Question 1

Warranties inspire customer confidence and trust for all the following reasons except:

Accepted Answer

A)  they make legally enforceable promises about product performance. 
B)  they show that marketers stand behind their products. 
C)  some reduce the responsibility a producer would have under common law. 
D)  they offer refunds or replacement for defective products. 
E)  they are clearly written and included with products for easy access. 
A)  they make legally enforceable promises about product performance. 
B)  they show that marketers stand behind their products. 
C)  some reduce the responsibility a producer would have under common law. 
D)  they offer refunds or replacement for defective products. 
E)  they are clearly written and included with products for easy access.

Question 2

Regarding consumer product classes,a convenience product is to an emergency product as ______.

Accepted Answer

A)  a staple is to an emergency product 
B)  a shopping product is to a heterogeneous shopping product 
C)  an unsought product is to a specialty product 
D)  a new unsought product is to a regularly unsought product 
E)  a specialty product is to a homogeneous shopping product 
A)  a staple is to an emergency product 
B)  a shopping product is to a heterogeneous shopping product 
C)  an unsought product is to a specialty product 
D)  a new unsought product is to a regularly unsought product 
E)  a specialty product is to a homogeneous shopping product

Question 3

______ can help create brand recognition,but only ______ can create brand insistence.

Accepted Answer

A)  Design; price 
B)  Advertising; satisfying experiences 
C)  Quality; distribution 
D)  Brand names; endorsements 
E)  Publicity; product trials 
A)  Design; price 
B)  Advertising; satisfying experiences 
C)  Quality; distribution 
D)  Brand names; endorsements 
E)  Publicity; product trials

Question 4

Professional services are usually expense items which support the operation of a firm.

Accepted Answer

A) True 
 B)False

Question 5

Staple products:

Accepted Answer

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

Question 6

Sears uses a(n)_______________ brand when it uses the same brand name for several products.In contrast,General Motors,by using different brands for each car line,uses ______________ brands.

Accepted Answer

A)  individual, generic 
B)  generic, family 
C)  manufacturer, dealer 
D)  national, local 
E)  family, individual 
A)  individual, generic 
B)  generic, family 
C)  manufacturer, dealer 
D)  national, local 
E)  family, individual

Question 7

Wu Chen frequently travels to Caracas,Venezuela where the only hotel he will stay at is the Crown Prince Hotel.His level of brand familiarity toward the Crown Prince Hotel is ______

Accepted Answer

A)  brand awareness. 
B)  brand familiarity. 
C)  brand rejection. 
D)  brand recognition. 
E)  brand insistence. 
A)  brand awareness. 
B)  brand familiarity. 
C)  brand rejection. 
D)  brand recognition. 
E)  brand insistence.

Question 8

Products that are meant for use in producing other products are ______ products.

Accepted Answer

A)  convenience 
B)  shopping 
C)  specialty 
D)  unsought 
E)  business 
A)  convenience 
B)  shopping 
C)  specialty 
D)  unsought 
E)  business

Question 9

Accessory equipment:

Accepted Answer

A)  needs fair to widespread distribution for prompt delivery. 
B)  needs fairly widespread and numerous contacts by experienced and sometimes technically trained personnel. 
C)  needs very widespread distribution for prompt delivery. 
D)  needs technical contacts to determine specifications required, but widespread contacts usually are not necessary. 
E)  needs fairly widespread contacts with users. 
A)  needs fair to widespread distribution for prompt delivery. 
B)  needs fairly widespread and numerous contacts by experienced and sometimes technically trained personnel. 
C)  needs very widespread distribution for prompt delivery. 
D)  needs technical contacts to determine specifications required, but widespread contacts usually are not necessary. 
E)  needs fairly widespread contacts with users.

Question 10

Regarding business supplies,which of the following is NOT true?

Accepted Answer

A)  Maintenance items are to business buyers as convenience products are to final consumers. 
B)  Supplies do not become part of a final product, but they are expense items. 
C)  Buyers of important operating supplies are likely to be particularly concerned about dependability. 
D)  Operating supplies are frequently called "accessories." 
E)  A seller of repair supplies is likely to face fewer competitors than a seller of operating supplies. 
A)  Maintenance items are to business buyers as convenience products are to final consumers. 
B)  Supplies do not become part of a final product, but they are expense items. 
C)  Buyers of important operating supplies are likely to be particularly concerned about dependability. 
D)  Operating supplies are frequently called "accessories." 
E)  A seller of repair supplies is likely to face fewer competitors than a seller of operating supplies.

Question 11

Component parts usually require much processing to get them ready for assembly.

Accepted Answer

A) True 
 B)False

Question 12

Having a competitive price is likely to ______.

Accepted Answer

A)  be more important for a homogeneous shopping product than for a specialty product 
B)  be more important for a heterogeneous shopping product than for a homogeneous shopping product 
C)  be more important for an emergency product than for a staple 
D)  keep a product from falling into the "unsought" product class 
E)  decrease the demand for the product among customers 
A)  be more important for a homogeneous shopping product than for a specialty product 
B)  be more important for a heterogeneous shopping product than for a homogeneous shopping product 
C)  be more important for an emergency product than for a staple 
D)  keep a product from falling into the "unsought" product class 
E)  decrease the demand for the product among customers

Question 13

Raw materials are different from other business products in that ______.

Accepted Answer

A)  buyers do not seek sources of supply 
B)  they require more grading 
C)  they require a lot of handling before moving to the next production process 
D)  they never involve contract production arrangements 
E)  pricing decisions for farm products are more complicated 
A)  buyers do not seek sources of supply 
B)  they require more grading 
C)  they require a lot of handling before moving to the next production process 
D)  they never involve contract production arrangements 
E)  pricing decisions for farm products are more complicated

Question 14

A service is not a "Product" because services do not include any physical good.

Accepted Answer

A) True 
 B)False

Question 15

Which one of the following statements about packaging is TRUE?

Accepted Answer

A)  Better packaging almost always increases total distribution cost. 
B)  A package should satisfy not only the needs of final consumers but also those of intermediaries. 
C)  A package doesn't have much promotion impact at retail stores. 
D)  A good package can aid in the promotion effort, but it's not as effective as advertising. 
E)  All of these statements about packaging are TRUE. 
A)  Better packaging almost always increases total distribution cost. 
B)  A package should satisfy not only the needs of final consumers but also those of intermediaries. 
C)  A package doesn't have much promotion impact at retail stores. 
D)  A good package can aid in the promotion effort, but it's not as effective as advertising. 
E)  All of these statements about packaging are TRUE.

Question 16

A company with a large product assortment might

Accepted Answer

A)  have many product lines with little selection in each. 
B)  have a single product line. 
C)  have many individual products. 
D)  All of these choices are correct. 
A)  have many product lines with little selection in each. 
B)  have a single product line. 
C)  have many individual products. 
D)  All of these choices are correct.

Question 17

It is usually necessary for a firm to use a family brand rather than individual brands if it plans to offer products at different quality and price levels to different target markets.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is LEAST likely to be a convenience product for most consumers?

Accepted Answer

A)  Peanut butter 
B)  Laundry detergent 
C)  Candy bar 
D)  Pair of jeans 
E)  Paper towels 
A)  Peanut butter 
B)  Laundry detergent 
C)  Candy bar 
D)  Pair of jeans 
E)  Paper towels

Question 19

Branding is good for some CONSUMERS because it:

Accepted Answer

A)  makes shopping easier. 
B)  provides dependable guides to product quality. 
C)  helps assure regular satisfaction. 
D)  connects the product with the benefits the consumer expects. 
E)  All of these alternatives are correct. 
A)  makes shopping easier. 
B)  provides dependable guides to product quality. 
C)  helps assure regular satisfaction. 
D)  connects the product with the benefits the consumer expects. 
E)  All of these alternatives are correct.

Question 20

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 politicos" segment have with SDF?

Accepted Answer

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

Warranties inspire customer confidence and trust for all the following reasons except:

Regarding consumer product classes,a convenience product is to an emergency product as ______.

can help create brand recognition,but only can create brand insistence.

Professional services are usually expense items which support the operation of a firm.

Staple products:

Sears uses a(n)_ brand when it uses the same brand name for several products.In contrast,General Motors,by using different brands for each car line,uses brands.

Wu Chen frequently travels to Caracas,Venezuela where the only hotel he will stay at is the Crown Prince Hotel.His level of brand familiarity toward the Crown Prince Hotel is ______

Products that are meant for use in producing other products are ______ products.

Accessory equipment:

Regarding business supplies,which of the following is NOT true?

Component parts usually require much processing to get them ready for assembly.

Having a competitive price is likely to ______.

Raw materials are different from other business products in that ______.

A service is not a "Product" because services do not include any physical good.

Which one of the following statements about packaging is TRUE?

A company with a large product assortment might

It is usually necessary for a firm to use a family brand rather than individual brands if it plans to offer products at different quality and price levels to different target markets.

Which of the following is LEAST likely to be a convenience product for most consumers?

Branding is good for some CONSUMERS because it:

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

Warranties inspire customer confidence and trust for all the following reasons except:

Regarding consumer product classes,a convenience product is to an emergency product as ______.

______ can help create brand recognition,but only ______ can create brand insistence.

Professional services are usually expense items which support the operation of a firm.

Staple products:

Sears uses a(n)_______________ brand when it uses the same brand name for several products.In contrast,General Motors,by using different brands for each car line,uses ______________ brands.

Wu Chen frequently travels to Caracas,Venezuela where the only hotel he will stay at is the Crown Prince Hotel.His level of brand familiarity toward the Crown Prince Hotel is ______

Products that are meant for use in producing other products are ______ products.

Accessory equipment:

Regarding business supplies,which of the following is NOT true?

Component parts usually require much processing to get them ready for assembly.

Having a competitive price is likely to ______.

Raw materials are different from other business products in that ______.

A service is not a "Product" because services do not include any physical good.

Which one of the following statements about packaging is TRUE?

A company with a large product assortment might

It is usually necessary for a firm to use a family brand rather than individual brands if it plans to offer products at different quality and price levels to different target markets.

Which of the following is LEAST likely to be a convenience product for most consumers?

Branding is good for some CONSUMERS because it:

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

can help create brand recognition,but only can create brand insistence.

Sears uses a(n)_ brand when it uses the same brand name for several products.In contrast,General Motors,by using different brands for each car line,uses brands.