MKT 230 Chapter 11A

Shannon Hill needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and chose a flight on Southwest Air lines because, for a similar price to other airlines, it had a better reputation for service. For Shannon, this flight is an example of which type of product? a. Shopping b. Unsought c. Specialty d. Convenience e. Durable

a. Shopping

A product line is defined as a. a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations. b. products that are sold by the same firm or a division of a firm. c. products that can be designated as a unique offering among the organization's products. d. products that an organization makes available to consumers. e. a specific group of products that are offered to the market.

a. a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations.

Sales usually start to decline during the __________ stage of the product life cycle. a. end of maturity b. end of growth c. beginning of decline d. beginning of the termination e. beginning of growth

a. end of maturity

MADD (Mothers Against Drunk Driving) is a nonprofit organization that primarily markets a. ideas. b. services. c. goods. d. tangible products. e. features.

a. ideas.

Dannon Yogurt represents what type of product for most consumers? a. Durable b. Convenience c. Shopping d. Specialty e. Business

b. Convenience

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

b. Growth

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

b. an unsought good

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the _____ stage of the product adoption process. a. evaluation b. trail c. adoption d. interest e. awareness

b. trail

The stage of the product life cycle when marketers consider eliminating products that are not contributing to profitability or the overall effectiveness of a product mix is the _________ stage. a. introduction b. maturity c. decline d. growth e. reorganization

c. decline

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of a. product mix consistency. b. a market mix. c. depth of product mix. d. a promotion mix. e. width of product mix.

c. depth of product mix.

Minerals, chemicals, timber, and agricultural products are considered a. component parts. b. MRO supplies. c. raw materials. d. accessory materials. e. process materials.

c. raw materials.

Business products are a. purchased for personal consumption. b. purchased for both their functional aspects and their psychological rewards. c. not purchased by non-business organizations. d. classified according to their characteristics and intended uses. e. chosen on the basis of preferences expressed by a business procurement department.

d. classified according to their characteristics and intended uses.

When a product experiences an increase in the number of competitors, it is usually in the _______ stage of the product life cycle; however, when that competition becomes intense, it is in the __________ stage. a. introduction; growth b. growth; decline c. introduction; maturity d. growth; maturity e. maturity; decline

d. growth; maturity

Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and a. middle adopters. b. late adopters. c. middle majority. d. innovators. e. nonadopters.

d. innovators.

During the introduction stage of the successful product, profits are usually a. positive and increasing. b. negative and decreasing. c. declining. d. negative and increasing. e. at their highest point.

d. negative and increasing.

Business products are classified into the following seven categories according to characteristics and intended uses: raw materials, installations, accessory equipment, component parts, process materials, business services, and a. specialty industrial products. b. computer programming and operation services. c. service assistance. d. production activities. e. MRO supplies

e. MRO supplies

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible? Select one: a. Arrows on Wrigley gum packages b. Mercedes Benz emblem c. Nike swoosh d. McDonald's arches e. Traveler's Insurance umbrella

e. Traveler's Insurance umbrella

During the growth stage of the product life cycle, marketers must a. raise the price. b. introduce private brands. c. increase promotion as a percentage of sales. d. move to exclusive distribution. e. fortify the product position.

e. fortify the product position.

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

e. introduction, growth, maturity, and decline.

The width of a product mix is measured by the number of product a. specialties a company offers. b. dimensions in the product line. c. features in each brand. d. items in the product line. e. lines a company offers.

e. lines a company offers.