Question 1

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 2

Darrell Everwine read a review about a new computer program that appealed to him very much. He decided to try to find the program. However, the new program was in short supply-although other brands with similar features were available. Darrell had to try seven shops before he finally found the program in stock. For Darrell, this program achieved brand:

Accepted Answer

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

Question 3

For different people, the same product might be a convenience product, a shopping product, or a specialty product.

Accepted Answer

A) True 
 B)False

Question 4

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 5

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 6

Drue Valentine is a management consultant who helps manufacturers improve their quality-control procedures for new products. Drue is selling:

Accepted Answer

A)  supplies. 
B)  components. 
C)  accessories. 
D)  MROs. 
E)  professional services. 
A)  supplies. 
B)  components. 
C)  accessories. 
D)  MROs. 
E)  professional services.

Question 7

Dealer brands make up almost ______ percent of the products in U.S. grocery stores.

Accepted Answer

A)  10 
B)  20 
C)  30 
D)  40 
E)  50 
A)  10 
B)  20 
C)  30 
D)  40 
E)  50

Question 8

During a heavy rainstorm, Louie Hirasawa stepped into a drugstore and bought an umbrella-just like the one he had at home-for $15.00 plus tax. In this case, the umbrella is:

Accepted Answer

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

Question 9

Business products which are necessary expense items, and continually used up, but which do not become part of the buyer's final product are:

Accepted Answer

A)  component materials. 
B)  supplies. 
C)  component parts. 
D)  raw materials. 
E)  accessory equipment. 
A)  component materials. 
B)  supplies. 
C)  component parts. 
D)  raw materials. 
E)  accessory equipment.

Question 10

Trademarks

Accepted Answer

A)  can be legally protected in the U.S. under the Lanham Act. 
B)  cannot be registered with a government agency in the U.S. 
C)  are legally protected in the United States, but not in any other countries. 
D)  and trademark infringement are aggressively policed by a special agency of the U.S. Government. 
E)  None of these alternatives is correct. 
A)  can be legally protected in the U.S. under the Lanham Act. 
B)  cannot be registered with a government agency in the U.S. 
C)  are legally protected in the United States, but not in any other countries. 
D)  and trademark infringement are aggressively policed by a special agency of the U.S. Government. 
E)  None of these alternatives is correct.

Question 11

Use of family brands

Accepted Answer

A)  may involve several firms-if one licenses its brand. 
B)  is common among both producers and intermediaries. 
C)  can provide customers with cues about the quality of new products. 
D)  can be efficient, since the brand name will carry over in the firm's advertising. 
E)  All of these alternatives are correct. 
A)  may involve several firms-if one licenses its brand. 
B)  is common among both producers and intermediaries. 
C)  can provide customers with cues about the quality of new products. 
D)  can be efficient, since the brand name will carry over in the firm's advertising. 
E)  All of these alternatives are correct.

Question 12

Services

Accepted Answer

A)  are intangible. 
B)  often have to be produced in the presence of the customer. 
C)  are not easy to store. 
D)  are perishable. 
E)  All of these choices are correct. 
A)  are intangible. 
B)  often have to be produced in the presence of the customer. 
C)  are not easy to store. 
D)  are perishable. 
E)  All of these choices are correct.

Question 13

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.
Which product class best describes how loyalists view SDF cereals?

Accepted Answer

A)  Impulse product 
B)  Shopping product 
C)  Specialty product 
D)  Regularly unsought product 
A)  Impulse product 
B)  Shopping product 
C)  Specialty product 
D)  Regularly unsought product

Question 14

Specialty products:

Accepted Answer

A)  have a number of close substitutes. 
B)  are brands customers request by name. 
C)  are generally high in price. 
D)  cannot be found using the Internet. 
E)  None of these alternatives is correct. 
A)  have a number of close substitutes. 
B)  are brands customers request by name. 
C)  are generally high in price. 
D)  cannot be found using the Internet. 
E)  None of these alternatives is correct.

Question 15

Words, symbols, or logos that are legally registered for use by a single company are:

Accepted Answer

A)  Trademarks. 
B)  Brand names. 
C)  Brand marks. 
D)  Service marks. 
E)  Watermarks. 
A)  Trademarks. 
B)  Brand names. 
C)  Brand marks. 
D)  Service marks. 
E)  Watermarks.

Question 16

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 17

Rosalita has a special place in her heart for Fina Pasta. She will make a special effort to find the pasta-even going to another store if she cannot find it at her usual store. For Rosalita, Fina Past is a(n) _____ product.

Accepted Answer

A)  homogeneous 
B)  specialty 
C)  unsought 
D)  new unsought 
E)  impulse 
A)  homogeneous 
B)  specialty 
C)  unsought 
D)  new unsought 
E)  impulse

Question 18

Which of the following is(are) TRUE?

Accepted Answer

A)  "Service mark" refers to all means of product identification. 
B)  A "trademark" must be attached to a product to be legally protected. 
C)  "Branding" refers to the use of symbols to identify a product-but does not include brand names. 
D)  "Brand name" is a word, letter, or group of words or letters. 
E)  All of these alternatives are TRUE. 
A)  "Service mark" refers to all means of product identification. 
B)  A "trademark" must be attached to a product to be legally protected. 
C)  "Branding" refers to the use of symbols to identify a product-but does not include brand names. 
D)  "Brand name" is a word, letter, or group of words or letters. 
E)  All of these alternatives are TRUE.

Question 19

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 20

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.

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

For different people, the same product might be a convenience product, a shopping product, or a specialty product.

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

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:

Drue Valentine is a management consultant who helps manufacturers improve their quality-control procedures for new products. Drue is selling:

Dealer brands make up almost ______ percent of the products in U.S. grocery stores.

During a heavy rainstorm, Louie Hirasawa stepped into a drugstore and bought an umbrella-just like the one he had at home-for $15.00 plus tax. In this case, the umbrella is:

Business products which are necessary expense items, and continually used up, but which do not become part of the buyer's final product are:

Trademarks

Use of family brands

Services

Specialty products:

Words, symbols, or logos that are legally registered for use by a single company are:

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

Rosalita has a special place in her heart for Fina Pasta. She will make a special effort to find the pasta-even going to another store if she cannot find it at her usual store. For Rosalita, Fina Past is a(n) _____ product.

Which of the following is(are) TRUE?

Accessory equipment:

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

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

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

For different people, the same product might be a convenience product, a shopping product, or a specialty product.

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

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:

Drue Valentine is a management consultant who helps manufacturers improve their quality-control procedures for new products. Drue is selling:

Dealer brands make up almost ______ percent of the products in U.S. grocery stores.

During a heavy rainstorm, Louie Hirasawa stepped into a drugstore and bought an umbrella-just like the one he had at home-for $15.00 plus tax. In this case, the umbrella is:

Business products which are necessary expense items, and continually used up, but which do not become part of the buyer's final product are:

Trademarks

Use of family brands

Services

Specialty products:

Words, symbols, or logos that are legally registered for use by a single company are:

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

Rosalita has a special place in her heart for Fina Pasta. She will make a special effort to find the pasta-even going to another store if she cannot find it at her usual store. For Rosalita, Fina Past is a(n) _____ product.

Which of the following is(are) TRUE?

Accessory equipment:

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

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

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