Question 1

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

Accepted Answer

A) True 
 B)False

Question 2

Compared to other consumer products, the major distinguishing characteristic of emergency products is the customer's:

Accepted Answer

A)  desire to negotiate for a "deal." 
B)  urgency to get the need satisfied. 
C)  willingness to shop around for a lower price. 
D)  interest in the brand name. 
E)  willingness to shop and compare. 
A)  desire to negotiate for a "deal." 
B)  urgency to get the need satisfied. 
C)  willingness to shop around for a lower price. 
D)  interest in the brand name. 
E)  willingness to shop and compare.

Question 3

The Federal Fair Packaging and Labeling Act:

Accepted Answer

A)  says that producers must provide a clearly written warranty if they choose to offer a warranty. 
B)  requires that consumer goods be clearly labeled to give consumers more information. 
C)  spells out what kinds of marks (including brand names) can be protected and the exact method of protecting them. 
D)  requires food manufacturers to use a labeling format that allows consumers to compare the nutritional value of different products. 
E)  ensures that all labels list the "green benefits" of using the product. 
A)  says that producers must provide a clearly written warranty if they choose to offer a warranty. 
B)  requires that consumer goods be clearly labeled to give consumers more information. 
C)  spells out what kinds of marks (including brand names) can be protected and the exact method of protecting them. 
D)  requires food manufacturers to use a labeling format that allows consumers to compare the nutritional value of different products. 
E)  ensures that all labels list the "green benefits" of using the product.

Question 4

Applying the text's list of characteristics of a good brand name, which of the following would be the poorest example of a good brand name?

Accepted Answer

A)  Pizza Hut. 
B)  King Kong Chewing Gum. 
C)  DieHard flashlights. 
D)  General Electric TVs. 
E)  L'eggs hosiery. 
A)  Pizza Hut. 
B)  King Kong Chewing Gum. 
C)  DieHard flashlights. 
D)  General Electric TVs. 
E)  L'eggs hosiery.

Question 5

The law which focuses on the protection of trademarks and brand names is

Accepted Answer

A)  the Lanham Act. 
B)  the Magnuson-Moss Act. 
C)  the Uniform Product Code Act. 
D)  the Federal Fair Packaging and Labeling Act. 
E)  None of these is a good answer. 
A)  the Lanham Act. 
B)  the Magnuson-Moss Act. 
C)  the Uniform Product Code Act. 
D)  the Federal Fair Packaging and Labeling Act. 
E)  None of these is a good answer.

Question 6

Use this information for question 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 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; 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 loyalists" segment have with SDF?

Accepted Answer

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

Question 7

Absinth Co. specializes in manufacturing serial ATA cables and optical drives. These component parts are purchased by Belcom Inc., a hardware manufacturing company, and are assembled, along with other parts, to manufacture personal computers. Edward already owns a personal computer, but he wants to upgrade his system. He only purchases the components he needs to revamp his system from a local dealer. Which of the following statements is true of this scenario?

Accepted Answer

A)  The market Absinth first introduced its products into is called the aftermarket. 
B)  The market Edward purchased his component parts from is called the original equipment market. 
C)  The components Edward purchased were being sold as consumer goods in the aftermarket. 
D)  The products Belcom purchased from Absinth were being sold as components in the aftermarket. 
A)  The market Absinth first introduced its products into is called the aftermarket. 
B)  The market Edward purchased his component parts from is called the original equipment market. 
C)  The components Edward purchased were being sold as consumer goods in the aftermarket. 
D)  The products Belcom purchased from Absinth were being sold as components in the aftermarket.

Question 8

Product warranties:

Accepted Answer

A)  must be specific and in writing. 
B)  can have a positive effect on perceptions of product quality. 
C)  are governed by the federal Lanham Act. 
D)  are the same as service guarantees. 
E)  All of these alternatives are correct. 
A)  must be specific and in writing. 
B)  can have a positive effect on perceptions of product quality. 
C)  are governed by the federal Lanham Act. 
D)  are the same as service guarantees. 
E)  All of these alternatives are correct.

Question 9

"Branding" includes the use of trademarks and brand names to identify a product.

Accepted Answer

A) True 
 B)False

Question 10

Consumer products which consumers do not yet want or know they can buy-and probably would not buy without special promotion even if they saw them-are called:

Accepted Answer

A)  new brands of well-accepted staples. 
B)  unsought products. 
C)  heterogeneous shopping products. 
D)  emergency products. 
E)  homogeneous shopping products. 
A)  new brands of well-accepted staples. 
B)  unsought products. 
C)  heterogeneous shopping products. 
D)  emergency products. 
E)  homogeneous shopping products.

Question 11

Consumer products which customers see as basically the same and want to buy at the lowest price are called:

Accepted Answer

A)  heterogeneous shopping products. 
B)  homogeneous shopping products. 
C)  comparison products. 
D)  unsought products. 
E)  convenience products. 
A)  heterogeneous shopping products. 
B)  homogeneous shopping products. 
C)  comparison products. 
D)  unsought products. 
E)  convenience products.

Question 12

The set of laptop computers sold by Dell is called a(n):

Accepted Answer

A)  product line. 
B)  emergency product. 
C)  impulse product. 
D)  product assortment. 
E)  unsought product. 
A)  product line. 
B)  emergency product. 
C)  impulse product. 
D)  product assortment. 
E)  unsought product.

Question 13

Customer service guarantees are becoming less common because service companies can't live up to their promises.

Accepted Answer

A) True 
 B)False

Question 14

Branding can help BRANDERS because it:

Accepted Answer

A)  may lower promotion costs. 
B)  can improve the company's image. 
C)  encourages repeat buying. 
D)  may develop customer loyalty. 
E)  All of these alternatives are correct. 
A)  may lower promotion costs. 
B)  can improve the company's image. 
C)  encourages repeat buying. 
D)  may develop customer loyalty. 
E)  All of these alternatives are correct.

Question 15

If a consumer purchases a new watch, the watch is:

Accepted Answer

A)  a specialty product. 
B)  a heterogeneous shopping product. 
C)  a homogeneous shopping product. 
D)  a convenience product. 
E)  it is not obvious-the watch could be any of these choices. 
A)  a specialty product. 
B)  a heterogeneous shopping product. 
C)  a homogeneous shopping product. 
D)  a convenience product. 
E)  it is not obvious-the watch could be any of these choices.

Question 16

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

Accepted Answer

A) True 
 B)False

Question 17

Good packaging:

Accepted Answer

A)  Can make a product easier or safer to use. 
B)  Can be an important promotional tool. 
C)  Can lower distribution costs. 
D)  Can make products easier to handle and display. 
E)  All of these alternatives are correct. 
A)  Can make a product easier or safer to use. 
B)  Can be an important promotional tool. 
C)  Can lower distribution costs. 
D)  Can make products easier to handle and display. 
E)  All of these alternatives are correct.

Question 18

Words, symbols, or logos that are legally registered for use by a single company are:

Accepted Answer

A)  Trademarks. 
B)  Brand names. 
C)  Brand marks. 
D)  Service marks. 
E)  Watermarks. 
A)  Trademarks. 
B)  Brand names. 
C)  Brand marks. 
D)  Service marks. 
E)  Watermarks.

Question 19

Which of the following is the best example of an individual product?

Accepted Answer

A)  32-ounce boxes of Gain and Tide. 
B)  Three types of pears. 
C)  Six brands of cookies. 
D)  12 oz. size of Pert Plus. 
E)  All of these are good examples of individual products. 
A)  32-ounce boxes of Gain and Tide. 
B)  Three types of pears. 
C)  Six brands of cookies. 
D)  12 oz. size of Pert Plus. 
E)  All of these are good examples of individual products.

Question 20

Impulse products are:

Accepted Answer

A)  products that potential customers do not want yet or know they can buy. 
B)  bought quickly-as unplanned purchases-because of a strongly felt need. 
C)  any products that consumers search for because of a strongly felt craving. 
D)  any convenience products that are bought often and routinely. 
E)  none of these alternatives is correct. 
A)  products that potential customers do not want yet or know they can buy. 
B)  bought quickly-as unplanned purchases-because of a strongly felt need. 
C)  any products that consumers search for because of a strongly felt craving. 
D)  any convenience products that are bought often and routinely. 
E)  none of these alternatives is correct.

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

Compared to other consumer products, the major distinguishing characteristic of emergency products is the customer's:

The Federal Fair Packaging and Labeling Act:

Applying the text's list of characteristics of a good brand name, which of the following would be the poorest example of a good brand name?

The law which focuses on the protection of trademarks and brand names is

Product warranties:

"Branding" includes the use of trademarks and brand names to identify a product.

Consumer products which consumers do not yet want or know they can buy-and probably would not buy without special promotion even if they saw them-are called:

Consumer products which customers see as basically the same and want to buy at the lowest price are called:

The set of laptop computers sold by Dell is called a(n):

Customer service guarantees are becoming less common because service companies can't live up to their promises.

Branding can help BRANDERS because it:

If a consumer purchases a new watch, the watch is:

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

Good packaging:

Words, symbols, or logos that are legally registered for use by a single company are:

Which of the following is the best example of an individual product?

Impulse products are:

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

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challe

Filters

Exam 8: Elements of Product Planning for Goods and Services

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

Compared to other consumer products, the major distinguishing characteristic of emergency products is the customer's:

The Federal Fair Packaging and Labeling Act:

Applying the text's list of characteristics of a good brand name, which of the following would be the poorest example of a good brand name?

The law which focuses on the protection of trademarks and brand names is

Product warranties:

"Branding" includes the use of trademarks and brand names to identify a product.

Consumer products which consumers do not yet want or know they can buy-and probably would not buy without special promotion even if they saw them-are called:

Consumer products which customers see as basically the same and want to buy at the lowest price are called:

The set of laptop computers sold by Dell is called a(n):

Customer service guarantees are becoming less common because service companies can't live up to their promises.

Branding can help BRANDERS because it:

If a consumer purchases a new watch, the watch is:

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

Good packaging:

Words, symbols, or logos that are legally registered for use by a single company are:

Which of the following is the best example of an individual product?

Impulse products are:

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

Promotion-Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challe

Filters