While Alison was showing her new grandson to friends, the baby needed a diaper change, and she had brought none with her. She normally uses eco-friendly Seventh Generation brand diapers but settled for a Pampers brand diaper because that was the only brand stocked at the local grocery store. For Alison, which type of product is the recent diaper purchase?

Select one:

a. shopping product

b. convenience product

c. impulse product

d. specialty product

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If a customer expects to wait one week for a pair of shoes to be mended but is told that the shoes are ready to be picked up less than 24 hours after leaving them at the repair shop, the customer's evaluation of service quality will be high. However, a two-week wait would result in a lower evaluation. Which type of gap would be illustrated by the two-week wait?

Select one:

a. between what the company provides and what the customer is told it provides

b. between what management thinks customers want and the quality specifications management develops to provide

c. between the service customers receive and the service they want

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

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Joseph Confectionery has decided to start marketing a line of Christian-oriented candy under the Testamint brand name. The candy maker is optimistic about establishing the brand in the marketplace and has high hopes of its success. As a marketing consultant, you inform the candy maker that branding can do which of the following?

Select one:

a. ensure a higher margin of profit

b. encourage consumer repeat purchasing

c. create product separation

d. aid in repositioning

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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 the development of a new category of small homes designed to replace low-income housing in the inner city. What does this strategy represent?

Select one:

a. a product line extension

b. a product line contraction

c. a style modification

d. a quality modification

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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. Before leaving a dog at the Ritzy Canine, its owner would more than likely inspect the facilities and use which qualities to evaluate the establishment?

Select one:

a. investigative

b. search

c. standardized

d. experience

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A majority of Mercedes Benz's vehicles are sold outside of Germany. With this in mind, which term refers to brands where at least 20 percent of the product is sold outside the home country?

Select one:

a. equity brand name

b. evoked set

c. master brand

d. global brand

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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 tobook. 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, which stage is the book's availability on Amazon.com?

Select one:

a. idea generation

b. commercialization

c. test marketing

d. business analysis

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There are a number of detergents marketed under the Tide brand including detergent with and without fabric softener, with and without bleach, with various pleasing smells, and fragrance-free. What is the large variety of detergents marketed under the Tide brand an example of?

Select one:

a. a product mix

b. a merchandise line

c. a product line

d. a marketing mix

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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 wribook. 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. Some people might consider the use of Richardson's techniques to be unethical. This value judgment could adversely affect its adoption. What does the value judgment result from?

Select one:

a. the book's trialability

b. the book's complexity

c. the book's compatibility

d. the book's observability

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Realizing that its product needed a warranty to gain rapid market acceptance, what did the manufacturer of a high-tech system for investigating accidents produce?

Select one:

a. a written guarantee that the product would work as promised and that it is fit for the purpose for which it was sold

b. an acknowledgment of company responsibilities for salespeople to build into presentations

c. a label stating the product is of the highest quality and backed by years of manufacturing experience

d. a statement for salespeople to read to prospective buyers

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Cadbury Dairy Milk chocolate can be purchased regularly with little shopping effort, usually with little planning, and it requires wide distribution. What would this chocolate bar be described as?

Select one:

a. as an unsought product

b. as a shopping product

c. as a specialty product

d. as a convenience product

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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 scenario outlines the stages of development of the market for phonograph albums. What is the name for this group of stages?

Select one:

a. product breadth

b. product line

c. product life cycle

d. marketing mix

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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. Because what Sizzlin' Shine provides cannot be touched, seen, or felt in the same manner as an automobile part such as a tire, what is considered?

Select one:

a. perishable

b. credible

c. intangible

d. homogeneous

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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 tobook. 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. Since, with the use of Richardson's book, most people can win arcade games and carry home as many stuffed animals as their arms can hold, what would carnival operators hope for?

Select one:

a. intensive distribution and promotion

b. the book's purchase and promotion

c. a rapid diffusion of the book

d. a slow diffusion of the book

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Has someone ever repeatedly asked for your phone number and refused to take "no" for an answer? Now when that annoying individual asks for your phone number, you can give this individual the number for the Rejection Hotline, which will explain that you are not interested. The ability to give someone a phone number that tells him or her exactly what you have been unable to communicate demonstrates that Rejection Hotline would score high when what is evaluated?

Select one:

a. its assurance

b. its tangibility

c. its reliability

d. its empathy

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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. Research has shown that consumers evaluate service quality on five components. When customers rate the people who supervise the dog activities as being "dog people" and having an understanding of the needs of dogs and their owners, which component are they concerned with?

Select one:

a. reliability

b. responsiveness

c. empathy

d. standardization

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TechSys is in the process of developing a new cell-phone. They must first aim to link the new-product development process with the objectives of the marketing department, the business unit, and the corporation. What is this process also known as?

Select one:

a. screening and concept testing

b. establishing the new-product strategy

c. developing a business analysis

d. building a prototype

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Boutique hotels are typically independently owned and/or part of small chains. People who seek out boutique hotels cannot be sure of what type of specific services will be provided. In other words, the services provided by boutique hotels tend to be relatively high in which of the following qualities?

Select one:

a. intangibility

b. inconsistency

c. inseparability

d. perishability

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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. Why are the facilities at the Ritzy Canine very upscale in design?

Select one:

a. to cope with the problems of service inseparability

b. to cope with the problems of service intangibility

c. to cope with the problems of service homogeneity

d. to cope with the problems of service perishability

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Scenario 11-1

In 2006, Coca-Cola North American debuted Gold Peak iced tea. According to Ray Crockett, spokesperson for Coke, "In looking at the ready-to-drink tea market, we found that the one place that nobody seemed to be playing was in the category of classic iced teas like mother used to make. Gold Peak is a quality product that brings back that classic taste."

Refer to the scenario. Ray Crockett, spokesperson for Coke, said, "We're going to lot of sampling with this product because we believe that if people try it, they're going to love it and stick with it." In other words, what will its adoption rate rely on?

Select one:

a. trialability

b. compatibility

c. complexity

d. comparability