product strategy Muitiple choices All but which of the following are subcategories of consumer products? A.Capital items B.Conveniece products C.Shopping products D.Unsought products 2 Whast purpode does the idea-screening phase of the new product development process serve? A.To produce a working prototype B.To reduce the number of product idea generation phase C.To add new product idea to those acquired from outside the company. D.To develop product ooncepts from the product ideas. 3.In which phase of the new product development process prior to commercialization does the company see a huge jump in investment cost? A.Business analysis B.Marketing stracgy development C.Test marketing D.Product development 4.Goods and services that people buy infrequently and with care are called productsgoods and servicies that people buy frequently and withou much thought are called products. A.comvenience.shopping B.shopping:comenience C.convenience;unsought D.unsought:convenience 5.In which stage of the Product Life Cycle (PLC)is competition at its greatest? A.The introduction stage B.The growh stage C.The maturity stage D.The deline stage 6.Which of the following is not of the strategies for extending the life of'a product in the maturity stage? A.Modify the market B.Modify the marketing organization. C.Modify the produet D.modify the marketing mix 7.Aproduct is A.everything the customer resieves in an exchange
product strategy Muitiple choices All but which of the following are subcategories of consumer products? A.Capital items B.Conveniece products C.Shopping products D.Unsought products 2. Whast purpode does the idea-screening phase of the new product development process serve? A.To produce a working prototype B.To reduce the number of product idea generation phase. C.To add new product idea to those acquired from outside the company. D.To develop product concepts from the product ideas. 3． In which phase of the new product development process prior to commercialization does the company see a huge jump in investment cost? A.Business analysis B.Marketing straegy development C.Test marketing D.Product development 4. Goods and services that people buy infrequently and with care are called ________ products;goods and servicies that people buy frequently and without much thought are called ________ products. A.convenience; shopping B.shopping; convenience C.convenience; unsought D.unsought; convenience 5. In which stage of the Product Life Cycle (PLC) is competition at its greatest? A.The introduction stage B.The growh stage C.The maturity stage D.The deline stage 6. Which of the following is not of the strategies for extending the life of a product in the maturity stage? A.Modify the market B.Modify the marketing organization. C.Modify the product D. modify the marketing mix 7. A product is _________. A. everything the customer resieves in an exchange
B.the phrysical obpect the customer recieves in an exchange C.the service and idea that is rendered to a customer D.anything that can be offered to a market for aftention,acquisition,use or consumption and that might satisty a want or need 8.Abrand is best described as a A.copyrighted word(s)that gives the manuacture exclusive ownership B.related groud of words that describes the product C.name,symbol,design,or combination of these that identifies a seller's products D.name of'the manufacturer of the product 9.McDonald's golden arches,which are prominent on the firm's buidings,packaging,and advertising represent a_ A.trade name B.brand name C.brand mark D.brand equity 10.Which of the following is NOT one of the unique features of services A.Intangibality B.Insepurahility C.Homegeneity.D.Perisshability Il.True or false A company's reseach and development process is the only way for them to develop new products The step-by-step new product development process explained in the text has been ued by so many companies over so mamy years that it is almost faiture-proof today. 3.The first full-scale working product from a concept is called a"prototype" 4.When a product has been in the maturity stage of the product life cyele for a peried of time,marketing managers have pretty well lost amy control of the product to the competive vagaries that characteri证hug 5.Brand equity is the added value a given brand name gives to a product beyond the functional benefits provided 6.The marketing objective for a product in the introdoction stage of the product beyond the functional benefits provided 7.The goal of VCR manufacturs'advertisment is to maintain brand loyalty and market shre
B. the physical object the customer recieves in an exchange C. the service and idea that is rendered to a customer D. anything that can be offered to a market for attention, acquisition, use or consumption and that might satisfy a want or need 8. A brand is best described as a _________. A. copyrighted word(s) that gives the manuacture exclusive ownership B. related groud of words that describes the product C. name, symbol,design,or combination of these that identifies a seller’s products D. name of the manufacturer of the product 9. McDonald’s golden arches, which are prominent on the firm’s buidings, packaging, and advertising represent a _________. A. trade name B. brand name C. brand mark D. brand equity 10. Which of the following is NOT one of the unique features of services ? A. Intangibility B. Inseparability C.Homegeneity. D. Perisshability Ⅱ. True or false A company’s reseach and development process is the only way for them to develop new products . The step –by-step new product development process explained in the text has been used by so many companies over so many years that it is almost faiture-proof today. 3. The first full-scale working product from a concept is called a “prototype”. 4. When a product has been in the maturity stage of the product life cycle for a peried of time, marketing managers have pretty well lost any control of the product to the competive vagaries that characterize that stage . 5. Brand equity is the added value a given brand name gives to a product beyond the functional benefits provided. 6. The marketing objective for a product in the introdoction stage of the product beyond the functional benefits provided. 7. The goal of VCR manufacturs’ advertisment is to maintain brand loyalty and market shre;
the product caegory is in the instrodution stage od its product life cyele. 8.Products that are used directly in the production of a final product but are not easily identifialet'ss component part 9.Machinese and tools used in a production process but not as part of final physical products are classified as componesent parts 10.Routinely purehased items that do not becaome part of the final product and are treated like expense items rather than capital goods are classified as supplies and services 11.A desirable feature for a brand name is it can be used as the general name for all products in the category IIl.DISCUSSION QUESTIONS Dehate the issue of global versus adapted products for the international market. Define the country-of-origin effect and grve examples Dixuss the different promotional/product strategies available to an interrational marketer. Products can be adapted physically and culturally for foreign markets Discuss How can a coury with a per capita GNP of $100 be a pocential market for consumer goods? What kinds of goods would probably be in demand?Discuss Disxcuss"emvironmentally friendly"products and product development What is product life eycle?Give a brief description of the separate stage. Why are people willing to pay more for branded product than unbranded products? IV Project The concept of a product life cycle identifies four stages in a product's"life cycle" introduction,growth,maturity,and decline ineviatble for all products?Are there any ways to prolong product's Ife cycle?Ifyes,what are the diffetent approaches to do it?Let's look at two products that have been around for more than a century:Arm Hammer baking soda and Morton Salt.Let us visit the Web sites of these two companies to disoover how they have kept their products alive for long First.vist Arm&Hammer's Web site and explore the different dections of this sizepaying
the product category is in the instrodution stage od its product life cycle. 8. Products that are used directly in the production of a final product but are not easily identifialef ss component part. 9. Machinese and tools used in a production process but not as part of final physical products are classified as componesent parts. 10. Routinely purchased items that do not becaome part of the final product and are treated like expense items rather than capital goods are classified as supplies and services. 11. A desirable feature for a brand name is it can be used as the general name for all products in the category. Ⅲ. DISCUSSION QUESTIONS Debate the issue of global versus adapted products for the international market. Define the country-of-origin effect and give examples. Discuss the different promotional/product strategies available to an international marketer. Products can be adapted physically and culturally for foreign markets. Discuss. How can a country with a per capita GNP of $100 be a potential market for consumer goods? What kinds of goods would probably be in demand? Discuss. Discuss “environmentally friendly” products and product development. What is product life cycle? Give a brief description of the separate stage. Why are people willing to pay more for branded product than unbranded products? Ⅳ Project The concept of a product life cycle identifies four stages in a product’s “life cycle”: introduction, growth, maturity, and decline ineviatble for all products?Are there any ways to prolong product’s lfe cycle? If yes ,what are the diffetent approaches to do it ? Let’s look at two products that have been around for more than a century:Arm & Hammer baking soda and Morton Salt. Let us visit the Web sites of these two companies to discover how they have kept their products alive for long. First, vist Arm & Hammer’s Web site and explore the different dections of this size ,paying
particular attention to the following Product introductions Arm&Hammer has introducrd a host of products that play on baking soda's ability to deodorize and cleann,These incude A&H toothpaste,detergent,carpet and room deodorizer,air freshener,deodorant,fabric sofener and cat litter deodorizer.The base ingredient in these products does not change .but still the use are quite different. New uses of haking soda A M's site sso has a section where it recommends different uses for baking soda Click on"Fresh Idea Council "to read about some such oses.For exemple.it recommends adding baking soda to shampoo to remove residue from styling recommendations on how baking soda can be used to deodorize and cleanese a multitude of houschold items and appiances.The company also enconurages readers ti send their new ideas and usage recommendations Fun uses and isage reminders The Web site also has a section entitled "Kids'Experiment" where it teaches kids to usebaking soda with other houschold items to"make some great science experiments".The web site even offers a reminder service where it can send reminder e-mails to user to replace old haking soda (in the refrigerator)with a new pack Now vist the web site of the Morton salt Company Again,pay attention to the following: Product instructions:Moorton has used its knowledge of slt and minerals to diversify into water softening products (Morton System Saver)and meat curing products(Morton Tendee mix and Sugar Cure mix) Vhiried uses of Morton Salt Visit the section entitled "Household Hints"to find hints on how to use salt to perk up coffee flavor,soothe sore throat and clean vases among other uses Fun uses for kids The sit also provides a couple of interesting activities for kids that are centered around Morton Salt.For example,there are directions on sculpting with Klaymates and painting with Saltcan Based on what you observed at the above-mentioned Web sites.diseuss warys to extend a product's product life cycle (PLC) What are some oher options available to manegers to manage products in the deline stage of the PLC?
particular attention to the following: Product introductions: Arm & Hammer has introducrd a host of products that play on baking soda’s ability to deodorize and cleann,These include A&H toothpaste,detergent,carpet and room deodorizer ,air freshener, deodorant , fabric softener ,and cat litter deodorizer . The base ingredient in these products does not change ,but still the use are quite different . New uses of baking soda : A&M’s site slso has a section where it recommends different uses for baking soda . Click on “Fresh Idea Council “ to read about some such oses . For exemple , it recommends adding baking soda to shampoo to remove residue from styling recommendations on how baking soda can be used to deodorize and cleanse a multitude of household items and appiances .The company also enconurages readers ti send their new ideas and usage recommendations. Fun uses and isage reminders: The Web site also has a section entitled “Kids’ Experiment” where it teaches kids to usebaking soda with other household items to “make some great science experiments”. The web site even offers a reminder service where it can send reminder e-mails to user to replace old baking soda (in the refrigerator) with a new pack . Now vist the web site of the Morton salt Company .Again ,pay attention to the following : Product instructions:Monrton has used its knowledge of slt and minerals to diversify into water softening products (Morton System Saver) and meat curing products (Morton Tendee mix and Sugar Cure mix ) Vairied uses of Morton Salt : Visit the section entitled “Household Hints” to find hints on how to use salt to perk up coffee flavor ,soothe sore throat .and clean vases ,among other uses . Fun uses for kids :The sit also provides a couple of interesting activities for kids that are centered around Morton Salt . For example , there are directions on sculpting with Klaymates and painting with Saltcaft . Based on what you observed at the above-mentioned Web sites, discuss ways to extend a product’s product life cycle (PLC). What are some oher options available to manegers to manage products in the deline stage of the PLC?