Chapter 14 Flashcard Test Answers
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When people consider purchasing a good, they
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may evaluate and compare a variety of factors.
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All of the following would be included in the total product offer of benefits that consumers consider when buying a good or service except the:
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consumer's income.
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Which of the following is the best example of a product line?
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Kellogg offers Special K, Raisin Bran, Corn Flakes, and a variety of other cold ready-to-eat cereals.
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The Procter & Gamble Company produces bar soap, disposable diapers, deodorants, laundry detergents, peanut butter, cookies, cake mix, shampoo, shortening, coffee, and many other products. These products are part of P&G's
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product mix.
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The purpose of __________ is to create real or perceived product differences.
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product differentiation
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For small businesses, product differentiation:
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can be an important strategy to gain market share.
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________ goods and services represent those products that consumers are unaware of or haven't thought of buying.
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Unsought
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Which of the following products would normally be classified as a shopping good or service?
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Laptop computers
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All of the following statements regarding convenience goods and services are accurate except:
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consumers buy only carefully after comparing quality and value.
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Which of the following would be considered an unsought good or service by a typical college student?
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Car towing
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Which of the following products would most likely be classified as a specialty good or service?
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A limited-edition print signed by the artist
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_________ is an important part of the total product offer for a product.
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Packaging
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In marketing today, packaging carries the added responsibility of
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promotion and sales responsibility.
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Attracting attention, describing contents, explaining benefits and identifying the uses of a product are all functions of:
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packaging
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Which of the following statements about packaging is the most accurate?
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Changes in packaging can improve the product itself and open up large new markets.
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All of the following are benefits of a brand name for a buyer except:
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help in promotional efforts.
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When a brand becomes commonplace and identified with a category of goods rather than the unique product of a specific manufacturer, the brand may become a:
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generic name.
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Knockoff brands are ________ copies of national brand name goods.
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Illegal
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Brand __________ refers to the loyalty, perceived quality, and emotions people associate with a given brand name.
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equity
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Products that carry the name of a distributor or a retailer instead of the manufacturer's name are called:
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dealer (private) brands.
