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1 | |
Demetre Fragrance Library caters to women who want a unique scent to which they have some kind of emotional connection. It makes 150 different scents from Lobster to Leather to Sawdust. The fragrances which the company sells are the company's: |
| | A) | product class |
| | B) | product mix |
| | C) | product line |
| | D) | marketing mix |
| | E) | product category |
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2 | |
Which of the following is considered a durable good? |
| | A) | gasoline |
| | B) | flour and sugar |
| | C) | stereo equipment |
| | D) | an airplane ticket to Toronto |
| | E) | rubber cement |
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3 | |
With respect to promotion, which of the following strategies would be used for unsought goods? |
| | A) | Consumer and trade sales promotions are stressed. |
| | B) | The uniqueness and status of the brand is stressed. |
| | C) | Generating awareness is essential. |
| | D) | Differentiation from competitive brands is stressed. |
| | E) | Price, availability and awareness is stressed. |
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4 | |
A retail chain hires a company to design and install a computer network that would allow each store in the chain to check the inventory of others in the chain for customer-requested items. The retail chain would have purchased a: |
| | A) | support good. |
| | B) | production good. |
| | C) | convenience good. |
| | D) | fabricating part. |
| | E) | C2C good. |
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5 | |
In April 2002 Nikon introduced a pocket-sized digital camera called Coolpix 2500. Legally, the camera would only be considered new: |
| | A) | for the first six months that it was regularly available. |
| | B) | until a competing publisher had issued a magazine targeted to the same market. |
| | C) | as long it retained the same size and editorial policies. |
| | D) | until every member of its target audience was aware of its existence. |
| | E) | until it had been read by every member of its target audience. |
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6 | |
When automakers first added airbags to the passenger side of the automobile it was an example of what is called a _____ because no new consumer behaviours must be learned. |
| | A) | continuous innovation |
| | B) | dynamically continuous innovation |
| | C) | discontinuous innovation |
| | D) | insignificant innovation |
| | E) | interruptive innovation |
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7 | |
Ever since the modern dishwasher was invented, many of its users have felt the need to prewash, scrub, or simply rinse the dishes before loading them into the dishwasher. Cascade introduced Cascade Complete with the slogan, "Skip the Sink." When this dishwashing product was used, it was not necessary to rinse and/or scrub dishes before putting them in the dishwasher. Cascade Complete is an example of a: |
| | A) | continuous innovation. |
| | B) | discontinuous innovation. |
| | C) | dynamically continuous innovation. |
| | D) | symbiotic innovation. |
| | E) | simultaneous innovation. |
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8 | |
The 8-pound Sony Cineza sits on a coffee table or a bookshelf, plugs into a cable box, DVD player, video game console, or satellite television receiver and transforms any wall into a home movie theater. It is perfect for the home that is not large enough to accommodate a big screen TV. It has a unique side-shot feature, which means that can be positioned to the side of the viewing area while delivering a central image. This is an example of a: |
| | A) | continuous innovation. |
| | B) | discontinuous innovation. |
| | C) | dynamically continuous innovation. |
| | D) | symbiotic innovation. |
| | E) | simultaneous innovation. |
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9 | |
Ever since the modern dishwasher was invented, many of its users have felt the need to prewash, scrub, or simply rinse the dishes before loading them into the dishwasher. Cascade introduced Cascade Complete with the slogan, "Skip the Sink." When this dishwashing product was used, it was not necessary to rinse and/or scrub dishes before putting them in the dishwasher. The marketing of Cascade Complete should emphasize: |
| | A) | personal selling. |
| | B) | product trials. |
| | C) | the implementation of a penetration strategy. |
| | D) | advertising how this dishwasher detergent differs from those currently on the market and its benefits to consumers. |
| | E) | creating consumer awareness of product. |
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10 | |
Assume a new automobile fuel is developed that performs much like gasoline except that it doubles a car's miles-per-gallon-however, the fuel costs two and one-half times as much as gasoline. Why do you think such a new product might fail? |
| | A) | poor product quality |
| | B) | insignificant point of difference |
| | C) | too little market attractiveness |
| | D) | poor execution of the marketing mix |
| | E) | no economical access to buyers |
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11 | |
A _____ is the last checkpoint in the new product development process before significant capital is invested in creating a product prototype. |
| | A) | business analysis |
| | B) | test market |
| | C) | social audit |
| | D) | situational analysis |
| | E) | trend extrapolation |
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12 | |
Marketing researchers could ask consumers if they would prefer to serve their children juice in easy-to-open pouches, plastic bottles with screw-on caps, or individual easy-open boxes. When the consumers tell the researcher which package concept they prefer, they are taking part in which stage of the new-product process? |
| | A) | idea generation |
| | B) | screening and evaluation |
| | C) | business analysis |
| | D) | new-product strategy development |
| | E) | concept testing |
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13 | |
Breyer's introduced for sale a new line of ice cream flavors in elegant black containers. This was done on a limited scale to determine consumer reactions before national distribution of the product. Breyer's new product was in the _____ stage of the new-product process. |
| | A) | commercialization |
| | B) | screening and evaluation |
| | C) | business analysis |
| | D) | development |
| | E) | market testing |
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