Question 1

Which of the following would be MOST LIKELY to use individual brands rather than a family brand for its products?

Accepted Answer

A)  Manufacturer of knives and scissors for "top quality" market. 
B)  Manufacturer of canned pet food and sandwich spread for final consumers. 
C)  Manufacturer of sweeping compounds, brooms, and mops for business firms. 
D)  Manufacturer of flour for the "mass market". 
E)  Manufacturer of packaged potato chips and crackers. 
A)  Manufacturer of knives and scissors for "top quality" market. 
B)  Manufacturer of canned pet food and sandwich spread for final consumers. 
C)  Manufacturer of sweeping compounds, brooms, and mops for business firms. 
D)  Manufacturer of flour for the "mass market". 
E)  Manufacturer of packaged potato chips and crackers.

Question 2

Branding:

Accepted Answer

A)  is especially helpful with a low quality product. 
B)  is handled by manufacturers, but not intermediaries. 
C)  helps consumers, but it is bad for the firm because it increases expenses. 
D)  is more likely to be successful if demand for the general product class is strong enough to allow a profitable price. 
E)  None of these alternatives is correct. 
A)  is especially helpful with a low quality product. 
B)  is handled by manufacturers, but not intermediaries. 
C)  helps consumers, but it is bad for the firm because it increases expenses. 
D)  is more likely to be successful if demand for the general product class is strong enough to allow a profitable price. 
E)  None of these alternatives is correct.

Question 3

______________ means a brand is not recognized by final customers at all.

Accepted Answer

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

Question 4

Consumer product classes are based on ______,while business product classes are based on ______.

Accepted Answer

A)  how the product is to be used, the price for the product 
B)  how consumers shop for the product, how the product is to be used 
C)  the price of the product, the quality of the product 
D)  how the product is produced, how the product is sold 
E)  how the product is sold, how the product is produced 
A)  how the product is to be used, the price for the product 
B)  how consumers shop for the product, how the product is to be used 
C)  the price of the product, the quality of the product 
D)  how the product is produced, how the product is sold 
E)  how the product is sold, how the product is produced

Question 5

"Product" means:

Accepted Answer

A)  A physical good or service that offers potential customer satisfaction. 
B)  A physical good with all its related features. 
C)  The entire physical output of a firm. 
D)  All of the elements in a firm's marketing mix. 
E)  Something that has been produced, packaged, branded, and given a warranty. 
A)  A physical good or service that offers potential customer satisfaction. 
B)  A physical good with all its related features. 
C)  The entire physical output of a firm. 
D)  All of the elements in a firm's marketing mix. 
E)  Something that has been produced, packaged, branded, and given a warranty.

Question 6

Unsought products:

Accepted Answer

A)  require wide distribution but little promotion. 
B)  are generally unprofitable. 
C)  should not be marketed. 
D)  are products consumers want but can't find. 
E)  None of these alternatives is correct. 
A)  require wide distribution but little promotion. 
B)  are generally unprofitable. 
C)  should not be marketed. 
D)  are products consumers want but can't find. 
E)  None of these alternatives is correct.

Question 7

Sears' Kenmore brand of appliances sold in all Sears stores illustrates two kinds of brands.

Accepted Answer

A)  dealer and family brands 
B)  local and national brands 
C)  generic and family brands 
D)  licensed and dealer brands 
E)  manufacturer and family brands 
A)  dealer and family brands 
B)  local and national brands 
C)  generic and family brands 
D)  licensed and dealer brands 
E)  manufacturer and family brands

Question 8

By definition,a brand name may not include:

Accepted Answer

A)  the company name. 
B)  the product name. 
C)  words. 
D)  groups of words. 
E)  symbols and pictures. 
A)  the company name. 
B)  the product name. 
C)  words. 
D)  groups of words. 
E)  symbols and pictures.

Question 9

Denise Hunter had Thomasville brand living room furniture and wanted to buy a particular chair of the same brand.She made a few calls to find a store that had the chair in stock.When she found one,she went there and purchased the chair.For Denise,the chair was

Accepted Answer

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

Question 10

Branding would be more likely to be successful if dependable and widespread availability of a product is possible.

Accepted Answer

A) True 
 B)False

Question 11

The Federal Fair Packaging and Labeling Act:

Accepted Answer

A)  says that producers must provide a clearly written warranty if they choose to offer a warranty. 
B)  requires that consumer goods be clearly labeled to give consumers more information. 
C)  spells out what kinds of marks (including brand names) can be protected and the exact method of protecting them. 
D)  requires food manufacturers to use a labeling format that allows consumers to compare the nutritional value of different products. 
E)  ensures that all labels list the "green benefits" of using the product. 
A)  says that producers must provide a clearly written warranty if they choose to offer a warranty. 
B)  requires that consumer goods be clearly labeled to give consumers more information. 
C)  spells out what kinds of marks (including brand names) can be protected and the exact method of protecting them. 
D)  requires food manufacturers to use a labeling format that allows consumers to compare the nutritional value of different products. 
E)  ensures that all labels list the "green benefits" of using the product.

Question 12

What type of business product is General Motors purchasing when it asks a law firm for bankruptcy advice?

Accepted Answer

A)  Emergency product 
B)  Professional service 
C)  Component 
D)  Accessory 
E)  Installation 
A)  Emergency product 
B)  Professional service 
C)  Component 
D)  Accessory 
E)  Installation

Question 13

Trane Corp.manufactures long-lived,custom-made equipment which its customers treat as capital items.Trane's sales force faces much multiple-buying influence.Trane's products,which do not become part of the customer's final product,are: ______.

Accepted Answer

A)  accessory equipment. 
B)  installations. 
C)  MRO items. 
D)  component parts. 
E)  operating supplies 
A)  accessory equipment. 
B)  installations. 
C)  MRO items. 
D)  component parts. 
E)  operating supplies

Question 14

Which of the following products in a supermarket is MOST likely to be an impulse product?

Accepted Answer

A)  Oranges 
B)  Bread 
C)  Frozen peas 
D)  A child's toy 
E)  Shampoo 
A)  Oranges 
B)  Bread 
C)  Frozen peas 
D)  A child's toy 
E)  Shampoo

Question 15

Customer service guarantees are becoming less common because service companies can't live up to their promises.

Accepted Answer

A) True 
 B)False

Question 16

A product line is a set of individual products that are closely related.

Accepted Answer

A) True 
 B)False

Question 17

Dealer brands are brands created by producers.

Accepted Answer

A) True 
 B)False

Question 18

When a consumer has no idea what an RAV4 is,we say that this is an example of ______.

Accepted Answer

A)  brand recognition 
B)  brand nonrecognition 
C)  brand insistence 
D)  brand preference 
E)  brand familiarity 
A)  brand recognition 
B)  brand nonrecognition 
C)  brand insistence 
D)  brand preference 
E)  brand familiarity

Question 19

According to the text,"product":

Accepted Answer

A)  means a physical good. 
B)  includes all the elements of a marketing mix. 
C)  means the need-satisfying offering of a firm. 
D)  refers to goods but not services. 
E)  All of these choices are good answers. 
A)  means a physical good. 
B)  includes all the elements of a marketing mix. 
C)  means the need-satisfying offering of a firm. 
D)  refers to goods but not services. 
E)  All of these choices are good answers.

Question 20

Which of the following would probably be treated as a capital item by a large clothing manufacturer?

Accepted Answer

A)  Computer-controlled fabric cutting machines. 
B)  Zippers. 
C)  Cloth. 
D)  Buttons. 
E)  None of these would be treated as a capital item. 
A)  Computer-controlled fabric cutting machines. 
B)  Zippers. 
C)  Cloth. 
D)  Buttons. 
E)  None of these would be treated as a capital item.

Exam 10: Elements of Product Planning for Goods and Services

Which of the following would be MOST LIKELY to use individual brands rather than a family brand for its products?

Branding:

______________ means a brand is not recognized by final customers at all.

Consumer product classes are based on ______,while business product classes are based on ______.

"Product" means:

Unsought products:

Sears' Kenmore brand of appliances sold in all Sears stores illustrates two kinds of brands.

By definition,a brand name may not include:

Denise Hunter had Thomasville brand living room furniture and wanted to buy a particular chair of the same brand.She made a few calls to find a store that had the chair in stock.When she found one,she went there and purchased the chair.For Denise,the chair was

Branding would be more likely to be successful if dependable and widespread availability of a product is possible.

The Federal Fair Packaging and Labeling Act:

What type of business product is General Motors purchasing when it asks a law firm for bankruptcy advice?

Trane Corp.manufactures long-lived,custom-made equipment which its customers treat as capital items.Trane's sales force faces much multiple-buying influence.Trane's products,which do not become part of the customer's final product,are: ______.

Which of the following products in a supermarket is MOST likely to be an impulse product?

Customer service guarantees are becoming less common because service companies can't live up to their promises.

A product line is a set of individual products that are closely related.

Dealer brands are brands created by producers.

When a consumer has no idea what an RAV4 is,we say that this is an example of ______.

According to the text,"product":

Which of the following would probably be treated as a capital item by a large clothing manufacturer?

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

Consumer product classes are based on ,while business product classes are based on .