Question 1

A consumer products firm manufacturers and sells over 200 different sizes and varieties of jams and jellies.We can say that this manufacturer's product mix has high ________.
A) consistency
B) depth
C) height
D) product assortment
E) width

Accepted Answer

Depth refers to the number of different products within a product line. Since the manufacturer has over 200 different sizes and varieties of jams and jellies, it can be concluded that the product mix has high depth.

Question 2

When Baxter Medical supplied their hospitals with computer terminals directly linked to Baxter's ordering system,this was an example of a company differentiating itself versus competition in terms of ________.
A) customer relationships
B) customer training
C) installation
D) delivery ease
E) ordering ease

Accepted Answer

Baxter Medical differentiated itself from its competitors by providing ordering ease to its customers through computer terminals directly linked to its ordering system. This made the process of placing orders more convenient and streamlined for hospitals, giving Baxter a competitive advantage.

Question 3

The sellers of ________ goods carry a wide assortment to satisfy individual tastes and must have well-trained salespeople to inform and advise customers.Examples include automobile dealers,furniture stores,and insurance services.
A) unsought shopping goods
B) specialty shopping goods
C) homogeneous shopping goods
D) heterogeneous shopping goods
E) none of the above

Accepted Answer

Heterogeneous shopping goods require a wide assortment to cater to individual tastes and need well-trained salespeople to inform and advise customers, as these goods are often compared based on attributes like style and quality.

Question 4

Using the ________ level of the product hierarchy to market its soups,Campbell Soups feature the company name first,then the soup variety on their packaging.
A) item
B) product-type
C) need-family
D) product-family
E) product-line

Accepted Answer

The product-line level of the product hierarchy refers to a group of products within the same category that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, or fall within a given price range. In this case, Campbell Soups is marketing its soup products at the product-line level by featuring its name first and then the soup variety, which helps to establish brand recognition and differentiate its products from other soup brands.

Question 5

Industrial goods can be classified in terms of how they enter the production process and their relative costliness.Identify the three groups of industrial goods.

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Question 6

Sellers must label their products.Labels serve many purposes beyond just "naming" the product.List the additional services provided by a product's label.

Accepted Answer

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Question 7

Explain the concept of line stretching and the three uses for it.

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Question 8

If the Porsche 911 is designed to accelerate to 60 miles per hour within 10 seconds,and every Porsche 911 coming off the assembly line does this,the model is said to have high ________.
A) reliability
B) conformance quality
C) durability
D) repairability
E) style

Accepted Answer

Conformance quality refers to the degree to which a product meets its design specifications and standards consistently. In this case, every Porsche 911 coming off the assembly line is designed to accelerate to 60 miles per hour within 10 seconds, which means they meet the design specifications and standards consistently, making the model have high conformance quality. Reliability and durability also relate to the consistent performance of a product, but they focus more on the ability to perform well over time and withstand wear and tear. Repairability and style are not related to the consistent performance of a product.

Question 9

Marketers must see themselves as benefit providers.For example,when a shopper purchases new shoes,he/she expects the shoes to cover his/her feet and allow them to walk unobstructed.This is an example of what level in the consumer-value hierarchy
A) Pure tangible good
B) Basic product
C) Augmented product
D) Potential product
E) Consumption system

Accepted Answer

The example of purchase of new shoes in the given scenario represents the basic product level in the consumer-value hierarchy, where the product is fulfilling the basic need and expectation of the customer by covering their feet and providing unobstructed walk.

Question 10

Realizing that although household products is a huge category,taking up an entire supermarket aisle or more,it is an incredibly boring one,the founders of Method Products designed a sleek,uncluttered dish soap container that also carried functional advantages.Method is competing in the crowded market for household products on the basis of superior ________.
A) design
B) durability
C) conformance
D) reliability
E) performance quality

Accepted Answer

The passage mentions that Method Products differentiated themselves in the crowded market for household products by designing a sleek, uncluttered dish soap container that also carried functional advantages. This indicates that Method is competing on the basis of superior design.

Question 11

When a physical product cannot easily be differentiated,the key to competitive success may lie in adding valued services and improving quality.Identify and discuss the six main service differentiators.

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Question 12

In planning its market offering,the marketer must address the five product levels of the customer-value hierarchy.Describe the "customer-value hierarchy" and identify the five levels of product contained within.

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Question 13

________ are major purchases and are usually bought directly from the producer with the typical sale preceded by long negotiation periods.
A) Raw materials
B) Materials and parts
C) Business services
D) Capital goods
E) Installations

Accepted Answer

Installations are major purchases that often involve long negotiation periods and are typically bought directly from the producer. They include large equipment and facilities that are essential for production.

Question 14

Explain the concepts of product-line width,length,depth,and consistency.

Accepted Answer

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Question 15

When differentiated,products can then be branded.List the possible ways that physical products can be differentiated.

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Question 16

Various factors have contributed to the increased importance of packaging as a marketing tool.List and briefly describe these events.

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Question 17

Product-mix pricing can involve a number of pricing strategies for the brand manager.List each of these strategies and briefly define each.

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Question 18

The vast array of products that consumers buy can be classified on the basis of shopping habits and are broken down into four main areas.List these four main classifications of consumer goods and explain what elements are included within.

Accepted Answer

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Question 19

Most products are established at one of four performance levels: low,average,high,or superior.For example,mountain bikes come in a variety of sizes and physical attributes.When a consumer purchases a mountain bike costing $1,000,she/he expects the bike to perform to specifications and to have a high _________ meeting the promised specifications.
A) features
B) durability
C) conformance quality
D) performance quality
E) reliability

Accepted Answer

Performance quality refers to the degree to which a product meets its promised specifications. In the given scenario, the consumer expects the mountain bike to perform to specifications, which indicates the presence of performance quality. Features refer to additional characteristics of the product, durability refers to the longevity of the product, conformance quality refers to how well the product conforms to established standards, and reliability refers to the consistency of performance over time. While some of these may also be important factors, they are not the best choice in the given scenario.

Question 20

How a consumer shops for organic foods and how they use and dispose of the product is part of the consumers' _________ that is important for marketers to consider.
A) basic product system.
B) customer value system
C) potential system
D) consumption system
E) none of the above

Accepted Answer

The term "consumption system" refers to the various stages involved in a consumer's consumption of a product, including the shopping, usage, and disposal stages. Understanding these stages is important for marketers to ensure that they are meeting the needs and expectations of their target market throughout the entire consumption process. Option A refers to the product itself, option B refers to the customer's overall values and beliefs, and option C is not a relevant term in this context.

Quiz 12: Setting Product Strategy

A consumer products firm manufacturers and sells over 200 different sizes and varieties of jams and jellies.We can say that this manufacturer's product mix has high ________.

When Baxter Medical supplied their hospitals with computer terminals directly linked to Baxter's ordering system,this was an example of a company differentiating itself versus competition in terms of ________.

The sellers of ________ goods carry a wide assortment to satisfy individual tastes and must have well-trained salespeople to inform and advise customers.Examples include automobile dealers,furniture stores,and insurance services.

Using the ________ level of the product hierarchy to market its soups,Campbell Soups feature the company name first,then the soup variety on their packaging.