Question 1

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

Accepted Answer

A) True 
 B)False  True

Question 2

The most important function of packaging is

Accepted Answer

A) offering convenience to customers. 
B) protecting the product and maintaining its functionality. 
C) covering the product. 
D) communicating information to the customer. 
E) attracting the attention of the customer. 
A) offering convenience to customers. 
B) protecting the product and maintaining its functionality. 
C) covering the product. 
D) communicating information to the customer. 
E) attracting the attention of the customer. B

Question 3

Describe and illustrate the four major categories of consumer products.

Accepted Answer

Answer not provided.

Question 4

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

Accepted Answer

A) True 
 B)False

Question 5

When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ____ stage of the product life cycle.

Accepted Answer

A) introduction 
B) growth 
C) stabilization 
D) maturity 
E) decline 
A) introduction 
B) growth 
C) stabilization 
D) maturity 
E) decline

Question 6

Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

Accepted Answer

A) True 
 B)False

Question 7

Distribution outlets become more difficult to secure during the growth stage of a product's life cycle because of aggressive competition.

Accepted Answer

A) True 
 B)False

Question 8

During a product's maturity stage, all sales promotion efforts are focused on consumers.

Accepted Answer

A) True 
 B)False

Question 9

Labels facilitate product identification.

Accepted Answer

A) True 
 B)False

Question 10

Scenario 11.2
Use the following to answer the questions.
Megabus is a new line operating in the Northeast and Midwestern United States, plus in Canada. It offers travelers a cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest technology. Unlike the traditional Greyhound Lines, Megabus is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor Greyhound, has launched two new bus lines, BoltBus and NeOn, with similar fares and high-tech amenities. A fare on NeOn bus from Buffalo, NY to New York City is $50.00 roundtrip, while the same fare through Greyhound's traditional bus line costs $92.00. The benefit of Greyhound's traditional line is that there are more departure times and more stops in smaller towns along the way.
-Refer to Scenario 11.2. Megabus is most likely in which of the following stages of the product life cycle?

Accepted Answer

A) Introduction 
B) Growth 
C) Maturity 
D) Decline 
E) Rejection 
A) Introduction 
B) Growth 
C) Maturity 
D) Decline 
E) Rejection

Question 11

A trademark signifies

Accepted Answer

A) that the owner has exclusive use of a brand and others are prohibited from using it. 
B) that a product was manufactured by a particular company. 
C) the full and legal name of an organization. 
D) the level of quality of a product based on its legally protected rights. 
E) the inventive use of a brand name or brand mark to identify a company's products. 
A) that the owner has exclusive use of a brand and others are prohibited from using it. 
B) that a product was manufactured by a particular company. 
C) the full and legal name of an organization. 
D) the level of quality of a product based on its legally protected rights. 
E) the inventive use of a brand name or brand mark to identify a company's products.

Question 12

During the maturity stage

Accepted Answer

A) product modifications are unnecessary. 
B) there is less emphasis on changing a product's price. 
C) marketing strategies are rarely altered. 
D) some competitors are forced out. 
E) limited advertising expenditures are required to maintain market share. 
A) product modifications are unnecessary. 
B) there is less emphasis on changing a product's price. 
C) marketing strategies are rarely altered. 
D) some competitors are forced out. 
E) limited advertising expenditures are required to maintain market share.

Question 13

A product item is best described as a

Accepted Answer

A) component of a marketing mix. 
B) particular brand. 
C) specific characteristic of a product. 
D) specific version of a product. 
E) unit of measure for the product. 
A) component of a marketing mix. 
B) particular brand. 
C) specific characteristic of a product. 
D) specific version of a product. 
E) unit of measure for the product.

Question 14

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

Accepted Answer

A) width of product mix. 
B) product mix consistency. 
C) depth of product mix. 
D) a market mix. 
E) a promotion mix. 
A) width of product mix. 
B) product mix consistency. 
C) depth of product mix. 
D) a market mix. 
E) a promotion mix.

Question 15

Co-branding capitalizes on the trust that customers have in both companies involved, especially when the brands complement one another in the mind of the buyer.

Accepted Answer

A) True 
 B)False

Question 16

Trial is the first stage of the product adoption process.

Accepted Answer

A) True 
 B)False

Question 17

Package characteristics shape buyer impressions of a product during use.

Accepted Answer

A) True 
 B)False

Question 18

Buyers do not compare alternatives when shopping for ____ products.

Accepted Answer

A) convenience 
B) specialty 
C) shopping 
D) unique 
E) unsought 
A) convenience 
B) specialty 
C) shopping 
D) unique 
E) unsought

Question 19

Which stage of the product life cycle begins when a business reaches the breakeven point with the product?

Accepted Answer

A) Maturity 
B) Growth 
C) Introduction 
D) Market testing 
E) Decline 
A) Maturity 
B) Growth 
C) Introduction 
D) Market testing 
E) Decline

Question 20

Individual branding facilitates market segmentation.

Accepted Answer

A) True 
 B)False

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

The most important function of packaging is

Describe and illustrate the four major categories of consumer products.

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ____ stage of the product life cycle.

Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

Distribution outlets become more difficult to secure during the growth stage of a product's life cycle because of aggressive competition.

During a product's maturity stage, all sales promotion efforts are focused on consumers.

Labels facilitate product identification.

A trademark signifies

During the maturity stage

A product item is best described as a

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

Co-branding capitalizes on the trust that customers have in both companies involved, especially when the brands complement one another in the mind of the buyer.

Trial is the first stage of the product adoption process.

Package characteristics shape buyer impressions of a product during use.

Buyers do not compare alternatives when shopping for ____ products.

Which stage of the product life cycle begins when a business reaches the breakeven point with the product?

Individual branding facilitates market segmentation.

Customer-Driven Strategic Marketing

Planning Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

E-Marketing, Digital Media, and Social Networking

Developing and Managing Goods and Services

Pricing Concepts

Pricing Management

A:marketing Channels and Supply-Chain Management

B:marketing Channels and Supply-Chain Management

A:retailing, Direct Marketing, and Wholesaling

B:retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters

Exam 10: Product, Branding, and Packaging Concepts

Brand licensing gives a company the ability to gain more revenue and low-cost or free promotional exposure.

The most important function of packaging is

Describe and illustrate the four major categories of consumer products.

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ____ stage of the product life cycle.

Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

Distribution outlets become more difficult to secure during the growth stage of a product's life cycle because of aggressive competition.

During a product's maturity stage, all sales promotion efforts are focused on consumers.

Labels facilitate product identification.

A trademark signifies

During the maturity stage

A product item is best described as a

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

Co-branding capitalizes on the trust that customers have in both companies involved, especially when the brands complement one another in the mind of the buyer.

Trial is the first stage of the product adoption process.

Package characteristics shape buyer impressions of a product during use.

Buyers do not compare alternatives when shopping for ____ products.

Which stage of the product life cycle begins when a business reaches the breakeven point with the product?

Individual branding facilitates market segmentation.

Customer-Driven Strategic Marketing

Planning Marketing Strategies

The Marketing Environment, Social Responsibility, and Ethics

Marketing Research and Information Systems

Target Market Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

E-Marketing, Digital Media, and Social Networking

Developing and Managing Goods and Services

Pricing Concepts

Pricing Management

A:marketing Channels and Supply-Chain Management

B:marketing Channels and Supply-Chain Management

A:retailing, Direct Marketing, and Wholesaling

B:retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters