Market Management Part 5
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Instuderingsfrågor till Kotlers Marketing Management 13th ed. Kapitel 13 och 20.
- 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
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