marketing ch 11, 12, 13 Learn it, quizzes and notes

Which of the following are tangible products that customers can see, hear, smell, taste, and/or touch?

goods

the __________ consist(s) of a product’s fundamental utility or main benefit and usually address(es) a fundamental need of the consumer

core product

the ________ provide added value or attributes that are in addition to the core product’s utility or benefit.

supplemental features

What category of product might a consumer purchase without having shopped for it because they need to solve a sudden problem?

unsought products

Which of the following are goods and services consumers purchase frequently, immediately, and with minimal effort?

convenience products

Which of the following are particular items that offer unique characteristics that buyers are willing to go through a considerable amount of effort to obtain?

specialty products

How would portable tools and office equipment be categorized?

accessory equipment

Which of the following is true of component parts?

They are either finished items ready for assembly or products that need very little processing before becoming part of some other product

Unprocessed extractive or agricultural products, such as mineral ore, lumber, wheat, and corn, would be categorized as which of the following?

raw materials

Which of the following is true of MRO supplies?

They are items that help production but do not become part of the final product.

Which of the following is a company’s assortment of product lines and individual product offerings?

Product mix

What term describes the number of different product lines an organization offers?

Width of product mix

In which stage of the product life cycle do profits peak?

growth stage

The stage of the product life cycle where sales revenue peaks is which of the following?

maturity stage

During which stage of the product life cycle would marketers use promotion to suggest new uses for the product?

maturity stage

Buyers recognize the existence of a new product during which of the following stages of the product adoption process?

awareness

What is the first group to adopt new products called?

innovators

Which of the following groups is viewed as “in the know” by many product adopters?

early adaptors

What are the elements of a brand that cannot be spoken called?

brand mark

Which term refers to the exclusive legal right to use a brand or part of a brand?

Trademark

Which of the following are major elements that underlie brand equity? (Select three.)

Brand name awareness, Perceived brand quality, brand loyalty

Which of the following brands are initiated and owned by resellers?

Private distributor

Which term describes using an existing brand to brand a new product in a different category?

brand extension

A company that uses two or more brands on one product is using which branding strategy?

Co-branding

What is the development of the container that holds a product?

Packaging

When a company uses similar packaging for all its packaging, it is using ________

family packaging

Which of the following is closely related to packaging and is used to identify, promote, inform, and address legal requirements?

Labeling

Motel 6 offers free continental breakfast and motel accommodations at a reasonable price. Ritz-Carlton is an upscale hotel known for its amenities, including spa treatments, luxurious rooms, and excellent customer service. Which of the following is true?

Both of these businesses offer the same core product but different supplemental benefits.

Maja wants to purchase a nutritional supplement recommended by her doctor. This nutritional supplement is a fairly new product. Initial trials have shown it to positively impact health and energy. Although it takes a while for Maja to find a store that offers it, Maja believes the benefits of the nutritional supplement justify the search. For Maja, the nutritional supplement is most likely which type of product?

Shopping

Parker owns a cereal café close to the community’s college campus. The café has 30 different brands of cereals. The café has a limited drink menu and offers different types of milk consumers can choose from, including regular, skim, oat, and soy. Which of the following statements about the cereal café’s products is true?

The café has a narrow but deep product mix.

Which of the following products is most likely in the decline stage of the product life cycle?

Apple iPods

Origins is a new bicycle company. It has introduced an innovative type of bicycle made completely of recyclable materials. The company releases several different promotional campaigns describing the product and its materials. The company is quick to promote studies that show how their bicycles compete just as well as other high-end bicycles in the industry. At this point, Origins is trying to promote which two stages in the product adoption process?

Awareness and interest

Mateo used to adopt the newest tech products as soon as they hit the market. However, due to the costs involved and prior experiences, Mateo is now more cautious when buying expensive tech gadgets. He researches the product thoroughly and will purchase it only when he believes it is well worth it. Because of his extensive research and knowledge of tech products, Mateo is viewed as in the know about the newest tech gadgets. Fellow adopters tend to follow his lead on whether to purchase them. Mateo is currently at what stage of the product adoption process?

Early adopter

Which of the following is the part of the brand that is a symbol or design?

Brand mark

The Nacho Cheese Doritos Locos Tacos is an example of the collaboration between Taco Bell and the Doritos brand. The product takes advantage of each brand’s brand equity. This collaboration is an example of which of the following?

Co-branding

Ellis has developed a successful company by selling high-quality house cleaning products. Ellis wants to diversify the business and recently purchased a smaller firm that manufactures car cleaning products. Ellis decides to use a family packaging strategy for the two different product classes. What is one of the advantages of family packaging?

It creates greater consistency among a firm’s products.

Some milk companies are switching to glass packaging over plastic. Not only does glass not leach into the contents, but some stores offer discounts to customers who return and refill their empty bottles rather than buy new ones. This could mean less plastic ending up in landfills. What type of packaging strategy does this example best exemplify?

Alteration of the packaging?

Which of the following describes the modification to a product that changes the taste, texture, sound, smell, or appearance?

Aesthetic modification

Which of the following describes a product modification intended to improve the dependability and durability of a product?

Quality modification

The development of a new product that is closely related to one or more products in the existing product line but designed to meet different customer needs is called a _______

line extension

After ideas have been generated, the next step in the product development process is _______

screening

Which of the following identifies old technologies that can be exploited in new ways or develops new business models to give customers more than they’ve come to expect from current products in a specific market?

Disruptive innovation

Which of the following involves marketers testing new product ideas by asking a target group of customers to provide feedback to determine potential consumer appeal?

concept testing

Which of the following occurs during the business analysis stage?

ideas are evaluated by projecting cost, sales, and profitability.

What is the decision to market a product called?

Commercialization

Companies may avoid a gradual product introduction for which of the following reasons?

Competitors may enter the market with similar offerings.

Marketers may create a prototype during which stage of new-product development?

Product development

What is the process of creating and designing products so that customers perceive them as different from competing products?

Product differentiation

Quality, the overall characteristics of a product that allow it to perform as expected, has two dimensions:

level and consistency

Delivery and installation, financing arrangements, customer training, warranties and guarantees, repairs, layaway plans, convenient hours of operation, adequate parking, and information through toll-free numbers and websites are examples of which of the following?

customer services

The decisions and activities intended to create and maintain a certain concept of the firm’s product relative to competitive brands in customers’ minds are best described as _______

positioning

Which positioning base positions the product based on personality or type of consumer?

Target market

A positioning strategy that highlights specific attributes or features to create the desired perception of the brand or consistency with the buyer’s self-concept is a ______ positioning base.

product attribute or feature

Which of the following is a way to display or graph, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds?

Perceptual map

What is the process of eliminating a product from the product mix when consumer preferences shift significantly, causing a product to decline?

Product deletion

In which type of product deletion is no attempt made to give the product new life?

Phase-out

Which of the following deletion strategies is the best strategy when losses are too great to prolong the product’s life?

Immediate drop

Unilever began to sell Hellman’s Mayonnaise with Olive Oil as an alternative to its regular mayonnaise. The product appeals to consumers who like mayonnaise and appreciate the health benefits of olive oil. Hellman’s Mayonnaise with Olive Oil is an example of which of the following?

Line extension

As part of the product development team of a popular toy company, Emery is responsible for analyzing new product ideas. Emery was excited about one idea in particular. However, after looking at the competition and the needs and wants of the buyers, Emery concluded that the product did not have a good chance of success in the market. He chose to pursue another product idea instead. At what stage of the product development process was Emery?

Screening

Infomax is a marketing research firm hired to assist in the development of a new product idea. Infomax gathered together a small team of consumers who are part of the larger target market. The company asked them questions, such as whether they were interested in the proposed product, if the benefits of the product were attractive to them, and what prices would be acceptable to pay for the proposed product. Infomax is currently at what stage of the product development process?

Concept testing

Which of the following is a risk of test marketing?

Competitors can copy the product or sabotage the test marketing stage.

Red Bull is an energy drink with the motto "Red bull gives you wings." Its sponsorship of extreme sports has given it a reputation for living on the edge and pursuing adventure. In one of its more famous campaigns, it sponsored a skydiver's space jump that broke the sound barrier. Red Bull's attempt to portray its products as extreme and edgy in the minds of consumers is an example of which of the following?

Product positioning

In 2011, Starbucks removed “Starbucks Coffee” from its logo and made the mermaid larger. This symbolized that the company was more than a coffee company. It wanted to venture beyond coffee to encompass a variety of products and innovations. This change is an example of which of the following?

Repositioning

A cosmetics company introduces a more environmentally sustainable cosmetic product. It wants to promote the new product’s benefits but doesn’t want to cannibalize its higher-priced, more established brands. What positioning should it adopt?

Positioning to avoid competition