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Guarantees are most effective in two situations.The first is when the company or products are not well known and the second is when the product's quality is ________ to competition.


A) not known
B) different
C) inferior
D) equivalent
E) superior

F) C) and D)
G) B) and C)

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A pricing system in which there is a "fixed" fee and then a variable "usage" fee is called bundling.

A) True
B) False

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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

F) B) and E)
G) C) and D)

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A(n) ________ is defined as a distinct unit within a brand or product line distinguishable by size,price,appearance,or some other attribute.


A) stockkeeping unit
B) UPC (uniform product code)
C) stock unit
D) product type
E) none of the above

F) A) and B)
G) B) and C)

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In discussions with the packaging design team,you note that they do not have a firm design objective for the final package.In an internal memo to your boss,you outline the objectives (both company and consumer orientated)that you wish to see implemented by the design team.List these objectives.

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The objectives of packaging are to ident...

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Firms should design the highest performance level possible for their products.

A) True
B) False

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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

F) C) and D)
G) None of the above

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A manufacturer is contemplating introducing a product that is inferior to its competition in its performance,design,and functionality.However,the manufacturer believes that "good brand marketing" can overcome these shortfalls.Why is this thinking incorrect?

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At the heart of a great brand is a great...

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

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Self-service-an increasing number of pro...

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Delivery refers to how well the product or service is brought to the customer.It includes speed,________,and care throughout the delivery process.


A) length of time for delivery
B) type of delivery services
C) attributes
D) completeness
E) accuracy

F) A) and B)
G) B) and C)

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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

F) C) and E)
G) B) and C)

Correct Answer

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A manufacturer of hiking boots looks at data that indicate that their subsegment of the market called "serious hiker" is declining and is predicted to decline into the future.The firm decides to enter the "low-price" segment with its new items.This is an example of a firm's ________ to reach a new market.


A) down-market stretch
B) up-market stretch
C) two-way stretch
D) marketing research
E) capitalizing

F) C) and D)
G) B) and C)

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________ occurs when a company lengthens its product line beyond its current range.


A) Market reach
B) Product reach
C) Product adaptations
D) Line shrinking
E) Line stretching

F) A) and B)
G) A) and C)

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Manufacturers of systems such as razors and ink jet printers use a system of pricing called "two-part pricing"-one price for the disposable products and another for the "hardware."

A) True
B) False

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________ 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

F) A) and E)
G) A) and B)

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Sales of luxury goods such as perfumes,colognes,and aftershaves depend heavily upon their initial response by the consumer.A well-designed package can create convenience and promotional value.It has been called the "silent salesman." Which of the three levels of packaging is this "silent salesman"?


A) Retailer
B) Consumer
C) Shipping
D) Secondary
E) Primary

F) B) and E)
G) B) and D)

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Betty Crocker cake mixes using Hershey syrup in its cake mixes and "Lunchables" lunch combinations with Taco Bell tacos are examples of what special type of branding?


A) Mixed branding
B) Ingredient co-branding
C) Co-branding
D) Self-branding
E) None of the above

F) B) and C)
G) All of the above

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Product is the key element in the market offering.

A) True
B) False

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Ingredient branding can take on a form called "self-branding" in which the company advertises its own branded ingredients.

A) True
B) False

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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

F) B) and D)
G) C) and E)

Correct Answer

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