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Computers,copiers,and fax machines used by businesses would be classified as:


A) installations.
B) shopping goods.
C) specialty goods.
D) accessory equipment.

E) None of the above
F) A) and D)

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The degree to which customers are satisfied and are committed to future purchases of a desired brand is called:


A) brand awareness.
B) brand relations.
C) brand loyalty.
D) brand intensity.

E) A) and B)
F) A) and C)

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Brand names can significantly impact consumer perceptions of a product.

A) True
B) False

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Operating in the southwestern states,Lancer Airlines hopes to avoid entering the price war that currently is taking place between several airlines on the east coast.The best strategy to avoid severe price competition is to:


A) provide frequent travelers the added value of special fringe benefits.
B) cut costs and services in order to maintain profit margins.
C) reduce flights and in-flight services,and layoff employees.
D) determine the breakeven price and charge slightly more than that.

E) A) and B)
F) B) and D)

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As a manager at Excitement Foods,Mark is responsible for the firm's Kool'nKreamy brand of ice cream.Recently,he approved a proposal to test market new ice cream flavors.He is also considering the possibility of lowering the price of the ice cream and initiating a new advertising campaign.Mark appears to be a:


A) product development manager.
B) target market manager.
C) brand manager.
D) commercialization manager.

E) None of the above
F) A) and B)

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When a brand becomes commonplace and identified with a category of goods rather than the unique product of a specific manufacturer,the brand may become a:


A) generic name.
B) trademark.
C) universal product code.
D) product liability issue.

E) All of the above
F) C) and D)

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In order to achieve a social objective,firms use low prices to enable people with low incomes to buy their product.

A) True
B) False

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Which of the following refers to how quickly or easily a given brand name comes to mind when a product category is mentioned?


A) brand equity
B) brand loyalty
C) brand awareness
D) brand insistence

E) B) and C)
F) A) and D)

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Unsought goods and services are products consumers do not actively seek out for purchase on a regular basis.

A) True
B) False

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A long-run pricing objective of almost all firms is to optimize profit.

A) True
B) False

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Brand managers have direct responsibility for all the elements of the marketing mix for a particular brand or product line.

A) True
B) False

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Brand names help sellers with new-product introductions and create an opportunity for higher prices.

A) True
B) False

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A high-low pricing strategy may condition consumers to avoid paying the regular prices by waiting for sale prices.

A) True
B) False

Correct Answer

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Thigpen Equipment Company sells used heavy construction equipment such as bulldozers and cranes.Thigpen's products represent examples of an accessory equipment industrial good.

A) True
B) False

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Gabe intends to visit a variety of retailers of sound equipment comparing features,quality,and prices of different brands at each store.This behavior indicates that for Gabe a sound system is a shopping good.

A) True
B) False

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In the long run,the price of a product is determined by the cost of production and the length of the firm's supply chain.

A) True
B) False

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Store surroundings are an important part of the total product value package.

A) True
B) False

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Kathy works as a manager at Fantastic Fabricators.The innovative staff at the company is regularly encouraged to suggest ideas for new products.Since Cathy works in product screening,she:


A) gives the final approval for the commercialization of new products.
B) reduces the number of new products being worked on at any one time.
C) market tests the product ideas that originate with the staff.
D) develops the concept testing to establish the personnel required for each new project.

E) C) and D)
F) B) and D)

Correct Answer

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Brand __________ refers to the loyalty,perceived quality,and emotions people associate with a given brand name.


A) equity
B) identification
C) positioning
D) ownership

E) B) and C)
F) None of the above

Correct Answer

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Travelwell manufactures and sells luggage and briefcases.Their marketing research indicates that durability is the attribute that consumers most desire in their luggage and briefcases.Travelwell now emphasizes durability in all of their promotional efforts.This strategy is intended to build brand equity.

A) True
B) False

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