Chapter 10 mkt part I

Question 1

A good, as opposed to a service or an idea, has tangible attributes that a consumer's \_\_\_\_\_\_\_\_ can perceive.
A) cognitive intelligence
B) vision
C) knowledge of past experiences
D) five senses
E) emotional intelligence

Answer 1

D) five senses

Question 2

Services refers to

A. ideas that consist of a bundle of tangible and intangible attributes that satisfies consumers’ needs and is received in exchange for money or something else of value.
B. intangible activities or benefits that an organization provides to satisfy consumers’ needs in exchange for money or something else of value.
C. philanthropic activities performed without expectations of monetary remuneration.
D. any intangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own.
E. any tangible activity that provides a benefit to a consumer that he or she could not have obtained or performed on his or her own.

Answer 2

B

Question 3

Which of the following statements regarding goods is most accurate?

A) Nondurable goods rely more on advertising than durable goods.
B) Durable goods benefit more from advertising than nondurable goods.
C) There is little, if any, difference between marketing actions for durable and nondurable goods.
D) Nondurable goods rely more on personal selling than durable goods.
E) The durable and nondurable classification applies to services as well as to goods.

Answer 3

A) Non-durable goods would rely more on advertising than durable goods

Question 4

Food products and fuel would be classified as
A) services.
B) perishable goods.
C) durable goods.
D) nondurable goods.
E) disposable goods.

Answer 4

D) nondurablle

Question 5

Products that are purchased by the ultimate consumer are
A) generic products.
B) end user goods.
C) personal items.
D) merchandise.
E) consumer products.

Answer 5

E) consumer products

Question 6

Business products are
A) products organizations buy that assist in providing other products for resale.
B) supplies necessary for the day-to-day operations of a business.
C) ancillary services necessary for the operation of a business.
D) products that are sold exclusively to for-profit businesses.
E) products purchased by the ultimate consumer.

Answer 6

A

Question 7

A product can be classified as new if it ________ from existing products.
A) is functionally different
B) is different in color, taste, or fragrance
C) is different in its packaging
D) is different in price
E) requires a different distribution channel

Answer 7

A) functionally different (like smartphones)

Question 8

A product that is new in some way but requires no new behaviors to be learned by consumers is a
A) continuous innovation.
B) discontinuous innovation.
C) dynamically continuous innovation.
D) product transformation.
E) concurrent innovation.

Answer 8

A) continuous innovation

Question 9

The emphasis of a marketing strategy for a continuous innovation concentrates on
A) obtaining exclusive distribution.
B) setting a low price.
C) generating awareness.
D) using reminder advertising to reeducate consumers.
E) using personal selling.

Answer 9

C) generating awareness

Question 10

Wrigley's new Alert Energy Caffeine Gum "offers a portable solution that lets adults control their caffeine intake." This new gum is most likely which type of innovation?
A) continuous innovation
B) dynamically continuous innovation
C) discontinuous innovation
D) insignificant innovation
E) disruptive innovation

Answer 10

A) continuous innovation

Question 11

A product that disrupts consumers' normal routine but does not require totally new learning is a
A) continuous innovation.
B) dynamically continuous innovation.
C) discontinuous innovation.
D) progressive innovation.
E) disruptive innovation.

Answer 11

B

Question 12

The emphasis of a marketing strategy for a dynamically continuous innovation would include
A) advertising to generate awareness.
B) obtaining widespread distribution.
C) advertising to explain points of difference and benefits.
D) setting a low price.
E) using personal selling.

Answer 12

C

Question 13

The new Samsung Family Hub Refrigerator has a 21.5-inch touchscreen, ingredient-tracking fridge-cams, and an assortment of fridge apps. This is an example of which type of innovation?
A) inventive innovation
B) continuous innovation
C) discontinuous innovation
D) dynamically continuous innovation
E) continuous invention

Answer 13

C) discontinuous innovation