Exam 10: Elements of Product Planning for Goods and Services

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

According to the text,which of the following is NOT a product?

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 "SDF who?" segment have with SDF?

Personal selling is important for new unsought products,but it tends not to be important for regularly unsought products.

Specialty products are usually only purchased once-in-a-lifetime,so the customer must search extensively before buying.

Product means the need-satisfying offering of a firm.

Which of the following would be treated as an expense item for a children's clothing manufacturer?

Customers view regularly unsought products as

According to the text,product quality means that:

Which of the following is a "product"?

"Derived demand" is best illustrated by the demand for:

Customers see ______ products as different and want to inspect them for quality and suitability.

Shopping products that a customer sees as different and wants to inspect for quality and suitability are heterogeneous shopping products.

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 deal prone" segment have with SDF?

You have several umbrellas in your closet at home,but when it's raining hard and you're stranded on Market Street in San Francisco you need a new umbrella fast.What type of consumer product is your new umbrella?

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

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

Which of the following is NOT one of the consumer product classes discussed in the text?

Magnuson-Moss Act says that producers must provide a clearly written warranty if they choose to offer any warranty.

An individual product is a particular product within a product line.