MKT 230 CH 12 Quiz – Flashcards
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In the product modification, the first issue to consider is whether
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the product is modifiable
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Morgan is interested in upgrading to a new sofa for her apartment. Morgan looks online to see what new models her favorite sofa brand has available and can get information on the style and color; however, she can't actually sit on the sofa to determine its comfort level. Morgan is able to evaluate the _____ modification to the sofa, but not the _______
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aesthetic; functional
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Why are line extensions more common than new products
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they are less expensive and lower risk
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Select the true statement concerning testing markets
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testing markets is a limited introduction of the product in areas chosen to represent the intended market
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One disadvantage of test marketing a new product is that
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competitors may copy the product
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Which of the following is the best definition of product features
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specific design characteristics that allow a product to preform certain tasks
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Schwinn has developed a new bicycle that has the strongest and lightest weigh frame of any bicycle outside of those made for racing. In addition, Schwinn has added several new features to its bike that are attractive to individuals who work as "bike messengers" in large, urban cities. Since no other company makes a bike that has these specific attributes, Schwinn is creating
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product differentiation
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All of the following major steps in developing new products except
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evaluation of competitors' efforts
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The three major ways to modify a product line include
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aesthetic, quality, and functional changes
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A run-out policy of production deletion
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exploits and strengths left in the product
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Product deletion can best be described as the process of deleting a product from the product mix when it
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no longer satisfies a sufficient number of customers
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A brand managers is multi product firm would be responsible for
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performance of a specific brand
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To differentiate their products, companies sometimes emphasize the product support services that they offer. This is especially true when
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consumers perceive all products in a market to have essentially the same quality, design, and features
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Three major ways in which marketers engage in product differentiation are
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product quality. product design and features, and product support services
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The phase of new product development in which a small sample of potential buyers are presented with a product idea through a written or oral description in order to determine their attitudes and initial buying intentions regarding the product is called
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concept testing
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The members of a venture team (sometimes referred to as a cross-functional team) come from
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different functional areas of an organization
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A new variety of Doritos is initially introduced in Ft. Worth, Texas; Columbia, South Carolina; Peria, Illinois; and Spokane, Washington. After its initial success, Frito Lay markets the Doritios in those entire states, then the adjacent states, and finally the entire country. Frito-Lay is using a ________ for its new variety of Dorito's
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roll-out approach
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The major drawback to using aesthetic modifications is
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that the value of the modification is determines subjectively
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Which of the following is the best example of a functional modification
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A smoke alarm is modified to be more sensitive to smoke at further distances.
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Coca-Cola has expanded Diet Coke, Cherry Coke, and Caffeine-free Coke, to name a few. These are examples of
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line extensions
