QN1. We define a _____ as anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy a want or need.
a) private brand
b) service variability
c) service
d) None of the above
Answer
Answer: d) None of the above
QN2. ___are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything.
a) Line extensions
b) Services
c) Brands
d) None of the above
Answer
Answer: b) Services
QN3. Product is a key element in _____. At one extreme, it may consist of pure tangible goods or at the other extreme, pure services.
a) market offering
b) brand equity
c) brand extension
d) None of the above
Answer
Answer: a) market offering
QN4. Many companies are moving to a new level in creating value for their customers. They are developing and delivering total customer experiences. Whereas products are tangible and services are intangible, experiences are _____.
a) product quality
b) memorable
c) unsought product
d) None of the above
Answer
Answer: b) memorable
QN5. Product planners need to think about products and services on three levels. Each level adds more customer value. The most basic level is the _____, which addresses the question, “What is the buyer really buying?”
a) actual product
b) augmented product
c) core benefit
d) None of the above
Answer
Answer: c) core benefit
QN6. Product planners need to think about products and services on three levels. The third level is that the product planners must build on a(n) _____ around the core benefit and actual product by offering additional consumer services and benefits.
a) augmented product
b) brand equity
c) brand extension
d) None of the above
Answer
Answer: a) augmented product
QN7. Product planners must design the actual product and find ways to _____ it in order to create the bundle of benefits that will provide the most satisfying customer experience.
a) core benefit
b) package
c) brand
d) None of the above
Answer
Answer: d) None of the above
QN8. Products and services fall into two broad classes based on the types of consumers that use them. Which is one of these broad classes?
a) Industrial products
b) Brand equity.
c) Co-branding.
d) None of the above
Answer
Answer: a) Industrial products
QN9. ___are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products.
a) Services
b) Consumer products
c) Line extensions
d) None of the above
Answer
Answer: b) Consumer products
QN10. ___are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons.
a) Shopping products
b) Brands
c) Services
d) None of the above
Answer
Answer: a) Shopping products
QN11. ___are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.
a) Shopping products
b) Unsought products
c) Specialty products
d) None of the above
Answer
Answer: c) Specialty products
QN12. ___are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts.
a) Specialty products
b) Line extensions
c) Unsought products
d) None of the above
Answer
Answer: c) Unsought products
QN13. ___are those products purchased for further processing or for use in conducting a business.
a) Unsought products
b) Specialty products
c) Shopping products
d) None of the above
Answer
Answer: d) None of the above (Correct ans – Industrial products)
QN14. The three groups of industrial products and services include all of the following except _____.
a) materials and parts
b) capital items
c) maintenance and operations
d) None of the above
Answer
Answer: c) maintenance and operations
QN15. Most manufactured materials and parts are sold directly to _____. Price and service are the major marketing factors; branding and advertising tend to be less important.
a) consumers
b) industrial users
c) brand extensions
d) None of the above
Answer
Answer: b) industrial users
QN16. ___are industrial products that aid in the buyer’s production or operations, including installations and accessory equipment.
a) Materials
b) Parts
c) Capital items
d) None of the above
Answer
Answer: c) Capital items
QN17. ___consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization.
a) Person marketing
b) Organization marketing
c) Internal marketing
d) None of the above
Answer
Answer: b) Organization marketing
QN18. ___consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people.
a) Corporate image advertising
b) Organization marketing
c) Person marketing
d) None of the above
Answer
Answer: c) Person marketing
QN19. ___involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions. Texas advertises “It’s like a whole other country.”
a) Idea marketing
b) Place marketing
c) Social marketing
d) None of the above
Answer
Answer: a) Idea marketing
QN20. ___is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals’ behavior to improve their well-being and that of society.
a) Unsought product
b) Internal marketing
c) Social marketing
d) None of the above
Answer
Answer: c) Social marketing
QN21. Most manufacturers take years and spend millions to create their own brand names. However, some companies _____ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books. For a fee, any of these can provide an instant and proven brand name.
a) service
b) license
c) market
d) package
Answer
Answer: b) license
QN22. ___occurs when two established brand names of different companies are used on the same product.
a) Brand extension
b) Brand equity
c) Co-branding
d) Internal marketing
Answer
Answer: c) Co-branding
QN23. In most _____ situations, one company licenses another company’s well-known brand to use in combination with its own.
a) brand extension
b) brand equity
c) co-branding
d) internal marketing
Answer
Answer: c) co-branding
QN24. As one Nabisco manager puts it, “Giving away your brand is a lot like giving away your _____ you want to make sure everything is perfect.”
a) package
b) product line
c) child
d) product quality
Answer
Answer: c) child
QN25. A company has four choices when it comes to developing brands. What is not one of those choices?
a) line extension
b) brand extension
c) multibrands
d) width and depth extension
Answer
Answer: d) width and depth extension
QN26. ___occur(s) when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes.
a) Line extensions
b) Product mix
c) Interactive marketing
d) Service variability
Answer
Answer: a) Line extensions
QN27. One risk of _____ is that sales may come at the expense of other items in the line. It works best when it takes sales away from competing brands, not when it “cannibalizes” the company’s other items.
a) brand extension
b) line extension
c) packaging
d) social marketing
Answer
Answer: b) line extension
QN28. A ___ involves the use of a successful brand name to launch new or modified products in a new category.
a) brand equity
b) product line
c) brand extension
d) private brand
Answer
Answer: c) brand extension
QN29. ___offer(s) a way to establish different features and appeal to different buying motives. It also allows a company to lock up more reseller shelf space. Or the company may want to protect its major brand by setting up flanker or fighter brands.
a) New brands
b) Interactive marketing
c) Product quality
d) Multibrands
Answer
Answer: d) Multibrands
QN30. Retailers have become concerned that there are already too many brands, with too few differences between them. Thus, Procter & Gamble and other large consumer product marketers are now pursuing _____ strategies-weeding out weaker brands and focusing their marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories.
a) megabrand
b) service inseparability
c) social marketing
d) unsought product
Answer
Answer: a) megabrand
QN31. Companies must carefully manage their brands. First, the brand’s positioning must be continuously communicated to consumers. Major brand marketers often spend huge amounts on advertising to create brand _____ and to build preference and loyalty.
a) extension
b) awareness
c) packaging
d) internal marketing
Answer
Answer: b) awareness
QN32. Advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference. However, the fact is that brands are not maintained by advertising but by the _____.
a) marketing
b) line extensions
c) brand experience
d) product mix
Answer
Answer: c) brand experience
QN33. The brand’s positioning will not take hold fully unless everyone in the company lives the brand. Therefore the company needs to train its people to be _____.
a) customer-centered
b) specialty-centered
c) convenience-centered
d) line-extension-centered
Answer
Answer: a) customer-centered
QN34. The brand’s positioning will not take hold fully unless everyone in the company lives the brand. This suggests that managing a company’s brand assets can no longer be left only to _____.
a) product line
b) product mix
c) brand extension
d) brand managers
Answer
Answer: d) brand managers
QN35. Canada Dry and Colgate-Palmolive have appointed _____ managers to maintain and protect their brand’s images, associations, and quality, and to prevent short-term actions by over-eager brand managers from hurting the brand.
a) product line
b) service
c) brand equity
d) brand extension
Answer
Answer: c) brand equity
QN36. The recent wave of corporate mergers and acquisitions has decided, “We need a master brand to leave all our old names behind.” What is this called?
a) product mix
b) rebranding
c) brand equity
d) consumer branding
Answer
Answer: b) rebranding
QN37. Building a(n) _____ and re-educating customers can be a huge undertaking for a company. It cost tens of millions of dollars just for a special four-week advertising campaign to announce the new name, followed by considerable ongoing advertising expenses to the Verizon Company.
a) product mix
b) service intangibility
c) new image
d) internal marketing
Answer
Answer: c) new image
QN38. A company must consider four special service characteristics when designing marketing programs. Which is not one of these characteristics?
a) intangibility
b) inseparability
c) perishability
d) interactive marketing
Answer
Answer: d) interactive marketing
QN39. ___means that services cannot be seen, tasted, felt, heard, or smelled before they are bought.
a) Service inseparability
b) Service variability
c) Service intangibility
d) Service perishability
Answer
Answer: c) Service intangibility
QN40. ___means that services cannot be separated from their providers, whether the providers are people or machines.
a) Service intangibility
b) Service inseparability
c) Service variability
d) Service perishability
Answer
Answer: b) Service inseparability
