Marketing quiz 3 study guide

Gap clothing stores sell primarily what type of products? a. Convenience b. Shopping c. Unsought d. Nondurable e. Specialty

b. shopping

Trying to link a motorcycle brand like Harley-Davidson to a food brand like Healthy Choice would be considered a poor decision in this type of branding. a. Co-branding b. Individual branding c. Family branding d. Product branding e. Wholesaler branding

a. co-branding

The overall characteristics of a product that allow it to perform as expected in satisfying customer needs is a. quality. b. consistency. c. durability. d. styling. e. design.

a. quality

The depth of a product assortment is measured by the average number of a. convenience products as compared with the number of specialty products. b. different product lines offered by the company. c. different products offered in each product line. d. specialty products as compared with the number of convenience products. e. product features that the company offers.

c. different products offered in each product line

A genuinely new product—like the iPod once was—offers a. lower prices than existing products. b. at least two new product features. c. innovative benefits to consumers. d. better value than existing products. e. at least two new product features at a lower price.

c. innovative benefits to consumers

Kleenex Boutique is a brand ___________ of tissues made by the Kimberly-Clark Corporation. a. mark b. identification c. name d. guarantee e. trade name

c.name

Twin-packs and six-packs are examples of a. family packaging. b. group packaging. c. package bundling. d. family branding. e. multiple packaging.

e. multiple packaging

T F Concept testing gives reliable feedback, but at a relatively high cost.

false

T F Per-unit gross margins on convenience products are relatively high.

false

T F Sandwich bread would more likely be packaged in a green wrapper than a yellow one.

false

The four major stages of a product life cycle include a. prosperity, recession, depression, and recovery. b. specialty, convenience, shopping, and unsought goods. c. decline, stabilization, exposure, and growth. d. introduction, growth, maturity, and decline. e. awareness, interest, trial, and adoption.

introduction, growth, maturity, and decline

How do sellers benefit from the use of brand names and brand marks?

name distriguishes a seller's goods or service. allow the company to cultivate customer recognition. put a face to products. branding is a marketing tool to help consumers put products in a certain place in their mind. gain access to national markets. brand backup up by an intangible agreement between a consumer and company selling the products and sellers. legal systems an protect names and it creates a good advertising and value strategy

Discuss the role of new-product development in the marketing mix. Why is new-product development an important issue?

new value for customers, new wealth, conversion of market need to a reality=based solution. continued existence of the company, improved society, new value for customers(new idea they feel they need) keeps the company creativity and image alive

13. Identify and explain the dimensions of product quality.

performance, features, reliability, conformance, durability, service, aesthetics, perceived quality