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marketing questions bank




Question;CHAPTER 12;Developing and Managing Products;14. Why;are line extensions more common than new products?;a) They;are higher risk and more expensive.;b) They;are guaranteed to succeed in the marketplace.;c) They;are less expensive and lower-risk.;d) They;require no market research.;e) Modifications;to existing products are very easy.;15. Coca-Cola;has expanded to Diet Coke, Cherry Coke, and Caffeine-free Coke, to name a few.;These are examples of;a) product;modifications.;b) functional;modifications.;c) aesthetic;modifications.;d) line;extensions.;e) product;lining.;16. A(n);is the development of a product that is closely related to one or;more products in the existing product line but is designed specifically to meet;somewhat different needs of customers.;a) product;modification;b) line;extension;c) quality;modification;d) functional;development;e) aesthetic;extension;17. If;the manufacturer of Cool Whip were to introduce an orange-flavored Cool Whip;and still continue to produce all of its other Cool Whip products, this would;be an example of;a) a;brand extension.;b) line;extension.;c) functional;modification.;d) quality;modification.;e) a;new-to-the-world product.;18.;is the development of a product that is closely related to one or more products;in a firm's existing product line but is designed specifically to meet somewhat;different customer needs.;a) Quality;modification;b) Line;extension;c) Aesthetic;modification;d) Feature;modification;e) Product;mix modification;19. What;is the primary distinction between a line extension and a product modification?;a) A;product modification results in a completely new product while a line extension;is simply changing an old product.;b) In;both cases an existing product is altered, but the alteration is more dramatic;with a product modification than it is with a line extension.;c) Line;extensions are designed to better meet the needs of the existing market segment;while product modifications target entirely new segments of the market.;d) With;product modifications, the original product is replaced in the product line;while both the old and the new products remain in the case of line extension.;e) Line;extensions are strictly aesthetic changes to an existing product whereas;product modifications consist of changes in quality and functionality.;20. In;product modification, the first issue to consider is whether;a) existing;customers can perceive that a product modification has been made.;b) the;product is modifiable.;c) quality;is modified.;d) modification;will make the product more consistent with customers' desires.;e) modification;will provide greater satisfaction to the consumer.;21. In;product modification, three conditions must be met to improve a firm's product;mix: the product must be modifiable, customers must be able to perceive that a;modification has been made, and;a) modification;should make the product more consistent with customers' desires.;b) competing;companies should not be aware of planned product modifications.;c) modification;should change customers' desires to provide greater satisfaction.;d) management;must perceive the modification as a reasonable and necessary action.;e) production;costs and materials needed should be limited.;22. Quality;modifications are changes that relate to a product's;a) dependability;and durability.;b) effectiveness;and versatility.;c) price;and availability.;d) reliability;and value.;e) value;and durability.;23. Bauman;Flooring found a supplier of very inexpensive fibers that could be used to;produce low-grade carpeting at a very low cost. Because Bauman had been facing;stiff competition in the medium-grade carpet industry, it started using the new;material in all of its carpeting and reducing its prices. This is an example of;a(n);a) aesthetic;modification.;b) line;extension.;c) material;adjustment.;d) functional;modification.;e) quality;modification.;24. Which;of the following types of product modifications inevitably tend to cause firms;to reduce costs in some of the organization?;a) Aesthetic;b) Operational;c) Benefit;d) Functional;e) Quality;25. Changes;that affect a product's versatility, effectiveness, convenience, or safety are;called ___________ modifications.;a) functional;b) formal;c) aesthetic;d) quality;e) package;26. Which;of the following is the best example of a functional modification?;a) Campbell's;puts more of a higher-grade chicken in its classic chicken noodle soup.;b) A;smoke alarm is modified to be more sensitive to smoke at farther distances.;c) Motorola;uses a battery that allows its cell phones to charge back up more quickly.;d) The;manufacturer of the primer and sealer, Kilz, introduces an odorless variety.;e) Friskies;changes the ingredients in its cat food to a taste that is preferred by most;cats.;27. Functional;modifications usually require that the product be;a) less;specific.;b) limited;to its functions.;c) more;appealing.;d) more;technical.;e) redesigned.;28. When;Conair adds an electrical component that automatically shuts off its curling;irons when they have been left on for more than one hour. This improvement;would best be classified as a(n);a) brand;extension.;b) product;deletion.;c) aesthetic;modification.;d) market;extension.;e) functional;modification.;29. Changes;that affect the sensory appeal of a product by altering its taste, texture;sound, smell, or visual characteristics are called ___________ modifications.;a) aesthetic;b) functional;c) operational;d) quality;e) feature;30. Sony's;design of its new plasma television sets with smoked-glass control panel covers;and other visual changes would be classified as a(n) ___________ modification.;a) functional;b) quality;c) product;extension;d) brand;e) aesthetic;31. The;major drawback to using aesthetic modifications is;a) the;cost of the modifications.;b) that;the value of the modification is determined subjectively.;c) the;need for redesign of the product.;d) a;possible decrease in market share.;e) that;there is no differentiation for the product in the market.;32. If;Conway School Furniture Company provides standard primary school chairs in new;colors to match the interiors of schools, this modification is most likely to;be viewed as a(n) __________ modification.;a) aesthetic;b) functional;c) quality;d) image;e) feature;33. If;buyers choose certain types of products by the way they look, smell, taste, or;sound, marketers should focus most on appropriate;a) line;extensions.;b) quality;modifications.;c) aesthetic;modifications.;d) sensory;systems.;e) functional;modifications.;34. Introducing;new products is risky and so is;a) performing;marketing research.;b) keeping;tabs on the actions of competitors.;c) not;introducing new products.;d) generating;new product ideas.;e) addressing;customers' concerns about products.;35. A;complex product development process, including an extensive business analysis;to determine the possibility of success, are hallmarks of a;a) genuinely;new product.;b) radically;new product.;c) new;product failure.;d) controlled;new product.;e) market;share advance.;36. A;genuinely new product?like the iPhone once was?offers;a) lower;prices than existing products.;b) at;least two new product features.;c) innovative;benefits to consumers.;d) better;value than existing products.;e) at;least two new product features at a lower price.;37. All;of the following are major steps in developing new products except;a) test;marketing.;b) evaluation;of competitors' efforts.;c) screening.;d) business;analysis.;e) idea;generation.;38. Outback;Steakhouse wants to expand its line of food products. The managers sent surveys;to customers to determine which food items would appeal to them. Outback is;currently in the __________ phase of new-product development.;a) business;analysis;b) product;development;c) test;marketing;d) screening;e) idea;generation;39. When;marketers at Nabisco meet to identify the types of snacks that young people;want, they are engaging in which phase of new-product development?;a) Idea;generation;b) Business;analysis;c) Test;marketing;d) Commercialization;e) Product;development;40. Marketers;begin to make decisions about labeling, packaging, branding, pricing, and;promotion during;a) commercialization.;b) screening.;c) concept;testing.;d) product;development.;e) test;marketing.;41. Concerns;about cannibalization of current product sales must be addressed in the;phase of the new-product development process.;a) screening;b) concept;testing;c) business;analysis;d) product;development;e) test;marketing;42. What;step in developing new products involves determining whether the product idea;is compatible with company objectives, needs, and resources on a general level?;a) Product;development;b) Evaluation;of competitor's efforts;c) Screening;d) Idea;generation;e) Business;analysis;43. A;group of managers has been assigned the task of developing a new product, has;listed several good ideas, and is now in the process of assessing each idea to;determine whether it is consistent with the firm's overall objectives and;resources. The managers are at what stage of the new-product development;process?;a) Business;analysis;b) Product;testing;c) Idea;generation;d) Commercialization;e) Screening;44. Compared;with other phases of the new-product development process, the largest number of;new-product ideas is rejected during the ___________ phase.;a) idea;generation;b) concept;testing;c) business;analysis;d) screening;e) test;marketing;45. The;phase of new-product development in which a small sample of potential buyers;are presented with a product idea through a written or oral description in;order to determine their attitudes and initial buying intentions regarding the;product is called;a) concept;testing.;b) customer;response testing.;c) idea;analysis.;d) test;marketing.;e) screening.;46. Questions;such as ?How often would you buy this product?? and ?Which features are of;little or no interest to you?? are often proposed during;a) concept;testing.;b) product;development.;c) screening.;d) idea;generation.;e) test;marketing.;47. Which;of the following is the stage of the new-product development process where;customers are first exposed to the new product idea?;a) Screening;b) Concept;testing;c) Business;analysis;d) Product;development;e) Test;marketing;48. Marketers;at Starbucks have generated several ideas for new food products. Management has;assessed whether these ideas are consistent with Starbuck's objectives and;resources. Several product ideas were dropped after this analysis. The next;stage of development for the remaining product ideas is;a) product;development.;b) idea;screening.;c) concept;testing.;d) business;analysis.;e) test;marketing.;49. Which;of the following phases of new-product development is likely the least costly;for the firm?;a) Commercialization;b) Concept;testing;c) Business;analysis;d) Product;development;e) Test;marketing;50. Karla;tells Jeff that she likes his team's idea about a new three-lace running shoe;but wants him to put together some figures regarding anticipated sales, costs;and resulting profits. She is asking Jeff to proceed to which stage of the;new-product development process?;a) Idea;generation;b) Business;analysis;c) Commercialization;d) Test;marketing;e) Screening;51. Breakeven;analysis is a tool that marketers are likely to employ during the;stage of the new-product development process.;a) screening;b) concept;testing;c) business;analysis;d) product;development;e) test;marketing;52. ?Is;the demand strong enough?? is a question that marketers ask during the;phase of new-product development.;a) screening;b) concept;testing;c) business;analysis;d) product;development;e) test;marketing;53. During;which stage of new-product development does the firm consider profitability?;a) Idea;generation;b) Testing;c) Business;analysis;d) Product;development;e) Compatibility;research;54. As;Justin works on the prototype of a new action-oriented computer game, he is;engaging in which phase of the new-product development process?;a) Idea;generation;b) Commercialization;c) Test;marketing;d) Screening;e) Product;development;55. Ideally;test marketing should follow which stage in the new-product development;process?;a) Commercialization;b) Business;analysis;c) Screening;d) Limited;production;e) Product;development;56. ?How;much quality should we build into the product?? is a question that marketers;ask during the ___________ phase of new-product development.;a) commercialization;b) concept;testing;c) business;analysis;d) product;development;e) test;marketing;57. The;phase of the new-product development process when the organization determines;the technological feasibility of producing the product at a cost that results;in a reasonable selling price is;a) test;marketing.;b) commercialization.;c) concept;testing.;d) product;development.;e) business;analysis.;58. After;building a prototype of his new device, Brad is asked to conduct rigorous;functional testing to see if the device meets performance and safety;qualifications. This is part of the ____ phase of the new-product development;process.;a) product;design;b) screening;c) product;development;d) concept;testing;e) test;marketing;59. After;a company has created a prototype during the product development stage, its;performance, or ___________ must be tested.;a) appeal;to customers;b) dependability;c) durability;d) functionality;e) pricing;60. Product;failure is a concern of all marketers. Which of the following phases of;new-product development is best able to measure this concern?;a) Screening;b) Concept;testing;c) Business;analysis;d) Product;development;e) Test;marketing;61. Top;managers at Cincinnati Microwave believe that they have a successful working;prototype of their new radar detector and plan to go directly to regional;commercialization of the new product. In this instance, they are contemplating;skipping the __________ phase of the new-product development process.;a) screening;b) test;marketing;c) product;development;d) business;analysis;e) idea;generation;62. The;test-marketing stage;a) is;an extension of the screening stage.;b) should;come immediately after business analysis.;c) ensures;that the product will not fail.;d) is;a sample launching of the entire marketing mix.;e) prevents;competitors from copying the product.;63. Select;the true statement concerning test marketing.;a) Test;marketing is simply an extension of the screening and developing stages.;b) Test;marketing should be conducted after all the marketing mix variables have been;finalized.;c) Test;marketing is a limited introduction of the product in areas chosen to represent;the intended market.;d) If;the product is successful in the test market, then it is ensured of success;upon total introduction.;e) Large;corporations usually launch test-marketing efforts in one small area at a time.;64. Sales;and cost analyses occur most frequently in what stage of the new-product;development process?;a) Screening;b) Product;development;c) Test;marketing;d) Commercialization;e) Business;analysis;65. PepsiCo;has a new flavor of soft drink that it wants to test to determine reactions of;probable buyers. Which of the following test-market characteristics would be;least useful to PepsiCo when testing the new soft drink?;a) There;are research and audit services available.;b) Retailers;would be cooperative.;c) Testing;efforts would not be easily jammed by competitors.;d) Tourism;is a major industry in the area.;e) The;city has stable year-round sales of soft drinks.;66. Angela;and Ralph at Tablerock Foods believe they have come up with a delicious low-calorie;dessert, but they have some doubt about which of two promotional and pricing;campaigns will be better received by consumers. In this instance, they probably;should proceed to the ___________ stage of the new-product development process.;a) business;analysis;b) commercialization;c) screening;d) test;marketing;e) product;development;67. Competitive;interference with a test-marketing program is called;a) tactical;interference.;b) jamming.;c) test;interference.;d) squeezing.;e) ramming.;68. If;Jason Carter, product manager at SeaRay Boats, became aware that Bass Boats;Inc., was in the process of test marketing a new line of shallow-water fishing;boats in the southeast region, he might want to engage in ___________ to reduce;the validity of the other firm's results.;a) testing;interference;b) leadership;pricing;c) jamming;d) test;marketing;e) stress;marketing;69. One;disadvantage of test marketing a new product is that;a) the;product is distributed on a regional basis.;b) competitors;may copy the product.;c) the;results give little indication of the product's future success.;d) price;advertising, and packaging cannot be varied from market to market.;e) it;might fail before it can be commercialized.;70. Stacey;and Evan are preparing budgets for a new product as well as finalizing plans;for the full-scale marketing and manufacturing of the new Genie-Vac. They are;in the ____ phase of the new-product development process.;a) test;marketing;b) business;analysis;c) concept;testing;d) product;development;e) commercialization;71. When;Natalie and Chris analyze the results from the recently completed test market;to determine if any changes in the marketing mix are needed, they are in the;phase of the new-product development process.;a) idea;generation;b) commercialization;c) test;marketing;d) business;analysis;e) screening;72. Early;in the commercialization phase, marketers must make decisions about;a) warranties;repairs, and replacement parts.;b) product;features and breakeven points.;c) functionality;safety, and convenience.;d) the;proposed marketing mix variables.;e) which;ideas to further pursue.;73. Often;a new product is launched in stages during commercialization. This gradual;introduction of the product is known as;a) market;development.;b) regional;commercialization.;c) roll-out.;d) market;extension.;e) competitive;jamming.;74. Which;of the following is a disadvantage of gradually introducing a product to;market?;a) It;reduces the risk of introducing a new product.;b) It;is easier logistically to introduce it all at once.;c) It;is difficult to slow down production enough for a gradual introduction.;d) It;allows competitors to monitor the results of the new product.;e) It;prevents product differentiation based on geographical differences.;75. A;new variety of Doritos is initially introduced in Ft. Worth, Texas, Columbia;South Carolina, Peoria, Illinois, and Spokane, Washington. After its initial;success, Frito Lay markets the Doritos in those entire states, then the;adjacent states, and finally the entire country. Frito-Lay is using a _____ for;its new variety of Doritos.;a) multi-stage;introduction;b) roll-out;approach;c) test-market;expansion;d) mass;commercialization;e) trickle-down;approach;76. Three;major ways in which marketers engage in product differentiation are;a) product;quality, product design and features, and product support services.;b) product;quality, product support services, and packaging.;c) product;support services, product design and features, and product positioning.;d) product;positioning, product quality, and product management.;e) product;positioning, product design and features, and product promotion.;77. Elena;recently purchased a pair of sunglasses because she liked their quality, styling;and price. Her friend Katie purchased an almost identical pair, except that;Katie's sunglasses had the name ?Armani? imprinted on the side. Elena probably;based her purchase decision on ___________, whereas Katie apparently based her;decision on ___________.;a) price;product quality;b) real;product differences, perceived product image;c) perceived;product image, product quality;d) product;value, perceived product image;e) product;design, product quality;78. The;ability of a product to provide the same level of quality over time is called;a) consistency.;b) longevity.;c) variability.;d) status.;e) image.;79. The;overall characteristics of a product that allow it to perform as expected in;satisfying customer needs is;a) quality.;b) consistency.;c) durability.;d) styling.;e) design.;80. Victor;thinks that a Lexus coupe is a quality vehicle, yet compared to a Mercedes;Benz, he feels the quality of a Lexus is not as high. This demonstrates that;the dimension of _____ is relative or difficult to describe without a basis of;comparison.;a) consistency;of quality;b) level;of quality;c) differentiation;d) product;features;e) product;positioning;81.;and ___________ are important characteristics of quality for consumer markets;and ___________ and ___________ are important characteristics of quality for;business markets.;a) Reliability/ease;of use, technical suitability/ease of repair;b) Technical;suitability/reasonable price, trusted brand name/ease of repair;c) Durability/technical;suitability, company reputation/ease of repair;d) Ease;of maintenance/company reputation, durability/technical suitability;e) Trusted;brand name/ease of repair, reliability/company reputation;82. Schwinn;adds features to its bicycles no other companies offer in order to create;a) commercialization.;b) consistency;of quality.;c) styling.;d) product;positioning.;e) product;differentiation.;83. When;determining how a product is conceived, planned, produced, and even its;physical appearance and its specific characteristics, one is really talking;about the product's;a) positioning.;b) level;and consistency of quality.;c) ability;to meet customer service needs.;d) design;styling, and level of quality.;e) design;styling, and features.;84. The;three major ways to modify a product include;a) aesthetic;quality, and functional changes.;b) extensions;generations, and upgrades.;c) color;size, and quantity modifications.;d) styling;product features, and product design.;e) quality;quantity, and design.;85. If;Ford adds a driver-side sliding door, side impact airbags, and a small;television with DVD player to its Freestar Minivan, it is differentiating its;product based on;a) styling.;b) support;services.;c) design.;d) product;features.;e) product;quality.;86. Which;of the following is the best definition of product features?;a) The;things a product does that provide benefits to the customer;b) Mechanical;efforts or activities a company provides that add value to a product;c) Specific;design characteristics that allow a product to perform certain tasks;d) How;a product is conceived, planned, and produced with the necessary functions;e) The;physical appearance of a product;87. To;differentiate their products, companies sometimes emphasize the product support;services that they offer. This is especially true when;a) the;company's prices are higher than the competition's.;b) the;company introduces a new product.;c) consumers;are willing to pay for product support services.;d) consumers;perceive all products in a market to have essentially the same quality, design;and features.;e) the;quality of the company's products is inferior to the quality of competing;products.;88. Best;Buy differentiates its product offerings from its competition with stores like;Sam's, by offering delivery and installation, financing arrangements, and;repairs. Best Buy is differentiating through;a) product;ancillaries.;b) company;styling.;c) customer;services.;d) company;features.;e) product;features.;89. If;Hewlett-Packard provides its customers with a help line for computer questions;and problems, it is differentiating itself through;a) support;of its level of quality.;b) product;support services.;c) a;help line feature.;d) product;features.;e) customer;requests.;90. Product;deletion can best be described as the process of deleting a product from the;product mix when it;a) is;perceived as a failure by top management.;b) is;reviewed negatively by a systematic review board.;c) increases;production costs and decreases profits.;d) no;longer responds to promotional efforts.;e) no;longer satisfies a sufficient number of customers.;91. Product;deletion;a) tends;to be an easy task for most organizations.;b) may;be opposed by management.;c) involves;immediate termination.;d) is;a matter of indifference to customers.;e) usually;occurs only with convenience items.;92. A;suggested approach to deleting products, in which each product is evaluated;periodically to determine its impact on the overall effectiveness of the firm's;product mix, is called a(n);a) evaluation;study.;b) formal;evaluation.;c) product;inspection.;d) systematic;review.;e) reassessment;examination.;93. The;product deletion process is similar to the ___________ step of the new-product;development process because both involve deciding whether the product should be;in the product mix based on an assessment of sales, costs, and profits.;a) idea;generation;b) screening;c) product;development;d) test;marketing;e) business;analysis;94. Marketers;of a particular brand of ice cream have decided to delete their line of ice;cream bars. They will do so by letting the product decline and not change the;current marketing strategy. This method of deletion is called;a) business;analysis.;b) immediate;drop.;c) screening.;d) phase;out.;e) runout.;95. If;7-UP decides Diet 7-Up with Vitamins is not reaching profit expectations and;simply allows the product to decline without any change in marketing strategy;it is using a ____ deletion strategy.;a) run-out;b) immediate;drop;c) slow-down;d) phase-out;e) drop-down;96. A;runout policy of product deletion;a) lets;the product decline without changing the product strategy.;b) is;an immediate-drop decision.;c) exploits;any strengths left in the product.;d) raises;the price of the product continually to secure as much profit as possible;before the product is priced out of the market.;e) occurs;when production cannot keep pace with demand because of material shortages.;97. Dropping;an unprofitable product immediately is the best strategy when;a) all;advertising and promotional efforts have been exhausted.;b) customers;have a negative outlook on other products.;c) losses;are too great to prolong the product's life.;d) the;product's performance cannot be improved.;e) there;is low compatibility with the firm's business strategies.;98. If;Kraft General Foods offered you a position in which you would have total;marketing responsibility for all of its cheese products, this position would;probably hold the title of __________ manager.;a) brand;b) area;c) product;d) sales;e) marketing;99. A;is responsible for a product, product line, or several distinct products;in an interrelated group within an organization.;a) product;marketer;b) brand;manager;c) market;manager;d) product;manager;e) line;manager;100. A;brand manager in a multiproduct firm would be responsible for;a) performance;of a specific brand.;b) all;brands within a product line.;c) branding;the products of the firm.;d) all;products in the brand-line group.;e) all;brands made by the firm.;101. If;Megan Roberts were given total marketing responsibility over Diet Cherry 7Up;she would hold the position of __________ manager.;a) product;b) sales;c) marketing;d) advertising;e) brand;102. Kyle;Bolger of U.S. Hospital Supply Corporation has responsibility for managing the;marketing activities for products aimed at nursing homes and extended care;facilities. Kyle's job is that of a(n);a) product;manager.;b) area;manager.;c) director;of operations.;d) market;manager.;e) sales;coordinator.;103. Luis;Mayo is an accountant at Ralston Purina. However, he is currently working with;a group to determine the feasibility of a new brand of hot breakfast cereal.;After the product is launched, Luis will return to the accounting department.;His present position can be described as a;a) product;manager.;b) brand;manager.;c) general;manager.;d) member;of a venture team.;e) market;manager.;104. The;members of a venture team come from;a) the;marketing department.;b) a;consulting firm.;c) the;research and development department.;d) the;production and finance departments.;e) different;functional areas of an organization.;105. The;following organizational approaches accomplish tasks necessary to develop and;manage products: market manager approach, product manager approach, and the;approach.;a) brand;manager;b) functional;team;c) multiproduct;manager;d) special;projects;e) venture;team;106. Elizabeth;from marketing, Manuel from finance, Tony from production, Cynthia from;engineering, and Alexandra from research and development were put together by;their company to develop a new low-calorie, high-nutrition snack treat. These;five people are a(n) __________ at their company.;a) venture;team;b) SWAT;team;c) brand;management group;d) idea;generation group;e) product;positioning group;Use the following to answer questions;107-110;Cheetos Fat-free Crunchies is a product;developed through advanced technology. Cheetos engineered a technique for;making reduced-fat snacks that taste cheesier and stay fresh longer. Cheetos;introduced Fat-free Crunchies in limited markets in 2008 and began national;distribution in 2009.;About 18 months later, a series of;competitors' ads was run to counter claims that Cheetos Crunchies actually;contained 1.5 grams of fat, and that they contained preservatives and;additives. Research showed that the taste of Cheetos Crunchies was also;perceived negatively by some people. To save the product, Cheetos reduced the;remaining fat to 0 grams, took out the preservatives, and improved the taste.;107. Improving;the taste of CheetosCrunchies was a(n);modification.;a) quality;b) sensory;c) functional;d) benefit;e) aesthetic;108. Cheetos;produces several cheese snack products and is considering a new Cheetos brand;of crackers. This new Cheetos brand of;crackers would most likely be an example of;a) a;product modification.;b) a;line extension.;c) a;quality modification.;d) a;functional extension.;e) an;aesthetic modification.;109. In;2008, Cheetos was in which phase of new-product development?;a) Idea;screening;b) Product;development;c) Test;marketing;d) Business;analysis;e) Idea;generation;110. Suppose;that Cheetos stops production of Cheetos Fat-free Crunchies and sells all of;its remaining inventory to a warehouse club. This would be an example of a(n);a) strategy;for the maturity phase.;b) phase;out product deletion strategy.;c) immediate-drop;decision.;d) pullout;product deletion policy.;e) return;to test marketing.;Use the following to answer questions;111-114;Jonathan Moore, president of Polar;Manufacturing Company, has just reviewed the performance reports for the;previous year and sees that there are some areas in which the company needs to;improve. He specifically feels they;could do a better job in managing Polar's product mix. Jonathan calls a meeting;of all the managers responsible for each of the product lines that Polar;currently manufactures. The group;decides that they need to eliminate the complete industrial product line of ice;chests, and plan to do so by letting the product decline without any changes in;the marketing strategy or product. The;group also decides to delete Polar's line of personal thermal underwear;however this product is to be discontinued within the week due to its;unprofitability. While discussing these;strategies, the group has also uncovered several customer groups for which new;products could be developed. The;managers decide to assemble a group of people from all functional areas of the;company and give them the responsibility for all aspects of the new-product development.;111. The;decision to delete the industrial product line of ice chests is an example of;deleting a product through a(n) _____, while the decision to drop the thermal;underwear line is an example of a(n) ______.;a) run-out;phase out;b) phase-out;immediate drop;c) immediate;drop, run-out;d) immediate;drop, phase-out;e) phase-out;run-out;112. Polar;management is currently in which stage of new product development?;a) idea;generation;b) screening;c) concept;testing;d) product;development;e) test;marketing;113. The;group of people that management has assembled to take on the task of;new-product development is best described as;a) a;buying center.;b) a;product development task force.;c) a;marketing development team.;d) a;venture team.;e) a;brand management team;114. Because;some products are not doing well, Jonathan Moore thinks that the company should;set up a procedure to evaluate each product so that management will know when;and how a product should be discontinued. He is suggesting a;a) product-drop;decision.;b) discontinuance;procedure.;c) performance;review.;d) closing;system.;e) systematic;review.


Paper#47298 | Written in 18-Jul-2015

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