Exam 10: Elements of Product Planning for Goods and Services

Rosalita has a special place in her heart for Fina Pasta.She will make a special effort to find the pasta-even going to another store if she cannot find it at her usual store.For Rosalita,Fina Past is a(n)_____ product.

Which of the following statements about trademarks is TRUE?

Brand equity is the value of the brand's overall strength in the market.

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. Which of the following terms best describes the "Sunny Day Foods" brand?

Emil Flores won't buy any coffee except "Blue Mountain"-a relatively expensive type that few stores sell.He used to have to drive about 10 miles out of his way to buy it at a small shop-but now he has persuaded his local supermarket manager to handle this coffee.For him,this coffee is ______.

According to the text,consumer product classes:

A firm which makes special batteries that boat and motorcycle manufacturers buy and install directly in their new boats and cycles is selling:

When comparing two similar products,the product with the most features is the higher quality product.

Business product classes

Regarding supplies,

A consumer is most likely to want and expect help from a salesperson when shopping for ______.

Which of the following statements is not characteristic of a good?

If a firm offers a written warranty,it

Federal Fair Packaging and Labeling Act requires that consumer goods be clearly labeled in easy-to-understand terms to give consumers more information.

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

Which of the following statements about branding is TRUE?

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. Which product class best describes how loyalists view SDF cereals?

The Federal Fair Packaging and Labeling Act:

Impulse products:

"Installation" products: