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Exam 9: Elements of Product Planning for Goods and Services

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Question 71

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A consumer product that a customer really wants - and is willing to make a special shopping effort to find - is

A) a staple product.
B) a convenience product.
C) a heterogeneous shopping product.
D) a specialty product.
E) an emergency product.

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Question 72

Multiple Choice

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Which of the following statements about the strategic importance of packaging is FALSE?

A) A package may have more promotional impact than a firm's advertising efforts.
B) A new package can become the major factor in a new marketing strategy by significantly improving the product.
C) Packaging is concerned with promoting, protecting, and enhancing.
D) Better packaging always raises total distribution costs.
E) A package should satisfy not only the needs of consumers but also those of business and organizational customers.

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Question 73

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A universal product code (UPC) contains the manufacturer's suggested retail price for the product on which it appears.

The _____ spells out what kinds of marks including brand names can be protected and the exact method of protecting them.

Which of the following business products are usually treated as expense items?

Because packaged products are regularly seen in retail stores, a good package may give a firm more promotion effect than it could possibly afford with advertising.

Rosalita has a special place in her heart for Fina Pasta. She will make a special effort to find the pasta -- even going to another store if she cannot find it at her usual store. For Rosalita, Fina Past is a _____ product.

If a consumer product is used regularly and usually bought frequently and routinely with little thought (although branding may be important) , this product is:

Brand names that convey a positive image in one language may be meaningless in another.

According to the text, "product":

Which of the following statements about packaging is TRUE?

Which of the following could be an example of a firm's product line?

Branding is good for some CONSUMERS because it:

Federal Fair Packaging and Labeling Act requires that consumer goods be clearly labeled in easy-to-understand terms to give consumers more information.

For a homogeneous shopping product, a marketing manager should

Regarding the organization of the product classes, an impulse product is to an emergency product as

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. -What best describes the level of brand familiarity that customers in "the loyalists" segment have with SDF?

The text's consumer product classes are based on:

A _____ explains what the seller promises about its product.

Consumer products which consumers do not yet want or know they can buy - and probably would not buy without special promotion even if they saw them - are called: