Question 1

Describe and illustrate the four major categories of consumer products.

Accepted Answer

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Question 2

Melissa loves going shopping. After a long day at work, she stops by a local shopping center. First, she decides to stop by Barnes & Noble. Melissa's favorite bookshop is the small, locally-owned book shop close to her home, but she visits Barnes & Noble because it is convenient. Next, she stops by a local Starbucks, where she likes to try new things. When she looked at the menu, she saw the name of a new latte she had heard about from friends and decided to try it. Then she went to Sephora to pick up some lipstick that she has run out of. However, when she gets there, Melissa finds Sephora is out of lipstick. She is tired after her long day and annoyed that they are out of the lipstick. Because it is her favorite brand, Melissa decides she will just have to come back another day. Melissa displays ______________ for Barnes & Noble, _____________ for the latte at Starbucks, and ________________ for the lipstick.
A)brand preference; brand recognition; brand insistence
B)brand recognition; brand recognition; brand insistence
C)brand recognition; brand insistence; brand insistence
D)brand preference; brand insistence; brand recognition
E)brand insistence; brand preference; brand recognition

Accepted Answer

Melissa displays brand preference for Barnes & Noble because she chooses to go there even though it is not her favorite bookstore. She displays brand insistence for the lipstick because she is willing to come back another day to buy it from Sephora, even though they are out of stock. She displays brand recognition for the latte at Starbucks because she has heard about it from friends and decides to try it.

Question 3

Tia loves new electronic products, but she also wants to make sure she gets a good value for her money. Therefore, she waits a few months after a product is introduced to see whether all the kinks are worked out. In the meantime, she reads ratings and reviews. She also turns to her friend Jimmy, who is one of the first people to adopt and test out new products. She relies heavily on Jimmy's recommendations. When she is satisfied as to its value, she usually buys the product. Tia most likely fits into which category?
A)Early adopter
B)Early majority
C)Innovator
D)Late majority
E)Laggard

Accepted Answer

Tia's behavior of waiting a few months after a product is introduced, reading ratings and reviews, and relying on recommendations from an early adopter (Jimmy) before making a purchase aligns with the characteristics of the "Early Majority" category. This group tends to adopt new products after a degree of proven functionality and reliability, unlike Innovators or Early Adopters who are the first to try new products.

Question 4

Granny's Cookie House sells cookies, pastries, and muffins. She offers 30 different types of cookies, 20 different types of pastries, and 10 types of muffins. While not all of these are available in-store, customers can special order or have the baked goods catered. The depth of the product mix that Granny's offers is ______________, while the width of the product mix is ___________________.
A)shallow; deep
B)deep; narrow
C)deep; long
D)narrow; wide
E)extreme; narrow

Accepted Answer

The depth of the product mix refers to the number of variations available for each product line, and Granny's offers a large number of variations for each category, making it deep. The width of the product mix refers to the number of product lines offered, and while Granny's offers three different product lines, they are all related to baked goods, making the width narrow.

Question 5

Barbasol Shaving Cream products come in similar-shaped containers with a nozzle. It always puts its brand name on the container in large white letters with a dark blue background. This is an example of
A)family packaging.
B)individual branding.
C)category-consistent packaging.
D)group labeling.
E)family branding.

Accepted Answer

Family packaging refers to the strategy of using similar packaging for all products in a product line or brand, creating a consistent look that helps consumers easily recognize the brand across different products. The description of Barbasol Shaving Cream products using similar-shaped containers with consistent branding elements (large white letters on a dark blue background) exemplifies this approach.

Question 6

Tyler totals his car and spends two days recuperating in the hospital. After he gets out, he knows he needs a new vehicle. Tyler's old car was an Audi that he loved. There is no Audi dealership in his city. Although there are many less expensive vehicles to purchase, Tyler convinces his friend to drive more than 50 miles to a much larger city so that he can purchase a new Audi. For Tyler the hospital stay was a(n) ______________ product, while his purchase of the Audi is a ______________ product.
A)unsought; shopping
B)shopping; specialty
C)convenience; shopping
D)unsought; specialty
E)specialty; specialty

Accepted Answer

The hospital stay is an unsought product because it's not something Tyler planned or wanted, similar to emergency services or products we hope we never need. The Audi is a specialty product because Tyler has a strong preference for this specific brand and is willing to make a significant effort to obtain it, indicating a high level of brand loyalty and perceived uniqueness of the product.

Question 7

Discuss some of the issues a marketer should consider when marketing a shopping product.

Accepted Answer

The answer of Discuss some of the issues a marketer...

Question 8

Elizabeth works as the purchasing agent for the business department at the local college. One of the staff members has asked her to order a new desk chair because the stuffing is coming out of her old one. Elizabeth approves the purchase, and the school buys the desk chair. The more Elizabeth researched the chair, however, the more impressed she became. Elizabeth suffers from back problems, and this desk chair had a number of adjustment settings and strong cushioning. Elizabeth operates her own small consulting business from her home office in her off-hours. The chair she currently has for her desk in the office is highly uncomfortable. Despite its expense, Elizabeth decides to purchase the chair for her home office. The first purchase is a _____________, and the second purchase is a ____________________.
A)business; consumer
B)consumer; consumer
C)business; business
D)consumer; business
E)industrial; consumer

Accepted Answer

The answer of Elizabeth works as the purchasing agent for...

Question 9

Ritz-Carlton is known for its customer service--so much so that it allows employees to spend $2,000 to meet customer needs per incident. Customer service at the Ritz-Carlton is an example of a(n)
A)core product.
B)symbolic feature.
C)experiential feature.
D)personalized product.
E)supplemental feature.

Accepted Answer

The $2,000 allowance for employees to meet customer needs goes beyond just the core product (the hotel room itself) or symbolic features (branding and image) and is not necessarily personalized product as it is not being offered specifically to one customer. It is an experiential feature that enhances the customer experience and could be considered a supplemental feature as it is not a traditional part of the hotel room amenities.

Question 10

For which of the following products would multiple packaging most likely beleasteffective?
A)Coca-Cola sodas
B)Gillette razors
C)Sun-Maid raisins
D)Kellogg cereals
E)Heinz vinegar

Accepted Answer

Multiple packaging is least effective for products that do not typically require frequent purchase or replacement, such as Heinz vinegar. Vinegar is a product that is used sparingly and has a long shelf life, making it less likely for consumers to buy in bulk or multiple packs compared to items like sodas, razors, raisins, or cereals, which are consumed more regularly or in larger quantities.

Question 11

Discuss the implications for a firm's marketing strategy of classifying a product as a convenience, shopping, specialty, or unsought item.

Accepted Answer

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Question 12

Naked Juice, a subsidiary of PepsiCo, was placed in a negative light when it was revealed that their "Natural" claims on the labels of their Naked Juice products were not necessarily accurate. Synthetic ingredients were detected in the juice. Critics claimed this made the claims of "Natural" deceiving. Naked Juice agreed to remove the claim from its label. Naked Juice wasmost likelyusing the word "Natural" on its labels for ___________________ purposes.
A)informational
B)legal
C)promotional
D)convenience
E)identification

Accepted Answer

Naked Juice was most likely using the word "Natural" on its labels for promotional purposes to attract health-conscious consumers who prefer natural products.

Question 13

Scentsy introduced new products made for the skin, including the fine fragrance roller, velvet hand cream, whipped body souffle, and a moisturizing body bar. This is an example of a _______________. One of the fine fragrance rollers is called No. 27, a mix of mandarin orange, rose, and amber. This is an example of a __________________.
A)brand; product
B)product line; product item
C)product line; product extension
D)product mix; product
E)product mix; brand extension

Accepted Answer

The introduction of new skin care products like the fine fragrance roller, velvet hand cream, whipped body souffle, and a moisturizing body bar represents a product line, which is a group of related products under a single brand. Each specific product, such as the No. 27 fine fragrance roller, is considered a product item within that product line.

Question 14

Paulina works at the large corporate headquarters of a multinational company. She is a bit of a clean freak. Every week she cleans her office, including the windows. Her favorite window cleaner to use is Windex. In this case, Windex Window Cleaner is which of the following types of business products?
A)MRO supplies
B)Installations
C)Accessory equipment
D)Process materials
E)Component parts

Accepted Answer

MRO stands for Maintenance, Repair, and Operating supplies, which are products needed to maintain and operate a business, but are not directly involved in the production process. Windex is a cleaning product used to maintain the cleanliness of the office, making it an MRO supply.

Question 15

What is a product? Provide an example of each type of product.

Accepted Answer

The answer of What is a product? Provide an example...

Question 16

Millie is in charge of the marketing strategy for a new toothbrush her firm introduced. The toothbrush has gotten strong accolades from critics, and Millie's company has taken great steps using advertisements and public relations to promote the product. The biggest hurdle to product adoption, according to Millie, is that consumers are much more familiar with Oral-B toothbrushes. Oral-B is the company's greatest competitor and is a much more established brand name. Millie plans to release a new campaign highlighting the many benefits of its toothbrush compared to its competitors. She hopes consumers will view their product as superior to Oral-B's. After the campaign, Millie's firm plans to offer free samples in select stores. Millie is using this campaign to stimulate _______________ on the part of buyers so that they will compare their benefits with Oral-B's.
A)evaluation
B)trial
C)awareness
D)adoption
E)interest

Accepted Answer

Millie's campaign is designed to encourage consumers to evaluate the benefits of her firm's toothbrush compared to Oral-B's, aiming to show their product's superiority. This involves a comparison of features and benefits, which is a part of the evaluation process in the consumer decision-making journey.

Question 17

The metal used to construct the body of a bicycle would be _________________. The bicycle seat would be a __________________.
A)accessory equipment; raw material
B)raw materials; accessory equipment
C)process materials; component part
D)raw materials; component part
E)process materials; raw material

Accepted Answer

The body of a bicycle is a major component and is made up of various raw materials such as steel or aluminum. Hence, D is the correct option. The bicycle seat, on the other hand, is a component part, and it could be made up of a variety of materials, including foam, leather, or plastic. However, it cannot be classified as raw or process materials, and accessory equipment does not pertain to the structure of a bicycle.

Question 18

Greenpeace is an environmental organization with the mission to "ensure the ability of the Earth to nurture life in all its diversity." It engages in much advocacy related to environmental issues including climate change, deforestation, overfishing, and more. Greenpeace's main product is most likely a(n)
A)good.
B)tangible entity.
C)service.
D)idea.
E)feature.

Accepted Answer

Greenpeace's main product is their mission and the ideas they advocate for, rather than a tangible good, service, or specific feature.

Question 19

Distinguish between consumer products and business products.

Accepted Answer

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Question 20

Kantar Millward Brown ranks the world's top 100 brands. Google tops the list at $230 billion. In terms of revenue, however, Walmart dwarfs Google. Google earned $89.5 billion in global revenue, while Walmart earned $482 billion. While Walmart has higher revenues, Google has greater
A)brand name awareness.
B)brand equity.
C)brand power.
D)brand recognition.
E)brand licensing.

Accepted Answer

Brand equity refers to the overall value of a brand, including consumer perception, reputation, and recognition. While Walmart may have higher revenue, Google's brand equity, measured through Kantar Millward Brown's rankings, is stronger, making it the top-ranked brand.

Quiz 10: Product, Branding, and Packaging Concepts

Describe and illustrate the four major categories of consumer products.

Barbasol Shaving Cream products come in similar-shaped containers with a nozzle. It always puts its brand name on the container in large white letters with a dark blue background. This is an example of

Discuss some of the issues a marketer should consider when marketing a shopping product.

Ritz-Carlton is known for its customer service--so much so that it allows employees to spend $2,000 to meet customer needs per incident. Customer service at the Ritz-Carlton is an example of a(n)

For which of the following products would multiple packaging most likely beleasteffective?

Discuss the implications for a firm's marketing strategy of classifying a product as a convenience, shopping, specialty, or unsought item.

What is a product? Provide an example of each type of product.

The metal used to construct the body of a bicycle would be _. The bicycle seat would be a __.

Distinguish between consumer products and business products.

Kantar Millward Brown ranks the world's top 100 brands. Google tops the list at $230 billion. In terms of revenue, however, Walmart dwarfs Google. Google earned $89.5 billion in global revenue, while Walmart earned $482 billion. While Walmart has higher revenues, Google has greater