Question 1

Which of the following products is most likely to achieve the status of brand insistence?

Accepted Answer

A)  Cars 
B)  Soaps 
C)  Milk 
D)  Toothpastes 
A)  Cars 
B)  Soaps 
C)  Milk 
D)  Toothpastes

Question 2

​When Tom decided to buy a washing machine, he had very little knowledge of competing products in the market. He did research on the Internet, talked to his friends, and compared features of different models. Finally, he decided to buy an LG top load, semi-automatic washing machine. This is an example of buying a(n) _____.

Accepted Answer

A)  shopping product 
B)  staple 
C)  convenience product 
D)  specialty product 
A)  shopping product 
B)  staple 
C)  convenience product 
D)  specialty product

Question 3

Small manufacturers usually assign a category manager to each major channel such as grocery stores or drugstores, instead of each retail chain.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following comes closest to providing a pure good?

Accepted Answer

A)  A company that manufactures elevators 
B)  A laundry 
C)  A fitness gym 
D)  An advertising agency 
A)  A company that manufactures elevators 
B)  A laundry 
C)  A fitness gym 
D)  An advertising agency

Question 5

Ryan, a successful entrepreneur, is planning to get into the petroleum business. He has bought two jack-up rigs running into millions of dollars to start the business. These rigs are examples of:

Accepted Answer

A)  installations. 
B)  accessory equipment. 
C)  supplies. 
D)  component parts. 
A)  installations. 
B)  accessory equipment. 
C)  supplies. 
D)  component parts.

Question 6

Bubbles, a major player in the beverage industry, is currently negotiating the purchase of a purification plant and a bottling unit. This is an important investment for Bubbles and the products have been designed specifically for them. Which of the following types of products is being purchased by Bubbles?

Accepted Answer

A)  Accessory equipment 
B)  Installations 
C)  Component parts and materials 
D)  Supplies 
A)  Accessory equipment 
B)  Installations 
C)  Component parts and materials 
D)  Supplies

Question 7

According to the Young & Rubicam's BrandAsset Valuator model, brand relevance is a dimension of brand personality that refers to:

Accepted Answer

A)  the extent of consumer awareness of a brand and understanding of what kind of product it stands for. 
B)  the real and perceived appropriateness of a brand to a big consumer segment. 
C)  the way in which brand equity is assigned to the brand by evaluating institutions. 
D)  a brand's ability to stand apart from competitors. 
A)  the extent of consumer awareness of a brand and understanding of what kind of product it stands for. 
B)  the real and perceived appropriateness of a brand to a big consumer segment. 
C)  the way in which brand equity is assigned to the brand by evaluating institutions. 
D)  a brand's ability to stand apart from competitors.

Question 8

Using the consumer products classification system, which of the following is most likely to be true of the consumer factors for convenience products?

Accepted Answer

A)  Consumers tend to purchase convenience products frequently. 
B)  Consumers tend to plan extensively before purchase. 
C)  Consumers tend to regard convenience of location as unimportant. 
D)  Consumers tend to compare price and quality between competing products. 
A)  Consumers tend to purchase convenience products frequently. 
B)  Consumers tend to plan extensively before purchase. 
C)  Consumers tend to regard convenience of location as unimportant. 
D)  Consumers tend to compare price and quality between competing products.

Question 9

A characteristic of a good brand name is that it should:

Accepted Answer

A)  avoid giving buyers the correct connotation of the product's image. 
B)  be easy to recognize and remember. 
C)  always be an acronym. 
D)  be difficult to pronounce. 
A)  avoid giving buyers the correct connotation of the product's image. 
B)  be easy to recognize and remember. 
C)  always be an acronym. 
D)  be difficult to pronounce.

Question 10

Marketers' emphasis on targeting smaller market segments has increased the importance of packaging as a promotional tool.

Accepted Answer

A) True 
 B)False

Question 11

The strategy of developing individual offerings to appeal to different market segments while remaining closely related to the existing product line is called _____.

Accepted Answer

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

Question 12

Natural resources, farm produce, and lumber constitute _____.

Accepted Answer

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

Question 13

A brand mark is defined as a part of a brand that can be spoken.

Accepted Answer

A) True 
 B)False

Question 14

The marketing mix is the blending of the four strategy elements - product, price, distribution, and promotion - to satisfy the target market.

Accepted Answer

A) True 
 B)False

Question 15

Milk is an example of a convenience product.

Accepted Answer

A) True 
 B)False

Question 16

The original owner of a brand name can claim exclusive rights to the name even when the brand name becomes a descriptive generic name for a class of products.

Accepted Answer

A) True 
 B)False

Question 17

Discuss the steps involved in the new-product development process.

Accepted Answer

A new product is more likely to become s

Question 18

Which of the following is true of generic products?

Accepted Answer

A)  They are identified through a brand name owned by a wholesaler or retailer. 
B)  They are identified through a brand name owned by a manufacturer or other producer. 
C)  They are well known national brands sold exclusively through a joint venture between a manufacturer and a retailer. 
D)  They are characterized by plain labels, little or no advertising, and no brand names. 
A)  They are identified through a brand name owned by a wholesaler or retailer. 
B)  They are identified through a brand name owned by a manufacturer or other producer. 
C)  They are well known national brands sold exclusively through a joint venture between a manufacturer and a retailer. 
D)  They are characterized by plain labels, little or no advertising, and no brand names.

Which of the following products is most likely to achieve the status of brand insistence?

Small manufacturers usually assign a category manager to each major channel such as grocery stores or drugstores, instead of each retail chain.

Which of the following comes closest to providing a pure good?

Ryan, a successful entrepreneur, is planning to get into the petroleum business. He has bought two jack-up rigs running into millions of dollars to start the business. These rigs are examples of:

According to the Young & Rubicam's BrandAsset Valuator model, brand relevance is a dimension of brand personality that refers to:

Using the consumer products classification system, which of the following is most likely to be true of the consumer factors for convenience products?

A characteristic of a good brand name is that it should:

Marketers' emphasis on targeting smaller market segments has increased the importance of packaging as a promotional tool.

The strategy of developing individual offerings to appeal to different market segments while remaining closely related to the existing product line is called _____.

Natural resources, farm produce, and lumber constitute _____.

A brand mark is defined as a part of a brand that can be spoken.

The marketing mix is the blending of the four strategy elements - product, price, distribution, and promotion - to satisfy the target market.

Milk is an example of a convenience product.

The original owner of a brand name can claim exclusive rights to the name even when the brand name becomes a descriptive generic name for a class of products.

Discuss the steps involved in the new-product development process.

Which of the following is true of generic products?

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

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Exam 11: Product and Branding Concepts

Which of the following products is most likely to achieve the status of brand insistence?

Small manufacturers usually assign a category manager to each major channel such as grocery stores or drugstores, instead of each retail chain.

Which of the following comes closest to providing a pure good?

Ryan, a successful entrepreneur, is planning to get into the petroleum business. He has bought two jack-up rigs running into millions of dollars to start the business. These rigs are examples of:

According to the Young & Rubicam's BrandAsset Valuator model, brand relevance is a dimension of brand personality that refers to:

Using the consumer products classification system, which of the following is most likely to be true of the consumer factors for convenience products?

A characteristic of a good brand name is that it should:

Marketers' emphasis on targeting smaller market segments has increased the importance of packaging as a promotional tool.

The strategy of developing individual offerings to appeal to different market segments while remaining closely related to the existing product line is called _____.

Natural resources, farm produce, and lumber constitute _____.

A brand mark is defined as a part of a brand that can be spoken.

The marketing mix is the blending of the four strategy elements - product, price, distribution, and promotion - to satisfy the target market.

Milk is an example of a convenience product.

The original owner of a brand name can claim exclusive rights to the name even when the brand name becomes a descriptive generic name for a class of products.

Discuss the steps involved in the new-product development process.

Which of the following is true of generic products?

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