Q&A Hero

Q: There are several factors why a consumer would be reluctant to adopt a new product. For example, a consumer might be reluctant to adopt a new product because of a value barrier, which occurs when __________. A. there are physical, economic, or social risks B. there are cultural differences C. the financial commitment is too great D. there is no incentive to change E. the product is not consistent with existing habits

Q: A new exercise video contends that with one day of fasting and a one-hour period of intense cardiovascular exercise, the average individual can lose five pounds a week and be in peak health within six months of starting the program. __________ barriers could doom the new product to failure because the product's claims are not consistent with how consumers think and behave. A. Psychological B. Social C. Physical D. Risk E. Usage

Q: What role do people play in the managing of services? In answering the question, discuss the concept of customer experience management (CEM).

Q: What role does price play in the managing of services?

Q: If a customer is reluctant to try a new product because he would have to change his normal every day behaviors, the company is most likely facing a __________ barrier. A. usage B. risk C. value D. financial E. psychological

Q: Explain the importance of branding for service marketers.

Q: There are several reasons why a consumer might be reluctant to adopt a new product. For example, a consumer might be reluctant to adopt a new product because of a usage barrier, which occurs when __________. A. there is no incentive to change B. there are physical, economic, or social risks C. there are cultural differences D. the financial commitment is too great E. the product is not compatible with existing habits

Q: The shape of a Coca-Cola bottle is quite distinctive. Specifically, what packaging benefit does this firm use?

Q: All of the following are types of barriers to the adoption of new products EXCEPT: A. risk B. regulatory C. psychological D. usage E. value

Q: How does packaging provides communication, functional, and perceptual benefits for manufacturers, retailers, and consumers?

Q: Under the concept of the diffusion of innovation, consumers who have a fear of debt and depend on neighbors and friends as their information sources are called __________ product adopters. A. innovators B. early adopters C. early majority D. late majority E. laggards

Q: What is the difference between multiproduct branding and multibranding strategies? What advantages are offered by each of these two approaches?

Q: As product adopters, laggards A. have a fear of debt and use neighbors and friends as information sources. B. are skeptical and have below average social status. C. are deliberate and use many informal social contacts. D. are leaders in social settings and have a slightly above average education. E. are venturesome, highly educated, and use multiple information sources.

Q: What is multiproduct branding? What are its advantages? Disadvantages?

Q: In terms of the diffusion of innovation, laggards account for __________ of product adopters. A. 2.5% B. 13.5% C. 16% D. 34% E. 50%

Q: Identify and describe the four branding strategies that product and brand managers use.

Q: Under the concept of the diffusion of innovation, consumers who are skeptical and with below average social status are called __________ product adopters. A. innovators B. early adopters C. early majority D. late majority E. laggards

Q: What six criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each criterion.

Q: As product adopters, members of the late majority A. have a fear of debt and use neighbors and friends as information sources. B. are skeptical and have below average social status. C. are deliberate and use many informal social contacts. D. are leaders in social settings and have a slightly above average education. E. are venturesome, highly educated, and use multiple information sources.

Q: Define brand equity. List the four sequential steps used to develop brand equity. Which step is the most difficult?

Q: In terms of the diffusion of innovation, late majority accounts for __________ of product adopters. A. 2.5% B. 13.5% C. 16% D. 34% E. 50%

Q: Describe a brand name and explain how it is related to a logo.

Q: Under the concept of the diffusion of innovation, consumers who are deliberate adopters with many informal social contacts are called __________ product adopters. A. innovators B. early adopters C. early majority D. late majority E. laggards

Q: For more than 30 years, Starkist put 6.5 ounces of tuna into its regular-sized can. Today, Starkist puts only 6.125 ounces of tuna into the same-size can but charges the same price. Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price. There are two sides to the ethical argument about this practice: that of consumer advocates and that of manufacturers. What is the practice called and what is the basic position of each side?

Q: As product adopters, members of the early majority A. have a fear of debt and use neighbors and friends as information sources. B. are skeptical and have below average social status. C. are deliberate and use many informal social contacts. D. are leaders in social settings and have a slightly above average education. E. are venturesome, highly educated, and use multiple information sources.

Q: Popsicle Package Photos There is one visible difference between the two packages in the Popsicle package photos shown above (one a 15-pack and the other a 20-pack), even though both sold for the same price. Discuss which aspect(s) might be considered legal but unethical, and why.

Q: In terms of the diffusion of innovation, early majority accounts for __________ of product adopters. A. 2.5% B. 13.5% C. 16% D. 34% E. 50%

Q: Explain the difference between trading up and trading down when repositioning a product.

Q: Under the concept of the diffusion of innovation, consumers who are leaders in social setting, and have slightly above average education are called __________ product adopters. A. innovators B. early adopters C. early majority D. late majority E. laggards

Q: Compare the three ways to manage a product through its product life cycle.

Q: In terms of new product purchases, early adopters A. have a fear of debt and use neighbors and friends as information sources. B. are skeptical and have below average social status. C. are deliberate and use many informal social contacts. D. are leaders in social settings and have a slightly above average education. E. are venturesome, highly educated, and use multiple information sources.

Q: Describe the concept of diffusion of innovation. Identify the category and incidence in the population for each product adopter.

Q: In terms of the diffusion of innovation, early adopters account for __________ of product adopters. A. 2.5% B. 13.5% C. 16% D. 34% E. 50%

Q: What are the five shapes that a product life cycle can take? For each type, describe (and as an option, draw) its characteristics.

Q: When Apple first introduced the Apple II personal computer in 1977, industry analysts predicted that very few would be sold. However, a short time after the product was made available, consumers who were young, well-educated, bold, and well-informed began buying them. While those buyers were relatively few in number, marketers like IBM and Compaq were encouraged because other, less adventuresome consumers like businesspeople would likely adopt personal computers later. Based on the diffusion of innovation concept, those first buyers of personal computers were __________. A. early adopters B. early majority C. innovators D. product leaders E. diffusion leaders

Q: How long is a product life cycle? What determines its length?

Q: Under the concept of the diffusion of innovation, consumers who are venturesome, highly educated, and use multiple information sources are called what kind of product adopters? A. innovators B. early adopters C. early majority D. late majority E. laggards

Q: Describe the decline stage of the product life cycle. Explain the two strategies a company might employ if its product were in the decline stage of its product life cycle.

Q: As product adopters, innovators A. have a fear of debt and use neighbors and friends as information sources. B. are skeptical and have below average social status. C. are deliberate and use many informal social contacts. D. are leaders in social settings and have a slightly above average education. E. are venturesome, highly educated, and use multiple information sources.

Q: Explain the difference between primary demand and selective demand.

Q: In terms of the diffusion of innovation, innovators account for __________ of product adopters. A. 2.5% B. 13.5% C. 16% D. 34% E. 50%

Q: Identify and describe the stages of the generalized product life cycle. For each stage, specify the marketing objective a firm should attempt to achieve.

Q: For any product to be successful, it must be purchased by __________. A. early adopters and laggards B. early majority and late majority C. late majority and laggards D. innovators and early majority E. innovators and early adopters

Q: The "Mean Stinks" ignition was designed to primarily reach which segment of prospective customers? A. baby boomer women B. teen girls C. Gen X girls D. Gen Y boys E. teen boys

Q: Figure 10-4 The consumers represented by E in Figure 10-4 above are called __________. A. laggards B. innovators C. late majority D. early majority E. early adopters

Q: The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers EXCEPT: A. print advertising. B. public relations. C. Facebook. D. its website secret.com. E. brand ambassadors.

Q: Figure 10-4 The consumers represented by D in Figure 10-4 above are called __________. A. innovators B. late majority C. early majority D. early adopters E. laggards

Q: Secret maintains its leadership position as one of many products in what is typically considered a __________ product category. A. fad B. low-learning C. fashion D. high-learning E. specialty

Q: Figure 10-4 The consumers represented by C in Figure 10-4 above are called __________. A. innovators B. late majority C. early majority D. early adopters E. laggards

Q: Service organizations must manage the availability of the offering so that __________ and the organization's assets are used in ways that will maximize the return on investment (ROI). A. marginal costs exceeds marginal revenues B. service encounters can identify planning gaps C. demand matches capacity over the duration of the demand cycle D. the price elasticity of demand is unitary E. the service experience is consistent with the sharing economy standards of the organization's industry

Q: Figure 10-4 The consumers represented by B in Figure 10-4 above are called __________. A. innovators B. late majority C. early majority D. early adopters E. laggards

Q: Capacity management refers to A. integrating the service component of the marketing mix with efforts to influence consumer demand. B. when the service provider is available but there is no demand. C. charging different prices during different times of the day or during different days of the week to reflect variations in demand for the service. D. the practice of changing prices for services in real time in response to supply and demand conditions. E. the operating cost per hour per employee or technology subtracted from the revenue generated by each full-time employee equivalent.

Q: Figure 10-4 The consumers represented by Segment A in Figure 10-4 above are called __________. A. early adopters B. early majority C. late majority D. laggards E. innovators

Q: Integrating the service component of the marketing mix with efforts to influence consumer demand is referred to as __________. A. customer management B. internal marketing C. product management D. capacity management E. seven Ps of services marketing

Q: The largest numbers of product adopters with respect to the diffusion of innovation are found among __________. A. innovators and laggards B. early majority and late majority C. late majority and laggards D. innovators and early majority E. innovators and early adopters

Q: Most services have a limited capacity due to the __________ of the service from the service provider and the perishable nature of the service. A. inventory B. inconsistency C. intangibility D. information E. inseparability

Q: The classifications of innovators, early adopters, early majority, late majority, and laggards are all based upon __________. A. how frequently a consumer uses a product B. the number and strength of competitors C. when consumers begin buying a new product D. the time it takes to educate a consumer in the use of a new technology E. how quickly consumers respond to an advertising message or campaign

Q: In the seven Ps of services marketing, the term "process" involves not only "what" gets created but also A. "if" it gets created at all. B. "how" it gets created. C. "when" it gets created. D. for "whom" it gets created. E. "why" it gets created.

Q: The key idea behind diffusion of innovation is that __________. A. not all consumers accept a new product at the same time; adoption of a product spreads slowly throughout the population B. once a product enters the market, the time span between awareness and purchase is incredibly short C. the introduction of an entire new product class almost always diffuses the importance of its predecessor within a matter of months D. adoption of a new product line does not change the diffusion rate of older lines in the market E. the rate of adoption is independent of other product form innovations or competitive products in the marketplace

Q: In the seven Ps of services, the term "process" refers to A. the patented steps of service encounters that distinguish one service provider from another. B. licensed procedures that have met ISO 9000 guidelines for safety. C. the procedures, mechanisms, and flow of activities by which the service is created and delivered. D. a protocol for behaviors and activities for people-based rather than technology-based services. E. the decisions consumers' make during the purchase of services.

Q: The process of a product spreading through the population is called the __________. A. spread of innovation B. proliferation of innovation C. acceptance of innovation D. dispersal of innovation E. diffusion of innovation

Q: The actual procedures, mechanisms, and flow of activities by which a service is created and delivered is referred to as __________. A. process B. procedure C. productivity D. protocol E. plan

Q: The life cycle of a product depends on sales to __________. A. consumers B. distributors C. intermediaries D. regulators E. exporters

Q: Service firms can manage their physical environment to influence customers' perceptions through A. service delivery management. B. relationship management. C. customer experience management. D. exposure management. E. impression management.

Q: Imagine that Eveready has developed solar rechargeable batteries that cost only slightly more to produce than the rechargeable batteries currently available. These solar batteries can be recharged by sunlight up to 5 times, after which they are to be discarded. Unfortunately, the production process cannot be patented, so competitors could enter the market within a year. Which of the following is the best description of the product life cycle of this product? A. rapid growth followed by rapid decline B. long, level beginning, and rapid ascent C. moderately slow introduction, followed by modest growth, gradually leveling off D. high introductory sales, with rapid decline E. high initial sales followed by slow decline

Q: The tangibles that make up the service, such as buildings, landscaping, vehicles, furnishings, signage, brochures, and equipment, comprise which element of the seven Ps of services marketing? A. process B. place C. physical environment D. productivity E. product

Q: Some singers sing a great song that shoots to the top of the charts. The singers then go on tour and have sold-out concerts everywhere they appear. Just as quickly (particularly if they are unable to follow their first hit song with a second one), they are singing in half-filled concert halls, then smaller clubs, and eventually no one wants to hear them perform. Such "one-hit wonder" singers are best categorized as being __________ products. A. fad B. low-learning C. fashion D. generalized E. high-learning

Q: The appearance of the environment in which the service is delivered and where the firm and customer interact can influence the customer's __________ of the service. A. repeat usage B. branding C. exploitation D. life cycle E. perception

Q: Which of the following products would have a fad product life cycle curve? A. women's hosiery B. electric cars C. convection ovens D. pet rocks E. sport drinks

Q: Experts suggest that the customer experience management (CEM) process should be all of the following EXCEPT: A. consistent. B. undifferentiated. C. valuable. D. intentional. E. relevant.

Q: Which of the following products would have a fad product life cycle curve? A. women's hosiery B. car tattoos C. electric cars D. convection ovens E. sport drinks

Q: The customer experience management (CEM) process should A. allow for spontaneity and not be too rigid or planned. B. be unique to each individual customer's experience. C. stress the similarities in style, function, and form of their service relative to the top competitors in the industry. D. differentiate a service from other service offerings. E. be performed by someone outside the firm to guarantee objectivity.

Q: Which type of product has equally rapid introduction and decline stages of the product life cycle? A. high-learning products B. low-learning products C. fashion products D. generalized products E. fad products

Q: The process of managing the entire customer experience with the company is referred to as A. services marketing. B. internal marketing. C. customer experience management. D. relationship marketing. E. gap analysis.

Q: Products that experience rapid sales on introduction and then an equally rapid decline are called __________ products. A. high-learning B. low-learning C. fashion D. fad E. primary

Q: Customers will often judge the __________ of the service experience based on the performance of the people providing the service. A. price B. productivity C. process D. quality E. physical environment

Q: Products that are introduced, decline, and seem to return are characteristic of the __________ type of product life cycle. A. high-learning B. low-learning C. fashion D. fad E. generalized

Q: Many services depend on __________ for the creation and delivery of the customer service experience. A. people B. government C. process D. productivity E. physical environment

Q: Which of the following products would have a fashion product life cycle curve? A. high-top sneakers B. parabolic skis C. personal flotation devices D. razor blades E. hockey helmets

Q: Many nonprofit organizations use PSAs in their media planning. What does the acronym "PSA" stand for? A. public stakeholder agreement B. promotional service amendment C. public sustainability amendment D. promotional setting announcement E. public service announcement