Marketing Test 3 (Quiz Questions)
Ideally, test marketing should follow which stage in the new-product development process?
Product development
Besides generic names, what other types of names are very difficult to protect?
Surnames and geographic names
A channel that includes both a manufacturers' agent and an industrial distributor is appropriate under which of the following circumstances?
When the marketer wishes to enter a new geographic market but does not wish to expand the existing sales force
A major advantage of using individual branding is that
a poor-quality product will not contaminate all of the company's other products with negative images
A positive review of a product or service posted on ______ can result in a substantial increase in sales of the product or service
a popular blog
According to the text, a product is defined as
anything the customer receives in an exchange
One of the fastest-growing areas in mobile technology is the creation of _____ that helps consumers to access information about businesses
applications (apps)
Everything associated with the product, including its symbolism and experiences is the
brand
Break-even analysis is a tool that marketers are likely to employ during the _____ stage of the new-product development process
business analysis
A single leader who controls and organizes a marketing channel is called a
channel captain
Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's _____ than an unfamiliar brand
consideration set
A distinguishing factor between a brand name and a brand mark is that a brand name
consists of words
As discount stores improve their services and atmosphere as well as raise their prices, the distinction between discount stores and ____ is becoming blurred.
department stores
A marketing channel is defined as a group of individuals and organizations that
directs the flow of products from producers to customers
Attributes which are assessed only during the consumption of a service are called.
experience qualities
Achieving greater penetration of the market is typically a business goal during the _____ stage of the product life cycle
growth
Because of a service's _____, standardization and quality are difficult to control
hetergeneity
As a result of increasing usage of digital media, some of the marketer's control over dispensing product information has been placed
in the hands of the consumer
Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and
innovators
Category killers compete primarily on the basis of
low prices and enormous product availability
A _____ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions
manufacturer
An independent businessperson who is paid a commission to sell complementary products of different producers in an assigned territory without actually taking title of the merchandise is a(n)
manufactures' agent
In product modification, three conditions must be met to improve a firm's product mix: the product must be modifiable, customers must be able to perceive that a modification has been made, and
modification should make the product more consistent with customers' desires
A limited-line wholesaler would be expected to carry a _____ product mix
narrow and deep
A shopping center that contains stores owned by manufacturers who make a special effort not to conflict with traditional retailers is a(n)
outlet shopping center
A brand manager in a multiproduct firm would be responsible for
performance of a specific brand
In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to
promise too much and cause customer expectations beyond what they can deliver
Elements that help create brand equity include all of the following except brand
recognition
A specialty product
requires purchase planning, and the buyer will not accept substitutes.
If a company's products require differentiation at the point of purchase, it will most likely use
selective distribution
A difference between manufactures' agents and selling agents is that
selling agents do not have the territorial restrictions that manufacturers' agents do
All of the following are elements of the inseparability characteristic of services except that
services are easy to standardized and control
Another common name for a private distributor is a _____ brand
store
A service is usually offered as part of a bundled package of services with a core service and one or more ________ services.
supplementary
A suggested approach to deleting products, in which each product is evaluated periodically to determine its impact on the overall effectiveness of the firm's product mix, is called a(n)
systematic review
Consumers are changing _____ and consumption behaviors to fit with emerging technologies and trends
their information searches
In service marketing, the most important link to the customer is
well-trained contact employees
Some companies use _____ as internal tools for teams working on a project requiring lots of documentation
wikis