Question 1

A marketing manager might use the total quality management approach to

Accepted Answer

An efficient marketing manager uses TQM to reduce manufacturing defects; train better salespeople; make reliable delivery schedules; and improve customer service.

Question 2

Successful companies

Accepted Answer

Rather than leaving new-product development to someone who just happens to be interested in taking the initiative,successful companies put someone in charge.It may be a person,department,or team.Product development is not a casual thing-it's a major component in achieving success.

Question 3

Which of the following functions is generally outside the purview of brand managers?

Accepted Answer

In organizations,marketing is distinct from research and development (R&D).However,R&D specialists charged with managing science,technology,and new-product development require guidance from marketing managers so that they create products for market needs.

Question 4

When assessing a firm's quality from the customer's perspective,marketing managers must take account of all instances where customers have contact with the firm and its products.These instances are called

Accepted Answer

Marketing managers must deliver quality throughout the entire customer experience-at all relevant touchpoints.The purchase and consumption process for many products involve multiple touchpoints,or points at which there is contact between the customer and the company.There are usually more touchpoints for services than for goods.

Question 5

The job of product or brand manager is often created when a firm wants to

Accepted Answer

When a firm has products in several different product categories,management creates the role of product or brand manager to manage and promote specific products.

Question 6

The big cost of poor quality is the cost of

Accepted Answer

The big cost of poor quality is the loss of customers.

Question 7

When building quality into services,managers should

Accepted Answer

When building quality into services,managers should empower employees by giving them the authority to satisfy customers' needs without always checking with a supervisor.

Question 8

________ refers to a commitment to constantly make things better one step at a time.

Accepted Answer

Continuous improvement refers to a commitment to constantly make things better one step at a time.

Question 9

The use of artificial intelligence for quality improvement depends on

Accepted Answer

Some firms have figured out how to collect data and utilize it to drive quality improvement.Data are used to program artificial intelligence for the purpose of quality improvement.

Question 10

Total quality management

Accepted Answer

TQM requires that everyone be concerned about quality and serving customer needs better.TQM means more than just using statistical controls to reduce manufacturing defects.TQM views the big cost of poor quality to be lost customers.TQM applies to all firms,including service providers and manufacturers.

Question 11

Lisa wants to book a hotel suite at Luxury International and looks up the company website for information about the range of services offered,the prices,the hours of operation,the phone number,and the address.She makes a phone call to the hotel,which is promptly answered by the front office.A few days later the bellman opens the door and takes Lisa's luggage,and the concierge helps her make a dinner reservation.Each of these contacts with Luxury International is called a(n)

Accepted Answer

The purchase and consumption process for many products involves multiple touchpoints.These are points at which there is contact between the customer and the company.There are usually more touchpoints for services than for goods.

Question 12

In the context of new-product development and the balance of market needs and company resources,marketing managers must generally

Accepted Answer

Marketing managers must recognize that new-product projects need to meet return-on-investment goals.Team members from R&D and production should provide insights about the company's capabilities and costs to produce.It isn't sensible for a marketing manager to develop elaborate marketing plans for goods or services that the firm simply can't produce-or produce profitably.Clearly,a balancing act is involved here.

Question 13

At one time,most firms assumed defects were an inevitable part of mass production.________ firms showed that this assumption was not valid.

Accepted Answer

At one time,when most firms assumed defects were an inevitable part of mass production,Japanese firms showed that this assumption was not valid.

Question 14

Before widespread adoption of TQM,most firms assumed that

Accepted Answer

At one time,most firms assumed defects were an inevitable part of mass production.They saw the cost of replacing defective parts or goods as just a cost of doing business-an insignificant one compared to the advantages of mass production.

Question 15

Two keys to improving service quality are

Accepted Answer

Two keys to improving service quality are training and empowerment.

Question 16

________ refers to giving employees the authority to correct a problem without first checking with management.

Accepted Answer

Empowerment refers to giving employees the authority to correct a problem without first checking with management.

Question 17

At Toyota,its Lexus designers attempt to make improvements to the car's design each year,even if those changes are minor ones.This process is an example of

Accepted Answer

Continuous improvement refers to a commitment to constantly make things better one step at a time.

Question 18

It is difficult to maintain consistent quality in services because

Accepted Answer

A service provider usually deals directly with the customer,making it difficult to provide consistent service quality.Also,a provider has to successfully interpret each customer's needs.

Question 19

Chris Carmine manages specific products and promotion at Bright-n-Shiny Toothbrush Company.Her job responsibility sounds like that of a

Accepted Answer

Brand managers manage specific products and their promotion.

Question 20

Product managers

Accepted Answer

Product managers are especially common in large companies that produce many kinds of products.They (1)can be responsible for the profitable operation of a particular product's whole marketing effort; (2)have to coordinate efforts with sales managers,advertising agencies,production and research people,and even channel members; and (3)sometimes serve mainly as "product champion," concerned with planning and getting the promotion effort implemented.

Quiz 9: Product Management and New-Product Development

A marketing manager might use the total quality management approach to

Successful companies

Which of the following functions is generally outside the purview of brand managers?

When assessing a firm's quality from the customer's perspective,marketing managers must take account of all instances where customers have contact with the firm and its products.These instances are called

The job of product or brand manager is often created when a firm wants to

The big cost of poor quality is the cost of

When building quality into services,managers should

________ refers to a commitment to constantly make things better one step at a time.

The use of artificial intelligence for quality improvement depends on

Total quality management

In the context of new-product development and the balance of market needs and company resources,marketing managers must generally

At one time,most firms assumed defects were an inevitable part of mass production.________ firms showed that this assumption was not valid.

Before widespread adoption of TQM,most firms assumed that

Two keys to improving service quality are

________ refers to giving employees the authority to correct a problem without first checking with management.

At Toyota,its Lexus designers attempt to make improvements to the car's design each year,even if those changes are minor ones.This process is an example of

It is difficult to maintain consistent quality in services because

Chris Carmine manages specific products and promotion at Bright-n-Shiny Toothbrush Company.Her job responsibility sounds like that of a

Product managers