Marketing Chapters 5,6,7,8 (Test 2)

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________. - product length - product consistency - product assemblage - product depth - product mix

- Product mix

A shoe company's ads feature the members of a popular country music band. Product sales increase significantly among the band's fans. From the fans' viewpoint, the band is a ________. - subculture - membership group - reference group - laggard - late-majority adopter

- Reference Group

________ is the degree to which an innovation appears superior to existing products. - Complexity - Relative advantage - Communicability - Compatibility - Divisibility

- Relative Advantage

Which of the following needs in Maslow's hierarchy is generally satisfied last? - self-actualization - safety - social - physiological - esteem

- Self-actualization

Which of the following is most likely a true statement about services? - Service quality is not dependent on the provider. - Demand fluctuation has little to no impact on service providers. - Services can be easily separated from their providers. - Service industries vary greatly. - Services can be stored for later sale or use.

- Service industries vary greatly

Major appliances, furniture, and clothing are typical examples of ________ products. - unsought - convenience - specialty - capital - shopping

- Shopping

________ products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. - Convenience - Secondary - Shopping - Capital - Unsought

- Shopping

Which of the following is most likely a true statement about social class? - Social classes show distinct product preferences in areas such as clothing. - In the United States, the lines between social classes are fixed and rigid. - Consumers of the same age belong to the same social class. Members of a social class vary drastically in their values, interests, and behaviors. - Wealth is a more important variable than education in measuring social class.

- Social classes show distinct product preferences in areas such as clothing.

________ products are consumer products and services with unique characteristics or brand identifications for which a significant group of buyers is willing to make more effort than usual to purchase. - Intangible - Specialty - Obsolete - Convenience - Unsought

- Specialty

When KFC decides to roll out its fire chicken sandwich with donuts as buns in 2 markets, the company is in the _______________ stage - Test Marketing - Product Concept - Product Development

- Test Marketing

In which of the following cases is crowdsourcing used for new product development? - A company hires a marketing agency to generate new product ideas. - A company partners with a design agency to create a few prototypes. - A company reviews the sales, costs, and profit projections of an existing product. - A company creates a forum where anyone can contribute new product ideas. - A company depends on its R&D department to come up with new ideas.

- A company creates a forum where anyone can contribute new product ideas.

Personal Factors of Purchases

- Age and lifecycle stage - Occupation - Economic Situation - Lifestyle - Personality and Self-concept

Burger King decides to offer the Impossible Whopper b/c some consumers want to purchase food that is perceived to offer different benefits. They are using the _______________ segmentation variable

- Benefit

A ________ is defined as a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service. - patent - prototype - framework - paradigm - brand

- Brand

When Oreo's launches its first cereal, Mega Stuff Oreo O's it is a: - Brand Extension - Line Extension

- Brand Extension

________ involves using an existing brand name for a new product category. - New branding - Co-branding - Brand extension - Multibranding - Line extension

- Brand extension

________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort. - Shopping - Convenience - Specialty - Unsought - Capital

- Convenience

Cultural Factors of Purchases

- Culture - Subculture - Social Class

When Burger King changes its menu based on consumer preferences or Fed Ex sees an increase in shipped packages, the company is experiencing _______________ _______________

- Derived demand

Burger King offers 2 kinds of whoppers; the original and the Impossible/plant-based burger. Are they using... - Mass Marketing/Undifferentiated Targeting Strategy OR - Differentiated/Segmented Targeting Strategy WHY?

- Differentiated/Segmented Targeting Strategy BECAUSE... They are choosing to target several market segments and make different things for each one.

Modifying a product is an ineffective strategy in the maturity period of the product life cycle because the product's decline is irreversible at this stage. - True - False

- False

Which of the following is a social factor that influences consumer buying behavior? - family - occupation - life-cycle stage - personality - economic situation

- Family

Social Factors of Purchases

- Groups and social networks - Family - Roles and Status

Which statement is most likely true about idea generation in the new product development process? - A company can either develop ideas through internal or external sources but not through both. - Idea generation is usually followed by procedures that reduce the total number of ideas. - Idea generation is most effective when it occurs after idea screening. - Most companies set a limit for the number of ideas generated to simplify the process. - Intrapreneurial programs enable customers to contribute to the idea generation process.

- Idea generation is usually followed by procedures that reduce the total number of ideas.

Adding cauliflower crust to the menu, may allow Pizza Hut to (increase/decrease) customer lifetime value?

- Increase

A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic? - perishability - inseparability - intangibility - tangibility - variability

- Inseparability

In which of the following stages of the adoption process does a consumer seek information about a new product? - awareness - interest - trial - adoption - evaluation

- Interest

In which stage of the product life cycle will promotional expenditures be significantly high in an attempt to create consumer awareness of a product and its features? - introduction - adoption - growth - maturity - product development

- Introduction

Which of the following is a psychographic characteristic of a consumer? - occupation - economic status - lifestyle - age - gender

- Lifestyle

Oreo Cookies releases 2 new products. One is another flavor of cookies, Easter egg shaped cookies. This is a: - Brand Extension - Line Extension

- Line Extension

________ occurs when a company uses its existing brand name for new forms, colors, sizes, ingredients, or flavors of an existing product category. - Line extension - Brand extension - Clustered branding - Private labeling - Co-branding

- Line extension

Psychological Factors of Purchases

- Motivation - Perception - Learning - Beliefs and Attitudes

Which of the following is the first stage of the buyer decision process? - information search - evaluation of alternatives - need recognition - postpurchase behavior - purchase decision

- Need Recognition

________ are people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others. - Barnacles - Strangers - Late mainstream adopters - Lagging adopters - Opinion leaders

- Opinion leaders

World Skies' Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be stored for later sale or use. This is an example of which service characteristic? - intangibility - tangibility - perishability - inseparability - variability

- Perishability

________ refers to the unique psychological characteristics that distinguish a person or group. - Status - Attitude - Lifestyle - Role - Personality

- Personality

Which statement about convenience products is most likely true? - They are distributed exclusively in only one or a few outlets per market area. - They are bought by consumers frequently and with minimal comparison. - They are products that consumers rarely consider buying. - Consumers need to make special purchasing efforts to buy such products. - Luxury cars and designer clothes are examples of convenience products.

- They are bought by consumers frequently and with minimal comparison.

Example of Burger King using Demographic Segmentation

- They could offer lower prices to make things more affordable for people with lower INCOME

It is important for companies to start with more ideas in the idea generation stage than the concept testing stage. - True - False

- True

The maturity stage of the product life cycle is characterized by a slowdown in sales growth. - True - False

- True

The moral of the product life cycle is that companies must continually innovate; otherwise, they risk extinction. - True - False

- True

When Burger King decides to add the Impossible Burger to its menu to encourage consumers who wanted plant-based alternatives to eat at its restaurant, the company's menu is in line with the marketing concept. - True - False

- True

When consumers react more favorably to a brand than to a generic or unbranded version of the same product, the brand is said to have positive brand equity. - True - False

- True

Consumer products that the buyer either does not know about or knows about but does not normally consider buying are referred to as ________ products. - industrial - specialty - shopping - unsought - convenience

- Unsought

Introducing a new product into the market is called ________. - test marketing - segmentation - product development - commercialization - market penetration

- commercialization

The stage in which product ideas are presented to groups of target consumers physically or symbolically is referred to as ________. - concept development - concept testing - crowdsourcing - test marketing - marketing strategy development

- concept testing

Kallton is a multinational communications and information technology corporation. Its principal products are mobile telephones and tablets. It recently announced on its Web site that customers can suggest ideas for its upcoming product model. Contributors of short-listed ideas will be adequately rewarded. In this case, Kallton is using ________ to generate new product ideas. - business analysis - crowdsourcing - marketing strategy development - test marketing - concept development

- crowdsourcing

During the ________ stage of the product life cycle, product sales may plunge to zero, or drop to a low level where they continue for many years. - analysis - growth - decline - maturity - ideation

- decline

Parvon, a cleaning product, is in the maturity stage of the product life cycle, and Parvon managers have decided to modify the market. Which of the following steps should Parvon managers most likely take to achieve this goal? - offer improved services to new buyers - reduce mass media advertising expenses - improve the overall quality of the product - find new market segments for the brand - conduct controlled test marketing activities

- find new market segments for the brand

The new product development process usually starts with ________. - market strategy development - idea screening - idea generation - concept testing - concept development

- idea generation

A detailed version of a product idea stated in meaningful consumer terms is a ________. - product image - product feature - product concept - product framework - product idea

- product concept

Taco Bell test marketed Doritos Locos Tacos for three years and developed 45 prototypes. Once the decision was made to launch the new taco shell, it moved into the ________ stage of the new product development process. - strategy development - product development - commercialization - concept development - test marketing

- product development

If a product passes both the concept test and the product test, the next step is most likely to be ________. - business analysis - test marketing - marketing strategy development - concept development - product development

- test marketing

Specialty products are consumer products and services that customers generally buy ________. - frequently and immediately - to conduct business - based on ready availability - without making comparisons - with minimal effort

- without making comparisons