Q&A Hero

Q: Ideally, before a new product or service is developed, a firm should have a precise protocol, which is a statement that identifies: (1) __________; (2) specific customers' needs, wants, and preferences; and (3) what the product or service will be and do to satisfy consumers. A. a clear plan for product distribution B. an analysis of potential competitors' products C. a precise budget of how much can be spent for the marketing program D. a well-defined target market E. clear financial goals and expectations

Q: New product or service failures may be reduced or avoided if the company developing them has A. support from marketer-dominated sources of information. B. a clear patent approved by the governments within the countries it wants to market. C. a statement of competitive intent. D. stakeholder approval in the development process. E. a precise protocol.

Q: Ideally, before a new product or service is developed, a firm should have a precise __________, which is a statement defining the target market, specifying customers' needs, and defining what the product or service will be and do to satisfy consumers. A. formula B. contract C. modus operandi D. protocol E. methodology

Q: A statement that identifies: a well-defined target market; specific customers' needs, wants, and preferences; and what the product will be and do to satisfy consumers is referred to as a new product's or service's A. protocol. B. proposition. C. modus operandi. D. formula. E. methodology.

Q: A new product or service protocol refers to A. the standardized procedures a firm follows for the inception, design, manufacturing, promotion, and distribution of a new product. B. a formalized statement of intent regarding what will be sold, to whom it will be sold, and by whom it will be sold. C. maintaining compliance with all licensing, manufacturing, and distribution standards established by the U.S. Federal Trade Commission (FTC). D. a statement that identifies a well-defined target market, specific customers' needs, wants, and preferences, and what the product or service will be and do to satisfy consumers. E. the raw unwritten ideas to produce a single commercially successful new product.

Q: Using an existing brand name to introduce a product that is new to the company into a totally new, unfamiliar market seems like a good idea. Several years ago, Harley-Davidson introduced perfume under the Harley-Davidson brand name - and it failed quickly. This innovation strategy is known as a A. radical invention. B. product line extension. C. disruptive innovation. D. product deletion. E. brand extension.

Q: A few years ago, Frito-Lay developed Frito-Lay Lemonade as a thirst-quencher for those consumers who also like Frito-Lay's salty snacks such as Fritos corn chips. But when people think of the brand name Frito-Lay, thirst-quenching is not a benefit that comes to mind and Frito-Lay Lemonade failed. This innovation strategy is known as a A. brand extension. B. radical invention. C. product line extension. D. disruptive innovation. E. product deletion.

Q: Using an existing brand name to introduce a product that is new to the company into a totally new, unfamiliar market seems like a good idea. Several years ago, Cosmopolitan magazine introduced Cosmopolitan-branded yogurt, and it failed quickly. This innovation strategy is known as a A. radical invention B. product line extension C. disruptive innovation D. brand extension E. product deletion

Q: Using an existing brand name to introduce a product that is new to the company into a totally new, unfamiliar product category seems like a good idea. This is what Cosmopolitan, purveyor of fashion magazines, did when it introduced its own __________, which failed quickly. A. aspirin B. yogurt C. disposable underwear D. soda (soft drink) E. perfume

Q: Which of the following new products is the best example of the LOWEST level of risk from the company's point of view? A. adding Ball Park Beef Franks with Cheese to the Ball Park Franks line B. moving from production of land-line telephones to smartphones C. marketing the first Apple computer D. changing the formula from Coca-Cola to New Coke and then back to Coca Cola Classic E. offering online marketing classes rebranded under a new college name

Q: Mr. Clean is an antibacterial cleaning liquid for home use. If Proctor and Gamble (P&G), the manufacturer of Mr. Clean, added Mr. Clean Magic Eraser Bath Scrubber to the Mr. Clean product line, it would be seen by P&G as A. a discontinuous innovation. B. a new product from the company's perspective because it is a product line extension. C. a high-risk product mix extension because it is new to the market. D. new by the Federal Trade Commission for the usual one-year period. E. not a new-product because it does not represent a different SKU.

Q: From an organization's perspective regarding its new products and innovations, which of the following new-product strategies has the HIGHEST level of risk? A. a radical invention B. a brand extension C. a product line extension D. a jump in innovation E. a product deletion

Q: From an organization's perspective regarding its new products and innovations, which of the following new-product strategies has the LOWEST level of risk? A. a radical invention B. a brand extension C. a product line extension D. a jump in innovation E. a product refinancing

Q: The Federal Trade Commission (FTC) considers a product new only A. for a period of one year after it enters widespread distribution. B. if it is functionally different from a competitor's product. C. until a new and improved version of the same product is produced. D. for a period of six months after it enters regular distribution. E. for a period of seventeen years at which time patent rights are returned to the public domain.

Q: Figure 9-4 According to Figure 9-4 above, column C represents a A. continuous innovation. B. discontinuous innovation. C. dynamically continuous innovation. D. spontaneous innovation. E. simultaneous innovation.

Q: Figure 9-4 According to Figure 9-4 above, column B represents a(n) A. continuous innovation. B. discontinuous innovation. C. disruptive innovation. D. dynamically continuous innovation. E. evolutionary innovation.

Q: Figure 9-4 According to Figure 9-4 above, column A represents a(n) A. spontaneous innovation. B. continuous innovation. C. discontinuous innovation. D. dynamically continuous innovation. E. evolutionary innovation.

Q: Dragon Naturally Speaking, a speech recognition software program that allows you to use your voice instead of a keyboard to input text into a word processing program, is an example of a(n) A. continuous innovation. B. discontinuous innovation. C. dynamically continuous innovation. D. disruptive improvement. E. evolutionary innovation.

Q: Napster was the first software that allowed an individual to easily search for and exchange MP3 music files with other individuals (in some cases illegally). When it was introduced, Napster would have been an example of a A. discontinuous innovation. B. continuous innovation. C. dynamically continuous innovation. D. regulatory innovation. E. disruptive improvement.

Q: In the early 1900s, your great-great-grandfather probably purchased his first automobile. After years of driving a horse and buggy, he got into his new car and drove it into his new garage. The new automobile was an example of a A. continuous innovation. B. dynamically continuous innovation. C. disruptive improvement. D. discontinuous innovation. E. evolutionary innovation.

Q: Which of the following products at the time of its introduction was the best example of a discontinuous innovation? A. DVD player B. disposable lighters C. instant light charcoal D. liquid laundry detergent E. automatic dishwashers

Q: The emphasis of a marketing strategy for a discontinuous innovation would most likely be to A. generate awareness among consumers. B. advertise benefits to consumers that stress points of differentiation. C. educate consumers about new consumption patterns through personal selling. D. obtain widespread distribution in multiple channels. E. stress price differentials from competitors' products.

Q: A discontinuous innovation is a product that A. disrupts consumers' normal routine but does not require totally new learning. B. requires no new learning by consumers. C. is not purchased by innovators and early adopters. D. initiates obsolescence of a product class. E. requires consumers to learn entirely new patterns of behavior and product usage.

Q: Heinz EZ Squirt Photo A product that requires the learning of entirely new consumption patterns among consumers is referred to as a(n) A. continuous innovation. B. discontinuous innovation. C. dynamically continuous innovation. D. evolutionary innovation. E. progressive innovation.

Q: Heinz EZ Squirt Photo When Heinz introduced its new EZ Squirt Ketchup bottle (see the photo above), the degree of newness for the consumer would make this a A. continuous innovation. B. discontinuous innovation. C. dynamically continuous innovation. D. spontaneous innovation. E. continuous invention.

Q: LG Electronics recently introduced the Fridge-TV with a 15" television screen mounted in the right side refrigerator door. This is an example of which type of innovation? A. inventive innovation B. continuous innovation C. discontinuous innovation D. dynamically continuous innovation E. continuous invention

Q: Philips Sonicare recently introduced the DiamondClean rechargeable toothbrush. A key innovation is its Quadpacer interval timer that goes off after 30-seconds to prompt the user to move on to the next quadrant of the mouth that results in better cleaning and improved gum health. This is an example of which type of innovation? A. disruptive innovation B. continuous innovation C. discontinuous innovation D. dynamically continuous innovation E. evolutionary innovation

Q: There have been pasta sauces on the market for years. These sauces have always required the pasta to be precooked before it is mixed with the sauces and other ingredients. The development of Prego Pasta Bake Sauce that does not require the use of pre-cooked pasta would be an example of a(n) A. continuous innovation. B. discontinuous innovation. C. evolutionary innovation. D. disruptive innovation. E. dynamically continuous innovation.

Q: LG Electronics Inc. has entered into an agreement with Google to offer selected smartphone models that use a multitouch interface rather than buttons to make calls with Google's Android operating system. When the multitouch interface was first introduced, it was an example of which type of innovation? A. continuous innovation. B. discontinuous innovation. C. disruptive innovation. D. dynamically continuous innovation. E. evolutionary innovation.

Q: A product that disrupts consumers' normal routines but does not require totally new learning is a A. continuous innovation. B. dynamically continuous innovation. C. discontinuous innovation. D. progressive innovation. E. disruptive innovation.

Q: The first LCD (liquid crystal display) flat-panel HD (high definition) TV is an example of which type of innovation? A. continuous innovation B. dynamically continuous innovation C. discontinuous innovation D. insignificant innovation E. disruptive innovation

Q: The addition of Clorox II bleach to Tide laundry detergents is an example of a A. discontinuous innovation. B. bundled innovation. C. dynamically continuous innovation. D. disruptive innovation. E. continuous innovation.

Q: At the time of its introduction, which of the following products was the best example of a continuous innovation? A. the first Apple iPhone B. Atari, the first video game system C. Sunsilk Silky Straight shampoo and conditioner with tip-targeting technology D. Dragon Naturally Speaking voice-recognition software E. Naturalpoint Trakir, which replaces the computer mouse by tracking head movements and then translating those head movements into cursor commands

Q: Wrigley's new Alert Energy Caffeine Gum "offers a portable solution that lets adults control their caffeine intake." This new gum is most likely which type of innovation? A. continuous innovation B. dynamically continuous innovation C. discontinuous innovation D. insignificant innovation E. disruptive innovation

Q: At the time of its introduction, which of the following products was the best example of a continuous innovation? A. home security system B. disposable lighter C. microwave oven D. electric toothbrush E. video camera

Q: The emphasis of a marketing strategy for a continuous innovation concentrates on A. obtaining narrow distribution. B. setting a low price. C. generating awareness. D. using reminder advertising to reeducate consumers. E. using personal selling.

Q: A product that is new in some way but requires no new behaviors to be learned by consumers is a A. continuous innovation. B. discontinuous innovation. C. dynamically continuous innovation. D. product transformation. E. concurrent innovation.

Q: An important way of viewing new products is in terms of their effects on consumption, which from the perspective of consumers is by A. the price. B. the extent of media promotion. C. the degree of potential product cannibalization. D. the presence of feature bloat. E. the degree of learning involved.

Q: A product can be classified as new if it __________ from existing products. A. is functionally different B. is different in color C. is different in its packaging D. is different in price E. requires a different distribution channel

Q: A product can be classified as new from all of the following perspectives EXCEPT: A. the organization's. B. existing offerings. C. legal. D. the firm's competitors. E. the consumer's.

Q: The proliferation of extra characteristics in a product that overwhelms many consumers with mind-boggling complexity is referred to as A. feature overkill. B. product line extension. C. feature bloat. D. sensory overload. E. product differentiation.

Q: Feature bloat is A. an exaggeration of a product's performance capabilities. B. the overcharging in price for a minor product enhancement. C. the requirement of having consumers learn new behaviors with a continuous innovation. D. an excessive number of product attributes that overwhelms consumers with unnecessary complexity. E. the increase in package size when adding more content or making it larger (the mega phenomenon).

Q: The relationship between a product line and product mix is A. product mixes include product lines. B. product lines include product mixes. C. product lines refer to consumer products; product mixes refer to business products. D. product mixes refer to consumer products; product lines refer to industrial products. E. there is no significant difference other than minor product variations of color, size, or form.

Q: Newman's Own is a company that gives all of its profits to charities. The company produces popcorn, salsa, pasta sauces, and salad dressings under the Newman's Own brand name. These product lines comprise the company's A. product mix. B. stock keeping units. C. product category. D. product class. E. marketing category.

Q: A company's product mix is equal to the sum of its A. marketing mix. B. product class. C. product items. D. product lines. E. SKUs.

Q: Procter & Gamble, however, has a large __________ that includes product groupings such as beauty and grooming (Crest toothpaste and Gillette razors) and household care (Downy fabric softener, Tide detergent), and Pampers diapers. A. marketing mix. B. product class. C. product items. D. product lines. E. product mix.

Q: A product mix refers toA. all of the different product lines offered by an organization.B. the variations within a product class.C. a specific product SKU that has a unique brand, size, or price.D. a group of products that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same types of outlets, or fall within a given price range.E. the entire product category or industry.

Q: All of the different product lines offered by an organization are collectively referred to as a A. product class. B. product mix. C. product SKUs. D. marketing mix. E. target mix.

Q: Crapola Granola Products Photo During a recent shopping trip to Target, Carlie noticed that the store offered many Glad products, including many different types of trash bags and a large variety of food storage containers. For Glad, each of these two product groupings is an example of a __________. A. product line B. product item C. product mix D. product industry E. product class

Q: Crapola Granola Products Photo The Vermont Teddy Bear Company sells handmade Teddy bears designed to be given as gifts for almost every occasion imaginable. For the Vermont Teddy Bear Company, Teddy bears are an example of a A. product class. B. product mix. C. SKU. D. marketing category. E. product line.

Q: Crapola Granola Products Photo The Crapola Granola products photo shown above best describes which of the following? A. a product item B. a product line C. a product mix D. a product category E. a brand line

Q: Which of the following is an example of a product line? A. Scope mouthwash B. Zephyrhills natural spring water in 8 oz. bottles C. The Yellow Pages for Gainesville, Florida D. Hallmark Mother's, Father's Day, and Grandparent's Day cards E. Apple iPad

Q: Which of the following statements about product lines is most accurate? A. An advantage of a narrow product line is the ability to have a greater gap between price points. B. Product lines refer to consumer products; product mixes refer to industrial products. C. An advantage of broad product lines is increased likelihood of access to large retail chain distribution. D. A benefit of having a narrow product line is that it enables both consumers and retailers to simplify their buying decisions. E. A broad product line reduces R&D costs.

Q: A product line is a group of product or service items that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, and are distributed through the same type of outlets, or __________. A. are made of similar components B. fall within a given price range C. made from the same formulations D. are identical except for price E. require high levels of R&D

Q: A product line is a group of product or service items that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, __________, or fall within a given price range. A. are made of similar components B. made from the same formulations C. require high levels of R&D D. have one SKU number E. are distributed through the same type of outlets

Q: A product line is a group of product or service items that are closely related because they satisfy a class of needs, are used together, __________, are distributed through the same type of outlets, or fall within a given price range. A. are made of similar components B. require high levels of R&D C. are sold to the same customer group D. made from the same formulations E. have one SKU number

Q: A product line is a group of product or service items that are closely related because they satisfy a class of needs, __________, are sold to the same customer group, are distributed through the same type of outlets, or fall within a given price range. A. are made of similar components B. are used together C. have one SKU number D. require high levels of R&D E. made from the same formulations

Q: A product line refers toA. a product and all its ancillary services (warranties, financing, etc.).B. the variations within a product class.C. a specific product SKU that has a unique brand, size, or price.D. a group of product or service items that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same types of outlets, or fall within a given price range.E. the entire product category or industry.

Q: A __________ is a group of product or service items that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same type of outlets, or fall within a given price range. A. product item B. product line C. product mix D. product class E. product form

Q: A group of product or service items that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same types of outlets, or fall within a given price range is referred to as a __________. A. product class B. product mix C. product category D. marketing category E. product line

Q: A __________ is the unique identification number that defines an item for ordering or inventory purposes. A. unique stock mark B. QR code C. stock keeping unit D. order quantity code E. NAICS stock code

Q: The Vermont Teddy Bear Company sells handmade Teddy bears designed to be given as gifts for almost every occasion imaginable. The Love Bandit Bear is one bear it designed for people to give to each other on Valentine's Day. The Love Bandit Bear is an example of a A. product item. B. product mix. C. product class. D. product form. E. product line.

Q: A product item refers toA. the variations within a product class.B. the entire product category or industry.C. a group of SKUs that are closely related.D. a specific product that has a unique brand, size, or price.E. the services offered by an organization.

Q: Variations of a product (shape, configuration) within a product class are referred to as the A. product form. B. product item. C. product line. D. product class. E. product mix.

Q: The term product class refers to A. the NAICS designation of an individual product or brand. B. the designation of an individual product based upon its form. C. a variation of a product within a product mix. D. the designation of a product based on whether it is a consumer product or business product. E. the entire product category or industry a set of offerings belong to.

Q: Which of the following are key dimensions of service quality that might be used to perform a gap analysis for airline travel? A. gap analysis, intangibility, and reliability B. respect, diligence, and honesty C. honesty, intangibility, and diligence D. alacrity, fairness, and product knowledge E. reliability, tangibility, and responsiveness

Q: Many restaurants now ask consumers to evaluate their experience on a short questionnaire when they pay their bill. This assessment of consumer expectations compared to the actual experience they had is a form of __________. A. service encounter survey B. customer profile analysis C. gap analysis D. customer contact audit E. service audit

Q: In a gap analysis, a person can establish expectations for a service he or she has not yet experienced through word-of-mouth communications, personal needs, past experiences, and promotional activities. However, the actual experiences are determined by A. the way the organization delivers its service. B. the positive reinforcement from friends, family, and peers, after the service was provided. C. repeat encounters with the same service provider. D. psychological feelings of well-being. E. a formal post-purchase evaluation or questionnaire.

Q: How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications, personal needs, past experiences, and __________. A. the economy B. consumer income C. competitive trends D. promotional activities E. how the organization delivers its service

Q: How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications, personal needs, __________, and promotional activities. A. how the organization delivers its service B. past experiences C. competitive trends D. the economy E. consumer income

Q: How a person establishes expectations for a service not yet experienced is influenced by word-of-mouth communications, __________, past experiences, and promotional activities. A. personal needs B. the economy C. consumer income D. competitive trends E. how the organization delivers its service

Q: How a person establishes expectations for a service not yet experienced is influenced by __________, personal needs, past experiences, and promotional activities. A. the economy B. consumer income C. word-of-mouth communications D. competitive trends E. how the organization delivers its service

Q: In using a gap analysis, the two basic components of a customer's evaluation of a service areA. expectations and customer contact.B. expectations and experience.C. intangibility and inconsistency.D. experience and credence.E. inconsistency and inseparability.

Q: The type of analysis that compares the differences between consumers' expectations about a service and their experience with it based on dimensions of service quality is referred to as A. customer relationship management. B. service encounter differential. C. gap analysis. D. a customer contact audit. E. a service audit.

Q: Southwest Airlines operates five flights daily between Chicago and Phoenix during the winter. One flight leaves Phoenix at 12:10 p.m. The plane, a Boeing 737, has a capacity of 120 passengers. During the past month, the flight has averaged 24 passengers, a load factor of only 20 percent. Once the plane takes off, the empty seats generate no revenue for the airline for that flight. What unique aspect of services does this situation describe? A. incongruity B. intangibility C. inconsistency D. inseparability E. idle production capacity

Q: Andrea Arenas is the owner of 2 Places at 1 Time, a concierge company. She and her staff of 60 perform everyday services such as walking the dog, picking up cleaning, waiting for the repairman, and going to the post office for people who are too busy to perform these simple acts. She has often been hired by major corporations to perform services for their harried executives, and even other employees. Her staff is overworked and she will soon hire more employees to fill demand. Arenas is not currently experiencing __________; in fact, all of her employees and equipment are fully being used. A. off-peak pricing B. idle production capacity C. static demand D. capacity marketing E. capacity inventory

Q: The emergency room staff in Houston's largest hospital is pleasantly surprised when a four-day Fourth of July weekend brings in few accident victims for treatment. They know from experience that such public holidays usually have high rates of accidents. For the hospital's business office, the lower demand for the emergency room services means A. a break in the service continuum. B. its services are no longer tangible. C. its services can be separated from the staff. D. the hospital has idle production capacity. E. an opportunity for gap analysis.

Q: What does idle production capacity refer to? A. a situation where the demand for exceeds the availability of service providers and as a result, no services can be offered B. when the supply of service providers exceeds the primary demand for the service C. a situation where a service provider is available but there is no demand for the service D. integrating the service component of the marketing mix with efforts to influence consumer demand E. the potential profits of one service provider serving multiple clients at the same time

Q: Idle production capacity refers toA. the minimum number of customers that a service provider can serve and still remain profitable.B. the maximum number of customers that a service provider must serve in order to remain profitable.C. the ability of a service provider to redirect its efforts so even when there is no primary demand, employees are still able to meet selective demand.D. a situation that occurs when a service provider is available but there is no demand for the service.E. a situation that occurs when the primary demand for a service exceeds that number of service deliverers available to meet that demand.

Q: A situation that occurs when a service provider is available but there is no demand is referred to as A. off-peak pricing. B. idle production capacity. C. static demand. D. capacity management. E. excess inventory.