Mkt Ch.11 Quiz

Hair stylists find it challenging to market their service because the customer must be involved in production (i.e., the haircut). This illustrates which of the following unique features of services?

Inseparability

If Conway 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.

aesthetic

Hair Equipment Corporation adds an electrical component that automatically shuts off its curling irons when they have been left on for over one hour. This improvement would BEST be classified as a

functional modification

Competitive interference with a test marketing program is called

jamming

In marketing, the terms "services" and "customer service" are

quite different and should not be confused

A United Airlines flight from Dallas to Houston was full, and the tickets were more expensive than the almost-empty United flight from Chicago to Phoenix. This is an example of what kind of service pricing?

Demand-based

The phase of new-product development in which a small sample of potential buyers are presented with a product idea through a written or oral description in order to determine their attitudes and initial buying intentions regarding the product is called

concept testing

To differentiate their products, companies sometimes emphasize the product support services that they offer. This is especially true when

consumers perceive all products in a market to have essentially the same quality, design, and features

Outback Steakhouse wants to expand its line of food products. The managers sent surveys to customers to determine which food items would appeal to them. Outback is currently in the _____ phase of new-product development.

idea generation

If the maker of Cool Whip were to introduce an orange-flavored Cool Whip and still continue to produce its other Cool Whip products, this would be an example of

line extension

Product deletion can BEST be described as the process of deleting a product from the product mix when it

no longer satisfies a sufficient number of customers

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

If Kraft General Foods offered you a position in which you would have total marketing responsibility for all of its cheese products, this position would probably hold the title of _____ manager.

product

Soft Shave is a shaving cream aimed particularly at women. The activities and decisions involved in developing and maintaining Soft Shave's product concept in buyers' minds are called

product positioning

Often, a new product is launched in stages during commercialization. This gradual introduction of the product is known as

roll-out