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Marketing Chapter 7 Test Questions
Test Questions
58
Marketing
Undergraduate 2
10/16/2012
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Term
1) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible.
 Definition
Services
Term
2) Which of the following is a pure tangible good?
 Definition
shampoo
Term
3) Which of the following would be considered part of the augmented product rather than the actual product or core customer value?
 Definition
warranty
Term
4) Silk-skin Cosmetics is advertising its newest line of eye makeup. Made from all-natural ingredients, the products are hypoallergenic. Silk-skin is selling the products in specially designed tubes that make it easier to apply to the skin. Which of the following is the core product value for Silk-skin's line of eye makeup?
 Definition
E) the possibility of having beautiful eyes
Term
5) Silk-skin Cosmetics is advertising its newest line of eye makeup. Made from all-natural ingredients, the products are hypoallergenic. Silk-skin is selling the products in specially designed tubes that make it easier to apply to the skin. Which of the following would be considered the augmented product for Silk-skin's line of eye makeup?
 Definition
B) after-sales beauty advice offered by Silk-skin
Term
6) Which of the following types of products is likely to the priced the lowest?
 Definition
convenience products
Term
7) ________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.
 Definition
Convenience
Term
8) A laundry detergent is most likely to be an example of a(n) ________ product.
 Definition
convenience
Term
9) Which of the following statements is most likely to be true of convenience product?
 Definition
E) It is bought by consumers with minimal comparison and buying effort.
Term
10) Which of the following is most likely to be an example of a convenience product?
 Definition
candy
Term
11) ________ products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style.
 Definition
Shopping
Term
12) A refrigerator is most likely to be an example of a(n) ________ product.
 Definition
shopping
Term
13) Which of the following statements is most likely to be true regarding a shopping product?
 Definition
C) As compared to convenience products, shopping products are purchased less frequently.
Term
14) Which of the following is most likely to be an example of a shopping product?
 Definition
television
Term
15) ________ products are distributed exclusively in only one or a few outlets per market area and they have unique characteristics or brand identification.
 Definition
Specialty
Term
16) Which of the following statements is true of specialty products?
 Definition
D) Buyers normally do not compare specialty products.
Term
17) ________ products are consumer products that the consumer either does not know about or knows about but does not normally consider buying.
 Definition
Unsought
Term
18) Which of the following is an example of an unsought product?
 Definition
life insurance
Term
19) Which of the following statements is true of unsought products?
 Definition
B) A life insurance policy is an example of an unsought product.
Term
20) ________ products are those products that are purchased for further processing or for use in conducting a business.
 Definition
Industrial
Term
21) Which of the following is an industrial product that falls under the category of materials and parts?
 Definition
cement
Term
22) Which of the following is an industrial product in the category of capital items?
 Definition
factory
Term
23) Which of the following is an industrial product in the category of supplies and services?
 Definition
coal
Term
24) Iron ore is an example of an industrial product that is most likely to come in the category of ___.
 Definition
materials and parts
Term
25) The paint used to paint an office is an example of an industrial product that is most likely to fall in the category of ________.
 Definition
supplies and services
Term
26) Which of the following is true of convenience products?
 Definition
A) Convenience products are distributed extensively, in as many locations as possible.
Term
27) IBM's Smarter Planet campaign markets IBM as a company that provides innovative solutions that improve the world's IQ. This is an example of ________ marketing.
 Definition
organziation
Term
28) The use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of their community is called ________ marketing.
 Definition
social
Term
29) A(n) ________ is defined as a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.
 Definition
brand
Term
30) Which of the following terms best describes the process of designing and producing the container or wrapper for a product?
 Definition
packaging
Term
31) Which of the following terms best describes a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges?
 Definition
product line
Term
32) A product line is considered to be too short if the manager can ________.
 Definition
increase profits by adding items
Term
33) A product line is considered to be too long if the manager can ________.
 Definition
C) increase profits by dropping items
Term
34) Product line ________ involves adding more items within the present range of the line.
 Definition
filling
Term
35) A company lengthening its product line by adding low-end products is an example of product line ________.
 Definition
stretching
Term
36) A product mix is also known as a product ________.
 Definition
portfolio
Term
37) Product mix length refers to ________.
 Definition
D) the total number of items a company carries within its product lines
Term
38) Product mix width refers to ________.
 Definition
C) the number of different product lines the company carries
Term
39) Product mix depth refers to ________.
 Definition
A) the number of versions offered for each product in the line
Term
40) The consistency of the product mix refers to ________.
 Definition
B) how closely related the various product lines are in end use, production requirements, distribution channels, or some other way
Term
41) Service intangibility means that ________.
 Definition
D) services cannot be seen, tasted, felt, heard, or smelled before they are bought
Term
42) Service inseparability means that ________.
 Definition
E) services cannot be separated from their providers, whether the providers are people or machines
Term
43) Service variability means that ________.
 Definition
B) the quality of services depends on who provides them as well as when, where, and how they are provided
Term
44) Service perishability means that ________.
 Definition
C) services cannot be stored for later sale or use
Term
45) The service profit chain consists of five links. Which of the following is one of these five links?
 Definition
E) satisfied and loyal customers
Term
46) Orienting and motivating customer-contact employees and service-support people to work as a team to provide customer satisfaction is known as ________ marketing.
 Definition
internal
Term
47) Training service employees in the fine art of communicating with customers to satisfy their needs is known as ________ marketing.
 Definition
interactive
Term
48) Brand ________ is the differential effect that knowing the brand name has on customer response to the product and its marketing.
 Definition
equity
Term
49) Which of the following brands is positioned based on product attributes?
 Definition
B) Berglee's Breakfast Cereals: Blending nutrition and great taste
Term
50) Electronics company Sony sells its products under its own brand name. Thus, Sony is a ________ brand.
 Definition
national
Term
51) Which of the following is a desirable quality for a brand name?
 Definition
D) The name should translate easily into foreign languages.
Term
52) Store brands are also known as ________ brands.
 Definition
private
Term
53) Which of the following is an example of licensing?
 Definition
B) Fruit juice company BerryBerry uses a cartoon character to market its line of children's products, paying the creator of the character a fee.
Term
54) ________ occurs when two established brand names of different companies are used on the same product.
 Definition
Co-branding
Term
55) BerryBerry is a fruit juice company that has traditionally sold five varieties of mixed-fruit juices: DazzleBerry, AquaBerry, MangoBerry, FuschiaBerry, and GloBerry. The company wants to add more products to its lineup. Which of the following is an example of co-branding?
 Definition
C) The company introduces a line of flavored milk and yoghurt under the Goodness brand.
Term
56) ________ occurs when a company uses its existing brand name for new forms, colors, sizes, ingredients, or flavors of an existing product category.
 Definition
Line extension
Term
57) BerryBerry is a fruit juice company that has traditionally sold five varieties of mixed-fruit juices: DazzleBerry, AquaBerry, MangoBerry, FuschiaBerry, and GloBerry. The company wants to add more products to its lineup. Which of the following would be a line extension for BerryBerry?
 Definition
B) BerryBerry adds a new fruit juice flavor: TangyBerry.
Term
58) ________ involves using an existing brand name for a new product category.
 Definition
Brand extension
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