市场营销学题库marketing题库2

市场营销学题库marketing题库2Chapter8ProductServicesandBrandingStrategies:BuildingCustomerValue1Wedefineaasanythingthatcanbeofferedtoamarketforattentionacquisitionuseorconsumptionandthatmightsatisfyawantorneed.privatebrandservicevariabilityserviceproductserviceencounterAnswer:DDiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-12areaformofproductthatconsistsofactivitiesbenefitsorsatisfactionsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.LineextensionsServicesBrandsConsumerproductsSupplementsAnswer:BDiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-1Aproductisakeyelementinthe.Atoneextremeitmayconsistofpuretangiblegoodsorattheotherextremepureservices.marketofferingbrandequitybrandextensionco-brandingvaluechainAnswer:ADiff:1PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-1WhichofthefollowingisNOTachallengepresentedbytheproductlifecyclethatafirmmustfaceAllproductseventuallydecline.Changingtastestechnologiesandcompetitionaffectthemarketingoftheproductasitpassesthroughlifecyclestages.Afirmmustbegoodatdevelopingnewproductstoreplaceagingones.Afirmmustbegoodatadaptingitsmarketingstrategies.Itisdifficulttoplotthestagesasaproductgoesthroughthem.Answer:EDiff:2PageRef:258Skill:ConceptObjective:9-1Thecreationofasuccessfulnewproductdependsonacompanysunderstandingofitsanditsabilitytodelivertocustomers.competitorsdistributorsandemployees;newstylescustomersbrandsproducts;productimagescustomerscompetitorsandmarkets;superiorvalueproductmarketingmixandmarketingstrategy;functionalfeaturesproductlifecyclelegalresponsibilitiesandsocialresponsibilities;innovationsAnswer:CDiff:2PageRef:259Skill:ConceptObjective:9-2Aisthewayconsumersperceiveanactualorpotentialproduct.productideaproductconceptproductimagetestmarketconcepttestAnswer:CDiff:1PageRef:262AACSB:CommunicationSkill:ConceptObjective:9-2Anattractiveideamustbedevelopedintoa.AproductideaproductconceptproductimagetestmarketproductstrategyAnswer:BDiff:2PageRef:262Skill:ConceptObjective:9-28callsfortestingncw-productconceptswithgroupsoftargetconsumers.ConceptdevelopmentConcepttestingIdeagenerationIdeascreeningTestmarketingAnswer:BDiff:1PageRef:263Skill:ConceptObjective:9-2Intheconcepttestingstageofnew-productdevelopmentaproductconceptinformispresentedtogroupsoftargetconsumers.physicalorsymbolicprototypefinalmarket-testedcommercialAnswer:ADiff:2PageRef:263Skill:ConceptObjective:9-2WithwhatgroupsdofirmsconductconcepttestingfornewproductsAsuppliersemployeestargetcustomersmanufacturerscompetitorsAnswer:CDiff:3PageRef:263Skill:ConceptObjective:9-211Followingthedecisiontotimetheintroductionofthenewproductacompanymustdecidetolaunchthenewproduct.wherehowtowhatdegreewhyalloftheaboveAnswer:ADiff:2PageRef:268Skill:ConceptObjective:9-2Whichofthefollowingisnecessaryforsuccessfulncw-productdevelopmentaholisticandsequentialproductdevelopmentapproachacustomer-centeredteam-basedsystematicapproachateam-basedinnovation-managementapproachamarketpioneermindsetandaholisticapproachaninnovationmanagementsystemandsequentialproductdevelopmentAnswer:BDiff:3PageRef:268Skill:ConceptObjective:9-2Whichstageofthenew-productdevelopmentprocessfocusesonfindingnewwaystosolvecustomerproblemsandcreatemorecustomer-satisfyingexperiencesAconcepttestingnew-productdevelopmentcustomer-centerednew-productdevelopmentsequentialproductdevelopmentteam-basednew-productdevelopmentAnswer:CDiff:1PageRef:269Skill:ConceptObjective:9-214isancw-productdevelopmentapproachinwhichonecompanydepartmentworkstocompleteitsstageoftheprocessbeforepassingthenewproductalongtothenextdepartmentandstage.Team-basedproductdevelopmentSimultaneousproductdevelopmentSequentialproductdevelopmentProductlife-cycleanalysisMicromarketingAnswer:CDiff:2PageRef:269Skill:ConceptObjective:9-2Inordertogettheirnewproductstomarketmorequicklymanycompaniesareadoptingafasterteam-orientedapproachcalled.simulatednew-producldevelopmentsequentialproductdevelopmentteam-basednew-productdevelopmentphased-innew-productdevelopmentmarketdevelopmentAnswer:CDiff:1PageRef:270Skill:ConceptObjective:9-2WhichstageofthetypicalconsumerproductlifecycleisoutoforderbelowAproductdevelopmentBintroductionCmaturityDgrowthEdeclineAnswer:CDiff:2PageRef:273Skill:ConceptObjective:9-3WhichofthefollowingCANNOTbedescribedusingthePLCconceptproductclassproductformproductimageDbrandEstylesAnswer:CDiff:3PageRef:273Skill:ConceptObjective:9-3AllofthefollowingareaccuratedescriptionsofastyleproductEXCEPTwhichoneStyleproductsappearinhomeclothingandart.Onceastyleisinventeditmaylastforgenerations.Astylehasacycleshowingseveralperiodsofrenewedinterest.Styleslastonlyashorttimeandtendtoattractonlyalimitedfollowing.Stylesarebasicanddistinctivemodesofexpression.Answer:DDiff:2PageRef:274Skill:ConceptObjective:9-3ThePLCconceptcanbeappliedbymarketersasausefulframeworkfordescribinghow.toforecastproductperformancetodevelopmarketingstrategiesproductsandmarketsworkconcepttestingisconductedproductideasaredevelopedAnswer:CDiff:3PageRef:274Skill:ConceptObjective:9-3UsingthePLCconcepttodevelopmarketingstrategycanbedifficultbecausestrategyisbothaandanoftheproductslifecycle.mirrorimage;causecause;resultresult;mirrorimagebeginning;endpurpose;effectAnswer:BDiff:3PageRef:274Skill:ConceptObjective:9-3Manufacturersmustcomplywithspecificlawsregarding.pricestructuresproductqualityandsafetyproductplacementdistributionchannelsproductlifecyclesAnswer:BDiff:1PageRef:280AACSB:EthicalReasoningSkill:ConceptObjective:9-4Becauseofacompanycannotmakeitsproductillegallysimilartoacompetitorsalreadyestablishedproduct.anti-monopolylawspatentlawstheConsumerProductSafetyActproductwarrantiesproductliabilityAnswer:BDiff:1PageRef:280AACSB:EthicalReasoningSkill:ConceptObjective:9-4Whichofthefollowingbestdescribestheroleofaproductstewardtoprotectconsumersfromharmtoevaluatenew-productideasagainstasetofgeneralcriteriatodevelopanew-productconceptintoaphysicalproducttoprotectthecompanyfromliabilitybyidentifyingandsolvingpotentialproductproblemsEAandDAnswer:EDiff:3PageRef:280AACSB:EthicalReasoningSkill:ConceptObjective:9-4TheadvantagesofstandardizinganinternationalproductincludeallofthefollowingEXCEPT.thedevelopmentofaconsistentimagelowerproductdesigncoststheadaptationofproductstodifferentmarketsdecreasedmanufacturingcostslowermarketingcostsAnswer:CDiff:2PageRef:281Skill:ConceptObjective:9-4Becausenameslabelsandcolorsmaynoteasilytranslatefromonecountrytoanotherinternationalmarketersmustcarefullyassess.productstandardizationmarketrollouttheproductlifecyclepackagingstylesAnswer:DDiff:2PageRef:281AACSB:MulticulturalandDiversitySkill:ConceptObjective:9-4BlairHousewareswantstoaddnewlinesofproductstoits46-storechain.Managersarccorrectinbelievingthatthepurposeofideagenerationistocreateafewideasandthepurposeofsucceedingstagesistoincreasethatnumber.Answer:FALSEDiff:2PageRef:262AACSB:AnalyticSkillsSkill:ApplicationObjective:9-2Aproductideaisanideaforapossibleproductacompanycanofferthemarketwhileaproductconceptisadetailedversionoftheideastatedinmeaningfulconsumerterms.Answer:TRUEDiff:3PageRef:262Skill:ConceptObjective:9-2ConcepttestingworksbestwithpeoplewhoarefamiliarwiththenewideaandIhenewproductspurpose.Thisgenerallyincludestopmanagementthesalesforceandresearchanddevelopment.Answer:FALSEDiff:3PageRef:263Skill:ConceptObjective:9-2GreenTreeLawnandGardenProductsisengagedinmarketingstrategydevelopment.Managementshouldfirstcreateastatementoutliningtheproductsplannedpricedistributionandmarketingbudgetforthefirstyear.Answer:FALSEDiff:3PageRef:263AACSB:AnalyticSkillsSkill:ApplicationObjective:9-2GreenTreeLawnandGardenProductsisengagedinareviewofthesalescostsandprofitprojectionsforsomenewproductstofindoutwhethertheysatisfythecompanysobjectives.Thisactivityiscalledbusinessproductdevelopment.Answer:FALSEDiff:2PageRef:264AACSB:ReflectiveThinkingSkill:ApplicationObjective:9-2Chapter10PricingProducts:UnderstandingandCapturingCustomerValue1istheamountofmoneychargedforaproductorservice.ExperiencecurveDemandcurvePriceWageSalaryAnswer:CDiff:1PageRef:290Skill:ConceptObjective:10-12Priceistheonlyelementinthemarketingmixthatproduces.revenuevariablecostsexpensesoutfixedcostsstabilityAnswer:ADiff:1PageRef:290Skill:ConceptObjective:10-1Ifasellerchargesthanthebuyersperceivedvaluethecompanyssaleswill.more;benefitmore;sufferless;increaseless;suffernoneoftheaboveAnswer:BDiff:2PageRef:292Skill:ConceptObjective:10-2Somecompanieshaveadoptedastrategyofferingjusttherightcombinationofqualityandgoodserviceatafairprice.value-basedpricinggood-valuepricingcost-pluspricinglow-priceimagenoneoftheaboveAnswer:BDiff:1PageRef:293Skill:ConceptObjective:10-2Wal-Martisfamousforusingwhatimportanttypeofvaluepricingcompetition-basedpricingeverydaylowpricingcost-pluspricingbreak-evenpricingpenetrationpricingAnswer:BDiff:2PageRef:293Skill:ConceptObjective:10-26involveschargingaconstanteverydaylowpricewithfewornotemporarypricediscounts.High-lowpricingTargetpricingCost-pluspricingEDLPPenetrationpricingAnswer:DDiff:2PageRef:293Skill:ConceptObjective:10-27arethesumoftheandforanygivenlevelofproduction.Fixedcosts;variable;totalcostsFixedcosts;total;variablecostsVariablecosts;fixed;totalcostsTotalcosts;fixed;variablecostsBreak-evencosts;fixed;totalcostsAnswer:DDiff:2PageRef:296Skill:ConceptObjective:10-3SRACistheacronymforwhichconceptrelatedtocostsatdifferentlevelsofproductionstrategicreasoningandcostsshort-runaccountingcostsshort-runaveragecoststrategicrightsandcompanystrategicrevenuesandcostsAnswer:CDiff:2PageRef:296Skill:ConceptObjective:10-3Asproductionworkersbecomebetterorganizedandmorefamiliarwithequipmenttheaveragecostperunitdecreases.Thisiscalledthe.demandcurveexperiencecurveshort-runaveragecostcurvelong-runaveragecostcurvemarginalutilityAnswer:BDiff:1PageRef:296Skill:ConceptObjective:10-3Withahighervolumeofproductmostcompaniescanexpectto.gaineconomiesofscalebecomelessefficientseeaveragecostsincreasehaveastraighthorizontallearningcurvefindcompetitorsusingtheexperiencecurvestrategicallyAnswer:ADiff:2PageRef:296Skill:ConceptObjective:10-3Thebreak-evenvolumeisthepointatwhich.thetotalrevenueandtotalcostslinesintersectdemandequalssupplytheproductionofonemoreunitwillnotincreaseprofitthecompanycanpayallofitslong-termdebtafirmsprofitgoalisreachedAnswer:ADiff:3PageRef:298Skill:ConceptObjective:10-312pricingworksonlyifthatpriceactuallybringsintheexpectedlevelofsales.AElasticityMarkupVariableInelasticityTargetprofitAnswer:EDiff:3PageRef:298Skill:ConceptObjective:10-313Whichofthefollowingstatementsaboutbreak-evenanalysisistrueIlisusedtodeterminehowmuchproductionexperienceacompanymusthavetoachievedesiredefficiencies.Itisatechniqueusedtocalculatefixedcosts.Itdeterminestheamountofretainedearningsacompanywillhaveduringanaccountingperiod.Itisatechniquemarketersusetoexaminetherelationshipbetweensupplyanddemand.Itiscalculatedusingvariablecoststheunitpriceandfixedcosts.4Todifferentiatethemselvesmanycompaniesaregoingbeyondproductsandservicestheyaredevelopinganddeliveringcustomer.AqualityexperiencesbrandsproductlineseventsAnswer:BDiff:2PageRef:224AACSB:CommunicationSkill:ConceptObjective:8-15Productplannersneedtoconsiderproductsandservicesonthreelevels.Eachleveladdsmorecustomervalue.ThemostbasiclevelisthewhichaddressesthequestionWhatisthebuyerreallybuyingactualproductaugmentedproductcorecustomervalueco-brandingEexchangeAnswer:CDiff:2PageRef:225AACSB:CommunicationSkill:ConceptObjective:8-16Developingaproductorserviceinvolvesdefiningthebenefitsthatitwilloffer.Thesebenefitsarecommunicatedanddeliveredbysuchasqualityfeaturesandstyleanddesign.privatebrandsproductattributesconsumerproductsproductmixesmarketingtoolsAnswer:BDiff:3PageRef:229AACSB:CommunicationSkill:ConceptObjective:8-2Answer:EDiff:3PageRef:298Skill:ConceptObjective:10-3Asamanufacturerincreasespricethedrops.targetbreak-evenvolumecost-pluspricingtotalcostsalesAnswer:BDiff:3PageRef:299Skill:ConceptObjective:10-3WhichofthefollowingisanexternalfactorthataffectspricingdecisionsthesalariesofproductionmanagementcompetitionthesalariesoffinancemanagementfundsexpensedtocleanproductionequipmentABandCAnswer:BDiff:1PageRef:299Skill:ConceptObjective:10-416thatinfluencepricingdecisionsincludethenatureofthemarketanddemandandcompetitorsprices.InternalfactorsElasticityfactorsExternalfactorsTargetfactorsDomesticfactorsAnswer:CDiff:2PageRef:299Skill:ConceptObjective:10-4CompaniesmaysetpriceslowforwhichofthefollowingreasonsEXCEPTtopreventcompetitionfromenteringthemarkettostabilizethemarkettocreateexcitementforaproducttoprepareforaneasyexitfromamarkettomatchacompetitorAnswer:DDiff:2PageRef:299Skill:ConceptObjective:10-4InordertoformaconsistentandeffectiveintegratedmarketingprogrampricedecisionsshouldbecoordinatedwitheachofthefollowingEXCEPT.productdesigndistributioncompetitorspricespromotiondecisionsmarketingobjectivesAnswer:CDiff:2PageRef:299Skill:ConceptObjective:10-4Withtargetcostingmarketerswillfirstandthen.buildthemarketingmix;identifythetargetmarketidentifythetargetmarket;buildthemarketingmixdesigntheproduct;determineitscostuseskimmingpricing;penetratingpricingdetermineasellingprice;targetcoststoensurethatthepriceismetAnswer:EDiff:2PageRef:300Skill:ConceptObjective:10-4Pricesettingisusuallydeterminedbyinsmallcompanies.topmanagementmarketingdepartmentssalesdepartmentsdivisionalmanagerscross-functionalteamsAnswer:ADiff:2PageRef:300Skill:ConceptObjective:10-4Pricesettingisusuallydeterminedbyinlargecompanies.topmanagementdivisionalmanagersproductlinemanagerspricingdepartmentsbothBandCAnswer:EDiff:2PageRef:300Skill:ConceptObjective:10-4EDLPisverysimilartohigh-lowpricing.Answer:TRUEDiff:2PageRef:293Skill:ConceptObjective:10-2Overheadcostisanothertermforfixedcost.Answer:TRUEDiff:1PageRef:295Skill:ConceptObjective:10-3Cost-basedpricingreliesonconsumerperceptionofvaluetodrivepricing.Answer:FALSEDiff:2PageRef:295Skill:ConceptObjective:10-3Averageunitcostincreaseswithaccumulatedproductionexperience.Answer:FALSEDiff:1PageRef:296Skill:ConceptObjective:10-3Anupward-slopingexperiencecurveisbeneficialfbracompany.Answer:FALSEDiff:3PageRef:297Skill:ConceptObjective:10-3Thesimplestpricingmethodiscost-pluspricingwhichinvolvesaddingastandardmarkuptothecostoftheproduct.Answer:TRUEDiff:2PageRef:297Skill:ConceptObjective:10-3Markuppricingispopularbecausepricestendtobesimilarandpricecompetitionisthusminimized.Answer:TRUEDiff:2PageRef:298Skill:ConceptObjective:10-3Targetprofitpricingisusedwhenafirmtriestodeterminethepriceatwhichitwillbreakevenormaketheprofititisseeking.Answer:TRUEDiff:3PageRef:298Skill:ConceptObjective:10-3Abreak-evenchartshowsthetotalcostandtotalrevenueexpectedatvarioussalesvolumelevels.Answer:TRUEDiff:2PageRef:298Skill:ConceptObjective:10-3Chapter11PricingStrategiesAcompanysetsnotasinglepricebutratherathatcoversdifferentitemsinitslinethatchangeovertimeasproductsmovethroughtheirlifecycles.pricingby-productpricingstructurepricinglooppricingcyclepricingbundleAnswer:BDiff:1PageRef:311Skill:ConceptObjective:11-1Companiesfacingthechallengeofsettingpricesforthefirsttimecanchoosebetweentwobroadstrategies:market-penetrationpricingand.market-levelpricingmarket-competitivepricingmarket-skimmingpricingmarket-priceliningmarket-pricefillingAnswer:CDiff:2PageRef:312Skill:ConceptObjective:11-1OfthefollowingwhichstatementwouldNOTsupportamarket-skimmingpolicyforanewproductTheproductsqualityandimagesupportitshigherprice.Enoughbuyerswanttheproductsatthatprice.Competitorsarcnotabletoundercutthehighprice.Competitorscanenterthemarketeasily.ECandDAnswer:DDiff:3PageRef:312Skill:ConceptObjective:11-1HiPointTelephoneCompanyusestwo-partpricingforitslong-distancecallcharges.BecausethisisaservicethepriceisbrokenintoafixedrateplusafixedrateusagevariableusageratestandardusageratemarketusageratenoneoftheaboveAnswer:BDiff:1PageRef:315Skill:ConceptObjective:11-2Companiesinvolvedindecidingwhichitemstoincludeinthebasepriceandwhichtoofferasoptionsareengagedinpricing.productbundleoptional-productcaptivc-productby-productskimmingAnswer:BDiff:1PageRef:314Skill:ConceptObjective:11-26Keepinginmindthatasellermustsellby-productsatapricethatcoversmorethanthecostofstoringanddeliveringthemwhichofthefollowingwillby-productpricingpermitasellertodoincreasethemainproductspricemakeextraprofitreducethemainproductspricenoneoftheaboveEBandCAnswer:EDiff:3PageRef:315Skill:ConceptObjective:11-2Withproductbundlepricingsellerscancombineseveralproductsandofferthebundle.asaworkingunitatareducedpriceasacompleteself-servicepackageasarewardtoloyalcustomersassegmentedpricingAnswer:BDiff:1PageRef:315Skill:ConceptObjective:11-2WhatisamajoradvantageofproductbundlepricingItcanpromotethesalesofproductsconsumersmightnototherwisebuy.Itoffersconsumersmorevalueforthemoney.Itcombinesthebenefitsoftheotherpricingstrategies.Itprovidesamorecompleteproductexperienceforconsumers.Alloftheabove.Answer:ADiff:2PageRef:315Skill:ConceptObjective:11-2WhichofthefollowingisNOTapriceadjustmentstrategysegmentedpricingpromotionalpricingfreesamplesgeographicalpricingseasonalpricingAnswer:CDiff:2PageRef:315Skill:ConceptObjective:11-3ServiceIndustriesInc.planstoofferaprice-adjustmentstrategyinthenearfuture.TheycouldconsidereachofthefollowingEXCEPT.discountandallowancepricingsegmentedpricingphysiologicalpricingpromotionalpricinglocationpricingAnswer:CDiff:2PageRef:315Skill:ConceptObjective:11-3Consumerusepricelesstojudgethequalityofaproductwhenthey.AlackinformationlackskillstousetheproducthaveexperiencewiththeproductareshoppingforaspecialtyitemcannotphysicallyexaminetheproductAnswer:CDiff:2PageRef:317Skill:ConceptObjective:11-3MichaelandJohnbothownleatherjacketsandarecurrentlyshoppingfortwonewones.Theybothhavepricesinmindandrefertothemwhenshopping.Thesepricesaretermed.psychologicalpricesreferencepricescomparisonpricespricepointsskimmedpricesAnswer:BDiff:2PageRef:319Skill:ConceptObjective:11-3WhichofthefollowingreferstothepricesthatabuyercarriesinhisorhermindandreferstowhenlookingatagivenproducttargetpricesreferencepricespromotionalpricesgeographicalpricesdynamicpricesAnswer:BDiff:1PageRef:319Skill:ConceptObjective:11-3Priceescalationininternationalmarketsmayresultfromfourofthesefivemarketingconditions.WhichonewillhavetheLEASTeffecttheadditionalcostofphysicaldistributionexchange-ratefluctuationsmarketstabilityhighercostsofsellinglanguagebarriersAnswer:EDiff:2PageRef:323AACSB:MulticulturalandDiversitySkill:ConceptObjective:11-3Therearemanyreasonswhyafirmmightconsidercuttingitsprice.AllofthefollowingareamongthemEXCEPT.excesscapacityfallingdemandinthefaceofstrongpricecompetitionadrivetodominatethemarketthroughlowercostsmonopolisticcompetitionadrivetogainmarketshareandcutcoststhroughvolumeAnswer:DDiff:2PageRef:324Skill:ConceptObjective:11-4WhichofthefollowingisareasonfbracompanytoraiseitspricestoaddresstheissueofoverdemandforaproducttowinalargershareofthemarkettouseexcesscapacitytoboostsalesvolumetobalanceoutdecreasingcostsAnswer:ADiff:1PageRef:324Skill:ConceptObjective:11-4WhichofthefollowingisamajorfactorthatinfluencepriceincreasescostinflationsurplusofrawmaterialsgovernmentinterventionforeigncompetitionEBandCAnswer:ADiff:2PageRef:324Skill:ConceptObjective:11-4Competitorsaremostlikelytoreacttoapricechangewhen.thenumberoffirmsinvolvedissmallthepurchaseisuniformthebuyersarenotwellinformedDAandBEalloftheaboveAnswer:DDiff:2PageRef:325Skill:ConceptObjective:11-4PricediscriminationislegalunderwhichofthefollowingconditionswhenamanufacturerandresellerhaveagreeduponaspecifiedretailpriceforaproductwhenamanufacturersellstoretailersindifferentmarketswhenasellercanproveitscostsaredifferentwhensellingtodifferentretailerswhenaselleradvertisespricesthatarenotactuallyavailabletoconsumerswhenasellerhasnotcommunicatedwithcompetitorsbeforeannouncingpricesAnswer:CDiff:3PageRef:330AACSB:EthicalReasoningSkill:ConceptObjective:11-4Pricediscriminationmaybeusedtomatchcompetitionaslongasthestrategyistemporarylocalizedand.defensiveoffensivepublishedprivateusedinallchannelsAnswer:ADiff:3PageRef:330AACSB:EthicalReasoningSkill:ConceptObjective:11-4Whenamanufacturerseeksamarketforby-productsandacceptsapricethatcoversmorethanthecostofstoringanddeliveringthoseby-productsthemanufacturerisabletoreducethemainproductspricetomakeitmorecompetitive.Answer:TRUEDiff:2PageRef:315AACSB:AnalyticSkillsSkill:ApplicationObjective:11-2Whenusingproductbundlepricingsellerscombineseveraloftheirproductsandofferthebundleatanincreasedpriceforincreasedprofit.Answer:FALSEDiff:1PageRef:315Skill:ConceptObjective:11-2Mostcompaniesadjusttheirbasicpricestoaccountforvariouscustomerdifferencesandchangingsituations.Answer:TRUEDiff:2PageRef:315Skill:ConceptObjective:11-3Aseasonaldiscountisapricereductiontobuyerswhobuymerchandiseorserviceswhiletheyareinseason.Answer:FALSEDiff:2PageRef:316Skill:ConceptObjective:11-37isoneofthemarketersmajorpositioningtoolsbecauseithasadirectimpactonproductorserviceperformance;itisthereforecloselylinkedtocustomervalueandsatisfaction.PackagingProductqualityTotalqualitymanagementSpecialtyproductmarketingPositioningAnswer:BDiff:2PageRef:229AACSB:CommunicationSkill:ConceptObjective:8-28isanapproachinwhichallthecompanyspeopleareinvolvedinconstantlyimprovingtheproductsservicesandbusinessprocesses.ProductqualityBrandequityTotalqualitymanagementSpecialtyproductmarketingPositioningAnswer:CDiff:2PageRef:230Skill:ConceptObjective:8-2WhatarethetwodimensionsofproductqualityconsistencyandlevelperformanceandresistancedesignandinnovationconformanceandstylefeatureanddesignAnswer:ADiff:2PageRef:230Skill:ConceptObjective:8-2Manufacturersmayofferfunctionaldiscountswithintradechannelsforchannelmemberswhostoreinventory.Answer:TRUEDiff:3PageRef:316Skill:ConceptObjective:11-3Thebasicdifferencebetweencustomer-segmentpricingandproduct-formpricingisthatthelatteroffersalternativeversionsoftheproductthatarepriceddifferentlybutnotaccordingtodifferencesintheircosts.Answer:TRUEDiff:3PageRef:316AACSB:AnalyticSkillsSkill:ApplicationObjective:11-3Segmentedpricingisknownbyothernames;twoofthemostcommonarerevenuemanagementandyieldmanagement.Answer:TRUEDiff:2PageRef:317Skill:ConceptObjective:11-3Acompanyconsideringapricechangeshouldbemoreconcernedaboutconsumers*reactionsthancompetitorsreactions.Answer:FALSEDiff:3PageRef:325Skill:ConceptObjective:11-4Yourcompanymayrespondtoacompetitorspricereductionbylaunchingalow-pricefightingbrand.Thisislikelynecessaryiftheparticularmarketsegmentbeinglostispricesensitiveandwillnotrespondtoargumentsofhigherquality.Answer:TRUEDiff:3PageRef:327Skill:ConceptObjective:11-4Stateandfederalgovernmentsacceptsomereasonsforprice-fixingwhenitdoesnotlimitcompetition.Answer:FALSEDiff:2PageRef:328AACSB:EthicalReasoningSkill:ConceptObjective:11-4Chapter12MarketingChannels:DeliveringCustomerValueWhichofthefollowingisNOTatypicalsupplychainmemberresellerscustomersintermediariesgovernmentagenciesrawmaterialssupplierAnswer:DDiff:1PageRef:337Skill:ConceptObjective:12-12themanufacturerorserviceprovideristhesetoffirmsthatsupplytherawmaterialscomponentspartsinformationfinancesandexpertiseneededtocreateaproductorservice.DownstreamfromUpstreamfromSeparatedfromCongruoustoParallelwithAnswer:BDiff:2PageRef:337Skill:ConceptObjective:12-1Intermediariesplayanimportantroleinmatching.dealerwithcustomersupplyanddemandproducttoregionmanufacturertoproductinformationandpromotionAnswer:BDiff:2PageRef:340Skill:ConceptObjective:12-1Channelmembersaddvaluebybridgingthemajorgapsofthatseparategoodsandservicesfromthosewhowouldusethem.timeplaceandformplacepossessionandformtimeplaceandpossessionplacetimeandneedplaceneedanddistributionAnswer:CDiff:2PageRef:340Skill:ConceptObjective:12-1WhichofthefollowingisNOTakeyfunctionthatintermediariesplayincompletingtransactionspromotioninformationmatchingfinancingnegotiationAnswer:EDiff:3PageRef:340Skill:ConceptObjective:12-1WhichofthefollowingisNOTakeyfunctionthatintermediariesplayinhelpingtofulfillacompletedtransactionphysicaldistributionpromotionfinancingrisktakingstoringgoodsAnswer:BDiff:3PageRef:340Skill:ConceptObjective:12-2AdistinguishingfeatureofacontractualVMSisthatcoordinationandconflictmanagementamongtheindependentmembersofthechannelarcattainedthroughagentsandbrokersworkingpartnershipslimitedliabilityincorporationcontractualagreementsnaturalcompetitiveforcesAnswer:DDiff:1PageRef:345AACSB:CommunicationSkill:ConceptObjective:12-2ThemostcommontypeofcontractualagreementinbusinessisthefranchiseorganizationverticalmarketingsystemconventionalmarketingchannelcorporateVMSadministeredVMSAnswer:ADiff:3PageRef:345Skill:ConceptObjective:12-2LeadershipinwhichtypeofmarketingsystemisassumednotthroughcommonownershiporcontractualtiesbutthroughthesizeandpowerofoneorafewdominantchannelmembershorizontalmarketingsystemadministeredVMScorporateVMSmultichanneldistributionsystemconventionalmarketingchannelAnswer:BDiff:2PageRef:345Skill:ConceptObjective:12-2Inatwoormorecompaniesatoneleveljointogethertodevelopanewmarketingopportunity.AfranchisehorizontalmarketingsystemcorporateVMSmultichanneldistributionsystemconventionaldistributionchannelAnswer:BDiff:1PageRef:345Skill:ConceptObjective:12-2Whenacompanyisidentifyingitsmajorchannelalternativesitshouldconsideritschoicesintermsoftypesnumberandofintermediaries.AsizepowerresponsibilitiescapacitynoneoftheaboveAnswer:CDiff:2PageRef:350Skill:ConceptObjective:12-3Whichtypeofproductmightrequireamoredirectmarketingchanneltoavoiddelaysandtoomuchhandlinglower-pricedproductsperishableproductshigh-pricedproductsproductsintheirmaturitystageproductsintheirdeclinestageAnswer:BDiff:2PageRef:350Skill:ConceptObjective:12-3Whendeterminingthenumberofchannelmemberstouseateachlevelthreestrategiesareavailable:intensiveexclusiveanddistribution.multichannelselectiveinternationaldirectextensiveAnswer:BDiff:1PageRef:350Skill:ConceptObjective:12-314Sometimesaproducerchoosesonlyafewdealersinaterritorytodistributeitsproductsorservices.Generallythesedealersaregivenarighttodistribution.exclusiveselectiveintensiveadministeredcorporateAnswer:ADiff:1PageRef:351Skill:ConceptObjective:12-315WhichtypeofdistributionisusedwhentheproducerwantsmorethanonebutfewerthanalloftheintermediarieswhoarewillingtocarryitsproductsexclusiveselectiveintensiveadministeredcorporateAnswer:BDiff:1PageRef:351Skill:ConceptObjective:12-3Exclusiveterritorialagreementsarenormalin.verticalmarketingsystemsfranchisesintegratedmarketingsystemshorizontalmarketingsystemssupplychainmanagementAnswer:BDiff:2PageRef:356AACSB:EthicalReasoningSkill:ConceptObjective:12-4Iftheproducerofastrongbrandagreestosellitsbrandtoadealeronlyifthedealerwilltakesomeoralloftherestofthelinetheresultis.exclusivedistributionexclusivedealingalwaysillegalatyingagreementdisintermediationAnswer:DDiff:2PageRef:356AACSB:EthicalReasoningSkill:ConceptObjective:12-4Marketinglogisticsinvolvesgettingtherightproducttotherightcustomerintherightplaceattherighttime.WhichoneofthefollowingisNOTincludedinthisprocessplanningthephysicalflowofgoodsandservicesimplementingtheplanfortheflowofgoodsandservicescontrollingthephysicalflowofgoodsservicesandinformationgatheringcustomersideasfornewproductsAandCAnswer:DDiff:1PageRef:356Skill:ConceptObjective:12-5MarketinglogisticsinvolveswhichofthefollowingdistributionflowsoutboundandinboundoutboundinboundandreverseinboundandreverseoutboundandreverseEoutboundAnswer:BDiff:2PageRef:356Skill:ConceptObjective:12-5WhichofthefollowingisNOTanareaofresponsibilityforalogisticsmanagerinformationsystemswarehousingmarketinginventorypurchasingAnswer:CDiff:2PageRef:356-357Skill:ConceptObjective:12-5Amajorroleplayedhyintermediariesistobuylargequantitiesofproductsfrommanyproducersandbreakthemdownintothesmallerquantitiesandbroaderassortmentswantedbyconsumers.Answer:TRUEDiff:2PageRef:340Skill:ConceptObjective:12-1Membersofthemarketingchannelmayhelpacompanycompletetransactionsbyperformingkeyfunctionssuchaspromotionandnegotiation.Answer:TRUEDiff:2PageRef:340AACSB:CommunicationSkill:ConceptObjective:12-1Itissafetosaythatdistributionchannelsarefairlysimplebehavioralsystemsinwhichpeopleandcompaniesinteracttoaccomplishindividualcompanyandchannelgoals.Answer:FALSEDiff:2PageRef:342Skill:ConceptObjective:12-2JudySmithisthemanagerofthelocalMcDonaldsfranchiseinCarterville.Recentlythehomeofficedidnotletherparticipateinco-opadvertisingliketheotherMcDonaldsinherdistrict.Nowsheisirritatedanddemandsfairness.Thisisanexampleofhorizontalconflict.Answer:FALSEDiff:3PageRef:342AACSB:ReflectiveThinkingSkill:ApplicationObjective:12-2Inaconventionaldistributionchannelnochannelmemberhasmuchcontrolovertheothermembersandnoformalmeansexistsforassigningrolesandresolvingchannelconflict.Answer:TRUEDiff:2PageRef:343Skill:ConceptObjective:12-3WhenSherwinWilliamsPaintCompanyhassingleownershipofintegratedsuccessivestagesofproductionanddistributionithascreatedacorporateVMS.Answer:FALSEDiff:3PageRef:344AACSB:ReflectiveThinkingSkill:ApplicationObjective:12-3WhentheNewWayDryCleanersandTheEasyLaundromatinyourhometownjoinforcestofollowanewmarketingopportunitytheyarcformingahorizontalmarketingsystem.Answer:TRUEDiff:2PageRef:345AACSB:ReflectiveThinkingSkill:ApplicationObjective:12-3Underthestrategyofexclusivedistributionasellerallowsonlycertainretailoutletstocarryitsproducts.Answer:TRUEDiff:2PageRef:356Skill:ConceptObjective:12-4SomemajorcorporationssuchasProcterGambleandGeneralMotorshavedevelopedlogisticssystemsthatbothmaximizecustomerserviceandminimizedistributioncosts.Answer:FALSEDiff:3PageRef:357Skill:ConceptObjective:12-5Thekeytomanaginginventoryistobalancethecostsandbenefitsofholdinglargerinventorieswiththecostsandbenefitsofholdingless.Answer:TRUEDiff:3PageRef:359Skill:ConceptObjective:12-5Chapter14CommunicatingCustomerValue:IntegratedMarketingCommunicationStrategyAcompanystotalmarketingcommunicationsmixconsistsofaspecialblendofadvertisingsalespromotionpublicrelationspersonalsellinganddirect-marketingtoolsthatthecompanyusestocommunicatecustomervalueandbuildcustomerrelationships.Thisisalsocalled.directmarketingintegratedmarketingthepromotionmixcompetitivemarketingtargetmarketingAnswer:CDiff:1PageRef:402AACSB:CommunicationSkill:ConceptObjective:14-1Theuseofshort-termincentivestoencouragethepurchaseorsaleofaproductorserviceiscalled.directmarketingsalespromotionspersonalsellingpublicrelationspublicityAnswer:BDiff:2PageRef:402AACSB:CommunicationSkill:ConceptObjective:14-1Thepromotionmixisthecompanysprimarycommunicationactivity;themarketingmixmustbecoordinatedforthegreatestcommunicationimpact.WhatisNOTincludedintheentiremarketingmixproductcompetitorpriceplacepromotionWhichofthefollowingtypesofqualityreferstofreedomfromdefectsandconsistencyindeliveringatargetedlevelofperformanceprivatebrandproducttotalqualitymanagementconformanceadherenceAnswer:DDiff:2PageRef:230Skill:ConceptObjective:8-2Someanalystsseeasthemajorenduringassetofacompanyoutlastingthecompanysspecificproductsandfacilities.brandsconvenienceproductsspecialtyproductsunsoughtproductsstaplesAnswer:ADiff:1PageRef:235AACSB:CommunicationSkill:ConceptObjective:8-3Akeyelementinacompanysrelationshipwithconsumersarepresentsconsumersperceptionsandfeelingsaboutaproductanditsperformance.productlineproductexperiencebrandserviceproductattributeAnswer:CDiff:2PageRef:236AACSB:CommunicationSkill:ConceptObjective:8-3Answer:BDiff:2PageRef:403Skill:ConceptObjective:14-1Mass-mediaadvertisingroutinelyinvolvesacompanyinvestingmillionsorevenbillionsofdollarstoreachtensofofcustomerswithasinglead.AbillionsBthousandsmillionshundredstensAnswer:CDiff:1PageRef:403AACSB:CommunicationSkill:ConceptObjective:14-25Todaysconsumersdonotneedtorelyonmarketer-suppliedinformationaboutproductsandservicesbecausetheycanusetoseekoutawealthofinformation.publicrelationsdirectmarketingtheInternetandothertechnologiesmassmarketmediainformativeadvertisingAnswer:CDiff:1PageRef:403AACSB:UseofITSkill:ConceptObjective:14-2WhichofthefollowingisNOTafactorinthechangesoccurringintodaysmarketingcommunicationsMassmarketshavefragmentedandmarketersareshiftingawayfrommassmarketing.Improvementsincommunicationtechnologiesarechanginghowcompaniesandcustomerscommunicatewitheachother.Companiesroutinelyinvestmillionsofdollarsinthemassmedia.Massmedianolongercapturethemajorityofpromotionalbudgets.Todaysconsumersarebelterinformedaboutproductsandservices.Answer:DDiff:3PageRef:403AACSB:CommunicationSkill:ConceptObjective:14-2Movingawayfrommarketershavebeenshiftingtowardhighlyfocusedmarketingspawninganewgenerationofmorespecializedandhighlytargetedcommunicationsefforts.massmarketingadvertisingdirectmarketingpullstrategicspushstrategiesAnswer:ADiff:2PageRef:403AACSB:CommunicationSkill:ConceptObjective:14-2Integratedmarketingcommunicationsproducesbettercommunicationsandgreaterimpact.consistency;salessales;consistencymarketing;salesvariety;productionbranding;qualityAnswer:ADiff:2PageRef:407AACSB:CommunicationSkill:ConceptObjective:14-2Todaymarketersaremovingtowardviewingcommunicationsasmanagingtheovertime.advertisingagencynonpcrsonalcommunicationchannelsword-of-mouthinfluencecustomerrelationshipproductlifecycleAnswer:DDiff:2PageRef:407AACSB:CommunicationSkill:ConceptObjective:14-3Integratedmarketingcommunicationsinvolvesidentifyingthetargetaudienceandshapingawell-coordinatedtoelicitthedesiredaudienceresponse.pullstrategypushstrategypromotionalprogramopinionleadertargetmarketAnswer:CDiff:2PageRef:407AACSB:CommunicationSkill:ConceptObjective:14-3Usingintegratedmarketingcommunicationsthecommunicationsprocessshouldstartwith.advertisingstrategythecompetitive-paritymethodpublicrelationsanauditofallthepotentialcustomertouchpointspublicityAnswer:DDiff:3PageRef:408AACSB:CommunicationSkill:ConceptObjective:14-3Toamarketercanasktargetaudiencememberswhethertheyrememberthemessagehowmanytimestheysawitandwhatpointstheyremember.AselectamessagesourcecollectfeedbackselectamessagechannelplanamediapurchasedesignamarketingappealAnswer:BDiff:2PageRef:414AACSB:CommunicationSkill:ConceptObjective:14-3frommarketingcommunicationsmaysuggestchangesinthepromotionprogramorintheproductofferitself.EncodingDecodingFeedbackNoiseShelterAnswer:CDiff:2PageRef:414AACSB:CommunicationSkill:ConceptObjective:14-3CompaniesuseallofthefollowingmethodstosettheiradvertisingbudgetEXCEPTthe.objectivc-and-taskmethodintegratedmethodcompetitive-paritymethodpercentage-of-salesmethodaffordablemethodAnswer:BDiff:1PageRef:415Skill:ConceptObjective:14-4Usingthemethodforsettinganadvertisingbudgetthecompanystartswithtotalrevenuesdeductsoperatingexpensesandcapitaloutlaysandthendevotessomeportionoftheremainingfundstoadvertising.integratedmoving-averagecompetitive-paritypercentage-of-salesaffordableAnswer:EDiff:2PageRef:415Skill:ConceptObjective:14-4Thoughthemethodofsettinganadvertisingbudgetissimpletouseandhelpsmanagementthinkabouttherelationshipsamongpromotionspendingsellingpriceandprofitperunititwronglyviewssalesasthecauseofpromotionratherthantheresult.Apercentage-of-salesaffordablecompetitive-parityobjective-and-taskregressionAnswer:ADiff:2PageRef:415Skill:ConceptObjective:14-4WhichofthefollowingisLEASTimportantforintegratingafirmsmarketingcommunicationsanalyzeinternalandexternaltrendsauditthepocketsofcommunicationsspendingthroughouttheorganizationidentifyallcustomertouchpointsforthecompanyanditsbrandsstudythecompetitorscommunicationsandpromotionscreateperformancemeasuresforallcommunicationselementsAnswer:DDiff:3PageRef:420-421AACSB:CommunicationSkill:ConceptObjective:14-4Bait-and-switchadvertising.attractsbuyersunderfalsepretensesisunethicalisillegalisdeceptivealloftheaboveAnswer:EDiff:1PageRef:421AACSB:EthicalReasoningSkill:ConceptObjective:14-4Whichofthefollowingwouldbeclassifiedasbait-and-switchadvertisingadvertisingacheaperbrandhutonlymakingamoreexpensiveoneavailabletocustomersraisingaproductspricesattemptingtochargelessforabrandthanformanufacturersbrandsadvertisingservicepackagesthatcannotactuallybeprovidedfavoringcertaincustomersoverothersthroughtradepromotionsAnswer:ADiff:2PageRef:421AACSB:EthicalReasoningSkill:ConceptObjective:14-4Acompanyssalespeopleshouldalwaysfollowtherulesofhigh-pressuresellingsocietalmarketingcompetitionfaircompetitioncooling-offAnswer:DDiff:2PageRef:422AACSB:EthicalReasoningSkill:ConceptObjective:14-4Salespromotionmakesuseofpressreleasesandspecialevents.Answer:FALSEDiff:2PageRef:403AACSB:CommunicationSkill:ConceptObjective:14-1Thoughmassmarketingwaseffectiveinpastdecadeslargecompaniesnolongerroutinelyinvestlargechunksoftheiradvertisingbudgetsinmass-mediaoutletssuchastelevisionandmagazines.Answer:FALSEDiff:2PageRef:403AACSB:CommunicationSkill:ConceptObjective:14-2Massmarketshavefragmented;thusmarketersareshiftingawayfrommassmarketing.Answer:TRUEDiff:1PageRef:403AACSB:CommunicationSkill:ApplicationObjective:14-2Amarketingcommunicationsdirectorhasoverallresponsibilityforthecompanyscommunicationsefforts.Answer:TRUEDiff:2PageRef:407AACSB:CommunicationSkill:ConceptObjective:14-2Thecommunicationsprocessshouldstartwithmassmediaadvertisingtoreachmanyconsumers.Answer:FALSEDiff:2PageRef:408AACSB:CommunicationSkill:ConceptObjective:14-3Thefourmajorcommunicationfunctionsareencodingdecodingresponseandnoise.Answer:FALSEDiff:2PageRef:408AACSB:CommunicationSkill:ConceptObjective:14-3Buzzmarketinginvolvescultivatingopinionleadersandgettingthemtospreadinformationaboutaproductorservicetoothersintheircommunities.Answer:TRUEDiff:1PageRef:413AACSB:CommunicationSkill:ConceptObjective:14-3Thepercentage-of-salesmethodwronglyviewssalesasthecauseofpromotionratherthantheresult.Answer:TRUEDiff:2PageRef:415Skill:ConceptObjective:14-4Theaffordablemethodsetspromotionbudgetstomatchcompetitors*outlays.Answer:FALSEDiff:2PageRef:415Skill:ConceptObjective:14-4Large-scaleadvertisingconveysapositivemessageaboutthesellerssizepopularityandsuccess.Answer:TRUEDiff:2PageRef:417AACSB:CommunicationSkill:ConceptObjective:14-4WhichofthefollowingisNOToneofthefourconsumerperceptiondimensionsusedbyadagencyYoungRubicamtomeasurebrandstrengthbranddifferentiationbrandknowledgebrandvaluationbrandesteembrandrelevanceAnswer:CDiff:3PageRef:236AACSB:CommunicationSkill:ConceptObjective:8-3ThetotalfinancialvalueofabrandisestimatedthroughtheprocessofbranddifferentiationvaluationextensionspositioningequityAnswer:BDiff:2PageRef:236AACSB:CommunicationSkill:ConceptObjective:8-3Thefundamentalassetunderlyingbrandequityis—thevalueofthecustomerrelationshipsthatthebrandcreates.Apowerfulbrandisimportantbutwhatitreallyrepresentsisasetofloyalconsumers.thecustomermixcustomerequitylineequityservicevariabilitytheserviceencounterAnswer:BDiff:3PageRef:238AACSB:CommunicationSkill:ConceptObjective:8-316meansthatservicescannotbeseparatedfromtheirproviderswhetherIheprovidersarepeopleormachines.ServiceintangibilityServiceinseparabilityServicevariabilityServiceperishabilityServiceheterogeneityAnswer:BDiff:1PageRef:245Skill:ConceptObjective:8-4WhichofthefollowingisNOToneofthelinksintheservice-profitchainlinkingservicefirmprofitswithemployeeandcustomersatisfactioninternalservicequalityevidencemanagementsatisfiedandproductiveserviceemployeessatisfiedandloyalcustomershealthyserviceprofitsandgrowthAnswer:BDiff:3PageRef:246Skill:ConceptObjective:8-4Throughtheservicefirmtrainsandmotivatesitscustomer-contactemployeesandsupportingservicepeopletoworkasateamtoprovidecustomersatisfaction.serviceinseparabilityserviceintangibilityservicevariabilityinternalmarketingexternalmarketingAnswer:DDiff:2PageRef:247Skill:ConceptObjective:8-4Becauseservicequalitydependsonthequalityofbuyer-sellerinteractionduringtheserviceencounterservicemarketersusetotrainemployeesintheartofinteractingwithcustomerstosatisfytheirneeds.interactivemarketingservicedifferentiationserviceproductivityinternalmarketingexternalmarketingAnswer:ADiff:2PageRef:247Skill:ConceptObjective:8-4AllofthefollowingaremethodsfordevelopingadifferentiatedserviceofferdeliveryorimageEXCEPT.offeringinnovativefeaturesincreasingthequantityofservicebygivingupsomequalityhavingmorereliablecustomer-contactpeopledevelopingsymbolsandbrandingdesigningasuperiordeliveryprocessAnswer:BDiff:2PageRef:248Skill:ConceptObjective:8-4Aserviceisanythingthatcanbeofferedtoamarketforattentionacquisitionuseorconsumptionandthatmightsatisfyawantorneed.Answer:FALSEDiff:1PageRef:224Skill:ConceptObjective:8-1Sonyoffersconsumersmorethanjustcamcorders;itprovidesconsumerswithacompletesolutiontotheirpicture-takingproblems.Thisofferingiscalledanaugmentedproduct.Answer:TRUEDiff:3PageRef:225AACSB:ReflectiveThinkingSkill:ApplicationObjective:8-1Unsoughtproductsarcproductsthatthecustomerusuallybuysfrequentlyimmediatelyandwithaminimumofcomparisonandbuyingeffort.Answer:FALSEDiff:1PageRef:226Skill:ConceptObjective:8-1Shoppingproductsarclessfrequentlypurchasedconsumerproductsandservicesthatcustomerscomparecarefullyonsuitabilityqualitypriceandstyle.Answer:TRUEDiff:2PageRef:226Skill:ConceptObjective:8-1Styleisalargerconceptthandesign.Designdescribestheappearanceofaproduct.Answer:FALSEDiff:3PageRef:230Skill:ConceptObjective:8-2Brandingcanaddconsumervaluetoaproduct.Answer:TRUEDiff:2PageRef:231AACSB:CommunicationSkill:ConceptObjective:8-2Becausesomanypurchasedecisionsaremadeinstoresaproductspackagingmaybeasellerslastandbestchancetoinfluenceconsumers.Answer:TRUEDiff:2PageRef:232AACSB:CommunicationSkill:ConceptObjective:8-2Productsupportservicesidentifytheproductorbranddescribeseveralthingsabouttheproductandpromotetheproductthroughattractivegraphics.Answer:FALSEDiff:2PageRef:233AACSB:CommunicationSkill:ConceptObjective:8-2Quakerproducesavarietyofcereals.Thisvarietyiscalleditsproductline.Answer:TRUEDiff:2PageRef:234AACSB:ReflectiveThinkingSkill:ApplicationObjective:8-2Cannibalizationandcustomerconfusionaboutproductdifferentiationaretwopotentialresultsiflinefillingisoverdone.Answer:TRUEDiff:3PageRef:234Skill:ConceptObjective:8-2Chapter9New-ProductDevelopmentandProductLife-CycleStrategiesWhatarethetwowaysthatacompanycanobtainnewproductslineextensionandbrandmanagementinternaldevelopmentandbrandmanagementnew-productdevelopmentandacquisitionservicedevelopmentandproductextensionmarketmixmodificationandresearchanddevelopmentAnswer:CDiff:2PageRef:258Skill:ConceptObjective:9-1Productimprovementsproductmodificationsandoriginalproductscanallbeclassifiedas.pioneerproductsnewproductsproductconceptsproductideastestproductsAnswer:BDiff:1PageRef:258Skill:ConceptObjective:9-1WhichofthefollowingisNOTapotentialreasonforanewproducttofailanunderestimatedmarketsizeapoorlydesignedproductanincorrectlypositionedproducthigherthananticipatedcostsofproductdevelopmentineffectiveadvertisingAnswer:ADiff:2PageRef:258Skill:ConceptObjective:9-1。