Question 1

Products which are consumed in a single use or on a few usage occasions, such as grocery items, are most often referred to as:

Accepted Answer

A)  durables. 
B)  shopping goods. 
C)  consumables. 
D)  fast moving consumer goods. 
E)  none of the above 
A)  durables. 
B)  shopping goods. 
C)  consumables. 
D)  fast moving consumer goods. 
E)  none of the above

Question 2

When Jim goes to Phu Vinh, his local Vietnamese restaurant, and orders his favourite dish, a chicken satay, he notices that sometimes the portion size is quite generous while at other times it is quite small. He also notices that the satay is often garnished differently and that the satay sauce often has a coarser texture and spicier taste. Jim is experiencing the service characteristic of:

Accepted Answer

A)  intangibility. 
B)  inseparability. 
C)  variability. 
D)  perishability. 
E)  autonomy. 
A)  intangibility. 
B)  inseparability. 
C)  variability. 
D)  perishability. 
E)  autonomy.

Question 3

Which type of convenience good is MOST likely to be placed near the cash register or checkout?

Accepted Answer

A)  impulse goods 
B)  staples 
C)  emergency goods 
D)  all of the above 
E)  none of the above 
A)  impulse goods 
B)  staples 
C)  emergency goods 
D)  all of the above 
E)  none of the above

Question 4

Which of the following is NOT a desirable quality for a brand name?

Accepted Answer

A)  It should be easy to pronounce, recognise and remember. 
B)  It should suggest something about the product benefits or qualities. 
C)  It should be capable of registration and legal protection. 
D)  It should be distinctive. 
E)  All of the above are desirable qualities. 
A)  It should be easy to pronounce, recognise and remember. 
B)  It should suggest something about the product benefits or qualities. 
C)  It should be capable of registration and legal protection. 
D)  It should be distinctive. 
E)  All of the above are desirable qualities.

Question 5

The Electric company manufactures and sells washing machines. Convinced that consumers are really purchasing a cleaning system, Electric offers a complete line of accessories, special detergents and cleaning/dying solutions, a toll- free trouble hotline, and a comprehensive service plan. Electric is concentrating on the:

Accepted Answer

A)  augmented product. 
B)  core product. 
C)  tangible product. 
D)  actual product. 
E)  conformance quality. 
A)  augmented product. 
B)  core product. 
C)  tangible product. 
D)  actual product. 
E)  conformance quality.

Question 6

Describe the functions of product labelling.

Accepted Answer

Labels perform several functions. First,

Question 7

A major newspaper publishing company has just learned that the cost of paper is set to increase substantially. Management feel they have little choice but to raise the price of a daily newspaper because this price rise will place significant pressure on the cost of which of the following?

Accepted Answer

A)  raw materials and supplies 
B)  raw materials and capital items 
C)  component parts and component materials 
D)  manufactured parts and raw materials 
E)  accessory equipment and installations 
A)  raw materials and supplies 
B)  raw materials and capital items 
C)  component parts and component materials 
D)  manufactured parts and raw materials 
E)  accessory equipment and installations

Question 8

Stretching a product line upward runs the risk of cannibalisation of the product line.

Accepted Answer

A) True 
 B)False

Question 9

A sporting or entertainment activity staged over a period of time, such as a festival is known as a(n):

Accepted Answer

A)  experiential service. 
B)  event. 
C)  exhibition. 
D)  tourist attraction. 
E)  none of the above 
A)  experiential service. 
B)  event. 
C)  exhibition. 
D)  tourist attraction. 
E)  none of the above

Question 10

The characteristics of convenience, shopping, speciality, and unsought goods play a major role in determining the marketing mix for products in each of these categories. Briefly describe the distribution and pricing ramifications of each category. Which channel member(s) is/are most likely to bear the brunt of the promotional burden for each?

Accepted Answer

Convenience goods should be distributed

Question 11

Research suggests that private labels are beating manufacturer's brands in the battle for the consumer's dollar.

Accepted Answer

A) True 
 B)False

Question 12

The fact that Rick paid just $8 to see the 11:30 a.m. showing of the latest Hobbit movie while his friends paid $14 to see the same movie at a 7 p.m. showing is an example of a cinema addressing the problem of:

Accepted Answer

A)  intangibility. 
B)  inseparability. 
C)  variability. 
D)  perishability. 
E)  autonomy. 
A)  intangibility. 
B)  inseparability. 
C)  variability. 
D)  perishability. 
E)  autonomy.

Question 13

Product lines tend to shorten over time.

Accepted Answer

A) True 
 B)False

Question 14

Product line breadth is used to describe the total number of items carried by a firm.

Accepted Answer

A) True 
 B)False

Question 15

By their nature, installations have a major impact upon the productive capacity that can be attained by their purchasers.

Accepted Answer

A) True 
 B)False

Question 16

Label designers must seek to satisfy both marketing and legal requirements.

Accepted Answer

A) True 
 B)False

Question 17

Liquid diet foods fell from favour as consumers preferred a chewier, better tasting low- calorie, snack bar. Manufacturers think they still have a good concept in the liquid product; one that has nutritional benefits for consumers on the go. Their best branding strategy would be:

Accepted Answer

A)  multibranding. 
B)  brand extension. 
C)  repositioning. 
D)  co- branding. 
E)  line extension. 
A)  multibranding. 
B)  brand extension. 
C)  repositioning. 
D)  co- branding. 
E)  line extension.

Question 18

A consumer product or service where the customer characteristically engages in a careful process of election by comparing on such attributes as suitability, quality, price and style is known as a(n):

Accepted Answer

A)  convenience good. 
B)  shopping good. 
C)  emergency good. 
D)  speciality good. 
E)  sought good. 
A)  convenience good. 
B)  shopping good. 
C)  emergency good. 
D)  speciality good. 
E)  sought good.

Question 19

The addition of a chilli and sour cream flavoured corn chip to the existing range of Dorito corn chip products is an example of:

Accepted Answer

A)  upward stretch. 
B)  two- way stretch. 
C)  line filling. 
D)  downward stretch. 
E)  product augmentation. 
A)  upward stretch. 
B)  two- way stretch. 
C)  line filling. 
D)  downward stretch. 
E)  product augmentation.

Question 20

A name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors is known as a:

Accepted Answer

A)  logo. 
B)  service mark. 
C)  brand. 
D)  trade mark. 
E)  packaging. 
A)  logo. 
B)  service mark. 
C)  brand. 
D)  trade mark. 
E)  packaging.

Products which are consumed in a single use or on a few usage occasions, such as grocery items, are most often referred to as:

Which type of convenience good is MOST likely to be placed near the cash register or checkout?

Which of the following is NOT a desirable quality for a brand name?

Describe the functions of product labelling.

A major newspaper publishing company has just learned that the cost of paper is set to increase substantially. Management feel they have little choice but to raise the price of a daily newspaper because this price rise will place significant pressure on the cost of which of the following?

Stretching a product line upward runs the risk of cannibalisation of the product line.

A sporting or entertainment activity staged over a period of time, such as a festival is known as a(n):

Research suggests that private labels are beating manufacturer's brands in the battle for the consumer's dollar.

The fact that Rick paid just $8 to see the 11:30 a.m. showing of the latest Hobbit movie while his friends paid $14 to see the same movie at a 7 p.m. showing is an example of a cinema addressing the problem of:

Product lines tend to shorten over time.

Product line breadth is used to describe the total number of items carried by a firm.

By their nature, installations have a major impact upon the productive capacity that can be attained by their purchasers.

Label designers must seek to satisfy both marketing and legal requirements.

Liquid diet foods fell from favour as consumers preferred a chewier, better tasting low- calorie, snack bar. Manufacturers think they still have a good concept in the liquid product; one that has nutritional benefits for consumers on the go. Their best branding strategy would be:

A consumer product or service where the customer characteristically engages in a careful process of election by comparing on such attributes as suitability, quality, price and style is known as a(n):

The addition of a chilli and sour cream flavoured corn chip to the existing range of Dorito corn chip products is an example of:

A name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors is known as a:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters

Exam 10: Products and Services Marketing

Products which are consumed in a single use or on a few usage occasions, such as grocery items, are most often referred to as:

Which type of convenience good is MOST likely to be placed near the cash register or checkout?

Which of the following is NOT a desirable quality for a brand name?

Describe the functions of product labelling.

A major newspaper publishing company has just learned that the cost of paper is set to increase substantially. Management feel they have little choice but to raise the price of a daily newspaper because this price rise will place significant pressure on the cost of which of the following?

Stretching a product line upward runs the risk of cannibalisation of the product line.

A sporting or entertainment activity staged over a period of time, such as a festival is known as a(n):

Research suggests that private labels are beating manufacturer's brands in the battle for the consumer's dollar.

The fact that Rick paid just $8 to see the 11:30 a.m. showing of the latest Hobbit movie while his friends paid $14 to see the same movie at a 7 p.m. showing is an example of a cinema addressing the problem of:

Product lines tend to shorten over time.

Product line breadth is used to describe the total number of items carried by a firm.

By their nature, installations have a major impact upon the productive capacity that can be attained by their purchasers.

Label designers must seek to satisfy both marketing and legal requirements.

Liquid diet foods fell from favour as consumers preferred a chewier, better tasting low- calorie, snack bar. Manufacturers think they still have a good concept in the liquid product; one that has nutritional benefits for consumers on the go. Their best branding strategy would be:

A consumer product or service where the customer characteristically engages in a careful process of election by comparing on such attributes as suitability, quality, price and style is known as a(n):

The addition of a chilli and sour cream flavoured corn chip to the existing range of Dorito corn chip products is an example of:

A name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors is known as a:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters