Question 1

The Federal Trade Commission is solely responsible for establishing and enforcing packaging regulations.

Accepted Answer

A) True 
 B)False

Question 2

Kellogg's Rice Krispies, a ____ brand, is likely to be found next to Crispy Rice, a ____ brand that has very similar coloring and styling for its package.

Accepted Answer

A)  generic; store 
B)  manufacturer; private 
C)  dealer; private distributor 
D)  producer; house 
E)  distributor; store 
A)  generic; store 
B)  manufacturer; private 
C)  dealer; private distributor 
D)  producer; house 
E)  distributor; store

Question 3

The atmosphere and décor of a retail store, the variety and depth of product choices, the customer support, even the sounds and smells all contribute to the experiential element of its total product.

Accepted Answer

A) True 
 B)False

Question 4

The Anderson Advertising Agency was developing a name for their client's new paper towel product. They finally settled on the name, "Soaker." Regarding the factors that marketers consider when selecting a brand name, which one does this best fulfill?

Accepted Answer

A)  Compatibility with other products in the line 
B)  Flexibility to be used in various types of media 
C)  Using fabricated names that cannot be duplicated 
D)  Indicating the product's major benefits 
E)  Keeping the brand name easy to remember 
A)  Compatibility with other products in the line 
B)  Flexibility to be used in various types of media 
C)  Using fabricated names that cannot be duplicated 
D)  Indicating the product's major benefits 
E)  Keeping the brand name easy to remember

Question 5

Brand names should be different from the company name to avoid confusion.

Accepted Answer

A) True 
 B)False

Question 6

Private distributor brands are owned by

Accepted Answer

A)  manufacturers only. 
B)  manufacturers and retailers. 
C)  wholesalers only. 
D)  manufacturers and wholesalers. 
E)  wholesalers or retailers. 
A)  manufacturers only. 
B)  manufacturers and retailers. 
C)  wholesalers only. 
D)  manufacturers and wholesalers. 
E)  wholesalers or retailers.

Question 7

The overall challenge for marketers when developing packaging is to

Accepted Answer

A)  make it as attractive as possible to the target market of the product. 
B)  create effective, convenient packaging that appeals to customers and keeps costs low. 
C)  find ways to reduce costs as much as possible for packaging without letting safety suffer. 
D)  always be more innovative than the competitors in order to make a product stand out. 
E)  ensure that product damage is minimized during distribution. 
A)  make it as attractive as possible to the target market of the product. 
B)  create effective, convenient packaging that appeals to customers and keeps costs low. 
C)  find ways to reduce costs as much as possible for packaging without letting safety suffer. 
D)  always be more innovative than the competitors in order to make a product stand out. 
E)  ensure that product damage is minimized during distribution.

Question 8

Marissa, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the InstaCup coffee maker ___ and the number of competitors ____.

Accepted Answer

A)  are negative; is growing 
B)  have peaked; is growing 
C)  are declining; is growing 
D)  have peaked; is declining 
E)  are declining; is declining 
A)  are negative; is growing 
B)  have peaked; is growing 
C)  are declining; is growing 
D)  have peaked; is declining 
E)  are declining; is declining

Question 9

When an organization introduces a new product, people do not all begin the adoption process at the same time, nor do they move through the process at the same speed.

Accepted Answer

A) True 
 B)False

Question 10

Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.

Accepted Answer

A) True 
 B)False

Question 11

The weakest level of brand loyalty is brand

Accepted Answer

A)  recognition. 
B)  insistence. 
C)  equity. 
D)  trial. 
E)  preference. 
A)  recognition. 
B)  insistence. 
C)  equity. 
D)  trial. 
E)  preference.

Question 12

Changing the product's quality is a distinct alternative in the maturity stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 13

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

Accepted Answer

A) True 
 B)False

Question 14

Scentsy introduced new products made for the skin, including the fine fragrance roller, velvet hand cream, whipped body souffle, and a moisturizing body bar. This is an example of a _______________. One of the fine fragrance rollers is called No. 27, a mix of mandarin orange, rose, and amber. This is an example of a __________________.

Accepted Answer

A)  brand; product 
B)  product line; product item 
C)  product line; product extension 
D)  product mix; product 
E)  product mix; brand extension 
A)  brand; product 
B)  product line; product item 
C)  product line; product extension 
D)  product mix; product 
E)  product mix; brand extension

Question 15

Which of the following best describes someone who is an early adopter in terms of the major adopter categories?

Accepted Answer

A)  They enjoy new products and are willing to take a risk. 
B)  They are oriented toward the past and are the last to adopt a new product. 
C)  They are skeptical of new products, but eventually adopt them because of economic necessity or social pressure. 
D)  They choose new products carefully and are viewed as "in-the-know" by other adopter categories. 
E)  They are deliberate and cautious in trying new products. 
A)  They enjoy new products and are willing to take a risk. 
B)  They are oriented toward the past and are the last to adopt a new product. 
C)  They are skeptical of new products, but eventually adopt them because of economic necessity or social pressure. 
D)  They choose new products carefully and are viewed as "in-the-know" by other adopter categories. 
E)  They are deliberate and cautious in trying new products.

Question 16

Hershey Foods Corp. offers a line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey's Kisses, Reese's Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey's product mix

Accepted Answer

A)  width. 
B)  depth. 
C)  length. 
D)  volume. 
E)  life cycle. 
A)  width. 
B)  depth. 
C)  length. 
D)  volume. 
E)  life cycle.

Question 17

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

Accepted Answer

A)  width of product mix. 
B)  product mix consistency. 
C)  depth of product mix. 
D)  a market mix. 
E)  a promotion mix. 
A)  width of product mix. 
B)  product mix consistency. 
C)  depth of product mix. 
D)  a market mix. 
E)  a promotion mix.

Question 18

Bread is usually a convenience product.

Accepted Answer

A) True 
 B)False

Question 19

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy-Pop's popcorn in this case is an example of _____ packaging.

Accepted Answer

A)  secondary-use 
B)  multiple 
C)  innovative 
D)  category-consistent 
E)  "green" 
A)  secondary-use 
B)  multiple 
C)  innovative 
D)  category-consistent 
E)  "green"

Question 20

Which of the following is the most typical example of a new product introduction?

Accepted Answer

A)  Pringles sold in snack-sized containers 
B)  A brand-new nut discovered in Africa 
C)  A car that uses no oil or gasoline 
D)  Shoes that literally make you run faster 
E)  A device that cools your car while parked outside 
A)  Pringles sold in snack-sized containers 
B)  A brand-new nut discovered in Africa 
C)  A car that uses no oil or gasoline 
D)  Shoes that literally make you run faster 
E)  A device that cools your car while parked outside

The Federal Trade Commission is solely responsible for establishing and enforcing packaging regulations.

Kellogg's Rice Krispies, a brand, is likely to be found next to Crispy Rice, a brand that has very similar coloring and styling for its package.

The atmosphere and décor of a retail store, the variety and depth of product choices, the customer support, even the sounds and smells all contribute to the experiential element of its total product.

The Anderson Advertising Agency was developing a name for their client's new paper towel product. They finally settled on the name, "Soaker." Regarding the factors that marketers consider when selecting a brand name, which one does this best fulfill?

Brand names should be different from the company name to avoid confusion.

Private distributor brands are owned by

The overall challenge for marketers when developing packaging is to

Marissa, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the InstaCup coffee maker _ and the number of competitors __.

When an organization introduces a new product, people do not all begin the adoption process at the same time, nor do they move through the process at the same speed.

Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.

The weakest level of brand loyalty is brand

Changing the product's quality is a distinct alternative in the maturity stage of the product life cycle.

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

Which of the following best describes someone who is an early adopter in terms of the major adopter categories?

Hershey Foods Corp. offers a line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey's Kisses, Reese's Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey's product mix

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

Bread is usually a convenience product.

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy-Pop's popcorn in this case is an example of _____ packaging.

Which of the following is the most typical example of a new product introduction?

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

The Federal Trade Commission is solely responsible for establishing and enforcing packaging regulations.

Kellogg's Rice Krispies, a ____ brand, is likely to be found next to Crispy Rice, a ____ brand that has very similar coloring and styling for its package.

The atmosphere and décor of a retail store, the variety and depth of product choices, the customer support, even the sounds and smells all contribute to the experiential element of its total product.

The Anderson Advertising Agency was developing a name for their client's new paper towel product. They finally settled on the name, "Soaker." Regarding the factors that marketers consider when selecting a brand name, which one does this best fulfill?

Brand names should be different from the company name to avoid confusion.

Private distributor brands are owned by

The overall challenge for marketers when developing packaging is to

Marissa, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the InstaCup coffee maker ___ and the number of competitors ____.

When an organization introduces a new product, people do not all begin the adoption process at the same time, nor do they move through the process at the same speed.

Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.

The weakest level of brand loyalty is brand

Changing the product's quality is a distinct alternative in the maturity stage of the product life cycle.

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

Which of the following best describes someone who is an early adopter in terms of the major adopter categories?

Hershey Foods Corp. offers a line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey's Kisses, Reese's Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey's product mix

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

Bread is usually a convenience product.

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy-Pop's popcorn in this case is an example of _____ packaging.

Which of the following is the most typical example of a new product introduction?

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

Kellogg's Rice Krispies, a brand, is likely to be found next to Crispy Rice, a brand that has very similar coloring and styling for its package.

Marissa, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the InstaCup coffee maker _ and the number of competitors __.