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14 Cards in this Set

  • Front
  • Back
Product mix width refers to the ________.
number of different product lines the company carries
________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
Convenience
________ involves a review of the sales, costs, and profit projections for a new product to determine whether they satisfy a company's objectives.
Business analysis
When a product is in the ________ stage, profits level off or decline because of increased marketing outlays to defend the product against competition.
maturity
Which of the following statements is most likely true about the product life cycle?
Growth is a period of rapid market acceptance and increasing profits.
Laundry detergent, candy, magazines, and fast food are purchased frequently by customers. They are examples of ________ products.
convenience
The new product development process usually starts with ________.
idea generation
Product mix length refers to the ________.
total number of items a company carries within its product lines
A ________ is defined as a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.
brand
________ is the stage where a product and its proposed marketing program are introduced into realistic market settings.
Test marketing

Fads are characterized by their ________.

usually high sales and rapid decline

A product life cycle has five distinct stages; product development, introduction, growth, maturity, and ________.

decline

Susan has been redecorating her new condo for a year. She is carefully selecting every item. Susan finds an oriental rug that matches her color scheme and decor perfectly and purchases it immediately without engaging in comparison shopping. This is an example of a(n)________.

specialty product

________ products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.

Shopping