Chapter 9 Developing New Products and Services
Which of the following is part of the definition of a product?
- A product may be a good, a service, or idea. - A product's attributes satisfy consumer's needs.
Which of the following types of products is characterized by derived demand?
- Business products
Less than ..... of new consumer package goods exceed first year sale for 50 million - the benchmark for a successful launch.
3%
Assurance assurance=confidence, pledge, guaranty
knowledge and courtesy of employees and their ability to convey trust and confidence.
......... goods like chewing gum rely heavily on advertising, while .......... goods like cars rely more on personal selling.
nondurable / durable
A product that is consumed in one or a few uses is known as a .......... good, while the one that lasts over many uses is called a ......... good.
nondurable / durable
To address the intangible nature of her services and allow patients to compare them to those of others, a medical provider may
offer cues to customers such as comfortable waiting room and sparkling examinations rooms with her diplomas on the wall.
An airline ticket would be considered which type of consumer product?
shopping product
Which of the following types of consumer products is characterized by fairly expensive items available at a large number of selective outlets.
shopping products
Items for which the consumer compares several alternatives on criteria such like price, quality, or style r known as .......
shopping products.
The Federal Trade Commission advises that the term "new" be limited to use with a product up to ....... after it enters a regular distribution.
six months
Which of the following types of consumer products r characterized by unique brands and high level of brand loyalty?
specialty products
items that the consumer makes a special effort to search out and buy r known as .......
specialty products
When a toothpaste is improved by adding a whitening ingredient, this would be considered a .......
continuous innovation
Laundry detergent would be considered which type of consumer product?
convenience product
Items that the consumer purchases frequently and with a minimum of effort r known as a
convenience products
Which of the following types of consumer products is characterized by relatively inexpensive items with widespread availability.
convenience products
A service organization that is attempting to reduce inconsistency may consider a change from
deliver by person to deliver by equipment.
Which of the following characteristics is not one that distinguishes services from other products?
immobility
Crapola's product line
includes granola offering called "number two" and "red, white, and blueberry".
Modern product lines typically ensure that the quality of durable goods remains at stable levels, but because services depend on people to provide them, quality may vary from person to person or day to day, in what is known as the .........
inconsistency of services
A restaurant is dependent on different chefs, servers, hosts, and conditions within the restaurant that alter the uniformity of the output, which is an example of the
inconsistency of services.
A product line
is a group of product or service items that r closely related because they satisfy a class of needs, r used together, and sold to the same group, r distributed to the same outlets, or fall within a given price range.
A protocol
is a predevelopment statement that identifies a target market, customer needs, and what the customer will be or do.
A product item
is a specific product that has a unique brand, size, or price.
A GOOD
is a type of product that has tangible attributes that a consumer's five senses can perceived.
The term new
is difficult to define and apply to products, and one can think about it from an organizational, consumer, or even legal perspective.
Unsought products
Items that the consumer does not know about or knows about it but does not initially want.
Specialty products
Unique items that the consumer makes significant effort to search out and buy.
Home Depot's self checkout is an example of one classification of services, service delivered by
equipment
Business products can be classified as which two of the followings?
- Components - Support products
When products r classified broadly based on the type of user, which two of the following r the categories?
- Consumer products - Business products
Which of the following r classifications of the new products based upon categorizing innovation according to the learning required of the consumer (high, medium or low)?
- Continuous innovation - Dynamically continues innovation - Discontinuous innovation
Which two of the following r considered to be inventory costs of services?
- Costs associated with equipment needed to provide a service. - Paying a person to provide a service.
Which of the following can be sources of variability in service delivery?
- Differences between the service provided by two barbers working in the same shop. - Differences in appointment scheduling at two different branches of the same barber shop. - Difference between service provided by the same barber at various time of the day, week, or month.
Which two of the following factors r unique with respect to services, and are part of the four I's:
- Inventory - Inseparability
Which of the following influence a consumer's expectations of a service?
- Past experience - Promotional activities - Word of mouth communication
Which of the following r common marketing reasons for new products to fail?
- Poor product quality - Low market attractiveness
Which of the following r typical ways that a service can be classified?
- Profit or nonprofit - Delivered by person or equipment
Which of the following r common organizational reason for new products to fail?
- Skipping stages of the development - Too much focus on speed
Which of the following r types of consumer products?
- Specialty products - Shopping products - Convenience products
Inconsistency
An opera performer may have a bad cold and give worse than typical performance when u see her.
Tangibles
Appearance of physical facilities, equipment, personnel, and communication materials.
Empathy
Caring, individualized attention provided to customers.
For which of the following will consumer education be most important, perhaps requiring personal selling to gain product trial?
Discontinuous innovation
Dynamically continuous innovation
Disrupts consumer's normal routine but does not require totally new learning.
The United State Postal service would be best classified as which of the following types of services?
Government-sponsored
Convenience products
Items that consumers purchase frequently with a minimum of effort.
services marketing differ from the marketing of tangible goods in all of the following ways EXCEPT which of the following? Inseparability Intangibility Inventory
Inconvertibility not able to be exchanged for another currency.
A Singapore airline ad may show the airline's new seats and emphasize their size in order to address which issue that is unique to services?
Intangible
Shopping product
Items for which the consumer considers several alternatives on several criteria.
Discontinuous innovation
Requires new learning and consumption patterns by consumers.
Continuous innovation
Requires no new learning by consumers.
Lily went to the Yummy Fork for lunch, and her food arrived in a timely manner and was tasty and hot. However, the server took a long time to bring her check, which cause her to be late for work. She later posted a comment about Yummy Fork on a blog. Which one of the service dimensions below was not adequately delivered by Yummy Fork?
Responsiveness
Radical invention
Revolutionary new products
Inseparable
Student's evaluation of their education will be influenced primarily by their perceptions of instructors, counselor, librarian, and other people at the university.
Intangible
The consumer cannot evaluate the quality of an airline flight before getting on board.
Inventory
There a re high costs associated with paying a physician to see patients but no one schedules an appointment.
Product line extension
Threat cannibalization
Responsiveness
Willingness to help customers and provide prompt services.
Reliability
ability to perform the service dependably and accurately. dependable=worthy of trust, reliable.
A gap analysis is done by
asking consumers about both their expectations of and experiences with a service.
Governments
at the federal, state and local levels provide a broad range of services, and as such their sponsorship is a typical variable used to classify services.
Service nonprofit
can benefit from marketing primarily because it can improve their communication and help them better serve those in need, which is their mission.
A product mix
consist of all the products lines offered by an organization.
Some products can be both ....... products and .......... products; for example, Apple IMAC computers can be purchase by individual for personal use or by organization for office use.
consumer / business
Products may be considered new when they differ from existing products, but this encourages the proliferation of extra features in what is known as
feature bloat
Though some intangible attributes or a warranty may also be important for a product like a washing machine, a ....... like this is defined by having tangible attributes.
good
One of the basic ways services differs from tangible goods is that the service and the deliver of it r
inseparable from each other.
One of the biggest differences between marketing a service and a product is the ....... of the purchase. The consumer can see and touch a product such as a new laptop computer, but he cannot touch or feel the service he hires to fix a computer.
intangible
Sahil is having trouble deciding on which college to attend. While there are buildings, classrooms, and libraries to evaluate, the most important part of service, the actual teaching and learning is ......... making his decision more complex.
intangible
Significant technology jump
moderate risk
Services
r intangible activities that or benefits that an organization provides to satisfy consumer's needs in exchange for money or something else of value.
Building, tools, and supplies r ...... products for organizations.
support
The primary reason that there is a greater inconsistency in services than in tangible goods is because
the people who provide services vary in capability or daily performance.
Idle production capacity occurs when
the service provider is available but there is not demand for the service.
