Question 1

Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent.Since both brands were prominently listed on the package,this would be an example of:

Accepted Answer

A)  equity branding 
B)  cobranding 
C)  conjunctive branding 
D)  private branding 
E)  complementary branding 
A)  equity branding 
B)  cobranding 
C)  conjunctive branding 
D)  private branding 
E)  complementary branding B

Question 2

James Hardie began selling fiber cement siding products in the United States in 1989 to leading builders,lumberyards,and home improvement centers.Even though ads guaranteed the product would not rot or crack for 50 years,many builders hated the product.It was heavy to install,and it showed every flaw in a bad framing job.In 1997,Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong,weather-resistant materials.Soon consumers began asking their builders or remodelers to use the product.Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines.By 2000,the Hardieplank was the number one brand siding in North America.James Hardie is now the third most recognized brand of building material in the world.
-Refer to Hardie Siding Products.Since all of the siding products sold by Hardie are sold under the Hardie brand name,it is clear that the company uses a _____ strategy.

Accepted Answer

A)  family branding 
B)  private branding 
C)  business branding 
D)  cobranding 
E)  repositioning 
A)  family branding 
B)  private branding 
C)  business branding 
D)  cobranding 
E)  repositioning A

Question 3

Along with its Macintosh computer line,Apple markets its iPod,iPhone,and AppleTV products.This is an abbreviated listing of the company's:

Accepted Answer

A)  customer mix 
B)  product line 
C)  product mix 
D)  line depth 
E)  product modification 
A)  customer mix 
B)  product line 
C)  product mix 
D)  line depth 
E)  product modification C

Question 4

Which of the following is an example of a product modification?

Accepted Answer

A)  Lowering the price of textbooks 
B)  Dropping a product from the product line 
C)  Changing the color of a laundry detergent 
D)  Changing the amount of management time spent overseeing production 
E)  Increasing the number of distribution outlets 
A)  Lowering the price of textbooks 
B)  Dropping a product from the product line 
C)  Changing the color of a laundry detergent 
D)  Changing the amount of management time spent overseeing production 
E)  Increasing the number of distribution outlets

Question 5

Devore loves southern-style cooking and always buys Glory Foods brand of collard greens,blackeyed peas,and hot sauces.In fact,she refuses to purchase any other brand because Glory Foods products taste just like her grandmother's cooking.Devore is showing intense brand loyalty.

Accepted Answer

A) True 
 B)False

Question 6

James Hardie began selling fiber cement siding products in the United States in 1989 to leading builders,lumberyards,and home improvement centers.Even though ads guaranteed the product would not rot or crack for 50 years,many builders hated the product.It was heavy to install,and it showed every flaw in a bad framing job.In 1997,Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong,weather-resistant materials.Soon consumers began asking their builders or remodelers to use the product.Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines.By 2000,the Hardieplank was the number one brand siding in North America.James Hardie is now the third most recognized brand of building material in the world.
-Refer to Hardie Siding Products.What type of warranty is Hardie offering in its promotions?

Accepted Answer

A)  implied 
B)  responsive 
C)  intangible 
D)  express 
E)  valid 
A)  implied 
B)  responsive 
C)  intangible 
D)  express 
E)  valid

Question 7

Sherwin-Williams' Dutch Boy paint has packaging that is getting rave reviews.The new Twist & Pour paint is packaged in an all-plastic gallon container with an easy twist-off lid,comfortable side handle,and even a pouring spout.There's no other paint product like it on the market.This innovative packaging was most likely designed for which of the following functions?

Accepted Answer

A)  To facilitate product use and convenience 
B)  To contain and protect the product 
C)  To reduce environmental damage 
D)  To facilitate recycling 
E)  To promote the product 
A)  To facilitate product use and convenience 
B)  To contain and protect the product 
C)  To reduce environmental damage 
D)  To facilitate recycling 
E)  To promote the product

Question 8

Campbell's
Most people recognize Campbell's as a brand of soup,but Campbell's also manufactures Pace Picante Sauce,Pepperidge Farms products,Prego Sauce,Swanson Broth,and V8 juice.Campbell's International division offers more than 20 brands of soups,sauces,beverages,and baked snacks in the Asia Pacific region,Greater Europe and Latin America.Products such as Arnott's biscuits and crackers and Bià Band soups are well known overseas.Campbell's products are sold in more than 120 countries.
-Refer to Campbell's.Marco likes to pack a V8 juice in his lunch bag every day.Based on its intended use,Marco's V8 juice could best be classified as _____ products.

Accepted Answer

A)  industrial 
B)  consumer 
C)  business 
D)  convenience 
E)  unsought 
A)  industrial 
B)  consumer 
C)  business 
D)  convenience 
E)  unsought

Question 9

Why is creation of a product the starting point for the marketing mix?

Accepted Answer

A)  The production department must know what to produce first. 
B)  Production strategy is the first of the four Ps listed in the marketing mix. 
C)  Determination of the price,promotional campaign,and distribution network cannot begin until the product has been specified. 
D)  Product development takes the longest amount of time to complete. 
E)  Actually,the product does not have to be the starting point--promotional strategies are often the starting point. 
A)  The production department must know what to produce first. 
B)  Production strategy is the first of the four Ps listed in the marketing mix. 
C)  Determination of the price,promotional campaign,and distribution network cannot begin until the product has been specified. 
D)  Product development takes the longest amount of time to complete. 
E)  Actually,the product does not have to be the starting point--promotional strategies are often the starting point.

Question 10

Trademark protection only lasts for five years.

Accepted Answer

A) True 
 B)False

Question 11

ForeverLawn has recently added two new synthetic lawn products.One of the products includes fake brown grass that makes the synthetic lawn look more realistic as it appears to have some patches of brown thatch.The other product is K9Grass for consumers that have pet dogs.The addition of these two new synthetic grass products is a way for ForeverLawn to increase its:

Accepted Answer

A)  line width 
B)  breadth mix 
C)  mix width 
D)  line depth 
E)  mix depth 
A)  line width 
B)  breadth mix 
C)  mix width 
D)  line depth 
E)  mix depth

Question 12

Choice Homes,Inc. ,based in Texas,built its reputation by building high-quality new homes,often at prices less than "used" ones.Choice Homes used mass-purchasing power,innovative high-tech communications among employees to coordinate the building process,and other entrepreneurial strategies to hold costs down.Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the "American Dream" of home ownership for the same price as rent.Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples.The Choice Classic name was designed to capitalize on the reputation of Choice Homes,especially for current Choice home owners who are ready to "move up" to a larger home.Recently,Choice Homes started a third line of homes called "Reflections," which are expensive,custom-designed homes located in exclusive,prestigious neighborhoods.
-Refer to Choice Homes,Inc.In a recent survey,Choice Homes' customers indicated that they thought their homes were high quality,made lots of referrals to friends,and planned to buy a Choice Classic or Reflections home in the future.The customers' reactions indicate that Choice Homes has achieved:

Accepted Answer

A)  generic status 
B)  private brand status 
C)  brand equity 
D)  superficial skills 
E)  brand superiority 
A)  generic status 
B)  private brand status 
C)  brand equity 
D)  superficial skills 
E)  brand superiority

Question 13

When a product name becomes generic:

Accepted Answer

A)  the firm must use black-and-white packaging 
B)  competitors are prohibited by law from using the trademark 
C)  the price will have to drop to appeal to lower-income consumers 
D)  the product name is no longer recognized as the exclusive property of one firm 
E)  a firm can reapply for exclusive trademark protection at the U.S.Patent Office 
A)  the firm must use black-and-white packaging 
B)  competitors are prohibited by law from using the trademark 
C)  the price will have to drop to appeal to lower-income consumers 
D)  the product name is no longer recognized as the exclusive property of one firm 
E)  a firm can reapply for exclusive trademark protection at the U.S.Patent Office

Question 14

The consumer product classification system is based on:

Accepted Answer

A)  how the market is segmented 
B)  the way the products are manufactured 
C)  the way products are used 
D)  the physical attributes of the product 
E)  the amount of effort consumers spend to acquire the product 
A)  how the market is segmented 
B)  the way the products are manufactured 
C)  the way products are used 
D)  the physical attributes of the product 
E)  the amount of effort consumers spend to acquire the product

Question 15

Which of the following is an example of a product item?

Accepted Answer

A)  Tarter Protection Crest toothpaste 
B)  Campbell's soup 
C)  Chevrolet automobiles 
D)  Ore-Ida frozen foods 
E)  All of the above are product items. 
A)  Tarter Protection Crest toothpaste 
B)  Campbell's soup 
C)  Chevrolet automobiles 
D)  Ore-Ida frozen foods 
E)  All of the above are product items.

Question 16

A(n)_____ brand is one owned by the wholesaler or retailer.

Accepted Answer

A)  intermediate 
B)  private 
C)  generic 
D)  corporate 
E)  primary 
A)  intermediate 
B)  private 
C)  generic 
D)  corporate 
E)  primary

Question 17

Butterball,a well-known brand of turkey,advertised Ocean Spray cranberry sauce in its magazine ads and depicted suggested usage with its turkey.This is an example of which type of cobranding?

Accepted Answer

A)  ingredient 
B)  complementary 
C)  family 
D)  captive 
E)  product-use 
A)  ingredient 
B)  complementary 
C)  family 
D)  captive 
E)  product-use

Question 18

Rolex watches are very expensive,can only be purchased in high-end jewelry stores located in large metropolitan areas,and most buyers will accept no substitutes.Rolex watches are an example of a shopping product.

Accepted Answer

A) True 
 B)False

Question 19

Choice Homes,Inc. ,based in Texas,built its reputation by building high-quality new homes,often at prices less than "used" ones.Choice Homes used mass-purchasing power,innovative high-tech communications among employees to coordinate the building process,and other entrepreneurial strategies to hold costs down.Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the "American Dream" of home ownership for the same price as rent.Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples.The Choice Classic name was designed to capitalize on the reputation of Choice Homes,especially for current Choice home owners who are ready to "move up" to a larger home.Recently,Choice Homes started a third line of homes called "Reflections," which are expensive,custom-designed homes located in exclusive,prestigious neighborhoods.
-Refer to Choice Homes,Inc.The three different brands of homes (Choice,Choice Classic,and Reflections)represent the firm's:

Accepted Answer

A)  line portfolio 
B)  mix depth 
C)  line breadth 
D)  product line 
E)  product itemization 
A)  line portfolio 
B)  mix depth 
C)  line breadth 
D)  product line 
E)  product itemization

Question 20

Which of the following is NOT an example of a product's tangible feature?

Accepted Answer

A)  Brand equity 
B)  Packaging 
C)  Color 
D)  Weight 
E)  Size 
A)  Brand equity 
B)  Packaging 
C)  Color 
D)  Weight 
E)  Size

Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent.Since both brands were prominently listed on the package,this would be an example of:

Along with its Macintosh computer line,Apple markets its iPod,iPhone,and AppleTV products.This is an abbreviated listing of the company's:

Which of the following is an example of a product modification?

Devore loves southern-style cooking and always buys Glory Foods brand of collard greens,blackeyed peas,and hot sauces.In fact,she refuses to purchase any other brand because Glory Foods products taste just like her grandmother's cooking.Devore is showing intense brand loyalty.

Why is creation of a product the starting point for the marketing mix?

Trademark protection only lasts for five years.

When a product name becomes generic:

The consumer product classification system is based on:

Which of the following is an example of a product item?

A(n)_____ brand is one owned by the wholesaler or retailer.

Butterball,a well-known brand of turkey,advertised Ocean Spray cranberry sauce in its magazine ads and depicted suggested usage with its turkey.This is an example of which type of cobranding?

Rolex watches are very expensive,can only be purchased in high-end jewelry stores located in large metropolitan areas,and most buyers will accept no substitutes.Rolex watches are an example of a shopping product.

Which of the following is NOT an example of a product's tangible feature?

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Social Media and Marketing

Filters

Exam 10: Product Decisions

Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent.Since both brands were prominently listed on the package,this would be an example of:

Along with its Macintosh computer line,Apple markets its iPod,iPhone,and AppleTV products.This is an abbreviated listing of the company's:

Which of the following is an example of a product modification?

Devore loves southern-style cooking and always buys Glory Foods brand of collard greens,blackeyed peas,and hot sauces.In fact,she refuses to purchase any other brand because Glory Foods products taste just like her grandmother's cooking.Devore is showing intense brand loyalty.

Why is creation of a product the starting point for the marketing mix?

Trademark protection only lasts for five years.

When a product name becomes generic:

The consumer product classification system is based on:

Which of the following is an example of a product item?

A(n)_____ brand is one owned by the wholesaler or retailer.

Butterball,a well-known brand of turkey,advertised Ocean Spray cranberry sauce in its magazine ads and depicted suggested usage with its turkey.This is an example of which type of cobranding?

Rolex watches are very expensive,can only be purchased in high-end jewelry stores located in large metropolitan areas,and most buyers will accept no substitutes.Rolex watches are an example of a shopping product.

Which of the following is NOT an example of a product's tangible feature?

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Social Media and Marketing

Filters