Deck 11: Product and Branding Concepts

Question 1

Providers can maintain inventories of their services.

Answer 1

False

Question 2

Convenience of location is unimportant to a consumer who wants to buy a specialty product.

Answer 2

True

Question 3

The seller's image is very important for those marketers who sell convenience products.

Answer 3

False

Question 4

Internet security software that requires periodic updates and annual product upgrades is considered a pure service on the goods-services continuum.

Question 5

One way to distinguish goods from services is that services are inseparable from their service providers.

Question 6

An automated teller machine (ATM) is an example of a convenience service.

Question 7

Staples are convenience goods and services that consumers constantly replenish to maintain a ready inventory.

Question 8

In contrast to the purchase of shopping products, consumers buy convenience products only after comparing competing offerings on such characteristics as price, quality, style, and color.

Question 9

Shopping products typically cost less than convenience purchases.

Question 10

A chocolate bar bought while standing in the checkout line is an example of staples.

Question 11

The purchaser of a shopping product lacks complete information prior to the buying trip and gathers information during the buying process.

Question 12

Services are intangible products.

Question 13

Milk is an example of a convenience product.

Question 14

A dentist provides pure service.

Question 15

The marketing mix is the blending of the four strategy elements - product, price, distribution, and promotion - to satisfy the target market.

Question 16

A dinner at an exclusive restaurant is a pure good.

Question 17

A career counseling session is an example of a pure service on the goods-services continuum.

Question 18

A college education is an example of a pure product on the goods-services continuum.

Question 19

As consumers devote little effort to convenience product purchase decisions, marketers must strive to make these exchanges as simple as possible.

Question 20

Restaurant chains often use the same room decor and dining menu at all their locations in an attempt to standardize the services they offer.

Question 21

Christopher is a hair stylist owns Curlz, the best salon in Los Angeles. The clients swear by Christopher, and brides and bridesmaids flock to him for all weddings in LA. Christopher's name has become synonymous with the service at Curlz. Which of the following characteristics of services best explains this association?

A) Companies cannot easily standardize services.
B) Service standards show wide variations.
C) Services are inseparable from the service providers.
D) Services are perishable and intangible.

Question 22

Convenience products that customers constantly replenish to maintain a ready inventory are categorized as:

A) staples.
B) impulse goods.
C) emergency goods.
D) shopping products.

Question 23

Which of the following products would generally be considered as a staple?

A) Lawn mower
B) Laptop
C) Dishwashing liquid
D) Luxury perfume

Question 24

Hershey's introduction of a sugar-free version of its candy bar is an example of line extension.

Question 25

Consumer goods such as soap, milk, and deodorants are generally classified as _____ products.

A) convenience
B) utilitarian
C) shopping
D) specialty

Question 26

The classification system for business products emphasizes customer buying behavior rather than product uses.

Question 27

Marketing accessory equipment requires continuous representation and dealing with the widespread geographic dispersion of purchasers.

Question 28

Extensive planning time is required for the purchase of supplies.

Question 29

Which of the following is most likely to be categorized as a consumer product as well as a business product?

A) Natural gas
B) Iron ore
C) Concrete mixers
D) Agriculture produce

Question 30

Which of the following is true of services?

A) Services are tangible.
B) Services are inseparable from service providers.
C) Companies can easily standardize services.
D) Services are nonperishable.

Question 31

Specialty products are:

A) products marketed to consumers who may not yet recognize a need for them.
B) products with unique characteristics that cause buyers to prize those brands.
C) products bought in response to unexpected and urgent needs.
D) products purchased on the spur of the moment.

Question 32

​When Tom decided to buy a washing machine, he had very little knowledge of competing products in the market. He did research on the Internet, talked to his friends, and compared features of different models. Finally, he decided to buy an LG top load, semi-automatic washing machine. This is an example of buying a(n) _____.

A) shopping product
B) staple
C) convenience product
D) specialty product

Question 33

Installations are major capital investments in the B2B markets such as customized software and heavy machinery.

Question 34

Which of the following comes closest to providing pure service?

A) A retail store
B) An automobile dealership
C) A coffee shop
D) A fitness gym

Question 35

Which of the following comes closest to providing a pure good?

A) A company that manufactures elevators
B) A laundry
C) A fitness gym
D) An advertising agency

Question 36

​Richard generally frequented Brewz, a coffeehouse chain, when he was in Florida. However, when his company transferred him to China, he found that the Brewz in Shanghai does not offer the same quality service as their coffee houses in Florida. Which of the following best explains this differential perception in service quality?

A) Companies cannot easily standardize services.
B) Buyers often play important roles in the creation and distribution of services.
C) Services are perishable and intangible.
D) Providers cannot make inventories of their services.

Question 37

Purchasers of component parts and materials need regular, continuous supplies of uniform-quality products.

Question 38

Shopping products are:

A) products that consumers purchase after comparing competing offers.
B) products with unique characteristics that cause buyers to prize those brands.
C) products bought in response to unexpected and urgent needs.
D) products purchased on the spur of the moment.

Question 39

Which of the following is true of convenience products?

A) Consumers generally don't have prior need recognition of convenience products before purchasing them.
B) Consumers generally tend to purchase convenience products immediately and with minimal effort.
C) Consumers tend to buy convenience products after a long-term evaluation of competing products in the market.
D) Consumers tend to buy convenience products because of the prestige associated with their ownership.

Question 40

Supermarkets usually display items such as candies, gums, and magazines near the checkout counter because:

A) they tend to be purchased on the spur of the moment.
B) they can be replenished easily on short notice.
C) of the prestige associated with their ownership.
D) they are closely evaluated prior to purchase.

Question 41

Using the consumer products classification system, which of the following is true of the marketing mix factors for a convenience product?

A) It is generally high priced.
B) The seller's image is very important.
C) It has a long distribution channel.
D) Its number of sales outlets tends to be very few.

Question 42

Ryan, a successful entrepreneur, is planning to get into the petroleum business. He has bought two jack-up rigs running into millions of dollars to start the business. These rigs are examples of:

A) installations.
B) accessory equipment.
C) supplies.
D) component parts.

Question 43

Using the consumer products classification system, which of the following is most likely to be true of the consumer factors for convenience products?

A) Consumers tend to purchase convenience products frequently.
B) Consumers tend to plan extensively before purchase.
C) Consumers tend to regard convenience of location as unimportant.
D) Consumers tend to compare price and quality between competing products.

Question 44

In the context of business products, office stationery will fall under the category of:

A) installations.
B) shopping products.
C) supplies.
D) accessory equipment.

Question 45

Which of the following is true of specialty products?

A) Purchasers are usually bargain hunters who are not willing to pay much.
B) Purchasers begin shopping with complete information of the desired product.
C) Purchasers tend to exert minimal effort to obtain the desired product.
D) Purchasers generally accept substitutes if the desired product is unavailable.

Question 46

_____ constitute the regular expenses a firm incurs in its daily operations.

A) Impulse products
B) Installations
C) Supplies
D) Accessory equipment

Question 47

Which of the following consists of intangible products that firms buy to facilitate their production and operating processes?

A) Installations
B) Accessories
C) Business services
D) Operating supplies

Question 48

Using the consumer products classification system, which of the following is most likely to be true of the consumer factors for specialty products?

A) Consumers tend to purchase specialty products frequently.
B) Consumers always compare price and quality between competing products.
C) Consumers tend to regard convenience of location as very important.
D) Consumers tend to plan extensively before buying them.

Question 49

In the context of the business products, items that typically cost less and last for shorter periods than installations are called _____.

A) shopping products
B) accessory equipment
C) supplies
D) impulse products

Question 50

Sound systems, batteries, and tires that are included in the manufacturing of a car are examples of:

A) installations.
B) accessory equipment.
C) component parts and materials.
D) supplies.

Question 51

Which of the following terms refers to the specialty products of the business market?

A) Installations
B) Accessory equipment
C) Shopping products
D) Component parts and materials

Question 52

Finished business products of one producer that become part of the final products of another producer are called _____.

A) installations
B) accessory equipment
C) supplies
D) component parts and materials

Question 53

Which of the following can be classified as an accessory equipment?

A) Natural gas pipelines
B) Bottling units
C) Desktop computers
D) Printer cartridges

Question 54

Bubbles, a major player in the beverage industry, is currently negotiating the purchase of a purification plant and a bottling unit. This is an important investment for Bubbles and the products have been designed specifically for them. Which of the following types of products is being purchased by Bubbles?

A) Accessory equipment
B) Installations
C) Component parts and materials
D) Supplies

Question 55

How can we distinguish services from goods? Give an example of how buyers can play an important role in the creation of services.

Question 56

​Beaux, a clothing boutique store, specializes in high-end evening wear for women. Most of the dresses are custom-made for their elite customers. Beaux is an example of a store offering _____ products.

A) impulse
B) convenience
C) shopping
D) specialty

Question 57

Which of the following business products would be classified as an installation?

A) Paper clips
B) Office filing cabinets
C) Liquid inkjet printers
D) Underground mining loaders

Question 58

Natural resources, farm produce, and lumber constitute _____.

A) raw materials
B) accessory equipment
C) component parts and materials
D) installations

Question 59

Which of the following terms refers to the development of individual offerings that appeal to different market segments while remaining closely related to the existing product line?

A) Line penetration
B) Line innovation
C) Line extension
D) Line cannibalization

Question 60

Using the consumer products classification system, which of the following is true of the marketing mix factors for a specialty product?

A) It generally has low price.
B) The seller's image is unimportant.
C) Its number of sales outlets tends to be very high.
D) It relies on personal selling by producers.

Question 61

Procter and Gamble offers several varieties of Tide liquid detergent for high efficiency washers. It recently added a "Sport" formulation plus Febreeze targeted to active consumers who have noticed that sports apparel such as dri-fit shirts are difficult to clean. The "Sport" formulation represents a(n):

A) line extension.
B) product fabrication.
C) novelty product.
D) evolved product.

Question 62

The cost of installations for business services is generally high because they tend to be part of a company's capital investment strategy. Which of the following statements is true of installations?

A) Installations require a very long distribution channel.
B) Installations are the least significant business products.
C) The quality of the product is less of an issue for company executives.
D) Companies promote the sale of installations via extensive advertising campaigns.
E) Company executives spend a lot of time planning before they purchase installations.

Question 63

​Susan has noted the growing popularity of blow-dry-only salons with busy women who need last-minute hair care or touchups. Now she is opening her own. To maximize her opportunity for success, Susan should strive to:

A) ​Locate the salon in a visible location
B) ​Offer late-night and weekend hours
C) ​Promote the salon in as many media as possible
D) ​Promote the salon in a few prestigious media
E) ​Not require appointments

Question 64

What are the categories of convenience products? Give examples for each type.

Question 65

Define consumer products and business products. Explain the different types of consumer products. Give an example of each from your recent purchasing activities.

Question 66

Karen prefers to buy Chemtec's cleaning products over other brands if they are easily available in the market. Karen is in the brand insistence stage of brand loyalty.

Question 67

Brand insistence, the ultimate stage in brand loyalty, leads consumers to refuse alternatives and to search extensively for the desired merchandise.

Question 68

Brand insistence is a company's first objective for newly introduced products.

Question 69

Mike doesn't like to shop but when he needs new clothes, he goes to the Buckle because he's learned they have great products, excellent service, and make it easy to get and out of the store quickly. Since he's away from home attending college, he visits the local Buckle store to purchase a new pair of jeans. However, no one greets him when he enters or asks him if he needs help. He can't remember the style of jean he normally buys and becomes so frustrated that he leaves the store without making a purchase. What aspect or characteristic of service best characterizes Mike's experience at the Buckle near his college?

A) Service standards show wide variations
B) Services are perishable
C) Services are inseparable from the service providers
D) Services are intangible

Question 70

Brand preference is the stage of brand loyalty at which consumers rely on previous experience with a branded product when choosing it, if available, over competitors' products.

Question 71

You are a rising star in the purchasing department at your company and you have recently been promoted to manager of business services procurement. As your title suggests, you will be responsible for purchasing business services for your firm. Required:
Which of the following statements is true regarding your new role?​

A) ​You will be purchasing raw materials.
B) ​You will be purchasing MRO supplies.
C) ​You will be purchasing component parts.
D) ​You will be purchasing janitorial services.
E) ​You will be purchasing process materials.

Question 72

​Dave is a consultant who advises manufacturers on issues related to maintenance, repair, and operations in their factories. Dave supplies a(n):

A) ​MRO product
B) ​Business service
C) ​Internal service
D) ​Collaborative service
E) ​Component service

Question 73

Discuss the five different categories of business products.

Question 74

​Kiddie Car Inc. offers transportation between home, school, and activities to children whose parents are unavailable to drive them. The company charges much less on weekends than during the week. This reflects the ______ of Kiddie Car's services.

A) ​Intangibility
B) ​Perishability
C) ​Inseparability
D) ​Standardization
E) ​Positioning

Question 75

Discuss the characteristics of shopping products. Do marketers essentially use the same approach to market all shopping products?

Question 76

Jessica is planning a vacation and is interested in taking a cruise. She's starting to research cruise lines and prices and had hoped to take a cruise with her husband over the Christmas holidays. She's learning that the prices for a cruise are much higher for cruises that depart between December 22nd and January 3rd. However, she notices that prices are somewhat lower from January 4th through March 1st. Which aspect or characteristics of services does this difference in price reflect?

A) Services are perishable.
B) Services are intangible.
C) Services are inseparable from the service providers.
D) Companies cannot easily standardize services.

Question 77

​Asmeret works as a hotel manager for a popular family resort and casino in Atlantic City, New Jersey. During the summer, hotel managers aim for an occupancy rate of at least 85% to ensure that overhead costs are covered. The resort is known for its quality services; guests generally return an average of three times during the summer and use their rewards and loyalty cards during their stays. On this particular day, Asmeret is quite stressed because the occupancy rate is only 65%. If the hotel fails to sell at least an additional 20% of the available rooms, she might be in some trouble. Required:
Which aspect of a service is best illustrated in the scenario?

A) ​Services are perishable.
B) ​Service standards show wide variation.
C) ​Services are inseparable from service providers.
D) ​Companies cannot easily standardize the services they provide.
E) ​Buyers play an important role in the creation and distribution of services.

Question 78

Sam is a sales representative with Stepan, a global chemical supplier with manufacturing operations around the globe. Sam is based in the Midwest and Procter and Gamble is one of his accounts. Stepan is known as a quality producer of surfactants which are utilized by companies like Procter and Gamble to make their products work better. For example, Procter and Gamble utilizes surfactants in Tide detergent in order to get clothes cleaner and separate the "cleaning agent" from the water. Stepan produces their surfactant as one of their "finished products" but when added to Tide detergent, the surfactant from Stepan becomes a final product of Procter and Gamble. Which type of business product are Stepan's surfactants? ​

A) ​component parts and materials
B) ​raw materials
C) ​supplies
D) ​accessory equipment

Question 79

Once consumers have used a product, seen it advertised, or noticed it in a store, it moves from the unknown to the known category, which increases the probability that they will purchase it.

Question 80

You work for the purchasing department of an up-and-coming eco-friendly fashion manufacturer, and have been asked to ensure that you have ordered enough raw materials for the pieces in the fall collection. The fall collections will feature plant-based T-shirts embellished with fancy stitching. ​
Required:
Which of the following combination of items should you order?

A) T-shirts, bamboo, and thread
B) Buttons, T-shirts, and thread
C) Buttons, thread, and bamboo
D) Bamboo, thread, and sewing machines
E) T-shirts, sewing machines, and buttons