Question 1

Which statement concerning generic brands is NOT correct?

Accepted Answer

A)  Generics generally receive secondary shelf space positioning. 
B)  Generics comprise less than 1 percent of the total sales in supermarkets. 
C)  Generics started in the pharmaceutical industry. 
D)  Relatively few supermarkets currently sell generic products. 
A)  Generics generally receive secondary shelf space positioning. 
B)  Generics comprise less than 1 percent of the total sales in supermarkets. 
C)  Generics started in the pharmaceutical industry. 
D)  Relatively few supermarkets currently sell generic products.

Question 2

The responsibility for the negative consequences of packaging rests solely with companies and their marketers.

Accepted Answer

A) True 
 B)False

Question 3

The brand designation of a private brand can be specified by either the manufacturer or retailer.

Accepted Answer

A) True 
 B)False

Question 4

Too popular a trademark can create legal problems for its owner.

Accepted Answer

A) True 
 B)False

Question 5

Distinguish among these types of industrial products: installations, accessory equipment, component materials, and fabricated parts.

Accepted Answer

Installations refer to major capital ite

Question 6

Firms with a well-defined organizational mission are most likely to have an inconsistent product mix.

Accepted Answer

A) True 
 B)False

Question 7

Brand extension strategies are more easy to implement when a firm has a consistent product mix.

Accepted Answer

A) True 
 B)False

Question 8

Which pair of branding strategies is most similar?

Accepted Answer

A)  Dealer branding and manufacturer branding 
B)  The battle of the brands and generic branding 
C)  Family branding and brand extension 
D)  Mixed branding and individual branding 
A)  Dealer branding and manufacturer branding 
B)  The battle of the brands and generic branding 
C)  Family branding and brand extension 
D)  Mixed branding and individual branding

Question 9

Specialty products are generally characterized by

Accepted Answer

A)  low information search prior to a purchase. 
B)  a high degree of comparison shopping. 
C)  low consumer awareness of product attributes prior to making a purchase decision. 
D)  brand insistence. 
A)  low information search prior to a purchase. 
B)  a high degree of comparison shopping. 
C)  low consumer awareness of product attributes prior to making a purchase decision. 
D)  brand insistence.

Question 10

Promotional costs are higher in individual branding than in family branding.

Accepted Answer

A) True 
 B)False

Question 11

Which of these is NOT a major disadvantage associated with a standardized package design for use by an international marketer?

Accepted Answer

A)  Inability to meet the unique packaging needs of consumers in at least one country 
B)  Lengthened time requirements to enter a new foreign market 
C)  Concern that a package will be offensive to consumers in a country 
D)  Higher packaging costs due to small production runs on labels 
A)  Inability to meet the unique packaging needs of consumers in at least one country 
B)  Lengthened time requirements to enter a new foreign market 
C)  Concern that a package will be offensive to consumers in a country 
D)  Higher packaging costs due to small production runs on labels

Question 12

Displays, availability of credit, and in-store demonstrations are used to increase the sale of impulse products.

Accepted Answer

A) True 
 B)False

Question 13

The simplest product management organization is the

Accepted Answer

A)  marketing manager system. 
B)  product planning committee. 
C)  venture team. 
D)  brand manager system. 
A)  marketing manager system. 
B)  product planning committee. 
C)  venture team. 
D)  brand manager system.

Question 14

Brand loyalty can be measured through use of brand preference and brand insistence scales.

Accepted Answer

A) True 
 B)False

Question 15

The use of a package as a point-of-sale display to increase sales in a self-service environment is an example of what packaging function?

Accepted Answer

A)  New-product planning 
B)  Usage 
C)  Containment and protection 
D)  Communication 
A)  New-product planning 
B)  Usage 
C)  Containment and protection 
D)  Communication

Question 16

The same item can be either a consumer product or an industrial product, depending upon its use.

Accepted Answer

A) True 
 B)False

Question 17

A major criticism of the product (brand) manager system is

Accepted Answer

A)  lack of authority for the product manager. 
B)  the irregular nature of meetings. 
C)  inter-functional rivalry within the organization. 
D)  the disbanding of the manager after a product is introduced. 
A)  lack of authority for the product manager. 
B)  the irregular nature of meetings. 
C)  inter-functional rivalry within the organization. 
D)  the disbanding of the manager after a product is introduced.

Question 18

Which industrial products typically are low-involvement purchases?

Accepted Answer

A)  Raw materials 
B)  Component materials 
C)  Fabricated parts 
D)  Industrial supplies 
A)  Raw materials 
B)  Component materials 
C)  Fabricated parts 
D)  Industrial supplies

Question 19

Both the convenience of store location and closeness to competing retailers is less important for specialty products than for shopping products.

Accepted Answer

A) True 
 B)False

Question 20

While there are production economies in the use of standardized packaging on an international basis, a firm using this strategy must be sure that the package is perceived favorably in all markets.

Accepted Answer

A) True 
 B)False

Exam 11: Basic Concepts in Product Planning

Which statement concerning generic brands is NOT correct?

The responsibility for the negative consequences of packaging rests solely with companies and their marketers.

The brand designation of a private brand can be specified by either the manufacturer or retailer.

Too popular a trademark can create legal problems for its owner.

Distinguish among these types of industrial products: installations, accessory equipment, component materials, and fabricated parts.

Firms with a well-defined organizational mission are most likely to have an inconsistent product mix.

Brand extension strategies are more easy to implement when a firm has a consistent product mix.

Which pair of branding strategies is most similar?

Specialty products are generally characterized by

Promotional costs are higher in individual branding than in family branding.

Which of these is NOT a major disadvantage associated with a standardized package design for use by an international marketer?

Displays, availability of credit, and in-store demonstrations are used to increase the sale of impulse products.

The simplest product management organization is the

Brand loyalty can be measured through use of brand preference and brand insistence scales.

The use of a package as a point-of-sale display to increase sales in a self-service environment is an example of what packaging function?

The same item can be either a consumer product or an industrial product, depending upon its use.

A major criticism of the product (brand) manager system is

Which industrial products typically are low-involvement purchases?

Both the convenience of store location and closeness to competing retailers is less important for specialty products than for shopping products.

While there are production economies in the use of standardized packaging on an international basis, a firm using this strategy must be sure that the package is perceived favorably in all markets.

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