Question 1

One of the advantages of test marketing is ________.

Accepted Answer

A) the ability to evaluate a product and its marketing program before commercialisation 
B) the low cost 
C) the ability to keep information from falling into competitors' hands 
D) the opportunity to survey prospective customers 
E) All of the above 
A) the ability to evaluate a product and its marketing program before commercialisation 
B) the low cost 
C) the ability to keep information from falling into competitors' hands 
D) the opportunity to survey prospective customers 
E) All of the above

Question 2

Procter & Gamble makes a range of consumer products,each with its own separate and unique brand name e.g.Vidal Sassoon shampoo and Duracell batteries.Procter & Gamble is using a/n ________ strategy.

Accepted Answer

A) umbrella brand 
B) individual brand 
C) family brand 
D) private-label brand 
E) compound branding 
A) umbrella brand 
B) individual brand 
C) family brand 
D) private-label brand 
E) compound branding

Question 3

Researchers have identified five characteristics that affect the rate of adoption: relative advantage,________,complexity,________ and observability.

Accepted Answer

A) key product features; intangibility 
B) affordability; compatibility 
C) trialability; affordability 
D) compatibility; trialability 
E) relative price; tangibility 
A) key product features; intangibility 
B) affordability; compatibility 
C) trialability; affordability 
D) compatibility; trialability 
E) relative price; tangibility

Question 4

Diffusion refers to ________.

Accepted Answer

A) the methodology used for evaluating new product ideas 
B) how promotion is used to support products throughout their product life cycle 
C) the selection of opinion leaders to encourage product acceptance 
D) the second stage of the market segmentation process 
E) how the use of a product spreads throughout a population 
A) the methodology used for evaluating new product ideas 
B) how promotion is used to support products throughout their product life cycle 
C) the selection of opinion leaders to encourage product acceptance 
D) the second stage of the market segmentation process 
E) how the use of a product spreads throughout a population

Question 5

Why are marketers interested in the life cycle of products?

Accepted Answer

A) To use it to explain how product features change over the life of the product 
B) To support only the product orientation stage of the product 
C) To encourage cannibalisation 
D) To control entrance in international markets 
E) To implement demographic segmentation 
A) To use it to explain how product features change over the life of the product 
B) To support only the product orientation stage of the product 
C) To encourage cannibalisation 
D) To control entrance in international markets 
E) To implement demographic segmentation

Question 6

Camille was standing in the checkout line at her neighbourhood grocery last night when she saw a display of a new frozen yogurt.Even though it was not on her shopping list and she had already purchased ice cream,she decided she just had to have the new frozen yogurt.For Camille,the frozen yogurt was an example of a/n ________.

Accepted Answer

A) impulse product 
B) attribute-based convenience good 
C) emergency product 
D) unsought product 
E) staple 
A) impulse product 
B) attribute-based convenience good 
C) emergency product 
D) unsought product 
E) staple

Question 7

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

Accepted Answer

A) Bottle of nail polish 
B) Package of light bulbs 
C) Detergent 
D) Bag of cat food 
E) Computer printer 
A) Bottle of nail polish 
B) Package of light bulbs 
C) Detergent 
D) Bag of cat food 
E) Computer printer

Question 8

What is a 'brand'? Give one example of a well-known brand for a product or company.

Accepted Answer

A brand is a name,term,symbol,or any oth

Question 9

A firm's ________ is the entire range of products the company offers for sale.

Accepted Answer

A) branding strategy 
B) product mix 
C) positioning strategy 
D) promotional mix 
E) product line 
A) branding strategy 
B) product mix 
C) positioning strategy 
D) promotional mix 
E) product line

Question 10

Celarix.com is an internet company providing other businesses operating on the internet with help handling distribution bottlenecks.Celarix is an example of a ________.

Accepted Answer

A) specialised service 
B) component service 
C) tangible product 
D) MRO service 
E) processed product 
A) specialised service 
B) component service 
C) tangible product 
D) MRO service 
E) processed product

Question 11

Even though most people in the original target market for electric toothbrushes already knew how to brush their teeth,consumers still had some learning to do in order to make the best use of the new brushing technique.The electric toothbrush is an example of a ________.

Accepted Answer

A) dynamically continuous innovation 
B) nonradical innovation 
C) competitive innovation 
D) continuous innovation 
E) discontinuous innovation 
A) dynamically continuous innovation 
B) nonradical innovation 
C) competitive innovation 
D) continuous innovation 
E) discontinuous innovation

Question 12

A good brand name should do all of the following EXCEPT ________.

Accepted Answer

A) fit the product's benefits 
B) fit the competition 
C) fit legal requirements 
D) fit the target market 
E) fit the customer's values and lifestyles 
A) fit the product's benefits 
B) fit the competition 
C) fit legal requirements 
D) fit the target market 
E) fit the customer's values and lifestyles

Question 13

How do marketers use the product life cycle (PLC)?

Accepted Answer

The PLC is a useful way to explain how p

Question 14

What are prototypes? When would an organisation develop prototypes?

Accepted Answer

A prototype is a physical vers

Question 15

McCain's decides to develop a new microwaveable range called 'Funky Fries'.The fries are sold in single serving containers and are available in flavours such as 'Cheese and Onion','Thai Curry','Mexican Spicy' and 'Cocoa Crispers'.'Funky Fries' are an example of a ________.

Accepted Answer

A) dynamically continuous innovation 
B) nonradical innovation 
C) competitive innovation 
D) continuous innovation 
E) discontinuous innovation 
A) dynamically continuous innovation 
B) nonradical innovation 
C) competitive innovation 
D) continuous innovation 
E) discontinuous innovation

Question 16

Explain the three layers of a product and illustrate using an example from your own experience.

Accepted Answer

The three layers of a product are the co

Question 17

Explain the factors that affect the rate of adoption and the strategies marketers can adopt.

Accepted Answer

Researchers have identified five charact

Question 18

Which of the following statements about durable goods is true?

Accepted Answer

A) Consumers purchasing durable goods typically use habitual decision making. 
B) The information search is quicker for durable goods than it is for nondurable goods. 
C) Durable goods are more likely to require low-involvement decisions than perishable goods. 
D) Product evaluation is more likely to take place for nondurable goods than for durable goods. 
E) None of the above 
A) Consumers purchasing durable goods typically use habitual decision making. 
B) The information search is quicker for durable goods than it is for nondurable goods. 
C) Durable goods are more likely to require low-involvement decisions than perishable goods. 
D) Product evaluation is more likely to take place for nondurable goods than for durable goods. 
E) None of the above

Question 19

What are maintenance,repair,and operating (MRO)products? Give an example of each.

Accepted Answer

Maintenance,repair,and operating (MRO)pr

Question 20

Microsoft launched a massive $500 million marketing campaign when it introduced the Xbox,promoting the new product through in-store merchandising,retailer incentives,events and sponsorships,in addition to traditional advertising.Explain Microsoft's actions using the stages in the adoption of a new product.

Accepted Answer

Microsoft was working on the awareness a

One of the advantages of test marketing is ________.

Procter & Gamble makes a range of consumer products,each with its own separate and unique brand name e.g.Vidal Sassoon shampoo and Duracell batteries.Procter & Gamble is using a/n ________ strategy.

Researchers have identified five characteristics that affect the rate of adoption: relative advantage,,complexity, and observability.

Diffusion refers to ________.

Why are marketers interested in the life cycle of products?

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

What is a 'brand'? Give one example of a well-known brand for a product or company.

A firm's ________ is the entire range of products the company offers for sale.

Celarix.com is an internet company providing other businesses operating on the internet with help handling distribution bottlenecks.Celarix is an example of a ________.

Even though most people in the original target market for electric toothbrushes already knew how to brush their teeth,consumers still had some learning to do in order to make the best use of the new brushing technique.The electric toothbrush is an example of a ________.

A good brand name should do all of the following EXCEPT ________.

How do marketers use the product life cycle (PLC)?

What are prototypes? When would an organisation develop prototypes?

McCain's decides to develop a new microwaveable range called 'Funky Fries'.The fries are sold in single serving containers and are available in flavours such as 'Cheese and Onion','Thai Curry','Mexican Spicy' and 'Cocoa Crispers'.'Funky Fries' are an example of a ________.

Explain the three layers of a product and illustrate using an example from your own experience.

Explain the factors that affect the rate of adoption and the strategies marketers can adopt.

Which of the following statements about durable goods is true?

What are maintenance,repair,and operating (MRO)products? Give an example of each.

Welcome to the World of Marketing: Creating and Delivering Value

Strategic Market Planning: Taking the Big Picture

Thriving in the Marketing Environment: The World Is Flat

Marketing Research: Gathering,analysing and Using Information

Consumer Behaviour: How and Why We Buy

Business-To-Business Markets: How and Why Organisations Buy

Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management

Services and Other Intangibles: Marketing a Product That Isnt There

Pricing the Product

One-To-Many: Advertising,consumer Sales Promotion and Public Relations

One-To-One: Trade Promotion,data-Driven Marketing and Personal Selling

Many-To-Many: Online Marketing Communication and New Media

Delivering Value Through Supply Chains and Logistics

Filters

Exam 8: Creating and Managing Products

One of the advantages of test marketing is ________.

Procter & Gamble makes a range of consumer products,each with its own separate and unique brand name e.g.Vidal Sassoon shampoo and Duracell batteries.Procter & Gamble is using a/n ________ strategy.

Researchers have identified five characteristics that affect the rate of adoption: relative advantage,________,complexity,________ and observability.

Diffusion refers to ________.

Why are marketers interested in the life cycle of products?

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

What is a 'brand'? Give one example of a well-known brand for a product or company.

A firm's ________ is the entire range of products the company offers for sale.

Celarix.com is an internet company providing other businesses operating on the internet with help handling distribution bottlenecks.Celarix is an example of a ________.

Even though most people in the original target market for electric toothbrushes already knew how to brush their teeth,consumers still had some learning to do in order to make the best use of the new brushing technique.The electric toothbrush is an example of a ________.

A good brand name should do all of the following EXCEPT ________.

How do marketers use the product life cycle (PLC)?

What are prototypes? When would an organisation develop prototypes?

McCain's decides to develop a new microwaveable range called 'Funky Fries'.The fries are sold in single serving containers and are available in flavours such as 'Cheese and Onion','Thai Curry','Mexican Spicy' and 'Cocoa Crispers'.'Funky Fries' are an example of a ________.

Explain the three layers of a product and illustrate using an example from your own experience.

Explain the factors that affect the rate of adoption and the strategies marketers can adopt.

Which of the following statements about durable goods is true?

What are maintenance,repair,and operating (MRO)products? Give an example of each.

Welcome to the World of Marketing: Creating and Delivering Value

Strategic Market Planning: Taking the Big Picture

Thriving in the Marketing Environment: The World Is Flat

Marketing Research: Gathering,analysing and Using Information

Consumer Behaviour: How and Why We Buy

Business-To-Business Markets: How and Why Organisations Buy

Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management

Services and Other Intangibles: Marketing a Product That Isnt There

Pricing the Product

One-To-Many: Advertising,consumer Sales Promotion and Public Relations

One-To-One: Trade Promotion,data-Driven Marketing and Personal Selling

Many-To-Many: Online Marketing Communication and New Media

Delivering Value Through Supply Chains and Logistics

Filters

Researchers have identified five characteristics that affect the rate of adoption: relative advantage,,complexity, and observability.