Question 1

The first stage in the new-product process is

Accepted Answer

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

Question 2

The brochure for Spa Sydell has photographs of people enjoying the various spa amenities.By seeing the pictures of what is available at the spa, a customer has a better idea of what she is buying.Spa Sydell uses a brochure to help customers deal with the __________ that is associated with all services.

Accepted Answer

A) incongruity 
B) inconsistency 
C) intangibility 
D) inseparability 
E) indecisiveness 
A) incongruity 
B) inconsistency 
C) intangibility 
D) inseparability 
E) indecisiveness

Question 3

FIGURE 10-2  
-The Little Remedies image shown above in Figure 10-2, best describes which of the following?

Accepted Answer

A) product item 
B) product line 
C) product mix 
D) product category 
E) brand line 
A) product item 
B) product line 
C) product mix 
D) product category 
E) brand line

Question 4

One tool available for services when dealing with capacity management is __________.

Accepted Answer

A) off-peak pricing 
B) product lay-away 
C) credit incentives 
D) container sales 
E) product rationing 
A) off-peak pricing 
B) product lay-away 
C) credit incentives 
D) container sales 
E) product rationing

Question 5

Which of the following is most likely to be an example of an unsought product?

Accepted Answer

A) snow shovel 
B) cell phone 
C) cancer insurance 
D) calculator 
E) gym membership 
A) snow shovel 
B) cell phone 
C) cancer insurance 
D) calculator 
E) gym membership

Question 6

Students from Berry College attended a performance at nearby Shorter College and were extremely impressed with the dance troupe that was the opening act.As soon as the students returned to Berry, they made arrangements for the entertainers to appear on their campus.On the day of the concert, the venue was packed with students, but the quality of the performance was much lower than they had seen at the Shorter campus.The Berry students' disappointment was the direct result of which characteristic of services?

Accepted Answer

A) intangibility 
B) perishability 
C) inconsistency 
D) invisibility 
E) uniqueness of the product 
A) intangibility 
B) perishability 
C) inconsistency 
D) invisibility 
E) uniqueness of the product

Question 7

Shopping products refer to

Accepted Answer

A) items that the consumer purchases frequently, conveniently, and with a minimum of effort. 
B) items for which the consumer compares several alternatives on several criteria such as price, quality, or style. 
C) items that the consumer makes a special effort to search out and buy. 
D) items that the consumer does not know about or knows about but does not initially buy. 
E) items that the consumer is forced to buy because they are needed for basic survival. 
A) items that the consumer purchases frequently, conveniently, and with a minimum of effort. 
B) items for which the consumer compares several alternatives on several criteria such as price, quality, or style. 
C) items that the consumer makes a special effort to search out and buy. 
D) items that the consumer does not know about or knows about but does not initially buy. 
E) items that the consumer is forced to buy because they are needed for basic survival.

Question 8

At the time of its introduction, which of the following products was the best example of a continuous innovation?

Accepted Answer

A) home security system 
B) disposable lighter 
C) microwave oven 
D) electric toothbrush 
E) video camera 
A) home security system 
B) disposable lighter 
C) microwave oven 
D) electric toothbrush 
E) video camera

Question 9

Concept tests are part of which stage in the new product process?

Accepted Answer

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

Question 10

A prototype is a(n)

Accepted Answer

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

Question 11

A company's product mix is equal to

Accepted Answer

A) its target mix. 
B) its product class. 
C) its marketing mix. 
D) the sum of its product lines. 
E) the number of product lines minus the number of product items. 
A) its target mix. 
B) its product class. 
C) its marketing mix. 
D) the sum of its product lines. 
E) the number of product lines minus the number of product items.

Question 12

Business researchers emphasize that firms must actively involve customers and suppliers in the new-product development process.This means the focus should be on what the new product will __________ rather than simply what they want.

Accepted Answer

A) look like 
B) cost them 
C) do for them 
D) replace 
E) surprise them with 
A) look like 
B) cost them 
C) do for them 
D) replace 
E) surprise them with

Question 13

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

Accepted Answer

Promotion for convenience goods would em

Question 14

Andrea Arena is the owner of 2 Places at 1 Time, a concierge company.She and her staff of 60 perform everyday services such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office for people who are too busy to perform these simple acts themselves.One way she tries to ensure ___________ of services for her regular customers is to make sure that the same well-trained person is always assigned to work for them.

Accepted Answer

A) consistency 
B) tangibility 
C) congruity 
D) flexibility 
E) perishability 
A) consistency 
B) tangibility 
C) congruity 
D) flexibility 
E) perishability

Question 15

When audiences are allowed to preview actual movies such as Pretty Woman and National Treasure: Book of Secrets before they are released to the general public, it is a part of the __________ stage of the new-product process.

Accepted Answer

A) market testing 
B) business analysis 
C) commercialization 
D) screening and evaluation 
E) concept testing 
A) market testing 
B) business analysis 
C) commercialization 
D) screening and evaluation 
E) concept testing

Question 16

The proliferation of extra features that overwhelms many consumers with mind-boggling complexity is referred to as

Accepted Answer

A) sensory overload. 
B) product bloat. 
C) feature bloat. 
D) feature overkill. 
E) excess enhancement. 
A) sensory overload. 
B) product bloat. 
C) feature bloat. 
D) feature overkill. 
E) excess enhancement.

Question 17

Describe the three ways services can be classified.

Accepted Answer

Services can be classified three ways: (

Question 18

Mr.Clean is an antibacterial cleaning liquid for home use.The manufacturer of Mr.Clean believed the addition of Sparkling Apple-Scented Mr.Clean to the Mr.Clean product line, would be

Accepted Answer

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

Question 19

The 3M product lines shown in Figure 10-3 above, are only a few of the hundreds offered to consumers globally.A/The __________ consists of all the product lines offered by an organization such as 3M.

Accepted Answer

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

Question 20

FIGURE 10-6  
-In the Marketing dashboards shown in Figure 10-5 above, "green" indicates an annual growth rate that is greater than 10%; "orange" signifies an annual growth rate of between 0%-10%; and "red" represents a decline or negative annual growth rate.If an organization's 2010 sales for entire U.S.were $50 million and its 2009 U.S.sales were $30 million, what is the annual % sales change?

Accepted Answer

A) 50% 
B) 75% 
C) 100% 
D) 120% 
E) 150% 
A) 50% 
B) 75% 
C) 100% 
D) 120% 
E) 150%

The first stage in the new-product process is

FIGURE 10-2 -The Little Remedies image shown above in Figure 10-2, best describes which of the following?

One tool available for services when dealing with capacity management is __________.

Which of the following is most likely to be an example of an unsought product?

Shopping products refer to

At the time of its introduction, which of the following products was the best example of a continuous innovation?

Concept tests are part of which stage in the new product process?

A prototype is a(n)

A company's product mix is equal to

Business researchers emphasize that firms must actively involve customers and suppliers in the new-product development process.This means the focus should be on what the new product will __________ rather than simply what they want.

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

When audiences are allowed to preview actual movies such as Pretty Woman and National Treasure: Book of Secrets before they are released to the general public, it is a part of the __________ stage of the new-product process.

The proliferation of extra features that overwhelms many consumers with mind-boggling complexity is referred to as

Describe the three ways services can be classified.

Mr.Clean is an antibacterial cleaning liquid for home use.The manufacturer of Mr.Clean believed the addition of Sparkling Apple-Scented Mr.Clean to the Mr.Clean product line, would be

The 3M product lines shown in Figure 10-3 above, are only a few of the hundreds offered to consumers globally.A/The __________ consists of all the product lines offered by an organization such as 3M.

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

The first stage in the new-product process is

FIGURE 10-2 -The Little Remedies image shown above in Figure 10-2, best describes which of the following?

One tool available for services when dealing with capacity management is __________.

Which of the following is most likely to be an example of an unsought product?

Shopping products refer to

At the time of its introduction, which of the following products was the best example of a continuous innovation?

Concept tests are part of which stage in the new product process?

A prototype is a(n)

A company's product mix is equal to

Business researchers emphasize that firms must actively involve customers and suppliers in the new-product development process.This means the focus should be on what the new product will __________ rather than simply what they want.

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

When audiences are allowed to preview actual movies such as Pretty Woman and National Treasure: Book of Secrets before they are released to the general public, it is a part of the __________ stage of the new-product process.

The proliferation of extra features that overwhelms many consumers with mind-boggling complexity is referred to as

Describe the three ways services can be classified.

Mr.Clean is an antibacterial cleaning liquid for home use.The manufacturer of Mr.Clean believed the addition of Sparkling Apple-Scented Mr.Clean to the Mr.Clean product line, would be

The 3M product lines shown in Figure 10-3 above, are only a few of the hundreds offered to consumers globally.A/The __________ consists of all the product lines offered by an organization such as 3M.

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