Question 1

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 2

Southwest Airlines operates a daily flight between Chicago and Phoenix using a Boeing 737,which has a capacity of 120 passengers.During the past month,the flight has averaged 112 passengers.Once the plane takes off,the empty seats generate no revenue for the airline for that flight.What unique aspect of services does this situation describe?

Accepted Answer

A)  incongruity 
B)  intangibility 
C)  inconsistency 
D)  inseparability 
E)  idle production capacity 
A)  incongruity 
B)  intangibility 
C)  inconsistency 
D)  inseparability 
E)  idle production capacity

Question 3

Which of the following is the best example of a nondurable good?

Accepted Answer

A)  napkins 
B)  water heater 
C)  insurance 
D)  iPod 
E)  laser surgery 
A)  napkins 
B)  water heater 
C)  insurance 
D)  iPod 
E)  laser surgery

Question 4

The emphasis of a marketing strategy for a discontinuous innovation would most likely be to

Accepted Answer

A)  generate awareness among consumers. 
B)  advertise benefits to consumers that stress points of differentiation. 
C)  educate consumers about new consumption patterns through personal selling. 
D)  obtain widespread distribution in multiple channels. 
E)  stress price differentials from competitors' products. 
A)  generate awareness among consumers. 
B)  advertise benefits to consumers that stress points of differentiation. 
C)  educate consumers about new consumption patterns through personal selling. 
D)  obtain widespread distribution in multiple channels. 
E)  stress price differentials from competitors' products.

Question 5

What is the difference between intangibility and inseparability of services?

Accepted Answer

Intangibility refers to the fact that se

Question 6

Describe the different ways to define a product as new.

Accepted Answer

The term new in relation to a new produc

Question 7

Introducing new products sequentially into geographic areas of the United States to allow production levels and marketing activities to build up gradually to minimize the risk of new-product failure is referred to as

Accepted Answer

A)  limited rollouts. 
B)  phased rollouts. 
C)  market-product expansion. 
D)  regional rollouts. 
E)  phased commercialization. 
A)  limited rollouts. 
B)  phased rollouts. 
C)  market-product expansion. 
D)  regional rollouts. 
E)  phased commercialization.

Question 8

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.

Question 9

Compare continuous,dynamically continuous,and discontinuous innovations.Provide the marketing strategy and an example of each.

Accepted Answer

With a continuous innovation,no new lear

Question 10

Services are

Accepted Answer

A)  ideas that consist of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value. 
B)  intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
C)  philanthropic activities performed without expectations of monetary remuneration. 
D)  any intangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own. 
E)  any tangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own. 
A)  ideas that consist of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value. 
B)  intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value. 
C)  philanthropic activities performed without expectations of monetary remuneration. 
D)  any intangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own. 
E)  any tangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own.

Question 11

In terms of promotion,which of the following product types would stress price,availability,and awareness?

Accepted Answer

A)  shopping 
B)  convenience 
C)  specialty 
D)  unsought 
E)  supply 
A)  shopping 
B)  convenience 
C)  specialty 
D)  unsought 
E)  supply

Question 12

Mr.Clean is an antibacterial cleaning liquid for home use.If Procter & Gamble (P&G),the manufacturer of Mr.Clean,added Mr.Clean Magic Eraser Bath Scrubber to the Mr.Clean product line,it would be seen by P&G as

Accepted Answer

A)  a discontinuous innovation. 
B)  a new product from the company's perspective because it is a product line extension. 
C)  a high-risk product mix extension because it is new to the market. 
D)  new by the Federal Trade Commission for the usual one-year period. 
E)  not a new product because it does not represent a different SKU. 
A)  a discontinuous innovation. 
B)  a new product from the company's perspective because it is a product line extension. 
C)  a high-risk product mix extension because it is new to the market. 
D)  new by the Federal Trade Commission for the usual one-year period. 
E)  not a new product because it does not represent a different SKU.

Question 13

New-product strategy development is

Accepted Answer

A)  the stage of the new-product development process where specific product features and benefits are selected prior creating a new-product prototype. 
B)  a formalized protocol for new-product development determined by the director of marketing. 
C)  the stage of the new-product development process that defines the role for a new product in terms of the firm's overall objectives. 
D)  the process of presenting cross-functional teams with a written new-product concept statement and asking them to respond to it in writing. 
E)  the stage of the new-product development process that turns the idea on paper into a prototype, which results in a demonstrable, producible product corresponding to its protocol. 
A)  the stage of the new-product development process where specific product features and benefits are selected prior creating a new-product prototype. 
B)  a formalized protocol for new-product development determined by the director of marketing. 
C)  the stage of the new-product development process that defines the role for a new product in terms of the firm's overall objectives. 
D)  the process of presenting cross-functional teams with a written new-product concept statement and asking them to respond to it in writing. 
E)  the stage of the new-product development process that turns the idea on paper into a prototype, which results in a demonstrable, producible product corresponding to its protocol.

Question 14

A prototype is a

Accepted Answer

A)  miniature version of an actual new product used in concept testing to identify any changes that need to be made prior to its commercialization. 
B)  full-scale operating model of the product or service under development. 
C)  sample of a new product given to prospective customers and opinion leaders used to generate awareness prior to the product's commercial release. 
D)  simulated operating model of the product given to consumers to use in full-scale field testing. 
E)  digital version of a product produced in multiple shapes, colors, and sizes to determine which version of the product customers like best. 
A)  miniature version of an actual new product used in concept testing to identify any changes that need to be made prior to its commercialization. 
B)  full-scale operating model of the product or service under development. 
C)  sample of a new product given to prospective customers and opinion leaders used to generate awareness prior to the product's commercial release. 
D)  simulated operating model of the product given to consumers to use in full-scale field testing. 
E)  digital version of a product produced in multiple shapes, colors, and sizes to determine which version of the product customers like best.

Question 15

Convenience products refer to

Accepted Answer

A)  items that consumers will make special efforts to seek out and buy. 
B)  items for which consumers compare several alternatives on criteria such as price, quality, or style. 
C)  products consumers purchase frequently and with a minimum of shopping effort. 
D)  ancillary products used to make other products work more efficiently. 
E)  low-cost items for which there are numerous substitutes and generic equivalents. 
A)  items that consumers will make special efforts to seek out and buy. 
B)  items for which consumers compare several alternatives on criteria such as price, quality, or style. 
C)  products consumers purchase frequently and with a minimum of shopping effort. 
D)  ancillary products used to make other products work more efficiently. 
E)  low-cost items for which there are numerous substitutes and generic equivalents.

Question 16

An iMac personal computer from Apple can be classified according to all of the following categories except which?

Accepted Answer

A)  a business product 
B)  a nondurable good 
C)  a B2B product 
D)  a durable good 
E)  a consumer product 
A)  a business product 
B)  a nondurable good 
C)  a B2B product 
D)  a durable good 
E)  a consumer product

Question 17

The Thirsty Dog! beverage is an example of a product that failed in the marketplace.Identify and describe the reason(s)for this unique item's marketing-related product failure.

Accepted Answer

Thirsty Dog! failed because it had no ec

Question 18

Services can be classified according to whether they are

Accepted Answer

A)  national or global. 
B)  independent contractors. 
C)  privately owned or publicly owned. 
D)  delivered by people or equipment. 
E)  owned by individuals or corporations. 
A)  national or global. 
B)  independent contractors. 
C)  privately owned or publicly owned. 
D)  delivered by people or equipment. 
E)  owned by individuals or corporations.

Question 19

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications,personal needs,past experiences,and promotional activities.However,the actual experience(s)are determined by

Accepted Answer

A)  the way the organization delivers its service. 
B)  the positive reinforcement from friends, family, and peers after the service was provided. 
C)  repeat encounters with the same service provider. 
D)  psychological feelings of well-being. 
E)  a formal post-purchase evaluation or questionnaire. 
A)  the way the organization delivers its service. 
B)  the positive reinforcement from friends, family, and peers after the service was provided. 
C)  repeat encounters with the same service provider. 
D)  psychological feelings of well-being. 
E)  a formal post-purchase evaluation or questionnaire.

Question 20

Before moving out of their apartment,Kelly and Doug decided to have their carpets cleaned by Stanley Steemer,a company specializing in professional carpet cleaning.The carpet cleaners arrived on time,cleaned the carpets,and drove away in their bright yellow van.Only then did the couple see that they did a good job.Kelly and Doug were unable to judge the service before they bought it,which illustrates the __________ of services.

Accepted Answer

A)  inconsistency 
B)  inseparability 
C)  inventory costs 
D)  intangibility 
E)  interdependence 
A)  inconsistency 
B)  inseparability 
C)  inventory costs 
D)  intangibility 
E)  interdependence

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

Which of the following is the best example of a nondurable good?

The emphasis of a marketing strategy for a discontinuous innovation would most likely be to

What is the difference between intangibility and inseparability of services?

Describe the different ways to define a product as new.

Introducing new products sequentially into geographic areas of the United States to allow production levels and marketing activities to build up gradually to minimize the risk of new-product failure is referred to as

The relationship between a product line and product mix is

Compare continuous,dynamically continuous,and discontinuous innovations.Provide the marketing strategy and an example of each.

Services are

In terms of promotion,which of the following product types would stress price,availability,and awareness?

Mr.Clean is an antibacterial cleaning liquid for home use.If Procter & Gamble (P&G),the manufacturer of Mr.Clean,added Mr.Clean Magic Eraser Bath Scrubber to the Mr.Clean product line,it would be seen by P&G as

New-product strategy development is

A prototype is a

Convenience products refer to

An iMac personal computer from Apple can be classified according to all of the following categories except which?

The Thirsty Dog! beverage is an example of a product that failed in the marketplace.Identify and describe the reason(s)for this unique item's marketing-related product failure.

Services can be classified according to whether they are

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications,personal needs,past experiences,and promotional activities.However,the actual experience(s)are determined by

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment,ethical Behavior,and Social Responsibility

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

Pricing Products and Services

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

Building an Effective Marketing Plan

Filters

Exam 9: Developing New Products and Services

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

Which of the following is the best example of a nondurable good?

The emphasis of a marketing strategy for a discontinuous innovation would most likely be to

What is the difference between intangibility and inseparability of services?

Describe the different ways to define a product as new.

Introducing new products sequentially into geographic areas of the United States to allow production levels and marketing activities to build up gradually to minimize the risk of new-product failure is referred to as

The relationship between a product line and product mix is

Compare continuous,dynamically continuous,and discontinuous innovations.Provide the marketing strategy and an example of each.

Services are

In terms of promotion,which of the following product types would stress price,availability,and awareness?

Mr.Clean is an antibacterial cleaning liquid for home use.If Procter & Gamble (P&G),the manufacturer of Mr.Clean,added Mr.Clean Magic Eraser Bath Scrubber to the Mr.Clean product line,it would be seen by P&G as

New-product strategy development is

A prototype is a

Convenience products refer to

An iMac personal computer from Apple can be classified according to all of the following categories except which?

The Thirsty Dog! beverage is an example of a product that failed in the marketplace.Identify and describe the reason(s)for this unique item's marketing-related product failure.

Services can be classified according to whether they are

A person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications,personal needs,past experiences,and promotional activities.However,the actual experience(s)are determined by

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Understanding the Marketing Environment,ethical Behavior,and Social Responsibility

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

Pricing Products and Services

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

Building an Effective Marketing Plan

Filters