_____ is a concept, philosophy, or image.
(Mothers Against Drunk Driving) is a nonprofit organization that primarily
to the text, a product is defined as
the customer receives in an exchange.
physical object the customer receives in an exchange.
service that is rendered to a customer.
idea that the customer receives in an exchange.
and services the customer receives in an exchange.
make intangible products more tangible or real to the consumer, marketers often
low prices on intangible goods.
symbols or cues to help symbolize product benefits.
external reference prices.
multiple channels of distribution.
more support services with such products.
of the following best illustrates how a firm can use a symbol to make an
intangible product more tangible?
on Wrigley gum packages
light bulb can be considered all of the following except
a consumer product or a business product.
business product if it is used to light an assembly line in a factory.
consumer product if it is used to light the office of the board of directors.
are classified as being business or consumer products according to the
of the organization.
intended use of the product.
intended use of the product.
of outlets from which they are purchased.
of the following is always used to determine the classification of a good?
intent for using the product
of shopping required by the buyer to obtain the product
of the product
Avakian, who works as a purchasing agent for Greyhound Transport, buys
carpeting for use in an office area at Greyhound. What determines whether this
carpeting is a consumer or a business product?
of the sale
intended use of the product
the product provides
of the following is most likely to be considered a convenience good?
tickets purchased online
batteries would be classified as which type of product?
which are relatively inexpensive and frequently purchased with minimal effort
are classified as ___________ products.
Yogurt represents what type of product for most consumers?
inexpensive, frequently purchased items for which buyers exert only minimal
purchased items for which buyers are willing to exert considerable effort.
purchased items that are found in certain retail outlets.
that are expensive but are easy to purchase.
that require some purchase planning and for which the buyer often will not
of the following statements does not apply to convenience goods?
are brand loyal to convenience products and are not likely to substitute other
products require minimal shopping effort.
of convenience products requires intensive exposure of these goods in as many
stores as possible.
tend to feel that the most desirable retail facility for convenience products
is the closest one.
gasoline, and bread are good examples of convenience goods.
for which buyers are willing to spend much time comparing stores and brands for
differences in prices, product features, and services are called ______
Hill needed to buy an airline ticket to visit her parents. She called several
airlines to compare rates and chose a flight on Southwest Air Lines because,
for comparable prices, it had a better reputation for service. For Shannon,
this flight is an example of which type of product?
clothing stores sell primarily what type of products?
products have a _____ inventory turnover and need _____ distribution outlets
than convenience goods.
do not compare alternatives when shopping for ______ products.
Carsons are going on a vacation back to Texas. When they lived there, Gwen
Carson loved Blue Bell Cookies. Blue Bell is sold only in Texas. She plans to
buy two boxes at the first store she visits after they arrive. For Gwen, Blue
Bell represents a(n) ___________ product.
minimal effort to purchase.
purchase planning, and the buyer will not accept substitutes.
generally less expensive than other items in the same product class.
the purchaser to make comparisons among alternatives.
Wilson is an avid collector of Major League Baseball memorabilia. He greatly
desires to own the “special” bat that got the slugger Sammy Sosa a seven-game
suspension due to its illegal contents. This is an example of a(n) ______
Beth and Rob Barker search for a new home, they are interested only in houses
built by a particular builder. This purchase is characteristic of a(n)
a sudden problem confronts a consumer, such as emergency automobile repair, he
or she is likely going to view solutions to that problem as
Arnold’s Auto Towing Service would best be described as a(n) __________ product.
for personal consumption.
on the basis of preferences expressed by a business procurement department.
for both their functional aspects and their psychological rewards.
according to their characteristics and intended uses.
purchased by nonbusiness organizations.
factories, and production lines with very large equipment are all classified as
Mexican Restaurant purchased several large ovens for use in remodeling its
kitchens. These ovens are an example of which type of business product?
the production manager of an engineering firm, you went out and bought a metal
cutting machine. What you have purchased can best be classified as a
accountant buys a supply of pencils to be used in calculating the taxes of other
business firms. Based on this information, pencils in this case would be
considered what type of product?
of the following is not a business product?
to be refined into fuel
to be integrated into components for personal computers
pens, and tape to be used in an office
consulting services to aid a company in marketing a new product
bought to help individuals complete their personal federal income tax forms
tools and machines used in a production process for a considerable length of
time are classified as
products are classified into the following seven categories according to
characteristics and intended uses: raw materials, installations, accessory
equipment, component parts, process materials, business services, and
programming and operation services.
chemicals, timber, and agricultural products are considered
distributor of plumbing supplies purchases a desktop computer to aid in
inventory control. This computer is an example of which type of business
they become part of a larger product, _______ can often be easily identified
and distinguished on the larger product.
products that are purchased routinely, do not become part of finished goods,
and are expense items rather than capital goods are called
set of Bose car speakers sold to Ford for use in the production of a hybrid
Escape, would be an example of a(n)
intangible products that most organizations use in their operations are called
used directly in the production of a final product but are not easily identifiable
are categorized as
product item is best described as a
of a marketing mix.
characteristic of a product.
version of a product.
of measure for the product.
Lee Corporation manufactures desserts, breads, pantyhose, meats, and a variety
of other products. These products make up Sara Lee’s product
product line is defined as
that can be designated as a unique offering among the organization’s products.
that an organization makes available to consumers.
group of closely related products that are considered a unit because of
marketing, technical, or end-use considerations.
specific group of products that are offered to the market.
that are sold by the same firm or a division of a firm.
bowling balls, bowling bags, and shoes are individual product ___________ for
this sporting goods manufacturer.
product mix is best described as
products offered by a firm.
distribution, promotion, and price.
products sold by one firm.
products of a particular type.
group of closely related products that are considered a unit because of market,
technical, or end-use considerations.
& Gamble makes at least eight different laundry detergents. This is most
relevant to the issue of
of product mix.
of product mix.
depth of a product mix is measured by the average number of
products as compared with the number of specialty products.
product lines offered by the company.
products offered in each product line.
products as compared with the number of convenience products.
features that the company offers.
Foods Corp. offers a line of candy that includes Kit Kat, Mr.Goodbar, Krackel,
Hershey’s Kisses, Reese’s Peanut Butter
Cups, Rolo, and Twizzlers. These candies best illustrate Hershey’s product mix
company markets such diverse products as Rosarita Mexican foods, Max Factor
cosmetics, and Samsonite luggage. These various offerings exhibit this firm’s
measure of the product mix involves the number of product lines a company
width of a product mix is measured by the number of product
in the product line.
in each brand.
in the product line.
a company offers.
a company offers.
four major stages of a product life cycle include
recession, depression, and recovery.
convenience, shopping, and unsought goods.
stabilization, exposure, and growth.
growth, maturity, and decline.
interest, trial, and adoption.
start at zero and profits are negative during the ____ stage of the product
the introduction stage of a successful product, profits are usually
their highest point.
of the following is the most typical example of a new product introduction?
sold in snack-sized containers
brand-new nut discovered in Africa
car that uses no oil or gasoline
that literally make you run faster
device that cools your car while parked outside
which stage of the product life cycle do profits peak?
ad that stresses “Get the real Proactiv Solution; accept no substitutes!” is
best geared for which stage of the product life cycle?
which stage of the product life cycle do profits begin to decrease?
stage of the product life cycle begins when a business reaches the breakeven
point with the product?
stage in the product life cycle is critical to a product’s survival because
competitive reactions to the product’s success during this period will affect
the product’s life expectancy?
the growth stage of the product life cycle, marketers must
the product position.
to exclusive distribution.
promotion as a percentage of sales.
pricing is typical during the ___________ stage of the product life cycle.
greater penetration of the market is typically a business goal during the
___________ stage of the product life cycle.
of the following tactics would typically be employed when a product is in the
growth stage of its life cycle?
prices after developmental costs have been recovered
promotion expenditures as a percentage of total sales
from intensive to selective distribution
prices to encourage competitors to enter the market
the number of product models in the product line
a business finds itself squeezed out of a market for a product or loses
interest in that product, it is a sign of being in the ___________ stage of the
product life cycle.
the maturity stage
modifications are unnecessary.
is less emphasis on changing a product’s price.
strategies are rarely altered.
competitors are forced out.
advertising expenditures are required to maintain market share.
promoting its vinegar as an effective cleaner for wall, glass, and kitchen and
bathroom surfaces would most likely be a strategy for the _____ stage of the
product life cycle.
stage of the product life cycle is characterized by intense competition?
banks add new services during the maturity stage, the objective they are most
likely trying to achieve is
items from the product line.
their market share.
their share of the customer.
common business objective of the ___________ stage of the product life cycle is
to generate cash flow.
usually start to decline during the __________ stage of the product life cycle.
of the termination
of the growth
of the decline
of the growth
of the maturity
Clorox introduced bleach in a no-drip bottle, the firm was taking action
consistent with its product being in the ___________ stage of the product life
change in package size is a strategy that can help boost sales in the
___________ stage of the product life cycle.
of the following stages of the product life cycle is likely to see dealers
offered promotional assistance from the producer?
company wanting to maintain market share during the maturity stage requires
moderate to large
producers of Schick razor blades use a marketing strategy that includes large
advertising expenditures and more price flexibility for the various types of
blades offered. Based on this example, razor blades are in the ___________
stage of the product life cycle.
recognized it needed to revitalize its brand and attract different market
segments. These are indications that Cadillac’s products were primarily in the
______ stage of the product life cycle.
Network satellite TV cut back advertising expenditures to minimum levels and
reduced the number of channel members for its industrial satellite product.
These actions indicate that its product is in the ___________ stage of its life
the decline stage of the product life cycle,
share is maintained.
is at a peak.
begin to fall.
peak and then begin to decline.
stage of the product life cycle when marketers consider eliminating products
that are not contributing to profitability or the overall effectiveness of a
product mix is the ____ stage.
are marketers least likely to change a product’s design, style, or other
is evaluating its complete product mix. It wishes to decrease some of its
marketing expenditures and streamline its product offerings. Weyerhaeuser will
most likely look at products in the _____ stage of the product life cycle as
possibilities for elimination.
are a marketing manager’s two options during the decline stage?
the product to new markets or stop sales immediately
up the product’s decline or increase advertising
to postpone the decline or accept its inevitability
the brand or reinvesting in the brand
the decline or phase the product out
firm with a product in the decline stage of the product life cycle may decide
to gradually reduce marketing expenditures and realign its marketing mix to one
that requires fewer resources. This approach is called
Sony realized its CD players were in the decline stage, it decided to
immediately withdraw all of its marketing support from these declining
products, an approach known as
of the following best defines the interest stage in the product adoption
buyer tries to find the product in a retail store.
buyer considers the benefits and determines whether to try the product.
buyer tries the product to determine its usefulness.
buyer seeks information and is receptive to learning about the product.
buyer uses objective sources to learn about the product.
Jessica enters Best Buy’s car electronics department, she is asked by the
salesperson if she has seen the new plug-in cell phones with TV display. She answers that she didn’t know that this
type of phone accessory for cars was available.
Based on this information, she is now in what stage of the product
adoption process for this item?
of the following is not a stage in the buyer’s product adoption process?
Saturn offers to let qualified buyers test drive the new Saturn SKY roadster,
the dealer is trying to stimulate which stage of the product adoption process?
Minute Maid mailed out free samples of its new instant drink mix, it was trying
to move prospective customers into the ___________ stage of the product
individual knows that a product exists, but has little information regarding
the product and does not seek additional information. In what stage of the
product adoption process is that person?
an individual considers whether a product will meet certain criteria that are
critical for meeting his or her needs, in what stage of the product adoption
process is this individual?
individual moves into the adoption stage of the adoption process at the point
when he or she
self-motivated to get information about the product.
using that specific product.
considers whether the product will satisfy his or her needs.
the product for the first time.
aware that the product exists.
on the length of time it takes them to adopt a new product, people can be
divided into five major adopter categories: early adopters, early majority,
late majority, laggards, and
last group to adopt a new product, _________, is oriented toward the past and
is suspicious of new products.
Jones’ Soda launched its Turkey Gravy flavored soda, it was hoping to take
advantage of the short-lived clear-products fad. By the time it launched the
soda, the fad for quirky soda flavors had already waned, and customers were no
longer clamoring for these type of products. The reason this product failed is
company’s failure to match product offerings to customer needs.
of market size.
which is widely known for producing chips and other snack products, tried to
introduce Frito-Lay lemonade. The reason this new product failed is likely
failure to match product offerings to customer needs.
of market size.
of the following are reasons why new products fail except
a systematic plan.
difference between absolute and relative product failure is
product failure can be fixed by repositioning or improving the product, whereas
relative product failure is permanent.
product failure loses money on its investment, whereas absolute product failure
returns a small profit.
product failure is the result of poor timing, whereas absolute product failure
is the result of the lack of the ability to provide benefits that satisfy
product failure is caused by design problems, whereas relative product failure
is caused by poor promotion or distribution.
product failure results in a loss on the investment and is deleted from the
product mix, whereas relative product failure results in a small profit, and
improvements or repositioning can create success later.
Use the following to answer questions
Gillette shaving razors were first
manufactured in 1895. Over the years,
Gillette made improvements on their razors offering many “firsts”
such as the Mach3, the Sensor, and the Fusion.
For many years, women were forced to use razors designed primarily for
men, but often marketed to women by offering them in different colors and with
minimal modifications. In 1998 Gillette
developed the Venus razor, based on the Mach3 but made specifically for women. Gillette promoted the Venus razor heavily,
with television ads and other forms of media.
The Gillette product line, now owned by Procter & Gamble, continues
to introduce new versions of the Venus, such as the Venus Embrace, which has
additional blades and other modifications.
razors fall into which of the following classification of consumer products?
Gillette developed the Venus razor in 1998, in which stage of the product life
cycle was the Venus?
Molly has been using a Bic disposable razor for her shaving needs for the last
ten years. She doesn’t really see the
need to spend more money on razors, but she sees that it is becoming more
difficult to find the Bic, and so she is considering the Venus Embrace. Molly is definitely not a(n) _______ in the
product adopter categories, and is more likely to be _____.
an early adopter
adopter; an innovator
majority; an early adopter
an early majority
a late majority
is shopping for personal care items at her local Target. She walks by one aisle and sees a
floor-standing display for the new Venus Embrace. She hadn’t thought about buying a new razor,
but the display has caught her attention.
Which stage of the product adoption process is Tasha most likely in at
the present time?
Use the following to answer questions
Megabus is a new line operating in the
Northeast and Midwestern United States, plus in Canada. It offers travelers a cheap alternative to
driving and flying between large cities, keeping the fares extremely low yet
offering the latest technology. Unlike
the traditional Greyhound Lines, Megabus is an express service, and is equipped
with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off
people in the centers of cities rather than at inconveniently-located
terminals. Patrons can book tickets at
Megabus.com, where some fares begin at just $1.
Routes are limited, and are offered out of cities such as Toronto, New
York, Baltimore, Philadelphia, and Chicago.
Recently, its competitor Greyhound, has launched two new bus lines,
BoltBus and NeOn, with similar fares and high-tech amenities. A fare on NeOn bus from Buffalo, NY to New
York City is $50.00 roundtrip, while the same fare through Greyhound’s
traditional bus line costs $92.00. The
benefit of Greynound’s traditional line is that there are more departure times
and more stops in smaller towns along the way.
product(s) is Megabus marketing?
is a service and therefore is not marketing a product.
ride between cities is a service product and is the only one Megabus is
ride between the cities, which is the core product, plus the supplemental
features of Wi-Fi, video screens, and other technology.
ride between cities, which is a convenience product.
ride between cities, which is a shopping product.
Greyhound launched the BoltBus and NeOn bus lines, this is an example of
extension in the width of the product mix.
extension in the depth of the product mix.
is searching the website of Megabus.com for the schedule and fares of a trip
between Buffalo, NY and New York City.
Case is most likely in which of the following stages of the product
is most likely in which of the following stages of the product life cycle?