Upgrade to remove ads
Only $2.99/month

Marketing Exam 2 - Chapter 10

Terms in this set (32)

Compared to the other classifications of consumer products, shopping products are:
a. widely available so they need little or no promotion
b. usually less expensive than convenience products
c. purchased without significant planning
d. usually more expensive than convenience products and are found in fewer stores
e. purchased immediately after the consumer realizes he or she needs them
d. usually more expensive than convenience products and are found in fewer stores
Kathy is driving Chaz, her young son, home from soccer practice when Chaz say, "Mom, I'm thirsty." Kathy immediately pulls the SUV into the nearest gas station and buys Chaz a Coke. For Kathy, the Coke is best described as an example of buying a _____ product.
a. homogeneous shopping
b. heterogeneous shopping
c. convenience
d. specialty
e. component
c. convenience
Which of the following is the best example of a convenience product?
a. concert tickets
b. chewing gum
c. jeans
d. chemical for the swimming pool
e. a birthday present
b. chewing gum
Which type of consumer product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores?
a. unsought product
b. secondary product
c. unique product
d. shopping product
e. selective product
d. shopping product
Harrison wanted a gas water heater. He watched newspaper ads until he found one on sale. For Harrison the water heater is a(n) _____ product.
a. shopping
b. convenience
c. component
d. unsought
e. specialty
a. shopping
Which of the following is the best example of a shopping product for most consumers?
a. washing detergent
b. crackers
c. soft drink
d. digital camera
e. magazine
d. digital camera
_____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited.
a. Exclusive shopping
b. Homogeneous convenience
c. Branded shopping
d. Specialty
e. Heterogeneous convenience
d. Specialty
_____ products are products that are not known about or not actively searched for by consumers. These products require aggressive personal selling and highly persuasive advertising.
a. Hidden
b. Specialty
c. Equity
d. Unsought
e. Shopping
d. Unsought
Unsought products typically are products that:
a. consumers purchase when they see them in a convenient location
b. consumers definitely don't want
c. only require reminder advertising to be successful
d. require little or no decision making by the buyer
e. consumers don't know about or don't actively look for
e. consumers don't know about or don't actively look for
Every three months or so, Stanley cleans the lint out of the long vent to his clothes dryer. It is a messy job that Stanley hates. It is too bad that Stanley has never heard of the Casabella Bendable Dryer Vent Brush, a specially designed brush that would make his life a little easier. For Stanley, the dryer vent brush is a(n) _____ product because he doesn't know the product exists.
a. heterogeneous shopping
b. specialty
c. unsought
d. convenience
e. exclusive
c. unsought
A number of yogurts are marketed under the Dannon brand, including Dannon All Natural, Dannon Fruit on the Bottom, Dannon Light & Fit, DanActive, and Dan-o-nino. The large variety of yogurts under the Dannon brand is an example of a:
a. marketing mix.
b. product line.
c. product mix.
d. product equity.
e. product modification.
b. product line
Along with its Macintosh computer line, Apple markets its iPod, iPhone, and AppleTV products. This is an abbreviated listing of the company's:
a. customer mix
b. product design
c. product mix
d. line depth
e. product modification
c. product mix
Most people recognize Campbell's as a brand of soup, but Campbell's also manufactures Pace Picante Sauce, Pepperidge Farms products, Prego Sauce, Swanson Broth, and V8 juice. All these products are part of Campbell's:
a. marketing equity
b. product line
c. product mix
d. line depth
e. product modification
c. product mix
Changing one or more of a product's characteristics is called:
a. product modification.
b. product repositioning.
c. product adjustment.
d. planned obsolescence.
e. product extension.
a. product modification
When Proctor & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent product and introduced Tide Free, the company was making a(n):
a. product line contraction
b. brand modification
c. aesthetics modification
d. obsolescence factor
e. functional modification
e. functional modification
One of the leading manufacturers of choir robes has added different types of trim and fabric in the making of the robes. This is a(n) _____ modification.
a. style
b. obsolescence
c. quality
d. repositioning
e. upward extension
c. quality
A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment. Which of the following strategies would best allow the company to accomplish this goal?
a. Contraction of the number of services offered by the utility company
b. Adding new services to its product line
c. Repositioning
d. Disintermediation
e. Use of product cannibalization
c. Repositioning
Over the years Cadillac has become to be thought of as "your grandparent's car." The new Cadillac ads showing a beautiful young woman driving a Cadillac along with the statement, "When you turn your car on, does it turn you on?" This is an example of marketing designed to help _____ Cadillac as a car for today's younger driver.
a. diversify
b. reposition
c. develop
d. expand
e. display
b. reposition
Over the years, Crest has added a variety of different toothpastes to its brand, such as Cavity-Protection Crest, Sensitive-Teeth Protection Crest, Baking Soda Crest, Tartar Protection Crest, and Crest for Kids. These additions are examples of:
a. product line extensions.
b. product portfolio width adjustments.
c. product item contractions.
d. SBU expansions.
e. product mix widths.
a. product line extensions
At one point, Heinz made ketchup in multiple colors, including red, green, purple, pink, orange, and teal. While they were popular for a few years, consumers stopped buying the unusual colors and Heinz has dropped back to just making red ketchup. This is an example of the implementation of a _____ strategy.
a. repositioning
b. cannibalization
c. product line extension
d. product line contraction
e. divestment
d. product line contraction
A _____ is a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products.
a. brand mark
b. trademark
c. brand name
d. UPC
e. brand
e. brand
The value of company and brand names is referred to as:
a. brand equity.
b. brand loyalty.
c. brand power.
d. brand equivalency.
e. brand strength.
a. brand equity
According to recent market research, Google is one of the most valuable brands in the world. According to this research, the company and its well-known name are worth about $100 billion. This research indicates that Google has a high:
a. brand loyalty hierarchy.
b. evoked set.
c. brand quality standard.
d. perceptual expectation.
e. brand equity.
e. brand equity
A(n) _____ refers to brands where at least one third of their earnings are from outside the home country.
a. evoked set
b. global brand
c. equity brand name
d. master brand
e. ethnocentric trademark
b. global brand
A consumer who consistently and repeatedly purchases the same brand is said to have:
a. brand loyalty
b. product equity
c. product loyalty
d. product repetition
e. store loyalty
a. brand loyalty
Brand loyalty can:
a. increase product diffusion
b. encourage competition
c. shorten the amount of time a product spends in the maturity stage
d. help ensure repeat sales
e. sell a bad product
d. help ensure repeat sales
A _____ is a legal term indicating the owner's exclusive right to use a brand name or other identifying
mark.
a. trademark
b. patent
c. brand
d. private brand
e. right of warranty
a. trademark
All of the following are functions of packaging EXCEPT:
a. containing and protecting the product.
b. guaranteeing product quality.
c. facilitating recycling and reducing environmental damage.
d. promoting the product.
e. facilitating product storage, use, and convenience.
b. guaranteeing product quality
The two types of package labeling in common usage today are:
a. informational and persuasive.
b. promotional and nonpromotional.
c. functional and persuasive.
d. government mandated and seller controlled.
e. motivational and required.
a. informational and persuasive.
Labels that contain standard promotional claims like "new," "improved," and "super" are examples of _____ labels.
a. descriptive
b. functional
c. repositioning
d. informational
e. persuasive
e. persuasive
Labeling that is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase is referred to as:
a. informational labeling.
b. persuasive labeling.
c. cognitive labeling.
d. rational labeling.
e. restrictive labeling.
a. informational labeling.
Statements on Kashi cereals and breakfast bars stating that they have no artificial colors, flavors, or
preservatives would most likely be an example of _____ labeling.
a. primary
b. required
c. informational
d. functional
e. environmental
c. informational
YOU MIGHT ALSO LIKE...