Question 1

For a new brand, the consumer's brand decision process begins with which of these stages?

Accepted Answer

The consumer's brand decision process begins with nonrecognition, where the consumer is not yet aware of the brand.

Question 2

With a brand extension strategy, a consumer's brand decision process for a newly-introduced product begins with

Accepted Answer

The brand extension strategy leverages the recognition of an existing brand, so the consumer's decision process begins with recognizing the brand.

Question 3

Which statement concerning trademark protection is NOT correct?

Accepted Answer

Trademark law covers both goods and services, not just goods.

Question 4

A brand name that becomes descriptive of an entire product category

Accepted Answer

When a brand name becomes generic and descriptive of an entire product category, it can lose its trademark protection. This means it is no longer protected by trademark laws and can be used by anyone, essentially becoming public property. Examples include "escalator" and "aspirin" in the United States.

Question 5

Which of these is NOT considered a part of a package?

Accepted Answer

The company logo, while important for branding, is not considered a part of the physical packaging components like the physical container, label, and inserts. These components directly involve the containment, presentation, and information regarding the product, whereas the logo is a broader branding element.

Question 6

Which statement about basic packaging functions is NOT correct?

Accepted Answer

Packaging is important for all types of goods, not just specialty goods. It plays a crucial role in protecting the product, providing information, and facilitating transportation and storage, among other functions, across various product categories. Specialty goods, characterized by unique characteristics and brand identification for which a significant group of buyers is willing to make a special purchasing effort, do not singularly rely on packaging for their appeal or differentiation.

Question 7

A major advantage associated with a standardized package design for use by an international marketer is

Accepted Answer

Standardized package design helps in achieving higher worldwide recognition by traveling consumers, as it ensures consistency in branding and packaging across different markets. This familiarity can aid in building brand loyalty and recognition among consumers who travel or encounter the brand in various international locations.

Question 8

Which of these is NOT a major disadvantage associated with a standardized package design for use by an international marketer?

Accepted Answer

Standardized package design typically reduces time requirements to enter a new market, as it avoids the need to create unique designs for each market.

Question 9

A major goal of multiple packaging is to encourage

Accepted Answer

The answer of A major goal of multiple packaging is...

Question 10

An industrywide classification system used for inventory management and marketing research is

Accepted Answer

The Universal Product Code (UPC) is a widely used industry classification system for inventory management and marketing research, allowing for efficient tracking and scanning of products.

Question 11

The mail-order discounter of computer supplies currently sells its products on the basis of price. There is no technical service supplied, and handling and shipping charges are added to each order. The firm is marketing

Accepted Answer

The answer of The mail-order discounter of computer supplies currently...

Question 12

The mail-order retailer is considering changing its marketing strategy to include technical service, as well as special handling. Under this plan, the retailer would keep an up-to-date record of a customer's purchases and advise each customer as to updated versions of software, when available. It would also provide second-day shipping services with no additional charge. Under the planned strategy, the retailer is marketing

Accepted Answer

Augmented products refer to the additional services and benefits that accompany a product, enhancing its value. In this case, the retailer is offering technical service, special handling, and second-day shipping, which are all augmentations to the core product.

Question 13

The mail-order retailer has hired a marketing consultant. The consultant questioned the firm's lack of focus on software benefits. According to the consultant, "consumers are not buying software, they are purchasing solutions to business problems." The consultant is advocating that the retailer focus on what type of product?

Accepted Answer

The consultant is suggesting that the retailer focus on the generic product, which emphasizes the core benefit or solution that the product provides to the consumer, rather than the physical product itself.

Question 14

A student quickly decides to purchase extra disks at the bookstore located two blocks from his home. The student realizes that he has run out of disks to back up his term paper and that stores will be closing within a half-hour. The consumer views the disk purchase as a(n) ___ product.

Accepted Answer

The student needs the disks urgently and is purchasing them quickly from a nearby location, which characterizes a convenience product.

Question 15

Compared with shopping products, convenience products involve

Accepted Answer

Convenience products typically involve lower perceived risk as they are low-cost, frequently purchased items that require minimal decision-making effort.

Question 16

Marketing researchers often determine the extent to which supermarket shoppers purchase ___ products by comparing the products purchased versus those listed on a shopping list prior to the respondent entering a store.

Accepted Answer

Impulse products are typically unplanned purchases, so researchers compare actual purchases to shopping lists to identify these.

Question 17

Studies of shopping centers commonly find that they have more shoe stores than any other category of retailer. The studies further document the high degree of store interchange among shoppers for shoes. A high proportion of shoppers visit more than two shoe stores. Based upon this data, what type of consumer product are shoes?

Accepted Answer

Shoes are considered shopping products because consumers often compare different options and visit multiple stores before making a purchase decision.

Question 18

Competitive retailers may increase each firm's total sales in which merchandise category?

Accepted Answer

The answer of Competitive retailers may increase each firm's total...

Question 19

The purchase of which industrial products typically require the highest degree of effort among consumers?

Accepted Answer

The answer of The purchase of which industrial products typically...

Question 20

Which industrial products typically are low-involvement purchases?

Accepted Answer

Industrial supplies are typically low-involvement purchases because they are standard items that do not require a significant amount of research or decision-making before purchase.

Quiz 11: Basic Concepts in Product Planning