MK201 Chapters 10,11 â Week 4 Quiz QuestionsTotal points: 4
Directions: Select the best response for each. Please post
your selections in the Blackboard response section numbered 1-30 with response
to each corresponding question.
Due: Sunday at midnight for each week of this course.
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Scenario 10.1
Use the following to answer the questions.
Gillette shaving razors were first
manufactured in 1895. Over the years, Gillette made improvements on their
razors offering many “firsts” such as the Mach3, the Sensor, and the
Fusion. For many years, women were forced to use razors designed primarily for
men, but often marketed to women by offering them in different colors and with
minimal modifications. In 1998 Gillette developed the Venus razor, based on the
Mach3 but made specifically for women. Gillette promoted the Venus razor
heavily, with television ads and other forms of media. The Gillette product
line, now owned by Procter & Gamble, continues to introduce new versions of
the Venus, such as the Venus Embrace, which has additional blades and other
modifications.
1. Refer
to Scenario 10.1. Shaving razors fall into which of the following
classification of consumer products?
a.
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Convenience products
b.
Shopping products
c.
Substitute products
d.
Specialty products
e.
Accessory equipment
2. Refer
to Scenario 10.1. When Gillette developed the Venus razor in 1998, in which
stage of the product life cycle was the Venus?
a.
Introduction
b.
Growth
c.
Profit
d.
Maturity
e.
Decline
3. Refer
to Scenario 10.1. Molly has been using a Bic disposable razor for her shaving
needs for the last ten years. She doesn’t really see the need to spend more
money on razors, but she sees that it is becoming more difficult to find the
Bic, and so she is considering the Venus Embrace. Molly is definitely not a(n)
____ in the product adopter categories, and is more likely to be ____.
a.
innovator; an early adopter
b.
early adopter; an innovator
c.
early majority; an early adopter
d.
innovator; an early majority
e.
innovator; a late majority
4.Refer to Scenario 10.1. Tasha is shopping for
personal care items at her local Target. She walks by one aisle and sees a
floor-standing display for the new Venus Embrace. She hadn’t thought about
buying a new razor, but the display has caught her attention. Which stage of
the product adoption process is Tasha most likely in at the present
time?
a.
awareness
b.
attention
c.
evaluation
d.
trial
e.
adoption
Scenario 10.2
Use the following to answer the questions.
Megabus is a new line operating in the
Northeast and Midwestern United States, plus in Canada. It offers travelers a
cheap alternative to driving and flying between large cities, keeping the fares
extremely low yet offering the latest technology. Unlike the traditional
Greyhound Lines, Megabus is an express service, and is equipped with Wi-Fi,
video screens, headsets, and seat belts. Many buses also run on biodiesel fuel.
Additionally, Megabus picks up and drops off people in the centers of cities
rather than at inconveniently-located terminals. Patrons can book tickets at
Megabus.com, where some fares begin at just $1. Routes are limited, and are
offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and
Chicago. Recently, its competitor Greyhound, has launched two new bus lines,
BoltBus and NeOn, with similar fares and high-tech amenities. A fare on NeOn
bus from Buffalo, NY to New York City is $50.00 roundtrip, while the same fare
through Greyhound’s traditional bus line costs $92.00. The benefit of
Greyhound’s traditional line is that there are more departure times and more
stops in smaller towns along the way.
5. Refer
to Scenario 10.2. What product(s) is Megabus marketing?
a.
Megabus is a service and therefore is
not marketing a product.
b.
The ride between cities is a service
product and is the only one Megabus is marketing.
c.
The ride between the cities, which is
the core product, plus the supplemental features of Wi-Fi, video screens, and
other technology.
d.
The ride between cities, which is a
convenience product.
e.
The ride between cities, which is a
shopping product.
6. Refer
to Scenario 10.2. When Greyhound launched the BoltBus and NeOn bus lines, this
is an example of
a.
a branding extension.
b.
co-branding.
c.
an extension in the width of the product
mix.
d.
an extension in the depth of the product
mix.
e.
family branding.
7. Refer
to Scenario 10.2. Casey is searching the website of Megabus.com for the
schedule and fares of a trip between Buffalo, NY and New York City. Case is
most likely in which of the following stages of the product adoption process?
a.
adoption
b.
trial
c.
evaluation
d.
interest
e.
awareness
8. Refer
to Scenario 10.2. Megabus is most likely in which of the following
stages of the product life cycle?
a.
Introduction
b.
Growth
c.
Maturity
d.
Decline
e.
Rejection
Scenario 11.1
Use the following to answer the questions.
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.
9. Refer
to Scenario 11.1. Improving the taste of Cheetos Crunchies was a(n) ____
modification.
a.
quality
b.
sensory
c.
functional
d.
benefit
e.
aesthetic
10. Refer
to Scenario 11.1. 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.
11. Refer
to Scenario 11.1. 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
12. Refer
to Scenario 11.1. 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.
Scenario 11.2
Use the following to answer the questions.
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.
13. Refer
to Scenario 11.2. 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
14. Refer
to Scenario 11.2. 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
15. Refer
to Scenario 11.2. 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
16. Refer
to Scenario 11.2. 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.
TRUE/FALSE
17. A
product need not be a physical product.
18.
A
service is intangible and is the result of the application of human or
mechanical efforts to people or objects.
19. Supporting
services, such as installation and guarantees, are part of a product.
20. The
core product element of the total product can include installation, delivery,
training, and financing.
21. Use
of the product is the most important means of distinguishing consumer products
from business products.
22. The
two major product categories are business and institutional.
23. Bread
is usually a convenience product.
24. Many of the so-called new products that are
launched each year are in fact line extensions.
25. Line
extensions are less common than other new products because line extensions are
more expensive and more risky.
26. Quality
modifications never seek to reduce product quality.
27. Quality
modification of an existing product aims at changing the product’s safety,
convenience, or versatility.
28. Services
are highly perishable and cannot be inventoried for future use.
29. Client-based relationships are interactions
that result in satisfied customers who repeatedly use a service over time.
30. The
goal of building client-based relationships is to satisfy customers so well
that they become very loyal and would be unlikely to switch to competitors.
138.
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