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Unformatted text preview: (Points: 1) The _____ is the starting point in creating a marketing mix. 1. product 2. promotional media 3. production line 4. price 5. distribution channel Save Answer 2. (Points: 1) Why is creation of a product the starting point for the marketing mix? 1. Production strategy is the first of the four Ps listed in the marketing mix. 2. Product development takes the longest amount of time to complete. 3. The production department must know what to produce first. 4. Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified. 5. Actually, the product does not have to be the starting point-- promotional strategies are often the starting point. Save Answer 3. (Points: 1) In the long run, regardless of the effort put into the product management process, the most important factor determining if a consumer product will succeed or fail is: 1. the way it implements its production strategy 2. the competition encountered by the manufacturer 3. the marketing plan it selects for its products 4. how well the manufacturer satisfies its customers' needs 5. its product mix plan Save Answer 4. (Points: 1) _____ products are purchased with little shopping effort. These products are purchased regularly, usually with little planning, and require wide distribution. 1. Convenience 2. Branded shopping 3. Generic 4. Specialty 5. Unbranded shopping Save Answer 5. (Points: 1) Which of the following is the best example of a shopping product for most consumers? 1. a meal plan at the university cafeteria 2. the text book for this marketing class 3. a pair of Nike running shorts 4. a soda to drink before class 5. a new television set Save Answer 6. (Points: 1) _____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited. 1. Branded shopping 2. Homogeneous convenience 3. Exclusive shopping 4. Heterogeneous convenience 5. Specialty Save Answer 7. (Points: 1) A product line is a group of products that are closely related because the: 1. products are all priced about the same 2. products share the same product managers 3. same company developed the idea for each product 4. products all function in a similar manner and provide similar benefits 5. products are all sold under the same brand name Save Answer 8. (Points: 1) Along with hair care products, Alberto-Culver also markets Sugar Twin, Molly McButter, and Mrs. Dash salt-free seasoning. This is an abbreviated listing of the company's: 1. product mix 2. product line 3. line depth 4. customer mix 5. product inconsistency Save Answer 9. (Points: 1) Ocean Spray manufactures Cranberry Juice Cocktails. The addition of Light Cranberry Juice Cocktails is a way that Ocean Spray can expand its product: 1. mix depth 2. breadth mix 3. line depth 4. mix width 5. line width Save Answer 10. (Points: 1) Coca-Cola is the best known brand name in the world. The name has a high-perceived quality and high brand loyalty among soft drink users. The company has developed the brand name for over 100 years. Coca-Cola has a valuable: 1. perceptual map 2. evoked set 3. brand loyalty hierarchy 4. brand quality standard 5. brand equity Save Answer 11. (Points: 1) A(n) _____ refers to brands where at least 20 percent of the product is sold outside the home country. 1. master brand 2. global brand 3. equity brand name 4. evoked set 5. ethnocentric trademark Save Answer 12. (Points: 1) Internet Web sites for manufacturers like General Electric, Toyota, and Sherwin-Williams paint can provide these businesses with a nontraditional way to: 1. diminish brand loyalty 2. help their product brand names become generic 3. generate brand awareness 4. get away with deceptive market practices because the web is not regulated 5. avoid income taxes on international sales Save Answer 13. (Points: 1) While Starkist tuna is still available in cans, it is recently been made available in a pouch, which is conveniently designated the family size pouch. This change in packaging was the result of: 1. a master brand strategy 2. a brand equity strategy 3. a repositioning strategy 4. a move toward functional obsolescence 5. a new means of segmenting its market Save Answer 14. (Points: 1) Cinnamon Toast Crunch, Cocoa Puffs, and Trix cereals are now available with less sugar content. Notices on the cereal boxes announce that these cereals now contain 75 percent less sugar. This is probably an example of _____ labeling. 1. environmental 2. informational 3. demographic 4. functional 5. UPC Save Answer 15. (Points: 1) Labels that contain standard promotional claims like "new," "improved," and "super" are examples of _____ labels. 1. persuasive 2. repositioning 3. functional 4. information 5. descriptive Save Answer 16. (Points: 1) The maker of Peter Pan peanut butter has developed a honey-flavored peanut butter spread to add to its peanut product line. Is this a new product? 1. No, this is not a product improvement. 2. No, peanut butter cannot be considered an innovation. 3. Yes, this is a discontinuous innovation. 4. No, it is only a product addition. 5. Yes, additions to the product line are new products. Save Answer 17. (Points: 1) Canesta has developed a virtual keyboard out of light to be used with cell phones and personal digital assistants. The product beams an image of a keyboard on a desk, allowing the user to type on the image. The words are picked up by the user's digital device. This virtual keyboard, which is radically different from anything currently on the market would be classified as a: 1. venture product 2. episodic innovation 3. sporadic innovation 4. slow-diffusing product 5. discontinuous innovation Save Answer 18. (Points: 1) Until the mid-1990s, MGP Ingredients, Inc., sold ethanol and animal feed. A steep drop in its sales led the company to focus on developing the first low-carb proteins and starches. These low-carb proteins and starches would be an example of a(n): 1. repositioning strategy 2. revision to existing products 3. discontinuous innovation 4. addition to an existing product line 5. new product line Save Answer 19. (Points: 1) The first stage of the new-product development process is: 1. exploring opportunities 2. developing a business analysis 3. screening and concept testing 4. establishing the new-product strategy 5. the building of a prototype Save Answer 20. (Points: 1) A hospital created a focus group to identify new products that it believed would enhance the boomers aging process. This focus group most likely contained: 1. a sampling of all stakeholders from the sponsoring hospital 2. members of other hospitals 3. health care providers 4. people who would be categorized as baby boomers 5. people representing the different segments of the family life cycle Save Answer 21. (Points: 1) Scientists at University of Toronto have received a patent for their newly discovered technologies for more effective customer interface interactions in retail stores. The university decided to sell the patent to an independent company whose scientists immediately began exploration into practical uses of this new technology. The scientists at the independent company are involved in: 1. product development 2. applied research 3. basic research 4. brainstorming 5. concept testing Save Answer 22. (Points: 1) In the long run, products fail because of a poor match between: 1. the marketing mix and physical distribution 2. prices and consumer demand 3. limited resources and unlimited consumer wants 4. product characteristics and consumer needs 5. advertising and personal selling Save Answer 23. (Points: 1) A(n) _____ is a consumer who was sufficiently satisfied with his or her trial experience with a product to proceed with some further usage. 1. diffuser 2. innovator 3. adopter 4. laggard 5. opt-in buyer Save Answer 24. (Points: 1) A product that is perceived as new by a potential adopter, whether the product is "new to the world" or simply new to the individual, is a(n): 1. simulated new-product 2. innovation 3. discontinuous product 4. diffusion 5. laggard Save Answer 25. (Points: 1) The process by which the adoption of an innovation spreads is _____. This is the spread of a new idea from its source of invention or creation to its ultimate users or adopters. 1. circulation 2. dispersion 3. diffusion 4. transmission 5. dissemination Save Answer 26. (Points: 1) In terms of categories of adopters, those who take on the role of opinion leaders in their community are typically found within the _____. 1. early majority 2. innovators 3. early adopters 4. laggards 5. late majority Save Answer 27. (Points: 1) Which of these is NOT a characteristic that would slow the rate of adoption of new products? 1. infrequent opportunity to observe products used by others 2. no opportunity to try out the product 3. high compatibility with existing products 4. no relative advantage over substitute products 5. product complexity Save Answer 28. (Points: 1) Otto-Light is a desk light that lets hobbyists match colour swatches accurately without going outside. Its like convenient, natural sunlight inside. The lights have high marketing costs, are sold with high dealer margins, and high production costs. Ads for the product aim at educating craftspeople who work with fabrics and paints about the benefits of the Otto-Light. In which stage of the product life cycle is the light? 1. decline 2. saturation 3. introductory 4. growth 5. maturity Save Answer 29. (Points: 1) The length of the introductory stage of the product life cycle for a new product is largely determined by: 1. the size of the market 2. the product's marketing mix 3. the size of the product 4. the efficiency of the test marketing 5. product characteristics, such as advantages over substitute products Save Answer 30. (Points: 1) Normally, the longest stage of the product life cycle is the _____ stage. 1. maturity 2. development 3. introductory 4. growth 5. decline Save Answer ...
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- Fall '10