1."Product" means:
A) all the services needed with a physical good.
B) a physical good with all its related services.
C) the need-satisfying offering of a firm.
D) all of a firm's producing and distribution activities.
2.From a marketing perspective, a high quality copy machine is one that:
A) does a good job satisfying a customer's requirements or needs.
B) offers the most features.
C) is produced with the best materials.
D) has the longest warranty.
3.Services
A) are tangible.
B) often have to be produced in the presence of the customer.
C) are easy to store.
D) are usually produced before they are sold.
4.Vision Co. manufactures and sells tea, coffee, desserts, shoes, and sporting goods. All of these products are its
A) product line.
B) equity products.
C) complementary goods.
D) product assortment.
5.The set of laptop computers sold by Dell is called a(n):
A) product line.
B) emergency product.
C) impulse product.
D) product assortment.
6.Individual products:
A) are part of product lines but not product assortments.
B) may require their own marketing mixes.
C) are usually distinguished by brand only.
D) are part of product assortments but not product lines.
7.A trademark
A) has no legal meaning.
B) includes those words, symbols, or marks that are legally registered for use by a single company.
C) is any word, letter, or a group of words or letters.
D) is the value of a brand to its current owner or to a firm that wants to buy it.
E) is protected by the Magnuson-Moss Act.
8.When customers have consistently positive experiences with a brand, or they hear good things from the firm's promotion or other customers, we can expect that customers will _______ that brand name.
A) mistrust
B) demand
C) trust
D) tolerate
9.When a consumer has no idea what an RAV4 is, we say that this is an example of:
A) brand recognition.
B) brand nonrecognition.
C) brand insistence.
D) brand preference.
10.If members of the target market for an Apple iPad do not initially recognize the brand name, but compelling advertising results in more members remembering the brand, we say the Apple iPad has achieved:
A) brand rejection.
B) brand preference.
C) brand nonrecognition.
D) brand recognition
11.Target customers choosing a particular brand over other brands, because of habit or favorable past experience have a brand familiarity level of
A) brand preference.
B) brand knowledge.
C) brand insistence.
D) brand recognition.
12.Characteristics of a good brand name include all of the following except:
A) Be easy to spell and pronounce.
B) Be trendy and fashionable.
C) Describe the product and key benefits.
D) Be legally available for use by the firm.
13.The law which focuses on the protection of trademarks and brand names is
A) the Lanham Act.
B) the Magnuson-Moss Act.
C) the Uniform Product Code Act.
D) the Federal Fair Packaging and Labeling Act.
14.Sellers pay a fee to use the "Sunkist" brand on more than 400 products in 30 countries. Sunkist is a(n) ___________ brand.
A) manufacturer's
B) individual
C) dealer
D) licensed
15.Fresher Foods Co. manufactures and sells a variety of dairy products under the Fresh Farm brand name. It decides to introduce a new line of organic jams and preserves under the Tru Flavor Preserves brand name. For its new line, Fresher Foods is using ______.
A) a family brand
B) an individual brand
C) a dealer brand
D) a private brand
16.Ukrop's Supermarkets places the Ukrop's brand on a wide variety of products that are only available in Ukrop's stores. The Ukrop's brand is referred to as a(n):
A) Global brand.
B) Manufacturer brand.
C) National brand.
D) Private brand.
17.Sears' Kenmore brand of appliances sold in all Sears stores illustrates two kinds of brands.
A) dealer and family brands.
B) local and national brands.
C) generic and family brands.
D) licensed and dealer brands.
18.A good marketing manager knows that:
A) packaging suppliers are usually a poor source of information.
B) packaging costs generally reduce the customer value a consumer receives.
C) packaging costs should be kept to a minimum.
D) good packaging can tie the product to the rest of a marketing strategy.
19.A "universal product code" (UPC):
A) identifies a product with a mark which can be "read" by electronic scanners.
B) was required by the Federal Fair Packaging and Labeling Act.
C) slows down the retail checkout process.
D) involves placing the price per ounce on or near the product.
20.Product warranties:
A) Must be specific and in writing.
B) Can have a positive effect on perceptions of product quality.
C) Are governed by the federal Lanham Act.
D) Are the same as service guarantees.
21.Consumer product classes are based on ______________, while business product classes are based on ______________.
A) how the product is to be used, the price for the product
B) how consumers shop for the product, how the product is to be used
C) the price of the product, the quality of the product
D) how the product is produced, how the product is sold
E) how the product is sold, how the product is produced
22.Emil Flores won't buy any coffee except "Blue Mountain"--a relatively expensive type that few stores sell. He used to have to drive about 10 miles out of his way to buy it at a small shop--but now he has persuaded his local supermarket manager to handle this coffee. For him, this coffee is
A) an emergency product.
B) a specialty product.
C) a staple product.
D) an unsought product.
23.Personal selling is extremely important for sellers of:
A) specialty products.
B) regularly unsought products.
C) heterogeneous shopping products.
D) new unsought products.
24.Short-lived goods and services which are charged off as they are used--rather than depreciated over several years--are called:
A) nontaxable items.
B) expense items.
C) derived items.
D) capital items.
25.Which of the following is not a business product classification?
A) Installations
B) Accessories
C) Professional services
D) Specialty