marketing test 3

Charles Revson of Revlon once​ said, "In the factory we make​ cosmetics; in the store we sell​ hope." Which product level is Revson referring​ to? Question content area bottom Part 1 A. Actual B. Augmented C. Core customer value D. Quality level E. Brand name

Core customer value

The strongest brands are positioned on​ ______. Question content area bottom Part 1 A. name selection B. attributes C. benefits D. beliefs and values E. sponsorship

beliefs and values

To be more socially​ responsible, some companies are appointing​ _____________. Their job is to protect consumers from harm and the company from liability by proactively ferreting out potential product problems. Question content area bottom Part 1 A. product stewards B. brand managers C. product managers D. product champions E. attorneys

product stewards

New product development consists of eight sequential steps. Which step reduces the number of ideas based on the​ company's criteria? Question content area bottom Part 1 A. Idea screening B. Concept testing C. Business analysis D. Product concept development E. Ideation

idea screening

Press​ releases, sponsorships,​ events, and web pages are tools used by which element of the promotion​ mix? Question content area bottom Part 1 A. direct and digital marketing B. public relations C. advertising D. sales promotion E. personal selling

public relations

When a company lengthens a product line by adding more items within that​ line's current​ range, the company is​ ________. A. Filling the line B. stretching the line upward C. increasing the width of the product mix D. decreasing the depth of the line E. stretching the line downward

A. filling the line

Which of the following correctly describes the classifications into which products and services​ fall? Question content area bottom Part 1 A. Luxury products and​ non-luxury products B. Technology products and​ non-technology products C. Consumer products and business products D. Wholesale products and retail products E. Consumer products and industrial products

Consumer products and industrial products

Which of the following would be an appropriate strategy in the maturity stage of the product life​ cycle? Question content area bottom Part 1 A. Modify the​ market, product​ offering, and marketing mix. B. Use promotional spending to inform consumers and get them to try the product. C. Shift some advertising from building product awareness to building product conviction and purchase. D. Select products to​ maintain, harvest​, or drop. E. Produce basic versions of the product and focus on selling to those buyers who are most ready to buy.

Modify the​ market, product​ offering, and marketing mix.

Marketers must consider potential product issues related to social responsibility. Of the​ following, which is NOT one of the product issues associated with social​ responsibility? Question content area bottom Part 1 A. Product safety B. Patent protection C. Product warranties D. Public policy issues and regulations E. Product differentiation and positioning

Product differentiation and positioning

Social responsibility includes public policy issues and regulations involving​ _________________, and product warranties. Question content area bottom Part 1 A. product​ sustainability, patent​ protection, product quality and safety B. acquiring or dropping​ products, patent​ protection, product quality and safety C. patent​ protection, product quality and safety D. product quality and​ safety, product replacement E. product​ replacement, product quality and safety

acquiring or dropping​ products, patent​ protection, product quality and safety

In building​ brands, companies need to make decisions about four key powerful​ areas: ________________________________. Question content area bottom Part 1 A. brand​ positioning, brand name​ selection, advertising​ sponsorship, and brand development B. brand name​ selection, brand​ logos, brand​ sponsorship, and brand development C. brand​ positioning, brand name​ selection, brand​ sponsorship, and brand development D. brand extension​ selection, brand name​ selection, brand​ sponsorship, and brand development E. brand name​ selection, brand​ positioning, brand​ advertising, and brand sponsorship

brand​ positioning, brand name​ selection, brand​ sponsorship, and brand development

When marketers create services marketing​ strategy, they understand they must execute on external marketing but also develop​ _______________________________. Question content area bottom Part 1 A. create strategies that enhance​ buyer-seller interaction B. internal marketing programs for customer service representatives C. employee and​ customer-facing marketing strategies as well D. internal strategies to motivate employees and interactive marketing to create service delivery skills among service providers E. interactive marketing strategies for service providers and vendors

internal strategies to motivate employees and interactive marketing to create service delivery skills among service providers

The first part of a marketing strategy statement describes the​ ________ of a new product. Question content area bottom Part 1 A. planned price B. profit goals C. target market D. marketing budget E. marketing mix strategy

target market

​Ideally, a company must carry out strong new product planning and set up a systematic new product development process that is​ _________ to find and grow new products. Question content area bottom Part 1 A. ​employee-driven B. ​competitor-driven C. ​cost-effective D. profitable E. ​customer-driven

​customer-driven

​_____________________ are the five promotion mix tools used by marketers to communicate customer value. Question content area bottom Part 1 A. ​Advertising, business-to-business​ selling, personal​ selling, sales​ promotion, and direct and digital marketing B. Television​ advertising, radio​ advertising, online​ advertising, social media​ advertising, and outdoor advertising C. ​Product, price,​ place, promotion, and advertising D. ​Advertising, public​ relations, personal​ selling, sales​ promotion, and direct and digital marketing E. ​Advertising, public​ relations, personal​ selling, sales​ promotion, and telemarketing

Advertising, public​ relations, personal​ selling, sales​ promotion, and direct and digital marketing

Marketers must make important decisions when developing individual products and services. Which of the following correctly identifies those important​ decisions? A.Product​ attributes, branding, quality​ level, pricing, and distribution B. Product​ attributes, branding,​ packaging, labeling, and product support services C. ​Branding, pricing,​ advertising, distribution, and product support services D. Quality​ level, pricing,​ advertising, distribution, and promotion Your answer is not correct. E. Product​ attributes, pricing,​ advertising, distribution, and promotion

B. Product​ attributes, branding,​ packaging, labeling, and product support services

Which of the following terms correctly describes the positive differential effect that knowing the brand name has on customer response to the product or the​ service? Question content area bottom Part 1 A. Brand name B. Brand positioning C. Brand personality D. Brand voice E. Brand equity

Brand equity

The totality of a​ company's product lines and items offered to customers is known as its​ _________________. A. product line width B. product lines C. product mix D. product line length E. product line depth Your answer is not correct.

C. Product mix

The distinction between a consumer product and an industrial product is based on the​ ________ for which the product is purchased. Question content area bottom Part 1 A. industry B. segment C. purpose D. customer E. market

Purpose

A new product may fail for many reasons. Which of the following is NOT one of​ them? Question content area bottom Part 1 A. Poor product positioning B. Poor product design C. Overestimated market size D. Rapid market acceptance E. Poor marketing research

Rapid market acceptance

A​ company's total promotion​ mix, also called its marketing communications​ mix, consists of the specific blend of five​ tools: _________________________. Question content area bottom Part 1 A. ​advertising, personal​ selling, sales​ promotion, trade​ relations, and direct and digital marketing tools B. ​advertising, sales​ promotion, public​ relations, special​ events, and direct and digital marketing tools C. ​advertising, personal​ selling, sales​ promotion, public​ relations, and direct and digital marketing tools D. ​advertising, direct​ selling, sales​ promotion, public​ relations, and direct and digital marketing tools E. ​advertising, personal​ selling, sales​ promotion, public​ relations, and direct marketing tools

advertising, personal​ selling, sales​ promotion, public​ relations, and direct and digital marketing tools

Broadly​ defined, a product is anything that can be offered to a market for​ ___________, or consumption that might satisfy a want or need. Products include not only physical​ objects, but also​ services, events,​ persons, places,​ organizations, ideas, or mixtures of these entities. Question content area bottom Part 1 A. ​requisition, use, attention B. ​acquisition, trial, attention C. ​attention, acquisition, use D. ​use, purchase, acquisition E. ​rent, acquisition, use

attention, acquisition, use

A​ brand's positioning must be continuously communicated to consumers. Although advertising can​ help, brands are maintained not by​ advertising, but by​ customers' ________. Question content area bottom Part 1 A. reactions to the brand B. brand engagement and brand experiences C. attitudes toward the brand D. brand preferences E. ​long-term purchases of the brand

brand engagement and brand experiences

The advantages of standardizing products and services for international markets include​ _______________, lower manufacturing​ costs, and lower marketing costs. Question content area bottom Part 1 A. lower distribution​ costs, fewer regulatory burdens B. consistent global​ image, lower product design costs C. lower product design​ costs, lower management costs D. lower product design​ costs, lower distribution costs E. lower product design​ costs, lower shipping costs

consistent global​ image, lower product design costs

Consumer products are products and services bought by final consumers for personal consumption. Consumer product classifications include​ _______________, and unsought products. Question content area bottom Part 1 A. ​convenience, shopping, specialty B. ​convenience, shopping, optional C. ​shopping, specialty, sought products D. ​luxury, specialty E. ​convenience, shopping, seasonal

convenience, shopping, specialty

A company may use the promotion​ mix, also called its marketing communications​ mix, to​ ______________________. Question content area bottom Part 1 A. persuasively communicate customer​ value, engage​ customers, and sell goods and services B. engage​ customers, persuasively communicate customer​ value, and build customer relationships C. create customer​ value, engage​ customers, and build customer relationships D. engage customers and sell goods and services E. engage​ customers, maintain customer​ relationships, and build customer relationships

engage​ customers, persuasively communicate customer​ value, and build customer relationships

Firms have four brand development choices. These are​ _____________. Question content area bottom Part 1 A. brand​ extensions, co-brands, private​ brands, and national brands B. line​ extensions, brand​ extensions, multibrands, and sponsorships C. line​ extensions, brand​ extensions, multibrands, and new brands D. line​ extensions, brand​ extensions, sponsorships, and new brands E. new​ brands, brand​ extensions, positioning, and sponsorships

line​ extensions, brand​ extensions, multibrands, and new brands

Marketers can apply the​ ________ as a useful framework for describing how products and markets work and help develop good marketing strategies for the different​ life-cycle stages. Question content area bottom Part 1 A. marketing planning process B. strategic planning process C. product​ life-cycle concept D. marketing concept E. product development process

product​ life-cycle concept

Good service companies understand the service profit​ chain, which links​ ________. Question content area bottom Part 1 A. service firm profits with employee satisfaction B. service firm profits with customer satisfaction C. product profits with employee and customer satisfaction Your answer is not correct. D. product profits with​ employee, vendor, and customer satisfaction E. service firm profits with employee and customer satisfaction

service firm profits with employee and customer satisfaction

Companies find and develop new product ideas from a variety of sources. Which of these is an internal source for new product​ ideas? Question content area bottom Part 1 A. ​R&D B. Competitors C. Distributors D. Customers E. Suppliers

​R&D

Which of the following is the correct definition of a​ product? Question content area bottom Part 1 A. A product is anything that can be offered to a market for​ attention, acquisition,​ use, or consumption that might satisfy a want or need. B. A product is anything that can be offered to a market for consumption that does not satisfy a want or need. C. A product is a tangible good or a service that can be offered to a market for consumption that might satisfy a want or need. D. A product is a tangible good or a service that can be offered to a market for​ attention, acquisition,​ use, or consumption that does not satisfy a want or need. E. A product is a tangible good that can be offered to a market for​ attention, acquisition,​ use, or consumption that might satisfy a want or need.

A. A product is anything that can be offered to a market for​ attention, acquisition,​ use, or consumption that might satisfy a want or need.

Which of the following correctly identifies the levels for which marketers make product and service​ decisions? Question content area bottom Part 1 A. individual​ product, product​ line, and product mix decisions B. primarily individual product and product line decisions C. primarily individual product and product mix decisions D. product​ development, individual​ product, product​ line, and product mix decisions Your answer is not correct. E. individual​ product, product line​ extensions, and product mix decisions

A. Individual product, product line and product mix decisons

___________________ are the two ways firms can obtain new products. Question content area bottom Part 1 A. Mergers and acquisitions B. New product development and external research and development C. Acquisitions and external research and development D. Acquisitions and new product development E. New product development and existing product modification

Acquisitions and new product development

Which stage of the product life cycle normally lasts longer than the previous stages and poses strong challenges to marketing​ management? Question content area bottom Part 1 A. Introduction B. Product development C. Maturity D. Growth E. Decline

Maturity

Which of the following statements is true regarding the promotion​ mix? Question content area bottom Part 1 A. Sales promotions are​ long-term incentives to encourage the purchase or sale of a product or service. B. The entire marketing mix must be coordinated for greatest impact. C. Direct and digital marketing cannot be used to target individual consumers. D. Personal selling is not used to engage customers. E. Advertising is a personal form of marketing communication.

The entire marketing mix must be coordinated for greatest impact.

Service providers often face price competition. As a solution to​ this, service providers can further differentiate themselves based on which three​ characteristics? Question content area bottom Part 1 A. ​Intangibility, perishability, and variability Your answer is not correct. B. ​Delivery, image, and discounting C. The service​ offer, delivery, and intangibility D. The service​ offer, image, and intangibility E. The service​ offer, delivery, and image

The service​ offer, delivery, and image This is the correct answer.

The number of product lines a company manages is the product mix​ ______. The total number of items a company carries within its product line is the product mix​ _____. Question content area bottom Part 1 A. ​width; length B. ​depth; length Your answer is not correct. C. ​width; depth D. ​length; width E. ​consistency; depth

a. width length

Because markets and consumers worldwide differ​ widely, companies usually respond to these differences by​ ________. Question content area bottom Part 1 A. creating entirely different products market by market B. standardizing their product offerings C. standardizing shipping and distribution costs D. adapting their product offerings E. maintaining a consistent image and lowering marketing costs

adapting their product offerings

All products have a life cycle. The sales of a typical product follow​ __________________, which is made up of five stages. Question content area bottom Part 1 A. a​ bell-shaped curve B. a spiral curve C. an​ S-shaped curve D. a​ V-shaped curve E. an inverted​ V-shaped curve

an​ S-shaped curve

Many companies are now developing​ ________ programs to generate new product ideas. Question content area bottom Part 1 A. customer panel B. college and university C. crowdsourcing or​ open-innovation D. external​ R&D . E. distributor and supplier

crowdsourcing or​ open-innovation

Services are characterized by four key​ aspects: ______________________. Question content area bottom Part 1 A. services are​ inexpensive, easy to​ find, intangible, and variable B. services are​ intangible, perishable,​ consistent, and inseparable Your answer is not correct. C. services are​ intangible, inseparable,​ variable, and perishable D. services are​ intangible, variable,​ perishable, and inexpensive E. services are​ intangible, inexpensive, easy to​ find, and automated

services are​ intangible, inseparable,​ variable, and perishable

Services are characterized by four key​ aspects, with each posing problems and marketing requirements. The four key aspects are​ ________________________. Question content area bottom Part 1 A. ​intangible, separable,​ variable, and perishable Your answer is not correct. B. ​tangible, inseparable,​ variable, and perishable C. ​intangible, inseparable,​ variable, and perishable D. ​intangible, inseparable,​ variable, and imperishable E. ​tangible, separable,​ invariable, and imperishable

​intangible, inseparable,​ variable, and perishable