Question 1

Garments must be labeled with the country of manufacture, fabric content, and

Accepted Answer

A)  clothing style. 
B)  size. 
C)  inspection code. 
D)  care instructions. 
E)  universal product code. 
A)  clothing style. 
B)  size. 
C)  inspection code. 
D)  care instructions. 
E)  universal product code.

Question 2

Melissa needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego. Melissa has brand ____ for Ragu and brand ____ for Prego.

Accepted Answer

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

Question 3

Scenario 10.2
Use the following to answer the questions.
Megabus is a bus line operating in the Northeast and Midwestern United States, plus in Canada. It offers travelers a cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest technology. Unlike the traditional Greyhound Lines, Megabus is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor Greyhound, has launched two new bus lines, BoltBus and NeOn, with similar fares and high-tech amenities. A fare on NeOn bus from Buffalo, NY to New York City is $50.00 roundtrip, while the same fare through Greyhound's traditional bus line costs $92.00. The benefit of Greyhound's traditional line is that there are more departure times and more stops in smaller towns along the way.
Refer to Scenario 10.2. When Greyhound launched the BoltBus and NeOn bus lines, this is an example of

Accepted Answer

A)  a branding extension. 
B)  co-branding. 
C)  an extension in the width of the product mix. 
D)  an extension in the depth of the product mix. 
E)  family branding. 
A)  a branding extension. 
B)  co-branding. 
C)  an extension in the width of the product mix. 
D)  an extension in the depth of the product mix. 
E)  family branding.

Question 4

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 5

Sales usually start to decline during the ____ stage of the product life cycle.

Accepted Answer

A)  beginning of the termination 
B)  end of the growth 
C)  beginning of the decline 
D)  beginning of the growth 
E)  end of the maturity 
A)  beginning of the termination 
B)  end of the growth 
C)  beginning of the decline 
D)  beginning of the growth 
E)  end of the maturity

Question 6

You are head of a nonprofit organization that has been granted a license to sell products in a small booth in your local airport. You want to maximize your revenue from this venture by selling products that are inexpensive and frequently purchased. Which of the following types of products should you sell?

Accepted Answer

A)  Unsought products 
B)  Business products 
C)  Specialty products 
D)  Shopping products 
E)  Convenience products 
A)  Unsought products 
B)  Business products 
C)  Specialty products 
D)  Shopping products 
E)  Convenience products

Question 7

Procter & Gamble has a wider product mix than does Baskin Robbins.

Accepted Answer

A) True 
 B)False

Question 8

Labeling is most important for branding reasons.

Accepted Answer

A) True 
 B)False

Question 9

Discuss the branding strategies marketers can use. What are the two policies used by a firm to brand its products?

Accepted Answer

Before establishing branding policies, a

Question 10

While shopping at a landscaping store, Jessie sees a green bag labeled "potting soil." This is an example of

Accepted Answer

A)  streamline packaging. 
B)  generic branding. 
C)  store branding. 
D)  individual branding. 
E)  category-consistent packaging. 
A)  streamline packaging. 
B)  generic branding. 
C)  store branding. 
D)  individual branding. 
E)  category-consistent packaging.

Question 11

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 12

Sales of Schwinn's apartment-sized exercise machine have experienced a steady climb; however, the profits have been negative. The Schwinn exercise machine is most likely in the ____ stage of the product life cycle.

Accepted Answer

A)  decline 
B)  growth 
C)  initial 
D)  maturity 
E)  introduction 
A)  decline 
B)  growth 
C)  initial 
D)  maturity 
E)  introduction

Question 13

Profits decline in the maturity stage, largely because of increased competition.

Accepted Answer

A) True 
 B)False

Question 14

A generic brand indicates only the product category.

Accepted Answer

A) True 
 B)False

Question 15

"Business Services" is not a category or type of business product.

Accepted Answer

A) True 
 B)False

Question 16

Although they become part of a larger product, ____ can often be easily identified and distinguished on the larger product.

Accepted Answer

A)  component parts 
B)  accessory parts 
C)  raw materials 
D)  process materials 
E)  MRO supplies 
A)  component parts 
B)  accessory parts 
C)  raw materials 
D)  process materials 
E)  MRO supplies

Question 17

Packaging is most important, as a strategic tool, for

Accepted Answer

A)  consumer convenience products. 
B)  consumer shopping products. 
C)  industrial products. 
D)  consumer specialty products. 
E)  services. 
A)  consumer convenience products. 
B)  consumer shopping products. 
C)  industrial products. 
D)  consumer specialty products. 
E)  services.

Question 18

Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?

Accepted Answer

A)  Lowering prices after developmental costs have been recovered 
B)  Raising promotion expenditures as a percentage of total sales 
C)  Moving from intensive to selective distribution 
D)  Raising prices to encourage competitors to enter the market 
E)  Reducing the number of product models in the product line 
A)  Lowering prices after developmental costs have been recovered 
B)  Raising promotion expenditures as a percentage of total sales 
C)  Moving from intensive to selective distribution 
D)  Raising prices to encourage competitors to enter the market 
E)  Reducing the number of product models in the product line

Question 19

Brand preference is the strongest form or degree of brand loyalty.

Accepted Answer

A) True 
 B)False

Question 20

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the ____ 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

Garments must be labeled with the country of manufacture, fabric content, and

Melissa needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego. Melissa has brand for Ragu and brand for Prego.

A specialty product

Sales usually start to decline during the ____ stage of the product life cycle.

Procter & Gamble has a wider product mix than does Baskin Robbins.

Labeling is most important for branding reasons.

Discuss the branding strategies marketers can use. What are the two policies used by a firm to brand its products?

While shopping at a landscaping store, Jessie sees a green bag labeled "potting soil." This is an example of

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?

Sales of Schwinn's apartment-sized exercise machine have experienced a steady climb; however, the profits have been negative. The Schwinn exercise machine is most likely in the ____ stage of the product life cycle.

Profits decline in the maturity stage, largely because of increased competition.

A generic brand indicates only the product category.

"Business Services" is not a category or type of business product.

Although they become part of a larger product, ____ can often be easily identified and distinguished on the larger product.

Packaging is most important, as a strategic tool, for

Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?

Brand preference is the strongest form or degree of brand loyalty.

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the ____ 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

Garments must be labeled with the country of manufacture, fabric content, and

Melissa needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego. Melissa has brand ____ for Ragu and brand ____ for Prego.

A specialty product

Sales usually start to decline during the ____ stage of the product life cycle.

Procter & Gamble has a wider product mix than does Baskin Robbins.

Labeling is most important for branding reasons.

Discuss the branding strategies marketers can use. What are the two policies used by a firm to brand its products?

While shopping at a landscaping store, Jessie sees a green bag labeled "potting soil." This is an example of

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?

Sales of Schwinn's apartment-sized exercise machine have experienced a steady climb; however, the profits have been negative. The Schwinn exercise machine is most likely in the ____ stage of the product life cycle.

Profits decline in the maturity stage, largely because of increased competition.

A generic brand indicates only the product category.

"Business Services" is not a category or type of business product.

Although they become part of a larger product, ____ can often be easily identified and distinguished on the larger product.

Packaging is most important, as a strategic tool, for

Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?

Brand preference is the strongest form or degree of brand loyalty.

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the ____ 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

Melissa needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and since Melissa wants to get home to cook dinner she settles for Prego. Melissa has brand for Ragu and brand for Prego.