Marketing Final Exam

Products such as clothing appliances high end wines

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Unformatted text preview: F: 167 Thinking KEY: CB&E Model Product OBJ: 10-5 TOP: AACSB Reflective MSC: BLOOMS Application 21. Due to the time required to scan them, universal product codes (UPCs) are typically placed on merchandise that would be classified as shopping products. ANS: F UPCs appear on most items in supermarkets and other high-volume outlets. Bar codes also appear on shopping products such as clothing, appliances, high-end wines, etc. The UPC is essential in supply chain management for a wide variety of products, not just shopping products. PTS: 1 REF: 158 | 168 Thinking KEY: CB&E Model Product OBJ: 10-5 TOP: AACSB Reflective MSC: BLOOMS Comprehension 22. A company that wants to market its product globally has only two branding strategies available: either use the brand name everywhere or develop a new brand name for each different market. ANS: F There is a third possible branding strategy––adapt and modify. PTS: 1 REF: 168 OBJ: 10-6 Thinking KEY: CB&E Model Product | CB&E Model Strategy Comprehension TOP: AACSB Reflective MSC: BLOOMS 23. Cultural traits can make a package design successful in one country and a failure in another. ANS: T PTS: 1 TOP: AACSB Reflective Thinking Strategy MSC: BLOOMS Comprehension REF: 168-169 OBJ: 10-6 KEY: CB&E Model Product | CB&E Model 24. A warranty does not confirm the quality or performance of a good or service. ANS: F A warranty is a confirmation of the quality or performance of a good or service. PTS: 1 REF: 169 Thinking KEY: CB&E Model Product OBJ: 10-7 TOP: AACSB Reflective MSC: BLOOMS Knowledge 25. All sales have an implied warranty under the Uniform Commercial Code. ANS: T PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Comprehension REF: 169 OBJ: 10-7 KEY: CB&E Model Product MULTIPLE CHOICE 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. transaction e. product ANS: E This is the definition of a product. PTS: 1 REF: 157 Thinking KEY: CB&E Model Product OBJ: 10-1 TOP: AACSB Reflective MSC: BLOOMS Knowledge 2. The _____ is the starting point in creating a marketing mix. a. price b. product c. distribution channel d. promotional media e. production line ANS: B The product must be specified before other marketing mix variables can be planned. PTS: 1 REF: 157 Thinking KEY: CB&E Model Product OBJ: 10-1 TOP: AACSB Reflective MSC: BLOOMS Comprehension 3. Why is creation of a product the starting point for the marketing mix? a. The production department must know what to produce first. b. Production strategy is the first of the four Ps listed in the marketing mix. c. Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified. d. Product development takes the longest amount of time to complete. e. Actually, the product does not have to be the starting point––promotional strat...
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This document was uploaded on 09/29/2013.

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