Question 1

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

Accepted Answer

Product positioning refers to the decisi

Question 2

If Jason Carter, product manager at SeaRay Boats, became aware that Bass Boats, Inc., was in the process of test marketing a new line of shallow-water fishing boats in the southeast region, he might want to engage in ____ to reduce the validity of the other firm's results.

Accepted Answer

A)  testing interference 
B)  leadership pricing 
C)  jamming 
D)  test marketing 
E)  stress marketing 
A)  testing interference 
B)  leadership pricing 
C)  jamming 
D)  test marketing 
E)  stress marketing

Question 3

List and explain the six distinguishing characteristics of service products. Then discuss some of the marketing issues and problems associated with each characteristic

Accepted Answer

Services have six basic characteristics:

Question 4

Seth recently purchased a new Brunswick Billiards table for his recreation room. The next day after delivery, Seth noticed a problem with the way one of the pockets was strung. Since it was a weekend, he didn't expect to have it repaired. However, when he called the store to leave a message, someone answered the phone. She gave Seth a number where he could call a repair representative who would come straight to Seth's house within an hour. Brunswick Billards is most likely differentiating itself through

Accepted Answer

A)  support of its level of quality. 
B)  product support services. 
C)  a help line feature. 
D)  product features. 
E)  customer requests. 
A)  support of its level of quality. 
B)  product support services. 
C)  a help line feature. 
D)  product features. 
E)  customer requests.

Question 5

The fact the services cannot be inventoried and then sold at a later date is called

Accepted Answer

A)  intangibility. 
B)  heterogeneity. 
C)  inseparability. 
D)  perishability. 
E)  nonstorability. 
A)  intangibility. 
B)  heterogeneity. 
C)  inseparability. 
D)  perishability. 
E)  nonstorability.

Question 6

Troy is a service provider for a low-contact type of service. Which of the services below is Troy most likely to provide?

Accepted Answer

A)  Childcare 
B)  Website design 
C)  Health care 
D)  Auto detailing 
E)  Personal trainer 
A)  Childcare 
B)  Website design 
C)  Health care 
D)  Auto detailing 
E)  Personal trainer

Question 7

The education a student gets is an example of the intangibility of services.

Accepted Answer

A) True 
 B)False

Question 8

Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of

Accepted Answer

A)  perishability. 
B)  heterogeneity. 
C)  inseparability. 
D)  intangibility. 
E)  customer contact. 
A)  perishability. 
B)  heterogeneity. 
C)  inseparability. 
D)  intangibility. 
E)  customer contact.

Question 9

Which of the following statements is true about organizational structures for managing products?

Accepted Answer

A)  A product manager is responsible for several distinct products which make up a group. 
B)  Brand managers do not operate cross-functionally in an organization. 
C)  Market managers are responsible for managing multiple brands 
D)  Product managers do not operate cross-functionally in an organization. 
E)  A brand manager is responsible for a product line. 
A)  A product manager is responsible for several distinct products which make up a group. 
B)  Brand managers do not operate cross-functionally in an organization. 
C)  Market managers are responsible for managing multiple brands 
D)  Product managers do not operate cross-functionally in an organization. 
E)  A brand manager is responsible for a product line.

Question 10

Functional modifications usually require that the product be

Accepted Answer

A)  less specific. 
B)  limited to its functions. 
C)  more appealing. 
D)  more technical. 
E)  redesigned. 
A)  less specific. 
B)  limited to its functions. 
C)  more appealing. 
D)  more technical. 
E)  redesigned.

Question 11

Why is it often difficult for organizations to delete products?

Accepted Answer

Most organizations find it difficult to

Question 12

Elizabeth from marketing, Manuel from finance, Tony from production, Cynthia from engineering, and Alexandra from research and development were put together by their company to develop a new low-calorie, high-nutrition snack treat. These five people are a(n) ____ at their company.

Accepted Answer

A)  venture team 
B)  SWOT team 
C)  brand management group 
D)  idea generation group 
E)  product positioning group 
A)  venture team 
B)  SWOT team 
C)  brand management group 
D)  idea generation group 
E)  product positioning group

Question 13

Josh Bowman, of U.S. Hospital Supply Corporation, has responsibility for managing the marketing activities for products aimed at nursing homes and extended care facilities. Josh's job is that of a(n)

Accepted Answer

A)  product manager. 
B)  area manager. 
C)  director of operations. 
D)  market manager. 
E)  sales coordinator. 
A)  product manager. 
B)  area manager. 
C)  director of operations. 
D)  market manager. 
E)  sales coordinator.

Question 14

During the commercialization phase of new-product development, plans for full-scale manufacturing and marketing are refined and settled.

Accepted Answer

A) True 
 B)False

Question 15

Identify and describe the three major ways to modify existing products, and give an example of each.

Accepted Answer

There are three major ways to modify pro

Question 16

Many cellular phone plans contain a certain number of anytime minutes and then either significantly more or even unlimited night and weekend minutes. This is an example of

Accepted Answer

A)  time-based pricing. 
B)  off-peak demand. 
C)  demand-based pricing. 
D)  time dependence pricing. 
E)  bundled costing. 
A)  time-based pricing. 
B)  off-peak demand. 
C)  demand-based pricing. 
D)  time dependence pricing. 
E)  bundled costing.

Question 17

Which of the following service providers are most likely to use demand-based pricing?

Accepted Answer

A)  Dentists 
B)  Lawyers 
C)  Doctors 
D)  Hair stylists 
E)  Cruise ships 
A)  Dentists 
B)  Lawyers 
C)  Doctors 
D)  Hair stylists 
E)  Cruise ships

Question 18

Designing a product that customers perceive as different from competing products is an example of product differentiation.

Accepted Answer

A) True 
 B)False

Question 19

If the manufacturer of Cool Whip were to introduce a chocolate-flavored Cool Whip and still continue to produce all of its other Cool Whip products, this would be an example of

Accepted Answer

A)  a brand extension. 
B)  line extension. 
C)  functional modification. 
D)  quality modification. 
E)  a new-to-the-world product. 
A)  a brand extension. 
B)  line extension. 
C)  functional modification. 
D)  quality modification. 
E)  a new-to-the-world product.

Question 20

A first class airline ticket offers a ____ service of transportation as well as ____ services of drink and food service, special boarding rights, and extra customer service.

Accepted Answer

A)  primary; secondary 
B)  core; supplementary 
C)  bundled; extra 
D)  complementary; main 
E)  major; minor 
A)  primary; secondary 
B)  core; supplementary 
C)  bundled; extra 
D)  complementary; main 
E)  major; minor

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

If Jason Carter, product manager at SeaRay Boats, became aware that Bass Boats, Inc., was in the process of test marketing a new line of shallow-water fishing boats in the southeast region, he might want to engage in ____ to reduce the validity of the other firm's results.

List and explain the six distinguishing characteristics of service products. Then discuss some of the marketing issues and problems associated with each characteristic

The fact the services cannot be inventoried and then sold at a later date is called

Troy is a service provider for a low-contact type of service. Which of the services below is Troy most likely to provide?

The education a student gets is an example of the intangibility of services.

Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of

Which of the following statements is true about organizational structures for managing products?

Functional modifications usually require that the product be

Why is it often difficult for organizations to delete products?

Elizabeth from marketing, Manuel from finance, Tony from production, Cynthia from engineering, and Alexandra from research and development were put together by their company to develop a new low-calorie, high-nutrition snack treat. These five people are a(n) ____ at their company.

Josh Bowman, of U.S. Hospital Supply Corporation, has responsibility for managing the marketing activities for products aimed at nursing homes and extended care facilities. Josh's job is that of a(n)

During the commercialization phase of new-product development, plans for full-scale manufacturing and marketing are refined and settled.

Identify and describe the three major ways to modify existing products, and give an example of each.

Many cellular phone plans contain a certain number of anytime minutes and then either significantly more or even unlimited night and weekend minutes. This is an example of

Which of the following service providers are most likely to use demand-based pricing?

Designing a product that customers perceive as different from competing products is an example of product differentiation.

If the manufacturer of Cool Whip were to introduce a chocolate-flavored Cool Whip and still continue to produce all of its other Cool Whip products, this would be an example of

A first class airline ticket offers a service of transportation as well as services of drink and food service, special boarding rights, and extra customer service.

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

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

If Jason Carter, product manager at SeaRay Boats, became aware that Bass Boats, Inc., was in the process of test marketing a new line of shallow-water fishing boats in the southeast region, he might want to engage in ____ to reduce the validity of the other firm's results.

List and explain the six distinguishing characteristics of service products. Then discuss some of the marketing issues and problems associated with each characteristic

The fact the services cannot be inventoried and then sold at a later date is called

Troy is a service provider for a low-contact type of service. Which of the services below is Troy most likely to provide?

The education a student gets is an example of the intangibility of services.

Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of

Which of the following statements is true about organizational structures for managing products?

Functional modifications usually require that the product be

Why is it often difficult for organizations to delete products?

Elizabeth from marketing, Manuel from finance, Tony from production, Cynthia from engineering, and Alexandra from research and development were put together by their company to develop a new low-calorie, high-nutrition snack treat. These five people are a(n) ____ at their company.

Josh Bowman, of U.S. Hospital Supply Corporation, has responsibility for managing the marketing activities for products aimed at nursing homes and extended care facilities. Josh's job is that of a(n)

During the commercialization phase of new-product development, plans for full-scale manufacturing and marketing are refined and settled.

Identify and describe the three major ways to modify existing products, and give an example of each.

Many cellular phone plans contain a certain number of anytime minutes and then either significantly more or even unlimited night and weekend minutes. This is an example of

Which of the following service providers are most likely to use demand-based pricing?

Designing a product that customers perceive as different from competing products is an example of product differentiation.

If the manufacturer of Cool Whip were to introduce a chocolate-flavored Cool Whip and still continue to produce all of its other Cool Whip products, this would be an example of

A first class airline ticket offers a ____ service of transportation as well as ____ services of drink and food service, special boarding rights, and extra customer service.

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

A first class airline ticket offers a service of transportation as well as services of drink and food service, special boarding rights, and extra customer service.