Marketing Ch. 9 – Flashcards with Answers
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A good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers' needs and is received in exchange for money or something else of value is referred to as a(n)
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Product
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Among consumer products, personal selling is especially important for
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costly durable goods
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Services are
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intangible activities or benefits that an organization provides to satisfy consumers' needs in exchange for money or something else of value.
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Consumer products are classified based on the: (1) attributes used in making the purchase decision; (2) frequency of purchase; and (3)
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effort the consumer spends on the decision.
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Inexpensive products with widespread availability are considered to be
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convenience products.
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Which of the following is the best example of a specialty product?
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a Ferretti yacht
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As consumers demand for Ford cars increases, Ford may increase its demand for paint spraying equipment, which in an example of __________ for the latter.
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derived demand
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The camera lens module for Apple's iPhone is manufacturers by Largan Precision and its touch panel comes from TPK. These are considered __________ for Apple's product.
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components
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Teachers, optometrists, and social workers are service workers that could be classified as
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professionals.
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Equipment-based services do not have the marketing concerns of inconsistency because
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employees do not have direct contact when providing services to consumers.
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A student who is inadequately helped by someone in career services and whose phone calls to the librarian remain unanswered may start to have a negative perception of her school, despite the fact that she has learned a lot in her classes. This is a function of the __________ aspect of services.
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inseparability
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Idle production capacity can be reduced by
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cutting a part-time worker's hours during slow periods.
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The willingness to help customers and provide prompt service is referred to as
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responsiveness.
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Annie's Organic Shells & White Cheddar, an organic macaroni and cheese, is an example of a
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product item.
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Which of the following products at the time of their introduction was the best example of a continuous innovation?
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Blu-Ray player
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Ideally, before a new product is developed, a firm should have a precise protocol, which is a statement that identifies: (1) what the product will be and do to satisfy consumers; (2) specific customers' needs, wants, and preferences; and (3) __________.
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a well-defined target market
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There are eight marketing reasons why a new product can fail. One of these is __________.
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having an insignificant point of difference
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There are six organizational problems that can cause new-product disasters. One of them is __________.
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avoiding the "NIH problem"
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Which stage in the new-product process results in the definition of the new product protocol and identifies the role it might serve in the firm's business portfolio?
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new-product strategy development
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Amanda is the owner of a company called Piquant (which means having a pleasantly sharp taste or appetizing flavor). She was looking for a new product to go with her company's line of food condiments when a customer suggested creating a spicy mayonnaise. This is an example of
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open innovation.
