120) During a recent shopping trip to Target, Carlie noticed that the store offered many Glad
products, including many different types of trash bags and a large variety of food storage
containers. For Glad, each of these two product groupings is an example of a
A) product line.
B) product item.
C) product mix.
D) product industry.
E) product class.
121) All of the different product lines offered by an organization are collectively referred to as a
A) product class.
B) product mix.
C) product SKUs.
D) marketing mix.
E) target mix.
122) A product mix refers to
A) all of the different product lines offered by an organization.
B) the variations within a product class.
C) a specific product SKU that has a unique brand, size, or price.
D) a group of products that are closely related because they satisfy a class of needs, are used
together, are sold to the same customer group, are distributed through the same types of outlets,
or fall within a given price range.
E) the entire product category or industry.
123) Procter & Gamble has a large ________ that includes product groupings such as beauty and
grooming (Crest toothpaste and Gillette razors), household care (Downy fabric softener and Tide
detergent), and Pampers diapers.
A) marketing mix
B) product class
C) product itemization
D) product line
E) product mix
124) Newman’s Own is a company that gives all of its profits to charities. The company produces
popcorn, salsa, pasta sauces, and salad dressings under the Newman’s Own brand name. These
product lines comprise the company’s
A) product mix.
B) stock keeping units.
C) product category.
D) product class.
E) marketing category.
125) The relationship between a product line and product mix is
A) product mixes include product lines.
B) product lines include product mixes.
C) product lines refer to consumer products; product mixes refer to business products.
D) product mixes refer to consumer products; product lines refer to industrial products.
E) there is no significant difference other than minor product variations of color, size, or form.
126) Feature bloat is
A) an exaggeration of a product’s performance capabilities.
B) the overcharging in price for a minor product enhancement.
C) the requirement of having consumers learn new behaviors with a continuous innovation.
D) an excessive number of product functions that overwhelms consumers with unnecessary
complexity.
E) the increase in package size when adding more content or making a product larger (the mega
phenomenon).
127) The proliferation of extra capabilities in a product that overwhelms many consumers with
mind-boggling complexity is referred to as
A) function exaggeration.
B) product line extension.
C) feature bloat.
D) sensory overload.
E) product differentiation.
128) Research shows that while feature bloat can increase the capability of a new product and
encourage a purchase,
A) consumers are unable to articulate their reasons for purchase, which limits positive word of
mouth.
B) few brands take advantage of the opportunity to improve their offerings.
C) there is typically such a large increase in price that few buyers respond.
D) competitors typically respond so quickly that there is little impact on sales.
E) the actual usage experience after purchase results in consumer dissatisfaction, or feature
fatigue.
129) A product can be classified as new from all of the following perspectives except which?
A) the organization’s
B) existing offerings
C) legal
D) the firm’s competitors
E) the consumer’s
130) A product can be classified as new if it ________ from existing products.
A) is functionally different
B) is different in color
C) is different in its packaging
D) is different in price
E) requires a different distribution channel
131) An important way of defining new products is in terms of their effects on consumption.
This approach classifies new products according to
A) the price.
B) the extent of media promotion.
C) the degree of potential product cannibalization.
D) the presence of feature bloat.
E) the degree of learning required by the consumer.
132) A product that is new in some way but requires no new behaviors to be learned by
consumers is a
A) continuous innovation.
B) discontinuous innovation.
C) dynamically continuous innovation.
D) product transformation.
E) concurrent innovation.
133) The emphasis of a marketing strategy for a continuous innovation concentrates on
A) obtaining exclusive distribution.
B) setting a low price.
C) generating awareness.
D) using reminder advertising to reeducate consumers.
E) using personal selling.
134) At the time of its introduction, which of the following products was the best example of a
continuous innovation?
A) home security system
B) disposable lighter
C) microwave oven
D) electric toothbrush
E) video camera
135) Wrigley’s new Alert Energy Caffeine Gum “offers a portable solution that lets adults
control their caffeine intake.” This new gum is most likely which type of innovation?
A) continuous innovation
B) dynamically continuous innovation
C) discontinuous innovation
D) insignificant innovation
E) disruptive innovation
136) At the time of its introduction, which of the following products was the best example of a
continuous innovation?
A) The first Apple iPhone
B) Atari, the first video game system
C) Sunsilk Silky Straight shampoo and conditioner with tip-targeting technology
D) Dragon Naturally Speaking voice-recognition software
E) Naturalpoint Trakir, which replaces the computer mouse by tracking head movements
137) The addition of Clorox II bleach to Tide laundry detergents is an example of a
A) discontinuous innovation.
B) bundled innovation.
C) dynamically continuous innovation.
D) disruptive innovation.
E) continuous innovation.
138) The first LCD (liquid crystal display) flat-panel HD (high-definition) TV is an example of
which type of innovation?
A) continuous innovation
B) dynamically continuous innovation
C) discontinuous innovation
D) insignificant innovation
E) disruptive innovation
139) A product that disrupts consumers’ normal routine but does not require totally new learning
is a
A) continuous innovation.
B) dynamically continuous innovation.
C) discontinuous innovation.
D) progressive innovation.
E) disruptive innovation.
140) The emphasis of a marketing strategy for a dynamically continuous innovation would
include
A) advertising to generate awareness.
B) obtaining widespread distribution.
C) advertising to explain points of difference and benefits.
D) setting a low price.
E) using personal selling.
141) It is common now for laptops and tablets to utilize multitouch functions, such as “pinch to
zoom,” either on the screen interface or with the tracking mouse. When the multitouch interface
was first introduced, it was an example of which type of innovation?
A) continuous innovation
B) discontinuous innovation
C) disruptive innovation
D) dynamically continuous innovation
E) evolutionary innovation
142) Pasta sauces have always required the accompanying pasta to be precooked before it is
mixed with the sauces and other ingredients. The development of Prego Pasta Bake Sauce that
calls for uncooked pasta would be an example of a
A) continuous innovation.
B) discontinuous innovation.
C) evolutionary innovation.
D) disruptive innovation.
E) dynamically continuous innovation.
143) Philips Sonicare recently introduced the DiamondClean rechargeable toothbrush. A key
innovation is its Quadpacer interval timer that goes off after 30 seconds to prompt the user to
move on to the next quadrant of the mouth, resulting in better cleaning and improved gum health.
This is an example of which type of innovation?
A) disruptive innovation
B) continuous innovation
C) discontinuous innovation
D) dynamically continuous innovation
E) evolutionary innovation
144) The new Samsung Family Hub Refrigerator has a 21.5-inch touchscreen, ingredient-
tracking fridge-cams, and an assortment of fridge apps. This is an example of which type of
innovation?
A) inventive innovation
B) continuous innovation
C) discontinuous innovation
D) dynamically continuous innovation
E) continuous invention
145) A product that requires the learning of entirely new consumption patterns among consumers
is referred to as a(n)
A) continuous innovation.
B) discontinuous innovation.
C) dynamically continuous innovation.
D) evolutionary innovation.
E) progressive innovation.
146) A discontinuous innovation is a product that
A) disrupts consumers’ normal routine but does not require totally new learning.
B) requires no new learning by consumers.
C) is not purchased by innovators and early adopters.
D) initiates obsolescence of a product class.
E) requires consumers to learn entirely new patterns of behavior and product usage.
147) The emphasis of a marketing strategy for a discontinuous innovation would most likely be
to
A) generate awareness among consumers.
B) advertise benefits to consumers that stress points of differentiation.
C) educate consumers about new consumption patterns through personal selling.
D) obtain widespread distribution in multiple channels.
E) stress price differentials from competitors’ products.
148) Which of the following products at the time of its introduction was the best example of a
discontinuous innovation?
A) DVD player
B) disposable lighters
C) instant light charcoal
D) liquid laundry detergent
E) automatic dishwashers
149) In the early 1900s, your great-great-grandfather probably purchased his first automobile.
After years of driving a horse and buggy, he got into his new car and drove it into his new
garage. The new automobile was an example of a(n)
A) continuous innovation.
B) dynamically continuous innovation.
C) disruptive improvement.
D) discontinuous innovation.
E) evolutionary innovation.
150) Dragon Naturally Speaking, a speech recognition software program that allows you to use
your voice instead of a keyboard to input text into a word processing program, is an example of
a(n)
A) continuous innovation.
B) discontinuous innovation.
C) dynamically continuous innovation.
D) disruptive improvement.
E) evolutionary innovation.
151) According to Figure 10-2 above, column A represents a(n)
A) spontaneous innovation.
B) continuous innovation.
C) discontinuous innovation.
D) dynamically continuous innovation.
E) evolutionary innovation.
152) According to Figure 10-2 above, column B represents a(n)
A) continuous innovation.
B) discontinuous innovation.
C) disruptive innovation.
D) dynamically continuous innovation.
E) evolutionary innovation.
153) According to Figure 10-2 above, column C represents a
A) continuous innovation.
B) discontinuous innovation.
C) dynamically continuous innovation.
D) spontaneous innovation.
E) simultaneous innovation.
154) The Federal Trade Commission (FTC) advises that a product should be labeled as new only
A) for a period of one year after it enters widespread distribution.
B) if it is functionally different from a competitor’s product.
C) until an improved version of the same product is produced.
D) for a period of six months after it enters regular distribution.
E) for a period of 17 years at which time patent rights are returned to the public domain.
155) Prego introduced a Pasta Bake Sauce, which called for uncooked pasta blended with pasta,
sauce, meat, and cheese in a casserole. Legally, this product should only be labeled as new
A) for the first six months that it was regularly available at a variety of grocery stores.
B) until a competitor such as Ragu had issued a similar product targeted to the same market.
C) as long it retained these exact product characteristics.
D) if it was functionally the same as its salsa sauce.
E) until its advertising had been seen by every member of its target audience.
156) From an organization’s perspective regarding its new products and innovations, which of
the following new-product strategies has the lowest level of risk?
A) a radical invention
B) a brand extension
C) a product line extension
D) a jump in innovation
E) a product refinancing
157) From an organization’s perspective regarding its new products and innovations, which of
the following new-product strategies has the highest level of risk?
A) a radical invention
B) a brand extension
C) a product line extension
D) a jump in innovation
E) a product deletion