Chapter 11 – MindTap
– One limited-edition, high-fashion version will be offered every year is an example of the _____ element of the total product offering.
– The backpack is durable just like all the company’s products is an example of the _____ element of the total product offering.
– If the backpack carries a lifetime guarantee instead of the usual five-year guarantee, this is an example of the _____ element of the total product offering.
– The _____ element of the total product offering can be exemplified by having the backpack have both a shoulder strap and a leather handle for convenience.
– A _____ element of the total product offering could be allowing the customers to choose to customize their backpacks with a monogram.
– A _____ element of the total product offering could be that each backpack carries a serial number so if it’s lost, it can be returned to the customer via overnight delivery, free of charge.
core product, supplemental features, symbolic or experiential benefits
– “I’d like to take one home to see how well it fits into my workout routine, before I buy” is an example of the _____ stage of the product adoption process.
– “I’ve never heard of any product like this, and I’m a fitness enthusiast” is an example of the _____ stage of the product adoption process.
– “What’s the price, and what do I get for my money?” is an example of the _____ stage of the product adoption process.
– “I’ll definitely buy one and wear it all day long, because I’m so focused on fitness” is an example of the _____ stage of the product adoption process.
– “This product seems so innovative and unusual that I’d like to find out more” is an example of the _____ stage of the product adoption process.
awareness, interest, evaluation, trial, adoption
– As you add new Oikos variations, if you maintain the look of the packaging, especially the blue background and the columns, then you are using ______ packaging.
– When you create a re-closeable plastic package that buyers can use for food storage at home or at work it is called _____ packaging.
– If you research whether customers would accept an Oikos package that looks nothing like the containers used by competitors, then you are exploring _____ packaging.
– If you survey supermarkets to learn whether they have room in the refrigerated section for four-packs of Oikos sold together at a special prices, then you are looking into _____ packaging.
secondary-use, category-consistent, innovative, multiple, handling-improved, family
– If you team up with Harley-Davidson to market high-powered NeverStop batteries, then you are using _____.
– If you market a children’s flashlight with batteries sealed inside under the PowerOver brand, then you are using _____.
– If you change the PowerOver brand to the NeverStop brand to avoid the need for duplication packaging, communications, and other marketing activities, then this is an example of _____.
– If you pay Toyota a small fee to use its Prius brand on new, low-environemntal-impact batteries, then this is called _____.
individual branding, family branding, brand extension, co-branding, brand licensing
– _____ is/are treated as expense item(s) rather than as capital item(s) because they are not expected to last as long and does not become part of the final physical product.
– _____ are usually expensive and intended to be used for a considerable period of time.
– _____ are purchased less frequently, but not necessarily less profitable.
– _____ are purchased in large quantities, according to grades and specifications. They become part of the physical product.
specialty products, MRO supplies, raw materials, component parts, process materials, installations, accessory equipment
– A _____ is a specific version of a product that can be designated as a distinct offering among an organization’s products.
– The _____ is the average number of different product items offered in each product line.
– The _____ is measured by the number of product lines a company offers.
– A _____ is the composite, or total, group of products that an organization makes available to customers.
product item, product line, product mix, width of product mix, depth of product mix
– During the _____ stage, outlets with strong sales volumes are maintained and unprofitable outlets are weeded out.
– Costs and risks are high during the _____ stage.
– During the _____ stage, three objectives can be pursued: generate cash flow, maintain market share and/or increase customer share.
– The _____ stage is critical to a product’s survival because competitive reactions to the product’s success during this period will affect the product’s life expectancy.
– The _____ stage is characterized by intense competition because many brands are now in the market. Competitors emphasize improvements and differences int heir versions of the product.
– During the _____ stage, sales fall rapidly. When this happens, the marketer must consider eliminating items from the product line that no longer earn a profit.
– During the _____ stage, sales start at zero and profits are negative because companies must invest in product development and launch prior to selling.
introduction, growth, maturity, decline
The product has the following additional features:
– One limited-edition, high-fashion version will be offered every year.
– Pack is durable, like all the company’s products.
– Pack carries a lifetime guarantee instead of the usual five-year guarantee.
– Pack will have both a shoulder strap and a leather handle for convenience.
– Customers can choose to customize their packs with a monogram.
– Each pack carries a serial number so if it’s lost, it can be returned to the customer via overnight delivery, free of charge.
Based on what you know about the product, its features, and its benefits, which of the following types of product is it?
A. A convenience product
B. A specialty product
C. A shopping product
D. An unsought product
E. A business product
A. Evaluation comes before trial in the product adoption process.
B. Laggards are the last adopters. They distrust new products, and when they finally adopt the innovation, it may have been replaced by a new product.
C. When a buyer enters the product adoption process, eventually he will buy the product.
D. Consumer products fail more often than business products.
E. Products typically fail because the product’s offerings do not match the customer’s needs.
A. From a seller’s perspective, causes market share to fluctuate more.
B. Brand recognition is the strongest degree of brand loyalty.
C. For a buyer, it increases perceived risk of purchase.
D. From a seller’s perspective, it makes repeat purchases easier for consumers.
E. A buyer’s degree of brand loyalty is the same for all products from a specific seller.
A. Safety is a big area of criticism for seller’s packaging.
B. Innovative packaging can normally be done inexpensively.
C. Shapes, colors, or design have little influence over how the customer perceives the product.
D. Customers in the United States prefer basic, no frills packaging.
E. Multiple packaging can be appropriate for all products.
Which of the following statements is true about the FTC’s and FDA’s efforts to establish an ethical framework around product labeling?
A. FTC has no jurisdiction over product labeling.
B. Many firms that used to feature the word “Natural” on their product labels are retracting the claim in an effort to protect themselves from lawsuits.
C. Clothing garments are exempt from labeling regulations.
D. All food products must include nutritional labeling.
E. Government regulations have eliminated all questionable labeling practices.
When you consider the Coke versus Pepsi debate in terms of brand loyalty, which of the following statements is true?
A. The degree of brand loyalty does not vary from product to product.
B. There are five degrees of brand loyalty.
C. Brand loyalty is on the increase.
D. Brand loyalty increases customer risks.
E. Brand insistence is the least common degree o brand loyalty.
A marketer would make which of the following statements about the store’s product mix?
A. It is a group of closely related product items considered a unit because of marketing, technical, or end-use considerations.
B. Depth is the number of product lines offered.
C. It is a specific version of a product which can be designated as a distinct offering among an organization’s products.
D. It is the composite group of products an organization makes avail be to customers.
E. Width is the number of products offered in each product line.
– _____ products include bicycles, stereos, appliances, and shoes.
– Emergency medical services and automobile repairs are examples of _____ products.
– _____ products are often distributed through a very limited number of retail outlets.
– Because sellers experience high inventory turnover, per-unit gross margins can be relatively low for _____ products.
– Examples of _____ products include fine jewelry or limited-edition collector’s items.
– Producers of _____ products, such as Wrigley’s chewing gum, expect little promotion effort at the retail level and thus must provide it themselves with advertising and sales promotion.
– For _____ products, the speed of problem resolution is often more important than price or other features a buyer might normally consider if there were ore time for making a decision.
convenience, shopping, specialty, unsought
– During the _____ stage of the product life cycle, the marketing strategy goal is to establish and fortify the product’s market position by encouraging brand loyalty.
– The marketer may also cut promotion efforts and eliminate marginal distributors in the _____ stage of the product life cycle.
– Marketing strategy should be designed to attract the segment that is most interested and has the fewest objections during the _____ stage of the product life cycle.
– A greater mix of pricing strategies is used during the _____ stage of the product life cycle.
introduction, growth, maturity, decline
– If you are doing your job exceptionally well to the point that customers will not accept any substitutes over your brand, you have achieved a degree of brand loyalty called _____.
– _____ occurs if the brand helps customers to develop their identity and self-concept and serves as a form of self-expression.
– _____ occurs when a customer is aware that the brand exists and views it as an alternative purchase if the preferred brand is unavailable or if the other available brands are unfamiliar.
– A well-managed brand is a(n) _____ to an organization.
– _____ is the marketing and financial value associated with a brand’s strength in the market.
brand recognition, asset, brand insistence, brand preference, loss, trademark, brand equity, cultural branding
– A _____ aspect of labeling is that labels can facilitate the identification of a product by displaying the brand name in combination with a unique graphic design.
– A _____ aspect of labeling is that any food product for which a nutritional claim is made must have nutritional labeling.
– A _____ aspect of labeling is that non edible items like shampoo and detergent must include both safety precautions and directions for use.
– A _____ aspect of labeling is that by drawing attention to product and their benefits, labels can highlight the offer of a discount or a larger package size at the same price, or information about a new or improved product feature.
– A _____ aspect of labeling is that the FTC requires that all, or virtually all, of a product’s components be made in the United States if the label says “Made in U.S.A.”.
– Buyers will not accept substitutes for _____.
– _____ are purchased according to buyer’s own specifications or industry standards.
– _____ are purchased in large quantities according to grade.
– Buyers exert minimal purchasing effort for _____.
convenience products, shopping products, specialty products, raw materials, component parts
– Specific items in a(n) _____ usually reflect the desires of different target markets or different consumer needs.
– A _____ is the composite group of products an organization makes available to customers.
– The number of product lines a company offers is called the _____ of product mix.
– The average number of products offered in a product line is called the _____ of product mix.
product offering, length, depth, product list, product mix, product line, width, product item
– Marketers must actively encourage dealers to support their product in the _____ stage.
– Some sales outlets are maintained and some are weeded out during the _____ stage.
– A greater mix of pricing strategies is used in the _____ stage.
– Profits begin to decline in the _____ stage.
– Gaps in geographic market coverage should be filled in the _____ stage.
introduction, growth, maturity, decline
– John distrusts new products. He is a member of the _____.
– Thomas tends to try new products just before the average person does. He is a member of the _____.
– Sally is venturesome when it comes to trying new products. She is a member of the _____.
– Mark and all of his friends are skeptical of new products. They are members of the _____.
– Mary chooses new products carefully and is considered “in-the-know” by her friends. she is a member of the _____.
early adopters, early majority, laggards, innovators, late majority
– William wants to make sure he always has exclusive use and control of his newly invented brand of leisure shoes. William needs a _____ in order to accomplish this.
– The element of a brand that is not made up of words, such as a symbol or design is a _____.
– A _____ helps a buyer evaluate the quality of products, especially when the buyer is unable to judge the product’s characteristics effectively.
– _____ is the strongest and least common degree of brand loyalty, in which a customer strongly prefers a specific brand, will accept no substitute, and will go to great lengths to acquire it.
brand, brand name, brand mark, trademark, trade name, brand equity, brand loyalty, brand recognition, brand preference, insistence
– _____ may increase consumer acceptance by encouraging buyers to try it several times.
– _____ may increase product’s demand because it increases the amount of product available at the point of consumption.
– Outer containers for products are sometimes altered so they will proceed more easily through automated warehousing systems in _____.
– _____ can be reused for purposes other than its initial function.
– With _____, the product is packaged in line with the packaging practices associated with a particular product category.
secondary-use packaging, category-consistent packaging, innovative packaging, multiple packaging, handling-improved packaging
Which of the following marketing strategy actions should you take to enhance the sales performance of these shopping products?
A. Decrease the number of retail outlets through which your products are offered.
B. Reduce the gross margins of the channel members selling your shopping products.
C. Increase the amount of product information you provide online and offline to assist customers in evaluating your products ad comparing them to competitors.
D. Reduce the length of the warranties on your shopping products.
E. Encourage greater competition among the channel members selling your shopping products.
– “I like shopping at your store because I can shop for just about every household product category I need. However, the choices in each category are too limited.”
– “I shop at your store primarily for breakfast cereal, but I get frustrated when I can’t find cereal brands I see advertised on television.”
Which one of the following steps should you take to address these types of customer concerns?
A. Increase the depth of your product mix.
B. Decrease the prices on your products.
C. Decrease the length of your product cycle.
D. Increase the width of your product mix.
E. Increase the promotional activities in your store.
Which of the following groups of consumers should you target on social media if you want to generate the most word-of-mouth communications about your products?
A. Early Adopters
B. Late Majority
D. Early Majority
Select the statement that does not accurately describe the characteristics of product packaging.
A. Packaging can be a major component of a marketing strategy.
B. Innovative packaging must be stylish in order for it to be effective.
C. Marketers should view packaging as a major strategic tool, especially for convenience products.
D. Packaging must meet the needs of resellers. These wholesalers and retailers consider whether a package facilitates transportation, storage, and handling.
E. Packaging can be used to communicate symbolically the quality or premium nature of a product.
A. Garments must be labeled with cleaning instructions.
B. A label can be part of the package or attached to the package as a separate feature.
C. Questionable labeling practices still persist in the United States despite the regulations against them.
D. The FTC requires that at least 40% of a product must be made in the United States if the product label says “Made in the U.S.A.”.
E. Products with nutritional claims must have nutritional labeling.
A. Keeping the system free from viruses
B. Training provided to use the Internet
C. Fast and reliable Internet access
D. Troubleshooting during downtime
E. Monthly billing report
A. shopping products
B. convenience products
C. unsought products
D. installation products
E. specialty products
A. Unsought products
B. Convenience products
C. Accessory products
D. Shopping products
E. Specialty products
A. Shopping products have lower inventory turnover than convenience products.
B. Shopping products require more retail outlets than convenience products.
C. Shopping products often require smaller advertising budgets than convenience products.
D. Shopping products last for a shorter duration of time than convenience products.
E. Shopping products are purchased more frequently than convenience products.
A. Shopping product
B. Impulse good
C. Accessory equipment
D. Convenience product
E. Unsought product
A. Specialty products
B. Accessory products
C. Impulse products
D. Unsought products
E. Convenience products
A. specialty product
B. shopping product
C. unsought product
D. convenience product
E. accessory product
A. Unsought products
B. Component equipment
C. Convenience products
D. Specialty products
E. Accessory equipment
A. process material
B. MRO supply
C. component part
D. accessory equipment
A. Spark plug in an automobile
B. Tools to repair a machine
C. Carrying case for a camera
D. Computers used in a software firm
E. Wheat flour used to make bread
B. Accessory equipment
C. Raw materials
D. Component parts
E. Process materials
A. raw materials
B. process materials
C. MRO supplies
D. component parts
E. accessory equipment
A. product mix
B. product item
C. product line
D. product assortment
E. product identity
A. product item
B. product line
C. product extension
D. product matrix
E. product mix
A. More competitors enter the market.
B. Research and development expenses increase exponentially.
C. Distribution costs increase.
D. Consumer preferences begin to shift.
E. customers’ interest in products decrease.
C. Early majority
D. Early adopter
E. Late majority
A. brand name
B. brand recognition
D. trade name
E. brand mark
A. Brand name
B. Brand preference
C. Brand recognition
D. Brand equity
E. Brand mark
A. Fair Packaging and Labeling Act of 1994
B. Dietary Supplement Health Act of 1994
C. Nutrition Labeling Act of 1990
D. Consumer Packaging and Labeling Act of 1985
E. Food Quality Protection Act of 1996
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