Question 1

Shopping products are:

Accepted Answer

A)  products that consumers purchase after comparing competing offers. 
B)  products with unique characteristics that cause buyers to prize those brands. 
C)  products bought in response to unexpected and urgent needs. 
D)  products purchased on the spur of the moment. 
A)  products that consumers purchase after comparing competing offers. 
B)  products with unique characteristics that cause buyers to prize those brands. 
C)  products bought in response to unexpected and urgent needs. 
D)  products purchased on the spur of the moment.

Question 2

Convenience of location is unimportant to a consumer who wants to buy a specialty product.

Accepted Answer

A) True 
 B)False

Question 3

A dinner at an exclusive restaurant is a pure good.

Accepted Answer

A) True 
 B)False

Question 4

A strong brand identity can contribute to the consumers' perceptions of product quality.

Accepted Answer

A) True 
 B)False

Question 5

Differentiate between brand extension and line extension strategies.

Accepted Answer

Brand extension is the strategy of attac

Question 6

A dentist provides pure service.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is true of convenience products?

Accepted Answer

A)  Consumers generally don't have prior need recognition of convenience products before purchasing them. 
B)  Consumers generally tend to purchase convenience products immediately and with minimal effort. 
C)  Consumers tend to buy convenience products after a long-term evaluation of competing products in the market. 
D)  Consumers tend to buy convenience products because of the prestige associated with their ownership. 
A)  Consumers generally don't have prior need recognition of convenience products before purchasing them. 
B)  Consumers generally tend to purchase convenience products immediately and with minimal effort. 
C)  Consumers tend to buy convenience products after a long-term evaluation of competing products in the market. 
D)  Consumers tend to buy convenience products because of the prestige associated with their ownership.

Question 8

Sam is a sales representative with Stepan, a global chemical supplier with manufacturing operations around the globe. Sam is based in the Midwest and Procter and Gamble is one of his accounts. Stepan is known as a quality producer of surfactants which are utilized by companies like Procter and Gamble to make their products work better. For example, Procter and Gamble utilizes surfactants in Tide detergent in order to get clothes cleaner and separate the "cleaning agent" from the water. Stepan produces their surfactant as one of their "finished products" but when added to Tide detergent, the surfactant from Stepan becomes a final product of Procter and Gamble. Which type of business product are Stepan's surfactants? ​

Accepted Answer

A)  ​component parts and materials 
B)  ​raw materials 
C)  ​supplies 
D)  ​accessory equipment 
A)  ​component parts and materials 
B)  ​raw materials 
C)  ​supplies 
D)  ​accessory equipment

Question 9

The Gillette Company is a leader in the market for razors/blades/shaving systems for men and women. Its product development history goes back to the introduction of the first safety razor. Since then, it has regularly led the market in introducing products to meet the needs of its customers. The following list outlines some of its major product introductions: 
-Safety razor
-Twin-bladed razor
-Twin-bladed disposable razor
-Pivoting-head razor
-Pivoting-head disposable razor
-Razor designed specifically for women
-Triple-blade razor
-Battery-powered razor
Gillette's introduction of the twin-bladed disposable razor would be considered which of the following:

Accepted Answer

A)  New product 
B)  Line extension 
C)  Brand licensing 
D)  Universal product code (UP
C)  
E)  Trade dress 
A)  New product 
B)  Line extension 
C)  Brand licensing 
D)  Universal product code (UP
C)  
E)  Trade dress

Question 10

A line extension involves the addition of new sizes, styles, flavors, or related products to an existing group of products.

Accepted Answer

A) True 
 B)False

Question 11

You work for a drug company and have been asked to advise company executives about the manufacturing of generic versus branded pharmaceuticals. Which of the following arguments could you use if you were trying to convince the executives that branded drugs are the way to go?​

Accepted Answer

A)  ​Generic brands are easier to locate. 
B)  ​Brand-name drugs cost less to manufacture. 
C)  ​It costs more to market generic brands. 
D)  ​Brand-name drugs are chemically identical to generic drugs. 
E)  ​Customers sometimes feel more secure about purchasing brand-name drugs. 
A)  ​Generic brands are easier to locate. 
B)  ​Brand-name drugs cost less to manufacture. 
C)  ​It costs more to market generic brands. 
D)  ​Brand-name drugs are chemically identical to generic drugs. 
E)  ​Customers sometimes feel more secure about purchasing brand-name drugs.

Question 12

Consumer goods such as soap, milk, and deodorants are generally classified as _____ products.

Accepted Answer

A)  convenience 
B)  utilitarian 
C)  shopping 
D)  specialty 
A)  convenience 
B)  utilitarian 
C)  shopping 
D)  specialty

Question 13

A trademark is different from a trade name, which is usually used to identify a company.

Accepted Answer

A) True 
 B)False

Question 14

Marketing accessory equipment requires continuous representation and dealing with the widespread geographic dispersion of purchasers.

Accepted Answer

A) True 
 B)False

Question 15

Convenience products that customers constantly replenish to maintain a ready inventory are categorized as:

Accepted Answer

A)  staples. 
B)  impulse goods. 
C)  emergency goods. 
D)  shopping products. 
A)  staples. 
B)  impulse goods. 
C)  emergency goods. 
D)  shopping products.

Question 16

A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name. This strategy being used by the company to launch its new offerings is called _____.

Accepted Answer

A)  line engagement 
B)  brand reinforcement 
C)  line extension 
D)  brand extension 
A)  line engagement 
B)  brand reinforcement 
C)  line extension 
D)  brand extension

Question 17

Brand insistence is a company's first objective for newly introduced products.

Accepted Answer

A) True 
 B)False

Question 18

A company has introduced a new product in the market. The company distributes free samples of this product to people so that they can try it. This product is at the _____ stage of brand loyalty.

Accepted Answer

A)  brand insistence 
B)  brand association 
C)  brand preference 
D)  brand recognition 
A)  brand insistence 
B)  brand association 
C)  brand preference 
D)  brand recognition

Question 19

Karen prefers to buy Chemtec's cleaning products over other brands if they are easily available in the market. Karen is in the brand insistence stage of brand loyalty.

Accepted Answer

A) True 
 B)False

Question 20

​Susan has noted the growing popularity of blow-dry-only salons with busy women who need last-minute hair care or touchups. Now she is opening her own. To maximize her opportunity for success, Susan should strive to:

Accepted Answer

A)  ​Locate the salon in a visible location 
B)  ​Offer late-night and weekend hours 
C)  ​Promote the salon in as many media as possible 
D)  ​Promote the salon in a few prestigious media 
E)  ​Not require appointments 
A)  ​Locate the salon in a visible location 
B)  ​Offer late-night and weekend hours 
C)  ​Promote the salon in as many media as possible 
D)  ​Promote the salon in a few prestigious media 
E)  ​Not require appointments

Shopping products are:

Convenience of location is unimportant to a consumer who wants to buy a specialty product.

A dinner at an exclusive restaurant is a pure good.

A strong brand identity can contribute to the consumers' perceptions of product quality.

Differentiate between brand extension and line extension strategies.

A dentist provides pure service.

Which of the following is true of convenience products?

A line extension involves the addition of new sizes, styles, flavors, or related products to an existing group of products.

You work for a drug company and have been asked to advise company executives about the manufacturing of generic versus branded pharmaceuticals. Which of the following arguments could you use if you were trying to convince the executives that branded drugs are the way to go?

Consumer goods such as soap, milk, and deodorants are generally classified as _____ products.

A trademark is different from a trade name, which is usually used to identify a company.

Marketing accessory equipment requires continuous representation and dealing with the widespread geographic dispersion of purchasers.

Convenience products that customers constantly replenish to maintain a ready inventory are categorized as:

A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name. This strategy being used by the company to launch its new offerings is called _____.

Brand insistence is a company's first objective for newly introduced products.

A company has introduced a new product in the market. The company distributes free samples of this product to people so that they can try it. This product is at the _____ stage of brand loyalty.

Karen prefers to buy Chemtec's cleaning products over other brands if they are easily available in the market. Karen is in the brand insistence stage of brand loyalty.

Susan has noted the growing popularity of blow-dry-only salons with busy women who need last-minute hair care or touchups. Now she is opening her own. To maximize her opportunity for success, Susan should strive to:

Marketing: the Art of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

E-Business: Managing the Customer Experience

Social Media: Living in the Connected World

Consumer Behavior

Business Markets and Buying Behavior

Global Marketing

Market Segmentation, Targeting, and Positioning

Marketing Research

Developing and Managing Products

Pricing Concepts

Pricing Strategies

Distribution Channels and Supply Chain Management

Retailing and Direct Marketing

Integrated Marketing Communications

Personal Selling and Sales Promotion

Creating A Marketing Plan

Financial Analysis In Marketing

Your Career In Marketing

Filters

Exam 11: Product and Branding Concepts

Shopping products are:

Convenience of location is unimportant to a consumer who wants to buy a specialty product.

A dinner at an exclusive restaurant is a pure good.

A strong brand identity can contribute to the consumers' perceptions of product quality.

Differentiate between brand extension and line extension strategies.

A dentist provides pure service.

Which of the following is true of convenience products?

A line extension involves the addition of new sizes, styles, flavors, or related products to an existing group of products.

You work for a drug company and have been asked to advise company executives about the manufacturing of generic versus branded pharmaceuticals. Which of the following arguments could you use if you were trying to convince the executives that branded drugs are the way to go?​

Consumer goods such as soap, milk, and deodorants are generally classified as _____ products.

A trademark is different from a trade name, which is usually used to identify a company.

Marketing accessory equipment requires continuous representation and dealing with the widespread geographic dispersion of purchasers.

Convenience products that customers constantly replenish to maintain a ready inventory are categorized as:

A popular clothing brand in Switzerland decided to launch a new line of home furniture under the same brand name. This strategy being used by the company to launch its new offerings is called _____.

Brand insistence is a company's first objective for newly introduced products.

A company has introduced a new product in the market. The company distributes free samples of this product to people so that they can try it. This product is at the _____ stage of brand loyalty.

Karen prefers to buy Chemtec's cleaning products over other brands if they are easily available in the market. Karen is in the brand insistence stage of brand loyalty.

​Susan has noted the growing popularity of blow-dry-only salons with busy women who need last-minute hair care or touchups. Now she is opening her own. To maximize her opportunity for success, Susan should strive to:

Marketing: the Art of Satisfying Customers

Strategic Planning in Contemporary Marketing

The Marketing Environment, Ethics, and Social Responsibility

E-Business: Managing the Customer Experience

Social Media: Living in the Connected World

Consumer Behavior

Business Markets and Buying Behavior

Global Marketing

Market Segmentation, Targeting, and Positioning

Marketing Research

Developing and Managing Products

Pricing Concepts

Pricing Strategies

Distribution Channels and Supply Chain Management

Retailing and Direct Marketing

Integrated Marketing Communications

Personal Selling and Sales Promotion

Creating A Marketing Plan

Financial Analysis In Marketing

Your Career In Marketing

Filters

You work for a drug company and have been asked to advise company executives about the manufacturing of generic versus branded pharmaceuticals. Which of the following arguments could you use if you were trying to convince the executives that branded drugs are the way to go?

Susan has noted the growing popularity of blow-dry-only salons with busy women who need last-minute hair care or touchups. Now she is opening her own. To maximize her opportunity for success, Susan should strive to: