Question 1

Product support services are important mainly for products that are mechanical in nature.

Accepted Answer

A) True 
 B)False

Question 2

All of the following are elements of the inseparability characteristic of services except that

Accepted Answer

A) consumers are involved in production. 
B) centralized mass production is difficult. 
C) consumption and production are simultaneous. 
D) many services cannot be performed without the customer being present. 
E) services are easy to standardize and control. 
A) consumers are involved in production. 
B) centralized mass production is difficult. 
C) consumption and production are simultaneous. 
D) many services cannot be performed without the customer being present. 
E) services are easy to standardize and control.

Question 3

Changes that affect the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics are called ____ modifications.

Accepted Answer

A) aesthetic 
B) functional 
C) operational 
D) quality 
E) feature 
A) aesthetic 
B) functional 
C) operational 
D) quality 
E) feature

Question 4

Test marketing should be conducted when a product has been given a low probability of success.

Accepted Answer

A) True 
 B)False

Question 5

Meghara Roberts is an accountant at General Mills. However, she is currently working with a group to determine the feasibility of a new brand of hot breakfast cereal. After the product is launched, Meghara will return to the accounting department. Her present position can be described as a

Accepted Answer

A) product manager. 
B) brand manager. 
C) consulting team member. 
D) member of a venture team. 
E) market account manager. 
A) product manager. 
B) brand manager. 
C) consulting team member. 
D) member of a venture team. 
E) market account manager.

Question 6

Services delivered through machinery such as computer kiosks, ATMs, and vending machines can reduce the ____ that comes from increased contact with human employees.

Accepted Answer

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

Question 7

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 8

A genuinely new product, like the iPhone once was, offers

Accepted Answer

A) lower prices than existing products. 
B) at least two new product features. 
C) innovative benefits to consumers. 
D) better value than existing products. 
E) at least two new product features at a lower price. 
A) lower prices than existing products. 
B) at least two new product features. 
C) innovative benefits to consumers. 
D) better value than existing products. 
E) at least two new product features at a lower price.

Question 9

A run-out policy of product deletion

Accepted Answer

A) lets the product decline without changing the product strategy. 
B) is an immediate-drop decision. 
C) exploits any strengths left in the product. 
D) raises the price of the product continually to secure as much profit as possible before the product is priced out of the market. 
E) occurs when production cannot keep pace with demand because of material shortages. 
A) lets the product decline without changing the product strategy. 
B) is an immediate-drop decision. 
C) exploits any strengths left in the product. 
D) raises the price of the product continually to secure as much profit as possible before the product is priced out of the market. 
E) occurs when production cannot keep pace with demand because of material shortages.

Question 10

Saresh owns the Change Now, a salon specializing in the unique hair needs of minority populations. Recently, Saresh has been trying to improve the quality of service received by his customers. However, he has experienced difficulty in finding ways to standardize and control the salon's quality of service. Saresh's problem illustrates which of the following unique features of service?

Accepted Answer

A) Intangibility 
B) Inseparability 
C) Perishability 
D) Heterogeneity 
E) Marketability 
A) Intangibility 
B) Inseparability 
C) Perishability 
D) Heterogeneity 
E) Marketability

Question 11

Compare and contrast line extensions and product modifications.

Accepted Answer

A line extension is the development of a

Question 12

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

Accepted Answer

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

Question 13

____ is the development of a product that is closely related to one or more products in a firm's existing product line but is designed specifically to meet somewhat different customer needs.

Accepted Answer

A) Quality modification 
B) Line extension 
C) Aesthetic modification 
D) Feature modification 
E) Product mix modification 
A) Quality modification 
B) Line extension 
C) Aesthetic modification 
D) Feature modification 
E) Product mix modification

Question 14

When marketers at Nabisco met with groups of young adults to identify the types of snacks that young people want, they were engaging in which phase of new-product development?

Accepted Answer

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

Question 15

______________ refers to how a product is conceived, planned, and produced.

Accepted Answer

A) Product differentiation 
B) Level of quality 
C) Product positioning 
D) Product features 
E) Product design 
A) Product differentiation 
B) Level of quality 
C) Product positioning 
D) Product features 
E) Product design

Question 16

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

Accepted Answer

A) distribution. 
B) tangible elements. 
C) management expectations. 
D) price. 
E) customer expectations. 
A) distribution. 
B) tangible elements. 
C) management expectations. 
D) price. 
E) customer expectations.

Question 17

Lindsay's company plans to release a new version of its signature television set. This television will have more advanced features, including better sound quality and high definition. They plan to discontinue the older version once this newer version is launched. This is an example of a

Accepted Answer

A) brand extension. 
B) aesthetic modification. 
C) line extension. 
D) product modification. 
E) perceptual change. 
A) brand extension. 
B) aesthetic modification. 
C) line extension. 
D) product modification. 
E) perceptual change.

Question 18

Warranties and customer training are examples of customer services.

Accepted Answer

A) True 
 B)False

Question 19

Brand and product managers operate cross-functionally.

Accepted Answer

A) True 
 B)False

Question 20

Your company has a product that is struggling in its market. However, the product appears to have some strength left that can be exploited. Which of the following product deletion actions would be most appropriate for the product?

Accepted Answer

A) Increase the price and implement a run-out strategy. 
B) Immediately drop the product. 
C) Increase the marketing for the product and gradually phase it out. 
D) Reduce the price and implement a run-out strategy. 
E) Increase the marketing expenditures on the product and implement a run-out strategy. 
A) Increase the price and implement a run-out strategy. 
B) Immediately drop the product. 
C) Increase the marketing for the product and gradually phase it out. 
D) Reduce the price and implement a run-out strategy. 
E) Increase the marketing expenditures on the product and implement a run-out strategy.

Product support services are important mainly for products that are mechanical in nature.

All of the following are elements of the inseparability characteristic of services except that

Changes that affect the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics are called ____ modifications.

Test marketing should be conducted when a product has been given a low probability of success.

Meghara Roberts is an accountant at General Mills. However, she is currently working with a group to determine the feasibility of a new brand of hot breakfast cereal. After the product is launched, Meghara will return to the accounting department. Her present position can be described as a

Services delivered through machinery such as computer kiosks, ATMs, and vending machines can reduce the ____ that comes from increased contact with human employees.

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 genuinely new product, like the iPhone once was, offers

A run-out policy of product deletion

Compare and contrast line extensions and product modifications.

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

____ is the development of a product that is closely related to one or more products in a firm's existing product line but is designed specifically to meet somewhat different customer needs.

When marketers at Nabisco met with groups of young adults to identify the types of snacks that young people want, they were engaging in which phase of new-product development?

______________ refers to how a product is conceived, planned, and produced.

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

Lindsay's company plans to release a new version of its signature television set. This television will have more advanced features, including better sound quality and high definition. They plan to discontinue the older version once this newer version is launched. This is an example of a

Warranties and customer training are examples of customer services.

Brand and product managers operate cross-functionally.

Your company has a product that is struggling in its market. However, the product appears to have some strength left that can be exploited. Which of the following product deletion actions would be most appropriate for the product?

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

Product support services are important mainly for products that are mechanical in nature.

All of the following are elements of the inseparability characteristic of services except that

Changes that affect the sensory appeal of a product by altering its taste, texture, sound, smell, or visual characteristics are called ____ modifications.

Test marketing should be conducted when a product has been given a low probability of success.

Meghara Roberts is an accountant at General Mills. However, she is currently working with a group to determine the feasibility of a new brand of hot breakfast cereal. After the product is launched, Meghara will return to the accounting department. Her present position can be described as a

Services delivered through machinery such as computer kiosks, ATMs, and vending machines can reduce the ____ that comes from increased contact with human employees.

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 genuinely new product, like the iPhone once was, offers

A run-out policy of product deletion

Compare and contrast line extensions and product modifications.

Symbols such as the Travelers' Financial Services umbrella are designed to help customers overcome the ____ of services.

____ is the development of a product that is closely related to one or more products in a firm's existing product line but is designed specifically to meet somewhat different customer needs.

When marketers at Nabisco met with groups of young adults to identify the types of snacks that young people want, they were engaging in which phase of new-product development?

______________ refers to how a product is conceived, planned, and produced.

Compared to goods marketers, services providers are more likely to promote performance documentation, availability, guarantees, and

Lindsay's company plans to release a new version of its signature television set. This television will have more advanced features, including better sound quality and high definition. They plan to discontinue the older version once this newer version is launched. This is an example of a

Warranties and customer training are examples of customer services.

Brand and product managers operate cross-functionally.

Your company has a product that is struggling in its market. However, the product appears to have some strength left that can be exploited. Which of the following product deletion actions would be most appropriate for the product?

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