Question 1

Customers value trusted brands because they indicate familiar levels of quality and familiar product performance, therefore easing the purchase decision.

Accepted Answer

A) True 
 B)False

Question 2

You just purchased a new top-of-the line television. Name all the elements that make up this "product"for you.

Accepted Answer

The elements of a product are as follows

Question 3

Industrial goods are products or services

Accepted Answer

A)  purchased for use in the production of another good or service that is resold. 
B)  that are sold only in limited quantities to the final consumer. 
C)  purchased for use in the production of only those goods or services that are resold to retailers. 
D)  sold only to large manufacturers. 
E)  that can be resold after the initial purchase. 
A)  purchased for use in the production of another good or service that is resold. 
B)  that are sold only in limited quantities to the final consumer. 
C)  purchased for use in the production of only those goods or services that are resold to retailers. 
D)  sold only to large manufacturers. 
E)  that can be resold after the initial purchase.

Question 4

Coca-Cola's signature is a component of their marketing strategy that never changes. This is because

Accepted Answer

A)  it is challenging to come up with new packaging designs. 
B)  the trademark for this signature never expires. 
C)  the logo is recognizable worldwide. 
D)  their executives aren't familiar with the adage "you lose relevance if the package doesn't change every three years." 
E)  they are planning to change it for the upcoming Olympic games. 
A)  it is challenging to come up with new packaging designs. 
B)  the trademark for this signature never expires. 
C)  the logo is recognizable worldwide. 
D)  their executives aren't familiar with the adage "you lose relevance if the package doesn't change every three years." 
E)  they are planning to change it for the upcoming Olympic games.

Question 5

Which of the following products is most likely to be considered a typical convenience good?

Accepted Answer

A)  a new car 
B)  a loaf of bread 
C)  a dishwasher 
D)  a new window for your home 
E)  a new cell phone with MP3 player 
A)  a new car 
B)  a loaf of bread 
C)  a dishwasher 
D)  a new window for your home 
E)  a new cell phone with MP3 player

Question 6

When the same brand name is used for a group of related products, a ________ strategy exists.

Accepted Answer

A)  family brand 
B)  uni-brand 
C)  monobrand 
D)  multibrand 
E)  homogeneous brand 
A)  family brand 
B)  uni-brand 
C)  monobrand 
D)  multibrand 
E)  homogeneous brand

Question 7

A family brand product of poor quality could tarnish the image of other products in the family.

Accepted Answer

A) True 
 B)False

Question 8

The total range of models manufactured by Toyota represents this company's

Accepted Answer

A)  marketing mix. 
B)  product mix. 
C)  product line. 
D)  brand strategy. 
E)  product line width. 
A)  marketing mix. 
B)  product mix. 
C)  product line. 
D)  brand strategy. 
E)  product line width.

Question 9

An entrepreneur has invented a new board game and wants to protect his idea from others. He should apply for a trademark.

Accepted Answer

A) True 
 B)False

Question 10

Chantal was assembling a basket of food products for an important client gift. The products were available in only a few stores. The first item on her list was a spiced vinegar from the Middle East. What type of good is this?

Accepted Answer

A)  a specialty good 
B)  a heterogeneous shopping good 
C)  an emergency good 
D)  an unsought good 
E)  a convenience good 
A)  a specialty good 
B)  a heterogeneous shopping good 
C)  an emergency good 
D)  an unsought good 
E)  a convenience good

Question 11

When considering customer stage of brand loyalty, at which stage is it crucial for sales representatives to ensure stock is available?

Accepted Answer

A)  brand preference 
B)  brand equity 
C)  brand insistence 
D)  brand awareness 
E)  cult brand 
A)  brand preference 
B)  brand equity 
C)  brand insistence 
D)  brand awareness 
E)  cult brand

Question 12

What are the three classifications of consumer goods?

Accepted Answer

A)  size, weight, and shelf life 
B)  convenience, shopping, and specialty 
C)  disposable, nondurable, and durable 
D)  male, female, and unisex targeted 
E)  price range, style, and quality 
A)  size, weight, and shelf life 
B)  convenience, shopping, and specialty 
C)  disposable, nondurable, and durable 
D)  male, female, and unisex targeted 
E)  price range, style, and quality

Question 13

The Heinz brand name is used for baby food, infant cereals, ketchup, and pickles. In this example the Heinz brand is considered a

Accepted Answer

A)  family brand. 
B)  co-brand. 
C)  multibrand. 
D)  propriety brand. 
E)  licensed brand. 
A)  family brand. 
B)  co-brand. 
C)  multibrand. 
D)  propriety brand. 
E)  licensed brand.

Question 14

Colgate, Hertz, Betty Crocker, and Scope are examples of brandmarks.

Accepted Answer

A) True 
 B)False

Question 15

A UPC is a "unique product category."

Accepted Answer

A) True 
 B)False

Question 16

Procter & Gamble's introduction of the no-drip spout on containers of liquid laundry detergent is an example of this product line's

Accepted Answer

A)  product benefit. 
B)  product depth. 
C)  unique selling point. 
D)  product concept. 
E)  product breadth. 
A)  product benefit. 
B)  product depth. 
C)  unique selling point. 
D)  product concept. 
E)  product breadth.

Question 17

A relatively new category of cereals referred to as the "multi-mix"category is growing fast. Kraft's addition of "Post Selects,"which, unlike competitive products, combines fruit with whole grains, is an example of their

Accepted Answer

A)  product line. 
B)  product concept. 
C)  USP. 
D)  vision in the category. 
E)  product mix. 
A)  product line. 
B)  product concept. 
C)  USP. 
D)  vision in the category. 
E)  product mix.

Question 18

The product mix is the total range of products offered for sale by a company.

Accepted Answer

A) True 
 B)False

Question 19

What is the main risk in family branding?

Accepted Answer

A)  dilution of the family image 
B)  a celebrity misstep could harm the family image 
C)  poor quality in a new product could tarnish the family image 
D)  brand confusion among consumers 
E)  reduction in perception of quality 
A)  dilution of the family image 
B)  a celebrity misstep could harm the family image 
C)  poor quality in a new product could tarnish the family image 
D)  brand confusion among consumers 
E)  reduction in perception of quality

Question 20

Convenience goods include

Accepted Answer

A)  business goods reordered on a regular basis. 
B)  staple goods such as food. 
C)  unsought goods. 
D)  shopping goods. 
E)  specialty goods. 
A)  business goods reordered on a regular basis. 
B)  staple goods such as food. 
C)  unsought goods. 
D)  shopping goods. 
E)  specialty goods.

Customers value trusted brands because they indicate familiar levels of quality and familiar product performance, therefore easing the purchase decision.

You just purchased a new top-of-the line television. Name all the elements that make up this "product"for you.

Industrial goods are products or services

Coca-Cola's signature is a component of their marketing strategy that never changes. This is because

Which of the following products is most likely to be considered a typical convenience good?

When the same brand name is used for a group of related products, a ________ strategy exists.

A family brand product of poor quality could tarnish the image of other products in the family.

The total range of models manufactured by Toyota represents this company's

An entrepreneur has invented a new board game and wants to protect his idea from others. He should apply for a trademark.

Chantal was assembling a basket of food products for an important client gift. The products were available in only a few stores. The first item on her list was a spiced vinegar from the Middle East. What type of good is this?

When considering customer stage of brand loyalty, at which stage is it crucial for sales representatives to ensure stock is available?

What are the three classifications of consumer goods?

The Heinz brand name is used for baby food, infant cereals, ketchup, and pickles. In this example the Heinz brand is considered a

Colgate, Hertz, Betty Crocker, and Scope are examples of brandmarks.

A UPC is a "unique product category."

Procter & Gamble's introduction of the no-drip spout on containers of liquid laundry detergent is an example of this product line's

A relatively new category of cereals referred to as the "multi-mix"category is growing fast. Kraft's addition of "Post Selects,"which, unlike competitive products, combines fruit with whole grains, is an example of their

The product mix is the total range of products offered for sale by a company.

What is the main risk in family branding?

Convenience goods include

Contemporary Marketing

The External Marketing Environment

Strategic Marketing Planning

Marketing Intelligence

Consumer Buying Behaviour

Business-To-Business Marketing and Organizational Buying Behaviour

Market Segmentation and Target Marketing

Product Management

Services and Not-For-Profit Marketing

Pricing Decisions: Objectives, Strategies and Tactics

Distribution and Supply Chain Management

Retailing

IMC: Media Advertising, Social and Mobile Communications

IMC: Sales Promotion, Public Relations, Experiential Marketing, and Personal Selling

Global Marketing

Filters

Exam 8: Product Strategy

Customers value trusted brands because they indicate familiar levels of quality and familiar product performance, therefore easing the purchase decision.

You just purchased a new top-of-the line television. Name all the elements that make up this "product"for you.

Industrial goods are products or services

Coca-Cola's signature is a component of their marketing strategy that never changes. This is because

Which of the following products is most likely to be considered a typical convenience good?

When the same brand name is used for a group of related products, a ________ strategy exists.

A family brand product of poor quality could tarnish the image of other products in the family.

The total range of models manufactured by Toyota represents this company's

An entrepreneur has invented a new board game and wants to protect his idea from others. He should apply for a trademark.

Chantal was assembling a basket of food products for an important client gift. The products were available in only a few stores. The first item on her list was a spiced vinegar from the Middle East. What type of good is this?

When considering customer stage of brand loyalty, at which stage is it crucial for sales representatives to ensure stock is available?

What are the three classifications of consumer goods?

The Heinz brand name is used for baby food, infant cereals, ketchup, and pickles. In this example the Heinz brand is considered a

Colgate, Hertz, Betty Crocker, and Scope are examples of brandmarks.

A UPC is a "unique product category."

Procter & Gamble's introduction of the no-drip spout on containers of liquid laundry detergent is an example of this product line's

A relatively new category of cereals referred to as the "multi-mix"category is growing fast. Kraft's addition of "Post Selects,"which, unlike competitive products, combines fruit with whole grains, is an example of their

The product mix is the total range of products offered for sale by a company.

What is the main risk in family branding?

Convenience goods include

Contemporary Marketing

The External Marketing Environment

Strategic Marketing Planning

Marketing Intelligence

Consumer Buying Behaviour

Business-To-Business Marketing and Organizational Buying Behaviour

Market Segmentation and Target Marketing

Product Management

Services and Not-For-Profit Marketing

Pricing Decisions: Objectives, Strategies and Tactics

Distribution and Supply Chain Management

Retailing

IMC: Media Advertising, Social and Mobile Communications

IMC: Sales Promotion, Public Relations, Experiential Marketing, and Personal Selling

Global Marketing

Filters