Marketing Final Exam

Cbe model product obj 11 1 top aacsb reflective msc

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: ng German company specializing in hair-care products. What new product category does this acquisition represent for P&G? a. Repositioning strategy b. New product line c. Addition to existing product line d. Discontinuous innovation e. Revision of existing products ANS: B New product lines are defined as products that a firm has not previously offered. PTS: 1 REF: 172 Thinking KEY: CB&E Model Product OBJ: 11-1 TOP: AACSB Reflective MSC: BLOOMS Application 11. Oakley, a manufacturer of protective eyewear for various kinds of sports, has introduced sunglasses that play music. The glasses weigh just a few ounces and can hold up to 120 songs. These sunglasses would be an example of a(n): a. repositioning strategy b. new product line c. addition to existing product line d. discontinuous innovation e. revision of existing products ANS: C The new sunglasses supplement the firm’s established product line. PTS: 1 REF: 172 Thinking KEY: CB&E Model Product OBJ: 11-1 TOP: AACSB Reflective MSC: BLOOMS Application 12. Victorinex has long manufactured Swiss Army knives and developed a line of upscale Swiss Army watches. The Swiss Army brand gave the company credibility over other watch manufacturers and allowed the company to continue targeting sports-minded males between the ages of 18 and 35 years. Victorinex used which strategy to create new products? a. b. c. d. e. New-to-the-world product New product line Repositioned product Addition to a current product line Discontinuous innovation ANS: B It was offering watches, which it had not done in the past. PTS: 1 REF: 172 Thinking KEY: CB&E Model Product OBJ: 11-1 TOP: AACSB Reflective MSC: BLOOMS Application 13. _____ occurs when an existing product is targeted toward new market segments. It is another type of new-product development because the product is new to that segment. a. Brainstorming b. Diffusing c. Repositioning d. Screening e. Reciprocity ANS: C Repositioned products are existing products targeted at new markets or market segments, or ones repositioned to change the current market’s perception of the product. PTS: 1 REF: 172 Thinking KEY: CB&E Model Product OBJ: 11-1 TOP: AACSB Reflective MSC: BLOOMS Knowledge 14. Companies that are most likely to succeed in the development and introduction of new products typically are characterized by all of the following EXCEPT: a. establish an environment conducive to achieving new-product objectives b. make the long-term commitment needed to support innovation and new-product development c. capitalize on experience to achieve and maintain competitive advantage d. use a company-specific approach, driven by corporate objectives and strategies, with a well-defined new-product strategy at its core e. introduce ten new products every year ANS: E Introducing a specific number of new products each year is not one of the factors identified for success. PTS: 1 REF: 172 Thinking KEY: CB&E Model Product OBJ: 11-2 TOP: AACSB Reflective MSC: BLOOMS Anal...
View Full Document

This document was uploaded on 09/29/2013.

Ask a homework question - tutors are online