MKT101-Chapter 8 & 9 Review

JumBo Games is launching a new set of game toys in the commercialization stage. The first decision to make is introduction timing and the second is where to launch the new product.

• A. TRUE

• B. FALSE

Which of the following statements best explains why idea screening may be the most important step of new-product development?

• A) It increases the number of ideas generated.

• B) Some potentially profitable ideas may be perceived by the idea screeners.

• C) Some ideas that will become market disasters may be originally viewed favorably by the idea screeners.

• D) It gives research and development team members an opportunity to gather consumer feedback.

• E) It saves the company money in product development costs by giving the green light to only the product ideas that are likely to be profitable.

P&G has sold off a number of lesser or declining brands such as Oxydol detergent and Jif peanut butter. In these examples, management decided to ________ the products.

• A) further test

• B) maintain

• C) drop

• D) harvest

• E) ignore the test market results of

When Heinz introduced EZ Squirt packaging and new colors such as Blastin' Green and Awesome Orange to revitalize consumer buying, the company was ________.

• A) modifying the market

• B) modifying the pricing strategy

• C) modifying the distribution

• D) modifying the product

• E) dropping the product

All of the following are a manufacturer's sponsorship options for a product EXCEPT ________.

• A) manufacturer's brand

• B) multibrands

• C) private brand

• D) licensed brand

• E) co-branding

 

________ means that services cannot be separated from their providers, whether the providers are people or machines.

• A) Service intangibility

• B) Service inseparability

• C) Service variability

• D) Service perishability

• E) Service heterogeneity

Service providers must consider four special characteristics when designing marketing programs. Which is NOT one of these characteristics?

• A) Service intangibility

• B) Service inseparability

• C) Service variability

• D) Service perishability

• E) Service heterogeneity

Product mix ________ refers to the number of different product lines the company carries.

• A) length

• B) height

• C) width

• D) perimeter

• E) depth

Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide ________.

• A) labeling information

• B) brand equity

• C) support services

• D) packaging advantages

• E) product mixes

What are the two dimensions of product quality?

• A) consistency and level

• B) performance and resistance

• C) design and innovation

• D) Conformance and style

• E) feature and design