Marketing Final Exam

Brand toothbrushes d a new flavor of ben jerrys brand

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Unformatted text preview: : CB&E Model Product OBJ: 11-1 TOP: AACSB Reflective MSC: BLOOMS Comprehension 5. Marketers consider all of the following examples of new products EXCEPT: a. a 2010 model year automobile with the same style, parts, and color as the 2009 model b. the addition of a management consultant service to a company that once specialized in investment management c. a new design for Reach brand toothbrushes d. a new flavor of Ben & Jerry’s brand ice cream e. the development of a less-painful procedure for the treatment of varicose veins ANS: A All these are new products except the new model year with no other changes than the date. PTS: 1 REF: 171-172 Thinking KEY: CB&E Model Product OBJ: 11-1 TOP: AACSB Reflective MSC: BLOOMS Analysis 6. When Glade began marketing a clean linen–scented air spray, this represented which new product category? a. b. c. d. e. Repositioning strategy New product line Addition to existing product line Discontinuous innovation Revision of existing products ANS: C This was a new product that supplemented, but did not replace, a firm’s established line. PTS: 1 REF: 172 Thinking KEY: CB&E Model Product OBJ: 11-1 TOP: AACSB Reflective MSC: BLOOMS Application 7. Heinz is expected to introduce more than 400 new products in the next two years. One of the products is a spicier ketchup aimed at the baby boomer market. The spicier ketchup would be considered what type of new product? a. Discontinuous innovation b. New to market c. New product line d. Lower priced e. Addition to existing product line ANS: E Heinz is well established in the ketchup market. The spicier ketchup will be an addition to its existing product line. PTS: 1 REF: 172 Thinking KEY: CB&E Model Product OBJ: 11-1 TOP: AACSB Reflective MSC: BLOOMS Application 8. For years, Diet Dr. Pepper has been considered a diet drink. After declining sales, the company is attempting to present Diet Dr. Pepper as an alternative to having a dessert. This is an example of a _____ strategy. a. discontinuous innovation b. niche c. new-product-line d. retargeting e. repositioning ANS: E One way to create innovative products is to target new markets through repositioning. Repositioning is an attempt to change the market’s perception of a product. PTS: 1 REF: 172 Thinking KEY: CB&E Model Product OBJ: 11-1 TOP: AACSB Reflective MSC: BLOOMS Application 9. When Apple, Inc. recently introduced the new version of its iPhone 3G, it was twice as fast and cost half the price of the original iPhone. Since it was not trying to reach a new target market, Apple was using which new product strategy? a. b. c. d. e. Improved product Addition to existing product line Discontinuous innovation Repositioned product New product line ANS: A Apple was improving its current iPhone product. PTS: 1 REF: 172 Thinking KEY: CB&E Model Product OBJ: 11-1 TOP: AACSB Reflective MSC: BLOOMS Application 10. When Procter & Gamble wanted to enter the hair-care market, it purchased Wella, a leadi...
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This document was uploaded on 09/29/2013.

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