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Basic Marketing: A Global Managerial Approach, 10/e

Stanley J. Shapiro
Kenneth B. Wong, Queens School of Business
William D. Perreault, University of North Carolina
E. Jerome McCarthy, Michigan State University

Product Planning for Goods and Services

Quiz Questions


1	A product with better features is not a high-quality product if the features are not what the target market wants.
		A)	True
		B)	False


2	Consumer product classes are based on the way people buy products.
		A)	True
		B)	False


3	The same product may be considered as a staple by some consumers and as a heterogeneous shopping product by other consumers.
		A)	True
		B)	False


4	The sale of installations is routine and very quick.
		A)	True
		B)	False


5	Components are processed expense items that become part of a finished product.
		A)	True
		B)	False


6	A product is:
		A)	goods, not services.
		B)	a well-advertised item with an established brand name.
		C)	the need-satisfying offering of a firm.
		D)	all the services needed with a physical good.
		E)	all of a firm's production and distribution activities.


7	From a marketing perspective, a high-quality haircut:
		A)	is performed by a well-known hair-stylist.
		B)	takes three hours and costs $100.
		C)	uses 10 different cutting and styling instruments.
		D)	succeeds in satisfying a customer's needs.
		E)	is very stylish.


8	Most products are a combination of tangible and intangible elements. Which of the following is an intangible service provided by a new home builder?
		A)	upgraded carpeting.
		B)	assistance in obtaining a mortgage.
		C)	laying sod (grass).
		D)	thermal glazed windows.
		E)	fencing around the yard.


9	All of the following are true about services except:
		A)	services often have to be produced in the presence of customers.
		B)	services can be stored for later use.
		C)	information technology can automate some services.
		D)	variations in demand make providing services costly.
		E)	services often must be duplicated at each place the service is provided.


10	Loblaws carries tea, canned goods, cake mixes, and snacks. These are part of the company's:
		A)	product assortment.
		B)	marketing mix.
		C)	product line.
		D)	product classes.
		E)	individual products.


11	Each of the items in Question 10—tea, canned goods, cake mixes, and snacks—is a(n):
		A)	product assortment.
		B)	marketing mix.
		C)	product line.
		D)	product class.
		E)	individual product.


12	Consumer product classes are based on ___________, while business product classes are based on _____________.
		A)	the durability of the product; the type of product.
		B)	how consumers shop for the product; how the product is to be used.
		C)	how the product is produced; how the product is sold.
		D)	the quality of the product; the age of the product.
		E)	how the product is sold; how the product is assembled.


13	Convenience products include:
		A)	unsought products.
		B)	shopping products.
		C)	specialty products.
		D)	staples.
		E)	all of the above.


14	Which of the following products in a supermarket is most likely to be an impulse product?
		A)	shampoo.
		B)	magazine.
		C)	apples.
		D)	milk.
		E)	broccoli.


15	Staple products:
		A)	need widespread distribution near probable points of use.
		B)	can have limited availability as long as display is good.
		C)	need little representation in major shopping areas.
		D)	are products that a consumer spends time and effort to find.
		E)	need maximum exposure and widespread distribution at low cost.


16	Specialty products:
		A)	can have limited availability.
		B)	need widespread distribution near probable points of sale.
		C)	need enough exposure to facilitate price comparison.
		D)	must have a low price to gain sales.
		E)	need adequate representation near similar products.


17	Which of the following orderings suggests the amount of effort (from little to much) that consumers are willing to spend searching for the "right" product?
		A)	homogeneous shopping products, staples, heterogeneous shopping products.
		B)	staples, heterogeneous shopping products, unsought products.
		C)	heterogeneous shopping products, specialty products, unsought products.
		D)	convenience products, homogeneous shopping products, specialty products.
		E)	unsought products, homogeneous shopping products, impulse products.


18	Classify the following business items as an expense item or as a capital item: (1) food for a restaurant; (2) stove for a restaurant; (3) blank CDs for a recording company; (4) assembly-line for a manufacturing plant.
		A)	(1) expense item; (2) capital item; (3) capital item; (4) capital item.
		B)	(1) expense item; (2) capital item; (3) expense item; (4) capital item.
		C)	(1) expense item; (2) expense item; (3) capital item; (4) capital item.
		D)	(1) expense item; (2) expense item; (3) expense item; (4) capital item.
		E)	(1) capital item; (2) capital item; (3) expense item; (4) capital item.


19	Which of the following is not a raw material?
		A)	steel.
		B)	logs.
		C)	grease.
		D)	coal.
		E)	corn.


20	Which of the following would NOT be favourable to successful branding?
		A)	product quality that is easy to maintain.
		B)	economies of scale in production and distribution.
		C)	product that is hard to identify by brand or trademark.
		D)	widespread availability in the market.
		E)	large demand for the general product class.


21	Packaging:
		A)	can be a part of quality control.
		B)	can open up new market opportunities.
		C)	is an issue even with services.
		D)	provides more promotion effect—and at a lower cost—than advertising
		E)	all of the above


22	Placing the price per unit of measure on the shelf near the product is:
		A)	called unit pricing.
		B)	helpful to consumers in making price comparisons.
		C)	mandatory by law.
		D)	a and b.
		E)	all of the above.

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