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119. Which of the following terms refers to the specialty products of the business market?
a. Installations
b. Accessory equipment
c. Shopping products
d. Component parts and materials
120. A key element in the success of Google is that the company’s search engine is perceived as appropriate to people all
over the globe. An enormous number of consumers feel a need for Google’s benefits. Based on this information, which
dimension of brand personality is best illustrated by Google?
a. Differentiation
b. Esteem
c. Knowledge
d. Relevance
e. Commitment
121. Which of the following products would generally be considered as a staple?
a. Lawn mower
b. Laptop
c. Dishwashing liquid
d. Luxury perfume
122. According to the Young & Rubicam’s BrandAsset Valuator model, the _____ is a dimension of brand
personality that refers to the extent of consumer awareness of a brand and the understanding of what a good or
service represents.
a. knowledge
b. esteem
c. recognition
d. differentiation
123. You are a rising star in the purchasing department at your company and you have recently been promoted
to manager of business services procurement. As your title suggests, you will be responsible for purchasing
business services for your firm.
Required:
Which of the following statements is true regarding your new role?
a. You will be purchasing raw materials.
b. You will be purchasing MRO supplies.
c. You will be purchasing component parts.
d. You will be purchasing janitorial services.
e. You will be purchasing process materials.
124. Which of the following is true of convenience products?
a. Consumers generally don’t have prior need recognition of convenience products before purchasing them.
b. Consumers generally tend to purchase convenience products immediately and with minimal effort.
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c. Consumers tend to buy convenience products after a long-term evaluation of competing products in the
market.
d. Consumers tend to buy convenience products because of the prestige associated with their ownership.
125. A “_____” carries an item’s brand name or symbol, the name and address of the manufacturer or
distributor, information about the product’s composition and size, and recommended uses.
a. brand mark
b. label
c. brand token
d. watermark
126. _____ constitute the regular expenses a firm incurs in its daily operations.
a. Impulse products
b. Installations
c. Supplies
d. Accessory equipment
127. Christopher is a hair stylist owns Curlz, the best salon in Los Angeles. The clients swear by Christopher,
and brides and bridesmaids flock to him for all weddings in LA. Christopher’s name has become synonymous
with the service at Curlz. Which of the following characteristics of services best explains this association?
a. Companies cannot easily standardize services.
b. Service standards show wide variations.
c. Services are inseparable from the service providers.
d. Services are perishable and intangible.
128. Consumers at the _____ level of brand loyalty, rely on previous experiences with the product when
choosing it, if available, over competitors’ products.
a. brand awareness
b. brand association
c. brand preference
d. brand recognition
129. Jessica is planning a vacation and is interested in taking a cruise. She’s starting to research cruise lines and
prices and had hoped to take a cruise with her husband over the Christmas holidays. She’s learning that the
prices for a cruise are much higher for cruises that depart between December 22nd and January 3rd. However,
she notices that prices are somewhat lower from January 4th through March 1st. Which aspect or
characteristics of services does this difference in price reflect?
a. Services are perishable.
b. Services are intangible.
c. Services are inseparable from the service providers.
d. Companies cannot easily standardize services.
130. Mike doesn’t like to shop but when he needs new clothes, he goes to the Buckle because he’s learned they
have great products, excellent service, and make it easy to get and out of the store quickly. Since he’s away
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from home attending college, he visits the local Buckle store to purchase a new pair of jeans. However, no one
greets him when he enters or asks him if he needs help. He can’t remember the style of jean he normally buys
and becomes so frustrated that he leaves the store without making a purchase. What aspect or characteristic of
service best characterizes Mike’s experience at the Buckle near his college?
a. Service standards show wide variations
b. Services are perishable
c. Services are inseparable from the service providers
d. Services are intangible
131. The brand of petroleum marketed by BP took a hit when the firm was implicated in the 2010 Gulf of Mexico oil spill.
On which dimension of brand personality was BP primarily affected?
a. Relevance
b. Esteem
c. Popularity
d. Knowledge
e. Competitiveness
132. The Gillette Company is a leader in the market for razors/blades/shaving systems for men and women. Its
product development history goes back to the introduction of the first safety razor. Since then, it has regularly
led the market in introducing products to meet the needs of its customers. The following list outlines some of its
major product introductions:
• Safety razor
• Twin-bladed razor
• Twin-bladed disposable razor
• Pivoting-head razor
• Pivoting-head disposable razor
• Razor designed specifically for women
• Triple-blade razor
• Battery-powered razor
Gillette’s introduction of the twin-bladed disposable razor would be considered which of the following:
a. New product
b. Line extension
c. Brand licensing
d. Universal product code (UPC)
e. Trade dress
133. When people see Coca-Cola on the shelves of their local supermarkets, they remember fond childhood
memories of drinking Coke and fun Christmas commercials with polar bears and Santa Claus. Though other
cola beverages may win blind taste tests over Coca Cola, consumers tend to have an emotional relationship with
Coke, which gives the product a competitive edge on the market.
Which of the following aspects of a product is described here?
a. Brand
b. Trademark
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c. Brand name
d. Brand mark
e. Product appeal
134. Which of the following is true of specialty products?
a. Purchasers are usually bargain hunters who are not willing to pay much.
b. Purchasers begin shopping with complete information of the desired product.
c. Purchasers tend to exert minimal effort to obtain the desired product.
d. Purchasers generally accept substitutes if the desired product is unavailable.
135. In the context of the business products, items that typically cost less and last for shorter periods than
installations are called _____.
a. shopping products
b. accessory equipment
c. supplies
d. impulse products
136. The strategy of developing individual offerings to appeal to different market segments while remaining
closely related to the existing product line is called _____.
a. line engagement
b. line extension
c. brand extension
d. brand engagement
137. Ryan, a successful entrepreneur, is planning to get into the petroleum business. He has bought two jack-up
rigs running into millions of dollars to start the business. These rigs are examples of:
a. installations.
b. accessory equipment.
c. supplies.
d. component parts.
138. Loyola works for a coffee shop that wants to differentiate itself from local competitors in order to boost its
profits. Which of the following differentiation strategies would hurt the company rather than boost sales?
a. Hire more staff
b. Sell the coffee cups in which the beverages are served
c. Offer a wider selection of international coffees and teas
d. Provide customer incentives, including coupons and points
e. Renovate the coffee shop so it has more space than other coffee shops in the area
139. Consumer goods such as soap, milk, and deodorants are generally classified as _____ products.
a. convenience
b. utilitarian
c. shopping
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140. The cost of installations for business services is generally high because they tend to be part of a company’s
capital investment strategy. Which of the following statements is true of installations?
a. Installations require a very long distribution channel.
b. Installations are the least significant business products.
c. The quality of the product is less of an issue for company executives.
d. Companies promote the sale of installations via extensive advertising campaigns.
e. Company executives spend a lot of time planning before they purchase installations.
141. Which of the following is most likely to be categorized as a consumer product as well as a business
product?
a. Natural gas
b. Iron ore
c. Concrete mixers
d. Agriculture produce
142. Specialty products are:
a. products marketed to consumers who may not yet recognize a need for them.
b. products with unique characteristics that cause buyers to prize those brands.
c. products bought in response to unexpected and urgent needs.
d. products purchased on the spur of the moment.
Indicate one or more answer choices that best complete the statement or answer the question.
143. Susan has noted the growing popularity of blow-dry-only salons with busy women who need last-minute hair care or
touchups. Now she is opening her own. To maximize her opportunity for success, Susan should strive to:
a. Locate the salon in a visible location
b. Offer late-night and weekend hours
c. Promote the salon in as many media as possible
d. Promote the salon in a few prestigious media
e. Not require appointments
144. Discuss the steps involved in the new-product development process.
145. Explain how a strong brand identity benefits firms in marketing their products.
146. Differentiate between a manufacturer’s brand and a private brand. Give examples for each.
147. What is a brand? Why is branding important?
148. What are the categories of convenience products? Give examples for each type.
149. Discuss the five different categories of business products.
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150. Discuss the four dimensions of brand personality as described by the Young & Rubicam Brand Asset
Valuator model.
151. What are generic products? Give an example of a generic product.
152. Discuss the characteristics of shopping products. Do marketers essentially use the same approach to market
all shopping products?
153. What is a label? How does it assist in the marketing of the product?
154. What are the three main objectives of packaging?
155. Define consumer products and business products. Explain the different types of consumer products. Give
an example of each from your recent purchasing activities.
156. Differentiate between brand extension and line extension strategies.
157. Briefly describe the three stages of brand loyalty.
158. How can we distinguish services from goods? Give an example of how buyers can play an important role in
the creation of services.
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Answer Key
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