marketing test 10-12
The addition of Lunchables Brunchables breakfast sandwiches represents ______.
a product line extension
Audi, a German automobile manufacturer, commonly places its _______ consisting of four intertwining rings on the grills of its cars. These rings symbolize the amalgamation in 1932 of four previously independent motor vehicle manufacturers: Audi, DKW, Horch, and Wanderer.
brand mark
Yoplait offers a variety of different single-serve yogurt cups in flavors such as strawberry, blueberry, chocolate, banana, and key lime pie. Yoplait also offers another product line of yogurt products called Go-Gurt, which is marketed for kids and served in long tubes. Parents that purchase and enjoy single-serve cups for themselves are likely to purchase Go-Gurt for their children. What benefit does Yoplait receive by using product lines?
Equivalent quality
Charlotte enjoys trying new products and has a high need for variety. She visits Starbucks at least twice a week and rarely orders the same beverage twice. She recently noticed Starbucks's brand of coffee creamer at the grocery store and picked up the Cinnamon Dolce Latte flavor. Charlotte had never seen the item before but thinks it will be a great success. Based on this information, what stage of the product life cycle best describes the Starbucks creamers?
Introduction
Noroa is a working parent with three busy teenagers, but she tries to prepare a healthy meal every night for dinner. She has recently seen lots of Instagram, Pinterest, and Facebook posts about using an Instapot or a Crock-Pot. She feels somewhat left out since she doesn't own either. However, she takes some time to review the products and decides to purchase a Crock-Pot, which is in the decline stage of the product life cycle. Which category of adopter best describes Noroa?
Laggard
CGN is a global consulting firm offering supply chain, logistics, and lean manufacturing consulting services to Fortune 500 firms. As a global provider, CGN can use a variety of consultants to deliver services to clients. It charges a standard hourly rate of $200 per hour for consulting services but may offer discounts for loyal customers. Which aspect of the marketing mix is highlighted by this example?
Pricing
Gustavo likes using the self-checkout aisle at Walmart to save time, but he is often frustrated when a product's universal product code is not recognized by the scanning system. Then, a customer service agent must assist him to lookup the product's price, and it takes longer than necessary to complete Gustavo's purchase. Which of the following is true regarding the use of universal product codes (UPC)?
Universal product codes enable retailers to collect information about consumer purchases as part of scanner-based research
Marc's Automotive Services specializes in imported cars and provides an array of services such as oil changes, tire mounting and rotation, brake service, engine repair, and transmission work. As a service provider, Marc's work can be categorized as _______ processing.
possession
Sergio enjoys hiking and often backpacks for several days or up to a week at a time. He's interested in purchasing a new tent and is looking for something that is lightweight, durable, and easy to set up. He's visited an REI store, Gander Mountain, and several specialty stores in his area that sell tents. In addition, he's explored the options via the Internet to learn more about what's available. To Sergio, a new tent is a(n) _______ product.
shopping
Elijah is the director of a long-term care community that serves adults aged 65 and over. There are many different communities for independent living in the community, and Elijah knows that prospective residents consider a variety of factors when making a choice. On his tours, he often emphasizes his facility's wellness amenities such as the swimming pool, exercise classes, and weight machines. He also shows a sample apartment so customers can visualize the room sizes, and how their furniture might fit. Elijah is recognizing that _______ qualities are evaluated as part of the services purchase process.
search
Subway, a chain known for its fresh, made-to-order sandwiches, has launched the Green Goddess Tuna Melt in more than 3,000 U.S. restaurants. The sandwich features flaked tuna blended with mayo, topped with shredded mozzarella cheese, and toasted on nine-grain bread. It is then layered with fresh spinach, tomatoes, onions, and green goddess dressing. Subway is the first national quick-service restaurant chain to use green goddess dressing on a sandwich. Subway's offering of the Green Goddess Tuna Melt is an example of a(n) _______ type of new product.
addition to existing product line
Jian is shopping at the grocery store for ice cream, and he notices that the Ben & Jerry's brand has subtly altered its packaging. He's always liked the fun and quirky names that Ben & Jerry's uses, such as Cherry Garcia and Phish Food, and he has also noticed that the containers are brightly colored and feature cows doing whimsical things such as holding a bouquet of flowers, lounging in a chair, or soaring across a field. The newly designed packaging featuring different actions of the cows could be considered an example of _______ labeling.
persuasive
Hannah and Ella recently dined at Buffalo Wild Wings. They placed their order for drinks and their dinners. Their drinks arrived quickly, but after 20 minutes, Hannah and Ella had still not received any food. Finally, Hannah and Ella received their meals after waiting over 30 minutes. This wait time was much longer than Hannah and Ella expected and is an example of which type of service gap?
A gap between the service that customers receive, and the service they want
Malik is a certified public accountant who works with individuals to provide tax services. He has many clients who have been using him every year for their federal and state taxes. One client recently gave the following review: "Malik is a wonderful accountant. We've been using his services for the last 5 years and he is courteous, efficient, and accurate. In addition to having his CPA, he's also an officer in the local accounting organization. We know he can be trusted with your tax returns, too." Which aspect of service quality is being demonstrated by the customer review?
Assurance
If Spotify were to advertise that you can listen to "any song," but you found that Taylor Swift was not on the service, this would be an example of which gap in service quality?
Gap 4
Rosa was enjoying a cheeseburger at McDonald's recently and noticed another customer eating fries topped with cheese and bacon. She was intrigued and learned that the restaurant had recently introduced Cheesy Bacon Fries. She thought they looked delicious and decided to try them on her next visit. Which characteristic most likely contributed to Rosa's decision to purchase the new meal option?
Observability
Bill's Tree Service is an independently owned tree trimming and tree removal service. One of Bill's former customers, Elena, gave Bill's Tree Service a positive recommendation by commenting that Bill returns calls within 24 hours and is always on time for appointments. Which aspect of service quality is Elena emphasizing in her review of Bill's Tree Service?
Responsiveness
Diya owns a Lexus automobile and schedules routine maintenance at her local Lexus dealer. When she visits for an oil change, she is shown to the luxurious customer waiting area that features a snack bar, espresso machine, and comfortable chairs and couches. In addition, Wi-Fi is available so those needing to work can be accommodated. Diya always feels pampered even though it's her car that's receiving the service. Which aspect of service quality is being demonstrated by Diya's experience at the Lexus dealership?
Tangibles
Zuwena works in research and development with Under Armour. Under Armour continually invests in new technology, and Zuwena's team recently launched a new model of running shoes called the HOVR shoes. These shoes contain built-in pods that connect to the running app MapMyRun, which is also owned by Under Armour. Like many companies, Under Armour invests heavily in product development, which demonstrates that _______.
a firm's product or product offering is the heart of its marketing program
Kraft Foods has strategically sold several business units to enable it to focus on core areas. Through divestment of brands, Kraft has reduced the number of product lines it offers retailers. This phenomenon is called product line _______.
contraction
Paola is the owner of Five Senses Spa and Salon, a full-service salon. Unlike other spa and beauty companies, Paola provides a salary with a bonus compensation program to her employees as well as full benefits. In addition, throughout the year, Paola offers a variety of educational programs such as budgeting and finance to help her employees learn about personal financial planning. Paola realizes the importance of _______ marketing, because happy employees create happy customers.
internal
Ramla is a fundraising director for the College of Business at the University of Alabama. She works with the local business community, alumni, current faculty, and students to generate donations. Ramla's business _______ is to generate $1 million in donations per year to fund scholarships to students and to provide grants for faculty research. Thus, she is seeking funds to cover expenses rather than to earn a profit.
objective
The Cleveland Museum of Art houses over 43,000 works in its permanent collection thanks to a trust founded in 1913. The museum is free, but it generates revenue from programs, sales of merchandise, special exhibits, and memberships. Recently, the iHeart radio group in Cleveland ran several free 30-second spots known as _______ to encourage attendance of a special exhibit at the museum.
public service announcements
In 2017, General Mills made a legal request to have exclusive rights to use the yellow color on its Cheerios packaging. This attempt at a _______ would have prevented any other competitors from using the yellow color.
trademark
By offering price discounts, building social connection, offering personalization, and offering value-added services such as premium seating at events, Spotify is demonstrating which level of relationship marketing for services?
Level 4
The #DareToWearOne campaign aims to increase use of life jackets and to increase water safety in order to reduce drownings. The nonprofit organization, National Injury Prevention Council, is using a social media push to make wearing life jackets more acceptable among teens and young adults. Unfortunately, drowning rates have increased for men ages 15 to 24 years of age, since many believe it's not "cool" to wear a life jacket. Which of the following statements is most applicable to the National Injury Prevention Council in its aim to promote life jacket use?
Traditional promotional tools may be inadequate to motivate teens and young adults to use life jackets.
Ingrid prefers shopping at Aldi, a no-frills grocery retailer, known for its high-quality products including ______ brands such as Millville cereal bars, which are similar to the popular Nutri-Grain bars, and Clancy's chips, which are comparable to Frito-Lay.
private
The Cleveland Clinic has developed a reputation as a high-quality care center where people from around the world might travel for certain procedures such as open-heart surgery. The Cleveland Clinic uses television and print media advertising to create awareness about its heart center and to publicize the excellent care patients receive. If a person has a need for heart surgery, it could be classified as a(n) _______ product.
specialty
A drone is an unmanned aerial vehicle that is guided remotely, and farmers across the world are now utilizing drones, which are revolutionizing the farming industry. Although drones are not new, their use in agriculture is significantly impacting the industry and creating an entirely new market. Which type of new product is a drone in the context of agriculture?
New-to-the-world product
Samsung introduced the Galaxy Note 7 in August of 2016, and upon debut the product received high praise. However, the phone's battery was faulty, and one incident of fire was reported on a Southwest Airlines flight. Subsequently, the Department of Transportation banned the phones on all commercial aircraft. Samsung initiated an immediate product recall and eventually suspended worldwide production of the product in October 2016. Which of the following statements about the product or product offering applies to Samsung?
The failure of the Galaxy Note 7 could significantly damage Samsung's reputation.
Kemi is a brand manager for Post Cereal and is working with his team to plan marketing strategies and tactics for Grape-Nuts. The cereal has been in production since 1897 and has a loyal following of customers. However, the sales have seen a downward trend, and there are many competing products offering similar benefits. Based on this information, Grape-Nuts is likely in the _______ stage of the product life cycle, and any new customers would be classified as _______, according to the diffusion of innovation stages.
decline; laggards
Dyson is a British manufacturer known for its vacuum cleaners, fans, and hairdryers. It has emerged as a leading company highly valued by consumers who routinely pay more than $400 for its top-of-the-line vacuum cleaners. The brand has a high level of awareness, is known for high product quality, and many consumers will only buy the Dyson brand. Dyson is an example of a company exhibiting high brand _______.
equity
Zari purchased a tooth-whitening product that claimed on the package to "drastically whiten teeth 2-3 shades within 15 days of use." These claims on the product's package would be considered a(n) _______ warranty.
express
Aston Martin is a British automobile manufacturer established in 1913. It gained fame as the car that the character James Bond drove in several movies. The brand is well-known around the world, and only a small proportion of its car sales are from the United Kingdom. Aston Martin is experiencing tremendous growth in China, where it now has twenty dealerships. Thus, Aston Martin is considered a _______ brand.
global
Nestlé, known for its chocolate, has used the phrase "sustainably sourced cocoa beans" on its packages of chocolate bars. However, the company has been accused of contributing to deforestation in West Africa. If true, Nestlé may be using _______ to give the impression that it is environmentally friendly, even though it may be causing harm to the environment.
greenwashing
Anay is an account representative for Kind Bars, a snack bar made with natural ingredients. The snack bar segment faces intense competition from several brands such as NutriGrain, Clif Bar, and Lara Bar to name a few. Unfortunately, new products continue to enter the market, especially in the "health food" category. Anay meets frequently with store managers to discuss product placement and secure shelf space. Sales of Kind Bars are still increasing, thanks to an aggressive consumer promotion campaign. Based on this information, Kind Bars are in the _______ stage of the product life cycle.
growth
Zion is the Director of Admissions for Butler University. He seeks to attract approximately 1,400 students as incoming freshmen to the university. The last class had 1,326 - just 74 students shy of Zion's goal. However, the student shortfall translates into open seats in classes and a reduction in tuition revenues. Which characteristic of services is best exemplified by Zion's shortfall of students in the incoming class?
Perishability
Juan is in a management development program with Cisco, a worldwide leader in information technology, networking, and cyber security solutions. Cisco is a manufacturer known for its routers, switches, and wireless units, but it has seen an increase in revenues related to services such as cloud computing. It's no surprise that services account for _______ percent of the economic output of the United States.
80
Lay's potato chips hold a contest called "Do Us a Flavor," in which customers pitch new flavor combinations of the popular Lay's potato chip for the chance to win $1 million. Contestants submit flavor ideas on the "Do Us a Flavor" website. They choose a catchy title, select up to three ingredients, create a quick pitch, and design the bag. What stage of the new-product development process is described by this stage of the Lay's contest?
Idea generation
Lyft's use of driver ratings helps to give passengers confidence in their knowledge of the drivers and to convey trust. This relates to which component of service quality?
Assurance
Jalen is in his late thirties and has always enjoyed running. He is training for his first marathon and recently purchased a Garmin running watch to help him train and pace his workouts. He considered the pros and cons of the Garmin system, read many product reviews, and spoke with many friends who recommended the Garmin. Jalen is excited about his purchase but is wondering why he waited so long to get a running watch. He has now become a big advocate for Garmin and has been a vocal supporter of the brand. Which category of adoption best describes Jalen?
Early majority
Makayla is an Uber driver in Orlando, Florida. She enjoys the opportunity to meet different people and earn extra income. During high usage times, Uber's proprietary application determines the fee charged to Makayla's customers. Thus, a consumer using Uber to travel from the airport to a downtown hotel might pay a different price at 1 p.m. on a weekday compared to a busier time at 5:30 p.m. on a weekday. Which type of pricing objective is Uber utilizing?
Operations-oriented pricing
Aarav lives in Houston, Texas, and is excited to try McDonald's new jalapeño salsa breakfast sandwiches. These sandwiches come in either biscuit or muffin varieties, with bacon or sausage as the meat options. The sandwiches are topped with a slice of white cheddar cheese, eggs, and a jalapeño salsa concoction. Aarav asks a store employee about the item and learns that the product is only available in Houston at select McDonald's locations. Which stage in the new-product development process best describes this example?
Test marketing
The Kraft Heinz Company mainly uses _______ for its mix of products.
individual branding
General Mills is using a _______ strategy for the cereal brands in its product mix.
individual branding
Nintendo launched the Wii U console in 2012 but stopped production in 2016 prior to the debut of the Nintendo Switch. The Wii U was considered a relatively complicated system. The tablet controller only worked about 15 feet away from the home base console and was not portable. In addition, there were very few new games supported by the system. During this time, both Sony and Microsoft's Xbox systems outperformed and outsold Nintendo. Based on this description, what was the primary reason for the Wii U console's failure?
Wii U offered a poor match between product features and customer desires for portability.
Burger King launched a new menu item called the Impossible Whopper, a burger made with a plant-based, protein-filled patty. Burger King has offered a garden vegetable patty burger in the past, but its new Impossible Whopper looks and tastes like meat. The Impossible Whopper is classified as a(n) _______ according to the chapter's categories of new products.
addition to existing product lines
The addition of Blue Buffalo pet food to General Mills' portfolio of brands represents _______.
an increase to the product mix width
Dhruv is on his way home from work and remembers that he doesn't have any paper towels or milk at home. He stops at a local grocery store and buys his favorite brands: Bounty paper towels and Prairie Farm milk. These items are classified as _______ products.
convenience
Imani is 45 years old. She recently met with her financial planner to review her contributions to her Roth IRA, a retirement account. The financial planner also mentioned to Imani that she should consider purchasing long-term care insurance since a high proportion of consumers will likely spend one to two years in a nursing home or assisted living space before the end of their lives. The financial planner said that premiums usually increase after age 50, and that there were several good plans Imani should consider. Imani was somewhat familiar with the term long-term care insurance, but she had never thought about purchasing the product. Thus, for Imani, long-term care insurance would be a(n) _____ product.
unsought
Javier is a funeral director who meets with family members to discuss funeral arrangements for their loved ones. He has a caring demeanor and can naturally show through his words and actions how much he understands their grief during their difficult time. Javier makes sure to ask questions about the loved ones, and he is always interested to learn about their lives. Which aspect of service quality is Javier demonstrating when meeting with family members to plan a funeral?
Empathy
The Lunchables Uploaded varieties include Oscar Mayer meats, Kraft cheese, and a Kool-Aid single drink mix pouch—all Kraft Heinz brands. This is an example of which type of co-branding?
Ingredient branding
Khushi recently downloaded a new app to her smartphone. She enjoys trying new things and is usually the first person in her social group to learn about new apps. She works in the technology industry and is an avid reader of scientific journals and technology-related magazines. Which category of adoption best describes Khushi?
Innovator
Anasa recently purchased automobile insurance for her vehicle. Her family has always used State Farm, but Anasa decided to try Progressive because she liked the advertisements featuring Flo, a fictitious salesperson. Anasa has never had a claim and primarily purchased the product because it is required by law. Which characteristic of services relates to Anasa's perception of insurance services?
Intangibility
Sales in the electric car industry are growing slowly, but profits on electric cars continue to be negative due to high production and marketing costs. The electric car industry is in which stage of the PLC?
Introductory stage
Nike launched its wearable fitness tracker, the FuelBand, in 2012 after Fitbit's debut in 2007. The FuelBand tracked "Fuel Points," even though customers didn't really know what this metric meant or how it was calculated. Customers also complained that you could sit at your desk waving your hand to ramp up your score. In the four years of FuelBand's existence, Nike only captured about 10 percent of the wearable market, while its rival, Fitbit, became the category leader. Based on this description, what was the primary reason for the FuelBand's failure?
It did not offer a benefit compared to existing products.
Catarina recently downloaded Snapchat. She is a mom to two daughters, who are 11 and 13. The girls recently began using Snapchat and love playing with the filters to take selfies, and they encouraged their mom to get Snapchat too so they can share fun photos with each other. Catarina feels like she is the last one in her friend group to use Snapchat, as most of her friends have been using it for several years. Catarina has very few apps on her smartphone, because she is skeptical of companies and concerned about privacy issues. Which category of adoption best describes Catarina?
Laggard
Suppose that a Spotify Premium subscriber downloaded a playlist to their phone but never listened to the songs. They then cancelled their subscription and were disappointed to find out that their songs were no longer available on their phone. The fact that the consumer could only listen to those songs when actively subscribed to the service demonstrates which characteristic that distinguishes products from goods?
Perishability
SIS International is a global organization that offers marketing research services to clients. Its primary office is in New York with one satellite office in London. The company wants to expand overseas to attract a more diverse client base. It is especially interested in the Asian market. SIS International is conducting its own research to compare Singapore, Beijing, Hong Kong, and Mumbai. Which aspect of the marketing mix is highlighted by this example?
Place
Laqueta is shopping at Dick's Sporting Goods and notices a display for Yeti beverage containers. She likes the various colors and prefers to use a reusable container to reduce her use of plastic. She has read about how the Yeti container keeps beverages hot or cold for several hours. Laqueta is impressed with the product and thinks it will be a real improvement over her current Tervis tumbler. She decides to buy the Yeti product. Which characteristic most likely contributed to Laqueta's decision to purchase the new option?
Relative advantage
Dhruv is director of admissions for a private university. He's working with a marketing consultant to prepare new brochures to send to prospective students. In this campaign, the university is interested in highlighting all the different ways students can find their passion by getting involved in student organizations, mentoring relationships with alumni, and co-op or internship work experiences. Which of the following terms best describes these aspects of the university's product mix as a service?
Supplementary services
Shark Vacuum Company is a manufacturer of vacuum cleaners. It offers a traditional-sized vacuum cleaner but has recently released a cordless upright vacuum cleaner that can hold its charge for up to one hour of vacuuming. The model is lightweight, portable, and can be reconfigured to allow owners to use the many attachments that come with the vacuum cleaner model. The change from "corded" to "cordless" would be classified as a _______ modification.
functional
Batini is interested in purchasing a new laptop computer. There are many different brands, each with a variety of models. Each model varies based on the memory chip, graphics cards, speed of the hard drive, size of the monitor, and available warranty. Batini notices that it is fairly easy to compare from one brand to another since the computer manufacturers use the same brand of components such as Intel memory chips. Thus, laptop computers would be classified as _______ shopping products.
homogeneous
Constanza is a mother of two young children. She consciously tries to avoid added sugar in their diets. Like many children, the kids enjoy peanut butter, and Constanza spends several minutes at the store comparing different brands by examining their ingredient lists. She usually purchases a "natural" peanut butter but reads the ingredients to check for added preservatives and sugar. The part of the product's package that is most important to Constanza is its _______ labeling.
informational
By supporting drivers with benefits such as mobile repair and a no-fee bank account with grocery and gas discounts, Lyft is demonstrating _______.
internal marketing
Dante is an account manager for Mediacom, which markets internet and cable television services to businesses such as restaurants, bars, and hotels. Dante practices relationship marketing because he realizes _______.
it's more expensive to attract new customers than to retain existing customers
Hormel Foods has a product line called "side dishes." Each side dish product item serves four people and is packaged in a convenient plastic tray, which is suitable for the microwave. Hormel has several different varieties of macaroni and cheese, mashed potatoes, and broccoli with rice. The number of product items offered within the side dish line is referred to as the product _______.
line depth
Hormel Foods has several different product lines such as ready-to-serve meat entree products, side dishes, and snack items. The variety of product lines a company offers is called its product _______.
mix width
Harley-Davidson Motorcycles has built a strong and loyal following of customers. The company's Harley Owners Group (HOG) hosts events such as drives, barbecues, open houses, product demonstrations, and races. HOG members may also receive promotional discounts on products via email, text, or snail mail. Membership in HOG enables Harley owners to meet and mingle with others to get the most out of their Harley ownership experiences. This is an example of the _______ level of relationship marketing.
social
The possibility that L'Oréal overestimated the size of the "nutricosmetics" market would have been due to an error in which part of the product development process?
Business analysis
The Model 3 went on sale in 2017—even though the cars had not been produced yet. As preorders came in, Tesla ramped up ordering of production materials and equipment, started production, and began building inventories to ship to customers. At this point, Tesla was at what step of the product development process?
Commercialization
By providing passengers an upfront pricing quote for a ride, then actually charging that price for the ride, Lyft is able to eliminate which gap in service quality?
Gap 4
Fitness trackers were first introduced as simple pedometers, but with the advent of smartphones and apps, more advanced products have been developed. Fitbit was an early entrant into this market, followed by the Nike FuelBand. The Apple iPhone incorporated activity tracking, and several companies such as Garmin joined the market as well. After only four years, Nike FuelBand exited the market. Today, Fitbit, Apple, and Garmin are all vying for market share as competition is intense. Each company utilizes aggressive advertising campaigns to persuade consumers to buy their brand. Which stage of the product life cycle best describes fitness trackers?
Growth
Valentina loves going to concerts. One of her favorite bands is Twenty One Pilots. She's seen the group live several times but thought their last concert at Lollapalooza in Chicago, Illinois, was their worst. Valentina thought their drummer was slightly off-beat and the lead singer, Tyler Joseph, did not seem as energetic as he had in the past. However, Valentina still enjoyed the concert. Which characteristic of services is best exemplified by Valentina's evaluation of Twenty One Pilots' performance?
Heterogeneity
BMW has announced changes to its 3-series models for the upcoming year. The changes include reduced weight, improved aerodynamics, and enhanced driving dynamics. In addition, consumers will have the option of purchasing the vehicle with or without all-wheel drive. How would you classify BMWs 3-series vehicles?
Improvements or revisions of existing products
The KFC food chain operates restaurant locations around the globe and is known for its "finger-lickin' good" chicken. In India, KFC locations offer Vegetable Strips and the Potato Krisper Burger to satisfy the needs of the vegetarian market. Locations in China have a Shrimp Burger, and in Thailand they have a Shrimp Donut. Which of the following statements about global issues in new-product development is true?
KFC has created new menu items that meet the unique needs of customers in each country.
Hormel has extended its reach into the snack food market and recently unveiled a new product line. Hormel's Natural Choice snacks come in four varieties, each in 2-ounce packs containing ham, turkey, or chicken paired with white cheddar cheese and either pretzels, almonds, or blueberries covered in chocolate. Their retail price is $1.50 to $2.00 each. Which of the following is the most appropriate marketing activity for Hormel to utilize to gain acceptance of the new products?
Offer samples of the new products in retail grocery stores
The German men's and women's luxury fashion brand Hugo Boss is marketed using the same name in 127 different countries and in 439 different BOSS and HUGO stores, as well as other outlets. Which global branding strategy is Hugo Boss utilizing?
One brand name everywhere
Tanvi works in marketing for a hospital. Recently, the hospital has used marketing activities to attract expectant mothers to use the hospital's maternity services. However, recent patient satisfaction scores have dropped due to patient ratings of the amount of time they are allowed to spend with their new babies. The hospital assumed that new mothers would like to keep their babies in the nursery but it is now realizing that most women would rather have their babies stay in their rooms. Based on the gap model of service quality, which type of gap has occurred?
A gap between what customers want, and what management thinks customers want
Miu is the owner of an indoor trampoline park called Elevate. She has a staff of 25 employees including five full-time managers and 20 part-time employees. Miu is seeking ways to reduce turnover and to increase the levels of engagement between staff and customers. Miu understands that customer satisfaction is more easily achieved when employees are happy. Which of the following would likely lead to higher employee satisfaction?
College tuition reimbursement grants for any employee working 15 or more hours per week
Lachlan recently celebrated his twenty-first birthday by getting a custom-designed tattoo on his forearm. Lachlan did some research and chose an artist who's known for her use of color. Lachlan also appreciated the way his artist interacted with him and took an interest in him. Which characteristic of services is best exemplified by Lachlan's experience of getting a tattoo?
Inseparability
KFC experienced a rough start in the Chinese market when it translated its popular tag line, "finger-lickin' good," into Chinese characters meaning, "eat your fingers off." This example demonstrates the importance of pursuing a global strategy of _______.
adaptation and modification
The Smarties Candy Company is the maker of the multi-colored, chalky candy known as Smarties. However, the same candy is called Rockets in Canada since in that country there was already another brand called Smarties made by Nestlé, which are bright, colorful, candy-coated chocolates. The Smarties Candy Company demonstrates the importance of pursuing a global strategy of _______.
different brand names in different markets
Until now, Tesla's popularity has depended on those eager to try new ideas and products, as well as opinion leaders and influencers who see Tesla as a status symbol. To reach its sales goals, the brand will need to be adopted by those who tend to weigh the pros and cons and rely on the group for information before adopting a new product. This group of adopters is called _______.
early majority
The possibility that poor sales were due to rejection of the health claims by the European Union indicates that this product failure was primarily due to _______.
lack of a worldwide perspective during product development
Alberto works for PepsiCo and is on the marketing team for Gatorade. The company has been concerned about Gatorade sales. Sales are still increasing, but at a slower rate. Gatorade has reduced prices but still maintains a dominant position in the market. Based on this description, Gatorade is in the _______ stage of the product life cycle.
maturity
Julio is a Subway franchise owner who appreciates the opportunity to give his customers exactly what they want. Subway offers a variety of options for bread, meat, cheese, vegetables, and condiments. Customers can pick and choose to order exactly the type of sandwich they desire. Subway can be categorized as using _______ processing.
people
Nanami is a new-product development engineer with siffron, a company specializing in display solutions for retail outlets. Nanami and her team have created a new product called ModoShelf. It has removable antimicrobial tiles that can be cleaned in a dishwasher. The product is now available to grocery retailers throughout the country for fresh produce displays such as lettuce that may be prone to bacteria formation. What stage in the new-product development process best describes this example?
Commercialization
Starbucks is now selling Cookie Straws in grocery stores across the United States. Starbucks describes the product as a toasted rolled wafer cookie filled with a luscious layer of rich, dark chocolatey sweetness. Cookie Straws are the first "cookie" product offered by Starbucks with placement in the cookie and cracker aisle. Which type of new product are the Cookie Straws?
New-product line
Rowena has a Costco membership and enjoys the opportunity to try items at the store. On a recent visit, an associate was offering samples of a quick meal, "Brown Rice & Quinoa," that can be microwaved or boiled to heat and cooks in 90 seconds. After sampling the item, Rowena decided to purchase it. Which characteristic most likely contributed to Rowena's decision to purchase the new meal option?
Trialability
Cutco is a manufacturer of kitchen knives and offers a "forever guarantee" on its products. Cutco states, "Since 1949, Cutco owners have enjoyed a Forever Guarantee that ensures the Cutco they use in their home will be as good tomorrow as the first time they used it. We want every Cutco owner to be satisfied forever, and when the product is passed along, we will continue to back that pledge. The guarantee has several important elements." This is an example of a(n) _______ warranty.
express
Starbucks's corporate office in Seattle offers Cold Pop, a beverage stand open to employees and visitors. It's open three days a week and serves about 200 drinks a day for $5 per beverage. Cold Pop serves potential new menu items, and employees who purchase the new items also get to vote on the item. Based on the number of votes and positive comments that the new products receive, Starbucks employees begin analyzing the business opportunity for the product. The opportunity to sample and vote on menu prototypes for Starbucks represents the _______ stage of the new-product development process.
idea screening
