Ch8 Delivering Products And Brands Test Questions & Answers

Applied Marketing, 2e (Padgett)

Chapter 8 Delivering Products and Brands that Meet Customer Needs

1) To maintain integrity in the marketing plan, marketers must separate products from any services.

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers; The Goods-Services Continuum

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

2) Idea Generation and Strategy Development belong in the conceptualization process.

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation- The New Product Development Process

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Comprehension

3) If a marketer considers each step in the new product development process, the product will succeed in the marketplace.

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation; The New Product Development Process

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

4) New products that have similar uses to existing strong brands can help create value through a process known as in-category extensions.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding; Realizing the Value of Brands through Brand Extensions

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

5) What is a product made up of?

A) Core product

B) Actual product

C) Augmented product

D) All choices are correct

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean To Marketers- Products Are Total Market Offerings

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

6) How many critical points are there on the good-services continuum?

A) 1

B) 2

C) 3

D) 0

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean To Marketers- Products Are Total Market Offerings

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

7) What do consumers actually buy?

A) Products

B) Benefits

C) Attributes

D) Core product

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers- Products are Benefits Delivery Systems

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Knowledge

8) How many different groups of benefits are there to describe a product?

A) 5

B) 4

C) 3

D) 2

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers- Products are Benefits Delivery Systems

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

9) What is the most recent group to be incorporated into product benefits?

A) Functional Benefits

B) Resource Benefits

C) Core Values

D) Sensory Benefits

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers- Products are Benefits Delivery Systems

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

10) How many levels is a product comprised of?

A) 3

B) 2

C) 1

D) 0

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean To Marketers- Products Are Total Market Offerings

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

11) Which type of product benefit affects how customers respond emotionally to product purchases?

A) Sensory

B) Functional

C) Resource

D) Psychological

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

12) Which term refers to actions or activities performed by the seller for the buyer?

A) Products

B) Services

C) Benefits

D) Innovation

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

13) The four different categories of product benefits are sensory benefits, functional benefits, resource benefits, and

A) personal benefits.

B) psychological benefits.

C) business production benefits.

D) social benefits.

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers; Products Are "Benefit Delivery Systems"

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

14) What part of a total market offering includes features that might speed the purchasing decision and make the product more attractive?

A) Brand evaluation

B) Augmented product

C) Feature complexity

D) Benefit focus

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers; Products Are Total Market Offerings

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

15) When marketing transportation offerings, marketers may use different price levels to address which characteristic of services?

A) Perishability

B) Intangibility

C) Inseparability

D) Variability

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers; The Goods-Services Continuum

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

16) How do you create a strong and profitable business enterprise?

A) Need satisfying product

B) Make a product that is relevant to a limited audience

C) Using creativity to create a new product

D) Creating innovation without a process

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean To Marketers- Introduction

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Application

17) A consumer purchased a winter coat because the inside lining was made of a soft material. One type of benefit that was purchased was

A) the coat.

B) sensory benefit.

C) resource benefit.

D) the product.

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers- Products are Benefits Delivery Systems

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

18) What drives how marketers create products?

A) Benefits desired by the entire target market

B) Combination that will give the most value to one specific customer

C) Appealing benefits

D) Appealing value

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers- Products are Benefits Delivery Systems

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

19) A consumer purchases new windows for his/her home to replace the original windows put in when they house was built, this could be an example of what type of benefit?

A) Product

B) Resource benefit

C) Sensory benefit

D) The actual window

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers- Products are Benefits Delivery Systems

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

20) A "fast pass" at an amusement park is an example of what type of product?

A) Core product

B) Actual product

C) Augmented product

D) Benefit

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean To Marketers- Products Are Total Market Offerings

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Application

21) Of the following, which is an example of a sensory benefit?

A) A week at an exclusive resort

B) A pressure cooker that can make dinner in less than an hour

C) A movie that suggests laughter and entertainment

D) A thick, fluffy robe that is soft to the skin

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

22) Erica loves chocolate. Though she is a cash-strapped college student, she typically purchases a brand of expensive chocolate bars due to her strongly held belief in fair trade practices. Which term refers to the driving force behind Erica's behavior?

A) Resource benefit

B) Sensory benefit

C) Core value

D) Core product

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

23) What is the primary similarity between a core product and an augmented product?

A) The intangibility of the product

B) The type of benefits provided

C) The level of motivation stimulated

D) The level of satisfaction promised

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

24) Which of the following statements accurately describes the goods-services continuum?

A) Marketing services is easier because there is no need to balance supply and demand via inventory.

B) Evaluating the quality of services can be more difficult than evaluating the quality of goods.

C) Services delivered in person are easier to standardize than those delivered online.

D) Inseparability can lead to variability.

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

25) Customers will find value in different bundles of benefits, which is one major reason why marketers

A) focus on retail outlets to provide the best selection for customers.

B) use customized marketing mixes and the STP (segmentation, targeting, and positioning) process.

C) depend on new product development.

D) emphasize lowest price for the bundle to maximize value for the customer.

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers; Products Are "Benefit Delivery Systems"

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

26) When marketers are considering the motivations and benefits that a customer wants from a purchase, the marketer is focusing on which part of the product as a whole?

A) Total product

B) Augmented product

C) Actual product

D) Core product

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers; Products Are "Benefit Delivery Systems"

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

27) Of the following, which is an example of a resource benefit?

A) A meal subscription service

B) A theme park full of roller coasters

C) A gated home community

D) An aromatic candle

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

28) Olivia has taken tap dancing lessons for several years. Recently, a new instructor has taken over the tap classes. After a few months, Olivia finds herself dreading the classes since they are no longer fun or challenging. What is the most likely reason for Olivia's reaction?

A) Services are inseparable from their providers.

B) Services are intangible.

C) Services are perishable.

D) Services are invariable.

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

29) You need transportation to travel to and from work, so you purchase a new SUV from a local dealership that offers an attractive finance rate and warranty. What is the core product in this example?

A) Transportation

B) SUV

C) Finance rate

D) Warranty

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

30) Consumers typically enjoy a quality product, however one specific consumer will brand hop and pay higher prices for a higher quality product 8 out of 10 times. How could you describe this consumer?

A) Purchases based on sensory benefits

B) Purchases based on resource benefits

C) Purchases based on all benefits

D) Incorporates his/her core values

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean To Marketers- Products Are Total Market Offerings

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

31) You are opening a hair salon offering quality, but moderately priced, services. You hope to establish a large and repeat clientele by eliminating variability of service. Which of the following represents the best way to accomplish this goal?

A) Hire experienced and skilled stylists. Educate your staff so that everyone has the same knowledge of techniques and processes. Establish rules for how to treat clients from the way they are welcomed into the salon to the time of their payment and departure.

B) Hire experienced and skilled stylists with established clientele, thereby eliminating the need to recruit new customers. Allow stylists to continue to treat clientele in the same manner in which they are accustomed.

C) Establish a practice of photographing clients after each appointment. Post the photos online so that clients may admire them afterwards and so that stylists may reference them prior to following appointments.

D) Permit clients to make appointments with only one or two pre-selected stylists. The inseparability will eliminate variability.

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean to Marketers

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

32) Where does idea generation fall within the product development process?

A) Conceptualization

B) Planning

C) Commercialization

D) Concepts

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation- The New Product Development Process

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Comprehension

33) Which task does NOT belong in the planning phase?

A) Idea screening

B) Business analysis

C) Marketing mix

D) Marketing strategy

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation- The New Product Development Process

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Comprehension

34) Which is a task you are likely to see in the commercialization phase?

A) Product development

B) Strategy development

C) Concept development

D) Business development

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation- The New Product Development Process

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Comprehension

35) Where would you expect to see product innovation ideas in the process development process?

A) Conceptualization

B) Planning

C) Commercialization

D) Product concepts

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation- The New Product Development Process

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

36) An improvement in a products ability to deliver its primary benefit to a customer is

A) discontinuous innovation.

B) continuous innovation.

C) innovation.

D) creativity.

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation- Innovative New Products

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Knowledge

37) A large jump in products benefit-delivering abilities is

A) discontinuous innovation.

B) continuous innovation.

C) innovation.

D) creativity.

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation- Innovative New Products

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Knowledge

38) How many steps are there in the product development process?

A) 5

B) 4

C) 3

D) 2

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation- The New Product Development Process

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Knowledge

39) Which term refers to large jumps in a product's benefit-delivering abilities?

A) Discontinuous innovations

B) Continuous innovations

C) Near-category extensions

D) Out-of-category extensions

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

40) What is the best definition of prototype?

A) An improvement in a product's ability to deliver benefits to customers

B) A working model of an actual product

C) The first group of people to adopt an innovation

D) The first stage of the product life cycle

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

41) When a marketer has determined that a new product is viable, the new product development process changes from the conceptualization phase to the

A) research phase.

B) financial commitment phase.

C) planning phase.

D) commercialization phase.

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation; The New Product Development Process

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

42) What is a difference between the two types of innovation?

A) Size of innovation

B) Benefit delivery abilities

C) Improvement is created

D) Improvement of primary benefit

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation- Innovative New Products

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

43) In which stage of the product development process will a company see prototypes?

A) Conceptualization

B) Planning

C) Commercialization

D) End product

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation- The New Product Development Process

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Analysis

44) Why is the new product development process important?

A) New product development failure risk is high.

B) Creativity is important.

C) It doesn't involve collaboration between functional areas of the business.

D) It's slow and cumbersome.

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation- New Product Success and Failure

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

45) Why are failure rates for new products debatable?

A) Failure rate is not clearly defined

B) The market is always changing

C) Failure rates are high

D) Failure rate has a defined inclusive definition

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation- New Product Success and Failure

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

46) Which of the following is an example of a discontinuous innovation?

A) Northeast Electric Company markets the first electric typewriters.

B) Toyota markets the first Prius, a hybrid automobile.

C) Kellogg's markets Corn Flakes, the first shelf-stable, cold breakfast cereal.

D) RCA markets the first color television sets.

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

47) Which of the following statements accurately describes the new product development process?

A) By definition, the process is slow and cumbersome.

B) Conceptualization is considered through the lens of marketing strategy.

C) Commercialization begins with the rollout of product or services.

D) It requires collaboration between functional areas of the business.

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

48) Which of the following statements accurately describes new product successes and failures?

A) Marketers typically define failure as products offered for sale for less than one year.

B) Successful products often deliver short-term rewards to the companies that market them.

C) Weihenstephaner beer is considered the world's worst product failure.

D) Marketers disagree on what constitutes failure.

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

49) Peter was enthusiastic about the new case that he was creating for a smartphone using advanced plastics. He tells you, "This is revolutionary. This is something that everyone needs. This is truly a discontinuous innovation." It is far more likely that this case will be a

A) discontinuous improvement.

B) continuous innovation.

C) discontinuous enhancement.

D) continuous improvement.

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation; Innovative New Products

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

50) You and your roommate have a viable food truck business on campus. You are about to introduce gourmet grilled cheese options to the menu for those customers who have asked for more non-meat options. Research shows that this will provide you with an advantage over your competitors. To be successful in developing this new product, what is your next step?

A) Analyze the additional offerings by estimating costs, forecasting sales, and calculating return on investment. Proceed only if the addition of gourmet grilled cheese sandwiches appears profitable.

B) Create the marketing plan and marketing mix by choosing the appropriate combination of Ps and Cs for the addition of gourmet grilled cheese sandwiches.

C) Test market the gourmet grilled cheese sandwiches on campus, particularly with the customers who asked for non-meat menu additions.

D) Since this is a small business venture, rolling out the new menu options now can serve as the business analysis and test marketing steps.

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

51) Lisa and her marketing team are working on a new product for their firm. They've gone through a wide range of rough ideas about what kind of new product would be good in the marketplace, then they eliminated some ideas that seemed inappropriate, and started thinking about what the product offerings might look like. What else do they need to do to complete the conceptualization phase of the new product development process?

A) Strategy development

B) Focus groups and research

C) Concept screening

D) Operations assessment

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation; The New Product Development Process

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

52) How many groups are there in the diffusion of innovation?

A) 6

B) 5

C) 4

D) 3

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Products Over Time: Diffusion of Innovation and the Product Life Cycle- The Diffusion of Innovation

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

53) The pattern of growing and declining sales in a product category over time is

A) product life cycle.

B) development stage.

C) introduction stage.

D) primary stage.

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Products Over Time: Diffusion of Innovation and the Product Life Cycle- The Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

54) How many stages are in the product life cycle?

A) 8

B) 7

C) 6

D) 5

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Products Over Time: Diffusion of Innovation and the Product Life Cycle- The Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

55) The idea that new technology and the products that utilize the technology spread through markets over time is called

A) diffusion of innovation.

B) discontinuous innovation.

C) continuous innovation.

D) innovation.

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Products Over Time: Diffusion of Innovation and the Product Life Cycle- The Diffusion of Innovation

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

56) Which term refers to the idea that new technology and the products that utilize the technology spread through markets over time?

A) Diffusion of innovation

B) Product life cycle

C) Fad

D) Fashion

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Product Life Cycle

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

57) Which of the following describes an innovator?

A) Young

B) Willing to take risk

C) Sense of tradition

D) Cautious

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Products Over Time: Diffusion of Innovation and the Product Life Cycle- The Diffusion of Innovation

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

58) Which would be more useful to evaluate in regards to PLC?

A) Samsung Galaxy

B) iPhone X

C) Cellular devices

D) Google Pixel

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Products Over Time: Diffusion of Innovation and the Product Life Cycle- The Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

59) Which action are you most likely to see in the development stage of the PLC?

A) Trial of a new product

B) Investments being made

C) Growth in product sales

D) Competing brands begin to emerge

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Products Over Time: Diffusion of Innovation and the Product Life Cycle- The Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

60) Which action are you most likely to see in the maturity stage?

A) Competing brands begin to emerge

B) Sales begin to level off

C) Growth in product sales

D) Investments being made

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Products Over Time: Diffusion of Innovation and the Product Life Cycle- The Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

61) A fad is a variation in product life cycle. What makes it different than a normal PLC?

A) Occurs quickly.

B) Sales could rise and fall more than once in a fad.

C) A fad PLC takes into consideration sales, profits and competition.

D) It shows the pattern of growing and declining sales.

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Products Over Time: Diffusion of Innovation and the Product Life Cycle- The Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

62) A fashion is a variation in product life cycle. What makes it different than a normal PLC?

A) Occurs quickly.

B) Sales could rise and fall more than once in a fashion.

C) A fashion PLC takes into consideration sales, profits and competition.

D) It shows the pattern of growing and declining sales.

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Products Over Time: Diffusion of Innovation and the Product Life Cycle- The Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

63) Facial Tissue brands such as Kleenex are in what stage of the product life cycle?

A) Decline

B) Primary demand

C) Selective demand

D) Maturity

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Products Over Time: Diffusion of Innovation and the Product Life Cycle- The Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

64) Which of the following statements accurately describes diffusion of innovation?

A) The curve is always bell shaped.

B) The main value of the framework is a set of generalizations about the nature of the people who adopt innovations at various points in time.

C) Early adopters and the early majority make up the mass market of an innovative product.

D) While innovators like to be out front in a category, they tend to be more frugal than others.

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

65) Nancy is in her late 70s. Recently, a worldwide pandemic has made it impossible for her to get books from her local library or to pay her bills via a teller at her local bank, so she purchases a laptop and Wi-Fi service. Into which diffusion of innovation category does Nancy most likely fall?

A) Early majority

B) Late majority

C) Laggard

D) Non-adopter

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

66) Which of the following statements accurately describes the product life cycle?

A) It focuses on the changing nature of people adopting a product over time.

B) Fads are frequently cyclical with short-lived subsequent iterations.

C) It follows a neat and symmetrical bell-shaped curve.

D) It is affected by competition from multiple product brands.

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

67) What is the best similarity between the growth and maturity stages of the product life cycle?

A) Competition levels are increasing.

B) Profits are increasing.

C) Sales are increasing.

D) Adoption levels are increasing.

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

68) Paul was beginning to think about selling his new smartphone app, and he said, "I wish there was some way to know how this app will be accepted. Otherwise, I'm not sure if I'm succeeding or not." Paul needs to learn about which concept in marketing?

A) Marketing research

B) New product Development process

C) Product life cycle

D) Diffusion of innovation

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Product Life Cycle; The Diffusion of Innovation

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

69) The small group of consumers who are willing to pay a premium price for new technologies and who tend to be risk averse are known as

A) innovators.

B) achievers.

C) status-oriented.

D) optimizers.

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Product Life Cycle; The Diffusion of Innovation

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

70) When considering the product life cycle, the product category sales curve and the product category profits curve differ in their general shape EXCEPT during which phase, when the curves have relatively the same shape?

A) Introduction

B) Growth

C) Maturity

D) Decline

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: The Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

71) Some products may see the mature phase of the product life cycle extend for a long period of time. While this may seem like a desirable state, one of the critical problems is

A) lower profitability.

B) new competitors.

C) regulatory interference.

D) declining customer base.

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: The Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

72) If you were asked to help interpret a graphic of a product life cycle curve, and it looked like hills and valleys instead of a bell-shaped curve, you'd be looking at what kind of product?

A) A hot new item at Christmastime

B) Seasonal products

C) Heavy-duty appliances

D) Fast-moving consumer goods

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: The Product Life Cycle

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

73) Where does a flip phone user fall in the bell curve of innovation?

A) Innovators

B) Early adopters

C) Laggards

D) Non-adopters

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Products Over Time: Diffusion of Innovation and the Product Life Cycle- The Diffusion of Innovation

Standard 1: AACSB || Ethics

Standard 2: Bloom's || Evaluation

74) What is the best synthesis of the diffusion of innovation curve and the product life cycle curve?

A) The patterns imply a corresponding need for changes in marketing strategy.

B) Heavy competition drives sales and adoptions.

C) Early majority adopters respond strongly to primary demand.

D) Discontinuous innovations are most common when products reach maturity.

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: Product Life Cycle

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Synthesis

75) Kathy has been pleased with the launch and steady sales of her new and innovative mobile printer, but she has noticed that with intense competition, profits have been declining. Competitors are now offering their own versions, taking sales away from her product. She knows she must take a new look at her marketing mix. What tool is most appropriate to help Kathy in considering what changes need to be made?

A) Diffusion of innovation

B) Marketing plan

C) Marketing research

D) Product life cycle

Learning Objective: 8.3 Describe the diffusion of innovation and the product life cycle concepts and appreciate how these two theories affect marketing strategy through the life of a product category.

Section Reference: The Product Life Cycle

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

76) How many categories of extensions are there?

A) 4

B) 3

C) 2

D) 1

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding- Realizing the Value of Brands through Brand Extension

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

77) ________ allow one branded product to feature another brand as a component part or ingredient.

A) Co-brands

B) Partnership

C) Brand Image

D) Process of branding

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding- Brand Partnership through Co-Brands

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Comprehension

78) The name or symbol that identifies a specific business's product or service is called

A) branding.

B) brands.

C) brand marks.

D) brand names.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

79) The financial value of a brand is captured in the concept of

A) brand equity.

B) brands.

C) brand names.

D) brand marks.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding- Brands and Brand Equity

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Knowledge

80) Which of the following terms applies to the image of a green two-tailed mermaid dubbed "the siren"?

A) Brand name

B) Brand mark

C) Brand value

D) Brand extension

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

81) Which of the following is NOT one of the reasons marketers work to build brands?

A) Brands protect against competition.

B) Brands can enable premium pricing.

C) Brands support product extensions.

D) Brands reduce marketers' efforts.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding; Brands and Brand Equity

Standard 1: AACSB || Communication

Standard 2: Bloom's || Comprehension

82) The willingness to pay more for one brand over another brand is known as

A) consumer flexibility.

B) brand equity.

C) brand preference.

D) consumer choice.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding; Brands and Brand Equity

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

83) Which of the following is NOT one of the options available to marketers in building a strong brand image?

A) Build image on low pricing.

B) Build image focusing on the customer.

C) Build image on market failures.

D) Build image on leadership.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding; Brand Partnerships through Co-Brands

Standard 1: AACSB || Communication

Standard 2: Bloom's || Knowledge

84) The font used to spell iPhone is a

A) brand mark.

B) brand name.

C) brand equity.

D) brand.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding- Brands and Brand Equity

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

85) The spoken word iPhone is a

A) brand mark.

B) brand name.

C) brand equity.

D) brand.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding- Brands and Brand Equity

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

86) If a consumer buys Charmin bath tissue that is the exact same quality as a generic brand only more expensive, Charmin has created ________ with the consumer.

A) brand mark

B) brand name

C) brand equity

D) brand

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding- Brands and Brand Equity

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

87) Apple creating iPhones after many years of producing iPods and computers would be considered what type of extension?

A) In-category extension

B) Near-category extension

C) Out-of-category extension

D) Extension

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding- Realizing the Value of Brands through Brand Extension

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

88) Pampers created diapers specifically to be worn at nighttime and for swimming. What type of extension is this from the original diaper Pampers started with?

A) In-category extension

B) Near-category extension

C) Out-of-category extension

D) Extension

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding- Realizing the Value of Brands through Brand Extension

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

89) Swiffer dusters can now be bought with the scent of Febreze. This is an example of what strategy?

A) Brand Image

B) Brand Partnership

C) Co-brand

D) Process of Branding

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding- Brand Partnership through Co-Brands

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

90) The Folgers jingle "the best part of waking up is Folgers in your cup" is building a brand image

A) how or when the product is used.

B) around the customer.

C) by identifying key benefits.

D) through leadership.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding- Brand Image and the Process of Branding

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

91) Yeti's slogan "built for the wild" is building a brand image

A) how or when the product is used.

B) around the customer.

C) by identifying key benefits.

D) through leadership.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding- Brand Image and the Process of Branding

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

92) Which of the following statements accurately describes brand equity?

A) Brands have financial returns only when customers have experience with the product.

B) Following trial, the benefits a brand delivers are more important than the company's marketing claims.

C) It allows customers to distinguish between competing products.

D) It is unrelated to brand loyalty.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

93) Which of the following is an example of a near-category brand extension?

A) Samsonite outerwear

B) Colgate lasagna

C) Clorox toilet-bowl cleaner

D) Pillsbury frozen microwave popcorn

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

94) Which of the following is an example of an out-of-category brand extension?

A) Pillsbury Toaster Strudel

B) Colgate toothbrush

C) Excedrin migraine medicine

D) Levi's tailored men's suits

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

95) In 2012, Taco Bell introduced Doritos Locos Tacos and sold over 100 million in the first 10 weeks. This is a successful example of which type of branding?

A) Co-branding

B) Brand loyalty

C) In-category brand extension

D) Out-of-category brand extension

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

96) An established way to get financial value out of a brand is

A) marketing return on investment.

B) promotion capital.

C) brand extension.

D) marketing capitalization.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding; Realizing the Value of Brands through Brand Extensions

Standard 1: AACSB || Communication

Standard 2: Bloom's || Analysis

97) One of your friends has been able to create an upscale catering service, David's Elegance. He has been able to develop satisfied new clients. He has an interest in cars, and he is thinking about setting up a detailing service using the same name to cash in on the catering business success. You are against the idea as it seems a classic case of

A) brand contamination.

B) out-of-category extensions.

C) cross-category ambivalence.

D) service brand duplication.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding; Realizing the Value of Brands through Brand Extensions

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Application

98) Which of the following is NOT one of the problems that can arise in co-branding?

A) Customers may not see a logical connection between the two brands.

B) Both brands may lose value if the combination doesn't succeed.

C) A problem with one brand may diminish both brands.

D) The cost of using two brands raises the price customers must pay.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding; Brand Partnerships through Co-Brands

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Analysis

99) Which of the following took on the least amount of risk when creating a brand extension?

A) Yankee Candle Company creating car air freshener products

B) NyQuil creating a sleep aid "ZzzQuil"

C) Clorox creating the wand toilet bowl cleaner

D) Oreo creating cookie dough Oreos

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding- Realizing the Value of Brands through Brand Extension

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Evaluation

100) You are the brand manager of a new carbonated, flavored water and want to develop a strong bond between the brand and the market. What is the best way to proceed?

A) Using the information finalized when positioning the brand, focus your marketing efforts on the product's specific psychological benefits, and the ways in which it appeals to the target market's core values.

B) Treat the venture like a fad, so that sales spike quickly and the company recoups its investments while competition is weak.

C) Develop marketing efforts that appeal to the innovators and early adopters since their purchases bring the highest profits and their recommendations are key to fending off competition.

D) Due to the conspicuous consumption of the product, create brand equity by using a marketing campaign consistent with the target market's self-image.

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

101) The marketing team was brainstorming about promoting a new brand and its products. They will be able to draw on work in another well-developed and researched process to make the brand consistent and increase its chances for success. What other marketing tool(s) should they use?

A) Segmenting, targeting, and positioning

B) Diffusion of innovation

C) Product life cycle

D) New product development

Learning Objective: 8.4 Define what a brand is and understand how brands create value for customers and marketers.

Section Reference: Product Brands and Branding; Brand Partnerships through Co-Brands

Standard 1: AACSB || Reflective Thinking

Standard 2: Bloom's || Evaluation

102) What is the difference between a product attribute and a product benefit? Give an example of one product and list both the product attributes and benefits.

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean To Marketers- Products Are Total Market Offerings

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Synthesis

103) What is the good services continuum? Describe the goods-services continuum for the coffee market.

Learning Objective: 8.1 Define the term product, explain its relationships to benefits and core values, and understand the implications for marketing strategy.

Section Reference: What Products Mean To Marketers- The Goods-Services Continuum

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Synthesis

104) How could you describe the innovation (continuous, discontinuous) of the Internet, from inception to date?

Learning Objective: 8.2 Understand the differences between new to the world and new to the company products, the new product development process, and the strategic implications for product management.

Section Reference: New Products and Innovation- Innovative New Products

Standard 1: AACSB || Analytic

Standard 2: Bloom's || Synthesis

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