Question 1

The advertising slogan, "We bring good things to life," used by General Electric to market itself, is an example of ________ marketing.

Accepted Answer

The advertising slogan "We bring good things to life" is meant to create a positive corporate image for General Electric, rather than promoting a specific product or targeting a particular group of people (person marketing) or location (place marketing), or focusing on a specific segment of the market (niche marketing). It is also not an example of internal marketing, which is focused on communicating and promoting the company's brand and values within the organization.

Question 2

________ products are those products purchased for further processing or for use in conducting a business.

Accepted Answer

Industrial products are purchased for further processing or for use in conducting a business.

Question 3

Tourism Australia's global marketing campaign, "There's nothing like Australia" is an example of ________ marketing.

Accepted Answer

"There's nothing like Australia" is a campaign promoting the destination itself, making it an example of place marketing.

Question 4

Which of the following is NOT a category of consumer products?

Accepted Answer

Luxury items are considered a subset of either specialty or shopping goods, depending on their market and how they are marketed and sold, rather than a distinct category of consumer products.

Question 5

________ marketing consists of activities undertaken to create, maintain, or change the attitudes and behaviors of target consumers toward an organization.

Accepted Answer

The given definition clearly describes organization marketing which is focused on creating a positive perception of the organization among the target audience. Social network marketing is focused on using social media platforms to advertise and promote products/services, niche marketing is focused on targeting a specific segment of customers with specific needs, location marketing is focused on promoting a product/service in a specific geographic location, and concentrated marketing is focused on targeting a specific market segment with a specific product/service.

Question 6

Advertising campaigns involving issues ranging from health care, education, and environmental sustainability to human rights and personal safety can be classified under ________ marketing.

Accepted Answer

Social marketing aims to promote social causes and encourage behavior change for the betterment of society. Advertising campaigns involving issues such as health care, education, environmental sustainability, human rights, and personal safety are all examples of social marketing. Corporate image marketing is focused on promoting a company's overall image or reputation, internal marketing is aimed at communicating with employees within an organization, place marketing is focused on promoting a particular location, and person marketing is centered around promoting an individual's skills, abilities, or personal brand.

Question 7

Industrial products and services include raw materials, buildings, fixed equipment, supplies, services, and ________.

Accepted Answer

The answer of Industrial products and services include raw materials,...

Question 8

A company that uses well-known celebrities to help sell its products is using ________ marketing.

Accepted Answer

Person marketing involves using famous people, such as celebrities and athletes, to promote and endorse products or services.

Question 9

________ marketing involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, or regions.

Accepted Answer

Place marketing involves promoting a specific location, such as a city, state, or region, to attract visitors, residents, or businesses. It is focused on branding, advertising, and public relations efforts to create a positive image of the place and increase its economic development.

Question 10

________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying.

Accepted Answer

Unsought products are consumer products that the consumer either does not know about or knows about but does not normally think about buying. Specialty products are products with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchasing effort. Convenience products are products that the consumer purchases frequently, immediately and with a minimum of effort. Shopping products are products that the consumer compares several alternatives on criteria such as price, quality, or style. Capital items are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.

Question 11

Lubricants, coal, paper, and pencils are examples of ________.

Accepted Answer

Operating supplies are consumable items that are needed to support production or operations, such as lubricants, coal, paper, and pencils. They are used in small quantities and are regularly restocked. Capital items are long-term assets like machinery or equipment, raw materials are unprocessed materials used in production, specialty products are unique or customized items, and installations are structures or facilities used in production.

Question 12

Elmo Inc., a Michigan-based manufacturer of athletic shoes, uses professional athletes in its ad campaigns to help sell its products. This is an example of ________ marketing.

Accepted Answer

This is an example of person marketing, where the company uses individuals, such as professional athletes, to promote and endorse its products.

Question 13

________ are the major marketing factors in the sale of most manufactured materials and parts.

Accepted Answer

Price and service are the major marketing factors in the sale of most manufactured materials and parts. While branding and advertising, sales promotion and advertising, branding and packaging, and public relations and brand management all play a role in marketing, when it comes to selling manufactured materials and parts, the price and the level of service are key factors in the buying decision.

Question 14

Erica wants to replace her old washing machine with a new one. In order to get the maximum value for her money, she plans to spend substantial time and effort in gathering information and making product comparisons before making the actual purchase. In this instance, Erica is planning to buy a(n) ________ product.

Accepted Answer

Erica is spending considerable time and effort in researching and comparing different washing machine models to make an informed purchase decision. This indicates that she is planning to buy a shopping product. Shopping products are those that consumers purchase only after comparing different brands or products based on factors such as quality, features, price, and reputation. They are usually more expensive than convenience products, and consumers typically spend more time and effort in choosing them. In contrast, convenience products are those that consumers purchase frequently with little effort or forethought (e.g., bread, milk, toiletries), while specialty products are those that consumers seek out and buy based on specific preferences or requirements (e.g., luxury cars, rare art, designer clothing). Unsought products are those that consumers either do not know about or do not actively seek out, such as life insurance or funeral services. Exclusive products are typically those that are high-end luxury or prestige items and are available in limited quantities to a select few customers.

Question 15

________ marketing consists of activities undertaken to create, maintain, or change attitudes toward particular people. People ranging from presidents, entertainers, and sports figures to professionals such as doctors, lawyers, and architects use it to build their reputations.

Accepted Answer

The question discusses activities that individuals undertake to build their reputations, which is the definition of personal marketing. Corporate image marketing refers to activities undertaken by organizations to build their reputation, social marketing refers to promoting social causes or issues, organization marketing refers to promoting a particular organization, and place marketing refers to promoting a particular location or destination.

Question 16

Public health campaigns designed to reduce alcoholism, drug abuse, smoking, and obesity are all examples of ________ marketing.

Accepted Answer

Social marketing aims to influence behavior for the benefit of society as a whole, rather than just for commercial gain. Public health campaigns targeting alcoholism, drug abuse, smoking, and obesity all fall under the umbrella of social marketing because they aim to promote healthy behaviors for the benefit of society.

Question 17

Installations consist of ________.

Accepted Answer

Installations refer to major purchases that are used to support the production or operation of a business. Examples include elevators, heavy machinery, and specialized equipment. Highly priced luxury goods, portable office equipment, portable factory equipment, and products like insurance do not fall under the category of installations.

Question 18

A hickory rocking chair, handmade by an Amish woodcarver in Lancaster, Pennsylvania, from locally grown wood, is an example of a ________.

Accepted Answer

A hickory rocking chair handmade by an Amish woodcarver in Lancaster, Pennsylvania is an example of a specialty product, as it is a unique and high-quality item that requires significant effort to produce.

Question 19

________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort.

Accepted Answer

Specialty products are defined as consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. They are not readily available in most stores and their purchase often involves a significant financial investment. Examples include luxury cars, designer clothing, and high-end jewelry.

Question 20

________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment.

Accepted Answer

Capital items are commonly known as equipment, buildings or other materials for production or operation that may take a huge amount of investment and are durable goods. Such products entail careful planning and analysis before purchase.

Quiz 8: Products, Services, and Brands: Building Customer Value