Exam 8: Creating and Managing Products

Explain the stages in the adoption of a new product and the appropriate marketing strategies at each stage.

Which of the following statements about the adopter categories is true?

Product objectives need to be measurable,unambiguous,achievable and have a specific time frame.

What are the four 'easy' tests brand designers utilise in determining a good brand name? Consider the following brand names to determine if each brand name passes the 'easy' test: Slim-Fast diet foods,OMO laundry detergent and Easy-Off oven cleaner.

Pepsi-Cola's development of Wild Cherry Pepsi,a cherry-flavoured soda,is an example of a ________.

Kellogg's has marketed Special K cereal for a number of years to a loyal customer base.Its introduction of Special K with Red Berries is an example of a ________ strategy.

In terms of the five characteristics of innovations that affect the rate of adoption,the digital camera would most clearly have a higher degree of ________ than flavoured bottled water.

A trademark is the legal term for a ________.

Discuss how a marketer could affect the rate of adoption.

Marketers classify convenience products as ________.

Why might a product be classified as a dynamically continuous innovation? Relate this concept to music audio equipment over the last few decades.

Procter & Gamble introduced its ready-to-spread frosting in a small geographic area.When General Foods became aware of the product,it rushed to market its own Betty Crocker ready-to-spread frosting.This illustrates ________.

What are two reasons an organisation would adopt business-to-business products?

To assist consumers in the ________ stage of the adoption process,marketers conduct marketing communications campaigns to ensure consumers know that the new product exists.

Consumers must engage in a great amount of learning to use a ________ because no similar product has ever been on the market.

The third phase in developing new products is to develop a marketing strategy that can be used to introduce the product to the market place.What must marketers do during this phase?

A ________ is a name,a term,a symbol,or other unique element of a product that identifies one firm's products and sets it apart from the competition.

When making packaging decisions,marketers should consider ________.

When Coke introduced Coke Zero specifically to appeal to the male market,this was an example of co-branding.

A family brand strategy is also called a/n ________ strategy.