Question 1

Which of the following is considered an idea?

Accepted Answer

A)  a pen 
B)  pet food 
C)  teeth whitening 
D)  a marketing class 
E)  fitness 
A)  a pen 
B)  pet food 
C)  teeth whitening 
D)  a marketing class 
E)  fitness

Question 2

Business products are

Accepted Answer

A)  products organizations buy that assist in providing other products for resale. 
B)  supplies necessary for the day-to-day operations of a business. 
C)  ancillary services necessary for the operation of a business. 
D)  products that are sold exclusively to for-profit businesses. 
E)  products purchased by the ultimate consumer. 
A)  products organizations buy that assist in providing other products for resale. 
B)  supplies necessary for the day-to-day operations of a business. 
C)  ancillary services necessary for the operation of a business. 
D)  products that are sold exclusively to for-profit businesses. 
E)  products purchased by the ultimate consumer.

Question 3

The emphasis of a marketing strategy for a dynamically continuous innovation would include

Accepted Answer

A)  advertising to generate awareness. 
B)  obtaining widespread distribution. 
C)  advertising to explain points of difference and benefits. 
D)  setting a low price. 
E)  using personal selling. 
A)  advertising to generate awareness. 
B)  obtaining widespread distribution. 
C)  advertising to explain points of difference and benefits. 
D)  setting a low price. 
E)  using personal selling.

Question 4

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, disposable pen, lighter, and razor maker Bic introduced perfume under the Bic brand name and it failed quickly. This innovation strategy is known as a

Accepted Answer

A)  radical invention. 
B)  product line extension. 
C)  disruptive innovation. 
D)  product deletion. 
E)  brand extension. 
A)  radical invention. 
B)  product line extension. 
C)  disruptive innovation. 
D)  product deletion. 
E)  brand extension.

Question 5

One reason new products fail is that although most major corporations use a formal decision-making process, sometimes they fail to critically evaluate the progress along the way. This is why many firms have a ________ to ensure that problems are corrected before proceeding to the next stage.

Accepted Answer

A)  written protocol 
B)  Stage-Gate®process 
C)  cross-functional team 
D)  prototype test 
E)  test market 
A)  written protocol 
B)  Stage-Gate®process 
C)  cross-functional team 
D)  prototype test 
E)  test market

Question 6

The ________ stage of the new-product development process includes an examination of the technical feasibility for the product, such as 3M determining that the firm's micro-replication technology (the 3,000 tiny gripping fingers per square inch) could be used to improve the gripping power of both batting and work gloves.

Accepted Answer

A)  development 
B)  Stage-Gate® 
C)  idea generation 
D)  business analysis 
E)  screening and evaluation 
A)  development 
B)  Stage-Gate® 
C)  idea generation 
D)  business analysis 
E)  screening and evaluation

Question 7

A new-product or service protocol is

Accepted Answer

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 (FT
C) . 
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. 
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 (FT
C) . 
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.

Question 8

Which of these is considered a service?

Accepted Answer

A)  a presidential candidate 
B)  a bicycle 
C)  a taco 
D)  a cab ride 
E)  environmentalism 
A)  a presidential candidate 
B)  a bicycle 
C)  a taco 
D)  a cab ride 
E)  environmentalism

Question 9

Which of these new products is the best example of the lowest level of risk from the company's point of view?

Accepted Answer

A)  adding Ball Park Beef Franks with Cheese to the Ball Park Franks line 
B)  moving from production of landline 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 
A)  adding Ball Park Beef Franks with Cheese to the Ball Park Franks line 
B)  moving from production of landline 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

Question 10

A concept test is an

Accepted Answer

A)  internal evaluation among members of the entire cross-functional new-product development team that consists of preliminary testing of a new-product idea rather than the actual product. 
B)  external evaluation with consumers that consists of preliminary testing of a new-product idea rather than the actual finished product. 
C)  internal evaluation that consists of preliminary testing of a new-product idea using a mock-up or prototype of the new item. 
D)  in-house computer simulation of the new product that closely resembles the actual product to forecast sales. 
E)  in-depth questionnaire filled out both by internal marketing personnel and external customers to ensure that the final product meets all the needs expressed in the original product plan. 
A)  internal evaluation among members of the entire cross-functional new-product development team that consists of preliminary testing of a new-product idea rather than the actual product. 
B)  external evaluation with consumers that consists of preliminary testing of a new-product idea rather than the actual finished product. 
C)  internal evaluation that consists of preliminary testing of a new-product idea using a mock-up or prototype of the new item. 
D)  in-house computer simulation of the new product that closely resembles the actual product to forecast sales. 
E)  in-depth questionnaire filled out both by internal marketing personnel and external customers to ensure that the final product meets all the needs expressed in the original product plan.

Question 11

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 toothpaste manufacturer Colgate did when it put its brand name on Colgate's Kitchen Entrees, which failed quickly. This innovation strategy is an example of an unsuccessful

Accepted Answer

A)  brand extension. 
B)  radical invention. 
C)  product line extension. 
D)  disruptive innovation. 
E)  product diversification. 
A)  brand extension. 
B)  radical invention. 
C)  product line extension. 
D)  disruptive innovation. 
E)  product diversification.

Question 12

An assessment of the "business fit" of the proposed new product, from whether it can be economically produced to the marketing strategy needed to have it succeed, takes place during which stage of the new-product development process?

Accepted Answer

A)  business analysis 
B)  screening and evaluation 
C)  new-product strategy development 
D)  development 
E)  every stage with the exception of new-product strategy development 
A)  business analysis 
B)  screening and evaluation 
C)  new-product strategy development 
D)  development 
E)  every stage with the exception of new-product strategy development

Question 13

Dell used ________ to generate 13,464 ideas online for new products as well as website and marketing improvements.

Accepted Answer

A)  brainstorming 
B)  crowdsourcing 
C)  group think 
D)  outsourcing 
E)  data mining 
A)  brainstorming 
B)  crowdsourcing 
C)  group think 
D)  outsourcing 
E)  data mining

Question 14

Industrial services are support products that include items such as

Accepted Answer

A)  stationery, paper clips, and brooms. 
B)  tools and office equipment. 
C)  buildings and fixed equipment. 
D)  raw materials and component parts. 
E)  maintenance, repair, and legal services. 
A)  stationery, paper clips, and brooms. 
B)  tools and office equipment. 
C)  buildings and fixed equipment. 
D)  raw materials and component parts. 
E)  maintenance, repair, and legal services.

Question 15

For shopping products, the consumer

Accepted Answer

A)  purchases the items frequently, conveniently, and with a minimum of effort. 
B)  compares several alternatives on criteria such as price, quality, or style. 
C)  makes a special effort to search out the items and buy them. 
D)  does not know about the items or knows about them but does not initially buy them. 
E)  buys the items as a result of buying other consumer products, such as impulse purchases. 
A)  purchases the items frequently, conveniently, and with a minimum of effort. 
B)  compares several alternatives on criteria such as price, quality, or style. 
C)  makes a special effort to search out the items and buy them. 
D)  does not know about the items or knows about them but does not initially buy them. 
E)  buys the items as a result of buying other consumer products, such as impulse purchases.

Question 16

Which of the following statements regarding goods is most accurate?

Accepted Answer

A)  Nondurable goods rely more on advertising than durable goods. 
B)  Durable goods benefit more from advertising than nondurable goods. 
C)  There is little, if any, difference between marketing actions for durable and nondurable goods. 
D)  Nondurable goods rely more on personal selling than durable goods. 
E)  The durable and nondurable classification applies to services as well as to goods. 
A)  Nondurable goods rely more on advertising than durable goods. 
B)  Durable goods benefit more from advertising than nondurable goods. 
C)  There is little, if any, difference between marketing actions for durable and nondurable goods. 
D)  Nondurable goods rely more on personal selling than durable goods. 
E)  The durable and nondurable classification applies to services as well as to goods.

Question 17

Considering the classification of consumer products, which of the following products will have the most limited distribution?

Accepted Answer

A)  Secret antiperspirant 
B)  Fuji disposable camera 
C)  BP gasoline 
D)  Marchesa wedding gown 
E)  Sony HDTV 
A)  Secret antiperspirant 
B)  Fuji disposable camera 
C)  BP gasoline 
D)  Marchesa wedding gown 
E)  Sony HDTV

Question 18

One of the two organization-related problems of inertia that can cause new-product failures is

Accepted Answer

A)  poor product quality. 
B)  encountering the "not-invented-here" problem. 
C)  poor execution of the marketing mix. 
D)  bad timing. 
E)  incomplete market and product protocol. 
A)  poor product quality. 
B)  encountering the "not-invented-here" problem. 
C)  poor execution of the marketing mix. 
D)  bad timing. 
E)  incomplete market and product protocol.

Question 19

Pasta sauces have always required the accompanying pasta to be precooked before it is mixed with the sauces and other ingredients. The development of Prego Pasta Bake Sauce that calls for uncooked pasta would be an example of a

Accepted Answer

A)  continuous innovation. 
B)  discontinuous innovation. 
C)  evolutionary innovation. 
D)  disruptive innovation. 
E)  dynamically continuous innovation. 
A)  continuous innovation. 
B)  discontinuous innovation. 
C)  evolutionary innovation. 
D)  disruptive innovation. 
E)  dynamically continuous innovation.

Question 20

Convenience products are

Accepted Answer

A)  items that consumers will make special efforts to seek out and buy. 
B)  items for which consumers compare several alternatives on criteria such as price, quality, or style. 
C)  products consumers purchase frequently and with a minimum of shopping effort. 
D)  ancillary products used to make other products work more efficiently. 
E)  low-cost items for which there are numerous substitutes and generic equivalents. 
A)  items that consumers will make special efforts to seek out and buy. 
B)  items for which consumers compare several alternatives on criteria such as price, quality, or style. 
C)  products consumers purchase frequently and with a minimum of shopping effort. 
D)  ancillary products used to make other products work more efficiently. 
E)  low-cost items for which there are numerous substitutes and generic equivalents.

Exam 10: Developing New Products and Services

Which of the following is considered an idea?

Business products are

The emphasis of a marketing strategy for a dynamically continuous innovation would include

One reason new products fail is that although most major corporations use a formal decision-making process, sometimes they fail to critically evaluate the progress along the way. This is why many firms have a ________ to ensure that problems are corrected before proceeding to the next stage.

A new-product or service protocol is

Which of these is considered a service?

Which of these new products is the best example of the lowest level of risk from the company's point of view?

A concept test is an

An assessment of the "business fit" of the proposed new product, from whether it can be economically produced to the marketing strategy needed to have it succeed, takes place during which stage of the new-product development process?

Dell used ________ to generate 13,464 ideas online for new products as well as website and marketing improvements.

Industrial services are support products that include items such as

For shopping products, the consumer

Which of the following statements regarding goods is most accurate?

Considering the classification of consumer products, which of the following products will have the most limited distribution?

One of the two organization-related problems of inertia that can cause new-product failures is

Pasta sauces have always required the accompanying pasta to be precooked before it is mixed with the sauces and other ingredients. The development of Prego Pasta Bake Sauce that calls for uncooked pasta would be an example of a

Convenience products are

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Managing Successful Products, Services, and Brands

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters