Gillette shaving razors were first manufactured in 1895

 

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.

1. Refer to Scenario 10.1. Shaving razors fall into which of the following classification of consumer products?

a.	Convenience products
b.	Shopping products
c.	Substitute products
d.	Specialty products
e.	Accessory equipment

2. Refer to Scenario 10.1. When Gillette developed the Venus razor in 1998, in which stage of the product life cycle was the Venus?

a.	Introduction
b.	Growth
c.	Profit
d.	Maturity
e.	Decline

3. Refer to Scenario 10.1. 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 definitely not a(n) ____ in the product adopter categories, and is more likely to be ____.

a.	innovator; an early adopter
b.	early adopter; an innovator
c.	early majority; an early adopter
d.	innovator; an early majority
e.	innovator; a late majority

 

4.Refer to Scenario 10.1. Tasha is shopping for personal care items at her local Target. She walks by one aisle and sees a floor-standing display for the new Venus Embrace. She hadn’t thought about buying a new razor, but the display has caught her attention. Which stage of the product adoption process is Tasha most likely in at the present time?

a.	awareness
b.	attention
c.	evaluation
d.	trial
e.	adoption

Scenario 10.2

Use the following to answer the questions.

Megabus is a new line operating in the Northeast and Midwestern United States, plus in Canada. It offers travelers a cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest technology. Unlike the traditional Greyhound Lines, Megabus is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor Greyhound, has launched two new bus lines, BoltBus and NeOn, with similar fares and high-tech amenities. A fare on NeOn bus from Buffalo, NY to New York City is $50.00 roundtrip, while the same fare through Greyhound’s traditional bus line costs $92.00. The benefit of Greyhound’s traditional line is that there are more departure times and more stops in smaller towns along the way.

5. Refer to Scenario 10.2. What product(s) is Megabus marketing?

a.	Megabus is a service and therefore is not marketing a product.
b.	The ride between cities is a service product and is the only one Megabus is marketing.
c.	The ride between the cities, which is the core product, plus the supplemental features of Wi-Fi, video screens, and other technology.
d.	The ride between cities, which is a convenience product.
e.	The ride between cities, which is a shopping product.

6. Refer to Scenario 10.2. When Greyhound launched the BoltBus and NeOn bus lines, this is an example of

a.	a branding extension.
b.	co-branding.
c.	an extension in the width of the product mix.
d.	an extension in the depth of the product mix.
e.	family branding.

7. Refer to Scenario 10.2. Casey is searching the website of Megabus.com for the schedule and fares of a trip between Buffalo, NY and New York City. Case is most likely in which of the following stages of the product adoption process?

a.	adoption
b.	trial
c.	evaluation
d.	interest
e.	awareness

8. Refer to Scenario 10.2. Megabus is most likely in which of the following stages of the product life cycle?

a.	Introduction
b.	Growth
c.	Maturity
d.	Decline
e.	Rejection

Scenario 11.1

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.

9. Refer to Scenario 11.1. Improving the taste of Cheetos Crunchies was a(n) ____ modification.

a.	quality
b.	sensory
c.	functional
d.	benefit
e.	aesthetic

10. 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

a.	a product modification.
b.	a line extension.
c.	a quality modification.
d.	a functional extension.
e.	an aesthetic modification.

11. Refer to Scenario 11.1. In 2008, Cheetos was in which phase of new-product development?

a.	Idea screening
b.	Product development
c.	Test marketing
d.	Business analysis
e.	Idea generation

12. Refer to Scenario 11.1. Suppose that Cheetos stops production of Cheetos Fat-free Crunchies and sells all of its remaining inventory to a warehouse club. This would be an example of a(n)

a.	strategy for the maturity phase.
b.	phase out product deletion strategy.
c.	immediate-drop decision.
d.	pullout product deletion policy.
e.	return to test marketing.

Scenario 11.2

Use the following to answer the questions.

Jonathan Moore, president of Polar Manufacturing Company, has just reviewed the performance reports for the previous year and sees that there are some areas in which the company needs to improve. He specifically feels they could do a better job in managing Polar’s product mix. Jonathan calls a meeting of all the managers responsible for each of the product lines that Polar currently manufactures. The group decides that they need to eliminate the complete industrial product line of ice chests, and plan to do so by letting the product decline without any changes in the marketing strategy or product. The group also decides to delete Polar’s line of personal thermal underwear, however this product is to be discontinued within the week due to its unprofitability. While discussing these strategies, the group has also uncovered several customer groups for which new products could be developed. The managers decide to assemble a group of people from all functional areas of the company and give them the responsibility for all aspects of the new-product development.

13. Refer to Scenario 11.2. The decision to delete the industrial product line of ice chests is an example of deleting a product through a(n) ____, while the decision to drop the thermal underwear line is an example of a(n) ____.

a.	run-out; phase out
b.	phase-out; immediate drop
c.	immediate drop; run-out
d.	immediate drop; phase-out
e.	phase-out; run-out

14. Refer to Scenario 11.2. Polar management is currently in which stage of new product development?

a.	idea generation
b.	screening
c.	concept testing
d.	product development
e.	test marketing

15. Refer to Scenario 11.2. The group of people that management has assembled to take on the task of new-product development is best described as

a.	a buying center.
b.	a product development task force.
c.	a marketing development team.
d.	a venture team.
e.	a brand management team

16. Refer to Scenario 11.2. Because some products are not doing well, Jonathan Moore thinks that the company should set up a procedure to evaluate each product so that management will know when and how a product should be discontinued. He is suggesting a

a.	product-drop decision.
b.	discontinuance procedure.
c.	performance review.
d.	closing system.
e.	systematic review.

TRUE/FALSE

17. A product need not be a physical product.

18. A service is intangible and is the result of the application of human or mechanical efforts to people or objects.

19. Supporting services, such as installation and guarantees, are part of a product.

20. The core product element of the total product can include installation, delivery, training, and financing.

21. Use of the product is the most important means of distinguishing consumer products from business products.

22. The two major product categories are business and institutional.

23. Bread is usually a convenience product.

24. Many of the so-called new products that are launched each year are in fact line extensions.

25. Line extensions are less common than other new products because line extensions are more expensive and more risky.

26. Quality modifications never seek to reduce product quality.

27. Quality modification of an existing product aims at changing the product’s safety, convenience, or versatility.

28. Services are highly perishable and cannot be inventoried for future use.

29. Client-based relationships are interactions that result in satisfied customers who repeatedly use a service over time.

30. The goal of building client-based relationships is to satisfy customers so well that they become very loyal and would be unlikely to switch to competitors.

138.