Which of the following stages of the product life cycle is likely to see dealers offered
promotional assistance from the producer?
a. Maturity
b. Growth
c. Introduction
d. Market reduction
e. Decline
Scenario 10.1
Use the following to answer the questions.
Gillette shaving razors were first manufactured in 1895. Over the years, Gillette made
improvements on their razors offering many “firsts” such as the Mach3, the Sensor, and
the Fusion. For many years, women were forced to use razors designed primarily for
men, but often marketed to women by offering them in different colors and with
minimal modifications. In 1998, Gillette developed the Venus razor, based on the
Mach3 but made specifically for women. Gillette promoted the Venus razor heavily,
with television ads and other forms of media. The Gillette product line, now owned by
Procter & Gamble, continues to introduce new versions of the Venus, such as the Venus
Embrace, which has additional blades and other modifications. Molly has been using a
Bic disposable razor for her shaving needs for the last ten years. She doesn’t really see
the need to spend more money on razors, but she sees that it is becoming more difficult
to find the Bic, and so she is considering the Venus Embrace. Molly is more
likely a(n)____in the product adopter categories.
a. late adopter
b. innovator
c. early adopter
d. early majority
e. late majority
Although numerous regulatory forces arise from governmental sources,
nongovernmental regulatory forces may also affect marketing decisions.
a. True
b. False
Which of the following is a primary difference between business and consumer buyers?
a. Consumer buyers require more product information than business buyers.
b. Business purchases are made by one individual, whereas families make consumer
purchases together.
c. Repeat sales are more common with consumer buyers than with business buyers.
d. Consumers primarily buy inexpensive items; businesses only buy expensive items.
e. Business buyers generally make larger orders than consumer buyers.
With respect to retailing, what is the “party plan”?
a. A sales representative has a party at her home to demonstrate products to a group of
friends and associates.
b. A party is set up in a formal setting to demonstrate a product and provides free
samples of the product to all
in attendance.
c. An individual is asked to tell two friends about a product, who are in turn each asked
to tell two friends, etc. until a sufficient number of people are reached.
d. A store has a special sale that resembles a party, and those who come are asked to
buy the featured products.
e. A consumer acts as a host and invites friends to view merchandise in a group setting,
where a salesperson demonstrates the products.
The three most commonly used psychographic segmentation variables are:
a. personality, perception, and learning.
b. personality, perception, and behavior.
c. motives, attitudes, and lifestyles.
d. attitudes, personality, and perception.
e. personality, motives, and lifestyles.
When the American company Exxon purchases crude oil from Saudi Arabia, it is
engaging in
a. licensing.
b. importing.
c. free trade.
d. exporting.
e. dumping.
Compared with other phases of the new-product development process, the largest
number of new product ideas is rejected during the___________phase.
a. idea generation
b. concept testing
c. business analysis
d. screening
e. test marketing
Sellers that emphasize distinctive product features to encourage brand preferences
among customers are practicing:
a. product competition.
b. non-price competition.
c. demand-based pricing.
d. price competition.
e. supply-based pricing.
Suppose State Farm Insurance stated, “We want our advertising to increase our
customer base for home and automobile insurance by 10 percent by the end of the fiscal
year.” This would be considered a(n) .
a. target audience goal
b. advertising platform
c. percent-of-sales approach
d. advertising objective
e. media plan goal
The key to locating and defining problems is always to probe beneath any superficial
symptoms. a. True
b. False
The two general approaches to measuring company sales potential are the breakdown
and the buildup approach.
a. True
b. False