Chapter 8 - BUS 230
Which of the following helps customers identify a trusted product in the store without needing to evaluate it and similar products every time they go shopping?
A brand name
Which of the following best defines brand familiarity?
It refers to the extent to which customers recall and accept a company's brand.
When consumers consider heterogeneous shopping products, what is the least important factor they take into consideration?
Price
At the bakery where Jaxon works, large commercial mixers are used to mix ingredients for wedding cakes. These mixers are an example of a _____ product.
business
Products that are intended to be used in order to make other products are called ______ products.
business
Which three of the following need to be considered when deciding whether or not to offer a warranty?
The legal environment Customer needs Competitors' offerings
What are the consumer product classes based on?
The way people think about products
Which of the following are true of staples? (Check all that apply.)
They are bought without much consideration. They are bought frequently.
Which of the following are true of trademarks? (Check all that apply.)
They must be legally registered. They can be symbols, words, or marks.
True or false: If people begin using a brand name to generally describe the type of product, the owner of the brand name will lose all rights to it.
True
Which of the following are names of consumer product classes? (Check all that apply.)
Unsought Convenience Specialty Shopping
How well a brand is recognized and accepted by people is called brand ______.
familiarity
When an unauthorized company counterfeits a product of another company, it will cause the original owner of the counterfeited item to _____.
lose sales
When shopping for a homogeneous shopping product, consumers typically search for the _____.
lowest price
Products that potential customers are unaware of and that offer really new ideas are called ______ unsought products.
new
When Irene's Ice Cream offered an ice cream product that aided in digestion, it was introducing a product with features that had not existed before to a market that hadn't considered the idea before. This is an example of a(n) _____ product.
new unsought
Lisle has never heard of Refinery29.com. This is an example of brand ______.
nonrecognition
Kendra is shopping at the new organic food store. She wants to buy her favorite organic granola, but is disappointed to find another brand on the store shelf. From a marketing point-of-view, the granola on the shelf lacks _____ because it doesn't meet Kendra's needs.
quality
Within the context of marketing, the power of a product to fulfill a customer's requirements is called its _____.
quality
Products that a customer is willing to spend time and effort comparing to similar products are called _____ products.
shopping
Mary is shopping for a football jersey in her favorite colors. At the same time, her husband Frank is shopping for a football jersey from his college alma mater. For Mary, the jersey is a(n) ______ product, for Frank, the jersey is a(n) ______ product.
shopping; specialty
Products that customers will make an extra effort to find because they really want them are called ______ products.
specialty
Melissa will not buy any tea except "Highlander"—an expensive white tea brand that few stores carry. She used to buy it only when she visited her mother who lived 100 miles away in a big city. She finally convinced her local grocery store to carry Highlander brand. For Melissa, this tea is a(n) ______.
specialty product
Products that are bought frequently, routinely, and without much consideration are called ______.
staples
All four of the hardware stores in Trevor's community sell gas grills, but Hank's Hardware is the only store that delivers and installs the grills at no-charge. For this reason, Trevor buys his new grill at Hank's Hardware. By adding these services, the hardware store has _____ its offerings.
differentiated
Leila has repeatedly had a good experience with Overland brand tires and buys them every time she needs a new set of tires for her car. Leila is buying Overland tires primarily because they have ______.
earned her trust
Jane Zhang's car got stuck in a snow bank. Fortunately, there was a hardware store nearby where she bought a shovel—just like one she had at home. She was able to get herself unstuck. In this case, the shovel was a(n) ______ product.
emergency
Products that customers purchase in the moment when they have a great need are called ______ products.
emergency
Jose and Marta are both purchasing new televisions. Jose is hosting a Super Bowl party this afternoon and needs to replace the television that broke late last night, while Marta wants to carefully examine the different models available to find the one that is of the highest quality and best suits her needs, regardless of price. For Jose the television is a(n) ______ product, but for Marta it is a(n) ______ product.
emergency; heterogeneous shopping
During the planning meeting, the marketing manager told the team they needed to promote the new line of low-sodium snack chips because consumers didn't even know they existed and wouldn't know to pick them up when they shopped. These snack chips are an example of a(n) _____ product.
unsought
Products that people are unaware of or do not yet want are called ______ products.
unsought
Which of the following occurs when a person is completely unfamiliar with a brand?
Brand nonrecognition
Which of the following are characteristics of a good brand name? (Check all that apply.)
Brief and simple Easy to recognize and recall Does not go out of date
Order the five levels of brand familiarity, from the lowest level of brand familiarity (listed at the top) to the highest level of familiarity (at the bottom). Instructions Choice 1 of 5. Nonrecognition toggle button Nonrecognition Choice 2 of 5. Insistence toggle button Insistence Choice 3 of 5. Preference toggle button Preference Choice 4 of 5. Recognition toggle button Recognition Choice 5 of 5. Rejection toggle button Rejection
1. Rejection 2. Nonrecognition 3. Recognition 4. Preference 5. Insistence
_ make unauthorized copies of products.
Blank 1: Counterfeiters
Products that are intended to be purchased and used by the end user are called _ products
Blank 1: consumer
The difference between consumer products and business products is _ demand.
Blank 1: derived
Which of the following are intended to be purchased and used by the final end user?
Consumer products
Drag and drop the products on the left against their corresponding blend of physical goods and services on the right. Instructions
Handkerchief - 100% physical good Life insurance - 100% service Cable tv - blend of physical good and service
What are the two classifications of shopping products?
Homogeneous; heterogeneous
Which of the following is an example of a regularly unsought product?
Life insurance
What aspect of a product makes it easy to identify on the store shelf?
Packaging
Which of the following is responsible for a product's promotion, protection, and enhancement?
Packaging
Which of the following are levels of brand familiarity? (Check all that apply.)
Preference Recognition Rejection Insistence Nonrecognition
Which of the following terms describes how a company's product compares to a similar product offered by a competitor?
Relative quality
Which of the following would be a convenience product for most consumers?
Shampoo
Which of the following are considered "products"? (Check all that apply.)
Services Goods
Which of the following would be included in a total product offering? (Check all that apply.)
Superior service Helpful instructions A good warranty A convenient package A useful physical good
What is the purpose of branding?
To identify a product
When Thomas Crown discovered that his local grocery store was out of Charmin bathroom tissue, he made a special trip across town to a Walmart store just to get the Charmin brand. Thomas's level of brand familiarity with regard to Charmin is ______.
brand insistence
Short, simple, and suggestive of product benefits describe a good _____.
brand name
The term iPod is an example of a(n) _____.
brand name
A brand can be a company ______, so it is important to make sure that the brand name does not become public property.
asset
The use of particular names, words, or symbols to identify a product is referred to as ______.
branding
Even though consumers need ______ products, they are generally unwilling to spend much time shopping for them.
convenience
Sears department stores has created a number of brands, including Diehard (for batteries), Craftsman (tools), and Kenmore (appliances). These types of brands are called ______ brands.
dealer
The demand for wood pulp depends partly on the demand for books. In this case, the demand for wood pulp is a(n) ______ demand.
derived
The sales of timber at the Duluth Timber Company have fallen since new home sales have declined. Duluth's demand for its timber is an example of ______ demand.
derived
When the demand for a business product results from the demand for a final consumer product, it is called ______ demand.
derived
How much a brand is worth in terms of its market strength is known as brand _______.
equity
When Mallory asked her son what cell phone he would like for his 18th birthday, he replied, "An iPhone of course." The familiarity of the iPhone name proves its overall strength in the market. In other words, this phone has strong brand _____.
equity
The Lanham Act of 1946 ______. (Check all that apply.)
explains how to protect marks describes what marks are protected
Rajon Bondo wants to buy a new blender for his kitchen. He thinks all blenders are alike—so he went online to find an inexpensive one that met his needs. For Rajon, blenders are a(n) ______.
homogeneous shopping product
Branding may be less important for _ (homogeneous/heterogeneous) shopping products.
heterogeneous
Customers want to review the quality and suitability of ______ shopping products because they see them as being different.
heterogeneous
Gallery Furniture uses knowledgeable sales people to provide customers with information about the quality of the furniture they are considering. Gallery knows that its target customers view quality and style as more important than price. For this target market, furniture is a(n) ______ shopping product.
heterogeneous
An online shopper is most likely to read reviews, study product features, and compare different models when shopping for a(n) ______.
heterogeneous shopping product
Kelly carefully shops for blue jeans comparing brand name, style, and quality. She views jeans as being a(n) ______.
heterogeneous shopping product
Chevron says "Cars love the Techron additive, and so should you." Chevron is trying to emphasize this product difference because most consumers see little differences between brands of gasoline. They see gasoline as a(n) ______ shopping product.
homogeneous
When shopping for ______ shopping products, people are primarily concerned with price because they see the products as being fundamentally the same.
homogeneous
Products that customers buy because they feel a strong need for them, even though they did not initially plan to purchase them, are called ______ products.
impulse
While shopping in her local supermarket, Cassidy grabbed a package of gum from a display at the checkout counter. Cassidy does not usually chew gum, but the display caught her interest. In this case, the gum was a(n) ______ product.
impulse
The Lanham Act of 1946 was enacted to _____.
indicate what brand names and trademarks could be protected
When people are willing to make the effort to look for a branded product because they refuse to consider purchasing an alternative brand, it is called brand ______.
insistence
Producer-made brands are referred to as ______ brands.
manufacturer
A brand name has a _____ meaning than branding.
narrower
Manufacturer brands are sometimes called ____ brands because they are promoted all across the country.
national
Carla Mason usually buys Wheaties breakfast cereal because she likes the taste, though she sometimes buys other cereals when they are on sale. For Carla, Wheaties has achieved brand ______.
preference
When members of a brand's target market typically select that brand instead of other comparable options, it is called brand ______.
preference
Brands created by intermediaries are called ______ brands.
private
An item or service that fulfills a need and is available from a company is known as a _____.
product
As Jessica was shopping for lemonade at the grocery store, she remembered an advertisement she had seen for Country Time lemonade so she placed a bottle of the lemonade in her cart for purchase. In this instance, Country Time achieved brand _____.
recognition
When people can recall a brand's name, it is called brand ______.
recognition
Products that stay unsought but eventually are bought are called _____ unsought products.
regularly
Ronnie Brewer has never owned a Ford car, but his parents owned one and the car had all kinds of problems. As a result, Ronnie will not even consider buying a Ford. For Ronnie, Ford has achieved brand _____.
rejection
When customers refuse to buy a brand until its image is changed, brand ______ is taking place.
rejection
Sherri's Shirts sells three types of silk blouses. The one with the highest thread count is considered to be the highest grade of the three types of blouses. This is a description of the _____ of the silk blouses.
relative quality
Most customers consider an item a "product" when it _____.
satisfies the customers need
When competitors offer physical goods, a company may differentiate its offering by adding a _ valued by its target market.
service
A ______ is a trademark that refers specifically to an offered service.
service mark
A trademark for a service being offered is called a ______.
service mark
A product that includes superior service, a satisfying physical good, helpful instructions, an easily accessible package, and a good warranty demonstrates a ______ product offering.
total
Band-Aid and Kleenex are both examples of _____ because they are legally registered for use by their respective companies.
trademarks
The promises a seller makes about a product are called a ______.
warranty
