CH8CQ

"A berry flavored, low-calorie drink appealing to women who need a quick energy boost while on the go" would be considered a: A.Product idea B.Product concept C.Product image D.Marketing strategy statement

B

A product mix is also known as a product ________. A) umbrella B) portfolio C) assemblage D) aggregation E) cluste

B

Before moving further with the new-product development process, you are asked to review the sales, costs, and profit projections for a new product to find out whether they satisfy your company's objectives. Which step of the new-product development process is this? A.Idea generation B.Business analysis C.Quantitative analysis D.Qualitative analysis

B

Internet-enabled mobile phones are currently experiencing rapid market acceptance and increasing profits. Which stage of the product life-cycle does this represent? A.Introduction B.Growth C.Maturity D.Decline

B

Product line ________ involves adding more items within the present range of the line. A) strengthening B) filling C) mixing D) widening E) stretching

B

Sales of product X have been declining steadily. Competitors show no sign of leaving the market, and advertising costs are moderate. The best strategy would probably be to: A.Maintain the brand B.Harvest the brand C.Drop the brand D.Reinvigorate the brand

B

Service perishability means that ________. A) the quality of services depends on who provides them as well as when, where, and how they are provided B) services cannot be stored for later sale or use C) evaluation of services is subjective and it changes from customer to customer

B

Several successful companies develop new products that focus on solving consumers' problems to create more satisfying experiences. Which approach to new-product development is this? A.Externally-focused B.Customer-centered C.Simplistic-centered D.Problem-focused

B

Which of the following is an example of an unsought product? A) laundry detergent B) toothpaste C) furniture D) refrigerator E) life insurance

E

Which of the following is most likely to be an example of a shopping product? A) life insurance B) candy C) toothpaste D) laundry detergent E) television

E

Iron ore is an example of an industrial product that is most likely to come in the category of ________. A) materials and parts B) shopping products C) supplies D) capital items E) augmented product

A

Styles, fads, and fashions have their own unique life cycles. Which of these product life cycles typically lasts the longest? A.Style B.Fad C.Fashion D.The overall length of the PLC does not vary; only the amount of time spent in each stage of the PLC varies between the three.

A

Silkskin Cosmetics is advertising its newest line of eye makeup. Made from all-natural ingredients, the products are hypoallergenic. Silkskin is selling the products in specially designed tubes that make it easier to apply to the skin. Which of the following is the core product value for Silkskin's line of eye makeup? A) the Silkskin brand B) the possibility of having beautiful eyes

B

Which of the following is a pure tangible good? A) a spa treatment B) shampoo C) financial advice D) a medical check-up E) a meal at a restauran

B

Which of the following is most likely to be an example of a convenience product? A) refrigerator B) candy C) life insurance D) furniture E) car

B

Which of the following statements is true of specialty products? A) Specialty products generally have lower prices than convenience products. B) Buyers normally do not compare specialty products. C) Specialty products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort. D) A life insurance policy is an example of a specialty product. E) Typically, specialty products are more frequently purchased than convenience products.

B

Your product gradually gains popularity and seems to have settled into a long maturity, yet you soon realize that you must sell it abroad to keep sales healthy. In other words, you must: A.Modify the product B.Modify the market C.Modify the marketing mix D.Modify the promotion budget

B

A new breakfast cereal is promoted and sold in a single city for a short time. If successful, the product has passed the _______ stage of the new product development process. A.Commercialization B.Regional rollout C.Test market D.Concept testing

C

A product line is considered to be too short if the manager can ________. A) decrease costs by dropping items B) decrease costs by adding items C) increase profits by adding items D) increase profits by dropping items E) increase market share by dropping items

C

Product mix width refers to ________. A) how closely related the various product lines are in end use, production requirements, distribution channels, or some other way B) the number of versions offered for each product in the line C) the number of different product lines the company carries D) the total number of items a company carries within its product lines E) the total market share captured by the entire product line

C

Service inseparability means that ________. A) services cannot be stored for later sale or use B) the quality of services depends on who provides them as well as when, where, and how they are provided C) services cannot be separated from their providers, whether the providers are people or machines D) services cannot be seen, tasted, felt, heard, or smelled before they are bought E) evaluation of services is subjective and it changes from customer to customer

C

The use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of their community is called ________ marketing. A) integrative B) advocacy C) organizational D) associative E) social

E

The consistency of the product mix refers to ________. A) the total market share captured by the entire product line B) the total number of items a company carries within its product lines C) how closely related the various product lines are in end use, production requirements, distribution channels, or some other way D) the number of versions offered for each product in the line E) the number of different product lines the company carries

C

Which of the following is an industrial product in the category of capital items? A) cement B) crude petroleum C) factory D) paint E) coal

C

Which of the following terms best describes the process of designing and producing the container or wrapper for a product? A) schematizing B) branding C) packaging D) labeling E) licensing

C

Customers, competitors, distributors and suppliers, and others are considered which type of sources for new product ideas? A.Primary sources B.Secondary sources C.Internal sources D.External sources

D

If a product concept survives the business analysis, it moves into the ______ stage of the new product development process. A.Concept testing B.Market testing C.Market development D.Product development

D

Orienting and motivating customer-contact employees and service-support people to work as a team to provide customer satisfaction is known as ________ marketing. A) differentiated B) horizontal C) organizational D) internal E) social

D

________ products are those products that are purchased for further processing or for use in conducting a business. A) Convenience B) Specialty C) Shopping D) Industrial E) Unsought

D

A laundry detergent is most likely to be an example of a(n) ________ product. A) shopping B) specialty C) unsought D) industrial E) convenience

E

A refrigerator is most likely to be an example of a(n) ________ product. A) unsought B) impulse C) specialty D) convenience E) shopping

E

Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing. A) stake B) credit C) capital D) wealth E) equity

E

Electronics company Sony sells its products under its own brand name. Thus, Sony is a ________ brand A) licensed B) private C) store D) distributor E) national

E

Which of the following is true of convenience products? A) Convenience products follow the exclusive distribution format. B) Convenience products are primarily sold through personal selling and direct marketing rather than advertising. C) Convenience products include appliances such as computers or washing machines. D) Convenience products are generally more expensive than shopping or specialty products. E) Convenience products are distributed extensively, in as many locations as possible.

E

Which of the following types of products is likely to the priced the lowest? A) specialty products B) capital products C) shopping products D) industrial products E) convenience products

E