MKT 304 Chapter 8

question

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
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line.
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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?
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services are perishable
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A difference between goods and services is that
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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:
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– 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
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nonrecognition.
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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
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licensed brand.
question

Better packaging can reduce storing costs by
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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?
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The famous Energizer Bunny appears on the Energizer battery package.
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Which type of brand is created by producers?
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manufacturer brands
question

The Magnuson-Moss Act requires that
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a warranty must be clearly written, if one is offered.
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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.
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For most customer purchases, products such as toilet paper and breakfast cereal are classified as
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staples.
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A marketing manager for a firm which produces component parts should keep in mind that
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quality is highly important because components become part of the buying firm’s own product.
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Which of the following is not a business product class?
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shopping products
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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
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A key difference between supplies and components is that
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components, unlike supplies, become part of a finished product.

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