Marketing Chapter 12 Quiz

Schwinn has developed a new bicycle that has the strongest and lightest-weight frame of any bicycle outside of those made for racing. In addition, Schwinn has added several new features to its bike that are attractive to individuals who work as "bike messengers" in large, urban cities. Since no other company makes a bike that has these specific attributes, Schwinn is creating

Product differentiation

Three major ways in which marketers engage in product differentiation are

Product quality, product design and features, and product support services

Coca-Cola has expanded to Diet Coke, Cherry Coke, and Caffeine-free Coke, to name a few. These are examples of

Line extensions

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

A brand manager in a multi product firm would be responsible for

Performance of a specific brand

Which of the following is the best example of a functional modification?

A smoke alarm is modified to be more sensitive to smoke at farther distances.

Morgan is interested in upgrading to a new sofa for her apartment. Morgan looks online to see what new models her favorite sofa brand has available and can get information on the style and color; however, she can't actually sit on the sofa to determine its comfort level. Morgan is able to evaluate the __________ modifications to the sofa, but not the __________ .

Aesthetic and functional

One disadvantage of test marketing a new product is that

Competitors may copy the product

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

The members of a venture team (sometimes referred to as a cross-functional team) come from

Different functional areas of an organization

All of the following are major steps in developing new products except Select one: a. idea generation. b. test marketing. c. screening. d. evaluation of competitors' efforts. e. business analysis.

Evaluation of competitor's efforts

Which of the following is the best definition of product features? Select one: a. The things a product does that provide benefits to the customer b. How a product is conceived, planned, and produced with the necessary functions c. Specific design characteristics that allow a product to perform certain tasks d. Mechanical efforts or activities a company provides that add value to a product e. The physical appearance of a product

Specific design characteristics that allow a product to perform certain tasks

Select the true statement concerning test marketing. Select one: a. Test marketing should be conducted after all the marketing mix variables have been finalized. b. Test marketing is a limited introduction of the product in areas chosen to represent the intended market. c. Test marketing is simply an extension of the screening and developing stages. d. If the product is successful in the test market, then it is ensured of success upon total introduction. e. Large corporations usually launch test-marketing efforts in one small area at a time.

Test marketing is a limited introduction of the product in areas chosen to represent the intended market.

The major drawback to using aesthetic modification is

That the value of the modification is determined subjectively

Why are line extensions more common than new products?

They are less expensive and lower risk

The three major ways to modify a product include

aesthetic, quality, and functional changes

A run-out policy of product deletion

exploits any strengths left in the product

In product modification, the first issue to consider is whether

the product is modifiable

A new variety of Doritos is initially introduced in Ft. Worth, Texas; Columbia, South Carolina; Peria, Illinois; and Spokane, Washington. After its initial success, Frito Lay markets the Doritos in those entire states, then the adjacent states, and finally the entire country. Frito-Lay is using a __________ for its new variety of Doritos.

Roll-out approach