Question
1. A product is:
the physical attributes of something one can buy.
whatever the seller says it is.
a bundle of physical, service, and symbolic attributes designed to satisfy a customer’s wants and needs.
a thing that’s impossible to define, since everyone sees it differently.
2. Motel 6 and the Ritz-Carlton both provide sleeping accommodations, but their respective guests have considerably different expectations of service. This is because:
companies cannot standardize services.
services are inseparable from their providers.
service quality shows wide variations.
services have a high perishable rate.
3. A consumer expects to purchase convenience products:
without having full knowledge about what is sought.
immediately and with minimal effort.
after visiting numerous stores and comparing prices.
by traveling any distance required to get what is wanted.
4. Supermarkets usually display items such as candy, gum, and magazines near the checkout counter because they are:
purchased on impulse.
easier to replenish.
subject to shoplifting.
purchased infrequently.
5. Consumers who are well aware of the brands they prefer and are willing to make a special effort to obtain them are primarily interested in _____ products.
impulse
convenience
shopping
specialty
6. At which level of brand loyalty is advertising often used heavily to promote a product?
Brand recognition
Brand preference
Brand insistence
Brand equity
7. A product which has achieved the status of brand insistence:
is likely to spend more than its competitors in order to maintain its status.
has achieved a monopoly position with its consumers.
has a distinctive ?identity character? like the Pillsbury doughboy.
moves from the unknown to the known category, increasing its probability of purchase.
8. The Kirkland brand is owned by Costco, and the products can only be purchased at Costco stores. Costco contracts with manufacturers to produce and package products under the Kirkland name. This arrangement is called:
family branding.
individual branding.
generic branding.
private branding.
9. The added value that a certain brand name gives to a product in the marketplace is called brand:
knowledge
esteem
recognition
equity
10. In the Young & Rubicam’s Brand Asset Valuator model, a brand’s ability to stand apart from competitors is referred to as:
evaluation.
differentiation.
reputation.
competence.
11. Marketing channels play a key role in marketing strategy because they:
provide criteria for promotional expenditures.
provide the means by which products move from producer to ultimate user.
allow more participants to contribute to the economy.
reduce the distribution channel length.
12. Movement of products through more than one marketing channel to reach the same market is:
multiple selling.
dual distribution.
distribution redundancy.
exclusive distribution.
13. The process of using every channel available to market a product is called _____ distribution.
exclusive
specialized
selective
intensive
14. Licensed goods manufactured abroad and then sold in the U.S. market in competition with U.S. counterparts are called _____ goods.
black market
inferior
gray
horizontal
Question
1. A product is:
the physical attributes of something one can buy.
whatever the seller says it is.
a bundle of physical, service, and symbolic attributes designed to satisfy a customer’s wants and needs.
a thing that’s impossible to define, since everyone sees it differently.
2. Motel 6 and the Ritz-Carlton both provide sleeping accommodations, but their respective guests have considerably different expectations of service. This is because:
companies cannot standardize services.
services are inseparable from their providers.
service quality shows wide variations.
services have a high perishable rate.
3. A consumer expects to purchase convenience products:
without having full knowledge about what is sought.
immediately and with minimal effort.
after visiting numerous stores and comparing prices.
by traveling any distance required to get what is wanted.
4. Supermarkets usually display items such as candy, gum, and magazines near the checkout counter because they are:
purchased on impulse.
easier to replenish.
subject to shoplifting.
purchased infrequently.
5. Consumers who are well aware of the brands they prefer and are willing to make a special effort to obtain them are primarily interested in _____ products.
impulse
convenience
shopping
specialty
6. At which level of brand loyalty is advertising often used heavily to promote a product?
Brand recognition
Brand preference
Brand insistence
Brand equity
7. A product which has achieved the status of brand insistence:
is likely to spend more than its competitors in order to maintain its status.
has achieved a monopoly position with its consumers.
has a distinctive ?identity character? like the Pillsbury doughboy.
moves from the unknown to the known category, increasing its probability of purchase.
8. The Kirkland brand is owned by Costco, and the products can only be purchased at Costco stores. Costco contracts with manufacturers to produce and package products under the Kirkland name. This arrangement is called:
family branding.
individual branding.
generic branding.
private branding.
9. The added value that a certain brand name gives to a product in the marketplace is called brand:
knowledge
esteem
recognition
equity
10. In the Young & Rubicam’s Brand Asset Valuator model, a brand’s ability to stand apart from competitors is referred to as:
evaluation.
differentiation.
reputation.
competence.
11. Marketing channels play a key role in marketing strategy because they:
provide criteria for promotional expenditures.
provide the means by which products move from producer to ultimate user.
allow more participants to contribute to the economy.
reduce the distribution channel length.
12. Movement of products through more than one marketing channel to reach the same market is:
multiple selling.
dual distribution.
distribution redundancy.
exclusive distribution.
13. The process of using every channel available to market a product is called _____ distribution.
exclusive
specialized
selective
intensive
14. Licensed goods manufactured abroad and then sold in the U.S. market in competition with U.S. counterparts are called _____ goods.
black market
inferior
gray
horizontal
