Exam 8: Elements of Product Planning for Goods and Services

A marketing manager developing a marketing mix to sell ________ probably needs to be concerned with grading,transportation,and storing because of seasonal production and/or perishable products.

Good packaging can provide a product with an important competitive advantage.

Individual products

Which of the following statements about the Lanham Act is true?

A product assortment is the set of all product lines and individual products that a firm sells.

If members of the target market for an Apple iPad do not initially recognize the brand name,but compelling advertising results in more members remembering the brand,the Apple iPad has achieved

Specialty products

Short-lived goods and services that are charged off as they are used rather than depreciated over several years are called

The national law primarily concerned with regulating product warranties is the

Which of the following is a product?

Anita Seagroves visits the local Healthy Glow spa,but she dislikes the dirty dressing area and refuses to go back.This is an example of

Products that have no brand other than the identification of their contents are called

A consumer is most likely to want and expect help from a salesperson when shopping for a(n)

Without promotion,unsought products will probably stay unsold.

Which of the characteristics of a good brand name is missing in the proposed name of "Gnucheo" candy?

Products that are meant for use in producing other products are ________ products.

Mrs.Moreau was planning to have several guests at her home for a traditional Thanksgiving dinner.She had cooked Shady Brook Farms fresh turkeys in the past and had enjoyed them very much.When she went to her usual grocery store,she discovered that the store no longer carried the Shady Brook Farms brand.She called several other grocery stores and was finally able to locate Shady Brook Farms fresh turkeys at a small grocery store approximately 10 miles away.She drove to the store and bought a 20-pound Shady Brook Farms turkey,even though the price per pound was higher than what she normally paid at her usual grocery store.For Mrs.Moreau,the Shady Brook Farms turkey was a(n)

Brand equity is likely to be lower if customers insist on buying a product and retailers are eager to stock it.

Quality,features,and style matter more than price for items that the customer sees as different and wants to inspect.

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 in-store demonstrations of SDF cereals be most effective?