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Marketing T2

Beschreibung

Quiz am Marketing T2, erstellt von James Worthy am 05/11/2014.
James Worthy
Quiz von James Worthy, aktualisiert more than 1 year ago
James Worthy
Erstellt von James Worthy vor etwa 10 Jahre
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Zusammenfassung der Ressource

Frage 1

Frage
1. A service is the tangible component of an offering
Antworten
  • True
  • False

Frage 2

Frage
2. Line depth refers to whether the product line is broad or narrow
Antworten
  • True
  • False

Frage 3

Frage
3. The entire assortment of products that a firm offers is called the product line.
Antworten
  • True
  • False

Frage 4

Frage
4. Price entails how much money a customer gives up to obtain an offering
Antworten
  • True
  • False

Frage 5

Frage
5. The total amount someone pays to own, use, and eventually dispose of a product is the TCO
Antworten
  • True
  • False

Frage 6

Frage
6. Most offerings are either a product or a service.
Antworten
  • True
  • False

Frage 7

Frage
1. Offerings are _____.
Antworten
  • a. products and services designed to deliver value to customers
  • b. services designed to satisfy customer needs
  • c. products designed to satisfy customer wants
  • d. products and services designed to deliver value to a firm
  • e. products and services designed to add value to the firms marketing mix

Frage 8

Frage
2. A(n) _____ is a characteristic of an offering.
Antworten
  • a. tangible good
  • b. feature
  • c. intangible value
  • d. price point
  • e. need

Frage 9

Frage
3. When a feature satisfies a need or want, then there is a(n) _____.
Antworten
  • a. added value
  • b. high quality level
  • c. benefit
  • e. value

Frage 10

Frage
4. A product-dominant approach to marketing is based on the belief that
Antworten
  • a. enjoyment of a product and its disposal are important in understand consumer needs
  • b. marketers should consider what services it takes for the customer to acquire their offerings
  • c. sales personnel and marketing can drive consumerism
  • d. the best way to capture market share is to create and manufacture better products at lower prices.
  • e. marketers should assess the value customers place on products in their daily lives.

Frage 11

Frage
5. A group of related offerings is known as a _____.
Antworten
  • a. technology platform
  • b. product mix
  • c. service mix
  • d. product category
  • e. product line

Frage 12

Frage
6. The four offering levels include all of the following EXCEPT
Antworten
  • a. the product mix.
  • b. the product category.
  • c. the product line
  • d. the basic offering
  • e. the offering’s technology platform

Frage 13

Frage
7. A group of offerings that are sold under the same name is known as a _____.
Antworten
  • a. technology platform
  • b. product mix
  • c. service mix
  • d. product category
  • e. product line

Frage 14

Frage
8. A number of variations in a single product line is known as _____.
Antworten
  • a. line depth
  • b. a product mix
  • c. line breadth
  • d. a product category
  • e. a product line

Frage 15

Frage
9. The number of different or distinct product lines offered by a company is known as _____.
Antworten
  • a. line depth
  • b. a product mix
  • c. line breadth
  • d. a product category
  • e. a product line

Frage 16

Frage
1. Offerings are products and services designed to deliver _____ to customers
Antworten
  • : tangible
  • : features
  • line breadth
  • : value

Frage 17

Frage
2. A product is a(n) _____ that can be bought, sold, and owned.
Antworten
  • : features
  • : value
  • : tangible
  • line breadth

Frage 18

Frage
3. The characteristics of an offering are known as the _____.
Antworten
  • : features
  • : value
  • breadth

Frage 19

Frage
5. A product-orientation is an approach to business that focuses on capturing business by focusing on _____ and _____ better products at lower prices.
Antworten
  • : creating; manufacturing
  • product; mixing

Frage 20

Frage
1. A frequently purchased product that requires little shopping effort is known as an impulse offering.
Antworten
  • True
  • False

Frage 21

Frage
2. A consumer opts not to buy Brand B of potato chips when the grocery store is out of Brand A because it is a shopping offering in the eyes of the consumer.
Antworten
  • True
  • False

Frage 22

Frage
3. Milk, fuel, bread, and other examples of life’s necessities are specialty offerings
Antworten
  • True
  • False

Frage 23

Frage
4. The fact that many consumers would not consider shopping for a taillight until it is in need of repair is an example of an unsought offering.
Antworten
  • True
  • False

Frage 24

Frage
5. Marketers use intensive distribution strategies to ensure consumers see convenience offerings at the right time.
Antworten
  • True
  • False

Frage 25

Frage
6. The categories in which consumer offerings are placed are based on the characteristic of the offerings themselves.
Antworten
  • True
  • False

Frage 26

Frage
1. Marketing of _____ items is often limited to simply trying to get the product in as many places as possible where a purchase could occur.
Antworten
  • a. convenience offerings
  • b. shopping offerings
  • c. specialty offerings
  • d. unsought offerings

Frage 27

Frage
2. Consumers often care about brand names when they’re deciding on _____.
Antworten
  • a. convenience offerings
  • b. shopping offerings
  • c. specialty offerings
  • e. product offerings

Frage 28

Frage
3. _____ are specialty items that are available only through limited channels.
Antworten
  • a. Convenience offerings
  • d. Unsought offerings
  • c. Specialty offerings
  • b. Shopping offerings

Frage 29

Frage
4. Marketing _____ requires building brand name recognition in the minds of consumers and educating them about your product’s key differences.
Antworten
  • a. convenience offerings
  • b. shopping offerings
  • c. specialty offerings
  • d. unsought offerings
  • e. product offerings

Frage 30

Frage
5. _____ are those that buyers do not generally want to have to shop for until they need them.
Antworten
  • a. Convenience offerings
  • b. Shopping offerings
  • c. Specialty offerings
  • d. Unsought offerings
  • e. Product offerings

Frage 31

Frage
1. A convenience offering is a(n) _____-priced product or service.
Antworten
  • low
  • moderate
  • high

Frage 32

Frage
2. A(n) _____ offering is purchased without prior planning.
Antworten
  • impulse
  • unsought
  • specialty

Frage 33

Frage
3. An unsought offering is one that a customer typically does not shop for until _____.
Antworten
  • a need arises
  • extra income is available
  • it is on sale

Frage 34

Frage
4. A crown on a tooth can be considered a(n) _____ offering
Antworten
  • unsought
  • specialty
  • impulse

Frage 35

Frage
5. _____ are products and services consumers generally don’t want to put much effort into shopping for because they see little difference between competing brands.
Antworten
  • convenience offerings
  • specialty offerings
  • unsought offerings

Frage 36

Frage
1. A company that assembles and manufactures a product into its final form is known as an OFM.
Antworten
  • True
  • False

Frage 37

Frage
1. A company that assembles and manufactures a product into its final form is known as an OEM.
Antworten
  • True
  • False

Frage 38

Frage
2. Manufacturing, repair, and operations offerings are those that keep a company’s depreciable assets in working order.
Antworten
  • True
  • False

Frage 39

Frage
3. Facilitating offerings are products and services a company purchases to support its operations but are not part of the firm’s final product.
Antworten
  • True
  • False

Frage 40

Frage
4. A manufactured material has been processed into a finished good and is a stand-alone product
Antworten
  • True
  • False

Frage 41

Frage
5. Because most businesses buy MRO items in large quantities and because these firms also need products not available to the general public, they will generally buy these products from a distributor.
Antworten
  • True
  • False

Frage 42

Frage
1. Banking and transportation services are types of _____.
Antworten
  • a. original equipment manufacturing offerings
  • b. capital equipment offerings
  • c. facilitating offerings
  • d. raw materials offerings
  • e. maintenance, repair, operations offerings

Frage 43

Frage
2. Marketing _____ can be very challenging because many people within a firm are involved in the buying decision for these types of products.
Antworten
  • a. original equipment manufacturing offerings
  • b. capital equipment offerings
  • c. facilitating offerings
  • d. raw materials offerings
  • e. maintenance, repair, operations offerings

Frage 44

Frage
3. _____ are typically thought of as commodities, so price and availability are very important in relation to the competition.
Antworten
  • a. Original equipment manufacturing offerings
  • b. Capital equipment offerings
  • c. Facilitating offerings
  • d. Raw materials offerings
  • e. Maintenance, repair, operations offerings

Frage 45

Frage
4. _____ consist of final products that have been put together from raw materials, manufactured materials, and/or component parts.
Antworten
  • a. Original equipment manufacturing offerings
  • b. Capital equipment offerings
  • c. Facilitating offerings
  • d. Raw materials offerings
  • e. Maintenance, repair, operations offerings

Frage 46

Frage
5. _____ are often sold by distributors but a consumer can also buy many of the same products at a retail store.
Antworten
  • a. Original equipment manufacturing offerings
  • b. Capital equipment offerings
  • c. Facilitating offerings
  • d. Raw materials offerings
  • e. Maintenance, repair, operations offerings

Frage 47

Frage
6. _____ might not be central to the buyer’s business, but the offerings are very important to a person making the buying decision.
Antworten
  • a. Original equipment manufacturing offerings
  • b. Capital equipment offerings
  • c. Facilitating offerings
  • d. Raw materials offerings

Frage 48

Frage
7. A _____ is a finished good that still has to be incorporated into something else to be usable
Antworten
  • a. manufactured material
  • b. finalized material
  • c. component piece
  • d. dynamic product

Frage 49

Frage
1. Capital equipment offerings include tangible equipment business purchases that are _____.
Antworten
  • specialized
  • depreciated
  • facilitated

Frage 50

Frage
2. A(n) _____ has been processed into a finished good but is not a stand-alone product
Antworten
  • raw product
  • manufactured material

Frage 51

Frage
3. _____ support an organization’s ability to do business but do not go into the final product
Antworten
  • Facilitating offerings
  • manufacturing offerings
  • OEM offerings

Frage 52

Frage
4. _____ are processed only to the point required for economic handling and distribution.
Antworten
  • raw materials
  • manufactured material
  • OEM components

Frage 53

Frage
5. OEM offerings include products, or parts, sold by one manufacturer to another that get built into a final product without _____.
Antworten
  • further modification
  • maintenance

Frage 54

Frage
1. A brand extension involves the creation of a brand and then positioning it in the mind of the consumer.
Antworten
  • True
  • False

Frage 55

Frage
2. An example of a brand mark is Coca-Cola
Antworten
  • True
  • False

Frage 56

Frage
3. A brand is used by a seller to differentiate its offerings from that of the competitors.
Antworten
  • True
  • False

Frage 57

Frage
4. Ideally when you sell a new product, you hope that all of its sales come from your competitor’s customer base or customers new to the market.
Antworten
  • True
  • False

Frage 58

Frage
5. Both a completely new offering and a line extension will likely result in cannibalization
Antworten
  • True
  • False

Frage 59

Frage
6. Packaging can be part of the brand
Antworten
  • True
  • False

Frage 60

Frage
7. Secondary packaging holds a single retail unit of a product
Antworten
  • True
  • False

Frage 61

Frage
8. Packaging can add value to your product
Antworten
  • True
  • False

Frage 62

Frage
1. A symbol or logo used to identify a brand is known as a _____.
Antworten
  • a. brand mark
  • b. brand
  • c. brand name
  • d. brand extension
  • e. brand package

Frage 63

Frage
2. A brand is _____.
Antworten
  • a. simply a label
  • b. a name, picture, design, or symbol used by a seller to differentiate their offerings
  • c. a picture that is similar to another company’s design
  • d. a slogan that conveys the firm’s image
  • e. an advertising campaign

Frage 64

Frage
3. A successful branding strategy
Antworten
  • a. creates revenue for the company
  • b. invokes negative advertising campaigns from competitors
  • c. creates consumer recognition of what the brand means
  • d. results in a company being considered “cool.”
  • e. segments customers based on their needs.

Frage 65

Frage
4. Pepsi is an example of a(n) _____.
Antworten
  • a. brand strategy
  • b. brand mark
  • c. brand statement
  • d. brand name

Frage 66

Frage
5. _____ occurs when a firm’s new offering eats into the sales of one of its older offerings.
Antworten
  • a. Brand extension
  • b. Brand strategy
  • c. Saturation
  • d. Product failure
  • e. Cannibalization

Frage 67

Frage
1. A brand is used by a seller to _____ its offerings from competitors’ offerings.
Antworten
  • compare
  • communicate
  • differentiate

Frage 68

Frage
2. A brand name is the _____ part of an identity used to describe the brand.
Antworten
  • spoken
  • recognized
  • written

Frage 69

Frage
3. A brand mark is a(n) _____ or _____ used to identify a brand.
Antworten
  • symbol; logo
  • word; phrase

Frage 70

Frage
4. _____ packaging is designed to hold a single wholesale unit of a product
Antworten
  • secondary
  • primary
  • tertiary

Frage 71

Frage
5. Primary packaging is designed to hold a single _____ unit of a product
Antworten
  • retail
  • wholesale

Frage 72

Frage
6. A brand extension entails the process of utilizing an existing brand name or brand mark for a(n)
Antworten
  • new product category
  • new retail outlet

Frage 73

Frage
7. _____ is designed for the shipping and handling of large quantities of product.
Antworten
  • tertiary
  • primary
  • secondary

Frage 74

Frage
1. Vertical market managers are found only in B2B markets.
Antworten
  • True
  • False

Frage 75

Frage
2. Market managers have the most flexibility in terms of pricing and product decisions.
Antworten
  • True
  • False

Frage 76

Frage
3. Market managers are likely to be tasked with implementing a product or brand manager’s strategy.
Antworten
  • True
  • False

Frage 77

Frage
4. At the retail level, a category manager at each store is responsible for one manufacturer’s products.
Antworten
  • True
  • False

Frage 78

Frage
5. Product managers are found at companies like Procter & Gamble, SC Johnson, and Kraft.
Antworten
  • True
  • False

Frage 79

Frage
1. Which type of manager has the most marketing responsibility?
Antworten
  • a. category manager
  • b. market manager
  • c. value manager
  • d. brand manager
  • e. vertical market manager

Frage 80

Frage
2. Market managers can be found in which types of markets?
Antworten
  • a. consumer and B2B
  • b. consumer and regional
  • c. B2B and industrial
  • d. regional and B2B
  • e. industrial and consumer

Frage 81

Frage
3. _____ are found at Xerox, IBM, and Rockwell International; while _____ are found at Microsoft, General Mills, and Target.
Antworten
  • a. Brand managers; market managers
  • b. Brand managers; product managers
  • c. Product managers; brand managers
  • d. Product managers; market managers

Frage 82

Frage
4. A _____ is responsible for a broad group of offerings, such as home cleaning products, which have various brands within each group.
Antworten
  • a. product manager
  • b. brand manager
  • c. market manager
  • d. category manager
  • e. vertical integration manager

Frage 83

Frage
5. A _____ is the person responsible for all business decisions regarding offerings within one brand
Antworten
  • a. product manager
  • b. brand manager
  • c. market manager
  • d. category manager

Frage 84

Frage
1. A(n) ______ is a person responsible for all business decisions regarding offerings within one brand.
Antworten
  • brand manager
  • category manager
  • product manager

Frage 85

Frage
2. A product manager is responsible for a(n) _____ or _____.
Antworten
  • product; product line
  • brand; brand name

Frage 86

Frage
3. Vertical marketing managers oversee _____ products sold to a particular industry
Antworten
  • B2B
  • C2B
  • B2C

Frage 87

Frage
4. Market managers have _____ over the communication content of marketing campaigns or market strategies.
Antworten
  • no control
  • complete control
  • some control

Frage 88

Frage
5. A(n) _____ has responsibility for business decisions within a broad grouping of offerings
Antworten
  • category manager
  • brand manager
  • product manager

Frage 89

Frage
A market can be defined as
Antworten
  • geographic market or region
  • a market segment
  • a type of business
  • channel of distribution
  • All of the above

Frage 90

Frage
_________ Decide what products are to be marketed and how
Antworten
  • market managers
  • brand managers

Frage 91

Frage
1. The size of a company will affect how the different stages of their new product development process are conducted.
Antworten
  • True
  • False

Frage 92

Frage
2. In B2B markets, customers are typically a large source of new product ideas
Antworten
  • True
  • False

Frage 93

Frage
3. New product ideas typically move down the supply chain
Antworten
  • True
  • False

Frage 94

Frage
4. Idea generation is typically the most expensive step in the process of developing new offerings
Antworten
  • True
  • False

Frage 95

Frage
6. Focus groups are conducted during the testing stage of the new offerings development process.
Antworten
  • True
  • False

Frage 96

Frage
7. Depth interviews involve gathering eight to twelve consumers and gauging their reaction to a product/service concept.
Antworten
  • True
  • False

Frage 97

Frage
8. The purpose of concept testing is to get early consumer feedback before investing too much money in an offering that won’t work.
Antworten
  • True
  • False

Frage 98

Frage
9. Financial feasibility is the degree to which the company can actually make and service the product.
Antworten
  • True
  • False

Frage 99

Frage
10. The risk that there is a better idea that gets ignored because the firm has invested in the idea at hand is known as opportunity risk.
Antworten
  • True
  • False

Frage 100

Frage
11. Quality function deployment is the process whereby a company starts with the innovation and then designs an offering.
Antworten
  • True
  • False

Frage 101

Frage
12. Testing is a relatively inexpensive step in the product development process.
Antworten
  • True
  • False

Frage 102

Frage
13. A company that makes an offering available to certain markets first and then other markets later is employing a rolling launch strategy.
Antworten
  • True
  • False

Frage 103

Frage
14. Milestones utilized by companies to evaluate product performance are typically the same within an industry.
Antworten
  • True
  • False

Frage 104

Frage
15. Most companies put new offering ideas through a seven-step process.
Antworten
  • True
  • False

Frage 105

Frage
1. Customers who are good at generating new product ideas or applications of products are called _____.
Antworten
  • lead users
  • alpha users
  • innovators
  • trend setters

Frage 106

Frage
2. A line extension occurs when a company comes out with another model based on the same _____ and _____ as one of its other products.
Antworten
  • a. platform; advertising
  • b. platform; brand
  • c. brand; advertising
  • d. marketing mix; offering
  • e. offering; consumers

Frage 107

Frage
3. In the idea screening stage, companies evaluate new offerings by determining
Antworten
  • a. if the product cost more during idea generation than expected
  • b. the product’s features.
  • c. if the product fits with the image and corporate strategy

Frage 108

Frage
4. In what stage of the new product development process does concept testing occur?
Antworten
  • a. launch
  • b. idea generation
  • c. development
  • d. idea screening

Frage 109

Frage
5. To understand if a product offering is financially feasible, companies often consider the customer’s
Antworten
  • a. potential interest in the product.
  • b. demographics, including income
  • c. value segmentation
  • d. price point
  • e. personal value equation

Frage 110

Frage
6. _____ refers to the possibility that the company will fail to earn the appropriate return on the money and effort it puts into the new product.
Antworten
  • a. Investment risk
  • b. Financial risk
  • c. Opportunity risk
  • d. Innovation risk

Frage 111

Frage
7. Quality function deployment is a process utilized in which step of the product development process?
Antworten
  • a. launch
  • b. feature specification
  • c. development

Frage 112

Frage
8. The feature specifications process begins with a strong understanding of
Antworten
  • a. what risks are involved
  • b. what opportunity costs are entailed
  • c. what consumers want and need

Frage 113

Frage
9. A firm considers the product’s manufacturing process during which stage of the product development process?
Antworten
  • a. launch
  • b. feature specification
  • c. development

Frage 114

Frage
10. In terms of a manufactured offering, using the same technology platform as another product can be
Antworten
  • a. costly and cumbersome
  • b. seen as having a lack of innovative spirit
  • c. a subpar strategy
  • d. effective and less expensive

Frage 115

Frage
11. _____ ensures that a product meets its specifications in a variety of environments determined by the company.
Antworten
  • a. Concept testing
  • b. Product testing
  • c. Alpha testing

Frage 116

Frage
12. _____ not only tests whether the offering works as advertised, but it also tests the offering’s delivery mechanisms, service processes, and other aspects of marketing the product.
Antworten
  • Concept testing
  • Alpha testing
  • Beta testing
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