MKTG 409 - Chapter 12 Quiz

The major drawback to using aesthetic modifications is a. that the value of the modification is determined subjectively b. the need for redesign of the product c. that there is no differentiation for the product in the market d. the cost of the modifications e. a possible decrease in market share

a. that the value of the modification is determined subjectively

Early in the commercialization phase, marketers must make decisions about a. which ideas to further pursue b. functionality, safety, and convenience c. warranties, repairs, and replacement parts d. product features and break-even points e. the proposed marketing mix variables

c. warranties, repairs, and replacement parts

If Parkland School Furniture Company provides standard primary school chairs in new colors to match the interiors of schools, this modification is most likely to be viewed as a(n) ____ modification. a. quality b. feature c. image d. aesthetic e. functional

d. aesthetic

Dorito's has expanded to Nacho Cheese Doritos, Cool Ranch Doritos, and Salsa Verde Doritos, to name a few. These are examples of a. aesthetic modifications b. product line modification c. functional modifications d. line extensions e. product modifications.

d. line extensions

When marketers at Link Snacks met with groups of young adults to identify the types of snacks that young people want, they were engaging in which phase of new-product development? a. Product development b. Business analysis c. Test marketing d. Commercialization e. Idea generation

e. Idea generation

Bethany and Joseph are preparing budgets for a new product as well as finalizing plans for the full-scale marketing and manufacturing of the new UtiliBot. They are in the ____ phase of the new-product development process. a. test marketing b. business analysis c. concept testing d. product development e. commercialization

e. commercialization

The test marketing stage a. should come immediately after business analysis b. is an extension of the screening stage c. is a sample launching of the entire marketing mix d. ensures that the product will not fail e. prevents competitors from copying the product

c. is a sample launching of the entire marketing mix

______________ refers to how a product is conceived, planned, and produced.​ a. Level of quality b. Product features c. Product differentiation d. Product positioning e. Product design

e. Product design

Jonah is a member of a consumer panel consisting of about 30 people. The consumer panel has been introduced to a company's new idea for energy drinks. Some of the questions panel members have been asked are "How often would you buy this product?" and "Which features are of little or no interest to you?" Jonah is most likely participating in the ___ phase of the new-product development process. a. concept testing b. test marketing c. business analysis d. idea generation e. idea screening

a. concept testing

As Richard works on the prototype of a new action-oriented computer game, he is engaging in which phase of the new-product development process? a. Test marketing b. Product development c. Commercialization d. Idea generation e. Screening

b. Product development

Which of the following creates entirely new products, often aimed at new markets? a. Executive manager b. Line manager c. Venture team d. Product manager e. Brand manager

c. Venture team

Break-even analysis is a tool that marketers are likely to employ during the ____ stage of the new-product development process. a. business analysis b. test marketing c. screening d. product development e. concept testing

a. business analysis

What step in developing new products involves determining whether the product idea is compatible with company objectives, needs, and resources on a general level? a. Business analysis b. Screening c. Evaluation of competitor's efforts d. Idea generation e. Product development

b. Screening

When determining how a product is conceived, planned, produced, and even its physical appearance and its specific characteristics, one is really talking about the product's a. level and consistency of quality b. design, styling, and features c. positioning d. design, styling, and level of quality e. ability to meet customer service needs

b. design, styling, and features

Your company has a product that is struggling in its market. However, the product appears to have some strength left that can be exploited. Which of the following product deletion actions would be most appropriate for the product?​ a. Immediately drop the product b. Increase the price and implement a run-out strategy c. Reduce the price and implement a run-out strategy d. Increase the marketing expenditures on the product and implement a run-out strategy e. Increase the marketing for the product and gradually phase it out

c. Reduce the price and implement a run-out strategy

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

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

Refer to Scenario 12.2. The group of people that management has assembled to take on the task of new-product development is best described as a. a buying center b. a product development task force c. a venture team d. a brand management team e. a marketing development team

c. a venture team

Quality modifications are changes that relate to a product's a. value and durability b. reliability and value c. dependability and durability d. effectiveness and versatility e. price and availability

c. dependability and durability

The decisions and activities intended to create and maintain a certain concept of the firm's product, relative to competitive brands, in customers' minds is a. repositioning b. product deletion c. product positioning d. perceptual mapping e. product development

c. product positioning

You work in the marketing department of Colgate-Palmolive (CP). CP recently made the announcement that it was going to delete certain brands that were not meeting profit expectations. You are part of the team to help in this product deletion process. You and your team get together to discuss a brand of soap that has seen sales decrease in recent years. The team discusses how you should delete the product. Each of you writes down comments regarding your thoughts about the brand. The comments can be summed up as follows: "The brand is not doing well, but it still has a loyal following among some consumers." & "I think this brand still has some strengths left." ​ Based on these comments, which product deletion strategy should the company adopt? a. Immediate drop b. Phase-out c. Close-out d. Run-out e. Drop-down

d. Run-out

If Jade were given total marketing responsibility over Hill's Ideal Balance pet food, she would hold the position of ____ manager. a. sales b. marketing c. product d. brand e. advertising

d. brand

Product deletion a. usually occurs only with convenience items b. tends to be an easy task for most organizations c. usually involves immediate termination d. may be opposed by management e. is a matter of indifference to customers

d. may be opposed by management

Which of the following identifies old technologies that can be used in new ways or creates new business models to give consumers more benefits than offered by current products in the marketplace? a. Congestive innovation b. Concept testing c. Business analysis d. Corruptive innovation e. Disruptive innovation

e. Disruptive innovation

____ is the development of a product that is closely related to one or more products in a firm's existing product line but is designed specifically to meet somewhat different customer needs. a. Feature modification b. Product mix modification c. Aesthetic modification d. Quality modification e. Line extension

e. Line extension

Top managers at ESCORT Radar believe that they have a successful working prototype of their new radar detector and plan to go directly to regional commercialization of the new product. In this instance, they are contemplating skipping the ____ phase of the new-product development process. a. idea generation b. product development c. screening d. business analysis e. test marketing

e. test marketing