Question 1

Nike, Inc. markets several types of athletic shoes, along with clothing and fitness equipment. In other words, Nike has

Accepted Answer

A)  product components. 
B)  a battle of the brands. 
C)  no product assortment. 
D)  many product classes. 
E)  several product lines. 
A)  product components. 
B)  a battle of the brands. 
C)  no product assortment. 
D)  many product classes. 
E)  several product lines.

Question 2

Which of the following products in a supermarket is LEAST likely to be an impulse product?

Accepted Answer

A)  Bread. 
B)  Local newspaper. 
C)  Camera film. 
D)  An ice cream cone. 
E)  Flashlight batteries. 
A)  Bread. 
B)  Local newspaper. 
C)  Camera film. 
D)  An ice cream cone. 
E)  Flashlight batteries.

Question 3

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 4

A "dealer brand" is sometimes called a ______________ brand.

Accepted Answer

A)  national 
B)  local 
C)  manufacturer 
D)  private 
E)  regional 
A)  national 
B)  local 
C)  manufacturer 
D)  private 
E)  regional

Question 5

_____ 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 6

Total distribution costs may increase because of packaging.

Accepted Answer

A) True 
 B)False

Question 7

Consumer products that a customer really wants and is willing to make a special effort to shop for and compare different possibilities are specialty products.

Accepted Answer

A) True 
 B)False

Question 8

A firm which makes special batteries that boat and motorcycle manufacturers buy and install directly in their new boats and cycles is selling:

Accepted Answer

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

Question 9

A service logo refers to a type of trademark used for a service offering.

Accepted Answer

A) True 
 B)False

Question 10

Brand preference means customers usually choose the brand over other brands, perhaps out of habit or past experience.

Accepted Answer

A) True 
 B)False

Question 11

Product warranties:

Accepted Answer

A)  Must be specific and in writing. 
B)  Can have a positive effect on perceptions of product quality. 
C)  Are governed by the federal Lanham Act. 
D)  Are the same as service guarantees. 
E)  All of these alternatives are correct. 
A)  Must be specific and in writing. 
B)  Can have a positive effect on perceptions of product quality. 
C)  Are governed by the federal Lanham Act. 
D)  Are the same as service guarantees. 
E)  All of these alternatives are correct.

Question 12

Which of the following are meant for use in producing other products?

Accepted Answer

A)  Consumer products 
B)  Staples 
C)  Business products 
D)  Convenience products 
E)  Shopping products 
A)  Consumer products 
B)  Staples 
C)  Business products 
D)  Convenience products 
E)  Shopping products

Question 13

Business professional services:

Accepted Answer

A)  may not be purchased outside the firm if they are needed regularly. 
B)  support a firm's operations. 
C)  are offered by a growing number of specialists. 
D)  are generally treated as expense items. 
E)  All of these alternatives are correct. 
A)  may not be purchased outside the firm if they are needed regularly. 
B)  support a firm's operations. 
C)  are offered by a growing number of specialists. 
D)  are generally treated as expense items. 
E)  All of these alternatives are correct.

Question 14

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.
What best describes the level of brand familiarity that customers in "SDF who?" segment have with SDF?

Accepted Answer

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

Question 15

VoiceSys, Inc. produces voice-mail switchboard systems used in large office buildings, hotels, and other facilities. VoiceSys is short of cash, but its products are so profitable and are selling so well that it has decided to buy more production equipment from one of the many suppliers that serve its industry. This example illustrates:

Accepted Answer

A)  how installations are a boom-or-bust industry. 
B)  why installations may have to be leased or rented. 
C)  derived demand. 
D)  All of these alternatives are correct. 
A)  how installations are a boom-or-bust industry. 
B)  why installations may have to be leased or rented. 
C)  derived demand. 
D)  All of these alternatives are correct.

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

A carefully designed package may:

Accepted Answer

A)  raise or lower total distribution cost. 
B)  provide more "promotion" effect than advertising. 
C)  enhance the product by making it easier or safer to use. 
D)  offer product information that helps consumers buy. 
E)  All of these alternatives are correct. 
A)  raise or lower total distribution cost. 
B)  provide more "promotion" effect than advertising. 
C)  enhance the product by making it easier or safer to use. 
D)  offer product information that helps consumers buy. 
E)  All of these alternatives are correct.

Question 18

"Derived demand" is best illustrated by the demand for:

Accepted Answer

A)  tea as a substitute for coffee. 
B)  brick because of increasing demand for new homes. 
C)  fresh raspberries during the winter months. 
D)  CD players because of increasing interest in CD audio discs. 
E)  all of these are good illustrations of derived demand. 
A)  tea as a substitute for coffee. 
B)  brick because of increasing demand for new homes. 
C)  fresh raspberries during the winter months. 
D)  CD players because of increasing interest in CD audio discs. 
E)  all of these are good illustrations of derived demand.

Question 19

Product class does not vary by country.

Accepted Answer

A) True 
 B)False

Question 20

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

Accepted Answer

A)  The product offers superior customer value 
B)  Product quality fluctuates due to variations in raw materials 
C)  Dependable and widespread availability 
D)  Economies of scale in production 
E)  Favorable shelf locations are available 
A)  The product offers superior customer value 
B)  Product quality fluctuates due to variations in raw materials 
C)  Dependable and widespread availability 
D)  Economies of scale in production 
E)  Favorable shelf locations are available

Nike, Inc. markets several types of athletic shoes, along with clothing and fitness equipment. In other words, Nike has

Which of the following products in a supermarket is LEAST likely to be an impulse product?

Which of the following statements about branding is TRUE?

A "dealer brand" is sometimes called a ______________ brand.

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

Total distribution costs may increase because of packaging.

Consumer products that a customer really wants and is willing to make a special effort to shop for and compare different possibilities are specialty products.

A firm which makes special batteries that boat and motorcycle manufacturers buy and install directly in their new boats and cycles is selling:

A service logo refers to a type of trademark used for a service offering.

Brand preference means customers usually choose the brand over other brands, perhaps out of habit or past experience.

Product warranties:

Which of the following are meant for use in producing other products?

Business professional services:

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

A carefully designed package may:

"Derived demand" is best illustrated by the demand for:

Product class does not vary by country.

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

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

Nike, Inc. markets several types of athletic shoes, along with clothing and fitness equipment. In other words, Nike has

Which of the following products in a supermarket is LEAST likely to be an impulse product?

Which of the following statements about branding is TRUE?

A "dealer brand" is sometimes called a ______________ brand.

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

Total distribution costs may increase because of packaging.

Consumer products that a customer really wants and is willing to make a special effort to shop for and compare different possibilities are specialty products.

A firm which makes special batteries that boat and motorcycle manufacturers buy and install directly in their new boats and cycles is selling:

A service logo refers to a type of trademark used for a service offering.

Brand preference means customers usually choose the brand over other brands, perhaps out of habit or past experience.

Product warranties:

Which of the following are meant for use in producing other products?

Business professional services:

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

A carefully designed package may:

"Derived demand" is best illustrated by the demand for:

Product class does not vary by country.

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

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