MKT 571 Week 3 Quiz

1.Most new-product activities are devoted to

introducing backward integration

changing the target markets

improving existing products

changing the existing market dynamics

2. Which of the following is the best example of a new-to-the-world product?

Tata Motors, an Indian automobile company, acquires Jaguar to extend its

business

Kids-Med, a company that produces childcare products, launches a non-contact

thermometer

Walmart, the retail giant, opens new stores in an underdeveloped African country

Pestorica, a publishing company, decides to launch a new sports magazine

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3.________ is the ability of a company to prepare on a large-scale basis

individually designed products, services, programs, and communications.

Interoperability

Mass customization

Reverse engineering

Backward compatibility

4. Which of the following will most help service providers overcome the limitation
of intangibility of services when positioning itself?

Sharing services

Using brand symbols

Working with larger groups

Cultivating non-peak demand

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5. Which of the following is most closely related with the organic growth of an
organization?

Developing new products from within

Increasing productivity of employees

Acquiring a product or service brand

Increasing the operational profitability

6. When the physical product cannot be easily differentiated, the key to

competitive success may lie in adding valued services and improving their
quality. The main service differentiators are ordering ease, delivery, installation,
________, customer consulting, maintenance, and repair.

ease of use

technology intensity

adaptability

customer training

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7.Services high in ________ are those services that have characteristics the
buyer normally finds hard to evaluate even after consumption.

credence qualities

trial qualities

search qualities

experience qualities

8. Happy Home Products produces detergents, toothpaste, bar soap, disposable

diapers, and paper products. This company has a product ________ of five lines.

width

type

class

length

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9. Campbell Soups is a newly established company that specializes in preparing

healthy but tasty food for children under the age of 5. It is incurring huge
production costs, nonexistent profits, and slow sales growth. The company is in
the ________ phase of its life cycle.

introduction

growth

maturity

decline

10. The five product levels constitute a ________. At each level more customer
value is added.

value grid

demand chain

business model

customer-value hierarchy

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11. A dance school in the Bronx teaches professional hip-hop and salsa. It is
experiencing an increase in student admissions, which is leading to substantial
improvement in profits. The school is going through the ________ phase of its life
cycle.

introduction

decline

growth

maturity

12. Poga International, a multinational beverage corporation, identifies that one of

its competitors is launching an apple flavored drink. The company decides to
launch an apple flavor brand along with its competitor. What timing strategy is
used here?

Exchange entry

Parallel entry

Late entry

First entry

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13. Using the ________ level of the product hierarchy to market its soups,
Campbell Soups feature the company name first, then the soup variety on their
packaging.

product-family

product-line

product-class

product-type

14.It was sunny when Jenny went to class, but by the time class was over it was
raining heavily, so Jenny stopped by the student store to buy an umbrella before
she walked back to her dorm. In this case, the umbrella is an example of a(n)
________.

emergency good

heterogeneous shopping good

specialty good

impulse good

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15. Which of the following is the level at which the products primary
characteristics operate?

Design

Durability

Conformance quality

Performance quality

16. One of the ways to change the course of a brand is to modify the product.
Under product modification, ________ adds size, weight, materials, supplements,
and accessories that expand the products performance, versatility, safety, or
convenience.

feature improvement

technological improvement

quality improvement

style improvement

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17.Marketers must see themselves as benefit providers. For example, when a
shopper purchases new shoes, he or she expects the shoes to cover his or her
feet and allow him or her to walk unobstructed. This is an example of what level
in the consumer-value hierarchy?

Pure tangible product

Potential product

Basic product

Augmented product

18.Product launches include many tasks and often take longer than expected. To
coordinate effectively, a planning technique such as ______ can be used.

master scheduling

key path scheduling

task scheduling planner

critical path scheduling

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Assignment
19. Some firms might delay the launch of their products until after the competitor
has borne the cost of educating the market. Such an entry is called ________
entry.

balancing

strategic pay off

late

compensating

20. Which of the following steps will help service firms to increase their quality
control?

Adopting differential pricing

Providing complementary services to customers

Cultivating non-peak demand

Standardizing the service performance process

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21. Product-line analysis provides information for two key decision areas:
product-line length and ________.

product-class composition

product mix-pricing

popular pricing

product need family

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