Question 1

Brand familiarity means how well customers recognize and accept a company's brand.

Accepted Answer

A) True 
 B)False

Question 2

A product that becomes part of a buyer's final product and still requires more processing is called a(n)

Accepted Answer

A) supply. 
B) component material. 
C) component part. 
D) raw material. 
E) installation. 
A) supply. 
B) component material. 
C) component part. 
D) raw material. 
E) installation.

Question 3

________ means potential customers remember a particular brand.

Accepted Answer

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

Question 4

A producer of high-quality stereo component equipment has developed a new line of very inexpensive,low quality "rack systems" to sell through discount stores.It probably should not use its current ________ brand for the new line.

Accepted Answer

A) dealer 
B) licensed 
C) national 
D) family 
E) generic 
A) dealer 
B) licensed 
C) national 
D) family 
E) generic

Question 5

Services

Accepted Answer

A) are intangible. 
B) often have to be produced in the presence of the customer. 
C) are not easy to store. 
D) are perishable. 
E) All these answers are correct. 
A) are intangible. 
B) often have to be produced in the presence of the customer. 
C) are not easy to store. 
D) are perishable. 
E) All these answers are correct.

Question 6

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.
Which of the following terms best describes the Nature's Foods brand?

Accepted Answer

A) private brand 
B) generic product 
C) individual brand 
D) licensed brand 
E) manufacturer brand 
A) private brand 
B) generic product 
C) individual brand 
D) licensed brand 
E) manufacturer brand

Question 7

Denise Hunter had Thomasville brand living room furniture and wanted to buy a particular chair of the same brand.She made a few calls to find a store that had the chair in stock.When she found one,she went there and purchased the chair.For Denise,the chair was a(n)

Accepted Answer

A) homogeneous shopping product. 
B) specialty product. 
C) impulse product. 
D) heterogeneous shopping product. 
E) emergency product. 
A) homogeneous shopping product. 
B) specialty product. 
C) impulse product. 
D) heterogeneous shopping product. 
E) emergency product.

Question 8

Carlotta Issa is shopping for a new pair of jeans.She has had good experiences with Jordache jeans in the past and is looking for Jordache now.She probably will buy Jordache if she finds some that are at least as good-looking as competitive jeans.This is a good example of

Accepted Answer

A) brand rejection. 
B) brand recognition. 
C) brand remembrance. 
D) brand preference. 
E) brand insistence. 
A) brand rejection. 
B) brand recognition. 
C) brand remembrance. 
D) brand preference. 
E) brand insistence.

Question 9

A company with a large product assortment might

Accepted Answer

A) have many product lines with little selection in each. 
B) have a single product line. 
C) have many individual products. 
D) All of these answers are correct. 
A) have many product lines with little selection in each. 
B) have a single product line. 
C) have many individual products. 
D) All of these answers are correct.

Question 10

Emergency products are purchased only when the need is great and urgent,and therefore price is usually not very important.

Accepted Answer

A) True 
 B)False

Question 11

Brand preference means customers usually choose the brand over other brands,perhaps out of habit or past experience.

Accepted Answer

A) True 
 B)False

Question 12

Homogeneous shopping products need

Accepted Answer

A) widespread distribution near probable points of sale. 
B) enough exposure to facilitate price comparison. 
C) widespread distribution with assurance of preferred display. 
D) widespread distribution at low cost. 
E) None of these answers is correct. 
A) widespread distribution near probable points of sale. 
B) enough exposure to facilitate price comparison. 
C) widespread distribution with assurance of preferred display. 
D) widespread distribution at low cost. 
E) None of these answers is correct.

Question 13

Which of the following is NOT a consumer product class?

Accepted Answer

A) specialty 
B) unsought 
C) derived 
D) shopping 
E) convenience 
A) specialty 
B) unsought 
C) derived 
D) shopping 
E) convenience

Question 14

Impulse products

Accepted Answer

A) can have limited availability as long as display is good. 
B) need widespread distribution with display at point of purchase. 
C) need enough exposure to facilitate price comparisons. 
D) need adequate representation in major shopping areas. 
E) need widespread distribution at low cost. 
A) can have limited availability as long as display is good. 
B) need widespread distribution with display at point of purchase. 
C) need enough exposure to facilitate price comparisons. 
D) need adequate representation in major shopping areas. 
E) need widespread distribution at low cost.

Question 15

Which of the following statements about a product is NOT true?

Accepted Answer

A) A product must be a tangible good. 
B) Product quality is determined by how customers view a product. 
C) Product lines require several strategy decisions. 
D) When it comes to products,customers buy satisfaction. 
E) Product quality and satisfaction depend on the total product offering. 
A) A product must be a tangible good. 
B) Product quality is determined by how customers view a product. 
C) Product lines require several strategy decisions. 
D) When it comes to products,customers buy satisfaction. 
E) Product quality and satisfaction depend on the total product offering.

Question 16

Which of the following is a business product?

Accepted Answer

A) a roll of sheet metal 
B) a metal shelf system for storing inventory 
C) a custom-built robot for welding metal 
D) a pad of paper 
E) Any of these could be a business product. 
A) a roll of sheet metal 
B) a metal shelf system for storing inventory 
C) a custom-built robot for welding metal 
D) a pad of paper 
E) Any of these could be a business product.

Question 17

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.
Which of the following terms best describes the Hot 'n Healthy brand?

Accepted Answer

A) manufacturer brand 
B) individual brand 
C) family brand 
D) generic product 
E) private brand 
A) manufacturer brand 
B) individual brand 
C) family brand 
D) generic product 
E) private brand

Question 18

Firms' offers of a service guarantee

Accepted Answer

A) can be effective in creating repeat customers. 
B) are the same as offering a warranty. 
C) can be inexpensive if employees are apathetic. 
D) are becoming less common. 
E) can cover a term of at least five years. 
A) can be effective in creating repeat customers. 
B) are the same as offering a warranty. 
C) can be inexpensive if employees are apathetic. 
D) are becoming less common. 
E) can cover a term of at least five years.

Question 19

Consumers in the U.S.generate more trash per person than anywhere else on the planet,and packaging is a major contributor to this dilemma.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT a convenience product?

Accepted Answer

A) a staple 
B) an impulse product 
C) a business product 
D) an emergency product 
A) a staple 
B) an impulse product 
C) a business product 
D) an emergency product

Brand familiarity means how well customers recognize and accept a company's brand.

A product that becomes part of a buyer's final product and still requires more processing is called a(n)

________ means potential customers remember a particular brand.

A producer of high-quality stereo component equipment has developed a new line of very inexpensive,low quality "rack systems" to sell through discount stores.It probably should not use its current ________ brand for the new line.

Services

Denise Hunter had Thomasville brand living room furniture and wanted to buy a particular chair of the same brand.She made a few calls to find a store that had the chair in stock.When she found one,she went there and purchased the chair.For Denise,the chair was a(n)

Carlotta Issa is shopping for a new pair of jeans.She has had good experiences with Jordache jeans in the past and is looking for Jordache now.She probably will buy Jordache if she finds some that are at least as good-looking as competitive jeans.This is a good example of

A company with a large product assortment might

Emergency products are purchased only when the need is great and urgent,and therefore price is usually not very important.

Brand preference means customers usually choose the brand over other brands,perhaps out of habit or past experience.

Homogeneous shopping products need

Which of the following is NOT a consumer product class?

Impulse products

Which of the following statements about a product is NOT true?

Which of the following is a business product?

Firms' offers of a service guarantee

Consumers in the U.S.generate more trash per person than anywhere else on the planet,and packaging is a major contributor to this dilemma.

Which of the following is NOT a convenience product?

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

Brand familiarity means how well customers recognize and accept a company's brand.

A product that becomes part of a buyer's final product and still requires more processing is called a(n)

________ means potential customers remember a particular brand.

A producer of high-quality stereo component equipment has developed a new line of very inexpensive,low quality "rack systems" to sell through discount stores.It probably should not use its current ________ brand for the new line.

Services

Denise Hunter had Thomasville brand living room furniture and wanted to buy a particular chair of the same brand.She made a few calls to find a store that had the chair in stock.When she found one,she went there and purchased the chair.For Denise,the chair was a(n)

Carlotta Issa is shopping for a new pair of jeans.She has had good experiences with Jordache jeans in the past and is looking for Jordache now.She probably will buy Jordache if she finds some that are at least as good-looking as competitive jeans.This is a good example of

A company with a large product assortment might

Emergency products are purchased only when the need is great and urgent,and therefore price is usually not very important.

Brand preference means customers usually choose the brand over other brands,perhaps out of habit or past experience.

Homogeneous shopping products need

Which of the following is NOT a consumer product class?

Impulse products

Which of the following statements about a product is NOT true?

Which of the following is a business product?

Firms' offers of a service guarantee

Consumers in the U.S.generate more trash per person than anywhere else on the planet,and packaging is a major contributor to this dilemma.

Which of the following is NOT a convenience product?

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