marketing chapter 8
In the case of individual sellers facing price competition, demand might be fairly ______.
elastic
Sason has packaged their aspirin medication so that it is similar to the packaging of Bayer aspirin. This could be considered an _________ dilemma.
ethical
An Aeron desk chair in a professor's office is an example of what type of business product?
An accessory
Which of the following is a consequence of the perishable quality of services?
Balancing supply and demand can be challenging.
What are the two classifications of shopping products?
Homogeneous; heterogeneous
Which of the following is an example of a regularly unsought product?
Life Insurance
Which of the following occur in nature and are forms of raw material?
Natural products
What are the three categories of supplies? (Check all that apply.)
Operating Maintenance Repair
U.S. shoppers generate much more trash per person than anywhere else on earth. Much of this trash is
Packaging
As the text explains, which video game is an example of augmented reality?
Pokemon Go
Red Kite Creative designs websites and offers online marketing advice to its clients. What type of business product does Red Kite offer?
Professional services
Match the example of a packaging decision and its opportunity to add value.
Promotion- Kellogg's nutrition label helps consumers decide which cereal to buy. Protection- Electronic tags on the GAP's clothing set off alarms if not removed. Enhancement- McDonald's food containers are made from recycled materials.
Which of the following would be a convenience product for most consumers?
Shampoo
The convenience product group includes three classes. Match the class with the shopping behavior. Instructions
Staple- Doris buys Kellogg's Corn Flakes on her routine shopping schedule. Impulse- Doris is buying her groceries and notices a new flavor breath mint at the checkout counter. Emergency- Doris is on her way home from the supermarket and buys an umbrella because it started to rain.
Business product classes are based on which of the following? (Check all that apply.)
The way buyers think about the products The way buyers will use the products
What are the consumer product classes based on?
The way people think about products
Which of the following are true of professional services? (Check all that apply.)
They are typically expense items. They support a firm's operations.
_________ customers' behavior may provide companies with ideas for new products, added features or additional services.
Tracking
Which of the following are names of consumer product classes? (Check all that apply.)
Unsought Specialty Shopping Convenience
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
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
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
Private and manufacturer brands compete for customer business in a struggle known as the ______.
battle of the brands
A product that can be used and depreciated over a long period is called a(n) ______ item.
capital
Expense items that are considered ______ are processed and integrated into a finished product.
components
The Federal Fair Packaging and Labeling Act has a direct effect on the labeling of _____.
consumer goods
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
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
The Lanham Act of 1946 ______. (Check all that apply.)
explains how to protect marks describes what marks are protected
Branding may be less important for ______ (homogeneous/heterogeneous) shopping products.
heterogeneous
Customers want to review the quality and suitability of ______ shopping products because they see them as being different.
heterogeneous
An online shopper is most likely to read reviews, study product features, and compare different models when shopping for a(n) ______.
heterogeneous shopping product
Chevron says "Cars love the Techron additive, and so should you." Chevron is trying to emphasize this product difference because most consumers see little differences between brands of gasoline. They see gasoline as a(n) ______ shopping product.
homogeneous
Products that customers buy because they feel a strong need for them, even though they did not initially plan to purchase them, are called ______ products.
impulse
When shopping for a homogeneous shopping product, consumers typically search for the _____.
lowest price
Producer-made brands are referred to as ______ brands.
manufacturer
A brand name has a _____ meaning than branding.
narrower
Manufacturer brands are sometimes called ____ brands because they are promoted all across the country.
national
Precious metals, iron ore, natural gas, and coal are all examples of ______ products.
natural
Lisle has never heard of Refinery29.com. This is an example of brand ______.
nonrecognition
B&B Accounting has another company in India prepare simple tax returns, a job formerly done by B&B employees. B&B is ______ these tax returns.
outsourcing
When managers choose to buy professional services outside the firm as opposed to having people working within the firm do them, it is called _____.
outsourcing
In more complex service delivery situations, like running a cruise ship, it is hard to keep _______ consistent.
quality
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
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
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
A product that includes superior service, a satisfying physical good, helpful instructions, an easily accessible package, and a good warranty demonstrates a ______ product offering.
total
Band-Aid and Kleenex are both examples of _____ because they are legally registered for use by their respective companies.
trademarks
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
Products that people are unaware of or do not yet want are called ______ products.
unsought
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
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
What are the benefits of family branding? (Check all that apply.)
Promotion costs for individual products is reduced. Positive feelings attached to a particular product may boost other products in the family.
When Jen walks into her apartment after work, she says "Alexa, turn on the lights." In response, her lights are turned on. Jen then says, "Alexa, thank you" to which she hears a response "You're welcome." Alexa is a small round object that sits on Jen's kitchen counter. Alexa is an example of _____.
artificial intelligence
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
Dorothy visits a lawyer and walks out with advice about how to prepare her will. While she walks out of the meeting without anything in hand, she is pleased with what she learned. This is an example of a product that is _____.
intangible
The Dallas Chargers racing team gives manufacturers of clothing and gift items permission to use the team's name and emblem. In return, the Dallas Chargers receive payment for granting this permission. In this case, the Dallas Chargers name and logo is a(n) ______.
licensed brand
Rite-Way drugstores places the Rite-Way brand name on a wide range of products that are only sold in Rite-Way stores. The Rite-way brand is a ______ brand.
private
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
Products that are intended to be purchased and used by the end user are called ______ products.
consumer
Gold Medal buys wheat to produce its Gold Medal brand flour. For Gold Medal, the wheat is a(n) ______.
farm product
A firm's product _____ is made up of closely related products.
line
Ford Motor Company offers different types of vehicles, such as cars, SUVs, trucks, and minivans. These represent different ______. Multiple choice question.
product lines
Which of the following are examples of professional services? (Check all that apply.)
Billings advertising agency creates print advertisements for 50 different clients. Speedtech IT maintains networks and websites for ten clothing retailers. BMC Management provides consulting services to improve efficiency.
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
Family branding makes sense when the products are similar in which two of the following ways? (Check all that apply.)
Quality Type
Unprocessed expense items that receive little handling before progressing to the next production stage are ______.
Raw materials
Which of the following are levels of brand familiarity? (Check all that apply.)
Recognition Insistence Rejection Nonrecognition Preference
Which of the following terms describes how a company's product compares to a similar product offered by a competitor?
Relative quality
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 Competitors' offerings Customer needs
Which of the following are true of staples? (Check all that apply.)
They are bought frequently. They are bought without much consideration.
Which of the following statements about capital items are true? (Check all that apply.)
They are paid for upon purchase but depreciated over many years. They are generally expensive items.
True or false: A service is typically done in person once the customer has agreed to pay for it.
True
True or false: Artificial intelligence refers to having machines that operate like humans concerning learning and decision-making situations.
True
When Thomas Crown discovered that his local grocery store was out of Charmin bathroom tissue, he made a special trip across town to a Walmart store just to get the Charmin brand. Thomas's level of brand familiarity with regard to Charmin is ______.
brand insistence
The term iPod is an example of a(n) _____.
brand name
Which of the following occurs when a person is completely unfamiliar with a brand?
brand nonrecognition
Tina Wu got food poisoning after eating at Andy's Chicken House restaurant, and now she refuses to go back. This is an example of ______.
brand rejection
The use of particular names, words, or symbols to identify a product is referred to as ______.
branding
Sears department stores has created a number of brands, including Diehard (for batteries), Craftsman (tools), and Kenmore (appliances). These types of brands are called ______ brands.
dealer
The sales of timber at the Duluth Timber Company have fallen since new home sales have declined. Duluth's demand for its timber is an example of ______ demand.
derived
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.
differentiated
Jane Zhang's car got stuck in a snow bank. Fortunately, there was a hardware store nearby where she bought a shovel—just like one she had at home. She was able to get herself unstuck. In this case, the shovel was a(n) ______ product.
emergency
Products that customers purchase in the moment when they have a great need are called ______ products.
emergency
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
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
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
Products that are grown are called ______.
farm products
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 _____.
genetic product
Rajon Bondo wants to buy a new blender for his kitchen. He thinks all blenders are alike—so he went online to find an inexpensive one that met his needs. For Rajon, blenders are a(n) ______.
homogeneous shopping product
While shopping in her local supermarket, Cassidy grabbed a package of gum from a display at the checkout counter. Cassidy does not usually chew gum, but the display caught her interest. In this case, the gum was a(n) ______ product.
impulse
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 building and land used by a company are which type of business product?
installations
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
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
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
Products that a customer is willing to spend time and effort comparing to similar products are called _____ products.
shopping
When consumers consider heterogeneous shopping products, what is the least important factor they take into consideration?
Price
At the bakery where Jaxon works, large commercial mixers are used to mix ingredients for wedding cakes. These mixers are an example of a _____ product.
business
Products that are intended to be used in order to make other products are called ______ products.
business
Gallery Furniture uses knowledgeable sales people to provide customers with information about the quality of the furniture they are considering. Gallery knows that its target customers view quality and style as more important than price. For this target market, furniture is a(n) ______ shopping product.
heterogeneous
An item or service that fulfills a need and is available from a company is known as a _____.
product
Dove offers four different types of personal cleaning products -- soap, body wash, shampoo and hand lotion. These represent Dove's _____ _____.
product lines
Focused and dedicated services that aid in a firm's operation are called ______ services.
professional
When people can recall a brand's name, it is called brand ______.
recognition
A ______ is a trademark that refers specifically to an offered service.
service mark
What is the purpose of branding?
To identify a product
_________ make unauthorized copies of products.
Counterfeiters
What aspect of a product makes it easy to identify on the store shelf?
Packaging
Which of the following are true of trademarks? (Check all that apply.)
They must be legally registered. They can be symbols, words, or marks.
Which of the following products are examples of tangible goods? (Check all that apply.)
Wrangler jeans Rolling Stone magazines Ford F150 trucks
When Mallory asked her son what cell phone he would like for his 18th birthday, he replied, "An Apple iPhone of course." The familiarity of the Apple iPhone name proves its overall strength in the market. In other words, this phone has strong brand ______.
equity
A good is a(n) ______ item because it can be seen and touched.
tangible
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 would be included in a total product offering? (Check all that apply.)
A convenient package Helpful instructions A good warranty A useful physical good Superior service
Select all that apply Which of these situations involves an intangible service?
All Brenna could think about after she left the movie was how happy the couple were when they finally got together. Maria and her husband knew they would need a lawyer to give them advice on the issue.
True or false: In the "battle of the brands," intermediaries have no advantages over manufacturer brands.
False
Which of the following best defines brand familiarity?
It refers to the extent to which customers recall and accept a company's brand.
Which of the following is responsible for a product's promotion, protection, and enhancement?
Packaging
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: Shoppers in the United States create significantly more trash per person than in any other country.
True
Which of the following conditions help enable successful branding? (Check all that apply.)
When customers can easily identify a product by brand or trademark 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
A product ______ is made up of all of the various products that a company sells.
assortment
Kent's Snack Foods sells tortilla chips, potato chips, pretzels, and nuts. All of these products make up the product ____ of the company
assortment
Short, simple and suggestive of the benefits describe a good ______.
brand name
How well a brand is recognized and accepted by people is called brand ______.
familiarity
When multiple products are marketed under a single brand name, it is called a brand ______.
family
A product brand name that is used only for that product is called a(n) ______ brand.
individual
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
Which of the following are characteristics of a good brand name? (Check all that apply.)
Brief and simple Easy to recognize and recall Does not go out of date
Match each of the following individual products to its target market.
Citibank Individual Retirement Accounts-Charles is a employee of Shell Oil Company and is concerned about the future. Citibank Online Bill Pay- Fred is a busy attorney at a law firm where he works 60-plus hours a week and doesn't have much time. Citibank Business Credit Cards-John is a recent college graduate who is starting a graphic design services company and does not have many financial resources. Citibank Home Equity Loans-Ben and Julie are homeowners who are expecting their first child and want to expand their living space.
Which of the following are true of the battle between manufacturer and dealer brands? (Check all that apply.)
Dealer brands account for almost 30% of purchases in U.S. grocery stores. In the past, dealer brands were far less popular than manufacturer brands.
Which of the following are considered "products"? (Check all that apply.)
Goods Services
Matching Question Match the product (on the left) to its 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 is used to describe the total amount of individual products in a product line?
Product line length
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
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
When people are willing to make the effort to look for a branded product because they refuse to consider purchasing an alternative brand, it is called brand ______.
insistence
A familiar brand that can be used by sellers for a fee is called a(n) ________ brand.
licensed
Procter & Gamble's Crest toothbrush packaging makes it easy for the consumer to see and evaluate the product, and the design helps to focus attention on the benefits of the toothbrush. This aspect of the packaging helps Procter & Gamble ______.
promote the product
Within the context of marketing, the power of a product to fulfill a customer's requirements is called its _____.
quality
As Jessica was shopping for lemonade at the grocery store, she remembered an advertisement she had seen for Country Time lemonade so she placed a bottle of the lemonade in her cart for purchase. In this instance, Country Time achieved brand _____.
recognition
Ronnie Brewer has never owned a Ford car, but his parents owned one and the car had all kinds of problems. As a result, Ronnie will not even consider buying a Ford. For Ronnie, Ford has achieved brand _____.
rejection
Sherri's Shirts sells three types of silk blouses. The one with the highest thread count is considered to be the highest grade of the three types of blouses. This is a description of the _____ of the silk blouses.
relative quality
When competitors offer physical goods, a company may differentiate its offering by adding a _________ valued by its target market.
service
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
General Mills markets several types of breakfast cereals, baking products, pasta, and ice cream. In other words, General Mills has ______.
several product lines
True or false: When demand for a brand is strong enough that the market price can be high, there is a favorable market for successful branding
True
Which of the following are intended to be purchased and used by the final end user?
Consumer products
True or false: Better protective packaging can reduce costs by cutting down on breakage, spillage, and theft.
True
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
Even though consumers need ______ products, they are generally unwilling to spend much time shopping for them.
convenience
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
The difference between consumer products and business products is ______ demand.
derived
Kelly carefully shops for blue jeans comparing brand name, style, and quality. She views jeans as being a(n) ______.
heterogeneous shopping product
When shopping for ______ shopping products, people are primarily concerned with price because they see the products as being fundamentally the same.
homogeneous
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
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
Products that potential customers are unaware of and that offer really new ideas are called ______ unsought products.
new
When Irene's Ice Cream offered an ice cream product that aided in digestion, it was introducing a product with features that had not existed before to a market that hadn't considered the idea before. This is an example of a(n) _____ product.
new unsought
Products that stay unsought but eventually are bought are called _____ unsought products.
regularly
Products that customers will make an extra effort to find because they really want them are called ______ products.
specialty
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
Products that are bought frequently, routinely, and without much consideration are called ______.
staples
Companies may use different market ______ for individual products and target markets.
strategies, strategy, or plans
Expense items that qualify as ______ are not included in a final product.
supplies
Which of the following is not a business product class?
unsought
The promises a seller makes about a product are called a ______. Multiple choice question.
warranty