Question 1

Marketers classify convenience products as ________.

Accepted Answer

A)  specialty products,shopping products,and unsought products
B)  attribute-based products and price-based products
C)  core products,actual products,and augmented products
D)  generic products and branded products
E)  staples,impulse products,and emergency productsF) B) and E)
G) C) and D)

Question 2

A ________ is a name,a term,a symbol,or other unique element of a product that identifies one firm's products and sets it apart from the competition.

Accepted Answer

A)  brand
B)  credence quality
C)  promotion strategy
D)  positioning strategy
E)  customer expectationF) B) and C)
G) A) and E)

Question 3

Kellogg's has marketed Special K cereal for a number of years to a loyal customer base.Its introduction of Special K with Red Berries is an example of a ________ strategy.

Accepted Answer

A)  product contraction
B)  brand extension
C)  divestment
D)  customer perception
E)  market positioningF) A) and B)
G) B) and C)

Question 4

What are the four 'easy' tests brand designers utilise in determining a good brand name? Consider the following brand names to determine if each brand name passes the 'easy' test: Slim-Fast diet foods,OMO laundry detergent and Easy-Off oven cleaner.

Accepted Answer

In determining a good brand name,the fou...

Question 5

When Coke introduced Coke Zero specifically to appeal to the male market,this was an example of co-branding.

Accepted Answer

A) True 
 B)False

Question 6

When making packaging decisions,marketers should consider ________.

Accepted Answer

A)  environmental concerns
B)  packaging used by other brands
C)  shape and colour
D)  aesthetics
E)  All of the aboveF) C) and E)
G) B) and E)

Question 7

In terms of the five characteristics of innovations that affect the rate of adoption,the digital camera would most clearly have a higher degree of ________ than flavoured bottled water.

Accepted Answer

A)  compatibility
B)  tangibility
C)  complexity
D)  comparability
E)  comparative advantageF) B) and C)
G) C) and D)

Question 8

What are two reasons an organisation would adopt business-to-business products?

Accepted Answer

Organisations are likely to adopt an inn...

Question 9

Consumers must engage in a great amount of learning to use a ________ because no similar product has ever been on the market.

Accepted Answer

A)  dynamically continuous innovation
B)  nonradical innovation
C)  competitive innovation
D)  continuous innovation
E)  discontinuous innovationF) A) and B)
G) C) and D)

Question 10

A trademark is the legal term for a ________.

Accepted Answer

A)  brand name
B)  trade character
C)  brand mark
D)  A and B
E)  A,B,and CF) B) and E)
G) A) and B)

Question 11

Procter & Gamble introduced its ready-to-spread frosting in a small geographic area.When General Foods became aware of the product,it rushed to market its own Betty Crocker ready-to-spread frosting.This illustrates ________.

Accepted Answer

A)  why many companies engage in test marketing
B)  how idea screening can make a product a commercial success
C)  why prototypes are so important
D)  the variety of sources for idea generation
E)  one of the problems associated with test marketingF) All of the above
G) B) and D)

Question 12

Why might a product be classified as a dynamically continuous innovation? Relate this concept to music audio equipment over the last few decades.

Accepted Answer

A dynamically continuous innovation is a...

Question 13

Discuss how a marketer could affect the rate of adoption.

Accepted Answer

To speed up the rate of adoption,the mar...

Question 14

The third phase in developing new products is to develop a marketing strategy that can be used to introduce the product to the market place.What must marketers do during this phase?

Accepted Answer

Marketers must identify the ta...

Question 15

Pepsi-Cola's development of Wild Cherry Pepsi,a cherry-flavoured soda,is an example of a ________.

Accepted Answer

A)  dynamically continuous innovation
B)  nonradical innovation
C)  competitive innovation
D)  continuous innovation
E)  discontinuous innovationF) A) and D)
G) C) and D)

Question 16

Product objectives need to be measurable,unambiguous,achievable and have a specific time frame.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following statements about the adopter categories is true?

Accepted Answer

A)  Innovators are a much larger group than laggards.
B)  Early majority consumers are typically middle class and like to buy well-established products.
C)  Early adopters are risk aversive.
D)  Late majority consumers are typically very concerned about social acceptance.
E)  Over 50 percent of the population is classified as a late majority consumer.F) C) and D)
G) None of the above

Question 18

A family brand strategy is also called a/n ________ strategy.

Accepted Answer

A)  brand synergy
B)  aggregated branding
C)  mass customised
D)  compound branding
E)  umbrella brandF) A) and E)
G) B) and C)

Question 19

Explain the stages in the adoption of a new product and the appropriate marketing strategies at each stage.

Accepted Answer

There are six stages in the adoption pro...

Question 20

To assist consumers in the ________ stage of the adoption process,marketers conduct marketing communications campaigns to ensure consumers know that the new product exists.

Accepted Answer

A)  awareness
B)  trial
C)  evaluation
D)  impulse purchase
E)  adoptionF) B) and C)
G) B) and E)

Exam 8: Creating and Managing Products

Marketers classify convenience products as ________.

Correct AnswerverifiedShow Answer

The third phase in developing new products is to develop a marketing strategy that can be used to introduce the product to the market place.What must marketers do during this phase?

Correct AnswerverifiedMarketers must identify the ta...View AnswerShow Answer

Which of the following statements about the adopter categories is true?

Correct AnswerverifiedShow Answer

Discuss how a marketer could affect the rate of adoption.

Correct AnswerverifiedTo speed up the rate of adoption,the mar...View AnswerShow Answer

When making packaging decisions,marketers should consider ________.

Correct AnswerverifiedShow Answer

In terms of the five characteristics of innovations that affect the rate of adoption,the digital camera would most clearly have a higher degree of ________ than flavoured bottled water.

Correct AnswerverifiedShow Answer

Why might a product be classified as a dynamically continuous innovation? Relate this concept to music audio equipment over the last few decades.

Correct AnswerverifiedA dynamically continuous innovation is a...View AnswerShow Answer

Procter & Gamble introduced its ready-to-spread frosting in a small geographic area.When General Foods became aware of the product,it rushed to market its own Betty Crocker ready-to-spread frosting.This illustrates ________.

Correct AnswerverifiedShow Answer

When Coke introduced Coke Zero specifically to appeal to the male market,this was an example of co-branding.

Correct AnswerverifiedShow Answer

What are the four 'easy' tests brand designers utilise in determining a good brand name? Consider the following brand names to determine if each brand name passes the 'easy' test: Slim-Fast diet foods,OMO laundry detergent and Easy-Off oven cleaner.

Correct AnswerverifiedIn determining a good brand name,the fou...View AnswerShow Answer

Consumers must engage in a great amount of learning to use a ________ because no similar product has ever been on the market.

Correct AnswerverifiedShow Answer

To assist consumers in the ________ stage of the adoption process,marketers conduct marketing communications campaigns to ensure consumers know that the new product exists.

Correct AnswerverifiedShow Answer

A family brand strategy is also called a/n ________ strategy.

Correct AnswerverifiedShow Answer

Explain the stages in the adoption of a new product and the appropriate marketing strategies at each stage.

Correct AnswerverifiedThere are six stages in the adoption pro...View AnswerShow Answer

Product objectives need to be measurable,unambiguous,achievable and have a specific time frame.

Correct AnswerverifiedShow Answer

What are two reasons an organisation would adopt business-to-business products?

Correct AnswerverifiedOrganisations are likely to adopt an inn...View AnswerShow Answer

A trademark is the legal term for a ________.

Correct AnswerverifiedShow Answer

A ________ is a name,a term,a symbol,or other unique element of a product that identifies one firm's products and sets it apart from the competition.

Correct AnswerverifiedShow Answer

Kellogg's has marketed Special K cereal for a number of years to a loyal customer base.Its introduction of Special K with Red Berries is an example of a ________ strategy.

Correct AnswerverifiedShow Answer

Pepsi-Cola's development of Wild Cherry Pepsi,a cherry-flavoured soda,is an example of a ________.

Correct AnswerverifiedShow Answer

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Marketers must identify the ta...
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To speed up the rate of adoption,the mar...
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A dynamically continuous innovation is a...
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In determining a good brand name,the fou...
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Correct Answer
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There are six stages in the adoption pro...
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Organisations are likely to adopt an inn...
View Answer

Correct Answer
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