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1. Powerade has introduced a new low-carb version of its sports drink called Powerade Option. In response, Gatorade immediately launches a similar low-carb version of its brand. This new type of Gatorade is an example of what kind of product? Student Response Value Correct Answer Feedback A. "Me-too" 100% B. "Follow-the- leader" C. Category extension D. Generic E. "Carbon copy" General Feedback: lecture pg 61 A. Me-too products occur when a firm, in order to avoid losing market share to a competitor, markets products that mimic those competitors products. In this quiz question, Gatorades new drink is an example of a me-too product. B. Follow-the-leader product is not an actual marketing term. C. Category extension refers to a brand introducing a new product in an entirely different category. For example, if Gatorade were to introduce an energy bar or gum, this would be category extension. D. Generic products are those that do not have a brand name or trademark. In this quiz question, Gatorades new drink does have a brand name and trademark, so it cannot be considered a generic product. E. Carbon-copy product is not an actual marketing term. Score: 1/1 2. Burberry makes fine raincoats, clothing, and other items, many featuring the company's distinctive plaids. Originally found only in Great Britain, Burberry has opened exclusive shops in leading cities around the world to reach customers who value its name and quality. Burberry is selling in which classification of consumer goods? Student Response Value Correct Answer Feedback A. shopping goods Student Response Value Correct Answer Feedback B. derived goods C. unsought goods D. convenience goods E. specialty goods 100% General Feedback: TXT PG 257 A. Shopping goods are items for which the consumer compares several alternatives on criteria, such as price, quality or style. In this quiz question, the customers are not making comparisons, since they explicitly value Burberrys name and quality. B. Derived goods are industrial products whose demand is driven, or derived from, demand for consumer products. This term does not describe a classification of consumer goods. C. Unsought goods are items that the consumer either does not know about or knows about but does not initially want. In this quiz question, the customers known about and want Burberry products. D. Convenience goods are items that the consumer purchases frequently, conveniently and with a minimum of shopping effort. Raincoats and other clothing do not traditionally fall into this category of products. E. Specialty goods are items, such as luxury brand products, that the consumer makes a special effort to search out and buy. In this quiz question, Burberry customers who value the name and quality of the brand are being reached because the company is opening shops in leading cities.... View Full Document

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