Question 1

If a consumer purchases a new watch,the watch is a

Accepted Answer

A) specialty product. 
B) heterogeneous shopping product. 
C) homogeneous shopping product. 
D) convenience product. 
E) The watch could be any of these choices. 
A) specialty product. 
B) heterogeneous shopping product. 
C) homogeneous shopping product. 
D) convenience product. 
E) The watch could be any of these choices.

Question 2

A customer goes into a hardware store and buys a screwdriver set but is not aware of the brand.This is known as brand

Accepted Answer

A) nonrecognition. 
B) insistence. 
C) equity. 
D) rejection. 
E) unfamiliarity. 
A) nonrecognition. 
B) insistence. 
C) equity. 
D) rejection. 
E) unfamiliarity.

Question 3

Based on the text,which of the following is a product?

Accepted Answer

A) space in Playboy Magazine sold to an advertiser 
B) a Sony PlayStation III 
C) a Broadway musical play 
D) the San Diego Zoo 
E) All these answers are correct. 
A) space in Playboy Magazine sold to an advertiser 
B) a Sony PlayStation III 
C) a Broadway musical play 
D) the San Diego Zoo 
E) All these answers are correct.

Question 4

A firm that makes stereo radios and CD players for car manufacturers who install them directly in their new cars is selling

Accepted Answer

A) component parts. 
B) supplies. 
C) component materials. 
D) installations. 
E) accessory equipment. 
A) component parts. 
B) supplies. 
C) component materials. 
D) installations. 
E) accessory equipment.

Question 5

Which of the following lists is in the correct order,based on the amount of effort consumers are willing to spend in searching for the "right" product,from little effort to much effort?

Accepted Answer

A) heterogeneous shopping products,specialty products,unsought products 
B) convenience products,homogeneous shopping products,specialty products 
C) unsought products,homogeneous shopping products,convenience products 
D) staples,heterogeneous shopping products,unsought products 
E) homogeneous shopping products,heterogeneous shopping products,staples 
A) heterogeneous shopping products,specialty products,unsought products 
B) convenience products,homogeneous shopping products,specialty products 
C) unsought products,homogeneous shopping products,convenience products 
D) staples,heterogeneous shopping products,unsought products 
E) homogeneous shopping products,heterogeneous shopping products,staples

Question 6

The definition of quality focuses on the producer.

Accepted Answer

A) True 
 B)False

Question 7

Michelin manufactures tires,which truck producers buy and install on their trucks.Based on this description,which of the following is true?

Accepted Answer

A) Michelin sells installations for which multiple buying influence is likely to be quite important. 
B) Michelin is likely to have few opportunities in the aftermarket. 
C) Michelin is selling to the OEM. 
D) For Michelin,product quality is important but delivery reliability is not. 
E) All these answers are correct. 
A) Michelin sells installations for which multiple buying influence is likely to be quite important. 
B) Michelin is likely to have few opportunities in the aftermarket. 
C) Michelin is selling to the OEM. 
D) For Michelin,product quality is important but delivery reliability is not. 
E) All these answers are correct.

Question 8

Trane Corp.manufactures long-lived,custom-made equipment,which its customers treat as capital items.Trane's sales force faces much multiple buying influence.Trane's products,which do not become part of the customer's final product,are

Accepted Answer

A) accessory equipment. 
B) installations. 
C) MRO items. 
D) component parts. 
E) operating supplies. 
A) accessory equipment. 
B) installations. 
C) MRO items. 
D) component parts. 
E) operating supplies.

Question 9

Roberto Vasquez has never owned a Samsung TV,but his parents owned one and were not at all satisfied.As a result,Roberto won't even consider buying a Samsung.As far as Roberto is concerned,Samsung has achieved brand

Accepted Answer

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

Question 10

A ________ explains what the seller promises about its product.

Accepted Answer

A) copyright 
B) trademark 
C) brand 
D) service mark 
E) warranty 
A) copyright 
B) trademark 
C) brand 
D) service mark 
E) warranty

Question 11

Wilbur Donald has had good experience using Crest toothpaste,and he is in the habit of buying it.His level of brand familiarity for Crest is

Accepted Answer

A) brand insistence. 
B) brand preference 
C) brand desire. 
D) brand recognition. 
E) brand identity. 
A) brand insistence. 
B) brand preference 
C) brand desire. 
D) brand recognition. 
E) brand identity.

Question 12

Coke's logo greeting a consumer when they open the refrigerator and see the can is an example of enhancing the product.

Accepted Answer

A) True 
 B)False

Question 13

The Federal Fair Packaging and Labeling Act of 1966 requires that consumer products be clearly labeled in understandable terms.

Accepted Answer

A) True 
 B)False

Question 14

When some customers see all competitors' offerings as basically the same and are willing to spend much time and effort to buy the item at the lowest price,the item is a(n)

Accepted Answer

A) analysis product. 
B) specialty product. 
C) staple product. 
D) heterogeneous shopping product. 
E) homogeneous shopping product. 
A) analysis product. 
B) specialty product. 
C) staple product. 
D) heterogeneous shopping product. 
E) homogeneous shopping product.

Question 15

Ross Wrigley refuses to buy the Billy Goat brand of beer.His attitude toward this brand is called

Accepted Answer

A) brand rejection. 
B) brand familiarity. 
C) brand nonrecognition. 
D) brand recognition. 
E) brand positioning. 
A) brand rejection. 
B) brand familiarity. 
C) brand nonrecognition. 
D) brand recognition. 
E) brand positioning.

Question 16

In order to measure the brand recognition of a firm's product,marketing managers measure

Accepted Answer

A) brand awareness. 
B) optimization. 
C) brand equity. 
D) supplier scorecards. 
E) cluster analyses. 
A) brand awareness. 
B) optimization. 
C) brand equity. 
D) supplier scorecards. 
E) cluster analyses.

Question 17

Regarding business products,which of the following is true?

Accepted Answer

A) Derived demand has little effect on the market for accessory equipment. 
B) Sellers of accessory equipment usually must face more competitors than sellers of installations. 
C) At any one time there are usually fewer target customers for accessories than for installations. 
D) Accessory equipment is not treated as a capital item. 
E) Special services and advice are more important with accessories than with installations. 
A) Derived demand has little effect on the market for accessory equipment. 
B) Sellers of accessory equipment usually must face more competitors than sellers of installations. 
C) At any one time there are usually fewer target customers for accessories than for installations. 
D) Accessory equipment is not treated as a capital item. 
E) Special services and advice are more important with accessories than with installations.

Question 18

A licensed brand can be used by only one company.

Accepted Answer

A) True 
 B)False

Question 19

For a homogeneous shopping product,a marketing manager should

Accepted Answer

A) provide enough exposure to facilitate price comparison. 
B) understand that price sensitivity is likely to be low. 
C) recognize that consumers see a lot of differences across alternatives. 
D) realize that consumers usually pay little attention to price. 
E) know that consumer purchases are typically unplanned and done quickly. 
A) provide enough exposure to facilitate price comparison. 
B) understand that price sensitivity is likely to be low. 
C) recognize that consumers see a lot of differences across alternatives. 
D) realize that consumers usually pay little attention to price. 
E) know that consumer purchases are typically unplanned and done quickly.

Question 20

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 deal prone" segment have with SDF?

Accepted Answer

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

If a consumer purchases a new watch,the watch is a

A customer goes into a hardware store and buys a screwdriver set but is not aware of the brand.This is known as brand

Based on the text,which of the following is a product?

A firm that makes stereo radios and CD players for car manufacturers who install them directly in their new cars is selling

Which of the following lists is in the correct order,based on the amount of effort consumers are willing to spend in searching for the "right" product,from little effort to much effort?

The definition of quality focuses on the producer.

Michelin manufactures tires,which truck producers buy and install on their trucks.Based on this description,which of the following is true?

Trane Corp.manufactures long-lived,custom-made equipment,which its customers treat as capital items.Trane's sales force faces much multiple buying influence.Trane's products,which do not become part of the customer's final product,are

Roberto Vasquez has never owned a Samsung TV,but his parents owned one and were not at all satisfied.As a result,Roberto won't even consider buying a Samsung.As far as Roberto is concerned,Samsung has achieved brand

A ________ explains what the seller promises about its product.

Wilbur Donald has had good experience using Crest toothpaste,and he is in the habit of buying it.His level of brand familiarity for Crest is

Coke's logo greeting a consumer when they open the refrigerator and see the can is an example of enhancing the product.

The Federal Fair Packaging and Labeling Act of 1966 requires that consumer products be clearly labeled in understandable terms.

When some customers see all competitors' offerings as basically the same and are willing to spend much time and effort to buy the item at the lowest price,the item is a(n)

Ross Wrigley refuses to buy the Billy Goat brand of beer.His attitude toward this brand is called

In order to measure the brand recognition of a firm's product,marketing managers measure

Regarding business products,which of the following is true?

A licensed brand can be used by only one company.

For a homogeneous shopping product,a marketing manager should

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

If a consumer purchases a new watch,the watch is a

A customer goes into a hardware store and buys a screwdriver set but is not aware of the brand.This is known as brand

Based on the text,which of the following is a product?

A firm that makes stereo radios and CD players for car manufacturers who install them directly in their new cars is selling

Which of the following lists is in the correct order,based on the amount of effort consumers are willing to spend in searching for the "right" product,from little effort to much effort?

The definition of quality focuses on the producer.

Michelin manufactures tires,which truck producers buy and install on their trucks.Based on this description,which of the following is true?

Trane Corp.manufactures long-lived,custom-made equipment,which its customers treat as capital items.Trane's sales force faces much multiple buying influence.Trane's products,which do not become part of the customer's final product,are

Roberto Vasquez has never owned a Samsung TV,but his parents owned one and were not at all satisfied.As a result,Roberto won't even consider buying a Samsung.As far as Roberto is concerned,Samsung has achieved brand

A ________ explains what the seller promises about its product.

Wilbur Donald has had good experience using Crest toothpaste,and he is in the habit of buying it.His level of brand familiarity for Crest is

Coke's logo greeting a consumer when they open the refrigerator and see the can is an example of enhancing the product.

The Federal Fair Packaging and Labeling Act of 1966 requires that consumer products be clearly labeled in understandable terms.

When some customers see all competitors' offerings as basically the same and are willing to spend much time and effort to buy the item at the lowest price,the item is a(n)

Ross Wrigley refuses to buy the Billy Goat brand of beer.His attitude toward this brand is called

In order to measure the brand recognition of a firm's product,marketing managers measure

Regarding business products,which of the following is true?

A licensed brand can be used by only one company.

For a homogeneous shopping product,a marketing manager should

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