Question 1

Identify the correct sequence of the levels involved in building brand familiarity.

Accepted Answer

A)  Brand activation, brand rejection, brand recognition, brand preference, brand insistence. 
B)  Brand insistence, brand equity, brand evaluation, brand insistence, brand rejection. 
C)  Brand rejection, brand nonrecognition, brand recognition, brand preference, brand insistence. 
D)  Brand evaluation, brand preference, brand recognition, brand rejection, brand activation. 
E)  Brand rejection, brand nonrecognition, brand recognition, brand activation, brand equity. 
A)  Brand activation, brand rejection, brand recognition, brand preference, brand insistence. 
B)  Brand insistence, brand equity, brand evaluation, brand insistence, brand rejection. 
C)  Brand rejection, brand nonrecognition, brand recognition, brand preference, brand insistence. 
D)  Brand evaluation, brand preference, brand recognition, brand rejection, brand activation. 
E)  Brand rejection, brand nonrecognition, brand recognition, brand activation, brand equity.

Question 2

Installations are long-lasting capital items such as buildings and land rights,custom-made equipment,and standard equipment.

Accepted Answer

A) True 
 B)False

Question 3

Sellers pay a fee to use the "Sunkist" brand on more than 400 products in 30 countries.Sunkist is a(n)___________ brand.

Accepted Answer

A)  manufacturer's 
B)  individual 
C)  dealer 
D)  licensed 
E)  specialty 
A)  manufacturer's 
B)  individual 
C)  dealer 
D)  licensed 
E)  specialty

Question 4

Which of the following business products are usually treated as expense items?

Accepted Answer

A)  component parts and materials 
B)  raw materials 
C)  professional services 
D)  supplies 
E)  all of these products are expense items 
A)  component parts and materials 
B)  raw materials 
C)  professional services 
D)  supplies 
E)  all of these products are expense items

Question 5

______________ are capital items that cost less and are shorter-lived than installations.

Accepted Answer

A)  Supplies 
B)  Staples 
C)  Component parts 
D)  Component materials 
E)  Accessory equipment 
A)  Supplies 
B)  Staples 
C)  Component parts 
D)  Component materials 
E)  Accessory equipment

Question 6

Product class does not vary by country.

Accepted Answer

A) True 
 B)False

Question 7

A trademark

Accepted Answer

A)  has no legal meaning. 
B)  includes those words, symbols, or marks that are legally registered for use by a single company. 
C)  is any word, letter, or a group of words or letters. 
D)  is the value of a brand to its current owner or to a firm that wants to buy it. 
E)  is protected by the Magnuson-Moss Act. 
A)  has no legal meaning. 
B)  includes those words, symbols, or marks that are legally registered for use by a single company. 
C)  is any word, letter, or a group of words or letters. 
D)  is the value of a brand to its current owner or to a firm that wants to buy it. 
E)  is protected by the Magnuson-Moss Act.

Question 8

From a marketing perspective,product quality primarily depends on ______.

Accepted Answer

A)  the price of a product 
B)  a product working as it is supposed to work 
C)  quality control procedures used during manufacturing 
D)  the customer's specific requirements and needs 
E)  the features of products offered by competitors 
A)  the price of a product 
B)  a product working as it is supposed to work 
C)  quality control procedures used during manufacturing 
D)  the customer's specific requirements and needs 
E)  the features of products offered by competitors

Question 9

Allan Clapp is a purchasing agent for Deep River Mfg.Co.He regularly buys items such as nails,light bulbs,brooms,and sweeping compounds.In other words,he buys:

Accepted Answer

A)  components. 
B)  supplies. 
C)  installations. 
D)  professional services. 
E)  accessory equipment. 
A)  components. 
B)  supplies. 
C)  installations. 
D)  professional services. 
E)  accessory equipment.

Question 10

Vision Co.manufactures and sells tea,coffee,desserts,shoes,and sporting goods-all under the Vision brand name.These products are ______.

Accepted Answer

A)  the firm's product line 
B)  dealer brands 
C)  sold with a family brand 
D)  specialty products 
E)  generic products 
A)  the firm's product line 
B)  dealer brands 
C)  sold with a family brand 
D)  specialty products 
E)  generic products

Question 11

Generic products are popular in the U.S.and other developed nations,but not in less-developed nations.

Accepted Answer

A) True 
 B)False

Question 12

Luke Flaherty wants to buy an electric drill for some jobs around his home.Deciding that all such drills are similar,he reads all the advertisements in his Sunday paper in search of the best price.For Luke,these drills are ______.

Accepted Answer

A)  a heterogeneous shopping product 
B)  a staple product 
C)  a specialty product 
D)  a homogeneous shopping product 
E)  an emergency product 
A)  a heterogeneous shopping product 
B)  a staple product 
C)  a specialty product 
D)  a homogeneous shopping product 
E)  an emergency product

Question 13

The fact that the demand for business products depends a lot on the demand for final consumer products is called:

Accepted Answer

A)  primary demand. 
B)  derived demand. 
C)  diminishing demand. 
D)  elastic demand. 
E)  secured demand. 
A)  primary demand. 
B)  derived demand. 
C)  diminishing demand. 
D)  elastic demand. 
E)  secured demand.

Question 14

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

Accepted Answer

A)  accessory equipment. 
B)  operating supplies. 
C)  components. 
D)  repair supplies. 
E)  maintenance supplies. 
A)  accessory equipment. 
B)  operating supplies. 
C)  components. 
D)  repair supplies. 
E)  maintenance supplies.

Question 15

Regarding the demand for business products,

Accepted Answer

A)  Demand for business products is derived from the demand for final consumer products. 
B)  The demand facing most individual firms is fairly inelastic. 
C)  Industry demand is generally highly elastic. 
D)  All of these alternatives are correct. 
A)  Demand for business products is derived from the demand for final consumer products. 
B)  The demand facing most individual firms is fairly inelastic. 
C)  Industry demand is generally highly elastic. 
D)  All of these alternatives are correct.

Question 16

Examples of packaging's role of protecting include its link to promotion and its role in conveying product information.

Accepted Answer

A) True 
 B)False

Question 17

Brand familiarity means how well customers recognize and accept a company's brand.

Accepted Answer

A) True 
 B)False

Question 18

The law which focuses on the protection of trademarks and brand names is the ______.

Accepted Answer

A)  Lanham Act 
B)  Magnuson-Moss Act 
C)  Uniform Product Code Act 
D)  Federal Fair Packaging and Labeling Act 
E)  Federal Moss Product Act 
A)  Lanham Act 
B)  Magnuson-Moss Act 
C)  Uniform Product Code Act 
D)  Federal Fair Packaging and Labeling Act 
E)  Federal Moss Product Act

Question 19

Operating people and purchasing agents make decisions regarding the purchase of accessories.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following is NOT true when comparing goods and services?

Accepted Answer

A)  Customers rely more heavily on recommendations when purchasing goods as compared to services. 
B)  Services are intangible while goods are tangible. 
C)  Goods are easily stored while services cannot be stored. 
D)  It is easier to produce consistent quality goods as compared to services. 
E)  Services are usually produced in front of customers, whereas goods are not. 
A)  Customers rely more heavily on recommendations when purchasing goods as compared to services. 
B)  Services are intangible while goods are tangible. 
C)  Goods are easily stored while services cannot be stored. 
D)  It is easier to produce consistent quality goods as compared to services. 
E)  Services are usually produced in front of customers, whereas goods are not.

Exam 10: Elements of Product Planning for Goods and Services

Identify the correct sequence of the levels involved in building brand familiarity.

Installations are long-lasting capital items such as buildings and land rights,custom-made equipment,and standard equipment.

Sellers pay a fee to use the "Sunkist" brand on more than 400 products in 30 countries.Sunkist is a(n)___________ brand.

Which of the following business products are usually treated as expense items?

______________ are capital items that cost less and are shorter-lived than installations.

Product class does not vary by country.

A trademark

From a marketing perspective,product quality primarily depends on ______.

Allan Clapp is a purchasing agent for Deep River Mfg.Co.He regularly buys items such as nails,light bulbs,brooms,and sweeping compounds.In other words,he buys:

Vision Co.manufactures and sells tea,coffee,desserts,shoes,and sporting goods-all under the Vision brand name.These products are ______.

Generic products are popular in the U.S.and other developed nations,but not in less-developed nations.

Luke Flaherty wants to buy an electric drill for some jobs around his home.Deciding that all such drills are similar,he reads all the advertisements in his Sunday paper in search of the best price.For Luke,these drills are ______.

The fact that the demand for business products depends a lot on the demand for final consumer products is called:

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

Regarding the demand for business products,

Examples of packaging's role of protecting include its link to promotion and its role in conveying product information.

Brand familiarity means how well customers recognize and accept a company's brand.

The law which focuses on the protection of trademarks and brand names is the ______.

Operating people and purchasing agents make decisions regarding the purchase of accessories.

Which of the following is NOT true when comparing goods and services?

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