Marketing T2

Questão 1

Questão

1. A service is the tangible component of an offering

Responda

True
False

Questão 2

Questão

2. Line depth refers to whether the product line is broad or narrow

Responda

True
False

Questão 3

Questão

3. The entire assortment of products that a firm offers is called the product line.

Responda

True
False

Questão 4

Questão

4. Price entails how much money a customer gives up to obtain an offering

Responda

True
False

Questão 5

Questão

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

Responda

True
False

Questão 6

Questão

6. Most offerings are either a product or a service.

Responda

True
False

Questão 7

Questão

1. Offerings are _____.

Responda

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

Questão 8

Questão

2. A(n) _____ is a characteristic of an offering.

Responda

a. tangible good
b. feature
c. intangible value
d. price point
e. need

Questão 9

Questão

3. When a feature satisfies a need or want, then there is a(n) _____.

Responda

a. added value
b. high quality level
c. benefit
e. value

Questão 10

Questão

4. A product-dominant approach to marketing is based on the belief that

Responda

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.

Questão 11

Questão

5. A group of related offerings is known as a _____.

Responda

a. technology platform
b. product mix
c. service mix
d. product category
e. product line

Questão 12

Questão

6. The four offering levels include all of the following EXCEPT

Responda

a. the product mix.
b. the product category.
c. the product line
d. the basic offering
e. the offering’s technology platform

Questão 13

Questão

7. A group of offerings that are sold under the same name is known as a _____.

Responda

a. technology platform
b. product mix
c. service mix
d. product category
e. product line

Questão 14

Questão

8. A number of variations in a single product line is known as _____.

Responda

a. line depth
b. a product mix
c. line breadth
d. a product category
e. a product line

Questão 15

Questão

9. The number of different or distinct product lines offered by a company is known as _____.

Responda

a. line depth
b. a product mix
c. line breadth
d. a product category
e. a product line

Questão 16

Questão

1. Offerings are products and services designed to deliver _____ to customers

Responda

: tangible
: features
line breadth
: value

Questão 17

Questão

2. A product is a(n) _____ that can be bought, sold, and owned.

Responda

: features
: value
: tangible
line breadth

Questão 18

Questão

3. The characteristics of an offering are known as the _____.

Responda

: features
: value
breadth

Questão 19

Questão

5. A product-orientation is an approach to business that focuses on capturing business by focusing on _____ and _____ better products at lower prices.

Responda

: creating; manufacturing
product; mixing

Questão 20

Questão

1. A frequently purchased product that requires little shopping effort is known as an impulse offering.

Responda

True
False

Questão 21

Questão

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.

Responda

True
False

Questão 22

Questão

3. Milk, fuel, bread, and other examples of life’s necessities are specialty offerings

Responda

True
False

Questão 23

Questão

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.

Responda

True
False

Questão 24

Questão

5. Marketers use intensive distribution strategies to ensure consumers see convenience offerings at the right time.

Responda

True
False

Questão 25

Questão

6. The categories in which consumer offerings are placed are based on the characteristic of the offerings themselves.

Responda

True
False

Questão 26

Questão

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.

Responda

a. convenience offerings
b. shopping offerings
c. specialty offerings
d. unsought offerings

Questão 27

Questão

2. Consumers often care about brand names when they’re deciding on _____.

Responda

a. convenience offerings
b. shopping offerings
c. specialty offerings
e. product offerings

Questão 28

Questão

3. _____ are specialty items that are available only through limited channels.

Responda

a. Convenience offerings
d. Unsought offerings
c. Specialty offerings
b. Shopping offerings

Questão 29

Questão

4. Marketing _____ requires building brand name recognition in the minds of consumers and educating them about your product’s key differences.

Responda

a. convenience offerings
b. shopping offerings
c. specialty offerings
d. unsought offerings
e. product offerings

Questão 30

Questão

5. _____ are those that buyers do not generally want to have to shop for until they need them.

Responda

a. Convenience offerings
b. Shopping offerings
c. Specialty offerings
d. Unsought offerings
e. Product offerings

Questão 31

Questão

1. A convenience offering is a(n) _____-priced product or service.

Responda

low
moderate
high

Questão 32

Questão

2. A(n) _____ offering is purchased without prior planning.

Responda

impulse
unsought
specialty

Questão 33

Questão

3. An unsought offering is one that a customer typically does not shop for until _____.

Responda

a need arises
extra income is available
it is on sale

Questão 34

Questão

4. A crown on a tooth can be considered a(n) _____ offering

Responda

unsought
specialty
impulse

Questão 35

Questão

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.

Responda

convenience offerings
specialty offerings
unsought offerings

Questão 36

Questão

1. A company that assembles and manufactures a product into its final form is known as an OFM.

Responda

True
False

Questão 37

Questão

1. A company that assembles and manufactures a product into its final form is known as an OEM.

Responda

True
False

Questão 38

Questão

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

Responda

True
False

Questão 39

Questão

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

Responda

True
False

Questão 40

Questão

4. A manufactured material has been processed into a finished good and is a stand-alone product

Responda

True
False

Questão 41

Questão

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.

Responda

True
False

Questão 42

Questão

1. Banking and transportation services are types of _____.

Responda

a. original equipment manufacturing offerings
b. capital equipment offerings
c. facilitating offerings
d. raw materials offerings
e. maintenance, repair, operations offerings

Questão 43

Questão

2. Marketing _____ can be very challenging because many people within a firm are involved in the buying decision for these types of products.

Responda

a. original equipment manufacturing offerings
b. capital equipment offerings
c. facilitating offerings
d. raw materials offerings
e. maintenance, repair, operations offerings

Questão 44

Questão

3. _____ are typically thought of as commodities, so price and availability are very important in relation to the competition.

Responda

a. Original equipment manufacturing offerings
b. Capital equipment offerings
c. Facilitating offerings
d. Raw materials offerings
e. Maintenance, repair, operations offerings

Questão 45

Questão

4. _____ consist of final products that have been put together from raw materials, manufactured materials, and/or component parts.

Responda

a. Original equipment manufacturing offerings
b. Capital equipment offerings
c. Facilitating offerings
d. Raw materials offerings
e. Maintenance, repair, operations offerings

Questão 46

Questão

5. _____ are often sold by distributors but a consumer can also buy many of the same products at a retail store.

Responda

a. Original equipment manufacturing offerings
b. Capital equipment offerings
c. Facilitating offerings
d. Raw materials offerings
e. Maintenance, repair, operations offerings

Questão 47

Questão

6. _____ might not be central to the buyer’s business, but the offerings are very important to a person making the buying decision.

Responda

a. Original equipment manufacturing offerings
b. Capital equipment offerings
c. Facilitating offerings
d. Raw materials offerings

Questão 48

Questão

7. A _____ is a finished good that still has to be incorporated into something else to be usable

Responda

a. manufactured material
b. finalized material
c. component piece
d. dynamic product

Questão 49

Questão

1. Capital equipment offerings include tangible equipment business purchases that are _____.

Responda

specialized
depreciated
facilitated

Questão 50

Questão

2. A(n) _____ has been processed into a finished good but is not a stand-alone product

Responda

raw product
manufactured material

Questão 51

Questão

3. _____ support an organization’s ability to do business but do not go into the final product

Responda

Facilitating offerings
manufacturing offerings
OEM offerings

Questão 52

Questão

4. _____ are processed only to the point required for economic handling and distribution.

Responda

raw materials
manufactured material
OEM components

Questão 53

Questão

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

Responda

further modification
maintenance

Questão 54

Questão

1. A brand extension involves the creation of a brand and then positioning it in the mind of the consumer.

Responda

True
False

Questão 55

Questão

2. An example of a brand mark is Coca-Cola

Responda

True
False

Questão 56

Questão

3. A brand is used by a seller to differentiate its offerings from that of the competitors.

Responda

True
False

Questão 57

Questão

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.

Responda

True
False

Questão 58

Questão

5. Both a completely new offering and a line extension will likely result in cannibalization

Responda

True
False

Questão 59

Questão

6. Packaging can be part of the brand

Responda

True
False

Questão 60

Questão

7. Secondary packaging holds a single retail unit of a product

Responda

True
False

Questão 61

Questão

8. Packaging can add value to your product

Responda

True
False

Questão 62

Questão

1. A symbol or logo used to identify a brand is known as a _____.

Responda

a. brand mark
b. brand
c. brand name
d. brand extension
e. brand package

Questão 63

Questão

2. A brand is _____.

Responda

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

Questão 64

Questão

3. A successful branding strategy

Responda

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.

Questão 65

Questão

4. Pepsi is an example of a(n) _____.

Responda

a. brand strategy
b. brand mark
c. brand statement
d. brand name

Questão 66

Questão

5. _____ occurs when a firm’s new offering eats into the sales of one of its older offerings.

Responda

a. Brand extension
b. Brand strategy
c. Saturation
d. Product failure
e. Cannibalization

Questão 67

Questão

1. A brand is used by a seller to _____ its offerings from competitors’ offerings.

Responda

compare
communicate
differentiate

Questão 68

Questão

2. A brand name is the _____ part of an identity used to describe the brand.

Responda

spoken
recognized
written

Questão 69

Questão

3. A brand mark is a(n) _____ or _____ used to identify a brand.

Responda

symbol; logo
word; phrase

Questão 70

Questão

4. _____ packaging is designed to hold a single wholesale unit of a product

Responda

secondary
primary
tertiary

Questão 71

Questão

5. Primary packaging is designed to hold a single _____ unit of a product

Responda

retail
wholesale

Questão 72

Questão

6. A brand extension entails the process of utilizing an existing brand name or brand mark for a(n)

Responda

new product category
new retail outlet

Questão 73

Questão

7. _____ is designed for the shipping and handling of large quantities of product.

Responda

tertiary
primary
secondary

Questão 74

Questão

1. Vertical market managers are found only in B2B markets.

Responda

True
False

Questão 75

Questão

2. Market managers have the most flexibility in terms of pricing and product decisions.

Responda

True
False

Questão 76

Questão

3. Market managers are likely to be tasked with implementing a product or brand manager’s strategy.

Responda

True
False

Questão 77

Questão

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

Responda

True
False

Questão 78

Questão

5. Product managers are found at companies like Procter & Gamble, SC Johnson, and Kraft.

Responda

True
False

Questão 79

Questão

1. Which type of manager has the most marketing responsibility?

Responda

a. category manager
b. market manager
c. value manager
d. brand manager
e. vertical market manager

Questão 80

Questão

2. Market managers can be found in which types of markets?

Responda

a. consumer and B2B
b. consumer and regional
c. B2B and industrial
d. regional and B2B
e. industrial and consumer

Questão 81

Questão

3. _____ are found at Xerox, IBM, and Rockwell International; while _____ are found at Microsoft, General Mills, and Target.

Responda

a. Brand managers; market managers
b. Brand managers; product managers
c. Product managers; brand managers
d. Product managers; market managers

Questão 82

Questão

4. A _____ is responsible for a broad group of offerings, such as home cleaning products, which have various brands within each group.

Responda

a. product manager
b. brand manager
c. market manager
d. category manager
e. vertical integration manager

Questão 83

Questão

5. A _____ is the person responsible for all business decisions regarding offerings within one brand

Responda

a. product manager
b. brand manager
c. market manager
d. category manager

Questão 84

Questão

1. A(n) ______ is a person responsible for all business decisions regarding offerings within one brand.

Responda

brand manager
category manager
product manager

Questão 85

Questão

2. A product manager is responsible for a(n) _____ or _____.

Responda

product; product line
brand; brand name

Questão 86

Questão

3. Vertical marketing managers oversee _____ products sold to a particular industry

Responda

Questão 87

Questão

4. Market managers have _____ over the communication content of marketing campaigns or market strategies.

Responda

no control
complete control
some control

Questão 88

Questão

5. A(n) _____ has responsibility for business decisions within a broad grouping of offerings

Responda

category manager
brand manager
product manager

Questão 89

Questão

A market can be defined as

Responda

geographic market or region
a market segment
a type of business
channel of distribution
All of the above

Questão 90

Questão

_________ Decide what products are to be marketed and how

Responda

market managers
brand managers

Questão 91

Questão

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

Responda

True
False

Questão 92

Questão

2. In B2B markets, customers are typically a large source of new product ideas

Responda

True
False

Questão 93

Questão

3. New product ideas typically move down the supply chain

Responda

True
False

Questão 94

Questão

4. Idea generation is typically the most expensive step in the process of developing new offerings

Responda

True
False

Questão 95

Questão

6. Focus groups are conducted during the testing stage of the new offerings development process.

Responda

True
False

Questão 96

Questão

7. Depth interviews involve gathering eight to twelve consumers and gauging their reaction to a product/service concept.

Responda

True
False

Questão 97

Questão

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

Responda

True
False

Questão 98

Questão

9. Financial feasibility is the degree to which the company can actually make and service the product.

Responda

True
False

Questão 99

Questão

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.

Responda

True
False

Questão 100

Questão

11. Quality function deployment is the process whereby a company starts with the innovation and then designs an offering.

Responda

True
False

Questão 101

Questão

12. Testing is a relatively inexpensive step in the product development process.

Responda

True
False

Questão 102

Questão

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

Responda

True
False

Questão 103

Questão

14. Milestones utilized by companies to evaluate product performance are typically the same within an industry.

Responda

True
False

Questão 104

Questão

15. Most companies put new offering ideas through a seven-step process.

Responda

True
False

Questão 105

Questão

1. Customers who are good at generating new product ideas or applications of products are called _____.

Responda

lead users
alpha users
innovators
trend setters

Questão 106

Questão

2. A line extension occurs when a company comes out with another model based on the same _____ and _____ as one of its other products.

Responda

a. platform; advertising
b. platform; brand
c. brand; advertising
d. marketing mix; offering
e. offering; consumers

Questão 107

Questão

3. In the idea screening stage, companies evaluate new offerings by determining

Responda

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

Questão 108

Questão

4. In what stage of the new product development process does concept testing occur?

Responda

a. launch
b. idea generation
c. development
d. idea screening

Questão 109

Questão

5. To understand if a product offering is financially feasible, companies often consider the customer’s

Responda

a. potential interest in the product.
b. demographics, including income
c. value segmentation
d. price point
e. personal value equation

Questão 110

Questão

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.

Responda

a. Investment risk
b. Financial risk
c. Opportunity risk
d. Innovation risk

Questão 111

Questão

7. Quality function deployment is a process utilized in which step of the product development process?

Responda

a. launch
b. feature specification
c. development

Questão 112

Questão

8. The feature specifications process begins with a strong understanding of

Responda

a. what risks are involved
b. what opportunity costs are entailed
c. what consumers want and need

Questão 113

Questão

9. A firm considers the product’s manufacturing process during which stage of the product development process?

Responda

a. launch
b. feature specification
c. development

Questão 114

Questão

10. In terms of a manufactured offering, using the same technology platform as another product can be

Responda

a. costly and cumbersome
b. seen as having a lack of innovative spirit
c. a subpar strategy
d. effective and less expensive

Questão 115

Questão

11. _____ ensures that a product meets its specifications in a variety of environments determined by the company.

Responda

a. Concept testing
b. Product testing
c. Alpha testing

Questão 116

Questão

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.

Responda

Concept testing
Alpha testing
Beta testing

	Criado por James Worthy mais de 9 anos atrás

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Marketing T2

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