14 Aug Question 1. A product is: the physical attributes of something one can buy. what

Question
1. A product is:
the physical attributes of something one can
buy.
whatever the seller says it is.
a bundle of physical, service, and symbolic
attributes designed to satisfy a customer’s wants and needs.
a thing that’s impossible to define, since
everyone sees it differently.
2. Motel 6 and the Ritz-Carlton both provide
sleeping accommodations, but their respective guests have considerably
different expectations of service. This is because:
companies cannot standardize services.
services are inseparable from their
providers.
service quality shows wide variations.
services have a high perishable rate.
3. A consumer expects to purchase convenience
products:
without having full knowledge about what is
sought.
immediately and with minimal effort.
after visiting numerous stores and comparing
prices.
by traveling any distance required to get
what is wanted.
4. Supermarkets usually display items such as
candy, gum, and magazines near the checkout counter because they are:
purchased on impulse.
easier to replenish.
subject to shoplifting.
purchased infrequently.
5. Consumers who are well aware of the brands
they prefer and are willing to make a special effort to obtain them are
primarily interested in _____ products.
impulse
convenience
shopping
specialty
6. At which level of brand loyalty is
advertising often used heavily to promote a product?
Brand recognition
Brand preference
Brand insistence
Brand equity
7. A product which has achieved the status of
brand insistence:
is likely to spend more than its competitors
in order to maintain its status.
has achieved a monopoly position with its
consumers.
has a distinctive ?identity character? like
the Pillsbury doughboy.
moves from the unknown to the known category,
increasing its probability of purchase.
8. The Kirkland brand is owned by Costco, and
the products can only be purchased at Costco stores. Costco contracts with
manufacturers to produce and package products under the Kirkland name. This
arrangement is called:
family branding.
individual branding.
generic branding.
private branding.
9. The added value that a certain brand name
gives to a product in the marketplace is called brand:
knowledge
esteem
recognition
equity
10. In the Young & Rubicam’s Brand Asset
Valuator model, a brand’s ability to stand apart from competitors is referred
to as:
evaluation.
differentiation.
reputation.
competence.
11. Marketing channels play a key role in
marketing strategy because they:
provide criteria for promotional
expenditures.
provide the means by which products move from
producer to ultimate user.
allow more participants to contribute to the
economy.
reduce the distribution channel length.
12. Movement of products through more than
one marketing channel to reach the same market is:
multiple selling.
dual distribution.
distribution redundancy.
exclusive distribution.
13. The process of using every channel
available to market a product is called _____ distribution.
exclusive
specialized
selective
intensive
14. Licensed goods manufactured abroad and
then sold in the U.S. market in competition with U.S. counterparts are called
_____ goods.
black market
inferior
gray
horizontal
15. Technology that uses a tiny chip with
identification information that can be read by a scanner from a distance is
called:
RFID
UPC
enterprise resource technology
logistics technology
16. After identifying a target market, a
retailer must:
develop marketing strategies to attract
chosen customers to its stores.
apply a standardized marketing strategy to
attract customers from outside the target market.
concentrate on determining the ideal levels
of inventory to be maintained.
segment the market based on factors such as
family income and customer lifetime value.
17. Many department stores have eliminated
product categories such as toys, appliances, and furniture from their
merchandise assortment because:
they offer a greater level of differentiation
than their competitors.
they have high overheads and low profit
margins.
they are not suitable for developing brand insistence.
they cannot be efficiently targeted at
department store shoppers.
18. An offering within a product line, such
as a specific size of liquid detergent, is known as a(n) _____.
universal product code
price look-up code
stock-keeping unit
universal resource locator
19. The combination of physical
characteristics and amenities that contribute to a store’s image is called:
atmospherics.
Dcor.
tableaux.
logistics.
20. A new kind of limited-line retailer has
emerged over the past 15 years. These stores combine wide selection and low
prices in a single product line and are known as:
specialty stores.
predatory retailers.
category killers.
smorgasbord retailers.
21. An integrated marketing communication
strategy begins with:
separating the parts of the promotional mix
into categories based on the media that is being utilized.
isolating and eliminating non-promotional
contacts between the consumer and the organization.
consumer wants and needs and then works in
reverse to the product, brand, or organization.
the realization that different components of
promotion should deliver different messages to their target audiences.
22. The AIDA concept refers to the steps in:
the development of an IMC program.
the consumer purchase decision process.
the distribution of a product.
the promotion of a product.
23. The ideal form of promotion for large,
geographically dispersed audiences that will listen to the same message is:
advertising.
phishing.
public relations.
sales promotion.
24. Which group of activities is considered
to be a form of sales promotion?
Personal selling, advertising
Telemarketing, publicity
Coupons, rebates
Guerrilla marketing, public relations
25. When Frito Lay introduces a new flavor of
potato chips, it is likely to focus on _____ in its promotional mix.
advertising
personal selling
direct marketing via broadcast channels
publicity
Question1. A product is:the physical attributes of something one can
buy.whatever the seller says it is.a bundle of physical, service, and symbolic
attributes designed to satisfy a customer’s wants and needs.a thing that’s impossible to define, since
everyone sees it differently.2. Motel 6 and the Ritz-Carlton both provide
sleeping accommodations, but their respective guests have considerably
different expectations of service. This is because:companies cannot standardize services.services are inseparable from their
providers.service quality shows wide variations.services have a high perishable rate.3. A consumer expects to purchase convenience
products:without having full knowledge about what is
sought.immediately and with minimal effort.after visiting numerous stores and comparing
prices.by traveling any distance required to get
what is wanted.4. Supermarkets usually display items such as
candy, gum, and magazines near the checkout counter because they are:purchased on impulse. easier to replenish.subject to shoplifting.purchased infrequently.5. Consumers who are well aware of the brands
they prefer and are willing to make a special effort to obtain them are
primarily interested in _____ products.impulseconvenienceshoppingspecialty6. At which level of brand loyalty is
advertising often used heavily to promote a product?Brand recognitionBrand preferenceBrand insistenceBrand equity7. A product which has achieved the status of
brand insistence:is likely to spend more than its competitors
in order to maintain its status.has achieved a monopoly position with its
consumers.has a distinctive ?identity character? like
the Pillsbury doughboy.moves from the unknown to the known category,
increasing its probability of purchase.8. The Kirkland brand is owned by Costco, and
the products can only be purchased at Costco stores. Costco contracts with
manufacturers to produce and package products under the Kirkland name. This
arrangement is called:family branding.individual branding.generic branding.private branding.9. The added value that a certain brand name
gives to a product in the marketplace is called brand:knowledgeesteemrecognitionequity10. In the Young & Rubicam’s Brand Asset
Valuator model, a brand’s ability to stand apart from competitors is referred
to as:evaluation.differentiation.reputation.competence.11. Marketing channels play a key role in
marketing strategy because they:provide criteria for promotional
expenditures.provide the means by which products move from
producer to ultimate user.allow more participants to contribute to the
economy.reduce the distribution channel length.12. Movement of products through more than
one marketing channel to reach the same market is:multiple selling.dual distribution.distribution redundancy.exclusive distribution.13. The process of using every channel
available to market a product is called _____ distribution.exclusivespecializedselectiveintensive14. Licensed goods manufactured abroad and
then sold in the U.S. market in competition with U.S. counterparts are called
_____ goods.black marketinferiorgrayhorizontal15. Technology that uses a tiny chip with
identification information that can be read by a scanner from a distance is
called:RFIDUPCenterprise resource technologylogistics technology16. After identifying a target market, a
retailer must:develop marketing strategies to attract
chosen customers to its stores.apply a standardized marketing strategy to
attract customers from outside the target market.concentrate on determining the ideal levels
of inventory to be maintained.segment the market based on factors such as
family income and customer lifetime value.17. Many department stores have eliminated
product categories such as toys, appliances, and furniture from their
merchandise assortment because:they offer a greater level of differentiation
than their competitors.they have high overheads and low profit
margins.they are not suitable for developing brand insistence.they cannot be efficiently targeted at
department store shoppers.18. An offering within a product line, such
as a specific size of liquid detergent, is known as a(n) _____.universal product codeprice look-up codestock-keeping unituniversal resource locator19. The combination of physical
characteristics and amenities that contribute to a store’s image is called:atmospherics.Dcor.tableaux.logistics.20. A new kind of limited-line retailer has
emerged over the past 15 years. These stores combine wide selection and low
prices in a single product line and are known as:specialty stores. predatory retailers.category killers.smorgasbord retailers.21. An integrated marketing communication
strategy begins with:separating the parts of the promotional mix
into categories based on the media that is being utilized.isolating and eliminating non-promotional
contacts between the consumer and the organization.consumer wants and needs and then works in
reverse to the product, brand, or organization.the realization that different components of
promotion should deliver different messages to their target audiences.22. The AIDA concept refers to the steps in:the development of an IMC program.the consumer purchase decision process.the distribution of a product.the promotion of a product.23. The ideal form of promotion for large,
geographically dispersed audiences that will listen to the same message is:advertising.phishing.public relations.sales promotion.24. Which group of activities is considered
to be a form of sales promotion?Personal selling, advertisingTelemarketing, publicityCoupons, rebatesGuerrilla marketing, public relations25. When Frito Lay introduces a new flavor of
potato chips, it is likely to focus on _____ in its promotional mix.advertisingpersonal sellingdirect marketing via broadcast channelspublicity

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