Question 1

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

Accepted Answer

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Question 2

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

Accepted Answer

A) Innovators are a much larger group than laggards. 
B) Early majority consumers are typically middle class and like to buy well-established products. 
C) Early adopters are risk aversive. 
D) Late majority consumers are typically very concerned about social acceptance. 
E) Over 50 percent of the population is classified as a late majority consumer.

Question 3

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

Accepted Answer

A) True 
 B)False

Question 4

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.

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Question 5

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

Accepted Answer

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

Question 6

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.

Accepted Answer

A) product contraction 
B) brand extension 
C) divestment 
D) customer perception 
E) market positioning

Question 7

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.

Accepted Answer

A) compatibility 
B) tangibility 
C) complexity 
D) comparability 
E) comparative advantage

Question 8

A trademark is the legal term for a ________.

Accepted Answer

A) brand name 
B) trade character 
C) brand mark 
D) A and B 
E) A,B,and C

Question 9

Discuss how a marketer could affect the rate of adoption.

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Question 10

Marketers classify convenience products as ________.

Accepted Answer

A) specialty products,shopping products,and unsought products 
B) attribute-based products and price-based products 
C) core products,actual products,and augmented products 
D) generic products and branded products 
E) staples,impulse products,and emergency products

Question 11

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

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Question 12

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 ________.

Accepted Answer

A) why many companies engage in test marketing 
B) how idea screening can make a product a commercial success 
C) why prototypes are so important 
D) the variety of sources for idea generation 
E) one of the problems associated with test marketing

Question 13

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

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Question 14

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

Accepted Answer

A) awareness 
B) trial 
C) evaluation 
D) impulse purchase 
E) adoption

Question 15

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

Accepted Answer

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

Question 16

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?

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Question 17

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.

Accepted Answer

A) brand 
B) credence quality 
C) promotion strategy 
D) positioning strategy 
E) customer expectation

Question 18

When making packaging decisions,marketers should consider ________.

Accepted Answer

A) environmental concerns 
B) packaging used by other brands 
C) shape and colour 
D) aesthetics 
E) All of the above

Question 19

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

Accepted Answer