Chapter 11

T/F - A service is intangible and is the result of the application of human or mechanical efforts to people or objects.

True

T/F - Communicating product benefits to consumers is very important in the introduction stage.

True

T/F - Laggards are the last to adopt a new product and usually distrust new products.

True

T/F - The buyer's intent can determine whether an item is classified as a consumer or a business product.

True

T/F - The first adopters of a product are the innovators.

True

T/F - A product's classification can influence its price, distribution, and promotion.

True

T/F - Brand preference is the strongest form or degree of brand loyalty.

False

T/F - Buyers want to exert only minimal effort to obtain shopping products.

False

T/F - Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

False

T/F - Obtaining a specialty product involves a considerable amount of comparison activity.

False

T/F - Product mix refers to a related group of products in the product line.

False

T/F - The two major product categories are business and institutional.

False

T/F - Trial is the first stage of the product adoption process.

False

T/F - A brand name is the part of the brand that is spoken.

True

T/F - A product need not be a physical product.

True

Convenience products are a. Relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort b. Frequently purchased items for which buyers are willing to exert considerable effort c. Frequently purchased items that are found in certain retail outlets d. Items that are expensive but are easy to purchase e. Items that require some purchase planning and for which the buyer often will not accept substitutes

a. Relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort

The jolly green giant used by the Green Giant Company facilitates the development of a. brand associations. b. brand quality. c. product preference. d. brand loyalty. e. product equity.

a. brand associations.

In which stage of the product life cycle do profits begin to decrease? a. Introduction b. Growth c. Maturity d. Decline e. Recovery

b. Growth

The major characteristic of a private brand is that a. Only retailers initiate and own the brand b. Manufacturers are not identified on the product c. Producers become involved with the marketing mix d. Producers price the product e. Wholesalers encourage producers to make the product

b. Manufacturers are not identified on the product

Phillip is on his way to work when he realizes he has a flat tire. He swings into Discount Tires and has a new tire installed. Phillip's purchase of a new tire in this situation is considered to be a. A shopping good b. A convenience good c. An unsought good d. A specialty good e. An industrial good

c. An unsought good

A(n) ____ is a concept, philosophy, or image.'' a. Product b. Good c. Idea d. Service e. Issue

c. Idea

What degree of brand loyalty is the strongest and most desired by marketers? a. Preference b. Requirement c. Awareness d. Insistence e. Recognition

d. Insistence

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

d. Introduction, growth, maturity, and decline

The width of a product mix is measured by the number of product a. Dimensions in the product line b. Features in each brand c. Items in the product line d. Lines a company offers e. Specialties a company offers

d. Lines a company offers

The maturity stage a. product modifications are unnecessary. b. there is less emphasis on changing a product's price. c. marketing strategies are rarely altered. d. some competitors are forced out. e. limited advertising expenditures are required to maintain market share.

d. some competitors are forced out.

Which of the following is NOT a business product? a. Oil to be refined into fuel b. Chips to be integrated into components for personal computers c. Paper, pens, and tape to be used in an office d. Marketing consulting services to aid a company in marketing a new product e. Calculators bough to help individuals complete their personal federal income tax forms

e. Calculators bough to help individuals complete their personal federal income tax forms

Of the following choices, which would be the easiest brand name to legally protect? a. Tarzink Yogurt b. Learn and Grow Daycare c. Scout Camping Supplies d. Sullivan Water Filtering Systems e. Western County Distributors

a. Tarzink Yogurt