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Exam 10: Products and Services Marketing

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Question 31

True/False

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Product line breadth is used to describe the total number of items carried by a firm.

A) True
B) False

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Question 32

Multiple Choice

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A consumer product or service where the customer characteristically engages in a careful process of election by comparing on such attributes as suitability, quality, price and style is known as a(n) :

A) convenience good.
B) shopping good.
C) emergency good.
D) speciality good.
E) sought good.

F) B) and D)
G) A) and E)

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Question 33

Multiple Choice

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A sporting or entertainment activity staged over a period of time, such as a festival is known as a(n) :

The Electric company manufactures and sells washing machines. Convinced that consumers are really purchasing a cleaning system, Electric offers a complete line of accessories, special detergents and cleaning/dying solutions, a toll- free trouble hotline, and a comprehensive service plan. Electric is concentrating on the:

The fact that Rick paid just $8 to see the 11:30 a.m. showing of the latest Hobbit movie while his friends paid $14 to see the same movie at a 7 p.m. showing is an example of a cinema addressing the problem of:

The characteristics of convenience, shopping, speciality, and unsought goods play a major role in determining the marketing mix for products in each of these categories. Briefly describe the distribution and pricing ramifications of each category. Which channel member(s) is/are most likely to bear the brunt of the promotional burden for each?

Research suggests that private labels are beating manufacturer's brands in the battle for the consumer's dollar.

Liquid diet foods fell from favour as consumers preferred a chewier, better tasting low- calorie, snack bar. Manufacturers think they still have a good concept in the liquid product; one that has nutritional benefits for consumers on the go. Their best branding strategy would be:

The addition of a chilli and sour cream flavoured corn chip to the existing range of Dorito corn chip products is an example of:

By their nature, installations have a major impact upon the productive capacity that can be attained by their purchasers.

Stretching a product line upward runs the risk of cannibalisation of the product line.

When Jim goes to Phu Vinh, his local Vietnamese restaurant, and orders his favourite dish, a chicken satay, he notices that sometimes the portion size is quite generous while at other times it is quite small. He also notices that the satay is often garnished differently and that the satay sauce often has a coarser texture and spicier taste. Jim is experiencing the service characteristic of:

A name, term, sign, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors is known as a:

A major newspaper publishing company has just learned that the cost of paper is set to increase substantially. Management feel they have little choice but to raise the price of a daily newspaper because this price rise will place significant pressure on the cost of which of the following?

Label designers must seek to satisfy both marketing and legal requirements.

Which type of convenience good is MOST likely to be placed near the cash register or checkout?

Product lines tend to shorten over time.

Which of the following is NOT a desirable quality for a brand name?

Describe the functions of product labelling.

Products which are consumed in a single use or on a few usage occasions, such as grocery items, are most often referred to as: