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1 | |
A __________ is the marketing term for a good, service, or idea consisting of a bundle of tangible and intangible attributes that satisfies consumers and is received in exchange for money or some other unit of value. |
| | A) | product |
| | B) | market decision |
| | C) | market factor |
| | D) | utility |
| | E) | process |
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2 | |
Tongue Tinglin' B.B.Q. Sauce is made by Lewis Edibles, Inc. The sauce comes in mild and fiery flavors. It can be purchased singly in a five-ounce box or in a 10-ounce gourmet bottle. Since these are the only versions of this product that are available, this is a description of one of the company's: |
| | A) | product class. |
| | B) | product category mix. |
| | C) | product line. |
| | D) | marketing mix. |
| | E) | product category. |
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3 | |
Tongue Tinglin' B.B.Q. Sauce is made by Lewis Edibles, Inc. A five-ounce bottle of mild Tongue Tinglin' B.B.Q. Sauce is an example of a: |
| | A) | product item. |
| | B) | product type. |
| | C) | product class. |
| | D) | brand item. |
| | E) | product line. |
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4 | |
Which of the following is the BEST example of a convenience product? |
| | A) | a bookcase |
| | B) | Marriott hotel reservations |
| | C) | Levolor window blinds |
| | D) | the principles of marketing text for this class |
| | E) | a pair of nail clippers |
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5 | |
Demeter Fragrance Library caters to women who want a unique scent to which they have some kind of emotional connection. If you are completely unaware of the fact that you can buy scents that smell like lobster, chocolate, gunsmoke, or dirt, then for you, the Demeter fragrances are an example of a(n): |
| | A) | shopping good. |
| | B) | convenience good. |
| | C) | specialty good. |
| | D) | unsought good. |
| | E) | B2B good. |
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6 | |
Which of the following is the best example of a nondurable good? |
| | A) | cat food |
| | B) | shoes |
| | C) | insurance |
| | D) | DVD player |
| | E) | laser surgery |
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7 | |
Very infrequent purchases and only some comparison shopping are characteristic of the purchasing behavior for a type of consumer good such as burial insurance that a prospective buyer may not initially want. This product would be an example of which goods classification? |
| | A) | shopping goods |
| | B) | convenience goods |
| | C) | specialty goods |
| | D) | unsought goods |
| | E) | support goods |
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8 | |
The two classifications of business goods are: |
| | A) | services and tangibles. |
| | B) | production and support. |
| | C) | fixed-position and process. |
| | D) | homogeneous and heterogeneous. |
| | E) | manufacturing and distributor. |
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9 | |
With respect to distribution, convenience goods are available: |
| | A) | at relatively few outlets. |
| | B) | at a large number of selective outlets. |
| | C) | by special order from the manufacturer. |
| | D) | at a limited number of outlets. |
| | E) | on a widespread basis at many outlets. |
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10 | |
Which of the following is the BEST example of a support good? |
| | A) | flour for making bread |
| | B) | a business course at a local college or university |
| | C) | a kit for building a garden bench |
| | D) | a warehouse for storing construction equipment |
| | E) | the seats that go into an airplane |
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11 | |
Installations: |
| | A) | are similar to consumer convenience goods. |
| | B) | consist of buildings and fixed equipment. |
| | C) | are items used in the manufacturing process that become part of the final product. |
| | D) | include tools and office equipment. |
| | E) | include raw materials and component parts. |
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12 | |
The terms continuous innovation, dynamically continuous innovation, and discontinuous innovation, are classifications based on: |
| | A) | generated sales. |
| | B) | production technology. |
| | C) | degree of learning required by the consumer. |
| | D) | channels of distribution. |
| | E) | industry growth. |
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13 | |
Welch's drinks and juices have been around for many years. The company's introduction of White Grape Peach and Healthy Tropical Sensation fruit juice cocktails would be an example of a: |
| | A) | continuous innovation. |
| | B) | discontinuous innovation. |
| | C) | dynamically continuous innovation. |
| | D) | simultaneous innovation. |
| | E) | persistent innovation. |
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14 | |
Imagine a refrigerator connected to the Internet. Whirlpool has developed a refrigerator that lets you surf the Internet, plan meals, send e-mail, check the inventory of the refrigerator without opening the doors, and that also can connect with Web-enhanced microwaves and washers. This refrigerator would be an example of a: |
| | A) | continuous innovation. |
| | B) | discontinuous innovation. |
| | C) | dynamically continuous innovation. |
| | D) | symbiotic innovation. |
| | E) | simultaneous innovation. |
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15 | |
There have been pasta sauces on the market for years. These sauces have always required the pasta be precooked before it is mixed with the sauces and other ingredients. The newly developed Prego Pasta Bake Sauce does not require the use of pre-cooked pasta. Prego would most likely promote this product through: |
| | A) | personal salespeople. |
| | B) | product trials. |
| | C) | the implementation of a penetration strategy. |
| | D) | advertising how the sauce differs from those currently on the market. |
| | E) | concentrating on gaining wide distribution. |
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16 | |
Sarah has a backache due to overexertion. She believes a massage would loosen her back muscles and make her feel better. She is concerned because a massage, unlike a pair of shoes, cannot be felt before she buys it. When she makes her appointment, she examines the training certificates on the wall, and she carefully reads a brochure that contains testimonials of satisfied customers. The use of certificates of training and customer testimonials is one way the service provider is trying to deal with the service characteristic of: |
| | A) | incongruity. |
| | B) | inconsistency. |
| | C) | inventory costs. |
| | D) | inseparability. |
| | E) | intangibility. |
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17 | |
Inseparability in services means: |
| | A) | consumers see little variation from one service provider in an industry to another. |
| | B) | consumers are unable to differentiate price from quality. |
| | C) | consumers cannot evaluate a service until it is being utilized. |
| | D) | consumers cannot (and do not) separate the service itself from the deliverer of the service. |
| | E) | all of the above. |
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18 | |
Jane West is just graduating with an MBA and is being recruited by a financial securities brokerage as a sales representative. She has had 10 years of sales experience in selling industrial supplies to the steel industry. She was quite successful in her previous experience, but is worried that selling financial instruments may be more difficult. What factor could be the major reason for her worry? |
| | A) | the problem that her services and the products she sells are inseparable |
| | B) | the fact that services are intangible and, therefore, very different from her previous experience |
| | C) | the marketing program for financial instruments is very inconsistent |
| | D) | the cost inventory management system for reimbursing her when she sells the securities |
| | E) | all of the above |
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19 | |
The most expensive stage of the new-product process is: |
| | A) | new-product strategy development. |
| | B) | screening and generation. |
| | C) | business analysis. |
| | D) | idea generation. |
| | E) | commercialization. |
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20 | |
Ideally, a new product needs a precise __________, a statement that before product development begins, identifies (1) a well-defined target market; (2) specific customers' needs, wants, and preferences; and (3) what the product will be and do. |
| | A) | idea statement |
| | B) | protocol |
| | C) | contract |
| | D) | business analysis |
| | E) | product plan |
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