Final exam pool items (Chs. 9, 11, 12, 13, 14, 15 & 17 not 18)



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Answer Key


1-113.

D

1-120.

E

1-204.

E

2-57.

B

52-64.

E

2-101.

C

3-81.

D

3-135.

B

4-94.

B

4-135.

A

5-84.

A

5-180.

A

6-77.

C

6-88.

A

7-78.

B

7-87.

B

8-90.

C

8-117.

B

8-167.

C

9-68.

B

9-70.

E

11-43.

B

11-52.

C

14-59.

E

14-63.

C

14-115.

D

17-69.

B

17-122.

E

18-39.

B

18-68.

C


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.



a.

brand equity

b.

quality

c.

warranty

d.

transaction

e.

product

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.



a.

price

b.

product

c.

distribution channel

d.

promotional media

e.

production line

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?



a.

The production department must know what to produce first.

b.

Production strategy is the first of the four Ps listed in the marketing mix.

c.

Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified.

d.

Product development takes the longest amount of time to complete.

e.

Actually, the product does not have to be the starting point--promotional strategies are often the starting point.

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?



a.

brand equity

b.

packaging

c.

color

d.

weight

e.

size

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:



a.

the product mix plan

b.

the way the firm implements its production strategy

c.

the marketing plan it selects for its products

d.

how well the manufacturer satisfies its customers' needs

e.

the competition encountered by the manufacturer

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.



a.

specialty

b.

consumer

c.

business

d.

convenience

e.

unsought

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:



a.

how the market is segmented

b.

the way the products are manufactured

c.

the way products are used

d.

the physical attributes of the product

e.

the amount of effort consumers spend to acquire the product

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.



a.

Convenience

b.

Specialty

c.

Branded shopping

d.

Unbranded shopping

e.

Generic

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.



a.

specialty

b.

convenience

c.

business

d.

shopping

e.

unsought

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.



a.

homogeneous shopping

b.

heterogeneous shopping

c.

convenience

d.

specialty

e.

component

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?



a.

the purchase of an engagement ring

b.

the weekly purchase of a TV Guide

c.

a one-of-a-kind bird bath for the garden

d.

a piano stool for the new piano

e.

the annual vacation cruise

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:



a.

wide distribution of the product

b.

higher than ordinary prices

c.

few retail outlets other than convenience stores

d.

significantly lower promotion budgets

e.

products that are not easily substitutable

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:



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

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.



a.

shopping

b.

convenience

c.

component

d.

unsought

e.

specialty

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?



a.

a light bulb for the front porch fixture

b.

Vital Radiance makeup by Revlon for women over 50

c.

a ream of paper for your printer

d.

a gas grill for the new patio

e.

a copy of the Wall Street Journal

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:



a.

unsought and convenience

b.

generic and family

c.

exclusive and intensive

d.

heterogeneous and homogeneous

e.

consumer and business

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.



a.

Low-prestige specialty products

b.

Product equivalents

c.

Heterogeneous shopping products

d.

Generic convenience products

e.

Homogeneous shopping products

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.



a.

specialty

b.

unsought

c.

heterogeneous shopping

d.

basic convenience

e.

homogeneous shopping

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.



a.

Product equivalents

b.

Comparative convenience products

c.

Homogeneous shopping products

d.

Product counterparts

e.

Heterogeneous shopping products

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?



a.

an off-campus apartment

b.

a package of pencils

c.

a Rolex watch

d.

a stapler

e.

a flea collar

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):



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