Question 1

A brand manager in a multiproduct firm would be responsible for

Accepted Answer

A)  performance of a specific brand. 
B)  all brands within a product line. 
C)  branding the products of the firm. 
D)  all products in the brand-line group. 
E)  all brands made by the firm. 
A)  performance of a specific brand. 
B)  all brands within a product line. 
C)  branding the products of the firm. 
D)  all products in the brand-line group. 
E)  all brands made by the firm.

Question 2

Outback Steakhouse wants to expand its line of food products.The managers sent surveys to customers to determine which food items would appeal to them.Outback is currently in the ____ phase of new-product development.

Accepted Answer

A)  business analysis 
B)  product development 
C)  test marketing 
D)  screening 
E)  idea generation 
A)  business analysis 
B)  product development 
C)  test marketing 
D)  screening 
E)  idea generation

Question 3

When determining how a product is conceived,planned,produced,and even its physical appearance and its specific characteristics,one is really talking about the product's

Accepted Answer

A)  positioning. 
B)  level and consistency of quality. 
C)  ability to meet customer service needs. 
D)  design,styling,and level of quality. 
E)  design,styling,and features. 
A)  positioning. 
B)  level and consistency of quality. 
C)  ability to meet customer service needs. 
D)  design,styling,and level of quality. 
E)  design,styling,and features.

Question 4

Product support services are important mainly for products that are mechanical in nature.

Accepted Answer

A) True 
 B)False

Question 5

The business analysis stage of new-product development explores how well the new product fits in with the firm's existing product mix.

Accepted Answer

A) True 
 B)False

Question 6

Stacey and Evan are preparing budgets for a new product as well as finalizing plans for the full-scale marketing and manufacturing of the new Genie-Vac.They are in the ____ phase of the new-product development process.

Accepted Answer

A)  test marketing 
B)  business analysis 
C)  concept testing 
D)  product development 
E)  commercialization 
A)  test marketing 
B)  business analysis 
C)  concept testing 
D)  product development 
E)  commercialization

Question 7

Which of the following types of product modifications inevitably tend to cause firms to reduce costs in some of the organization?

Accepted Answer

A)  Aesthetic 
B)  Operational 
C)  Benefit 
D)  Functional 
E)  Quality 
A)  Aesthetic 
B)  Operational 
C)  Benefit 
D)  Functional 
E)  Quality

Question 8

New-product development does not include planning for advertising.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following phases of new-product development is likely the least costly for the firm?

Accepted Answer

A)  Commercialization 
B)  Concept testing 
C)  Business analysis 
D)  Product development 
E)  Test marketing 
A)  Commercialization 
B)  Concept testing 
C)  Business analysis 
D)  Product development 
E)  Test marketing

Question 10

Marketers begin to make decisions about labeling,packaging,branding,pricing,and promotion during

Accepted Answer

A)  commercialization. 
B)  screening. 
C)  concept testing. 
D)  product development. 
E)  test marketing. 
A)  commercialization. 
B)  screening. 
C)  concept testing. 
D)  product development. 
E)  test marketing.

Question 11

Concerns about cannibalization of current product sales must be addressed in the ____ phase of the new-product development process.

Accepted Answer

A)  screening 
B)  concept testing 
C)  business analysis 
D)  product development 
E)  test marketing 
A)  screening 
B)  concept testing 
C)  business analysis 
D)  product development 
E)  test marketing

Question 12

Bauman Flooring found a supplier of very inexpensive fibers that could be used to produce low-grade carpeting at a very low cost.Because Bauman had been facing stiff competition in the medium-grade carpet industry,it started using the new material in all of its carpeting and reducing its prices.This is an example of a(n)

Accepted Answer

A)  aesthetic modification. 
B)  line extension. 
C)  material adjustment. 
D)  functional modification. 
E)  quality modification. 
A)  aesthetic modification. 
B)  line extension. 
C)  material adjustment. 
D)  functional modification. 
E)  quality modification.

Question 13

Luis Mayo is an accountant at Ralston Purina.However,he is currently working with a group to determine the feasibility of a new brand of hot breakfast cereal.After the product is launched,Luis will return to the accounting department.His present position can be described as a

Accepted Answer

A)  product manager. 
B)  brand manager. 
C)  general manager. 
D)  member of a venture team. 
E)  market manager. 
A)  product manager. 
B)  brand manager. 
C)  general manager. 
D)  member of a venture team. 
E)  market manager.

Question 14

A genuinely new product-like the iPhone once was-offers

Accepted Answer

A)  lower prices than existing products. 
B)  at least two new product features. 
C)  innovative benefits to consumers. 
D)  better value than existing products. 
E)  at least two new product features at a lower price. 
A)  lower prices than existing products. 
B)  at least two new product features. 
C)  innovative benefits to consumers. 
D)  better value than existing products. 
E)  at least two new product features at a lower price.

Question 15

If the manufacturer of Cool Whip were to introduce an orange-flavored Cool Whip and still continue to produce all of its other Cool Whip products,this would be an example of

Accepted Answer

A)  a brand extension. 
B)  line extension. 
C)  functional modification. 
D)  quality modification. 
E)  a new-to-the-world product. 
A)  a brand extension. 
B)  line extension. 
C)  functional modification. 
D)  quality modification. 
E)  a new-to-the-world product.

Question 16

What is concept testing,and why is it important?

Accepted Answer

The answer of What is concept testing,and why is it...

Question 17

If buyers choose certain types of products by the way they look,smell,taste,or sound,marketers should focus most on appropriate

Accepted Answer

A)  line extensions. 
B)  quality modifications. 
C)  aesthetic modifications. 
D)  sensory systems. 
E)  functional modifications. 
A)  line extensions. 
B)  quality modifications. 
C)  aesthetic modifications. 
D)  sensory systems. 
E)  functional modifications.

Question 18

Victor thinks that a Lexus coupe is a quality vehicle,yet compared to a Mercedes Benz,he feels the quality of a Lexus is not as high.This demonstrates that the dimension of ____ is relative or difficult to describe without a basis of comparison.

Accepted Answer

A)  consistency of quality 
B)  level of quality 
C)  differentiation 
D)  product features 
E)  product positioning 
A)  consistency of quality 
B)  level of quality 
C)  differentiation 
D)  product features 
E)  product positioning

Question 19

All of the following are major steps in developing new products except

Accepted Answer

A)  test marketing. 
B)  evaluation of competitors' efforts. 
C)  screening. 
D)  business analysis. 
E)  idea generation. 
A)  test marketing. 
B)  evaluation of competitors' efforts. 
C)  screening. 
D)  business analysis. 
E)  idea generation.

Question 20

Time spent in test marketing can benefit a firm's competitors.

Accepted Answer

A) True 
 B)False

Exam 11: Strategic Product Management

A brand manager in a multiproduct firm would be responsible for

Outback Steakhouse wants to expand its line of food products.The managers sent surveys to customers to determine which food items would appeal to them.Outback is currently in the ____ phase of new-product development.

When determining how a product is conceived,planned,produced,and even its physical appearance and its specific characteristics,one is really talking about the product's

Product support services are important mainly for products that are mechanical in nature.

The business analysis stage of new-product development explores how well the new product fits in with the firm's existing product mix.

Stacey and Evan are preparing budgets for a new product as well as finalizing plans for the full-scale marketing and manufacturing of the new Genie-Vac.They are in the ____ phase of the new-product development process.

Which of the following types of product modifications inevitably tend to cause firms to reduce costs in some of the organization?

New-product development does not include planning for advertising.

Which of the following phases of new-product development is likely the least costly for the firm?

Marketers begin to make decisions about labeling,packaging,branding,pricing,and promotion during

Concerns about cannibalization of current product sales must be addressed in the ____ phase of the new-product development process.

Luis Mayo is an accountant at Ralston Purina.However,he is currently working with a group to determine the feasibility of a new brand of hot breakfast cereal.After the product is launched,Luis will return to the accounting department.His present position can be described as a

A genuinely new product-like the iPhone once was-offers

If the manufacturer of Cool Whip were to introduce an orange-flavored Cool Whip and still continue to produce all of its other Cool Whip products,this would be an example of

What is concept testing,and why is it important?

If buyers choose certain types of products by the way they look,smell,taste,or sound,marketers should focus most on appropriate

Victor thinks that a Lexus coupe is a quality vehicle,yet compared to a Mercedes Benz,he feels the quality of a Lexus is not as high.This demonstrates that the dimension of ____ is relative or difficult to describe without a basis of comparison.

All of the following are major steps in developing new products except

Time spent in test marketing can benefit a firm's competitors.

Strategic Marketing Management

Developing and Implementing Marketing Strategies

The Global Marketing Environment

Information for Marketing Decisions

Selecting Target Markets

Consumer Behavior

Business Buying Behavior

International Marketing

Digital Marketing and Social Media

Product Decisions

Services Marketing

Strategic Management of Branding and Packaging

A Supply Chain Management and Marketing Channels

B Supply Chain Management and Marketing Channels

A Retailing,wholesaling and Direct Marketing

B Retailing,wholesaling and Direct Marketing

Integrated Marketing Communications

Advertising and Publicrelations

Personal Selling and Sales Promotion

Strategic Pricing Management

Pricingdecisions

Global Issues,social Responsibility and Marketing

Filters