MKT327 Exam 3

False

As a new product, Warm Delights is an example of a product line extension. (T/F)

No

Assume that Warm Delights is a shopping good, not saying that it is or not, but just making an assumption. If it was a shopping product, then would the company's tactical marketin plan be appropriate? (yes or no)

Is an entirely new product with new functions.

A discontinuous innovation:

Yes

Assume that the traditional cake mix products were convenience goods, not saying they are, but just making an assumption. If they were convenience products, then would the company's tactical marketin plan be appropriate? (yes or no)

Heterogeneous shopping

Based on the information given in the scenario, how should Betty Crocker's cake mix products be classified?

Heterogeneous shopping and specialty

Based on the information given in the scenario, how should Warm Delight be classified?

Primary

Based on the information given in the scenario, what is the nature of demand for Betty Crocker's cake mix products (not Warm Delights)?

Heterogeneous

Based on the information given in the scenario, what is the nature of market behavior for Warm Delight (not Betty Crocker's cake mix products)?

Growth

Based on the information given in the scenario, what stage in the life cyle is Warm Delights (not Betty Crocker's cake mix products)?

undifferentiated marketing

Ben Franklin University has segmented the market for the purpose of attracting high school graduates. They identified 11 distinct market segments. Their marketing approach is to do a mailing with the same message to graduating seniors in all 11 segments, followed up with a telephone call. Which targeting strategy is being used?

Attribute Focus

JONES SODA: Which positioning strategy would be most appropriate?

Differentiated

KEURIG: Which segmentation strategy would be most appropriate?

False

Marketing Objectives is one of the strategic framing decisions. (true or false)

is relatively inexpensive to reach large numbers of consumers.

Mass media:

relative advantage - the extent the product or service is perceived to have superior performance traction - the speed in which sales volume reaches the desired 'critical mass' or economies of scale compatibility - the extent to which product's or service's value proposition is consistent with customers' beliefs observability - the speed in which the benefits of a product or service is experienced

Match the following product related factors for a new product innovation with their respective definition.

(B) Mission and (C) strategic direction (corporate Philosophy)

Warm Delights is a leading product from Betty Crocker which is a division of General Mills that has been an icon in the food industry and in the homes of American since 1921. The elements of its vision are listed below: (input letters)

Concentrated

What is the type of segmentation strategy implemented by Warm Deligths relative to traditional cake mixes?

a diagram of how consumers in a segment perceive brands based on the attributes they view as important

Which of the following defines a product or perceptual map?

Physical state of product firm's in the industry how product is expensed point of purchase decision whether depreciated

Which of the following is a criterion used to classify or determine how a consumer product is classified as opposed to an industrial product? (select all that apply)

Nature of Market Behavior, Nature of Demand

Which of the following is decision criteria for selecting a segmentation or targeting strategy? (check all that apply)

Growth

Which of the following stages in the product life cycle involves building the brand name, adding distributors and creating product extensions and options?

The product is in the maturity stage of the product life cycle, It customers are in the late majority or laggard categories,

Which of the following statements is true with respect to Betty Crocker's tradition cake mix? (select all that apply)

To increase users by increasing their purchasing rate

Which of the general marketing strategies below is most appropriate for Betty Crocker's traditional cake mixes?

To acquire customers by more effective segmentation and/or positioning

Which of the general marketing strategies below is most appropriate for Warm Delights?

it uses a push strategy, it uses selective distribution, it uses a penetration or core focus strategy

Which of the statements below is true with respect to the tactical skeleton plan discussed for Betty Crocker's traditional cake mixes? (Select all that apply)