Exam 12: Setting Product Strategy

Carlos always buys bread and milk when he goes grocery shopping.In this case,bread and milk are examples o f impulse goods.

________ occurs when a company lengthens its product line beyond its current range.

You have been asked to prepare a product-line analysis for your company's stable of products.Why is it important for product-line mangers to do a product-line analysis

________ refers to training the customer's employees to use the vendor's equipment properly and efficiently.

Product-line analysis provides information for two key decision areas-product-line length and ________.

We define packaging as all the activities of designing and producing the container for a product.This includes up to three levels of material: primary package,secondary package,and ________.

A product is anything that can be offered to a market to satisfy a want or need.

The vast array of products that consumers buy can be classified on the basis of shopping habits and are broken down into four main areas.List these four main classifications of consumer goods and explain what elements are included within.

A new product is advertised on the "infomercials" as being "the best cleaner money can buy" and "if not completely satisfied,return the product for a full refund,including shipping." The strategy of using a strong guarantee in this instance is sound because ________.

________ describes the service program for helping customers keep purchased products in good working order.

Improved handling or storage,better packaging,and improved transportation and forward logistics are methods for reducing ________.

The homogeneity of natural materials limits the amount of demand-creation activity that producers undertake.

A pricing system in which there is a "fixed" fee and then a variable "usage" fee is called bundling.

You know that marketers have traditionally classified products based on characteristics of durability,tangibility,and use.You also know that each product type has an appropriate marketing-mix strategy attached.In analyzing your company's products,you decide to list each of these products and the appropriate marketing-mix strategy to understand where your products "fit." List these products and their appropriate marketing-mix strategies.

Sales of luxury goods such as perfumes,colognes,and aftershaves depend heavily upon their initial response by the consumer.A well-designed package can create convenience and promotional value.It has been called the "silent salesman." Which of the three levels of packaging is this "silent salesman"

Various factors have contributed to the growing use of packaging as a marketing tool and include all of the following EXCEPT ________.

When shopping for tires for your automobile,you notice that the manufacturer you have selected has tires for your car priced low,average,and high,based upon performance and features.This is an example of what type of product-mix pricing

In offering a product line,companies normally develop a ________ and modules that can be added to meet different customer requirements.

________ refers to data,information systems,and advice services that the seller offers to their buyers.

Guarantees are most effective when the product is well known and/or similar in performance to other brands in the market.