consistency of product quality means giving consumers the quality they expect every time they purchase a product.