Ch.11 product concepts, Branding, and packaging

Your local oil change place provides free coffee, comfortable seating, and a variety of magazines in the waiting room. These are examples of _______.

• supplemental features

• a service

• the core product

• 
  experiential benefits

You just rented your first apartment after graduating from college. You set out to purchase a new couch and chair for your apartment. Miller’s furniture offers free delivery and Scotch Guard fabric protection on any couch more than $500. The free delivery and fabric protection are examples of _______.

• the core product

• experiential benefits

• supplemental features

• symbolic meaning

Which of the following does not apply to shopping products?

• Marketing channel members expect to receive higher gross margins to compensate for lower turnover.

• Consumers are willing to expend considerable effort in planning and making the purchase

• Consumers are typically unaware of the product until they see it online or in a store.

• Shopping products are expected to last a long time and are typically more expensive than convenience products.

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, these pencils would be considered what type of product?

• Component parts

• Raw materials

• Accessory equipment

• 
  MRO supplies

Bert receives a phone call from a representative of a local funeral home. The sales representative let him know that he could prepurchase funeral services, which would save his family members time and money when planning his funeral. Bert did not know such a service even existed. The prepurchase of funeral services is considered a(n) _______ product.

• convenience

• unsought

• 
  shopping

• specialty

Procter & Gamble manufactures detergent, diapers, razors, toothpaste, toilet paper, and a variety of other products. These products make up Procter & Gamble’s product _______.

• width

• line

• mix

• item

The various products carried by a retailer can also have dimensions of width and depth. For example, Dick’s Sporting Goods carries sports clothes, shoes, exercise equipment, hunting and fishing equipment, camping supplies, and other products. Bass Pro Shop carries fishing equipment but has a larger selection of different models and brands. In this case, the product mix of Dick’s Sporting Goods is _______, and the product mix of Bass Pro Shop is _______.

• deep and wide; deep and wide

• wide; deep

• deep; wide

• wide and deep; wide and shallow

SC Johnson is a consumer goods manufacturer. The company’s product mix includes home cleaning products, air care, pest control, home storage, and auto care. The president of marketing at SC Johnson would like to add laundry products to its product mix. SC Johnson would be _______.

• increasing the depth of its product mix

• increasing the width of its product line

• increasing the width of its product mix

• increasing the depth of its product line

Sales of a new type of breakfast food have been increasing steadily, but profits have been negative. The breakfast food is most likely in the _______ stage of the product life cycle.

• maturity

• 
  decline

• introduction

• 
  growth

In which stage of the product life cycle do sales reach their peak?

• Maturity

• 
  Introduction

• 
  Growth

• Decline