Marketing Final Exam

Of milk as she was waiting to check out she noticed

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Unformatted text preview: icantly lower promotion budgets e. products that are not easily substitutable ANS: A To sell large amounts of products that consumers are unwilling to search for, there must be a large number of retail outlets. PTS: 1 REF: 158 Thinking KEY: CB&E Model Product OBJ: 10-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 11. Amy stopped by the grocery store to pick up a gallon of milk. As she was waiting to check out, she noticed that Soap Opera Digest had an interesting story about one of her favorite characters. As Amy is a huge fan of the long-running soap, she had to buy a copy. In this example, the Soap Opera Digest is an example of a(n) _____ product. a. specialty b. convenience c. business d. shopping e. unsought ANS: B Convenience products are usually relatively inexpensive items that receive little shopping effort, such as an item bought on an impulse at a grocery-store checkout lane. PTS: 1 REF: 158 Thinking KEY: CB&E Model Product OBJ: 10-2 TOP: AACSB Reflective MSC: BLOOMS Application 12. Compared to the other classifications of consumer products, shopping products are: a. widely available, so they need little or no promotion b. usually less expensive than convenience products c. purchased without significant planning d. usually more expensive than convenience products and are found in fewer stores e. purchased immediately after the consumer realizes he or she needs them ANS: D Shopping products typically are items such as clothing, automobiles, and major appliances. Consumers usually compare items across brands or stores. PTS: 1 REF: 158 Thinking KEY: CB&E Model Product OBJ: 10-2 TOP: AACSB Reflective MSC: BLOOMS Comprehension 13. Kathy is driving Chaz, her young son, home from soccer practice when Chaz says, “Mom, I’m thirsty.” Kathy immediately pulls the car into the nearest gas station and buys Chaz a Coke. For Kathy, the Coke is best described as an example of buying a _____ product. a. homogeneous shopping b. heterogeneous shopping c. convenience d. specialty e. component ANS: C She spent very little shopping effort in buying the Coke. PTS: 1 REF: 158 Thinking KEY: CB&E Model Product OBJ: 10-2 TOP: AACSB Reflective MSC: BLOOMS Application 14. Which of the following is the best example of a convenience product? a. Concert tickets b. Chewing gum c. Jeans d. Chemical for the swimming pool e. A birthday present ANS: B Chewing gum is a relatively inexpensive purchase and requires very little, if any, comparison shopping. PTS: 1 REF: 158 Thinking KEY: CB&E Model Product OBJ: 10-2 TOP: AACSB Reflective MSC: BLOOMS Analysis 15. Which type of consumer product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores? a. An unsought product b. A secondary product c. A unique product d. A shopping product e. A selective product ANS: D This is the definition of a shopping product. PTS: 1 REF: 158 Thinking KEY: CB&E Model Product OBJ: 10-2 TOP: AACSB Refl...
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This document was uploaded on 09/29/2013.

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