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Marketing Chapter 10

new products
With Apple, Inc., the life the organization depends on how it conceives, produces, and markets __________.
durable goods.
Among consumer products, personal selling is especially important for:
consumer products; business products
Two broad categories of products widely used in marketing are based on the type of user: __________ are purchased by ultimate consumers, whereas __________ are ones that assist directly or indirectly in providing products for resale.
attributes used in making the purchase decision.
Consumer products are classified based on the: (1) effort the consumer spends on the decision; (2) frequency of purchase; and (3):
A DVD player
Which of the following is the best example of a specialty product?
satisfy a class of needs
A product line is a group of product or service items that are closely related because they __________, are used together, are sold to the same customer group, are distributed through the same type of outlets, or fall within a given price range.
Automatic dishwasher
Which of the following products at the time of their introduction was the best example of a dynamically continuous innovation?
a distinctive point of difference
Research shows that __________ is the single most important factor for a new product to defeat competitive ones—having superior characteristics that deliver unique benefits to the user.
New-product strategy development.
Which stage in the new-product process has as its purpose to identify new-product niches to reach in light of company objectives?
services
Capacity management is especially important for __________
products
a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers’ needs and is received in exchange for money or something else of value
services (term)
intangible activities or benefits that an organization provide to satisfy consumer’s needs in exchange for money or something else of value
consumer products
products purchased by the ultimate consumer
business products
derived demand, components, support products
convenience products
items that the consumer purchases frequently, conveniently, and with a minimum of shopping effort
shopping products
items for which the consumer compares several alternatives on criteria, such as price, quality, or style
specialty products
items that a consumer makes a special effort to search out and buy
unsought products
items that the consumer does not know about or knows about but does not initially want
product item
a specific product that has a unique brand, size, or price
product line
a group of product or service items that are closely related because they satisfy a class or needs, are used together, are sold to the same customer group, are distributed through the same outlets, or fall within a given price range
product mix
consists of all of the product lines offered by an organization
protocol
a statement that, before product development begins, identifies a well defined target market, specific customers’ needs, wants, and preferences, and what the product will be and do to satisfy customers
new-product process
seven stages an organization goes through to identify business opportunities and convert them into salable products or services
new-product strategy development (term)
stage of the new product process that defines the role for a new product in terms of the fir’s overall objectives
idea generation
stage of the new product process that develops a pool of concepts to serve as candidates for new products, building up the previous stage’s results
screening and evaluation
stage of the new product process that internally and externally evaluates new product ideas to eliminate those that warrant no further effort
business analysis
stage of the new product process that specifies the features of the product and the marketing strategy needed to bring it to market and make financial projections
development
stage of new product process that turns the idea on paper into a prototype
market testing
the stage of the new-product process that involves exposing actual products to prospective consumers under realistic purchase conditions to see if they will buy
commercialization
stage of new product process that positions and launches a new product in full scale production and sales

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