Question 1

_____ products are searched for extensively,and substitutes are not acceptable.These products may be quite expensive,and often distribution is limited.

Accepted Answer

A)  Exclusive shopping 
B)  Homogeneous convenience 
C)  Branded shopping 
D)  Specialty 
E)  Heterogeneous convenience 
A)  Exclusive shopping 
B)  Homogeneous convenience 
C)  Branded shopping 
D)  Specialty 
E)  Heterogeneous convenience

Question 2

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

Question 3

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 4

Rock-Tenn produces cardboard cartons to be used by companies in the food industry.Rock-Tenn is selling _____ products.

Accepted Answer

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

Question 5

Chef's Catalog built its reputation on selling the highest-quality baking ingredients.The catalog retailer has added a line of fine kitchen tools and wants its customers to think of the retailer as a place to buy everything needed to bake the finest breads and desserts--not just for buying the ingredients.The marketing term for changing consumers' perceptions of the Chef's Catalog is segmentation.

Accepted Answer

A) True 
 B)False

Question 6

Which type of consumer product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores?

Accepted Answer

A)  unsought product 
B)  secondary product 
C)  unique product 
D)  shopping product 
E)  selective product 
A)  unsought product 
B)  secondary product 
C)  unique product 
D)  shopping product 
E)  selective product

Question 7

Rosa's husband Phil has a cold.Rosa went to the store to buy something that would help Phil sleep.Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub.The package showed both the Breathe Right and the Vicks brand names.This is an example of _____ branding.

Accepted Answer

A)  equity 
B)  ingredient 
C)  family 
D)  private 
E)  functional 
A)  equity 
B)  ingredient 
C)  family 
D)  private 
E)  functional

Question 8

Which unique characteristic of services is the variability of the inputs and outputs of services,which causes services to tend to be less standardized and less uniform than goods?

Accepted Answer

A)  intangibility 
B)  inseparability 
C)  heterogeneity 
D)  perishability 
E)  flexibility 
A)  intangibility 
B)  inseparability 
C)  heterogeneity 
D)  perishability 
E)  flexibility

Question 9

Sam likes Michelin tires.If he needs new tires and Michelin's are not on sale,he is willing to pay a higher price for Michelin rather than buy some other brand.Sam is brand loyal to Michelin.

Accepted Answer

A) True 
 B)False

Question 10

When a company uses different brand names for different products,it is using _____ branding.

Accepted Answer

A)  private 
B)  generic 
C)  compound 
D)  family 
E)  individual 
A)  private 
B)  generic 
C)  compound 
D)  family 
E)  individual

Question 11

The value of company and brand names is referred to as:

Accepted Answer

A)  brand equity 
B)  brand loyalty 
C)  brand power 
D)  brand equivalency 
E)  brand strength 
A)  brand equity 
B)  brand loyalty 
C)  brand power 
D)  brand equivalency 
E)  brand strength

Question 12

Most people recognize Butterball as a brand of turkey,but Butterball brand is also found on fresh turkey breast cuts,turkey sausages,ground turkey,lunchmeat cold cuts,fresh marinated bone-in,boneless,and whole chicken,frozen chicken products,and Butterball stuffing and gravy mixes.Butterball uses:

Accepted Answer

A)  dealer branding 
B)  brand grouping 
C)  family branding 
D)  generic branding 
E)  cobranding 
A)  dealer branding 
B)  brand grouping 
C)  family branding 
D)  generic branding 
E)  cobranding

Question 13

Heinz is a leading global food manufacturer.It manufactures and markets Farleys (baby food),Jack Daniel's Sauces,and Weight Watcher's Foods (diet/slimming meals and supplements).The use of these brand names instead of the Heinz name is an example of a(n)_____ branding strategy.

Accepted Answer

A)  individual 
B)  synergistic 
C)  umbrella 
D)  family 
E)  piggyback 
A)  individual 
B)  synergistic 
C)  umbrella 
D)  family 
E)  piggyback

Question 14

Changing one or more of a product's characteristics is called:

Accepted Answer

A)  product modification 
B)  product repositioning 
C)  product adjustment 
D)  planned obsolescence 
E)  product extension 
A)  product modification 
B)  product repositioning 
C)  product adjustment 
D)  planned obsolescence 
E)  product extension

Question 15

In general,most consumers don't spend a lot of time thinking about their funeral.So some funeral home advertising tries to get them to think about their loved-ones and encourage preplanning their funeral.This is an attempt to get people to think about a product that most consumers do not actively seek.In other words,insurance is a(n)_____ product.

Accepted Answer

A)  heterogeneous shopping 
B)  specialty 
C)  unsought 
D)  business 
E)  consumer 
A)  heterogeneous shopping 
B)  specialty 
C)  unsought 
D)  business 
E)  consumer

Question 16

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.All these products are part of Campbell's:

Accepted Answer

A)  marketing equity 
B)  product line 
C)  product mix 
D)  line depth 
E)  product modification 
A)  marketing equity 
B)  product line 
C)  product mix 
D)  line depth 
E)  product modification

Question 17

Hardie Siding Products
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 18

In terms of sales and market share,Rexona is the number-one brand of deodorant worldwide.Since it was created in Australia in 1908,it has added an antiperspirant,a stick deodorant,Rexona for Men,Rexona for Women,Rexona for Teens,and Rexona Skin Friendly.These additions are examples of:

Accepted Answer

A)  product line extensions 
B)  product portfolio width adjustments 
C)  product item contractions 
D)  SBU expansions 
E)  product mix widths 
A)  product line extensions 
B)  product portfolio width adjustments 
C)  product item contractions 
D)  SBU expansions 
E)  product mix widths

Question 19

Labeling that is deigned to help consumers make proper product selections and lower their cognitive dissonance after the purchase is referred to as:

Accepted Answer

A)  informational labeling 
B)  persuasive labeling 
C)  cognitive labeling 
D)  rational labeling 
E)  restrictive labeling 
A)  informational labeling 
B)  persuasive labeling 
C)  cognitive labeling 
D)  rational labeling 
E)  restrictive labeling

Question 20

Which type of product modification changes a product's dependability or durability?

Accepted Answer

A)  functional 
B)  style 
C)  aesthetic 
D)  quality 
E)  primary 
A)  functional 
B)  style 
C)  aesthetic 
D)  quality 
E)  primary

_____ products are searched for extensively,and substitutes are not acceptable.These products may be quite expensive,and often distribution is limited.

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

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

Rock-Tenn produces cardboard cartons to be used by companies in the food industry.Rock-Tenn is selling _____ products.

Which type of consumer product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores?

Rosa's husband Phil has a cold.Rosa went to the store to buy something that would help Phil sleep.Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub.The package showed both the Breathe Right and the Vicks brand names.This is an example of _____ branding.

Which unique characteristic of services is the variability of the inputs and outputs of services,which causes services to tend to be less standardized and less uniform than goods?

Sam likes Michelin tires.If he needs new tires and Michelin's are not on sale,he is willing to pay a higher price for Michelin rather than buy some other brand.Sam is brand loyal to Michelin.

When a company uses different brand names for different products,it is using _____ branding.

The value of company and brand names is referred to as:

Most people recognize Butterball as a brand of turkey,but Butterball brand is also found on fresh turkey breast cuts,turkey sausages,ground turkey,lunchmeat cold cuts,fresh marinated bone-in,boneless,and whole chicken,frozen chicken products,and Butterball stuffing and gravy mixes.Butterball uses:

Heinz is a leading global food manufacturer.It manufactures and markets Farleys (baby food),Jack Daniel's Sauces,and Weight Watcher's Foods (diet/slimming meals and supplements).The use of these brand names instead of the Heinz name is an example of a(n)_____ branding strategy.

Changing one or more of a product's characteristics is called:

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.All these products are part of Campbell's:

In terms of sales and market share,Rexona is the number-one brand of deodorant worldwide.Since it was created in Australia in 1908,it has added an antiperspirant,a stick deodorant,Rexona for Men,Rexona for Women,Rexona for Teens,and Rexona Skin Friendly.These additions are examples of:

Labeling that is deigned to help consumers make proper product selections and lower their cognitive dissonance after the purchase is referred to as:

Which type of product modification changes a product's dependability or durability?

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & 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

Marketing Channels and Supply Chain Management

Retailing

Marketing Communications and Advertising

Public Relations, Sales Promotion, and Personal Selling

Pricing Concepts

Filters

Exam 10: Product Concepts

_____ products are searched for extensively,and substitutes are not acceptable.These products may be quite expensive,and often distribution is limited.

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

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

Rock-Tenn produces cardboard cartons to be used by companies in the food industry.Rock-Tenn is selling _____ products.

Which type of consumer product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores?

Rosa's husband Phil has a cold.Rosa went to the store to buy something that would help Phil sleep.Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub.The package showed both the Breathe Right and the Vicks brand names.This is an example of _____ branding.

Which unique characteristic of services is the variability of the inputs and outputs of services,which causes services to tend to be less standardized and less uniform than goods?

Sam likes Michelin tires.If he needs new tires and Michelin's are not on sale,he is willing to pay a higher price for Michelin rather than buy some other brand.Sam is brand loyal to Michelin.

When a company uses different brand names for different products,it is using _____ branding.

The value of company and brand names is referred to as:

Most people recognize Butterball as a brand of turkey,but Butterball brand is also found on fresh turkey breast cuts,turkey sausages,ground turkey,lunchmeat cold cuts,fresh marinated bone-in,boneless,and whole chicken,frozen chicken products,and Butterball stuffing and gravy mixes.Butterball uses:

Heinz is a leading global food manufacturer.It manufactures and markets Farleys (baby food),Jack Daniel's Sauces,and Weight Watcher's Foods (diet/slimming meals and supplements).The use of these brand names instead of the Heinz name is an example of a(n)_____ branding strategy.

Changing one or more of a product's characteristics is called:

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.All these products are part of Campbell's:

In terms of sales and market share,Rexona is the number-one brand of deodorant worldwide.Since it was created in Australia in 1908,it has added an antiperspirant,a stick deodorant,Rexona for Men,Rexona for Women,Rexona for Teens,and Rexona Skin Friendly.These additions are examples of:

Labeling that is deigned to help consumers make proper product selections and lower their cognitive dissonance after the purchase is referred to as:

Which type of product modification changes a product's dependability or durability?

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & 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

Marketing Channels and Supply Chain Management

Retailing

Marketing Communications and Advertising

Public Relations, Sales Promotion, and Personal Selling

Pricing Concepts

Filters