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1. MKT 571 Week 3 Quiz NEW
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2. 1. Which of the following is most closely related with the organic growth
of an organization?
2. It was sunny when Jenny went to class, but by the time class was over it
was raining heavily, so Jenny stopped by the student store to buy an umbrella
before she walked back to her dorm. In this case, the umbrella is an example of
a(n) ________.
3. Services high in ________ are those services that have characteristics
the buyer normally finds hard to evaluate even after consumption.
4. Using the ________ level of the product hierarchy to market its soups,
Campbell Soups feature the company name first, then the soup variety on their
packaging.
5. ________ is the ability of a company to prepare on a large-scale basis
individually designed products, services, programs, and communications.
6. Poga International, a multinational beverage corporation, identifies
that one of its competitors is launching an apple flavored drink. The company
decides to launch an apple flavor brand along with its competitor. What timing
strategy is used here?
7. Happy Home Products produces detergents, toothpaste, bar soap,
disposable diapers, and paper products. This company has a product ________ of
five lines.
8. Which of the following is the best example of a new-to-the-world
product?
9. A dance school in the Bronx teaches professional hip-hop and salsa. It
is experiencing an increase in student admissions, which is leading to
substantial improvement in profits. The school is going through the ________
phase of its life cycle.
10. The five product levels constitute a ________. At each level more
customer value is added.
11. Campbell Soups is a newly established company that specializes in
preparing healthy but tasty food for children under the age of 5. It is
incurring huge production costs, nonexistent profits, and slow sales growth. The
company is in the ________ phase of its life cycle.
12. Which of the following is the level at which the product’s primary
characteristics operate?
13. Some firms might delay the launch of their products until after the
competitor has borne the cost of educating the market. Such an entry is called
________ entry.
14. When the physical product cannot be easily differentiated, the key to
competitive success may lie in adding valued services and improving their
quality. The main service differentiators are ordering ease, delivery,
installation, ________, customer consulting, maintenance, and repair.
15. Product-line analysis provides information for two key decision areas:
product-line length and ________.
16. Most new-product activities are devoted to
17. Product launches include many tasks and often take longer than expected.
To coordinate effectively, a planning technique such as ______ can be used.
18. Which of the following will most help service providers overcome the
limitation of intangibility of services when positioning itself?
19. One of the ways to change the course of a brand is to modify the
product. Under product modification, ________ adds size, weight, materials,
supplements, and accessories that expand the product’s performance, versatility,
safety, or convenience.
20. Which of the following steps will help service firms to increase their
quality control?
21. Marketers must see themselves as benefit providers. For example, when a
shopper purchases new shoes, he or she expects the shoes to cover his or her
feet and allow him or her to walk unobstructed. This is an example of what level
in the consumer-value hierarchy?