Question 1

Why are brand names and brand marks important to companies?

Accepted Answer

A)  They help companies meet the needs of their customers. 
B)  They reduce brand recognition of competing companies. 
C)  They increase the cannibalization of the competitor's products. 
D)  They are used by customers to make their choices. 
E)  They add value to a company's offerings. 
A)  They help companies meet the needs of their customers. 
B)  They reduce brand recognition of competing companies. 
C)  They increase the cannibalization of the competitor's products. 
D)  They are used by customers to make their choices. 
E)  They add value to a company's offerings.

Question 2

A(n)_____ offering is a low-priced product or service.

Accepted Answer

The answer of A(n)_____ offering is a low-priced product or...

Question 3

A symbol or logo used to identify a brand is known as a _____.

Accepted Answer

A)  brand mark 
B)  brand 
C)  brand name 
D)  brand extension 
E)  brand package 
A)  brand mark 
B)  brand 
C)  brand name 
D)  brand extension 
E)  brand package

Question 4

A frequently purchased product that requires little shopping effort is known as an impulse offering.

Accepted Answer

A) True 
 B)False

Question 5

Identify the types of packaging and explain their differences.

Accepted Answer

1)Primary Packaging-Designed to hold a s

Question 6

A _____ is the spoken part of an identity used to describe the brand.

Accepted Answer

The answer of A _____ is the spoken part of...

Question 7

A service is the tangible component of an offering.

Accepted Answer

A) True 
 B)False

Question 8

A _____ is one for which the consumer will make an effort to compare and select a brand.

Accepted Answer

A)  convenience offering 
B)  shopping offering 
C)  specialty offering 
D)  unsought offering 
E)  product offering 
A)  convenience offering 
B)  shopping offering 
C)  specialty offering 
D)  unsought offering 
E)  product offering

Question 9

A _____ entails the process of utilizing an existing brand name or brand mark for a new product category.

Accepted Answer

The answer of A _____ entails the process of utilizing...

Question 10

A _____ is used by a seller to differentiate its offerings from competitors' offerings.

Accepted Answer

The answer of A _____ is used by a seller...

Question 11

A brand is used by a seller to differentiate its offerings from that of the competitors.

Accepted Answer

A) True 
 B)False

Question 12

The entire assortment of products that a firm offers is known as the _____.

Accepted Answer

A)  product line 
B)  product mix 
C)  core product 
D)  line depth 
E)  line breadth 
A)  product line 
B)  product mix 
C)  core product 
D)  line depth 
E)  line breadth

Question 13

A _____ is responsible for a broad group of offerings,such as home cleaning products,which have various brands within each group.

Accepted Answer

A)  product manager 
B)  brand manager 
C)  market manager 
D)  category manager 
E)  vertical integration manager 
A)  product manager 
B)  brand manager 
C)  market manager 
D)  category manager 
E)  vertical integration manager

Question 14

Explain the difference in how capital equipment offerings are marketed versus raw materials offerings.

Accepted Answer

Capital equipment offerings are typicall

Question 15

List and describe the five types of B2B offerings.

Accepted Answer

1)Capital Equipment Offerings-Any equipm

Question 16

The entire assortment of products that a firm offers is called the product line.

Accepted Answer

A) True 
 B)False

Question 17

_____ packaging is designed to hold a single wholesale unit of a product.

Accepted Answer

The answer of _____ packaging is designed to hold a...

Question 18

After trying out different brands of toothbrushes,Martin has decided that he prefers Oral B the most.Whenever he is out grocery shopping,he always purchases several of these toothbrushes,to stock up in case the store runs out of it in the future.To Martin,Oral B toothbrushes are _____ offerings.

Accepted Answer

A)  shopping 
B)  unsought 
C)  specialty 
D)  convenience 
E)  impulse 
A)  shopping 
B)  unsought 
C)  specialty 
D)  convenience 
E)  impulse

Question 19

OEM offerings are products and services that keep a company functioning.

Accepted Answer

A) True 
 B)False

Question 20

A _____ approach to determining the value of an offering would include the time and effort related to owning a product,in addition to the benefits received,the price,and hassle.

Accepted Answer

A)  total cost of ownership (TCO) 
B)  service-oriented 
C)  product-oriented 
D)  product dominant 
E)  service dominant 
A)  total cost of ownership (TCO) 
B)  service-oriented 
C)  product-oriented 
D)  product dominant 
E)  service dominant

Why are brand names and brand marks important to companies?

A(n)_____ offering is a low-priced product or service.

A symbol or logo used to identify a brand is known as a _____.

A frequently purchased product that requires little shopping effort is known as an impulse offering.

Identify the types of packaging and explain their differences.

A _____ is the spoken part of an identity used to describe the brand.

A service is the tangible component of an offering.

A _____ is one for which the consumer will make an effort to compare and select a brand.

A _____ entails the process of utilizing an existing brand name or brand mark for a new product category.

A _____ is used by a seller to differentiate its offerings from competitors' offerings.

A brand is used by a seller to differentiate its offerings from that of the competitors.

The entire assortment of products that a firm offers is known as the _____.

A _____ is responsible for a broad group of offerings,such as home cleaning products,which have various brands within each group.

Explain the difference in how capital equipment offerings are marketed versus raw materials offerings.

List and describe the five types of B2B offerings.

The entire assortment of products that a firm offers is called the product line.

_____ packaging is designed to hold a single wholesale unit of a product.

After trying out different brands of toothbrushes,Martin has decided that he prefers Oral B the most.Whenever he is out grocery shopping,he always purchases several of these toothbrushes,to stock up in case the store runs out of it in the future.To Martin,Oral B toothbrushes are _____ offerings.

OEM offerings are products and services that keep a company functioning.

A _____ approach to determining the value of an offering would include the time and effort related to owning a product,in addition to the benefits received,the price,and hassle.

What Is Marketing?

Strategic Planning

Consumer Behavior: How People Make Buying Decisions

Business Buying Behavior

Market Segmenting, Targeting, and Positioning

Developing and Managing Offerings

Using Marketing Channels to Create Value for Customers

Using Supply Chains to Create Value for Customers

Gathering and Using Information: Marketing Research and Market Intelligence

Integrated Marketing Communications and the Changing Media Landscape

Public Relations, Social Media, and Sponsorships

Professional Selling

Customer Satisfaction, Loyalty, and Empowerment

Price,the Only Revenue Generator

The Marketing Plan

Filters

Exam 6: Creating Offerings

Why are brand names and brand marks important to companies?

A(n)_____ offering is a low-priced product or service.

A symbol or logo used to identify a brand is known as a _____.

A frequently purchased product that requires little shopping effort is known as an impulse offering.

Identify the types of packaging and explain their differences.

A _____ is the spoken part of an identity used to describe the brand.

A service is the tangible component of an offering.

A _____ is one for which the consumer will make an effort to compare and select a brand.

A _____ entails the process of utilizing an existing brand name or brand mark for a new product category.

A _____ is used by a seller to differentiate its offerings from competitors' offerings.

A brand is used by a seller to differentiate its offerings from that of the competitors.

The entire assortment of products that a firm offers is known as the _____.

A _____ is responsible for a broad group of offerings,such as home cleaning products,which have various brands within each group.

Explain the difference in how capital equipment offerings are marketed versus raw materials offerings.

List and describe the five types of B2B offerings.

The entire assortment of products that a firm offers is called the product line.

_____ packaging is designed to hold a single wholesale unit of a product.

After trying out different brands of toothbrushes,Martin has decided that he prefers Oral B the most.Whenever he is out grocery shopping,he always purchases several of these toothbrushes,to stock up in case the store runs out of it in the future.To Martin,Oral B toothbrushes are _____ offerings.

OEM offerings are products and services that keep a company functioning.

A _____ approach to determining the value of an offering would include the time and effort related to owning a product,in addition to the benefits received,the price,and hassle.

What Is Marketing?

Strategic Planning

Consumer Behavior: How People Make Buying Decisions

Business Buying Behavior

Market Segmenting, Targeting, and Positioning

Developing and Managing Offerings

Using Marketing Channels to Create Value for Customers

Using Supply Chains to Create Value for Customers

Gathering and Using Information: Marketing Research and Market Intelligence

Integrated Marketing Communications and the Changing Media Landscape

Public Relations, Social Media, and Sponsorships

Professional Selling

Customer Satisfaction, Loyalty, and Empowerment

Price,the Only Revenue Generator

The Marketing Plan

Filters