Question 1

A good marketing manager knows that ______.

Accepted Answer

A)  packaging suppliers are usually a poor source of information 
B)  packaging costs generally reduce the customer value a consumer receives 
C)  packaging costs should be kept to a minimum 
D)  good packaging can tie the product to the rest of a marketing strategy 
E)  good packaging is bound to add to cost of the product 
A)  packaging suppliers are usually a poor source of information 
B)  packaging costs generally reduce the customer value a consumer receives 
C)  packaging costs should be kept to a minimum 
D)  good packaging can tie the product to the rest of a marketing strategy 
E)  good packaging is bound to add to cost of the product

Question 2

Consumer products that are bought often,routinely,and without much thought are staples.

Accepted Answer

A) True 
 B)False

Question 3

Emergency products are purchased only when the need is great and urgent,and therefore price is usually not very important.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is true?

Accepted Answer

A)  Manufacturer brands usually have national distribution while dealer brands are only distributed locally. 
B)  Dealer brands are always priced lower than manufacturer brands. 
C)  Dealer brands may be distributed as widely or more widely than many manufacturer brands. 
D)  Dealer brands are distributed only by chain-store retailers. 
E)  None of these alternatives is true. 
A)  Manufacturer brands usually have national distribution while dealer brands are only distributed locally. 
B)  Dealer brands are always priced lower than manufacturer brands. 
C)  Dealer brands may be distributed as widely or more widely than many manufacturer brands. 
D)  Dealer brands are distributed only by chain-store retailers. 
E)  None of these alternatives is true.

Question 5

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.
For which market segment would coupons be most effective?

Accepted Answer

A)  Loyalists 
B)  Regulars 
C)  Deal prone 
D)  Politicos 
E)  SDF who? 
A)  Loyalists 
B)  Regulars 
C)  Deal prone 
D)  Politicos 
E)  SDF who?

Question 6

Convenience products include:

Accepted Answer

A)  impulse products. 
B)  staple products. 
C)  emergency products. 
D)  All of these are convenience products. 
A)  impulse products. 
B)  staple products. 
C)  emergency products. 
D)  All of these are convenience products.

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.
For which market segment would widespread distribution NOT be as important?

Accepted Answer

A)  Politicos 
B)  SDF who? 
C)  Loyalists 
D)  Deal prone 
E)  Regulars 
A)  Politicos 
B)  SDF who? 
C)  Loyalists 
D)  Deal prone 
E)  Regulars

Question 8

When the economy is sluggish,final consumers have less money to buy their favorite computer gadgets,and this causes touch-screen manufacturers to sell less product to computer makers like Apple.This illustrates the concept of ______.

Accepted Answer

A)  "Product" as potential customer satisfaction 
B)  derived demand 
C)  brand non-recognition 
D)  brand rejection 
E)  unsought products 
A)  "Product" as potential customer satisfaction 
B)  derived demand 
C)  brand non-recognition 
D)  brand rejection 
E)  unsought products

Question 9

A product which becomes part of a buyer's final product,and still requires more processing is called ______.

Accepted Answer

A)  a supply 
B)  a component material 
C)  a component part 
D)  a raw material 
E)  an installation 
A)  a supply 
B)  a component material 
C)  a component part 
D)  a raw material 
E)  an installation

Question 10

Which of the following is not one of the types of supplies?

Accepted Answer

A)  Maintenance supplies 
B)  Repair supplies 
C)  Operating supplies 
D)  Professional supplies 
A)  Maintenance supplies 
B)  Repair supplies 
C)  Operating supplies 
D)  Professional supplies

Question 11

_____ are bought often,routinely,and without much thought.

Accepted Answer

A)  New unsought products 
B)  Staples 
C)  Specialty products 
D)  Business products 
E)  Shopping products 
A)  New unsought products 
B)  Staples 
C)  Specialty products 
D)  Business products 
E)  Shopping products

Question 12

Which of the following is true regarding shopping products?

Accepted Answer

A)  Price is less important in the purchase of heterogeneous shopping products than homogeneous shopping products. 
B)  Compared to heterogeneous shopping products, homogeneous shopping products are usually more standardized. 
C)  Buyers usually expect more sales help or service with heterogeneous shopping products. 
D)  The Internet has become the fast way to comparison shop for homogeneous shopping products. 
E)  All of these statements about shopping products are true. 
A)  Price is less important in the purchase of heterogeneous shopping products than homogeneous shopping products. 
B)  Compared to heterogeneous shopping products, homogeneous shopping products are usually more standardized. 
C)  Buyers usually expect more sales help or service with heterogeneous shopping products. 
D)  The Internet has become the fast way to comparison shop for homogeneous shopping products. 
E)  All of these statements about shopping products are true.

Question 13

A trademark or brand name can become public property if ______.

Accepted Answer

A)  the owner doesn't renew the registration each year 
B)  it becomes a common descriptive word for the product 
C)  the owner doesn't register it under the Lanham Act 
D)  it is sold in international markets 
E)  the buyer claims it under the Moss Act 
A)  the owner doesn't renew the registration each year 
B)  it becomes a common descriptive word for the product 
C)  the owner doesn't register it under the Lanham Act 
D)  it is sold in international markets 
E)  the buyer claims it under the Moss Act

Question 14

Which of the following is characteristic of a product warranty?

Accepted Answer

A)  It must be specific and in writing. 
B)  It can have a positive effect on perceptions of product quality. 
C)  It is governed by the federal Lanham Act. 
D)  It is the same as service guarantees. 
E)  It must be for a minimum period of five years. 
A)  It must be specific and in writing. 
B)  It can have a positive effect on perceptions of product quality. 
C)  It is governed by the federal Lanham Act. 
D)  It is the same as service guarantees. 
E)  It must be for a minimum period of five years.

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.
For which market segment would in-store demonstrations of SDF cereals be most effective?

Accepted Answer

A)  Loyalists 
B)  Regulars 
C)  Deal prone 
D)  Politicos 
E)  SDF Who? 
A)  Loyalists 
B)  Regulars 
C)  Deal prone 
D)  Politicos 
E)  SDF Who?

Question 16

Manufacturer brands are always advertised and distributed more widely than dealer brands.

Accepted Answer

A) True 
 B)False

Question 17

Packaging

Accepted Answer

A)  can serve as a useful enhancement tool. 
B)  can increase costs to the consumer. 
C)  can serve as a useful promotional tool. 
D)  is concerned with protecting the product in shipping and on the shelf. 
E)  All of these alternatives are correct. 
A)  can serve as a useful enhancement tool. 
B)  can increase costs to the consumer. 
C)  can serve as a useful promotional tool. 
D)  is concerned with protecting the product in shipping and on the shelf. 
E)  All of these alternatives are correct.

Question 18

Firms should try to show the value of unsought products through promotion because people do not want them or know that they are available.

Accepted Answer

A) True 
 B)False

Question 19

When selling ______ products,a marketing manager should recognize that consumers have low price sensitivity and the product should have widespread distribution near the probable point of need.

Accepted Answer

A)  homogeneous 
B)  specialty 
C)  emergency 
D)  impulse 
E)  regularly unsought 
A)  homogeneous 
B)  specialty 
C)  emergency 
D)  impulse 
E)  regularly unsought

Question 20

A Xerox photocopy machine in the university chancellor's office is an example of what type of business product?

Accepted Answer

A)  Installation 
B)  MRO product 
C)  Accessory 
D)  Component part 
E)  Component material 
A)  Installation 
B)  MRO product 
C)  Accessory 
D)  Component part 
E)  Component material

A good marketing manager knows that ______.

Consumer products that are bought often,routinely,and without much thought are staples.

Emergency products are purchased only when the need is great and urgent,and therefore price is usually not very important.

Which of the following is true?

Convenience products include:

When the economy is sluggish,final consumers have less money to buy their favorite computer gadgets,and this causes touch-screen manufacturers to sell less product to computer makers like Apple.This illustrates the concept of ______.

A product which becomes part of a buyer's final product,and still requires more processing is called ______.

Which of the following is not one of the types of supplies?

_____ are bought often,routinely,and without much thought.

Which of the following is true regarding shopping products?

A trademark or brand name can become public property if ______.

Which of the following is characteristic of a product warranty?

Manufacturer brands are always advertised and distributed more widely than dealer brands.

Packaging

Firms should try to show the value of unsought products through promotion because people do not want them or know that they are available.

When selling ______ products,a marketing manager should recognize that consumers have low price sensitivity and the product should have widespread distribution near the probable point of need.

A Xerox photocopy machine in the university chancellor's office is an example of what type of business product?

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

A good marketing manager knows that ______.

Consumer products that are bought often,routinely,and without much thought are staples.

Emergency products are purchased only when the need is great and urgent,and therefore price is usually not very important.

Which of the following is true?

Convenience products include:

When the economy is sluggish,final consumers have less money to buy their favorite computer gadgets,and this causes touch-screen manufacturers to sell less product to computer makers like Apple.This illustrates the concept of ______.

A product which becomes part of a buyer's final product,and still requires more processing is called ______.

Which of the following is not one of the types of supplies?

_____ are bought often,routinely,and without much thought.

Which of the following is true regarding shopping products?

A trademark or brand name can become public property if ______.

Which of the following is characteristic of a product warranty?

Manufacturer brands are always advertised and distributed more widely than dealer brands.

Packaging

Firms should try to show the value of unsought products through promotion because people do not want them or know that they are available.

When selling ______ products,a marketing manager should recognize that consumers have low price sensitivity and the product should have widespread distribution near the probable point of need.

A Xerox photocopy machine in the university chancellor's office is an example of what type of business product?

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