Chapter 11 Marketing

All of the following are reasons why new products fail except

followed a systematic plan

During the growth stage of the product life cycle, marketers must

fortify the product position

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

Nick Arnold's Auto Towing Service would best be described as a(n) __________ product.

unsought

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

An individual knows that a product exists, but has little information regarding the product and does not seek additional information. In what stage of the product adoption process is that person?

Awareness

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

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, pencils in this case would be considered what type of product?

Business

Megan Avakian, who works as a purchasing agent for Greyhound Transport, buys carpeting for use in an office area at Greyhound. What determines whether this carpeting is a consumer or a business product?

Buyer's intended use of the product

Which of the following is always used to determine the classification of a good?

Buyer's intent for using the product

Which of the following is not a business product? a) Oil to be refined into fuel b) Chips to be integrated into components for personal computers c) Paper, pens, and tape to be used in an office d) Marketing consulting services to aid a company in marketing a new product e) Calculators bought to help individuals complete their personal federal income tax forms

Calculators bought to help individuals complete their personal federal income tax forms

Which of the following statements does not apply to convenience goods? a) Consumers are brand loyal to convenience products and are not likely to substitute other brands. b) Convenience products require minimal shopping effort. c) Marketing of convenience products requires intensive exposure of these goods in as many stores as possible. d) Consumers tend to feel that the most desirable retail facility for convenience products is the closest one. e) Colas, gasoline, and bread are good examples of convenience goods.

Consumers are brand loyal to convenience products and are not likely to substitute other brands

Dannon Yogurt represents what type of product for most consumers?

Convenience

When are marketers least likely to change a product's design, style, or other attributes?

Decline

Which of the following is most likely to be considered a convenience good?

Gatorade

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 begin to decrease?

Growth

In which stage of the product life cycle do profits peak?

Growth

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

Megabus is most likely in which of the following stages of the product life cycle?

Introduction

When Gillette developed the Venus razor in 1998, in which stage of the product life cycle was the Venus?

Introduction

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

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 stage of the product life cycle is characterized by intense competition?

Maturity

Which of the following is the most typical example of a new product introduction?

Pringles sold in snack-sized containers

Gap clothing stores sell primarily what type of 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

Which of the following best defines the interest stage in the product adoption process?

The buyer seeks information and is receptive to learning about the product

What product(s) is Megabus marketing?

The ride between the cities, which is the core product, plus the supplemental features of Wi-Fi, video screens, and other technology

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?

Traveler's Insurance umbrella

When Saturn offers to let qualified buyers test drive the new Saturn SKY roadster, the dealer is trying to stimulate which stage of the product adoption process?

Trial

What measure of the product mix involves the number of product lines a company offers?

Width

A light bulb can be considered all of the following except a) a consumer product. b) a business product. c) either a consumer product or a business product. d) a business product if it is used to light an assembly line in a factory. e) a consumer product if it is used to light the office of the board of directors.

a consumer product if it is used to light the office of the board of directors

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 mix is best described as

all products offered by a firm

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

Tasha is shopping for personal care items at her local Target. She walks by one aisle and sees a floor-standing display for the new Venus Embrace. She hadn't thought about buying a new razor, but the display has caught her attention. Which stage of the product adoption process is Tasha most likely in at the present time?

attention

An individual moves into the adoption stage of the

begins using that specific product

Business products are

classified according to their characteristics and intended uses

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

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

A(n) _____ is a concept, philosophy, or image.

idea

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 decline stage of the product life cycle,

sales rapidly decrease

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

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the ___________ stage of the product adoption process.

trial

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

Energizer batteries would be classified as which type of product?

Convenience

Shaving razors fall into which of the following classification of consumer products?

Convenience products

When an individual considers whether a product will meet certain criteria that are critical for meeting his or her needs, in what stage of the product adoption process is this individual?

Evaluation

Which of the following is not a stage in the buyer's product adoption process?

Exploration

The difference between absolute and relative product failure is

absolute product failure results in a loss on the investment and is deleted from the product mix, whereas relative product failure results in a small profit, and improvements or repositioning can create success later

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

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 part

Although they become part of a larger product, _______ can often be easily identified and distinguished on the larger product.

component parts

Products which are relatively inexpensive and frequently purchased with minimal effort are classified as ___________ products.

convenience

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

The stage of the product life cycle when marketers consider eliminating products that are not contributing to profitability or the overall effectiveness of a product mix is the ____ stage.

decline

Weyerhaeuser is evaluating its complete product mix. It wishes to decrease some of its marketing expenditures and streamline its product offerings. Weyerhaeuser will most likely look at products in the _____ stage of the product life cycle as possibilities for elimination.

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

Sales usually start to decline during the __________ stage of the product life cycle.

end of the maturity

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

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 the 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

Casey is searching the website of Megabus.com for the schedule and fares of a trip between Buffalo, NY and New York City. Case is most likely in which of the following stages of the product adoption process?

interest

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

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

During the introduction stage of a successful product, profits are usually

negative and increasing

When Jones' Soda launched its Turkey Gravy flavored soda, it was hoping to take advantage of the short-lived clear-products fad. By the time it launched the soda, the fad for quirky soda flavors had already waned, and customers were no longer clamoring for these type of products. The reason this product failed is

poor timing

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

Convenience products are

relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort.

A specialty product

requires purchase planning, and the buyer will not accept substitutes

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

Buyers do not compare alternatives when shopping for ______ products.

specialty

David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example 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

A product item is best described as a

specific version of a produc