Question 1

Consumer products that offer truly new ideas that potential customers don't know about yet are new unsought products.

Accepted Answer

A) True 
 B)False

Question 2

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 3

Target customers choosing a particular brand over other brands,because of habit or favorable past experience have a brand familiarity level of ______.

Accepted Answer

A)  brand preference 
B)  brand knowledge 
C)  brand insistence 
D)  brand recognition 
E)  brand positioning 
A)  brand preference 
B)  brand knowledge 
C)  brand insistence 
D)  brand recognition 
E)  brand positioning

Question 4

A "Product" should be thought of as potential customer satisfaction or benefits.

Accepted Answer

A) True 
 B)False

Question 5

Impulse products:

Accepted Answer

A)  can have limited availability as long as display is good. 
B)  need widespread distribution with display at point of purchase. 
C)  need enough exposure to facilitate price comparisons. 
D)  need adequate representation in major shopping areas. 
E)  need widespread distribution at low cost. 
A)  can have limited availability as long as display is good. 
B)  need widespread distribution with display at point of purchase. 
C)  need enough exposure to facilitate price comparisons. 
D)  need adequate representation in major shopping areas. 
E)  need widespread distribution at low cost.

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.
Which product class best describes how deal prone customers view SDF cereals?

Accepted Answer

A)  Staples 
B)  Homogeneous shopping product 
C)  Heterogeneous shopping product 
D)  Regularly unsought product 
A)  Staples 
B)  Homogeneous shopping product 
C)  Heterogeneous shopping product 
D)  Regularly unsought product

Question 7

Regarding the organization of the product classes,an impulse product is to an emergency product as ______.

Accepted Answer

A)  a new unsought product is to a regularly unsought product 
B)  an installation is to a homogeneous shopping product 
C)  an impulse product is to a convenience product 
D)  a consumer product is to a business product 
E)  a shopping product is to a specialty product 
A)  a new unsought product is to a regularly unsought product 
B)  an installation is to a homogeneous shopping product 
C)  an impulse product is to a convenience product 
D)  a consumer product is to a business product 
E)  a shopping product is to a specialty product

Question 8

Anita Seagroves visits the local Healthy Glow spa,but dislikes the dirty dressing area and refuses to go back.This is an example of

Accepted Answer

A)  homogeneous shopping. 
B)  trademarking. 
C)  brand rejection. 
D)  heterogeneous shopping. 
E)  brand nonrecognition. 
A)  homogeneous shopping. 
B)  trademarking. 
C)  brand rejection. 
D)  heterogeneous shopping. 
E)  brand nonrecognition.

Question 9

A specialty product

Accepted Answer

A)  may not require much searching to find it, but the customer would be willing to search if necessary. 
B)  may carry a well-recognized brand. 
C)  may be frequently purchased. 
D)  need not be an expensive item. 
E)  All of these alternatives are correct. 
A)  may not require much searching to find it, but the customer would be willing to search if necessary. 
B)  may carry a well-recognized brand. 
C)  may be frequently purchased. 
D)  need not be an expensive item. 
E)  All of these alternatives are correct.

Question 10

Brand preference means customers usually choose the brand over other brands,perhaps out of habit or past experience.

Accepted Answer

A) True 
 B)False

Question 11

Family brands may cut promotion costs because the goodwill attached to one or two products may help the others.

Accepted Answer

A) True 
 B)False

Question 12

A service mark is the same as a trademark,except that it refers to a service offering.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A)  The product offers superior customer value 
B)  Product quality fluctuates due to variations in raw materials 
C)  Dependable and widespread availability 
D)  Economies of scale in production 
E)  Favorable shelf locations are available 
A)  The product offers superior customer value 
B)  Product quality fluctuates due to variations in raw materials 
C)  Dependable and widespread availability 
D)  Economies of scale in production 
E)  Favorable shelf locations are available

Question 14

Which of the following is a condition favorable to successful branding?

Accepted Answer

A)  The product quality is difficult to maintain. 
B)  The product is difficult to label and identify by brand. 
C)  Favorable shelf locations or display spaces are available in stores. 
D)  Limited availability for the product in the market. 
E)  No economies of scale for the product. 
A)  The product quality is difficult to maintain. 
B)  The product is difficult to label and identify by brand. 
C)  Favorable shelf locations or display spaces are available in stores. 
D)  Limited availability for the product in the market. 
E)  No economies of scale for the product.

Question 15

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 16

Regarding accessory equipment,which of the following is NOT true?

Accepted Answer

A)  Multiple buying influence is less important in the purchase of an installation than with accessory equipment. 
B)  There are more customers for accessory equipment than for installations. 
C)  Specialized services are more important in the purchase of installations than accessories. 
D)  There are more sellers of accessory equipment than of installations. 
E)  All of these statements ARE true. 
A)  Multiple buying influence is less important in the purchase of an installation than with accessory equipment. 
B)  There are more customers for accessory equipment than for installations. 
C)  Specialized services are more important in the purchase of installations than accessories. 
D)  There are more sellers of accessory equipment than of installations. 
E)  All of these statements ARE true.

Question 17

Heterogeneous shopping products:

Accepted Answer

A)  need adequate representation in major shopping areas near similar products. 
B)  need widespread distribution near probable points of sale. 
C)  need enough exposure to aid price comparison. 
D)  need widespread distribution at low cost. 
E)  need widespread distribution but with assurance of preferred display or counter position. 
A)  need adequate representation in major shopping areas near similar products. 
B)  need widespread distribution near probable points of sale. 
C)  need enough exposure to aid price comparison. 
D)  need widespread distribution at low cost. 
E)  need widespread distribution but with assurance of preferred display or counter position.

Question 18

Homogeneous shopping products:

Accepted Answer

A)  need widespread distribution near probable points of sale. 
B)  need enough exposure to facilitate price comparison. 
C)  need widespread distribution with assurance of preferred display. 
D)  need widespread distribution at low cost. 
E)  None of these alternatives is correct. 
A)  need widespread distribution near probable points of sale. 
B)  need enough exposure to facilitate price comparison. 
C)  need widespread distribution with assurance of preferred display. 
D)  need widespread distribution at low cost. 
E)  None of these alternatives is correct.

Question 19

Why is brand rejection a big concern for service-oriented businesses?

Accepted Answer

A)  Customers don't buy a brand unless its image is changed. 
B)  Target customers usually choose one brand over others. 
C)  It is hard to control the quality of service. 
D)  Copy-cats in the market that make the product obsolete. 
E)  Customers want a personal touch. 
A)  Customers don't buy a brand unless its image is changed. 
B)  Target customers usually choose one brand over others. 
C)  It is hard to control the quality of service. 
D)  Copy-cats in the market that make the product obsolete. 
E)  Customers want a personal touch.

Question 20

Shopping products that a customer sees as basically the same and wants at the lowest price are heterogeneous shopping products.

Accepted Answer

A) True 
 B)False

Consumer products that offer truly new ideas that potential customers don't know about yet are new unsought products.

Trademarks

Target customers choosing a particular brand over other brands,because of habit or favorable past experience have a brand familiarity level of ______.

A "Product" should be thought of as potential customer satisfaction or benefits.

Impulse products:

Regarding the organization of the product classes,an impulse product is to an emergency product as ______.

Anita Seagroves visits the local Healthy Glow spa,but dislikes the dirty dressing area and refuses to go back.This is an example of

A specialty product

Brand preference means customers usually choose the brand over other brands,perhaps out of habit or past experience.

Family brands may cut promotion costs because the goodwill attached to one or two products may help the others.

A service mark is the same as a trademark,except that it refers to a service offering.

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

Which of the following is a condition favorable to successful branding?

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 ______.

Regarding accessory equipment,which of the following is NOT true?

Heterogeneous shopping products:

Homogeneous shopping products:

Why is brand rejection a big concern for service-oriented businesses?

Shopping products that a customer sees as basically the same and wants at the lowest price are heterogeneous shopping products.

Marketings Value to Consumers, Firms, and Society

Implementing and Controlling Marketing Plans: Evolution and Revolution

Marketing Strategy Planning

Managing Marketings Link With Other Functional Areas

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 and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

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

Filters

Exam 10: Elements of Product Planning for Goods and Services

Consumer products that offer truly new ideas that potential customers don't know about yet are new unsought products.

Trademarks

Target customers choosing a particular brand over other brands,because of habit or favorable past experience have a brand familiarity level of ______.

A "Product" should be thought of as potential customer satisfaction or benefits.

Impulse products:

Regarding the organization of the product classes,an impulse product is to an emergency product as ______.

Anita Seagroves visits the local Healthy Glow spa,but dislikes the dirty dressing area and refuses to go back.This is an example of

A specialty product

Brand preference means customers usually choose the brand over other brands,perhaps out of habit or past experience.

Family brands may cut promotion costs because the goodwill attached to one or two products may help the others.

A service mark is the same as a trademark,except that it refers to a service offering.

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

Which of the following is a condition favorable to successful branding?

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 ______.

Regarding accessory equipment,which of the following is NOT true?

Heterogeneous shopping products:

Homogeneous shopping products:

Why is brand rejection a big concern for service-oriented businesses?

Shopping products that a customer sees as basically the same and wants at the lowest price are heterogeneous shopping products.

Marketings Value to Consumers, Firms, and Society

Implementing and Controlling Marketing Plans: Evolution and Revolution

Marketing Strategy Planning

Managing Marketings Link With Other Functional Areas

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 and Sales Promotion

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Pricing Objectives and Policies

Price Setting in the Business World

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

Filters