Exam 8: Elements of Product Planning for Goods and Services

Which of the following is NOT among the reasons warranties inspire customer confidence and trust?

When final consumers are willing to spend much time and effort comparing quality and style,with brand and price being less important,the product is a(n)

From a marketing perspective,product quality primarily depends on

It is usually necessary for a firm to use a family brand rather than individual brands if it plans to offer products at different quality and price levels to different target markets.

It is usually more difficult to provide consistent quality for goods than for services.

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. For which market segment would coupons be most effective?

Branding would be more likely to be successful if dependable and widespread availability of a product is possible.

Which of the following is characteristic of a product warranty?

Manufacturer brands are always advertised and distributed more widely than dealer brands.

Branding decisions should be based on two questions: "Where will the brand be used?" and "How much should be spent on branding?"

There are two broad groups of product classes based on the type of customer that will use the product.

A carefully designed package may

Consumer products that consumers do not yet want or know they can buy-and probably would not buy without special promotion even if they saw them-are called

A product is best described as

Which of the following could be an example of a firm's product line?

Regarding consumer products,which of the following is true?

LG recently added a computer touchscreen to the door of some models of its refrigerators.Which of the following describes this move by LG?

The market into which a company introduces components or parts that may be bought and configured into the final product and sold by the reseller is called the

A local copying service is buying a new kind of high speed color copier.Which of the following is true of this situation?

Which of the following is/are a business raw material?