MKGT 301: Exam 3 (chapters 10, 12, 13, 14)
Why are line extensions more common than new products?
They are less expensive and lower risk
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
a modification should make the product more consistent with the customers desires
One disadvantage of test marketing a new product is that ______
competitors may copy the product
Visitors to the Disney website have the ability to regulate the information they view and the activities they participate in. This is an example of
control
Overall channel goals and individuals channel members goals cannot be achieved together without ________
cooperation
Consumers who act as ____ are becoming increasingly important to online marketers as a conduit for addressing consumers directly.
creators
The necessary interaction between service provider and customer that allows a service to be delivered is called a) customer contact. b) service exchange. c) marketing. d) relationship marketing. e) service contact.
customer contact
The US postal service works hard to get priority mail from the sender to the recipient as quickly as possible in order to compete with companies such as UPS and FedEx. The postal service is competing with UPS and FedEx in terms of ______
cycle time
In general, differences between goods and services are determined by the _____
degree of tangibility
Quality modifications are changes that relate to a products ______
dependability and durability
A commonly used computerized means of integrating order processing with production, inventory, accounting, and transportation is _________
electronic data interchange
There are five elements that affect customers of service quality. They are reliability, appearance of the tangibles, responsiveness, assurance, and _____
employee empathy
Honey Farms is a maker of fine chocolates. The company's latest product, Fudge-Dipped Strawberries, is the premier product in its Fudge-Dipped line. The product is very expensive and targeted to upscale consumers. Which form of distribution would Honey Farms be likely to use for its new product?
exclusive
T/F An accessible channel means the marketer knows who the customer is and can specifically address that person.
false
T/F Before posting information on a blog, the blogger must make certain that the information is accurate.
false
T/F Initiators are those consumers who generate their own media outlets, such as blogs and wikis.
false
T/F Materials handling is important in efficient warehouse operations but has little to do with customers ultimate satisfaction with a product
false
Jeff Wood's company buys machine tools from large producers and sells them to several Midwestern manufacturing companies. The company Jeff works for carries inventories of the tools, which reduces capital requirements for the producers. Jeff's company is an example of a(n) ___________ in a distribution channel. a) direct distributor b) manufacturers' agent c) industrial distributor d) producers' agent e) wholesalers' agent
industrial distributer
Hair stylist find it challenging to standardize their service because the customer must be involved in production. This illustrates which of the following unique features of service?
inspearability
Brittany recently moved to a new city and is trying to find a new mechanic to do maintenance and repair on her car. She visits several places to judge their overall appearance, cleanliness, and organization and finally chooses a mechanic. Brittany was trying to overcome the ______ aspect of services. a) heterogeneity b) perishability c) customer contact d) intangibility e) inseparability
intangibility
Kyle is a new marketing manager for Anthropologie. He believes that if Anthropologie wants to grow and connect with its customers that there is no better way than to use Facebook. What do most marketing strategists think about Facebook? a. Marketers should establish a Facebook page. b. Marketers should avoid recommendations from customers via Facebook. c. Marketers should ignore the advice of customers on Facebook. d. Marketers need to use multiple Facebook pages. e. Marketers should maintain strict control of consumers' comments on Facebook.
marketers should establish a facebook page
Marketers of a particular brand of ice cream have decided to delete their line of ice cream bars. They will do so by letting the product decline and not change the current marketing strategy. This method of deletion is called
phase out
Refer to Scenario 14.1 Which of the following is most likely the primary factor Liz Claiborne, Inc. used when selecting the marketing channel for its Juicy couture brand?
product attibutes
What is the primary determinant in deciding how materials will be handled?
product characteristics
What is the primary distinction between line extension and product modification?
product modification results in a completely new product while a line extension is simply changing the product
Three major ways in which marketers engage in product differentiation are _______
product quality, product design and features, and product support services
The willingness and readiness of employees to meet the needs of the customer while providing the service is an important dimension of service quality called ______
responsiveness
Often, a new product is launched in stages during commercialization. This gradual introduction of the product is known as
rollout
Which of the following represents a supplementary service?
room service
A group of managers has been assigned the task of developing a new product. They are now in the process of assessing several ideas to determine whether they are consistent with the firms overall objectives and resources. The managers are at what stage of the new-product development process?
screening
Tara finds evaluating a new pair of jeans much easier than evaluating tennis lessons because she can try on the jeans to see exactly how they feel and fit. In other words, the jeans have many _____ qualities.
search
A service is usually offered as part of a bundled package of services with a core service and one or more ____ services.
supplementary
Top managers at Cincinnati Microwave 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.
test marketing
Lashawn is a concert promoter who works for singer Kanye West. She works very hard to make sure most of Kanye's concert are sold out because she understands the concept of perishability which means _____
that if the tickets are not sold, seats will remain empty and they can never be sold to anyone again
You are meeting with the new CEO of your company to discuss marketing channel strategies. You are delighted to learn that the CEO actually understands the importance of marketing channels in a firms sales success. The CEO tells you that his primary content is that the chosen marketing channel facilitates the firms ability to maker products achievable when customers want them, and in location where they are wanted. He leaves it to you to decide on the appropriate marketing channel. Given is primary concern you should make sure the channel you choose is capable of creating lots of _________
time and place utility
T/F Companies use photo-sharing in order to add a personal touch to their business.
true
T/F General electric engages with its customers by answering their questions and posting updates. This is an example of accessibility.
true
T/F Janice is a shoe designer. She developed a new type of high heeled shoe at reasonable price point. It is time to decide how the shoes should be distributed. Janice knows that the shoes will require adequate service from retailers at the point of purchase. She should use an exclusive distribution strategy.
true
Lady Gaga is on a concert tour and has decided to hold a contest for tonight's event. The first ten people to answer a riddle by calling a local phone number will receive free tickets to the show and back-stage passes. Which social networking site would be the best for Lady Gaga to broadcast information about this contest? a. Flickr b. Facebook c. Google+ d. Twitter e. Skyrocket
Some companies use ____ as internal tools for teams working on a project requiring lots of documentation
wikis