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)  All of these alternatives are true. 
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)  All of these alternatives are true.

Question 2

If a consumer product is used regularly and usually bought frequently and routinely with little thought (although branding may be important), this product is:

Accepted Answer

A)  a routine product. 
B)  a specialty product. 
C)  a homogeneous shopping product. 
D)  a staple product. 
E)  a casual product. 
A)  a routine product. 
B)  a specialty product. 
C)  a homogeneous shopping product. 
D)  a staple product. 
E)  a casual product.

Question 3

Which of the following is NOT a level of brand familiarity?

Accepted Answer

A)  Brand nonexistence. 
B)  Brand rejection. 
C)  Brand nonrecognition. 
D)  Brand preference. 
E)  Brand insistence. 
A)  Brand nonexistence. 
B)  Brand rejection. 
C)  Brand nonrecognition. 
D)  Brand preference. 
E)  Brand insistence.

Question 4

A licensed brand can be used by only one company.

Accepted Answer

A) True 
 B)False

Question 5

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)  All of these alternatives are correct. 
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)  All of these alternatives are correct.

Question 6

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 7

Vision Co. manufactures and sells tea, coffee, desserts, shoes, and sporting goods. All of these products are its

Accepted Answer

A)  product line. 
B)  equity products. 
C)  complementary goods. 
D)  product assortment. 
E)  brand family. 
A)  product line. 
B)  equity products. 
C)  complementary goods. 
D)  product assortment. 
E)  brand family.

Question 8

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 9

Michelin manufactures tires which truck producers buy and install on their trucks. This company

Accepted Answer

A)  sells installations for which multiple buying influence is likely to be quite important. 
B)  is likely to have few opportunities in the "aftermarket." 
C)  is selling to the OEM market. 
D)  product quality is important but delivery reliability is not. 
E)  All of these alternatives are correct. 
A)  sells installations for which multiple buying influence is likely to be quite important. 
B)  is likely to have few opportunities in the "aftermarket." 
C)  is selling to the OEM market. 
D)  product quality is important but delivery reliability is not. 
E)  All of these alternatives are correct.

Question 10

The cost of handling a purchase order for operating supplies may be more than the cost of the purchase.

Accepted Answer

A) True 
 B)False

Question 11

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

Accepted Answer

A) True 
 B)False

Question 12

A major advantage of dealer brands is that the intermediary usually earns a better margin than the intermediary would earn with manufacturer brands.

Accepted Answer

A) True 
 B)False

Question 13

When customers have consistently positive experiences with a brand, or they hear good things from the firm's promotion or other customers, we can expect that customers will _______ that brand name.

Accepted Answer

A)  mistrust 
B)  demand 
C)  trust 
D)  tolerate 
E)  dislike 
A)  mistrust 
B)  demand 
C)  trust 
D)  tolerate 
E)  dislike

Question 14

Which of the characteristics of a good brand name is missing in the following proposed name: "Gnucheo" candy?

Accepted Answer

A)  Simple 
B)  Short 
C)  Not offensive 
D)  Always timely 
E)  Easy to pronounce 
A)  Simple 
B)  Short 
C)  Not offensive 
D)  Always timely 
E)  Easy to pronounce

Question 15

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

Question 16

Goods are intangible and services are tangible.

Accepted Answer

A) True 
 B)False

Question 17

Packaging can add value to a market offering by promoting, protecting, or enhancing the product.

Accepted Answer

A) True 
 B)False

Question 18

Impulse products are:

Accepted Answer

A)  products that potential customers do not want yet or know they can buy. 
B)  bought quickly--as unplanned purchases--because of a strongly felt need. 
C)  any products that consumers search for because of a strongly felt craving. 
D)  any convenience products that are bought often and routinely. 
E)  none of these alternatives is correct. 
A)  products that potential customers do not want yet or know they can buy. 
B)  bought quickly--as unplanned purchases--because of a strongly felt need. 
C)  any products that consumers search for because of a strongly felt craving. 
D)  any convenience products that are bought often and routinely. 
E)  none of these alternatives is correct.

Question 19

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 20

"MRO items" are:

Accepted Answer

A)  supplies. 
B)  natural products. 
C)  modified rebuy orders. 
D)  accessory equipment. 
E)  component parts and materials. 
A)  supplies. 
B)  natural products. 
C)  modified rebuy orders. 
D)  accessory equipment. 
E)  component parts and materials.

A good marketing manager knows that:

If a consumer product is used regularly and usually bought frequently and routinely with little thought (although branding may be important), this product is:

Which of the following is NOT a level of brand familiarity?

A licensed brand can be used by only one company.

A trademark or brand name can become public property if:

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

Vision Co. manufactures and sells tea, coffee, desserts, shoes, and sporting goods. All of these products are its

Which of the following is true regarding shopping products?

Michelin manufactures tires which truck producers buy and install on their trucks. This company

The cost of handling a purchase order for operating supplies may be more than the cost of the purchase.

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

A major advantage of dealer brands is that the intermediary usually earns a better margin than the intermediary would earn with manufacturer brands.

When customers have consistently positive experiences with a brand, or they hear good things from the firm's promotion or other customers, we can expect that customers will _______ that brand name.

Which of the characteristics of a good brand name is missing in the following proposed name: "Gnucheo" candy?

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

Goods are intangible and services are tangible.

Packaging can add value to a market offering by promoting, protecting, or enhancing the product.

Impulse products are:

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:

"MRO items" are:

Marketing39s 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

Promotion - Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Economics Fundamentals

Marketing Arithmetic

Filters

Exam 8: Elements of Product Planning for Goods and Services

A good marketing manager knows that:

If a consumer product is used regularly and usually bought frequently and routinely with little thought (although branding may be important), this product is:

Which of the following is NOT a level of brand familiarity?

A licensed brand can be used by only one company.

A trademark or brand name can become public property if:

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

Vision Co. manufactures and sells tea, coffee, desserts, shoes, and sporting goods. All of these products are its

Which of the following is true regarding shopping products?

Michelin manufactures tires which truck producers buy and install on their trucks. This company

The cost of handling a purchase order for operating supplies may be more than the cost of the purchase.

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

A major advantage of dealer brands is that the intermediary usually earns a better margin than the intermediary would earn with manufacturer brands.

When customers have consistently positive experiences with a brand, or they hear good things from the firm's promotion or other customers, we can expect that customers will _______ that brand name.

Which of the characteristics of a good brand name is missing in the following proposed name: "Gnucheo" candy?

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

Goods are intangible and services are tangible.

Packaging can add value to a market offering by promoting, protecting, or enhancing the product.

Impulse products are:

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:

"MRO items" are:

Marketing39s 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

Promotion - Introduction to Integrated Marketing Communications

Personal Selling and Customer Service

Advertising, Publicity, and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Economics Fundamentals

Marketing Arithmetic

Filters