MKT 304 Chapter 8 – Flashcards
Unlock all answers in this set
Unlock answersquestion
Which of the following is best defined as a product's ability to satisfy a customer's needs or requirements?
answer
quality
question
A set of individual products that are closely related because they are produced or operate in a similar way, sold to the same target market, sold through the same types of outlets, or priced at about the same level, is known as a product
answer
line.
question
Which of the following products has a 100 percent emphasis on service?
answer
hair styling
question
Which of the following statements is true of the characteristics of services?
answer
services are perishable
question
A difference between goods and services is that
answer
customers can own goods, but they cannot keep services.
question
Max is designing a symbol for Clean Glow, a company that produces cleaning supplies. Once it is completed, the symbol will be legally registered as the exclusive property of Clean Glow, and the company will place the symbol on its products and will use it in its advertising. This symbol is an example of a
answer
trademark.
question
The following are some of the conditions that are favorable to successful branding:
answer
- Dependable and widespread availability is possible. When customers start using a brand, they want to be able to continue using it. - There are economies of scale. If the branding is really successful, costs should drop and profits should increase. - The product is easy to label and identify by brand or trademark. - Demand is strong enough that the market price can be high enough to make the branding effort profitable.
question
Mira is shopping for office supplies. She selects the items she needs, but she does not recognize any of the brands of file folders, paper clips, or envelopes. This is an example of brand
answer
nonrecognition.
question
When Mark could not find his favorite candy bar, Pearson Salted Nut Roll, at his neighborhood supermarket, he drove across town to find it at another store. Mark was showing what level of brand familiarity?
answer
insistence
question
Pia's clothing company wants to diversify by acquiring a brand of accessories. Pia has found a brand that is well-known and performs well year after year, and her company is willing to pay a premium price because of this. The value of the brand to Pia's company is its
answer
brand equity.
question
Which of the following is true of the Lanham Act?
answer
it specifies which types of marks can be protected
question
Whenever iHome developed a clock radio or music player that connected with the Apple iPod, iHome used the iPod brand name in its promotion with Apple's permission. In this case, for iHome, iPod is an example of a
answer
licensed brand.
question
Better packaging can reduce storing costs by
answer
cutting breakage, spoilage, and theft and can reduce goods damaged in shipment. Good packages also save space and weight so they are easier to transport, handle, and display.
question
Which of the following demonstrates the promotional use of packaging?
answer
The famous Energizer Bunny appears on the Energizer battery package.
question
Which type of brand is created by producers?
answer
manufacturer brands
question
The Magnuson-Moss Act requires that
answer
a warranty must be clearly written, if one is offered.
question
Which of the following statements about warranties is false?
answer
Manufacturers are required to provide warranties by law.
question
Which of the following is true of consumer product classes?
answer
Consumer product classes are based on how consumers think about and shop for products.
question
Which type of consumer products include those for which customers do not search at all?
answer
unsought products
question
Many customers will drive long distances to purchase Yummy Town doughnuts, even though other doughnuts are available for purchase at nearby locations. For such customers, Yummy Town doughnuts are
answer
specialty products.
question
For most customer purchases, products such as toilet paper and breakfast cereal are classified as
answer
staples.
question
A marketing manager for a firm which produces component parts should keep in mind that
answer
quality is highly important because components become part of the buying firm's own product.
question
Which of the following is not a business product class?
answer
shopping products
question
Which of the following type of business product to be purchased by a firm is most likely to involve top management in the buying decision?
answer
installations
question
A key difference between supplies and components is that
answer
components, unlike supplies, become part of a finished product.
