MKTG 409 EXAM 2: CHAPTER 12 QUESTIONS AND
ANSWERS
Lindsey works in R&D at a consumer products firm. She meets up with Don, who works
in finance, Riley, who works in production, and David, who works in marketing. Together
they are going to develop a new product that Lindsey's department had researched.
They are responsible for all aspects of developing the product. This is an example of a -
Answers - venture team
When Oreo developed a new Rocky Road flavor, it was an example of a - Answers -
line extension
Kira loves Mexican food. She saw a new Mexican restaurant that had affordable prices.
She went in to eat but had a bad experience because the food was too salty. Kira
thought perhaps it was just a fluke. She went back to the restaurant, but the food tasted
just as bad. For Kira the restaurant has a low - Answers - level of quality
During the recession, sales for many companies plummeted. The rate of unemployment
grew substantially. As a result, Procter & Gamble (P&G) decided to release a cheaper,
more basic version of its Tide product. This lower-priced Tide Basic lacked some of the
cleaning features of its more expensive counterpart, but P&G thought it would be good
for cash-strapped consumers. P&G tried out Tide Basic in 100 stores in the south for
about a year. The product failed to take off, and it discontinued Tide Basic. A few years
later P&G tried again with another less expensive Tide product called Simply Tide.
Refer to Scenario 12.1. P&G had to modify its Tide product to appeal to this new
demographic. What type of product modification did it make? - Answers - Quality
modification
Refer to Scenario 12.1. What stage of the product development process was P&G in
when it decided to discontinue Tide Basic? - Answers - Test marketing
Refer to Scenario 12.1. P&G marketed Tide Basic as a detergent that could perform the
basic functions of its signature Tide products at a lower price to the consumer. This was
an attempt to create a concept of the product in customers' minds. This is referred to as
_______. - Answers - product positioning
Refer to Scenario 12.2. The company was forced to delete its magnetic desk toy
product due to safety concerns after being sued by the Consumer Product Safety
Commission. What type of product deletion did the firm most likely use? - Answers -
Immediate drop
ANSWERS
Lindsey works in R&D at a consumer products firm. She meets up with Don, who works
in finance, Riley, who works in production, and David, who works in marketing. Together
they are going to develop a new product that Lindsey's department had researched.
They are responsible for all aspects of developing the product. This is an example of a -
Answers - venture team
When Oreo developed a new Rocky Road flavor, it was an example of a - Answers -
line extension
Kira loves Mexican food. She saw a new Mexican restaurant that had affordable prices.
She went in to eat but had a bad experience because the food was too salty. Kira
thought perhaps it was just a fluke. She went back to the restaurant, but the food tasted
just as bad. For Kira the restaurant has a low - Answers - level of quality
During the recession, sales for many companies plummeted. The rate of unemployment
grew substantially. As a result, Procter & Gamble (P&G) decided to release a cheaper,
more basic version of its Tide product. This lower-priced Tide Basic lacked some of the
cleaning features of its more expensive counterpart, but P&G thought it would be good
for cash-strapped consumers. P&G tried out Tide Basic in 100 stores in the south for
about a year. The product failed to take off, and it discontinued Tide Basic. A few years
later P&G tried again with another less expensive Tide product called Simply Tide.
Refer to Scenario 12.1. P&G had to modify its Tide product to appeal to this new
demographic. What type of product modification did it make? - Answers - Quality
modification
Refer to Scenario 12.1. What stage of the product development process was P&G in
when it decided to discontinue Tide Basic? - Answers - Test marketing
Refer to Scenario 12.1. P&G marketed Tide Basic as a detergent that could perform the
basic functions of its signature Tide products at a lower price to the consumer. This was
an attempt to create a concept of the product in customers' minds. This is referred to as
_______. - Answers - product positioning
Refer to Scenario 12.2. The company was forced to delete its magnetic desk toy
product due to safety concerns after being sued by the Consumer Product Safety
Commission. What type of product deletion did the firm most likely use? - Answers -
Immediate drop
