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MKT 571 Week 3 Quiz

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Services high in ________ are those services that have characteristics the buyer normally finds hard to evaluate even after consumption. 

  • trial qualities
  • search qualities
  • credence qualities
  • experience qualities


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?



  • Late entry
  • Parallel entry
  • Exchange entry
  • First entry


Most new-product activities are devoted to


  • changing the target markets
  • changing the existing market dynamics
  • improving existing products
  • introducing backward integration



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.



  • technological improvement
  • style improvement
  • feature improvement
  • quality improvement

Product-line analysis provides information for two key decision areas: product-line length and ________.

  • product need family
  • product mix-pricing
  • product-class composition

·         popular pricing



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. 

  • product-class
  • product-line
  • product-type

·         product-family

Happy Home Products produces detergents, toothpaste, bar soap, disposable diapers, and paper products. This company has a product ________ of five lines.

  • type
  • class
  • width
  • length

8  Which of the following will most help service providers overcome the limitation of intangibility of services when positioning itself?

  • Working with larger groups
  • Using brand symbols
  • Cultivating non-peak demand
  • Sharing services

Which of the following is most closely related with the organic growth of an organization? 

·         Increasing productivity of employees

  • Acquiring a product or service brand
  • Developing new products from within

·         Increasing the operational profitability

10  Product launches include many tasks and often take longer than expected. To coordinate effectively, a planning technique such as ______ can be used. 

  • key path scheduling
  • task scheduling planner
  • critical path scheduling

·         master scheduling

11  Which of the following is the level at which the product’s primary characteristics operate?

  • Design
  • Durability
  • Performance quality

·         Conformance quality



12  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.

  • ease of use
  • customer training
  • adaptability

· technology intensity

13  Which of the following steps will help service firms to increase their quality control?

  • Providing complementary services to customers
  • Adopting differential pricing
  • Standardizing the service performance process

·         Cultivating non-peak demand

14  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.

  • compensating
  • late
  • strategic pay off

·         balancing

15  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.

  • maturity
  • decline
  • introduction

·         growth

16  Which of the following is the best example of a new-to-the-world product? 

  • Kids-Med, a company that produces childcare products, launches a non-contact thermometer
  • Tata Motors, an Indian automobile company, acquires Jaguar to extend its business
  • Pestorica, a publishing company, decides to launch a new sports magazine

·         Walmart, the retail giant, opens new stores in an underdeveloped African country

17  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) ________.

·         emergency good

  • heterogeneous shopping good
  • specialty good

·         impulse good


18  ________ is the ability of a company to prepare on a large-scale basis individually designed products, services, programs, and communications.

·         Backward compatibility

  • Reverse engineering
  • Mass customization

·         Interoperability

19  The five product levels constitute a ________. At each level more customer value is added.

·         business model

  • demand chain
  • customer-value hierarchy

·         value grid

20  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.

  • decline
  • maturity
  • introduction

·   growth

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?

  • Basic product
  • Pure tangible product
  • Potential product
  • Augmented product
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