Deck 8: Products, Brands, and Customer Needs

Question 1

What is a product made up of?

A) Core product
B) Actual product
C) Augmented product
D) All choices are correct

Answer 1

All choices are correct

Question 2

How many critical points are there on the good-services continuum?

A) 1
B) 2
C) 3
D) 0

Answer 2

3

Question 3

How do you create a strong and profitable business enterprise?

A) Need satisfying product
B) Make a product that is relevant to a limited audience
C) Using creativity to create a new product
D) Creating innovation without a process

Answer 3

Need satisfying product

Question 4

What do consumers actually buy?

A) Products
B) Benefits
C) Attributes
D) Core product

Question 5

Where does idea generation fall within the product development process?

A) Conceptualization
B) Planning
C) Commercialization
D) Concepts

Question 6

Which task does NOT belong in the planning phase?

A) Idea screening
B) Business analysis
C) Marketing mix
D) Marketing strategy

Question 7

Which is a task you are likely to see in the commercialization phase?

A) Product development
B) Strategy development
C) Concept development
D) Business development

Question 8

How many groups are there in the diffusion of innovation?

A) 6
B) 5
C) 4
D) 3

Question 9

The pattern of growing and declining sales in a product category over time is

A) product life cycle.
B) development stage.
C) introduction stage.
D) primary stage.

Question 10

How many stage are in the product life cycle?

A) 8
B) 7
C) 6
D) 5

Question 11

How many categories of extensions are there?

A) 4
B) 3
C) 2
D) 1

Question 12

___________ allow one branded product to feature another brand as a component part or ingredient.

A) Co-brands
B) Partnership
C) Brand Image
D) Process of branding

Question 13

What is the difference between a product attribute and a product benefit? Give an example of one product and list both the product attributes and benefits.

Question 14

What is the good services continuum? Describe the goods-services continuum for the coffee market.

Question 15

How could you describe the innovation (continuous, discontinuous) of the Internet, from inception to date?

Question 16

Where does a flip phone user fall in the bell curve of innovation?

A) Innovators
B) Early adopters
C) Laggards
D) Non-adopters

Question 17

Which of the following took on the least amount of risk when creating a brand extension?

A) Yankee Candle Company creating car air freshener products
B) NyQuil creating a sleep aid "ZzzQuil"
C) Clorox creating the wand toilet bowl cleaner
D) Oreo creating cookie dough Oreos

Question 18

Consumers typically enjoy a quality product, however one specific consumer will brand hop and pay higher prices for a higher quality product 8 out of 10 times. How could you describe this consumer?

A) Purchases based on sensory benefits
B) Purchases based on resource benefits
C) Purchases based on all benefits
D) Incorporates his/her core values

Question 19

A consumer purchased a winter coat because the inside lining was made of a soft material. One type of benefit that was purchased was

A) the coat.
B) sensory benefit.
C) resource benefit.
D) the product.

Question 20

What drives how marketers create products?

A) Benefits desired by the entire target market
B) Combination that will give the most value to one specific customer
C) Appealing benefits
D) Appealing value

Question 21

A consumer purchases new windows for his/her home to replace the original windows put in when they house was built, this could be an example of what type of benefit?

A) Product
B) Resource benefit
C) Sensory benefit
D) The actual window

Question 22

A "fast pass" at an amusement park is an example of what type of product?

A) Core product
B) Actual product
C) Augmented product
D) Benefit

Question 23

What is a difference between the two types of innovation?

A) Size of innovation
B) Benefit delivery abilities
C) Improvement is created
D) Improvement of primary benefit

Question 24

In which stage of the product development process will a company see prototypes?

A) Conceptualization
B) Planning
C) Commercialization
D) End product

Question 25

Why is the new product development process important?

A) New product development failure risk is high
B) Creativity is important
C) It doesn't involve collaboration between functional
D) Its slow and cumbersome

Question 26

Why are failure rates for new products debatable?

A) Failure rate is not clearly defined
B) The market is always changing
C) Failure rates are high
D) Failure rate has a defined inclusive definition

Question 27

Where would you expect to see product innovation ideas in the process development process?

A) Conceptualization
B) Planning
C) Commercialization
D) Product concepts

Question 28

Which of the following describes a(n) innovator?

A) Young
B) Willing to take risk
C) Sense of tradition
D) Cautious

Question 29

Which would be more useful to evaluate in regards to PLC?

A) Samsung Galaxy
B) iPhone X
C) Cellular devices
D) Google Pixel

Question 30

Which action are you most likely to see in the development stage of the PLC?

A) Trial of a new product
B) Investments being made
C) Growth in product sales
D) Competing brands begin to emerge

Question 31

Which action are you most likely to see in the maturity stage?

A) Competing brands begin to emerge
B) Sales begin to level off
C) Growth in product sales
D) Investments being made

Question 32

A fad is a variation in product life cycle, what makes it different than a normal PLC?

A) Occurs quickly
B) Sales could rise and fall more than once in a fad
C) A fad PLC takes into consideration sales, profits and competition
D) It shows the pattern of growing and declining sales

Question 33

A fashion is a variation in product life cycle, what makes it different than a normal PLC?

A) Occurs quickly
B) Sales could rise and fall more than once in a fashion
C) A fashion PLC takes into consideration sales, profits and competition
D) It shows the pattern of growing and declining sales

Question 34

Facial Tissue brands such as Kleenex are in what stage of the product life cycle?

A) Decline
B) Primary demand
C) Selective demand
D) Maturity

Question 35

The font used to spell iPhone is a

A) Brand Mark.
B) Brand Name.
C) Brand Equity.
D) Brand.

Question 36

The spoken word iPhone is a

A) brand Mark.
B) brand Name.
C) brand Equity.
D) brand.

Question 37

If a consumer buys Charmin bath tissue that is the exact same quality as a generic brand only more expensive, Charmin has created ________ with the consumer.

A) brand Mark
B) brand Name
C) brand Equity
D) brand

Question 38

Apple creating iPhones after many years of producing iPods and computers would be considered what type of extension?

A) In-category extension
B) Near-category extension
C) Out-of-category extension
D) Extension

Question 39

Pampers created diapers specifically to be worn at nighttime and for swimming. What type of extension is this from the original diaper Pampers started with?

A) In-category extension
B) Near-category extension
C) Out-of-category extension
D) Extension

Question 40

Swiffer dusters can now be bought with the scent of Febreze. This is an example of what strategy?

A) Brand Image
B) Brand Partnership
C) Co-brand
D) Process of Branding

Question 41

The Folgers jingle "the best part of waking up is Folgers in your cup" is building a brand image

A) how or when the product is used.
B) around the customer.
C) by identifying key benefits.
D) through leadership.

Question 42

Yeti's slogan "built for the wild' is building a brand image by

A) how or when the product is used.
B) around the customer.
C) by identifying key benefits.
D) through leadership.

Question 43

How many different groups of benefits are there to describe a product?

A) 5
B) 4
C) 3
D) 2

Question 44

What is the most recent group to be incorporated into product benefits?

A) Functional Benefits
B) Resource Benefits
C) Core Values
D) Sensory Benefits

Question 45

How many levels is a product comprised of?

A) 3
B) 2
C) 1
D) 0

Question 46

An improvement in a products ability to deliver its primary benefit to a customer is

A) discontinuous innovation.
B) continuous innovation.
C) innovation.
D) creativity.

Question 47

A large jump in products benefit-delivering abilities is

A) discontinuous innovation.
B) continuous innovation.
C) innovation.
D) creativity.

Question 48

How many steps are there in the product development process?

A) 5
B) 4
C) 3
D) 2

Question 49

Idea Generation and Strategy Development belong in the conceptualization process.

Question 50

The idea that new technology and the products that utilize the technology spread through markets over time is called

A) diffusion of innovation.
B) discontinuous innovation.
C) continuous innovation.
D) innovation.

Question 51

The name or symbol that identifies a specific business's product or service

A) branding.
B) brands.
C) brand marks.
D) brand names.

Question 52

The financial value of a brand is captured in the concept of

A) brand equity.
B) brands.
C) brand names.
D) brand marks.