MGT 103 - Week 4 Lecture Exam Questions
and Answers with Verified Solutions | Latest
Updated 2026
Durable Goods Consumer Advertising
Non-Durable Goods Personal Selling
Convenience Products Items that the consumer purchases
frequently,
conveniently, and with a minimum of
shopping
effort
Shopping Products Items for which the consumer compares
several
alternatives on criteria such as price,
quality, or
style
Specialty Products Items that a consumer makes a special
effort to
search out and buy
Unsought Products Items that the consumer does not know
about or
knows about but does not initially want
, New Product - Functional differences from existing
products
- Adding new features to existing products
- Must be careful to avoid feature bloat
(e.g. too
many "er" words)
- Geek Squad capitalized on technology
feature
bloat
Positioning The place that a brand occupies in the
mind of its
consumers relative to competing brands
Reverse Positioning When a firm positions itself in a way that
runs
counter to the direction in which the rest of
the
market is moving
Competitors Focus & Firm While its competitors are focused on
Adoption augmenting
their value proposition, a firm that adopts a
reverse
position does the opposite. It decides to
withhold
many of the attributes that its competitors
consider
necessary to compete.
Continuous Innovation No need to reeducate consumers. Easy
transition
for consumers once aware of the new
features.
and Answers with Verified Solutions | Latest
Updated 2026
Durable Goods Consumer Advertising
Non-Durable Goods Personal Selling
Convenience Products Items that the consumer purchases
frequently,
conveniently, and with a minimum of
shopping
effort
Shopping Products Items for which the consumer compares
several
alternatives on criteria such as price,
quality, or
style
Specialty Products Items that a consumer makes a special
effort to
search out and buy
Unsought Products Items that the consumer does not know
about or
knows about but does not initially want
, New Product - Functional differences from existing
products
- Adding new features to existing products
- Must be careful to avoid feature bloat
(e.g. too
many "er" words)
- Geek Squad capitalized on technology
feature
bloat
Positioning The place that a brand occupies in the
mind of its
consumers relative to competing brands
Reverse Positioning When a firm positions itself in a way that
runs
counter to the direction in which the rest of
the
market is moving
Competitors Focus & Firm While its competitors are focused on
Adoption augmenting
their value proposition, a firm that adopts a
reverse
position does the opposite. It decides to
withhold
many of the attributes that its competitors
consider
necessary to compete.
Continuous Innovation No need to reeducate consumers. Easy
transition
for consumers once aware of the new
features.
