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Question 1

Choice Homes Inc. built its reputation by building high-quality new homes, often at prices less than "used" ones. Choice Homes used mass-purchasing power, innovative high-tech communications among employees to coordinate the building process, and other entrepreneurial strategies to hold costs down. Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the dream of home ownership for the same price as rent. Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples. The Choice Classic name was designed to capitalize on the reputation of Choice Homes, especially for current Choice home owners who are ready to move up to a larger home. Recently, Choice Homes started a third line of homes called "Reflections," which are expensive, custom-designed homes located in exclusive, prestigious neighbourhoods.

Refer the scenario. What do the three different brands of homes (Choice, Choice Classic, and Reflections) represent for the firm?

Select one:

a. its product line

b. its mix depth

c. its line breadth

d. its line portfolio

Question 2

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Sherwin-Williams's paint brand, Dutch Boy, has come up with a packaging innovation that is getting rave reviews. The new Twist & Pour paint is packaged in an all-plastic gallon container with an easy twist-off lid, comfortable side handle, and even a pouring spout. There's no other paint product like it on the market. This innovative packaging was most likely designed for which of the following functions?

Select one:

a. to facilitate product use and convenience

b. to contain and protect the product

c. to reduce environmental damage

d. to facilitate recycling

Question 3

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Scenario 10-3

Choice Homes Inc. built its reputation by building high-quality new homes, often at prices less than "used" ones. Choice Homes used mass-purchasing power, innovative high-tech communications among employees to coordinate the building process, and other entrepreneurial strategies to hold costs down. Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the dream of home ownership for the same price as rent. Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples. The Choice Classic name was designed to capitalize on the reputation of Choice Homes, especially for current Choice home owners who are ready to move up to a larger home. Recently, Choice Homes started a third line of homes called "Reflections," which are expensive, custom-designed homes located in exclusive, prestigious neighbourhoods.

Refer to the scenario. Choice Homes is considering acquiring a mortgage company to add to its marketing power in selling homes. What would this acquisition expand?

Select one:

a. the firm's line breadth

b. the firm's product line length

c. the firm's product mix width

d. the firm's product item width

Question 4

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Boutique hotels not only call their employees cast members, but also compete for their talent, provide them with all the training needed, stress teamwork, and give employees freedom to make decisions. In order to provide the level of service guests require, which type of marketing do boutique hotels need to engage in?

Select one:

a. internal

b. interactive

c. affiliation

d. relationship

Question 5

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An Internet company, icruise.com, sold cruises by offering a "Suntan Guarantee." The guarantee promised a full refund on a Caribbean cruise if more than one-quarter inch of rain fell from 10 a.m. to 4 p.m. for a preset number of days depending on the length of the cruise. If it rained and the Internet company failed to honour its refund policy, which type of gap would exist?

Select one:

a. between what customers want and what management thinks customers want

b. between service quality specifications and employee training

c. between what the company tells the customer it provides and what is actually provided

d. between what management thinks customers want and the quality specifications that management develops to provide the service

Question 6

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Scenario 11-3

In the early 1900s, a new product was developed-the phonograph record. It allowed people to listen to and appreciate recorded music in the privacy of their homes. At first, consumers were reluctant because the idea was so novel and difficult to comprehend. During the 1930s, the pioneers in the record industry were experiencing strong sales and profits. As a result, other firms began to enter the market and competition intensified. At this point, there were hundreds of record producers and manufacturers. During the 1940s and 1950s, sales continued to increase, but at a much slower rate. The market stayed at approximately the same level until the late 1960s when a new technology arrived in the form of the eight-track tape. The record market began a slow decrease in sales. By the 1970s, another new technology, cassette tapes, replaced the eight-track tape. During the 1970s and 1980s, record production continued to decrease. In the late 1980s, sales dropped rapidly as yet another new technology arrived, the compact disc. Digital downloading of songs from online stores like iTunes has become the norm. Today, most stores no longer carry records, which have become a niche product.

Refer to the scenario. The market for record albums in the 1930s suggests phonograph records were in which stage of the product life cycle at that time?

Select one:

a. maturity

b. decline

c. growth

d. introductory

Question 7

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Which of the following is NOT a strategy for nonprofit organizations?

Select one:

a. making profits for the employees

b. identifying the customers they want to target

c. deciding on prices to charge

d. specifying objectives

Question 8

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Market researchers have determined nine categories of lifestyles for computer users. One of the categories is described as "Mouse Potatoes," who like the Internet for entertainment and can't wait to buy the latest in "techno-entertainment." In terms of the diffusion process, how would "Mouse Potatoes" be classified?

Select one:

a. as innovators

b. as late adopters

c. as late majority

d. as early majority

Question 9

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Has someone ever repeatedly asked for your phone number and refused to take "no" for an answer? Now when that individual asks for your phone number, you can give this bothersome person the number for the Rejection Hotline, which will explain that you are not interested. In terms of a product strategy, what is the Rejection Hotline's telephone message?

Select one:

a. its intangible product

b. its core product

c. its relationship marketing tool

d. its promotion strategy

Question 10

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Scenario 10-3

Choice Homes Inc. built its reputation by building high-quality new homes, often at prices less than "used" ones. Choice Homes used mass-purchasing power, innovative high-tech communications among employees to coordinate the building process, and other entrepreneurial strategies to hold costs down. Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the dream of home ownership for the same price as rent. Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples. The Choice Classic name was designed to capitalize on the reputation of Choice Homes, especially for current Choice home owners who are ready to move up to a larger home. Recently, Choice Homes started a third line of homes called "Reflections," which are expensive, custom-designed homes located in exclusive, prestigious neighbourhoods.

Refer to the scenario. In a recent survey, Choice Homes's customers indicated that they thought their homes were high quality, made lots of referrals to friends, and planned to buy Choice Classic or Reflections homes in the future. The customers' reactions indicate that Choice Homes has achieved which of the following?

Select one:

a. generic status

b. brand equity

c. superficial skills

d. a private brand

Question 11

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The Ritzy Canine Carriage House is a doggy hotel. The lobby features a crystal chandelier, brocade-patterned wallpaper, gold-framed mirrors, and antique chairs. According to your text, service is a process. Which category of service processes is used at this doggy care centre?

Select one:

a. possession stimulus

b. physical stimulus

c. mental stimulus

d. person stimulus

Question 12

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Scenario 11-3

In the early 1900s, a new product was developed-the phonograph record. It allowed people to listen to and appreciate recorded music in the privacy of their homes. At first, consumers were reluctant because the idea was so novel and difficult to comprehend. During the 1930s, the pioneers in the record industry were experiencing strong sales and profits. As a result, other firms began to enter the market and competition intensified. At this point, there were hundreds of record producers and manufacturers. During the 1940s and 1950s, sales continued to increase, but at a much slower rate. The market stayed at approximately the same level until the late 1960s when a new technology arrived in the form of the eight-track tape. The record market began a slow decrease in sales. By the 1970s, another new technology, cassette tapes, replaced the eight-track tape. During the 1970s and 1980s, record production continued to decrease. In the late 1980s, sales dropped rapidly as yet another new technology arrived, the compact disc. Digital downloading of songs from online stores like iTunes has become the norm. Today, most stores no longer carry records, which have become a niche product.

Refer to the scenario. Record companies spent a lot of money on product information advertising in the 1920s to educate the public about the new technology. This is a characteristic of which stage of the product life cycle?

Select one:

a. maturity

b. equity

c. growth

d. introductory

Question 13

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Cell phones are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price. What would cell phones be classified as?

Select one:

a. product goods

b. heterogeneous shopping products

c. homogeneous shopping products

d. convenience goods

Question 14

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Your boss has just told you to work on getting trademark protection for a new brand of backpack the firm has developed. The product is to be called the Thermos Pak and has a unique logo. Why will this protection be difficult?

Select one:

a. Many competitors are trying for the same trademark.

b. Proving your product is unique to get a trademark is hard to and expensive.

c. Thermos is a generic product name.

d. Brand logo designs, even as unique as yours, cannot be trademarked.

Question 15

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Scenario 11-4

When friends of Brian Richardson went to the carnival, they always wanted to take him with them because Richardson had an uncanny ability to win almost every arcade game he played. Usually by the end of the evening his friends were also winning because Richardson did not mind sharing his secrets. His friends urged him to write a book. After several attempts, Richardson created The Secrets of Amusement Park Games-Revealed. In the book, Richardson reduces the art of playing arcade games to a science. According to him, the trick is to realize each game is not a game of chance. Richardson's mini-book is available at Amazon.com for $5.95.

Refer to the scenario. In terms of the new-product development process, Richardson's several unsuccessful attempts to put his thoughts on paper are an example of which of the following?

Select one:

a. commercialization

b. idea generation

c. test marketing

d. idea screening

Question 16

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Raymond runs a social media consulting company. He is in the process of deciding on his competitive advantage. He has been advised that one of the following would NOT help to build a long-term advantage. Which one would NOT help?

Select one:

a. personal communications

b. pricing incentives

c. structural bonds

d. social bonds

Question 17

Question text

Scenario 11-3

In the early 1900s, a new product was developed-the phonograph record. It allowed people to listen to and appreciate recorded music in the privacy of their homes. At first, consumers were reluctant because the idea was so novel and difficult to comprehend. During the 1930s, the pioneers in the record industry were experiencing strong sales and profits. As a result, other firms began to enter the market and competition intensified. At this point, there were hundreds of record producers and manufacturers. During the 1940s and 1950s, sales continued to increase, but at a much slower rate. The market stayed at approximately the same level until the late 1960s when a new technology arrived in the form of the eight-track tape. The record market began a slow decrease in sales. By the 1970s, another new technology, cassette tapes, replaced the eight-track tape. During the 1970s and 1980s, record production continued to decrease. In the late 1980s, sales dropped rapidly as yet another new technology arrived, the compact disc. Digital downloading of songs from online stores like iTunes has become the norm. Today, most stores no longer carry records, which have become a niche product.

Refer to the scenario. The time from the 1940s through the 1960s corresponds to which stage of the product life cycle for phonograph records?

Select one:

a. saturation

b. introductory

c. growth

d. maturity

Question 18

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Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics. Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old woman. Which type of strategy is being implemented by the introductions of these cosmetics?

Select one:

a. product portfolio width adjustment

b. product item contraction

c. portfolio breadth expansion

d. product line extension

Question 19

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Sizzlin' Shine is a company that uses trained detailing professionals to apply wax to automobiles by hand and utilize mechanical polishing equipment. The owner prices her detailing service higher than her competition because she uses only the best materials, and they cost more than the materials used by her competitors. Her goal is to maximize profits.

How is the owner's pricing objective for Sizzlin' Shine best characterized?

Select one:

a. as revenue oriented

b. as quality oriented

c. as sales oriented

d. as patronage oriented

Question 20

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Scenario 11-4

When friends of Brian Richardson went to the carnival, they always wanted to take him with them because Richardson had an uncanny ability to win almost every arcade game he played. Usually by the end of the evening his friends were also winning because Richardson did not mind sharing his secrets. His friends urged him to book. After several attempts, Richardson created The Secrets of Amusement Park Games-Revealed. In the book, Richardson reduces the art of playing arcade games to a science. According to him, the trick is to realize each game is not a game of chance. Richardson's mini-book is available at Amazon.com for $5.95.

Refer to the scenario. Because the benefits of reading the book and employing its techniques are obvious to anyone who has ever attended a carnival, The Secrets of Amusement Park Games-Revealed can be said to exhibit which product characteristic?

Select one:

a. compatibility

b. complexity

c. observability

d. trialability