Marketing Final Exam

Through group interaction pts 1 ref 174 thinking key

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Unformatted text preview: he It’s a Dog’s Life doggy resort the owners gathered together a group of ten dog owners to discuss what they would want to see in the ideal dog day care center. This would be an example of: a. idea screening b. diffusion c. a focus group interview d. basic research e. observation ANS: C An objective of focus group interviews is to stimulate insightful comments through group interaction. PTS: 1 REF: 174 Thinking KEY: CB&E Model Product OBJ: 11-2 TOP: AACSB Reflective MSC: BLOOMS Application 109. Refer to Going to the Dogs. Before opening the It’s a Dog’s Life doggy resort, the potential company owners projected the costs involved in providing the services the target market (dog owners) appears to desire. Unfortunately, a decision was made to not proceed with the doggy resort, as the owners felt the cost to provide the services was too high considering the rates the target market would be willing to pay. The would be an example of: a. idea screening b. c. d. e. concept testing business analysis commercialization test marketing ANS: C In the business analysis stage preliminary figures for demand, cost, sales, and profitability are calculated PTS: 1 REF: 175 Thinking KEY: CB&E Model Product OBJ: 11-2 TOP: AACSB Reflective MSC: BLOOMS Application 110. Refer to Going to the Dogs. When the dog day care first launched, it most likely appealed to which product adopter category? a. Early adopters b. Early majority c. Late majority d. Innovators e. Laggards ANS: D Innovators are eager to try new ideas and products and generally have higher incomes. As a rather expensive new idea, the doggy day care would appeal to innovators first. PTS: 1 REF: 179 Thinking KEY: CB&E Model Customer OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 111. Refer to Going to the Dogs. For many dog owners, it may be hard to understand the difference between a traditional kennel and a dog day care, especially given the price differential. As a result, dog day cares may offer special low rates for first-time users in an effort to reduce which of the following issues concerning the rate of diffusion? a. Compatibility b. Complexity c. Observability d. Innovativeness e. Relative advantage ANS: C By lowering the price for first-time users, the dog day care will make it easier for dog owners to try the facility and experience its benefits. PTS: 1 REF: 180 Thinking KEY: CB&E Model Product OBJ: 11-4 TOP: AACSB Reflective MSC: BLOOMS Application 112. Refer to Going to the Dogs. One challenge to adoption of the dog day care is the fact that dog owners are used to paying a somewhat minimal fee for boarding their dogs in a kennel, while a day care center may demand many times as much for the same time span. This suggests that the _____ of the new product may affect the rate of diffusion. a. compatibility b. complexity c. relative advantage d. observability e. trialability ANS: A Compatibility refers to the degree to which the new product is consistent with existi...
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