Question 1

How would a marketer define the term product?

Accepted Answer

A product is everything,both f

Question 2

A style modification is a(n):

Accepted Answer

A) change in the product's durability or dependability 
B) safety improvement 
C) aesthetic product change 
D) way to add convenience 
E) improvement in product versatility and effectiveness 
A) change in the product's durability or dependability 
B) safety improvement 
C) aesthetic product change 
D) way to add convenience 
E) improvement in product versatility and effectiveness

Question 3

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

Accepted Answer

CONVENIENCE PRODUCTS are relatively inex

Question 4

A(n)_____ refers to a brand that obtains at least a third of its earnings from outside its home country.

Accepted Answer

A) evoked set 
B) global brand 
C) equity brand name 
D) master brand 
E) ethnocentric trademark 
A) evoked set 
B) global brand 
C) equity brand name 
D) master brand 
E) ethnocentric trademark

Question 5

The most important functions of packaging are to contain and protect products,promote products,facilitate product storage,and facilitate recycling.

Accepted Answer

A) True 
 B)False

Question 6

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 7

_____ 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 8

Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those who want a gentle detergent for their baby's clothes.It is using a(n)_____ strategy.

Accepted Answer

A) individual branding 
B) family branding 
C) combination branding 
D) trademarked branding 
E) private branding 
A) individual branding 
B) family branding 
C) combination branding 
D) trademarked branding 
E) private branding

Question 9

ForeverLawn has recently added two new synthetic lawn products.One of the products includes fake brown grass that makes the synthetic lawn look more realistic,as it appears to have some patches of brown thatch.The other product is K9Grass for consumers who have pet dogs.The addition of these two new synthetic grass products is a way for ForeverLawn to increase its:

Accepted Answer

A) line width. 
B) breadth mix. 
C) mix width. 
D) line depth. 
E) mix depth. 
A) line width. 
B) breadth mix. 
C) mix width. 
D) line depth. 
E) mix depth.

Question 10

_____ 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 11

_____ products are products that are not known about or not actively searched for by consumers.These products require aggressive personal selling and highly persuasive advertising.

Accepted Answer

A) Hidden 
B) Specialty 
C) Equity 
D) Unsought 
E) Shopping 
A) Hidden 
B) Specialty 
C) Equity 
D) Unsought 
E) Shopping

Question 12

Rexona,marketed by Unilever (a Dutch company),is the world's number one deodorant brand.The brand is a leader in Europe,South America,Asia,Africa,and the Middle East.Rexona is an example of a:

Accepted Answer

A) master brand. 
B) global brand. 
C) cannibalized brand. 
D) standard brand. 
E) family brand. 
A) master brand. 
B) global brand. 
C) cannibalized brand. 
D) standard brand. 
E) family brand.

Question 13

Rolex watches are very expensive and can only be purchased in high-end jewelry stores located in large metropolitan areas.Most buyers will accept no substitutes.Rolex watches are an example of a shopping product.

Accepted Answer

A) True 
 B)False

Question 14

Which type of product modification changes a product's versatility,effectiveness,convenience,or safety?

Accepted Answer

A) Quality 
B) Planned 
C) Functional 
D) Style 
E) Use 
A) Quality 
B) Planned 
C) Functional 
D) Style 
E) Use

Question 15

When a greenhouse plant grower sells plants to nursery retailers,the grower is selling _____ products.

Accepted Answer

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

Question 16

Selling off noncore brands is not always beneficial for a company heavily dependent on design and R&D staffs such as Ford.

Accepted Answer

A) True 
 B)False

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 of siding in North America.James Hardie is now the third most recognized brand of building material in the world.
-Refer to Hardie Siding Products.Since all of the siding products sold by Hardie are sold under the James Hardie brand name,it is clear that the company uses a _____ strategy.

Accepted Answer

A) family branding 
B) private branding 
C) business branding 
D) co-branding 
E) repositioning 
A) family branding 
B) private branding 
C) business branding 
D) co-branding 
E) repositioning

Question 18

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.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 19

Campbell's can talk about its soups being "Mm! Mm! Good!" and promote its entire line.This is an example of:

Accepted Answer

A) macroeconomics. 
B) package uniformity. 
C) advertising economies. 
D) guerilla marketing. 
E) economies of scale. 
A) macroeconomics. 
B) package uniformity. 
C) advertising economies. 
D) guerilla marketing. 
E) economies of scale.

Question 20

Most people recognize Butterball as a brand of turkey,but Butterball brand is also found on fresh turkey breast cuts,turkey sausages,and 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) co-branding 
A) dealer branding 
B) brand grouping 
C) family branding 
D) generic branding 
E) co-branding

How would a marketer define the term product?

A style modification is a(n):

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

A(n)_____ refers to a brand that obtains at least a third of its earnings from outside its home country.

The most important functions of packaging are to contain and protect products,promote products,facilitate product storage,and facilitate recycling.

Which of the following describes cooperative branding?

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

Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those who want a gentle detergent for their baby's clothes.It is using a(n)_____ strategy.

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

_____ products are products that are not known about or not actively searched for by consumers.These products require aggressive personal selling and highly persuasive advertising.

Rexona,marketed by Unilever (a Dutch company),is the world's number one deodorant brand.The brand is a leader in Europe,South America,Asia,Africa,and the Middle East.Rexona is an example of a:

Rolex watches are very expensive and can only be purchased in high-end jewelry stores located in large metropolitan areas.Most buyers will accept no substitutes.Rolex watches are an example of a shopping product.

Which type of product modification changes a product's versatility,effectiveness,convenience,or safety?

When a greenhouse plant grower sells plants to nursery retailers,the grower is selling _____ products.

Selling off noncore brands is not always beneficial for a company heavily dependent on design and R&D staffs such as Ford.

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.The introductions of these cosmetics are examples of the implementation of a _____ strategy.

Campbell's can talk about its soups being "Mm! Mm! Good!" and promote its entire line.This is an example of:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and 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

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management Crm

Social Media and Marketing

Filters

Exam 10: Product Concepts

How would a marketer define the term product?

A style modification is a(n):

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

A(n)_____ refers to a brand that obtains at least a third of its earnings from outside its home country.

The most important functions of packaging are to contain and protect products,promote products,facilitate product storage,and facilitate recycling.

Which of the following describes cooperative branding?

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

Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those who want a gentle detergent for their baby's clothes.It is using a(n)_____ strategy.

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

_____ products are products that are not known about or not actively searched for by consumers.These products require aggressive personal selling and highly persuasive advertising.

Rexona,marketed by Unilever (a Dutch company),is the world's number one deodorant brand.The brand is a leader in Europe,South America,Asia,Africa,and the Middle East.Rexona is an example of a:

Rolex watches are very expensive and can only be purchased in high-end jewelry stores located in large metropolitan areas.Most buyers will accept no substitutes.Rolex watches are an example of a shopping product.

Which type of product modification changes a product's versatility,effectiveness,convenience,or safety?

When a greenhouse plant grower sells plants to nursery retailers,the grower is selling _____ products.

Selling off noncore brands is not always beneficial for a company heavily dependent on design and R&D staffs such as Ford.

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.The introductions of these cosmetics are examples of the implementation of a _____ strategy.

Campbell's can talk about its soups being "Mm! Mm! Good!" and promote its entire line.This is an example of:

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and 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

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management Crm

Social Media and Marketing

Filters