Question 1

When a company markets several different products under the same brand name,it is referred to as a(n)_____ brand.

Accepted Answer

A) family 
B) generic 
C) bargain 
D) dealer 
E) umbrella 
A) family 
B) generic 
C) bargain 
D) dealer 
E) umbrella

Question 2

Vick's,Nestlé,Pepsi,and Toyota 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 3

One of the leading manufacturers of choir robes has added different types of trim and fabric in the making of the robes.The company has not changed its prices.This is a(n)_____ modification.

Accepted Answer

A) style 
B) obsolescence 
C) quality 
D) repositioning 
E) upward extension 
A) style 
B) obsolescence 
C) quality 
D) repositioning 
E) upward extension

Question 4

What is the best generator of repeat sales?

Accepted Answer

A) Advertising 
B) Sales promotion 
C) Brand equity 
D) Satisfied customers 
E) Global brand 
A) Advertising 
B) Sales promotion 
C) Brand equity 
D) Satisfied customers 
E) Global brand

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.HardiePlank siding is an example of a product:

Accepted Answer

A) line. 
B) mix. 
C) reference point. 
D) item. 
E) standardization. 
A) line. 
B) mix. 
C) reference point. 
D) item. 
E) standardization.

Question 6

You are the U.S.brand manager of the Fluffit family of products.The products include a wide variety of synthetic and natural stuffing materials for furniture cushions,sleeping bags,quilts,and winter coats.The brand is a favorite among home repair enthusiasts and hobbyists of various kinds.Your firm would like to enter several foreign markets.Name and describe the three major alternative brand name choices for this global strategy.Discuss the viability of each alternative for Fluffit.

Accepted Answer

ONE BRAND NAME EVERYWHERE.This strategy

Question 7

Nestlé
When consumers think of Nestlé,they probably think of chocolate.Historically,though,Nestlé's confectionary business is its weakest area.Based in Switzerland,it is the world's largest food company,with a brand arsenal of Nescafé,Jenny Craig,Perrier,Purina,and PowerBar,just to name a few of its 30 product lines.Nestlé 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.Nestlé wants consumers to see chocolate as a pharmaceutical product rather than just a treat.Part of this new focus includes streamlining the product mix by selling underperforming items or lines that do not fit its new direction.Critics claim that 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 Nestlé.What adjustment to its product mix is Nestlé doing when it removes underperforming items from the market?

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 8

Which of the following is the best example of a shopping product for most consumers?

Accepted Answer

A) Washing detergent 
B) Crackers 
C) A soft drink 
D) A digital camera 
E) A magazine 
A) Washing detergent 
B) Crackers 
C) A soft drink 
D) A digital camera 
E) A magazine

Question 9

The nutrition label on a package is an example of persuasive labeling.

Accepted Answer

A) True 
 B)False

Question 10

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.Choice Homes is considering acquiring a mortgage and title company to add to its marketing power in selling homes.This acquisition would expand the firm's:

Accepted Answer

A) product mix width. 
B) line breadth. 
C) product item width. 
D) product line length. 
E) product breadth. 
A) product mix width. 
B) line breadth. 
C) product item width. 
D) product line length. 
E) product breadth.

Question 11

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.What type of warranty is James 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 12

Which of the following statements about bar codes is true?

Accepted Answer

A) Bar codes are also called universal pricing codes (UPCs). 
B) Bar codes were first used in 2000. 
C) Bar codes can be read by optical scanners. 
D) Bar codes cannot be used as a marketing research tool. 
E) All of these statements about bar codes are true. 
A) Bar codes are also called universal pricing codes (UPCs). 
B) Bar codes were first used in 2000. 
C) Bar codes can be read by optical scanners. 
D) Bar codes cannot be used as a marketing research tool. 
E) All of these statements about bar codes are true.

Question 13

When Ford sold its stake in Volvo,Jaguar,.Aston Martin,and other brands,it __________.

Accepted Answer

A) reduced its product items 
B) repositioned its product lines 
C) contracted its product mix 
D) engaged in a rebranding strategy 
E) all of the above 
A) reduced its product items 
B) repositioned its product lines 
C) contracted its product mix 
D) engaged in a rebranding strategy 
E) all of the above

Question 14

A consumer who consistently and repeatedly purchases the same brand is said to have:

Accepted Answer

A) brand loyalty 
B) product equity 
C) product loyalty 
D) product repetition 
E) store loyalty 
A) brand loyalty 
B) product equity 
C) product loyalty 
D) product repetition 
E) store loyalty

Question 15

A _____ is the part of the brand that can be spoken.

Accepted Answer

A) brand equity 
B) service mark 
C) trademark 
D) brand name 
E) certification mark 
A) brand equity 
B) service mark 
C) trademark 
D) brand name 
E) certification mark

Question 16

There are three major benefits when a firm contracts.When Ford divested itself of its unprofitable foreign luxury brands and Volvo,and discontinued its Mercury brand,which of the following was the most important benefit discussed in the case?

Accepted Answer

A) managers no longer waste resources on poorly performing brands 
B) new product items have a greater chance of being successful 
C) resources become concentrated on important Ford products 
D) reposition Ford as a domestic carmaker only 
E) all of the above 
A) managers no longer waste resources on poorly performing brands 
B) new product items have a greater chance of being successful 
C) resources become concentrated on important Ford products 
D) reposition Ford as a domestic carmaker only 
E) all of the above

Question 17

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.In a recent survey,Choice Homes' customers indicated that they thought their homes were of high quality,made lots of referrals to friends,and planned to buy a Choice Classic or Reflections home in the future.The customers' reactions indicate that Choice Homes has achieved:

Accepted Answer

A) generic status. 
B) private brand status. 
C) brand equity. 
D) superficial skills. 
E) brand superiority. 
A) generic status. 
B) private brand status. 
C) brand equity. 
D) superficial skills. 
E) brand superiority.

Question 18

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.Marco likes to pack a V8 juice in his lunch bag every day.Based on its intended use,Marco's V8 juice could best be classified as a _____ product.

Accepted Answer

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

Question 19

Packaging is an important component of the product strategy.List and briefly describe the four major functions of packaging.

Accepted Answer

CONTAIN AND PROTECT PRODUCTS.Packaging c

Question 20

All of the following are functions of packaging EXCEPT:

Accepted Answer

A) containing and protecting the product. 
B) guaranteeing product quality. 
C) facilitating recycling and reducing environmental damage. 
D) promoting the product. 
E) facilitating product storage,use,and convenience. 
A) containing and protecting the product. 
B) guaranteeing product quality. 
C) facilitating recycling and reducing environmental damage. 
D) promoting the product. 
E) facilitating product storage,use,and convenience.

When a company markets several different products under the same brand name,it is referred to as a(n)_____ brand.

Vick's,Nestlé,Pepsi,and Toyota products are examples of _____ brands because of who owns them.

One of the leading manufacturers of choir robes has added different types of trim and fabric in the making of the robes.The company has not changed its prices.This is a(n)_____ modification.

What is the best generator of repeat sales?

Which of the following is the best example of a shopping product for most consumers?

The nutrition label on a package is an example of persuasive labeling.

Which of the following statements about bar codes is true?

When Ford sold its stake in Volvo,Jaguar,.Aston Martin,and other brands,it __________.

A consumer who consistently and repeatedly purchases the same brand is said to have:

A _____ is the part of the brand that can be spoken.

There are three major benefits when a firm contracts.When Ford divested itself of its unprofitable foreign luxury brands and Volvo,and discontinued its Mercury brand,which of the following was the most important benefit discussed in the case?

Packaging is an important component of the product strategy.List and briefly describe the four major functions of packaging.

All of the following are functions of packaging EXCEPT:

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

When a company markets several different products under the same brand name,it is referred to as a(n)_____ brand.

Vick's,Nestlé,Pepsi,and Toyota products are examples of _____ brands because of who owns them.

One of the leading manufacturers of choir robes has added different types of trim and fabric in the making of the robes.The company has not changed its prices.This is a(n)_____ modification.

What is the best generator of repeat sales?

Which of the following is the best example of a shopping product for most consumers?

The nutrition label on a package is an example of persuasive labeling.

Which of the following statements about bar codes is true?

When Ford sold its stake in Volvo,Jaguar,.Aston Martin,and other brands,it __________.

A consumer who consistently and repeatedly purchases the same brand is said to have:

A _____ is the part of the brand that can be spoken.

There are three major benefits when a firm contracts.When Ford divested itself of its unprofitable foreign luxury brands and Volvo,and discontinued its Mercury brand,which of the following was the most important benefit discussed in the case?

Packaging is an important component of the product strategy.List and briefly describe the four major functions of packaging.

All of the following are functions of packaging EXCEPT:

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