Question 1

Product mix refers to a related group of products in the product line.

Accepted Answer

A) True 
 B)False

Question 2

Which of the following should be the least important concern for marketers when selecting a brand name?

Accepted Answer

A)  Choosing a name that is easy to say and recall 
B)  Positively suggesting the product's major benefits 
C)  Designing a name that can be used in all different types of media 
D)  Developing an advertising campaign to introduce the name 
E)  Checking to see if the name is already trademarked by another company 
A)  Choosing a name that is easy to say and recall 
B)  Positively suggesting the product's major benefits 
C)  Designing a name that can be used in all different types of media 
D)  Developing an advertising campaign to introduce the name 
E)  Checking to see if the name is already trademarked by another company

Question 3

Twin-packs and six-packs are examples of

Accepted Answer

A)  family packaging. 
B)  group packaging. 
C)  package bundling. 
D)  family branding. 
E)  multiple packaging. 
A)  family packaging. 
B)  group packaging. 
C)  package bundling. 
D)  family branding. 
E)  multiple packaging.

Question 4

Distribution outlets become more difficult to secure during the growth stage of a product's life cycle because of aggressive competition.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following is not a business product?

Accepted Answer

A)  Oil to be refined into fuel 
B)  Chips to be integrated into components for personal computers 
C)  Paper, pens, and tape to be used in an office 
D)  Marketing consulting services to aid a company in marketing a new product 
E)  Calculators bought to help individuals complete their personal federal income tax forms 
A)  Oil to be refined into fuel 
B)  Chips to be integrated into components for personal computers 
C)  Paper, pens, and tape to be used in an office 
D)  Marketing consulting services to aid a company in marketing a new product 
E)  Calculators bought to help individuals complete their personal federal income tax forms

Question 6

The various products carried by a retailer can also have dimensions of width and depth. For example, Dick's Sporting Goods carries sports clothes, shoes, exercise equipment, hunting and fishing equipment, camping supplies, and other products. Bass Pro Shops carries fishing equipment, but has a larger selection of different models and brands. In this case, the product mix of Dick's Sporting Goods is ___, and the product mix of Bass Pro Shops is ____.

Accepted Answer

A)  deep; wide 
B)  wide and deep; wide and shallow 
C)  deep and wide; deep and wide 
D)  wide; deep 
E)  wide; long 
A)  deep; wide 
B)  wide and deep; wide and shallow 
C)  deep and wide; deep and wide 
D)  wide; deep 
E)  wide; long

Question 7

Which of the following issues is least important in using co-branding effectively

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 different companies. 
D)  Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E)  Co-branding should take advantage of the distribution capabilities of the 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 different companies. 
D)  Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E)  Co-branding should take advantage of the distribution capabilities of the brands involved.

Question 8

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand

Accepted Answer

A)  l oyalty. 
B)  value. 
C)  share. 
D)  equity. 
E)  association. 
A)  l oyalty. 
B)  value. 
C)  share. 
D)  equity. 
E)  association.

Question 9

Package safety or convenience features can perform a promotional role.

Accepted Answer

A) True 
 B)False

Question 10

Labeling is important for three specific reasons, including promotional and legal reasons. What is the third reason?

Accepted Answer

A)  Marketing 
B)  Branding 
C)  Strategy 
D)  Informational 
E)  Packaging 
A)  Marketing 
B)  Branding 
C)  Strategy 
D)  Informational 
E)  Packaging

Question 11

Accessory equipment becomes a part of the finished product.

Accepted Answer

A) True 
 B)False

Question 12

Service, repair work, and accessories may be important considerations in a consumer's decision to purchase a particular shopping product.

Accepted Answer

A) True 
 B)False

Question 13

In a brand licensing arrangement, the licensee is responsible for

Accepted Answer

A)  providing the brand name to another organization for use in promoting products. 
B)  collecting the royalties from sales of the licensed products. 
C)  half of the financial losses in the event that the licensed brand is a failure. 
D)  the production, but not the marketing of the licensed product. 
E)  the manufacturing, marketing, and financing of the licensed product. 
A)  providing the brand name to another organization for use in promoting products. 
B)  collecting the royalties from sales of the licensed products. 
C)  half of the financial losses in the event that the licensed brand is a failure. 
D)  the production, but not the marketing of the licensed product. 
E)  the manufacturing, marketing, and financing of the licensed product.

Question 14

Sales peak in a product's maturity stage.

Accepted Answer

A) True 
 B)False

Question 15

Many products never get beyond the introduction stage.

Accepted Answer

A) True 
 B)False

Question 16

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 17

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 18

A product item is best described as a

Accepted Answer

A)  component of a marketing mix. 
B)  particular brand. 
C)  specific characteristic of a product. 
D)  specific version of a product. 
E)  unit of measure for the product. 
A)  component of a marketing mix. 
B)  particular brand. 
C)  specific characteristic of a product. 
D)  specific version of a product. 
E)  unit of measure for the product.

Question 19

During a product's maturity stage, all sales promotion efforts are focused on consumers.

Accepted Answer

A) True 
 B)False

Question 20

When banks add new services during the maturity stage, the objective they are most likely trying to achieve is

Accepted Answer

A)  pruning items from the product line. 
B)  generating cash flow. 
C)  maintaining their market share. 
D)  filling geographic gaps. 
E)  increasing their market share. 
A)  pruning items from the product line. 
B)  generating cash flow. 
C)  maintaining their market share. 
D)  filling geographic gaps. 
E)  increasing their market share.

Product mix refers to a related group of products in the product line.

Which of the following should be the least important concern for marketers when selecting a brand name?

Twin-packs and six-packs are examples of

Distribution outlets become more difficult to secure during the growth stage of a product's life cycle because of aggressive competition.

Which of the following is not a business product?

Which of the following issues is least important in using co-branding effectively

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand

Package safety or convenience features can perform a promotional role.

Labeling is important for three specific reasons, including promotional and legal reasons. What is the third reason?

Accessory equipment becomes a part of the finished product.

Service, repair work, and accessories may be important considerations in a consumer's decision to purchase a particular shopping product.

In a brand licensing arrangement, the licensee is responsible for

Sales peak in a product's maturity stage.

Many products never get beyond the introduction stage.

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.

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 __.

A product item is best described as a

During a product's maturity stage, all sales promotion efforts are focused on consumers.

When banks add new services during the maturity stage, the objective they are most likely trying to achieve is

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

Product mix refers to a related group of products in the product line.

Which of the following should be the least important concern for marketers when selecting a brand name?

Twin-packs and six-packs are examples of

Distribution outlets become more difficult to secure during the growth stage of a product's life cycle because of aggressive competition.

Which of the following is not a business product?

Which of the following issues is least important in using co-branding effectively

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand

Package safety or convenience features can perform a promotional role.

Labeling is important for three specific reasons, including promotional and legal reasons. What is the third reason?

Accessory equipment becomes a part of the finished product.

Service, repair work, and accessories may be important considerations in a consumer's decision to purchase a particular shopping product.

In a brand licensing arrangement, the licensee is responsible for

Sales peak in a product's maturity stage.

Many products never get beyond the introduction stage.

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.

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 ____.

A product item is best described as a

During a product's maturity stage, all sales promotion efforts are focused on consumers.

When banks add new services during the maturity stage, the objective they are most likely trying to achieve is

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

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 __.