Question 1

Which of the following is the best example of a high-contact service?

Accepted Answer

A) Appliance repair 
B) Newspaper delivery 
C) Dog training 
D) Interior decorating 
E) Plastic surgery 
A) Appliance repair 
B) Newspaper delivery 
C) Dog training 
D) Interior decorating 
E) Plastic surgery

Question 2

Intangible cues are used to provide customers with some assurance of service quality.

Accepted Answer

A) True 
 B)False

Question 3

Production and consumption of services must simultaneously occur due to the ____ characteristic of services.

Accepted Answer

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

Question 4

Top managers at Cincinnati Microwave believe that they have a successful working prototype of their new radar detector and plan to go directly to regional commercialization of the new product. In this instance, they are contemplating skipping the ____ phase of the new-product development process.

Accepted Answer

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

Question 5

Green Care 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. Green Care 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 6

You are in the new product development process for a new consumer electronics product. So far, everything has been very positive, and you are starting to believe this product might be a blockbuster. As you prepare for the next stage of the process, you are concerned that your competition might try to "jam" your new product by increasing promotional activities for their own products. More importantly, you are concerned that these competitors might try to copy your product as you move into this next stage. Which of the following stages of the new-product development process are you about to enter?

Accepted Answer

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

Question 7

A ____ is responsible for a product, product line, or several distinct products in an interrelated group within an organization.

Accepted Answer

A) product marketer 
B) brand manager 
C) market manager 
D) product manager 
E) line manager 
A) product marketer 
B) brand manager 
C) market manager 
D) product manager 
E) line manager

Question 8

Changes that affect a product's versatility, effectiveness, convenience, or safety are called ____ modifications.

Accepted Answer

A) functional 
B) formal 
C) aesthetic 
D) quality 
E) package 
A) functional 
B) formal 
C) aesthetic 
D) quality 
E) package

Question 9

PepsiCo has a new flavor of soft drink that it wants to test to determine reactions of probable buyers. Which of the following test-market characteristics would be least useful to PepsiCo when testing the new soft drink?

Accepted Answer

A) There are research and audit services available. 
B) Retailers would be cooperative. 
C) Testing efforts would not be easily jammed by competitors. 
D) Tourism is a major industry in the area. 
E) The city has stable year-round sales of soft drinks. 
A) There are research and audit services available. 
B) Retailers would be cooperative. 
C) Testing efforts would not be easily jammed by competitors. 
D) Tourism is a major industry in the area. 
E) The city has stable year-round sales of soft drinks.

Question 10

The major drawback to using aesthetic modifications is

Accepted Answer

A) the cost of the modifications. 
B) that the value of the modification is determined subjectively. 
C) the need for redesign of the product. 
D) a possible decrease in market share. 
E) that there is no differentiation for the product in the market. 
A) the cost of the modifications. 
B) that the value of the modification is determined subjectively. 
C) the need for redesign of the product. 
D) a possible decrease in market share. 
E) that there is no differentiation for the product in the market.

Question 11

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

Accepted Answer

A) is perceived as a failure by top management. 
B) is reviewed negatively by a systematic review board. 
C) increases production costs and decreases profits. 
D) no longer responds to promotional efforts. 
E) no longer satisfies a sufficient number of customers. 
A) is perceived as a failure by top management. 
B) is reviewed negatively by a systematic review board. 
C) increases production costs and decreases profits. 
D) no longer responds to promotional efforts. 
E) no longer satisfies a sufficient number of customers.

Question 12

Client-based relationships are least likely to be developed by

Accepted Answer

A) appliance repairmen. 
B) accountants. 
C) beauticians. 
D) orthodontists. 
E) psychiatrists. 
A) appliance repairmen. 
B) accountants. 
C) beauticians. 
D) orthodontists. 
E) psychiatrists.

Question 13

Sadie 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, Sadie 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 14

What are the three primary ways that marketers deliver services?

Accepted Answer

A) Over the phone, online, or in-person 
B) Continuously, periodically, or on demand 
C) At the customer's home, in-person, or by telecommunications 
D) Through service centers, delivery vehicles, or the mail 
E) Service facilities, customer's home, or from a distance 
A) Over the phone, online, or in-person 
B) Continuously, periodically, or on demand 
C) At the customer's home, in-person, or by telecommunications 
D) Through service centers, delivery vehicles, or the mail 
E) Service facilities, customer's home, or from a distance

Question 15

When a theater entices customers to see movies during the daytime by offering tickets at a reduced price, it is trying to solve the services marketing problem of

Accepted Answer

A) inseparability. 
B) intangibility. 
C) customer contact. 
D) off-peak demand. 
E) heterogeneity. 
A) inseparability. 
B) intangibility. 
C) customer contact. 
D) off-peak demand. 
E) heterogeneity.

Question 16

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to

Accepted Answer

A) deliver on these promises and risk financial losses and the success of the company. 
B) promise less than they can actually deliver and keep customers away. 
C) make the appearance of their facilities consistent with their promises to customers. 
D) promise too much and cause customer expectations beyond what they can deliver. 
E) make the quality of their services too tangible in the eyes of the customer. 
A) deliver on these promises and risk financial losses and the success of the company. 
B) promise less than they can actually deliver and keep customers away. 
C) make the appearance of their facilities consistent with their promises to customers. 
D) promise too much and cause customer expectations beyond what they can deliver. 
E) make the quality of their services too tangible in the eyes of the customer.

Question 17

Positioning to avoid competition may be best when the product's performance characteristics do not differ significantly from competing brands.

Accepted Answer

A) True 
 B)False

Question 18

Luhan is a product manager for a major electronics company. His current project is the development and introduction of a new smartphone. Since there are a number of smartphones currently out on the market, Luhan is concerned about product failure. Currently, Luhan and his team are in the screening phase of the new product development process. Has his team already passed the phase that is best able to measure the product failure concern?

Accepted Answer

A) Yes, the best phase is the idea screening phase. 
B) Yes, the best phase is the concept testing phase. 
C) No, the best phase is the business analysis phase. 
D) Yes, the best phase is the test marketing phase. 
E) No, the best phase is the test marketing phase. 
A) Yes, the best phase is the idea screening phase. 
B) Yes, the best phase is the concept testing phase. 
C) No, the best phase is the business analysis phase. 
D) Yes, the best phase is the test marketing phase. 
E) No, the best phase is the test marketing phase.

Question 19

A group of managers has been assigned the task of developing a new product. They are now in the process of assessing several ideas to determine whether they are consistent with the firm's overall objectives and resources. The managers are at what stage of the new-product development process?

Accepted Answer

A) Business analysis 
B) Product testing 
C) Idea generation 
D) Commercialization 
E) Screening 
A) Business analysis 
B) Product testing 
C) Idea generation 
D) Commercialization 
E) Screening

Question 20

Jenner is a product manager at Kenmore. He learned that one of his competitors, Bosch, was engaging in a product test of a new dishwasher. He decided to lower prices on his Kenmore dishwashers in Bosch's test market area in order to _____ the test program.

Accepted Answer

A) end 
B) stimulate 
C) jam 
D) scramble 
E) screen 
A) end 
B) stimulate 
C) jam 
D) scramble 
E) screen

Which of the following is the best example of a high-contact service?

Intangible cues are used to provide customers with some assurance of service quality.

Production and consumption of services must simultaneously occur due to the ____ characteristic of services.

Top managers at Cincinnati Microwave believe that they have a successful working prototype of their new radar detector and plan to go directly to regional commercialization of the new product. In this instance, they are contemplating skipping the ____ phase of the new-product development process.

A ____ is responsible for a product, product line, or several distinct products in an interrelated group within an organization.

Changes that affect a product's versatility, effectiveness, convenience, or safety are called ____ modifications.

PepsiCo has a new flavor of soft drink that it wants to test to determine reactions of probable buyers. Which of the following test-market characteristics would be least useful to PepsiCo when testing the new soft drink?

The major drawback to using aesthetic modifications is

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

Client-based relationships are least likely to be developed by

What are the three primary ways that marketers deliver services?

When a theater entices customers to see movies during the daytime by offering tickets at a reduced price, it is trying to solve the services marketing problem of

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to

Positioning to avoid competition may be best when the product's performance characteristics do not differ significantly from competing brands.

A group of managers has been assigned the task of developing a new product. They are now in the process of assessing several ideas to determine whether they are consistent with the firm's overall objectives and resources. The managers are at what stage of the new-product development process?

Jenner is a product manager at Kenmore. He learned that one of his competitors, Bosch, was engaging in a product test of a new dishwasher. He decided to lower prices on his Kenmore dishwashers in Bosch's test market area in order to _____ the test program.

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

Which of the following is the best example of a high-contact service?

Intangible cues are used to provide customers with some assurance of service quality.

Production and consumption of services must simultaneously occur due to the ____ characteristic of services.

Top managers at Cincinnati Microwave believe that they have a successful working prototype of their new radar detector and plan to go directly to regional commercialization of the new product. In this instance, they are contemplating skipping the ____ phase of the new-product development process.

A ____ is responsible for a product, product line, or several distinct products in an interrelated group within an organization.

Changes that affect a product's versatility, effectiveness, convenience, or safety are called ____ modifications.

PepsiCo has a new flavor of soft drink that it wants to test to determine reactions of probable buyers. Which of the following test-market characteristics would be least useful to PepsiCo when testing the new soft drink?

The major drawback to using aesthetic modifications is

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

Client-based relationships are least likely to be developed by

What are the three primary ways that marketers deliver services?

When a theater entices customers to see movies during the daytime by offering tickets at a reduced price, it is trying to solve the services marketing problem of

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to

Positioning to avoid competition may be best when the product's performance characteristics do not differ significantly from competing brands.

A group of managers has been assigned the task of developing a new product. They are now in the process of assessing several ideas to determine whether they are consistent with the firm's overall objectives and resources. The managers are at what stage of the new-product development process?

Jenner is a product manager at Kenmore. He learned that one of his competitors, Bosch, was engaging in a product test of a new dishwasher. He decided to lower prices on his Kenmore dishwashers in Bosch's test market area in order to _____ the test program.

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