Question 1

Sometimes new marketing channels open up in the decline stage.

Accepted Answer

A) True 
 B)False

Question 2

During the introduction stage of a successful product, profits are usually

Accepted Answer

A)  at their highest point. 
B)  negative and decreasing. 
C)  negative and increasing. 
D)  positive and increasing. 
E)  declining. 
A)  at their highest point. 
B)  negative and decreasing. 
C)  negative and increasing. 
D)  positive and increasing. 
E)  declining.

Question 3

The basic purpose of packaging is to create eye appeal.

Accepted Answer

A) True 
 B)False

Question 4

As Beth and Rob search for a new home, they are interested only in houses built by a particular builder. This purchase is characteristic of a(n) ____ product.

Accepted Answer

A)  branded 
B)  non-durable 
C)  unique 
D)  shopping 
E)  specialty 
A)  branded 
B)  non-durable 
C)  unique 
D)  shopping 
E)  specialty

Question 5

When designing a package, which characteristic is least important?

Accepted Answer

A)  An association with the company's brand mark 
B)  Cost-effectiveness 
C)  Environmental responsiveness 
D)  Safety 
E)  The value it has as a promotional tool 
A)  An association with the company's brand mark 
B)  Cost-effectiveness 
C)  Environmental responsiveness 
D)  Safety 
E)  The value it has as a promotional tool

Question 6

Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and

Accepted Answer

A)  late adopters. 
B)  non-adopters. 
C)  innovators. 
D)  middle adopters. 
E)  middle majority. 
A)  late adopters. 
B)  non-adopters. 
C)  innovators. 
D)  middle adopters. 
E)  middle majority.

Question 7

Gap clothing stores sell primarily what type of products?

Accepted Answer

A)  Convenience 
B)  Shopping 
C)  Unsought 
D)  Nondurable 
E)  Specialty 
A)  Convenience 
B)  Shopping 
C)  Unsought 
D)  Nondurable 
E)  Specialty

Question 8

During the maturity stage

Accepted Answer

A)  product modifications are unnecessary. 
B)  there is less emphasis on changing a product's price. 
C)  marketing strategies are rarely altered. 
D)  some competitors are forced out. 
E)  limited advertising expenditures are required to maintain market share. 
A)  product modifications are unnecessary. 
B)  there is less emphasis on changing a product's price. 
C)  marketing strategies are rarely altered. 
D)  some competitors are forced out. 
E)  limited advertising expenditures are required to maintain market share.

Question 9

Which one of the following is not a benefit of multiple packaging?

Accepted Answer

A)  Facilitates special price offers 
B)  Increases demand 
C)  Increases consumer acceptance of the product 
D)  Makes handling or storage easier 
E)  Conveys an overall image of the firm 
A)  Facilitates special price offers 
B)  Increases demand 
C)  Increases consumer acceptance of the product 
D)  Makes handling or storage easier 
E)  Conveys an overall image of the firm

Question 10

Labeling and packaging are closely interrelated.

Accepted Answer

A) True 
 B)False

Question 11

Business products are

Accepted Answer

A)  purchased for personal consumption. 
B)  chosen on the basis of preferences expressed by a business procurement department. 
C)  purchased for both their functional aspects and their psychological rewards. 
D)  classified according to their characteristics and intended uses. 
E)  not purchased by nonbusiness organizations. 
A)  purchased for personal consumption. 
B)  chosen on the basis of preferences expressed by a business procurement department. 
C)  purchased for both their functional aspects and their psychological rewards. 
D)  classified according to their characteristics and intended uses. 
E)  not purchased by nonbusiness organizations.

Question 12

During the growth stage of the product life cycle, marketers must

Accepted Answer

A)  fortify the product position. 
B)  move to exclusive distribution. 
C)  raise the price. 
D)  increase promotion as a percentage of sales. 
E)  introduce private brands. 
A)  fortify the product position. 
B)  move to exclusive distribution. 
C)  raise the price. 
D)  increase promotion as a percentage of sales. 
E)  introduce private brands.

Question 13

Nutritional information on labels is required by law, though consumers are indifferent to its availability.

Accepted Answer

A) True 
 B)False

Question 14

During the growth stage, promotion costs rise as a percentage of total sales.

Accepted Answer

A) True 
 B)False

Question 15

Individual branding facilitates market segmentation.

Accepted Answer

A) True 
 B)False

Question 16

A package can be used to attract customers' attention.

Accepted Answer

A) True 
 B)False

Question 17

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. If Silk Soymilk were to begin offering Silk Soymilk Chocolate Ice Cream Bars, this would be an example of

Accepted Answer

A)  a product line extension. 
B)  individual branding. 
C)  a brand extension. 
D)  a private distributor brand. 
E)  co-branding. 
A)  a product line extension. 
B)  individual branding. 
C)  a brand extension. 
D)  a private distributor brand. 
E)  co-branding.

Question 18

Angela loves going shopping. After a long day at work, she stops by a local shopping center. First, she decides to stop by Barnes & Noble. Angela's favorite bookshop is the small, locally-owned book shop close to her home, but she visits Barnes & Noble because it is convenient. Next, she stops by a local Starbucks, where she likes to try new things. When she looked at the menu, she saw the name of a new latte she had heard about from friends and decided to try it. Then she went to Sephora to pick up some lipstick that she has run out of. However, when she gets there, Angela finds Sephora is out of lipstick. She is tired after her long day and annoyed that they are out of the lipstick. Because it is her favorite brand, Angela decides she will just have to come back another day. Angela displays ______________ for Barnes & Noble, _____________ for the latte at Starbucks, and ________________ for the lipstick.

Accepted Answer

A)  brand preference; brand recognition; brand insistence 
B)  brand recognition; brand recognition; brand insistence 
C)  brand recognition; brand insistence; brand insistence 
D)  brand preference; brand insistence; brand recognition 
E)  brand insistence; brand preference; brand recognition 
A)  brand preference; brand recognition; brand insistence 
B)  brand recognition; brand recognition; brand insistence 
C)  brand recognition; brand insistence; brand insistence 
D)  brand preference; brand insistence; brand recognition 
E)  brand insistence; brand preference; brand recognition

Question 19

What functions do packages perform? What are the factors marketers should consider when developing packages?

Accepted Answer

Effective packaging involves more than s

Question 20

Of the following choices, which would be the easiest brand name to legally protect?

Accepted Answer

A)  Tarzink Yogurt 
B)  Learn and Grow Daycare 
C)  Scout Camping Supplies 
D)  Sullivan Water Filtering Systems 
E)  Western County Distributors 
A)  Tarzink Yogurt 
B)  Learn and Grow Daycare 
C)  Scout Camping Supplies 
D)  Sullivan Water Filtering Systems 
E)  Western County Distributors

Sometimes new marketing channels open up in the decline stage.

During the introduction stage of a successful product, profits are usually

The basic purpose of packaging is to create eye appeal.

As Beth and Rob search for a new home, they are interested only in houses built by a particular builder. This purchase is characteristic of a(n) ____ product.

When designing a package, which characteristic is least important?

Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and

Gap clothing stores sell primarily what type of products?

During the maturity stage

Which one of the following is not a benefit of multiple packaging?

Labeling and packaging are closely interrelated.

Business products are

During the growth stage of the product life cycle, marketers must

Nutritional information on labels is required by law, though consumers are indifferent to its availability.

During the growth stage, promotion costs rise as a percentage of total sales.

Individual branding facilitates market segmentation.

A package can be used to attract customers' attention.

What functions do packages perform? What are the factors marketers should consider when developing packages?

Of the following choices, which would be the easiest brand name to legally protect?

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

Sometimes new marketing channels open up in the decline stage.

During the introduction stage of a successful product, profits are usually

The basic purpose of packaging is to create eye appeal.

As Beth and Rob search for a new home, they are interested only in houses built by a particular builder. This purchase is characteristic of a(n) ____ product.

When designing a package, which characteristic is least important?

Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter categories: early adopters, early majority, late majority, laggards, and

Gap clothing stores sell primarily what type of products?

During the maturity stage

Which one of the following is not a benefit of multiple packaging?

Labeling and packaging are closely interrelated.

Business products are

During the growth stage of the product life cycle, marketers must

Nutritional information on labels is required by law, though consumers are indifferent to its availability.

During the growth stage, promotion costs rise as a percentage of total sales.

Individual branding facilitates market segmentation.

A package can be used to attract customers' attention.

What functions do packages perform? What are the factors marketers should consider when developing packages?

Of the following choices, which would be the easiest brand name to legally protect?

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