Exam 8: Elements of Product Planning for Goods and Services

________ are short-lived capital items.

Customers see ________ products as different and want to inspect them for quality and suitability.

Which of the following statements is true?

Boatwright College gives manufacturers of clothing and gift items permission to place the college's name and emblem on a wide variety of merchandise.In return,Boatwright is paid a fee for granting this permission.In this case,the Boatwright name and logo are a(n)________ brand.

Family brands may cut promotion costs because the goodwill attached to one or two products may help the others.

If a trademark is to be used in foreign markets,it is wise to register it under the Lanham Act.

Which of the following is NOT one of the text's business product classes?

Shopping products are products that are purchased immediately when the need is great.

The shoe company Converse has an app that enables its customers to virtually see how any of their shoes would look on a customer's foot.The customer simply points their phone at their leg to see how a selected shoe would look on their foot.This is an example of

A growing number of consumers are moving toward plastics packaging because it is clean,light,and durable.

________ means target customers will generally choose a particular brand over other brands-perhaps out of habit or past experience.

Which of the following is true of branding in different countries?

Which of the following describes an unsought product?

An important difference between raw materials and other business products is the need for grading.

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 "SDF who?" segment have with SDF?

What type of business product is General Motors purchasing when it asks a law firm for bankruptcy advice?

Identify the correct sequence of the levels involved in building brand familiarity.

Sears' Kenmore brand of appliances sold in all Sears stores illustrates which two kinds of brands?

Regarding the demand for business products,which of the following is true?

A service is not a product,because services do not include any physical good.