MKTG: Chp. 10 – Flashcards
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The _____ is the starting point in creating a marketing mix. A. price B. place (distribution channel) C. promotion D. product
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D
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Why is creating of a product the starting point for the marketing mix? A. The production department must know what to produce first B. determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified C. Product development takes the longest amount of time to complete
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B
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A _____ is everything, both favorable and unfavorable, that a person receives in an exchange. It can be tangible, intangible, a service, an idea, or a combination of these things. A. brand equity B. quality C. warranty D. product
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D
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Sebastian got a haircut this afternoon. His haircut cannot be called a product because it is a service, not a tangible good. A. true B. false
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B
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RockTenn produces cardboard cartons to be used by companies in the food industry. RockTenn is selling _____ products. A. specialty B. consumer C. convenience D. business
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D
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The consumer product classification system is based on: A. how the market is segmented B. the way the products are manufactured C. the way the products are used D. the amount of effort consumers spend to acquire the product
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D
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_____ products are purchased with little shopping effort. These products typically are purchased regularly, usually with little planning, and require wide distribution. A. Convenience B. Specialty C. Branded shopping D. Generic
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A
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Compared to the other classifications of consumer products, shopping products are: A. widely available, so they need little or no promotion B. usually less expensive than convenience products C. usually more expensive than convenience products and are found in fewer stores D. purchased without significant planning
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C
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_____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited. A. Specialty B. Exclusive shopping C. Branded shopping D. Heterogeneous convenience
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A
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A product _____ is a specific version of a product or a single product, a product _____ is a group of closely-related product items, and a product _____ is all products that a firm sells. A. item, line, mix B. item, mix, line C. entity, category, mix D. entity, mix, category
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A
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Along with its Macintosh computer line, Apple markets its iPod, iPhone, iPad, and AppleTV products. This is an abreviated listing of the company's: A. customer mix B. marketing mix C. promotion mix D. product mix
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D
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Product mix width is defined as: A. the number of different product categories found within an industry B. the average number of products within each product line in the company C. the average number of products offered by the company D. the number of different product lines an organization offers for sale
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D
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Which type of product modification is an aesthetic product change? A. functional B. quality C. repositioning D. style
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D
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Adding additional products to an existing product line in order to compete more broadly in the industry is referred to as: A. product line extension B. product modification C. repositioning D.cannibalization
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A
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A _____ is the part of the brand that can be spoken and a _____ is the element of a brand that cannot be spoken. A. brand name brand mark B. brand equity brand quality C. brand mark brand label D. trademark quality mark
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A
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A brand name of a manufacturer is known as a private brand and a brand name owned by a wholesaler or a retailer is known as a manufacturer's brand. A. true B. false
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B
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When a company uses different brand names for different products, it is using _____ branding. When a company uses the same brand name for different products, it is using _____ branding. A. individual family B. family individual C. family umbrella D. individual captiva
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A
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Which of the following entails placing two or more brand names on a product or its package? A. family branding B. private branding C. co-branding D. dual-code branding
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C
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The two types of package labeling in common usage today are: A. persuasive and informational B. promotional and nonpromotional C. functional and persuasive D.Motivational and required
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A
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Which type of warranty is a written guarantee? A. complete B. express C. implied D. explicit E. primary
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B
