MRKT 341 CH 7 EXAM WITH COMPLETE SOLUTIONS 100% VERIFIED
1) Sportware is one of the largest manufacturers of shoes. It sells sneakers under the
brand name "Athletix" and its dress shoes under the brand name "Cameo" as the
company wants to reach the two different segments. Which of the following branding
strategies is Sportware most likely to use?
A) brand extensions
B) line extensions
C) multibrands
D) new brands
E) co-brands - ANSWER Answer: C
2) Which of the following is a pure tangible good?
A) shampoo
B) a spa treatment
C) financial advice
D) a meal at a restaurant
E) a medical check-up - ANSWER Answer: A
3) Howard Schultz, founder of Starbucks, positioned his bistros as "a third place"
between work and home where patrons could share and enjoy a cup of coffee with
friends. This exemplifies ________.
A) a tangible product
B) a core customer value
C) simple bundling
D) an augmented product
E) complex bundling - ANSWER Answer: B
,4) Silkskin Cosmetics is promoting its new line of eye makeup. All-natural ingredients
compose the products, making them hypoallergenic. Silkskin is marketing the products
in uniquely designed tubes to simplify application. Which of the following is a core
customer value for Silkskin's line of eye makeup?
A) the natural ingredients
B) the Silkskin brand
C) the products' revolutionary packaging
D) the hypoallergenic properties of the products
E) the want for having attractive eyes - ANSWER Answer: E
5) Susan has been decorating her new condo for several months. She is deliberately
choosing each and every item. Susan finds an oriental rug that exactly fits her colour
scheme and décor and she buys it right away without engaging in comparison shopping.
This is an example of a(n) ________.
A) shopping product
B) convenience product
C) specialty product
D) industrial product
E) capital product - ANSWER Answer: C
6) ________ products are consumer products and services that customers usually buy
frequently, immediately, and with minimal comparison and buying effort.
A) Shopping
B) Specialty
C) Capital
D) Convenience
E) Unsought - ANSWER Answer: D
7) Laundry detergent, candy, magazines, and fast food are purchased frequently by
customers. They are examples of ________ products.
, A) unsought
B) shopping
C) convenience
D) specialty
E) industrial - ANSWER Answer: C
8) Which of the following is most likely to be a true statement about convenience
products?
A) They are distributed exclusively in only one or a few outlets per market area.
B) They are products that consumers seldom think about buying.
C) Luxury cars and designer clothes are examples of convenience products.
D) Consumers have to make special purchasing effort to buy such products.
E) They are bought by consumers frequently and with little comparison. - ANSWER
Answer: E
9) Which of the following is an example of a convenience product?
A) candy
B) furniture
C) life insurance
D) automobile
E) refrigerator - ANSWER Answer: A
10) ________ products are less frequently purchased consumer products and services
that customers compare carefully on suitability, quality, price, and style.
A) Convenience
B) Capital
C) Unsought
D) Shopping
1) Sportware is one of the largest manufacturers of shoes. It sells sneakers under the
brand name "Athletix" and its dress shoes under the brand name "Cameo" as the
company wants to reach the two different segments. Which of the following branding
strategies is Sportware most likely to use?
A) brand extensions
B) line extensions
C) multibrands
D) new brands
E) co-brands - ANSWER Answer: C
2) Which of the following is a pure tangible good?
A) shampoo
B) a spa treatment
C) financial advice
D) a meal at a restaurant
E) a medical check-up - ANSWER Answer: A
3) Howard Schultz, founder of Starbucks, positioned his bistros as "a third place"
between work and home where patrons could share and enjoy a cup of coffee with
friends. This exemplifies ________.
A) a tangible product
B) a core customer value
C) simple bundling
D) an augmented product
E) complex bundling - ANSWER Answer: B
,4) Silkskin Cosmetics is promoting its new line of eye makeup. All-natural ingredients
compose the products, making them hypoallergenic. Silkskin is marketing the products
in uniquely designed tubes to simplify application. Which of the following is a core
customer value for Silkskin's line of eye makeup?
A) the natural ingredients
B) the Silkskin brand
C) the products' revolutionary packaging
D) the hypoallergenic properties of the products
E) the want for having attractive eyes - ANSWER Answer: E
5) Susan has been decorating her new condo for several months. She is deliberately
choosing each and every item. Susan finds an oriental rug that exactly fits her colour
scheme and décor and she buys it right away without engaging in comparison shopping.
This is an example of a(n) ________.
A) shopping product
B) convenience product
C) specialty product
D) industrial product
E) capital product - ANSWER Answer: C
6) ________ products are consumer products and services that customers usually buy
frequently, immediately, and with minimal comparison and buying effort.
A) Shopping
B) Specialty
C) Capital
D) Convenience
E) Unsought - ANSWER Answer: D
7) Laundry detergent, candy, magazines, and fast food are purchased frequently by
customers. They are examples of ________ products.
, A) unsought
B) shopping
C) convenience
D) specialty
E) industrial - ANSWER Answer: C
8) Which of the following is most likely to be a true statement about convenience
products?
A) They are distributed exclusively in only one or a few outlets per market area.
B) They are products that consumers seldom think about buying.
C) Luxury cars and designer clothes are examples of convenience products.
D) Consumers have to make special purchasing effort to buy such products.
E) They are bought by consumers frequently and with little comparison. - ANSWER
Answer: E
9) Which of the following is an example of a convenience product?
A) candy
B) furniture
C) life insurance
D) automobile
E) refrigerator - ANSWER Answer: A
10) ________ products are less frequently purchased consumer products and services
that customers compare carefully on suitability, quality, price, and style.
A) Convenience
B) Capital
C) Unsought
D) Shopping
