Professor Patrick Yanez
Products and Services for Consumers
Quality can be defined on two dimensions:
market-perceived quality and performance quality.
Though quality is always important in the
consumer's mind, they, in general, do not expect it
to be a given. Answer: False
Quality is measured in many industries by
objective third parties.
Even though most companies claim high
performance quality when a product leaves the
factory, the factory is still the place where most
products are damaged in global marketing.
In many countries the term product
homologation is used to describe the changes
mandated by local product and service standards.
Green marketing is the term frequently used
to identify a marketer's efforts to reduce its
dependency on U.S. dollars as the standard for
international exchange. Answer: False
The European Commission (EC) mandate
requires a product to be evaluated from
manufacturing to disposal. Answer: True
Strictly speaking from a marketing point of
view as well as from a definitional view, a product
is a physical item. Answer: False
An important first step in adapting a
product to a foreign market is to determine the
degree of newness as perceived by the intended
market. Answer: True
From a sociological point of viewpoint, any
idea perceived as new by a group of people is an
The process by which a new product
spreads throughout a society is called the product
life cycle. Answer: False
The element of time is what differentiates
diffusion (i.e., diffusion of innovations) from other
types of communication research. Answer: True
One of the three variables, which affect the
rate of diffusion of a product, is the product's
degree of perceived newness. Answer: True
If a new product has the trait of relative
advantage, it is guaranteed success in the
marketplace. Answer: False
Most of the new ideas associated with the
Internet are being produced in Europe because of
the number of Internet users on the continent.
One of the core components in the product
component model is the product platform.
If you were looking for information and
strategies on a product's brand name, you would
find it under the packaging component of the
product component model.
The packaging component of the product
component model contains the physical product and
all its design and functional features.
A well-known baby-food producer that
introduced small jars of baby food in Africa
complete with labels featuring a picture of a baby
experienced the classic example of misinterpreted
symbols--consumers thought it was ground-up
babies in a jar.
This would be an example of a
problem with the packaging component in the
product component model.
One of the consistencies that marketers can
look forward to when marketing products abroad is
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