Question 1

According to the text,the consumer product classes are based on why consumers use products.

Accepted Answer

A) True 
 B)False

Question 2

Shopping products that a customer sees as basically the same and wants at the lowest price are homogeneous shopping products.

Accepted Answer

A) True 
 B)False

Question 3

Sears uses a(n)________ brand when it uses the same brand name for several products.In contrast,General Motors,by using different brands for each car line,uses ________ brands.

Accepted Answer

A) individual; generic 
B) generic; family 
C) manufacturer; dealer 
D) national; local 
E) family; individual 
A) individual; generic 
B) generic; family 
C) manufacturer; dealer 
D) national; local 
E) family; individual

Question 4

Which of the following products in a supermarket is most likely to be an impulse product?

Accepted Answer

A) oranges 
B) bread 
C) frozen peas 
D) child's toy 
E) shampoo 
A) oranges 
B) bread 
C) frozen peas 
D) child's toy 
E) shampoo

Question 5

Specialty products are consumer products that

Accepted Answer

A) have elastic demand. 
B) very few customers want or can afford to buy. 
C) are relatively expensive and purchased only rarely. 
D) consumers are willing to search for because they really want them. 
E) All these answers are correct. 
A) have elastic demand. 
B) very few customers want or can afford to buy. 
C) are relatively expensive and purchased only rarely. 
D) consumers are willing to search for because they really want them. 
E) All these answers are correct.

Question 6

Use this information for questions that refer to the Sunny Day Foods (SDF)case. For six months,Kim Wu has been working for Sunny Day Foods (SDF),a fast-growing manufacturer of organic foods.After graduating college,she worked for four years as a sales rep for a nationally known food company; but she jumped at the chance when SDF contacted her about becoming marketing manager for its breakfast foods division,which sells dry cereals and a pancake mix.
Kim spent the first few months on the job trying to better understand SDF,its product line,and its marketing strategy.She reviewed the company's past marketing research,commissioned new research,and talked to both consumers and retailers.Now,the CEO of the company wants her thoughts on what the company's marketing strategy should be for the next few years.
Her research indicates that among cereal customers,there are at least five segments of customers who use SDF products.
A.One segment,the loyalists,has a strong preference for one or two of the SDF cereals.These customers often go out of their way to visit a store with their favorite SDF cereal and buy only that product at the store.
B.Another segment,the regulars,buys SDF cereals without much thought.For them it is just part of their routine and,if you ask them why they pick the cereal,they'd say it's just a habit.
C.A third segment,the deal prone,sees SDF cereals as just another organic cereal.They view all organic cereals as pretty much the same and buy whichever brand seems to offer the best deal that week.
D.A fourth segment,the politicos,consists of former buyers of SDF cereals.A few years ago,the company took a strong stand in a presidential race and these customers resented it.Now,they boycott all SDF foods because of that incident.
E.A fifth segment,SDF who?,is made up of consumers who buy organic cereals but who don't have much awareness of particular organic brand names.
In reviewing how SDF currently brands its products,Kim sees that it is using several different approaches.The Sunny Day Foods brand is used on most products the company sells.But a few years ago the company brought out an instant organic oatmeal with the Hot 'n Healthy name.SDF also makes cereal sold by a health food chain; and the package for that chain uses the store's own name,Nature's Foods,as the brand name for the cereal.
What best describes the level of brand familiarity that customers in "the loyalists" segment have with SDF?

Accepted Answer

A) brand rejection 
B) nonrecognition 
C) brand recognition 
D) brand preference 
E) brand insistence 
A) brand rejection 
B) nonrecognition 
C) brand recognition 
D) brand preference 
E) brand insistence

Question 7

Nebula Co.,a pharmaceutical manufacturing company in the United States,enters into a contractual agreement with a firm in India to conduct clinical trials there after discovering that it is more cost effective.In this example,Nebula Co.is

Accepted Answer

A) outsourcing. 
B) insourcing. 
C) restructuring. 
D) downsizing. 
E) crowdsourcing. 
A) outsourcing. 
B) insourcing. 
C) restructuring. 
D) downsizing. 
E) crowdsourcing.

Question 8

Goods are intangible and services are tangible.

Accepted Answer

A) True 
 B)False

Question 9

Beth Sahadi usually buys Sassoon shampoo because she likes its smell.But this morning her local drugstore was out of Sassoon,so she decided to buy another highly advertised brand that was on sale because,she really needed to wash her hair that night.For Beth,Sassoon has probably achieved brand

Accepted Answer

A) preference. 
B) insistence. 
C) nonrecognition. 
D) rejection. 
E) extinction. 
A) preference. 
B) insistence. 
C) nonrecognition. 
D) rejection. 
E) extinction.

Question 10

Despite the different levels of brand familiarity,brands generally have only one set of target customers.

Accepted Answer

A) True 
 B)False

Question 11

________ are a boom-or-bust business.

Accepted Answer

A) Accessories 
B) Professional services 
C) Installations 
D) Specialty items 
E) Supplies 
A) Accessories 
B) Professional services 
C) Installations 
D) Specialty items 
E) Supplies

Question 12

Emil Flores won't buy any coffee except "Blue Mountain"-a relatively expensive type that few stores sell.He used to have to drive about 10 miles out of his way to buy it at a small shop,but now he has persuaded his local supermarket manager to handle this coffee.For him,this coffee is a(n)

Accepted Answer

A) emergency product. 
B) specialty product. 
C) staple product. 
D) unsought product. 
E) heterogeneous shopping product. 
A) emergency product. 
B) specialty product. 
C) staple product. 
D) unsought product. 
E) heterogeneous shopping product.

Question 13

A Xerox photocopy machine in the university chancellor's office is an example of which type of business product?

Accepted Answer

A) installation 
B) MRO product 
C) accessory 
D) component part 
E) component material 
A) installation 
B) MRO product 
C) accessory 
D) component part 
E) component material

Question 14

When making business buying decisions,it is important to remember that

Accepted Answer

A) capital item purchases can't be fully charged off to the current year's expenses. 
B) expense items are depreciated over several years. 
C) large purchases must be expensed in one year. 
D) capital items are expensed in one year,making them less risky to buy. 
E) expense items are very risky,since they cannot be depreciated. 
A) capital item purchases can't be fully charged off to the current year's expenses. 
B) expense items are depreciated over several years. 
C) large purchases must be expensed in one year. 
D) capital items are expensed in one year,making them less risky to buy. 
E) expense items are very risky,since they cannot be depreciated.

Question 15

________ are products a consumer needs but isn't willing to spend much time and effort shopping for.

Accepted Answer

A) Convenience products 
B) Unsought products 
C) Homogeneous shopping products 
D) Specialty products 
E) Heterogeneous shopping products 
A) Convenience products 
B) Unsought products 
C) Homogeneous shopping products 
D) Specialty products 
E) Heterogeneous shopping products

Question 16

A large U.S.firm produces potato chips,shortening,dishwasher detergent,laundry detergent,shampoo,disposable diapers,and facial tissues.These are the firm's

Accepted Answer

A) product classes. 
B) product assortment. 
C) individual products. 
D) marketing mix. 
E) product line. 
A) product classes. 
B) product assortment. 
C) individual products. 
D) marketing mix. 
E) product line.

Question 17

________ means potential customers insist on a firm's branded product and are willing to search for it.

Accepted Answer

A) Brand insistence 
B) Brand preference 
C) Brand nonrecognition 
D) Brand rejection 
E) Brand recognition 
A) Brand insistence 
B) Brand preference 
C) Brand nonrecognition 
D) Brand rejection 
E) Brand recognition

Question 18

When customers have consistently positive experiences with a brand,or they hear good things from the firm's promotion or other customers,we can expect that customers will ________ that brand name.

Accepted Answer

A) mistrust 
B) demand 
C) trust 
D) tolerate 
E) dislike 
A) mistrust 
B) demand 
C) trust 
D) tolerate 
E) dislike

Question 19

When business buyers purchase items such as grease,electricity,typing paper,and paper clips,they are buying

Accepted Answer

A) accessory equipment. 
B) operating supplies. 
C) components. 
D) repair supplies. 
E) maintenance supplies. 
A) accessory equipment. 
B) operating supplies. 
C) components. 
D) repair supplies. 
E) maintenance supplies.

Question 20

For dieters,the highest quality potato chips are probably

Accepted Answer

A) chips made from all natural ingredients. 
B) the chips with the best flavor. 
C) Gourmet Cape Cod Kettle Chips. 
D) chips that are low in fat and calories. 
E) Lay's brand potato chips. 
A) chips made from all natural ingredients. 
B) the chips with the best flavor. 
C) Gourmet Cape Cod Kettle Chips. 
D) chips that are low in fat and calories. 
E) Lay's brand potato chips.

According to the text,the consumer product classes are based on why consumers use products.

Shopping products that a customer sees as basically the same and wants at the lowest price are homogeneous shopping products.

Sears uses a(n) brand when it uses the same brand name for several products.In contrast,General Motors,by using different brands for each car line,uses brands.

Which of the following products in a supermarket is most likely to be an impulse product?

Specialty products are consumer products that

Nebula Co.,a pharmaceutical manufacturing company in the United States,enters into a contractual agreement with a firm in India to conduct clinical trials there after discovering that it is more cost effective.In this example,Nebula Co.is

Goods are intangible and services are tangible.

Beth Sahadi usually buys Sassoon shampoo because she likes its smell.But this morning her local drugstore was out of Sassoon,so she decided to buy another highly advertised brand that was on sale because,she really needed to wash her hair that night.For Beth,Sassoon has probably achieved brand

Despite the different levels of brand familiarity,brands generally have only one set of target customers.

________ are a boom-or-bust business.

Emil Flores won't buy any coffee except "Blue Mountain"-a relatively expensive type that few stores sell.He used to have to drive about 10 miles out of his way to buy it at a small shop,but now he has persuaded his local supermarket manager to handle this coffee.For him,this coffee is a(n)

A Xerox photocopy machine in the university chancellor's office is an example of which type of business product?

When making business buying decisions,it is important to remember that

________ are products a consumer needs but isn't willing to spend much time and effort shopping for.

A large U.S.firm produces potato chips,shortening,dishwasher detergent,laundry detergent,shampoo,disposable diapers,and facial tissues.These are the firm's

________ means potential customers insist on a firm's branded product and are willing to search for it.

When customers have consistently positive experiences with a brand,or they hear good things from the firm's promotion or other customers,we can expect that customers will ________ that brand name.

When business buyers purchase items such as grease,electricity,typing paper,and paper clips,they are buying

For dieters,the highest quality potato chips are probably

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Market Environment

Focusing Marketing Strategy With Segmentation and Positioning

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters

Exam 8: Elements of Product Planning for Goods and Services

According to the text,the consumer product classes are based on why consumers use products.

Shopping products that a customer sees as basically the same and wants at the lowest price are homogeneous shopping products.

Sears uses a(n)________ brand when it uses the same brand name for several products.In contrast,General Motors,by using different brands for each car line,uses ________ brands.

Which of the following products in a supermarket is most likely to be an impulse product?

Specialty products are consumer products that

Nebula Co.,a pharmaceutical manufacturing company in the United States,enters into a contractual agreement with a firm in India to conduct clinical trials there after discovering that it is more cost effective.In this example,Nebula Co.is

Goods are intangible and services are tangible.

Beth Sahadi usually buys Sassoon shampoo because she likes its smell.But this morning her local drugstore was out of Sassoon,so she decided to buy another highly advertised brand that was on sale because,she really needed to wash her hair that night.For Beth,Sassoon has probably achieved brand

Despite the different levels of brand familiarity,brands generally have only one set of target customers.

________ are a boom-or-bust business.

Emil Flores won't buy any coffee except "Blue Mountain"-a relatively expensive type that few stores sell.He used to have to drive about 10 miles out of his way to buy it at a small shop,but now he has persuaded his local supermarket manager to handle this coffee.For him,this coffee is a(n)

A Xerox photocopy machine in the university chancellor's office is an example of which type of business product?

When making business buying decisions,it is important to remember that

________ are products a consumer needs but isn't willing to spend much time and effort shopping for.

A large U.S.firm produces potato chips,shortening,dishwasher detergent,laundry detergent,shampoo,disposable diapers,and facial tissues.These are the firm's

________ means potential customers insist on a firm's branded product and are willing to search for it.

When customers have consistently positive experiences with a brand,or they hear good things from the firm's promotion or other customers,we can expect that customers will ________ that brand name.

When business buyers purchase items such as grease,electricity,typing paper,and paper clips,they are buying

For dieters,the highest quality potato chips are probably

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Market Environment

Focusing Marketing Strategy With Segmentation and Positioning

Final Consumers and Their Buying Behavior

Business and Organizational Customers and Their Buying Behavior

Improving Decisions With Marketing Information

Product Management and New-Product Development

Place and Development of Channel Systems

Distribution Customer Service and Logistics

Retailers, Wholesalers, and Their Strategy Planning

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Filters

Sears uses a(n) brand when it uses the same brand name for several products.In contrast,General Motors,by using different brands for each car line,uses brands.