Question 1

Due to service _____,services cannot be stored,warehoused,or inventoried.

Accepted Answer

A)  tangibility 
B)  variability 
C)  intangibility 
D)  perishability 
E)  heterogeneity 
A)  tangibility 
B)  variability 
C)  intangibility 
D)  perishability 
E)  heterogeneity D

Question 2

The _____ is the starting point in creating a marketing mix.

Accepted Answer

A)  price 
B)  product 
C)  distribution channel 
D)  promotional media 
E)  production line 
A)  price 
B)  product 
C)  distribution channel 
D)  promotional media 
E)  production line B

Question 3

Which of the following is the best example of a shopping product for most consumers?

Accepted Answer

A)  washing detergent 
B)  crackers 
C)  soft drink 
D)  digital camera 
E)  magazine 
A)  washing detergent 
B)  crackers 
C)  soft drink 
D)  digital camera 
E)  magazine D

Question 4

A product unknown to the potential buyers,or a known-product that the buyers does not actively seek is referred to as an undesirable product.

Accepted Answer

A) True 
 B)False

Question 5

What is the difference between a homogeneous shopping product and a heterogeneous shopping product? Give specific examples of products that fit into each category to help illustrate your answer.

Accepted Answer

Homogeneous shopping products are those

Question 6

When a product name becomes generic:

Accepted Answer

A)  the firm must use black-and-white packaging 
B)  competitors are prohibited by law from using the trademark 
C)  the price will have to drop to appeal to lower-income consumers 
D)  the product name is no longer recognized as the exclusive property of one firm 
E)  a firm can reapply for exclusive trademark protection at the U.S.Patent Office 
A)  the firm must use black-and-white packaging 
B)  competitors are prohibited by law from using the trademark 
C)  the price will have to drop to appeal to lower-income consumers 
D)  the product name is no longer recognized as the exclusive property of one firm 
E)  a firm can reapply for exclusive trademark protection at the U.S.Patent Office

Question 7

Procter & Gamble manufactures Tide laundry detergent,the best-selling brand in the United States.But is also offers Tide to Go,which is a stick product consumers can use to clean a spot on their clothing between washings,and small travel packets of Tide detergent.These other products are part of Tide's product line:

Accepted Answer

A)  width 
B)  breadth 
C)  mix 
D)  depth 
E)  synergy 
A)  width 
B)  breadth 
C)  mix 
D)  depth 
E)  synergy

Question 8

Discuss the benefits for organizations by organizing related items into product lines.

Accepted Answer

ADVERTISING ECONOMIES.Product lines prov

Question 9

A reading service for the visually impaired requires each reader applicant to prepare and submit a one-hour interview tape of material chosen by the service to determine whether the reader has pleasing vocal characteristics and is accent-free so that it is not necessary to use the same reader every time.The reading service is trying to limit problems associated with the service characteristic of:

Accepted Answer

A)  tangibility 
B)  credence quality 
C)  heterogeneity 
D)  simultaneous production and consumption 
E)  flexibility 
A)  tangibility 
B)  credence quality 
C)  heterogeneity 
D)  simultaneous production and consumption 
E)  flexibility

Question 10

A small chain of supermarkets in the western United States sells only manufacturers' brands.Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturers' brands?

Accepted Answer

A)  A well-known manufacturers' brand will not enhance the chain's image. 
B)  Manufacturers rarely spend money advertising the brand name to consumers. 
C)  Manufacturers typically offer a lower gross margin than could be earned on private label brands. 
D)  Manufacturers force the chain to carry a large in-store inventory. 
E)  Relying on the manufacturer or wholesaler to deliver a national brand quickly is optimistic at best. 
A)  A well-known manufacturers' brand will not enhance the chain's image. 
B)  Manufacturers rarely spend money advertising the brand name to consumers. 
C)  Manufacturers typically offer a lower gross margin than could be earned on private label brands. 
D)  Manufacturers force the chain to carry a large in-store inventory. 
E)  Relying on the manufacturer or wholesaler to deliver a national brand quickly is optimistic at best.

Question 11

Services tend to exhibit more search qualities than do tangible goods.

Accepted Answer

A) True 
 B)False

Question 12

Which of the following entails placing two or more brand names on a product or its package?

Accepted Answer

A)  family branding 
B)  private branding 
C)  dual-code branding 
D)  cobranding 
E)  complimentary branding 
A)  family branding 
B)  private branding 
C)  dual-code branding 
D)  cobranding 
E)  complimentary branding

Question 13

A(n)_____ is a characteristic that can be easily assessed prior to purchase,such as the softness of a mattress or the color of curtains.

Accepted Answer

A)  search quality 
B)  intangible attribute 
C)  experience quality 
D)  credence quality 
E)  heterogeneity feature 
A)  search quality 
B)  intangible attribute 
C)  experience quality 
D)  credence quality 
E)  heterogeneity feature

Question 14

Choice Homes,Inc.
Choice Homes,Inc.,based in Texas,built its reputation by building high-quality new homes,often at prices less than "used" ones.Choice Homes used mass-purchasing power,innovative high-tech communications among employees to coordinate the building process,and other entrepreneurial strategies to hold costs down.Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the "American Dream" of home ownership for the same price as rent.Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples.The Choice Classic name was designed to capitalize on the reputation of Choice Homes,especially for current Choice home owners who are ready to "move up" to a larger home.Recently,Choice Homes started a third line of homes called "Reflections," which are expensive,custom-designed homes located in exclusive,prestigious neighborhoods.
-Refer to Choice Homes,Inc.In a recent survey,Choice Homes' customers indicated that they thought their homes were high quality,made lots of referrals to friends,and planned to buy a Choice Classic or Reflections home in the future.The customers' reactions indicate that Choice Homes has achieved:

Accepted Answer

A)  generic status 
B)  private brand status 
C)  brand equity 
D)  superficial skills 
E)  brand superiority 
A)  generic status 
B)  private brand status 
C)  brand equity 
D)  superficial skills 
E)  brand superiority

Question 15

Which of the following statements about planned obsolescence is true?

Accepted Answer

A)  Environmentalists support planned obsolescence. 
B)  A company that is interested in producing a quality product would never engage in planned obsolescence. 
C)  Style modification creates planned obsolescence. 
D)  Planned obsolescence is not an ethical issue. 
E)  All of the statements about planned obsolescence are true. 
A)  Environmentalists support planned obsolescence. 
B)  A company that is interested in producing a quality product would never engage in planned obsolescence. 
C)  Style modification creates planned obsolescence. 
D)  Planned obsolescence is not an ethical issue. 
E)  All of the statements about planned obsolescence are true.

Question 16

A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers' aggressive price discounting.This move is meant to:

Accepted Answer

A)  take away trademark rights 
B)  build product identity and customer loyalty 
C)  create a catchy phrase to promote diamonds 
D)  combat the quality appeal of generic products 
E)  combat low-cost production of generic brands 
A)  take away trademark rights 
B)  build product identity and customer loyalty 
C)  create a catchy phrase to promote diamonds 
D)  combat the quality appeal of generic products 
E)  combat low-cost production of generic brands

Question 17

A(n)_____ is the result of applying human or mechanical efforts to people or objects.

Accepted Answer

A)  application processor 
B)  profit intermediary 
C)  tangible product 
D)  service 
E)  nonprofit organization 
A)  application processor 
B)  profit intermediary 
C)  tangible product 
D)  service 
E)  nonprofit organization

Question 18

Product modification occurs when changes are made in how the product functions,its quality,or some aesthetic characteristic of the product.

Accepted Answer

A) True 
 B)False

Question 19

Recently Apple updated its iPod Touch product,which now has two cameras which can shoot HD video.Adding new camera and video recording features to the iPod Touch is an example of a:

Accepted Answer

A)  product modification 
B)  brand mix extension 
C)  product diversification 
D)  brand repositioning 
E)  demographic modification 
A)  product modification 
B)  brand mix extension 
C)  product diversification 
D)  brand repositioning 
E)  demographic modification

Question 20

A _____ is the part of the brand that can be spoken.

Accepted Answer

A)  brand equity 
B)  service mark 
C)  trademark 
D)  brand name 
E)  certification mark 
A)  brand equity 
B)  service mark 
C)  trademark 
D)  brand name 
E)  certification mark

Due to service _____,services cannot be stored,warehoused,or inventoried.

The _____ is the starting point in creating a marketing mix.

Which of the following is the best example of a shopping product for most consumers?

A product unknown to the potential buyers,or a known-product that the buyers does not actively seek is referred to as an undesirable product.

What is the difference between a homogeneous shopping product and a heterogeneous shopping product? Give specific examples of products that fit into each category to help illustrate your answer.

When a product name becomes generic:

Discuss the benefits for organizations by organizing related items into product lines.

A small chain of supermarkets in the western United States sells only manufacturers' brands.Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturers' brands?

Services tend to exhibit more search qualities than do tangible goods.

Which of the following entails placing two or more brand names on a product or its package?

A(n)_____ is a characteristic that can be easily assessed prior to purchase,such as the softness of a mattress or the color of curtains.

Which of the following statements about planned obsolescence is true?

A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers' aggressive price discounting.This move is meant to:

A(n)_____ is the result of applying human or mechanical efforts to people or objects.

Product modification occurs when changes are made in how the product functions,its quality,or some aesthetic characteristic of the product.

Recently Apple updated its iPod Touch product,which now has two cameras which can shoot HD video.Adding new camera and video recording features to the iPod Touch is an example of a:

A _____ is the part of the brand that can be spoken.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing

Marketing Communications and Advertising

Public Relations, Sales Promotion, and Personal Selling

Pricing Concepts

Filters

Exam 10: Product Concepts

Due to service _____,services cannot be stored,warehoused,or inventoried.

The _____ is the starting point in creating a marketing mix.

Which of the following is the best example of a shopping product for most consumers?

A product unknown to the potential buyers,or a known-product that the buyers does not actively seek is referred to as an undesirable product.

What is the difference between a homogeneous shopping product and a heterogeneous shopping product? Give specific examples of products that fit into each category to help illustrate your answer.

When a product name becomes generic:

Discuss the benefits for organizations by organizing related items into product lines.

A small chain of supermarkets in the western United States sells only manufacturers' brands.Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturers' brands?

Services tend to exhibit more search qualities than do tangible goods.

Which of the following entails placing two or more brand names on a product or its package?

A(n)_____ is a characteristic that can be easily assessed prior to purchase,such as the softness of a mattress or the color of curtains.

Which of the following statements about planned obsolescence is true?

A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers' aggressive price discounting.This move is meant to:

A(n)_____ is the result of applying human or mechanical efforts to people or objects.

Product modification occurs when changes are made in how the product functions,its quality,or some aesthetic characteristic of the product.

Recently Apple updated its iPod Touch product,which now has two cameras which can shoot HD video.Adding new camera and video recording features to the iPod Touch is an example of a:

A _____ is the part of the brand that can be spoken.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Developing and Managing Products

Marketing Channels and Supply Chain Management

Retailing

Marketing Communications and Advertising

Public Relations, Sales Promotion, and Personal Selling

Pricing Concepts

Filters