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CH 9 and 10 Check Your Understanding

This document contains 12 multiple choice questions assessing marketing concepts from chapters 9 and 10. The questions cover topics such as brand management, product development, diffusion of innovations, and service marketing characteristics. Correct answers are provided for each question.

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Paul Costa
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72 views3 pages

CH 9 and 10 Check Your Understanding

This document contains 12 multiple choice questions assessing marketing concepts from chapters 9 and 10. The questions cover topics such as brand management, product development, diffusion of innovations, and service marketing characteristics. Correct answers are provided for each question.

Uploaded by

Paul Costa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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CH9

1) A "brand manager" and "category manager" are the same thing in marketing.

Answer: FALSE

Diff: 2 Type: TF Page Ref: 196-197

Skill: Recall
LO: 1

2. A look-alike product that is designed to copy or mimic an existing product is called a castoff.

Answer: FALSE

Diff: 2 Type: TF Page Ref: 199

Skill: Recall
LO: 2

3. A new product or service rejected very quickly by consumers is called an instant bust.

Answer: TRUE

Diff: 1 Type: TF Page Ref: 211

Skill: Recall
LO: 4

4. Molson Breweries has established different companies to manage four distinct regions in Canada. Each region has its own
marketing and sales staff. This system is called

A) category management.

B) local management.

C) marketing services.

D) product management.

E) regional management.

Answer: E

Diff: 1 Type: MC Page Ref: 198

Skill: Applied

5. Dove was originally a facial bar soap. Unilever has developed products in the body wash, hair care, moisturizer, and
antiperspirant segments with the Dove brand name. Unilever has engaged in ________ with this brand.

A) functional launching

B) product stretching

C) commercialization

D) business analysis

E) innovation diffusion

Answer: B
Diff: 2 Type: MC Page Ref: 203

Skill: Applied
LO: 3

6. The gradual acceptance of a product from introduction to market saturation is called

A) diffusion of innovation.

B) brand awareness.

C) adoption.

D) absorption.

E) positioning.

Answer: A

Diff: 2 Type: MC Page Ref: 213

Skill: Recall
LO: 5

CH10

7. E-commerce is eliminating the need for service personnel.


Answer: FALSE

Diff: 2 Type: TF Page Ref: 218

Skill: Applied
LO: 1

8. When a WestJet airplane flies with a 50% load, there is a cost of perishability of demand.
Answer: TRUE

Diff: 2 Type: TF Page Ref: 220

Skill: Applied
LO: 1

9. Fundraising for the Vancouver General Hospital and the University of Toronto are examples of place marketing.
Answer: FALSE

Diff: 2 Type: TF Page Ref: 228

Skill: Applied
LO: 4

10. The advice offered by a financial planner cannot be seen, heard, or touched. This is an illustration of a service's
A) intangibility.

B) flexibility.

C) perishability.

D) variability.
E) inseparability.

Answer: A

Diff: 1 Type: MC Page Ref: 219

Skill: Applied
LO: 1

11. Golf course green fees are often lower in the early spring and late fall than during the peak season. This promotional strategy
is an attempt to manage the ________ of this service.

A) inseparability

B) quality variability

C) perishability of demand

D) vulnerability of staffing

E) intangibility

Answer: C

Diff: 2 Type: MC Page Ref: 220

Skill: Applied
LO: 1

12. One of the major goals of not-for-profit marketing is to promote social consciousness. This is known as ________
marketing.

A) philosophical

B) social

C) organization

D) people

E) cause

Answer: B

Diff: 2 Type: MC Page Ref: 226

Skill: Recall
LO: 3

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