Scenario 11-3 In the Early 1900s, a New Product Was Developed-The Phonograph

question 143

Multiple Choice

Scenario 11-3
In the early 1900s, a new product was developed-the phonograph record. It allowed people to listen to and appreciate recorded music in the privacy of their homes. At first, consumers were reluctant because the idea was so novel and difficult to comprehend. During the 1930s, the pioneers in the record industry were experiencing strong sales and profits. As a result, other firms began to enter the market and competition intensified. At this point, there were hundreds of record producers and manufacturers. During the 1940s and 1950s, sales continued to increase, but at a much slower rate. The market stayed at approximately the same level until the late 1960s when a new technology arrived in the form of the eight-track tape. The record market began a slow decrease in sales. By the 1970s, another new technology, cassette tapes, replaced the eight-track tape. During the 1970s and 1980s, record production continued to decrease. In the late 1980s, sales dropped rapidly as yet another new technology arrived, the compact disc. Digital downloading of songs from online stores like iTunes has become the norm. Today, most stores no longer carry records, which have become a niche product.
-Refer to the scenario. The scenario outlines the stages of development of the market for phonograph albums. What is the name for this group of stages?

• A)marketing mix
• B)product line
• C)product life cycle
• D)product breadth

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Definitions:

Capabilities

The qualities, skills, or resources a person or organization has that enable them to perform or achieve certain actions or outcomes.

Buying Criteria

Buying criteria are the specifications and considerations that customers use to evaluate and decide on the purchase of products or services.

Warranty

A guarantee given to the purchaser by a manufacturer or dealer, promising to repair or replace the product within a certain period if necessary.

Claim Policies

Guidelines and procedures established by companies for handling customer claims regarding product or service issues.