Marketing chapter 12 practice questions

business analysis

Break-even analysis is a tool that marketers are likely to employ during the ____ stage of the new-product development process.

Line extension

Dorito's has expanded to Nacho Cheese Doritos, Cool Ranch Doritos, and Salsa Verde Doritos, to name a few. These are examples of

aesthetic

If Parkland School Furniture Company provides standard primary school chairs in new colors to match the interiors of schools, this modification is most likely to be viewed as a(n) ____ modification

may be opposed by management

Product deletion

Test marketing is a limited introduction of the product in areas chosen to represent the intended market.

Select the true statement concerning test marketing.

product positioning

The decisions and activities intended to create and maintain a certain concept of the firm's product, relative to competitive brands, in customers' minds is

reduce the price and implement a run-out-strategy

Your company has a product that is struggling in its market. However, the product appears to have some strength left that can be exploited. Which of the following product deletion actions would be most appropriate for the product?​

product design

______________ refers to how a product is conceived, planned, and produced

product development

As Richard works on the prototype of a new action-oriented computer game, he is engaging in which phase of the new-product development process?

commercialization

Bethany and Joseph are preparing budgets for a new product as well as finalizing plans for the full-scale marketing and manufacturing of the new UtiliBot. They are in the ____ phase of the new-product development process.

warranties, repairs, and replacement parts

Early in the commercialization phase, marketers must make decisions about

brand

If Jade were given total marketing responsibility over Hill's Ideal Balance pet food, she would hold the position of ____ manager.

concept testing

Jonah is a member of a consumer panel consisting of about 30 people. The consumer panel has been introduced to a company's new idea for energy drinks. Some of the questions panel members have been asked are "How often would you buy this product?" and "Which features are of little or no interest to you?" Jonah is most likely participating in the ___ phase of the new-product development process

dependability and durability

Quality modifications are changes that relate to a product's

. that the value of the modification is determined subjectively

The major drawback to using aesthetic modifications is

is a sample launching of the entire marketing mix.

The test marketing stage

test marketing

Top managers at ESCORT Radar believe that they have a successful working prototype of their new radar detector and plan to go directly to regional commercialization of the new product. In this instance, they are contemplating skipping the ____ phase of the new-product development process.

Screening

What step in developing new products involves determining whether the product idea is compatible with company objectives, needs, and resources on a general level?

design, styling, and level of quality

When determining how a product is conceived, planned, produced, and even its physical appearance and its specific characteristics, one is really talking about the product's

Idea generation

When marketers at Link Snacks met with groups of young adults to identify the types of snacks that young people want, they were engaging in which phase of new-product development?

Veture team

Which of the following creates entirely new products, often aimed at new markets?

Disruptive testing

Which of the following identifies old technologies that can be used in new ways or creates new business models to give consumers more benefits than offered by current products in the marketplace?

Run-Out

You work in the marketing department of Colgate-Palmolive (CP). CP recently made the announcement that it was going to delete certain brands that were not meeting profit expectations. You are part of the team to help in this product deletion process. You and your team get together to discuss a brand of soap that has seen sales decrease in recent years. The team discusses how you should delete the product. Each of you writes down comments regarding your thoughts about the brand. The comments can be summed up as follows: ​ "The brand is not doing well, but it still has a loyal following among some consumers." "I think this brand still has some strengths left." ​ Based on these comments, which product deletion strategy should the company adopt?

Line extension

____ is the development of a product that is closely related to one or more products in a firm's existing product line but is designed specifically to meet somewhat different customer needs

venture team

Jon Moore, president of Vortex Manufacturing Company, has just reviewed the performance reports for the previous year and sees that there are some areas in which the company needs to improve. He specifically feels they could do a better job of managing Vortex's product mix. Jon calls a meeting of all the managers responsible for each of the product lines that Vortex currently manufactures. The group decides that they need to eliminate the complete industrial product line of ice chests, and plan to do so by letting the product decline without any changes in the marketing strategy or product. The group also decides to delete Vortex's line of personal thermal underwear; this product, however, is to be discontinued within the week due to its unprofitability. While discussing these strategies, the group has also uncovered several customer groups for which new products could be developed. The company has conducted several focus groups in which a sample of these consumers have participated. The managers decide to assemble a group of people from all functional areas of the company and give them the responsibility for all aspects of the new-product development.