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AU MKTG 396 Chp. 7-16 Concepts Exam with complete answers(verified for accuracy).
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AU MKTG 396 Chp. 7-16 Concepts Exam with complete answers(verified for accuracy).
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AU MKTG 396 Chp. 7-16 Concepts Exam
with complete
answers(verified for
accuracy)
How can a firm obtain new products? - answer a) acquisition - by
buying a whole company, a patent, or license to produce someone
else's product b) new-product development
Reasons why new products fail - answer a) Lack of Differentiation
b) Diffusion Innovation Theory
Major Stages in New-Product Development - answer a) Idea
Generation
b) Idea Screening
c) Concept Development & Testing
d) Marketing Strategy Development
e) Business Analysis
f) Product Development
g) Test Marketing
h) Commercialization
,Five Stages of the Product Life Cycle - answer a) Product
Development
b) Introduction
c) Growth
d) Maturity
e) Decline
How can company expand its product line? - answer a) Line Filling
b) Product Line Stretching
Four Dimensions of Product Mix - answer a) Width
b) Length
c) Depth
d) Consistency
Four Characteristics of Services - answer a) Variability
b) Intangibility
c) Inseparability
d) Perishability
Links of the Service Profit Chain - answer a) Internal Service
Quality
b) Satisfied & Productive Service Employees
c) Greater Service Value
d) Satisfied & Loyal Customers
e) Healthy Service Profit & Growth
Three Major Marketing Tasks for Service Providers - answer a)
Service Quality
, b) Service Differentiation
c) Service Productivity
Main Branding Decisions - answer a) Brand Name Selection
b) Brand Positioning
c) Brand Sponsorship
Four Options When Developing Brands - answer a) Line Extensions
b) Brand Extensions
c) Multi-branding
d) New Brands
Brand Experience is Composed of Four Dimensions - answer a)
Sensory
b) Affective
c) Behavioral
d) Intellectual
Principles of Approaching, Creating & Cultivating Brand Advocates -
answer a) advocacy begins with trust
b) advocacy starts close to home
c) make customers & employees part of the brand story
d) deliver an experience that gets ppl talking
e) outperform where ppl care the most
Phases of an Integrated Marketing Communication Program -
answer a) Identify - who you want to talk to
b) Establish - your objectives
c) Determine - the marketing budget
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