Marketing Final Exam

To think about their loved ones by advertising

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Unformatted text preview: specialty c. unsought d. convenience e. consumer ANS: C New products are often examples of unsought products until promotion reveals their existence. PTS: 1 REF: 159 Thinking KEY: CB&E Model Product OBJ: 10-2 TOP: AACSB Reflective MSC: BLOOMS Application 33. In general, most consumers don’t spend a lot of time thinking about their funeral. So some funeral homes try to get them to think about their loved ones by advertising preplanned funerals. This is an attempt to get people to think about a product that most consumers do not actively seek. In other words, preplanned funerals are a(n) _____ product. a. heterogeneous shopping b. specialty c. unsought d. business e. consumer ANS: C The buyer does not actively seek to buy this product. PTS: 1 REF: 159 Thinking KEY: CB&E Model Product OBJ: 10-2 TOP: AACSB Reflective MSC: BLOOMS Application 34. A product line is a group of products that are closely related because the: a. products share the same product managers b. products all function in a similar manner and provide similar benefits c. same company has developed the idea for each product d. products are all sold under the same brand name e. products are all priced about the same ANS: B A product line is a group of closely related products offered by the organization that basically perform the same tasks and provide the same benefits. PTS: 1 REF: 159 Thinking KEY: CB&E Model Product OBJ: 10-3 TOP: AACSB Reflective MSC: BLOOMS Comprehension 35. There are a number of toothpastes marketed under the Crest brand, including Cavity Protection Crest, Pro-Health Sensitive Shield Crest, Baking Soda Crest, Tarter Protection Crest, and Crest for Kids. The large variety of toothpastes under the Crest brand is an example of a: a. marketing mix b. product line c. product mix d. product equity e. product modification ANS: B A product line is a group of closely related products. PTS: 1 REF: 159 Thinking KEY: CB&E Model Product OBJ: 10-3 TOP: AACSB Reflective MSC: BLOOMS Application 36. Along with its Macintosh computer line, Apple markets its iPod, iPhone, and AppleTV products. This is an abbreviated listing of the company’s: a. customer mix b. product line c. product mix d. line depth e. product modification ANS: C An organization’s product mix includes all of the products that it sells. PTS: 1 REF: 159 Thinking KEY: CB&E Model Product 37. Product mix width may be defined as: a. b. c. d. e. OBJ: 10-3 TOP: AACSB Reflective MSC: BLOOMS Application the number of different product categories found within an industry the average number of products within each product line in the company the average number of products offered by the company the number of different product lines an organization offers for sale the extensiveness of the coverage of the line from high end (expensive) to low end (inexpensive) ANS: D Product mix width represents the number of product lines an organization offers. PTS: 1 REF: 159 Thinking KEY: CB&E Model Product OBJ:...
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