Question 1

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 2

You have several umbrellas in your closet at home, but when it's raining hard and you're stranded on Market Street in San Francisco you need a new umbrella fast. What type of consumer product is your new umbrella?

Accepted Answer

A)  Emergency product 
B)  New unsought product 
C)  Staple 
D)  Specialty product 
E)  Shopping product 
A)  Emergency product 
B)  New unsought product 
C)  Staple 
D)  Specialty product 
E)  Shopping product

Question 3

Shopping products that a customer sees as basically the same and wants at the lowest price are heterogeneous shopping products.

Accepted Answer

A) True 
 B)False

Question 4

Saxon Shoes is a large independent shoe store. In the men's department, the store offers three different brands of slip-on tassel loafers for men: Bass, priced at $75; Rockport, priced at $125; and Allen Edmonds, priced at $250. In terms of product quality, which of the following is an accurate statement?

Accepted Answer

A)  The Bass shoes have the lowest quality. 
B)  The Allen-Edmonds shoes have the highest quality. 
C)  The Rockport shoes have mid-level quality. 
D)  The quality of the three brands depends on the degree to which they meet the needs of the consumers in the target market. 
E)  All of these alternatives are correct. 
A)  The Bass shoes have the lowest quality. 
B)  The Allen-Edmonds shoes have the highest quality. 
C)  The Rockport shoes have mid-level quality. 
D)  The quality of the three brands depends on the degree to which they meet the needs of the consumers in the target market. 
E)  All of these alternatives are correct.

Question 5

"Product" means:

Accepted Answer

A)  A physical good or service which 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 which 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

Dealer brands, compared to manufacturer brands, usually offer wholesalers and retailers:

Accepted Answer

A)  less risk. 
B)  higher gross margins. 
C)  faster turnover at reduced selling costs. 
D)  products which are presold to target customers. 
E)  more prestige. 
A)  less risk. 
B)  higher gross margins. 
C)  faster turnover at reduced selling costs. 
D)  products which are presold to target customers. 
E)  more prestige.

Question 7

Anita Seagroves visits the local Healthy Glow spa, but dislikes the dirty dressing area and refuses to go back. This is an example of

Accepted Answer

A)  homogeneous shopping. 
B)  trademarking. 
C)  brand rejection. 
D)  heterogeneous shopping. 
E)  brand nonrecognition. 
A)  homogeneous shopping. 
B)  trademarking. 
C)  brand rejection. 
D)  heterogeneous shopping. 
E)  brand nonrecognition.

Question 8

A _____ explains what the seller promises about its product.

Accepted Answer

A)  copyright 
B)  trademark 
C)  brand 
D)  service mark 
E)  warranty 
A)  copyright 
B)  trademark 
C)  brand 
D)  service mark 
E)  warranty

Question 9

Product means the need-satisfying offering of a firm.

Accepted Answer

A) True 
 B)False

Question 10

______________ 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 11

The current status of the "battle of the brands" is that:

Accepted Answer

A)  dealer brands will seek narrower distribution in the future. 
B)  retailers now control the marketplace. 
C)  the vast majority of consumers clearly prefer manufacturer brands over dealer brands. 
D)  manufacturers are gaining on intermediaries. 
E)  competition has reduced the gap in prices. 
A)  dealer brands will seek narrower distribution in the future. 
B)  retailers now control the marketplace. 
C)  the vast majority of consumers clearly prefer manufacturer brands over dealer brands. 
D)  manufacturers are gaining on intermediaries. 
E)  competition has reduced the gap in prices.

Question 12

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 13

Which of the following is LEAST likely to be a convenience product for most consumers?

Accepted Answer

A)  Peanut butter. 
B)  Laundry detergent. 
C)  Candy bar. 
D)  Pair of jeans. 
E)  Paper towels. 
A)  Peanut butter. 
B)  Laundry detergent. 
C)  Candy bar. 
D)  Pair of jeans. 
E)  Paper towels.

Question 14

A product line is a set of individual products that are closely related in which of the following ways?

Accepted Answer

A)  They are sold to the same target market. 
B)  They are produced and/or operate in a similar manner. 
C)  They are priced at about the same level. 
D)  They are sold through the same type of outlets. 
E)  Any or all of these alternatives are correct. 
A)  They are sold to the same target market. 
B)  They are produced and/or operate in a similar manner. 
C)  They are priced at about the same level. 
D)  They are sold through the same type of outlets. 
E)  Any or all of these alternatives are correct.

Question 15

If a firm offers a written warranty, it

Accepted Answer

A)  must be labeled either "full" or "limited." 
B)  must be available to buyers before the sale. 
C)  shouldn't be "deceptive" or "unfair" per FTC guidelines. 
D)  may help create a new strategy. 
E)  All of these alternatives are correct. 
A)  must be labeled either "full" or "limited." 
B)  must be available to buyers before the sale. 
C)  shouldn't be "deceptive" or "unfair" per FTC guidelines. 
D)  may help create a new strategy. 
E)  All of these alternatives are correct.

Question 16

If a brand consistently delivers on a promise that purchasers consider important, those purchasers are likely to develop a _______ for the brand.

Accepted Answer

A)  disliking 
B)  trust 
C)  demand 
D)  mistrust 
E)  tolerance 
A)  disliking 
B)  trust 
C)  demand 
D)  mistrust 
E)  tolerance

Question 17

Regarding consumer product classes, a convenience product is to an emergency product as

Accepted Answer

A)  a staple is to an emergency product 
B)  a shopping product is to a heterogeneous shopping product 
C)  an unsought product is to a specialty product 
D)  a new unsought product is to a regularly unsought product 
E)  a specialty product is to a homogeneous shopping product 
A)  a staple is to an emergency product 
B)  a shopping product is to a heterogeneous shopping product 
C)  an unsought product is to a specialty product 
D)  a new unsought product is to a regularly unsought product 
E)  a specialty product is to a homogeneous shopping product

Question 18

A consumer is most likely to want and expect help from a salesperson when shopping for

Accepted Answer

A)  a regularly unsought product. 
B)  an impulse product. 
C)  a staple. 
D)  a heterogeneous shopping product. 
E)  a homogeneous shopping product. 
A)  a regularly unsought product. 
B)  an impulse product. 
C)  a staple. 
D)  a heterogeneous shopping product. 
E)  a homogeneous shopping product.

Question 19

A product assortment is:

Accepted Answer

A)  something offered by manufacturers but not by retailers. 
B)  a particular product within a product line. 
C)  a set of products that are closely related. 
D)  the set of all product lines and individual products that a firm sells. 
E)  None of these alternatives is correct. 
A)  something offered by manufacturers but not by retailers. 
B)  a particular product within a product line. 
C)  a set of products that are closely related. 
D)  the set of all product lines and individual products that a firm sells. 
E)  None of these alternatives is correct.

Question 20

Magnuson-Moss Act says that producers must provide a clearly written warranty if they choose to offer any warranty.

Accepted Answer

A) True 
 B)False

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

You have several umbrellas in your closet at home, but when it's raining hard and you're stranded on Market Street in San Francisco you need a new umbrella fast. What type of consumer product is your new umbrella?

Shopping products that a customer sees as basically the same and wants at the lowest price are heterogeneous shopping products.

"Product" means:

Dealer brands, compared to manufacturer brands, usually offer wholesalers and retailers:

Anita Seagroves visits the local Healthy Glow spa, but dislikes the dirty dressing area and refuses to go back. This is an example of

A _____ explains what the seller promises about its product.

Product means the need-satisfying offering of a firm.

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

The current status of the "battle of the brands" is that:

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.

Which of the following is LEAST likely to be a convenience product for most consumers?

A product line is a set of individual products that are closely related in which of the following ways?

If a firm offers a written warranty, it

If a brand consistently delivers on a promise that purchasers consider important, those purchasers are likely to develop a _______ for the brand.

Regarding consumer product classes, a convenience product is to an emergency product as

A consumer is most likely to want and expect help from a salesperson when shopping for

A product assortment is:

Magnuson-Moss Act says that producers must provide a clearly written warranty if they choose to offer any warranty.

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

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

You have several umbrellas in your closet at home, but when it's raining hard and you're stranded on Market Street in San Francisco you need a new umbrella fast. What type of consumer product is your new umbrella?

Shopping products that a customer sees as basically the same and wants at the lowest price are heterogeneous shopping products.

"Product" means:

Dealer brands, compared to manufacturer brands, usually offer wholesalers and retailers:

Anita Seagroves visits the local Healthy Glow spa, but dislikes the dirty dressing area and refuses to go back. This is an example of

A _____ explains what the seller promises about its product.

Product means the need-satisfying offering of a firm.

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

The current status of the "battle of the brands" is that:

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.

Which of the following is LEAST likely to be a convenience product for most consumers?

A product line is a set of individual products that are closely related in which of the following ways?

If a firm offers a written warranty, it

If a brand consistently delivers on a promise that purchasers consider important, those purchasers are likely to develop a _______ for the brand.

Regarding consumer product classes, a convenience product is to an emergency product as

A consumer is most likely to want and expect help from a salesperson when shopping for

A product assortment is:

Magnuson-Moss Act says that producers must provide a clearly written warranty if they choose to offer any warranty.

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