Question;3. For new-product marketers, early;adopters are important because they tend to be;A. few in number.;B. opinion leaders.;C. fond of prototypes.;D. specialists in reverse engineering.;4. The process by which the use of a new product or service spreads throughout;a market group is referred;to as;A. new-product introduction.;B. diffusion of innovation.;C. lead-user dispersion.;D. test-marketing effectiveness.;5. Because services like airline flights and hotel beds are _______, many;marketers attempt to match demand with supply using pricing strategies.;A. variable;B. inseparable;C. intangible;D. perishable;6. Proactive managers and service providers know to plan for failure to meet;customer expectations. The;course of action that will help in the long run as well as the short run is to;A. attempt to make amends and learn from the experience.;B. increase the zone of tolerance.;C. assess service standards against service fairness.;D. reduce the communications gap.;7. Many hotels use _______ to overcome the problem of inseparability of;services.;A. promotional discounts;B. perishability gap analysis;C. point-of-purchase displays;D. satisfaction guarantees;8. Through research, firms can close the _______ gap by matching customer;expectations with actual;service.;A. delivery;B. standards;C. knowledge;D. seniority;9. _______ represents the systems and equipment resources that service;providers need to be able to close;the delivery gap.;A. Instrumental support;B. Service infrastructure;C. Quality mechanics;D. Dynamic support;10. Innovators are critical to new-product marketers because they;A. are the major source of innovation.;B. help with test marketing.;C. act as reverse engineering consultants.;D. help the product gain market acceptance.;11. A firm's product line breadth is its;A. depth divided by its profitability.;B. number of categories that are mutually exclusive.;C. number of SKUs per product line.;D. number of product lines.;12. The basic benefit of a brand is that it;A. creates a basis for effective packaging.;B. provides a way for a firm to differentiate its product offerings from;those of its competitors.;C. allows manufacturers to ignore;promotional expenditures.;D. offers consumers promotional parity.;13. Private-label brands like Gap and Victoria's Secret have increased in;importance along with the;increased power of _______ in the supply chain.;A. wholesalers;B. supply chain specialists;C. manufacturers;D. retailers;14. A _______ gap reflects the difference between customers' expectations and;the firm's perception of those customer expectations.;A. seniority;B. delivery;C. standards;D. knowledge;15. Within each _______, there are often multiple product categories.;A. SKU;B. primary packaging part;C. product line;D. package;16. When there's a significant difference between the service customers receive;and what the firm promotes, the firm has a _______ gap.;A. knowledge;B. communications;C. delivery;D. standards;17. One of the benefits to a firm of introducing new-to-the-world products or;services is;A. cost savings.;B. a greater market share that can be held over an extended period of;time.;C. the ability to avoid having to pay pioneers for new-product development.;D. late-majority marketing.;18. A major limitation in the use of internal R&D departments for new-idea;generation is that;A. the costs tend to be quite high.;B. the departments tend to be dissolved once sufficient ideas have been;generated.;C. the departments tend to create too many blockbusters.;D. few scientists have practical ideas.;19. Brand extension is a popular marketing strategy because it allows the firm;to;A. spend less on creating brand awareness;and associations.;B. separate out the cost of brand extension;from brand intention.;C. discontinue complementary products.;D. avoid the problem of brand dilution.;20. Colgate-Palmolive's _______ includes Oral Care, Personal Care, Household;Care, Fabric Care, and Pet;Nutrition product lines.;A. primary packaging parts;B. perceived generic cobrands;C. product assortment;D. product personality;21. Choosing a name for a brand;A. is serious business, and humorous names have been shown to detract from the;brand.;B. may depend on the usage and performance of the product.;C. may be complicated by the legal restrictions in several states that;require the corporate name to be included.;D. is easy once a company does the research.;22. The consumer may seek additional product information in a secondary;package, while the retailer is;concerned about how convenient the secondary package is for _______ and selling;the product.;A. motivating employees;B. increasing safety;C. segmenting;D. displaying;23. _______ means allowing employees to make decisions about how service is;provided to customers.;A. Knowledge control;B. Quality control;C. Standards enforcement;D. Empowerment;24. When confronted with an angry and emotional customer, the best first step;toward service recovery is;to.;listen carefully and with empathy until the;customer feels he or she has been heard.
Paper#46525 | Written in 18-Jul-2015Price : $27