Making Marketing Decisions 2.2

(a)   is NOT one of the three elements emphasized in the traditional product design mix.

• Function

• Aesthetics

• Cost

• Durability

Answer explanation

Durability is not one of the three elements emphasized in the traditional product design mix, which focuses on Function, Aesthetics, and Cost. Therefore, the correct answer is Durability.

Match the following elements with their corresponding aspects in the design mix.

• Visual and sensory design

• The product's reliability and performance

• Financial considerations

• The product's aesthetic appeal

• Consumer appeal and sales potential

• The product's cost

• Operational efficiency and effectiveness

• The product's marketability

Why is 'Aesthetics' important in the design mix?

• It ensures the product is cost-effective

• It appeals to customers based on looks and feel

• It guarantees the product's functionality

• It reduces production costs

Answer explanation

Aesthetics is crucial in the design mix because it appeals to customers based on looks and feels, influencing their purchasing decisions and enhancing the overall user experience.

How does 'Cost' factor into the design mix?

• It determines the product's aesthetic value

• It affects the product's reliability

• It allows the product to be made and sold profitably

• It influences the product's functionality

Answer explanation

'Cost' is crucial in the design mix as it ensures the product can be manufactured and sold at a profit. This directly impacts the viability of the product in the market, making it essential for business success.

What are the three features shown in the interrelated triangle for a successful product design?

• Function, Aesthetics, Cost

• Quality, Price, Durability

• Design, Marketing, Sales

• Innovation, Efficiency, Reliability

Answer explanation

The correct choice, 'Function, Aesthetics, Cost', represents the essential features of successful product design. Function ensures usability, Aesthetics appeals to users visually, and Cost addresses affordability, making them interrelated.

Which feature is associated with a longer product life cycle and lower promotional costs?

• Aesthetics

• Function

• Cost

• Innovation

Answer explanation

Function is associated with a longer product life cycle because it emphasizes utility and reliability, leading to sustained customer satisfaction. This reduces the need for frequent promotions, lowering overall promotional costs.

What is a common feature of products that emphasize aesthetics in the design mix?

• High added value

• Longer product life cycles

• Lower promotional costs

• Economic manufacturing

Answer explanation

Products that emphasize aesthetics often command higher prices due to their appealing design, resulting in high added value. This distinguishes them in the market, making aesthetics a key factor in perceived value.

Match the following stages with their descriptions in the product life cycle.

• The stage where the product experiences rapid sales increase.

• Decline

• The stage where the product is launched and introduced to the market.

• Introduction

• The stage where the product's sales decline and it may be phased out.

• Growth

• The stage where the product's sales growth slows or levels off.

• Maturity

What is the final stage of the product life cycle when sales begin to fall and the product is removed from the market?

• Growth

• Maturity

• Decline

• Introduction

Answer explanation

The final stage of the product life cycle is the Decline stage, where sales decrease and the product is often removed from the market. This contrasts with Growth, Maturity, and Introduction stages, which involve increasing or stable sales.

(a)   involves adding new features to a current product to extend its life.

• Advertising

• Price reduction

• Adding value

• New packaging

Answer explanation

Adding value refers to enhancing a product with new features, which helps to extend its life and appeal to customers. This is the correct choice as it directly addresses the concept of product improvement.