Multiple choice questions:
1 Services high in ________ are those services that have characteristics the buyer normally finds hard to evaluate even after consumption.
trial qualities
search qualities
credence qualities
experience qualities
2 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?
Late entry
Parallel entry
Exchange entry
First entry
3 Most new-product activities are devoted to
changing the target markets
changing the existing market dynamics
improving existing products
introducing backward integration
4 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 product's performance, versatility, safety, or convenience.
technological improvement
style improvement
feature improvement
quality improvement
5 Product-line analysis provides information for two key decision areas: product-line length and ________.
product need family
product mix-pricing
product-class composition
popular pricing
6 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-class
product-line
product-type
product-family
7 Happy Home Products produces detergents, toothpaste, bar soap, disposable diapers, and paper products. This company has a product ________ of five lines.
type
class
width
length
8 Which of the following will most help service providers overcome the limitation of intangibility of services when positioning itself?
Working with larger groups
Using brand symbols
Cultivating non-peak demand
Sharing services
9 Which of the following is most closely related with the organic growth of an organization?
Increasing productivity of employees
Acquiring a product or service brand
Developing new products from within
Increasing the operational profitability
10 Product launches include many tasks and often take longer than expected. To coordinate effectively, a planning technique such as ______ can be used.
key path scheduling
task scheduling planner
critical path scheduling
master scheduling
11 Which of the following is the level at which the product's primary characteristics operate?
Design
Durability
Performance quality
Conformance quality
12 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
customer training
adaptability
technology intensity
13 Which of the following steps will help service firms to increase their quality control?
Providing complementary services to customers
Adopting differential pricing
Standardizing the service performance process
Cultivating non-peak demand
14 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.
compensating
late
strategic pay off
balancing
15 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.
maturity
decline
introduction
growth
16 Which of the following is the best example of a new-to-the-world product?
Kids-Med, a company that produces childcare products, launches a non-contact thermometer
Tata Motors, an Indian automobile company, acquires Jaguar to extend its business
Pestorica, a publishing company, decides to launch a new sports magazine
Walmart, the retail giant, opens new stores in an underdeveloped African country
17 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
18 ________ is the ability of a company to prepare on a large-scale basis individually designed products, services, programs, and communications.
Backward compatibility
Reverse engineering
Mass customization
Interoperability
19 The five product levels constitute a ________. At each level more customer value is added.
business model
demand chain
customer-value hierarchy
value grid
20 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.
decline
maturity
introduction
growth
21 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?
Basic product
Pure tangible product
Potential product
Augmented product