Marketing test Ch 7, 12, 13, 16, & 17 – Flashcards
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Sara Lee builds their brands on:
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Consumer needs
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What is the one reason Sara Lee developed a new white bread with whole grains?
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they saw consumer needs changing
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The "sensory panel" is an example of:
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premarket testing
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Sara Lee also used concept testing and customer input to develop their
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packaging design
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Sara Lee's use of the focus group to help develop the package is an example of:
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idea generation
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Sending the product out to test families is a from of
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market testing
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Sara Lee determined the new product was a success at which stage of the development process?
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evaluation of results
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When the firm makes the first physical form of a new product that has the same properties as a new product but is produced through different manufacturing processes, it is called a(n):
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prototype
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Sara Lee is able to make a decision for its ____ after analyzing the results of its market testing
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product launch
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The performance of a product over time in terms of sales and profits is called the:
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Product lifecycle
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This is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service.
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Brand equity
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Wegman's excellent ___________ far exceeds customer expectations, especially for a grocery store chain.
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Customer service
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________ suggests that services are different from products because the consumption experience may be different every time. Wegman's is trying to reduce this by giving all customers a positive experience.
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Variability
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Wegmans is developing a ________ compared with other grocery retail outlets based on exceptional customer service.
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Sustainable competitive advantage
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Webmans sends their employees in their fish and meat department to a "university" program to become experts on their product categories. This helps increase ________, one of the foundations of service quality.
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Assurance
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The ambiance of the cafe located inside Wegmans is an example of a ________ component of Wegmans' service quality strategy.
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Tangible
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The marketing of services differs from product marketing because services are:
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Intangible, inseparable, variable and perishable
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Which of the following is NOT one of the five dimensions used by consumers to determine overall service quality?
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Repeatability
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The zone of tolerance identifies _______ along the five dimensions of service quality.
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The difference between what a customer really wants and what they are willing to accept
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The process of attempting to regain a customer's confidence after a service failure is called:
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Recovery
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In order to be effective, service recovery must:
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All are true
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The New Balance plants and factories shown in the video are primarily involved in:
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Manufacturing
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The process for shoes made in the U.S. is more complicated because they import:
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raw materials
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New Balance's supply chain revolves around:
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sales forecasts
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Distributing products to retailers on an as needed basis as described in the video is an example of a/an _____ system
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JIT
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The adjustments needed in supply chain management cannot work well within a/an:
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Independent supply chain
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Inventory management is valuable to retailers mostly because product storage is:
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Costly
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Conflicts between supply chain members are often about how to fairly split:
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Profits
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A supply chain is also called _____.
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a marketing channel
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Franchising involves a/an _____ supply chain
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contractual
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Firms that use a(n) _____ supply chain allocate merchandise to stores based on demand forecasts.
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push
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Traditional store-based retailers are placing more emphasis on other selling channels, so they are evolving into:
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Multi-channel retailers
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Since Mars, Inc., created www.mymms.com, they have been able to collect:
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Consumer information
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The M&M's store in Times Square is a(n):
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Specialty store
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M&M's first marketing channel was:
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The U.S. military
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M&M's are suitable to be sold through many different outlets because:
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They are small and their packaging can be adapted
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A manufacturer would use this type of distribution if it grants geographic territories to one or very few retailers so no one else can sell a particular brand.
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Exclusive
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Dollar General and Family Dollar Stores are small, full-line discount stores that offer a limited merchandise assortment at very low prices, so they would be classified as _____.
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Extreme value stores
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Which of the following is considered the greatest advantage offered to consumers by brick-and-mortar stores compared to online shopping?
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Touching and feeling products
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If Kleenex produced a new, eco-friendly personal-sized package of tissues, which it intended to get into as many retail outlets as possible, it should chose a(n) _____ distribution intensity.
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Intensive
