BA 303 Exam 2

Diamond manufacturers encourage women to purchase a diamond ring for their right hand to express their achievement and individuality. Whereas the left hand diamond ring says "we," the right hand diamond ring says "me." Which behavioral segmenting basis is this? 1.Gender segmentation2.Loyalty status segmentation3.Occasion segmentation4.Economic segmentation

3. Occasion segmentation

Sales of product X have been declining steadily. Competitors show no sign of leaving the market, and advertising costs are moderate. The best strategy would probably be to: 1.Maintain the brand2.Harvest the brand3.Drop the brand4.Reinvigorate the brand

2. Harvest the brand

If a company doing business in Europe and Asia groups together customers from each country that share similar needs and buying behavior, it is using: 1.Psychographic segmentation2.Intermarket segmentation3.Concentrated marketing 4.Mass customization

2. Intermarket segmentation

Dell manufacturers computers but purchases many of the components from other manufacturers. If Dell desires to renegotiate a more favorable purchase agreement or seeks a new supplier for a part, which type of buying situation fits this scenario? 1.Straight rebuy2.Modified rebuy3.Variety-seeking4.New task

2. Modified rebuy

The speed of adoption for new products that are technologically advanced is particularly dependent upon which of the following new product characteristics?1.Relative advantage2.Communicability3.Divisibility4.Complexity

4. complexity

Harold is willing to pay more for name brand products because he believes that he attains greater value. This describes which concept? 1.Intangibility2.Brand superiority3.Brand extension4.Brand equity

4.Brand equity

Laurie purchases items for her family's personal use, such as food and clothing. Laurie and her family are part of which market? 1.Business 2.Consumption 3.Current 4.Consumer

4.Consumer

When Doritos comes out with new flavors of their tortilla​ chips, what brand development strategy are they​ using? A. Line extension B. Licensing C. Brand extension D. New brand E. Multibrand

A. Line extension

What are the three broad targeting strategies used by​ marketers? A. Mass​ marketing, differentiated​ marketing, and micromarketing B. Undifferentiated​ marketing, differentiated​ marketing, and concentrated marketing C. Differentiated​ marketing, concentrated​ marketing, and micromarketing D. Mass​ marketing, undifferentiated​ marketing, and micromarketing E. Mass​ marketing, differentiated​ marketing, and concentrated marketing

A. Mass​ marketing, differentiated​ marketing, and micromarketing

Most products today are in which stage of their product life​ cycle? A. Maturity B. Decline C. Product development D. Growth E. Introduction

A. Maturity

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

A. Modify the​ market, product​ offering, or marketing mix.

Your product gradually gains popularity and seems to have settled into a long maturity, yet you soon realize that you must sell it abroad to keep sales healthy. In other words, you must: 1.Modify the product2.Modify the market3.Modify the marketing mix4.Modify the promotion budget

2. Modify the market

"A berry flavored, low-calorie drink appealing to women who need a quick energy boost while on the go" would be considered a: 1.Product idea2.Product concept3.Product image4.Marketing strategy statement

2. Product concept

What is the core customer value for travelers who stay overnight at hotels? 1.Free continental breakfast and newspaper 2.Relaxation and a good night's sleep 3.In-room iron, hairdryer, and Internet access 4.Location near the airport

2. Relaxation and a good night's sleep

Consumers do not always assign the same meaning to a marketer's message that was intended by the marketer. This is because of consumers': 1.Expectations 2.Selective distortion 3.Selective perception4.Cognitive dissonance

2. Selective distortion

The number of different product lines a company carries constitutes a product mix's: 1.Depth2.Width3.Consistency4.Match

2. Width

Caroline is married with two children. She is a college graduate with a household income of $75,000 per year. What type of segmentation variables are being used to describe Caroline?1.Geographic2.Demographic3.Psychographic4.Behavioral

2.Demographic

When purchasing goods and services, University Medical Center solicits bids on the Internet and awards their business to the low bidder. This is an example of a(n): 1.Modified bid2.Reverse auction3.E-purchase situation4.Electronic auction

2.Reverse auction

A hospital purchases a new MRI machine costing millions of dollars. This is an example of a: 1.Service or supply2.Part or material3.Capital item—installation4.Capital item—accessory

3. Capital item-installation

Some Wal-Mart stores in the Southeastern United States offer several Mexican brands to cater to the large Mexican population in that area. This is an example of: 1.Undifferentiated marketing2.Loyalty marketing3.Local marketing4.Economic marketing

3. Local marketing

Mothers Against Drunk Driving​ (MADD) runs advertising campaigns aimed at stopping drunk driving and preventing underage drinking. This is an example of​ __________. A. person marketing B. social marketing C. organization marketing D. place marketing E. corporate image marketing

B. social marketing

When a company lengthens a product line by adding more items within that lines current​ range, they are​ __________. A. stretching the line downward B. increasing the width of their product mix C. filling the line D. stretching the line upward E. decreasing the depth of the line

C. filling the line

A group of products that are closely related because they function in a similar​ manner, are sold to the same customer​ groups, are marketed through the same types of​ outlets, or fall within given price ranges are called​ a(n) __________. A. product mix B. product stretch C. product line D. product portfolio E. product level

C. product line

The number of items in a product line represents the​ __________ and the total number of product lines a company carries represents the​ __________. A. product line​ length; product line width B. product line​ width; product mix length C. product line​ length; product mix width D. product mix​ depth; product line width E. product mix​ length; product mix depth

C. product line​ length; product mix width

Installing an innovation management system to​ collect, review,​ evaluate, and manage new product ideas represents​ a(n) __________ approach to new product development. A. sequential B. haphazard C. systematic D. ​team-based E. ​customer-centered

C. systematic

Which of the following statements regarding the buyer decision process is​ correct?

Consumers​ may, in some​ situations, skip steps in the buyer decision process.

What are the four general characteristics that influence consumer​ purchases?

Cultural​ characteristics, social​ characteristics, personal​ characteristics, and psychological characteristics

According to the​ text, what is the most basic cause of a​ person's wants and​ behaviors?

Culture

What are the three cultural factors that influence consumer buyer​ behavior?

Culture, subculture, and social class

Duracell is well known for manufacturing and marketing batteries. Recently they launched the Duracell​ Powermat, which is a wireless charger for mobile devices. Which brand development strategy did Duracell use in this​ example? A. Multibrand B. Line extension C. Licensing D. New brand E. Brand extension

E. Brand extension

At which stage of the new product development process is a physical product first​ developed? A. Concept development and testing B. Idea generation C. Test marketing D. Marketing strategy development E. Product development

E. Product development

According to the​ text, what are the three levels on which brands can be​ positioned? A. ​Quality, features, and desirable benefits B. Product​ attributes, desirable​ benefits, and brand equity C. Product​ attributes, price, and packaging D. Brand​ equity, brand​ value, and brand sponsorship E. Product​ attributes, desirable​ benefits, and beliefs and values

E. Product​ attributes, desirable​ benefits, and beliefs and values

Which of the following is a personal factor that influences a​ consumer's buying​ behavior?

Occupation

What tends to be the most effective source of information when consumers make a buying​ decision?

Personal sources

Which of the following statements regarding positioning is​ correct?

Positions must adapt over time to meet changing consumer needs.

What is the overall purpose of​ differentiation?

To create superior customer value

A purse​ company's ads feature the cast of a popular reality show. Product sales increase significantly among the fans. From the​ fans' viewpoint, the cast is​ a(n) __________.

reference group

The process of evaluating each market​ segment's attractiveness and selecting one or more market segments to enter is called​ __________.

market targeting

A popular football player at a college who is able to influence the buying decisions of fans would best be described as​ a(n) __________.

opinion leader influence

Two things can come between the intention to make a purchase and the actual​ purchase: the first is the attitudes of others and the second is​ __________.

unexpected situational factors

What is the correct order of the five stages of the new product adoption​ process?

​Awareness, interest,​ evaluation, trial, adoption

A crop failure in Madagascar has eliminated one of the exotic peppers you were counting on for the product. You need to find a substitute. Which of the following substitutes would best fit your product's profile? A) Substitute an artificial ingredient for the missing pepper. Keep all of the remaining natural peppers. B) Obtain seeds for the missing pepper and organize an effort to grow them domestically. C) Substitute a common, easily obtainable pepper for the missing pepper, such as cayenne. D) Find a natural substitute. Match the flavor as best you can with the original pepper. E) Leave the missing pepper out. Having one ingredient absent from your recipe is not likely to harm the product.

D. Find a natural substitute. Match the flavor as best you can with the original pepper.

Business buyer demand is derived from: 1.Consumer demand2.Technological factors3.Psychological factors4.Cultural factors

1. Consumer demand

Soft drinks, soap, and magazines are examples of ______ products. 1.Convenience 2.Specialty 3.Unsought 4.Shopping

1. Convenience

Mercedes introduced C-Class cars for $30,000 without hurting its ability to sell other models priced at $100,000 or more. The new car was an example of successful: 1.Downward line stretching2.Sideward line stretching3.Upward line stretching4.Product line filling

1. Downward line stretching

Economic developments, technological changes, and culture and customs are among the ______ influences that impact business buyer behavior. 1.Environmental2.Interpersonal3.Organizational4.Individual

1. Environmental

Which of the following value propositions reflects status and a lofty lifestyle? 1.More for more 2.Less for more 3.More for same 4.Same for less

1. More for more

The way the product is defined byconsumers on important attributes—theplace the product occupies in consumers'minds relative to competing products—is known as the product's: 1.Position2.Perception3.Benefit4.Differentiation

1. Position

Kenmore appliances and Craftsman tools are brands that can only be purchased in Sears department stores. These brands are examples of: 1.Private brands2.Generic brands3.Licensed brands4.Manufacturer brands

1. Private brands

Styles, fads, and fashions have their own unique life cycles. Which of these product life cycles typically lasts the longest? 1.Style2.Fad3.Fashion4.The overall length of the PLC does not vary; only the amount of time spent in each stage of the PLC varies between the three.

1. Style

Honda, a popular brand of automobile, also markets several other products with the Honda name, such as motorcycles, generators, and lawn equipment. This is an example of which brand development strategy? 1.Line extension 2.Brand extension 3.New market 4.Multibrand

2. Brand extension

Before moving further with the new-product development process, you are asked to review the sales, costs, and profit projections for a new product to find out whether they satisfy your company's objectives. Which step of the new-product development process is this? 1.Idea generation2.Business analysis3.Quantitative analysis4.Qualitative analysis

2. Business analysis

Several successful companies develop new products that focus on solving consumers' problems to create more satisfying experiences. Which approach to new-product development is this? 1.Externally-focused2.Customer-centered3.Simplistic-centered4.Problem-focused

2. Customer-centered

Internet-enabled mobile phones are currently experiencing rapid market acceptance and increasing profits. Which stage of the product life-cycle does this represent?1.Introduction2.Growth3.Maturity4.Decline

2. Growth

A moving company's ads stress the loving care taken when packing, loading, and unloading the client's possessions. The competitive advantage being promoted is based on: 1.Image differentiation 2.Product differentiation 3.Services differentiation4.Channel differentiation

3. Services differentiation

A new breakfast cereal is promoted and sold in a single city for a short time. If successful, the product has passed the _______ stage of the new product development process. 1.Commercialization2.Regional rollout3.Test market4.Concept testing

3. Test market

To be useful, market segments must be all of the following EXCEPT: 1.Actionable2.Measurable3.Undifferentiable4.Substantial

3. Undifferentiable

While watching the Super Bowl, you become intrigued by an ad for a radical new product, which you buy the following week. In this circumstance you are behaving like a(n): 1.Laggard2.Early adopter3.Innovator4.Late adopter

3. innovator

Kraft markets several brands in multiple product categories, such as cheese and dairy products, cereals, and sauces. These items are examples of the: 1.Product line2.Line filling3.Product mix4.Line extension

3. product mix

All EXCEPT which of the following are examples of the first stage of the buying process? 1.A company decides to launch a new product.2.A machine breaks down and needs new parts.3.A buyer invites qualified suppliers to submit proposals.4.A purchasing manager is unhappy with a current supplier's service.

3.A buyer invites qualified suppliers to submit proposals.

Customers, competitors, distributors and suppliers, and others are considered which type of sources for new product ideas? 1.Primary sources2.Secondary sources3.Internal sources4.External sources

4. External sources

Hotels and resorts charge lower prices in the off-season to offset the ______ of service characteristic. 1.Inseparability 2.Variability 3.Intangibility 4.Perishability

4. Perishability

If a product concept survives the business analysis, it moves into the ______ stage of the new product development process. 1.Concept testing2.Market testing3.Market development4.Product development

4. Product development

Business buyers can be segmented by all of the following factors EXCEPT: 1.Geography2.Demographics3.Benefits sought4.Psychographics

4. Psychographics

After certain types of sales, marketers often send consumers communications to help them feel good about their purchases. Marketers do so in order to: 1.Increase variety-seeking behavior2.Encourage complex buying behavior3.Encourage habitual buying behavior4.Reduce cognitive dissonance

4. Reduce cognitive dissonance

Which of the following target market strategies is LEAST likely to succeed when marketing a good or service in the United States? 1.Micromarketing 2.Concentrated marketing3.Differentiated marketing4.Undifferentiated marketing

4. Undifferentiated marketing

Which base of segmentation divides buyers into segments based on their​ knowledge, attitudes,​ uses, or responses to a​ product? A. Behavioral B. Demographic C. Geographic D. Psychographic E. Economic

A. Behavioral

The video indicated that a company in China was manufacturing the first batch of the shoes. This is indicative of which stage of the new product development​ process? A. Commercialization B. Concept testing C. Marketing strategy development D. Idea screening E. Idea generation

A. Commercialization

During concept​ testing, who is the product concept actually tested​ on? A. Groups of target customers B. Broad groups of consumers C. Competitors D. Employees in the​ company's marketing department E. Internal​ R&D engineers

A. Groups of target customers

A firm improves product quality and adds new product features and models. It also shifts some advertising from building product awareness to building product conviction and purchase. At which stage of the product life cycle would this be a recommended​ strategy? A. Growth B. Maturity C. Introduction D. Product development E. Decline

A. Growth

On the My​ M&Ms website buyers can place custom orders for​ M&Ms. They can choose their own​ colors, put a personalized text message on the​ candies, and even upload a photo to be placed on each​ M&M. Which targeting strategy is​ M&M using for My​ M&Ms? A. Individual marketing B. Differentiated marketing C. Concentrated marketing D. Undifferentiated marketing E. Local marketing

A. Individual marketing

Which of the following statements about new product development strategy is​ correct? A. Innovation can be very expensive and very risky. B. A new product will succeed as long as it priced correctly. C. New products are usually successful because consumers like new things. D. New products are not a key source of growth for companies. E. Developing new products is optional for companies with established brands.

A. Innovation can be very expensive and very risky.

There is a growing segment of people who want food that tastes good and is also good for them. This​ healthy-living segment represents which segmentation​ base? A. Lifestyle B. Usage rate C. Gender D. Geography E. Age

A. Lifestyle

Which value proposition is the most difficult to sustain in the long​ run? A. More for less B. The same for less C. Less for much less D. More for more E. More for the same

A. More for less

What are perceptual positioning maps used​ for? A. To show consumer perceptions of different brands on important product dimensions B. To find the best retail locations for a brand C. To show consumer perceptions of an individual brand on important buying dimensions D. To compare a​ company's profitability with the profitability of competitors E. To show consumer perceptions of different brands on a single product dimension

A. To show consumer perceptions of different brands on important product dimensions

Fitbit makes health and fitness tracking devices. Some buyers want very basic fitness tracking such as steps taken and calories consumed. Others are focused on high performance and want heart rate and sleep​ monitoring, text​ notification, and wireless sync to their smart phone. In serving these two very different​ groups, Fitbit is using​ __________ segmentation. A. benefits sought B. usage rate C. personality D. ​life-cycle stage E. demographic

A. benefits sought

​Furniture, major​ appliances, clothing, and hotel services are classified as​ __________ products. A. shopping B. convenience C. industrial D. unsought E. specialty

A. shopping

Companies should take a holistic approach to new product development. This means that the process should be​ __________. A. ​customer-centered, team-based, and systematic B. ​customer-centered, team-based, and haphazard C. ​customer-centered, compartmentalized, and systematic D. ​compartmentalized, team-based, and​ company-centered E. ​compartmentalized, sequential, and​ company-centered

A. ​customer-centered, team-based, and systematic

Holden-Evan, a powerhouse consumer products company is coming out with its own brand of hot sauce, Burnin' Rock. As product brand manager for the product it is your task to introduce Burnin' Rock to the marketplace and manage the brand through the product life cycle.1. One of the first decisions you need to make is to determine the type of store in which Burnin' Rock will be featured. Which of the following would be the best choice for you to contact? A) Jameson-Carruthers Purveyors, a chain of high-end specialty stores B) Enriqué's, a super high-end restaurant in Los Angeles C) Twenty Four and More, a chain of convenience stores D) SuperMega Palace, a mainstream supermarket chain E) Tenth Street Market, a produce wholesaler for a major metropolitan area

A. Jameson-Carruthers Purveyors, a chain of high-end specialty stores

After two years, Burnin' Rock continues to grow at an extremely rapid pace, grabbing a large market share. You decide that it is time to have growth level off. Which of the following identifies the best way to level off growth? A) raise the price of the product B) lower the price of the product C) cut promotion for the product D) change the promotion strategy for the product E) introduce new sister products that share the Burnin' Rock name

A. raise the price of the product

IMG​ World's products and services are geared toward colleges and​ students, the students of which may be considered young achievers. This designation can be best described as which influential factor of consumer buying​ behavior?

Age and life stages

What is​ positioning?

Arranging for a market offering to occupy a​ clear, distinctive, and desirable place relative to competing products in the minds of target consumers

Which of the following statements regarding American subcultural groups is​ correct?

Asian Americans are the most affluent U.S. demographic segment.

​__________ is the first stage in the new product adoption process.

Awareness

Walmart created the Great Value brand for their food products and the Equate brand for their​ pharmacy, health, and beauty products. Walmart does not manufacture any of these products. Which type of brand sponsorship is Walmart​ using? A. A​ manufacturer's brand B. A private brand C. A licensed brand D. A national brand E. A​ co-brand

B. A private brand

Which of the following statements is correct regarding consumer buying​ decisions?

Consumers are often unaware of what influences their purchases.

Which of the following statements regarding segmentation is​ correct? A. As gender roles have​ changed, gender is no longer a useful form of segmentation. B. Consumer and business marketers use many similar​ variables, but business marketers use additional variables to segment their markets. C. The business market is homogenous and is not segmente D. Marketers typically use one variable to segment their markets. E. The use of demographics to segment markets has declined in recent years.

B. Consumer and business marketers use many similar​ variables, but business marketers use additional variables to segment their markets.

If a company finds that a new product concept is acceptable and should be moved​ forward, what is the next step in the new product development​ process? A. Product development B. Marketing strategy development C. Commercialization D. Test marketing E. Business analysis

B. Marketing strategy development

Which of the following statements concerning new products is​ correct? A. To be considered​ new, the product must be something consumers have not seen before. B. Modified and improved products are considered new. C. Products that are merely improved in some way are not considered new. D. A modified product is not considered a new product. E. Most new products succeed within two years of their introduction.

B. Modified and improved products are considered new.

For which service characteristic do marketers need to pay close attention to fluctuations in​ demand? A. Tangibility B. Perishability C. Variability D. Intangibility E. Inseparability

B. Perishability

Which of the following is true of a new product in the introduction​ stage, such as the Day to Night​ heels? A. Sales climb quickly. B. Profits are generally negative due to the high cost of​ R&D. C. Promotion spending is relatively low. D. Word of mouth increases. E. Product lines and extensions are created.

B. Profits are generally negative due to the high cost of​ R&D.

Which of the following statements regarding standard test marketing is​ correct? A. New products are always test marketed. B. Test marketing can be costly and delay commercialization of the product. C. Test marketing is conducted in a simulated market setting. D. If test marketing is​ successful, the next step is to develop the product. E. A company usually tests only a small part of its marketing program in a test market.

B. Test marketing can be costly and delay commercialization of the product.

What must companies do to create successful new​ products? A. Spend more on​ R&D than its competitors. B. Understand its​ consumers, markets, and competitors and develop products that deliver superior value. C. Obtain successful products through acquisitions instead of doing internal development. D. Cut costs to keep the price of new products low. E. Focus their new product development efforts only on consumers.

B. Understand its​ consumers, markets, and competitors and develop products that deliver superior value.

Services cannot be​ seen, tasted,​ felt, heard, or smelled before they are bought. In other​ words, services are​ __________. A. perishable B. intangible C. variable D. inseparable E. tangible

B. intangible

Sprout segmented the market by targeting parents of preschoolers who wished to have an educational and entertaining experience for and with their children. Which type of segmentation does this​ describe?

Benefits sought

What is a product​ concept? A. The image of a new product in​ consumer's minds B. A working model of a new product C. A detailed version of a new product idea stated in meaningful consumer terms D. A new product which is ready to be test marketed E. An idea for a new product

C. A detailed version of a new product idea stated in meaningful consumer terms

Candace Cabe created the Day to Night shoe based on an idea she​ had, and then asked a group of women to provide feedback regarding the idea. Which step of the new product process does this most likely​ represent? A. Idea screening B. Marketing strategy development C. Concept testing D. Test marketing E. Idea generation

C. Concept testing

Which of the following statements regarding individual product decisions is​ correct? A. Quality is important but it is not used to position products. B. Consumers see branding as separate from the product. C. Customer service is an important element of product strategy. D. Product design and product style mean the same thing. E. The sole function of packaging is to hold and protect a product.

C. Customer service is an important element of product strategy.

Candace Cabe likely had several different ideas for a convertible​ high-heel, but sifted through each idea until she found the one that was most marketable. Which step of the new development process did this most likely occur​ in? A. ​Business-analysis stage B. Concept testing C. Idea screening D. Product development E. Test marketing

C. Idea screening

Which of the following statements is correct regarding the influence of personal factors on buyer​ behavior?

Consumers tend to buy brands whose personality matches their own.

Which targeting strategy focuses on common consumer​ needs, as opposed to different​ needs? A. Concentrated marketing B. Differentiated marketing C. Mass marketing D. Individual marketing E. Local marketing

C. Mass marketing

Prior to the merging of three distinct insurance company names into one new​ name, which of the following best describes the branding strategy​ used? A. Brand extension B. Brand engagement C. Mulitbrands D. Line extension E. ​Co-branding

C. Mulitbrands

The​ company's choice of its​ name, Plymouth Rock​ Assurance, and its​ motto, open double quoteMore Than Just ​Insurance,close double quote indicates the company is attempting to position itself in a particular manner. Which of the following would most likely be the intended position of the​ company? A. The​ nation's premier insurance company B. Increased product mix other than insurance C. Superior customer service through its products and services D. Less expensive than its competitors E. Increased brand sponsorship

C. Superior customer service through its products and services

During the idea generation stage of the new product development​ process, it is important that​ __________. A. companies realize that it is illegal to use competitors as a source of new ideas B. companies generate a small number of ideas that seem feasible C. companies create a large number of ideas D. companies limit their ideas to those that come from their internal​ R&D departments E. companies avoid crowdsourcing as a source of new ideas

C. companies create a large number of ideas

Charles​ Revson, who started​ Revlon, once said​ "We sell​ hope." Revson was defining the​ __________ of Revlon cosmetics. A. quality level B. design C. core customer value D. augmented product E. branding

C. core customer value

When segmenting international​ markets, markets can be grouped according to​ language, religion,​ customs, and values. This type of segmentation is based on​ __________ factors. A. economic B. demographic C. cultural D. geographic E. psychographic

C. cultural

A temporary period of unusually high sales driven by consumer enthusiasm and immediate product or brand popularity is called​ a(n) __________. A. fashion B. style C. fad D. trend E. aberration

C. fad

What are the four special service characteristics marketers must consider when designing marketing​ programs? A. ​Intangibility, inseparability,​ conformity, and perishability B. ​Tangibility, substitutability,​ variability, and conformity C. ​Intangibility, inseparability,​ variability, and perishability D. ​Tangibility, inseparability,​ variability, and perishability E. ​Intangibility, inseparability,​ variability, and substitutability

C. ​Intangibility, inseparability,​ variability, and perishability

Here is another first-year scenario. Despite using less-expensive artificial ingredients, the product achieves strong sales for the first year, accompanied by modest profits. There are an increasing number of complaints about the product's quality, but the total number of complaints remains low so far. What is the most reasonable conclusion you can draw about the product at this point? A) It pays to use cheap ingredients. B) The product is clearly a success and profits are likely to keep growing as time passes. C) Things look promising, but is still to early to tell whether you have a successful product. D) Things look promising now, but the product is sure to fail in its second year. E) It was a mistake to use cheap ingredients.

C. Things look promising, but is still to early to tell whether you have a successful product.

Which of the five characteristics identified in the text has an inverse relationship with an​ innovation's rate of​ adoption? As this characteristic​ increases, the rate of adoption is slower.

Complexity

The name Plymouth Rock Assurance identifies the company as the seller of its services and​ products, which is also known as which of the​ following? A. Package B. Label C. Logo D. Brand E. Product line

D. Brand

A colleague wants to evaluate the attractiveness of a particular market segment. Which of the following would be good advice for your​ colleague? A. Fast growing segments are always attractive. B. If a segment is larger than others it should always be targeted. C. If there are powerful buyers in the segment it will drive prices up. D. Carefully consider the degree of competition and ease of entry into the segment. E. A segment is attractive if there are substitute products available.

D. Carefully consider the degree of competition and ease of entry into the segment.

Which of the following statements regarding the growth stage of the product life cycle is​ correct? A. Sales begin to climb slowly. B. Sales will be slow and profits will level off or decline. C. Early adopters are not yet buying the product. D. Companies face a​ trade-off between high market share and high profits. E. The company will still be free of competition.

D. Companies face a​ trade-off between high market share and high profits.

Which of the following statements regarding concentrated marketing is​ correct? A. Marketers cannot effectively​ fine-tune the marketing mix to the needs of a​ narrow, carefully designed segment. B. Concentrated marketing is generally not a profitable strategy. C. Concentrated marketing targets a small share of a large market. D. Concentrated marketing involves​ higher-than-normal risks. E. Concentrated marketing is not feasible for small companies.

D. Concentrated marketing involves​ higher-than-normal risks.

What is the first step of the new product development​ process? A. Business analysis B. Marketing strategy development C. Concept development and testing D. Idea generation E. Idea screening

D. Idea generation

BMW says their cars are​ "The Ultimate Driving​ Machine". Ford trucks are​ "Built Ford​ Tough". Which type of differentiation do these examples​ represent? A. People differentiation B. Services differentiation C. Channel differentiation D. Product differentiation E. Image differentiation

D. Product differentiation

Product planners think of products on three levels. Which of the following correctly identifies the three​ levels? A. The​ branding, the quality​ level, and the design B. The core customer​ value, the actual​ product, and the​ product's position C. The​ branding, the​ packaging, and the core customer value D. The core customer​ value, the actual​ product, and the augmented product E. The core customer​ value, the actual​ product, and the quality level

D. The core customer​ value, the actual​ product, and the augmented product

Which of the following statements regarding socially responsible product decisions is​ correct? A. Safety legislation has not yet been passed to regulate​ toys, automobiles, and fabrics. B. When companies drop​ products, they do not have any obligations to​ suppliers, dealers, and customers. C. Companies can safely ignore patent laws. D. The government may prevent companies from adding products through acquisitions if the effect threatens to lessen competition. E. Manufacturers are generally not concerned with product liability.

D. The government may prevent companies from adding products through acquisitions if the effect threatens to lessen competition.

According to the​ text, the most successful new products satisfy three criteria. What are these​ criteria? A. They are​ differentiated, copy successful competitor​ products, and are priced low. B. They are something that has never been seen​ before, are priced​ low, and are offered on a limited basis. C. They appeal to a wide variety of​ consumers, are priced​ low, and can be mass marketed. D. They solve a major customer​ problem, are​ differentiated, and offer a compelling value proposition. E. They solve a major customer​ problem, are​ differentiated, and are priced low.

D. They solve a major customer​ problem, are​ differentiated, and offer a compelling value proposition.

​Typically, consumers put in minimum time and effort when buying products such as laundry​ detergent, candy, and fast food. These types of goods are classified as​ __________ products. A. unsought B. specialty C. shopping D. convenience E. augmented

D. convenience

Materials and​ parts, capital​ items, and supplies and services are groups of​ __________products. A. specialty B. unsought C. convenience D. industrial E. shopping

D. industrial

Service quality greatly depends on the quality of the buyerdashseller interaction during the service encounter. This is known as​ __________. A. external marketing B. the service profit chain C. image differentiation D. interactive marketing E. internal marketing

D. interactive marketing

To succeed in​ France, McDonalds had to​ __________. A. keep the same restaurant design as in the United States B. standardize their products C. use local bakeries to supply their baguettes D. tailor their operations to local French preferences E. use the same cheeses on their burgers that are used in the United States

D. tailor their operations to local French preferences

The full mix of benefits on which a brand is differentiated and positioned is called​ a(n) __________. A. perceptual map B. mission statement C. positioning statement D. value proposition E. image statement

D. value proposition

Which of the following statements regarding managing brands is​ correct? A. Successful branding is unrelated to managing customer touchpoints. B. Brand audits are only necessary when launching a new brand. C. The only company departments that must truly embrace a brand are sales and marketing. D. ​Customers' engagement with brands and​ customers' brand experiences are the key elements in maintaining a​ brand's position. E. Once a​ brand's position is firmly​ established, further communicating that position to consumers is a waste of resources.

D. ​Customers' engagement with brands and​ customers' brand experiences are the key elements in maintaining a​ brand's position.

After several more years, the market for all hot sauces has clearly declined. Which option would be best for the company at this point in time? A) increase the advertising budget for Burnin' Rock B) discontinue the product immediately C) focus on gaining market share for Burnin' Rock D) cut the advertising budget for Burnin' Rock E) focus on profits for Burnin' Rock

D. cut the advertising budget for Burnin' Rock

Several years after the product launch you find that sales for Burnin' Rock have reached a permanent plateau. Which of the following actions will best avoid the product's decline? A) rebrand the product completely, giving it a new name and image B) do nothing, relying on existing customers to sustain the product C) reformulate the product using less expensive ingredients to increase profits D) look for untapped markets that have not been traditional Burnin' Rock customers E) drop the price of the product to increase profits

D. look for untapped markets that have not been traditional Burnin' Rock customers

You are considering various first-year scenarios for the product. In one scenario you envision Burnin' Rock to sell well during its first year, but to lose money nevertheless. For the following year, you will consider the product to be in its growth stage. This will require heavy investment. Which of the following identifies the most productive way to focus investment in the product during its growth stage? A) modification and improvement of the existing product B) modification of the design of the existing product C) branching out to new varieties of the existing product D) promotion of the existing product E) development of a replacement of the existing product

D. promotion of the existing product

Sprout markets to​ preschool-aged children and their parents. Which type of segmentation is Sprout most likely​ using?

Demographic

Which of the following statements about segmentation is​ true?

Different segments might require different marketing strategies or mixes.

Which of the following best describes brand​ equity? A. That the brand is legally protected from imitation B. The extent to which two different brands in the same product category are similar C. The return on investment a firm receives from a brand D. The total financial value of a brand E. A measure of the​ brand's ability to capture consumer preference and loyalty

E. A measure of the​ brand's ability to capture consumer preference and loyalty

Which of the following correctly defines a​ product? A. A product is the overall market offering. B. A product consists of the actual product and the augmented product. The core customer value is not part of a product. C. Products are tangible goods only. D. Products include tangible objects and services but not events or people. E. A product is anything offered to a market that might satisfy a need or want.

E. A product is anything offered to a market that might satisfy a need or want.

Which of the following statements regarding demographic segmentation is​ correct? A. Demographic segmentation divides a market based on​ age, personality, and benefits sought. B. Demographic variables are difficult to measure. C. Demographics are rarely used anymore for market segmentation. D. Demographics segmentation uses lifestyle as the primary measure for segmentation. E. Consumer​ needs, wants, and usage rates vary closely with demographic variables.

E. Consumer​ needs, wants, and usage rates vary closely with demographic variables.

In determining product​ quality, what are the two dimensions of quality marketers must decide​ upon? A. Consistency and packaging B. Consistency and design C. Level and features D. Level and price E. Level and consistency

E. Level and consistency

Which of the following descriptions best represents targeting a demographic​ segment? A. Marketing athletic clothing for sports enthusiasts B. Promoting cranberry sauce for the Thanksgiving holiday C. Rewarding heavy users of a product D. Promoting a smartphone with longer battery life E. Marketing prepackaged lunches for children

E. Marketing prepackaged lunches for children

The video indicated that the shoes would be sold for​ $120 to​ $150 per pair. At which stage of the new product development process was this decision most likely​ made? A. Test marketing B. Product development C. Commercialization D. Concept testing E. Marketing strategy development

E. Marketing strategy development

One characteristic of services is their variability. What is the main reason for services being​ variable? A. Services are​ tangible, and defects are impossible to prevent. B. Services cannot be separated from their providers. C. Services cannot be stored for later use. D. Services cannot be​ seen, tasted, or felt before they are bought. E. Service quality depends on who provides​ them, as well as​ when, where, and how they are provided.

E. Service quality depends on who provides​ them, as well as​ when, where, and how they are provided.

Which of the following best describes the type of product Plymouth Rock Assurance​ offers? A. Unsought product B. Convenience product C. Capital items D. Specialty product E. Shopping product

E. Shopping product

Which of the following statements is true regarding standardizing products for international​ markets? A. Standardization ensures that products will succeed in foreign markets. B. Standardization means that marketers do not have to adapt their product offerings for different international markets. C. Standardization helps a company develop a different image in different countries. D. Markets and consumers all over the world are​ alike, so a company should always standardize international products. E. Standardization decreases product​ design, manufacturing, and marketing costs.

E. Standardization decreases product​ design, manufacturing, and marketing costs.

Which government agency has the authority to ban or seize potentially harmful products and set severe penalties for violation of the​ law? A. The Federal Trade Commission​ (FTC) B. The Environmental Protection Agency​ (EPA) C. The Food​ & Drug Administration​ (FDA) D. The Small Business Administration​ (SBA) E. The Consumer Product Safety Commission​ (CPSC)

E. The Consumer Product Safety Commission​ (CPSC)

Prior to becoming Plymouth Rock​ Assurance, the company marketed three different insurance​ companies: High​ Point, Plymouth​ Rock, and Pallasades. Rebranding the three names into​ one, Plymouth Rock​ Assurance, was one part of the overall objective of constantly improving the quality of services and business products. This overall process is known as which of the​ following? A. Performance quality B. Quality level C. Conformance quality D. Quality consistency E. Total quality management

E. Total quality management

Which of the following statements about service marketing is​ correct? A. Service marketers cannot differentiate their offerings. B. It is easier to define service quality than product quality. C. Social media is not useful to service marketers. D. Due to the variability of​ services, top service companies set modest​ service-quality standards. E. Training current employees better and hiring new ones with more skills can increase service productivity.

E. Training current employees better and hiring new ones with more skills can increase service productivity.

One recent development in generating new product ideas is for a company to invite broad communities of peoplelong dashsuch as​ employees, customers, and even the public at largelong dashinto the innovation process. This is known as​ __________. A. test marketing B. intrapreneurial idea generation C. crowdfunding D. concept testing E. crowdsourcing

E. crowdsourcing

If men and women respond similarly to the same marketing​ mix, they do not constitute​ distinct, identifiable segments. Gender would not be an effective base for segmentation in this example because the segments are not​ __________. A. accessible B. actionable C. substantial D. measurable E. differentiable

E. differentiable

In the decline stage of the product life​ cycle, some companies continue to offer the product but reduce various​ costs, hoping that sales hold up. This is known as​ __________ the product. A. maintaining B. pruning C. liquidating D. dropping E. harvesting

E. harvesting

When segmenting international​ markets, marketers often can form segments of consumers who have similar needs and buying behaviors even though they are located in different countries. This is called​ __________. A. geographic segmentation B. global segmentation C. cultural segmentation D. ​intra-market segmentation E. intermarket segmentation

E. intermarket segmentation

Choosing a differentiated targeting strategy has many​ benefits, but a potential downside is that​ __________. A. the demand for customized products is decreasing B. serving one or a few smaller segments can limit sales C. focusing on what is common in consumers can potentially appeal to the largest number of buyers D. offering one marketing mix can limit sales E. it can increase costs

E. it can increase costs

Psychographic segmentation divides buyers into different segments based on​ __________. A. lifestyle and geography B. age and​ life-cycle stage C. personality and income D. lifestyle and income E. lifestyle and personality

E. lifestyle and personality

If a company adds a new product line to its existing​ portfolio, it has increased its​ __________. A. product mix consistency B. product line length C. product support services D. product mix depth E. product mix width

E. product mix width

When Dr. Footcare developed and launched a revolutionary new walking​ shoe, he knew that during the introductory stage of the product life cycle​ (PLC) __________. A. sales would fall and profits would drop B. sales would be high and profits would level off or decline C. profits would rise quickly and there would be rapid market acceptance of the product D. sales would be slow but profits would be high E. sales would be slow and profits nonexistent

E. sales would be slow and profits nonexistent

Which of the following identifies the best assessment of this suggestion? A) Cutting prices is a bad move because price and profits are not considered important during this stage of the product's life cycle. B) Cutting prices is a bad move because it will permanently decrease market share. C) Cutting prices is a good move because it will permanently increase the product's market share. D) Cutting prices is a good move because it will ultimately result in higher profits. E) Cutting prices is a bad move because it does not allow the product to increase market share based on its own merits.

E. Cutting prices is a bad move because it does not allow the product to increase market share based on its own merits.

In year three after the product launch you have a successful product with a stable, healthy market share and excellent profits. What should your goal be during this stage of the product's life cycle? A) increasing profit level dramatically B) increasing market share dramatically C) cutting costs to increase profits D) rebranding the product E) sustaining market share and profit level

E. sustaining market share and profit level

You are still in the first few weeks of the launch stage of the product's life cycle. At this stage, which of the following would you consider to be alarming and require immediate action on your part? A) low profits for the product B) high curiosity in the product C) no profit for the product D) slow sales for the product E) total lack of interest in the product

E. total lack of interest in the product

Which adopter category consists of opinion leaders who adopt new ideas early but​ carefully?

Early adopters

Students purchasing items with the college logo most likely represent consumers involved in which type of buying​ behavior?

Habitual

Dissonance-reducing buying behavior would result from which of the following​ conditions?

High involvement and few differences between brands

Which of the following statements regarding habitual buying behavior is​ correct?

In these types of purchases marketers often use price and sales promotion as incentives for purchase

Which of the following correctly defines the consumer​ market?

Individuals and households that buy goods and services for personal consumption

IMG World provides college students with​ new, relevant​ media, making which stage of the consumer buyer behavior process easier for the​ consumer?

Information search

People can be classified into adopter categories. Which two categories are the first to adopt a new product​ idea?

Innovators and early adopter

What are the four major psychological factors that influence consumer buyer​ behavior?

Motivation, perception,​ learning, and beliefs and attitudes

What is the correct order of the five stages in the buyer decision​ process?

Need recognition​, information search​, evaluation of alternatives​, the purchase decision​, and postpurchase behavior

Which of the following correctly identifies the social factors that influence consumer buyer​ behavior?

Small groups​, social​ networks, ​family, and social roles and status

Which of the following best describes Sprouts competitive​ advantage?

Sprout's overall customer value

What is the unique positioning of​ Sprout?

The channel is marketed to both children and their parents and airs 24 hours a day.

What determines if a buyer is satisfied or dissatisfied with a​ purchase?

The relationship between consumer expectations and perceived product performance

According to the simple model of buyer​ behavior, what is in a​ buyer's black​ box?

The​ buyer's characteristics and the​ buyer's decision process

A blockbuster children's movie has been scheduled to air at the same time as the award show that will feature gowns similar to those the Swazzi plans to sell. Which of the following best justifies going ahead with plans to market Swazzi's line of gowns? a.Children and adults are likely to view the programs separately .b.Any setback that the movie presents will be easily offset by the fact that formal wear is trending up. c.Any setback that the movie presents will be easily offset by the fact that luxury items are trending up while necessities have dropped. d.Few members of the target market for gowns have children. e.Most children will prefer to watch award show and may watch the movie on DVR.

a. Children and adults are likely to view the programs separately.

A marketing VP is promoting the idea that Smoothsayer makes a great gift. Which of the following would make the best advertising venue for promoting Smoothsayer as a gift? a.NFL football b.general women's magazines c.sophisticated women's magazines d.daytime talk shows that focus on women's issues e.parenting magazines

a. NFL football

An advisor points out that Smoothsayer has qualities that would benefit men as much as they would women. He strongly suggests that you include men in your target audience. Which of the following identifies the best response to this suggestion? a.Until men are shown to actually buy beauty creams they should not be targeted. b.Men are not the primary decision-makers for beauty products, so they should not be targeted. c.To avoid charges of discrimination, men should be targeted. d.Young men who are more open-minded should be targeted. e.Older men who are more prone to wrinkles should be targeted.

a. Until men are shown to actually buy beauty creams they should not be targeted.

To test the clothing line you've chosen, you decide on having models walk through stores wearing prototype styles. Which of the following testing methods is likely to be an improvement on this testing method? a.focus groups of affluent women in the 27-42 demographic viewing live models b.focus groups of women from all socioeconomic groups in the 27-42 demographic viewing photos c.telephone interviews with affluent women in the 27-42 demographic d.live interviews with a variety of women in the 27-42 demographic e.Internet surveys with affluent women in the 27-42 demographic

a. focus groups of affluent women in the 27-42 demographic viewing live models

You are considering colors and flavors for Cow Power. Which of the following is not an objection that is likely to be brought up for color and flavor additives? a.Adding color or flavor will make the product too expensive to market. b.Coloring is unnatural and typically uses artificial ingredients that could pose health risks. c.Flavoring requires large amounts of sugar that pose a proven health risk. d.Having a colored product with no flavoring will disappoint and confuse customers. e.Having an uncolored product with flavoring will confuse customers.

a.Adding color or flavor will make the product too expensive to market.

Your team is still arguing about the formulation of Cow Power. One manager wants the product to be colored and flavored. Another manager wants just flavored, uncolored milk, while a third team member wants colored, unflavored milk.What would be the best way to resolve this issue?a.Offer different formulations in focus groups, and see which one performs best b.As the head of your team, you should simply make the decision by yourself. c.Offer different formulations in a test market, and see which one sells best. d.Have the team take a democratic vote. e.Ask your boss to make the decision.

a.Offer different formulations in focus groups, and see which one performs best

You are leaning toward Carnaby Street as the clothing line you will recommend to the New Product Development Committee. Which of the following best supports the Carnaby Street line as the best choice? a.Black tie formal events are decreasing in popularity. b.Classic styles are growing in popularity. c.The very young 19-26 demographic is currently slow. d.There is high interest among all demographics for British fashions in the 1960s. e.A feature film that focuses on the loose moral atmosphere of Swinging Sixties is due to come out this year.

b. Classic styles are growing in popularity.

You have dismissed using political orientation as a segmentation variable. However, new information about Smoothsayer may change your mind. Which of the following makes the best case for including political orientation as a key segmentation variable? a.Smoothsayer is made from ingredients that are imported from France, Morocco, and Malaysia. b.Smoothsayer is union-made, organic, its factory is carbon neutral, and no animals were harmed during the making or testing of the product. c.Smoothsayer is not the most expensive beauty cream on the market. d.Smoothsayer is made from all-natural ingredients. e.Smoothsayer is used by a number of famous people, including movie stars, politicians, first ladies, artists, musicians, and business executives.

b. Smoothsayer is union-made, organic, its factory is carbon neutral, and no animals were harmed during the making or testing of the product.

You discover competition for your rock star line in the effort by a major music label to have actual rock stars market their own clothing lines. Which of the following identifies the strongest advantage that the music label clothing lines would enjoy over Swazzi's rock star line? a.price b.authenticity c.distribution d.experience e.expertise

b. authenticity

You have decided to promote two key differences to distinguish Smoothsayer from its competitors. Which pair of key differences correctly identifies the most broad or the most narrow demographic? a.most broad: higher quality, anti-acne b.most broad: higher quality, UV protection c.most broad: anti-aging, UV protection d.most narrow: higher quality, UV protection e.most narrow: anti-aging, higher quality

b. most broad: higher quality, UV protection

One of your options is to market Cow Power as a powder that kids could mix with milk. For which market segment would powdered Cow Power be most problematic? a.Cow Power to be promoted as an after-school drink for the home b.Cow Power to be promoted as a sports drink for kids on the go c.Cow Power to be promoted as a drink for birthday parties and other celebrations d.Cow Power to be promoted as a drink that kids may obtain in ice cream parlors and fast food restaurants e.Cow Power to be promoted as a drink that accompanies specific foods, such as cookies or grilled-cheese sandwiches

b.Cow Power to be promoted as a sports drink for kids on the go

You envision Cow Power as a treat that parents will give to kids as a reward. Which packaging size best suits your conception of Cow Power being an individual treat? a.pint b.half-pint c.quart d.half-gallon e.gallon

b.half-pint

One of the options you are considering is marketing Cow Power with a single unified approach that is aimed at both boys and girls.Which of the following is the greatest advantage of this approach? a.It is likely to appeal more to girls than boys. b.It is likely to appeal more to boys than girls. c.It will be easier and less expensive to create and promote than separate campaigns for boys and girls. d.It will be more effective in attracting new customers than separate campaigns for boys and girls. e.It will be more appealing to parents than separate campaigns for boys and girls.

c. It will be easier and less expensive to create and promote than separate campaigns for boys and girls.

You are considering making teens 13-19 as your primary target market. An advisor tells you that you are making a mistake. Which of the following statements best supports your advisor's position? a.Teens do not use beauty creams. b.No one under 20 uses beauty creams on a daily basis unless the creams are prescribed by a doctor. c.Most teens do not have enough disposable income to purchase Smoothsayer. d.Teens do not worry about their skin. e.Few upper class families have teen-aged children.

c. Most teens do not have enough disposable income to purchase Smoothsayer.

As the Vice President of Marketing of the high-end Swazzi clothing chain, it is your job to develop a new premium line of designer women's clothing. You are considering three approaches: gowns inspired by award show participants for the older demographic, a 1960s retro line called Carnaby Street for the 24-37 demographic, and a line aimed at the 17-25 demographic based on fashions worn by current rock stars. Your first task is to determine whether price should be a factor that should be considered in the development of a clothing line from the beginning. Which of the following identifies the strongest reason for why price should be considered at the earliest stage of product development?a.Price will help determine sales. b.Price will help determine profit. c.Price is part of the product design. d.Price will help determine the market for the product. e.Price will help determine how the product is promoted.

c. Price is part of the product design.

The committee agrees that the true strength of the Carnaby Street line is the enduring public interest in the sixties and its effect on the market. The Carnaby Street line is chosen. Which lesson do you take away from this decision? a.Quality workmanship is important. b.There is no predicting the taste of the public. c.Some fashions never go out of style. d.People want to relive the past over and over again. e.Formal wear is likely never to become popular again.

c. Some fashions never go out of style.

For boys, you are thinking of using a famous NFL quarterback as Cow Power's sole spokesperson. An advisor thinks that is a mistake and that you should focus on a variety of figures from different sports. Is focusing the campaign on an NFL quarterback a good idea? a.No, because sports is not a topic that appeals to a majority of boys. b.No, because most boys under 12 are too young to be football fans. c.No, because focusing on football exclusively will make boys who enjoy other sports feel left out. d.Yes, because football is likely to appeal to the boys' fathers who typically would buy this kind of product. e.Yes, because boys who don't like football recognize that they are a small minority.

c.No, because focusing on football exclusively will make boys who enjoy other sports feel left out.

When consumers engage in​ __________ buying behavior they go through a learning​ process, so it is most important that marketers understand information gathering and evaluation behavior.

complex

The most basic determinant of a​ person's wants and behavior are embedded in a consumers​ __________.

culture

Your nonstandard packaging in market tests experienced a problem: people don't recognize Cow Power as real milk. Your first impulse is to change the packaging. Your boss, however, loves the packaging and thinks it can be made to work. Which of the following approaches is most likely to work? a.Offer Cow Power in all-white containers only, emphasizing the idea that it is made of milk. b.Show the image of a traditional milk container on the Cow Power label. c.Show the image of a cow on the Cow Power label, emphasizing the idea that it comes from a cow. d.In big bold letters, prominently feature the words MADE OF 100% MILK on the label. e.There is no way to make the nonstandard packaging work. The packaging must be changed.

d. In big bold letters, prominently feature the words MADE OF 100% MILK on the label.

As the Marketing Manager at TriState Dairies, you have been given the job of developing plans to market a new line of products called Cow Power for kids. Your first task is to determine a target demographic for the product.Which of the following approaches is the worst choice and will be most likely to create problems if you choose it? a.Create two separate lines — one for boys and one for girls. b.Create a neutral product that appeals to both boys and girls. c.Create a single line that is aimed at boys and assume it will appeal to girls as well. d.Create a single line that is aimed at girls and assume it will appeal to boys as well. e.Create a single line that is aimed at dads because they are the ones who typically make food purchases.

d. Create a single line that is aimed at girls and assume it will appeal to boys as well.

It seems clear that Smoothsayer has appeal to both the 35 and up market and the younger market. To reach both segments, an advisor suggests that you launch two separate market campaigns, one aimed at the older market, the other aimed at the younger market. Which conclusion is the best response to this suggestion? a.It is a bad idea because two separate market campaigns will create confusion among consumers. b.It is a bad idea. Marketers never launch separate market campaigns because they are too expensive and too hard to implement. c.It is a good idea. The more market campaigns you launch, the more likely you are to succeed. d.It is a good idea as long as the two market campaigns are designed to complement one another. e.It is neither a good or a bad idea. It is impossible to predict how market campaigns will do before they are launched.

d. It is a good idea as long as the two market campaigns are designed to complement one another.

An advisor argues that if you can get occasional users of beauty creams to purchase Smoothsayer, you will be moving into an untapped market and gaining new customers. He wants to make occasional users your primary audience. Which of the following statements best argues against this suggestion? a.Occasional users are not likely to be able to afford Smoothsayer. b.Occasional users tend to be young women in their 20s and early 30s. c.Occasional users would not be interested in Smoothsayer's anti-acne or UV protection properties. d.You would need to obtain several occasional users to equal the purchases of a single daily user. e.It would be more difficult to convince occasional users of the benefits of Smoothsayer than daily users.

d. You would need to obtain several occasional users to equal the purchases of a single daily user.

You estimate a selling price of about $335 for the Carnaby Street mini-dress and $285 for the rock star ensemble. Profit for the mini-dress is 43 percent and 36 percent for the ensemble. To decide between these two choices, what would be the most useful thing to calculate? a.the profit margin per unit for both products b.the break-even figure for each product c.profit totals for the ensemble and the mini-dress if each product sells 20,000 units in the following calendar year d.the number of ensembles you would need to sell to equal the profit for each mini-dress you sell e.the price you would need to charge for the ensemble to equal the profit made on the mini-dress

d. the number of ensembles you would need to sell to equal the profit for each mini-dress you sell

You have decided to promote Smoothsayer on a "more for more" campaign approach. Which of the following slogans matches a "more for more" style of promotion? a.Unearthly quality, at a down-to-Earth cost b.The best of the best for not so much c.The price of priceless has just gone down d.Expensive—and worth every penny e.Perfection on a budget

d.Expensive—and worth every penny

As the marketing manager of Holden-Evan, a health, home, and beauty consumer products company, your task is to determine how best to target and position several new beauty products. Smoothsayer, an expensive new skin cream, is one of the products you are analyzing. In choosing segmentation variables for Smoothsayer, which of the following identifies the strongest reason for choosing social class as one of your segmentation variables? a.Studies show that only the wealthy use beauty creams regularly. b.Studies show that middle class women use beauty creams, but wealthy women rely almost exclusively on spa treatments for beauty. c.Studies show that the use of expensive beauty creams cuts across all socioeconomic groups. d.Smoothsayer costs $300 a jar so it is not for everyone. e.Smoothsayer is expensive but it is seen as a status symbol among middle class women.

d.Smoothsayer costs $300 a jar so it is not for everyone.

In your efforts to brand for all kids — both genders with the same approach — you have come up with a number of ideas.Which of these ideas best suits your product and target demographic? a.a popular teen singer who has a wild, rebellious image b.a popular female character from an enormously successful family TV show c.a male character from an extremely violent adventure movie d.an endangered animal theme that features beautiful photos of jaguars, whales, and other creatures e.a personable scientist who explains the health benefits of Cow Power

d.an endangered animal theme that features beautiful photos of jaguars, whales, and other creatures

Sprout has created a unique market offering by integrating its programs with both children and parents. This unique offering that creates superior customer value is known as​ __________.

differentiating

You have made decisions on product formula, promotion, and packaging. It is now time to test your product. Which of the following test approaches is best for your product?a.Offer Cow Power in all of TriState's outlets so the entire market can try the product. b.Offer Cow Power in a small area in another state that is not a part of TriState's normal distribution area. c.Conduct a focus group that is followed by a test run of Cow Power across all of TriState's distribution area. d.Offer Cow Power across all of TriState's distribution area followed by a focus group test. e.Conduct a focus group that is followed by a test run of Cow Power in a limited part of TriState's distribution area.

e. Conduct a focus group that is followed by a test run of Cow Power in a limited part of TriState's distribution area.

You considered abandoning the Carnaby Street line when you heard that a department store chain was coming out with a line that was based on 1960s British styles. However, the Carnaby Street line features silks and suedes, while the competitor's clothes are printed cottons only. Does Swazzi have a competitive advantage over the department store's line? a.Yes, silks and suedes are much more stylish and desirable than cottons. b.Yes, silks and suedes are much more expensive than cottons. c.No, silks and suedes are much less stylish and desirable than cottons. d.No, silks and suedes are much less expensive than cottons. e.No, whether silks and suedes are more desirable than cottons is a completely subjective matter that can't be predicted.

e. No, whether silks and suedes are more desirable than cottons is a completely subjective matter that can't be predicted

In promoting Smoothsayer, your first inclination is to target the 35 and up market because the product is primarily an anti-aging cream. However, an associate points out that Smoothsayer is an effective acne fighter and protects against the sun's harmful UV rays. How do these facts change your thinking about Smoothsayer's target market? a.The strategy shouldn't change. Smoothsayer should still be targeted at the 35 and up market exclusively. b.Smoothsayer should be targeted at the 35 and up market that spends a lot of time outdoors. c.Smoothsayer should be targeted at the 35 and up market that still has problems with acne. d.Smoothsayer should be targeted at the 35 and up market that spends a lot of time outdoors and still has acne problems. e.Smoothsayer should be primarily targeted at the 35 and up market, but the younger market should not be ignored.

e. Smoothsayer should be primarily targeted at the 35 and up market, but the younger market should not be ignored

In an R-W-W framework, "R" stands for "real." In order to qualify as "real" the product must satisfy a genuine need in the market place. Which of the following best describes the genuine need that the Carnaby Street clothing line fulfills?a.It fulfills a practical need, the way a raincoat protects you from rain. b.It fulfills a psychological need, the way a mini-dress can make you feel young and attractive. c.It fulfills an identity need, the way fashionable shoes can make you feel like a part of a group or trend. d.It fulfills a wardrobe need, the way a suit can give you something appropriate to wear to a business meeting. e.all of the above

e. all of the above