Ch. 11 Marketing Quiz

Method is a nontoxic, biodegradable cleaning supplies company. Suppose one of the employees on the production team at Method got an idea for the company to expand into biodegradable plastic wrap. He has heard about new technologies that could make this possible. Method has the resources to invest in this new product, but after considering it, the production managers nixed the idea because it did not fit well with its product mix. What stage of the product development process was Method in? a. product development b. commercialization c. screening d. business analysis e. test marketing

C. Screening

Functional testing occurs in which part of the product development stage? a. concept testing b. test marketing c. business analysis d. screening e. product development

E. Product development

Scenario 11.2. In Australia Coca-Cola launched Mother, an energy drink. However, most people did not like the taste. Rather than introducing an entirely new product, Coca-Cola decided to reposition the product. It reformulated the Mother drink and re-released it with a new marketing campaign. Refer to Scenario 11.2. In repositioning the product, Coca-Cola changed the taste of the product. It also changed the look of the product with a larger can size and different colors. This is an example of a(n) _________________________ modification. a. product line b. functional c. repositioning d. aesthetic e. quality

D. Aesthetic

When Cheetos developed a new "cheesy" flavor, Cheddar Jalapeno Crunchy Cheetos, it was an example of a .

line extension

Scenario 11.2. In Australia Coca-Cola launched Mother, an energy drink. However, most people did not like the taste. Rather than introducing an entirely new product, Coca-Cola decided to reposition the product. It reformulated the Mother drink and re-released it with a new marketing campaign. Refer to Scenario 11.2. By using a larger can size and different colors, Coca-Cola is changing the ______________ of the product. a. repositioning b. quality c. product features d. styling e. functionality

D. Styling

Kira loves Mexican food. She saw a new Mexican restaurant that had affordable prices. She went in to eat but had a bad experience because the food was too salty. Kira thought perhaps it was just a fluke. She went back to the restaurant, but the food tasted just as bad. For Kira the restaurant has a low .

level of quality

Scenario 11.1. During the recession, sales for many companies plummeted. The rate of unemployment grew substantially. As a result, Procter & Gamble decided to release a cheaper, more basic version of their Tide product. This lower-priced Tide Basic lacked some of the cleaning features of its more expensive counterpart, but P&G thought it would be good for cash-strapped consumers. P&G tried out Tide Basic in 100 stores in the south for about a year. The product failed to take off, and they discontinued Tide Basic. A few years later they tried again with another less expensive Tide product called Simply Tide. Refer to Scenario 11.1. P&G had to modify its Tide product to appeal to this new demographic. What type of product modification did it make? a. product line modification b. functional modification c. quality modification d. aesthetic modification e. repositioning modification

C. Quality modification

Which is the best way to handle the deletion of a product? a. Discontinue the product after it becomes a heavy financial burden. b. Conduct a review to determine its impact on the overall product mix. c. Only eliminate the product if repositioning fails. d. Drop the product immediately once sales start to decline. e. Maintain the product as long as there are loyal customer

B.

Fidelity Investments is the second largest mutual fund and financial services group worldwide. It has various offices in cities across the United States. In each office customer contact personnel have a well-groomed, professional appearance. The inside of the office is clean and attractive. These visible cues are an attempt to deal with the problem of ________________ common to service organizations. a. heterogeneity b. customer contact c. intangibility d. inseparability e. perishability

idk but it's NOT E. nor B.

Miles recently stayed at the Hyatt. He loved the experience. The staff was so nice, and the rooms were clean. The concierge was extremely helpful. He decided to stay there when he returned on his next business trip. However, the next time he stayed there, there were different staff members who were not very friendly or helpful. Also, the housekeeping staff did not change the towels in his room. The only thing he found to be the same was the concierge. This Hyatt seems to lack ____________. a. functionality b. consistency of quality c. product features d. level of quality e. good customer service

B. Consistency of Quality

Scenario 11.4. Look at the perceptual map for car brands. Answer the questions below. Car Brands Perceptual Map A perceptual map for car brands shows 4 quadrants. The upper quadrant is labelled Classy. The left quadrant is labelled Conservative. The right quadrant is labelled Sporty. The lower quadrant is labelled Practical. Refer to Scenario 11.4. In which quadrant would a Ford most likely fit? a. the upper-left quadrant b. the lower-left quadrant c. the upper-right quadrant d. the lower-right quadrant e. none of the quadrants

B. the lower-left quadrant

Scenario 11.2. In Australia Coca-Cola launched Mother, an energy drink. However, most people did not like the taste. Rather than introducing an entirely new product, Coca-Cola decided to reposition the product. It reformulated the Mother drink and re-released it with a new marketing campaign. Refer to Scenario 11.2. Which of the following slogans should Coca-Cola use to signal to consumers that its Mother drink has been repositioned? a. "Mother Energy Drink—For Those Who Dare to Dream" b. "Not Your Everyday Mother" c. "Mother Energy Drink: Get More for Less" d. "Mother—Great Taste and Great Energy" e. "New Mother—Tastes Nothing Like the Old One"

E.

DVD players have been declining for years. Recognizing that DVD players are a thing of the past, those who manufactured DVD players have not attempted to make any changes but are letting them live out the remainder of their lives. The makers of DVD players have new technology to explore and do not want to waste resources trying to prolong the life of an obsolete technology. This is an example of _____________. a. harvesting b. an immediate drop c. product fading d. a run-off e. a phase-out

E. Phase-out

Lindsey works in R&D at a consumer products firm. She meets up with Don, who works in finance, Riley, who works in production, and David, who works in marketing. Together they are going to develop a new product that Lindsey's department had researched. They are responsible for all aspects of developing the product. This is an example of a

Venture team

All marketers of goods sell customer services. a. True b. False

A. True

Scenario 11.4. Look at the perceptual map for car brands. Answer the questions below. Car Brands Perceptual Map A perceptual map for car brands shows 4 quadrants. The upper quadrant is labelled Classy. The left quadrant is labelled Conservative. The right quadrant is labelled Sporty. The lower quadrant is labelled Practical. Refer to Scenario 11.4. An Audi would most likely fit in the upper-right quadrant of the perceptual map. a. True b. False

A. True

Around Christmas time, airline tickets tend to increase. What type of pricing are the airlines most likely using to determine how much they will charge customers at this time? a. compensation-based pricing b. demand-based pricing c. weather conditions d. bundled pricing e. time spent on the task

B. Demand-based pricing

Most of the time, large organizations adopt the traditional functional form of an organization. a. True b. False

B. False

Compared to goods marketers, service marketers are more likely to promote which of the following? a. search qualities b. guarantees c. corporate social responsibility d. safety measures e. durability

B. Guarantees

The Amazon Echo is a voice-enabled wireless speaker. It has been in development since 2010. In 2014 it was released only to Amazon Prime members for purchase. In 2015 it expanded and became available in stores nationwide. What stage in the product development process was Amazon Echo in 2015? a. business analysis b. product development c. commercialization d. screening e. test marketing

C. Commercialization

Scenario 11.3. Victoria works in the production department for a manufacturer of coffee equipment. A new promising product idea the company is considering involves the development of simple pour-over coffee makers. These coffee makers would be made of wood with a cotton drip bag, similar to what is known in Costa Rica as Chorreadores. Victoria's firm thinks this type of product can catch on in the United States because they are exotic and environmentally friendly. Refer to Scenario 11.3. Victoria's firm released the pour-over coffeemaker, and it became a hit among a niche group of avid coffee fans. For a few years sales were high. Eventually, however, sales peaked and started to decline. Victoria's firm realizes the coffeemaker still has a small following of dedicated customers. They plan to move on to a more advanced pour-over coffeemaker, but in the meantime they plan to emphasize the core strengths of the current coffeemaker, including the fact that it is so sustainable. This is an example of what type of product deletion? a. immediate drop b. run-off c. fading d. repositioning e. phase-out

idk but it's not D nor E

Assume that Coca-Cola has a manager for Powerade, a manager for Coca-Cola, a manager for Frito-Lay, and a manager for Oatmeal. What types of managers are these? a. market managers b. product managers c. venture team managers d. assistant managers e. brand managers

E. Brand managers

Scenario 11.3. Victoria works in the production department for a manufacturer of coffee equipment. A new promising product idea the company is considering involves the development of simple pour-over coffee makers. These coffee makers would be made of wood with a cotton drip bag, similar to what is known in Costa Rica as Chorreadores. Victoria's firm thinks this type of product can catch on in the United States because they are exotic and environmentally friendly. Refer to Scenario 11.3. Victoria is working with a team to determine the feasibility of the product. Together with her team, she shows a small group of avid coffee customers a written description as well as a photo of the proposed product. She hopes to determine whether they would buy the product and what they think about it. Victoria and her team are at what stage in the product development process? a. test marketing b. product development c. commercialization d. business analysis e. concept testing

E. Concept testing

When automakers started installing Bluetooth in cars, this was an example of ______________. a. repositioning modification b. aesthetic modification c. product line modification d. quality modification e. functional modification

E. Functional Modification

Scenario 11.1. During the recession, sales for many companies plummeted. The rate of unemployment grew substantially. As a result, Procter & Gamble decided to release a cheaper, more basic version of their Tide product. This lower-priced Tide Basic lacked some of the cleaning features of its more expensive counterpart, but P&G thought it would be good for cash-strapped consumers. P&G tried out Tide Basic in 100 stores in the south for about a year. The product failed to take off, and they discontinued Tide Basic. A few years later they tried again with another less expensive Tide product called Simply Tide. Refer to Scenario 11.1. P&G marketed Tide Basic as a detergent that could perform the basic functions of its signature Tide products at a lower price to the consumer. This was an attempt to create a concept of the product in customers' minds. This is referred to as ______________. a. product organization b. product modification c. product development d. line extension e. product positioning

E. Product positioning

Scenario 11.1. During the recession, sales for many companies plummeted. The rate of unemployment grew substantially. As a result, Procter & Gamble decided to release a cheaper, more basic version of their Tide product. This lower-priced Tide Basic lacked some of the cleaning features of its more expensive counterpart, but P&G thought it would be good for cash-strapped consumers. P&G tried out Tide Basic in 100 stores in the south for about a year. The product failed to take off, and they discontinued Tide Basic. A few years later they tried again with another less expensive Tide product called Simply Tide. Refer to Scenario 11.1. What stage of the product development process was P&G in when it decided to discontinue Tide Basic? a. product development b. commercialization c. business analysis d. concept testing e. test marketing

E. Test marketing