question

what can be considered a new product?

answer

a new product line, a new-to-the-world product, an addition to an existing product line, an improvement or revision of an existing product

question

After declining sales of Diet Dr. Pepper as a diet drink, the company is attempting to present it as an alternative to having a dessert which is an example of a ______strategy.

answer

repositioning strategy

question

Oakley, a manufacturer of protective eyewear, has introduced sunglasses that play music which is an example of_________.

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addition to existing product line

question

A(n)______links the new product development process with objectives of the marketing department, the business unit, and the corporation.

answer

new product strategy

question

first stage of the new-product development process is:

answer

establishing the new-product strategy

question

process where a group thinks of as many ways to vary a product or solve a problem as possible without considering the practicality of ideas

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brainstorming

question

A manufacturer assembled a group of nine regular customers and asked them to discuss what they like and do not like about its current product line for full-figured women and to suggest new-product ideas. The manufacturer used a research technique called a:

answer

focus group

question

the screening and concept testing stage of the new-product development process is used to:

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eliminate undesirable ideas and predict consumer acceptance

question

In the___ stage of new-product development, preliminary demand, cost, sales, and profitability estimates are made.

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business analysis

question

when selecting a test market city, a researcher should look for a city

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where the demographics and purchasing habits mirror the overall market for the product

question

they adopt a product because most of their friends have already done so, and their adoption is usually the result of pressure to conform because they rely on group norms

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late majority

question

product characteristic affecting the rate of adoption characterized by the degree to which a product is perceived as superior to existing substitutes is:

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relative advantage

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the phase of the product life cycle in which healthy profits usually begin to appear is the ______stage.

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growth

question

stage of the product life cycle where marginal competitors start dropping out of the market

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maturity

question

unique characteristics that distinguish services from goods

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intangible, inseparable, heterogeneous, perishable

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characteristic that can be easily assessed prior to purchase, such as the softness of a mattress or the color of curtains

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search quality

question

characteristic that consumers have difficulty assessing even after purchase because they do not have the necessary knowledge or experience

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credence quality

question

auto repair, manicures, and landscaping are all services that are produced and consumed at the same time. All of these exhibit the service characteristic of :

answer

inseparability

question

the service characteristic that makes it hard to achieve consistency and standardization of services

answer

heterogeneity

question

Western Union is in the business of providing a medium for international money transfers. The wire transfer of funds is the __________ the company provides.

answer

core service

question

which service pricing objective seeks to match supply and demand by varying prices?

answer

operations oriented

question

many nonprofit organizations are pressured or required to serve the max number of people by targeting the average user, which pressures them to adopt which type of targeting strategy?

answer

undifferentiated

question

announcement in mass media for which no charge is made and which promotes programs, activities or services of federal, state, or local govt or the programs, activities or services of nonprofit organizations.

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public service advertising

question

ability of two or more companies to develop social connections that serve to guide their interactions when working together

answer

relationship integration

question

process that allows companies to prioritize their marketing focus on different customer groups according to each group's long-term value to the company or the supply chain

answer

customer relationship management

question

the activities that enable the demand management process to work include:

answer

customer data collection, forecasting of future demand, sales and operations planning, the development of activities that tend to smooth out demand

question

Mattel ordered 18 million toys made in China to be recalled because of hazards such as the use of lead paint. Mattel's _____ process allowed it to handle the product recall efficiently

answer

returns management

question

an extra allotment of inventory that companies sometimes choose to hold in the event that demand spikes, or if forecasts regarding the amount of demand are too low.

answer

safety stock

question

Papa John's uses UPS trucks in its deliveries to establishments painted with the Papa John's logo and company colors. Papa John's is using:

answer

outsourcing

question

the activities that enable the demand management process to work include:

answer

customer data collection, forecasting of future demand, sales and operations planning, the development of activities that tend to smooth out demand

question

major characteristic that is used to differentiate among types on intermediaries is whether they:

answer

take title to the products they sell

question

intermediaries who facilitate the sales of a product from producer to end user by representing retailers, wholesalers, or manufacturers and providing little input as to the terms of the sale.

answer

agents and brokers

question

when customers can purchase HP computers from retail stores like Best Buy and Office Depot, online directly from HP, and through various catalogs

answer

multiple distribution arrangement

question

distribution strategy that is used when chewing gum and soft drinks are sold in grocery stores, service stations, convenience stores, drugstores, discount stores, and motel vending machines

answer

intensive distribution strategy

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achieved by screening dealers to eliminate all but a few in any single geographic area

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selective distribution

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both parties retain their independence and pursue their own interests while attempting to benefit from the goods or services provided by the other

answer

arm's length channel relationship

question

capacity of a particular marketing channel member to control or influence the behavior of other channel members is known as

answer

channel power

question

A company controls over 90 percent of the market and has great power over its distributors. In its marketing channel, it would be considered a....

answer

channel captain

question

marketing channels make distribution simpler by reducing the number of transactions required to get products from manufacturers to consumers. This is called:

answer

contact efficiency

question

channel conflict that occurs btwn different levels in a marketing channel

answer

vertical conflict

question

franchisee buys the right to use the franchisor's approach to doing business

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business format franchisors

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main function of promotional strategy

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convince the target customers that a firm's products offer competitive advantages over those of its competition

question

competitive advantage

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unique aspect of an organization that causes target customers to patronize that firm rather than competitors

question

communication process

answer

encoding, decoding, channel, sender, and receiver

question

Campbell's soup has been promoting through television commercials, radio spots, newspaper coupons and magazine advertisements. These media served as_____ for the message

answer

channels

question

anything that interferes, distorts, or slows down the transmission of information

answer

noise

question

four basic tasks of promotion

answer

informing, persuading, reminding, and connecting

question

persuasion normally becomes the primary promotion goal when:

answer

the product enters the growth stage of the product life cycle

question

promotional mix consists of:

answer

advertising, public relations, sales promotion, personal selling, and social media

question

The American Plastics Council wants to stimulate more consumer demand for products that are packaged in plastic. The ads will be run in consumer magazines and will hopefully cause customers to ask retailers to carry more products packaged in plastic. The American Plastics Council is planning to use a (n)__________ strategy.

answer

pull strategy

question

is often caused by by an inability of some channel members to keep up with the changing times

answer

channel conflict

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