Marketing can. 11 test

Suppose that before opening the It's a Dog's Life doggy resort the owners gathered together a group of ten dog owners to discuss what they would want to see in the ideal dog day care center. This would be an example of:

A focus group interview

The idea for the Fitbit was generated from an employee retreat in which everyone was encouraged to think of unlimited product ideas for the fitness-minded consumer. Participants did not critique any of the ideas, as the goal at that point was just to generate ideas. What idea-generating technique does this illustrate?

Brainstorming

Before opening the It's a Dog's Life doggy resort, the potential company owners projected the costs involved in providing the services the target market (dog owners) appears to desire. Unfortunately, a decision was made to not proceed with the doggy resort, as the owners felt the cost to provide the services was too high considering the rates the target market would be willing to pay. This would be an example of:

Business analysis

During the _____ stage of the new-product development process, production starts, inventories are built up, the product is shipped to distribution points, the sales force is trained, and advertising and promotion begin. (Final stage)

Commercialization

One challenge to adoption of the dog day care is the fact that dog owners are used to paying a somewhat minimal fee for boarding their dogs in a kennel, while a day care center may demand many times as much for the same time span. This suggests that the _____ of the new product may affect the rate of diffusion.

Compatability

Many product failures such as Cucumber antiperspirant spray, Toaster Eggs, and Health-Sea sea-sausages most likely did not succeed because they did not conform to the product characteristic of:

Compatibility

Which product factor influencing the rate of adoption represents the degree of difficulty involved in understanding and using a new product?

Complexity

A long-run drop in sales signals the beginning of which stage in the product life cycle?

Decline

The process by which the adoption of this innovative product spreads is called the:

Diffusion process

Liz tends to adopt new products sooner than a lot of other people, but she weighs the pros and cons before buying. She does considerable product research, but her friends don't really look to her for information. She really deliberates before she makes a purchase. Liz is best described as a(n):

Early majority

Laura felt a little bad about leaving her dog, Toby, at home all day while she was at work. She remarked to a coworker one day about her concerns and was surprised when the coworker told her about the local "doggy daycare" business, which she had never heard of before. Because Laura did not know such a service existed, "doggy daycare" represented a(n) _____ to her.

Innovation

_____ are eager to try new ideas and products. They typically have higher incomes, are better educated, and are more cosmopolitan than other categories of adopters. (First 2.5%)

Innovators

Which is the last adopter category to adopt an innovation?

Laggards

Leon is not very quick to purchase innovative products when they come out, but after a while he breaks down and buys if after most of his friends have bought it. He gets most of his information from them when he decides to buy something. He is very skeptical of marketing, so he trusts his friends more than anything. Leon is best described as a(n)

Late majority

In which stage of the product life cycle do marginal competitors start dropping out of the market?

Maturity

Normally, the longest stage of the prproduct lifestyle is the ___________ stage.

Maturity

The company marketing the Fitbit does not currently market a product like this. Which of the following best represents the category of new product the Fitbit is for this company?

New product line

A new medication to eliminate fungal growths on people's toenails may have a slow rate of adoption because it is not a highly visible item in homes. Also, this item is not often discussed among friends and coworkers. This is an example of how the characteristic of _____ can work to slow the adoption process.

Observability

For many dog owners, it may be hard to understand the difference between a traditional kennel and a dog day care, especially given the price differential. As a result, dog day cares may offer special low rates for first-time users in an effort to reduce which of the following issues concerning the rate of diffusion?

Observability

Razor scooters gained instant popularity because walkers and runners frequently saw people on the scooters zipping by them and having fun. This information suggests the adoption rate of the Razor scooter was most affected by which product characteristic?

Observability

The fact that Fitbit can monitor motion while awake and asleep makes it different from competing products that might increase its rate of adoption. Which product characteristic affecting the rate of adoption does this illustrate?

Relative advantage

The product characteristic affecting the rate of adoption characterized by the degree to which a product is perceived as superior to existing substitutes is:

Relative advantage

Which of the following products has the lowest level of trialability?

Sugerically implanted hearing aids

_____ is a limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation.

Test marketing

The MOST important factor in successful new-product introduction is:

a good match between the product and market needs

In terms of the new-product development process, Fitbit's availability in retail stores and online shows that it is in the _____ stage.

commercialization

The process by which the adoption of an innovation spreads is referred to as:

diffusion

Central Bark Doggie Day Care currently has 31 locations, with a new Gainesville, Florida, location coming soon. With the opening of competition in the form of Camp Bow Wow and others, it appears that the dog day care product is moving into the _____ stage of the product life cycle.

growth

The rate of sales decline during the decline stage of the product life cycle is largely governed by:

how rapidly consumer tastes change or substitute products are adopted.

The stages of the product life cycle, in order, are:

introduction, growth, maturity, decline

Microwave ovens, staplers, frozen yogurt, and purses are examples of:

product categories

All of the following statements about how adopters participate in the diffusion process are true EXCEPT:

there are three categories of consumers who will adopt an innovation

When selecting a test market city, a researcher should look for a city:

where the demographics and purchasing habits mirror the overall market for the product