marketing ch 7 and 8 quiz q's
The strongest brands are positioned on ________.
beliefs values and feelings
Which stage of the product life cycle normally lasts longer than other stages and poses strong challenges to marketing management?
maturity
Companies find and develop new product ideas from a variety of sources. Which of these is an internal source for new product ideas?
modifying a product
The stages of the product life cycle are ___________.
product development, introduction, growth, maturity, and decline
When Dr. Lawncare developed his revolutionary new weed killer, he expected that, during the introductory stage of the product life cycle, ___________.
sales would be slow and with negative or low profits
Which is NOT a link in the service profit chain?
satisfied and loyal suppliers
Services are characterized by four key aspects: ______________.
services are intangible, inseparable, variable, and perishable
Which of the following correctly describes the classifications into which consumer products fall?
Convenience, shopping, specialty, unsought
Charles Revson of Revlon once said, "In the factory we make cosmetics; in the store we sell hope." Which product level is Revson referring to?
Core customer value
Service providers often face price competition. As a solution to this, service providers can further differentiate themselves based on which three characteristics?
The service offer, delivery, and image
Social responsibility includes public policy issues and regulations involving __________, and product warranties.
acquiring or dropping products, patent protection, product quality and safety
Ideally, a company must carry out strong new product planning and set up a systematic new product development process that is _________ to find and grow new products.
customer centered
The product development process starts with ________. Next comes ________, which reduces the number of ideas based on the company's own criteria.
idea generation; idea screening
In managing new product ideas, which of the following allows for a holistic and systematic process?
installing an innovation management system
Service ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
intangibility
n the new product development process, ideas that pass the idea screening step continue through ________. Strong concepts then proceed to ______
product concept development; marketing strategy development
Marketers can apply the ________ as a useful framework for describing how products and markets work and help develop good marketing strategies for the different life-cycle stages.
product life cycle concept
To be more socially responsible, some companies are appointing ___________. Their job is to protect consumers from harm and the company from liability by proactively ferreting out potential product problems.
product stewards
The distinction between a consumer product and an industrial product is based on the ________ for which the product is purchased.
purpose
The number of product lines a company manages is the product mix ________. The total number of items a company carries within a product line is the product mix _______.
width and length
Product mix ________ refers to the number of different product lines the company carries, while product mix ________ refers to the total number of items a company carries within its product lines.
width; length
Which of the following statements regarding the marketing of international products and services is correct?
Because markets and consumers around the world differ widely, companies must usually adapt their product offerings in different world markets.
Which of the following correctly identifies the levels for which marketers make product and service decisions?
Individual product, product line, and product mix decisions
Successful service marketing depends on external marketing using the four Ps. Service marketing today also requires which two nontraditional marketing approaches?
Internal and interactive
Marketers must make important decisions when developing individual products and services. Which of the following correctly identifies those important decisions?
Product attributes, branding, packaging, labeling and logos, and product support services
Which of the following is NOT correct regarding the introductory stage of the product life cycle model?
Profits are high and grow rapidly.
Which statement about services is NOT true?
Services result in the ownership of something.
____________ are the two ways firms can obtain new products.
acquisitions and new product development
Because markets and consumers worldwide differ widely, companies usually respond to these differences by ________.
adapting their product offerings
When serving world markets, standardization does all of the following EXCEPT ________.
allows a company to cater to local preferences
Marketers must consider potential product issues related to social responsibility. Of the following, which is NOT one of the product issues associated with social responsibility?
building selective demand
External sources for new product ideas include _________.
competitors, distributors and suppliers, and customers
Consumer products are products and services bought by final consumers for personal consumption. Consumer product classifications include ___________, and unsought products.
convenience, shopping, specialty
Through which type of idea generation do companies solicit broad communities of people, including the general public, into the innovation process?
crowdsourcing
Services marketing strategy calls not only for external marketing, but also for internal marketing to motivate ________ and interactive marketing to create service delivery skills among ________.
employees and service providers
When a company lengthens a product line by adding more items within that line's current range, the company is ________.
filling the line
What is the first step in the new product development process?
idea generation
The first part of a marketing strategy statement describes the ________ of a new product.
target market
Which of the following is the correct definition of a product?
A product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.
A new product may fail for many reasons. Which of the following is NOT one of them?
Rapid market acceptance
Which of the following would be an appropriate strategy in the growth stage of the product life cycle?
Shift some advertising from building product awareness to building product conviction and purchase.
A brand's positioning must be continuously communicated to consumers. Although advertising can help, brands are maintained not by advertising, but by customers' ________.
brand engagement and brand experiences
When a company builds a brand, it needs to make important strategic decisions regarding the brand. Of the following, which is NOT one of those decisions?
brand licensing opportunities
In building brands, companies need to make decisions about four key powerful areas: _____________.
brand positioning, brand name selection, brand sponsorship, and brand development
Which is NOT one of the four brand development strategies?
brand sponsorship
What are the four strategies marketers can use to develop their brands?
line extensions, brand extensions, multi brands, and new brands
Companies must make important decisions about their individual products and services. Individual product decisions involve ____________, and product support services.
product attributes, branding, packaging and logos, labeling