Basic Marketing Ch 10 – Flashcards

Advil, toothpaste, newspaper.

a product that requires comparison shopping because it is fairly expensive than a convenience product and is found in fewer stores Ex. Cameras, TVs, airplane tickets, etc.

items that the consumer makes a special effort to search out and buy and it's very expensive. Ex. Rolls-Royce cars, Rolex watches, and heart surgery

items that the consumer does not know about or knows about or knows about but does not initially want. Ex. Burial insurance and thesaurus

requires no new learning by consumers. Ex. New improved shaver or detergent

Disrupts consumer's normal routine but does not require totally new learning Ex. Electric toothbrush, CD player, and automatic flash unit for cameras

requires new learning and consumption patterns by consumers. Ex. VCR, DVR, and electric car

This results when a product is introduced too soon, too late, or when consumer tastes are shifting dramatically.

Research shows that a distinctive point of difference is the single most important factor for a new product to defeat competing ones—having superior characteristics that deliver unique benefits to the user. General Mills introduced Fingos, a corn chipsized sweetened cereal flake. Unfortunately, consumers did not perceive the need to switch from potato chips. The primary reason for the failure of Fingos was

Without this protocol, firms try to design a vague product for a phantom market. Developed by Kimberly-Clark, Avert Virucidal tissues contained vitamin C derivatives scientifically designed to kill cold and flu germs when users sneezed, coughed, or blew their noses into them. The product failed in test marketing. People didn't believe the claims and were frightened by the "cidal" in the brand name, which they connected to words like suicidal. A big part of Avert's failure was its lack of a product protocol that clearly defined how it would satisfy consumer wants and needs.

?Kroger required that Birds Eye pay $15,000 to get its new Vegetable Quinoa Pilaf placed in the frozen vegetable freezer section of its supermarkets. This payment is an supermarkets. This payment is an example of a _________________. a payment a manufacturer makes to place a new item on a retailers shelf

If a new grocery product does not achieve a predetermined sales target, some retailers require a penalty payment by the manufacturer to compensate them for sales that its valuable shelf space failed to make. What is this type of payment called?