Exam 8: Elements of Product Planning for Goods and Services

Ross Wrigley refuses to buy Billy Goat brand of beer; his attitude toward this brand is called _____.

Characteristics of a good brand name include all of the following except:

Which of the following consumer products is most likely to be classified as "unsought"?

Expense items are depreciated over many years, while capital items are charged off as they are used-usually in the year of purchase.

The current status of the "battle of the brands" is that:

Branding is good for some CONSUMERS because it:

There are two broad groups of product classes based on the type of customer that will use the product.

When business buyers purchase items such as grease, electricity, typing paper, and paper clips, they are buying:

A product which has no brand other than the identification of the contents is a generic product.

A product line is a set of individual products that are closely related.

Branding is more likely to be successful if the product is the best value for the price, and quality can be consistently maintained.

Firms should try to show the value of unsought products through promotion because people do not want them or know that they are available.

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 is a(n):

Which of the following would be a convenience product for most consumers?

To assess products through the eyes of the consumer, managers should:

Which of the following would NOT be favorable for successful branding?

Dealer brands are brands created by producers.

Which of the following is a "product"?

Warranties inspire customer confidence and trust for all the following reasons except:

"Product" means: