Hospitality Marketing Ch 9
Crowdsourcing
The process of sourcing ideas by inviting broad communities of
True
T & F. Facilitating products are services or goods that must be present for the guest to use the core product.
True
T & F. In one study, researchers found that about 50 percent of restaurant customers were willing to pay a little more for brand-name products.
False
T & F. It is a commonly accepted fact that some products can avoid ever entering a decline phase.
True
T & F. Phase-out is the ideal way of removing a product from the market.
False
T & F. Product image is a detailed version of a product idea stated in meaningful consumer terms.
True
T & F. The detachment phase occurs when a customer is through using a product or service and departs.
False
T & F. The main aural dimensions of atmosphere are scent and freshness.
Drop
The action taken toward a product that may cause harm or customer dissatisfaction.
Brand equity
The added value endowed on products and services is the:
Brand Equity
The differential effect that knowing the brand name has on customer response to the product and its marketing is termed:
Aural
The dimension of atmosphere relating to volume and pitch is called:
Commercialization
The final stage in the new product development process is:
Customers
The most important source of new product ideas is:
To spot good ideas and drop poor ones as quickly as possible
The purpose of "idea screening" is:
Maturity Stage
The stage in a product life cycle when sales growth slows or levels off is called: stage
Idea screening
The stage of the new product development process where the number of new product ideas is reduced is called:
Product idea
When a company envisions a possible product that company managers might offer to the market, it is called:
Product pricing
Which of the following is not something to which brand can be positioned?
Product concept
A detailed version of an idea stated in meaningful consumer terms is defined as:
36
About ________ percent of all new product ideas come from consumers
41
About ________ percent of all new product ideas come from within the company
True
T & F. Companies can leverage an existing brand by employing co-branding and ingredient branding.
Facilitating Products
Are those services or goods that must be presented for the guest to use the core product.
Maturity
In the ________ of the product life cycle, sales decrease and supplies start to exceed demand.
Product development
In the ________ phase of the new product development process, prototypes appear for the first time.
The customer makes the initial inquiry contact
In the joining phase of the customer delivery system:
False
T & F. A high-load environment creates a relaxing mood.
Varies with each new product
Market testing is a concept that:
Launching a new product
Marketing tests give management the information it needs to make a final decision about:
True
T & F. Brand equity is a function of brand loyalty, name awareness, and other factors.
Run Out
Removing a product after existing stock has been depleted; used when sales for an item are low and costs exceed revenues, such as when a restaurant serves a crabmeat cocktail with sales of only one or two items per week.
Self-service technology
SSTs are a rapidly growing means for increasing customer coproduction in food-service experiences. SST stands for:
True
T & F. A brand name derives its value from customer perceptions.
Cross-selling
if a server in a restaurant convinces a patron to buy a t-shirt at the front counter s/he is:
core
the product level that answers the question of what is really being bought