Exam 8: Elements of Product Planning for Goods and Services

Packaging

According to the text,product quality means that

Brand recognition,brand preference,and brand insistence are various levels of

Allan Clapp is a purchasing agent for Deep River Mfg.Co.He regularly buys items such as nails,light bulbs,brooms,and sweeping compounds.In other words,he buys

A ________ is a word,letter,or group of words or letters.

All of the following are examples of dealer brands EXCEPT

If a brand consistently delivers on a promise that purchasers consider important,those purchasers are likely to develop a ________ for the brand.

Product class does not vary by country.

Professional services are usually expense items that support the operation of a firm.

Which of the following is NOT one of the consumer product classes discussed in the text?

It is illegal for a firm to use a package that cannot be recycled.

Spending money to improve protective packaging may be necessary,but it usually results in higher total distribution costs for a firm's product.

Operating supplies typically need

Who benefits from the integration of technology into core products?

A product line is a set of individual products that are closely related in which of the following ways?

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 politicos" segment have with SDF?

Dealer brands are brands created by producers.

A firm can lose all rights to a brand name if the name becomes a common descriptive term for that kind of product.

Which of the following is a benefit of branding from the perspective of the manufacturer?

The "Product" area is concerned with what goods and services are produced,not with decisions about installation,instructions on use,packaging,a brand name,a warranty,or after-sale service.