1586150
Descripción
Test por James Worthy, actualizado hace más de 1 año
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Creado por James Worthy
hace más de 9 años
|
|
Pregunta 1
Pregunta
1. A service is the tangible component of an offering
Respuesta
- True
- False
Pregunta 2
Pregunta
2. Line depth refers to whether the product line is broad or narrow
Respuesta
- True
- False
Pregunta 3
Pregunta
3. The entire assortment of products that a firm offers is called the product line.
Respuesta
- True
- False
Pregunta 4
Pregunta
4. Price entails how much money a customer gives up to obtain an offering
Respuesta
- True
- False
Pregunta 5
Pregunta
5. The total amount someone pays to own, use, and eventually dispose of a product is the TCO
Respuesta
- True
- False
Pregunta 6
Pregunta
6. Most offerings are either a product or a service.
Respuesta
- True
- False
Pregunta 7
Pregunta
1. Offerings are _____.
Respuesta
-
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
Pregunta 8
Pregunta
2. A(n) _____ is a characteristic of an offering.
Respuesta
-
a. tangible good
-
b. feature
-
c. intangible value
-
d. price point
-
e. need
Pregunta 9
Pregunta
3. When a feature satisfies a need or want, then there is a(n) _____.
Respuesta
-
a. added value
-
b. high quality level
-
c. benefit
-
e. value
Pregunta 10
Pregunta
4. A product-dominant approach to marketing is based on the belief that
Respuesta
-
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.
Pregunta 11
Pregunta
5. A group of related offerings is known as a _____.
Respuesta
-
a. technology platform
-
b. product mix
-
c. service mix
-
d. product category
-
e. product line
Pregunta 12
Pregunta
6. The four offering levels include all of the following EXCEPT
Respuesta
-
a. the product mix.
-
b. the product category.
-
c. the product line
-
d. the basic offering
-
e. the offering’s technology platform
Pregunta 13
Pregunta
7. A group of offerings that are sold under the same name is known as a _____.
Respuesta
-
a. technology platform
-
b. product mix
-
c. service mix
-
d. product category
-
e. product line
Pregunta 14
Pregunta
8. A number of variations in a single product line is known as _____.
Respuesta
-
a. line depth
-
b. a product mix
-
c. line breadth
-
d. a product category
-
e. a product line
Pregunta 15
Pregunta
9. The number of different or distinct product lines offered by a company is known as _____.
Respuesta
-
a. line depth
-
b. a product mix
-
c. line breadth
-
d. a product category
-
e. a product line
Pregunta 16
Pregunta
1. Offerings are products and services designed to deliver _____ to customers
Respuesta
-
: tangible
-
: features
-
line breadth
-
: value
Pregunta 17
Pregunta
2. A product is a(n) _____ that can be bought, sold, and owned.
Respuesta
-
: features
-
: value
-
: tangible
-
line breadth
Pregunta 18
Pregunta
3. The characteristics of an offering are known as the _____.
Respuesta
-
: features
-
: value
-
breadth
Pregunta 19
Pregunta
5. A product-orientation is an approach to business that focuses on capturing business by focusing on _____ and _____ better products at lower prices.
Respuesta
-
: creating; manufacturing
-
product; mixing
Pregunta 20
Pregunta
1. A frequently purchased product that requires little shopping effort is known as an impulse offering.
Respuesta
- True
- False
Pregunta 21
Pregunta
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.
Respuesta
- True
- False
Pregunta 22
Pregunta
3. Milk, fuel, bread, and other examples of life’s necessities are specialty offerings
Respuesta
- True
- False
Pregunta 23
Pregunta
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.
Respuesta
- True
- False
Pregunta 24
Pregunta
5. Marketers use intensive distribution strategies to ensure consumers see convenience offerings at the right time.
Respuesta
- True
- False
Pregunta 25
Pregunta
6. The categories in which consumer offerings are placed are based on the characteristic of the offerings themselves.
Respuesta
- True
- False
Pregunta 26
Pregunta
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.
Respuesta
-
a. convenience offerings
-
b. shopping offerings
-
c. specialty offerings
-
d. unsought offerings
Pregunta 27
Pregunta
2. Consumers often care about brand names when they’re deciding on _____.
Respuesta
-
a. convenience offerings
-
b. shopping offerings
-
c. specialty offerings
-
e. product offerings
Pregunta 28
Pregunta
3. _____ are specialty items that are available only through limited channels.
Respuesta
-
a. Convenience offerings
-
d. Unsought offerings
-
c. Specialty offerings
-
b. Shopping offerings
Pregunta 29
Pregunta
4. Marketing _____ requires building brand name recognition in the minds of consumers and educating them about your product’s key differences.
Respuesta
-
a. convenience offerings
-
b. shopping offerings
-
c. specialty offerings
-
d. unsought offerings
-
e. product offerings
Pregunta 30
Pregunta
5. _____ are those that buyers do not generally want to have to shop for until they need them.
Respuesta
-
a. Convenience offerings
-
b. Shopping offerings
-
c. Specialty offerings
-
d. Unsought offerings
-
e. Product offerings
Pregunta 31
Pregunta
1. A convenience offering is a(n) _____-priced product or service.
Respuesta
-
low
-
moderate
-
high
Pregunta 32
Pregunta
2. A(n) _____ offering is purchased without prior planning.
Respuesta
-
impulse
-
unsought
-
specialty
Pregunta 33
Pregunta
3. An unsought offering is one that a customer typically does not shop for until _____.
Respuesta
-
a need arises
-
extra income is available
-
it is on sale
Pregunta 34
Pregunta
4. A crown on a tooth can be considered a(n) _____ offering
Respuesta
-
unsought
-
specialty
-
impulse
Pregunta 35
Pregunta
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.
Respuesta
-
convenience offerings
-
specialty offerings
-
unsought offerings
Pregunta 36
Pregunta
1. A company that assembles and manufactures a product into its final form is known as an OFM.
Respuesta
- True
- False
Pregunta 37
Pregunta
1. A company that assembles and manufactures a product into its final form is known as an OEM.
Respuesta
- True
- False
Pregunta 38
Pregunta
2. Manufacturing, repair, and operations offerings are those that keep a company’s depreciable assets in working order.
Respuesta
- True
- False
Pregunta 39
Pregunta
3. Facilitating offerings are products and services a company purchases to support its operations but are not part of the firm’s final product.
Respuesta
- True
- False
Pregunta 40
Pregunta
4. A manufactured material has been processed into a finished good and is a stand-alone product
Respuesta
- True
- False
Pregunta 41
Pregunta
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.
Respuesta
- True
- False
Pregunta 42
Pregunta
1. Banking and transportation services are types of _____.
Respuesta
-
a. original equipment manufacturing offerings
-
b. capital equipment offerings
-
c. facilitating offerings
-
d. raw materials offerings
-
e. maintenance, repair, operations offerings
Pregunta 43
Pregunta
2. Marketing _____ can be very challenging because many people within a firm are involved in the buying decision for these types of products.
Respuesta
-
a. original equipment manufacturing offerings
-
b. capital equipment offerings
-
c. facilitating offerings
-
d. raw materials offerings
-
e. maintenance, repair, operations offerings
Pregunta 44
Pregunta
3. _____ are typically thought of as commodities, so price and availability are very important in relation to the competition.
Respuesta
-
a. Original equipment manufacturing offerings
-
b. Capital equipment offerings
-
c. Facilitating offerings
-
d. Raw materials offerings
-
e. Maintenance, repair, operations offerings
Pregunta 45
Pregunta
4. _____ consist of final products that have been put together from raw materials, manufactured materials, and/or component parts.
Respuesta
-
a. Original equipment manufacturing offerings
-
b. Capital equipment offerings
-
c. Facilitating offerings
-
d. Raw materials offerings
-
e. Maintenance, repair, operations offerings
Pregunta 46
Pregunta
5. _____ are often sold by distributors but a consumer can also buy many of the same products at a retail store.
Respuesta
-
a. Original equipment manufacturing offerings
-
b. Capital equipment offerings
-
c. Facilitating offerings
-
d. Raw materials offerings
-
e. Maintenance, repair, operations offerings
Pregunta 47
Pregunta
6. _____ might not be central to the buyer’s business, but the offerings are very important to a person making the buying decision.
Respuesta
-
a. Original equipment manufacturing offerings
-
b. Capital equipment offerings
-
c. Facilitating offerings
-
d. Raw materials offerings
Pregunta 48
Pregunta
7. A _____ is a finished good that still has to be incorporated into something else to be usable
Respuesta
-
a. manufactured material
-
b. finalized material
-
c. component piece
-
d. dynamic product
Pregunta 49
Pregunta
1. Capital equipment offerings include tangible equipment business purchases that are _____.
Respuesta
-
specialized
-
depreciated
-
facilitated
Pregunta 50
Pregunta
2. A(n) _____ has been processed into a finished good but is not a stand-alone product
Respuesta
-
raw product
-
manufactured material
Pregunta 51
Pregunta
3. _____ support an organization’s ability to do business but do not go into the final product
Respuesta
-
Facilitating offerings
-
manufacturing offerings
-
OEM offerings
Pregunta 52
Pregunta
4. _____ are processed only to the point required for economic handling and distribution.
Respuesta
-
raw materials
-
manufactured material
-
OEM components
Pregunta 53
Pregunta
5. OEM offerings include products, or parts, sold by one manufacturer to another that get built into a final product without _____.
Respuesta
-
further modification
-
maintenance
Pregunta 54
Pregunta
1. A brand extension involves the creation of a brand and then positioning it in the mind of the consumer.
Respuesta
- True
- False
Pregunta 55
Pregunta
2. An example of a brand mark is Coca-Cola
Respuesta
- True
- False
Pregunta 56
Pregunta
3. A brand is used by a seller to differentiate its offerings from that of the competitors.
Respuesta
- True
- False
Pregunta 57
Pregunta
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.
Respuesta
- True
- False
Pregunta 58
Pregunta
5. Both a completely new offering and a line extension will likely result in cannibalization
Respuesta
- True
- False
Pregunta 59
Pregunta
6. Packaging can be part of the brand
Respuesta
- True
- False
Pregunta 60
Pregunta
7. Secondary packaging holds a single retail unit of a product
Respuesta
- True
- False
Pregunta 61
Pregunta
8. Packaging can add value to your product
Respuesta
- True
- False
Pregunta 62
Pregunta
1. A symbol or logo used to identify a brand is known as a _____.
Respuesta
-
a. brand mark
-
b. brand
-
c. brand name
-
d. brand extension
-
e. brand package
Pregunta 63
Pregunta
2. A brand is _____.
Respuesta
-
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
Pregunta 64
Pregunta
3. A successful branding strategy
Respuesta
-
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.
Pregunta 65
Pregunta
4. Pepsi is an example of a(n) _____.
Respuesta
-
a. brand strategy
-
b. brand mark
-
c. brand statement
-
d. brand name
Pregunta 66
Pregunta
5. _____ occurs when a firm’s new offering eats into the sales of one of its older offerings.
Respuesta
-
a. Brand extension
-
b. Brand strategy
-
c. Saturation
-
d. Product failure
-
e. Cannibalization
Pregunta 67
Pregunta
1. A brand is used by a seller to _____ its offerings from competitors’ offerings.
Respuesta
-
compare
-
communicate
-
differentiate
Pregunta 68
Pregunta
2. A brand name is the _____ part of an identity used to describe the brand.
Respuesta
-
spoken
-
recognized
-
written
Pregunta 69
Pregunta
3. A brand mark is a(n) _____ or _____ used to identify a brand.
Respuesta
-
symbol; logo
-
word; phrase
Pregunta 70
Pregunta
4. _____ packaging is designed to hold a single wholesale unit of a product
Respuesta
-
secondary
-
primary
-
tertiary
Pregunta 71
Pregunta
5. Primary packaging is designed to hold a single _____ unit of a product
Respuesta
-
retail
-
wholesale
Pregunta 72
Pregunta
6. A brand extension entails the process of utilizing an existing brand name or brand mark for a(n)
Respuesta
-
new product category
-
new retail outlet
Pregunta 73
Pregunta
7. _____ is designed for the shipping and handling of large quantities of product.
Respuesta
-
tertiary
-
primary
-
secondary
Pregunta 74
Pregunta
1. Vertical market managers are found only in B2B markets.
Respuesta
- True
- False
Pregunta 75
Pregunta
2. Market managers have the most flexibility in terms of pricing and product decisions.
Respuesta
- True
- False
Pregunta 76
Pregunta
3. Market managers are likely to be tasked with implementing a product or brand manager’s strategy.
Respuesta
- True
- False
Pregunta 77
Pregunta
4. At the retail level, a category manager at each store is responsible for one manufacturer’s products.
Respuesta
- True
- False
Pregunta 78
Pregunta
5. Product managers are found at companies like Procter & Gamble, SC Johnson, and Kraft.
Respuesta
- True
- False
Pregunta 79
Pregunta
1. Which type of manager has the most marketing responsibility?
Respuesta
-
a. category manager
-
b. market manager
-
c. value manager
-
d. brand manager
-
e. vertical market manager
Pregunta 80
Pregunta
2. Market managers can be found in which types of markets?
Respuesta
-
a. consumer and B2B
-
b. consumer and regional
-
c. B2B and industrial
-
d. regional and B2B
-
e. industrial and consumer
Pregunta 81
Pregunta
3. _____ are found at Xerox, IBM, and Rockwell International; while _____ are found at Microsoft, General Mills, and Target.
Respuesta
-
a. Brand managers; market managers
-
b. Brand managers; product managers
-
c. Product managers; brand managers
-
d. Product managers; market managers
Pregunta 82
Pregunta
4. A _____ is responsible for a broad group of offerings, such as home cleaning products, which have various brands within each group.
Respuesta
-
a. product manager
-
b. brand manager
-
c. market manager
-
d. category manager
-
e. vertical integration manager
Pregunta 83
Pregunta
5. A _____ is the person responsible for all business decisions regarding offerings within one brand
Respuesta
-
a. product manager
-
b. brand manager
-
c. market manager
-
d. category manager
Pregunta 84
Pregunta
1. A(n) ______ is a person responsible for all business decisions regarding offerings within one brand.
Respuesta
-
brand manager
-
category manager
-
product manager
Pregunta 85
Pregunta
2. A product manager is responsible for a(n) _____ or _____.
Respuesta
-
product; product line
-
brand; brand name
Pregunta 86
Pregunta
3. Vertical marketing managers oversee _____ products sold to a particular industry
Respuesta
-
B2B
-
C2B
-
B2C
Pregunta 87
Pregunta
4. Market managers have _____ over the communication content of marketing campaigns or market strategies.
Respuesta
-
no control
-
complete control
-
some control
Pregunta 88
Pregunta
5. A(n) _____ has responsibility for business decisions within a broad grouping of offerings
Respuesta
-
category manager
-
brand manager
-
product manager
Pregunta 89
Pregunta
A market can be defined as
Respuesta
-
geographic market or region
-
a market segment
-
a type of business
-
channel of distribution
-
All of the above
Pregunta 90
Pregunta
_________ Decide what products are to be marketed and how
Respuesta
-
market managers
-
brand managers
Pregunta 91
Pregunta
1. The size of a company will affect how the different stages of their new product development process are conducted.
Respuesta
- True
- False
Pregunta 92
Pregunta
2. In B2B markets, customers are typically a large source of new product ideas
Respuesta
- True
- False
Pregunta 93
Pregunta
3. New product ideas typically move down the supply chain
Respuesta
- True
- False
Pregunta 94
Pregunta
4. Idea generation is typically the most expensive step in the process of developing new offerings
Respuesta
- True
- False
Pregunta 95
Pregunta
6. Focus groups are conducted during the testing stage of the new offerings development process.
Respuesta
- True
- False
Pregunta 96
Pregunta
7. Depth interviews involve gathering eight to twelve consumers and gauging their reaction to a product/service concept.
Respuesta
- True
- False
Pregunta 97
Pregunta
8. The purpose of concept testing is to get early consumer feedback before investing too much money in an offering that won’t work.
Respuesta
- True
- False
Pregunta 98
Pregunta
9. Financial feasibility is the degree to which the company can actually make and service the product.
Respuesta
- True
- False
Pregunta 99
Pregunta
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.
Respuesta
- True
- False
Pregunta 100
Pregunta
11. Quality function deployment is the process whereby a company starts with the innovation and then designs an offering.
Respuesta
- True
- False
Pregunta 101
Pregunta
12. Testing is a relatively inexpensive step in the product development process.
Respuesta
- True
- False
Pregunta 102
Pregunta
13. A company that makes an offering available to certain markets first and then other markets later is employing a rolling launch strategy.
Respuesta
- True
- False
Pregunta 103
Pregunta
14. Milestones utilized by companies to evaluate product performance are typically the same within an industry.
Respuesta
- True
- False
Pregunta 104
Pregunta
15. Most companies put new offering ideas through a seven-step process.
Respuesta
- True
- False
Pregunta 105
Pregunta
1. Customers who are good at generating new product ideas or applications of products are called _____.
Respuesta
-
lead users
-
alpha users
-
innovators
-
trend setters
Pregunta 106
Pregunta
2. A line extension occurs when a company comes out with another model based on the same _____ and _____ as one of its other products.
Respuesta
-
a. platform; advertising
-
b. platform; brand
-
c. brand; advertising
-
d. marketing mix; offering
-
e. offering; consumers
Pregunta 107
Pregunta
3. In the idea screening stage, companies evaluate new offerings by determining
Respuesta
-
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
Pregunta 108
Pregunta
4. In what stage of the new product development process does concept testing occur?
Respuesta
-
a. launch
-
b. idea generation
-
c. development
-
d. idea screening
Pregunta 109
Pregunta
5. To understand if a product offering is financially feasible, companies often consider the customer’s
Respuesta
-
a. potential interest in the product.
-
b. demographics, including income
-
c. value segmentation
-
d. price point
-
e. personal value equation
Pregunta 110
Pregunta
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.
Respuesta
-
a. Investment risk
-
b. Financial risk
-
c. Opportunity risk
-
d. Innovation risk
Pregunta 111
Pregunta
7. Quality function deployment is a process utilized in which step of the product development process?
Respuesta
-
a. launch
-
b. feature specification
-
c. development
Pregunta 112
Pregunta
8. The feature specifications process begins with a strong understanding of
Respuesta
-
a. what risks are involved
-
b. what opportunity costs are entailed
-
c. what consumers want and need
Pregunta 113
Pregunta
9. A firm considers the product’s manufacturing process during which stage of the product development process?
Respuesta
-
a. launch
-
b. feature specification
-
c. development
Pregunta 114
Pregunta
10. In terms of a manufactured offering, using the same technology platform as another product can be
Respuesta
-
a. costly and cumbersome
-
b. seen as having a lack of innovative spirit
-
c. a subpar strategy
-
d. effective and less expensive
Pregunta 115
Pregunta
11. _____ ensures that a product meets its specifications in a variety of environments determined by the company.
Respuesta
-
a. Concept testing
-
b. Product testing
-
c. Alpha testing
Pregunta 116
Pregunta
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.
Respuesta
-
Concept testing
-
Alpha testing
-
Beta testing
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