MKTG 409 Mindtap Quizzes Exam 2

As Richard works on the prototype of a new action-oriented computer game, he is engaging in which phase of the new-product development process? a. Product development b. Commercialization c. Idea generation d. Test marketing e. Screening

a. Product development

Which of the following services falls closest to the middle of the tangibility continuum? a. A custom built yacht b. A trip to Brazil c. Dinner at the Olive Garden d. College education e. A new Ford Escape

c. Dinner at the Olive Garden

Break-even analysis is a tool that marketers are likely to employ during the ____ stage of the new-product development process. a. concept testing b. test marketing c. business analysis d. screening e. product development

c. business analysis

Assignment of meaning to organized information inputs is called a. learning. b. motivation. c. interpretation. d. selection. e. redefinition.

c. interpretation.

A product item is best described as a a. unit of measure for the product. b. specific characteristic of a product. c. specific version of a product. d. particular brand. e. component of a marketing mix.

c. specific version of a product.

If Parkland School Furniture Company provides standard primary school chairs in new colors to match the interiors of schools, this modification is most likely to be viewed as a(n) ____ modification. a. quality b. image c. functional d. aesthetic e. feature

d. aesthetic

A product mix is best described as a. product, distribution, promotion, and price. b. a group of closely related products that are considered a unit because of market, technical, or end-use considerations. c. all products of a particular type. d. all products offered by a firm. e. many products sold by one firm.

d. all products offered by a firm.

During the maturity stage a. product modifications are unnecessary. b. there is less emphasis on changing a product's price. c. limited advertising expenditures are required to maintain market share. d. some competitors are forced out. e. marketing strategies are rarely altered.

d. some competitors are forced out.

Another common name for a private distributor brand is a ____ brand. a. label b. home c. manufacturer d. store e. generic

d. store

______________ refers to how a product is conceived, planned, and produced.​ a. ​Product differentiation b. ​Level of quality c. ​Product features d. ​Product design e. ​Product positioning

d. ​Product design

____ is the development of a product that is closely related to one or more products in a firm's existing product line but is designed specifically to meet somewhat different customer needs. a. Aesthetic modification b. Feature modification c. Product mix modification d. Quality modification e. Line extension

e. Line extension

Mitchell's smartphone is two years old and he would like to have a new one. This time, he wants to make sure that it has a longer battery charge and better geographic coverage since he is traveling three days a week for his new job. Mitchell is most likely to use _____ for this purchase. a. extended decision-making behavior b. intensive decision-making behavior c. routinized response behavior d. extended response behavior e. limited decision-making behavior

e. limited decision-making behavior

Charmin toilet paper would be classified as which type of product? a. Convenience b. Shopping c. Industrial service d. Specialty e. Unsought

a. Convenience

The three levels of brand loyalty from strongest to weakest are a. insistence, preference, recognition. b. insistence, recognition, preference. c. recognition, preference, insistence. d. preference, insistence, recognition. e. insistence, preference, indifference.

a. insistence, preference, recognition.

Demand-based pricing most closely relates to the ____ of services. a. intangibility b. inseparability c. perishability d. heterogeneity e. customer contact aspect

c. perishability

Recently Raul went to a neighborhood grocery store to pick up a few items. When he looked for Degree Men's Dry Protection Antiperspirant, it was unavailable. Although there were a number of antiperspirant brands available, he did not buy any deodorant. Raul's behavior indicates that he most likely has what level of brand loyalty toward Degree Men's Dry Protection deodorant? a. Insistence b. Preference c. Resistance d. No brand loyalty e. Recognition

a. Insistence

Client-based relationships are least likely to be developed by a. appliance repairmen. b. psychiatrists. c. beauticians. d. orthodontists. e. accountants.

a. appliance repairmen.

Gold Rush Vinyl's large vinyl record press suddenly broke down during its day shift. When considering the purchase of available alternatives, Intuitiv decided to rent one for the next two years instead of buying one. In this situation, the large vinyl record press it rented would be classified as a. accessory equipment. b. an unsought good. c. an installation. d. MRO supplies. e. a process material.

c. an installation.

Which of the following contributes to the challenges of supply and demand management? a. Inseparability and level of customer contact b. Perishability and intangibility c. Homogeneity and level of customer contact d. Intangibility and heterogeneity e. Heterogeneity and intangibility

a. Inseparability and level of customer contact

Product deletion a. may be opposed by management. b. usually involves immediate termination. c. is a matter of indifference to customers. d. usually occurs only with convenience items. e. tends to be an easy task for most organizations.

a. may be opposed by management.

If Glade, which markets Glade scented PlugIns and Glade scented candles and wax melts were to introduce Glade laundry detergent and dryer sheets with the same scents, this would be called ____ branding. a. family b. brand-extension c. individual d. licensed e. new-product

b. brand-extension

Sarah sets up her new interior decorating business and advertises her expertise in high-quality draperies and other window treatments. One of her first customers is extremely dissatisfied with Sarah's work, so Sarah redoes the job at her own expense because she knows how powerful ____ is (are) for services and wants to stay in business. a. experience qualities b. service expectations c. word-of-mouth communication d. customer perceptions e. zones of tolerance

c. word-of-mouth communication

Jonah is a member of a consumer panel consisting of about 30 people. The consumer panel has been introduced to a company's new idea for energy drinks. Some of the questions panel members have been asked are "How often would you buy this product?" and "Which features are of little or no interest to you?" Jonah is most likely participating in the ___ phase of the new-product development process. a. business analysis b. idea screening c. test marketing d. concept testing e. idea generation

d. concept testing

A distinguishing factor between a brand name and a brand mark is that a brand name a. is registered with the U.S. Patent and Trademark Office. b. identifies only one item in the product mix. c. implies an organization's name. d. consists of words. e. creates customer loyalty.

d. consists of words.

he marketing channels for services are usually a. characterized by two to three intermediaries. b. complex and multifaceted. c. determined by the customer. d. direct from provider to customer. e. dependent on the geographical location of the consumer.

d. direct from provider to customer.

Tatiana finds evaluating a new pair of jeans much easier than evaluating tennis lessons because she can try on the jeans to see exactly how they feel and fit. In other words, the jeans have many ____ qualities. a. intangible b. assurance c. experience d. search e. credence

d. search

Which of the following statements about customer contact in services marketing is false? a. The main principle of customer contact is that satisfied employees lead to satisfied customers. b. Service employees are important in creating satisfied customers. c. Service companies can minimize customer dissatisfaction by changing high-contact services into low-contact services. d. Employee training programs are an effective way to ensure good customer contact and reduce problems. e. High-contact services are less expensive to deliver because they are typically equipment based.

e. High-contact services are less expensive to deliver because they are typically equipment based.

Business products are a. purchased for personal consumption. b. not purchased by nonbusiness organizations. c. purchased for both their functional aspects and their psychological rewards. d. chosen on the basis of preferences expressed by a business procurement department. e. classified according to their characteristics and intended uses.

e. classified according to their characteristics and intended uses.

In general, differences between goods and services are determined by the a. type of target market. b. type of provider. c. degree of consumer contact. d. degree of labor intensiveness. e. degree of tangibility.

e. degree of tangibility.

When a business finds itself squeezed out of a market for a product or loses interest in that product, it is a sign of being in the ____ stage of the product life cycle. a. decline b. market reduction c. growth d. introduction e. maturity

e. maturity

Stephen is a marketing research consultant and specializes in qualitative research. He's a member of the Qualitative Research Association and enjoys attending regional and national meetings where he can meet other consultants and participate in workshops to improve his skills. Stephen always finds one to two new books to purchase from the trade show and truly enjoys the chance to expand his knowledge base through these learning opportunities. He knows that this new knowledge will improve his capabilities to deliver the type of consultation his clients might desire and will enable him to effectively compete for work. Stephen's attendance at these national meetings and his book purchases are motivated by his need of _______, one of Maslow's hierarchy of needs. a. social b. safety c. physiological d. esteem e. self-actualization

e. self-actualization

A product that is simply labeled with the product category is considered a a. generic brand. b. private brand. c. poor-quality item. d. no-name product. e. lean manufacturer brand.

a. generic brand.

When marketers at Link Snacks met with groups of young adults to identify the types of snacks that young people want, they were engaging in which phase of new-product development? a. Test marketing b. Business analysis c. Idea generation d. Product development e. Commercialization

c. Idea generation

According to the text, a product is defined as a. goods and services the customer receives in an exchange. b. the physical object the customer receives in an exchange. c. anything the customer receives in an exchange. d. the idea that the customer receives in an exchange. e. the service that is rendered to a customer.

c. anything the customer receives in an exchange.

Advertisers often use ____ to boost consumers' information retention and recall, which may facilitate the information search stage. a. framing b. distortion c. perception d. repetition e. inputs

d. repetition

​The four factors that affect a customer's evaluation of a service are the analysis of customer expectations, service quality specifications, management of service expectations, and a. ​company reputation. b. ​experience of employees. c. ​price of the service. d. ​employee performance. e. ​employee courtesy.

d. ​employee performance.

If Jade were given total marketing responsibility over Hill's Ideal Balance pet food, she would hold the position of ____ manager. a. sales b. advertising c. product d. marketing e. brand

e. brand

An open aggregate of people with similar social ranking is referred to as a a. social class. b. reference group. c. caste. d. role. e. subculture.

a. social class.

When determining how a product is conceived, planned, produced, and even its physical appearance and its specific characteristics, one is really talking about the product's a. level and consistency of quality. b. design, styling, and features. c. positioning. d. ability to meet customer service needs. e. design, styling, and level of quality.

b. design, styling, and features.

The continuum of tangibility goes from ____ on one end to ____ on the other end. a. mostly service goods; mostly product goods b. service-dominant products; good-dominant products c. rational products; irrational products d. easy to see; not easy to see e. pure products; pure services

b. service-dominant products; good-dominant products

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 a. product development. b. perceptual mapping. c. product positioning. d. product deletion. e. repositioning.

c. product positioning.

While shopping at a local grocery store, Cameron sees a display of his favorite brand of energy drink. He buys some to take home for the weekend. This purchase process would be described as a. limited decision making. b. enduring involvement. c. routinized response behavior. d. extended decision making. e. situational perception.

c. routinized response behavior.

As Gillian has become more knowledgeable about health, obesity, and quality ingredients, her attitude toward soft drinks and fast food have become less favorable, while her attitude toward healthier brands like Panera and bubbly sparkling water has improved. This best relates to the _______ component of attitude. a. emotional b. cognitive c. affective d. behavioral e. social

b. cognitive

Analyzing __________ can help a firm identify patterns that may indicate the need for corrective action or suggest market opportunities that can be exploited. a. the responsiveness of the service b. complaints and reviews c. the intangible nature of the service d. the empathy of service providers e. the reliability of the service

b. complaints and reviews

A set of Bowers & Wilkins car speakers sold to Volvo for use in the production of XC90 SUV would be an example of a(n) a. raw material. b. component part. c. specialty item. d. process material. e. accessory equipment.

b. component part.

Coca-Cola offers a line of soft drinks that includes Coca-Cola, Diet Coke, Coca-Cola Zero, Sprite, and Fanta. These drinks best illustrate Coca-Cola's product mix a. volume. b. depth. c. life cycle. d. length. e. width.

b. depth.

The major drawback to using aesthetic modifications is a. the need for redesign of the product. b. that the value of the modification is determined subjectively. c. that there is no differentiation for the product in the market. d. the cost of the modifications. e. a possible decrease in market share.

b. that the value of the modification is determined subjectively.

Within the information search step of the consumer buying decision process, what two primary aspects exist? a. Internal search and external search b. Personal information and nonpersonal information c. Selective retention and selective distortion d. Consideration sets and evoked sets e. Company-produced information and internal information

a. Internal search and external search

Purposeful actions to take advantage of or harm others during a transaction is best described as a. consumer fraud. b. shoplifting. c. abusive shopping. d. consumer piracy. e. organized retail crime.

a. consumer fraud.

Early in the commercialization phase, marketers must make decisions about a. functionality, safety, and convenience. b. the proposed marketing mix variables. c. which ideas to further pursue. d. warranties, repairs, and replacement parts. e. product features and break-even points.

d. warranties, repairs, and replacement parts.

Which of the following is NOT a service product? a. Overnight stay at an Aloft Hotel b. Flight on Southwest Airlines c. Dry cleaning of a suit d. Ariana Grande concert e. Tennis racket

e. Tennis racket

Megabus is a bus line operating in the Northeast and Midwestern United States, and in Canada. It offers travelers a cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest technology. Unlike the traditional Greyhound bus line, Megabus is an express service, and is equipped with at-seat power outlets, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in the centers of cities rather than at inconveniently located terminals. Riders can book tickets at Megabus.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor Greyhound has launched a new bus line, BoltBus, with similar fares and high-tech amenities. A fare on a BoltBus bus from Washington D.C. to New York City is $26.00 round trip, while the same fare through Greyhound's traditional bus line costs $50.00. The benefit of Greyhound's traditional line is that there are more departure times and more stops in smaller towns along the way. Refer to Scenario 11.1. What product(s) is Megabus marketing? a. The ride between the cities, which is the core product, plus the supplemental features of at-seat power outlets, video screens, and other technology. b. The ride between cities, which is a specialty product. c. Megabus is a service and therefore is not marketing a product. d. The ride between cities, which is a convenience product. e. The ride between cities is a service product and is the only one Megabus is marketing.

a. The ride between the cities, which is the core product, plus the supplemental features of at-seat power outlets, video screens, and other technology.

What should marketers do to promote the consistency and reliability of their services most effectively? a. Train employees and develop standard procedures for dealing with customers b. Perform as much of the service as possible before the customer arrives c. Limit the number of employees in their organization d. Require employees to be shining, happy people all day long e. Encourage employees to be creative in solving customer issues and complaints

a. Train employees and develop standard procedures for dealing with customers

A small private college in Alabama paid a significant sum of money to a marketing firm to study the college's current marketing strategy and help develop new strategies for attracting students. The college is having a difficult time evaluating the effectiveness of the marketing firm's work because this type of service has many a. credence qualities. b. experience qualities. c. unknown results. d. search qualities. e. undefined parameters.

a. credence qualities.

During periods of high demand, Uber pricing will often go up, a practice it terms "surge pricing." On the other hand, when times are slow, the prices of rides will often go down. This is to encourage passengers to use Uber during periods of slow demand. This pricing strategy is an example of a. demand-based pricing. b. slump pricing. c. low-cost pricing. d. peak pricing. e. bundled pricing.

a. demand-based pricing.

The producers of Gillette razor blades use a marketing strategy that includes large advertising expenditures and more price flexibility for the various types of blades offered. Based on this example, razor blades are in the ____ stage of the product life cycle. a. maturity b. decline c. introduction d. evaluation e. growth

a. maturity

The development of a person's self-concept is a function of a. psychological and social factors. b. roles and family influences. c. reference groups and opinion leaders. d. learning. e. subcultures.

a. psychological and social factors.

Psychological influences are internal factors that impact a consumer's buying decision process. More specifically, ___________ is one type of psychological influence wherein the consumer has a tendency to twist or change information received to fit their own personal feelings or beliefs. a. selective distortion b. perceptive dissonance c. creative distortion d. distorted reality e. selective retention

a. selective distortion

Many aspects of consumer buying decisions are affected by the individual's level of involvement. Level of involvement is a. the importance and intensity of interest in a product in a particular situation. b. a combination of an individual's demographic factors. c. the amount of external search that an individual puts into the decision-making process. d. the buyer's perception, motives, and abilities. e. the particular circumstance or environment in which consumers find themselves.

a. the importance and intensity of interest in a product in a particular situation.

One company markets such diverse products as Old El Paso Mexican foods, Yoplait yogurt products, and Blue Buffalo pet foods. These various offerings exhibit this firm's product mix a. width. b. dimension. c. depth. d. length. e. volume.

a. width.

Although they become part of a larger product, ____ can often be easily identified and distinguished on the larger product. a. accessory parts b. component parts c. MRO supplies d. process materials e. raw materials

b. component parts

Quality modifications are changes that relate to a product's a. effectiveness and versatility. b. dependability and durability. c. value and durability. d. price and availability. e. reliability and value.

b. dependability and durability.

As the owner of a services business, you are constantly challenged to maintain consistent quality in your services. This heterogeneity is both a challenge and an opportunity. The opportunity arises because __________________.​ a. ​it allows you to standardize your services b. ​it allows you to customize your services to match the specific needs of individual customers c. ​it leads to more satisfied customers d. ​it allows you to deliver your services for less cost e. ​it allows you to be more selective in choosing your customers

b. ​it allows you to customize your services to match the specific needs of individual customers

Jon Moore, president of Vortex Manufacturing Company, has just reviewed the performance reports for the previous year and sees that there are some areas in which the company needs to improve. He specifically feels they could do a better job of managing Vortex's product mix. Jon calls a meeting of all the managers responsible for each of the product lines that Vortex currently manufactures. The group decides that they need to eliminate the complete industrial product line of ice chests, and plan to do so by letting the product decline without any changes in the marketing strategy or product. The group also decides to delete Vortex's line of personal thermal underwear; this product, however, is to be discontinued within the week due to its unprofitability. While discussing these strategies, the group has also uncovered several customer groups for which new products could be developed. The company has conducted several focus groups in which a sample of these consumers have participated. The managers decide to assemble a group of people from all functional areas of the company and give them the responsibility for all aspects of the new-product development. Refer to Scenario 12.2. The group of people that management has assembled to take on the task of new-product development is best described as a. a product development task force. b. a buying center. c. a venture team. d. a brand management team. e. a marketing development team.

c. a venture team.

Extended decision making is the type of consumer decision-making process that a. requires a moderate amount of time for information gathering and search. b. is the creation and maintenance of a collection of products that satisfy a person's needs and wants. c. is the most complex decision-making behavior, which comes into play when a purchase involves unfamiliar, expensive, or infrequently bought products. d. involves no conscious planning but rather a powerful and persistent urge to buy something. e. requires very little search-and-decision effort and is practiced when buying low-cost and frequently purchased products.

c. is the most complex decision-making behavior, which comes into play when a purchase involves unfamiliar, expensive, or infrequently bought products.

Digital influences, such as online review sites and social networks, allow shoppers to reduce their _______ by gaining information from others. a. risk of buying a socially unacceptable product b. shopping effort c. risk in trying an unknown product d. upfront costs e. social status

c. risk in trying an unknown product

Top managers at ESCORT Radar believe that they have a successful working prototype of their new radar detector and plan to go directly to regional commercialization of the new product. In this instance, they are contemplating skipping the ____ phase of the new-product development process. a. product development b. idea generation c. test marketing d. business analysis e. screening

c. test marketing

Sonequa is a concert promoter who works for singer Beyoncé. She works very hard to make sure most of Beyoncé's concerts are sold out because she understands the concept of perishability, which means a. the production of the concert and the consumption of the concert by the fans cannot be separated so tickets must be sold. b. because the concert is not tangible, customers will have a difficult time judging its quality in advance. c. that if the tickets are not sold, seats will remain empty and they can never be sold to anyone again for that specific concert. d. a high level of interaction will exist between the customers and the musicians, which makes the customers' presence necessary. e. that each concert is different and customers will miss a unique experience if they are not present at the concert.

c. that if the tickets are not sold, seats will remain empty and they can never be sold to anyone again for that specific concert.

Your company has a product that is struggling in its market. However, the product appears to have some strength left that can be exploited. Which of the following product deletion actions would be most appropriate for the product?​ a. ​Increase the marketing for the product and gradually phase it out. b. ​Increase the marketing expenditures on the product and implement a run-out strategy. c. ​Reduce the price and implement a run-out strategy. d. ​Increase the price and implement a run-out strategy. e. ​Immediately drop the product.

c. ​Reduce the price and implement a run-out strategy.

Melania, a product manager, thinks her company's FastBrew coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the FastBrew coffee maker ___ and the number of competitors ____. a. are declining; is declining b. are negative; is growing c. have peaked; is declining d. have peaked; is growing e. are declining; is growing

d. have peaked; is growing

The primary psychological influences on consumer behavior are a. attitudes, perception, social class, culture, and learning. b. lifestyles, personality, perception, motivation, attitudes, and culture. c. attitudes, perception, retention, exposure, roles, and lifestyles. d. perception, motivation, learning, attitudes, personality, and lifestyles. e. perception, motivation, reference groups, social class, and personality.

d. perception, motivation, learning, attitudes, personality, and lifestyles.

Mikhail works on developing press releases for a nonprofit organization looking for new ways to encourage recycling among consumers and businesses. Mikhail is engaging in a. nonprofit-organization marketing. b. social entrepreneurship. c. strategic marketing. d. social marketing. e. client marketing.

d. social marketing.

A university's student body would be considered its ____ public; parents, alumni, and trustees would be included as its ____ public. a. general; client b. target; simple c. target; market d. specialized; general e. client; general

e. client; general

Bethany and Joseph are preparing budgets for a new product as well as finalizing plans for the full-scale marketing and manufacturing of the new UtiliBot. They are in the ____ phase of the new-product development process. a. product development b. concept testing c. test marketing d. business analysis e. commercialization

e. commercialization

A group of brands that a consumer views as alternatives for possible purchase is called a(n) a. evaluative group. b. alternative set. c. awareness set. d. framing set. e. consideration set.

e. consideration set.

Refer to Scenario 7.2. Since Isabel and Gabe were using gas mileage as one of their evaluative criteria, they are most likely in the ____ phase of the consumer buying process. a. problem recognition b. postpurchase c. purchase d. external search e. evaluation of alternatives

e. evaluation of alternatives

According to Maslow's hierarchy of needs, a. individuals simultaneously try to satisfy all five levels of needs. b. individuals first address needs at the top of the pyramid and then move down to the lower level needs. c. self-actualization needs are the most important needs to be met for most individuals. d. levels of needs are different for everyone, and we all try to satisfy them in a different order. e. individuals first satisfy the most basic needs and then try to fulfill needs at the next level up.

e. individuals first satisfy the most basic needs and then try to fulfill needs at the next level up.

The YMCA in mid-town Atlanta has recently upgraded its facilities, including building a new Olympic-sized swimming pool and children's playground. All locations of the Atlanta "Y" are open from 6:00 am until 11:00 pm, 360 days a year. The children's playground is accessible for members only and is a fenced and secured area. During the weekdays, children under the age of 12 can engage in supervised activities at the playground, for no extra fee. Additionally, there are swimming classes for children of all ages, which is also covered by the monthly membership fee. The swimming pool has been very popular with the professionals who stop by for a swimming workout before or after work. Many of the YMCA locations are very busy all day; however, the midtown "Y" is busier during the early morning and early evenings. At a recent meeting, Malia Monroe, its manager, shared her concerns about getting more people into the "Y" at other times of the day. She asked for ideas from her staff about how to do this. She also said that the city of Atlanta had reduced the "Y"'s funding for the next year by 20%. This would cause a need for the "Y" to either gain additional members or charge more per member for the annual fee. Refer to Scenario 13.1. Ben, one of the staff members at the YMCA, suggested that the "Y" offer discounted memberships to senior citizens over the age of 65; however, they could only use the facility between the hours of 9:00 am and 4:00 pm. Ben's plan is most likely addressing the issue with ____, and relates to the ____ characteristic of services. a. demand-based pricing; heterogeneity b. peak demand; intangibility c. off-peak demand; heterogeneity d. preferred demand; perishability e. off-peak demand; perishability

e. off-peak demand; perishability

Jack recently purchased a Ford F-150 truck and has owned it for about a week. Earlier in the day, he received a call from Nick, the sales representative who sold him the truck. Nick called to check to see whether Jack had any questions or problems with the truck and if he had learned how to navigate all the bells and whistles. Nick also reminded Jack about how Ford is highly regarded as one of the best automobile brands and that the Ford truck is the #1 truck brand in the United States. What phenomenon is Nick trying to prevent by contacting his customer? a. Cognitive dissonance b. Postpurchase negative word-of-mouth c. Purchasing effect d. Framing e. Consumer disengagement

a. Cognitive dissonance

Forever 21 is developing a program to get to know its customers. Which of the following is NOT a reason why Forever 21 needs to understand consumer buying behavior? a. Customers' reactions to marketing strategy can affect the firm's success. b. All customers are the same when it comes to buying behavior. c. A firm should create a marketing mix that satisfies customers. d. It helps the marketer predict how consumers will respond to marketing strategies. e. The marketing concept stresses that a firm should know its customers.

b. All customers are the same when it comes to buying behavior.

You work in the marketing department of Colgate-Palmolive (CP). CP recently made the announcement that it was going to delete certain brands that were not meeting profit expectations. You are part of the team to help in this product deletion process. You and your team get together to discuss a brand of soap that has seen sales decrease in recent years. The team discusses how you should delete the product. Each of you writes down comments regarding your thoughts about the brand. The comments can be summed up as follows: ​ "The brand is not doing well, but it still has a loyal following among some consumers." "I think this brand still has some strengths left." ​ Based on these comments, which product deletion strategy should the company adopt? a. Immediate drop b. Run-out c. Drop-down d. Phase-out e. Close-out

b. Run-out

What step in developing new products involves determining whether the product idea is compatible with company objectives, needs, and resources on a general level? a. Idea generation b. Screening c. Evaluation of competitor's efforts d. Business analysis e. Product development

b. Screening

Besides generic names, what other types of names are very difficult to protect? a. Arbitrarily chosen names not related to the product b. Surnames and geographic names c. Names created by the company d. Names that contain shapes and colors e. Arbitrarily chosen names related closely to the product

b. Surnames and geographic names

Sophie wants to buy a new car. She turns to her friend who is a car enthusiast for his recommendation. He tells her Honda is by far the best brand. Sophie goes to a Honda dealership. She notices a Honda Civic that is at a reasonable price point. However, she likes the fact that the Honda Accord is a mid-sized car, but it is more expensive. Sonya tries to remember what her friend told her but is having trouble. She starts weighing the benefits of both vehicles in an attempt to make her final decision. The fact that Sophie sought advice from her friend is an example of _________________. Her attempt to weigh the benefits of the vehicles against one another is _______________. a. internal information search; problem recognition b. external information search; evaluation of alternatives c. problem recognition; evaluation of alternatives d. pre-purchase evaluation; selective exposure e. external information search; internal information search

b. external information search; evaluation of alternatives

The more ____ involved with delivering a service, the greater the degree of heterogeneity. a. perishability b. human labor c. mechanical efforts d. phone contact e. tangibility

b. human labor

Service marketers make promises to customers, suggesting that the customer place some degree of trust in the service provider. In this way, service marketers are trying to address the challenge of the service characteristic of a. heterogeneity. b. intangibility. c. inseparability. d. perishability. e. customer contact.

b. intangibility.

The test marketing stage a. is an extension of the screening stage. b. is a sample launching of the entire marketing mix. c. prevents competitors from copying the product. d. should come immediately after business analysis. e. ensures that the product will not fail.

b. is a sample launching of the entire marketing mix.

Dorito's has expanded to Nacho Cheese Doritos, Cool Ranch Doritos, and Salsa Verde Doritos, to name a few. These are examples of a. functional modifications. b. line extensions. c. product line modification. d. aesthetic modifications. e. product modifications.

b. line extensions.

The attitude toward the object model (known as the Fishbein model) consists of which three elements? a. Perception, motivation, and beliefs about product attributes b. Intentions, beliefs about product attributes, and what others think c. Selecting, organizing, and interpreting information inputs d. Beliefs about product attributes, the strength of beliefs, and the evaluation of beliefs e. Safety, social, and self-actualization

d. Beliefs about product attributes, the strength of beliefs, and the evaluation of beliefs

Who judges service quality? a. Employees b. Independent raters c. The company d. Customers e. Marketers

d. Customers

Emily is buying furniture for her apartment for the first time. She is spending considerable time and effort comparing the products that different stores offer. Which type of decision-making process is she using? a. Intensive b. Selective c. Limited d. Extended e. Routinized

d. Extended

Which stage in the product life cycle is critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy? a. Decline b. Expansion c. Stabilization d. Growth e. Introduction

d. Growth

Forever 21 clothing stores sell primarily what type of products? a. Convenience b. Unsought c. Nondurable d. Shopping e. Specialty

d. Shopping

Select the true statement concerning test marketing. a. Test marketing should be conducted after all the marketing mix variables have been finalized. b. Test marketing is simply an extension of the screening and developing stages. c. If the product is successful in the test market, then it is ensured of success upon total introduction. d. Test marketing is a limited introduction of the product in areas chosen to represent the intended market. e. Large corporations usually launch test marketing efforts in one small area at a time.

d. Test marketing is a limited introduction of the product in areas chosen to represent the intended market.

When Fiat offers to let qualified buyers test drive the Fiat 500X Urbana, the dealer is trying to stimulate which stage of the product adoption process? a. Evaluation b. Awareness c. Adoption d. Trial e. Interest

d. Trial

Which of the following creates entirely new products, often aimed at new markets? a. Brand manager b. Line manager c. Executive manager d. Venture team e. Product manager

d. Venture team

Kira is interested in joining Alpha Gamma Delta's sorority. She begins to shop at Delphine's, a local store where the Alphas buy their clothes. She also asks her family for a new car because all the sorority members have new cars. In these instances, Kira is most influenced by a. digital influences. b. situational influences. c. personality. d. a reference group. e. selective exposure.

d. a reference group.

Which of the following identifies old technologies that can be used in new ways or creates new business models to give consumers more benefits than offered by current products in the marketplace? a. Congestive innovation b. Business analysis c. Corruptive innovation d. Concept testing e. Disruptive innovation

e. Disruptive innovation

Jhumpa is questioning whether she has made the right decision about purchasing a new HP laptop after she sees a friend with a new Dell. Jhumpa's doubt whether she made the right decision occurs during the ___________ of the buying decision process. a. purchase phase b. evaluation of alternatives phase c. information search phase d. cognitive dissonance phase e. postpurchase evaluation phase

e. postpurchase evaluation phase

Surveys, focus groups, and customer comment cards are all methods used by service companies to a. set service quality specifications. b. manage service expectations. c. control service intangibility. d. establish guidelines for employee performance. e. understand customer needs and expectations.

e. understand customer needs and expectations.