Exam 8: Elements of Product Planning for Goods and Services

Regarding business products,

Regarding the demand for business products,

______________ means target customers will generally choose a particular brand over other brands--perhaps out of habit or past experience.

Sumitomo Bank, a large bank in southern California, has just purchased 120 high-speed telephone fax machines (costing about $1,300 each) to speed communications among its many offices. The purchase was made by the purchasing manager, who expects the machines to last about five years. In this case, the fax machines are:

Raw materials are short-lived capital items.

Although the total industry demand for business products may be inelastic, the demand facing individual sellers may be extremely elastic.

The text's consumer product classes are based on:

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

Regarding specialty products, which of the following is TRUE?

______ are a boom-or-bust business.

If members of the target market for an Apple iPad do not initially recognize the brand name, but compelling advertising results in more members remembering the brand, we say the Apple iPad has achieved:

Branding would be more likely to be successful if dependable and widespread availability of a product is possible.

Which of the following is NOT one of the consumer product classes discussed in the text?

According to the text, "product":

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. Which of the following terms best describes the "Hot 'n Healthy" brand?

Having a competitive price is likely to

____ are short-lived capital items.

Regarding consumer products,

Which of the following is the best example of an individual product?

Without promotion, unsought products will probably stay unsold.