Chapter 4: Quiz

Which of the following refers to everything, both favorable and unfavorable, that a person receives in an exchange?

• Product

• Design

• Distribution

• Promotion

Calvin becomes frustrated whenever he tries to open a new bottle of his favorite mouthwash. He tries to twist the cap off, but it doesn't work. He tries to press the cap down and it doesn't work. Finally, he presses the cap down and twists it at the same time. Then the cap is released, and the mouthwash is opened. What aspect of the product is unsatisfactory to Calvin?

• Packaging

• Quality

• Image

• Uniqueness

Liam owns a laser car wash in New Jersey. His car wash is open six days a week and he employs two attendants to take payment and dry off the cars after they go through the automated wash. How would you classify Liam's product?

• An intangible service

• A tangible good

• A product feature

• A product option

Compared to convenience products, shopping products are _______.

• less expensive

• found in fewer stores

• purchased without significant planning

• new products unknown to a potential buyer

Which of the following statements is true of an unsought product?

• Marketers of unsought products often use selective, status-conscious advertising to maintain a product's exclusive image.

• Consumers buy unsought products regularly, usually without much planning and at inexpensive prices.

• Companies dealing with unsought products must go directly to consumers through a salesperson, direct mail, or direct response advertising to create awareness about their products.

• Consumers usually buy an unsought product only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility.

When Carolina is in the grocery store buying milk for her children, she picks up a tube of toothpaste at the same time. The toothpaste, a relatively inexpensive item that merits little shopping effort, is called a(n) _______.

• convenience product

• shopping product

• industrial product

• unsought product

Which of the following statements is true of product items?

• They are the test products that are released by a company before starting a product line.

• They include all the products that an organization manufactures and sells to its consumers.

• They are never made part of any product lines and are sold only in select outlets.

• They are distinguished by different container sizes and shapes such as cans or plastic bottles.

Apple's products are well known and valued because the demand, customer loyalty, and company's price premium rank high in the consumer tech industry. This is an example of _______.

• brand equity

• brand loyalty

• brand mark

• individual branding

Mahalia uses Crest toothpaste and has used it for years. Now she's moved to a different town to go to college, but she still buys Crest toothpaste. This is an example of ______ .

• brand loyalty

• global branding

• store branding

• brand name

Which of the following is NOT a function of packaging?

• Containing and protecting products

• Promoting products

• Facilitating storage and recycling

• Promoting family branding