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Unformatted text preview: 1. The _____ is the starting point in creating a marketing mix. Student Response Value Correct Answer Feedback 1. production line 2. distribution channel 3. price Student Response 4. product 100% Student Response 5. promotional media General Feedback: The product must be specified before other marketing mix variables can be planned. Score: 1/1 2. Why is creation of a product the starting point for the marketing mix? Student Response Value Correct Answer Feedback Student Response 1. Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified. 100% Student Response 2. The production department must know what to produce first. 3. Product development takes the longest amount of time to complete. 4. Actually, the product does not have to be the starting point-- promotional strategies are often the starting point. 5. Production strategy is the first of the four Ps listed in the marketing mix. General Feedback: The product is the first decision around which the others are based. Score: 1/1 3. 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: Student Response Value Correct Answer Feedback 1. the marketing plan it selects for its products Student Response 2. its product mix plan 0% 3. how well the manufacturer satisfies its customers' needs Student Response 4. the competition encountered by the manufacturer 5. the way it implements its production strategy General Feedback: Products succeed because they deliver benefits and satisfy customer needs. Score: 0/1 4. _____ products are purchased with little shopping effort. These products are purchased regularly, usually with little planning, and require wide distribution. Student Response Value Correct Answer Feedback 1. Specialty 2. Unbranded shopping 3. Branded shopping Student Response 4. Convenience 100% Student Response 5. Generic Score: 1/1 5. Which of the following is the best example of a shopping product for most consumers? Student Response Value Correct Answer Feedback 1. a soda to drink before class 2. a meal plan at the university cafeteria 3. the text book for this marketing class 4. a pair of Nike running shorts Student Response 5. a new television set 100% Student Response General Feedback: Shopping products are typically more expensive than convenience products (alternatives a and b) and are found in fewer shops. Alternative c describes a specialty product because of the specification of a brand name as does alternative e. Score: 1/1 6. _____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited. Student Response Value Correct Answer Feedback 1. Exclusive shopping 2. Heterogeneous convenience 3. Homogeneous convenience Student Response 4. Specialty 100% Student Response 5. Branded shopping Score: 1/1 7. A product line is a group of products that are closely related because the: Student Response Value Correct Answer Feedback 1. products are all priced about the same 2. same company developed the idea for each product 3. products share the same product managers 4. products are all sold under the same brand name Student Response 5. products all function in a similar manner and provide similar benefits 100% Student Response General Feedback: A product line is a group of closely related products offered by the organization that basically perform the same tasks and provide the same benefits. Score: 1/1 8. 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: Student Response Value Correct Answer Feedback 1. product inconsistency 2. product line 3. product mix Student Response 4. customer mix Student Response 5. line depth 0% General Feedback: An organization's product mix includes all of the products that it sells. Score: 0/1 9. Ocean Spray manufactures Cranberry Juice Cocktails. The addition of Light Cranberry Juice Cocktails is a way that Ocean Spray can expand its product: Student Response Value Correct Answer Feedback 1. line width 2. breadth mix 3. mix depth Student Response 4. line depth 100% Student Response 5. mix width General Feedback: Product line depth is the number of product items in a product line. Score: 1/1 10. 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: Student Response Value Correct Answer Feedback 1. perceptual map 2. brand quality standard Student Response 3. brand equity 100% Student Response 4. brand loyalty hierarchy 5. evoked set General Feedback: The term brand equity refers to the tremendous value of company and brand names. Score: 1/1 11. A(n) _____ refers to brands where at least 20 percent of the product is sold outside the home country. Student Response Value Correct Answer Feedback 1. master brand Student Response 2. global brand 100% Student Response 3. evoked set 4. ethnocentric trademark 5. equity brand name Score: 1/1 12. Internet Web sites for manufacturers like General Electric, Toyota, and Sherwin-Williams paint can provide these businesses with a nontraditional way to: Student Response Value Correct Answer Feedback 1. diminish brand loyalty 2. get away with deceptive market practices because the web is not regulated Student Response 3. generate brand awareness 100% Student Response 4. help their product brand names become generic 5. avoid income taxes on international sales General Feedback: See Gerber, Procter & Gamble, and Campbell's Soup examples in text. Score: 1/1 13. 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: Student Response Value Correct Answer Feedback 1. a new means of segmenting its market Student Response 2. a master brand strategy 3. a brand equity strategy 4. a move toward functional obsolescence Student Response 5. a repositioning strategy 0% Score: 0/1 14. 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. Student Response Value Correct Answer Feedback 1. UPC Student Response 2. informational 100% Student Response 3. functional 4. environmental 5. demographic General Feedback: See discussion of low-fat products in text. Score: 1/1 15. Labels that contain standard promotional claims like "new," "improved," and "super" are examples of _____ labels. Student Response Value Correct Answer Feedback Student Response 1. persuasive 100% Student Response 2. descriptive 3. information 4. functional 5. repositioning General Feedback: Persuasive labels primarily focus on a promotional theme or logo, and try to sell the customer on a new or changed feature. Score: 1/1 16. 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? Student Response Value Correct Answer Feedback 1. No, peanut butter cannot be considered an innovation. Student Response 2. No, it is only a product addition. 0% 3. Yes, this is a discontinuous innovation. 4. No, this is not a product improvement. 5. Yes, additions to the product line are new products. Student Response General Feedback: An addition to the existing product line is considered a new product by marketers. Score: 0/1 17. 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: Student Response Value Correct Answer Feedback 1. discontinuous innovation Student Response 2. slow-diffusing product 3. venture product 4. episodic innovation Student Response 5. sporadic innovation 0% General Feedback: New-to-the-world products, where the product category itself is new, are also called discontinuous innovations. Score: 0/1 18. 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): Student Response Value Correct Answer Feedback 1. addition to an existing product line Student Response 2. new product line 3. revision to existing products Student Response 4. repositioning strategy 0% 5. discontinuous innovation Score: 0/1 19. The first stage of the new-product development process is: Student Response Value Correct Answer Feedback Student Response 1. screening and concept testing 0% 2. developing a business analysis 3. exploring opportunities 4. establishing the new-product strategy Student Response 5. the building of a prototype General Feedback: New product strategy is the first subset of the organization's new-product development plan. It specifies what roles new products play in the organization's overall plan and describes goals. Score: 0/1 20. 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: Student Response Value Correct Answer Feedback 1. health care providers Student Response 2. people representing the different segments of the family life cycle 0% 3. members of other hospitals 4. people who would be categorized as baby boomers Student Response 5. a sampling of all stakeholders from the sponsoring hospital General Feedback: To be useful, focus groups should contain people who are most directly affected by the focus groups outcome. Score: 0/1 21. 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: Student Response Value Correct Answer Feedback 1. concept testing Student Response 2. product development 0% 3. basic research 4. applied research Student Response 5. brainstorming General Feedback: Applied research takes new technologies and attempts to find useful applications for them. Score: 0/1 22. In the long run, products fail because of a poor match between: Student Response Value Correct Answer Feedback 1. product characteristics and consumer needs Student Response 2. advertising and personal selling Student Response 3. prices and consumer demand 0% 4. limited resources and unlimited consumer wants 5. the marketing mix and physical distribution General Feedback: This poor match is a violation of the marketing concept, which focuses on serving customer needs with the product. Score: 0/1 23. A(n) _____ is a consumer who was sufficiently satisfied with his or her trial experience with a product to proceed with some further usage. Student Response Value Correct Answer Feedback 1. diffuser 2. innovator 3. opt-in buyer 4. laggard Student Response 5. adopter 100% Student Response Score: 1/1 24. 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): Student Response Value Correct Answer Feedback 1. laggard Student Response 2. innovation 100% Student Response 3. discontinuous product 4. diffusion 5. simulated new-product Score: 1/1 25. 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. Student Response Value Correct Answer Feedback 1. dissemination 2. circulation Student Response 3. diffusion 100% Student Response 4. dispersion 5. transmission Score: 1/1 26. In terms of categories of adopters, those who take on the role of opinion leaders in their community are typically found within the _____. Student Response Value Correct Answer Feedback 1. innovators 2. early majority 3. late majority 4. laggards Student Response 5. early adopters 100% Student Response Score: 1/1 27. Which of these is NOT a characteristic that would slow the rate of adoption of new products? Student Response Value Correct Answer Feedback Student Response 1. high compatibility with existing products 100% Student Response 2. no relative advantage over substitute products 3. infrequent opportunity to observe products used by others 4. no opportunity to try out the product 5. product complexity General Feedback: Products that are compatible with others will gain from existing product knowledge, past experiences, and correct needs. Score: 1/1 28. 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? Student Response Value Correct Answer Feedback 1. introductory Student Response Student Response 2. growth 0% 3. decline 4. saturation 5. maturity General Feedback: These characteristics illustrate the introductory stage of the product life cycle. Score: 0/1 29. The length of the introductory stage of the product life cycle for a new product is largely determined by: Student Response Value Correct Answer Feedback 1. product characteristics, such as advantages over substitute products Student Response 2. the size of the market 3. the efficiency of the test marketing Student Response 4. the product's marketing mix 0% 5. the size of the product General Feedback: The introductory stage of the product life cycle is affected by how customers perceive the characteristics of the product. Other factors that affect the length of the introductory stage are the educational effort required to use the item and management's resource commitment to the item. Score: 0/1 30. Normally, the longest stage of the product life cycle is the _____ stage. Student Response Value Correct Answer Feedback 1. introductory 2. decline 3. development 4. growth Student Response 5. maturity 100% Student Response Score: 1/1 ...
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- Fall '10
- Marketing, Brand, new product development, Student response, research Student Response