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?
E. "Carbon copy"
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 competitor’s products. In this quiz question, Gatorade’s 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
D. “Generic products” are those that do not have a brand name or trademark. In this quiz
question, Gatorade’s 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.
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?
A. shopping goods
B. derived goods
C. unsought goods
E. specialty goods
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 Burberry’s 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
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.
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