Question 1

A product line is defined as

Accepted Answer

A)  products that can be designated as a unique offering among the organization's products. 
B)  products that an organization makes available to consumers. 
C)  a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations. 
D)  a specific group of products that are offered to the market. 
E)  products that are sold by the same firm or a division of a firm. 
A)  products that can be designated as a unique offering among the organization's products. 
B)  products that an organization makes available to consumers. 
C)  a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations. 
D)  a specific group of products that are offered to the market. 
E)  products that are sold by the same firm or a division of a firm.

Question 2

The buyer's intent can determine whether an item is classified as a consumer or a business product.

Accepted Answer

A) True 
 B)False

Question 3

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

Accepted Answer

A) True 
 B)False

Question 4

How do sellers benefit from the use of brand names and brand marks?

Accepted Answer

Sellers benefit from branding because ea

Question 5

One of Cole's responsibilities as a marketing manager for a motorcycle parts manufacturer is to maintain market share. Cole believes that the company's products are most likely in the maturity stage of the product life cycle. In order to maintain market share, Cole should suggest that the company requires

Accepted Answer

A)  moderate to large advertising expenditures. 
B)  moderate to large cuts in promotion expenditures. 
C)  moderate production expenditures. 
D)  moderate price increases. 
E)  moderate price decreases. 
A)  moderate to large advertising expenditures. 
B)  moderate to large cuts in promotion expenditures. 
C)  moderate production expenditures. 
D)  moderate price increases. 
E)  moderate price decreases.

Question 6

Brand equity is a customer's favorable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

Accepted Answer

A) True 
 B)False

Question 7

Achieving greater penetration of the market is typically a business goal during the ____ stage of the product life cycle.

Accepted Answer

A)  maturity 
B)  growth 
C)  introduction 
D)  market testing 
E)  decline 
A)  maturity 
B)  growth 
C)  introduction 
D)  market testing 
E)  decline

Question 8

Recently Jose went to a neighborhood grocery store to pick up a few items. When he looked for Old Spice Ultra deodorant, it was unavailable. Although there were a number of deodorant brands available, he did not buy any deodorant. Jose's behavior indicates that he most likely has what level of brand loyalty toward Old Spice Ultra deodorant?

Accepted Answer

A)  Recognition 
B)  Resistance 
C)  Preference 
D)  Insistence 
E)  No brand loyalty 
A)  Recognition 
B)  Resistance 
C)  Preference 
D)  Insistence 
E)  No brand loyalty

Question 9

Labels should be a separate feature that can be detached from the package.

Accepted Answer

A) True 
 B)False

Question 10

Labels facilitate product identification.

Accepted Answer

A) True 
 B)False

Question 11

A package of aluminum foil at Kroger supermarket has only a white package with black letters stating "aluminum foil." This product is an example of a ____ brand.

Accepted Answer

A)  manufacturer's 
B)  private distributor's 
C)  no-name 
D)  generic 
E)  no-frills 
A)  manufacturer's 
B)  private distributor's 
C)  no-name 
D)  generic 
E)  no-frills

Question 12

A Sony laptop that has an "Intel" logo on its keyboard is an example of

Accepted Answer

A)  brand extension. 
B)  brand licensing. 
C)  co-branding. 
D)  individual branding. 
E)  line family branding. 
A)  brand extension. 
B)  brand licensing. 
C)  co-branding. 
D)  individual branding. 
E)  line family branding.

Question 13

The brands used for co-branding cannot be owned by the same company.

Accepted Answer

A) True 
 B)False

Question 14

A specialty product

Accepted Answer

A)  requires minimal effort to purchase. 
B)  is purchased frequently. 
C)  requires purchase planning, and the buyer will not accept substitutes. 
D)  is generally less expensive than other items in the same product class. 
E)  prompts the purchaser to make comparisons among alternatives. 
A)  requires minimal effort to purchase. 
B)  is purchased frequently. 
C)  requires purchase planning, and the buyer will not accept substitutes. 
D)  is generally less expensive than other items in the same product class. 
E)  prompts the purchaser to make comparisons among alternatives.

Question 15

Procter & Gamble markets shampoo under several different brand names, including Pantene, Herbal Essences, Head & Shoulders, and Aussie. For shaving products, Procter & Gamble markets several different razors under the Gillette brand, including Gillette Mach3, Gillette Fusion, and Gillette ProGlide. They also use the Gillette name for shaving creams, aftershaves, deodorants, and body washes. Procter & Gamble is using _____ branding for the shampoo category and _____ branding for the shaving category.

Accepted Answer

A)  individual; family 
B)  manufacturer; private 
C)  family; individual 
D)  brand-extension; private 
E)  individual; individual 
A)  individual; family 
B)  manufacturer; private 
C)  family; individual 
D)  brand-extension; private 
E)  individual; individual

Question 16

Labeling is used to perform only two roles: to promote and to inform.

Accepted Answer

A) True 
 B)False

Question 17

What is co-branding? Explain what makes co-branding effective.

Accepted Answer

Co-branding is the use of two or more br

Question 18

By law, manufacturers must be identified on the labels of private brands.

Accepted Answer

A) True 
 B)False

Question 19

Traditionally, the main advantage of a private brand over a manufacturer brand was the ____; now this advantage is _____.

Accepted Answer

A)  better price; gradually diminishing 
B)  better price; significantly greater 
C)  more accessible distribution; gradually diminishing 
D)  better quality; gradually increasing 
E)  better quality; gradually diminishing 
A)  better price; gradually diminishing 
B)  better price; significantly greater 
C)  more accessible distribution; gradually diminishing 
D)  better quality; gradually increasing 
E)  better quality; gradually diminishing

Question 20

Obtaining a specialty product involves a considerable amount of comparison activity.

Accepted Answer

A) True 
 B)False

A product line is defined as

The buyer's intent can determine whether an item is classified as a consumer or a business product.

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

How do sellers benefit from the use of brand names and brand marks?

Brand equity is a customer's favorable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

Achieving greater penetration of the market is typically a business goal during the ____ stage of the product life cycle.

Labels should be a separate feature that can be detached from the package.

Labels facilitate product identification.

A package of aluminum foil at Kroger supermarket has only a white package with black letters stating "aluminum foil." This product is an example of a ____ brand.

A Sony laptop that has an "Intel" logo on its keyboard is an example of

The brands used for co-branding cannot be owned by the same company.

A specialty product

Labeling is used to perform only two roles: to promote and to inform.

What is co-branding? Explain what makes co-branding effective.

By law, manufacturers must be identified on the labels of private brands.

Traditionally, the main advantage of a private brand over a manufacturer brand was the ; now this advantage is _.

Obtaining a specialty product involves a considerable amount of comparison activity.

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

A product line is defined as

The buyer's intent can determine whether an item is classified as a consumer or a business product.

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

How do sellers benefit from the use of brand names and brand marks?

Brand equity is a customer's favorable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

Achieving greater penetration of the market is typically a business goal during the ____ stage of the product life cycle.

Labels should be a separate feature that can be detached from the package.

Labels facilitate product identification.

A package of aluminum foil at Kroger supermarket has only a white package with black letters stating "aluminum foil." This product is an example of a ____ brand.

A Sony laptop that has an "Intel" logo on its keyboard is an example of

The brands used for co-branding cannot be owned by the same company.

A specialty product

Labeling is used to perform only two roles: to promote and to inform.

What is co-branding? Explain what makes co-branding effective.

By law, manufacturers must be identified on the labels of private brands.

Traditionally, the main advantage of a private brand over a manufacturer brand was the ____; now this advantage is _____.

Obtaining a specialty product involves a considerable amount of comparison activity.

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

Traditionally, the main advantage of a private brand over a manufacturer brand was the ; now this advantage is _.