marketing ch 11

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

Completely getting rid of the product

Immediate drop

No attempt is made to give the product new life

Phase-out

- Eliminating a product from the product mix

Product deletion

changing one or more characteristics of a product - Differs from a line extension in that the original product does not remain in the product line

Product modification

- Changes relating to a product's dependability and durability - ex. Smartphones are being made waterproof in case of accidents

Quality modifications

Exploiting any strengths left in the product by intensifying marketing efforts in core markets or eliminating some marketing expenditures

Run-out

Which of the four promotional strategies involves gaining credibility from what other people say about a service?

Using word-of-mouth communication

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.

Adrienne has gone to the store to shop for a new backpack. She looks for the same brand she has always bought in the past but notices that the backpack is now available in a variety of new colors. The backpack has undergone a(n) _____ modification.

aesthetic

A modification to a product that changes the taste, texture, sound, smell, or appearance is a(n) _______.

aesthetic modification

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

The decision to market a product is called _______.

commercalization

To balance the supply and demand of perishable services, marketers may use

demand-based pricing

Which characteristic of service tends to have variation in quality?

heterogeneity

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

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

Services can't be touched, consumed, or felt in the same way as goods. This is an example of

intangibility

Quality, the overall characteristics of a product that allow it to perform as expected, has two dimensions: ___ and ____.

level; consistency

A run-out strategy of product deletion _______.

may focus on intensifying marketing efforts in a core market

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

• Allows a product to decline without a change in the marketing strategy

phase out

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

The process of creating and designing products so that customers perceive them as different from competing products is best described as _______.

product differentiation

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

A product modification intended to improve the dependability and durability of a product is a(n) _______.

quality modification

• Exploits any strengths left in the product

run out

"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

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

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

Which positioning base positions the product based on personality or type of consumer?

target market

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

- Changes to the sensory appeal of a product - ex. Gap introduces a popular summer T-shirt in a new color

Aesthetic modifications

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

- Changes affecting a product's versatility, effectiveness, convenience, or safety - ex. Kraft begins changing the packaging of its snack foods to make them easier for elderly customers to open

Functional modifications

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.

- A seven-phase process for introducing products

New-product development process

______ is expensive, and competitors may try to interfere ("jam") by: - Increasing their own advertising or promotions - Lowering prices - Offering special incentives - Copying the product in the testing stage and rushing to introduce a similar product

Test marketing

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

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

Quality modifications are changes that relate to a product's _______.

dependability and durability

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

In the business analysis stage, _______.

ideas are evaluated by projecting cost, sales, and profitability

Which of the following deletion strategies is the best strategy when losses are too great to prolong the product's life?

immediate drop

• Used when losses are too great to prolong the product's life

immediate drop

Milo is a product manager at Hershey. He learned that one of his competitors, the Mars Candy Company, is engaging in test marketing a new candy bar. He decided to increase promotional activity, including coupons with significant price reductions, in the test markets in order to _____ the test program.

jam

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

-- developing a product closely related to one or more products in the existing product line but designed specifically to meet somewhat different customer needs

line extension

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

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

Product deletion can best be described as the process of deleting a product from the product mix when it _______.

no longer satisfies enough customers

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

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

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

Managing existing products • The process for coming up with (and testing) ideas for new products • Characteristics of good test markets • Dealing with a failing product

product managers

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