Question 1

Marketing dashboards are useful in measuring actual market performance versus the goals set in new-product planning, such as sales. Once shortfalls are identified, the first step would be to conduct market research to determine

Accepted Answer

A)   how to change the promotional strategy.
B)   whether the problem is internal or external to the organization.
C)   whether to drop or keep the failing product or market.
D)   whether to change the goal, and therefore, the marketing metric used to measure it.
E)   if the numbers used for evaluation in the marketing dashboard are accurate.F) B) and E)
G) A) and E)

Question 2

The emphasis of a marketing strategy for a continuous innovation concentrates on

Accepted Answer

A)   obtaining exclusive distribution.
B)   setting a low price.
C)   generating awareness.
D)   using reminder advertising to reeducate consumers.
E)   using personal selling.F) C) and D)
G) A) and B)

Question 3

A product that disrupts consumers' normal routine but does not require totally new learning is a

Accepted Answer

A)   continuous innovation.
B)   dynamically continuous innovation.
C)   discontinuous innovation.
D)   progressive innovation.
E)   disruptive innovation.F) C) and D)
G) C) and E)

Question 4

The emergency room staff in Houston's largest hospital is pleasantly surprised when a four-day Fourth of July weekend brings in few accident victims for treatment. They know from experience that such public holidays usually have high rates of accidents. For the hospital's business office, the lower demand for the emergency room services means

Accepted Answer

A)   a break in the service continuum.
B)   its services are no longer tangible.
C)   its services can be separated from the staff.
D)   the hospital has idle production capacity.
E)   an opportunity for gap analysis.F) All of the above
G) C) and E)

Question 5

IDEO is a company that

Accepted Answer

A)   creates innovative promotional programs for its clients' new products.
B)   developed the formal Stage-Gate process to commercialize new products for its clients.
C)   uses "design thinking" to develop new products for other organizations.
D)   rates new products like Consumer Reports.
E)   runs patent searches for companies that don't have an internal legal department.F) C) and D)
G) A) and D)

Question 6

The two main classifications of business products are

Accepted Answer

A)   durable and nondurable products.
B)   components and support products.
C)   tangible and intangible products.
D)   consumer and industrial products.
E)   derived and maintenance products.F) C) and D)
G) All of the above

Question 7

The addition of Clorox II bleach to Tide laundry detergents is an example of a

Accepted Answer

A)   discontinuous innovation.
B)   bundled innovation.
C)   dynamically continuous innovation.
D)   disruptive innovation.
E)   continuous innovation.F) C) and E)
G) A) and B)

Question 8

In terms of promotion, which of the following consumer product types stresses product differentiation from competitors but not status?

Accepted Answer

A)   shopping product
B)   convenience product
C)   specialty product
D)   unsought product
E)   discretionary productF) B) and E)
G) C) and D)

Question 9

Installations, accessory equipment, supplies, and industrial services used to assist in producing other products and services are referred to as

Accepted Answer

A)   components.
B)   parts.
C)   production goods.
D)   raw materials.
E)   support products.F) A) and D)
G) A) and E)

Question 10

The marketing of durable goods often emphasizes which of the following elements of the promotional mix?

Accepted Answer

A)   sales promotion
B)   personal selling
C)   advertising
D)   public relations
E)   direct marketingF) A) and E)
G) B) and E)

Question 11

Marketing Dashboard Map
-There are seven stages of the new-product development process. Stage 3 follows idea generation; it is the ________ stage.

Accepted Answer

A)   tactic generation
B)   screening and evaluation
C)   screening and analysis
D)   new-product strategy development
E)   product assessmentF) A) and D)
G) C) and E)

Question 12

Chuck is a guide for tours that take visitors to swim with Manatees in central Florida. He is a very gregarious guy with funny stories and a great way with people, so many online reviewers mention him by name and say little about the organization he works for. The reviewers' inability to see the distinction between Chuck and the tour company is an example of which unique characteristic of services?

Accepted Answer

A)   intangibility
B)   impressionability
C)   incongruity
D)   inseparability
E)   inflexibilityF) B) and E)
G) A) and E)

Question 13

Development is the stage of the new-product development process

Accepted Answer

A)   where initial ideas are generated and discussed.
B)   that turns an idea on paper into a prototype.
C)   where product characteristics and product benefits are selected.
D)   where cross-functional team members and leaders are selected and initial tasks are assigned.
E)   where the first version of a product enters the marketplace.F) B) and E)
G) A) and D)

Question 14

At the time of its introduction, which of the following products was the best example of a continuous innovation?

Accepted Answer

A)   home security system
B)   disposable lighter
C)   microwave oven
D)   electric toothbrush
E)   video cameraF) C) and E)
G) B) and D)

Question 15

From an organization's perspective regarding its new products and innovations, which of the following new-product strategies has the lowest level of risk?

Accepted Answer

A)   a radical invention
B)   a brand extension
C)   a product line extension
D)   a jump in innovation
E)   a product diversificationF) A) and B)
G) B) and E)

Question 16

Marketing Dashboard Map
-In the marketing map above, the annual growth rate in each state is shown. There are 11 "good" states (CA, NV, AZ, NM, CO, TX, LA, MN, IL, GA, and FL)  and 15 "bad" states, meaning very poor states (ID, UT, NE, IA, OH, WV, NC, PA, MD, NJ, CT, RI, VT, NH, and ME) . If you were a marketing manager faced with this dashboard, which of the following would be the best action?

Accepted Answer

A)   focus on the shortfalls in Idaho and Utah
B)   revise the relevant goals for both the East and West Coast
C)   conduct additional market research in the Southern United States
D)   examine your distribution system in the Northeastern United States
E)   change the marketing metric being used to evaluate cities individuallyF) C) and D)
G) C) and E)

Question 17

Compare continuous, dynamically continuous, and discontinuous innovations. Provide the marketing strategy and an example of each.

Accepted Answer

With a continuous innovation, no new lea...

Question 18

The inventory costs for airlines is high because they

Accepted Answer

A)   use a straight salary compensation plan for the large numbers of flight attendants.
B)   have high-salaried pilots and very expensive equipment.
C)   allow baggage personnel to work overtime.
D)   decrease the number of workdays per week, but increase the hours per day.
E)   use a commission compensation system for their reservationists.F) All of the above
G) A) and D)

Question 19

Which of the following statements about product lines is most accurate?

Accepted Answer

A)   An advantage of a narrow product line is the ability to have a greater gap between price points.
B)   Product lines refer to consumer products; product mixes refer to industrial products.
C)   An advantage of broad product lines is increased likelihood of access to large retail chain distribution.
D)   A benefit of having a narrow product line is that it enables both consumers and retailers to simplify their buying decisions.
E)   A broad product line reduces R&D costs.F) A) and D)
G) B) and C)

Question 20

Which of the following is most likely to be an example of an unsought product?

Accepted Answer

A)   Swagtron hoverboard
B)   5-hour Energy shot
C)   flight on American Airlines to Phoenix
D)   Roget's thesaurus
E)   Ivory soapF) C) and E)
G) C) and D)

Exam 9: Developing New Products and Services

Compare continuous, dynamically continuous, and discontinuous innovations. Provide the marketing strategy and an example of each.

Correct Answer
verified
With a continuous innovation, no new lea...
View Answer

IDEO is a company that

Correct Answer
verified

Correct Answer
verified

Marketing dashboards are useful in measuring actual market performance versus the goals set in new-product planning, such as sales. Once shortfalls are identified, the first step would be to conduct market research to determine

Correct Answer
verified

The emphasis of a marketing strategy for a continuous innovation concentrates on

Correct Answer
verified

In terms of promotion, which of the following consumer product types stresses product differentiation from competitors but not status?

Correct Answer
verified

Correct Answer
verified

From an organization's perspective regarding its new products and innovations, which of the following new-product strategies has the lowest level of risk?

Correct Answer
verified

Correct Answer
verified

Which of the following statements about product lines is most accurate?

Correct Answer
verified

Which of the following is most likely to be an example of an unsought product?

Correct Answer
verified

The addition of Clorox II bleach to Tide laundry detergents is an example of a

Correct Answer
verified

The two main classifications of business products are

Correct Answer
verified

Development is the stage of the new-product development process

Correct Answer
verified

At the time of its introduction, which of the following products was the best example of a continuous innovation?

Correct Answer
verified

A product that disrupts consumers' normal routine but does not require totally new learning is a

Correct Answer
verified

The marketing of durable goods often emphasizes which of the following elements of the promotional mix?

Correct Answer
verified

Installations, accessory equipment, supplies, and industrial services used to assist in producing other products and services are referred to as

Correct Answer
verified

Marketing Dashboard Map -There are seven stages of the new-product development process. Stage 3 follows idea generation; it is the ________ stage.

Correct Answer
verified

The inventory costs for airlines is high because they

Correct Answer
verified

Exam 9: Developing New Products and Services

Compare continuous, dynamically continuous, and discontinuous innovations. Provide the marketing strategy and an example of each.

Correct AnswerverifiedWith a continuous innovation, no new lea...View AnswerShow Answer

IDEO is a company that

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Marketing dashboards are useful in measuring actual market performance versus the goals set in new-product planning, such as sales. Once shortfalls are identified, the first step would be to conduct market research to determine

Correct AnswerverifiedShow Answer

The emphasis of a marketing strategy for a continuous innovation concentrates on

Correct AnswerverifiedShow Answer

In terms of promotion, which of the following consumer product types stresses product differentiation from competitors but not status?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

From an organization's perspective regarding its new products and innovations, which of the following new-product strategies has the lowest level of risk?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Which of the following statements about product lines is most accurate?

Correct AnswerverifiedShow Answer

Which of the following is most likely to be an example of an unsought product?

Correct AnswerverifiedShow Answer

The addition of Clorox II bleach to Tide laundry detergents is an example of a

Correct AnswerverifiedShow Answer

The two main classifications of business products are

Correct AnswerverifiedShow Answer

Development is the stage of the new-product development process

Correct AnswerverifiedShow Answer

At the time of its introduction, which of the following products was the best example of a continuous innovation?

Correct AnswerverifiedShow Answer

A product that disrupts consumers' normal routine but does not require totally new learning is a

Correct AnswerverifiedShow Answer

The marketing of durable goods often emphasizes which of the following elements of the promotional mix?

Correct AnswerverifiedShow Answer

Installations, accessory equipment, supplies, and industrial services used to assist in producing other products and services are referred to as

Correct AnswerverifiedShow Answer

Marketing Dashboard Map -There are seven stages of the new-product development process. Stage 3 follows idea generation; it is the ________ stage.

Correct AnswerverifiedShow Answer

The inventory costs for airlines is high because they

Correct AnswerverifiedShow Answer

Correct Answer
verified
With a continuous innovation, no new lea...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified