Question 1

Old Navy sells only Old Navy labeled clothing in its retail stores. The Old Navy brand is not sold in any other outlet. Old Navy is a ____ brand.

Accepted Answer

A)  generic 
B)  reseller 
C)  manufacturer 
D)  distribution 
E)  private distributor 
A)  generic 
B)  reseller 
C)  manufacturer 
D)  distribution 
E)  private distributor

Question 2

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 3

An individual knows that a product exists, but has little information regarding the product and does not seek additional information. In what stage of the product adoption process is that person?

Accepted Answer

A)  Trial 
B)  Adoption 
C)  Interest 
D)  Awareness 
E)  Evaluation 
A)  Trial 
B)  Adoption 
C)  Interest 
D)  Awareness 
E)  Evaluation

Question 4

Recently, buyers have shown an unwillingness to pay more for improved packaging.

Accepted Answer

A) True 
 B)False

Question 5

In the awareness stage of the product adoption process, the buyer seeks information about the product.

Accepted Answer

A) True 
 B)False

Question 6

What degree of brand loyalty is the strongest and most desired by marketers?

Accepted Answer

A)  Preference 
B)  Requirement 
C)  Awareness 
D)  Insistence 
E)  Recognition 
A)  Preference 
B)  Requirement 
C)  Awareness 
D)  Insistence 
E)  Recognition

Question 7

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 8

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

Accepted Answer

Co-branding is the use of two or more br

Question 9

Use of the product is the most important means of distinguishing consumer products from business products.

Accepted Answer

A) True 
 B)False

Question 10

A product line is a particular version of a product that can be designated as a distinct offering on the organization's list of products.

Accepted Answer

A) True 
 B)False

Question 11

Of the different types of brands, the one that has experienced the steadiest growth is

Accepted Answer

A)  manufacturer. 
B)  producer. 
C)  generic. 
D)  private distributor. 
E)  imitator. 
A)  manufacturer. 
B)  producer. 
C)  generic. 
D)  private distributor. 
E)  imitator.

Question 12

The width of a product mix refers to the number of generic products offered by a company.

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

To use co-branding effectively, which one of the following is probably least important?

Accepted Answer

A)  The brands involved should represent a complementary fit in a customer's mind. 
B)  The brands that are teamed together should not lose their individual identities. 
C)  The brands involved should be owned by two or more organizations. 
D)  To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E)  The co-branded product should be able to benefit from the distribution system of both brands involved. 
A)  The brands involved should represent a complementary fit in a customer's mind. 
B)  The brands that are teamed together should not lose their individual identities. 
C)  The brands involved should be owned by two or more organizations. 
D)  To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E)  The co-branded product should be able to benefit from the distribution system of both brands involved.

Question 15

What is brand loyalty? Explain the three degrees of brand loyalty.

Accepted Answer

Brand loyalty is a customer's favorable

Question 16

The two major product categories are business and institutional.

Accepted Answer

A) True 
 B)False

Question 17

Many products are in the maturity stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 18

Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam's Club and has a new tire installed. Ryan's purchase of a new tire in this situation is considered to be

Accepted Answer

A)  a shopping good 
B)  a convenience good 
C)  an unsought good 
D)  a specialty good 
E)  an industrial good 
A)  a shopping good 
B)  a convenience good 
C)  an unsought good 
D)  a specialty good 
E)  an industrial good

Question 19

When Fiat offers to let qualified buyers test drive the Fiat Doblo Van, the dealer is trying to stimulate which stage of the product adoption process?

Accepted Answer

A)  Awareness 
B)  Interest 
C)  Evaluation 
D)  Trial 
E)  Adoption 
A)  Awareness 
B)  Interest 
C)  Evaluation 
D)  Trial 
E)  Adoption

Question 20

Trial is the first stage of the product adoption process.

Accepted Answer

A) True 
 B)False

Old Navy sells only Old Navy labeled clothing in its retail stores. The Old Navy brand is not sold in any other outlet. Old Navy is a ____ brand.

Business products are

An individual knows that a product exists, but has little information regarding the product and does not seek additional information. In what stage of the product adoption process is that person?

Recently, buyers have shown an unwillingness to pay more for improved packaging.

In the awareness stage of the product adoption process, the buyer seeks information about the product.

What degree of brand loyalty is the strongest and most desired by marketers?

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.

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

Use of the product is the most important means of distinguishing consumer products from business products.

A product line is a particular version of a product that can be designated as a distinct offering on the organization's list of products.

Of the different types of brands, the one that has experienced the steadiest growth is

The width of a product mix refers to the number of generic products offered by a company.

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

To use co-branding effectively, which one of the following is probably least important?

What is brand loyalty? Explain the three degrees of brand loyalty.

The two major product categories are business and institutional.

Many products are in the maturity stage of the product life cycle.

Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam's Club and has a new tire installed. Ryan's purchase of a new tire in this situation is considered to be

When Fiat offers to let qualified buyers test drive the Fiat Doblo Van, the dealer is trying to stimulate which stage of the product adoption process?

Trial is the first stage of the product adoption process.

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Goods and Services

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters

Exam 10: Product, Branding, and Packing Concepts

Old Navy sells only Old Navy labeled clothing in its retail stores. The Old Navy brand is not sold in any other outlet. Old Navy is a ____ brand.

Business products are

An individual knows that a product exists, but has little information regarding the product and does not seek additional information. In what stage of the product adoption process is that person?

Recently, buyers have shown an unwillingness to pay more for improved packaging.

In the awareness stage of the product adoption process, the buyer seeks information about the product.

What degree of brand loyalty is the strongest and most desired by marketers?

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.

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

Use of the product is the most important means of distinguishing consumer products from business products.

A product line is a particular version of a product that can be designated as a distinct offering on the organization's list of products.

Of the different types of brands, the one that has experienced the steadiest growth is

The width of a product mix refers to the number of generic products offered by a company.

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

To use co-branding effectively, which one of the following is probably least important?

What is brand loyalty? Explain the three degrees of brand loyalty.

The two major product categories are business and institutional.

Many products are in the maturity stage of the product life cycle.

Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam's Club and has a new tire installed. Ryan's purchase of a new tire in this situation is considered to be

When Fiat offers to let qualified buyers test drive the Fiat Doblo Van, the dealer is trying to stimulate which stage of the product adoption process?

Trial is the first stage of the product adoption process.

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Goods and Services

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters