Chapter 10

Question 1

There are many cell phones on the market, and they vary so much on price, quality, and features that consumers often have trouble comparing them. A cell phone would probably be considered a product.

Answer 1

Heterogeneous shopping good

Question 2

products are purchased with little shopping effort. These products typically are purchased regularly, usually with little planning, and require wide distribution.

Answer 2

Convenience

Question 3

Compared to the other classifications of consumer products, shopping products are:

Answer 3

usually more expensive than convenience products and are found in fewer stores.

Question 4

Which of the following is the best example of a shopping product for most consumers?

Answer 4

A digital camera

Question 5

products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited.

Answer 5

Specialty

Question 6

Sebastian got a haircut this afternoon. His haircut cannot be called a product, however, because it is a service, not a tangible good.

Answer 6

False

The term product means a tangible good. But services and ideas are also products. A product is everything, both favorable and unfavorable, that a person receives in an exchange.

Question 7

Rolex watches are very expensive and can only be purchased in high-end jewelry stores located in large metropolitan areas. Most buyers will accept no substitutes. Rolex watches are an example of a shopping product.

Answer 7

False

Rolex watches are very expensive and can only be purchased in high-end jewelry stores. Most buyers will accept no substitutes. Rolex watches are an example of a shopping product.

Question 8

Coca-Cola is one of the world’s largest manufacturers of beverages. It makes over 2,800 different beverage products, including sparkling drinks, waters, juices, juice drinks, teas, coffees, sports drinks, and energy drinks. The great variety of beverages made by Coca-Cola represents its product mix.

Answer 8

True

Question 9

The nutrition label on a package is an example of persuasive labeling

Answer 9

False

This is better described as informational labeling

Question 10

Branding has three main purposes: product identification, repeat sales, and new-product sales

Answer 10

True

Question 11

How would a marketer define the term product?

Answer 11

A product is everything, both favorable and unfavorable, that a consumer receives in an exchange. A product may be a tangible good, a service, an idea, or any combination of these three.