Marketing Unit 2
Using an existing brand to brand a new product in a different category is called _________.
brand extension
Which of the following has become a significant ethical issue in marketing research with the advance of technology?
the privacy of consumers
_______ research is typically conducted when marketers need more information about a problem or want to make a tentative hypothesis more specific.
exploratory
Traveler's Insurance uses an umbrella in its name to symbolize protection. The symbol provides a cue to overcome which aspect of a service?
intangibility
Experiential or symbolic benefits are most important to which of the following?
Disney World
An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, these pencils would be considered what type of product?
MRO supplies
As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and vitamins she is ingesting. This information is required by the _______.
Nutrition Labeling Act
Which of the following companies are most likely to use individual branding?
Procter & Gamble
Marketers should identify and be aware of ethical issues that can influence research. Marketing research requires understanding of acceptable activities that ensure the _______ of gathering, analyzing, and reporting data.
integrity
Databases used by marketers may include information that is either ________ or _______.
internal; external
What is the primary distinction between a line extension and a product modification?
With a line extension, the original product remains in the product line, but in a product modification, the original product is replaced by the new product
Many marketers collecting information turn to LexisNexis. LexisNexis contains articles on a variety of topics as well as cases and news documents. LexisNexis would most likely be considered which of the following?
a database
Component parts ________.
are either finished items ready for assembly or products that need very little processing before becoming part of some other product
Buyers are starting to recognize the existence of General Mills's new Blue Buffalo product during which of the following stages of the product adoption process?
awareness
Buyers recognize the existence of a new product during which of the following stages of the product adoption process?
awareness
Most wine comes in similarly shaped bottles or, occasionally, boxes. However, Stack Wine offers its wine in four-pack cups. While a traditional winemaker is likely to adopt _______ packaging, Stack Wine has adopted _______ packaging.
category-consistent; innovative
Lyft's use of driver ratings helps to give passengers confidence in their knowledge of the drivers and to convey trust. This relates to which component of service quality?
client-based relationships
The Lunchables Uploaded varieties include Oscar Mayer meats, Kraft cheese, and a Kool-Aid single drink mix pouch—all Kraft Heinz brands. This is an example of which type of branding?
co-branding
Using two or more brands on one product
co-branding
Karissa works for a company that sells sour cream. Sales are down, so she begins a research project. First, she develops a hypothesis that consumers perceive Greek yogurt as a healthier alternative to salsa. She ensures that her research techniques are both reliable and valid. The next step for Karissa is to _______.
collect data
Which of the following is a collection of information arranged for easy access and retrieval?
database
In addition to big data, marketing analytics starts with ______.
databases
Use promotion to suggest new uses for product
decline stage
Around the holidays, 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?
demand-based pricing
To balance the supply and demand of perishable services, marketers may use ________.
demand-based pricing
Quality modifications are changes that relate to a product's _______.
dependability and durability
Belle Meade sells different kinds of wine. Under its white wine product line, it sells four products—Carriage House White, Celebration Riesling, Race Day White 2016, and Lady's Cuvee. This is an example of _______.
depth of product mix
If marketers need to understand the characteristics of certain phenomena to solve a particular problem, _____ can aid them.
descriptive research
Marketing research is the process of ______, _______, and ______ data relevant to a marketing decision.
designing, collecting, interpreting
Which of the following are viewed as "in-the-know" by many product adopters?
early adopters
Which of the following is not one of the main uses of labeling?
encourage multiple purchases
Your local oil change place provides free coffee, comfortable seating, and a variety of magazines in the waiting room. These are examples of _______.
experiential benefits
All cans of Campbell's soup feature a red and white label as a major element of their design. This is an example of _______.
family packaging
Seventh Generation is developing a new type of organic body wash that is going to be higher in price than the competition but provides superior performance characteristics compared to other organic body wash brands. It should most likely use _______ positioning for the new body wash.
head-to-head
The real value of marketing research is measured by _______.
improved decision-making ability
General Mills is using a(n) _______ strategy for the cereal brands in its product mix.
individual branding
Sales of a new type of breakfast food have been increasing steadily, but profits have been negative. The breakfast food is most likely in the _______ stage of the product life cycle.
introduction
Aggressive promotional spending to promote product awareness and trial
introduction stage
The marketing research hypothesis ________.
is an educated guess
MRO supplies are _________,
items that help production but do not become part of the final product
Which of the following is closely related to packaging and is used to identify, promote, inform, and address legal requirements?
labeling
Colleen thinks the meal she ate at Outback Steakhouse was high in quality. However, she found a dinner she had last week at a five-star restaurant to have much higher quality. This example points out that the dimension of _______ is relative and may be difficult to describe without having a basis of comparison.
level of quality
Kira loves Mexican food. She saw an ad for a new Mexican restaurant that touted its affordable prices. She went in to eat but thought the food was way too salty. Kira thought perhaps it was just a fluke. She tried the restaurant again, but the food tasted just as bad. For Kira the restaurant has a low _______.
level of quality
Quality, the overall characteristics of a product that allow it to perform as expected, has two dimensions: ________ and ________.
level; consistency
Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The pods launched with much fanfare. Customers like the pods because they are less messy and more concentrated than liquid detergent. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open. Tide holds a large market share in the laundry detergent industry. However, Tide has been on the market for many years. Procter & Gamble was hoping that its pods would bring new life to its product and excite consumers once more. Tide laundry detergent is most likely in what stage of the product life cycle?
maturity stage
Which type of survey offers researchers the most flexibility?
personal interviews
No attempt is made to give the product new life
phase-out
Whirlpool has developed a new washing machine with new technology that can sense the needs of each load of laundry and adjust the water levels and wash actions to make clothes cleaner while being gentler on the fabric. It also has added new features such as the ability to spray detergent directly and evenly on clothes and an option to steam clean. Since its competition does not make a washing machine with these features, Whirlpool is creating _______.
product differentiation
Shasta Soda is developing a new beverage product and has completed taste tests in four different markets across the United States to identify consumers' perceptions of the new product as well as their willingness to buy. The results provide similar feedback in all test markets that consumers enjoy the taste, believe it to be refreshing, and are highly likely to purchase the product. Since the researchers obtained consistent results across these four markets about these measurement items, the research has _______.
reliability
Buckyballs was marketed as a desk toy made up of small magnetic spheres. Adults could play with the magnetic spheres and create different shapes. Labeling on Buckyballs packaging clearly stated that this product should be kept away from children. As concerns for safety grew, Buckyballs placed even more warning labels on the packaging. Despite this fact, thousands of children who thought the magnets were candy ingested them. The magnets could cause fatal complications inside the body. If more than one was swallowed, they could attract one another inside the stomach, creating tearing and other complications. Despite all the warnings, the Consumer Product Safety Commission ruled the product was too dangerous and filed a lawsuit. Though Buckyballs magnets were discontinued, they have since returned under the name Zen Magnets. "Keep Away from Children" was placed on the label of Buckyballs packaging for _______ purposes.
safety
"Does this new product idea meet our company's overall objectives?" is a question that marketers would most likely ask during the _______ phase of the new-product development process.
screening
After ideas have been generated, the next step in the product development process is ______.
screening
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?
screening
Pinnacle Corp. is going through the new product development process and is selecting ideas with the greatest potential for development for further review. Pinnacle is in which phase of the new product development process?
screening
What is a research study that divides the population of interest into groups according to a common attribute after which a random sample within each group is chosen called?
stratified sampling
In 2017, General Mills made a legal request to have exclusive rights to use the yellow color on its Cheerios packaging. This attempt at a _______ would have prevented any other competitors from using the yellow color.
trademark
The exclusive legal right to use a brand or part of a brand is _______.
trademark
When Costco offers free samples of various food items at tables throughout the store, the store is trying to stimulate which stage of the product adoption process?
trial
Bert receives a phone call from a representative of a local funeral home. The sales representative let him know that he could prepurchase funeral services, which would save his family members time and money when planning his funeral. Bert did not know such a service even existed. The prepurchase of funeral services is considered a(n) _______ product.
unsought
Products that are purchased to solve a sudden problem and a customer does not actively seek are _______.
unsought products
Which of the four promotional strategies involves gaining credibility from what other people say about a service?
using word-of-mouth communication
Despite his daughter's urging, Fred refuses to purchase a flat-screen television. His old, boxy television is working just fine, according to him. Fred is likely _______.
a laggard
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 phase-out
Walmart marketers have determined in their research design that they want to hear from grocery shoppers in major cities in the United States. They decide to focus on the five metro areas where Kroger has seen the biggest growth: Phoenix, Detroit, Los Angeles, Atlanta, and Dallas-Fort Worth. To get a representative sample of the population, every person 23 years of age or older in those cities will have an equal chance of being selected to participate in the survey. This is an example of _______.
a probability sample
A modification to a product that changes the taste, texture, sound, smell, or appearance is a(n) ________.
aesthetic modification
Instagram has an enormous amount of data on the ways its users interact with content in its app. Instagram uses sophisticated software to store and analyze the data. What are these data called?
big data
If Ruth were hired by Procter & Gamble and given total marketing responsibility over Tide Free and Gentle Liquid Laundry Detergent, she would hold the position of _______ manager.
brand
When Dyson, best known for its revolutionary vacuum cleaner, introduced the Dyson Supersonic hair dryer, it used _______.
brand extension
Assume that Coca-Cola has a manager for Powerade, a manager for Coca-Cola, a manager for Fairlife, and a manager for SmartWater. What types of managers are these?
brand managers
The Amazon Echo is a voice-enabled smart speaker. It has been in development since 2010. It was introduced in 2014 but only to Amazon Prime members for purchase. Amazon expanded in 2015 and became the Echo available in stores nationwide. What stage in the product development process was Amazon Echo in 2015?
commercialization
Maria works for an artificial intelligence company powered by big data. A new client calls Maria and explains they have an extremely large quantity of structured data across multiple systems. Specifically, the client needs Maria's company to link, match, and transform data across systems. What is the client requesting help with?
complexity
The new product team at a clothing manufacturer has generated many ideas for styles of new clothes and assessed whether the new clothes are consistent with the manufacturer's objectives and resources. During the assessment, several new ideas were rejected. The next step in the new-product development process is _______.
concept testing
Which of the following involves marketers presenting a sample of potential buyers with a product idea described in words or in drawings, to determine their attitudes and initial buying intentions?
concept testing
Which is the best way to handle the deletion of a product?
conducting a review to determine its impact on the overall product mix
Delivery and installation, financing arrangements, customer training, warranties and guarantees, repairs, layaway plans, convenient hours of operation, adequate parking, and information through toll-free numbers and websites are examples of _______.
customer services
Olivia works at Ginger, a woman's clothing store. Olivia noticed that while the store was popular with women of all ages it was selling few of its jeggings to females over 45. While they bought tops, shorts, and dresses, rarely any sales from this group of females included jeggings. In contrast, Ginger's jeggings were highly popular among those under 45. Olivia would like to conduct research to see why this is so. What type of research will she likely conduct?
descriptive research
Research that provides marketing managers with information regarding evidence of a cause-and-effect relationship is called _______.
experimental research
Smart Ones TV dinners come in red boxes with many of the same elements. Each box features the giant "Smart Ones" brand name at the top. This is an example of _______.
family packaging
When a company uses similar packaging for all of its packaging, it is using _________.
family packaging
Adidas sells its shoes and clothing in various retail outlets. Adidas is a _______ brand.
manufacturer
In which stage of the product life cycle do sales reach their peak?
maturity
Product deletion can best be described as the process of deleting a product from the product mix when it _______.
no longer satisfies enough customers
Which of the following is a way to display or graph, in two or more dimensions, the location of products, brands, or groups of products in customers' minds?
perceptual map
A cereal manufacturer has decided to delete one of its brands of cereal that is not satisfying enough customers. It will delete the cereal by letting it decline and not changing its marketing strategy in a process called _______.
phase-out
A product modification intended to improve the dependability and durability of a product is a(n) _______.
quality modification
If a researcher needs a sample that is representative of the population they are studying, they could utilize a _______.
simple random sample
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. By using a larger can size and different colors, Coca-Cola is changing the _______ of the product.
styling
When a research technique is reliable, that means it ______.
yields the same results when used repeatedly
Chase Bank offers a credit card that it differentiates from competing cards by providing a toll-free phone number that connects directly with a customer service agent rather than an automated system. Chase is differentiating this credit card through _______.
support services
An agreement where a company permits another organization to use its brand on other products for a licensing fee
brand licensing
Which of the following has the main purpose of better understanding a problem or situation and/or helping to identify additional data needs or decision alternatives?
exploratory research
Which of the following are tangible products that customers can see, hear, smell, taste, and/or touch?
goods
Promotional spending to promote brand and differentiate from competitors
growth stage
Before a marketing research project can be designed, you must first ______.
locate and define the problem/opportunity
The stage of the product life cycle where sales revenue peaks is the _________.
maturity stage
A questionnaire of car owners asks, "What do you like most about your car?" What type of survey question is this?
open ended
What is the development of the container that holds a product?
packaging
Max works for Mountain Dew and has been told the soda company wants to test a new beverage idea on some of its consumers. The budget Max is given is much higher than Max estimates he will need, and he has plenty of time to complete the survey. He would like to collect very accurate data and wants to encourage respondents to be highly detailed in their responses. He plans to ask probing follow-up questions. Which survey method is best for Max?
personal interview surveys
_______ is/are information observed, recorded, or collected directly from respondents, specifically for use in a marketing research project.
primary data
Dick's Sporting Goods is interested in studying the product categories that consumers desire to have in the store. The company's marketing research director plans to select 1,000 customers from its database of 100,000 customers who have a loyalty card. The marketing research director will first segment the database of 100,000 customers into five regions of the United States based on geography and then use a random sampling method to select 200 customers from each region. What type of sampling method does the marketing research director plan to utilize?
stratified
Quinn is the new marketing analyst for a sporting goods retailer. He quickly discovers that the accounting team has a file of fixed data on customer transactions that is isolated from the rest of the organization. Quinn suggests the data should be shared to relevant departments to tackle problems and provide solutions. What is the fixed data Quinn discovered called?
a data silo
Walmart has developed a reputation for its extensive use of information to aid in management and marketing decisions. Today, Walmart leverages its point-of-sale system in the stores and measures website traffic and information gleaned using "cookies" and monitoring of social media, such as Twitter, Facebook, Instagram, and Pinterest. The Vice President of Information Technology says this "mountain of data provides significant insights for its product category leaders and other managers across the Walmart company." What type of information does Walmart utilize?
big data
The elements of a brand that cannot be spoken are called the ________.
brand mark
Managers at Abercrombie & Fitch are interested in determining the characteristics of shoppers who visit their store as well as identifying those consumers who spend the most and shop most often in their stores. This information will be quite helpful to Abercrombie & Fitch as it makes design changes to the store, selects merchandise, and creates advertising messages. Abercrombie & Fitch would like to identify these shoppers based on factors such as gender, age, marital status, and discretionary income. Which type of research would be most appropriate for Abercrombie & Fitch to utilize?
descriptive research
Big Burgers BBQ has been testing a number of new menu items in its restaurants as part of a turnaround strategy, including sales of kombucha, breakfast served at all hours, and premium chef-crafted sandwiches. Big Burgers BBQ is conducting _______ research which allows it to make causal deductions about relationships.
experimental
Names all of the firm's products with the same name
family branding
Which of the following is not an example of a secondary data source?
focus groups
The stage of the product life cycle where profits peak is the ________.
growth stage
The real value of marketing research to the organization can be measured best by _______.
improvements in the ability to make decisions
A policy of naming each product differently
individual branding
The first group to adopt new products are called ________.
innovators
Alec collected primary and secondary data for his marketing research project. After collecting data to test his hypothesis, Alec needs to _______.
interpret the research findings
Which step of the marketing research process focuses on uncovering the nature and boundaries of a situation or question related to marketing strategy or implementation?
locating and defining issues or problems
To ensure marketing research is reliable and valid globally, what should marketers do?
modify data-gathering methods to allow for regional differences
Trader Joe's wants to study how its customers over age 65 shop. It sets up a mock store made to look exactly like a normal store and invites older consumers to shop in the authentic-feeling environment. Researchers record what they see and use this to develop a report for Trader Joe's marketing department. What type of data collection practice is being used here?
observation
Mario, a marketing researcher for a popular dog food brand, is watching people in a Petco to see how long customers tend to linger in front of certain items of interest. Mario is engaging in _______ to collect _______ data.
observation; primary
A massive online retailer often uses data on customer demographics, interests, and behavior and wants to learn more about its best customers. It decides to track its customer's online behavior to offer more personalized services with the shopper's consent. The retailer clearly outlines how the data will be used. The retailer sells its data, including personally identifiable data, to a third-party marketing research agency. What ethical issue in marketing research is at play here?
privacy
What are the two basic types of sampling utilized by marketing researchers?
probability and nonprobability
A ________ is a company's assortment of product lines and individual product offerings.
product mix
Exploratory research is usually associated with ______ data-gathering techniques.
qualitative
Exploratory research is usually associated with _______ research techniques. The data is typically shown in _______.
qualitative; interpretations and expressive descriptions
Kamilah is a member of a student group that is assigned to work with a local Tex-Mex restaurant to collect marketing research. The restaurant wants to determine if a new type of taco will be successful. Kamilah's group decides to organize a taste test where respondents try the new taco and fill out a survey. Questions would ask whether or not they liked the taco, what they liked or disliked about the taco, and whether they would purchase it at various price points. An auditorium is filled with several hundred potential participants. Kamilah's group chooses to divide the population into groups based on gender and race to ensure that representative categories of respondents are included. This is likely an example of _______.
quota sampling
The _______ sampling method ensures all units in a population have an equal chance of appearing in the sample.
random
Unprocessed extractive or agricultural products, such as mineral ore, lumber, wheat, and corn, would be categorized as _______.
raw materials
Which of the following correctly describes online surveys when compared to paper questionnaires? (Select three)
reduced cost compared to paper questionnaires; personalized questions possible with online surveys; faster to develop and distribute than paper questionnaires
To uncover potential regional issues, international research should begin by gathering _______.
secondary data
Particular items that offer unique characteristics that buyers are willing to go through a considerable amount of effort to obtain are called _______.
specialty products
The interpretation of research findings typically begins with _______.
tabulation
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. Which of the following slogans should Coca-Cola use to signal to consumers that its Mother drink has been repositioned?
"New Mother - Tastes Nothing Like the Old One"
Portable tools and office equipment would be categorized as _________.
accessory equipment
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. 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.
aesthetic
The Double-A of American Airlines, the peacock of NBC, and the apple with a missing bite of Apple are examples of a _______.
brand mark
Oculus, acquired by Facebook, is involved in virtual reality. Its Oculus Rift product is a virtual reality headset released to the public in 2016. Retailers including Best Buy sell the Oculus Rift for approximately $400. A few competitors have emerged to challenge Oculus Rift, including the HTC Vive, Samsung Gear, and Zeiss VR One Plus. In terms of brand loyalty, at this stage of the product life most consumers will probably have _______ for the Oculus Rift.
brand recognition
Which of the following would be an example of accessory equipment?
calculator
John Deere has launched a research effort to determine the most effective advertising message to gain interest and awareness in its agricultural products among its target market members—the farming community. Its marketing research department has recommended a series of focus group interviews to be fielded across the United States. Which activity is next according to the steps in the marketing research process?
collect data
Nari 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. Nari's firm thinks this type of product can catch on in the United States because they are exotic and environmentally friendly. Nari 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. Nari and her team are at what stage in the product development process?
concept testing
Which of the following does not apply to shopping products?
consumers are typically unaware of the product until they see it online or in a store
_______ are goods and services consumers want to purchase frequently, immediately, and with minimal effort.
convenience products
Packaging can provide all the following functions, except _______.
determine the price to be charged for the product
Which of the following identifies old technologies that can be exploited in new ways or develops new business models to give customers more than they've come to expect from current products in a specific market?
disruptive innovation
Kamilah is a member of a student group that is assigned to work with a local Tex-Mex restaurant to collect marketing research. The restaurant wants to determine if a new type of taco will be successful. Kamilah's group decides to organize a taste test where respondents try the new taco and fill out a survey. Questions would ask whether or not they liked the taco, what they liked or disliked about the taco, and whether they would purchase it at various price points. What type of research is Kamilah's team collecting?
exploratory research
MultiTech Corp. has decided that all of its products' packages should be similar. Multitech is using which of the following?
family packaging
Smithfield Foods utilized a _______ research method to learn about consumers' food purchasing habits and in-home meal preparation. It hired Trinity Research to conduct the research by gathering small groups of eight to 12 individuals in one facility and employed a moderator to guide the discussion. Representatives from Smithfield Foods were able to observe the participants' interaction, and they noticed that one individual tended to monopolize the discussion. However, they were pleased with the way the moderator was able to limit the individuals' responses and enable everyone to fully participate in the study. What type of research is this?
focus group
Which of the following is not a purpose of marketing research?
gathering random data
Since the addition of Lunchables Brunchables, there have been high sales growth and profits. Which stage of the product life cycle does this reflect?
growth stage
Your company is preparing to launch a new product next month. Since you are leading the launch effort, you have called a meeting of all stakeholders to discuss how the product should be positioned in the market. You acknowledge that the product will carry a higher price than competing products, but all the independent rating agencies have concluded that the product has superior performance characteristics relative to its competing brands. Which of the following bases for positioning should you use for this product?
head-to-head competition should be the basis for positioning the product
Which characteristic of service tends to have variation in quality?
heterogeneity
Annalise is performing a marketing research study on restaurant menu items containing cauliflower as a feature ingredient. She believes this study will prove that consumers are increasingly attracted to cauliflower because of its rise in popularity on social media and reported connection to health benefits. Annalise is developing a(n) _______.
hypothesis
The Red Cross raises money to help people survive natural and manmade disasters. The Red Cross can best be described as a(n) _______.
idea
Samsung wants to add features to the upcoming version of its Galaxy S smartphone. It has asked its engineers and other employees to submit possibilities for new features. Samsung is currently in the _______ phase of the new-product development process.
idea generation
Completely getting rid of the product
immediate drop
Which of the following deletion strategies is the best strategy when losses are too great to prolong the product's life?
immediate drop
SC Johnson is a consumer goods manufacturer. The company's product mix includes home cleaning products, air care, pest control, home storage, and auto care. The president of marketing at SC Johnson would like to add laundry products to its product mix. SC Johnson would be _______.
increasing the width of its product mix
Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The pods launched with much fanfare. Customers like the pods because they are less messy and more concentrated than liquid detergent. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open. When first released, Tide Pods caught consumers' attention because the detergent was placed into a small orange "pod" that users could throw into their washing machine. This eliminated the need to measure and pour out messier liquid detergent. Tide Pods likely represent what type of packaging?
innovative
The development of a product closely related to one or more products in the existing product line but designed to meet different customer needs is called a _______.
line extension
When Cheetos developed a new "cheesy" flavor, Cheddar Jalapeno Crunchy Cheetos, it was an example of a _______.
line extension
Doritos has expanded beyond its original Nacho Cheese flavor to Cool Ranch, Jacked, Spicy Sweet Chili, and Salsa Verde, to name a few. These are examples of _______.
line extensions
Marketers at Walmart will be gathering their primary data over the next several months. Due to the large number of grocery shoppers they would like to reach, the marketers expect this will take several months to complete. Marketers would like a low-cost form of survey research and are not concerned about flexibility. Which of the following forms of survey research would best fit these requirements?
mail survey
Jerry works for a pharmaceutical company that wants to conduct a survey about substance abuse. Since this is a sensitive topic, he wants respondents to feel comfortable sharing their responses and to eliminate interviewer bias. Consumers are most likely to remain anonymous through which survey method?
mail surveys
Buckyballs was marketed as a desk toy made up of small magnetic spheres. Adults could play with the magnetic spheres and create different shapes. Labeling on Buckyballs packaging clearly stated that this product should be kept away from children. As concerns for safety grew, Buckyballs placed even more warning labels on the packaging. Despite this fact, thousands of children who thought the magnets were candy ingested them. The magnets could cause fatal complications inside the body. If more than one was swallowed, they could attract one another inside the stomach, creating tearing and other complications. Despite all the warnings, the Consumer Product Safety Commission ruled the product was too dangerous and filed a lawsuit. Though Buckyballs magnets were discontinued, they have since returned under the name Zen Magnets. What type of brand was Buckyballs?
manufacturer brand
SAP HANA is a relational database management system created by SAP. To sell its product, SAP promotes the importance of the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities. What is this called?
marketing research
Heinz changed the packaging of its ketchup, switching from a glass bottle to a plastic bottle. Since the bottle was squeezable, consumers had an easier time getting ketchup out of the bottle. This change in packaging is a strategy that can most likely help boost sales in the _______ stage of the product life cycle.
maturity
Use promotion to maintain market share and differentiate products
maturity stage
A run-out strategy of product deletion _______.
may focus on intensifying marketing efforts in a core market
Procter & Gamble manufactures detergent, diapers, razors, toothpaste, toilet paper, and a variety of other products. These products make up Procter & Gamble's product _______.
mix
The BASF Company sent its chemical customers an invitation to an online survey via email. The final question of the survey asked, "Please provide one suggestion to help us better serve your needs." This is an example of a(n) _______ question.
open-ended
The decisions and activities intended to create and maintain a certain concept of the firm's product, relative to competitive brands, in customers' minds are best described as ________.
positioning
Huy Fong is buying peppers and vinegar to make its iconic Sriracha sauce. For Huy Fong, these are best described as _______.
process materials
Procter & Gamble is in the process of eliminating products from the product mix because they no longer satisfy a sufficient number of customers. This is best described as _______.
product deletion
Years ago, Old Spice was marketed to older men. In 2010, the company came out with new commercials and advertisements through the "The Man Your Man Could Smell Like" campaign that featured athlete Isaiah Mustafa and was geared towards younger customers. Through _______, Old Spice was able to boost sales and reach a new demographic.
repositioning
Exploiting any strengths left in the product
run-out
Oculus, acquired by Facebook, is involved in virtual reality. Its Oculus Rift product is a virtual reality headset released to the public in 2016. Retailers including Best Buy sell the Oculus Rift for approximately $400. A few competitors have emerged to challenge Oculus Rift, including the HTC Vive, Samsung Gear, and Zeiss VR One Plus. What type of consumer product is the Oculus Rift?
shopping
Ahmed enjoys going to the local zoo. He does not like the price of the zoo food and beverages, however, as they are much more expensive than food in other places. When he does buy a drink, he usually goes for the extra-large one because it comes in a souvenir cup that he gets to keep. The souvenir cup represents which of the following?
supplemental features
You just rented your first apartment after graduating from college. You set out to purchase a new couch and chair for your apartment. Miller's furniture offers free delivery and Scotch Guard fabric protection on any couch more than $500. The free delivery and fabric protection are examples of _______.
supplemental features
Which of the following is responsible for all aspects of developing a product: research and development, production and engineering, finance and accounting, and marketing?
venture team
The various products carried by a retailer can also have dimensions of width and depth. For example, Dick's Sporting Goods carries sports clothes, shoes, exercise equipment, hunting and fishing equipment, camping supplies, and other products. Bass Pro Shop carries fishing equipment but has a larger selection of different models and brands. In this case, the product mix of Dick's Sporting Goods is _______, and the product mix of Bass Pro Shop is _______.
wide; deep
Cummins has multiple product lines that it categorizes into engines, power generation, fuel systems, turbo technologies, filtration, and emissions solutions. This would be an example of which of the following?
width of product mix
The number of different product lines an organization offers is the company's ________.
width of product mix
Which positioning base positions the product based on personality or type of consumer?
target market
Quinn is the new marketing analyst for a sporting goods retailer. He quickly discovers that the accounting team has a file of fixed data on customer transactions that is isolated from the rest of the organization. Quinn suggests the data should be shared to relevant departments to tackle problems and provide solutions. In response to Quinn's call to action, management requests all departments contribute their fixed data files to a large pool of data that is openly available to all departments. What is this pool called? Choose the best answer.
a data lake
A group of managers has been assigned the task of developing a new product. They are now in the process of determining a product idea's potential contribution to the firm's sales and profits. The managers are at what stage of the new-product development process?
business analysis
The decision to market a product is called ______.
commercialization
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 _______.
consistency of quality
Buckyballs was marketed as a desk toy made up of small magnetic spheres. Adults could play with the magnetic spheres and create different shapes. Labeling on Buckyballs packaging clearly stated that this product should be kept away from children. As concerns for safety grew, Buckyballs placed even more warning labels on the packaging. Despite this fact, thousands of children who thought the magnets were candy ingested them. The magnets could cause fatal complications inside the body. If more than one was swallowed, they could attract one another inside the stomach, creating tearing and other complications. Despite all the warnings, the Consumer Product Safety Commission ruled the product was too dangerous and filed a lawsuit. Though Buckyballs magnets were discontinued, they have since returned under the name Zen Magnets. How should Buckyballs classified?
consumer product
Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The colorful pods launched with much fanfare. Customers like the pods because they are less messy and more concentrated than liquid detergent. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open. Tide Pods would most likely be classified as a(n) _______ product. However, suppose a hotel uses Tide Pods to wash its sheets and towels. In this case, Tide Pods would be classified as _______.
convenience; MRO supplies
The _______ consist(s) of a product's fundamental utility or main benefit and usually address(es) a fundamental need of the consumer, whereas _________ provide added value or attributes that are in addition to the core product's utility or benefit.
core product; supplemental features
Libby is part of an online group of people who act as sounding boards for new ideas from one of her favorite companies. Libby does not interact much with the other people in her group, but she provides her own insights about proposed products. Libby is part of a(n) _______.
customer advisory board
By supporting drivers with benefits such as mobile repair and a no-fee bank account with grocery and gas discounts, Lyft would be the result of using what service characteristic?
customer contact
Olivia works at Ginger, a woman's clothing store. Olivia noticed that while the store was popular with women of all ages it was selling few of its jeggings to females over 45. While they bought tops, shorts, and dresses, rarely any sales from this group of females included jeggings. In contrast, Ginger's jeggings were highly popular among those under 45. Olivia would like to conduct research to see why this is so. Now that Olivia has located and defined the problem, the next step in the marketing research process is to _______.
design the research project
When automakers started installing Bluetooth in cars, this was an example of _______.
functional modification
In the business analysis stage, _________.
ideas are evaluated by projecting cost, sales, and profitability
Kenzo is someone who likes to have the latest technology. He likes being the first of his friends to have the newest gadget and is willing to take risks with his spending. He is most likely a member of the _______ group.
innovator
Tide Pods was developed to revolutionize the detergent industry and spark new interest in Tide laundry detergent. The pods launched with much fanfare. Customers like the pods because they are less messy and more concentrated than liquid detergent. Originally, the pods were placed in a clear packaging. Other competitors have also released detergent pods due to their popularity. However, since its release there have thousands of incidents with children ingesting the pods and mistaking them as candy. Because of their higher concentration, ingesting the pods can do severe damage and has even led to deaths. Procter & Gamble responded by changing the packaging so that it is no longer transparent. It also made the packages harder to open. Melinda hates using liquid laundry detergent. She heard about Tide Pods from a friend and did some research. She likes what she learns, but she is concerned about all the incidents where children have accidentally swallowed the pods. She has two young children herself. Melinda begins weighing the pros and cons of Tide Pods versus the liquid laundry detergent. Melinda is in what stage of the product adoption process?
evaluation
L'Oréal is considering developing a new line of protein-free shampoo and conditioner. Before the company invests too many resources, it would like to collect consumer insights to determine what customers are looking for in shampoo and conditioner and whether its protein-free products will catch on. The company brings together a group of ten consumers plus a moderator to direct discussion. L'Oréal is most interested in the unique insights it could collect through group interaction. This is known as a _______, which is a part of _______ research.
focus group; exploratory
Sulbha loves to try new products because she gets a thrill from it. Even though some of the products she adopted turned out to be failures, Sulbha is willing to take the risk. She needs to be the first one to own the newest products! Her cousin Melanie, however, is generally suspicious about new products. For instance, when the iPad first came out, Melanie was highly skeptical. Even when Sulbha assured her that it was a good product, Melanie was not certain. Finally, after a few years and lots of encouragement from Sulbha, Melanie decided to purchase the newest iPad. Sulbha is most likely in the _______ category, while Melanie is most likely in the _______ category of product adopters.
innovator; late majority
It is difficult for surgeons to standardize each type of surgery performed because the patient must be present and involved in the surgery. Because of differences in bodies, each surgery will be somewhat different. This illustrates which of the following unique features of services?
inseparability
The strongest form of brand loyalty is brand _______.
insistence
Fidelity Investments is one of the largest mutual fund and brokerage services providers 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.
intangibility
Services can't be touched, consumed, or felt in the same way as goods. This is an example of ________.
intangibility
Oculus, acquired by Facebook, is involved in virtual reality. Its Oculus Rift product is a virtual reality headset released to the public in 2016. Retailers including Best Buy sell the Oculus Rift for approximately $400. A few competitors have emerged to challenge Oculus Rift, including the HTC Vive, Samsung Gear, and Zeiss VR One Plus. In which stage of the product life cycle is the Oculus Rift likely to be?
introduction stage
Investing in _______ involves the following four steps: (1) defining what to measure and which tools to use; (2) collecting data; (3) developing reporting capabilities; and (4) implementing the campaign and analyzing the results.
marketing analytics
Jacob runs a software company with mountains of data across multiple databases. He wants to interpret the effectiveness of his firm's marketing functions using databases, big data, and measurement methods enabled by technology in order to make better marketing decisions. What is Jacob interested in?
marketing analytics
Allstate Insurance has a smart computer system that enables the calculation of insurance premiums for automobiles within minutes, and consumers can obtain an accurate quote from the Allstate Insurance website and make a decision as to whether or not they would save money or receive more benefits by being an Allstate customer. The Allstate system requires individuals to enter the make, model, and year of their automobile, whether they own or rent their home, their age, gender, and driver's license number. Based on this information, the Allstate system can accurately calculate the insurance premium for the potential customer. This is an example of a _______ system.
marketing decision support
A _______ is a customized computer software that aids marketing managers in decision making by helping them anticipate the effects of certain decisions.
marketing decision support system (MDSS)
Justina Krasnova is a product manager for Krispy Kreme and works with the product development team to develop new products. Justina has been engaged in a variety of _______ activities to stay well-informed of consumer trends, monitor flavor preferences, and determine the potential for success of new products.
marketing research
Which of the following are major elements that underlie brand equity? (Select three)
perceived brand quality; brand loyalty; brand name awareness
To delete products, companies should periodically evaluate each product to determine its impact on the overall effectiveness of the firm's product mix. This process is called a _______.
systematic review
An important ethical issue in marketing research involves a customer's right to ______.
privacy
Which of the following are brands that are initiated and owned by resellers?
private distributor brands
A positioning strategy that highlights specific attributes or features to create the desired perception of the brand or consistency with the buyer's self-concept is a ______ positioning base.
product attribute or feature
What is the process of eliminating a product from the product mix when consumer preferences shift significantly, causing a product to decline?
product deletion
Nari 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. Nari's firm thinks this type of product can catch on in the United States because they are exotic and environmentally friendly. Nari is working with a team to develop the product. It has identified a sustainable teak wood and designed a unique cotton drip bag for the coffee maker. It has also identified several potential manufacturers in Central America. Nari's company is currently working on the _______ for the pour-over coffee maker.
product design
The process of creating and designing products so that customers perceive them as different from competing products is best described as _______.
product differentiation
Herbalife24 includes products developed for athletes in Canada. Herbalife is a weight management and nutrition products company known for marketing products to customers for a healthier lifestyle. Athletes are just one of the groups that Herbalife targets. Herbalife24 is most likely a _______.
product line
If Kimberly-Clark's Cottonelle brand of toilet paper offered you a position where you would have total marketing responsibility for all of its flushable wipes, this position would probably hold the title of _______.
product manager
Which of the following is responsible for a product, a product line, or several distinct products that make up an interrelated group within a multiproduct organization?
product manager
During the last recession, sales for many companies plummeted. The rate of unemployment grew substantially. As a result, Procter & Gamble (P&G) decided to release a cheaper, more basic version of its 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 six months. The product failed to take off, and P&G discontinued Tide Basic. A few years later it tried again with another less expensive Tide product called Simply Tide. 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 _______.
product positioning
During the last recession, sales for many companies plummeted. The rate of unemployment grew substantially. As a result, Procter & Gamble (P&G) decided to release a cheaper, more basic version of its 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 six months. The product failed to take off, and P&G discontinued Tide Basic. A few years later it tried again with another less expensive Tide product called Simply Tide. P&G had to modify its Tide product to appeal to this new demographic. What type of product modification did it make?
quality modification
Nari 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. Nari's firm thinks this type of product can catch on in the United States because they are exotic and environmentally friendly. Nari'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. Nari'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?
run-out
By providing passengers an upfront pricing quote for a ride, then actually charging that price for the ride, Lyft is using which promotional strategy?
setting service expectations
During the last recession, sales for many companies plummeted. The rate of unemployment grew substantially. As a result, Procter & Gamble (P&G) decided to release a cheaper, more basic version of its 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 six months. The product failed to take off, and P&G discontinued Tide Basic. A few years later it tried again with another less expensive Tide product called Simply Tide. What stage of the product development process was P&G in when it decided to discontinue Tide Basic?
test marketing
Jung-hoon performed an experiment over and over again in his quest to understand buyer behavior. He always got similar results. Jung-hoon went to his manager with his results and told them that this knowledge could help them improve the company's marketing strategy. However, the manager pointed out that Jung-hoon's results do not prove an association between his outcomes and buyer behavior. In fact, the manager can think of a number of factors proven to be more effective in influencing buyer behavior. In this case, Jung-hoon's results lacked _______.
validity
Neveah works in research and development at a consumer products firm. She meets up with Sergio, who works in finance, Arun, who works in production, and David, who works in marketing. Together they are going to develop a new product that Neveah's department had researched. They are responsible for all aspects of developing the product. This is an example of a _______.
venture team