COB 300 MARKETING FINAL EXAM
(MERT TOKMAN) QUESTIONS &
CORRECT ANSWERS
What company is a world-class new-product machine? - correct answer ✔✔Apple
Radical Innovation - correct answer ✔✔High degree of learning. Basically a new product.
Discontinuous
Incremental Innovation - correct answer ✔✔Almost no learning from customer. Continuous
Dynamically Continuous Innovation - correct answer ✔✔Not entirely new learning (electric
toothbrush)
Benefits of Virtual Reality - correct answer ✔✔Simulates tough situations. Useful for education.
Virtual buildings (classrooms, conference rooms). Good for destructive testing
Characteristics of Service - correct answer ✔✔Intangible. No shelf life. Personality aspect
(consumers have a hard time distinguishing between employee and company as a whole)
4 Product Types - correct answer ✔✔Convenience
Shopping
Specialty
Unsought
4 P's of Marketing Mix - correct answer ✔✔Price
, Product
Promotion
Place (distribution)
Types of Business Products - correct answer ✔✔Raw Materials
Manufactured Materials
Component Parts
Capital Equipment
Accessories
MRO (maintenance repair or operation)
Different Levels of a Product Portfolio - correct answer ✔✔Product Category
Brands
SKUs (Stock Keeping Unit) -- barcodes
The ________ the variety, the _________complex the supply chain - correct answer ✔✔higher,
more
7 Stages in New-Product Process - correct answer ✔✔Strategy Development
radical vs incremental innovation
Idea Generation
incremental? look at customer feedback
radical? R&D
Screening and Evaluation
do we have resources? is it possible? market
to sell to?
(MERT TOKMAN) QUESTIONS &
CORRECT ANSWERS
What company is a world-class new-product machine? - correct answer ✔✔Apple
Radical Innovation - correct answer ✔✔High degree of learning. Basically a new product.
Discontinuous
Incremental Innovation - correct answer ✔✔Almost no learning from customer. Continuous
Dynamically Continuous Innovation - correct answer ✔✔Not entirely new learning (electric
toothbrush)
Benefits of Virtual Reality - correct answer ✔✔Simulates tough situations. Useful for education.
Virtual buildings (classrooms, conference rooms). Good for destructive testing
Characteristics of Service - correct answer ✔✔Intangible. No shelf life. Personality aspect
(consumers have a hard time distinguishing between employee and company as a whole)
4 Product Types - correct answer ✔✔Convenience
Shopping
Specialty
Unsought
4 P's of Marketing Mix - correct answer ✔✔Price
, Product
Promotion
Place (distribution)
Types of Business Products - correct answer ✔✔Raw Materials
Manufactured Materials
Component Parts
Capital Equipment
Accessories
MRO (maintenance repair or operation)
Different Levels of a Product Portfolio - correct answer ✔✔Product Category
Brands
SKUs (Stock Keeping Unit) -- barcodes
The ________ the variety, the _________complex the supply chain - correct answer ✔✔higher,
more
7 Stages in New-Product Process - correct answer ✔✔Strategy Development
radical vs incremental innovation
Idea Generation
incremental? look at customer feedback
radical? R&D
Screening and Evaluation
do we have resources? is it possible? market
to sell to?
