Question 1

Statements on Kashi cereals and breakfast bars stating that the they have no artificial colors,flavors,or preservatives would most likely be an example of _____ labeling.

Accepted Answer

A)  primary 
B)  required 
C)  informational 
D)  functional 
E)  environmental 
A)  primary 
B)  required 
C)  informational 
D)  functional 
E)  environmental

Question 2

Product mix width may be defined as:

Accepted Answer

A)  the number of different product categories found within an industry 
B)  the average number of products within each product line in the company 
C)  the average number of products offered by the company 
D)  the number of different product lines an organization offers for sale 
E)  the extensiveness of the coverage of the line from high end (expensive) to low end (inexpensive) 
A)  the number of different product categories found within an industry 
B)  the average number of products within each product line in the company 
C)  the average number of products offered by the company 
D)  the number of different product lines an organization offers for sale 
E)  the extensiveness of the coverage of the line from high end (expensive) to low end (inexpensive)

Question 3

A _____ is everything,both favorable and unfavorable,that a person receives in an exchange.It can be tangible,intangible,a service,an idea,or a combination of these things.

Accepted Answer

A)  brand equity 
B)  quality 
C)  warranty 
D)  transaction 
E)  product 
A)  brand equity 
B)  quality 
C)  warranty 
D)  transaction 
E)  product

Question 4

Amy stopped by the grocery store to pick up a gallon of milk.As she was waiting to check out she noticed that Soap Opera Digest had an interesting story about one of her favorite characters.As Amy is a huge fan of the long running soap,she had to buy a copy.In this example,the Soap Opera Digest is an example of a(n)_____ product.

Accepted Answer

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

Question 5

Campbell's,Nature Valley,Honda,and Lipton products are examples of _____ brands because of who owns them.

Accepted Answer

A)  manufacturers' 
B)  private 
C)  family 
D)  individual 
E)  master 
A)  manufacturers' 
B)  private 
C)  family 
D)  individual 
E)  master

Question 6

The two types of shopping products are:

Accepted Answer

A)  unsought and convenience 
B)  generic and family 
C)  exclusive and intensive 
D)  heterogeneous and homogeneous 
E)  consumer and business 
A)  unsought and convenience 
B)  generic and family 
C)  exclusive and intensive 
D)  heterogeneous and homogeneous 
E)  consumer and business

Question 7

Alberto Culver Company
The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings.A large number of these products are intended for personal use.The company is divided into three key divisions: toiletries,household,and professional.The toiletries division sells hair care brands such as Alberto VO5,Alberto,and Bold Hold.Additionally,this division handles the FDS line of feminine deodorant products.The household division sells brands such as Mrs.Dash seasonings,Papa Dash salt substitute,Baker's Joy,Sugar Twin,and Static Guard.The professional division sells brands such as Tresemme,TCB,and Indola.Each of the brands listed above contains many individual products with varying formulations,such as the Alberto styling products,which include mousse,gel,spritz,spray-in conditioner,and hairspray.
-Refer to Alberto Culver Company.If a marketer looks only at the toiletries division and notes the brands and items within only that division,he or she is analyzing the _____ of the product line.

Accepted Answer

A)  width 
B)  length 
C)  depth 
D)  levels 
E)  consistency 
A)  width 
B)  length 
C)  depth 
D)  levels 
E)  consistency

Question 8

Nestle
When consumers think of Nestle,they probably think of chocolate.Historically,though,Nestle's confectionary business is its weakest area.Based in Switzerland,it is the world's largest food company,with a brand arsenal of Nescafe,Jenny Craig,Perrier,Purina,and PowerBar,just to name a few of its 30 product lines.Nestle is hoping to become the "world's leading health,nutrition,and wellness firm" by spending billions of dollars on research and development of functional foods--foods that have pharmaceutical-like capabilities to enhance energy and heart,bone,gut,and other health.Nestle wants consumers to see chocolate as a pharmaceutical product rather than just a treat.Part of this new focus includes streamlining their product mix by selling underperforming items or lines that do not fit its new direction.Critics claim this new focus could hurt the company's existing brands if the new products fail.Additionally,it may be an uphill battle convincing consumers that a company known for indulgence is now a wellness company.
-Refer to Nestle.What adjustment to its product mix is Nestle doing when it sells underperforming items?

Accepted Answer

A)  product line extension 
B)  product line contraction 
C)  product pruning 
D)  product line retraction 
E)  functional modification 
A)  product line extension 
B)  product line contraction 
C)  product pruning 
D)  product line retraction 
E)  functional modification

Question 9

Got Milk?
Just because consumers live in a big city doesn't mean they can't have fresh milk right from the farm.Many dairy farms,such as Oberweis Dairy and Smith Brothers Farms,offer home delivery of fresh milk,just like in the old days.While some of these services are established and have been around since the 1920s,New York City-based Manhattan Milk started up in 2008.For $20 or more,depending on what is ordered,consumers anywhere in Manhattan can enjoy organic milk,butter,yogurt,and cheese from Pennsylvania Amish farms and eggs from Vermont.Unlike most store-bought milk,theirs is unhomogenized and free from hormones typically given to cows to produce more milk.
-Refer to Got Milk? Manhattan Milk is an example of a:

Accepted Answer

A)  retail operation 
B)  service 
C)  wholesale intermediary 
D)  facilitator 
E)  manufacturer 
A)  retail operation 
B)  service 
C)  wholesale intermediary 
D)  facilitator 
E)  manufacturer

Question 10

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.By changing the focus of its promotion from the building industry to homeowners who saw their homes as sources of security,warmth,and stability,Hardie Siding used a _____ strategy.

Accepted Answer

A)  market penetration 
B)  repositioning 
C)  product penetration 
D)  harvesting 
E)  divestment 
A)  market penetration 
B)  repositioning 
C)  product penetration 
D)  harvesting 
E)  divestment

Question 11

Which of the following describes cooperative branding?

Accepted Answer

A)  when advertising identifies a brand as a part that makes up another product 
B)  when two brands receive equal treatment,borrowing from each other's brand equity 
C)  when products are advertised together to suggest usage together 
D)  when advertising identifies a brand that should not be used with another product 
E)  when advertising identifies a family of brands 
A)  when advertising identifies a brand as a part that makes up another product 
B)  when two brands receive equal treatment,borrowing from each other's brand equity 
C)  when products are advertised together to suggest usage together 
D)  when advertising identifies a brand that should not be used with another product 
E)  when advertising identifies a family of brands

Question 12

_____ products are purchased with little shopping effort.These products typically are purchased regularly,usually with little planning,and require wide distribution.

Accepted Answer

A)  Convenience 
B)  Specialty 
C)  Branded shopping 
D)  Unbranded shopping 
E)  Generic 
A)  Convenience 
B)  Specialty 
C)  Branded shopping 
D)  Unbranded shopping 
E)  Generic

Question 13

Retailers love national brands because overhead is low and there are no marketing costs,and they bring higher margins than private brands.

Accepted Answer

A) True 
 B)False

Question 14

Andrea needs to find a kennel for boarding her son's dogs.There are several different kennels in her community,and Andrea believes all of them to be basically alike.The only feature she is genuinely concerned about is low price.For Andrea,the kennel for boarding dogs would be classified as a(n)_____ product.

Accepted Answer

A)  specialty 
B)  unsought 
C)  heterogeneous shopping 
D)  basic convenience 
E)  homogeneous shopping 
A)  specialty 
B)  unsought 
C)  heterogeneous shopping 
D)  basic convenience 
E)  homogeneous shopping

Question 15

Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics.Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old girl.The introductions of these cosmetics are examples of the implementation of a _____ strategy.

Accepted Answer

A)  portfolio breadth expansion 
B)  product portfolio width adjustment 
C)  product item contraction 
D)  product line extension 
E)  repositioned marketing mix 
A)  portfolio breadth expansion 
B)  product portfolio width adjustment 
C)  product item contraction 
D)  product line extension 
E)  repositioned marketing mix

Question 16

A _____ is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark.

Accepted Answer

A)  trademark 
B)  patent 
C)  brand 
D)  private brand 
E)  right of warranty 
A)  trademark 
B)  patent 
C)  brand 
D)  private brand 
E)  right of warranty

Question 17

The service sector:

Accepted Answer

A)  has remained steady at 44 million jobs in the United States for the last 20 years 
B)  employs roughly 81 percent of the U.S.workforce 
C)  is rarely capital intensive,as most services do not need high technology 
D)  is decreasing in importance in the United States 
E)  tends to create fewer new jobs than the manufacturing industry 
A)  has remained steady at 44 million jobs in the United States for the last 20 years 
B)  employs roughly 81 percent of the U.S.workforce 
C)  is rarely capital intensive,as most services do not need high technology 
D)  is decreasing in importance in the United States 
E)  tends to create fewer new jobs than the manufacturing industry

Question 18

Which of the following statements describes an advantage to retailers associated with developing their own brands?

Accepted Answer

A)  Dealers must market the brand,thus cutting into the gross margin. 
B)  Higher gross margins are available on private brands. 
C)  Private brands,particularly those owned by discounters,are perceived to be of a higher quality. 
D)  Dealers often buy in large quantities and thus always have a ready supply. 
E)  Private brands are normally delivered more promptly by the manufacturer. 
A)  Dealers must market the brand,thus cutting into the gross margin. 
B)  Higher gross margins are available on private brands. 
C)  Private brands,particularly those owned by discounters,are perceived to be of a higher quality. 
D)  Dealers often buy in large quantities and thus always have a ready supply. 
E)  Private brands are normally delivered more promptly by the manufacturer.

Question 19

There are a number of toothpastes marketed under the Crest brand including Cavity-Protection Crest,Sensitive-Teeth Protection Crest,Baking Soda Crest,Tartar Protection Crest,and Crest for Kids.This is an example of Crest's:

Accepted Answer

A)  product line width 
B)  product mix 
C)  product line depth 
D)  product mix inconsistency 
E)  marketing mix 
A)  product line width 
B)  product mix 
C)  product line depth 
D)  product mix inconsistency 
E)  marketing mix

Question 20

Which unique characteristic of services means consumers must be present during the production?

Accepted Answer

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

Statements on Kashi cereals and breakfast bars stating that the they have no artificial colors,flavors,or preservatives would most likely be an example of _____ labeling.

Product mix width may be defined as:

A _____ is everything,both favorable and unfavorable,that a person receives in an exchange.It can be tangible,intangible,a service,an idea,or a combination of these things.

Campbell's,Nature Valley,Honda,and Lipton products are examples of _____ brands because of who owns them.

The two types of shopping products are:

Which of the following describes cooperative branding?

_____ products are purchased with little shopping effort.These products typically are purchased regularly,usually with little planning,and require wide distribution.

Retailers love national brands because overhead is low and there are no marketing costs,and they bring higher margins than private brands.

A _____ is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark.

The service sector:

Which of the following statements describes an advantage to retailers associated with developing their own brands?

There are a number of toothpastes marketed under the Crest brand including Cavity-Protection Crest,Sensitive-Teeth Protection Crest,Baking Soda Crest,Tartar Protection Crest,and Crest for Kids.This is an example of Crest's:

Which unique characteristic of services means consumers must be present during the production?

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

Statements on Kashi cereals and breakfast bars stating that the they have no artificial colors,flavors,or preservatives would most likely be an example of _____ labeling.

Product mix width may be defined as:

A _____ is everything,both favorable and unfavorable,that a person receives in an exchange.It can be tangible,intangible,a service,an idea,or a combination of these things.

Campbell's,Nature Valley,Honda,and Lipton products are examples of _____ brands because of who owns them.

The two types of shopping products are:

Which of the following describes cooperative branding?

_____ products are purchased with little shopping effort.These products typically are purchased regularly,usually with little planning,and require wide distribution.

Retailers love national brands because overhead is low and there are no marketing costs,and they bring higher margins than private brands.

A _____ is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark.

The service sector:

Which of the following statements describes an advantage to retailers associated with developing their own brands?

There are a number of toothpastes marketed under the Crest brand including Cavity-Protection Crest,Sensitive-Teeth Protection Crest,Baking Soda Crest,Tartar Protection Crest,and Crest for Kids.This is an example of Crest's:

Which unique characteristic of services means consumers must be present during the production?

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