mktg 351 ch 11 test questions
Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?
Traveler's Insurance Umbrella
As the production manager of an engineering firm, you went out and bought a metal cutting machine. What you have purchased can best be classified as a
business product
The intangible products that most organizations use in their operations are called
business services
Products are classified as being business or consumer products according to the
buyer's intended use of the product
A product mix is best described as
all products offered by a firm
Products which are relatively inexpensive and frequently purchased with minimal effort are classified as ___________ products.
convenience
Which stage of the product life cycle is characterized by intense competition?
maturity
A distributor of plumbing supplies purchases a desktop computer to aid in inventory control. This computer is an example of which type of business product?
Accessory equipment
What are a marketing manager's two options during the decline stage?
Attempt to postpone the decline or accept its inevitability
As Jessica enters Best Buy's car electronics department, she is asked by the salesperson if she has seen the new plug-in cell phones with TV display. She answers that she didn't know that this type of phone accessory for cars was available. Based on this information, she is now in what stage of the product adoption process for this item?
Awareness
Energizer batteries would be classified as which type of product?
Convenience
Which stage in the product life cycle is critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy?
Growth
Which stage of the product life cycle begins when a business reaches the breakeven point with the product?
Growth
Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an example of which type of business product?
Installations
Business products are classified into the following seven categories according to characteristics and intended uses: raw materials, installations, accessory equipment, component parts, process materials, business services, and
MRO supplies
Which of the following stages of the product life cycle is likely to see dealers offered promotional assistance from the producer?
Maturity
Which of the following is the most typical example of a new product introduction?
Pringles sold in snack-sized containers
A product line is defined as
a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations.
A product item is best described as a
a specific version of a product
Business products that are purchased routinely, do not become part of finished goods, and are expense items rather than capital goods are called
accessory equipment
A company wanting to maintain market share during the maturity stage requires moderate to large
advertising expenditures
When Greyhound launched the BoltBus and NeOn bus lines, this is an example of
an extension in the width of the product mix
According to the text, a product is defined as
anything the customer receives in an exchange
Which of the following is always used to determine the classification of a good?
buyer's intent for using the product
Business products are
classified according to their characteristics and intended uses.
A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape, would be an example of a(n)
component parts
Although they become part of a larger product, _______ can often be easily identified and distinguished on the larger product.
component parts
Cadillac recognized it needed to revitalize its brand and attract different market segments. These are indications that Cadillac's products were primarily in the ______ stage of the product life cycle.
decline
Dish Network satellite TV cut back advertising expenditures to minimum levels and reduced the number of channel members for its industrial satellite product. These actions indicate that its product is in the ___________ stage of its life cycle.
decline
Hershey Foods Corp. offers a line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey's Kisses, Reese's Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey's product mix
depth
Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of
depth of product mix
The depth of a product mix is measured by the average number of
different products offered in each product line
When Sony realized its CD players were in the decline stage, it decided to immediately withdraw all of its marketing support from these declining products, an approach known as
divesting
Sales usually start to decline during the __________ stage of the product life cycle.
end of the maturity
During the growth stage of the product life cycle, marketers must
fortify the product position
Achieving greater penetration of the market is typically a business goal during the ___________ stage of the product life cycle.
growth
Aggressive pricing is typical during the ___________ stage of the product life cycle.
growth
An ad that stresses "Get the real Proactiv Solution; accept no substitutes!" is best geared for which stage of the product life cycle?
growth
In which stage of the product life cycle do profits peak or begin to decrease?
growth
A firm with a product in the decline stage of the product life cycle may decide to gradually reduce marketing expenditures and realign its marketing mix to one that requires fewer resources. This approach is called
harvesting
MADD (Mothers Against Drunk Driving) is a nonprofit organization that primarily markets
ideas
When banks add new services during the maturity stage, the objective they are most likely trying to achieve is
increasing their share of customer
Frito-Lay, which is widely known for producing chips and other snack products, tried to introduce Frito-Lay lemonade. The reason this new product failed is likely because of
ineffective branding
Molly has been using a Bic disposable razor for her shaving needs for the last ten years. She doesn't really see the need to spend more money on razors, but she sees that it is becoming more difficult to find the Bic, and so she is considering the Venus Embrace. Molly is definitely not a(n) _______ in the product adopter categories, and is more likely to be _____.
innovator; a late majority
Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and
innovators
Facilities, factories, and production lines with very large equipment are all classified as
installations
Large tools and machines used in a production process for a considerable length of time are classified as
installations
Sales start at zero and profits are negative during the ____ stage of the product life cycle.
introduction
The four major stages of a product life cycle include
introduction, growth, maturity, and decline
The last group to adopt a new product, _________, is oriented toward the past and is suspicious of new products.
laggards
Brunswick's bowling balls, bowling bags, and shoes are individual product ___________ for this sporting goods manufacturer.
lines
The width of a product mix is measured by the number of product
lines a company offers
Shopping products have a _____ inventory turnover and need _____ distribution outlets than convenience goods.
lower;fewer
Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?
lowering prices after developmental costs have been recovered
A change in package size is a strategy that can help boost sales in the ___________ stage of the product life cycle.
maturity
A common business objective of the ___________ stage of the product life cycle is to generate cash flow.
maturity
Heinz promoting its vinegar as an effective cleaner for wall, glass, and kitchen and bathroom surfaces would most likely be a strategy for the _____ stage of the product life cycle.
maturity
The producers of Schick razor blades use a marketing strategy that includes large advertising expenditures and more price flexibility for the various types of blades offered. Based on this example, razor blades are in the ___________ stage of the product life cycle.
maturity
When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ___________ stage of the product life cycle.
maturity
When a business finds itself squeezed out of a market for a product or loses interest in that product, it is a sign of being in the ___________ stage of the product life cycle.
maturity
Sara Lee Corporation manufactures desserts, breads, pantyhose, meats, and a variety of other products. These products make up Sara Lee's product
mix
During the introduction stage of a successful product, profits are usually
negative and increasing
All of the following are reasons why new products fail
overestimated market size, distributed insufficiently, poor timing, or poor promotion
Products used directly in the production of a final product but are not easily identifiable are categorized as
process materials
Minerals, chemicals, timber, and agricultural products are considered
raw materials
A specialty product
requires purchase planning, and the buyer will not accept substitutes.
Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ______ products.
shopping
Shannon Hill needed to buy an airline ticket to visit her parents. She called several airlines to compare rates and chose a flight on Southwest Air Lines because, for comparable prices, it had a better reputation for service. For Shannon, this flight is an example of which type of product?
shopping
During the maturity stage
some competitors are forced out.
As Beth and Rob Barker search for a new home, they are interested only in houses built by a particular builder. This purchase is characteristic of a(n) ___________ product.
specialty
The Carsons are going on a vacation back to Texas. When they lived there, Gwen Carson loved Blue Bell Cookies. Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits after they arrive. For Gwen, Blue Bell represents a(n) ___________ product.
specialty
Nick Arnold's Auto Towing Service would best be described as a(n) __________ product.
unsought
When a sudden problem confronts a consumer, such as emergency automobile repair, he or she is likely going to view solutions to that problem as
unsought products
To make intangible products more tangible or real to the consumer, marketers often
use symbols or cues to help symbolize product benefits
One company markets such diverse products as Rosarita Mexican foods, Max Factor cosmetics, and Samsonite luggage. These various offerings exhibit this firm's product mix
width
