Question 1

The test-marketing stage

Accepted Answer

The test-marketing stage involves a sample launching of the entire marketing mix, including the product, price, promotion, and distribution. The purpose of this stage is to gather feedback and test the market acceptance of the product before a full launch. It does not ensure that the product will not fail, nor does it prevent competitors from copying the product. It comes after the business analysis stage.

Question 2

The overall characteristics of a product that allow it to perform as expected in satisfying customer needs is

Accepted Answer

Quality encompasses all the other characteristics listed and refers to the degree to which a product meets customer expectations and requirements. Quality includes functionality, consistency, durability, design, and any other characteristics that contribute to the overall satisfaction of the customer.

Question 3

PepsiCo has a new flavor of soft drink that it wants to test to determine reactions of probable buyers.Which of the following test-market characteristics would be least useful to PepsiCo when testing the new soft drink?

Accepted Answer

Tourism being a major industry in the area is unlikely to affect the reactions of probable buyers towards the new soft drink. It is not a relevant characteristic for testing the new product. The other characteristics listed would provide useful information to PepsiCo in testing the new soft drink.

Question 4

Elena recently purchased a pair of sunglasses because she liked their quality,styling,and price.Her friend Katie purchased an almost identical pair,except that Katie's sunglasses had the name "Armani" imprinted on the side.Elena probably based her purchase decision on ____,whereas Katie apparently based her decision on ____.

Accepted Answer

The answer of Elena recently purchased a pair of sunglasses...

Question 5

Victor thinks that a Lexus coupe is a quality vehicle,yet compared to a Mercedes Benz,he feels the quality of a Lexus is not as high.This demonstrates that the dimension of ____ is relative or difficult to describe without a basis of comparison.

Accepted Answer

The question is referring to the level or degree of quality, which is relative and difficult to describe without a basis of comparison. The comparison between the Lexus and the Mercedes Benz highlights this point. Option A (consistency of quality) refers to the reliability and uniformity of a product's quality over time and across different contexts, which is not what is being discussed in the question. Option C (differentiation) refers to how a product stands out from its competitors, which is not relevant to this question. Option D (product features) refers to the characteristics or attributes of a product, which may contribute to its perceived quality but is not directly related to the level of quality. Option E (product positioning) refers to the way a product is marketed and positioned in the marketplace, which may affect consumer perceptions of quality but is not directly related to the level of quality.

Question 6

Sales and cost analyses occur most frequently in what stage of the new-product development process?

Accepted Answer

The answer of Sales and cost analyses occur most frequently...

Question 7

The ability of a product to provide the same level of quality over time is called

Accepted Answer

Consistency refers to a product's ability to maintain the same level of quality over time, indicating that consumers can rely on the product to consistently meet their expectations. Longevity refers to a product's lifespan or durability, which is related to how long the product lasts, but not necessarily the same as consistency. Variability refers to the degree of variation or differences in quality that can occur between products of the same brand or type. Status and image refer to a product's reputation or perception, which is not necessarily related to its consistency or quality over time.

Question 8

Schwinn has developed a new bicycle that has the strongest and lightest-weight frame of any bicycle outside of those made for racing.In addition,Schwinn has added several new features to its bike that are attractive to individuals who work as "bike messengers" in large,urban cities.Since no other company makes a bike that has these specific attributes,Schwinn is creating

Accepted Answer

The description of Schwinn's new bicycle emphasizes its unique features and attributes that set it apart from competitors, making it a prime example of product differentiation.

Question 9

Angela and Ralph at Tablerock Foods believe they have come up with a delicious low-calorie dessert,but they have some doubt about which of two promotional and pricing campaigns will be better received by consumers.In this instance,they probably should proceed to the ____ stage of the new-product development process.

Accepted Answer

Test marketing is the stage in the new-product development process where a small group of target consumers evaluate the product in a real-world setting. In this case, Angela and Ralph can use test marketing to determine which promotional and pricing strategy resonates better with consumers before launching the product on a larger scale. It will enable them to avoid costly mistakes and make necessary tweaks to the product or its marketing strategy before its launch.

Question 10

Three major ways in which marketers engage in product differentiation are

Accepted Answer

Product differentiation refers to the process of distinguishing a product from its competitors by highlighting its unique features or benefits. The three major ways in which marketers engage in product differentiation are product quality (ensuring that their product's quality is better than that of their competitors), product design and features (adding unique design or features that competitors do not offer), and product support services (providing excellent customer service or after-sales support). Packaging, promotion, and positioning can also be used for product differentiation, but they are not included in the three major ways listed in the question.

Question 11

When Natalie and Chris analyze the results from the recently completed test market to determine if any changes in the marketing mix are needed,they are in the ____ phase of the new-product development process.

Accepted Answer

During the commercialization phase, companies analyze test market results to determine necessary adjustments in the marketing mix before the full-scale product launch. This phase follows test marketing, where the product is introduced to a limited market to gauge its performance.

Question 12

Stacey and Evan are preparing budgets for a new product as well as finalizing plans for the full-scale marketing and manufacturing of the new Genie-Vac.They are in the ____ phase of the new-product development process.

Accepted Answer

The activities described, such as preparing budgets for a new product and finalizing plans for full-scale marketing and manufacturing, are part of the commercialization phase. This is the final phase in the new-product development process where the product is launched into the market.

Question 13

If Jason Carter,product manager at SeaRay Boats,became aware that Bass Boats,Inc. ,was in the process of test marketing a new line of shallow-water fishing boats in the southeast region,he might want to engage in ____ to reduce the validity of the other firm's results.

Accepted Answer

The answer of If Jason Carter,product manager at SeaRay Boats,became...

Question 14

Which of the following is a disadvantage of gradually introducing a product to market?

Accepted Answer

Gradually introducing a product to the market allows competitors to monitor the results of the new product, which can give them the opportunity to adjust their own strategies and potentially gain an advantage. This can be a disadvantage for the company introducing the new product. The other options either do not present a disadvantage or provide advantages of gradually introducing a product to the market.

Question 15

Often,a new product is launched in stages during commercialization.This gradual introduction of the product is known as

Accepted Answer

Roll-out refers to the gradual introduction of a new product in stages during commercialization, allowing for testing and adjustments before a full launch. Market development involves expanding the target market for an existing product, regional commercialization refers to introducing a product in specific regions, market extension involves expanding the product line within an existing market, and competitive jamming is not a recognized term in marketing.

Question 16

____ and ____ are important characteristics of quality for consumer markets,and ____ and ____ are important characteristics of quality for business markets.

Accepted Answer

The answer of ____ and ____ are important characteristics of...

Question 17

A new variety of Doritos is initially introduced in Ft.Worth,Texas;Columbia,South Carolina;Peoria,Illinois;and Spokane,Washington.After its initial success,Frito Lay markets the Doritos in those entire states,then the adjacent states,and finally the entire country.Frito-Lay is using a ____ for its new variety of Doritos.

Accepted Answer

Frito-Lay is using a roll-out approach by initially introducing the new variety of Doritos in a few cities, then expanding to entire states, adjacent states, and finally the entire country.

Question 18

One disadvantage of test marketing a new product is that

Accepted Answer

Competitors may copy the product during the test marketing phase, as this period allows them to observe and analyze the new product's features, benefits, and market reception, potentially leading to imitation or improvement upon the original product before it is fully launched.

Question 19

Select the true statement concerning test marketing.

Accepted Answer

Test marketing is a limited introduction of the product in areas chosen to represent the intended market. This allows the company to evaluate the product's appeal and make any necessary changes before a full-scale launch. Therefore, option C is the true statement concerning test marketing. The other options are incorrect. Option A is incorrect because test marketing is a separate stage that comes after the screening and developing stages. Option B is incorrect because test marketing is usually conducted before finalizing all marketing mix variables. Option D is incorrect because even if a product is successful in the test market, there is no guarantee it will be successful upon total introduction. Option E is incorrect because some large corporations launch test-market efforts in multiple locations simultaneously.

Question 20

Early in the commercialization phase,marketers must make decisions about

Accepted Answer

The answer of Early in the commercialization phase,marketers must make...

Quiz 12: Developing and Managing Products