Question 1

An organizational consumer with a long-term relationship with a component materials marketer can view the component material as a specialty product.

Accepted Answer

A) True 
 B)False

Question 2

The broadest product definition (in terms of scope) is the ___ product.

Accepted Answer

A)  extended 
B)  generic 
C)  tangible 
D)  augmented 
A)  extended 
B)  generic 
C)  tangible 
D)  augmented

Question 3

The mail-order retailer has hired a marketing consultant. The consultant questioned the firm's lack of focus on software benefits. According to the consultant, "consumers are not buying software, they are purchasing solutions to business problems." The consultant is advocating that the retailer focus on what type of product?

Accepted Answer

A)  Tangible 
B)  Extended 
C)  Generic 
D)  Augmented 
A)  Tangible 
B)  Extended 
C)  Generic 
D)  Augmented

Question 4

The purchase of which industrial products typically require the highest degree of effort among consumers?

Accepted Answer

A)  Industrial supplies 
B)  Industrial services 
C)  Accessory equipment 
D)  Specialty products 
A)  Industrial supplies 
B)  Industrial services 
C)  Accessory equipment 
D)  Specialty products

Question 5

A product's placement in the convenience, shopping, and specialty product classification system is based primarily on a

Accepted Answer

A)  consumer's degree of search. 
B)  product's degree of tangibility. 
C)  consumer's degree of innovation. 
D)  product's degree of fashion. 
A)  consumer's degree of search. 
B)  product's degree of tangibility. 
C)  consumer's degree of innovation. 
D)  product's degree of fashion.

Question 6

An effective private brand can generate significant store loyalty for a retailer.

Accepted Answer

A) True 
 B)False

Question 7

A generic product seeks to differentiate itself on the basis of image and services.

Accepted Answer

A) True 
 B)False

Question 8

A firm that has carved out a distinctive product position would have no competitive products located near it on a competitive product positioning map.

Accepted Answer

A) True 
 B)False

Question 9

Which statement concerning trademark protection is NOT correct?

Accepted Answer

A)  Trademark law covers goods, but not services. 
B)  Trademark registration is voluntary. 
C)  A multinational firm must register its trademarks in every country in which it operates. 
D)  A surname cannot be registered. 
A)  Trademark law covers goods, but not services. 
B)  Trademark registration is voluntary. 
C)  A multinational firm must register its trademarks in every country in which it operates. 
D)  A surname cannot be registered.

Question 10

The concept of brand equity in marketing is similar to which accounting concept?

Accepted Answer

A)  Amortization 
B)  Book value 
C)  Leveraging equity 
D)  Good will 
A)  Amortization 
B)  Book value 
C)  Leveraging equity 
D)  Good will

Question 11

Which statement concerning private (dealer) brands is correct?

Accepted Answer

A)  Private brands increase retailer and wholesaler control at the expense of the product's manufacturer. 
B)  Private brands are generally significantly lower in quality than manufacturer brands. 
C)  Promotion for private brands is the responsibility of the manufacturer. 
D)  Manufacturer brands always have more national advertising than private brands. 
A)  Private brands increase retailer and wholesaler control at the expense of the product's manufacturer. 
B)  Private brands are generally significantly lower in quality than manufacturer brands. 
C)  Promotion for private brands is the responsibility of the manufacturer. 
D)  Manufacturer brands always have more national advertising than private brands.

Question 12

WD-40 is marketed in small spray cans to appeal to do-it-yourselfers and in 55-gallon drums for industrial users. This illustrates which packaging function?

Accepted Answer

A)  Channel cooperation 
B)  Communication 
C)  Protection 
D)  Segmentation 
A)  Channel cooperation 
B)  Communication 
C)  Protection 
D)  Segmentation

Question 13

Manufacturer brands receive significantly lower amounts of advertising than private and generic brands combined.

Accepted Answer

A) True 
 B)False

Question 14

Studies of shopping centers commonly find that they have more shoe stores than any other category of retailer. The studies further document the high degree of store interchange among shoppers for shoes. A high proportion of shoppers visit more than two shoe stores. Based upon this data, what type of consumer product are shoes?

Accepted Answer

A)  Specialty products 
B)  Installations 
C)  Shopping products 
D)  Convenience products 
A)  Specialty products 
B)  Installations 
C)  Shopping products 
D)  Convenience products

Question 15

In general, consumers are willing to accept substitutes in purchasing a convenience product.

Accepted Answer

A) True 
 B)False

Question 16

Which of these is NOT considered a part of a package?

Accepted Answer

A)  Company logo 
B)  The physical container 
C)  Label 
D)  Inserts 
A)  Company logo 
B)  The physical container 
C)  Label 
D)  Inserts

Question 17

The new-product manager system recognizes that different skills are necessary for new products in the development and commercialization stages.

Accepted Answer

A) True 
 B)False

Question 18

A product mix is best defined as

Accepted Answer

A)  only those products that are sold in the global market. 
B)  all the different product lines a firm offers. 
C)  only those products that are sold through a single distribution channel. 
D)  only those products that appeal to a distinct market segment. 
A)  only those products that are sold in the global market. 
B)  all the different product lines a firm offers. 
C)  only those products that are sold through a single distribution channel. 
D)  only those products that appeal to a distinct market segment.

Question 19

The battle of the brands occurs within a major retailer's stores. The retailer is using which of the following branding strategies?

Accepted Answer

A)  Brand extension 
B)  Mixed-brand strategy 
C)  Family branding 
D)  Multiple branding 
A)  Brand extension 
B)  Mixed-brand strategy 
C)  Family branding 
D)  Multiple branding

Question 20

A firm should keep its name despite a radical shift in its organizational mission.

Accepted Answer

A) True 
 B)False

An organizational consumer with a long-term relationship with a component materials marketer can view the component material as a specialty product.

The broadest product definition (in terms of scope) is the ___ product.

The purchase of which industrial products typically require the highest degree of effort among consumers?

A product's placement in the convenience, shopping, and specialty product classification system is based primarily on a

An effective private brand can generate significant store loyalty for a retailer.

A generic product seeks to differentiate itself on the basis of image and services.

A firm that has carved out a distinctive product position would have no competitive products located near it on a competitive product positioning map.

Which statement concerning trademark protection is NOT correct?

The concept of brand equity in marketing is similar to which accounting concept?

Which statement concerning private (dealer) brands is correct?

WD-40 is marketed in small spray cans to appeal to do-it-yourselfers and in 55-gallon drums for industrial users. This illustrates which packaging function?

Manufacturer brands receive significantly lower amounts of advertising than private and generic brands combined.

In general, consumers are willing to accept substitutes in purchasing a convenience product.

Which of these is NOT considered a part of a package?

The new-product manager system recognizes that different skills are necessary for new products in the development and commercialization stages.

A product mix is best defined as

The battle of the brands occurs within a major retailer's stores. The retailer is using which of the following branding strategies?

A firm should keep its name despite a radical shift in its organizational mission.

Marketing Today

The Environment in Which Marketing Operates

Developing and Enacting Strategic Marketing Plans

Information for Marketing Decisions

Societal, Ethical, and Consumer Issues

Global Aspects of Marketing

Marketing and the Internet

Final Consumers

Organizational Consumers

Developing a Target Market Strategy

Goods Versus Services Marketing

Conceiving, Developing, and Managing Products

Value Chain Management and Logistics

Wholesaling

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Considerations in Price Planning

Developing and Applying a Pricing Strategy

Pulling It All Together: Integrating and Analyzing the Marketing Plan

Filters

Exam 11: Basic Concepts in Product Planning

An organizational consumer with a long-term relationship with a component materials marketer can view the component material as a specialty product.

The broadest product definition (in terms of scope) is the ___ product.

The purchase of which industrial products typically require the highest degree of effort among consumers?

A product's placement in the convenience, shopping, and specialty product classification system is based primarily on a

An effective private brand can generate significant store loyalty for a retailer.

A generic product seeks to differentiate itself on the basis of image and services.

A firm that has carved out a distinctive product position would have no competitive products located near it on a competitive product positioning map.

Which statement concerning trademark protection is NOT correct?

The concept of brand equity in marketing is similar to which accounting concept?

Which statement concerning private (dealer) brands is correct?

WD-40 is marketed in small spray cans to appeal to do-it-yourselfers and in 55-gallon drums for industrial users. This illustrates which packaging function?

Manufacturer brands receive significantly lower amounts of advertising than private and generic brands combined.

In general, consumers are willing to accept substitutes in purchasing a convenience product.

Which of these is NOT considered a part of a package?

The new-product manager system recognizes that different skills are necessary for new products in the development and commercialization stages.

A product mix is best defined as

The battle of the brands occurs within a major retailer's stores. The retailer is using which of the following branding strategies?

A firm should keep its name despite a radical shift in its organizational mission.

Marketing Today

The Environment in Which Marketing Operates

Developing and Enacting Strategic Marketing Plans

Information for Marketing Decisions

Societal, Ethical, and Consumer Issues

Global Aspects of Marketing

Marketing and the Internet

Final Consumers

Organizational Consumers

Developing a Target Market Strategy

Goods Versus Services Marketing

Conceiving, Developing, and Managing Products

Value Chain Management and Logistics

Wholesaling

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Considerations in Price Planning

Developing and Applying a Pricing Strategy

Pulling It All Together: Integrating and Analyzing the Marketing Plan

Filters