Chapter 10 Flashcards
Which of the following correctly describes the characteristics of goods and services?
a) Goods are intangible product offerings, while services are tangible product offerings.
b) Goods are actions that a company provides, while services are tangible product offerings.
c) Goods are tangible product offerings, while services are intangible product offerings.
d) Goods are actions that a company provides, while services are intangible product offerings.
C
What is the definition of a product in marketing?
a) A tangible object only
b) An intangible offering
c) A purchasable offering that satisfies a want or need
d) A service provided free of charge
C
Which term refers to the main product without any additional warranties or services?
a) Augmented product
b) Core product
c) Extended product
d) Tangible product
B
What aspect of a product includes things like warranties and extended service contracts?
a) Core product
b) Basic product
c) Augmented product
d) Tangible product
C
The service provided at a restaurant is a mix of:
a) Core and augmented product
b) Tangible and intangible product
c) Goods and services
d) None of the above
A
Which of the following best describes convenience goods?
a) High-priced items that are purchased infrequently.
b) Relatively inexpensive items that are bought frequently.
c) Luxury goods that require extensive planning before purchase.
d) Niche products with limited availability.
B
What type of purchases do convenience goods typically involve?
a) Planned purchases
b) Seasonal purchases
c) Impulse purchases
d) High-involvement purchases
C
What is an important requirement for convenience goods regarding distribution?
a) Limited distribution channels
b) Exclusive distribution rights
c) Extensive distribution for wide availability
d) Direct-to-consumer distribution only
C
Convenience products, though inexpensive, still require considerable shopping effort by buyers.
F
_____ products are purchased with little shopping effort. These products typically are purchased
regularly, usually with little planning, and require wide distribution.
a. Convenience
b. Specialty
c. Branded shopping
d. Unbranded shopping
e. Generic
A
The convenience product marketing strategy includes:
a. wide distribution of the product
b. higher than ordinary prices
c. few retail outlets other than convenience
stores
d. significantly lower promotion budgets
e. products that are not easily substitutable
A
Amy stopped by the grocery store to pick up a gallon of milk. As she was waiting to check out
she noticed that Soap Opera Digest had an interesting story about one of her favorite characters.
As Amy is a huge fan of the long running soap, she had to buy a copy. In this example, the Soap
Opera Digest is an example of a(n) _____ product.
a. specialty
b. convenience
c. business
d. shopping
e. unsought
B
What best characterizes shopping goods?
a) Items that are purchased frequently and are relatively inexpensive.
b) Big-ticket items that are bought infrequently.
c) Low-cost items that are bought impulsively.
d) Niche products with limited availability.
B
What best characterizes shopping goods?
a) Items that are purchased frequently and are relatively inexpensive.
b) Big-ticket items that are bought infrequently.
c) Low-cost items that are bought impulsively.
d) Niche products with limited availability.
B
What is an important marketing strategy for shopping goods?
a) Creating brand recall.
b) Encouraging impulse purchases.
c) Providing necessary information for comparison shopping.
d) Focusing on wide availability through extensive distribution.
C
What is a common distribution strategy for shopping goods?
a) Exclusive distribution through limited outlets.
b) Direct-to-consumer distribution only.
c) Selling in stores that carry multiple brands to allow for comparisons.
d) Limited distribution channels to maintain exclusivity.
C
How does the distribution strategy for shopping goods typically involve?
a) Extensive distribution for wide availability.
b) Exclusive distribution rights.
c) Selective distribution through a few outlets.
d) Indirect distribution through wholesalers only.
C
Inez believes makeup is the most important part of her wardrobe. She spends considerable time
comparing the prices, skin tones, and color options available at various cosmetics counters in
department stores. For Inez, makeup is a convenience product.
F
Compared to the other classifications of consumer products, shopping products are:
a. widely available so they need little or no
promotion
b. usually less expensive than convenience
products
c. purchased without significant planning
d. usually more expensive than convenience
products and are found in fewer stores
e. purchased immediately after the consumer
realizes he or she needs them
D
Harrison wanted a gas water heater. He watched newspaper ads until he found one on sale. For
Harrison the water heater is a(n) _____ product.
a. shopping
b. convenience
c. component
d. unsought
e. specialty
A
Rolex watches are very expensive, can only be purchased in high-end jewelry stores located in
large metropolitan areas, and most buyers will accept no substitutes. Rolex watches are an
example of a shopping product.
F
_____ products are searched for extensively, and substitutes are not acceptable. These products
may be quite expensive, and often distribution is limited.
a. Exclusive shopping
b. Homogeneous convenience
c. Branded shopping
d. Specialty
e. Heterogeneous convenience
D
_____ products are products that are not known about or not actively searched for by consumers.
These products require aggressive personal selling and highly persuasive advertising.
a. Hidden
b. Specialty
c. Equity
d. Unsought
e. Shopping
A
Unsought products typically are products that:
a. consumers purchase when they see them in a
convenient location
b. consumers definitely don’t want
c. only require reminder advertising to be
successful
d. require little or no decision making by the
buyer
e. consumers don’t know about or don’t actively
look for
E
. Alice is a very busy person and she hates to spend her time with yard work. She really likes the
idea of a synthetic lawn. However, she has never pursued the idea as she has two dogs in her back
yard. June does not know that several manufactures make synthetic grass that with an
antibacterial agent to minimize odors for pet owners. For Alice, the dog friendly synthetic lawns
are a(n) _____ product because she doesn’t know the product exists.
a. heterogeneous shopping
b. specialty
c. unsought
d. convenience
e. exclusive
C
Freda was proud of her shiny new iPhone. She was disappointed when she began to notice
scratches on its display surface. If Freda had of known about the clear static cling protective films
that were available to protect the iPhone display from scratches, she could have avoided this
annoying problem. For Freda, the protective films are a(n) _____ product.
a. heterogeneous shopping
b. specialty
c. unsought
d. convenience
e. consumer
C
In general, most consumers don’t spend a lot of time thinking about their funeral. So some funeral
home advertising tries to get them to think about their loved-ones and encourage preplanning
their funeral. This is an attempt to get people to think about a product that most consumers do not
actively seek. In other words, insurance is a(n) _____ product.
a. heterogeneous shopping
b. specialty
c. unsought
d. business
e. consumer
C
Product mix width may be defined as:
a. the number of different product categories
found within an industry
b. the average number of products within each
product line in the company
c. the average number of products offered by the
company
d. the number of different product lines an
organization offers for sale
e. the extensiveness of the coverage of the line
from high end (expensive) to low end
(inexpensive)
D
ForeverLawn has recently added two new synthetic lawn products. One of the products includes
fake brown grass that makes the synthetic lawn look more realistic as it appears to have some
patches of brown thatch. The other product is K9Grass for consumers that have pet dogs. The
addition of these two new synthetic grass products is a way for ForeverLawn to increase its:
a. line width
b. breadth mix
c. mix width
d. line depth
e. mix depth
D
Procter & Gamble manufactures Tide laundry detergent, the best-selling brand in the United
States. But is also offers Tide to Go, which is a stick product consumers can use to clean a spot
on their clothing between washings, and small travel packets of Tide detergent. These other
products are part of Tide’s product line:
a. width
b. breadth
c. mix
d. depth
e. synergy
D
There are a number of toothpastes marketed under the Crest brand including Cavity-Protection
Crest, Sensitive-Teeth Protection Crest, Baking Soda Crest, Tartar Protection Crest, and Crest for
Kids. This is an example of Crest’s:
a. product line width
b. product mix
c. product line depth
d. product mix inconsistency
e. marketing mix
C
Proctor & Gamble (P&G) is a well-known producer of home and beauty products. Along with
home and beauty products, P&G also markets pet products, prescription drugs, and small
appliances. This range of products provides the company with product _____.
a. line height
b. line consistency
c. mix width
d. line depth
e. mix depth
C
