Find study materials for any course. Check these out:
Browse by school
Make your own
To login with Google, please enable popups
To login with Google, please enable popups
Don’t have an account?
To signup with Google, please enable popups
To signup with Google, please enable popups
Sign up withor
-brand loyalty hierarchy.
-brand quality standard.
A private brand (or private label) _______________________.
-is a brand owned and managed by a retailer
-is a brand that is owned by a private individual
-can only be used for generic products
-is not a commonly used strategy in US markets
_____ research is particularly useful when we are interested in predicting the effect of specific marketing changes, such as a new package design, on consumer perceptions or attitudes.
Since there were already a number of toothpastes sold under the Crest brand, the launch of Crest's chocolate-mint flavored toothpaste would be considered ________________________.
-a widening of the product mix
-a brand extension
-a product line extension
-a product mix expansion
-a product mix reconfiguration
The US Census Bureau also collects data on businesses, such as total retail sales. If Costco used this data as a factor in its expansion plans, the company would be using _____ data.
Most people recognize Crayola as a brand of crayon, but Crayola also markets paints, chalk, pencils, markers, toys, coloring books, clothing, and even software. All these products are part of Crayola’s:
Packaging decisions are particularly important for influencing consumer decision making for _______________________.
-the type of products consumers buy on routine in the -grocery store
-investment products such as appliances
When putting together a survey, your decision between using an open-ended question or closed-ended question would primarily depend on _____________________________________.
-the type of information you would like to get
-the number of respondents in your sample
-how much time you have for collecting the data
-your experience with statistics
The final stage in the new-product development process is:
Front-line employees that often interact with customers on a daily basis are especially important in the _____________________________ stage of the new product development process.
A biological metaphor that traces the stages of a product’s acceptance, from its introduction (birth) to its decline (death) is called the:
-product adoption stages
-product life cycle
-product evolution cycle
-product diffusion process
Intensive competition and the use of price incentives are most common in the ___________________ stage of the product life cycle.
For products with a high degree of ______________________, in-store sampling (e.g., handing out tasting samples of new food items) is a useful strategy in order to speed up the diffusion process for new products.
Kathy did not buy an Apple Watch on the first day it was released but waited a little while so that she could read the first reviews. She did buy the watch when it had been out for a few months, and now that she owns one, has talked about it with many family members and friends and frequently posts updates about her phone on social media. Her friends consider her a good source of information for all things electronic. She would best be described as a(n):
The diffusion of innovation model ___________________.
-shows marketers how to change innovations to better fit market needs.
-shows marketers how the adoption of a new product spreads through a market
-shows marketers how it should develop innovations
-will tell marketers how much time it will take for a new product to be accepted by the market
-means that all products will be adapted by all people at some point
shows marketers how the adoption of a new product spreads through a market
Which of the following statements about the product life cycle (PLC) is true?
-The PLC concept encourages marketing managers to think reactively.
-The time it takes to go through the PLC is standardized for all product categories.
-Sales volumes vary but profitability levels remain the same throughout the PLC stages.
-The model helps marketers understand how strategies need to be adapted as a product goes through the PLC stages.
-The level of competition is highest in the Introduction stage.
The model helps marketers understand how strategies need to be adapted as a product goes through the PLC stages.
One of the challenges with conducting a _______________________________________ is that it may be difficult to predict the size of the potential market, especially for a new type of product.
-test market study
-simultaneous product launch
After the research team at Nabisco had generated more than two dozen new-product ideas for a substitute for partially hydrogenated oils that tastes the same but has zero trans fat, the company formed a committee to analyze which product ideas were consistent with the organization’s new-product strategy. This is called __________.
You decided to visit a new restaurant based on your friend's recommendation. She said the food was good and the staff super-friendly. However, when you visited the restaurant the food was only OK and your server was rude. This illustrates the _____________ characteristic of services.
Joy rarely gets to flash her smile or greet anyone who is entering the bank. In fact, Joy is on the phone so much that she doesn’t really even seem friendly. This is an example of a gap between:
-what management thinks customers want and the quality specifications management develops to provide the service.
-the service level on the floor and the service level in the back-office.
-what customers want and what management thinks customers want.
-the service quality specifications and the service that is actually provided.
-the service customers receive and the service they want.
Weekly ads (also called circulars) from retailers such as Mariano's and Walmart often feature branded products from manufacturers such as Procter and Gamble. In most cases the manufacturer will have compensated the retailer to get its brand featured. This would be an example of ________________________.
A doctor's office might use tangible cues such as diplomas to instill trust in its patients. One of the main reasons for this is that medical services tend to __________________________.
-be evaluated on search quality characteristics only
-exhibit important credence quality characteristics
-use unprofessional marketing strategies
-be low in reliability
-use a customized marketing approach
Specialty stores, e.g., Williams and Sonoma, or Pottery Barn, focus on one or a few related product categories and typically have comparatively high price levels. This means that they would also have ______________________.
-comparatively high gross margins
-low levels of service
-broad product assortments
-high inventory turnover
Internal marketing means that_________.
-the company should develop strategies that create happy and motivated employees
-the company needs to develop marketing messages visible in a service facility
-a service provider needs to develop material to present to the board of directors
-a service provider needs to internalize its marketing messages
-external marketing is not possible for service providers
__________ is the service quality dimension that focuses on the service provider's ability to perform a service accurately and dependably.
-Core service delivery
Jim’s Bike Shop sells bicycles for the serious racer as well as the casual cyclist. Jim’s also sells biking gear and clothing. Jim is the sole owner of the store and makes all decisions about the store himself, so in terms of ownership, his store would be classified as a(n):
Department stores such as Dillard’s and Sears are responding to changing consumer needs by changing product mixes, hours of operation, locations, and prices. These stores are changing aspects of their:
-store positioning strategies.
-retail trade areas.
For specialty retailers such as Ecco shoes the benefit of locating their stores in shopping malls or lifestyle center is that _________________.
-the main stores in the mall will attract a lot of shoppers who also visit smaller stores
-rents tend to be the lowest in these types of locations
-there will be no competition in this type of location
-consumers are not able to comparison shop in a mall
-this type of location would give the store a destination store status
Vosges Chocolate has developed an image as a prestige chocolate brand. To maintain the brand image, the company should ______________________.
-limit sales to a direct channel and/or selected retailers with a matching image
-outsource distribution channel decisions
-use an intensive distribution strategy
-use long marketing channels
-get extensive distribution through superstores with wide reach
APL Logistics is a firm that specializes in warehousing and fulfilling orders for firms as diverse as those supplying parts for manufacturers of complicated missile defense systems to those manufacturing pet-care products. Firms contract APL Logistics to manage part or all of their order fulfillment process. APL Logistics is an example of a:
-manufacturing flow process manager
-third-party logistics firm (3PL)
Customers can purchase Hewlett-Packard computers from retail stores like Best Buy and Office Depot, online directly from HP, and through various catalogs. One of the challenges of using a multiple-channel strategy like this is that the various retailers may disagree on how the products should and could be sold and feel that the way one retailer sells the brand hurts the sales of other retailers. This would be an example of _______________________________.
-channel captain leadership
Which of the following describes the main disadvantage associated with transportation by air?
-A lack of ability to keep track of a specific shipment
-The availability of destinations
-The time it takes to get the product to the end destination
-Cannot be used for international trade
Supply chain management _____________.
-does not have an effect on the company's marketing decisions
-influences the price and quality of the products the company sells
-is primarily focused on the type of transportation chosen for products
-should not be integrated with other companies
-only needs to be managed for "built-to-order" companies
The goal of most sourcing and procurement activities is to:
-identify, sort, and label goods
-reduce the cost of raw materials and supplies
-provide satisfying customer service
-make sure the right amount of product is kept on hand
-move products from supplier to producer and from producer to buyer
reduce the cost of raw materials and supplies
One of the benefits for a company like Procter and Gamble of selling through intermediaries is that the company can sell in bulk and the intermediaries will break shipments into smaller units for sale that are a better fit with what consumers are looking for. This is an illustration of how intermediaries provide _________________.
Marketing channels make distribution simpler by reducing the number of transactions required to get products from manufacturers to consumers. This is called:
-elimination of temporal discrepancies
The Living Proof brand of hair care products is available at some retailers such as Ulta and Nordstrom but it is not sold everywhere where shampoo can be purchased. This suggests that the brand is using a ___________________________ distribution strategy.
A central component of the demand management process in supply chain management is to ___________________________.
-collect information that can be used for product development
-improve the CRM process
-manage the reverse flow of logistics
-align the way end-customers are treated by each member of the supply chain
-use estimates of future demand to make sure the right amounts of parts and products are available at each level of the supply chain
Sign up for free and study better.
Get started today!