Chapter 11

Jose went skiing one weekend with several of his friends. While at the slope, Jose injured his leg and needed to see a doctor. Jose is likely going to view solutions to his problem as

unsought products.

To make intangible products more tangible or real to the consumer, marketers often

use symbols or cues to help symbolize product benefits.

As Jessica enters Audio Jetz car electronics department, she is asked by the salesperson if she has seen the new plug-in cell phones with coffee-warming app. She answers that she didn't know that this type of app for cars was available. Based on this information, she is now in what stage of the product adoption process for this item?

Awareness

Which of the following is not a stage in the buyer's product adoption process?

Exploration

You just recently accepted a new job at a company on the East coast. You will be responsible for making sure your firm's products contain labeling that meets all federal laws and regulations. Your new company makes gourmet food items. Which of the following federal regulatory agencies should you become very familiar with in order to do your job most effectively?​

FDA

In which stage of the product life cycle do profits begin to decrease?

Growth

Which of the following stages of the product life cycle is likely to see dealers offered promotional assistance from the producer?

Maturity

Private distributor brands are owned by retailers and do not identify the manufacturer of the product. Which of the following is an example of a private distributor brand?

Sears Kenmore washers

Which of the following issues is least important in using co-branding effectively?

The brands involved should be owned by different companies.

​You are a rising star in the purchasing department at your company and you have recently been promoted to manager for business services procurement. As your title suggests, you will be responsible for purchasing business services for your firm. Which of the following statements is true regarding your new role?

You will be purchasing janitorial services.

A major advantage of using individual branding is that

a poor quality product will not contaminate all of the company's other products with negative images.

The overall challenge for marketers when developing packaging is to

create effective, convenient packaging that appeals to customers and keeps costs low.

When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ____ branding.

family

Nathan recently purchased a floor lamp from Ikea. The floor lamp came in a compact cardboard box and assembly was required. This is an example of ____ packaging.

handling-improved

The width of a product mix is measured by the number of product

lines a company offers.

Scenario 11.2 Use the following to answer the questions. ​ Megabus is a bus line operating in the Northeast and Midwestern United States, plus in Canada. It offers travelers a cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest technology. Unlike the traditional Greyhound Lines, Megabus is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor Greyhound, has launched two new bus lines, BoltBus and NeOn, with similar fares and high-tech amenities. A fare on NeOn bus from Buffalo, NY to New York City is $50.00 roundtrip, while the same fare through Greyhound's traditional bus line costs $92.00. The benefit of Greyhound's traditional line is that there are more departure times and more stops in smaller towns along the way. ​ Refer to Scenario 11.2. Casey is searching the website of Megabus.com for the schedule and fares of a trip between Buffalo, NY and New York City. Casey is most likely in which of the following stages of the product adoption process?

interest

Twin-packs and six-packs are examples of

multiple packaging.

During the maturity stage

ome competitors are forced out.

Convenience products are

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