Exam 8: Elements of Product Planning for Goods and Services

Brand insistence means that target customers usually choose one brand over other brands,perhaps because of habit or favorable past experience.

Drue Valentine is a management consultant who helps manufacturers improve their quality-control procedures for new products.Drue is selling

Unsought products

Services,as opposed to physical products,

The ________ spells out what kinds of marks including brand names can be protected and the exact method of protecting them.

Darrell Everwine read a review about a new computer program that appealed to him very much.He decided to try to find the program.However,the new program was in short supply,although other brands with similar features were available.Darrell had to try seven shops before he finally found the program in stock.For Darrell,this program achieved brand

Which of the following is usually NOT true about business products?

________ means a product's ability to satisfy a customer's needs or requirements.

Lisa Campos was interested in buying a coffee pot to use at college and also a digital assistant as a birthday present for her sister.At the local store,Lisa compared prices on coffee pots and chose the cheapest.She then read product information on each digital assistant and finally chose one from Amazon because it had the most features.For Lisa,

A specialty product

The "battle of the brands" refers to competition between

Which of the following is NOT a business product classification?

Regarding business supplies,which of the following is NOT true?

The big difference between the consumer products market and the business products market is

A product might involve a physical good,a service,or a combination of the two.

Services

Operating people and purchasing agents make decisions regarding the purchase of accessories.

According to the text,consumer product classes

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 product class best describes how loyalists view SDF cereals?

By definition,a brand name may NOT include