Quiz
Chapter 17
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Perguntas do quiz (50)
1Indirect network externalities exist if product sales are dependent on the number of people that have adopted it.
- AVerdadeiro
- BFalso
2Preannouncement of an upcoming product can be used to block a competitive entry.
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3The conditions during the beachhead phase of a launch cycle are highly conducive to good management.
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4In a product launch setting, beachhead refers to the heavy expenditures necessary to overcome sales inertia.
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5The launch cycle of a new product typically begins with the beachhead phase.
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6When a new product launch involves a defensive addition, the appropriate tactics include a broad product assortment, a new brand name and distribution channels, and a higher price.
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7Service firms and direct-selling manufacturers usually have a very complex communications task because they involve a host of resellers.
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8A customer-based sales organization requires more of the hard-sell pushing that product-based sales forces can provide.
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9In most cases, repeat purchase is the last step toward adoption of a new product.
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10The trial phase in the adoption of new products is the stumbling point for most products that fail; and it is the cause of winning products not winning a great deal more.
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11A key requirement for a new product trial is that it must have some cost associated with it for the firm.
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12For products with low relative advantage and low compatibility with buyers' experiences, promotion should aid in risk reduction by offering money-back guarantees, warranties, or tie-ins to existing products.
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13Selective distribution is typically used for products with low relative advantage and low compatibility with buyers' experiences.
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14Skim is a very low price, intended to stay that way, with no clear product differentiation.
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15In a penetration price strategy, the price of a product is clearly low and is designed to buy one's way into the market.
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16A launch cycle is an expansion of the _____ of the product life cycle into substages.
- Amaturity stage
- Bintroductory stage
- Cgrowth stage
- Devaluation stage
17Training of sales and other promotional people, building service capability, putting out preannouncements if they are in order, and arranging for stocking of a new product at the reseller level takes place during the _____ of a launch cycle.
- Aannouncement stage
- Bprelaunch stage
- Cearly growth stage
- Dlate growth stage
18Five Works Inc. preannounces the release of its computer software, but the product is never launched in the market. This is an example of _____.
- Aa market rollout
- Bvaporware
- Cstocklifting
- Da lean launch
19Before the commercialization of a new product, the sales force of Seriv Corporation plans to give its suppliers a hint that a new product or an advanced version of an existing product is going to be launched by the end of the year. The firm's action can be seen as an example of _____.
- Asignaling
- Bcorporate espionage
- Cbeachheading
- Dwhistleblowing
20If product sales are dependent on sales of complementary products, _____ exists.
- Avirtual network externalities
- Bexplicit network externalities
- Csocial network externalities
- Dindirect network externalities
21Direct network externalities exist if product sales are dependent on:
- Asales of complementary products.
- Bsales of competitive products.
- Cthe number of people that have adopted the product.
- Dthe primary demand for other older products.
22How is preannouncement of a new product related to the competitiveness of an industry?
- AThe degree of preannouncement decreases when the competitiveness in the industry is high.
- BThe degree of preannouncement increases when the competitiveness in the industry is high.
- CThe degree of preannouncement remains the same, irrespective of the level of competitiveness in the industry.
- DThe degree of preannouncement first increases and then decreases with industry competitiveness.
23When a firm plans to launch an innovative new product, the launch strategies and tactics would include:
- Ausing existing distribution channels.
- Bselling at extremely low prices.
- Cfocusing on creating exit barriers.
- Dcreating a broad product assortment.
24Firms attempting to increase penetration in existing markets are most likely to be emphasizing:
- Adefensive additions.
- Boffensive improvements.
- Cdeletion of existing products.
- Dlaunch of new-to-the-world products.
25In the context of a lean launch, which of the following best describes time postponement?
- ADeploy inventory as late as possible
- BLock in product design as late as possible
- CLock in product identity as late as possible
- DDelay the announcement of a new product as late as possible
26In terms of launch tactics, pharmaceutical firms are most likely to put the bulk of their money into:
- Aadvertising.
- Bpersonal selling.
- Ctechnical research.
- Dmanufacturing process development.
27____ is the term most widely used to cover all of the information and attitude effort put into changing end-user perceptions.
- ABeachhead
- BVaporware
- CCommunications
- DRollout
28A(n) _____ conveys information about the targeted market segment, product positioning strategy, and communications mix among many other points to an advertising person.
- Aportfolio statement
- Bcopy strategy statement
- Cexpected effects matrix
- Dorganization chart
29Which of the following statements is true of salespeople?
- AIn customer-based sales organizations, salespeople are required to aggressively use hard-sell pushing.
- BFor services, is apt to isolate the new product developer from the salespeople.
- CFor consumer packaged goods, salespeople are usually not involved in the new product development early on.
- DSalespeople are usually given reduced territories when asked to sell a new product.
30A(n) _____ is the workhorse of most new product introductions.
- Asalesperson
- Binternal auditor
- Ccreditor
- Dadvertising person
31When technical departments in firms form ties with universities, government units, private research centers, and even competitors to access what they need, it is referred to as _____.
- Astrategic alliances
- Bcartel arrangements
- Cusury agreements
- Dportfolio networks
32In most cases, the first step toward adoption of a new product is _____.
- Aavailability
- Btesting
- Ctrial
- Dawareness
33Which of the following is true of a reseller?
- AThey help firms in pulling a new product up the distribution channel.
- BThey do a small volume of business in a standardized way with a large margin.
- CThey should ideally be isolated from the product development process.
- DThey are required to prepare for promotion by training salespeople and service people.
34Resellers' views are represented in the product development process by experienced salespeople like sales managers and _____.
- Atrade creditors
- Bcategory captains
- Cinternal auditors
- Dtrade relations directors
35Large, powerful retailers often sell their scarce shelf space by charging manufacturers _____.
- Aslotting allowances
- Bopportunity costs
- Coctroi fees
- Dsocial costs
36The trial phase in the adoption of a new product:
- Ainvolves large scale usage of the product.
- Boccurs before the awareness phase.
- Cpermits customers to verify claims about the product.
- Dinvolves no cost for both the firm and the customers.
37A buyer gathering the trial experience of others for a new product, but without the use of electronic setups is an example of a _____.
- Apersonal trial
- Bvicarious trial
- Cfirsthand trial
- Ddirect trial
38Which of the following new product characteristics probably has the greatest influence on trial rates?
- ARelative advantage
- BComplexity
- CDivisibility
- DCommunicability
39Under which of the following categories do novelty products and service products fall?
- ALow relative advantage and low compatibility with buyers' experiences
- BHigh relative advantage and high compatibility with buyers' experiences
- CHigh relative advantage and low compatibility with buyers' experiences
- DLow relative advantage and high compatibility with buyers' experiences
40For products with high relative advantage and low compatibility with buyers' experiences:
- Anarrow product assortments may be useful.
- Brisk-based promotions will be necessary.
- Cpreannouncements before entry may be necessary to warn prospects.
- Dintensive product distribution makes sense.
41While launching a product with low relative advantage and low compatibility with buyers' experiences, the:
- Aolder product should not be deleted from the market quickly.
- Bproduct promotion should be information based.
- Cprice of the product should be above the market.
- Ddistribution of the product should be highly selective.
42For products with low relative advantage and high compatibility with buyers' experiences:
- Arisk-based promotions work well.
- Bbroad product assortments are suitable.
- Cintensive distribution makes sense.
- Dpreannouncements before entry are necessary.
43Which of the following promotional launch tactics is most likely to be used by a firm if product advantages must be learned through usage and experience?
- AAdvertising
- BSampling
- CSkimming pricing
- DPublicity
44Skimming pricing is best recommended for products having:
- Alow relative advantage and low compatibility with buyers' experiences.
- Bhigh relative advantage and high compatibility with buyers' experiences.
- Chigh relative advantage and low compatibility with buyers' experiences.
- Dlow relative advantage and high compatibility with buyers' experiences.
45Which of the following types of promotion is typically used for a product with low relative advantage and high compatibility with buyers' experiences?
- ARisk-based promotion
- BAwareness-based promotion
- CReseller-based promotion
- DUsage-based promotion
46Products that are clearly superior on attributes that buyers consider important have:
- Alow relative advantage and low compatibility with buyers' experiences.
- Bhigh relative advantage and low compatibility with buyers' experiences.
- Chigh relative advantage and high compatibility with buyers' experiences.
- Dlow relative advantage and high compatibility with buyers' experiences.
47Which of the following pricing strategies for products involves a very high price, intended to stay that way, with clear product differentiation?
- APremium pricing
- BPredatory pricing
- CPenetration pricing
- DMeet the market pricing
48_____ refers to a price clearly above the market, but appropriate to a differentiated product, nonthreatening to competition, and with room for some price manipulations.
- APremium
- BPenetration
- CSkim
- DMeet the market
49Which of the following best describes the pricing strategy "meet the market"?
- AA very high price, intended to stay that way, with clear product differentiation.
- BA price that is clearly low and designed to buy one's way into the market.
- CA price that takes price out of the market play as much as possible.
- DA price clearly above the market that is appropriate to a differentiated product.
50If a firm's target market customers do a serious trial on a new product, and if the firm has previously been assured from the product use test that people would like it, _____ is virtually assured.
- Amarket leadership
- Brepeat buying
- Chigh customer switching
- Dlow incremental advantage
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- Bachelor Product/Brand Quiz sobre Chapter 17, criado por jh jhh em 31-10-2016.
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- jh jhh
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