Chap 07 test bank PDF

Preview

Summary

Chap 07 test bank...

Description

Exam Name___________________________________

MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) World Skies' Flight 167 takes off at 50 percent capacity. The unoccupied seats cannot be stored for later sale or use. This is an example of which service characteristic? A) perishability B) variability C) inseparability D) intangibility E) tangibility

1)

2) At Four Seasons Hotels and Resorts, creating delighted customers involves much more than just crafting a lofty customer-focused marketing strategy. At Four Seasons, it all starts with ________. A) comfortable beds B) satisfied employees C) world class restaurants D) easy check in E) low prices

2)

3) ________ products are consumer products and services with unique characteristics or brand identifications for which a significant group of buyers is willing to make more effort than usual to purchase. A) Intangible B) Convenience C) Unsought D) Obsolete E) Specialty

3)

4) Silkskin Cosmetics is advertising its newest line of eye makeup. Made from all-natural ingredients, the products are hypoallergenic. Silkskin is selling the products in specially designed tubes that make application easier. Which of the following is a core customer value for Silkskin's line of eye makeup? A) the desire for having beautiful eyes B) the products' revolutionary packaging C) the Silkskin brand D) the natural ingredients E) the hypoallergenic properties of the products

4)

5) Flores Fashions promotes its clothing by emphasizing the durability and quality of the fabrics it uses. The company has positioned its brand based on ________. A) market share B) brand loyalty C) product benefits D) product attributes E) beliefs and values

5)

1

6) Product mix length refers to the ________. A) number of versions offered for each product in the line B) ways in which the various product lines are related C) number of different product lines the company carries D) total number of items a company carries within its product lines E) total market share captured by the entire product line

6)

7) Harley -Davidson disciples share a common, deeply held attraction to the brand. Harley appeals include: freedom, independence, power, and authenticity. Harley -Davidson doesn't just sell motorcycles. It sells self-expression, lifestyles, aspirations, and dreams. This illustrates ________. A) complex bundling B) an augmented product C) simple bundling D) an actual product E) core customer values

7)

8) Brands vary in the amount of power and value they hold in the marketplace. Iconic brands like Apple, Google, and Harley -Davidson have achieved substantial brand ________. A) equity B) perception C) esteem D) personality E) capital

8)

9) Xenon, a leading consumer-electronics manufacturing company, markets its products under the company's own brand name. In this case, Xenon has sponsored its products by promoting them as ________ brands. A) distributor B) store C) national D) private E) licensed

9)

10) Which of the following is an example of licensing? A) Berry, a fruit juice company, uses a well-known cartoon character to promote the company's line of children's products and pays the creator of the cartoon character a fee. B) DMX, an electronics manufacturer, acquires Z-Elex, a start-up firm, and sells all Z -Elex's products under the DMX brand name. C) ZetaBike, a bicycle manufacturer, teams up with VitaWater, a sports drink producer, to introduce ZetaVita, an energy drink. D) Mason's, a retail chain, sells a number of different products from different manufacturers under the brand name Mason's. E) XLC, a sporting goods firm, sponsors a number of top athletes in various sports and also hosts the XLC Sporting Achievement Awards.

10)

2

11) Which of the following is an example of an unsought product? A) refrigerator B) laundry detergent C) furniture D) toothpaste E) life insurance

11)

12) A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic? A) inseparability B) variability C) tangibility D) perishability E) intangibility

12)

13) Business advisory services such as legal or advertising are classified under which category of industrial products? A) specialty products B) capital items C) raw materials D) supplies and services E) materials and parts

13)

14) While brand management has been a key competency, ________ has always been a cornerstone of Nike's success. A) player endorsements B) a strong presence in all sports C) exceptional advertising D) product innovation E) its catchy slogan, "Just Do It"

14)

15) ________ involves using an existing brand name for a new product category. A) New branding B) Brand extension C) Co -branding D) Line extension E) Multibranding

15)

16) Which of the following terms best describes the process of designing and producing a container or wrapper for a product? A) licensing B) packaging C) branding D) positioning E) labeling

16)

3

17) Which statement about convenience products is most likely true? A) Consumers need to make special purchasing efforts to buy such products. B) They are bought by consumers frequently and with minimal comparison. C) They are products that consumers rarely consider buying. D) They are distributed exclusively in only one or a few outlets per market area. E) Luxury cars and designer clothes are examples of convenience products.

17)

18) ________ products are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. A) Unsought B) Capital C) Secondary D) Convenience E) Shopping

18)

19) Which of the following is an example of a convenience product? A) M&M's Candy B) Sklar Peppler furniture C) Ford Mustang automobile D) Sun Life life insurance E) LG refrigerator

19)

20) Which of the following is NOT an example of a product line? A) Lexus models IS 300, ES 350, LC 500 automobiles B) McDonalds Big Mac, Quarter Pounder, Fillet-O -Fish C) Colgate toothpaste, Irish spring soap, Speed stick deodarant D) Tide Concentrate, Tide HE, Tide Power pods laundry detergent E) They are all examples of product lines

20)

21) For over twenty years Eddie Bauer (the popular outdoor adventure clothing brand) lent its brand clout to several Ford vehicles including the F-Series Eddie Bauer Edition. These upscaled versions represent an example of ________. A) brand positioning B) licensing C) private branding D) franchising E) co-branding

21)

22) Specialty products are consumer products and services that customers generally buy ________. A) based on ready availability B) with minimal effort C) without making comparisons D) to conduct business E) frequently and immediately

22)

4

23) Consistency of a product mix refers to the ________. A) number of versions offered for each product in the line B) ways in which the various product lines are related C) number of different product lines the company carries D) total number of items a company carries within its product lines E) total market share captured by the entire product line

23)

24) Seattle's Best Coffee was purchased by industry leader Starbucks in 2003. Both brands continue in the market with Seattle's Best and Starbucks locations often in close proximity. The brands are perceived differently. This is an example of ________. A) line extensions B) brand extensions C) multibrands D) new brands E) brand mixes

24)

25) Denta Clean's decision to add a whitening toothpaste to its current line of toothpastes is an example of product line ________. A) filling B) strengthening C) mixing D) stretching E) widening

25)

26) Susan has been redecorating her new condo for a year. She is carefully selecting every item. Susan finds an oriental rug that matches her colour scheme and décor perfectly and purchases it immediately without engaging in comparison shopping. This is an example of a(n) ________. A) specialty product B) industrial product C) convenience product D) capital product E) shopping product

26)

27) Which of the following is an industrial product categorized under supplies and services? A) generator B) elevator C) coal D) wheat E) lumber

27)

28) Which of the following is an example of a shopping product? A) Colgate toothpaste B) Tide laundry detergent C) Samsung television D) A&W fast food E) Yummy brand candy

28)

5

29) Which of the following is an industrial product categorized under materials and parts? A) cement B) drill presses C) generator D) factory E) coal

29)

30) Which of the following is most likely a true statement about services? A) Service quality is not dependent on the provider. B) Services can be easily separated from their providers. C) Demand fluctuation has little to no impact on service providers. D) Service industries vary greatly. E) Services can be stored for later sale or use.

30)

31) Which of the following is an example of an industrial product grouped under capital items? A) paint B) crude petroleum C) factory D) cement E) coal

31)

32) The use of traditional business marketing concepts and tools to create behaviors that will benefit individual and societal well-being is called ________ marketing. A) social B) non-profit C) green D) person E) traditional

32)

33) A ________ 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. A) brand B) framework C) patent D) prototype E) paradigm

33)

34) BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. In this case, which of the following is an example of co-branding by BerryBerry? A) BerryBerry adds a new fruit juice flavour, TangyBerry. B) The company creates a new brand, NatureFresh, for a line of cosmetics based on fruit flavours and colours. C) The company introduces BerryBliss, a dried berry snack mix for kids. D) BerryBerry teams up with SFX, a sporting goods company, to introduce a line of energy bars called BerryBerry SFX. E) The company introduces a line of flavoured milk and yogurt under a new brand name.

34)

6

35) BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. Which of the following is an example of brand extension for BerryBerry? A) BerryBerry adds a new fruit juice flavour, TangyBerry. B) BerryBerry teams up with SFX, a sporting goods company, to introduce a line of energy bars called BerryBerry SFX. C) The company creates a new brand, NatureFresh, for a line of cosmetics based on fruit flavours and colours. D) The company introduces BerryBliss, a dried berry snack mix for kids. E) The company introduces a line of flavoured milk and yogurt under a new brand name.

35)

36) Product mix width refers to the ________. A) number of versions offered for each product in the line B) ways in which the various product lines are related C) number of different product lines the company carries D) total number of items a company carries within its product lines E) total market share captured by the entire product line

36)

37) Non-Dairy Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon, pumpkin, and vanilla flavours to its traditional product. In this case, the company has developed its brand with ________. A) co-branding B) brand extensions C) multibranding D) new product lines E) line extensions

37)

38) A company adding new features to a product will most likely assess each feature's value to customers relative to its ________. A) benefits to the supplier B) cost to the company C) performance in the market D) cost to the customers E) benefits to the company

38)

39) Orienting and motivating customer-contact employees and supporting service people to work as a team to provide customer satisfaction is known as ________ marketing. A) interactive B) social C) organizational D) differentiated E) internal

39)

40) Which of the following is a desirable quality for a brand name? A) The name should not be extendable. B) The name should be unique and difficult to pronounce to ensure legal protection. C) The name should be a common word rather than a distinctive one. D) The name should not suggest anything about the product quality. E) The name should translate easily into foreign languages.

40)

7

41) Loblaws has enjoyed great success with the many PC (President's Choice) products. Such items are considered ________ brands. A) licensed B) national C) manufacturer's D) extended E) private

41)

42) In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes ________. A) create immediate consumer recognition B) deemphasize the importance of labels C) have created confusion in the marketplace D) stifle brand awareness and recognition E) are primarily used to hold and protect products

42)

43) Marque, a high-end maker of designer watches, has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments. Marque is most likely engaging in ________. A) franchising B) downward stretching C) line filling D) upward stretching E) two -way stretching

43)

44) Service variability means that ________. A) services cannot be stored for later sale or use B) service quality depends on when, where, and how they are provided C) the evaluation of services is subjective and changes from customer to customer D) services can be separated from their providers E) services cannot be seen, tasted, felt, heard, or smelled before they are bought

44)

45) Which of the following is most likely a true statement about shopping products? A) Consumers typically spend very little time comparing shopping products. B) A life insurance policy is an example of a shopping product. C) Shopping products are purchased less frequently than convenience products. D) The existence of such products is generally unknown to consumers. E) Shopping products tend to be less expensive than convenience products.

45)

46) Which of the following statements is most likely true about unsought products? A) Unsought products offer many unique characteristics to status -conscious consumers. B) Marketers use aggressive advertising to convince consumers to buy unsought products. C) Unsought products are consumer products and services that customers buy frequently. D) Compared to convenience products, unsought products are purchased more frequently. E) Unsought products are typically purchased for further processing by industrial manufacturers.

46)

8

47) Many companies are taking a ________ approach, viewing quality as an investment and holding quality efforts accountable for bottom-line results. A) quality level B) total quality management C) conformance quality D) return-on-quality E) performance quality

47)

48) In 2020, Tim Horton's announced that it was going back to basics, backing away from an increasingly long menu that confused customers and slowed production and output. This product line reduction is being pursued because managers can ________. A) increase market share by adding items B) decrease costs by dropping items C) increase profits by adding items D) decrease costs by adding items E) increase profits by dropping items

48)

49) Kuka Robotics Canada manufactures and sells robots to be used on assembly lines. This is an example of________. A) unsought products B) industrial products as materials and parts C) intangible goods D) industrial products as capital items E) industrial products as supplies

49)

50) ________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort. A) Unsought B) Convenience C) Specialty D) Shopping E) Capital

50)

51) Zappos recognizes the importance of the buyer-seller interaction. They only hire people with an innate "passion to serve" and they go through four weeks of customer loyalty training. This is referred to as ________ marketing. A) advocacy B) horizontal C) internal D) interactive E) social

51)

52) A&B's Smarter Planet campaign markets A&B as a company that provides innovative solutions that improve the world's IQ. This activity of A&B is an example of ________ marketing. A) horizontal B) vertical C) organization D) segmented E) diversified

52)

9

53) A product line is most likely too short if managers can ________. A) decrease costs by dropping items B) increase profits by adding items C) decrease costs by adding items D) increase market share by dropping items E) increase profits by dropping items

53)

54) ________ simply describes the appearance of a product. A) Mixing B) Style C) Filling D) Widening E) Strengthening

54)

55) Which of the following is a pure tangible good? A) financial advice B) shampoo C) a spa treatment D) a meal at a restaurant E) a medical check -up

55)

56) ________ refer to a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible. A) Co -brands B) Services C) Pure products D) Line extensions E) Horizontal extensions

56)

57) Product planners must build a(n) ________ product around the core benefit and actual product by offering additional consumer services and benefits. A) specialty B) industrial C) shopping D) convenience E) augmented

57)

58) Product mix depth refers to the ________. A) number of versions offered for each product in the line B) ways in which the various product lines are related C) number of different product lines the company carries D) total number of items a company carries within its product lines E) total market share captured by the entire product line

58)

10

59) The province of Newfoundland-Labrador has run very successful advertisements which draw attention to the province as a unique and vibrant tourist destination. This is an example of ________. A) place marketing B) in person marketing C) organization marketing D) ideas marketing E) benefits marketing

59)

60) Laundry detergent, candy, magazines, and fast food are purchased frequently by customers. They are examples of ________ products. A) unsought B) industrial C) shopping D) convenience E) specialty

60)

TRUE/FALSE. Write 'T' if the statement is true and 'F' if the statement is false. 61) Consumers are generally willing to make more effort than usual to buy specialty products.

61)

62) Unsought products are consumer products that the consumer either does not know about or knows about but does not normally consider buying.

62)

63) Place marketing involves activities undertaken to create, maintain, or change attitudes or behavior toward particular places.<...