Marketing Questions quiz

Use the following to answer questions 115-118:

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.

115. Shaving razors fall into which of the following classification of consumer products?

a) Convenience products

b) Shopping products

c) Substitute products

d) Specialty products

e) Accessory equipment

116. 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

117. 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

118. 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

Use the following to answer questions 119-122:

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 Greynound's traditional line is that there are more departure times and more stops in smaller towns along the way.

119. 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.

120. 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.

121. 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

122. 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

123. T F A product need not be a physical product.

124. T F A service is intangible and is the result of the application of human or mechanical efforts to people or objects.

125. T F Supporting services, such as installation and guarantees, are part of a product.

126. T F The core product element of the total product can include installation, delivery, training, and financing.

127. T F The atmosphere and décor of a retail store, the variety and depth of product choices, the customer support, even the sounds and smells all contribute to the experiential element of its total product.

128. T F The buyer's intent can determine whether an item is classified as a consumer or a business product.

129. T F Use of the product is the most important means of distinguishing consumer products from business products.

130. T F The two major product categories are business and institutional.

131. T F A product's classification can influence its price, distribution, and promotion.

132. T F Bread is usually a convenience product.

133. T F Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

134. T F Unfinished furniture is considered to be a convenience product because it is relatively inexpensive.

135. T F Per-unit gross margins on convenience products are relatively high.

136. T F The gross margin percentage on convenience goods is usually fairly high because they are low-priced items.

137. T F Buyers want to exert only minimal effort to obtain shopping products.

138. T F Service, repair work, and accessories may be important considerations in a consumer's decision to purchase a particular shopping product.

139. T F Obtaining a specialty product involves a considerable amount of comparison activity.

140. T F Accessory equipment becomes a part of the finished product.

141. T F Component parts usually need to be processed significantly before they are used in production.

142. T F Process materials are used directly in the production of products.

143. T F “Business Services” is not a category or type of business product.

144. T F A product line is a particular version of a product that can be designated as a distinct offering on the organization's list of products.

145. T F A product line includes a group of closely related product items that are considered to be a unit because of marketing, technical, or end-use considerations.

146. T F Product mix refers to a related group of products in the product line.

147. T F The depth of a product mix is measured by the average number of product types in a product line.

148. T F The width of a product mix refers to the number of generic products offered by a company.

149. T F A product mix is the composite or total group of products that an organization makes available to customers.

150. T F Procter & Gamble has a wider product mix than does Baskin Robbins.

151. T F The original marketing strategy should not be altered in any way as a product travels through the stages of the product life cycle because consumers can become confused.

152. T F Many products never get beyond the introduction stage.

153. T F Communicating product benefits to consumers is very important in the introduction stage.

154. T F New products seldom generate enough sales to bring immediate profits.

155. T F Price cuts are typical in a product's growth stage.

156. T F During the growth stage, promotion costs rise as a percentage of total sales.

157. T F Intensive competition causes price increases during the growth stage of the product life cycle.

158. T F Distribution outlets become more difficult to secure during the growth stage of a product's life cycle because of aggressive competition.

159. T F Intense price wars are likely to occur during the growth stage of the product life cycle as competitors attempt to gain market share.

160. T F Profits decline in the maturity stage, largely because of increased competition.

161. T F A seller's profits peak in the maturity stage of a product's life cycle.

162. T F Sales peak in a product's maturity stage.

163. T F Many products are in the maturity stage of the product life cycle.

164. T F Changing the product's quality is a distinct alternative in the maturity stage of the product life cycle.

165. T F The marketing mix should be left alone during the maturity stage of the product life cycle; tampering with it may bring an early death to the product.

166. T F During a product's maturity stage, all sales promotion efforts are focused on consumers.

167. T F Strategies relating to price become more mixed during a product's maturity stage.

168. T F A business can justify keeping a product as long as it contributes to profits or enhances the effectiveness of a product mix.

169. T F Sometimes new marketing channels open up in the decline stage.

170. T F Promotion decreases in importance during a product's decline stage.

171. T F Advertising used in the decline stage may prolong the life of the product.

172. T F Sellers can sometimes prolong a product's life cycle.

173. T F When an organization introduces a new product, people do not all begin the adoption process at the same time, nor do they move through the process at the same speed.

174. T F Trial is the first stage of the product adoption process.

175. T F A buyer becomes aware of the product during the evaluation phase of the product adoption process.

176. T F In the awareness stage of the product adoption process, the buyer seeks information about the product.

177. T F “The people to check with” are the early adopters.

178. T F The first adopters of a product are the innovators.

179. T F Early adopters are the first group of consumers to adopt a new product.

180. T F Laggards are the last to adopt a new product and usually distrust new products.

181. T F One of the most common reasons new products fail is because of a company's failure to match product offerings to customer needs.

182. T F Being a product pioneer guarantees a product's success.

183. T F The success of launching a new product is based primarily on luck.

184. T F When a successful brand such as Frito-Lay develops a new product, it will always succeed.

185. T F Failure of a new product is always absolute.

186. T F If a company repositions a relative product failure, that product might become a successful member of the product line.

187. T F Following a consistent customer-focused plan does not help new products become successful.