SampleFinalExamADM2320 - 1. A product is _ that can be...

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1. A product is ____________________ that can be offered through a voluntary marketing exchange. A. the combination of a firm's marketing mix B. the sum of brand awareness and brand association C. the category depth D. the total components utilized in stock keeping units E. anything of value to consumers 2. The complete set of all products offered by a firm is called its product assortment or: A. product line. B. product categories. C. product mix. D. SKU. E. product line depth. 3. A(n) ________________ is a name, symbol, design, or term that identifies a seller's good or service as distinct from those of other sellers. A. SKU B. product line C. package D. commodity E. brand 4. Within each product category, the number of individual items are called: A. product power. B. product line breadth. C. product category depth. D. SKUs. E. brand depth. 5. Rolex and Tiffany's are examples of brand _____________ that differentiate these companies' products from their competitors' offerings. A. names B. logos C. symbols D. characters E. packaging
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6. Brands are ______________ that can be protected through trademarks and copyrights. A. products B. perceptions C. liabilities D. consumers E. assets 7. In many cases, pioneers lose their market lead and initial market share to imitators who: A. capitalize on the weaknesses of pioneers. B. create similar products with reduced value to consumers. C. utilize alpha-beta testing. D. ignore patents and copyrights. E. target directly to late maturity consumers. 8. The diffusion of innovation theory focuses on: A. the geographic boundaries of innovation. B. how quickly laggards can be transformed into innovators. C. the psychological traits of innovators. D. the rate at which consumers are likely to adopt a new product or service. E. All of these. 9. Ginger is a sales rep for PuttPutt Golf Car Company. Golf cars are a mature market. She is surprised to find that an increasing percentage of her company's golf car sales are to non-golfers living in active lifestyle retirement communities. She will use this insight to adjust her firm's: A. pricing. B. promotion. C. product style. D. distribution. E. All of these. 10. Samples are often used for new products when _________________ will influence the diffusion of the product. A. relative advantage B. compatibility C. observability D. complexity E. trialability
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11. The __________________ approach to new product development is widespread and practiced by even the most research-intensive firms. A. reverse engineering B. licensing technology C. consumer research D. geodemographic analysis E. brainstorming 12. Which of the following is often a good source of new product ideas from customers? A. complaints.
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This note was uploaded on 04/22/2010 for the course MANAGEMENT adm2302 taught by Professor ? during the Spring '06 term at University of Ottawa.

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SampleFinalExamADM2320 - 1. A product is _ that can be...

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