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test3fall2005_review - MKTG 1301 Practice Test#3 1 A is...

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MKTG 1301 Practice Test #3 1. A ____________ is everything, both favorable and unfavorable, that a person receives in an exchange. It can be tangible, intangible, a service, an idea, or a combination of these things. a. brand equity b. quality c. warranty d. product liability e. product 2. Office Supply Inc. is advertised as offering high quality office equipment, specializing in modular desks and computer set up. For Office Supply Inc., the office equipment is a(n): a. specialty product b. consumer product c. business product d. convenience product e. unsought product 3. ____________ are products that are not known about or not actively searched for by consumers. These products require aggressive personal selling and highly persuasive advertising. 4. Product mix width may be defined as: a. the number of different product categories found within an industry b. the average number of products within each product line in the company c. the average number of products offered by the company d. the number of different product lines that an organization offers for sale e. the extensiveness of the coverage of the line from high end (expensive) to low end (inexpensive) 5. When consumers immediately think of a specific brand when a product category, use situation, product attribute, or customer benefit is mentioned, the brand is a:
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6. The brand name of a manufacturer, such as Kodak, La-Z-Boy, Fruit-of-the-Loom, and Harley- Davidson, is called a(n): 7. When a company markets several different products under the same brand name, it is referred to as a(n): a. family brand b. generic brand c. bargain brand d. dealer brand e. individual brand 8. Which of the following is NOT considered a new product by marketers?
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