1. What is a product? Provide an example of each type of product.
2. Describe and illustrate the four major categories of consumer products.
3. Distinguish between consumer products and business products.
4. Discuss the implications for a firm’s marketing strategy of classifying a product as a convenience, shopping, specialty,
or unsought item.
5. Discuss some of the issues a marketer should consider when marketing a shopping product.
6. Identify and describe the major categories of business products.
7. Discuss the dimensions of a product mix.
8. Identify the major stages of the product life cycle, and explain how industry sales and profits vary across these stages.
9. Explain the major stages of the product adoption process.
10. Discuss the marketing efforts that are likely to be used during the growth stage of the product life cycle.
11. What major changes in a marketing strategy may be required as a product moves into the maturity stage of the product
life cycle?
Moderate
12. A(n) ____ is a concept, philosophy, or image.
a.
product
b.
good
c.
idea
d.
service
e.
issue
c
Moderate
13. MADD (Mothers Against Drunk Driving) is a nonprofit organization that primarily markets
a.
services.
b.
ideas.
c.
goods.
d.
tangible products.
e.
features.
Challenging
MARK.PRID.16.11.01 – LO: 11–01
United States – BUSPROG: Analytic
United States – AK – DISC: Market Plan
A-Head: What Is A Product?
Bloom’s: Application
14. According to the text, a product is defined as
a.
anything the customer receives in an exchange.
b.
the physical object the customer receives in an exchange.
c.
the service that is rendered to a customer.
d.
the idea that the customer receives in an exchange.
e.
goods and services the customer receives in an exchange.
15. To make intangible products more tangible or real to the consumer, marketers often
a.
use low prices on intangible goods.
b.
use symbols or cues to help symbolize product benefits.
c.
use external reference prices.
d.
use multiple channels of distribution.
e.
offer more support services with such products.
Moderate
Easy
MARK.PRID.16.11.01 – LO: 11–01
United States – BUSPROG: Analytic
United States – AK – DISC: Market Plan
A-Head: What Is A Product?
Bloom’s: Knowledge
16. Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?
a.
McDonald’s arches
b.
Mercedes Benz emblem
c.
Nike swoosh
d.
Traveler’s Insurance umbrella
e.
Arrows on Wrigley gum packages
17. A light bulb can be all of the following except
a.
a consumer product.
b.
a business product.
c.
either a consumer product or a business product.
d.
a business product if it is used to light an assembly line in a factory.
e.
a consumer product if it is used to light the office of the board of directors.
18. Products are classified as being business or consumer products according to the
a.
number of buyers involved in the decision.
b.
buyer’s intended use of the product.
c.
seller’s intended use of the product.
d.
location of use.
e.
types of outlets from which they are purchased.
MARK.PRID.16.11.01 – LO: 11–01
United States – BUSPROG: Communication
United States – AK – DISC: Product
A-Head: What Is A Product?
Bloom’s: Knowledge
19. Which of the following is always used to determine the classification of a good?
a.
Buyer’s intent for using the product
b.
Amount of shopping required by the buyer to obtain the product
c.
Price of the product
d.
Specific product features
e.
Industry competitors
20. Ava, a purchasing agent for Trailsend Transport, is currently buying carpet from CarpetOne Inc. for use in an office
area at Trailsend. While she is discussing the details of this carpet, the representative from CarpetOne tells her that she
can see the actual product in one of their retail stores before finalizing the purchase. While in the retail store at CarpetOne,
Ava not only approves the purchase for the office, but also decides she would like to purchase some of the same carpet for
her home. The first carpet purchase is considered a ____ and the second carpet purchase is considered to be a ______.
a.
personal purchase; business purchase
b.
business product; business product
c.
consumer product; consumer product
d.
business product; consumer product
e.
consumer product; business product
21. Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam’s Club and has a new tire installed.
Ryan’s purchase of a new tire in this situation is considered to be
a.
a shopping good
b.
a convenience good
c.
an unsought good
d.
a specialty good
e.
an industrial good
United States – BUSPROG: Analytic
United States – AK – DISC: Product
A-Head: Classifying Products
Bloom’s: Knowledge
22. Energizer batteries would be classified as which type of product?
a.
Convenience
b.
Shopping
c.
Specialty
d.
Unsought
e.
Industrial service
23. Lindsay stops by the Safeway grocery, her preferred store, on the way home from work. She picks up her usual brand
of laundry detergent and orange juice, but she sees that there are no more range-free eggs available. Lindsay is very
concerned about the ethical treatment of animals and so she leaves Safeway and goes to another grocery to purchase the
range-free eggs. Lindsay’s purchase of the laundry detergent and orange juice would most likely be classified as _____
products. Her purchase of the eggs would most likely be classified as ______ products.
a.
convenience; brand loyal
b.
convenience; shopping
c.
convenience; specialty
d.
shopping; specialty
e.
shopping; shopping
24. Dannon Yogurt represents what type of product for most consumers?
a.
Convenience
b.
Business
c.
Shopping
Moderate
MARK.PRID.16.11.02 – LO: 11–02
United States – BUSPROG: Analytic
United States – AK – DISC: Product
A-Head: Classifying Products
Bloom’s: Application
d.
Specialty
e.
Durable
25. Convenience products are
a.
relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort.
b.
frequently purchased items for which buyers are willing to exert considerable effort.
c.
frequently purchased items that are found in certain retail outlets.
d.
items that are expensive but are easy to purchase.
e.
items that require some purchase planning and for which the buyer often will not accept substitutes.
26. Which of the following statements does not apply to convenience goods?
a.
Consumers are brand loyal to convenience products and are not likely to substitute other brands.
b.
Convenience products require minimal shopping effort.
c.
Marketing of convenience products requires intensive exposure of these goods in as many stores as possible.
d.
Consumers tend to feel that the most desirable retail facility for convenience products is the closest one.
e.
Colas, gasoline, and bread are good examples of convenience goods.
27. Products for which buyers are willing to spend much time comparing stores and brands for differences in prices,
product features, and services are called ____ products.
a.
shopping
b.
specialty
c.
service
a
Moderate
MARK.PRID.16.11.02 – LO: 11–02
United States – BUSPROG: Analytic
United States – AK – DISC: Product
A-Head: Classifying Products
Bloom’s: Application
d.
convenience
e.
unsought
28. Shannon Hill needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and
chose a flight on Southwest Air lines because, for a similar price to other airlines, it had a better reputation for service. For
Shannon, this flight is an example of which type of product?
a.
Shopping
b.
Convenience
c.
Specialty
d.
Unsought
e.
Durable
29. Gap clothing stores sell primarily what type of products?
a.
Convenience
b.
Shopping
c.
Unsought
d.
Nondurable
e.
Specialty
30. Shopping products have a ____ inventory turnover and need ____ distribution outlets than convenience goods.
a.
similar; more
b.
higher; fewer
a
Easy
MARK.PRID.16.11.02 – LO: 11–02
United States – BUSPROG: Analytic
United States – AK – DISC: Product
A-Head: Classifying Products
Bloom’s: Knowledge
c.
higher; more
d.
lower; more
e.
lower; fewer
31. Byron is interested in buying an antique vase for his grandmother’s birthday. He visits an antique store and buys the
first vase he sees because it is something he thinks his grandmother would like. Byron does not visit another store and
compare other vases. For Byron, this purchase is most likely considered a(an) _____ good.
a.
convenience
b.
specialty
c.
shopping
d.
unique
e.
unsought
32. The Carsons are going on a vacation back to Texas. When they lived there, Gwen Carson loved Blue Bell Cookies.
Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits after they arrive. For Gwen, Blue
Bell represents a(n) ____ product.
a.
convenience
b.
shopping
c.
specialty
d.
unsought
e.
durable
e
Moderate
MARK.PRID.16.11.02 – LO: 11–02
United States – BUSPROG: Analytic
United States – AK – DISC: Product
A-Head: Classifying Products
Bloom’s: Knowledge
33. A specialty product
a.
requires minimal effort to purchase.
b.
is purchased frequently.
c.
requires purchase planning, and the buyer will not accept substitutes.
d.
is generally less expensive than other items in the same product class.
e.
prompts the purchaser to make comparisons among alternatives.
34. David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the “special” bat
that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____
product.
a.
shopping
b.
unique
c.
specialty
d.
historical
e.
unsought
35. As Beth and Rob search for a new home, they are interested only in houses built by a particular builder. This purchase
is characteristic of a(n) ____ product.
a.
branded
b.
non-durable
c.
unique
d.
shopping
e.
specialty
Easy
MARK.PRID.16.11.02 – LO: 11–02
United States – BUSPROG: Analytic
United States – AK – DISC: Product
A-Head: Classifying Products
Bloom’s: Knowledge
36. Jose went skiing one weekend with several of his friends. While at the slope, Jose injured his leg and needed to see a
doctor. Jose is likely going to view solutions to his problem as
a.
specialty products.
b.
installations.
c.
unsought products.
d.
shopping products.
e.
convenience products.
37. Nick Arnold’s Auto Towing Service would best be described as a(n) ____ product.
a.
convenience
b.
unsought
c.
specialty
d.
durable
e.
shopping
38. Business products are
a.
purchased for personal consumption.
b.
chosen on the basis of preferences expressed by a business procurement department.
c.
purchased for both their functional aspects and their psychological rewards.
d.
classified according to their characteristics and intended uses.
e.
not purchased by nonbusiness organizations.
Bloom’s: Application
39. Facilities, factories, and production lines with very large equipment are all classified as
a.
accessory equipment.
b.
permanents.
c.
installations.
d.
component parts.
e.
MRO facilities.
40. Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an
example of which type of business product?
a.
Raw materials
b.
Installations
c.
Accessory equipment
d.
Component parts
e.
Process materials
41. As the production manager of an engineering firm, you went out and bought a metal cutting machine. What you have
purchased can best be classified as a
a.
raw material.
b.
processed component.
c.
component part.
d.
service.
e.
business product.
Bloom’s: Knowledge
42. An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this
information, pencils in this case would be considered what type of product?
a.
Business
b.
Process materials
c.
Raw material
d.
Convenience
e.
Consumer
43. Which of the following is not a business product?
a.
Oil to be refined into fuel
b.
Chips to be integrated into components for personal computers
c.
Paper, pens, and tape to be used in an office
d.
Marketing consulting services to aid a company in marketing a new product
e.
Calculators bought to help individuals complete their personal federal income tax forms
44. Intuitiv Manufacturing’s large plastics molding machine suddenly broke down during its day shift. When considering
the purchase of available alternatives, Intiutiv decided to rent one for the next two years instead of buying one. In this
situation, the large plastics molding machine it rented would be classified as
a.
an installation.
b.
accessory equipment.
c.
an unsought good.
d.
a process material.
e.
MRO supplies.
A-Head: Classifying Products
Bloom’s: Application
45. Business products are classified into the following seven categories according to characteristics and intended uses: raw
materials, installations, accessory equipment, component parts, process materials, business services, and
a.
production activities.
b.
service assistance.
c.
specialty industrial products.
d.
computer programming and operation services.
e.
MRO supplies.
46. Minerals, chemicals, timber, and agricultural products are considered
a.
process materials.
b.
accessory materials.
c.
MRO supplies.
d.
component parts.
e.
raw materials.
47. A distributor of plumbing supplies purchases a desktop computer to aid in inventory control. This computer is an
example of which type of business product?
a.
Raw material
b.
Installations
c.
Accessory equipment
d.
Component part
e.
Process material
United States – BUSPROG: Analytic
United States – AK – DISC: Product
A-Head: Classifying Products
Bloom’s: Application
48. Although they become part of a larger product, ____ can often be easily identified and distinguished on the larger
product.
a.
component parts
b.
accessory parts
c.
raw materials
d.
process materials
e.
MRO supplies
49. Business products that are purchased routinely, do not become part of finished goods, and are expense items rather
than capital goods are called
a.
raw materials.
b.
installations.
c.
accessory equipment.
d.
component parts.
e.
process materials.
50. A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape, would be an example of a(n)
a.
component part.
b.
specialty item.
c.
accessory equipment.
d.
raw material.
e.
process material.
MARK.PRID.16.11.02 – LO: 11–02
United States – BUSPROG: Analytic
United States – AK – DISC: Product
A-Head: Classifying Products
Bloom’s: Application
51. Brain Games, Inc. is a marketing research company which markets primarily to consumer products organizations.
Brain Games provides products that are most likely considered
a.
component parts.
b.
MRO supplies.
c.
process ideas.
d.
business services.
e.
installations.
52. Products used directly in the production of a final product but are not easily identifiable are categorized as
a.
accessory products.
b.
component parts.
c.
MRO supplies.
d.
assembly components.
e.
process materials.
53. A product item is best described as a
a.
component of a marketing mix.
b.
particular brand.
c.
specific characteristic of a product.
d.
specific version of a product.
e.
unit of measure for the product.
Moderate
MARK.PRID.16.11.02 – LO: 11–02
United States – BUSPROG: Analytic
United States – AK – DISC: Product
A-Head: Classifying Products
Bloom’s: Application