Marketing Chapter 12
If Pedigree offered you a position in which you would have total marketing responsibility for all of its canned dog food, this position would probably hold the title of ____ manager. product marketing sales area brand
product
How a product is conceived, planned, and produced, including its physical characteristics, is referred to as product design. product differentiation. styling. support services. product features.
product design
Fred works for a software company that is developing a new smartphone app. The company has developed a prototype and has asked Fred to put the prototype through rigorous testing to make sure the app works as intended. This is part of the _____ phase of the new-product development process. business analysis test marketing concept testing screening product development
product development
Jasmine is part of a team working on a new line of rugs designed for use on outdoor patios. During a meeting with the team, Jasmine asked whether they wanted to make the level of quality and durability of the new rugs higher than the quality level of their chief competitor. Based on her question, the team is most likely in which phase of the new-product development process? test marketing business analysis product development concept testing screening
product development
Kim is currently building a working model of a new motorized scooter for kids to ride. She is engaged in which phase of the new-product development cycle? test marketing product development concept testing screening business analysis
product development
Marketers make determinations as to whether a new product is technically feasible to produce and whether the cost of production will be low enough to proceed during product development. concept testing. test marketing. commercialization. screening.
product development
Whirlpool has developed a new washing machine that provides 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. They also have added new features such as the ability to spray detergent directly and evenly on clothes and an option to steam clean. Since their competition does not make a washing machine with these features, Whirlpool is creating consistency of quality. product design. product positioning. product differentiation. level of quality.
product differentiaion
All of the following are major steps in developing new products except product differentiation. concept testing. test marketing. idea generation. commercialization.
product differentiation
Dell offers a line of computers under the Alienware brand name that is specially designed for gamers. These computers have high-end graphic cards, extra RAM, faster processors, and a larger power supply. Dell is differentiating its Alienware line based on product quality. durability. product features. intended use. support services.
product features
TerraCycle is a company that takes waste and "upcycles" it into new products. Currently, TerraCycle markets a bicycle rack to schools, parks, and cities that is made of recycled plastic. This rack does not scratch or damage the bikes as concrete and steel racks can, and is eco-friendly since it is made of waste material. TerraCycle is differentiating its product based on ___________. durability product quality product features support services intended use
product features
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 venture team leader. product manager. area manager. sales manager. brand manager.
product manager
When Jeep Wrangler produces the new year's model vehicle, they discontinue production of last year's. However, when Apple brings out a new iPhone, they continue to produce the previous version for at least some period of time. Jeep Wrangler's new-product strategy is an example of a(an) _____ while Apple's is an example of a(an)______. quality modification; product modification line extension; product modification functional modification; product modification product modification; line extension product modification; quality modification
product modification; line extension
The decisions and activities intended to create and maintain a certain concept of the firm's product, relative to competitive brands, in customers' minds is customer segmentation. product differentiation. product positioning. product modification. product identification.
product positioning
A product manager is responsible for a product, product line, or interrelated group of products in an organization. all of the marketing decisions for a single brand. assembling a cross-functional team to develop a new product. the marketing research associated with adapting an existing product. managing the marketing activities that serve a particular group of customers.
product, production line, or interrelated group of products in an org.
CompuSave manufactures entry-level tablet computers aimed at providing customers with a low-price option. In order to lower the price for customers, CompuSave replaced its existing tablet computer with one made with a more inexpensive touchscreen and a cheaper plastic case. This is an example of a(n) functional modification. aesthetic modification. quality modification. brand extension. line extension.
quality modification
Dwayne is downloading the latest update for an app on his phone. Before downloading the app, he was able to read about the bug fixes that make the app have fewer errors and look at images showing the new easy-to-use interface for the app. Dwayne was able to learn about the _____ modifications by looking at the bug fixes and the _____ modifications by looking at the pictures of the interface. quality; aesthetic functional; aesthetic quality; functional functional; quality aesthetic; quality
quality; functional
In consumer markets, buyers find ____ to be important characteristics for quality, while _____ are important quality characteristics in business markets. durability and ease of repair; reliability and company reputation reliability and durability; company reputation and ease of repair support services and product design; technical suitability and technical support ease of maintenance and functionality; technical suitability and salesperson personality style and function; price and company reputation
reliability and durability; company reputation and ease of repair
Suave shampoo used a series of commercials with the slogan "Can you tell?" in an attempt to show that people could not tell if a person washed their hair with Suave or a more expensive shampoo. Using this process, Suave was able to _____ itself from a value brand to a quality brand. adapt update reposition transform shift
reposition
Sometimes companies will decide to launch products in stages rather than all at once in a process called slow launch staged planning staggered commercialization rollout extended release
rollout
Christine and Donna work for a manufacturer of frozen pastries and are deciding how to delete a line of frozen waffles. Christine favors focusing on a core market and intensifying advertising directed at that market to try to have a temporary jump in profits. Donna, however, believes the marketing strategy should be unchanged and the product should decline without attempting to give the line new life. Christine favors a(n) ____, while Donna favors a(n) _____. run-out; phase-out phase-out; run-out immediate drop; phase-out phase-out; immediate drop run-out; immediate drop
run out; phase out
"Does this new product idea meet our company's overall objectives?" is a question marketers would most likely ask during the _____ phase of the new-product development process. commercialization idea generation concept testing product development screening
screening
What step in the new-product development process may involve evaluators using a checklist of new-product requirements to reject most new product ideas? commercialization concept testing test marketing screening business analysis
screening
Which of the following is the best example of a functional modification? Motorola uses a battery that allows its cell phones to charge back up more quickly. Friskies changes the ingredients in its cat food to a taste that is preferred by most cats. The manufacturer of the primer and sealer, Kilz, introduces an odorless variety. A smoke alarm is modified to be more sensitive to smoke at farther distances. Campbell's puts more of a higher-grade chicken in its classic chicken noodle soup.
smoke alarm modified
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 product quality. customer focus. product features. product styling support services.
support services
Emma had a new pool installed in her backyard by Valley Pool. Valley Pool includes a one-year maintenance plan that provides pool cleanings for one year and allows Emma to call a toll-free phone number if there are any problems with the pool. Valley Pool is most likely differentiating itself through support services. product features. customer focus. product styling product quality.
support services
In order 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 product performance review. performance assessment. profitability analysis. deletion evaluation. systematic review.
systematic review
Senior management for a fast food burrito restaurant chain has developed a new pricing strategy. They have some doubt about whether the pricing strategy will be positively received by consumers. In this instance, they should probably proceed to the ____ stage of the new-product development process. test marketing screening commercialization business analysis product development
test marketing
The product development team at Burger King has been working on a new sandwich to be added to the menu. The company has developed a prototype that they feel will be successful. In order to avoid competitors coming to market with a similar menu item before they commercialize the sandwich, Burger King's management is contemplating skipping the _____ phase of the new-product development cycle. business analysis test marketing concept testing screening product development
test marketing
When Ana was visiting her family in Illinois, she found a new type of granola bar she had never seen before. When she returned home to Texas, she could not find the bars in any store. Which of the following reasons most likely explains why she could not find the flavors in Texas? The granola bars were being repositioned. The new bars were going through product differentiation. The granola bars were being deleted through a phase-out process. The bars were in the concept testing phase of the new-product development process. The bars were in the early stages of a rollout.
the bars were in the early stages of a rollout
If you buy McDonald's French fries in Fort Collins, Colorado, and later buy McDonald's French fries in College Station, Texas, you expect them to be of the same quality. This is referred to consistency of quality. True False
true
Repositioning can occur by changing a product's price or distribution. True False
true
The run-out approach to product deletion generates a sales spurt just before removing the product from the market. True False
true
Carmen from research and development, Jake from finance, Abby from marketing, Chris from production, and Deidra from engineering have been put together to develop a new line of headphones. These people are a(n) ______ at their company. market development team venture team consulting group imagination group product development team
venture team
Elizabeth from marketing, Manuel from finance, Tony from production, Cynthia from engineering, and Alexandra from research and development were put together by their company to develop a new low-calorie, high-nutrition snack treat. These five people are a(n) ____ at their company. brand management group product positioning group idea generation group SWOT team venture team
venture team
Early in the commercialization phase, marketers must make decisions about warranties, repairs, and replacement parts. organizational objectives and strategy. customer expectations. the target market. proposed price, distribution, and promotion.
warranties, repairs, replacement parts
The major drawback to making aesthetic modifications is that aesthetic modifications have no impact on market share. whether people value the modification is subjective. it is more important to make a functional modification. aesthetics are not important to consumers. they are the most costly modifications to make to a product.
whether people value the modification is subjective.
Which of the following statements about test marketing is true? When test marketing, it is necessary to maintain consistency in all test markets so that all consumers are exposed to the same advertising, pricing, and packaging. An appropriate location for a test market is one that the company believes will be most likely to purchase the product being test marketed. Test marketing is an inexpensive way for companies to gather customer purchase information. Test marketing is simply an extension of the development stage to determine whether the product is technically feasible. Test marketing allows marketers to expose a product in a natural marketing environment to measure sales performance.
Test marketing allows marketers to expose a product in a natural marketing environment to measure sales performance.
What is the primary distinction between a line extension and a product modification? Line extensions involve changing a product's dependability and durability, while product modifications involve changing a product's safety or convenience. A product modification is a change in an existing product, and a line extension involves developing a product in a product category different from the existing product. In both cases, an existing product is modified, but the physical size of a product is increased in a line extension. With a line extension, the original product remains in the product line, while in a product modification, the original product is replaced by the new product. In a line extension, a company develops a new brand name, while the company uses an existing brand name in a product modification.
With a line extension, the original product remains in the product line, while in a product modification, the original product is replaced by the new product.
If a local gym changes the music being played over the loudspeakers and replaces the wallpaper in the locker rooms, these modifications are most likely to be viewed as _____ modifications. audiovisual aesthetic physical functional quality
aesthetic
Sony's design of its new large-screen television sets with smoked-glass control panel covers and other visual changes would be classified as a(n) ____ modification; changes to make the TV's remote easier to use would be classified as a(an) ___. aesthetic; quality modification quality; functional modification aesthetic; line extension aesthetic; functional modification functional; aesthetic modification
aesthetic; functional modification
The test-marketing stage of the new-product development process can be done in any market without needing to consider the market's characteristics. is simply an extension of the product development stage. allows marketers to guarantee a successful product launch during the commercialization stage. allows marketers to measure sales performance of a product in a natural marketing environment. is the quickest and least expensive stage of the new-product development process.
allows marketers to measure sales performance of a product in a natural marketing environment.
If a company is introducing a brand into a market and its characteristics do not differ significantly from the competition, it would likely choose which of the following for positioning the new product? quality positioning intended use positioning price positioning head-to-head competition avoid competition
avoid competition
Functional modifications usually require that the product be improved. be more expensive. appeals to a broader customer base. costs less to produce. be redesigned.
be redesigned
If Ruth were hired by Procter and Gamble and given total marketing responsibility over Tide Free and Gentle Liquid Laundry Detergent, she would hold the position of _____ manager. sales area product brand market
brand
A(n) _____ in a multiproduct firm would be responsible for the performance of a single brand. market manager sales manager brand manager area manager product manager
brand manager
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? commercialization concept testing test marketing screening business analysis
business analysis
Darryl has been working on the product development of a new fertilizer that would be sold to landscapers. Darryl is currently analyzing potential costs associated with developing and distributing the fertilizer. Darryl is most likely in the _____ phase of the new-product development process. test marketing idea generation concept testing screening business analysis
business analysis
Taylor is part of a team working on a new talking teddy bear that would teach children math. Leesa, his manager, has asked Taylor to look at market information to forecast sales of the teddy bear to determine whether there will be enough sales to justify developing the product. She is asking Taylor to proceed with which stage of the new-product development process? business analysis product development test marketing concept testing screening
business analysis
Carter is the product manager for Flintstones Children's Vitamins. They are in development of a new type of vitamin and have begun advertising the new vitamins on children's television shows and on the product's website. Based on this information, the vitamin is most likely in the _____ stage of the new-product development cycle. commercialization concept testing product development screening business analysis
commercialization
Dylan is working on a team to finalize the budget and the marketing plan for a new dishwasher he has been developing at Whirlpool. He is in the _____ phase of the new-product development process. business analysis commercialization screening product development test marketing
commercialization
Sarah is analyzing the results of a test market for a new line of workout clothing. Since she is trying to determine if any changes need to be made to the marketing mix, she is in the _____ phase of the new-product development process. test marketing screening business analysis product development commercialization
commericalization
One disadvantage of test marketing is that weaknesses found during the test marketing phase cannot be corrected. the marketing mix selected for the test market must be used for commercialization. it is more expensive to run a test market than to engage in full commercialization. the results often hold little validity in estimating future sales volume. competitors may rush to introduce a similar product to the market.
competitors may rush to introduce a similar product to the market.
During which phase of new-product development process does a company select a small sample of potential buyers and present them with a product idea to have them answer questions regarding their attitudes and purchase intentions? market testing customer feedback concept testing customer screening marketing research
concept testing
Ideally, test marketing would precede which stage in the new-product development process? screening test marketing commercialization concept testing business analysis
concept testing
Marketers at Starbucks have generated several ideas for new food products. Management has assessed whether these ideas are consistent with Starbucks' objectives and resources. Several product ideas were dropped after this analysis. The next stage of development for the remaining product ideas is ______________. concept testing test marketing business analysis idea screening product development
concept testing
Ron has been asked to take part in some marketing research. He has been shown a few drawings and been given a written description of a potential product. He has been asked questions such as "Do you find this product attractive?" and "How does this product compare to what you currently use?" Ron is most likely participating in which stage of the new-product development process? business analysis idea generation test marketing concept testing screening
concept testing
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 business analysis idea generation test marketing concept testing screening
concept testing
During the new-product development process, two of the stages designed to reject possible product ideas that are likely to fail are _____, which involves asking potential buyers about their attitudes and initial buying intentions regarding the product, and _____, which evaluates the potential impact of the product idea on the firm's sales, costs, and profits. business analysis; concept testing concept testing; business analysis screening; business analysis business analysis; screening screening; test marketing
concept testing; business analysis
The degree to which a product has the same level of quality over time is called reliability. brand equity. consistency. even quality. standard quality.
consistency
In product modifications, three conditions must be met to improve a firm's product mix: the product must be modifiable, the modification should make the product more consistent with customers' desires, and the modified product should meet the needs of a new target market. customers must be able to perceive that a modification has been made. other companies have made similar modifications to competing products. the new product must be priced higher than the original product. similar modifications have been made by competing manufacturers.
customers must be able to perceive that a modification has been made.
Quality modifications are changes that relate to a product's dependability and durability. dependability and effectiveness. effectiveness and value. brand and image. convenience and safety.
dependability and durability
The members of a venture team come from external investors in the company. an outside consulting firm. the research and development department. members of the board of directors. different functional areas of the organization.
different functional areas of the organization
Firms marketing a quality product that generates strong sales can afford to keep expenses down by eliminating new-product development. True False
false
Quality modification of an existing product aims at changing the product's safety, convenience, or versatility. True False
false
To manage products effectively, the product manager must be independent of other departments. True False
false
A company that has made a change to a product to improve the product's versatility, effectiveness, convenience, or safety has made a(n) _____ modification. planned quality improvement customer usage functional
functional
Xavier has gone to the store to shop for a new USB drive. He finds the same brand he has bought in the past but notices that the capacity of the smallest one available in the store is more than triple the capacity of the one he currently has. The drive has undergone a(n) _____ modification. quantity functional quality aesthetic size
functional
When a smartphone manufacturer adds wireless charging so that the phone needs to be placed on a charging pad rather than having to plug it in, the manufacturer has made a(n) aesthetic modification. functional modification. line extension. brand extension. quality modification.
functional modification
Crest updating the cap of a tube of toothpaste to make it easier to get toothpaste out would be classified as a(n) _____ modification; a redesign of the logo and colors used on the tube to make them more visually stimulating would be classified as a(n) _____ modification. quality; aesthetic functional; aesthetic aesthetic; functional functional; quality aesthetic; quality
functional; aesthetic
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. They should most likely use _____ positioning for the new body wash. avoid competition head-to-head target market price quality
head to head
Your company is preparing to launch a new product next month. Since you are leading the launch effort, you 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? The target market for the product should be the basis for positioning the product. The price of the product should be the basis for positioning the product. Head-to-head competition should be the basis for positioning the product. The style of the product should be the basis for positioning the product. Avoiding competition should be the basis for positioning the product.
head to head
Which of the following is the best example of a functional modification? Honda adds rear-view cameras to all of its new vehicles. A handbag manufacturer updates its buckles to use shinier, more noticeable buckles. A book publisher changes the cover art on a book to show that the book is being released as a motion picture. A bicycle manufacturer finds a supplier of tires that charges a lower price. Chipotle modifies its food to only include non-GMO ingredients.
honda adds rear view camera
Samsung wants to add features to the upcoming version of its Galaxy S smartphone. They have asked their engineers and other employees to submit possibilities for new features. Samsung is currently in the _____ phase of the new-product development process. product development idea generation screening test marketing concept testing
idea generation
When a company such as Chevrolet looks at social media and reads online reviews from customers to identify the features that customers want, they are engaging in which phase of the new-product development process? concept testing commercialization test marketing screening idea generation
idea generation
managers sent surveys to customers to determine which food items would appeal to them. Outback is currently in the ____ phase of new-product development. test marketing idea generation screening product development business analysis
idea generation
If the losses of a product are too great to prolong a product's life, the best strategy of deletion is a phase-out. maintain production until manufacturing capacity can be increased. a run-out. an immediate drop. to reduce advertising while updating the product's features.
immediate drop
Kristen and Patti work for a toy manufacturer and are deciding how to delete a line of unprofitable dolls. Kristen believes that the dolls have become enough of a burden that they should halt production. Patti, however, believes there is still a core market for the dolls and they should intensify advertising toward that market in hopes of some increased profits. Kristen is in favor of a(n) ____, while Patti's strategy is a(n) _____. immediate drop; phase-out run-out; phase-out run-out; immediate drop phase-out; immediate drop immediate drop; run-out
immediate drop out; run out
As head of sales and marketing for your company, one of your key responsibilities is to regularly review the company's product mix to determine if any products should be deleted. You are meeting with your marketing team to decide the fate of Product A. The following comments about Product A are made by different members of the team: "There are no strengths left in the product." "The losses on the product are huge and they keep growing." Which of the following actions should you take with Product A? It should be run-out from the product mix. Functional modifications to the product should be considered. Aesthetic modifications to the product should be considered. It should be phased-out from the product mix. It should be immediately dropped from the product mix.
immediately dropped from product mix
our company has an outdated technology product that is struggling in the market. The product appears to have some strength left that might be able to be exploited. Which of the following product deletion strategies would be most appropriate for the product? Eliminate marketing and phase out the product. Increase marketing and implement a run-out strategy. Raise the price and implement a phase-out. Intensify marketing activities on a core market. Immediately drop the product.
intensify market activities on core market
Product deletion is often a difficult decision for management to make. uses a phase-out for shopping products and an immediate drop for convenience products. should only be done when a product has become a financial burden. follows the same process for all products a firm decides to delete. requires that production of a product be immediately stopped.
is often a difficult decision for management to make
Poppy is a brand manager for Mattel. She discovered that a competing toy brand was engaging in a product test of a new doll. Poppy decided to increase advertising and promotions of her dolls in the test market area in order to _____ the test program. mislead scramble jam screen engage
jam
Taylor is a product manager for Coleman's line of tents and recently discovered that Eureka, one of their competitors, was in the process of test marketing a new type of six-person tent in the Rocky Mountain region. He might decide to try _____ in order to reduce the validity of Eureka's results. test invalidation scrambling jamming commercialization interference
jamming
Kyleen thinks that 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 support services type of quality consistency of quality product design
level of quality
Victor thinks that a Lexus coupe is a quality vehicle, yet compared to a Mercedes Benz, he feels the quality of a Lexus is not as high. This demonstrates that the dimension of ____ is relative or difficult to describe without a basis of comparison. differentiation product positioning product features level of quality consistency of quality
level of quality
If Kraft were to introduce a new version of its Macaroni & Cheese using bow tie pasta and still continue to produce all of its other Macaroni & Cheese products, this would be an example of a functional modification. an aesthetic modification. a quality modification. a line extension. a brand extension.
line extension
When a company develops a product that is closely related to a product in its existing product line but is designed specifically to meet somewhat different customer needs, this is known as a(n) line extension. product modification. product upgrade. version update. innovation.
line extension
Whenever Apple releases a new version of its iPad, it continues to produce and market previous versions for some period of time. However, Honda stops production of the prior year's model of its Civic when they launch the new year's model. Apple's new product strategy is a _____, while Honda's strategy is an example of a(n) _____. line extension; line extension. functional modification; line extension. line extension; product modification. product modification; product modification. quality modification; aesthetic modification.
line extension; product modification
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 aesthetic modifications. quality modifications. line extensions. functional modifications. product modifications.
line extensions
Gene works in the uniform and apparel division of Cintas. He has responsibility for managing the marketing activities for uniforms aimed at restaurants and dining facilities. Gene's title is area coordinator. sales manager. product manager. market manager. brand manager.
market manager
Josh Bowman, of U.S. Hospital Supply Corporation, has responsibility for managing the marketing activities for products aimed at nursing homes and extended care facilities. Josh's job is that of a(n) ________. director of operations sales coordinator market manager area manager product manager
market manager
A run-out strategy of product deletion lowers the price of the product to eliminate inventory quickly. lasts until manufacturing capacity can be increased. may focus on intensifying marketing efforts in a core market. is only used if a phase-out has been unsuccessful. does not make any effort to extend the life of the product.
may focus on intensifying marketing efforts in a core market
Gillette introduced the Mach3 in 1998. It had a powered wet shaving system and three blades. Gillette claimed that the blades of the Mach3 had the thinnest edges of all of its products. The Mach3 was just one of the many technologically advanced razor products that Gillette and its competitor Schick have released over the years. Dollar Shave Club, however, operates on a different premise. It claims that razor blades are too expensive and that all the bells-and-whistles are not necessary. Founder Michael Dubin realized that men do not change their razor blades as often as they should because of the expense and inconvenience of having to pick them up at the store. His firm offered users a subscription service where it would deliver quality razor blades to the door of members. Dollar Shave Club got so many members in such a short time that its servers crashed. Its service became so popular that Gillette began offering its own subscription based service. Gillette has also started focusing more on creating value than overpowering consumers with the latest technology. The Mach3 would be an example of a ____________________. Dollar Shave Club would be an example of a ____________________. disruptive innovation; new product disruptive innovation; disruptive innovation new product; product modification new product; disruptive innovation new product; line extension
new product; disruptive innovation
Product deletion can best be described as the process of deleting a product from the product mix when it has experienced a product recall has a decrease in demand no longer satisfies a sufficient number of customers no longer includes the latest technology is deemed to be unprofitable through a systematic review
no longer satisfies a sufficient number of customers
Katrina works for Samsung and is working on developing a new type of television set. She knows that introducing a new product is risky, but it is also risky to provide senior management with a new product idea. conduct marketing research. focus on customer needs. generate new product ideas. not introduce new products.
not introduce new products
Lana works in the finance department of Unilever. She is currently part of a cross-functional group that has been put together to determine the feasibility of a new line of deodorants and antiperspirants. After the product has launched, Lana will return to her position in the finance department. Lana is currently a part of a venture team. product specialist. brand manager. member of a new product group. product manager.
part of a venture team
Dan is a brand manager for the Ford Expedition and wanted to know how the Expedition and other competing vehicles were perceived by consumers. He used a _____, which allowed him to compare customer perceptions of each vehicle on two dimensions against customer ideal points. ideal product chart customer map customer preference map perceptual map brand graph
perceptual map
Jim is a marketing manager for Tylenol Cold and wanted to know how Tylenol Cold and other competing products were perceived by consumers. To do this, he surveyed a sample of customers about all of the different competitors on two dimensions and created a ____________ perceptual map product map customer perception graph product identification chart brand grid
perceptual map
A cereal manufacturer has decided to delete one of its brands of cereal that is not satisfying a sufficient number of customers. They will delete the cereal by letting it decline and not changing its marketing strategy in a process called sell-off. cutback. immediate drop. phase-out. run-out.
phase out
If Duracell decides that its Quantum line of batteries is not reaching profit expectations and simply allows it to decline without any change to the marketing strategy, it would be using a(n) _____ deletion strategy. cutback slow-down phase-out immediate drop run-out
phase out
If Splenda decides its "Splenda with Vitamins" is not reaching profit expectations and simply allows the product to decline without any change in marketing strategy, it is using a(n) ____ deletion strategy. slow-down drop-down phase-out immediate drop run-out
phase out