Deck 16: Strategic Launch Planning

Question 1

The widespread use of celebrity / professional endorsements for product positioning is a common example of surrogate positioning.

Answer 1

True

Question 2

All of the following are common customer acceptance measures used by firms as goals for individual products EXCEPT:

A)revenue.
B)time to launch.
C)market share.
D)unit volume.

Answer 2

B

Question 3

Markets today are so complex that one product cannot come close to meeting all needs and desires.

Answer 3

True

Question 4

A dominant brand in a product category is known as a flagship brand.

Question 5

Which of the following statements is NOT true regarding strategic "givens"?

A)They may be very expensive to change during strategic launch planning.
B)They include certain established operation decisions.
C)They are more easily modified as compared to tactical decisions.
D)They comprise a "resistance to change" that new products people often dislike.

Question 6

The packaging decision centers on a person most often called the director of packaging.

Question 7

Strategic launch decisions primarily revolve around the marketing mix components.

Question 8

_____ define how the strategic decisions will be implemented.

A)Strategic action decisions
B)Tactical launch decisions
C)Strategic platform decisions
D)Competitive strategies

Question 9

Roll-in,roll-out replacement strategy is a version of downgrading replacement strategy.

Question 10

Direct marketers and online marketers use tighter segments than mass media marketers.

Question 11

Strategic givens are more easily modified as compared to tactical decisions.

Question 12

Collaborative customizers sell the same basic product to different segments,but adapt the product's presentation depending on segment needs.

Question 13

The most expensive and risky stage of the new product development process is often _____.

A)prototyping
B)product use testing
C)ideation
D)commercialization

Question 14

A continuous innovation requires little change,as compatibility with prior experiences and values is high.

Question 15

Product cost is one of the common customer acceptance measures,used by firms as goals for individual products.

Question 16

According to Geoffrey Moore's crossing the chasm model,people belonging to the early majority and late majority group fall under the category of the visionaries.

Question 17

If a firm decides to be very aggressive at the time of launching a new product,it is an example of a(n)_____ decision.

A)platform
B)action
C)marketing mix
D)corporate mission

Question 18

A firm should not launch a new product unless it intends to stay in the market permanently.

Question 19

Every new product must be identified,and the accurate term for what identifies products is copyright.

Question 20

Typically,courts deny a private brand absolute rights to copy a well-known brand's trade dress.

Question 21

The speed with which a new product will proceed through the product adoption process is affected by all of the following factors EXCEPT:

A)relative advantage.
B)price.
C)compatibility.
D)complexity.

Question 22

Which of the following seeks to assure new product success by encouraging consumers to switch to the new offering?

A)Primary demand
B)Skimming
C)Customer migration
D)Temporary demand

Question 23

With reference to the classic diffusion theory of Everett Rogers,the _____ of a product indicates how easy it is for the user to see the benefits of using the product.

A)complexity
B)compatibility
C)divisibility
D)communicability

Question 24

With reference to mass customization,which of the following types of customizers let the customers do the customizing themselves according to their performance needs?

A)Cosmetic customizers
B)Adaptive customizers
C)Collaborative customizers
D)Transparent customizers

Question 25

The Leo Burnett advertising agency uses scanner data to cluster food buyers into six groups.Which of these groups consists of people who buy all major brands,always on deals?

A)Loyalists
B)Price-driven
C)Light users
D)Store brand buyers

Question 26

For a new entry or line addition in an established market the emphasis is on stimulation of _____,which entails drawing market share away from competition.

A)selective demand
B)primary demand
C)customer migration
D)temporary demand

Question 27

_____ segment information in combination with brand perceptions can be very helpful in developing a positioning strategy.

A)End-use
B)Geographic
C)Demographic
D)Benefit

Question 28

The marketing cost associated with the launch of a new product can be considered as a(n)_____.

A)investment
B)fixed cost
C)recurring cost
D)opportunity cost

Question 29

The America-First Corporation is preparing to introduce a new-to-the-world product.The firm must attempt to:

A)stimulate primary demand for the product category.
B)create a need for the product.
C)stimulate selective demand for the product category.
D)stimulate replacement demand for the product category.

Question 30

Cereal makers often introduce new cereals "tied to" the introduction of a popular movie for children.These "new" products are MOST likely to remain in the market:

A)only temporarily.
B)only till competition moves in.
C)permanently.
D)only till a new movie is released for children.

Question 31

As the Aten Corp.introduces its new product into "upscale" stores,its "old" products are moved to "mass-merchandisers" and eventually,to discount stores.Identify the product replacement strategy being employed by the firm.

A)Splitting channels
B)Roll-in,roll-out
C)Marketing
D)Downgrading

Question 32

Under the _____ product replacement strategy,the old product is kept in the market with the new,but its support is slowly withdrawn.

A)butt-on
B)downgrading
C)roll-in,roll-out
D)splitting channels

Question 33

Under _____,customers build the desired product,get an assessment of the resulting price,and state their likelihood of making a purchase.

A)virtual product testing
B)mass customization
C)benchmarking
D)channel-splitting

Question 34

Which of the following is a product level performance measure used by firms as a goal for individual products?

A)Market share
B)Unit volume
C)Customer acceptance
D)Time to launch

Question 35

Ralph Corp. ,deliberately seeks out very small targets (neighborhoods or industrial subsets)with unique purchase patterns.The firm is targeting _____.

A)macromarkets
B)elite markets
C)micromarkets
D)primary markets

Question 36

Japanese eyewear retailer Paris Miki inputs customer frame style preferences with facial features into a design system that makes frame and lens recommendations,which are further refined by customer and optician working together.Identify the type of mass customization being used by Paris Miki.

A)Transparent
B)Cosmetic
C)Collaborative
D)Adaptive

Question 37

Markets segmented according to variables such as values,activities,and lifestyles can be best described as using _____ segmentation.

A)end-use
B)geographic and demographic
C)behavioral and psychographic
D)benefit

Question 38

Zircon Inc. ,generally drops the "old" product as soon as the new product intended to replace it has been announced.The firm is using which of the following product replacement strategies?

A)Downgrading
B)Splitting channels
C)Butt-on product replacement
D)Roll-in,roll-out

Question 39

The cash-to-cash matrix was first used by _____.

A)supply chain managers
B)retailers
C)advertisers
D)wholesalers

Question 40

Tailoring a good or service to the unique specifications of individual customers is known as _____.

A)mass production
B)target marketing
C)customer service
D)mass customization

Question 41

An organization claims that their product is better than,or different than,the others because it has no equal and it is the best.Identify the surrogate positioning used by the organization.

A)Nonpareil
B)Parentage
C)Target
D)Endorsement

Question 42

According to Geoffrey Moore's crossing the chasm model,_____ fall under the category of the visionaries.

A)early majority
B)early adopters
C)late majority
D)laggards

Question 43

Discuss the "crossing the chasm" model suggested by Geoffrey Moore.

Question 44

Which of the following would help a firm keep a trademark forever,even if another firm later displays proof of prior use?

A)Bona fide intent
B)Registration
C)Service mark
D)Private branding

Question 45

Different levels of product newness require different kinds of impact the launch activities must have on demand.With this reference,describe the various types of demands sought.

Question 46

What is brand equity? Discuss its importance.

Question 47

A wide range of product identifiers such as brand name,packaging,product color,and a host of other factors constitute the _____.

A)trade dress
B)product mark
C)service mark
D)secondary mark

Question 48

What are the various types of mass customization?

Question 49

Brand names are important assets that provide value to both the firm and its customers,as they communicate quality,build positive brand images,and encourage customer loyalty.This value is known as _____.

A)service mark
B)brand mark
C)brand equity
D)trade asset

Question 50

A package design strategy that uses key designs or some other packaging elements to integrate the packaging of several individual items is best known as _____ packaging.

A)uniform
B)family
C)trade
D)global

Question 51

Imagine a spectrum of branding strategies,on one end of which are businesses that put their corporate name on every product they make.This is sometimes called a(n)_____ brand strategy.

A)product form
B)umbrella
C)attitude
D)individual product

Question 52

Describe the various types of product line replacement strategies.

Question 53

Carrion Corp. ,a manufacturer of industrial tools,often uses its reputation to position its new products for success.Carrion Corp.is positioning these products on the basis of _____ attributes.

A)feature
B)surrogate
C)benefit
D)function

Question 54

According to the theory of innovation diffusion,if a firm could just market its new product to _____ and _____,it could then sit back and let them spread the word to the others.

A)innovators;early adopters
B)the early majority;late majority
C)the early majority;laggards
D)innovators;the late majority

Question 55

Generally,packaging may provide all of the following EXCEPT:

A)Containment
B)Display
C)Information
D)Core benefits