Question 1

Products that are purchased by the ultimate consumer are referred to as

Accepted Answer

A) generic products. 
B) end user goods. 
C) personal items. 
D) merchandise. 
E) consumer products. 
A) generic products. 
B) end user goods. 
C) personal items. 
D) merchandise. 
E) consumer products.

Question 2

Explain the differences in promotion between convenience, shopping, specialty, and unsought products.

Accepted Answer

Promotion for convenience products would

Question 3

A full-scale operating model of the product or service under development is referred to as a

Accepted Answer

A) sample. 
B) framework. 
C) template. 
D) prototype. 
E) blueprint. 
A) sample. 
B) framework. 
C) template. 
D) prototype. 
E) blueprint.

Question 4

If a firm used IRI's BehaviorScan service to track sales of a new product made to a panel of consumers and to assess the effectiveness of advertising and other promotion tactics, what type of test market is this?

Accepted Answer

A) laboratory test market 
B) concept test market 
C) simulated test market 
D) controlled test market 
E) standard test market 
A) laboratory test market 
B) concept test market 
C) simulated test market 
D) controlled test market 
E) standard test market

Question 5

Which of the following statements about test marketing is most accurate?

Accepted Answer

A) Test marketing is especially useful for new services. 
B) Expensive consumer products must be test marketed in as many locations as possible. 
C) Test marketing involves exposing actual products to prospective consumers under realistic purchase conditions to see if they will buy. 
D) Test marketing is essential for new, expensive industrial products such as jet engines. 
E) Standard test markets are the least expensive and fastest type. 
A) Test marketing is especially useful for new services. 
B) Expensive consumer products must be test marketed in as many locations as possible. 
C) Test marketing involves exposing actual products to prospective consumers under realistic purchase conditions to see if they will buy. 
D) Test marketing is essential for new, expensive industrial products such as jet engines. 
E) Standard test markets are the least expensive and fastest type.

Question 6

Ideally, before a new product or service is developed, a firm should have a precise protocol, which is a statement that identifies: (1) a well-defined target market; (2) __________; and (3) what the product or service will be and do to satisfy consumers.

Accepted Answer

A) a clear plan for distribution 
B) specific customers' needs, wants, and preferences 
C) an analysis of potential competitors' products or services 
D) a precise budget of how much can be spent for the marketing program 
E) clear financial goals and expectations 
A) a clear plan for distribution 
B) specific customers' needs, wants, and preferences 
C) an analysis of potential competitors' products or services 
D) a precise budget of how much can be spent for the marketing program 
E) clear financial goals and expectations

Question 7

After the new owner purchased a fully equipped yogurt factory, it took a yogurt master a year and a half to come up with the perfect formulation for Chobani Greek Yogurt. The most likely stage of the new-product process during which this time was spent is

Accepted Answer

A) development. 
B) market testing. 
C) idea generation. 
D) screening and evaluation. 
E) business analysis. 
A) development. 
B) market testing. 
C) idea generation. 
D) screening and evaluation. 
E) business analysis.

Question 8

Microsoft introduced its Zune player a few years after Apple launched its iPod and other competitors had offered their new MP3 players. Zune sales were very disappointing and Microsoft eventually killed the product. According to the textbook, the primary reason for the Zune's failure was due in large part to

Accepted Answer

A) bad timing. 
B) not satisfying customer needs on critical factors. 
C) poor product quality. 
D) an insignificant point of difference. 
E) incomplete market and product protocol. 
A) bad timing. 
B) not satisfying customer needs on critical factors. 
C) poor product quality. 
D) an insignificant point of difference. 
E) incomplete market and product protocol.

Question 9

Which of the following new products is the best example of the lowest level of risk from the company's point of view?

Accepted Answer

A) adding Ball Park Beef Franks with Cheese to the Ball Park Franks line 
B) moving from production of landline telephones to smartphones 
C) marketing the first Apple computer 
D) changing the formula from Coca-Cola to New Coke and then back to Coca-Cola Classic 
E) offering online marketing classes rebranded under a new college name 
A) adding Ball Park Beef Franks with Cheese to the Ball Park Franks line 
B) moving from production of landline telephones to smartphones 
C) marketing the first Apple computer 
D) changing the formula from Coca-Cola to New Coke and then back to Coca-Cola Classic 
E) offering online marketing classes rebranded under a new college name

Question 10

Fifty percent or more of American adults have not had their teeth checked by a dentist within the past five years. For these people, dental services would most likely be classified as

Accepted Answer

A) a shopping product. 
B) a convenience product. 
C) a specialty product. 
D) an unsought product. 
E) a business product. 
A) a shopping product. 
B) a convenience product. 
C) a specialty product. 
D) an unsought product. 
E) a business product.

Question 11

A general review of possible marketing and product synergies, economic analysis, and cannibalization potential would all take place during which stage of the new-product development process?

Accepted Answer

A) business analysis 
B) screening and evaluation 
C) new-product strategy development 
D) development 
E) These activities are addressed at every stage except new-product strategy development. 
A) business analysis 
B) screening and evaluation 
C) new-product strategy development 
D) development 
E) These activities are addressed at every stage except new-product strategy development.

Question 12

Brainstorming sessions at IDEO can generate as many as __________ ideas for products in an hour.

Accepted Answer

A) 10 
B) 25 
C) 50 
D) 100 
E) 200 
A) 10 
B) 25 
C) 50 
D) 100 
E) 200

Question 13

All of the different product lines offered by an organization are collectively referred to as a

Accepted Answer

A) product class. 
B) product mix. 
C) product SKUs. 
D) marketing mix. 
E) target mix. 
A) product class. 
B) product mix. 
C) product SKUs. 
D) marketing mix. 
E) target mix.

Question 14

Services are

Accepted Answer

A) the tangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
B) the activities provided to complement a tangible good, such as technical support for a computer. 
C) the intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
D) any activity required for the production of a good that cannot be completed "in-house" and must be outsourced to another firm. 
E) the human (nonmechanical) component that is part of the manufacturing process. 
A) the tangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
B) the activities provided to complement a tangible good, such as technical support for a computer. 
C) the intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
D) any activity required for the production of a good that cannot be completed "in-house" and must be outsourced to another firm. 
E) the human (nonmechanical) component that is part of the manufacturing process.

Question 15

One of the eight primary marketing-related reasons for new-product failure is

Accepted Answer

A) the product is too innovative. 
B) a competitor with a similar product withdrew from the market. 
C) the product is too socially controversial. 
D) poor product quality. 
E) the product was marketed as a new product but it did not meet the legal definition of new. 
A) the product is too innovative. 
B) a competitor with a similar product withdrew from the market. 
C) the product is too socially controversial. 
D) poor product quality. 
E) the product was marketed as a new product but it did not meet the legal definition of new.

Question 16

There are seven stages of the new-product development process. The stage of the new-product development process that defines the role for a new product in terms of the firm's overall objectives is the __________ stage.

Accepted Answer

A) idea generation 
B) screening and evaluation 
C) screening and analysis 
D) new-product strategy development 
E) product assessment 
A) idea generation 
B) screening and evaluation 
C) screening and analysis 
D) new-product strategy development 
E) product assessment

Question 17

Occasionally, a firm's Stage 1 product development activities can be blind-sided by a revolutionary new product or technology that completely disrupts its business, which is sometimes called a

Accepted Answer

A) marketing opportunity. 
B) disruptive innovation. 
C) business threat. 
D) crowdsourcing. 
E) concept test. 
A) marketing opportunity. 
B) disruptive innovation. 
C) business threat. 
D) crowdsourcing. 
E) concept test.

Question 18

Kimberly-Clark developed its Avert Virucidal tissues that contained vitamin C derivatives, which were scientifically designed to kill cold and flu germs when users sneezed, coughed, or blew their noses into them. Unfortunately, people didn't believe the claim and were frightened by the "cidal" in the brand name. The reason for this product failure was

Accepted Answer

A) an insignificant point of difference. 
B) too little market attractiveness. 
C) poor execution of the marketing mix. 
D) poor product quality. 
E) incomplete market and product protocol. 
A) an insignificant point of difference. 
B) too little market attractiveness. 
C) poor execution of the marketing mix. 
D) poor product quality. 
E) incomplete market and product protocol.

Question 19

Industrial services are support products that include items such as

Accepted Answer

A) stationery, paper clips, and brooms. 
B) tools and office equipment. 
C) buildings and fixed equipment. 
D) raw materials and component parts. 
E) maintenance, repair, and legal services. 
A) stationery, paper clips, and brooms. 
B) tools and office equipment. 
C) buildings and fixed equipment. 
D) raw materials and component parts. 
E) maintenance, repair, and legal services.

Question 20

The relationship between a product line and product mix is

Accepted Answer

A) product mixes include product lines. 
B) product lines include product mixes. 
C) product lines refer to consumer products; product mixes refer to business products. 
D) product mixes refer to consumer products; product lines refer to industrial products. 
E) there is no significant difference other than minor product variations of color, size, or form. 
A) product mixes include product lines. 
B) product lines include product mixes. 
C) product lines refer to consumer products; product mixes refer to business products. 
D) product mixes refer to consumer products; product lines refer to industrial products. 
E) there is no significant difference other than minor product variations of color, size, or form.

Exam 10: Developing New Products and Services

Products that are purchased by the ultimate consumer are referred to as

Explain the differences in promotion between convenience, shopping, specialty, and unsought products.

A full-scale operating model of the product or service under development is referred to as a

If a firm used IRI's BehaviorScan service to track sales of a new product made to a panel of consumers and to assess the effectiveness of advertising and other promotion tactics, what type of test market is this?

Which of the following statements about test marketing is most accurate?

Ideally, before a new product or service is developed, a firm should have a precise protocol, which is a statement that identifies: (1) a well-defined target market; (2) __________; and (3) what the product or service will be and do to satisfy consumers.

After the new owner purchased a fully equipped yogurt factory, it took a yogurt master a year and a half to come up with the perfect formulation for Chobani Greek Yogurt. The most likely stage of the new-product process during which this time was spent is

Which of the following new products is the best example of the lowest level of risk from the company's point of view?

Fifty percent or more of American adults have not had their teeth checked by a dentist within the past five years. For these people, dental services would most likely be classified as

A general review of possible marketing and product synergies, economic analysis, and cannibalization potential would all take place during which stage of the new-product development process?

Brainstorming sessions at IDEO can generate as many as __________ ideas for products in an hour.

All of the different product lines offered by an organization are collectively referred to as a

Services are

One of the eight primary marketing-related reasons for new-product failure is

There are seven stages of the new-product development process. The stage of the new-product development process that defines the role for a new product in terms of the firm's overall objectives is the __________ stage.

Occasionally, a firm's Stage 1 product development activities can be blind-sided by a revolutionary new product or technology that completely disrupts its business, which is sometimes called a

Industrial services are support products that include items such as

The relationship between a product line and product mix is

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation Targeting and Positioning

Managing Successful Products Services and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising Sales Promotion and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Financial Aspects of Marketing

Building an Effective Marketing Plan

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