Question 1

Emergency products:

Accepted Answer

A)  need adequate representation in major shopping areas. 
B)  need widespread distribution but with assurance of preferred display. 
C)  can have limited availability as long as display is good. 
D)  need widespread distribution near probable points of use. 
E)  need widespread distribution at low cost. 
A)  need adequate representation in major shopping areas. 
B)  need widespread distribution but with assurance of preferred display. 
C)  can have limited availability as long as display is good. 
D)  need widespread distribution near probable points of use. 
E)  need widespread distribution at low cost.

Question 2

Which of the following orderings suggests the amount of effort (from little to much)that consumers are willing to spend in searching for the "right" product?

Accepted Answer

A)  Heterogeneous shopping products, specialty products, unsought products 
B)  Convenience products, homogeneous shopping products, specialty products 
C)  Unsought products, homogeneous shopping products, convenience products 
D)  Staples, heterogeneous shopping products, unsought products 
E)  Homogeneous shopping products, heterogeneous shopping products, staples 
A)  Heterogeneous shopping products, specialty products, unsought products 
B)  Convenience products, homogeneous shopping products, specialty products 
C)  Unsought products, homogeneous shopping products, convenience products 
D)  Staples, heterogeneous shopping products, unsought products 
E)  Homogeneous shopping products, heterogeneous shopping products, staples

Question 3

Consumers in the U.S.generate more trash per person than anywhere else on the planet and packaging is a major contributor to this dilemma.

Accepted Answer

A) True 
 B)False

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.
What best describes the level of brand familiarity that customers in "the regulars" segment have with SDF?

Accepted Answer

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

Question 5

Which of the following statements is true?

Accepted Answer

A)  Consumer demand for a specific brand at a profitable price helps build brand equity. 
B)  Brand equity is likely to be higher if retailers are eager to stock the brand. 
C)  The value of a brand to its current owner is called brand equity. 
D)  It is usually difficult and expensive to build brand recognition. 
E)  All of these statements are true. 
A)  Consumer demand for a specific brand at a profitable price helps build brand equity. 
B)  Brand equity is likely to be higher if retailers are eager to stock the brand. 
C)  The value of a brand to its current owner is called brand equity. 
D)  It is usually difficult and expensive to build brand recognition. 
E)  All of these statements are true.

Question 6

Manufacturer brands are also called ___________.

Accepted Answer

A)  dealer brands 
B)  global brands 
C)  national brands 
D)  private brands 
E)  store brands 
A)  dealer brands 
B)  global brands 
C)  national brands 
D)  private brands 
E)  store brands

Question 7

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 "Hot 'n Healthy" brand?

Accepted Answer

A)  Manufacturer brand 
B)  Individual brand 
C)  Family brand 
D)  Generic product 
E)  Private brand 
A)  Manufacturer brand 
B)  Individual brand 
C)  Family brand 
D)  Generic product 
E)  Private brand

Question 8

Which one of the following statements is true of outsourcing?

Accepted Answer

A)  Outsourcing tends to increase operational and recruitment costs. 
B)  Outsourcing has no effect on a company's efficiency. 
C)  In outsourcing, in-house professionals are hired to perform tasks. 
D)  Outsourcing involves the free exchange of services and resources between organizations in the same country. 
E)  Outsourcing involves buying professional services outside the firm. 
A)  Outsourcing tends to increase operational and recruitment costs. 
B)  Outsourcing has no effect on a company's efficiency. 
C)  In outsourcing, in-house professionals are hired to perform tasks. 
D)  Outsourcing involves the free exchange of services and resources between organizations in the same country. 
E)  Outsourcing involves buying professional services outside the firm.

Question 9

Capital items which are more expensive and longer-lived than installations are called accessory equipment.

Accepted Answer

A) True 
 B)False

Question 10

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

Accepted Answer

A)  Regularly unsought 
B)  New unsought 
C)  Specialty 
D)  Unsought 
E)  Homogeneous 
A)  Regularly unsought 
B)  New unsought 
C)  Specialty 
D)  Unsought 
E)  Homogeneous

Question 11

Which of the following could be an example of a firm's product line?

Accepted Answer

A)  Coffees. 
B)  Disposable diapers. 
C)  Snow skis. 
D)  Ski boots. 
E)  All of these could be examples of a firm's product line. 
A)  Coffees. 
B)  Disposable diapers. 
C)  Snow skis. 
D)  Ski boots. 
E)  All of these could be examples of a firm's product line.

Question 12

When a company decides to use the same brand name for several products,it is a(n)

Accepted Answer

A)  individual brand. 
B)  family brand. 
C)  dealer brand. 
D)  private brand. 
E)  select brand. 
A)  individual brand. 
B)  family brand. 
C)  dealer brand. 
D)  private brand. 
E)  select brand.

Question 13

What is an accurate definition of impulse products?

Accepted Answer

A)  Products that potential customers do not want yet or know they can buy 
B)  Bought quickly-as unplanned purchases-because of a strongly felt need 
C)  Any products that consumers search for because of a strongly felt craving 
D)  Any convenience products that are bought often and routinely 
E)  Any product bought for an immediate need or requirement. 
A)  Products that potential customers do not want yet or know they can buy 
B)  Bought quickly-as unplanned purchases-because of a strongly felt need 
C)  Any products that consumers search for because of a strongly felt craving 
D)  Any convenience products that are bought often and routinely 
E)  Any product bought for an immediate need or requirement.

Question 14

Wilbur Donald has had good experience using Crest toothpaste and he is in the habit of buying it.His level of brand familiarity for Crest is ______.

Accepted Answer

A)  brand insistence 
B)  brand preference 
C)  brand desire 
D)  brand recognition 
E)  brand identity 
A)  brand insistence 
B)  brand preference 
C)  brand desire 
D)  brand recognition 
E)  brand identity

Question 15

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 regulars view SDF cereals?

Accepted Answer

A)  Staples 
B)  Impulse product 
C)  Heterogeneous product 
D)  Specialty product 
A)  Staples 
B)  Impulse product 
C)  Heterogeneous product 
D)  Specialty product

Question 16

Lisa Campos was interested in buying a coffee pot to use at college and a cassette player for her sister's birthday present.At the local discount store,she compared prices on coffee pots and chose the cheapest.She read the product information on each cassette player and finally chose one with stereo headphones and a rechargeable battery.For Lisa,the coffee pot was

Accepted Answer

A)  a convenience product, but the cassette player was a specialty product. 
B)  a heterogeneous shopping product, but the cassette player was a staple. 
C)  an impulse product, but the cassette player was a convenience product. 
D)  a specialty product, but the cassette player was a heterogeneous shopping product. 
E)  a homogeneous shopping product, but the cassette player was a heterogeneous shopping product. 
A)  a convenience product, but the cassette player was a specialty product. 
B)  a heterogeneous shopping product, but the cassette player was a staple. 
C)  an impulse product, but the cassette player was a convenience product. 
D)  a specialty product, but the cassette player was a heterogeneous shopping product. 
E)  a homogeneous shopping product, but the cassette player was a heterogeneous shopping product.

Question 17

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

Accepted Answer

A)  dealer brands will seek narrower distribution in the future. 
B)  retailers now control the marketplace. 
C)  the vast majority of consumers clearly prefer manufacturer brands over dealer brands 
D)  manufacturers are gaining on intermediaries. 
E)  competition has reduced the gap in prices. 
A)  dealer brands will seek narrower distribution in the future. 
B)  retailers now control the marketplace. 
C)  the vast majority of consumers clearly prefer manufacturer brands over dealer brands 
D)  manufacturers are gaining on intermediaries. 
E)  competition has reduced the gap in prices.

Question 18

If a trademark is to be used in foreign markets,it is wise to register it under the Lanham Act.

Accepted Answer

A) True 
 B)False

Question 19

Installations:

Accepted Answer

A)  are important long-lived capital items. 
B)  seldom involve multiple-buying influence. 
C)  are very large expense items for buyers as soon as they buy. 
D)  are purchased often. 
E)  are always custom-made. 
A)  are important long-lived capital items. 
B)  seldom involve multiple-buying influence. 
C)  are very large expense items for buyers as soon as they buy. 
D)  are purchased often. 
E)  are always custom-made.

Question 20

Sumitomo Bank,a large bank in southern California,has just purchased 120 high-speed telephone fax machines (costing about $1,300 each)to speed communications among its many offices.The purchase was made by the purchasing manager,who expects the machines to last about five years.In this case,the fax machines are:

Accepted Answer

A)  accessory equipment. 
B)  MRO items. 
C)  installations. 
D)  component parts. 
E)  professional services. 
A)  accessory equipment. 
B)  MRO items. 
C)  installations. 
D)  component parts. 
E)  professional services.

Emergency products:

Which of the following orderings suggests the amount of effort (from little to much)that consumers are willing to spend in searching for the "right" product?

Consumers in the U.S.generate more trash per person than anywhere else on the planet and packaging is a major contributor to this dilemma.

Which of the following statements is true?

Manufacturer brands are also called ___________.

Which one of the following statements is true of outsourcing?

Capital items which are more expensive and longer-lived than installations are called accessory equipment.

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

Which of the following could be an example of a firm's product line?

When a company decides to use the same brand name for several products,it is a(n)

What is an accurate definition of impulse products?

Wilbur Donald has had good experience using Crest toothpaste and he is in the habit of buying it.His level of brand familiarity for Crest is ______.

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

If a trademark is to be used in foreign markets,it is wise to register it under the Lanham Act.

Installations:

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

Emergency products:

Which of the following orderings suggests the amount of effort (from little to much)that consumers are willing to spend in searching for the "right" product?

Consumers in the U.S.generate more trash per person than anywhere else on the planet and packaging is a major contributor to this dilemma.

Which of the following statements is true?

Manufacturer brands are also called ___________.

Which one of the following statements is true of outsourcing?

Capital items which are more expensive and longer-lived than installations are called accessory equipment.

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

Which of the following could be an example of a firm's product line?

When a company decides to use the same brand name for several products,it is a(n)

What is an accurate definition of impulse products?

Wilbur Donald has had good experience using Crest toothpaste and he is in the habit of buying it.His level of brand familiarity for Crest is ______.

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

If a trademark is to be used in foreign markets,it is wise to register it under the Lanham Act.

Installations:

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