Question 1

A brand manager in a multiproduct firm would be responsible for
A)performance of a specific brand.
B)all brands within a product line.
C)branding the products of the firm.
D)all products in the brand-line group.
E)all brands made by the firm.

Accepted Answer

A brand manager in a multiproduct firm would typically be responsible for the performance and marketing of a specific brand within the firm's portfolio. They would focus on building and maintaining brand equity, developing marketing strategies, and monitoring sales and profitability of their assigned brand. It is not typical for them to be responsible for all brands within a product line, all products in the brand-line group or all the brands made by the firm.

Question 2

Product deletion
A)tends to be an easy task for most organizations.
B)may be opposed by management.
C)involves immediate termination.
D)is a matter of indifference to customers.
E)usually occurs only with convenience items.

Accepted Answer

Product deletion can be a challenging decision for management as it involves considerations such as profitability, market demand, and brand image. It may also involve job losses and other organizational changes.

Question 3

The members of a venture team come from
A)the marketing department.
B)a consulting firm.
C)the research and development department.
D)the production and finance departments.
E)different functional areas of an organization.

Accepted Answer

The best choice is E, as venture teams typically consist of members from different functional areas of an organization (such as marketing, finance, research and development, etc.) to bring diverse perspectives and expertise to the team's goals.

Question 4

The Home Depot differentiates its product offerings from its competition with stores like Sam's, by offering delivery and installation, financing arrangements, and repairs. The Home Depot is differentiating through
A)product ancillaries.
B)company quality.
C)customer services.
D)company features.
E)product features.

Accepted Answer

The Home Depot is differentiating from its competition by offering services that enhance the customer experience such as delivery, installation, financing arrangements, and repairs. These are all customer services designed to make shopping at The Home Depot more convenient for customers.

Question 5

Marketers of a particular brand of ice cream have decided to delete their line of ice cream bars. They will do so by letting the product decline and not change the current marketing strategy. This method of deletion is called
A)business analysis.
B)immediate drop.
C)screening.
D)phase-out.
E)run-out.

Accepted Answer

Phase-out is the method of deleting a product by gradually reducing its availability and not promoting it, allowing it to decline naturally. This approach is often used when a product is no longer profitable or when a company wants to shift its focus to new products.

Question 6

Product deletion can best be described as the process of deleting a product from the product mix when it
A)is perceived as a failure by top management.
B)is reviewed negatively by a systematic review board.
C)increases production costs and decreases profits.
D)no longer responds to promotional efforts.
E)no longer satisfies a sufficient number of customers.

Accepted Answer

Product deletion is the process of removing a product from the product mix when it no longer satisfies a sufficient number of customers. This can be due to various reasons such as changes in consumer preferences or a decline in demand for the product. It is important for a company to regularly evaluate their product mix and eliminate underperforming products to maintain a competitive edge.

Question 7

The product deletion process is similar to the ____ step of the new-product development process because both involve deciding whether the product should be in the product mix based on an assessment of sales, costs, and profits.
A)idea generation
B)screening
C)product development
D)test marketing
E)business analysis

Accepted Answer

The product deletion process is part of the product mix strategy, which involves evaluating the performance of existing products to determine whether they should be continued, modified, or eliminated. This process is similar to the business analysis step of the new-product development process, where the focus is on evaluating the financial viability of the new product idea. Both processes involve assessing sales, costs, and profits to make informed decisions about whether to continue investing in the product or to discontinue it. Therefore, choice E, business analysis, is the best answer.

Question 8

If Megan Roberts were given total marketing responsibility over Diet Cherry 7Up, she would hold the position of ____ manager.
A)product
B)sales
C)marketing
D)advertising
E)brand

Accepted Answer

The term "brand manager" is typically used to describe someone with total marketing responsibility over a specific brand, such as Diet Cherry 7Up. This role involves developing and executing marketing strategies to build and maintain brand equity, and may also involve product development, pricing, and distribution decisions. Therefore, the best choice is E, "brand."

Question 9

If Splenda decides its "Splenda with Vitamins" is not reaching profit expectations and simply allows the product to decline without any change in marketing strategy, it is using a(n) ____ deletion strategy.
A)run-out
B)immediate drop
C)slow-down
D)phase-out
E)drop-down

Accepted Answer

A phase-out deletion strategy involves gradually reducing the product's availability and promotion until it is ultimately discontinued. If Splenda is allowing the product to decline without any changes in marketing strategy, it suggests a slow and deliberate effort to phase out the product.

Question 10

TerraCycle is a company that takes waste and "upcycles" it into new products. Currently, TerraCycle markets a bicycle rack to schools, parks, and cities, that is made of recycled plastic. This rack does not scratch or damage the bikes as concrete and steel racks can, and is eco-friendly since it is made of waste material. Terracycle is differentiating its product based on
A)intended use.
B)support services.
C)durability.
D)product features.
E)product quality.

Accepted Answer

TerraCycle is differentiating its product based on the unique features it offers, such as being made of recycled plastic which is eco-friendly and does not scratch or damage the bikes.

Question 11

Luis Mayo is an accountant at Ralston Purina. However, he is currently working with a group to determine the feasibility of a new brand of hot breakfast cereal. After the product is launched, Luis will return to the accounting department. His present position can be described as a
A)product manager.
B)brand manager.
C)consulting team member.
D)member of a venture team.
E)market account manager.

Accepted Answer

Luis is working temporarily with a group to assess a new product's feasibility before returning to his regular role, which aligns with the responsibilities of a member of a venture team. Venture teams are formed to work on new projects or innovations and are often disbanded once the project is completed or launched.

Question 12

Seth recently purchased a new Brunswick Billiards table for his recreation room. The next day after delivery, Seth noticed a problem with the way one of the pockets was strung. Since it was a weekend, he didn't expect to have it repaired. However, when he called the store to leave a message, someone answered the phone. She gave Seth a number where he could call a repair representative who would come straight to Seth's house within an hour. Brunswick Billards is most likely differentiating itself through
A)support of its level of quality.
B)product support services.
C)a help line feature.
D)product features.
E)customer requests.

Accepted Answer

Brunswick Billiards is differentiating itself through its product support services by providing a quick and efficient repair service for any potential problems that customers may face with their products. This enhances the level of customer satisfaction and builds trust in the brand.

Question 13

Josh Bowman, of U.S. Hospital Supply Corporation, has responsibility for managing the marketing activities for products aimed at nursing homes and extended care facilities. Josh's job is that of a(n)
A)product manager.
B)area manager.
C)director of operations.
D)market manager.
E)sales coordinator.

Accepted Answer

Josh's role involves managing marketing activities for specific market segments (nursing homes and extended care facilities), which aligns with the responsibilities of a market manager.

Question 14

A ____ is responsible for a product, product line, or several distinct products in an interrelated group within an organization.
A)product marketer
B)brand manager
C)market manager
D)product manager
E)line manager

Accepted Answer

A product manager is responsible for the development and marketing of a specific product, product line, or group of products within an organization. They are responsible for identifying customer needs, defining product features, determining pricing strategies, and developing marketing plans.

Question 15

If Pedigree offered you a position in which you would have total marketing responsibility for all of its canned dog food, this position would probably hold the title of ____ manager.
A)brand
B)area
C)product
D)sales
E)marketing

Accepted Answer

The position described involves marketing responsibilities for a specific product, which in this case is Pedigree's canned dog food. Therefore, the appropriate title would be "product manager."

Question 16

A suggested approach to deleting products, in which each product is evaluated periodically to determine its impact on the overall effectiveness of the firm's product mix, is called a(n)
A)evaluation study.
B)formal evaluation.
C)product inspection.
D)systematic review.
E)reassessment examination.

Accepted Answer

The suggested approach that evaluates each product periodically to determine its impact on the overall effectiveness of the firm's product mix is called a systematic review. This approach involves a thorough and comprehensive evaluation of each product and helps firms make informed decisions about which products to keep and which to delete. The other options (evaluation study, formal evaluation, product inspection, and reassessment examination) do not accurately describe this specific approach.

Question 17

To differentiate their products, companies sometimes emphasize the product support services that they offer. This is especially true when
A)the company's prices are higher than the competition's.
B)the company introduces a new product.
C)consumers are willing to pay for product support services.
D)consumers perceive all products in a market to have essentially the same quality, design, and features.
E)the quality of the company's products is inferior to the quality of competing products.

Accepted Answer

The answer of To differentiate their products, companies sometimes emphasize...

Question 18

Which of the following is the best definition of product features?
A)The things a product does that provide benefits to the customer
B)Mechanical efforts or activities a company provides that add value to a product
C)Specific design characteristics that allow a product to perform certain tasks
D)How a product is conceived, planned, and produced with the necessary functions
E)The physical appearance of a product

Accepted Answer

Product features refer to specific design characteristics that allow a product to perform certain tasks. While A may be true, it is not the most precise definition. B is too narrow as it only refers to mechanical efforts. D is incorrect as it refers to the production process rather than the actual design of the product. E is incorrect as it refers only to the physical appearance and not necessarily the functionality of the product.

Question 19

Dropping an unprofitable product immediately is the best strategy when
A)all advertising and promotional efforts have been exhausted.
B)customers have a negative outlook on other products.
C)losses are too great to prolong the product's life.
D)the product's performance cannot be improved.
E)there is low compatibility with the firm's business strategies.

Accepted Answer

If the product is causing substantial losses and there is no clear path to improving its performance, it is best to drop the product immediately to stop the losses from accumulating. Continuing to keep an unprofitable product in the market can harm the overall financial health of the company.

Question 20

A run-out policy of product deletion
A)lets the product decline without changing the product strategy.
B)is an immediate-drop decision.
C)exploits any strengths left in the product.
D)raises the price of the product continually to secure as much profit as possible before the product is priced out of the market.
E)occurs when production cannot keep pace with demand because of material shortages.

Accepted Answer

A run-out policy involves gradually phasing out a product while still trying to make the most out of any remaining strengths or demand for the product. It is not an immediate-drop decision (B) or a strategy of continually raising prices (D) until the product is no longer feasible. Material shortages (E) would necessitate a different approach altogether.

Quiz 12: Developing and Managing Products

A brand manager in a multiproduct firm would be responsible for

Product deletion

The members of a venture team come from

The Home Depot differentiates its product offerings from its competition with stores like Sam's, by offering delivery and installation, financing arrangements, and repairs. The Home Depot is differentiating through

Marketers of a particular brand of ice cream have decided to delete their line of ice cream bars. They will do so by letting the product decline and not change the current marketing strategy. This method of deletion is called

Product deletion can best be described as the process of deleting a product from the product mix when it

The product deletion process is similar to the ____ step of the new-product development process because both involve deciding whether the product should be in the product mix based on an assessment of sales, costs, and profits.

If Megan Roberts were given total marketing responsibility over Diet Cherry 7Up, she would hold the position of ____ manager.

If Splenda decides its "Splenda with Vitamins" is not reaching profit expectations and simply allows the product to decline without any change in marketing strategy, it is using a(n) ____ deletion strategy.

Luis Mayo is an accountant at Ralston Purina. However, he is currently working with a group to determine the feasibility of a new brand of hot breakfast cereal. After the product is launched, Luis will return to the accounting department. His present position can be described as a

Josh Bowman, of U.S. Hospital Supply Corporation, has responsibility for managing the marketing activities for products aimed at nursing homes and extended care facilities. Josh's job is that of a(n)

A ____ is responsible for a product, product line, or several distinct products in an interrelated group within an organization.

If Pedigree offered you a position in which you would have total marketing responsibility for all of its canned dog food, this position would probably hold the title of ____ manager.

A suggested approach to deleting products, in which each product is evaluated periodically to determine its impact on the overall effectiveness of the firm's product mix, is called a(n)

To differentiate their products, companies sometimes emphasize the product support services that they offer. This is especially true when

Which of the following is the best definition of product features?

Dropping an unprofitable product immediately is the best strategy when

A run-out policy of product deletion