Marketing Final Exam

Market success of these new flavors a compatibility b

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Unformatted text preview: th others will gain from existing product knowledge, past experiences, and current needs. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 68. A European dairy that is famous for its rich ice creams has introduced basil-, tomato-, fennel-, and oregano-flavored ice creams. Which of the following product characteristics would most likely influence the market success of these new flavors? a. Compatibility b. Comparability c. Complexity d. Tangibility e. Competitive advantage ANS: A Is the ice cream consistent with existing product experiences? PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 69. When the Segway Human Transporter was introduced in 2002, many people expected the product to be a phenomenal success. While the Segway is still on the market, it has never been the success so many expected. A recent Wall Street Journal article suggested that the Segway, while brilliant technologically, seemed impractical to most people since it could not be used to replace their current method of transportation. In other words, the Segway had problems with: a. compatibility b. relative advantage c. observability d. trialability e. longevity ANS: A Since the Segway could not replace consumer’s current transportation, it was incompatible with consumers’ transportation needs. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 70. Many product failures such as Cucumber antiperspirant spray, Toaster Eggs, and Health-Sea seasausages most likely did not succeed because they did not conform to the product characteristic of: a. complexity b. trialability c. total advantage d. observability e. compatibility ANS: E These products most likely failed because they were not compatible with existing products and because customers could not relate to them. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 71. The product characteristic affecting the rate of adoption characterized by the degree to which a product is perceived as superior to existing substitutes is: a. compatibility b. complexity c. relative advantage d. e. product differentiation competitive advantage ANS: C The relative advantage is the degree to which a product is perceived to be superior to existing substitutes. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Knowledge 72. Biopure Corp. is developing a human blood substitute called Hemopure. Unlike donated human blood that needs to be refrigerated and expires after a short period of time, Hemopure is shelf stable and can be stored for two years or more. Also, it does not need to be matched to a person’s blood type. These factors make it well-suited for trauma cases where blood must be transfused at an accident site or on the battlefield. Which product characteristic influenci...
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This document was uploaded on 09/29/2013.

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