Question 1

A distinguishing factor between a brand name and a brand mark is that a brand name

Accepted Answer

A)  creates customer loyalty. 
B)  consists of words. 
C)  identifies only one item in the product mix. 
D)  is registered with the U.S. Patent and Trademark Office. 
E)  implies an organization's name. 
A)  creates customer loyalty. 
B)  consists of words. 
C)  identifies only one item in the product mix. 
D)  is registered with the U.S. Patent and Trademark Office. 
E)  implies an organization's name.

Question 2

Arm & Hammer would probably not want to use multiple packaging for its baking soda because

Accepted Answer

A)  the product is used infrequently. 
B)  storage would be more difficult. 
C)  shelf space could not be maximized. 
D)  shipping costs would increase. 
E)  the product has a short shelf life. 
A)  the product is used infrequently. 
B)  storage would be more difficult. 
C)  shelf space could not be maximized. 
D)  shipping costs would increase. 
E)  the product has a short shelf life.

Question 3

A ____ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions.

Accepted Answer

A)  dealer 
B)  manufacturer 
C)  private distributor 
D)  store 
E)  wholesaler 
A)  dealer 
B)  manufacturer 
C)  private distributor 
D)  store 
E)  wholesaler

Question 4

Business products are classified into the following seven categories according to characteristics and intended uses: raw materials, installations, accessory equipment, component parts, process materials, business services, and

Accepted Answer

A)  production activities. 
B)  service assistance. 
C)  specialty industrial products. 
D)  computer programming and operation services. 
E)  MRO supplies. 
A)  production activities. 
B)  service assistance. 
C)  specialty industrial products. 
D)  computer programming and operation services. 
E)  MRO supplies.

Question 5

Which of the following best defines the interest stage in the product adoption process?

Accepted Answer

A)  The buyer tries to find the product in a retail store. 
B)  The buyer considers the benefits and determines whether to try the product. 
C)  The buyer tries the product to determine its usefulness. 
D)  The buyer seeks information and is receptive to learning about the product. 
E)  The buyer uses objective sources to learn about the product. 
A)  The buyer tries to find the product in a retail store. 
B)  The buyer considers the benefits and determines whether to try the product. 
C)  The buyer tries the product to determine its usefulness. 
D)  The buyer seeks information and is receptive to learning about the product. 
E)  The buyer uses objective sources to learn about the product.

Question 6

Many products never get beyond the introduction stage.

Accepted Answer

A) True 
 B)False

Question 7

Twin-packs and six-packs are examples of

Accepted Answer

A)  family packaging. 
B)  group packaging. 
C)  package bundling. 
D)  family branding. 
E)  multiple packaging. 
A)  family packaging. 
B)  group packaging. 
C)  package bundling. 
D)  family branding. 
E)  multiple packaging.

Question 8

Discuss the dimensions of a product mix.

Accepted Answer

A product mix is the composite, or total

Question 9

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use

Accepted Answer

A)  family branding. 
B)  innovative packaging. 
C)  category-consistent packaging. 
D)  category labeling. 
E)  product category packaging. 
A)  family branding. 
B)  innovative packaging. 
C)  category-consistent packaging. 
D)  category labeling. 
E)  product category packaging.

Question 10

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand

Accepted Answer

A)  loyalty. 
B)  value. 
C)  share. 
D)  equity. 
E)  association. 
A)  loyalty. 
B)  value. 
C)  share. 
D)  equity. 
E)  association.

Question 11

Brain Games, Inc. is a marketing research company that markets primarily to consumer products organizations. Brain Games provides products that are most likely considered

Accepted Answer

A)  component parts. 
B)  MRO supplies. 
C)  process ideas. 
D)  business services. 
E)  installations. 
A)  component parts. 
B)  MRO supplies. 
C)  process ideas. 
D)  business services. 
E)  installations.

Question 12

Packages are always secondary ingredients of a marketing strategy.

Accepted Answer

A) True 
 B)False

Question 13

Shannon Hill needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and chose a flight on Go Anywhere Airlines because, for a similar price to other airlines, it had a better reputation for service. For Shannon, this flight is an example of which type of product?

Accepted Answer

A)  Shopping 
B)  Convenience 
C)  Specialty 
D)  Unsought 
E)  Durable 
A)  Shopping 
B)  Convenience 
C)  Specialty 
D)  Unsought 
E)  Durable

Question 14

The similar jar shapes for mayonnaise products are an example of category-consistent packaging.

Accepted Answer

A) True 
 B)False

Question 15

Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an example of which type of business product?

Accepted Answer

A)  Raw materials 
B)  Installations 
C)  Accessory equipment 
D)  Component parts 
E)  Process materials 
A)  Raw materials 
B)  Installations 
C)  Accessory equipment 
D)  Component parts 
E)  Process materials

Question 16

Jose went skiing one weekend with several of his friends. While at the slope, Jose injured his leg and needed to see a doctor. Jose is likely going to view solutions to his problem as

Accepted Answer

A)  specialty products. 
B)  installations. 
C)  unsought products. 
D)  shopping products. 
E)  convenience products. 
A)  specialty products. 
B)  installations. 
C)  unsought products. 
D)  shopping products. 
E)  convenience products.

Question 17

Dannon Yogurt represents what type of product for most consumers?

Accepted Answer

A)  Convenience 
B)  Business 
C)  Shopping 
D)  Specialty 
E)  Durable 
A)  Convenience 
B)  Business 
C)  Shopping 
D)  Specialty 
E)  Durable

Question 18

Discuss the implications for a firm's marketing strategy of classifying a product as a convenience, shopping, specialty, or unsought item.

Accepted Answer

The most widely accepted approach to cla

Question 19

Ritz-Carlton is known for its customer service-so much so that it allows employees to spend $2,000 to meet customer needs per incident. Customer service at the Ritz-Carlton is an example of a(n) _________________.

Accepted Answer

A)  core product 
B)  symbolic feature 
C)  experiential feature 
D)  personalized product 
E)  supplemental feature 
A)  core product 
B)  symbolic feature 
C)  experiential feature 
D)  personalized product 
E)  supplemental feature

Question 20

You are head of a nonprofit organization that has been granted a license to sell products in a small booth in your local airport. You want to maximize your revenue from this venture by selling products that are inexpensive and frequently purchased. Which of the following types of products should you sell?

Accepted Answer

A)  Unsought products 
B)  Business products 
C)  Specialty products 
D)  Shopping products 
E)  Convenience products 
A)  Unsought products 
B)  Business products 
C)  Specialty products 
D)  Shopping products 
E)  Convenience products

A distinguishing factor between a brand name and a brand mark is that a brand name

Arm & Hammer would probably not want to use multiple packaging for its baking soda because

A ____ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions.

Business products are classified into the following seven categories according to characteristics and intended uses: raw materials, installations, accessory equipment, component parts, process materials, business services, and

Which of the following best defines the interest stage in the product adoption process?

Many products never get beyond the introduction stage.

Twin-packs and six-packs are examples of

Discuss the dimensions of a product mix.

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand

Brain Games, Inc. is a marketing research company that markets primarily to consumer products organizations. Brain Games provides products that are most likely considered

Packages are always secondary ingredients of a marketing strategy.

The similar jar shapes for mayonnaise products are an example of category-consistent packaging.

Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an example of which type of business product?

Jose went skiing one weekend with several of his friends. While at the slope, Jose injured his leg and needed to see a doctor. Jose is likely going to view solutions to his problem as

Dannon Yogurt represents what type of product for most consumers?

Discuss the implications for a firm's marketing strategy of classifying a product as a convenience, shopping, specialty, or unsought item.

Ritz-Carlton is known for its customer service-so much so that it allows employees to spend $2,000 to meet customer needs per incident. Customer service at the Ritz-Carlton is an example of a(n) _________________.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 11: Product Concepts, Branding, and Packaging

A distinguishing factor between a brand name and a brand mark is that a brand name

Arm & Hammer would probably not want to use multiple packaging for its baking soda because

A ____ brand usually requires a producer to become involved in distribution, promotion, and pricing decisions.

Business products are classified into the following seven categories according to characteristics and intended uses: raw materials, installations, accessory equipment, component parts, process materials, business services, and

Which of the following best defines the interest stage in the product adoption process?

Many products never get beyond the introduction stage.

Twin-packs and six-packs are examples of

Discuss the dimensions of a product mix.

Customers will more easily recognize a new product as belonging to a particular product category if the marketers use

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand

Brain Games, Inc. is a marketing research company that markets primarily to consumer products organizations. Brain Games provides products that are most likely considered

Packages are always secondary ingredients of a marketing strategy.

The similar jar shapes for mayonnaise products are an example of category-consistent packaging.

Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an example of which type of business product?

Jose went skiing one weekend with several of his friends. While at the slope, Jose injured his leg and needed to see a doctor. Jose is likely going to view solutions to his problem as

Dannon Yogurt represents what type of product for most consumers?

Discuss the implications for a firm's marketing strategy of classifying a product as a convenience, shopping, specialty, or unsought item.

Ritz-Carlton is known for its customer service-so much so that it allows employees to spend $2,000 to meet customer needs per incident. Customer service at the Ritz-Carlton is an example of a(n) _________________.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters