Marketing Test 3 (Quiz Questions)

Ideally, test marketing should follow which stage in the new-product development process?

Product development

Besides generic names, what other types of names are very difficult to protect?

Surnames and geographic names

A channel that includes both a manufacturers' agent and an industrial distributor is appropriate under which of the following circumstances?

When the marketer wishes to enter a new geographic market but does not wish to expand the existing sales force

A major advantage of using individual branding is that

a poor-quality product will not contaminate all of the company's other products with negative images

A positive review of a product or service posted on ______ can result in a substantial increase in sales of the product or service

a popular blog

According to the text, a product is defined as

anything the customer receives in an exchange

One of the fastest-growing areas in mobile technology is the creation of _____ that helps consumers to access information about businesses

applications (apps)

Everything associated with the product, including its symbolism and experiences is the

brand

Break-even analysis is a tool that marketers are likely to employ during the _____ stage of the new-product development process

business analysis

A single leader who controls and organizes a marketing channel is called a

channel captain

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's _____ than an unfamiliar brand

consideration set

A distinguishing factor between a brand name and a brand mark is that a brand name

consists of words

As discount stores improve their services and atmosphere as well as raise their prices, the distinction between discount stores and ____ is becoming blurred.

department stores

A marketing channel is defined as a group of individuals and organizations that

directs the flow of products from producers to customers

Attributes which are assessed only during the consumption of a service are called.

experience qualities

Achieving greater penetration of the market is typically a business goal during the _____ stage of the product life cycle

growth

Because of a service's _____, standardization and quality are difficult to control

hetergeneity

As a result of increasing usage of digital media, some of the marketer's control over dispensing product information has been placed

in the hands of the consumer

Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and

innovators

Category killers compete primarily on the basis of

low prices and enormous product availability

A _____ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions

manufacturer

An independent businessperson who is paid a commission to sell complementary products of different producers in an assigned territory without actually taking title of the merchandise is a(n)

manufactures' agent

In product modification, three conditions must be met to improve a firm's product mix: the product must be modifiable, customers must be able to perceive that a modification has been made, and

modification should make the product more consistent with customers' desires

A limited-line wholesaler would be expected to carry a _____ product mix

narrow and deep

A shopping center that contains stores owned by manufacturers who make a special effort not to conflict with traditional retailers is a(n)

outlet shopping center

A brand manager in a multiproduct firm would be responsible for

performance of a specific brand

In an attempt to attract customers, service marketers often promise great results and satisfaction to customers, but marketers should be careful not to

promise too much and cause customer expectations beyond what they can deliver

Elements that help create brand equity include all of the following except brand

recognition

A specialty product

requires purchase planning, and the buyer will not accept substitutes.

If a company's products require differentiation at the point of purchase, it will most likely use

selective distribution

A difference between manufactures' agents and selling agents is that

selling agents do not have the territorial restrictions that manufacturers' agents do

All of the following are elements of the inseparability characteristic of services except that

services are easy to standardized and control

Another common name for a private distributor is a _____ brand

store

A service is usually offered as part of a bundled package of services with a core service and one or more ________ services.

supplementary

A suggested approach to deleting products, in which each product is evaluated periodically to determine its impact on the overall effectiveness of the firm's product mix, is called a(n)

systematic review

Consumers are changing _____ and consumption behaviors to fit with emerging technologies and trends

their information searches

In service marketing, the most important link to the customer is

well-trained contact employees

Some companies use _____ as internal tools for teams working on a project requiring lots of documentation

wikis