Multiple choice
As Elias was strolling through Costco on a Saturday morning, he tried the samples that were offered throughout the store. When he tasted the Rana Beef and Short Rib Lasagna, he decided to buy it even though he wasn’t looking for dinner and had never bought a Rana product before. The lasagna is a(n)
A) staple.
B) unsought product.
C) heterogeneous shopping product.
D) emergency product.
E) homogeneous shopping product.
B) unsought product.
The ________ spells out what kinds of marks can be protected and the exact method of protecting them.
Lanham Act
For which market segment would in-store demonstrations of NDF cereals be most effective?
A) loyalists
B) regulars
C) deal prone
D) politicos
E) NDF who?
E) NDF who?
Regarding consumer product classes, a convenience product is to an emergency product as
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.
B) a shopping product is to a heterogeneous shopping product.
Which product has a 100 percent emphasis on service?
A) hair styling
B) restaurant meal
C) steel pipe
D) canned soup
E) cell phone
A) hair styling
Which packaging decision by a manufacturer is most likely to be considered unethical?
A) packaging products in heavy duty cardboard
B) creating a unique label for a product that is very similar to a brand name product
C) Labeling a product as organic
D) selling a product in a bottle that has an inverted bottom so it holds less, but at the same price
E) not including the origin of a product on its label
D) selling a product in a bottle that has an inverted bottom so it holds less, but at the same price
Consumer product classes are based on ______, while business product classes are based on _______.
how consumers shop for the product; how the product is to be used
Which of the characteristics of a good brand name is missing in the proposed name of “Gnucheo” candy?
A) simple
B) short
C) not offensive
D) always timely
E) easy to pronounce
E) easy to pronounce
Which condition is favorable to successful branding?
A) The product quality is difficult to maintain.
B) The product is difficult to label and identify by brand.
C) Visible shelf locations or display spaces are available in stores.
D) There is limited availability of the product in the market.
E) No economies of scale exist for the product.
C) Visible shelf locations or display spaces are available in store
A set of individual products that are closely related, and usually differentiated by brand, level of service offered, price, or some other characteristic is known as a product ________.
Line
Rosario has a special place in her heart for Thatsa Pasta. She will make a special effort to find the pasta—even going to another store if she cannot find it at her usual store. For Rosario, Thatsa Pasta is a(n) ________ product.
A) homogeneous
B) specialty
C) unsought
D) new unsought
E) impulse
Specialty
MRO items are _________.
A) supplies
B)modified rebuy orders.
C) component parts and materials
Supplies.
Tyreek is a purchasing agent for Destiny River Mfg. Co. He regularly buys items such as nails, light bulbs, brooms, and sweeping compounds. In other words, he buys
A) components.
B) supplies.
C) installations.
D) professional services.
E) accessory equipment.
B) supplies.
Installation products _________.
A) are hardly ever leased because of the tax disadvantages.
B) do not include buildings and land rights.
C) justify multiple buying influence for custom-made equipment but not for standard equipment.
D) such as custom-made equipment generally require special negotiations for each sale.
E) always use customized equipment.
D) such as custom-made equipment generally require special negotiations for each sale.
Which term describes a seller’s promises about its product?
Warranty
Mary and Ecru are shopping for hair styling products. Mary chooses the cheapest hair gel, but Ecru bought the more expensive brand after seeing an ad that said it was healthier for hair. Mary’s hair gel is a(n) _______ product, while Ecru’s hair gel was a(n) _______ product.
A) sought; unsought
B) impulse; convenience
C) specialty; staple
D) new unsought; regularly sought
E) homogeneous shopping; heterogeneous shopping
E) homogeneous shopping; heterogeneous shopping
Of all the product classes, ________ are most likely to be a boom-or-bust business.
Installations
Luca wants to buy a power washer for some jobs around his home. Deciding that all such washers are similar, he reads all the advertisements in his Sunday paper in search of the best price. For Luca, these power washers are a(n)
A) heterogeneous shopping product.
B) staple product.
C) specialty product.
D) homogeneous shopping product.
E) emergency product
D) homogeneous shopping product.
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, the Apple iPad has achieved brand
A) rejection.
B) preference.
C) nonrecognition.
D) insistence.
E) recognition.
E) recognition.
Which term is best defined as a product’s ability to satisfy a customer’s needs or requirements?
Quality
Impulse products _____________.
A) are likely to gain or lose sales depending on where they’re sold.
B) require a great deal of advertising.
C) are a specific type of specialty product.
D) are usually high in price.
E) don’t cost much and may be bought by habit
A) are likely to gain or lose sales depending on where they’re sold.
The primary purpose of branding is to ________.
identify a product.
Unsought products ____________.
A) require wide distribution but little promotion.
B) are generally unprofitable.
C) should not be marketed.
D) are products consumers want but can’t find.
E) include new and regularly unsought products
E) include new and regularly unsought products
When final consumers are willing to spend much time and effort comparing quality and style, with brand and price being less important, the product is a(n)
A) inspection product.
B) heterogeneous shopping product.
C) homogeneous shopping product.
D) staple product.
E) emergency product.
B) heterogeneous shopping product.
Which statement is true of the characteristics of services?
A) Services are tangible items.
B) Services are physical things; they can be seen and touched.
C) Services are perishable.
D) Services are typically mass-produced.
E) Service quality is always consistent.
C) Services are perishable.