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1. _________________A good brand name should be easy to spell,

1. _________________A good brand name should be easy to spell, pronounce, and remember. 2. _________________A private or store brand carries a wholesaler or retailer’s label. 3. _________________The only important consideration in packaging is how well it protects the product. 4. _________________When a company uses a single brand name for several related products it.
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1. _________________A good brand name should be easy to spell,
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1________________A product strategy merely involves the production of a good

1________________A product strategy merely involves the production of a good or service. 2. ________________Goods and services can be classified C2B and C2C. 3. ________________Consumer products are those purchased by ultimate consumers for their own use. 4________________A company’s payment services is an example of a specialty product. 5________________Business products are those purchased for use either.
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1________________A product strategy merely involves the production of a good
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Case 12.3: Secret Acres Getting the Word Out No matter how powerful

Case 12.3: Secret Acres Getting the Word Out No matter how powerful they are, comic book heroes can’t get themselves into bookstores—and readers’ hands— without a little help. Leon Avelino and Barry Matthews, co-founders of Secret Acres, know that one of the greatest challenges of publishing is getting books onto the shelves.
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Case 12.3: Secret Acres Getting the Word Out No matter how powerful
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31. To reach a target market with a small number

31. To reach a target market with a small number of buyers or buyers concentrated in a geographical area, the most feasible alternative may be a(n) _____ channel. a. indirect b. integrated c. direct d. balanced 32. Products that are complex, expensive, custom made, or perishable move through long distribution channels a. True b. False 33. Which form.
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31. To reach a target market with a small number
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1.The stage of the product life cycle in which promotional

1.The stage of the product life cycle in which promotional costs are high and losses are common is: a.maturity.c.growth. b.decline.d.introduction. 2.The product life cycle stage in which sales climb rapidly, the producer begins to earn a profit, and competitors begin to enter the field, is known as: a.introductionc.maturity. b.growth.d.decline. 3.During what stage of the product life.
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1.The stage of the product life cycle in which promotional
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Assessment Check Answers 2.1 What the two basic types of advertising?

Assessment Check Answers 2.1 What are the two basic types of advertising? Into what three categories do they fall? 2.2 What is the leading advertising medium in the United States? 2.3 In what two major ways do firms benefit from sponsorship? 3.1 Why do retailers and manufacturers use sales promotions? 3.2 When does a firm.
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Assessment Check Answers 2.1 What the two basic types of advertising?
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Going Green Green Seal Certification for the Hotel Industry According to an

Going Green Green Seal Certification for the Hotel Industry According to an Expedia survey, 75% of travelers value a hotel’s sustainability efforts. One of the primary certifications for measuring eco-friendliness is the non-profit organization Green Seal. Green Seal currently certifies 40 categories of goods and services along with science-based criteria used for.
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Going Green Green Seal Certification for the Hotel Industry According to an
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1. _________________When seeking shopping goods, the consumer generally wants to

1. _________________When seeking shopping goods, the consumer generally wants to look at several similar products. 2. _________________A brand helps assure customers of comparable quality when they repurchase the same product. 3. _________________A national brand does not necessarily carry a manufacturer’s name. 4. _________________A trademark gives a product legal protection from infringement by other.
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1. _________________When seeking shopping goods, the consumer generally wants to
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Going Green Green Seal Certification for the Hotel Industry According to an

Going Green Green Seal Certification for the Hotel Industry According to an Expedia survey, 75% of travelers value a hotel’s sustainability efforts. One of the primary certifications for measuring eco-friendliness is the non-profit organization Green Seal. Green Seal currently certifies 40 categories of goods and services along with science-based criteria used for.
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Going Green Green Seal Certification for the Hotel Industry According to an
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1.____________________ reaches prospective customers through catalogs, telemarketing, and even magazine,

1.____________________ reaches prospective customers through catalogs, telemarketing, and even magazine, newspaper, and television ads.                 direct-response retailingd.direct selling                             Internet retailinge.store retailers                             automatic merchandising 2.The most common type of selling transactions includes: a.   Internet retailing. b.   automatic merchandising. c.   direct-response retailing. d.   store retailers. e.    direct selling. 3.The activity that provides convenience through the use of vending machines is.
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1.____________________ reaches prospective customers through catalogs, telemarketing, and even magazine,
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Case 12.1: Chuck’s Brand Appeal from Court to Street Boston-based Converse one

Case 12.1: Chuck’s Brand Appeal from Court to Street Boston-based Converse is one of the most iconic brands in existence today. The plain canvas sneaker, called “Chucks” for short, has remained unchanged for more than 100 years. The shoe is named after a legendary Converse salesman, Chuck Taylor, who went from town.
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Case 12.1: Chuck’s Brand Appeal from Court to Street Boston-based Converse one
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21. A drop shipper an example of a full-function merchant

21. A drop shipper is an example of a full-function merchant wholesaler. a. True b. False 22. _____ act as independent sales forces by representing the manufacturers of related but noncompeting products. a. Rack jobbers b. Drop shippers c. Retailer consultants d. Manufacturers’ agents 23. Agents and brokers may or may not take possession of goods, but never.
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21. A drop shipper an example of a full-function merchant
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11.A marketing effort aimed at sustaining ongoing, mutually beneficial relations

11.A marketing effort aimed at sustaining ongoing, mutually beneficial relations with customers is called: a.transaction marketing.c.relationship marketing. b.market segmentation.d.data mining. 12.In today’s business environment, marketing strategy must take into account external factors such as: a.the competitive and sociocultural environments. b.the economic and political and political-legal environments. c.technological innovations. d.all of these answers are correct. 1.What information will you.
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11.A marketing effort aimed at sustaining ongoing, mutually beneficial relations
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Case 12.2: Luxury Brands in China Slow Down Luxury Brands in

Case 12.2: Luxury Brands in China Slow Down Luxury Brands in China Slow Down Case Several years ago, it was projected that about 55 percent of luxury-brand purchases would be made by Chinese consumers by 2020, and that was good news to luxury goods maker, Prada. The company already collects more than.
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Case 12.2: Luxury Brands in China Slow Down Luxury Brands in
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11. _________________Convenience goods products that consumers purchase frequently and with

11. _________________Convenience goods are products that consumers purchase frequently and with a minimum amount of shopping effort. 12. _________________Shopping goods are products for which the consumer will not accept a substitute. 13. _________________Component parts and materials are finished business goods that become part of a final product. 14. _________________Any rights guaranteed to consumers.
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11. _________________Convenience goods products that consumers purchase frequently and with
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11.Which of the following usually the most expensive means of

11.Which of the following is usually the most expensive means of transporting goods? a.railroad.d.water. b.trucks.e.air. c.pipeline. 12.The supply chain: a.is the channel of distribution. b. is always a vertical marketing system. c.begins with raw materials and ends when producers distribute to final customers. d.all of these answers are correct. 13.The use of wholesalers: a.adds another member to the channel of.
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11.Which of the following usually the most expensive means of
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Hit & Miss: PortionPac Makes More by Selling Less Founded in 1964,

Hit & Miss: PortionPac Makes More by Selling Less Founded in 1964, Chicago-based PortionPac is committed to its business model of selling less. PortionPac manufactures cleaning products for commercial use. It sells its cleaning systems of environmentally friendly cleaning solutions in concentrated premeasured “doses” to ensure accurate and controlled use. Instead of.
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Hit & Miss: PortionPac Makes More by Selling Less Founded in 1964,
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2.Jason Thomas ready to present his new line of beauty

2.Jason Thomas is ready to present his new line of beauty products for women to consumers. This line was created with all eco-friendly and toxic-free ingredients. Jason plans to market these products internationally, especially to U.S., African, and French consumers. Now Jason is ready for package design. Write a paragraph.
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2.Jason Thomas ready to present his new line of beauty
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11. During which stage of the product life cycle does

11. During which stage of the product life cycle does competition intensify, increasing the availability of the product? a. Introduction b. Growth c. Maturity d. Decline 12. During the _____ stage, the product finally shows a profit although competition increases. a. growth b. maturity c. decline d. introduction 13. _____ introduces a new product supported by a complete marketing campaign.
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11. During which stage of the product life cycle does
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Answers to Review Questions 1. Classify each of the following business-to-consumer

Answers to Review Questions 1. Classify each of the following business-to-consumer (B2C) and business-to-business (B2B) goods and services. Then choose one and describe how it could be classified as both. a.Runner’s World or Esquire magazine— b.six-pack of apple juice— c.limousine service— d.tech support for a communications system— e.golf course— f.Thai restaurant2. What is the relationship between a.
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Answers to Review Questions 1. Classify each of the following business-to-consumer
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1.How products divided into consumer and business products? What the

1.How are products divided into consumer and business products? What are the classifications of consumer goods, and on what is the classification based? What are the classifications of business goods and on what basis are they distinguished? 2.Compare brand recognition, brand preference, and brand insistence and provide examples of each. 3.What are.
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1.How products divided into consumer and business products? What the
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1. A product best described as: a. a bundle of physical,

1. A product is best described as: a. a bundle of physical, service, and symbolic characteristics. b. the tangible parts of a company’s offerings. c. a collection of customer benefits. d. the trade-off between cost and quality. 2. _____ products are those that a purchaser is willing to make a special effort to obtain. a. Convenience b..
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1. A product best described as: a. a bundle of physical,
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1.Profits peak at which product life cycle stage? a.declinec.introduction b.maturityd.growth 2.The highest degree

1.Profits peak at which product life cycle stage? a.declinec.introduction b.maturityd.growth 2.The highest degree of brand loyalty is called: a.brand preference.c.brand insistence. b.brand recognition.d.brand awareness. 3.Timber products, iron ore, and farm products such as wheat or corn are classified as: a.raw materials.d.installations. b.supplies.e.accessory equipment. 4.Classifying business products is important because: a.each group of business products requires a different marketing strategy. b.convenience goods.
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1.Profits peak at which product life cycle stage? a.declinec.introduction b.maturityd.growth 2.The highest degree
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Hit & Miss: JC Penney Eliminates Sales Like most retailers, 112-year-old JC

Hit & Miss: JC Penney Eliminates Sales Like most retailers, 112-year-old JC Penney held many sale events each year, taking a whopping 75 percent of its revenue from items reduced in price by half or more. A few years ago, to attract more shoppers and boost lackluster profits, the retailer tried a.
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Hit & Miss: JC Penney Eliminates Sales Like most retailers, 112-year-old JC
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1. _________________  Employing a market intermediary will often ultimately raise

1. _________________  Employing a market intermediary will often ultimately raise costs for a firm. 2. _________________Consumer convenience goods are usually intensively distributed. 3. _________________The distribution channel that a firm chooses for its product will generally not change over time. 4. _________________Achieving market saturation by placing products in every available outlet makes use of.
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1. _________________  Employing a market intermediary will often ultimately raise
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Going Green: Ava Anderson Non-Toxic: Makeup Excels via Direct Distribution After learning

Going Green: Ava Anderson Non-Toxic: Makeup Excels via Direct Distribution After learning that the majority of personal care products contain harmful ingredients like carcinogens and endocrine disrupters, then 14-year-old Ava Anderson co-developed with her mother Ave Anderson Non-Toxic, a company promising green cosmetics to consumers. Company products are sold by full-and part-time.
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Going Green: Ava Anderson Non-Toxic: Makeup Excels via Direct Distribution After learning
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1.A good ________________ easy to recognize, pronounce, remember, should attract

1.A good ________________ is easy to recognize, pronounce, remember, should attract attention and suggest product image, and be legally protectable. 2.A ________________ is a name, term, sign, symbol, design, or some combination thereof used to identify a product or service. 3.A ________________ is a bundle of physical, service, and symbolic attributes designed.
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1.A good ________________ easy to recognize, pronounce, remember, should attract
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1.A business that represents a number of different manufacturers and

1.A business that represents a number of different manufacturers and makes sales calls on retailers, manufacturers, and other business accounts is called a(n): a. retailer-owned cooperatives. b.manufacturer-owned wholesaling intermediaries c.independent wholesaling intermediary. d.agents and brokers. 2.They never take title, and work mainly to bring buyers and sellers together: a.agents and brokers. b.independent wholesaling intermediary. c.manufacturer-owned wholesaling intermediaries d.retailer-owned cooperatives. 3.When.
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1.A business that represents a number of different manufacturers and
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11.A________________ designated by the business customer as the major supplier

11.A________________ is designated by the business customer as the major supplier who assumes responsibility for dealing with all the other vendors for a project. 12.The ________________ are the paths that goods and services and their legal ownership  travel through from the producer to the customer. 13.________________ are channel members who sell goods.
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11.A________________ designated by the business customer as the major supplier
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1.Sara Kline marketing director for Alta Products, Inc., a producer

1.Sara Kline is marketing director for Alta Products, Inc., a producer ofconsumer products. She is analyzing the sales data on the firm’s most successful product. The product got off to a great start, and sales grew dramatically over the first two years. But as major competitors developed similar products, sales.
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1.Sara Kline marketing director for Alta Products, Inc., a producer
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