Marketing Final Exam

Are willing to search extensively consumers are

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Unformatted text preview: o on. SHOPPING PRODUCTS are usually more expensive than convenience products and are found in fewer stores. Consumers spend some effort comparing brands and stores. Shopping products may include washers, dryers, refrigerators, televisions, furniture, clothing, housing, choice of university, and so on. SPECIALTY PRODUCTS are those exclusive items for which consumers are willing to search extensively. Consumers are extremely reluctant to accept substitutes for specialty products. Brand names and service quality are important. Fine watches, luxury cars, expensive stereo equipment, gourmet restaurants, and specialized medical services could all be considered specialty products. UNSOUGHT PRODUCTS are those that the buyer does not know about or does not actively seek to buy. These products include insurance, burial plots, and other similar items. PTS: 1 REF: 158-159 Communication KEY: CB&E Model Product OBJ: 10-2 TOP: AACSB MSC: BLOOMS Synthesis 5. The Crayola brand is currently placed on a wide variety of products, including crayons (standard and fluorescent colors packaged in a wide variety of box sizes), markers (regular and washable), paints (watercolor and acrylic), scissors, glue, and children’s clothing. Using Crayola as an example, describe the concepts of product item, product line, and product mix. ANS: A PRODUCT ITEM is a specific version of a product that can be designated as a distinct offering among an organization’s products. Any single product identified in the Crayola example could be an item. Examples include a crayon package with 64 colors and a sharpener, an eight-pack of washable markers, and so on. A PRODUCT LINE is a group of closely related products offered by the organization. One could identify two Crayola product lines: arts and crafts, and clothing. Alternatively, three product lines could be identified: clothing, drawing/painting items, and supplies. Finally, as many as six product lines could be interpreted: crayons, markers, paints, scissors, glue, and clothing. A PRODUCT MIX includes all of the products and item varieties that the company offers for sale. All Crayola items and package variations identified above make up Crayola’s product mix. PTS: 1 REF: 159 Communication KEY: CB&E Model Product OBJ: 10-3 TOP: AACSB MSC: BLOOMS Synthesis 6. Binney & Smith’s Crayola makes various products, all targeted toward elementary schoolchildren. Drawing, painting, and supply items are sold at convenience stores, toy stores, and grocery stores. Clothing is sold in department stores. Crayola might arrange its product items in the following way: Drawing/Painting Crayons, regular wax Crayons, fluorescent Markers, regular Markers, washable Watercolor paints Acrylic paints Chalk Supplies Crayon sharpeners Paint brushes Scissors Glue Storage cases Textiles Boys’ clothing Girls’ clothing Bed and bath linens What is the product mix width for Crayola? What is its product line depth? ANS: Product mix width refers to the numbe...
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This document was uploaded on 09/29/2013.

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