Question 1

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 2

When you purchase a new Ford F150 from the dealer with every option as well as a custom airbrushed painting of your horse farm,you have purchased a __________ product.

Accepted Answer

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

Question 3

Proctor & Gamble is a well-known producer of home and beauty products.Along with these products,P&G also markets pet products,prescription drugs,and small appliances.This range of products provides the company with product:

Accepted Answer

A) line height. 
B) line consistency. 
C) mix width. 
D) line depth. 
E) mix depth. 
A) line height. 
B) line consistency. 
C) mix width. 
D) line depth. 
E) mix depth.

Question 4

Campbell's
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.Campbell's International division offers more than 20 brands of soups,sauces,beverages,and baked snacks in the Asia Pacific region,Greater Europe and Latin America.Products such as Arnott's biscuits and crackers and Bià Band soups are well known overseas.Campbell's products are sold in more than 120 countries.
-Refer to Campbell's.Of the following what is probably Campbell's biggest labeling concern in its international markets?

Accepted Answer

A) printing accurate warranties on each label 
B) correctly affixing the UPC code on each label 
C) eliminating any persuasive labeling as such labels are not effective on the international market 
D) making sure the labels are aesthetically pleasing 
E) translating ingredient,promotional,and instructional information 
A) printing accurate warranties on each label 
B) correctly affixing the UPC code on each label 
C) eliminating any persuasive labeling as such labels are not effective on the international market 
D) making sure the labels are aesthetically pleasing 
E) translating ingredient,promotional,and instructional information

Question 5

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.By changing the focus of its promotion from the building industry to home owners 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 6

Under the _____,all sales have an implied warranty.

Accepted Answer

A) Label Law 
B) Lanham Act 
C) Bill of Rights 
D) Good Housekeeping Seal 
E) Uniform Commercial Code 
A) Label Law 
B) Lanham Act 
C) Bill of Rights 
D) Good Housekeeping Seal 
E) Uniform Commercial Code

Question 7

The best generator of repeat sales is satisfied customers.

Accepted Answer

A) True 
 B)False

Question 8

Choice Homes,Inc.
Choice Homes,Inc. ,based in Texas,built its reputation by building high-quality new homes,often at prices less than "used" ones.Choice Homes used mass purchasing power,innovative high-tech communications among employees to coordinate the building process,and other entrepreneurial strategies to hold costs down.Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the "American Dream" of home ownership for the same price as rent.Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples.The Choice Classic name was designed to capitalize on the reputation of Choice Homes,especially for current Choice home owners who are ready to "move up" to a larger home.Recently,Choice Homes started a third line of homes called "Reflections," which are expensive,custom-designed homes located in exclusive,prestigious neighborhoods.
-Refer to Choice Homes,Inc.Kurt McKinney has just received a large inheritance and wants to have his "dream" home built.He knows exactly the architectural design he wants.He wants a particular Reflections home.The type of consumer product he wishes to buy is best classified as a(n):

Accepted Answer

A) shopping product. 
B) convenience product. 
C) nondurable good. 
D) specialty product. 
E) unsought product. 
A) shopping product. 
B) convenience product. 
C) nondurable good. 
D) specialty product. 
E) unsought product.

Question 9

Which of the following may qualify for trademark protection?

Accepted Answer

A) Shapes,such as the Coca-Cola bottle 
B) Catchy phrases,such as "Every kiss begins with Kay" 
C) Abbreviations,such as Bud 
D) Sounds,such as Intel's famous five-note jingle 
E) All of the above. 
A) Shapes,such as the Coca-Cola bottle 
B) Catchy phrases,such as "Every kiss begins with Kay" 
C) Abbreviations,such as Bud 
D) Sounds,such as Intel's famous five-note jingle 
E) All of the above.

Question 10

Cultural traits can make a package design successful in one country and a failure in another.

Accepted Answer

A) True 
 B)False

Question 11

The _____ is the element of a brand that cannot be spoken.

Accepted Answer

A) brand mark 
B) trademark 
C) brand equity 
D) quality mark 
E) intangible product 
A) brand mark 
B) trademark 
C) brand equity 
D) quality mark 
E) intangible product

Question 12

The convenience product marketing strategy includes:

Accepted Answer

A) wide distribution of the product. 
B) higher than ordinary prices. 
C) few retail outlets other than convenience stores. 
D) significantly lower promotion budgets. 
E) products that are not easily substitutable. 
A) wide distribution of the product. 
B) higher than ordinary prices. 
C) few retail outlets other than convenience stores. 
D) significantly lower promotion budgets. 
E) products that are not easily substitutable.

Question 13

A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers' aggressive price discounting.This move is meant to:

Accepted Answer

A) take away trademark rights. 
B) build product identity and customer loyalty. 
C) create a catchy phrase to promote diamonds. 
D) combat the quality appeal of generic products. 
E) combat low-cost production of generic brands. 
A) take away trademark rights. 
B) build product identity and customer loyalty. 
C) create a catchy phrase to promote diamonds. 
D) combat the quality appeal of generic products. 
E) combat low-cost production of generic brands.

Question 14

Ford's new emphasis on small cars is a classic example of "greening."

Accepted Answer

A) True 
 B)False

Question 15

Harrison wanted a gas water heater.He watched newspaper ads until he found one on sale.For Harrison,the water heater is a(n)_____ product.

Accepted Answer

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

Question 16

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 17

Betty Crocker brand sells a Hershey's Ultimate Fudge cake mix that prominently features both the Betty Crocker and Hershey's names and logos on the box.This is an example of _____ cobranding.

Accepted Answer

A) cooperative 
B) ingredient 
C) umbrella 
D) complementary 
E) family 
A) cooperative 
B) ingredient 
C) umbrella 
D) complementary 
E) family

Question 18

The brand name of a manufacturer is known as a(n)_____ brand.

Accepted Answer

A) private 
B) manufacturer's 
C) individual 
D) captive 
E) family 
A) private 
B) manufacturer's 
C) individual 
D) captive 
E) family

Question 19

The label on Darwin's new blazer that reads "Will Not Shrink" is an example of a(n)_____ warranty.

Accepted Answer

A) descriptive 
B) limited 
C) implied 
D) express 
E) superfluous 
A) descriptive 
B) limited 
C) implied 
D) express 
E) superfluous

Question 20

What is a universal product code (UPC)? How does the use of UPCs benefit retailers?

Accepted Answer

A universal product code-often called a

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.

When you purchase a new Ford F150 from the dealer with every option as well as a custom airbrushed painting of your horse farm,you have purchased a __________ product.

Proctor & Gamble is a well-known producer of home and beauty products.Along with these products,P&G also markets pet products,prescription drugs,and small appliances.This range of products provides the company with product:

Under the _____,all sales have an implied warranty.

The best generator of repeat sales is satisfied customers.

Which of the following may qualify for trademark protection?

Cultural traits can make a package design successful in one country and a failure in another.

The _____ is the element of a brand that cannot be spoken.

The convenience product marketing strategy includes:

A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers' aggressive price discounting.This move is meant to:

Ford's new emphasis on small cars is a classic example of "greening."

Harrison wanted a gas water heater.He watched newspaper ads until he found one on sale.For Harrison,the water heater is a(n)_____ product.

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

Betty Crocker brand sells a Hershey's Ultimate Fudge cake mix that prominently features both the Betty Crocker and Hershey's names and logos on the box.This is an example of _____ cobranding.

The brand name of a manufacturer is known as a(n)_____ brand.

The label on Darwin's new blazer that reads "Will Not Shrink" is an example of a(n)_____ warranty.

What is a universal product code (UPC)? How does the use of UPCs benefit retailers?

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

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.

When you purchase a new Ford F150 from the dealer with every option as well as a custom airbrushed painting of your horse farm,you have purchased a __________ product.

Proctor & Gamble is a well-known producer of home and beauty products.Along with these products,P&G also markets pet products,prescription drugs,and small appliances.This range of products provides the company with product:

Under the _____,all sales have an implied warranty.

The best generator of repeat sales is satisfied customers.

Which of the following may qualify for trademark protection?

Cultural traits can make a package design successful in one country and a failure in another.

The _____ is the element of a brand that cannot be spoken.

The convenience product marketing strategy includes:

A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers' aggressive price discounting.This move is meant to:

Ford's new emphasis on small cars is a classic example of "greening."

Harrison wanted a gas water heater.He watched newspaper ads until he found one on sale.For Harrison,the water heater is a(n)_____ product.

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

Betty Crocker brand sells a Hershey's Ultimate Fudge cake mix that prominently features both the Betty Crocker and Hershey's names and logos on the box.This is an example of _____ cobranding.

The brand name of a manufacturer is known as a(n)_____ brand.

The label on Darwin's new blazer that reads "Will Not Shrink" is an example of a(n)_____ warranty.

What is a universal product code (UPC)? How does the use of UPCs benefit retailers?

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