PPT Slide
329_____ occurs when a company cannot regain its development, marketing, and production costs of a new product.
e. Product concept failure
335The advertising strategy during the growth stage of the product life cycle should be to:
a. aim at the needs of innovators
b. make the mass market aware of brand benefits
c. use advertising as a vehicle for introducing the product category benefits
d. emphasize the product's low price to help reduce inventories
e. make the market aware of product category brands
345A(n) _____ is a characteristic that cannot easily be assessed even after purchase and experience, such as an income tax service.
348At the clothing store Up and Out, the manager is frustrated at the level of service employees provide to customers even after the store manager wrote a guide to customer service and instructed each employee to read the guide. This is an example of a gap between:
a. the service quality specifications and the service that is actually provided
b. what the company provides and what the customer is told it provides
c. the service customers receive and the service they want
d. what customers want and what management thinks customers want
e. what management thinks customers want and the quality specifications management develops to provide the service
358A target market for a nonprofit organization:
a. needs to be defined in terms of competing private sector organizations
b. needs to be defined as the "community" in general to do effective planning
c. may include many apathetic or strongly opposed targets
d. is best defined geographically, to include the area served
e. is best defined as the potential donors, because their funds will ensure the survival of the organization
385One configuration of a marketing channel entails producers selling to consumers with no intermediaries involved. This is called a(n):
a. exclusive distribution system
c. vertical marketing system