Question 1

Products such as insurance,cemetery plots,and smoke detectors are examples of ________ that are products that the consumer does not know about or does not normally think of buying.
A)specialty goods
B)unsought goods
C)heterogeneous shopping goods
D)homogeneous shopping goods
E)none of the above

Accepted Answer

Unsought goods are products that a consumer may not be actively seeking or thinking about purchasing, such as insurance or cemetery plots. Specialty goods refer to unique or high-end products, while heterogeneous and homogeneous shopping goods refer to products that consumers actively compare and consider before making a purchase.

Question 2

Marketing planning begins with the formulation of an offering to ________ target customers' needs or wants.
A)undermine
B)meet
C)capture
D)compete with
E)comprehend

Accepted Answer

Marketing planning involves identifying the needs and wants of the target customers and formulating an offering that can adequately meet those needs and wants. The focus is on understanding and satisfying the customer's requirements rather than competing with them or undermining them. Therefore, the best choice is B - "meet".

Question 3

Marketers have traditionally classified products on the basis of three characteristics: ________,tangibility,and use.
A)customer value hierarchy
B)expected
C)augmented
D)durability
E)none of the above

Accepted Answer

The three characteristics mentioned in the question are tangibility (whether the product is physical or not), durability (how long the product lasts), and use (what purpose the product serves). Therefore, the correct answer is D, durability. The other options listed (customer value hierarchy, expected, and augmented) are not relevant to the question.

Question 4

Many products can be differentiated in terms of their ________,-size,shape,or physical structure.
A)form
B)performance quality
C)conformance quality
D)reliability
E)design

Accepted Answer

Form refers to the physical characteristics of a product such as its size, shape, and structure. Therefore, products can be differentiated based on these factors. Performance quality refers to how well a product performs its intended function, conformance quality refers to how well the product meets specified standards, reliability refers to the consistency of the product's performance, and design refers to the overall aesthetic and functional aspects of the product.

Question 5

The five product levels constitute a ________.At each level more customer value is added.
A)customer-augmented product
B)customer consumption system
C)customer value-hierarchy
D)customer-perceived value
E)customer hierarchy

Accepted Answer

The answer of The five product levels constitute a ________.At...

Question 6

________ are tangible goods that normally survive many uses.
A)Nondurable goods
B)Durable goods
C)Services
D)Consumption systems
E)Potential products

Accepted Answer

Durable goods are tangible goods that are expected to last for a relatively long period of time and withstand repeated use or consumption. Examples of durable goods include appliances, furniture, and automobiles. In contrast, nondurable goods are tangible goods that are expected to last for a relatively short period of time and are consumed or used up in one or a few uses, such as food or toiletries. Services, on the other hand, are intangible products that are consumed at the time of purchase, such as haircuts or car repairs. Consumption systems and potential products are not relevant to this particular question.

Question 7

________ are the major factors influencing the selection of suppliers for natural products.
A)Price and delivery reliability
B)Product features and customization
C)Price and customization
D)Delivery reliability and product features
E)Customization and delivery reliability

Accepted Answer

The answer of ________ are the major factors influencing the...

Question 8

Most products can be offered with varying ________ that supplement its basic function.
A)reliability
B)conformance qualities
C)features
D)forms
E)none of the above

Accepted Answer

Features refer to the additional characteristics or capabilities that a product can offer beyond its basic function. These can range from aesthetic design elements to advanced technological features. By offering varying levels of features, a company can cater to different customer needs and preferences, as well as differentiate their product from competitors.

Question 9

________ is the level at which the product's primary characteristics operate.
A)Design
B)Conformance quality
C)Reparability
D)Performance quality
E)Durability

Accepted Answer

Performance quality refers to the level at which the product's primary characteristics operate, such as how well a camera takes pictures or how fast a computer processes information. Design refers to the appearance and functionality of the product, while conformance quality refers to how well the product meets specific standards or requirements. Repairability and durability are related to the product's ability to be fixed and its lifespan, respectively.

Question 10

It was sunny when Jenny went to class,but by the time class was over it was raining heavily,so Jenny stopped by the student store to buy an umbrella before she walked back to her dorm.In this case,the umbrella is an example of a(n)________.
A)impulse good
B)staple
C)homogeneous shopping good
D)emergency good
E)heterogeneous shopping good

Accepted Answer

An emergency good is something that is purchased due to unforeseen circumstances or emergencies. In this case, Jenny needed an umbrella because it was raining heavily and she didn't have one with her. It wasn't something she had planned to purchase, but rather something she needed in the moment. The other options don't fit as well - a staple is something that is consistently needed, a homogeneous shopping good is a product that is mostly the same across different brands or stores, an impulse good is something purchased on a whim, and a heterogeneous shopping good is a product that comes in many different varieties, making it difficult to compare across different brands or stores.

Question 11

________ are similar in quality but different enough in price to justify shopping comparisons.
A)Emergency goods
B)Homogeneous shopping goods
C)Heterogeneous shopping goods
D)Specialty goods
E)Impulse goods

Accepted Answer

The answer of ________ are similar in quality but different...

Question 12

Capital items are long-lasting goods that facilitate developing or managing the finished product.They include two groups: installations and ________.
A)natural products
B)component materials
C)operating supplies
D)equipment
E)none of the above

Accepted Answer

The two groups of capital items are installations (building, land, utilities) and equipment (machinery, tools, vehicles). Natural products, component materials, and operating supplies are not considered capital items as they are typically consumed or used up quickly and do not have a long lifespan.

Question 13

The customer will judge the offering by three basis elements: ________,services mix and quality,and price.
A)performance
B)salespeople
C)price
D)product features and quality
E)none of the above

Accepted Answer

The three basis elements by which the customer judges the offering are product features and quality, services mix and quality, and price. Performance and salespeople may influence the customer's perception but are not considered basis elements. Therefore, options A and B are incorrect while option C is redundant as it is already mentioned in the question.

Question 14

Because ________ are purchased frequently,marketers should make them available in many locations,charge only a small markup,and advertise heavily to induce trial and build preference.
A)nondurable goods
B)durable goods
C)services
D)consumption systems
E)potential products

Accepted Answer

Nondurable goods are products that are consumed or used up in a short period of time, such as food, toiletries, and cleaning supplies. These products are purchased frequently, so it is important for marketers to make them easily accessible in many locations and to charge a small markup to encourage customers to purchase them more often. Heavy advertising can also be effective in building brand preference and increasing trial of these products.

Question 15

When companies search for new ways to satisfy customers and distinguish their offering from others,they look at the ________ product,which encompasses all the possible augmentations and transformations of the product.
A)consumption system
B)expected
C)potential
D)augmented
E)basic

Accepted Answer

The answer of When companies search for new ways to...

Question 16

The consumer usually purchases ________ frequently,immediately,and with a minimum of effort.
A)specialty goods
B)shopping goods
C)"must haves" goods
D)personal goods
E)convenience goods

Accepted Answer

Convenience goods are defined as goods that are purchased frequently, immediately, and with a minimum of effort. These are typically low-priced items that are readily available in many locations, such as snacks or toiletries.

Question 17

________ is the ability of a company to prepare on a mass basis individually designed products,services,programs,and communications.
A)Mass customization
B)Feature fatigue
C)Performance quality
D)Conformance quality
E)Repairability

Accepted Answer

Mass customization is the ability of a company to prepare individually designed products, services, programs, and communications on a mass basis. It allows companies to tailor their offerings to meet the specific needs and preferences of individual customers, without sacrificing economies of scale. This approach can increase customer satisfaction and loyalty, while also improving operational efficiency and profitability.

Question 18

Supplies and business services are short-term goods and services that facilitate ________ or managing the finished product.
A)inspecting
B)developing
C)building
D)creating
E)none of the above

Accepted Answer

Supplies and business services are typically used in the process of developing the finished product, such as raw materials, equipment, and consulting services. While some supplies and services may be used in the building or creation of the product, their primary purpose is to facilitate development. Inspecting the finished product may be considered part of quality control, which is not typically included in the concept of supplies and business services.

Question 19

The way the user performs the tasks of getting and using products and related services is the user's total ________.
A)consumption system
B)consumable system
C)consistent use system
D)augmented system
E)none of the above

Accepted Answer

The term that best fits the description of the user's way of getting and using products and services is "consumption system". This refers to the process and context in which a product or service is acquired and used by a consumer. It includes factors such as the user's motivations, habits, attitudes, and environment. The other options are not commonly used terms in marketing and do not accurately reflect the concept described.

Question 20

Industrial goods can be classified as ________,capital items,or suppliers and business services based on their costliness and how they enter the production process.
A)service components
B)subassemblies
C)pieces and parts
D)specialty goods
E)materials and parts

Accepted Answer

The answer of Industrial goods can be classified as ________,capital...

Quiz 12: Setting Product Strategy

Products such as insurance,cemetery plots,and smoke detectors are examples of ________ that are products that the consumer does not know about or does not normally think of buying.

Marketing planning begins with the formulation of an offering to ________ target customers' needs or wants.

Marketers have traditionally classified products on the basis of three characteristics: ________,tangibility,and use.

Many products can be differentiated in terms of their ________,-size,shape,or physical structure.

The five product levels constitute a ________.At each level more customer value is added.

________ are tangible goods that normally survive many uses.

________ are the major factors influencing the selection of suppliers for natural products.

Most products can be offered with varying ________ that supplement its basic function.

________ is the level at which the product's primary characteristics operate.

It was sunny when Jenny went to class,but by the time class was over it was raining heavily,so Jenny stopped by the student store to buy an umbrella before she walked back to her dorm.In this case,the umbrella is an example of a(n) ________.

________ are similar in quality but different enough in price to justify shopping comparisons.

Capital items are long-lasting goods that facilitate developing or managing the finished product.They include two groups: installations and ________.

The customer will judge the offering by three basis elements: ________,services mix and quality,and price.

Because ________ are purchased frequently,marketers should make them available in many locations,charge only a small markup,and advertise heavily to induce trial and build preference.

When companies search for new ways to satisfy customers and distinguish their offering from others,they look at the ________ product,which encompasses all the possible augmentations and transformations of the product.

The consumer usually purchases ________ frequently,immediately,and with a minimum of effort.

________ is the ability of a company to prepare on a mass basis individually designed products,services,programs,and communications.

Supplies and business services are short-term goods and services that facilitate ________ or managing the finished product.

The way the user performs the tasks of getting and using products and related services is the user's total ________.

Industrial goods can be classified as ________,capital items,or suppliers and business services based on their costliness and how they enter the production process.