ch11 test

The number of sales outlets for a specialty product tends to be: a.relatively high. b.equal to those for shopping products. c.equal to those for customized products. d.very low.

d.very low.

What is the relationship between line extension and brand extension? a.Brand extension applies the same name to a new but unrelated product, while line extension involves the introduction of related products. b.Brand extension is regulated, while line extension is unregulated. c.Brand extension is more costly than line extension. d.Brand extension is another name for line extension.

a.Brand extension applies the same name to a new but unrelated product, while line extension involves the introduction of related products.

Which of the following is an example of an impulse good? a.Candy bar b.Toothpaste c.Laundry detergent d.Umbrella

a.Candy bar

Raphael works for a local beverage distributing company and is responsible for supporting large, national retail stores in his geographic area such as Wal-Mart, Target, and Kroger. Sally supports convenience stores such as gas stations and Brandon works with restaurants, bars, and hotels. Each person may sell the full line of beverage products to his or her customers. Which job title best classifies his or her positions within the beverage company? a.Category manager b.Product manager c.Line manager d.Distribution manager

a.Category manager

Trade dress may include which of the following components in branding? a.Color selections b.Product ingredients c.Shelf location d.Pricing schedules

a.Color selections

Kayla is a hair stylist and specializes in color processing to enhance a person's appearance. She is very personable and really enjoys creating a strong relationship with her clients. Her clients appreciate her skills as a stylist as well as her engaging and caring personality. Which aspect of services is demonstrated by the way Kayla serves her customers? a.Inseparability b.Perishability c.Tangibility d.Interactivity

a.Inseparability

Which of the following would be classified as consumption of a service business? a.Jennifer seeing Hamilton on Broadway in New York City. b.Cameron enjoying a bag of Doritos. c.Mitch reading a current issue of Sports Car Market Newsletter magazine. d.Blake listening to Spotify using his wireless Beats headphones.

a.Jennifer seeing Hamilton on Broadway in New York City.

Kasha is interested in becoming a brand manager for a fashion company. Which of the following activities would NOT be part of a brand manager's responsibilities? a.Specify quantity of product to be manufactured b.Establish retail price points c.Coordinate sales force efforts d.Lead new product development programs

a.Specify quantity of product to be manufactured

What name is sometimes given to committees within a firm who are responsible for developing new products? a.Venture team b.Category team c.Horizons team d.Prospective product team

a.Venture team

The golden arches affiliated with McDonald's restaurants are example of a: a.brand mark. b.brand name. c.trade name. d.differentiating symbol.

a.brand mark.

The Nike brand is considered very strong on the relevance dimension of brand loyalty. This means that large numbers of people view the brand as: a.feeling a need for the benefits provided by the brand. b.have a relationship and connection to the brand. c.cheaper than alternatives. d.highly distinctive as compared to competition.

a.feeling a need for the benefits provided by the brand.

Cameron is the sales manager for a Ford dealership and has six sales representatives who assist customers when they're searching for a vehicle. He provides training and works with his sales representatives to utilize a consistent sales approach and coaches them to develop a personal relationship with the customers. However, he is often frustrated when he hears complaints from customers that a sales representative is too pushy or doesn't seem interested in serving their needs. Cameron is experiencing how ______, one of the differences between a service and good, can impact his business. a.lack of standardization b.inseparability c.intangibility d.perishability

a.lack of standardization

Travis travels for work and spends quite a lot of time on airplanes and in hotel rooms. Occasionally, he has to travel during the holiday season, which usually results in higher fares and prices for hotel stays. This is an example of how the ______ of services can impact a company's strategy. a.perishability b.intangibility c.inseparability d.lack of standardization

a.perishability

Universities typically have an enrollment manager staff person to work with the campus recruiting staff who visit high schools, arrange special visit days, and host prospective students and their families when they visit the school. The enrollment manager establishes the optimum number of incoming freshman and transfer students to meet revenue targets. Lee is an enrollment manager at a private college and often must extend a greater number of scholarship offers in April for the upcoming fall semester pending the number of confirmed enrollments. Lee knows it's better to have additional students even if it means reducing the price of tuition to entice the student to campus. This exemplifies the _____ of services, a distinction between services and tangible goods. a.perishability b.inseparability c.lack of standardization d.intangibility

a.perishability

Staples operates large stores stocked with a variety of office supplies, technology such as computers, printers, furniture, and accessories. The stores have limited service and primarily station associates at the check-out counter or photocopying station. Small but expensive items such as flash drives are stored in locked, acrylic boxes that must be unlocked by the cashier once a customer purchases the item. These locked, acrylic boxes are primarily utilized to: a.protect against pilferage. b.enable easy display of the product. c.attract customer's attention. d.increase the value of the product.

a.protect against pilferage.

A _____ confers the exclusive legal right to use a brand name, brand mark, and any slogan or product name abbreviation. a.trademark b.trade name c.product license d.brand symbol

a.trademark

At the brand recognition stage of brand loyalty, marketers use _______ to increase consumer awareness of a brand. a.pricing b.distribution c.utility d.advertising

b.distribution

In terms of business product classifications, which of the following would not be considered an installation? a.An airplane purchased by an airline b.A warehouse purchased for a factory c.An oil rig purchased for a petroleum company d.A suite of office furniture for an accountant

d.A suite of office furniture for an accountant

Choose the type of product least likely to achieve the status of brand insistence. a.Sports cars b.Rolex watches c.Coach leather bags d.Beach towels

d.Beach towels

Choose the item(s) that would not be classified as accessory equipment. a.Laptop computers b.Office furniture c.Power tools d.Nuts and bolts

d.Nuts and bolts

One reason for the success of Disney theme parks is their emphasis on highly trained staff who provide excellent customer service. While families can go elsewhere to enjoy rides and entertainment, Disney builds customer loyalty based on which characteristic of services? a.Services are intangible. b.Services are perishable. c.Buyers play a role in creating services. d.Service standards vary widely.

d.Service standards vary widely.

There are dozens of law firms near your office, but you are determined to get business advice from an attorney who is widely recognized as the best in the city. Which of the following characteristics of services explains your choice? a.People often need to travel far to obtain quality services. b.Services cannot be standardized. c.Services cannot be inventoried by service providers. d.Services are inseparable from service providers.

d.Services are inseparable from service providers.

What is the correct relationship between supplies and a firm's final products? a.Supplies are incorporated into the firm's final products. b.Supplies are purchased after extensive planning and research. c.Supplies are typically customized to buyers' specifications. d.Supplies do not become part of the firm's final products.

d.Supplies do not become part of the firm's final products.

Only Johnson & Johnson can market adhesive bandages under the brand name Band-Aid. The most likely reason is: a.Only J&J has the technical expertise to manufacture Band-Aids. b.The Band-Aid name is only memorable when identified as a J&J product. c.Consumers recognize Johnson & Johnson as a company, but not Band-Aid as a brand. d.The Band-Aid brand is trademarked.

d.The Band-Aid brand is trademarked.

All of the following are true of convenience products except: a.They are purchased with little effort. b.They include impulse goods and staples. c.They may be bought in response to urgent needs. d.They are purchased after careful evaluation of competing products.

d.They are purchased after careful evaluation of competing products.

Both luxury hair salons and low-cost barber shops offer many of the same basic grooming services. But customers' expectations of these providers are very different. This reflects which characteristic of services? a.Intangibility of services b.Perishability of services c.Buyer involvement in service creation d.Wide variations in service standards

d.Wide variations in service standards

According to the Young and Rubicam Brand Asset Valuator model, differentiation is a dimension of brand personality that refers to: a.a brand's appropriateness to a big consumer segment. b.how many consumers feel a need for the brand. c.a brand's perceived quality. d.a brand's ability to stand apart from competitors.

d.a brand's ability to stand apart from competitors.

According to the Young and Rubicam Brand Asset Valuator model, the esteem dimension of a brand personality represents: a.how many consumers feel a need for the brand's benefits. b.the brand's appropriateness to a large consumer segment. c.the brand's ability to stand out from competition. d.a combination of perceived quality and perceptions about the brand's popularity.

d.a combination of perceived quality and perceptions about the brand's popularity.

Consumers of specialty products tend to buy these types of products: a.frequently. b.at the most convenient location. c.after comparing competitive prices and quality. d.after planning extensively.

d.after planning extensively.

In terms of goods and services classifications, floor carpeting should be considered: a.essentially a consumer product. b.essentially a business product. c.a mix of product and service attributes. d.both a consumer product and a business product.

d.both a consumer product and a business product.

If a firm successfully markets its product at a price significantly above competitors' prices, that success is likely to reflect significant: a.brand valuation. b.price-value equivalence. c.product insistence. d.brand equity.

d.brand equity.

Some well-known clothing designers have introduced lines of tableware or cookware under the same brand name used on their clothes. These designers are engaged in: a.brand imitation. b.trademark protection. c.line extension. d.brand extension.

d.brand extension.

June was given a Movado watch for her college graduation. Years later, she still loves it and refuses to switch to another brand. Despite the fact that other prestige watch brands are easier to find in her area, she is willing to search extensively for a Movado retailer. June's loyalty to Movado is best characterized as: a.brand preference. b.brand association. c.brand recognition. d.brand insistence.

d.brand insistence.

A lawyer who advises investment banks on merger and acquisition matters is supplying a(n): a.accessory product. b.structural service. c.collaborative service. d.business service.

d.business service.

When a firm hires a management consultant, it is purchasing a(n): a.operating product. b.intangible accessory. c.business support system. d.business service.

d.business service.

When an ice cream manufacturer purchases Reese's Pieces and Hershey's Kisses in commercial sizes to mix into the final form of its product, the candies are classified as: a.MRO items. b.raw materials. c.supplies. d.component materials.

d.component materials.

Shampoo, conditioner, and hair spray are generally classified as ______ products. a.personal b.styling c.shopping d.convenience

d.convenience

Staples are _______ products that consumers constantly ________. a.emergency, value b.household, seek c.inexpensive, compare d.convenience, replenish

d.convenience, replenish

Wal-Mart faced prolonged and widespread criticism about poor employee pay and working conditions. Eventually the retailer addressed these issues by raising its hourly wages and taking other steps to repair its damaged image. Based on this information, it is reasonable to assume that Wal-Mart was affected on the ______ of brand personality. a.relevance b.popularity c.knowledge d.esteem

d.esteem

Component parts and materials are _______ products of one producer that become part of the _________ products of another producer. a.accessory, installation b.MRO, supply c.raw, final d.finished, final

d.finished, final

Consumers of convenience products tend to buy these types of products: a.after considerable research. b.after comparing competitive prices. c.occasionally. d.frequently.

d.frequently.

If a consumer chooses a product primarily because it is priced considerably lower than alternatives since it is packaged with plain labels and marketed with little advertising, that product is likely to be a(n): a.family brand. b.individual brand. c.manufacturer's product. d.generic product.

d.generic product.

A UPC on a package is primarily used to: a.identify the location of a brand on store shelves. b.prevent trademark infringement. c.enhance brand personality. d.improve inventory control.

d.improve inventory control.

Changes in consumer lifestyles and buying habits have ______ the importance of packaging as a marketing tool. a.decreased b.eliminated c.not affected d.increased

d.increased

A meat-processing plant is negotiating for the purchase of new, technologically complex, and very expensive refrigeration facilities. The vendor will construct the facilities to meet the buyer's specifications. The meat processor is buying a(n): a.accessory product. b.MRO product. c.plant component. d.installation.

d.installation.

The Caribbean Cruise Company has only offered trips from New York to the Virgin Islands. Now that the firm has decided to expand into transatlantic cruises, it will need to buy a passenger ship twice as large as those it already owns. Expected to cost hundreds of millions of dollars, this purchase will be a(n): a.MRO. b.component. c.accessory. d.installation.

d.installation.

Compared to installations, accessory equipment purchases typically cost ______ and have ______ lives. a.more, longer b.less, better c.more, better d.less, shorter

d.less, shorter

After successfully marketing a line of umbrellas for adults, a firm decides to offer rain ponchos. This is an example of: a.line penetration. b.line innovation. c.line cannibalization. d.line extension.

d.line extension.

Dannon has introduced Greek-style yogurt to its original line of yogurt flavors and styles. This is an example of: a.brand extension. b.brand licensing. c.trade dress. d.line extension.

d.line extension.

The distribution channel for a convenience product is generally: a.short. b.mixed. c.personalized. d.long.

d.long.

A brand name owned by a car manufacturer is known as a(n): a.automotive industry label. b.private industry brand. c.manufacturer's generic. d.manufacturer's brand.

d.manufacturer's brand.

Every cup of Starbucks coffee around the world features a unique pictorial design. This visual element is known as the brand's: a.equity. b.depiction. c.identity. d.mark.

d.mark.

Generic products are characterized by ______ brand names. a.simple b.repetitive c.non-trademarked d.no

d.no

A fitness center offers discounts to customers who come to work out during off hours, like after 8:00 P.M. This reflects the ________ of the center's services. a.intangibility b.inseparability c.standardization d.perishability

d.perishability

Providers cannot maintain inventories of their services, leading them to vary prices according to demand. For example, most hotels charge more for lodging during holiday seasons than at other times of the year. This distinguishing characteristic of services is known as: a.standardization. b.intangibility. c.inseparability. d.perishability.

d.perishability.

When a consumer chooses a product over alternatives as soon as he or she sees or recognizes the brand, that brand has achieved which level of brand loyalty? a.awareness b.association c.recognition d.preference

d.preference

At the brand preference level of brand loyalty, buyers rely on _________. a.confidence in the brand's reputation b.word of mouth about the brand c.the brand's value proposition d.previous experiences with the brand

d.previous experiences with the brand

A company hires young people in New York City to hand out free samples of its frozen yogurt, along with discount coupons, to families entering the Central Park Zoo. The frozen yogurt brand marketed by this company is at the brand _____ stage of brand loyalty. a.insistence b.sales promotion c.preference d.recognition

d.recognition

Brand equity is associated with all of the following except: a.added value. b.greater market share. c.high prices. d.regulatory compliance.

d.regulatory compliance.

According to the Young and Rubicam Brand Asset Valuator model, a brand that is perceived as meeting the needs of a consumer segment and providing benefits is strong on the dimension of: a.esteem. b.differentiation. c.appropriateness. d.relevance.

d.relevance.

All of the following marketing efforts would make sense for a convenience product except: a.finding a highly visible location. b.staying open late hours. c.running ads in as many magazines as possible. d.running ads in a few highbrow magazines.

d.running ads in a few highbrow magazines.

In terms of the goods-services continuum, a physician's examination is a pure: a.good. b.mix of goods and services. c.bundle of attributes. d.service.

d.service.

Denise needed a new raincoat. To ensure that she got enough protection, she researched the water-repellent properties of different brands, studied rain gear websites, and asked the opinion of friends. Finally, she bought a Burberry brand coat with a snap-out lining. Denise had purchased a(n) _______ product. a.convenience b.impulse c.environmental d.shopping

d.shopping

If consumers buy a certain item of clothing only after comparing its quality and style to other brands, it is a _____ product. a.fashion b.convenience c.comparison d.shopping

d.shopping

Fred always aspired to own a Bentley. After twenty years of hard work, he was finally able to afford this ultra-luxury car, and drove fifty miles to reach the one Bentley dealership in his home county. Fred purchased a(n) ________ product. a.impulse b.aspirational c.shopping d.specialty

d.specialty

In terms of business product classifications, installations are the equivalent of _______ products. a.service b.capital c.organizational d.specialty

d.specialty

The unique robin's-egg blue color of all Tiffany's gift boxes is part of the brand's: a.brand equity. b.brand relevance. c.trade recognition. d.trade dress.

d.trade dress.

The most important feature of specialty products is the ______ that cause(s) consumers to prize those particular brands. a.high price b.effective advertising c.substitutability d.unique characteristics

d.unique characteristics

Brand extensions involve the attachment of a popular brand name to a new product in a(n) ______ product category. a.related b.identical c.international d.unrelated

d.unrelated

The buyers of specialty products are: a.usually uninformed about the products. b.unwilling to exert much effort to obtain the products. c.usually bargain hunters. d.unwilling to accept substitutes.

d.unwilling to accept substitutes.

Crystal is a high school senior and has visited several colleges and universities as a prospective student. She has a stack of brochures from schools and enjoys the campus visit tours and presentations about how the colleges prepare students for their futures. However, she finds it really difficult to assess the "quality" of the school and how one school might be better than another one. Crystal's difficulty in assessing the quality of a college or university is related to the _____ characteristic of services. a.intangibility b.inseparability c.lack of standardization d.perishability

intangibility

Buyers of David's Dandruff Shampoo consider how well this product addressed their scalp problems in the past before deciding whether or not to try another brand. These buyers are at the ______ stage of brand loyalty. a.recognition b.insistence c.experience d.preference

preference

Dishwashing liquid, toothpaste, and butter are used for different purposes, but they would all be considered _____ products. a.impulse b.unsought c.shopping d.staple

staple

In the context of business products, cleaning fluids and printer ink would be considered: a.accessories. b.shopping products. c.component materials. d.supplies.

supplies