Question 1

Sellers can sometimes prolong a product's life cycle.

Accepted Answer

A) True 
 B)False

Question 2

For which of the following products would multiple packaging most likely be least effective?

Accepted Answer

A)  Coca-Cola sodas 
B)  Gillette razors 
C)  Sun-Maid raisins 
D)  Kellogg's cereals 
E)  Heinz vinegar 
A)  Coca-Cola sodas 
B)  Gillette razors 
C)  Sun-Maid raisins 
D)  Kellogg's cereals 
E)  Heinz vinegar

Question 3

The gross margin percentage on convenience goods is usually fairly high because they are low-priced items.

Accepted Answer

A) True 
 B)False

Question 4

When a product experiences an increase in the number of competitors, it is usually in the _____ stage of the product life cycle; however, when that competition becomes intense, it is in the ____ stage.

Accepted Answer

A)  introduction; maturity 
B)  introduction; growth 
C)  growth; decline 
D)  growth; maturity 
E)  maturity; decline 
A)  introduction; maturity 
B)  introduction; growth 
C)  growth; decline 
D)  growth; maturity 
E)  maturity; decline

Question 5

Scenario 11.2 Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type of packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the color brown for chocolate milk and the color white for vanilla.
Refer to Scenario 11.2. Silk Soymilk's strategy of packaging its single-serve boxes of chocolate milk to look like its half-gallon cartons is known as ___

Accepted Answer

A)  a brand extension. 
B)  individual packaging. 
C)  manufacturer branding. 
D)  family packaging. 
E)  multiple packaging. 
A)  a brand extension. 
B)  individual packaging. 
C)  manufacturer branding. 
D)  family packaging. 
E)  multiple packaging.

Question 6

During the decline stage of the product life cycle,

Accepted Answer

A)  sales rapidly decrease. 
B)  market share is maintained. 
C)  competition is at a peak. 
D)  profits begin to fall. 
E)  profits peak and then begin to decline. 
A)  sales rapidly decrease. 
B)  market share is maintained. 
C)  competition is at a peak. 
D)  profits begin to fall. 
E)  profits peak and then begin to decline.

Question 7

The first adopters of a product are the innovators.

Accepted Answer

A) True 
 B)False

Question 8

Distribution capabilities can increase as a result of co-branding, which is an advantage for participating partners.

Accepted Answer

A) True 
 B)False

Question 9

A customer must have a particular brand and will accept no substitutes. This is termed brand

Accepted Answer

A)  preference. 
B)  loyalty. 
C)  insistence. 
D)  recognition. 
E)  requirement. 
A)  preference. 
B)  loyalty. 
C)  insistence. 
D)  recognition. 
E)  requirement.

Question 10

The two major product categories are business and institutional.

Accepted Answer

A) True 
 B)False

Question 11

Intuitiv Manufacturing's large plastics molding machine suddenly broke down during its day shift. When considering the purchase of available alternatives, Intuitiv decided to rent one for the next two years instead of buying one. In this situation, the large plastics molding machine it rented would be classified as

Accepted Answer

A)  an installation. 
B)  accessory equipment. 
C)  an unsought good. 
D)  a process material. 
E)  MRO supplies. 
A)  an installation. 
B)  accessory equipment. 
C)  an unsought good. 
D)  a process material. 
E)  MRO supplies.

Question 12

Nick Arnold's Auto Towing Service would best be described as a(n) ____ product.

Accepted Answer

A)  convenience 
B)  unsought 
C)  specialty 
D)  durable 
E)  shopping 
A)  convenience 
B)  unsought 
C)  specialty 
D)  durable 
E)  shopping

Question 13

Sales usually start to decline during the ____ stage of the product life cycle.

Accepted Answer

A)  beginning of the termination 
B)  end of the growth 
C)  beginning of the decline 
D)  beginning of the growth 
E)  end of the maturity 
A)  beginning of the termination 
B)  end of the growth 
C)  beginning of the decline 
D)  beginning of the growth 
E)  end of the maturity

Question 14

What major changes in a marketing strategy may be required as a product moves into the maturity stage of the product life cycle?

Accepted Answer

During the maturity phase, the producers

Question 15

Accessory equipment becomes a part of the finished product.

Accepted Answer

A) True 
 B)False

Question 16

Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton's Grilled Fish. This is an example of

Accepted Answer

A)  family branding. 
B)  shared naming. 
C)  individual branding. 
D)  brand extension. 
E)  single branding. 
A)  family branding. 
B)  shared naming. 
C)  individual branding. 
D)  brand extension. 
E)  single branding.

Question 17

Trudy owns a Dell laptop computer. She uses the computer in class and her classmates can see the Dell logo when she uses her laptop. One of her classmates is looking to purchase a new laptop and asks Trudy her opinion of Dell computers. Trudy informs her classmate that she is satisfied with her laptop and recommends that her classmate purchases one, too. For Dell, Trudy is exhibiting some of the benefits of _____.

Accepted Answer

A)  brand recognition 
B)  brand equity 
C)  brand insistence 
D)  brand loyalty 
E)  brand mark 
A)  brand recognition 
B)  brand equity 
C)  brand insistence 
D)  brand loyalty 
E)  brand mark

Question 18

When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ____ branding.

Accepted Answer

A)  brand-extension 
B)  individual 
C)  family 
D)  selective 
E)  licensed 
A)  brand-extension 
B)  individual 
C)  family 
D)  selective 
E)  licensed

Question 19

R.J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?

Accepted Answer

A)  Generic 
B)  Individual 
C)  Family 
D)  Line family 
E)  Brand extension 
A)  Generic 
B)  Individual 
C)  Family 
D)  Line family 
E)  Brand extension

Question 20

When Starbucks introduced their instant coffee brand, Via, the company only sold it in packages of three single-cup units. Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely

Accepted Answer

A)  to encourage the consumer to try the product several times. 
B)  to encourage a higher consumption of all Starbucks products. 
C)  to sell more because of infrequent coffee purchases. 
D)  to reduce costs in the distribution and handling of the Via products. 
E)  to engage in environmentally responsible behavior. 
A)  to encourage the consumer to try the product several times. 
B)  to encourage a higher consumption of all Starbucks products. 
C)  to sell more because of infrequent coffee purchases. 
D)  to reduce costs in the distribution and handling of the Via products. 
E)  to engage in environmentally responsible behavior.

Sellers can sometimes prolong a product's life cycle.

For which of the following products would multiple packaging most likely be least effective?

The gross margin percentage on convenience goods is usually fairly high because they are low-priced items.

When a product experiences an increase in the number of competitors, it is usually in the _ stage of the product life cycle; however, when that competition becomes intense, it is in the stage.

During the decline stage of the product life cycle,

The first adopters of a product are the innovators.

Distribution capabilities can increase as a result of co-branding, which is an advantage for participating partners.

A customer must have a particular brand and will accept no substitutes. This is termed brand

The two major product categories are business and institutional.

Nick Arnold's Auto Towing Service would best be described as a(n) ____ product.

Sales usually start to decline during the ____ stage of the product life cycle.

What major changes in a marketing strategy may be required as a product moves into the maturity stage of the product life cycle?

Accessory equipment becomes a part of the finished product.

Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton's Grilled Fish. This is an example of

When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ____ branding.

R.J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?

When Starbucks introduced their instant coffee brand, Via, the company only sold it in packages of three single-cup units. Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 11: Product Concepts, Branding, and Packaging

Sellers can sometimes prolong a product's life cycle.

For which of the following products would multiple packaging most likely be least effective?

The gross margin percentage on convenience goods is usually fairly high because they are low-priced items.

When a product experiences an increase in the number of competitors, it is usually in the _____ stage of the product life cycle; however, when that competition becomes intense, it is in the ____ stage.

During the decline stage of the product life cycle,

The first adopters of a product are the innovators.

Distribution capabilities can increase as a result of co-branding, which is an advantage for participating partners.

A customer must have a particular brand and will accept no substitutes. This is termed brand

The two major product categories are business and institutional.

Nick Arnold's Auto Towing Service would best be described as a(n) ____ product.

Sales usually start to decline during the ____ stage of the product life cycle.

What major changes in a marketing strategy may be required as a product moves into the maturity stage of the product life cycle?

Accessory equipment becomes a part of the finished product.

Gorton's sells Gorton's Fish Sticks, Gorton's Fish Fillets, and Gorton's Grilled Fish. This is an example of

When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ____ branding.

R.J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?

When Starbucks introduced their instant coffee brand, Via, the company only sold it in packages of three single-cup units. Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets, Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Products

Services Marketing

Marketing Channels and Supply Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

When a product experiences an increase in the number of competitors, it is usually in the _ stage of the product life cycle; however, when that competition becomes intense, it is in the stage.