Question 1

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

Accepted Answer

A) True 
 B)False  True

Question 2

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  False

Question 3

Early in the commercialization phase, marketers must make decisions about

Accepted Answer

A) warranties, repairs, and replacement parts. 
B) product features and break-even points. 
C) functionality, safety, and convenience. 
D) the proposed marketing mix variables. 
E) which ideas to further pursue. 
A) warranties, repairs, and replacement parts. 
B) product features and break-even points. 
C) functionality, safety, and convenience. 
D) the proposed marketing mix variables. 
E) which ideas to further pursue. A

Question 4

There is no best approach to managing products.

Accepted Answer

A) True 
 B)False

Question 5

All services suffer from heterogeneity. Explain this problem, and discuss ways that heterogeneity can occur in service delivery.

Accepted Answer

Services delivered by people are suscept

Question 6

When Eric was visiting family in California, he ate a flavor of Lay's Potato Chips that he had never seen before. When he returned home to Virginia, he could not find the flavor in any store. Which of the following reasons most likely explains why he could not find the flavor at home?

Accepted Answer

A) The flavor was being deleted through an immediate drop. 
B) The flavor was in the screening phase of the new-product development process. 
C) The chips were undergoing a repositioning. 
D) He was visiting a Lay's test market. 
E) The new flavor was going through product differentiation. 
A) The flavor was being deleted through an immediate drop. 
B) The flavor was in the screening phase of the new-product development process. 
C) The chips were undergoing a repositioning. 
D) He was visiting a Lay's test market. 
E) The new flavor was going through product differentiation.

Question 7

How can a service marketer smooth the fluctuations in demand from times of peak demand to times of off-peak demand?

Accepted Answer

Providers of time-sensitive services oft

Question 8

If Tiara O'Neal were given total marketing responsibility over Diet Cherry Coke, she would hold the position of ____ manager.

Accepted Answer

A) product 
B) sales 
C) marketing 
D) advertising 
E) brand 
A) product 
B) sales 
C) marketing 
D) advertising 
E) brand

Question 9

Sales personnel are an external source for new product ideas.

Accepted Answer

A) True 
 B)False

Question 10

Distribution of services is often more direct, even if the customer must go to the service provider's facilities.

Accepted Answer

A) True 
 B)False

Question 11

The goal of building client-based relationships is to satisfy customers so well that they become very loyal and would be unlikely to switch to competitors.

Accepted Answer

A) True 
 B)False

Question 12

A brand manager in a multiproduct firm would be responsible for

Accepted Answer

A) performance of a specific brand. 
B) all brands within a product line. 
C) branding the products of the firm. 
D) all products in the brand-line group. 
E) all brands made by the firm. 
A) performance of a specific brand. 
B) all brands within a product line. 
C) branding the products of the firm. 
D) all products in the brand-line group. 
E) all brands made by the firm.

Question 13

When Conair adds an electrical component that automatically shuts off its curling irons when they have been left on for more than one hour, this improvement would best be classified as a(n)

Accepted Answer

A) product line extension. 
B) quality modification. 
C) aesthetic modification. 
D) market extension. 
E) functional modification. 
A) product line extension. 
B) quality modification. 
C) aesthetic modification. 
D) market extension. 
E) functional modification.

Question 14

Inseparability also means that customers expect a service to be provided in a certain way by a specific person.

Accepted Answer

A) True 
 B)False

Question 15

The ability to customize services to match the specific needs of individual customers is an advantage to service marketers and may lead to standardized packages.

Accepted Answer

A) True 
 B)False

Question 16

The decision to drop a product should always be a unanimous decision of the management team.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following is the stage of the new-product development process where customers are first exposed to the new product idea?

Accepted Answer

A) Screening 
B) Concept testing 
C) Business analysis 
D) Product development 
E) Test marketing 
A) Screening 
B) Concept testing 
C) Business analysis 
D) Product development 
E) Test marketing

Question 18

Larissa 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

Lowe's differentiates its product offerings from its competition with stores like Costco's by offering delivery and installation, financing arrangements, and repairs. Lowe's is differentiating through

Accepted Answer

A) product ancillaries. 
B) company quality. 
C) customer services. 
D) company features. 
E) product features. 
A) product ancillaries. 
B) company quality. 
C) customer services. 
D) company features. 
E) product features.

Question 20

Because of a service's ____, standardization and quality are difficult to control.

Accepted Answer

A) intangibility 
B) inseparability 
C) homogeneity 
D) heterogeneity 
E) perishability 
A) intangibility 
B) inseparability 
C) homogeneity 
D) heterogeneity 
E) perishability

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

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

Early in the commercialization phase, marketers must make decisions about

There is no best approach to managing products.

All services suffer from heterogeneity. Explain this problem, and discuss ways that heterogeneity can occur in service delivery.

When Eric was visiting family in California, he ate a flavor of Lay's Potato Chips that he had never seen before. When he returned home to Virginia, he could not find the flavor in any store. Which of the following reasons most likely explains why he could not find the flavor at home?

How can a service marketer smooth the fluctuations in demand from times of peak demand to times of off-peak demand?

If Tiara O'Neal were given total marketing responsibility over Diet Cherry Coke, she would hold the position of ____ manager.

Sales personnel are an external source for new product ideas.

Distribution of services is often more direct, even if the customer must go to the service provider's facilities.

The goal of building client-based relationships is to satisfy customers so well that they become very loyal and would be unlikely to switch to competitors.

A brand manager in a multiproduct firm would be responsible for

When Conair adds an electrical component that automatically shuts off its curling irons when they have been left on for more than one hour, this improvement would best be classified as a(n)

Inseparability also means that customers expect a service to be provided in a certain way by a specific person.

The ability to customize services to match the specific needs of individual customers is an advantage to service marketers and may lead to standardized packages.

The decision to drop a product should always be a unanimous decision of the management team.

Which of the following is the stage of the new-product development process where customers are first exposed to the new product idea?

Larissa 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

Lowe's differentiates its product offerings from its competition with stores like Costco's by offering delivery and installation, financing arrangements, and repairs. Lowe's is differentiating through

Because of a service's ____, standardization and quality are difficult to control.

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 Packaging 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

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

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

Early in the commercialization phase, marketers must make decisions about

There is no best approach to managing products.

All services suffer from heterogeneity. Explain this problem, and discuss ways that heterogeneity can occur in service delivery.

When Eric was visiting family in California, he ate a flavor of Lay's Potato Chips that he had never seen before. When he returned home to Virginia, he could not find the flavor in any store. Which of the following reasons most likely explains why he could not find the flavor at home?

How can a service marketer smooth the fluctuations in demand from times of peak demand to times of off-peak demand?

If Tiara O'Neal were given total marketing responsibility over Diet Cherry Coke, she would hold the position of ____ manager.

Sales personnel are an external source for new product ideas.

Distribution of services is often more direct, even if the customer must go to the service provider's facilities.

The goal of building client-based relationships is to satisfy customers so well that they become very loyal and would be unlikely to switch to competitors.

A brand manager in a multiproduct firm would be responsible for

When Conair adds an electrical component that automatically shuts off its curling irons when they have been left on for more than one hour, this improvement would best be classified as a(n)

Inseparability also means that customers expect a service to be provided in a certain way by a specific person.

The ability to customize services to match the specific needs of individual customers is an advantage to service marketers and may lead to standardized packages.

The decision to drop a product should always be a unanimous decision of the management team.

Which of the following is the stage of the new-product development process where customers are first exposed to the new product idea?

Larissa 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

Lowe's differentiates its product offerings from its competition with stores like Costco's by offering delivery and installation, financing arrangements, and repairs. Lowe's is differentiating through

Because of a service's ____, standardization and quality are difficult to control.

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 Packaging 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