Question 1

Competitive product positioning for a floor covering manufacturer may reveal to a firm that

Accepted Answer

A)  two of a firm's products have similar images. 
B)  consumers desire an easy-to-clean floor covering product. 
C)  foreign brands have different images than domestic brands. 
D)  home improvement centers have increased their sales of floor covering products relative to specialty stores. 
A)  two of a firm's products have similar images. 
B)  consumers desire an easy-to-clean floor covering product. 
C)  foreign brands have different images than domestic brands. 
D)  home improvement centers have increased their sales of floor covering products relative to specialty stores.

Question 2

Both consumer and industrial products can be classified by the degree of decision making in making a purchase.

Accepted Answer

A) True 
 B)False

Question 3

Comparison shopping is an important part of the information search process for shopping products.

Accepted Answer

A) True 
 B)False

Question 4

A major goal of multiple packaging is to encourage

Accepted Answer

A)  use of single servings for divisible products. 
B)  consumers to sample a new product. 
C)  meeting the needs of multiple market segments. 
D)  consumers to associate different images for different brand name designations. 
A)  use of single servings for divisible products. 
B)  consumers to sample a new product. 
C)  meeting the needs of multiple market segments. 
D)  consumers to associate different images for different brand name designations.

Question 5

With aseptic packaging, paper bottles (with cardboard exteriors and metallic interiors) allow perishable products (such as milk) to be displayed and stored without refrigeration. Analyze the aseptic packaging of fruit juices from the perspective of the six basic packaging functions.

Accepted Answer

The six basic packaging functions are co

Question 6

In comparison with manufacturer brands, dealer brands allow retailers to

Accepted Answer

A)  utilize vendor promotional materials. 
B)  utilize cooperative advertising programs. 
C)  decrease consumer perceived risk. 
D)  establish store loyalty. 
A)  utilize vendor promotional materials. 
B)  utilize cooperative advertising programs. 
C)  decrease consumer perceived risk. 
D)  establish store loyalty.

Question 7

A major advantage of venture teams is the freedom from the bureaucracy of their parent organization.

Accepted Answer

A) True 
 B)False

Question 8

In product positioning, a product's ideal points represent

Accepted Answer

A)  products that have met both sales and profit objectives. 
B)  products that have similar images. 
C)  products that can be expanded from the firm's current offerings. 
D)  the attributes consumers would like products to have. 
A)  products that have met both sales and profit objectives. 
B)  products that have similar images. 
C)  products that can be expanded from the firm's current offerings. 
D)  the attributes consumers would like products to have.

Question 9

A firm that seeks to dominate shelf space in retail stores should use a family branding strategy.

Accepted Answer

A) True 
 B)False

Question 10

While manufacturer and private brands can enjoy high brand equity, generic brands have no brand equity.

Accepted Answer

A) True 
 B)False

Question 11

Marketing researchers often determine the extent to which supermarket shoppers purchase ___ products by comparing the products purchased versus those listed on a shopping list prior to the respondent entering a store.

Accepted Answer

A)  specialty 
B)  shopping 
C)  impulse 
D)  convenience 
A)  specialty 
B)  shopping 
C)  impulse 
D)  convenience

Question 12

Family branding is most appropriate for firms with differentiated marketing strategies.

Accepted Answer

A) True 
 B)False

Question 13

A brand extension strategy works best for new versions of established products for closely related items.

Accepted Answer

A) True 
 B)False

Question 14

In a mixed-brand strategy, channel members sell a combination of manufacturer, dealer, and generic brands.

Accepted Answer

A) True 
 B)False

Question 15

A product can be an idea, a good, or a service.

Accepted Answer

A) True 
 B)False

Question 16

A major advantage of a brand extension is that a

Accepted Answer

A)  new product can move from nonrecognition to recognition in the brand decision process. 
B)  poor product will not adversely affect sales of an existing product. 
C)  new market segment can be attracted. 
D)  distinctive image can be applied to a new product. 
A)  new product can move from nonrecognition to recognition in the brand decision process. 
B)  poor product will not adversely affect sales of an existing product. 
C)  new market segment can be attracted. 
D)  distinctive image can be applied to a new product.

Question 17

Which statement about basic packaging functions is NOT correct?

Accepted Answer

A)  Packaging is particularly important for firms that sell specialty goods. 
B)  Multiple packaging and larger package sizes facilitate greater product usage. 
C)  A package can differentiate a product from its competitors. 
D)  Packaging can be a major element in new-product planning. 
A)  Packaging is particularly important for firms that sell specialty goods. 
B)  Multiple packaging and larger package sizes facilitate greater product usage. 
C)  A package can differentiate a product from its competitors. 
D)  Packaging can be a major element in new-product planning.

Question 18

The mail-order discounter of computer supplies currently sells its products on the basis of price. There is no technical service supplied, and handling and shipping charges are added to each order. The firm is marketing

Accepted Answer

A)  extended products. 
B)  tangible products. 
C)  generic products. 
D)  augmented products. 
A)  extended products. 
B)  tangible products. 
C)  generic products. 
D)  augmented products.

Question 19

Service marketing includes

Accepted Answer

A)  the sale and rental of durable goods. 
B)  the sale and rental of nondurable goods. 
C)  only the sale or rental of owned-goods services. 
D)  the rental of goods, servicing goods owned by consumers, and personal services. 
A)  the sale and rental of durable goods. 
B)  the sale and rental of nondurable goods. 
C)  only the sale or rental of owned-goods services. 
D)  the rental of goods, servicing goods owned by consumers, and personal services.

Question 20

Company product positioning for a wool-based carpeting manufacturer may reveal to a firm that

Accepted Answer

A)  home improvement centers have increased their sales of wool-based carpeting products relative to specialty stores. 
B)  two of a firm's products have similar images. 
C)  consumers desire an easy-to-clean wool-based carpeting. 
D)  the firm has lost market share to foreign competitors. 
A)  home improvement centers have increased their sales of wool-based carpeting products relative to specialty stores. 
B)  two of a firm's products have similar images. 
C)  consumers desire an easy-to-clean wool-based carpeting. 
D)  the firm has lost market share to foreign competitors.

Exam 11: Basic Concepts in Product Planning

Competitive product positioning for a floor covering manufacturer may reveal to a firm that

Both consumer and industrial products can be classified by the degree of decision making in making a purchase.

Comparison shopping is an important part of the information search process for shopping products.

A major goal of multiple packaging is to encourage

With aseptic packaging, paper bottles (with cardboard exteriors and metallic interiors) allow perishable products (such as milk) to be displayed and stored without refrigeration. Analyze the aseptic packaging of fruit juices from the perspective of the six basic packaging functions.

In comparison with manufacturer brands, dealer brands allow retailers to

A major advantage of venture teams is the freedom from the bureaucracy of their parent organization.

In product positioning, a product's ideal points represent

A firm that seeks to dominate shelf space in retail stores should use a family branding strategy.

While manufacturer and private brands can enjoy high brand equity, generic brands have no brand equity.

Marketing researchers often determine the extent to which supermarket shoppers purchase ___ products by comparing the products purchased versus those listed on a shopping list prior to the respondent entering a store.

Family branding is most appropriate for firms with differentiated marketing strategies.

A brand extension strategy works best for new versions of established products for closely related items.

In a mixed-brand strategy, channel members sell a combination of manufacturer, dealer, and generic brands.

A product can be an idea, a good, or a service.

A major advantage of a brand extension is that a

Which statement about basic packaging functions is NOT correct?

The mail-order discounter of computer supplies currently sells its products on the basis of price. There is no technical service supplied, and handling and shipping charges are added to each order. The firm is marketing

Service marketing includes

Company product positioning for a wool-based carpeting manufacturer may reveal to a firm that

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