Marketing Class Questions #3

Your company makes personal hygiene products for young men. Your product line includes deodorants and shaving products. You are responsible for managing the company's relationships with the major retailers in the western U.S. region. In a recent meeting with a store manager, you noticed young men selecting the company's deodorant product then moving down the aisle to select a competitor's body wash product. As you think about it more, it makes perfect sense that a young man buying deodorant would also be interested in a body wash product. Your company currently does not make a body wash product. Based on your in-store observations, which of the following product management actions would you recommend to take advantage of this deodorant and body wash linkage? a. a line extension b. new packaging c. a quality modification d. an aesthetic modification e. a functional modification

a. a line extension (just have to extend the product line)

procter and gamble markets shampoo under several different brand names, including Head and shoulders, and aussie for shaving products, procter and gamble markets several different razors under the gillette brand, including gillette mach3, gillette fusion, and gillette proglide. they also use gillete name for shaving creams, aftershaves, deodorants and body washes. procter and gamble is using _______branding for the shampoo category and _____ branding for the shaving category. a. individual; family b. manufacturer; private c. family; individual d. brand-extension; private e. individual; individual

a. individual; family

Although it has a strong customer base, Sato Japanese Restaurant rarely attracts customers by methods other than word-of-mouth communication. The manager believes this can be explained by the restaurant's location in a rough area in the city and its run-down appearance. In other words, potential customers are most concerned about a. tangibles b. responsiveness c. empathy d. assurance e. reliability

a. tangibles (items that can be touched)

Alexandria has gone to the store to shop for a new backpack. She looks for the same brand she has always bought in the past but notices that the backpack is now available in a variety of new colors. The backpack has undergone a(n) __________ modification. a. subjective b. aesthetic c. quality d. sensory e. functional

b. aesthetic (changing the product to look more appealing)

You recently began working as the marketing director for a nonprofit organization. Prior to this role, you always worked in for-profit organizations. You immediately recognize that marketing in a nonprofit environment is dramatically different than marketing in a for-profit environment. Which of the following statements is true regarding the differences in marketing in a nonprofit versus a for-profit environment?​ a. distribution decisions are the same in both types of organizations b. nonprofit organizations usually deal more with ideas and services than with goods c. price strategies of nonprofit organizations are designed to match costs with revenues. d. for-profit marketing offers greater opportunities for creativity than nonprofit marketing e. marketing ideas and concepts are more abstract in for-profit organizations

b. nonprofit organizations usually deal with more ideas and services than with goods.

Because practically all marketers provide some services, ___________ typically do not exist in today's business environment. a. customer services b. pure goods c. tangible-dominant products d. service products e. pure services

b. pure goods (more services, less goods)

Karla tells Jeff that she likes his team's idea about a new three-lace running shoe but wants him to put together some figures regarding anticipated sales, costs, and resulting profits. She is asking Jeff to proceed to which stage of the new-product development process? a. idea generation b. screening c. commercialization d. business analysis e. test marketing

d. business analysis (they want to see if the idea will succeed)

The use of heavy advertising in the promotion mix is least likely to occur in which product life cycle stage? a) Introduction b) Decline c) Maturity d) Growth e) Plateau

d. decline

when silk soymilk began packaging its chocolate milk in single serving sizes, the company chose drink boxes that did not need refrigeration. the boxes were only sold in shrink wrapped sets of six. Which of the following is NOT a function of the packaging strategy chosen by silk soymilk? a. it protects and preserves the product b. it offers convenience to customers c. its size and shape help make storage easier d. it is less harmful to the environment e. it most likely appeals to children and those with active lifestyles

d. it is less harmful to the environment (it has more packaging)

A light bulb can be all of the following except a. a consumer product b. a business product c. either a consumer product or a business product d. a business product if it is used to light an assembly line in a factory e. a consumer product if it is used to light the office of the board of directors

e. a consumer product if it is used to light the office of the board of directors. (it would be considered a business product at this point)

all of the following are reasons a company would likely emphasize advertising in its promotion mix except a. the company's promotion budget is extensive b. the size of the products target market consists of millions of consumers c. the companys products are seasonal in nature d. the companys customers are dispersed across a vast region e. the company has chosen exclusive distribution for its products

e. the company has chosen exclusive distribution for its products

Cheetos Fat-free Crunchies is a product developed through advanced technology. Cheetos engineered a technique for making reduced-fat snacks that taste cheesier and stay fresh longer. Cheetos introduced Fat-free Crunchies in limited markets in 2008 and began national distribution in 2009. About 18 months later, a series of competitors' ads was run to counter claims that Cheetos Crunchies actually contained 1.5 grams of fat, and that they contained preservatives and additives. Research showed that the taste of Cheetos Crunchies was also perceived negatively by some people. To save the product, Cheetos reduced the remaining fat to 0 grams, took out the preservatives, and improved the taste. Suppose that Cheetos stops production of Cheetos Fat-Free Crunchies and sells all of its remaining inventory to a warehouse club. This would be an example of a(n)

phase out product deletion strategy (they immediately terminate the product)

A specialty product

requires purchase planning, and the buyer will not accept substitutes.