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Exam 9: Elements of Product Planning for Goods and Services

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Question 161

Multiple Choice

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If members of the target market for an Apple iPad do not initially recognize the brand name, but compelling advertising results in more members remembering the brand, we say the Apple iPad has achieved:

A) brand rejection.
B) brand preference.
C) brand nonrecognition.
D) brand insistence.
E) brand recognition.

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Question 162

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Expense items are depreciated over many years, while capital items are charged off as they are used--usually in the year of purchase.

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Question 163

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Use of family brands

Ross Wrigley refuses to buy Billy Goat brand of beer, his attitude toward this brand is called _____.

Consumers in the U.S. generate more trash per person than anywhere else on the planet and packaging is a major contributor to this dilemma.

Consumer product classes are based on ______________, while business product classes are based on ______________.

When making business buying decisions, it is important to remember that:

Use this information for questions that refer to the Sunny Day Foods (SDF) Case. For six months Kim Wu has been working for Sunny Day Foods (SDF) , a fast-growing manufacturer of organic foods. After graduating college, she worked for four years as a sales rep for a nationally known food company. But, she jumped at the chance when SDF contacted her about becoming marketing manager for its breakfast foods division, which sells dry cereals and a pancake mix. Kim spent the first few months on the job trying to better understand SDF, its product line, and marketing strategy. She reviewed the company's past marketing research, commissioned new research, and talked to both consumers and retailers. Now, the CEO of the company wants her thoughts on what the company's marketing strategy should be for the next few years. Her research indicates that among cereal customers there are at least five segments of customers who use SDF products. a) One segment, the loyalists, has a strong preference for one or two of the SDF cereals. These customers often go out of their way to visit a store with their favorite SDF cereal and buy only that product at the store. b) Another segment, the regulars, buys SDF cereals without much thought. For them it is just part of their routine and, if you ask them why they pick the cereal, they'd say it's just a habit. c) A third segment, the deal prone, sees SDF cereals as just another organic cereal. They view all organic cereals as pretty much the same and buy whichever brand seems to offer the best deal that week. d) A fourth segment, the politicos, consists of former buyers of SDF cereals. A few years ago the company took a strong stand in a presidential race - and these customers resented it. Now, they boycott all SDF foods because of that incident. e) A fifth segment, SDF who?, is made up of consumers who buy organic cereals but who don't have much awareness of particular organic brand names. In reviewing how SDF currently brands its products, Kim sees that it is using several different approaches. The Sunny Day Foods brand is used on most products the company sells. But a few years ago the company brought out an instant organic oatmeal with the Hot 'n Healthy name. SDF also makes cereal sold by a health food chain; the package for that chain uses the store's own name, Nature's Foods, as the brand name for the cereal. -For which market segment would widespread distribution NOT be as important?

If a trademark is to be used in foreign markets, it is wise to register it under the Lanham Act.

______________ means potential customers remember a particular brand.

Which of the following is the best example of an individual product?

Trademarks

A Hewlett-Packard "all-in-one" printer that serves as a computer printer, fax machine, copier, and scanner would fall into which of the following business product classes?

An important difference between raw materials and other business products is the need for grading.

The Federal Fair Packaging and Labeling Act:

Drue Valentine is a management consultant who helps manufacturers improve their quality-control procedures for new products. Drue is selling:

A carefully designed package may:

When comparing two similar products, the product with the most features is the higher quality product.

The cost of handling a purchase order for operating supplies may be more than the cost of the purchase.

"Branding" includes the use of trademarks and brand names to identify a product.