Question 1

A one-brand-name strategy is useful when the marketer wants the brand to appear to be a local brand,or when regulations require localization.

Accepted Answer

A) True 
 B)False  False

Question 2

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

Accepted Answer

Convenience products are relatively inexpensive items that require little shopping effort.The products are bought regularly,usually without significant planning.Convenience products may include candy,soft drinks,aspirin,small hardware items,dry cleaning,car wash services,and so on.Shopping products are usually more expensive than convenience products and are found in fewer stores.Consumers spend some effort comparing brands and stores.Shopping products may include washers,dryers,refrigerators,televisions,furniture,clothing,housing,choice of university,and so on.Specialty products are those exclusive items for which consumers are willing to search extensively.Consumers are extremely reluctant to accept substitutes for specialty products.Brand names and service quality are important.Fine watches,luxury cars,expensive stereo equipment,gourmet restaurants,and specialized medical services could all be considered specialty products.Unsought products are those that the buyer does not know about or does not actively seek to buy.These products include insurance,burial plots,and other similar items.

Question 3

_____ is a type of co-branding that occurs when two brands receiving equal treatment borrow from each other's brand equity.​

Accepted Answer

A) Ingredient branding 
B) ​Cooperative branding 
C) ​Complimentary branding 
D) Family branding 
A) Ingredient branding 
B) ​Cooperative branding 
C) ​Complimentary branding 
D) Family branding B

Question 4

Which of the following is true of product lines?

Accepted Answer

A) They mandate a separate marketing strategy for each line. 
B) They provide economies of scale in advertising. 
C) They involve greater transportation and warehousing costs than product items. 
D) They help distinguish each version of a product from the others offered by a company. 
A) They mandate a separate marketing strategy for each line. 
B) They provide economies of scale in advertising. 
C) They involve greater transportation and warehousing costs than product items. 
D) They help distinguish each version of a product from the others offered by a company.

Question 5

Which of the following is true of an unsought product?

Accepted Answer

A) Marketers of unsought products often use selective,status-conscious advertising to maintain the product's exclusive image. 
B) Consumers buy unsought products regularly,usually without much planning. 
C) New products are categorized as unsought products until advertising and distribution increase consumer awareness of them. 
D) Consumers usually buy an unsought product only after comparing several brands or stores on style,practicality,price,and lifestyle compatibility. 
A) Marketers of unsought products often use selective,status-conscious advertising to maintain the product's exclusive image. 
B) Consumers buy unsought products regularly,usually without much planning. 
C) New products are categorized as unsought products until advertising and distribution increase consumer awareness of them. 
D) Consumers usually buy an unsought product only after comparing several brands or stores on style,practicality,price,and lifestyle compatibility.

Question 6

Frieda was disappointed to notice that her new phone had several scratches on its screen.If she had known about the clear protective films that were available to protect the phone display from scratches,she could have avoided this problem.For Frieda,the protective films were _____.​

Accepted Answer

A) convenience products 
B) ​unsought products 
C) ​specialty products 
D) shopping products 
A) convenience products 
B) ​unsought products 
C) ​specialty products 
D) shopping products

Question 7

Explain the importance of product offering in creating a marketing mix.

Accepted Answer

The product offering,the heart of an org

Question 8

Elsem Foods is a manufacturer of food and beverages.It manufactures several varieties of foods like potato chips,cupcakes,candies,crackers,fruit juices,and carbonated drinks.It introduced a new line of baked potato chips in different flavors.It receives its largest profit from its newly introduced line of hundred percent fruit juices that are available in different flavors,such as orange,apple,litchi,cranberry,and so on.Which of the following is a product item of Elsem Foods?

Accepted Answer

A) Baked potato chips 
B) Cupcakes 
C) Hundred percent orange juice 
D) Beverages 
A) Baked potato chips 
B) Cupcakes 
C) Hundred percent orange juice 
D) Beverages

Question 9

__________labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.

Accepted Answer

The answer of __________labeling is designed to help consumers make...

Question 10

_____ labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.​

Accepted Answer

A) Informational 
B) ​Persuasive 
C) ​Perspective 
D) Instructional 
A) Informational 
B) ​Persuasive 
C) ​Perspective 
D) Instructional

Question 11

Which of the following is considered an advantage of decreasing a product's quality?

Accepted Answer

A) It gives manufacturers greater ability to raise prices for the product. 
B) It allows manufacturers to appeal to target markets unable to afford the original product. 
C) It motivates customers to replace worn out products. 
D) It enhances the ease of coordinating promotion from market to market. 
A) It gives manufacturers greater ability to raise prices for the product. 
B) It allows manufacturers to appeal to target markets unable to afford the original product. 
C) It motivates customers to replace worn out products. 
D) It enhances the ease of coordinating promotion from market to market.

Question 12

​_____ is when a product or company attempts to give the impression of environmental friendliness whether or not it is environmentally friendly.

Accepted Answer

A) Greenwashing 
B) ​Green hosting 
C) ​Astroturfing 
D) Cooperative branding 
A) Greenwashing 
B) ​Green hosting 
C) ​Astroturfing 
D) Cooperative branding

Question 13

Convenience products,though inexpensive,require considerable shopping effort by buyers.

Accepted Answer

A) True 
 B)False

Question 14

When a product name becomes generic,the product name is no longer recognized as the exclusive property of a firm.

Accepted Answer

A) True 
 B)False

Question 15

Each product item in the product mix always requires a separate marketing strategy.

Accepted Answer

A) True 
 B)False

Question 16

Bar codes are read by computerized optical scanners that match codes with brand names,package sizes,and prices.

Accepted Answer

A) True 
 B)False

Question 17

Trademark protection and rights only last for five years.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is true of a specialty product?

Accepted Answer

A) It is widely distributed in a geographic area in order to sell sufficient quantities to meet profit goals. 
B) It is marketed using selective,status-conscious advertising that maintains its exclusive image. 
C) It is bought only after comparing several brands or stores on style,practicality,price,and lifestyle compatibility. 
D) It is sold using aggressive personal selling as consumers do not seek out this type of product. 
A) It is widely distributed in a geographic area in order to sell sufficient quantities to meet profit goals. 
B) It is marketed using selective,status-conscious advertising that maintains its exclusive image. 
C) It is bought only after comparing several brands or stores on style,practicality,price,and lifestyle compatibility. 
D) It is sold using aggressive personal selling as consumers do not seek out this type of product.

Question 19

Daily Fresh is a multinational food and beverage company.One of the new products that Dairy Rich intends to introduce includes fiber added to chocolate.The packages will include data that each chocolate bar contains five grams of fiber and the various health benefits of including more fiber in one's diet.In this case,Daily Fresh intends to use _____.​

Accepted Answer

A) informational labeling 
B) ​persuasive labeling 
C) ​individual branding 
D) family branding 
A) informational labeling 
B) ​persuasive labeling 
C) ​individual branding 
D) family branding

Question 20

Frieda was disappointed to notice that her new phone had several scratches on its screen.If she had known about the clear protective films that were available to protect the phone display from scratches,she could have avoided this problem.For Frieda,the protective films were__________.

Accepted Answer

The answer of Frieda was disappointed to notice that her...

A one-brand-name strategy is useful when the marketer wants the brand to appear to be a local brand,or when regulations require localization.

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

_____ is a type of co-branding that occurs when two brands receiving equal treatment borrow from each other's brand equity.

Which of the following is true of product lines?

Which of the following is true of an unsought product?

Frieda was disappointed to notice that her new phone had several scratches on its screen.If she had known about the clear protective films that were available to protect the phone display from scratches,she could have avoided this problem.For Frieda,the protective films were _____.

Explain the importance of product offering in creating a marketing mix.

__________labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.

_____ labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.

Which of the following is considered an advantage of decreasing a product's quality?

_____ is when a product or company attempts to give the impression of environmental friendliness whether or not it is environmentally friendly.

Convenience products,though inexpensive,require considerable shopping effort by buyers.

When a product name becomes generic,the product name is no longer recognized as the exclusive property of a firm.

Each product item in the product mix always requires a separate marketing strategy.

Bar codes are read by computerized optical scanners that match codes with brand names,package sizes,and prices.

Trademark protection and rights only last for five years.

Which of the following is true of a specialty product?

Frieda was disappointed to notice that her new phone had several scratches on its screen.If she had known about the clear protective films that were available to protect the phone display from scratches,she could have avoided this problem.For Frieda,the protective films were__________.

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

Marketing Research

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management

Marketing Channels

Retailing

Marketing Communications

Advertising, public Relations, and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Setting the Right Price

Filters

Exam 10: Product Concepts

A one-brand-name strategy is useful when the marketer wants the brand to appear to be a local brand,or when regulations require localization.

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

_____ is a type of co-branding that occurs when two brands receiving equal treatment borrow from each other's brand equity.​

Which of the following is true of product lines?

Which of the following is true of an unsought product?

Frieda was disappointed to notice that her new phone had several scratches on its screen.If she had known about the clear protective films that were available to protect the phone display from scratches,she could have avoided this problem.For Frieda,the protective films were _____.​

Explain the importance of product offering in creating a marketing mix.

__________labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.

_____ labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.​

Which of the following is considered an advantage of decreasing a product's quality?

​_____ is when a product or company attempts to give the impression of environmental friendliness whether or not it is environmentally friendly.

Convenience products,though inexpensive,require considerable shopping effort by buyers.

When a product name becomes generic,the product name is no longer recognized as the exclusive property of a firm.

Each product item in the product mix always requires a separate marketing strategy.

Bar codes are read by computerized optical scanners that match codes with brand names,package sizes,and prices.

Trademark protection and rights only last for five years.

Which of the following is true of a specialty product?

Frieda was disappointed to notice that her new phone had several scratches on its screen.If she had known about the clear protective films that were available to protect the phone display from scratches,she could have avoided this problem.For Frieda,the protective films were__________.

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

Marketing Research

Developing and Managing Products

Services and Nonprofit Organization Marketing

Supply Chain Management

Marketing Channels

Retailing

Marketing Communications

Advertising, public Relations, and Sales Promotion

Personal Selling and Sales Management

Social Media and Marketing

Pricing Concepts

Setting the Right Price

Filters

_____ is a type of co-branding that occurs when two brands receiving equal treatment borrow from each other's brand equity.

Frieda was disappointed to notice that her new phone had several scratches on its screen.If she had known about the clear protective films that were available to protect the phone display from scratches,she could have avoided this problem.For Frieda,the protective films were _____.

_____ labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.

_____ is when a product or company attempts to give the impression of environmental friendliness whether or not it is environmentally friendly.