Question 1

Besides generic names, what other types of names are very difficult to protect?

Accepted Answer

A) Names created by the company 
B) Surnames and geographic names 
C) Arbitrarily chosen names not related to the product 
D) Arbitrarily chosen names related closely to the product 
E) Names that contain shapes and colors 
A) Names created by the company 
B) Surnames and geographic names 
C) Arbitrarily chosen names not related to the product 
D) Arbitrarily chosen names related closely to the product 
E) Names that contain shapes and colors

Question 2

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 3

When banks add new services during the maturity stage, the objective they are most likely trying to achieve is

Accepted Answer

A) pruning items from the product line. 
B) generating cash flow. 
C) maintaining their market share. 
D) filling geographic gaps. 
E) increasing their share of the customer. 
A) pruning items from the product line. 
B) generating cash flow. 
C) maintaining their market share. 
D) filling geographic gaps. 
E) increasing their share of the customer.

Question 4

Which of the following is a primary factor specific to services in choosing a brand name?

Accepted Answer

A) The service brand is usually the same as the company name so it must be flexible enough to fit several services. 
B) The name must convey an image of great customer service because this is more important for services than for goods. 
C) The name should be distinctive and set the company apart from potential competitors. 
D) Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. 
E) Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-up words or a combination of letters and numbers. 
A) The service brand is usually the same as the company name so it must be flexible enough to fit several services. 
B) The name must convey an image of great customer service because this is more important for services than for goods. 
C) The name should be distinctive and set the company apart from potential competitors. 
D) Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. 
E) Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-up words or a combination of letters and numbers.

Question 5

As Jessica enters Best Buy's car electronics department, she is asked by the salesperson if she has seen the new plug-in cell phones with TV display. She answers that she didn't know that this type of phone accessory for cars was available. Based on this information, she is now in what stage of the product adoption process for this item?

Accepted Answer

A) Awareness 
B) Interest 
C) Evaluation 
D) Trial 
E) Adoption 
A) Awareness 
B) Interest 
C) Evaluation 
D) Trial 
E) Adoption

Question 6

The last group to adopt a new product, ____, is oriented toward the past and is suspicious of new products.

Accepted Answer

A) non-adopters 
B) laggards 
C) innovators 
D) late adopters 
E) late majority 
A) non-adopters 
B) laggards 
C) innovators 
D) late adopters 
E) late majority

Question 7

Early adopters are the first group of consumers to adopt a new product.

Accepted Answer

A) True 
 B)False

Question 8

Scenario 11.2
Use the following to answer the questions.
Megabus is a new line operating in the Northeast and Midwestern United States, plus in Canada. It offers travelers a cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest technology. Unlike the traditional Greyhound Lines, Megabus is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor Greyhound, has launched two new bus lines, BoltBus and NeOn, with similar fares and high-tech amenities. A fare on NeOn bus from Buffalo, NY to New York City is $50.00 roundtrip, while the same fare through Greyhound's traditional bus line costs $92.00. The benefit of Greyhound's traditional line is that there are more departure times and more stops in smaller towns along the way.
-Refer to Scenario 11.2. Casey is searching the website of Megabus.com for the schedule and fares of a trip between Buffalo, NY and New York City. Case is most likely in which of the following stages of the product adoption process?

Accepted Answer

A) adoption 
B) trial 
C) evaluation 
D) interest 
E) awareness 
A) adoption 
B) trial 
C) evaluation 
D) interest 
E) awareness

Question 9

A generic brand indicates only the product category.

Accepted Answer

A) True 
 B)False

Question 10

The four major stages of a product life cycle include

Accepted Answer

A) prosperity, recession, depression, and recovery. 
B) specialty, convenience, shopping, and unsought goods. 
C) decline, stabilization, exposure, and growth. 
D) introduction, growth, maturity, and decline. 
E) awareness, interest, trial, and adoption. 
A) prosperity, recession, depression, and recovery. 
B) specialty, convenience, shopping, and unsought goods. 
C) decline, stabilization, exposure, and growth. 
D) introduction, growth, maturity, and decline. 
E) awareness, interest, trial, and adoption.

Question 11

A product line is defined as

Accepted Answer

A) products that can be designated as a unique offering among the organization's products. 
B) products that an organization makes available to consumers. 
C) a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations. 
D) a specific group of products that are offered to the market. 
E) products that are sold by the same firm or a division of a firm. 
A) products that can be designated as a unique offering among the organization's products. 
B) products that an organization makes available to consumers. 
C) a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations. 
D) a specific group of products that are offered to the market. 
E) products that are sold by the same firm or a division of a firm.

Question 12

Distinguish between consumer products and business products.

Accepted Answer

The answer of Distinguish between consumer products and business products....

Question 13

The width of a product mix is measured by the number of product

Accepted Answer

A) dimensions in the product line. 
B) features in each brand. 
C) items in the product line. 
D) lines a company offers. 
E) specialties a company offers. 
A) dimensions in the product line. 
B) features in each brand. 
C) items in the product line. 
D) lines a company offers. 
E) specialties a company offers.

Question 14

Promotion decreases in importance during a product's decline stage.

Accepted Answer

A) True 
 B)False

Question 15

When Saturn offers to let qualified buyers test drive the new Saturn SKY roadster, the dealer is trying to stimulate which stage of the product adoption process?

Accepted Answer

A) Awareness 
B) Interest 
C) Evaluation 
D) Trial 
E) Adoption 
A) Awareness 
B) Interest 
C) Evaluation 
D) Trial 
E) Adoption

Question 16

Supporting services, such as installation and guarantees, are part of a product.

Accepted Answer

A) True 
 B)False

Question 17

The success of launching a new product is based primarily on luck.

Accepted Answer

A) True 
 B)False

Question 18

According to the text, a product is defined as

Accepted Answer

A) anything the customer receives in an exchange. 
B) the physical object the customer receives in an exchange. 
C) the service that is rendered to a customer. 
D) the idea that the customer receives in an exchange. 
E) goods and services the customer receives in an exchange. 
A) anything the customer receives in an exchange. 
B) the physical object the customer receives in an exchange. 
C) the service that is rendered to a customer. 
D) the idea that the customer receives in an exchange. 
E) goods and services the customer receives in an exchange.

Question 19

As the production manager of an engineering firm, you went out and bought a metal cutting machine. What you have purchased can best be classified as a

Accepted Answer

A) raw material. 
B) processed component. 
C) component part. 
D) service. 
E) business product. 
A) raw material. 
B) processed component. 
C) component part. 
D) service. 
E) business product.

Question 20

David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____ product.

Accepted Answer

A) shopping 
B) unique 
C) specialty 
D) historical 
E) unsought 
A) shopping 
B) unique 
C) specialty 
D) historical 
E) unsought

Besides generic names, what other types of names are very difficult to protect?

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

When banks add new services during the maturity stage, the objective they are most likely trying to achieve is

Which of the following is a primary factor specific to services in choosing a brand name?

The last group to adopt a new product, ____, is oriented toward the past and is suspicious of new products.

Early adopters are the first group of consumers to adopt a new product.

A generic brand indicates only the product category.

The four major stages of a product life cycle include

A product line is defined as

Distinguish between consumer products and business products.

The width of a product mix is measured by the number of product

Promotion decreases in importance during a product's decline stage.

When Saturn offers to let qualified buyers test drive the new Saturn SKY roadster, the dealer is trying to stimulate which stage of the product adoption process?

Supporting services, such as installation and guarantees, are part of a product.

The success of launching a new product is based primarily on luck.

According to the text, a product is defined as

As the production manager of an engineering firm, you went out and bought a metal cutting machine. What you have purchased can best be classified as a

David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____ product.

Customer-Driven Strategic Marketing

Planning Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

E-Marketing, Digital Media, and Social Networking

Developing and Managing Goods and Services

Pricing Concepts

Pricing Management

A:marketing Channels and Supply-Chain Management

B:marketing Channels and Supply-Chain Management

A:retailing, Direct Marketing, and Wholesaling

B:retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters

Exam 10: Product, Branding, and Packaging Concepts

Besides generic names, what other types of names are very difficult to protect?

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

When banks add new services during the maturity stage, the objective they are most likely trying to achieve is

Which of the following is a primary factor specific to services in choosing a brand name?

The last group to adopt a new product, ____, is oriented toward the past and is suspicious of new products.

Early adopters are the first group of consumers to adopt a new product.

A generic brand indicates only the product category.

The four major stages of a product life cycle include

A product line is defined as

Distinguish between consumer products and business products.

The width of a product mix is measured by the number of product

Promotion decreases in importance during a product's decline stage.

When Saturn offers to let qualified buyers test drive the new Saturn SKY roadster, the dealer is trying to stimulate which stage of the product adoption process?

Supporting services, such as installation and guarantees, are part of a product.

The success of launching a new product is based primarily on luck.

According to the text, a product is defined as

As the production manager of an engineering firm, you went out and bought a metal cutting machine. What you have purchased can best be classified as a

David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____ product.

Customer-Driven Strategic Marketing

Planning Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

E-Marketing, Digital Media, and Social Networking

Developing and Managing Goods and Services

Pricing Concepts

Pricing Management

A:marketing Channels and Supply-Chain Management

B:marketing Channels and Supply-Chain Management

A:retailing, Direct Marketing, and Wholesaling

B:retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters