Marketing Chapter 10

marketing mix

marketing mix

The product is the starting point in creating a ____.

business

Dunmore HS buys paper from Dundler Mifflin.  The paper is considered a ___ product.

False

True or False: Sebastian got a haircut this afternoon. His haircut cannot be called a product, however, because it is a service, not a tangible good.

consumer

The _______product classification system is based on the amount of effort consumers spend to acquire the product.

wide distribution of the product.

The convenience product marketing strategy includes:

Convenience

Which product is a relatively inexpensive item that merits little shopping effort (a consumer is unwilling to shop extensively for such as item)?

heterogeneous

Because of the uniqueness of apartment complexes and their amenities, an apartment is most likely going to be considered a ___________ shopping product

Unsought

_____ 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.

speciality

Goudy will only purchase IT Cosmetics.  IT Cosmetics are more expensive than drug store cosmetics.  Because Goudy is unwilling to accept a substitute brand, IT products (in this case) represent ____ products.

Unsought

Which products are not known about or not actively searched for by consumers?

varying quality

All of the following are benefits from organizing related items into product lines EXCEPT: advertising economies, package uniformity, varying quality, standardized components.

advertising economies

State Farm uses the tagline “Like a good neighbor, State Farm is there” for all of their products (auto ins, house ins., etc.). This is an example of ___

functional

Which type of product modification changes a product’s versatility, effectiveness, convenience, or safety?

Style modification creates planned obsolescence.

Which of the following statements about planned obsolescence is true?

Environmentalists support planned obsolescence or Style modification creates planned obsolescence

products all function in a similar manner and provide similar benefits.

A product line is a group of products that are closely related because the __.

ingredient

Rosa’s husband Phil has a cold. Rosa went to the store to buy something that would help Phil sleep. Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub. The package showed both the Breathe Right and the Vicks brand names. This is an example of _____ branding.

the product name is no longer recognized as the exclusive property of one firm

When a product name becomes generic:

No

Do UPCs detail the nutritional information that is required by the FDA?

aesthetics

Green is a sign of danger in some countries, so a U.S. firm that sells its goods in those countries would probably want to avoid using green on its packaging. Which aspect of packaging is addressed by this issue?

one brand name everywhere

Advantages of this global branding strategy include greater identification of the product from market to market and ease of coordinating promotion from market to market.

implied

Shane had every reason to believe that the antacid he purchased would relieve his stomach problems if he followed the directions on the box. This is an example of a(n) __ warranty.