BUS 360: Chapter 8

Which of the following are names of consumer product classes? (Check all that apply.)

-Convenience -Unsought -Shopping -Specialty

Which of the following are characteristics of a good brand name? (Check all that apply.)

-Does not go out of date -Brief and simple -Easy to recognize and recall

Which of the following are considered "products"? (Check all that apply.)

-Goods -Services

Business product classes are based on which of the following? (Check all that apply.)

-The way buyers will use the products -The way buyers think about the products

Which of the following conditions help enable successful branding? (Check all that apply.)

-When it is easy to maintain product quality that is the best value for the price -When customer need is great enough to make the branding effort profitable -When customers can easily identify a product by brand or trademark

The Lanham Act of 1946 ______. (Check all that apply.)

-explains how to protect marks -describes what marks are protected

Order the five levels of brand familiarity, from the lowest level of brand familiarity (listed at the top) to the highest level of familiarity (at the bottom).

1. Rejection 2. Nonrecognition 3. Recognition 4. Preference 5. Insistence

Which of the following helps customers identify a trusted product in the store without needing to evaluate it and similar products every time they go shopping?

A brand name

Which of the following is a consequence of the perishable quality of services?

Balancing supply and demand can be challenging.

Which of the following occurs when a person is completely unfamiliar with a brand?

Brand nonrecognition

In order to provide consumers with sufficient information, the ______ Act demands that the packaging of consumer goods use language that is easy to understand.

Federal Fair Packaging and Labeling

What are the two classifications of shopping products?

Homogeneous; heterogeneous

The building and land used by a company are which type of business product?

Installations

Which of the following best defines brand familiarity?

It refers to the extent to which customers recall and accept a company's brand.

What aspect of a product makes it easy to identify on the store shelf?

Packaging

Carnival Cruises is drastically discounting cabins on its next Caribbean cruise because all the cabins are not currently sold. This discounting is most likely due to which factor of services?

Perishability

As the text explains, which video game is an example of augmented reality?

Pokemon Go

Which of the following is used to describe the total amount of individual products in a product line?

Product line length

Which of the following would be a convenience product for most consumers?

Shampoo

True or false: Better protective packaging can reduce costs by cutting down on breakage, spillage, and theft.

True

True or false: When the demand for a brand is strong enough to keep the market price high, there is a favorable market for successful branding.

True

Which of the following is not a business product class?

Unsought

There are some apps on the market that contain computer-generated images and sound which are placed into the user's physical words. These apps use ______ (AR) technology.

augmented reality

Short, simple, and suggestive of product benefits describe a good _____.

brand name

The use of particular names, words, or symbols to identify a product is referred to as ______.

branding

Brady Chips sells different computer chips that are used in all kinds of electrical products produced by various companies. For the manufacturers that buy from Brady, the computer chips are ______.

component parts

Expense items that are considered ______ are processed and integrated into a finished product.

components

Products that are intended to be purchased and used by the end user are called products.

consumer

The Federal Fair Packaging and Labeling Act has a direct effect on the labeling of _____.

consumer goods

Even though consumers need ______ products, they are generally unwilling to spend much time shopping for them.

convenience

When the demand for a business product results from the demand for a final consumer product, it is called ______ demand.

derived

All four of the hardware stores in Trevor's community sell gas grills, but Hank's Hardware is the only store that delivers and installs the grills at no-charge. For this reason, Trevor buys his new grill at Hank's Hardware. By adding these services, the hardware store has _____ its offerings.

differentened

Apple has developed innovative protective packaging for its iPad2 tablet computer. This has led to fewer iPads being damaged in shipping which, in turn, will lower ______ costs.

distribution

Jose and Marta are both purchasing new televisions. Jose is hosting a Super Bowl party this afternoon and needs to replace the television that broke late last night, while Marta wants to carefully examine the different models available to find the one that is of the highest quality and best suits her needs, regardless of price. For Jose the television is a(n) ______ product, but for Marta it is a(n) ______ product.

emergency; heterogeneous shopping

How much a brand is worth in terms of its market strength is known as brand _______.

equity

A product is a(n) ______ item when its complete cost is treated as a business cost during the year it is bought.

expense

The total cost of a(n) _____ item is considered a business expense in the year it's purchased.

expense

A product that does not have a brand name and is instead identified by its contents and the firm that made the product is called a ____ product.

generic

Producer-made brands are referred to as ______ brands.

manufacturer

Manufacturer brands are sometimes called ____ brands because they are promoted all across the country.

national

Lisle has never heard of Refinery29.com. This is an example of brand ______

nonrecognition

In more complex service delivery situations, like running a cruise ship, it is hard to keep consistent. (Enter only one word in the blank.)

quality

Country Hill Products, Inc. has a subsidiary that grows soybeans and field corn. In addition, the firm has a subsidiary that mines for coal and precious metals. All of the company's products are examples of ______.

raw materials

Unprocessed expense items that receive little handling before progressing to the next production stage are ______.

raw materials

The product offered by Southwest Airlines achieves the highest level of ______ when the customer's entire flight experience—from departure to arrival—meets the customer's needs.

satisfaction

Most customers consider an item a "product" when it _____.

satisfies the customers need

When competitors offer physical goods, a company may differentiate its offering by adding a valued by its target market.

service

Mary is shopping for a football jersey in her favorite colors. At the same time, her husband Frank is shopping for a football jersey from his college alma mater. For Mary, the jersey is a(n) ______ product, for Frank, the jersey is a(n) ______ product.

shopping; specialty

Products that customers will make an extra effort to find because they really want them are called ______ products.

specialty

customers' behavior may provide companies with ideas for new products, added features or additional services.

tracking

True or false: A service is typically done in person once the customer has agreed to pay for it.

true

During the planning meeting, the marketing manager told the team they needed to promote the new line of low-sodium snack chips because consumers didn't even know they existed and wouldn't know to pick them up when they shopped. These snack chips are an example of a(n) _____ product.

unsought

Carla Mason usually buys Wheaties breakfast cereal because she likes the taste, though she sometimes buys other cereals when they are on sale. For Carla, Wheaties has achieved brand ______.

preference

When members of a brand's target market typically select that brand instead of other comparable options, it is called brand ______.

preference

Focused and dedicated services that aid in a firm's operation are called ______ services.

professional

Kendra is shopping at the new organic food store. She wants to buy her favorite organic granola, but is disappointed to find another brand on the store shelf. From a marketing point-of-view, the granola on the shelf lacks _____ because it doesn't meet Kendra's needs.

quality

Within the context of marketing, the power of a product to fulfill a customer's requirements is called its _____.

quality

Dental Providers of America, Inc. provides dental services across the country and has dental offices in most major cities. The company has to have multiple locations because ______.

services are conducted in person

Products that a customer is willing to spend time and effort comparing to similar products are called _____ products.

shopping

Melissa will not buy any tea except "Highlander"—an expensive white tea brand that few stores carry. She used to buy it only when she visited her mother who lived 100 miles away in a big city. She finally convinced her local grocery store to carry Highlander brand. For Melissa, this tea is a(n) ______.

specialty product

Expense items that qualify as ______ are not included in a final product.

supplies

A good is a(n) ______ item because it can be seen and touched.

tangible

Products that people are unaware of or do not yet want are called ______ products.

unsought

When demand for a service fluctuates greatly, it causes problems for the marketing manager, because there is no way to keep an extra supply of services in a warehouse. In other words, services are ______.

perishable

Drag and drop the products on the left against their corresponding blend of physical goods and services on the right.

-Handkerchief=100% physical good -life insurance=100% service -cable TV= Blend of physical good and service

Which of the following are true of the battle between manufacturer and dealer brands? (Check all that apply.)

-In the past, dealer brands were far less popular than manufacturer brands. -Dealer brands account for almost 30% of purchases in U.S. grocery stores.

Which of the following are levels of brand familiarity? (Check all that apply.)

-Insistence -Rejection -Nonrecognition -Recognition -Preference

According to the case, which of the following are true about Under Armour?

-Its first shirts sold for three to five times the cost of a T-shirt. -Under Armour's products include its HeatGear and ColdGear product lines. -Under Armour's core products face competition from strong competitors.

What are some advantages intermediaries enjoy in the battle of the brands? (Check all that apply.)

-Preferred shelf positioning -Better access to low-cost, reliable supply sources

What are the three categories of supplies? (Check all that apply.)

-Repair -Maintenance -Operating

Which of the following products are examples of tangible goods? (Check all that apply.)

-Rolling Stone magazines -Wrangler jeans -Ford F150 trucks

According to the case, which of the following are part of Under Armour's product assortment?

-Shoes -Backpacks -Bottoms

Which three of the following need to be considered when deciding whether or not to offer a warranty? (Check all that apply.)

-The legal environment -Customer needs -Competitors' offerings

Which of the following are true of professional services? (Check all that apply.)

-They are typically expense items. -They support a firm's operations.

An Aeron desk chair in a professor's office is an example of what type of business product?

An accessory

Which of the following are intended to be purchased and used by the final end user?

Consumer products

make unauthorized copies of products.

Counterfeiters

Which of the following is responsible for a product's promotion, protection, and enhancement?

Packaging

What are the consumer product classes based on?

The way people think about products

What is the purpose of branding?

To identify a product

True or false: Companies that track customer behavior through an app might use the data to introduce a new product feature.

True

True or false: If people begin using a brand name to generally describe the type of product, the owner of the brand name will lose all rights to it.

True

Capital items that last for only a short period and are used in production or administrative tasks are known as ______.

accessories

A brand can be a company ______, so it is important to make sure that the brand name does not become public property.

asset

Private and manufacturer brands compete for customer business in a struggle known as the ______.

battle of the brands

The demand for wood pulp depends partly on the demand for books. In this case, the demand for wood pulp is a(n) ______ demand.

derived

Leila has repeatedly had a good experience with Overland brand tires and buys them every time she needs a new set of tires for her car. Leila is buying Overland tires primarily because they have ______.

earned her trust

In the case of individual sellers facing price competition, demand might be fairly (elastic/inelastic).

elastic

When Mallory asked her son what cell phone he would like for his 18th birthday, he replied, "An iPhone of course." The familiarity of the iPhone name proves its overall strength in the market. In other words, this phone has strong brand _____.

equity

Sason has packaged their aspirin medication so that it is similar to the packaging of Bayer aspirin. This could be considered an dilemma.

ethical

Some customers complain that Frito-Lay's new potato chip packaging hides the fact that they are buying fewer chips for the same price. This type of issue requires marketing managers to make ______ choices regarding the packaging.

ethical

True or false: In the "battle of the brands," intermediaries have no advantages over manufacturer brands.

false

How well a brand is recognized and accepted by people is called brand ______.

familiarity

A(n) brand exists when a marketer applies one brand name to multiple products, for example if a company sold paper towels, dishwashing liquid, and snack crackers under the same brand name.

family

When multiple products are marketed under a single brand name, it is called a brand ______.

family

When Parul went to the store to buy cough medicine, she found Robitussin brand cough medicine and another brand in a plain package that was selling for $4 less than the Robitussin. The lower-priced cough medicine is an example of a _____.

generic product

Many services are delivered by individual service providers with varying levels of experience and expertise. This can lead to service quality that is ______.

inconsistent

The sales of installations tend to _____ during periods of company growth.

increase

The Lanham Act of 1946 was enacted to _____.

indicate what brand names and trademarks could be protected

A product brand name that is used only for that product is called a(n) ______ brand.

individual

A single item within a product line is called a(n) product.

individual

Procter & Gamble offers Tide brand laundry detergent in different sizes and types, such as Coldwater Liquid, High Efficiency Liquid, and Bleach Liquid versions. Each size and type is an example of a(n) ______ product.

individual

Great Grains manufactures and sells a variety of baked goods under its Baked Better brand name. When the company developed a new line of cookies, it chose to brand them as Chewy. For Chewy, Great Grains is using a(n) ______.

individual brand

Because a company must buy the supplies it needs in order to produce its products, the industry demand for business products is considered fairly ______.

inelastic

When it first began distributing root beer to grocery stores, Reggie's Root Beer Supply only sold original flavor root beer. In the last three years, the company has extended the product and now distributes vanilla root beer and caramel root beer to stores. By increasing the number of products in the root beer line, the company is focusing on product line _____.

length

When an unauthorized company counterfeits a product of another company, it will cause the original owner of the counterfeited item to _____.

lose sales

The promises a seller makes about a product are called a ______.

warranty