Mark - Chap6

A brand is _____. A) simply a label B) a name, picture, design, or symbol used by a seller to differentiate their offerings C) a picture that is similar to another company's design D) a slogan that conveys the firm's image E) an advertising campaign

B

A(n)_____ is a characteristic of an offering. A) tangible good B) feature C) intangible value D) price point E) need

B

Bill never thought that he would need windshield repair, until he got involved in a minor accident. Now he is trying to find a place that will repair the huge crack in his windshield at a low cost. To Bill windshield repairs are _____ offerings. A) specialty B) unsought C) convenience D) impulse E) shopping

B

Marketing _____ can be very challenging because many people within a firm are involved in the buying decision for these types of products. A) original equipment manufacturing offerings B) capital equipment offerings C) facilitating offerings D) raw materials offerings E) maintenance, repair, and operations offerings

B

Redmond Inc.is a company that builds and supplies windshields to automobile companies. These windshields are then built into the cars. Which of the following types of offerings characterizes the windshields? A) Maintenance, repair, and operations offerings B) Original equipment manufacturer offerings C) Facilitating offerings D) Raw materials offerings E) Capital equipment offerings

B

The entire assortment of products that a firm offers is known as the _____. A) product line B) product mix C) core product D) line depth E) line breadth

B

_____ refers to the services and accessories that improve the core product's ability to deliver benefits. A) Core product B) Augmented product C) Product mix D) Service E) Feature

B

A successful branding strategy: A) makes the product look similar to others in the market. B) invokes negative advertising campaigns from competitors. C) creates consumer recognition of what the brand means. D) adds value to the offering. E) segments customers based on their needs.

C

A _____ approach to determining the value of an offering would include the time and effort related to owning a product, in addition to the benefits received, the price, and hassle. A) total cost of ownership (TCO) B) service-oriented C) product-oriented D) product dominant E) service dominant

A

A _____ is a finished good that still has to be incorporated into something else to be usable. A) manufactured material B) finalized material C) component piece D) dynamic product E) principle component

A

A symbol or logo used to identify a brand is known as a _____. A) brand mark B) brand C) brand name D) brand extension E) brand package

A

After trying out different brands of toothbrushes, Martin has decided that he prefers Oral B the most. Whenever he is out grocery shopping, he always purchases several of these toothbrushes, to stock up in case the store runs out of it in the future. To Martin, Oral B toothbrushes are _____ offerings. A) shopping B) unsought C) specialty D) convenience E) impulse

A

In B2B companies, why do the marketing departments adopt a vertical market structure? A) The buying needs and processes are likely to be similar within an industry. B) It helps the companies reach buyers that are geographically located closer to them. C) It allows the companies to markets their product to consumers in other markets. D) It allows them to deliver products that have greater value across industries. E) It allows companies to reach buyers in many different industries.

A

Marketing of _____ items is often limited to simply trying to get the product in as many places as possible where a purchase could occur. A) convenience offerings B) shopping offerings C) specialty offerings D) unsought offerings E) product offerings

A

A _____ is one for which the consumer will make an effort to compare and select a brand. A) convenience offering B) shopping offering C) specialty offering D) unsought offering E) product offering

B

A _____ is the person responsible for all business decisions regarding offerings within one brand. A) product manager B) brand manager C) market manager D) category manager E) brand ambassador

B

A group of related offerings is known as a _____. A) technology platform B) product mix C) service mix D) product category E) product line

E

_____ refers to the physical component of an offering. A) Service B) Benefit C) Augmented product D) Core product E) Product line

D

Offerings are _____. A) products and services designed to deliver value to customers B) services that improve a product's ability to deliver benefits C) the physical components of products D) tangible goods that can be bought, sold, or owned E) groups of products or services that serve similar needs

A

_____ refers to products, or parts, sold by one manufacturer to another that get built into a final product without further modification. A) Original equipment manufacturing offerings B) Capital equipment offerings C) Facilitating offerings D) Raw materials offerings E) Maintenance, repair, and operations offerings

A

_____ refers to the number of variations in a single product line. A) Line depth B) Product mix C) Line breadth D) Product category E) Complete product

A

In the B2B market, banking and transportation services are types of _____. A) original equipment manufacturing offerings B) capital equipment offerings C) facilitating offerings D) raw materials offerings E) maintenance, repair, and operations offerings

C

Jenna has always wanted to own a red Ferrari sports car. She has been saving up for years to buy it. Jenna views the Ferrari as a(n)_____. A) convenience offering B) shopping offering C) specialty offering D) unsought offering E) product offering

C

The number of different or distinct product lines offered by a company is known as _____. A) line depth B) a product mix C) line breadth D) a product category E) a product line

C

When a feature satisfies a need or want, then there is a _____. A) reduction of hassle B) level of high quality C) benefit D) hike in price E) tangible value

C

Which of the following is an advantage of organizing in a vertical market structure in B2B markets? A) Communication with consumers is easier in a vertical market structure. B) Product managers can market their brands to customers in different industries. C) Marketing is more efficient because channels of communication are likely to be the same within an industry but different across industries. D) It allows marketers in the B2B markets to reach consumers who are located geographically far from them. E) It reduces the cost of production and, hence, lowers the cost of products.

C

Wilbur and Sons, Inc. is a company that mines for iron ore. The ore is purified and sold to steel manufacturing companies. Which of the following types of offering does Wilbur and Sons offer? A) Facilitating offerings B) Capital equipment offerings C) Raw materials offerings D) Maintenance, repair, and operations offerings E) Original equipment manufacturer offerings

C

_____ are highly differentiated offerings, and the brands under which they are marketed are very different across companies. A) Convenience offerings B) Shopping offerings C) Specialty offerings D) Unsought offerings E) Product offerings

C

_____ include products and services that support an organization's ability to do business but do not go into the final product. A) Original equipment manufacturing offerings B) Capital equipment offerings C) Facilitating offerings D) Raw materials offerings E) Maintenance, repair, and operations offerings

C

_____ refers to an approach to offerings that integrates the physical product, attendant services, and price into the total offering. A) Product oriented B) Market oriented C) Service-dominant D) Product-dominant E) Service-oriented

C

A _____ is responsible for a broad group of offerings, such as home cleaning products, which have various brands within each group. A) product manager B) brand manager C) market manager D) category manager E) vertical integration manager

D

A product-dominant approach to marketing is based on the belief that: A) enjoyment of a product and its disposal are important in understand consumer needs. B) marketers should consider what services it takes for the customer to acquire their offerings. C) sales personnel and marketing can drive consumerism. D) the best way to capture market share is to create and manufacture better products at lower prices. E) marketers should assess the value customers place on products in their daily lives.

D

At the check-out counter of the convenience store, Laura is given several nickels and dimes as change. Laura hates carrying so much change in her purse so she decides to buy a packet of chewing gum that she spies next to the cash register, at the last minute. I n this instance, the chewing gum is a(n)_____. A) shopping offering B) convenience offering C) specialty offering D) impulse offering E) unsought offering

D

Holden, Inc. is an advertising agency. Their clients are other businesses that hire them to create advertising campaigns. Which of the following types of offerings does Holden offer? A) Capital equipment offerings B) Raw materials offerings C) Original equipment manufacturer offerings D) Facilitating offerings E) Maintenance, repair, and operations offerings

D

Trenton Security sells different types of security systems. The company also offers its customers a 24-hour help-line and maintenance services in case there are any problems with the system. These services are known as the _____. A) core product B) product mix C) complete product D) augmented product E) product line

D

Which type of manager has the most marketing responsibility? A) Category manager B) Market manager C) Value manager D) Brand manager E) Vertical market manager

D

Why are brand names and brand marks important to companies? A) They help companies meet the needs of their customers. B) They reduce brand recognition of competing companies. C) They increase the cannibalization of the competitor's products. D) They are used by customers to make their choices. E) They add value to a company's offerings.

D

_____ are materials firms offer other firms so they can make a product or provide a service. A) Original equipment manufacturing offerings B) Capital equipment offerings C) Facilitating offerings D) Raw materials offerings E) Maintenance, repair, and operations offerings

D

_____ are those that buyers do not generally want to have to shop for until they need them. A) Convenience offerings B) Shopping offerings C) Specialty offerings D) Unsought offerings E) Impulse offerings

D

GammaTech Inc. has released a new MP3 player. The device is packaged along with a set of compatible headphones and an A/C adapter, and a two-year warranty. Such an offering would be known as a(n)_____. A) core product B) augmented product C) product line D) product mix E) complete product

E

Vertical market managers are found only in _____ markets. A) B2C B) institutional C) B2G D) competitive E) B2B

E

William is not particular about the brand of rice that he buys. He will buy any brand that he finds at the nearest store. To William, rice is a(n)_____. A) shopping offering B) specialty offering C) unsought offering D) impulse offering E) convenience offering

E

_____ are often sold by distributors but a consumer can also buy many of the same products at a retail store. A) Original equipment manufacturer offerings B) Capital equipment offerings C) Facilitating offerings D) Raw materials offerings E) Maintenance, repair, and operations offerings

E

_____ occurs when a firm's new offering eats into the sales of one of its older offerings. A) Brand extension B) Brand strategy C) Saturation D) Product failure E) Cannibalization

E