Question 1

When Baxter Medical supplied their hospitals with computer terminals directly linked to Baxter's ordering system,this was an example of a company differentiating itself versus competition in terms of ________.
A)customer relationships
B)customer training
C)installation
D)delivery ease
E)ordering ease

Accepted Answer

Baxter Medical differentiated itself in terms of ordering ease by providing computer terminals directly linked to their ordering system, making the ordering process easier and more efficient for the hospitals.

Question 2

Using the ________ level of the product hierarchy to market its soups,Campbell Soups feature the company name first,then the soup variety on their packaging.
A)item
B)product-type
C)need-family
D)product-family
E)product-line

Accepted Answer

The product-line level of the product hierarchy is where products are organized into groups based on similar characteristics, such as product type or consumer need. In the case of Campbell Soups, they are organized by product line (i.e. soups) and then further specified by variety (e.g. tomato soup, chicken noodle soup). Therefore, the best choice is E.

Question 3

Marketers must see themselves as benefit providers.For example,when a shopper purchases new shoes,he/she expects the shoes to cover his/her feet and allow them to walk unobstructed.This is an example of what level in the consumer-value hierarchy?
A)Pure tangible good
B)Basic product
C)Augmented product
D)Potential product
E)Consumption system

Accepted Answer

The basic product level in the consumer-value hierarchy refers to the core benefits that the product provides, such as covering and protecting the feet when buying new shoes. This level is the foundation of the hierarchy, and the other levels (augmented product, potential product, and consumption system) build upon it.

Question 4

Various factors have contributed to the increased importance of packaging as a marketing tool.List and briefly describe these events.

Accepted Answer

The answer of Various factors have contributed to the increased...

Question 5

A consumer products firm manufacturers and sells over 200 different sizes and varieties of jams and jellies.We can say that this manufacturer's product mix has high ________.
A)consistency
B)depth
C)height
D)product assortment
E)width

Accepted Answer

"Depth" refers to the number of options within a product line, and since this manufacturer has over 200 different sizes and varieties of jams and jellies, their product mix can be considered to have a high depth.

Question 6

Industrial goods can be classified in terms of how they enter the production process and their relative costliness.Identify the three groups of industrial goods.

Accepted Answer

The answer of Industrial goods can be classified in terms...

Question 7

How a consumer shops for organic foods and how they use and dispose of the product is part of the consumers' _________ that is important for marketers to consider.
A)basic product system.
B)customer value system
C)potential system
D)consumption system
E)none of the above

Accepted Answer

The consumer's consumption system includes how they shop for and use a product, as well as how they dispose of it. This is important for marketers to consider in order to effectively target and communicate with their target audience.

Question 8

Explain the concept of line stretching and the three uses for it.

Accepted Answer

The answer of Explain the concept of line stretching and...

Question 9

The vast array of products that consumers buy can be classified on the basis of shopping habits and are broken down into four main areas.List these four main classifications of consumer goods and explain what elements are included within.

Accepted Answer

The answer of The vast array of products that consumers...

Question 10

Product-mix pricing can involve a number of pricing strategies for the brand manager.List each of these strategies and briefly define each.

Accepted Answer

The answer of Product-mix pricing can involve a number of...

Question 11

The sellers of ________ goods carry a wide assortment to satisfy individual tastes and must have well-trained salespeople to inform and advise customers.Examples include automobile dealers,furniture stores,and insurance services.
A)unsought shopping goods
B)specialty shopping goods
C)homogeneous shopping goods
D)heterogeneous shopping goods
E)none of the above

Accepted Answer

The answer of The sellers of ________ goods carry a...

Question 12

In planning its market offering,the marketer must address the five product levels of the customer-value hierarchy.Describe the "customer-value hierarchy" and identify the five levels of product contained within.

Accepted Answer

The answer of In planning its market offering,the marketer must...

Question 13

If the Porsche 911 is designed to accelerate to 60 miles per hour within 10 seconds,and every Porsche 911 coming off the assembly line does this,the model is said to have high ________.
A)reliability
B)conformance quality
C)durability
D)repairability
E)style

Accepted Answer

Conformance quality refers to the degree to which a product or service meets specified standards or expectations. In this case, the Porsche 911 is designed to accelerate to 60 mph within 10 seconds, and every Porsche 911 meets this expectation, indicating high conformance quality. Reliability refers to the ability of a product to perform consistently over time, durability refers to the ability of a product to withstand wear and tear, and repairability refers to the ease and cost of repairing a product, none of which are directly related to the Porsche 911's ability to accelerate to 60 mph within 10 seconds. Style is subjective and not related to the performance of the car in this scenario.

Question 14

Sellers must label their products.Labels serve many purposes beyond just "naming" the product.List the additional services provided by a product's label.

Accepted Answer

The answer of Sellers must label their products.Labels serve many...

Question 15

________ are major purchases and are usually bought directly from the producer with the typical sale preceded by long negotiation periods.
A)Raw materials
B)Materials and parts
C)Business services
D)Capital goods
E)Installations

Accepted Answer

The answer of ________ are major purchases and are usually...

Question 16

Explain the concepts of product-line width,length,depth,and consistency.

Accepted Answer

The answer of Explain the concepts of product-line width,length,depth,and consistency....

Question 17

When a physical product cannot easily be differentiated,the key to competitive success may lie in adding valued services and improving quality.Identify and discuss the six main service differentiators.

Accepted Answer

The answer of When a physical product cannot easily be...

Question 18

Realizing that although household products is a huge category,taking up an entire supermarket aisle or more,it is an incredibly boring one,the founders of Method Products designed a sleek,uncluttered dish soap container that also carried functional advantages.Method is competing in the crowded market for household products on the basis of superior ________.
A)design
B)durability
C)conformance
D)reliability
E)performance quality

Accepted Answer

The passage highlights the fact that Method Products designed a container that stood out in the crowded market because of its sleek and uncluttered design. Therefore, Method is competing on the basis of superior design.

Question 19

When differentiated,products can then be branded.List the possible ways that physical products can be differentiated.

Accepted Answer

The answer of When differentiated,products can then be branded.List the...

Question 20

Most products are established at one of four performance levels: low,average,high,or superior.For example,mountain bikes come in a variety of sizes and physical attributes.When a consumer purchases a mountain bike costing $1,000,she/he expects the bike to perform to specifications and to have a high _________ meeting the promised specifications.
A)features
B)durability
C)conformance quality
D)performance quality
E)reliability

Accepted Answer

Performance quality refers to the level at which a product meets its established specifications. In the given scenario, the consumer expects the mountain bike to perform to specifications, hence the expected quality is performance quality.

Quiz 12: Setting Product Strategy

When Baxter Medical supplied their hospitals with computer terminals directly linked to Baxter's ordering system,this was an example of a company differentiating itself versus competition in terms of ________.

Using the ________ level of the product hierarchy to market its soups,Campbell Soups feature the company name first,then the soup variety on their packaging.

Marketers must see themselves as benefit providers.For example,when a shopper purchases new shoes,he/she expects the shoes to cover his/her feet and allow them to walk unobstructed.This is an example of what level in the consumer-value hierarchy?

Various factors have contributed to the increased importance of packaging as a marketing tool.List and briefly describe these events.

A consumer products firm manufacturers and sells over 200 different sizes and varieties of jams and jellies.We can say that this manufacturer's product mix has high ________.

Industrial goods can be classified in terms of how they enter the production process and their relative costliness.Identify the three groups of industrial goods.

How a consumer shops for organic foods and how they use and dispose of the product is part of the consumers' _________ that is important for marketers to consider.