Multiple Choice Answers

For a frequently purchased new product, the seller estimates repeat sales as well as first-time sales. A high rate of repeat purchasing means customers ________.
A. value price more than differentiation
B. prefer personalized products rather than standard ones
C. value differentiation more than price
D. do not support innovation on brands
E. are satisfied with the product
Five characteristics influence the rate of adoption of an innovation. One of these is ________.
A. packaging attractiveness
B. place of value exchange
C. marketing expertise
D. relative advantage
E. government regulations
Which of the following strategies for new-product development incorporates the buyers’ preferences in the final design of the product?
A. disruptive technology
B. market leadership
C. customer-driven engineering
D. incremental innovation
E. cost leadership
________ means presenting the product concept to target consumers, symbolically of physically, and getting their reactions.
A. Perceptual mapping
B. Concept development
C. Concept testing
D. Brand-positioning mapping
E. Brand attribute mapping
A(n) ________ is a possible product the company might offer to the market.
A. test brand
B. beta version product
C. product concept
D. product idea
E. alpha product
Armordo is a famous vacuum cleaner brand in Africa. Clara has heard of Armordo and she knows that the product is a success. She has started considering whether or not to buy the vacuum cleaner. What stage of the consumer-adoption process is Clara in?
A. awareness
B. evaluation
C. trial
D. adoption
E. interest
A(n) ________ is an elaborated version of a product idea expressed in consumer terms.
A. beta product
B. test brand
C. product concept
D. alpha product
E. business schedule
Which of the following is usually referred to as a full-blown test market?

A. an internal focus group
B. a city or a few cities
C. a laboratory
D. a country
E. a discussion group
In consumer-goods market testing, the company seeks to estimate four variables. These four variables are: trial, first repeat, adoption, and ________.
A. price sensitivity
B. usage convenience
C. preferential treatment
D. guaranteed response
E. purchase frequency