Exam 11: Product Concepts

A product need not be a physical product.

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

Sales usually start to decline during the ____ stage of the product life cycle.

When a business finds itself squeezed out of a market for a product or loses interest in that product, it is a sign of being in the ____ stage of the product life cycle.

Which of the following is not a stage in the buyer's product adoption process?

One company markets such diverse products as Rosarita Mexican foods, Max Factor cosmetics, and Samsonite luggage. These various offerings exhibit this firm's product mix

For each product life cycle stage, discuss the strategic implications.

The marketing mix should be left alone during the maturity stage of the product life cycle; tampering with it may bring an early death to the product.

Scenario 11.1 Use the following to answer the questions. Gillette shaving razors were first manufactured in 1895. Over the years, Gillette made improvements on their razors offering many "firsts" such as the Mach3, the Sensor, and the Fusion. For many years, women were forced to use razors designed primarily for men, but often marketed to women by offering them in different colors and with minimal modifications. In 1998 Gillette developed the Venus razor, based on the Mach3 but made specifically for women. Gillette promoted the Venus razor heavily, with television ads and other forms of media. The Gillette product line, now owned by Procter & Gamble, continues to introduce new versions of the Venus, such as the Venus Embrace, which has additional blades and other modifications. -Refer to Scenario 11.1. Shaving razors fall into which of the following classification of consumer products?

Shannon Hill needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and chose a flight on Southwest Air Lines because, for a similar price to other airlines, it had a better reputation for service. For Shannon, this flight is an example of which type of product?

Procter & Gamble has a wider product mix than does Baskin Robbins.

Brunswick's bowling balls, bowling bags, and shoes are individual product ____ for this sporting goods manufacturer.

A firm with a product in the decline stage of the product life cycle may decide to gradually reduce marketing expenditures and realign its marketing mix to one that requires fewer resources. This approach is called

The first adopters of a product are the innovators.

Use of the product is the most important means of distinguishing consumer products from business products.

The buyer's intent can determine whether an item is classified as a consumer or a business product.

Unfinished furniture is considered to be a convenience product because it is relatively inexpensive.

Grand Resorts Hawaii has just celebrated its first profit since opening two years ago. Grand Resorts Hawaii is most likely in the ____ stage of the product life cycle.

The width of a product mix refers to the number of generic products offered by a company.

When Jones' Soda launched its Turkey Gravy flavored soda, it was hoping to take advantage of the short-lived clear-products fad. By the time it launched the soda, the fad for quirky soda flavors had already waned, and customers were no longer clamoring for these type of products. The reason this product failed is