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Basic Marketing Quiz 12
Terms in this set (18)
Adonis works for a manufacturing company aimed at streamlining electronics recycling. As the company expands, top-level management is interested in shifting the company's marketing strategy. For starters, Adonis and his team must decide whether the company should be marketing its products to businesses or directly to consumers. Adonis decides to take a very logical approach and develops a marketing campaign idea centered on information and evidence that streamlining electronics recycling can cut costs considerably. Rather than focus on convenience, customer satisfaction, and the direct benefits of the products, Adonis develops a lengthy marketing spiel on how the products save time, money, and resources.
Fill in the blanks with the word(s) from the drop-down list that would best complete the passage.
Marketers are concerned with a company's
The National Aeronautics and Space Administration (NASA) has been working with commercial companies, universities, and government organizations to coordinate the testing of innovative space technologies on research flights through the use of commercial suborbital flight platforms. If NASA decides to invest in one of these external entities and purchases a fleet of spacecraft that will be used to transport civilians to space, in which of the following business products would NASA ultimately be investing?
You have been hired to work for the marketing department of an elite automobile manufacturer that has recently expanded into the coach bus industry. To cut out the middleman, the company sells its products directly to its customers. As you struggle to identify your target market, you realize that you need to determine whether the company should target consumers, businesses, or both.
You are a manager of a local footwear store and are interested in diversifying your product offerings. Before you do so, however, you want to familiarize yourself with product mix variables.
Product mix length
Product mix depth
Product mix width
You work for a small consumer goods company that has a star product which continues to dominate the market. You want to convince top management that now is the time to introduce new products into the market.
the company can expand operations costs over a series of products
Convenience, shopping, and specialty products differ on two key dimensions: purchasing frequency and planning time. Which type of product is characterized by both low purchasing frequency and low planning time?
None of the above
You work for a business-to-business (B2B) manufacturer and understand that business buyers are professional customers. To ensure that your team is marketing to the right types of customers, you divide your company's products into six categories and ask your team to explain the differences among them.
Fill in the blanks with the correct term(s) from the drop-down list.
Component parts and materials
You work for a company that manufactures and sells its own products in the company's chain of grocery stores. You manage the chain of grocery stores and are reviewing customer comments from a recent in-store survey conducted in 50% of the stores. The following is a sample of some of the comments received in the survey:
Increase the depth of your product mix
Select all the statements that are accurate about the product life cycle.
b. One objective in the maturity stage is to increase the percentage of customer needs met by the firm.
c. Competitive reactions to the product's success in the growth stage will affect the product's life expectancy.
d. A harvesting or divesting approach is used in the decline stage.
You are the head of customer service at a consumer electronics company in Los Angeles, California. Aware that customer service is a major competitive advantage for your firm, you continually look for ways to improve seller-buyer relationships. Lately, you have been strategizing around ways to extend the availability of your customer call center hours in a cost-effective manner. You would like to be able to keep your call center phone lines open for 24 hours a day. Finding employees who are willing to commute to your call center for the late-night to early-morning shift has been a challenge, however. You are also invested in staffing your call center with local employees in order to enhance your image and message of social responsibility to the community.
Implement homeshoring for call center employees
Benchmarking, the method of measuring quality by comparing performance against industry giants, has different components. One of the events that occurred during your company's benchmarking process was that the research and development team identified a set of industry-wide best practices that the company's competitors had been using.
Traditionally, consumers drink club soda and use it as a mixer for alcoholic beverages. Nevertheless, some consumers swear by club soda's ability to remove stains.
Which of the following product life cycle extension themes is illustrated here?
Finding new uses
Darren is enrolled in a marketing course, and this week, his professor's lectures have centered on product lines. Despite completing all of his assignments thus far, he is still somewhat confused about companies that offer a single product versus those that offer product lines.
a. "Cosmetics company creates cover-up, eye shadow, lipstick, mascara, and eyeliner based on popular concealer"
b. "Frozen pizza company expands its market share by selling frozen breadsticks, pasta, and wings"
d. "Athletic brand appeals to new customers by adding running gear to popular running shoes"
You are interested in learning about the factors that affect product quality and total quality management processes within business firms. You have been asked to pinpoint critical factors as well as factors that are not as vital.
How the product is distributed
As the head of marketing, you issued a directive for all individual product marketing teams to use a consistent set of marketing strategies and tactics in managing products across the stages of the product life cycle.
A. In the introduction stage, marketing strategy should be designed to attract the customer segment that is most interested and has the fewest objections.
C. In the growth stage, the marketing strategy goal is to establish and fortify the product's market position by encouraging brand loyalty.
D. In the decline stage, the marketer may cut promotion efforts and eliminate marginal distributors.
E. In the maturity stage, a greater mix of pricing strategies is used.
You work for a direct marketing company and have been asked to go door to door to survey consumers on their favorite products. Before you head out, you want to ensure that you understand the differences between services and goods. You also realize that some offerings are combinations of services and goods.
a. Online music streaming
e. Pizza delivery
A fan manufacturer halts the manufacturing of box fans and manufactures oscillating tower fans instead. The tower fans save space and are more efficient.
Which of the following product life cycle extension themes is(are) illustrated here?
d. Rebranding the product
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