Question 1

As Tara works on the prototype of a new action-oriented computer game, she is engaging in which phase of the new-product development process?

Accepted Answer

A) Idea generation 
B) Commercialization 
C) Test marketing 
D) Screening 
E) Product development 
A) Idea generation 
B) Commercialization 
C) Test marketing 
D) Screening 
E) Product development

Question 2

Run-outs are usually taken for technologically obsolete products as a form of product deletion.

Accepted Answer

A) True 
 B)False

Question 3

Explain the role of "promises" and "trust" in the successful marketing of a service.

Accepted Answer

The characteristic of intangibility make

Question 4

One way service businesses communicate a higher level of service quality to their customers is by having their employees be clean, sharp looking, and dressed in appropriate uniforms. This is a way to address the ____ characteristic of services.

Accepted Answer

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

Question 5

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 that 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 that 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 6

By installing automated check-in kiosks in some airports, airlines have increased production capacity and reduced the number of personnel. This results in a decrease in

Accepted Answer

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

Question 7

The members of a venture team come from

Accepted Answer

A) the marketing department. 
B) a consulting firm. 
C) the research and development department. 
D) the production and finance departments. 
E) different functional areas of an organization. 
A) the marketing department. 
B) a consulting firm. 
C) the research and development department. 
D) the production and finance departments. 
E) different functional areas of an organization.

Question 8

Discuss the advantages and problems associated with test marketing.

Accepted Answer

Test marketing provides several benefits

Question 9

The intangibility aspect of a service means that

Accepted Answer

A) there is a lack of perceived quality compared to a tangible good. 
B) unused capacity cannot be stockpiled or inventoried for later use. 
C) consumers may have a problem evaluating service offerings. 
D) services are not produced at the same time they are consumed. 
E) services are not labor-intensive. 
A) there is a lack of perceived quality compared to a tangible good. 
B) unused capacity cannot be stockpiled or inventoried for later use. 
C) consumers may have a problem evaluating service offerings. 
D) services are not produced at the same time they are consumed. 
E) services are not labor-intensive.

Question 10

Coca-Cola has expanded to Diet Coke, Cherry Coke, and Caffeine-free Coke, to name a few. These are examples of

Accepted Answer

A) product modifications. 
B) functional modifications. 
C) aesthetic modifications. 
D) line extensions. 
E) product lining. 
A) product modifications. 
B) functional modifications. 
C) aesthetic modifications. 
D) line extensions. 
E) product lining.

Question 11

Balancing the supply and demand of services can be done by keeping service prices the same regardless of the time of day, week, or year.

Accepted Answer

A) True 
 B)False

Question 12

Compared with other phases of the new-product development process, the largest number of new-product ideas is rejected during the ____ phase.

Accepted Answer

A) idea generation 
B) concept testing 
C) business analysis 
D) screening 
E) test marketing 
A) idea generation 
B) concept testing 
C) business analysis 
D) screening 
E) test marketing

Question 13

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 14

Tony is a service provider for a low-contact type of service. Which of the services below is Tony 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 15

High-contact services are very expensive to deliver because they are equipment-intensive.

Accepted Answer

A) True 
 B)False

Question 16

The following organizational approaches accomplish tasks necessary to develop and manage products: product manager approach, and the ____ approach.

Accepted Answer

A) brand manager 
B) functional team 
C) multiproduct manager 
D) special projects 
E) venture team 
A) brand manager 
B) functional team 
C) multiproduct manager 
D) special projects 
E) venture team

Question 17

Head-to-head positioning can be appropriate even when the price is higher.

Accepted Answer

A) True 
 B)False

Question 18

Test marketing is an extension of the product screening process.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following services falls closest to the middle of the tangibility continuum?

Accepted Answer

A) College education 
B) Dinner at the Olive Garden 
C) A new Ford Escape 
D) A custom built yacht 
E) A trip to Brazil 
A) College education 
B) Dinner at the Olive Garden 
C) A new Ford Escape 
D) A custom built yacht 
E) A trip to Brazil

Question 20

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

Accepted Answer

A) customize their services to meet unique individual needs. 
B) hold down the cost of providing services to customers. 
C) create standardized packages that will appeal to many customers. 
D) offer the same service as all of their competitors. 
E) develop relationship marketing with their customers. 
A) customize their services to meet unique individual needs. 
B) hold down the cost of providing services to customers. 
C) create standardized packages that will appeal to many customers. 
D) offer the same service as all of their competitors. 
E) develop relationship marketing with their customers.

As Tara works on the prototype of a new action-oriented computer game, she is engaging in which phase of the new-product development process?

Run-outs are usually taken for technologically obsolete products as a form of product deletion.

Explain the role of "promises" and "trust" in the successful marketing of a service.

One way service businesses communicate a higher level of service quality to their customers is by having their employees be clean, sharp looking, and dressed in appropriate uniforms. This is a way to address the ____ characteristic of services.

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

By installing automated check-in kiosks in some airports, airlines have increased production capacity and reduced the number of personnel. This results in a decrease in

The members of a venture team come from

Discuss the advantages and problems associated with test marketing.

The intangibility aspect of a service means that

Coca-Cola has expanded to Diet Coke, Cherry Coke, and Caffeine-free Coke, to name a few. These are examples of

Balancing the supply and demand of services can be done by keeping service prices the same regardless of the time of day, week, or year.

Compared with other phases of the new-product development process, the largest number of new-product ideas is rejected during the ____ phase.

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

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

High-contact services are very expensive to deliver because they are equipment-intensive.

The following organizational approaches accomplish tasks necessary to develop and manage products: product manager approach, and the ____ approach.

Head-to-head positioning can be appropriate even when the price is higher.

Test marketing is an extension of the product screening process.

Which of the following services falls closest to the middle of the tangibility continuum?

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

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

As Tara works on the prototype of a new action-oriented computer game, she is engaging in which phase of the new-product development process?

Run-outs are usually taken for technologically obsolete products as a form of product deletion.

Explain the role of "promises" and "trust" in the successful marketing of a service.

One way service businesses communicate a higher level of service quality to their customers is by having their employees be clean, sharp looking, and dressed in appropriate uniforms. This is a way to address the ____ characteristic of services.

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

By installing automated check-in kiosks in some airports, airlines have increased production capacity and reduced the number of personnel. This results in a decrease in

The members of a venture team come from

Discuss the advantages and problems associated with test marketing.

The intangibility aspect of a service means that

Coca-Cola has expanded to Diet Coke, Cherry Coke, and Caffeine-free Coke, to name a few. These are examples of

Balancing the supply and demand of services can be done by keeping service prices the same regardless of the time of day, week, or year.

Compared with other phases of the new-product development process, the largest number of new-product ideas is rejected during the ____ phase.

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

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

High-contact services are very expensive to deliver because they are equipment-intensive.

The following organizational approaches accomplish tasks necessary to develop and manage products: product manager approach, and the ____ approach.

Head-to-head positioning can be appropriate even when the price is higher.

Test marketing is an extension of the product screening process.

Which of the following services falls closest to the middle of the tangibility continuum?

The heterogeneity characteristic of services provides marketers with tremendous opportunity to

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