Question 11

A ____________________ is the way consumers perceive an actual or potential product.

		product idea
		product image
		poroduct concept
		product feature

Question 12

Presenting new-product ideas to consumers in symbolic or physical ways to measure their reactions occurs during which of the following stages?

		idea generation
		concept testing
		marketing strategy
		screening

Question 13

Which of the following is the most expensive part of the new product development process?

		concept testing
		business analysis
		commercialization
		idea generation

Question 14

Which of the following is perhaps the most important external source of new-product ideas?

		engineers
		customers
		competitors
		"trade magazines, shows, and seminars"

Question 15

Birth control pills didn t diffuse as quickly in predominantly Roman Catholic countries as they did in the United States. This is an example of problems with the new product s _______________.

		relative advantage
		compatibility
		complexity
		comparability

Question 16

Which type of organization helps companies to stock and move goods from their points of origin to their destination?

		financial intermediaries
		physical distribution firms
		marketing services agencies
		resellers

Question 17

Barney Hopkins has compiled a list of things that make segments more attractive. Which one of the following items should NOT be on the list?

		relative power of buyers
		lack of powerful suppliers to
		few substitute products
		competition with superior reso

Question 18

"GrayBerry Gifts has just brainstormed a large number of ideas for adding new products and services after visiting several buying fairs. The owners will begin the first idea-reducing stage, called ________, to arrive at a realistic number to adopt."

		business analysis
		idea generation
		concept testing
		idea screening

Question 19

Which type of shop offers a range of grocery and household items that cater for last-minute purchase needs of consumers?

		Supermarkets.
		Convenience stores.
		Category killer stores.
		Limited line retailers.

Question 20

"Which of the following refers to the unauthorized sale of new, branded products diverted from authorized distribution channels or imported into a country for sale without the consent or knowledge of the manufacturer?"

		Grey marketing.
		Stealth marketing.
		Niche distribution.
		Authorized distribution. Subject: Marketing planning