Question 1

Which of the following qualities of packaging would not be likely to turn a casual customer into a loyal buyer?

Accepted Answer

A)  Makes the product easier or safer to use 
B)  Makes a product convenient to store 
C)  Prevents spoiling or damage 
D)  Makes products easier to identify 
E)  Promotes the brand at the point of purchase 
A)  Makes the product easier or safer to use 
B)  Makes a product convenient to store 
C)  Prevents spoiling or damage 
D)  Makes products easier to identify 
E)  Promotes the brand at the point of purchase

Question 2

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 3

VoiceSys, Inc. produces voice-mail switchboard systems used in large office buildings, hotels, and other facilities. VoiceSys's products are selling so well that it has decided to buy new equipment that will increase its production capacity. This example best illustrates

Accepted Answer

A)  why the demand for a particular seller's equipment is inelastic. 
B)  derived demand. 
C)  why the industry demand for this kind of equipment is quite elastic. 
D)  that the market for installations is a "boom or bust" business. 
E)  All of these alternatives are correct. 
A)  why the demand for a particular seller's equipment is inelastic. 
B)  derived demand. 
C)  why the industry demand for this kind of equipment is quite elastic. 
D)  that the market for installations is a "boom or bust" business. 
E)  All of these alternatives are correct.

Question 4

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 5

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 6

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 7

Operating supplies typically:

Accepted Answer

A)  need technical and experienced personal contacts, probably at top-management level. 
B)  need widespread distribution or prompt delivery. 
C)  need technical contacts to determine specifications required, but widespread contacts usually are not necessary. 
D)  need skillful personal selling by producer. 
E)  None of these alternatives is correct. 
A)  need technical and experienced personal contacts, probably at top-management level. 
B)  need widespread distribution or prompt delivery. 
C)  need technical contacts to determine specifications required, but widespread contacts usually are not necessary. 
D)  need skillful personal selling by producer. 
E)  None of these alternatives is correct.

Question 8

There is no real reason for a firm to use individual brands rather than a family brand-except to avoid confusion.

Accepted Answer

A) True 
 B)False

Question 9

Homogeneous shopping products are basically the same in the eyes of the customer and purchase decisions are often based on price.

Accepted Answer

A) True 
 B)False

Question 10

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 11

All of the following are examples of dealer brands EXCEPT:

Accepted Answer

A)  Craftsman Tools 
B)  Up and Up 
C)  Sam's Choice 
D)  McDonald's 
E)  Kenmore 
A)  Craftsman Tools 
B)  Up and Up 
C)  Sam's Choice 
D)  McDonald's 
E)  Kenmore

Question 12

______________ 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 13

Which of the following would NOT be favorable for successful branding?

Accepted Answer

A)  The product is hard to identify by brand or trademark. 
B)  The product has widespread availability in the market. 
C)  The product has economies of scale in production and distribution. 
D)  The product offers the best value for the price. 
E)  Product quality is easy to maintain. 
A)  The product is hard to identify by brand or trademark. 
B)  The product has widespread availability in the market. 
C)  The product has economies of scale in production and distribution. 
D)  The product offers the best value for the price. 
E)  Product quality is easy to maintain.

Question 14

Products which have no brand other than the identification of their contents are called

Accepted Answer

A)  generic products. 
B)  local brands. 
C)  regional brands. 
D)  licensed products. 
E)  dealer brands. 
A)  generic products. 
B)  local brands. 
C)  regional brands. 
D)  licensed products. 
E)  dealer brands.

Question 15

One of the important differences between raw materials and other business products is that raw materials usually have to be graded.

Accepted Answer

A) True 
 B)False

Question 16

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 17

To assess products through the eyes of the consumer, managers should:

Accepted Answer

A)  focus on tangible product components. 
B)  focus on production quality. 
C)  focus on pricing. 
D)  focus on the total satisfaction and benefits for users. 
E)  focus on eye-catching packaging. 
A)  focus on tangible product components. 
B)  focus on production quality. 
C)  focus on pricing. 
D)  focus on the total satisfaction and benefits for users. 
E)  focus on eye-catching packaging.

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Which of the following statements about branding is TRUE?

Accepted Answer

A)  Customers are willing to buy by brand only when it assures "top quality." 
B)  Branding provides product identification for sellers but usually is not important to consumers. 
C)  What brand is familiar often varies from one country to another. 
D)  Achieving brand familiarity is easy. 
E)  None of these statements about branding is TRUE. 
A)  Customers are willing to buy by brand only when it assures "top quality." 
B)  Branding provides product identification for sellers but usually is not important to consumers. 
C)  What brand is familiar often varies from one country to another. 
D)  Achieving brand familiarity is easy. 
E)  None of these statements about branding is TRUE.

Question 20

Which of the following is NOT one of the text's business product classes?

Accepted Answer

A)  Raw materials 
B)  Component parts and materials 
C)  Specialty products 
D)  Professional services 
E)  Installations 
A)  Raw materials 
B)  Component parts and materials 
C)  Specialty products 
D)  Professional services 
E)  Installations

Which of the following qualities of packaging would not be likely to turn a casual customer into a loyal buyer?

The Federal Fair Packaging and Labeling Act:

VoiceSys, Inc. produces voice-mail switchboard systems used in large office buildings, hotels, and other facilities. VoiceSys's products are selling so well that it has decided to buy new equipment that will increase its production capacity. This example best illustrates

Branding is good for some CONSUMERS because it:

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

Operating supplies typically:

There is no real reason for a firm to use individual brands rather than a family brand-except to avoid confusion.

Homogeneous shopping products are basically the same in the eyes of the customer and purchase decisions are often based on price.

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

All of the following are examples of dealer brands EXCEPT:

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

Which of the following would NOT be favorable for successful branding?

Products which have no brand other than the identification of their contents are called

One of the important differences between raw materials and other business products is that raw materials usually have to be graded.

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.

To assess products through the eyes of the consumer, managers should:

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

Which of the following statements about branding is TRUE?

Which of the following is NOT one of the text's business product classes?

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing 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

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Implementing and Controlling Marketing Plans: Evolution and Revolution

Managing Marketings Link With Other Functional Areas

Ethical Marketing in a Consumer-Oriented World

Filters

Exam 8: Elements of Product Planning for Goods and Services

Which of the following qualities of packaging would not be likely to turn a casual customer into a loyal buyer?

The Federal Fair Packaging and Labeling Act:

VoiceSys, Inc. produces voice-mail switchboard systems used in large office buildings, hotels, and other facilities. VoiceSys's products are selling so well that it has decided to buy new equipment that will increase its production capacity. This example best illustrates

Branding is good for some CONSUMERS because it:

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

Operating supplies typically:

There is no real reason for a firm to use individual brands rather than a family brand-except to avoid confusion.

Homogeneous shopping products are basically the same in the eyes of the customer and purchase decisions are often based on price.

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

All of the following are examples of dealer brands EXCEPT:

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

Which of the following would NOT be favorable for successful branding?

Products which have no brand other than the identification of their contents are called

One of the important differences between raw materials and other business products is that raw materials usually have to be graded.

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.

To assess products through the eyes of the consumer, managers should:

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

Which of the following statements about branding is TRUE?

Which of the following is NOT one of the text's business product classes?

Marketings Value to Consumers, Firms, and Society

Marketing Strategy Planning

Evaluating Opportunities in the Changing Marketing 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

Promotionintroduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Implementing and Controlling Marketing Plans: Evolution and Revolution

Managing Marketings Link With Other Functional Areas

Ethical Marketing in a Consumer-Oriented World

Filters

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.