Which of the following is an example of “experience marketing”?
Cirque du Soleil
Which of the following is a pure good?
Soft drink
A doctor’s professional services are dominated by which of the following types of elements?
Credence
Marketer 1 is marketing soft pretzels. Marketer 2 is marketing for a local amusement park. Why might their strategies differ?
Marketer 1 has a tangible product, white marketer 2 has an intangible product.
Which of the following is comprised of several product lines?
Product mix
An example of a complex good is a car, and an example of a simple service is a(n) ______.
hotel
As Claudio arrives at the airport, he decides that instead of waiting in line to check-in he will use the automated check-in kiosk. He types in the information requested by the kiosk and his boarding pass is printed within seconds. This exemplifies the trend of _____.
self-service
Orbitz, a travel-planning company, offers low-price tickets on flights because _______.
this is something that benefits customers
Beta Company makes items you typically see in a golf specialty store. It already makes golf balls. Which of the following would be an expansion in the breadth direction?
Soccer balls
Which of the following are mostly comprised of experience and credence qualities?
services
Services are said to be more __________ than goods.
variable
When can core businesses change?
When a firm’s competencies change
Which of the following types of qualities are those attributes that may be evaluated prior to purchase, as the customer learns about the competitive offerings?
Search
The most successful example of self-service is ______.
online shopping
When considering being worldwide, it is generally better to use the same _____.
brand name
A true global brand carries how many brand name(s) and logo(s) anywhere it is offered, and it is available in most markets in the world?
One
A brand name whose image is waning is less of a liability in which approach?
House of brands
Why can a store brand offer decent quality for lower prices?
Lower advertising costs because they can advertise for free in the store
Which of the following is not a physical quality of branding?
Cognitive association
How many new brands are issued annually by the U.S. Patent and Trademark Office?
more than 100,000
Which of the following brand names lacks an inherent meaning?
Dior
Brand 123 has customers in many countries purchasing its bicycles, but its managers are unsure if the brand is truly a “global brand.” To be a global brand, how much of Brand 123’s revenue should come from other countries?
30%
Mac user groups are an example of _____.
a brand community
Which branding approach provides stronger financial outcomes to the company?
Umbrella approach
Google’s classification as “exciting” or Rolex’s classification as sophisticated is an example of marketers getting customers to relate to brands using a brand _____.
personality
ABC Company is entering a new international market and has decided to enter the market under a different brand name. The selected brand name should ______.
convey information about benefits
Which of the following topics related to brand associations has been researched recently?
Brand personalities
The process of developing new products depends first on a company’s ______.
culture
During which of the following stages in the product life cycle is a new product (good or service) brought into the marketplace with heavy marketing spending?
Market introduction
When testing the best color for a new detergent, SoapSuds Inc. set up a test market that uses a virtual shopping experience to give customers a chance to buy the product (or not). This is called a(n) _____.
simulated test market
Marketing management is involved throughout the new product development process, and especially in which of the following stages?
Idea generation
Which of the following are made up of 40–50 small metropolitan areas throughout the United States and have characteristics, such as demographics and socioeconomic status, that are representative of the country as a whole?
Area test markets
What sub population is growing faster than any other in the United States?
Hispanic
The test marketing was successful. Now, Jahzara needs to estimate the sales potential of the new all-natural cleaning product her company developed. Which of the following equations should she use?
$SP = MP × PI × Pr
Which approach is found frequently among companies with strong engineering orientations, pharmaceutical and biomedical firms, financial services, and many high-technology companies?
Top-down
Amos does not want to find new customers or create new products. Instead, he is opening more stores and improving the marketing mix—more intriguing advertising, better pricing, better reward program, better in-store service, better store ambience, and so on. What strategy is he using?
Market penetration
Saying, “Okay, maybe some ideas are in fact bad ideas” corresponds to which step in the process of creating new products?
in-house winnowing and refinement
The 3–5% of consumers who like to try new ideas and are willing to take risks are known as _____.
innovators
Procter & Gamble determined that its Thermacare Heat Wrap was underperforming and lacked a desired level of growth potential, so it decided to sell the brand. In what phase of the product life cycle was Thermacare Heat Wrap?
Decline
In which phase of the product life cycle is customer awareness getting stronger and some buzz occurring in the marketplace?
Market growth