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Exam 11: Strategic Product Management

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Question 61

True/False

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The decision to drop a product should always be a unanimous decision of the management team.

A) True
B) False

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Question 62

Multiple Choice

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If Hewlett-Packard provides its customers with a help line for computer questions and problems,it is differentiating itself through

A) support of its level of quality.
B) product support services.
C) a help line feature.
D) product features.
E) customer requests.

F) A) and B)
G) None of the above

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Question 63

True/False

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Functional modifications make an existing product more durable.

Compare and contrast line extensions and product modifications.

A brand manager is a type of product manager.

Changes that affect the sensory appeal of a product by altering its taste,texture,sound,smell,or visual characteristics are called ____ modifications.

"How much quality should we build into the product?" is a question that marketers ask during the ____ phase of new-product development.

Functional modifications help an organization achieve and maintain a progressive image.

Use the following to answer the questions. Cheetos Fat-free Crunchies is a product developed through advanced technology.Cheetos engineered a technique for making reduced-fat snacks that taste cheesier and stay fresh longer.Cheetos introduced Fat-free Crunchies in limited markets in 2008 and began national distribution in 2009. About 18 months later,a series of competitors' ads was run to counter claims that Cheetos Crunchies actually contained 1.5 grams of fat,and that they contained preservatives and additives.Research showed that the taste of Cheetos Crunchies was also perceived negatively by some people.To save the product,Cheetos reduced the remaining fat to 0 grams,took out the preservatives,and improved the taste. -Refer to Scenario 11.1.Cheetos produces several cheese snack products and is considering a new Cheetos brand of crackers.This new Cheetos brand of crackers would most likely be an example of

If Kraft General Foods offered you a position in which you would have total marketing responsibility for all of its cheese products,this position would probably hold the title of ____ manager.

Dropping an unprofitable product immediately is the best strategy when

Product failure is a concern of all marketers.Which of the following phases of new-product development is best able to measure this concern?

The product development stage determines the technical feasibility of producing the new product.

Discuss the role of new-product development in the marketing mix.Why is new-product development an important issue?

"Is the demand strong enough?" is a question that marketers ask during the ____ phase of new-product development.

A complex product development process,including an extensive business analysis to determine the possibility of success,are hallmarks of a

A runout approach to product deletion lets the product decline without changing the marketing strategy.

The phase of new-product development in which a small sample of potential buyers are presented with a product idea through a written or oral description in order to determine their attitudes and initial buying intentions regarding the product is called

Sales personnel are an external source for new product ideas.

Firms marketing a quality product that generates strong sales can afford to keep expenses down by eliminating new-product development.