Deck 10: Elements of Product Planning for Goods and Services

Question 1

The definition of quality focuses on the producer.

Answer 1

False
Explanation: Product quality should also be determined by how customers view the product. Quality means a product's ability to satisfy a customer's needs or requirements.

Question 2

Goods are typically mass-produced in a factory far away from customers,while services are produced in their presence.

Answer 2

True
Explanation:Goods are typically mass-produced in a factory far away from the customer. A service is usually produced in person-where the customer is located-after the customer has committed to buy. It is often difficult to achieve economies of scale with personal services. One reason is that service suppliers often need duplicate equipment and staff at places where the service is actually provided.

Question 3

A "Product" might involve a physical good,a service,or a combination of the two.

Answer 3

True
Explanation: A product may be a physical good, a service, or a blend of both.

Question 4

Branding is more likely to be successful if the product is the best value for the price,and quality can be consistently maintained.

Question 5

An individual product is a particular product within a product line.

Question 6

A service is not a "Product" because services do not include any physical good.

Question 7

"Branding" includes the use of trademarks and brand names to identify a product.

Question 8

When comparing two similar products,the product with the most features is the higher quality product.

Question 9

A service logo refers to a type of trademark used for a service offering.

Question 10

Product means the need-satisfying offering of a firm.

Question 11

A "Product" should be thought of as potential customer satisfaction or benefits.

Question 12

A trademark can be a word,but cannot be a symbol.

Question 13

Goods are intangible and services are tangible.

Question 14

Product line length refers to the amount of the different products that come under the same family brand.

Question 15

A product line is a set of individual products that are closely related.

Question 16

The "Product" area is concerned with what goods and services are produced,but not with decisions about installation,instructions on use,packaging,a brand name,a warranty,or after-sale service.

Question 17

A service mark is the same as a trademark,except that it refers to a service offering.
Answer

Question 18

A product assortment is the set of all product lines and individual products that a firm sells.

Question 19

It is usually more difficult to provide consistent quality for goods as opposed to services.

Question 20

Satellite radio is an example of 100% product emphasis.

Question 21

There is no real reason for a firm to use individual brands rather than a family brand-except to avoid confusion.

Question 22

Brand equity is likely to be lower if customers insist on buying a product and retailers are eager to stock it.

Question 23

Manufacturer brands are always advertised and distributed more widely than dealer brands.

Question 24

Brand familiarity means how well customers recognize and accept a company's brand.

Question 25

A product which has no brand other than the identification of the contents is a generic product.

Question 26

Generic products are popular in the U.S.and other developed nations,but not in less-developed nations.

Question 27

Family brands may cut promotion costs because the goodwill attached to one or two products may help the others.

Question 28

Branding would be more likely to be successful if dependable and widespread availability of a product is possible.

Question 29

If a trademark is to be used in foreign markets,it is wise to register it under the Lanham Act.

Question 30

A firm can lose all rights to a brand name if the name becomes a common descriptive term for that kind of product.

Question 31

The Lanham Act spells out the exact method for protecting registered trademarks,but does not force firms to register their trademarks.

Question 32

Brand names that convey a positive image in one language may be meaningless in another.

Question 33

Customers will pay a premium if a brand consistently delivers on a promise.

Question 34

Dealer brands are brands created by producers.

Question 35

A marketing manager should make sure the firm's brand names do not become so familiar that they become common descriptive terms for certain kinds of products.

Question 36

It is usually necessary for a firm to use a family brand rather than individual brands if it plans to offer products at different quality and price levels to different target markets.

Question 37

Brand equity is the value of the brand's overall strength in the market.

Question 38

Brand preference means customers usually choose the brand over other brands,perhaps out of habit or past experience.

Question 39

A licensed brand can be used by only one company.

Question 40

Brand insistence means that target customers usually choose one brand over other brands,perhaps because of habit or favorable past experience.

Question 41

Consumers in the U.S.generate more trash per person than anywhere else on the planet and packaging is a major contributor to this dilemma.

Question 42

A warranty explains what the seller promises about its product.

Question 43

Federal Fair Packaging and Labeling Act requires that consumer goods be clearly labeled in easy-to-understand terms to give consumers more information.

Question 44

The Federal Fair Packaging and Labeling Act of 1966 requires that firms in a product-market reduce the number of package sizes to three or fewer for any product.

Question 45

A warranty must be available for inspection before a purchase is made.

Question 46

A major advantage of dealer brands is that the intermediary usually earns a better margin than the intermediary would earn with manufacturer brands.

Question 47

The Federal Fair Packaging and Labeling Act of 1966 requires that consumer products be clearly labeled in understandable terms.

Question 48

Packaging can add value to a market offering by promoting,protecting,or enhancing the product.

Question 49

The "battle of the brands" is the competition between dealer brands and manufacturer brands.

Question 50

Magnuson-Moss Act says that producers must provide a clearly written warranty if they choose to offer any warranty.

Question 51

Examples of packaging's role of protecting include its link to promotion and its role in conveying product information.

Question 52

A growing number of consumers are moving toward plastics packaging because they are clean,light,and durable.

Question 53

The "battle of the brands" hurts consumers by driving up prices.

Question 54

Good packaging can provide a product with an important competitive advantage.

Question 55

Customer service guarantees are becoming less common because service companies can't live up to their promises.

Question 56

It is illegal for a firm to use a package that cannot be recycled.

Question 57

Spending money to improve protective packaging may be necessary,but it usually results in higher total distribution costs for a firm's product.

Question 58

Because packaged products are regularly seen in retail stores,a good package may give a firm more promotion effect than it could possibly afford with advertising.
Answer :

Question 59

Coke's logo greeting a consumer when they open the refrigerator and see the can is an example of enhancing the product.

Question 60

Total distribution costs may increase because of packaging.

Question 61

Business product classes are based on how buyers think about products and how the products will be used.

Question 62

Consumer products that a customer buys on sight as unplanned purchases,may have bought the same way before,and wants "right now" are impulse products.

Question 63

According to the text,the consumer product classes are based on why consumers use products.

Question 64

The four groups of consumer products are: convenience products,shopping products,specialty products,and unsought products.

Question 65

Staples are consumer products that are sold in places like gourmet shops and health food stores,because convenience is not important to the customer.

Question 66

Emergency products are purchased only when the need is great and urgent,and therefore price is usually not very important.

Question 67

Shopping products that a customer sees as different and wants to inspect for quality and suitability are heterogeneous shopping products.

Question 68

Convenience products include staples,impulse products,and emergency products.

Question 69

Shopping products that a customer sees as basically the same and wants at the lowest price are homogeneous shopping products.

Question 70

Consumer products that a customer feels are worth the time and effort to compare with competing products are shopping products.

Question 71

Shopping products are products that are purchased immediately when the need is great.

Question 72

Quality,features,and style mater more than price for items that the customer sees as different and wants to inspect.

Question 73

Consumer products that are bought often,routinely,and without much thought are staples.

Question 74

Business product classes are based on the way that buyers shop for and buy products,because there is much more shopping for business products compared to consumer products.

Question 75

Shopping for a specialty product involves comparing the special features of different brands.

Question 76

Products which a consumer needs but isn't willing to spend much time shopping for are convenience products.

Question 77

There are two broad groups of product classes based on the type of customer that will use the product.

Question 78

Customers usually plan and shop for impulse products.

Question 79

Shopping products that a customer sees as basically the same and wants at the lowest price are heterogeneous shopping products.

Question 80

Consumer products that a customer really wants and is willing to make a special effort to shop for and compare different possibilities are specialty products.