3.01 MARKETING Part A: Question Preview (ID: 7572)

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Why must all businesses incorporate their values into every aspect of their operations?
a) This will reinforce their promises to customers and build the brands.
b) It is less expensive to operate if everyone buys into the same thing.
c) It gives businesses something interesting to advertise
d) There will be less employee resistance if there is a standard philosophy

A company advertises that its products are durable lightweight, and come in a variety of colors. What strategy is the company using to position its product?
a) Price and quality
b) Features and benefits
c) Unique characteristics
d) Relationship to other products

Which activity is addressed in the product/service management function?
a) Setting discounts to clear products from inventory
b) Determining where products will be offered for sale
c) Focusing promotional activities on a new-product release
d) Eliminating products that are slow sellers

Which of the following is an unethical situation in product/service management?
a) Vincent Electronics discontinues production of a slow-moving solar calculator
b) Travis Manufacturing uses recycled materials for its product packaging.
c) Donna's Dress Boutique obtains deep discounts from a new clothing designer.
d) The Simpson Company embellishes the information that it places on its product labels

What is an example of an ethical issue that a product/service manager might face?
a) Use of color on the label
b) Use of environmentally friendly packaging
c) Use of packaging as a means of promotion
d) Use of nutrition information on a food label

A company makes an ink pen claims no other pen on the market uses a type of ink that changes color when exposed to light. This is positioning a product according to what strategy?
a) Price and quality
b) Features and benefits
c) Unique characteristics
d) Relation to other products in a line

Why do companies use brands for their products?
a) To differentiate their products
b) To charge higher prices
c) To encourage materialism
d) To demonstrate creativity

Which of the following is a way that a business can extend the life cycle of an established product?
a) By promoting the product to current users
b) By finding new uses for the product
c) By restricting distribution
d) By attracting consumers who are innovators

Company XYZ sells condensed soups and promotes them by saying, "Great taste, great price." Company XYZ is positioning its product according to what strategy?
a) Relationship to other products
b) Features and benefits
c) Unique characteristics
d) Price and quality

How do companies make brand promises to their customers?
a) They provide customers with a sworn statement.
b) They meet or exceed customer expectations on a consistent basis.
c) Salespeople verbally make brand promises to each customer.
d) They fulfill special requests for customers.

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