front 1 Convenience goods are nondurable goods
| back 1 True |
front 2 In the Chapter 8 section titles "Market Test," the authors describe how Procter & Gamble (P&G) continually sabotaged another companies efforts to test a new product. What was the competitor's product?
| back 2 Disposable Diapers |
front 3 Marketers and economists use the term "disposable income" when referring to money spend on nondurable goods that are discarded, such as paper towels, disposable diapers, etc.
| back 3 False |
front 4 Which of the following is an alternative for CPG ("consumer packaged goods"):
| back 4 FMCG |
front 5 At which stage of the new product development process do marketers make estimations of technical success (e.g., can we produce it?) and commercial success (e.g. will people buy it?):
| back 5 Step 2 - Product Concept Development and Screening |
front 6 As defined in Chapter 8, _________ is "the process by which an organization creates worth through collaborative participation by customers and other stakeholders in the new product development process" | back 6 Co-Creation |
front 7 The acronym "R&D" stands for:
| back 7 Research & Development |
front 8 Supporting features such as warranty, credit, and service after the sale are all part of the:
| back 8 Augmented Product |
front 9 The three types of innovation discussed in Chapter 8 are "continuous innovation," "dynamically continuous innovation," and "---------- innovation" | back 9 Discontinuous Innovation |
front 10 Thinking about the adoption and diffusion of new products, "early majority" and "late majority" each account for about ______ percent of adopters.
| back 10 34 |
front 11 Which of the following is NOT considered to be a demographic variable:
| back 11 Activities |
front 12 Which of the following demographic groups is characterized in our text as "digital natives"
| back 12 Gen Z |
front 13 Which of the following is the largest ethnic segment in the United States
| back 13 Latino Americans |
front 14 Which VALS segment is associated with self expression, high resources, and high innovation:
| back 14 Experiencers |
front 15 As noted in Chapter 7 Study Guide, one approach to segmentation embraces the notion that "the future of business is selling less of more." What concept is at work here?
| back 15 the long tail |
front 16 Which targeting strategy, if successful, can help company achieve economies of scale by serving homogeneous mass market in which consumer wants and needs are similar:
| back 16 Undifferentiated Marketing |
front 17 The 80/20 rule is relevant to which of the following segmentation variables:
| back 17 Behavior |
front 18 Our author defines Gen Y as those persons born between 1979 and:
| back 18 1994 |
front 19 As you may know, Elon Musk's Tesla is a pioneer in the electric vehicle category. The companies fires vehicle, the Model S sedan, costs 80,000 and was designed to appeal to affluent eco-conscious consumers, What kind of targeting/segmenting strategy was evident in Tesla's early days:
| back 19 Concentrated Marketing |
front 20 Thinking about objectives and strategies for individual products, the key to the successful launch of the MINI Cooper automobile was a creative TV advertising campaign that cost several million dollars.
| back 20 False |
front 21 Which of the following statements accurately reflects the discussion about Procter & Gamble (P&G):
| back 21 P&G has pursued a contraction strategy by divesting a number of foot and beauty brands in order to trim its product mix. |
front 22 What does the M stand for in DMAIC
| back 22 Measure |
front 23 Which of the following aspects of product quality pertains to the notion of aesthetics:
| back 23 Degree of pleasure |
front 24 At which state of the product lifestyle (PLC) are profits negative:
| back 24 Introduction |
front 25 In the Chapter 9 opening case, which client is Aaron Keller of the Capsule brand consulting working with.
| back 25 Patagonia |
front 26 Consumer packaged good powerhouse Procter & Gamble (P&G) can be used to illustrate a variety of Chapter 9 concepts, including product and brand management, product lines, product mis, and brand extensions. Which of the following brands is "P&G's first new dish soap brand in 40 years?"
| back 26 Gain |
front 27 Thinking about the various aspects of product quality, which of the following is highlighted in Chapter 9 as being integral to McDonald's business model:
| back 27 Reliable |
front 28 Which of the following most accurately reflects the text discussion of pricing in the introductory phase of the product life cycle (PLC):
| back 28 Managers may choose either pricing option, depending on their company's strategic goals. |
front 29 A _________ is the legal term for a registered brand name or brand mark | back 29 Trademark |
front 30 Which of the following British Invasion brands, if any sued Apple Computer to prevent it from using the Apple logo as part of the iTunes store branding?
| back 30 None of the above |
front 31 Quaker Foods, maker of Quaker Oats cereal, is one of the "billion-dollar brands" in the portfolio of parent company PepsiCo. True or False: No other company besides Quaker can use the word "Quaker" in its branding.
| back 31 False |
front 32 Suppose a customer has an emotional "bond" with a brand such that there is a true relationship. Which type of relationship describes how the product or brand - Starbucks, for example - is a part of the user's daily routine?
| back 32 Interdependence |
front 33 Our authors call P&G the undisputed branding king of all time, Which company is highlighted in the chapter in the discussion of "sub-branding?"
| back 33 Virgin Group |
front 34 Our authors note that "there's a potential dark side to having too many brands." Which of the following automakers is cited in the text for "muddy differentiation in its brand portfolio."
| back 34 GM |
front 35 Two retail chains, Costco (USA) and Loblaw's (Canada), are highlighted in Chapter 9 in conjunction with a discussion of _________. (Hint: We've also cited Trader Joe's as a similar example.)
| back 35 Private-label brands |
front 36 The SC Johnson Company, headquartered in Racine, Wisconsin, markets a variety of products including Pledge furniture wax, Windex window cleaner, Raid insecticide, Glade air freshener, and a host of other household brands. By definition, these are all manufacturer brands.
| back 36 True |
front 37 One important element of packaging and labeling is the UPC, which stands for ___________________ | back 37 Universal Product Code |
front 38 A firm's costs can be divided into fixed costs and ________ costs.
| back 38 Variable |
front 39 As we have discussed, Elon Musk's efforts to revolutionize the automobile industy have really paid off. Hertz just ordered 100'000 vehicles! However, just a couple of years ago, efforts to ramp up production of the $35,000 Tesla Model 3 were hampered by quality issues. Musk announced that in an effort to cut costs, all 100 of Tesla's U.S. showrooms would be closed ant that the company would move to an online only sales model. This move was designed to bring down the quantity of Model 3 cars the company needed to sell to break even on them. Thinking about the closing of the retail locations (and the resultant savings in the lease, insurance, utilities, and similar costs), which kind of cost is Musk targeting.
| back 39 Fixed Costs |
front 40 Suppose you are in the market for an electric vehicle. You go to the Tesla web site and you see the Tesla Model 3 ($35,000) displayed side by side with a Nissan Leaf ($29,900). You think "The Nissan is probably not as good a car as a Tesla. I think I'll spend five grand more for the Tesla." In terms of consumers' perceptions of price, which concept is evident here:
| back 40 Contrast Effect |
front 41 For which type of product (normal or prestige) does the demand curve take the form of a curved line, as opposed to a straight line.
| back 41 Prestige Product |
front 42 On p. 1 of the Chapter 10 study guide, there is a brief case study of SCARPA, an Italian athletic shoe manufacturer. This material is not in the textbook. However, it offers a real - life example of a key concept discussed in Chapter 10. What is that concept?
| back 42 target costing |
front 43 The point at which a firm's total revenue and total costs are equal is called the ___________ point | back 43 Break even |
front 44 Which of the following broad economic trends can affect the success of a companies pricing strategy:
| back 44 All of the above |
front 45 Thinking about pricing objectives and psychological issues in setting prices, which of the following terms, if any, is not consistent with the other:
| back 45 All of these terms are consistent with each other |