Question 1

How can marketers use elements of the marketing mix to improve product quality?

Accepted Answer

The answer of How can marketers use elements of the...

Question 2

A watch manufacturer added a watch to its product line that was higher priced than the models it already carried.The company used a two-way stretch strategy.

Accepted Answer

The answer of A watch manufacturer added a watch to...

Question 3

Total quality management involves all employees,regardless of their function,in continual quality improvement efforts.

Accepted Answer

Total quality management (TQM) is a management approach that involves all employees in an organization in continuous efforts to improve quality and achieve customer satisfaction. This includes employees from all functions and levels within the organization, as well as suppliers and customers. TQM emphasizes a systematic, structured approach to quality management, involving data-driven decision making, continuous improvement, and a focus on customer needs and expectations.

Question 4

Explain cannibalization.How does a line extension strategy increase the risk of cannibalization?

Accepted Answer

The answer of Explain cannibalization.How does a line extension strategy...

Question 5

A stock-keeping unit (SKU)is a unique identifier for each distinct brand.

Accepted Answer

A SKU is a unique identifier for each individual product or item, not for each distinct brand.

Question 6

Mercedes was able to successfully introduce its C-Class car at $30,000 without injuring its ability to sell other Mercedes cars for $100,000 or more.Mercedes implemented a(n)________.

Accepted Answer

The answer of Mercedes was able to successfully introduce its...

Question 7

The poor quality of American products in comparison to Japanese products in the 1980s led to the ISO quality revolution in American industry.

Accepted Answer

The answer of The poor quality of American products in...

Question 8

The Six Sigma process is applied to products but not services.

Accepted Answer

The Six Sigma process can be applied to both products and services. Its goal is to improve quality and reduce defects in any process.

Question 9

A company can stretch its product line either upward or downward,but not both directions.

Accepted Answer

A company can stretch its product line both upward (with high-end products) and downward (with low-end products).

Question 10

A company has only one product line: all the company manufactures is supercomputers.This one product line is also the company's ________.

Accepted Answer

A product mix refers to all the different products a company offers. Since this company only offers one product line, supercomputers, that is also their product mix.

Question 11

Heinz stopped marketing its "Bite Me" brand of frozen pizza snacks due to disappointing sales.This is an example of a ________.

Accepted Answer

Heinz discontinuing a particular product due to disappointing sales is an example of product line contraction, which is the reduction or elimination of a product line as a result of poor performance or to focus on more profitable products.

Question 12

A company makes several different kinds of shampoo,but it did not have a dandruff shampoo designed for women until it added Pro-Women antidandruff shampoo.This is an example of a(n)________.

Accepted Answer

The answer of A company makes several different kinds of...

Question 13

In addition to regular Alka-Seltzer,there is an Alka-Seltzer product for each of the following: cold sufferers,people with upset stomachs,people who can't sleep,people with allergies,and people who have a severe headache.The manufacturer of Alka-Seltzer is using a(n)________ to reach as many different target markets as possible.

Accepted Answer

The manufacturer of Alka-Seltzer is using a full line strategy to reach as many different target markets as possible by offering different products for different needs such as cold sufferers, people with upset stomachs, people who can't sleep, people with allergies, and people who have a severe headache.

Question 14

Practically every brand of soft drink ever made is available at Mom's Soda Shop;regional beverages from around the world can be purchased at the retailer's web site.The retailer targets people who have developed a fondness for a particular soft drink and can no longer find it.The retailer's ________ is all types of soft drinks.

Accepted Answer

The retailer's variety of soft drinks is its product mix, which is the range of products offered. A product objective would be more specific, such as increasing sales of a particular brand or flavor. Branding strategy and positioning strategy may be part of the retailer's overall marketing mix, but do not fully describe the range of products offered.

Question 15

A company introduced the Funday film to compete with lower-priced brands,but it found many of its regular customers bought Funday instead of its usual,higher-priced film.The company experienced ________.

Accepted Answer

Cannibalization occurs when a new product from a company starts capturing sales from the company's existing products, instead of generating incremental sales. In this scenario, the introduction of Funday film resulted in the company's regular customers buying Funday instead of its usual, higher-priced film, hence cannibalizing its own sales.

Question 16

When creating product objectives,marketers should consider the long-term implications of product decisions.

Accepted Answer

Marketers should consider the long-term implications of product decisions when creating product objectives to ensure that the product's success lasts beyond the initial launch phase.

Question 17

An American company wanting to be competitive in the European market would be most likely to seek which type of certification?

Accepted Answer

The answer of An American company wanting to be competitive...

Question 18

A winery introduced a brand wine that it priced twice as high as its other wine.This is an example of product extension by a(n)________.

Accepted Answer

Upward line stretch is when a company introduces a higher-priced product within the same product line. In this case, the winery introduced a wine that is priced twice as high as its other wine, which is an example of upward line stretch.

Question 19

Which of the following is designed to help a firm almost entirely reduce product and service defects?

Accepted Answer

Six Sigma is a methodology that aims to reduce defects in a company's processes and products to less than 3.4 per million opportunities. The focus is on eliminating variability and improving efficiency, which can significantly reduce the number of defects in a product or service. ISO 14000 is an environmental management system standard, ISO 19000 does not exist, TQM (Total Quality Management) is a broad approach to quality improvement that does not focus solely on defects, and ISO 22000 is a food safety management system standard.

Question 20

Active Beverages targets the same people who watch the Gravity Games and enjoy skateboarding,in-line skating,mountain biking,and other extreme sports.It makes high-energy drinks for this target market.It does not attempt to make any drinks that are not targeted to this market.Active Beverages uses a(n)________.

Accepted Answer

Active Beverages uses a limited-line strategy by targeting a specific market with a limited range of products that cater to their needs and interests.

Quiz 9: Product II: Product Strategy,branding,and Product Management