Question 1

Which of the following is considered a durable good?

Accepted Answer

A) silverware 
B) caviar 
C) marketing research 
D) chewing gum 
E) glue 
A) silverware 
B) caviar 
C) marketing research 
D) chewing gum 
E) glue

Question 2

The Economist magazine predicts that the __________, "a giant iPhone on steroids," will change the landscape of the computing world.

Accepted Answer

A) iPad 
B) iPhone 3GS 
C) iPod shuffle 
D) iPod nano 
E) iPod touch 
A) iPad 
B) iPhone 3GS 
C) iPod shuffle 
D) iPod nano 
E) iPod touch

Question 3

117 Recently, many nonprofit organizations such as Habitat for Humanity

Accepted Answer

A) were eager to use marketing practices. 
B) thought that marketing would limit the profitability of the nonprofit organization. 
C) could not afford marketing activities. 
D) though that marketing activities would create excess demand. 
E) have increased their use of marketing practices. 
A) were eager to use marketing practices. 
B) thought that marketing would limit the profitability of the nonprofit organization. 
C) could not afford marketing activities. 
D) though that marketing activities would create excess demand. 
E) have increased their use of marketing practices.

Question 4

In terms of price, which of the following types of goods would most likely be relatively inexpensive?

Accepted Answer

A) shopping product 
B) convenience products 
C) specialty products 
D) unsought products 
E) consumer products 
A) shopping product 
B) convenience products 
C) specialty products 
D) unsought products 
E) consumer products

Question 5

Which of the following statements regarding product failures is most accurate?

Accepted Answer

A) Product failures should always be blamed upon poor execution of the marketing mix. 
B) A precise protocol hampers creativity and innovation. 
C) Listening to the voice of the consumer more often than not and providing faulty and biased information. 
D) Product failures can come as a result of factors within the organization and from without. 
E) If you produce a quality product, better than that of all competitors, your product will succeed. 
A) Product failures should always be blamed upon poor execution of the marketing mix. 
B) A precise protocol hampers creativity and innovation. 
C) Listening to the voice of the consumer more often than not and providing faulty and biased information. 
D) Product failures can come as a result of factors within the organization and from without. 
E) If you produce a quality product, better than that of all competitors, your product will succeed.

Question 6

Commercialization refers to

Accepted Answer

A) the point at which a specialty item or innovation becomes commonplace and affordable to the average consumer. 
B) the mass production of an item that previously was individually hand-crafted or hand-made. 
C) the reduction of product benefits or characteristics to the point where a product becomes uniform or generic. 
D) the stage of the new-product process that positions and launches a new product in full-scale product and sales. 
E) the stage of the new-product process where the promotional campaign is established and advertising begins. 
A) the point at which a specialty item or innovation becomes commonplace and affordable to the average consumer. 
B) the mass production of an item that previously was individually hand-crafted or hand-made. 
C) the reduction of product benefits or characteristics to the point where a product becomes uniform or generic. 
D) the stage of the new-product process that positions and launches a new product in full-scale product and sales. 
E) the stage of the new-product process where the promotional campaign is established and advertising begins.

Question 7

A product which disrupts consumers' normal routines but does not require totally new learning is a

Accepted Answer

A) continuous innovation. 
B) discontinuous innovation. 
C) dynamically continuous innovation. 
D) symbiotic innovation. 
E) simultaneous innovation. 
A) continuous innovation. 
B) discontinuous innovation. 
C) dynamically continuous innovation. 
D) symbiotic innovation. 
E) simultaneous innovation.

Question 8

Support products are items used to assist in producing other goods and services.These include installations such as

Accepted Answer

A) convenience products. 
B) buildings and fixed equipment. 
C) tools and office equipment. 
D) include raw materials and component parts. 
E) maintenance, repair, and legal services. 
A) convenience products. 
B) buildings and fixed equipment. 
C) tools and office equipment. 
D) include raw materials and component parts. 
E) maintenance, repair, and legal services.

Question 9

If you watch much television, you have seen the ads that show a controlled crash of a car containing crash dummies and the resultant vehicular damage.In the new-product process, this test would occur during the __________ stage.

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 10

A good has tangible attributes that a consumer's __________ can perceive.

Accepted Answer

A) innate intelligence 
B) knowledge of past experiences 
C) five senses 
D) psychological makeup 
E) emotional maturity 
A) innate intelligence 
B) knowledge of past experiences 
C) five senses 
D) psychological makeup 
E) emotional maturity

Question 11

Compare continuous, dynamically continuous, and discontinuous innovations.Provide an example for each.

Accepted Answer

With a continuous innovation, no new lea

Question 12

According to Robert Stephens of the Geek Squad, the biggest complaint about tech support people is

Accepted Answer

A) their inability to communicate in laymen's terms. 
B) they mumble or are difficult to understand. 
C) they are rude and egotistical. 
D) they can only answer questions about one specific topic. 
E) they lack patience with novice learners. 
A) their inability to communicate in laymen's terms. 
B) they mumble or are difficult to understand. 
C) they are rude and egotistical. 
D) they can only answer questions about one specific topic. 
E) they lack patience with novice learners.

Question 13

What do the United States Post Office, the U.S.Park Service, and the local fire department have in common?

Accepted Answer

A) They are all service providers. 
B) They never experience idle production capacity. 
C) They do not fit on the goods-services continuum. 
D) They do not have service encounters. 
E) They do not have capacity management problems. 
A) They are all service providers. 
B) They never experience idle production capacity. 
C) They do not fit on the goods-services continuum. 
D) They do not have service encounters. 
E) They do not have capacity management problems.

Question 14

FIGURE 10-7  
-Figure 10-7 above represents the seven stages of the new-product development process.Cubicle "A" represents the __________ stage.

Accepted Answer

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

Question 15

FIGURE 10-4  
-According to Figure10-4 above, column "C" represents a

Accepted Answer

A) continuous innovation. 
B) discontinuous innovation. 
C) dynamically continuous innovation. 
D) spontaneous innovation. 
E) simultaneous innovation. 
A) continuous innovation. 
B) discontinuous innovation. 
C) dynamically continuous innovation. 
D) spontaneous innovation. 
E) simultaneous innovation.

Question 16

To help consumers assess and compare its insurance services, Geico uses a personable lizard character in its advertising, thus helping to deal with the __________.

Accepted Answer

A) intangibility of services 
B) incongruity of services 
C) inseparability of services from consumers 
D) inflexibility of services 
E) insignificance of services 
A) intangibility of services 
B) incongruity of services 
C) inseparability of services from consumers 
D) inflexibility of services 
E) insignificance of services

Question 17

Kimberly-Clark developed tissues that contained vitamin C derivatives scientifically designed to kill cold and flu germs when users sneezed, coughed, or blew their noses into them.Unfortunately, people didn't believe the claims and were frightened by the "cidal" in the 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 18

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

Accepted Answer

A) generate awareness among consumers and obtain widespread distribution. 
B) advertise benefits to consumers, stressing point of differentiation and consumer advantage. 
C) educate consumers about entirely new consumption patterns through product trial and personal selling. 
D) obtain widespread distribution in multiple channels. 
E) stress price differentials from competitors' products. 
A) generate awareness among consumers and obtain widespread distribution. 
B) advertise benefits to consumers, stressing point of differentiation and consumer advantage. 
C) educate consumers about entirely new consumption patterns through product trial and personal selling. 
D) obtain widespread distribution in multiple channels. 
E) stress price differentials from competitors' products.

Question 19

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

Accepted Answer

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

Question 20

You decide to buy a new car.You talk to friends about it, research mechanical specifications in Consumer Reports, test drive different makes and models, and compare prices at several dealerships.Into which classification of consumer products would your new car purchase fall?

Accepted Answer

A) shopping product 
B) specialty products 
C) unsought products 
D) survival products 
E) convenience products 
A) shopping product 
B) specialty products 
C) unsought products 
D) survival products 
E) convenience products

Which of the following is considered a durable good?

The Economist magazine predicts that the __________, "a giant iPhone on steroids," will change the landscape of the computing world.

117 Recently, many nonprofit organizations such as Habitat for Humanity

In terms of price, which of the following types of goods would most likely be relatively inexpensive?

Which of the following statements regarding product failures is most accurate?

Commercialization refers to

A product which disrupts consumers' normal routines but does not require totally new learning is a

Support products are items used to assist in producing other goods and services.These include installations such as

If you watch much television, you have seen the ads that show a controlled crash of a car containing crash dummies and the resultant vehicular damage.In the new-product process, this test would occur during the __________ stage.

A good has tangible attributes that a consumer's __________ can perceive.

Compare continuous, dynamically continuous, and discontinuous innovations.Provide an example for each.

According to Robert Stephens of the Geek Squad, the biggest complaint about tech support people is

What do the United States Post Office, the U.S.Park Service, and the local fire department have in common?

FIGURE 10-7 -Figure 10-7 above represents the seven stages of the new-product development process.Cubicle "A" represents the __________ stage.

FIGURE 10-4 -According to Figure10-4 above, column "C" represents a

To help consumers assess and compare its insurance services, Geico uses a personable lizard character in its advertising, thus helping to deal with the __________.

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

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

You decide to buy a new car.You talk to friends about it, research mechanical specifications in Consumer Reports, test drive different makes and models, and compare prices at several dealerships.Into which classification of consumer products would your new car purchase fall?

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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

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

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters

Exam 10: Developing New Products and Services

Which of the following is considered a durable good?

The Economist magazine predicts that the __________, "a giant iPhone on steroids," will change the landscape of the computing world.

117 Recently, many nonprofit organizations such as Habitat for Humanity

In terms of price, which of the following types of goods would most likely be relatively inexpensive?

Which of the following statements regarding product failures is most accurate?

Commercialization refers to

A product which disrupts consumers' normal routines but does not require totally new learning is a

Support products are items used to assist in producing other goods and services.These include installations such as

If you watch much television, you have seen the ads that show a controlled crash of a car containing crash dummies and the resultant vehicular damage.In the new-product process, this test would occur during the __________ stage.

A good has tangible attributes that a consumer's __________ can perceive.

Compare continuous, dynamically continuous, and discontinuous innovations.Provide an example for each.

According to Robert Stephens of the Geek Squad, the biggest complaint about tech support people is

What do the United States Post Office, the U.S.Park Service, and the local fire department have in common?

FIGURE 10-7 -Figure 10-7 above represents the seven stages of the new-product development process.Cubicle "A" represents the __________ stage.

FIGURE 10-4 -According to Figure10-4 above, column "C" represents a

To help consumers assess and compare its insurance services, Geico uses a personable lizard character in its advertising, thus helping to deal with the __________.

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

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

You decide to buy a new car.You talk to friends about it, research mechanical specifications in Consumer Reports, test drive different makes and models, and compare prices at several dealerships.Into which classification of consumer products would your new car purchase fall?

Creating Customer Relationships and Value Through Marketing

Developing Successful Marketing and Organizational Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility in 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

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

Personal Selling and Sales Management

Building an Effective Marketing Plan

Filters