Question 1

Which consumer product is generally purchased with the LEAST degree of information search?

Accepted Answer

A)  Convenience products 
B)  Shopping products 
C)  Tangible products 
D)  Generic products 
A)  Convenience products 
B)  Shopping products 
C)  Tangible products 
D)  Generic products

Question 2

When divisible products are sold as single units or as multipacks, which packaging function is involved?

Accepted Answer

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

Question 3

Which statement about the criticisms of packaging is NOT correct?

Accepted Answer

A)  Packaging has been criticized by some consumers on the basis of using pictures that have little resemblance to a product's contents. 
B)  Critics are especially concerned with the use of tamper-resistant and child-resistant packaging for caustic chemicals and drugs. 
C)  Some packaging decisions (such as disposable bottles) represent dilemmas to marketers as they try to balance societal needs and consumer wants. 
D)  Criticism of packaging has recently been reduced as a result of the increased concern of consumers over a product's costs. 
A)  Packaging has been criticized by some consumers on the basis of using pictures that have little resemblance to a product's contents. 
B)  Critics are especially concerned with the use of tamper-resistant and child-resistant packaging for caustic chemicals and drugs. 
C)  Some packaging decisions (such as disposable bottles) represent dilemmas to marketers as they try to balance societal needs and consumer wants. 
D)  Criticism of packaging has recently been reduced as a result of the increased concern of consumers over a product's costs.

Question 4

A drug chain increases the retail selling price of a manufacturer's brand of shaving cream to show a better price comparison with its own private brand. This practice illustrates

Accepted Answer

A)  the battle of the brands. 
B)  differentiated marketing. 
C)  individual branding. 
D)  multiple branding. 
A)  the battle of the brands. 
B)  differentiated marketing. 
C)  individual branding. 
D)  multiple branding.

Question 5

A major advantage associated with a standardized package design for use by an international marketer is

Accepted Answer

A)  greater involvement of foreign nationals in the marketing process. 
B)  higher worldwide recognition by traveling consumers. 
C)  greater ability to meet the unique needs of consumers in each country. 
D)  less concern that a package will offend groups of consumers. 
A)  greater involvement of foreign nationals in the marketing process. 
B)  higher worldwide recognition by traveling consumers. 
C)  greater ability to meet the unique needs of consumers in each country. 
D)  less concern that a package will offend groups of consumers.

Question 6

a.	Describe how a fuel oil dealer specializing in the residential market can define its product from a tangible, augmented, and generic product perspective.
b. What are the benefits to the company's using an augmented versus a tangible product definition?

Accepted Answer

a. From a tangible product perspective,

Question 7

Which of these is NOT a major issue in the battle of the brands?

Accepted Answer

A)  The fight for shelf space among different types of brands 
B)  The fight for market share among competing manufacturer brands 
C)  The fight for high-traffic store locations among different types of brands 
D)  The fight for market share among different types of brands 
A)  The fight for shelf space among different types of brands 
B)  The fight for market share among competing manufacturer brands 
C)  The fight for high-traffic store locations among different types of brands 
D)  The fight for market share among different types of brands

Question 8

Which industrial product is NOT consumed in production?

Accepted Answer

A)  Fabricated parts 
B)  Component materials 
C)  Accessory equipment 
D)  Raw materials 
A)  Fabricated parts 
B)  Component materials 
C)  Accessory equipment 
D)  Raw materials

Question 9

a.	Distinguish among convenience products, shopping products, and specialty products.
b. Develop an appropriate marketing mix for a specialty product.

Accepted Answer

a. Convenience products, shopping produc

Question 10

Compared with shopping products, convenience products involve

Accepted Answer

A)  lower perceived risk. 
B)  greater information search by consumers. 
C)  brand insistence. 
D)  less consumer knowledge prior to purchase. 
A)  lower perceived risk. 
B)  greater information search by consumers. 
C)  brand insistence. 
D)  less consumer knowledge prior to purchase.

Question 11

Some private brands have both better images and are more heavily advertised than some manufacturer brands.

Accepted Answer

A) True 
 B)False

Question 12

Which of these does NOT illustrate the concept of brand equity?

Accepted Answer

A)  A consumer being loyal to a brand of personal computer on the basis of the product's image 
B)  A consumer being brand insistent to a soda brand 
C)  A publishing firm being purchased for $10 million over its book value on the basis of its ownership of some real estate with high capital appreciation possibilities 
D)  A publishing firm being purchased for $10 million over its book value on the basis of its reputation 
A)  A consumer being loyal to a brand of personal computer on the basis of the product's image 
B)  A consumer being brand insistent to a soda brand 
C)  A publishing firm being purchased for $10 million over its book value on the basis of its ownership of some real estate with high capital appreciation possibilities 
D)  A publishing firm being purchased for $10 million over its book value on the basis of its reputation

Question 13

Diversified firms generally have a consistent product mix.

Accepted Answer

A) True 
 B)False

Question 14

Which of the following is an example of family packaging?

Accepted Answer

A)  The use of a standardized package design throughout the world as a means of increasing brand recognition 
B)  The use of a common brand name to impart a positive image on a product 
C)  The use of distinctive packages to segment a market by region or country 
D)  The use of similar packages for different brand designations of the same manufacturer 
A)  The use of a standardized package design throughout the world as a means of increasing brand recognition 
B)  The use of a common brand name to impart a positive image on a product 
C)  The use of distinctive packages to segment a market by region or country 
D)  The use of similar packages for different brand designations of the same manufacturer

Question 15

A good initial corporate symbol strategy never has to be re-evaluated.

Accepted Answer

A) True 
 B)False

Question 16

The consumer goods classification system recognizes that a consumer can at one time view a good as a shopping good, and then, after considerable experience with the good, view the same good as a specialty good.

Accepted Answer

A) True 
 B)False

Question 17

The primary difference between trademarks and the other forms of branding is that trademarks receive legal protection.

Accepted Answer

A) True 
 B)False

Question 18

A tangible product

Accepted Answer

A)  is consistent with the definition of the marketing concept. 
B)  is offered under a given description or model number. 
C)  is the broadest possible definition of a product. 
D)  includes both image and service features. 
A)  is consistent with the definition of the marketing concept. 
B)  is offered under a given description or model number. 
C)  is the broadest possible definition of a product. 
D)  includes both image and service features.

Question 19

Brand names, brand marks, and trade characters are marketing designations that offer legal protection.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following product management organizations assure input from representatives of different functional areas within the firm?

Accepted Answer

A)  Product planning committee and venture team 
B)  Marketing manager system and new-product manager system 
C)  Marketing manager system and venture team 
D)  Product planning committee and product (brand) manager system 
A)  Product planning committee and venture team 
B)  Marketing manager system and new-product manager system 
C)  Marketing manager system and venture team 
D)  Product planning committee and product (brand) manager system

Exam 11: Basic Concepts in Product Planning

Which consumer product is generally purchased with the LEAST degree of information search?

When divisible products are sold as single units or as multipacks, which packaging function is involved?

Which statement about the criticisms of packaging is NOT correct?

A drug chain increases the retail selling price of a manufacturer's brand of shaving cream to show a better price comparison with its own private brand. This practice illustrates

A major advantage associated with a standardized package design for use by an international marketer is

a. Describe how a fuel oil dealer specializing in the residential market can define its product from a tangible, augmented, and generic product perspective. b. What are the benefits to the company's using an augmented versus a tangible product definition?

Which of these is NOT a major issue in the battle of the brands?

Which industrial product is NOT consumed in production?

a. Distinguish among convenience products, shopping products, and specialty products. b. Develop an appropriate marketing mix for a specialty product.

Compared with shopping products, convenience products involve

Some private brands have both better images and are more heavily advertised than some manufacturer brands.

Which of these does NOT illustrate the concept of brand equity?

Diversified firms generally have a consistent product mix.

Which of the following is an example of family packaging?

A good initial corporate symbol strategy never has to be re-evaluated.

The consumer goods classification system recognizes that a consumer can at one time view a good as a shopping good, and then, after considerable experience with the good, view the same good as a specialty good.

The primary difference between trademarks and the other forms of branding is that trademarks receive legal protection.

A tangible product

Brand names, brand marks, and trade characters are marketing designations that offer legal protection.

Which of the following product management organizations assure input from representatives of different functional areas within the firm?

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

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