B116 - Ch.9 Flashcards
Marketers for a breakfast cereal are offering coupons, contests, and “bonus” products within the cereal package to stimulate sales. They have also chosen to reduce their advertising efforts for the product. These changes to the marketing mix are appropriate for a product in which stage of the product life cycle?
Select one:
a.
decline
b.
commercialization
c.
maturity
d.
growth
e.
introduction
c.
maturity
A household products manufacturer separates its products according to the needs of customer groups. This manufacturer is using a target market management system.
Select one:
True
False
True
In a regional marketing management system, ________ play(s) a key role.
Select one:
a.
consensus decision making
b.
geographics
c.
demographics
d.
psychographics
e.
operational functions
b.
geographics
Your product manager is recommending bypassing the test marketing stage for your company’s newest product, a compact portable gas barbecue. What is a common reason companies skip test marketing?
Select one:
a.
Testing response in a limited market turnout does not provide valid data.
b.
At that point in the process, your company already has a lot of feedback from potential customers.
c.
The product manager has thorough knowledge of the target market and sees this step as a waste of time.
d.
It is very difficult to cost justify this step.
e.
The product manager is worried about tipping off the competition.
e.
The product manager is worried about tipping off the competition.
A look-alike product that is designed to copy or mimic an existing product is called a castoff.
Select one:
True
False
False
The individual responsible for the marketing planning for a specific product or group of products is the
Select one:
a.
sales manager.
b.
marketing manager.
c.
venture development manager.
d.
brand manager.
e.
category manager.
d.
brand manager.
Jennifer’s product was launched three years ago and was finally starting to make profits for the company. The product is probably in the growth stage of the product life cycle.
Select one:
True
False
True
Based upon the results from test marketing, marketers expect it to take two years for their product to progress from introduction to market saturation. This period of gradual acceptance is known as
Select one:
a.
the product life cycle.
b.
market absorption.
c.
diffusion of innovation.
d.
commercialization.
e.
market screening.
c.
diffusion of innovation.
Maria manages Duncan Hines cake mixes. She is responsible for their line of complete cake mixes, their brownie mixes, and their plain and frosted icings. Maria has the responsibilities of a category manager.
Select one:
True
False
Feedback
False
In Canada the soft drink market has relatively flat sales from year to year. This is an indication that soft drinks are in the decline stage of the product life cycle.
Select one:
True
False
Feedback
False
Flared pant legs were very popular in the early 1970s, disappeared in the next decade, and reappeared in the 1990s. This style would be called a(n)
Select one:
a.
fad.
b.
recycler.
c.
echo trend.
d.
fashion.
e.
instant bust.
d.
fashion.
The beer market in Canada is classified as mature because sales have been stagnant for the past decade. Consumption in total has not increased despite several new brands entering the marketplace.
Select one:
True
False
True
A product that has a reasonably short life cycle, perhaps one selling season or a few seasons, and one that is financially successful, is a(n)
Select one:
a.
style.
b.
fad.
c.
planned cycle.
d.
fashion.
e.
instant bust.
b.
fad.
Dove was originally a facial bar soap. Unilever has developed products in the body wash, hair care, moisturizer, and antiperspirant segments with the Dove brand name. Unilever has engaged in ________ with this brand.
Select one:
a.
functional launching
b.
product stretching
c.
commercialization
d.
business analysis
e.
innovation diffusion
Feedback
b.
product stretching
Ideas that are developed in one country may be considered for another so that economies of scale can be realized. This is a demonstration of
Select one:
a.
differential marketing management.
b.
global management.
c.
customer-centric marketing management.
d.
regional marketing management.
e.
target market management.
b.
global management.
The sequential addition of products to a product line is called line cultivation.
Select one:
True
False
False
The launch of a 100-calorie Cadbury Thins chocolate bar is an example of a product alteration to attract new markets.
Select one:
True
False
True
Illegal copies of patented products offered for sale are referred to as
Select one:
a.
red herrings.
b.
patent poachers.
c.
copycats.
d.
hot shots.
e.
knockoffs.
e.
knockoffs.
Procter & Gamble manufactures a variety of brands under one category. An example is shampoo with brands such as Pantene, Herbal Essences, and Head and Shoulders. For shampoo, Procter & Gamble would appropriately use
Select one:
a.
marketing services management.
b.
brand management.
c.
category management.
d.
integrated management.
e.
regional management.
c.
category management.
Beaulieu manufactures and sells area rugs to home centres, furniture chains, and also independent furniture and floor covering stores. Since these customers have very diverse service and product needs, which organization system for product management is most appropriate?
Select one:
a.
target market management
b.
category management
c.
regional marketing management
d.
brand management
e.
global marketing management
a.
target market management
