Question 1

Equipment-based services like ATMs, online brokerage firms, and automated car washes, do not have the marketing concern of

Accepted Answer

A)  inconsistency.
B)  intangibility.
C)  inseparability.
D)  inventory.
E)  independenceF) C) and D)
G) A) and C)

Question 2

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

Accepted Answer

A)  radical invention
B)  product line extension
C)  disruptive innovation
D)  brand extension
E)  product deletionF) A) and E)
G) A) and D)

Question 3

-Consider Figure 9-3 above. Services can be classified by their method of delivery. Box A represents

Accepted Answer

A)  government-delivered services.
B)  people-delivered services.
C)  fee-delivered services.
D)  equipment-delivered services.
E)  nonprofit-delivered services.F) B) and E)
G) B) and D)

Question 4

Services contribute how much to the U.S. gross domestic product as compared with goods?

Accepted Answer

A)  services contribute about the same
B)  services contribute about half as much
C)  services contribute about twice as much
D)  services contribute about one quarter as much
E)  services are not a component of GDPF) C) and D)
G) All of the above

Question 5

Compared with people-based services, equipment-based services do not have the marketing concern of

Accepted Answer

A)  intangibility.
B)  insensitivity.
C)  inventory.
D)  inconsistency.
E)  immeasurability.F) A) and B)
G) C) and E)

Question 6

Development refers to the stage of the new-product process

Accepted Answer

A)  where initial ideas are generated and discussed.
B)  that turns an idea on paper into a prototype.
C)  where product characteristics and product benefits are selected.
D)  where cross-functional team members and leaders are selected and initial tasks are assigned.
E)  where the first version of a product enters the marketplaceF) B) and E)
G) B) and D)

Question 7

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

Accepted Answer

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 questionnaireF) D) and E)
G) B) and D)

Question 8

The stage of the new product process that specifies the features of the product and the marketing strategy needed to bring it to market and make financial projections is referred to as

Accepted Answer

A)  idea generation.
B)  business analysis.
C)  marketing analysis.
D)  product development.
E)  commercialization.F) C) and D)
G) B) and D)

Question 9

With respect to price and availability, shopping products are likely to be

Accepted Answer

A)  relatively inexpensive and widely available.
B)  relatively inexpensive but very limited availability.
C)  very expensive and available at a large number of selective outlets.
D)  very expensive with very limited availability.
E)  fairly expensive and available at a large number of selective outlets.F) A) and E)
G) C) and E)

Question 10

Advertising Age named its CEO Marketer of the Decade, Fortune rated it as the world's most admired company and Bloomberg Businessweek perennially identifies it as the most innovative company in the world. This firm is

Accepted Answer

A)  IBM
B)  Microsoft
C)  3M
D)  Kodak
E)  AppleF) C) and D)
G) All of the above

Question 11

The categories for equipment-based services include __________.

Accepted Answer

A)  hand tools, simple machines, complex machines
B)  unskilled operators, skilled operators, and professional operators
C)  simple machines, technical equipment, and safety equipment
D)  those powered by unskilled labor, those operated by skilled operators, and those operated by professionals
E)  automated, those operated by unskilled operators, and those operated by skilled operatorsF) A) and C)
G) None of the above

Question 12

Among business products, support products include installations such as

Accepted Answer

A)  convenience products.
B)  buildings and fixed equipment.
C)  tools and office equipment.
D)  raw materials and component parts.
E)  maintenance, repair, and legal services.F) B) and D)
G) A) and B)

Question 13

Advertising is most important for which of the following products?

Accepted Answer

A)  bicycle
B)  toaster
C)  orange juice
D)  deck furniture
E)  watchF) B) and E)
G) B) and C)

Question 14

Which type of consumer product is purchased relatively infrequently and the purchase decision takes some time because the consumer compares offerings during the shopping experience?

Accepted Answer

A)  convenience product
B)  shopping product
C)  specialty product
D)  unsought product
E)  discretionary productF) C) and D)
G) A) and D)

Question 15

The stage of the new-product process that positions and launches a new product in full-scale production and sales is referred to as __________.

Accepted Answer

A)  marketing program execution
B)  disbursement
C)  launch
D)  commercialization
E)  final distributionF) A) and B)
G) A) and D)

Question 16

Business researchers emphasize that firms must actively involve customers and suppliers in the new-product development process. This means that the focus should be on what the new product will __________ rather than simply what they want.

Accepted Answer

A)  look like
B)  cost them
C)  do for them
D)  feel like
E)  consist of in terms of new featuresF) A) and E)
G) A) and D)

Question 17

Breyer's introduced a new line of ice cream flavors for sale in elegant black containers. This was done on a limited scale to determine consumer reactions before national distribution of the product. Breyer's new product was in the __________ stage of the new-product process.

Accepted Answer

A)  commercialization
B)  screening and evaluation
C)  business analysis
D)  development
E)  market testingF) B) and D)
G) A) and B)

Question 18

X-1 performs all of the following activities during the development stage of its new-product process EXCEPT:

Accepted Answer

A)  conduct safety tests
B)  conduct market tests
C)  use 3D drawings
D)  conduct functionality tests
E)  develop prototypesF) D) and E)
G) None of the above

Question 19

In which stage in the new-product process would a firm use both a SWOT analysis and environmental scanning to assess its strengths and weaknesses relative to the trends it identifies as opportunities or threats?

Accepted Answer

A)  idea generation
B)  screening and evaluation
C)  new-product strategy development
D)  business analysis
E)  developmentF) A) and B)
G) A) and C)

Question 20

In terms of price, which of the following types of consumer product would be relatively inexpensive?

Accepted Answer

A)  shopping product
B)  convenience product
C)  specialty product
D)  unsought product
E)  suppliesF) All of the above
G) None of the above

Exam 9: Developing New Products and Services

Breyer's introduced a new line of ice cream flavors for sale in elegant black containers. This was done on a limited scale to determine consumer reactions before national distribution of the product. Breyer's new product was in the __________ stage of the new-product process.

Correct AnswerverifiedShow Answer

With respect to price and availability, shopping products are likely to be

Correct AnswerverifiedShow Answer

Advertising Age named its CEO Marketer of the Decade, Fortune rated it as the world's most admired company and Bloomberg Businessweek perennially identifies it as the most innovative company in the world. This firm is

Correct AnswerverifiedShow Answer

Development refers to the stage of the new-product process

Correct AnswerverifiedShow Answer

Services contribute how much to the U.S. gross domestic product as compared with goods?

Correct AnswerverifiedShow Answer

The stage of the new-product process that positions and launches a new product in full-scale production and sales is referred to as __________.

Correct AnswerverifiedShow Answer

X-1 performs all of the following activities during the development stage of its new-product process EXCEPT:

Correct AnswerverifiedShow Answer

The stage of the new product process that specifies the features of the product and the marketing strategy needed to bring it to market and make financial projections is referred to as

Correct AnswerverifiedShow Answer

Advertising is most important for which of the following products?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Which type of consumer product is purchased relatively infrequently and the purchase decision takes some time because the consumer compares offerings during the shopping experience?

Correct AnswerverifiedShow Answer

Business researchers emphasize that firms must actively involve customers and suppliers in the new-product development process. This means that the focus should be on what the new product will __________ rather than simply what they want.

Correct AnswerverifiedShow Answer

Among business products, support products include installations such as

Correct AnswerverifiedShow Answer

Equipment-based services like ATMs, online brokerage firms, and automated car washes, do not have the marketing concern of

Correct AnswerverifiedShow Answer

The categories for equipment-based services include __________.

Correct AnswerverifiedShow Answer

In which stage in the new-product process would a firm use both a SWOT analysis and environmental scanning to assess its strengths and weaknesses relative to the trends it identifies as opportunities or threats?

Correct AnswerverifiedShow Answer

-Consider Figure 9-3 above. Services can be classified by their method of delivery. Box A represents

Correct AnswerverifiedShow Answer

Compared with people-based services, equipment-based services do not have the marketing concern of

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

In terms of price, which of the following types of consumer product would be relatively inexpensive?

Correct AnswerverifiedShow Answer

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