Final exam pool items (Chs. 9, 11, 12, 13, 14, 15 & 17 not 18)
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BEGINNING OF TEXT CHAPTER POOL ITEMS Chapter 9—Product Concepts MULTIPLE CHOICE 1. A _____ is everything, both favorable and unfavorable, that a person receives in an exchange. It can be tangible, intangible, a service, an idea, or a combination of these things.
ANS: E PTS: 1 REF: 131 OBJ: 09-1 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Product 2. The _____ is the starting point in creating a marketing mix.
ANS: B
The product must be specified before other marketing mix variables can be planned. PTS: 1 REF: 131 OBJ: 09-1 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product 3. Why is creation of a product the starting point for the marketing mix?
ANS: C
The product is the first decision around which the others are based. PTS: 1 REF: 131 OBJ: 09-1 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Strategy 4. Which of the following is NOT an example of a product's tangible feature?
ANS: A PTS: 1 REF: 131 OBJ: 09-1 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Product 5. In the long run, regardless of the effort put into the product management process, the most important factor determining if a consumer product will succeed or fail is:
ANS: D
Products succeed because they deliver benefits and satisfy customer needs. PTS: 1 REF: 131 OBJ: 09-1 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer 6. When PaintingsDirect, an online seller of contemporary original art, markets its art to home decor buyers for retailers, custom-framing stores, and intermediaries that supply furniture and home furnishings retailers, it is selling _____ products.
ANS: C
Business products are purchased for (1) use in the production of other goods or services, (2) use in an organization's operations, or (3) resale to other customers. PTS: 1 REF: 131 OBJ: 09-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product 7. The consumer product classification system is based on:
ANS: E
Products are classified by the amount of effort that is normally expended in the acquisition process. PTS: 1 REF: 132 OBJ: 09-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product 8. _____ products are purchased with little shopping effort. These products typically are purchased regularly, usually with little planning, and require wide distribution.
ANS: A PTS: 1 REF: 132 OBJ: 09-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Product 9. Arno stopped at a newsstand to buy today’s Wall Street Journal. While he was paying for his newspaper, he noticed a Sudoku puzzle book, which he also purchased. In this example, the puzzle book is an example of a(n) _____ product.
ANS: B
Convenience products are usually relatively inexpensive items that receive little shopping effort. An item bought on an impulse like the puzzle book is an example. PTS: 1 REF: 132 OBJ: 09-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer 10. While Allison was showing her new infant son to friends of her grandmother, the baby needed a diaper change, and she had brought none with her. She normally uses eco-friendly Seventh Generation brand diapers but settled for Pampers brand diaper because that was the only brand stocked at the small local grocery store. For Allison, the recent diaper purchase is an example of buying _____ products.
ANS: C
She spent very little shopping effort buying the diaper due to the emergency. PTS: 1 REF: 132 OBJ: 09-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer 11. Which of the following is the best example of a convenience product?
ANS: B
This is a relatively inexpensive purchase. and if the individual habitually buys the magazine, she probably did not do any comparison shopping. PTS: 1 REF: 132 OBJ: 09-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product 12. The convenience product marketing strategy includes:
ANS: A
To sell large amounts of products that consumers are unwilling to search for, there must be a large number of retail outlets. PTS: 1 REF: 132 OBJ: 09-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product 13. Compared to the other classifications of consumer products, shopping products are:
ANS: D
Shopping products are typically items such as clothing, automobiles, and major appliances. Consumers usually compare items across brands or stores. PTS: 1 REF: 132 OBJ: 09-2 TYPE: Comp TOP: AACSB Reflective Thinking | TB&E Model Product 14. 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.
ANS: A
Harrison is comparing ads looking for a low price. This is shopping product behavior. PTS: 1 REF: 132 OBJ: 09-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer 15. Which of the following is the best example of a shopping product for most consumers?
ANS: D
Shopping products are typically more expensive than convenience products and are found in fewer shops. Vital Radiance describes a specialty product because of the specification of a brand name, as does The Wall Street Journal PTS: 1 REF: 132 OBJ: 09-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer 16. The two types of shopping products are:
ANS: D PTS: 1 REF: 132 OBJ: 09-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Product 17. _____ are products consumers see as being basically the same, so consumers shop for the lowest price.
ANS: E PTS: 1 REF: 132 OBJ: 09-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer 18. Andrea needs to find a kennel for boarding her son’s dogs. There are several different kennels in her community, and Andrea believes all of them to be basically alike. The only feature she is genuinely concerned about is low price. For Andrea, the kennel for boarding dogs would be classified as a(n) _____ product.
ANS: E
Homogeneous products are products that consumers see as being basically the same, so consumers shop for the lowest price. PTS: 1 REF: 132 OBJ: 09-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer 19. _____ products are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price.
ANS: E PTS: 1 REF: 132 OBJ: 09-2 TYPE: Def TOP: AACSB Reflective Thinking | TB&E Model Product | TB&E Model Customer 20. Which of the following products is most likely to be considered an example of a heterogeneous shopping product?
ANS: A
Heterogeneous shopping products are essentially different. Housing is one of the examples given in the text. PTS: 1 REF: 132 OBJ: 09-2 TYPE: App TOP: AACSB Reflective Thinking | TB&E Model Product 21. When Kirby wanted a gas grill for his patio, he visited The Home Depot and Lowe's home-improvement stores, as well as three other stores that specialize in outside furnishings, in order to find the one with just the features he wanted. If Kirby represents a typical grill buyer, you know grills are a(n): Directory: ~ecarter2 ~ecarter2 -> SP14 mktg 490 case analysis – product/brand strategy – samsung electronics ~ecarter2 -> The menu of mktg 490 cases [Dr. Carter] ~ecarter2 -> Real-world Download 3.11 Mb. Share with your friends:
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