Market Management Part 5

18 Questions | Total Attempts: 91

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Marketing Management Quizzes & Trivia

Instuderingsfrågor till Kotlers Marketing Management 13th ed. Kapitel 13 och 20.


Questions and Answers
  • 1. 
    New-to-the- world products are ________.
    • A. 

      New products that create an entirely new market

    • B. 

      New products that allow a company to enter an established market for the first time

    • C. 

      New products that supplement established product lines (package sizes, flavors, and so on)

    • D. 

      New products that provide improved performance or greater perceived value and replace existing products

    • E. 

      Existing products that are targeted to new markets or market segments

  • 2. 
    New product lines are ________.
    • A. 

      New products that create an entirely new market

    • B. 

      New products that allow a company to enter an established market for the first time

    • C. 

      New products that supplement established product lines (package sizes, flavors, and so on)

    • D. 

      New products that provide improved performance or greater perceived value and replace existing products

    • E. 

      Existing products that are targeted to new markets or market segments

  • 3. 
    Repositionings are ________.
    • A. 

      New products that create an entirely new market

    • B. 

      New products that allow a company to enter an established market for the first time

    • C. 

      New products that supplement established product lines (package sizes, flavors, and so on)

    • D. 

      New products that provide improved performance or greater perceived value and replace existing products

    • E. 

      Existing products that are targeted to new markets or market segments

  • 4. 
    The new-product development process starts with the search for ________.
    • A. 

      New concepts

    • B. 

      Products that can be improved upon

    • C. 

      Overseas products

    • D. 

      Ideas

    • E. 

      Strategy

  • 5. 
    A(n) ________ is any good, service, or idea that is perceived by someone as new. The ideamay have a long history, but it is new to the person who sees it as such.
    • A. 

      Product

    • B. 

      Innovation

    • C. 

      New idea

    • D. 

      Creative product

    • E. 

      None of the above

  • 6. 
    Adopters of new products move through five stages. These stages begin with stage one________, and follow with interest, evaluation, trial, and adoption.
    • A. 

      Awareness

    • B. 

      Adaption

    • C. 

      Innovation

    • D. 

      Diffusion process

    • E. 

      None of the above

  • 7. 
    _________ is the effect one person has on another’s attitude or purchase probability.
    • A. 

      Effective influence

    • B. 

      Direct influence

    • C. 

      Market influence

    • D. 

      Brand influence

    • E. 

      Personal influence

  • 8. 
    When commercializing a new product, market-entry timing is critical. Your firm has thedistinction of being the first to market with your new product. As the “first entry” in themarket, your company can enjoy ________.
    • A. 

      Market attractiveness

    • B. 

      First mover advantages

    • C. 

      Parallel entry

    • D. 

      Late entry

    • E. 

      Brand awareness

  • 9. 
    Service industries are everywhere. They include government, private nonprofit, businesssector, manufacturing sector, and the ________.
    • A. 

      Insurance salespeople

    • B. 

      Seasonal workers

    • C. 

      Temporary workers

    • D. 

      Retail sector

    • E. 

      None of the above

  • 10. 
    Which of the following would be an example of a “hybrid” service?
    • A. 

      University

    • B. 

      Professor

    • C. 

      Restaurant

    • D. 

      Soap manufacturer

    • E. 

      Airline

  • 11. 
    Which of the following would be an example of a “pure service”?
    • A. 

      Insurance

    • B. 

      Airlines

    • C. 

      Car dealer

    • D. 

      Copier company

    • E. 

      None of the above

  • 12. 
    Service companies can try to demonstrate their service quality through physical evidenceand ________.
    • A. 

      Predatory pricing

    • B. 

      People

    • C. 

      Pricing

    • D. 

      Profits

    • E. 

      Presentation

  • 13. 
    Unlike physical goods, services are produced and ________ simultaneously.
    • A. 

      Launched

    • B. 

      Consumed

    • C. 

      Created

    • D. 

      Maximized

    • E. 

      None of the above

  • 14. 
    Services depend on who provides them and when and where they are provided they arehighly ________.
    • A. 

      Suspect

    • B. 

      Variable

    • C. 

      Consistent

    • D. 

      Sub-standard

    • E. 

      None of the above

  • 15. 
    Services cannot be stored, warehoused, or shelved. This is concept is unique to servicemarketers and is called ________.
    • A. 

      Standardization

    • B. 

      Heterogeneity

    • C. 

      Perishability

    • D. 

      Intangibility

    • E. 

      None of the above

  • 16. 
    According to Parasuraman, Zeithaml, and Berry, the second “gap” in their service-qualitymodel is the gap between ________.
    • A. 

      Perceived service and expected service

    • B. 

      Service delivery and external communications

    • C. 

      Service-quality specifications and service delivery

    • D. 

      Management perception and service-quality specification

    • E. 

      Consumer expectation and management perception

  • 17. 
    Customers whose complaints are satisfactorily resolve often become ________ companyloyal than customers who were never dissatisfied.
    • A. 

      Effective

    • B. 

      No change

    • C. 

      More

    • D. 

      Less

    • E. 

      Indifferent

  • 18. 
    Service firms must therefore design ________ and information programs so thatconsumers learn more about the brand than the information they get from the serviceencounter alone.
    • A. 

      Advertising campaigns

    • B. 

      Marketing measures

    • C. 

      Ad agencies

    • D. 

      Marketing communications

    • E. 

      Marketing strategy