Question 1

Regarding consumer product classes, a convenience product is to an emergency product as

Accepted Answer

A)  a staple is to an emergency product. 
B)  a shopping product is to a heterogeneous shopping product. 
C)  an unsought product is to a specialty product. 
D)  a new unsought product is to a regularly unsought product. 
E)  a specialty product is to a homogeneous shopping product. 
A)  a staple is to an emergency product. 
B)  a shopping product is to a heterogeneous shopping product. 
C)  an unsought product is to a specialty product. 
D)  a new unsought product is to a regularly unsought product. 
E)  a specialty product is to a homogeneous shopping product.

Question 2

A service is not a "Product" because services do not include any physical good.

Accepted Answer

A) True 
 B)False

Question 3

Trademarks

Accepted Answer

A)  can be legally protected in the U.S. under the Lanham Act. 
B)  cannot be registered with a government agency in the U.S. 
C)  are legally protected in the United States, but not in any other countries. 
D)  and trademark infringement are aggressively policed by a special agency of the U.S. Government. 
E)  None of these alternatives is correct. 
A)  can be legally protected in the U.S. under the Lanham Act. 
B)  cannot be registered with a government agency in the U.S. 
C)  are legally protected in the United States, but not in any other countries. 
D)  and trademark infringement are aggressively policed by a special agency of the U.S. Government. 
E)  None of these alternatives is correct.

Question 4

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.
For which market segment would coupons be most effective?

Accepted Answer

A)  Loyalists 
B)  Regulars 
C)  Deal prone 
D)  Politicos 
E)  SDF who? 
A)  Loyalists 
B)  Regulars 
C)  Deal prone 
D)  Politicos 
E)  SDF who?

Question 5

Consumer products that a customer feels are worth the time and effort to compare with competing products are shopping products.

Accepted Answer

A) True 
 B)False

Question 6

The fact that the demand for business products depends a lot on the demand for final consumer products is called:

Accepted Answer

A)  primary demand. 
B)  derived demand. 
C)  diminishing demand. 
D)  elastic demand. 
E)  secured demand. 
A)  primary demand. 
B)  derived demand. 
C)  diminishing demand. 
D)  elastic demand. 
E)  secured demand.

Question 7

The Lanham Act spells out the exact method for protecting registered trademarks, but does not force firms to register their trademarks.

Accepted Answer

A) True 
 B)False

Question 8

A good marketing manager knows that:

Accepted Answer

A)  packaging suppliers are usually a poor source of information. 
B)  packaging costs generally reduce the customer value a consumer receives. 
C)  packaging costs should be kept to a minimum. 
D)  good packaging can tie the product to the rest of a marketing strategy. 
E)  All of these alternatives are true. 
A)  packaging suppliers are usually a poor source of information. 
B)  packaging costs generally reduce the customer value a consumer receives. 
C)  packaging costs should be kept to a minimum. 
D)  good packaging can tie the product to the rest of a marketing strategy. 
E)  All of these alternatives are true.

Question 9

Which of the following is NOT a business raw material?

Accepted Answer

A)  Logs. 
B)  Coal. 
C)  Wheat. 
D)  Cattle. 
E)  All of these are business raw materials. 
A)  Logs. 
B)  Coal. 
C)  Wheat. 
D)  Cattle. 
E)  All of these are business raw materials.

Question 10

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

Accepted Answer

A)  Brands improve a company's image. 
B)  Brands speed acceptance of new products. 
C)  Brands reduce selling time and effort, especially for new products marketed under the same name. 
D)  All of these are benefits to manufacturers. 
A)  Brands improve a company's image. 
B)  Brands speed acceptance of new products. 
C)  Brands reduce selling time and effort, especially for new products marketed under the same name. 
D)  All of these are benefits to manufacturers.

Question 11

Why might the demand for business products be INELASTIC, while the demand facing individual sellers of those products is extremely ELASTIC?

Accepted Answer

A)  Because total demand for business products often exceeds supply. 
B)  Because most business producers use haggling in their buying. 
C)  Because the demand for business products is derived, and some industries have many sellers of essentially homogeneous products. 
D)  Because the industry demand is rising. 
E)  None of these alternatives is correct. 
A)  Because total demand for business products often exceeds supply. 
B)  Because most business producers use haggling in their buying. 
C)  Because the demand for business products is derived, and some industries have many sellers of essentially homogeneous products. 
D)  Because the industry demand is rising. 
E)  None of these alternatives is correct.

Question 12

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 politicos" segment have with SDF?

Accepted Answer

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

Question 13

Which of the following would probably be treated as a capital item by a large clothing manufacturer?

Accepted Answer

A)  Computer-controlled fabric cutting machines. 
B)  Zippers. 
C)  Cloth. 
D)  Buttons. 
E)  None of these would be treated as a capital item. 
A)  Computer-controlled fabric cutting machines. 
B)  Zippers. 
C)  Cloth. 
D)  Buttons. 
E)  None of these would be treated as a capital item.

Question 14

A marketing manager developing a marketing mix to sell ______ probably needs to be concerned with grading, transportation, and storing because of seasonal production and/or perishable products.

Accepted Answer

A)  component parts 
B)  accessories 
C)  impulse 
D)  supplies 
E)  raw materials 
A)  component parts 
B)  accessories 
C)  impulse 
D)  supplies 
E)  raw materials

Question 15

For a homogeneous shopping product, a marketing manager should

Accepted Answer

A)  provide enough exposure to facilitate price comparison. 
B)  understand that price sensitivity is likely to be low. 
C)  recognize that consumers see a lot of differences across alternatives. 
D)  realize that consumers usually pay little attention to price. 
E)  know that consumer purchases are typically unplanned and bought quickly. 
A)  provide enough exposure to facilitate price comparison. 
B)  understand that price sensitivity is likely to be low. 
C)  recognize that consumers see a lot of differences across alternatives. 
D)  realize that consumers usually pay little attention to price. 
E)  know that consumer purchases are typically unplanned and bought quickly.

Question 16

Sellers pay a fee to use the "Sunkist" brand on more than 400 products in 30 countries. Sunkist is a(n) ___________ brand.

Accepted Answer

A)  manufacturer's 
B)  individual 
C)  dealer 
D)  licensed 
E)  specialty 
A)  manufacturer's 
B)  individual 
C)  dealer 
D)  licensed 
E)  specialty

Question 17

A _____ explains what the seller promises about its product.

Accepted Answer

A)  copyright 
B)  trademark 
C)  brand 
D)  service mark 
E)  warranty 
A)  copyright 
B)  trademark 
C)  brand 
D)  service mark 
E)  warranty

Question 18

Which one of the following are TRUE with respect to greener packaging?

Accepted Answer

A)  Sustainable packaging usually lowers producer costs. 
B)  Greener packaging is required by the Federal Fair Packaging and Labeling Act. 
C)  Consumers are caring less about making greener choices. 
D)  All of these alternatives are TRUE. 
A)  Sustainable packaging usually lowers producer costs. 
B)  Greener packaging is required by the Federal Fair Packaging and Labeling Act. 
C)  Consumers are caring less about making greener choices. 
D)  All of these alternatives are TRUE.

Question 19

There is no real reason for a firm to use individual brands rather than a family brand-except to avoid confusion.

Accepted Answer

A) True 
 B)False

Question 20

Sears uses a(n) _______________ brand when it uses the same brand name for several products. In contrast, General Motors, by using different brands for each car line, uses ______________ brands.

Accepted Answer

A)  individual, generic 
B)  generic, family 
C)  manufacturer, dealer 
D)  national, local 
E)  family, individual 
A)  individual, generic 
B)  generic, family 
C)  manufacturer, dealer 
D)  national, local 
E)  family, individual

Regarding consumer product classes, a convenience product is to an emergency product as

A service is not a "Product" because services do not include any physical good.

Trademarks

Consumer products that a customer feels are worth the time and effort to compare with competing products are shopping products.

The fact that the demand for business products depends a lot on the demand for final consumer products is called:

The Lanham Act spells out the exact method for protecting registered trademarks, but does not force firms to register their trademarks.

A good marketing manager knows that:

Which of the following is NOT a business raw material?

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

Why might the demand for business products be INELASTIC, while the demand facing individual sellers of those products is extremely ELASTIC?

Which of the following would probably be treated as a capital item by a large clothing manufacturer?

A marketing manager developing a marketing mix to sell ______ probably needs to be concerned with grading, transportation, and storing because of seasonal production and/or perishable products.

For a homogeneous shopping product, a marketing manager should

Sellers pay a fee to use the "Sunkist" brand on more than 400 products in 30 countries. Sunkist is a(n) ___________ brand.

A _____ explains what the seller promises about its product.

Which one of the following are TRUE with respect to greener packaging?

There is no real reason for a firm to use individual brands rather than a family brand-except to avoid confusion.

Sears uses a(n) _ brand when it uses the same brand name for several products. In contrast, General Motors, by using different brands for each car line, uses brands.

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

Regarding consumer product classes, a convenience product is to an emergency product as

A service is not a "Product" because services do not include any physical good.

Trademarks

Consumer products that a customer feels are worth the time and effort to compare with competing products are shopping products.

The fact that the demand for business products depends a lot on the demand for final consumer products is called:

The Lanham Act spells out the exact method for protecting registered trademarks, but does not force firms to register their trademarks.

A good marketing manager knows that:

Which of the following is NOT a business raw material?

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

Why might the demand for business products be INELASTIC, while the demand facing individual sellers of those products is extremely ELASTIC?

Which of the following would probably be treated as a capital item by a large clothing manufacturer?

A marketing manager developing a marketing mix to sell ______ probably needs to be concerned with grading, transportation, and storing because of seasonal production and/or perishable products.

For a homogeneous shopping product, a marketing manager should

Sellers pay a fee to use the "Sunkist" brand on more than 400 products in 30 countries. Sunkist is a(n) ___________ brand.

A _____ explains what the seller promises about its product.

Which one of the following are TRUE with respect to greener packaging?

There is no real reason for a firm to use individual brands rather than a family brand-except to avoid confusion.

Sears uses a(n) _______________ brand when it uses the same brand name for several products. In contrast, General Motors, by using different brands for each car line, uses ______________ brands.

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

Sears uses a(n) _ brand when it uses the same brand name for several products. In contrast, General Motors, by using different brands for each car line, uses brands.