Question 1

To use co-branding effectively, which one of the following is probably least important?

Accepted Answer

A) The brands involved should represent a complementary fit in a customer's mind. 
B) The brands that are teamed together should not lose their individual identities. 
C) The brands involved should be owned by two or more organizations. 
D) To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E) The co-branded product should be able to benefit from the distribution system of both brands involved. 
A) The brands involved should represent a complementary fit in a customer's mind. 
B) The brands that are teamed together should not lose their individual identities. 
C) The brands involved should be owned by two or more organizations. 
D) To avoid confusion on the part of customers, co-branding should be done in a way so that it is obvious which brand is the main brand or key brand. 
E) The co-branded product should be able to benefit from the distribution system of both brands involved.

Question 2

When ____ branding is used, each of a firm's products is branded with at least part of the same name.

Accepted Answer

A) individual 
B) trademark 
C) family 
D) selective 
E) brand-extension 
A) individual 
B) trademark 
C) family 
D) selective 
E) brand-extension

Question 3

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, pencils in this case would be considered what type of product?

Accepted Answer

A) Business 
B) Process materials 
C) Raw material 
D) Convenience 
E) Consumer 
A) Business 
B) Process materials 
C) Raw material 
D) Convenience 
E) Consumer

Question 4

New products seldom generate enough sales to bring immediate profits.

Accepted Answer

A) True 
 B)False

Question 5

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

Accepted Answer

A) True 
 B)False

Question 6

When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ____ branding.

Accepted Answer

A) brand-extension 
B) individual 
C) exclusive 
D) selective 
E) existing 
A) brand-extension 
B) individual 
C) exclusive 
D) selective 
E) existing

Question 7

In marketing, family packaging means

Accepted Answer

A) packaging products in a quantity suitable for use for an average-sized family. 
B) putting a set of related products all in the same package. 
C) making all of a company's or product line's packaging look similar. 
D) putting the same brand name on all a company's products. 
E) designing and selling only products that are related. 
A) packaging products in a quantity suitable for use for an average-sized family. 
B) putting a set of related products all in the same package. 
C) making all of a company's or product line's packaging look similar. 
D) putting the same brand name on all a company's products. 
E) designing and selling only products that are related.

Question 8

The first adopters of a product are the innovators.

Accepted Answer

A) True 
 B)False

Question 9

When a business finds itself squeezed out of a market for a product or loses interest in that product, it is a sign of being in the ____ stage of the product life cycle.

Accepted Answer

A) maturity 
B) growth 
C) introduction 
D) market reduction 
E) decline 
A) maturity 
B) growth 
C) introduction 
D) market reduction 
E) decline

Question 10

Scenario 11.1
Use the following to answer the questions.
Gillette shaving razors were first manufactured in 1895. Over the years, Gillette made improvements on their razors offering many "firsts" such as the Mach3, the Sensor, and the Fusion. For many years, women were forced to use razors designed primarily for men, but often marketed to women by offering them in different colors and with minimal modifications. In 1998 Gillette developed the Venus razor, based on the Mach3 but made specifically for women. Gillette promoted the Venus razor heavily, with television ads and other forms of media. The Gillette product line, now owned by Procter & Gamble, continues to introduce new versions of the Venus, such as the Venus Embrace, which has additional blades and other modifications.
-Refer to Scenario 11.1. Molly has been using a Bic disposable razor for her shaving needs for the last ten years. She doesn't really see the need to spend more money on razors, but she sees that it is becoming more difficult to find the Bic, and so she is considering the Venus Embrace. Molly is definitely not a(n) ____ in the product adopter categories, and is more likely to be ____.

Accepted Answer

A) innovator; an early adopter 
B) early adopter; an innovator 
C) early majority; an early adopter 
D) innovator; an early majority 
E) innovator; a late majority 
A) innovator; an early adopter 
B) early adopter; an innovator 
C) early majority; an early adopter 
D) innovator; an early majority 
E) innovator; a late majority

Question 11

A no-drip spout on a bottle of liquid Tide laundry detergent is an example of ____ packaging.

Accepted Answer

A) category-consistent 
B) innovative 
C) traditional 
D) secondary-use 
E) convenience 
A) category-consistent 
B) innovative 
C) traditional 
D) secondary-use 
E) convenience

Question 12

Packaging is most important, as a strategic tool, for

Accepted Answer

A) consumer convenience products. 
B) consumer shopping products. 
C) industrial products. 
D) consumer specialty products. 
E) services. 
A) consumer convenience products. 
B) consumer shopping products. 
C) industrial products. 
D) consumer specialty products. 
E) services.

Question 13

Sales start at zero and profits are negative during the ____ stage of the product life cycle.

Accepted Answer

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

Question 14

If a company repositions a relative product failure, that product might become a successful member of the product line.

Accepted Answer

A) True 
 B)False

Question 15

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the ____ stage of the product adoption process.

Accepted Answer

A) awareness 
B) interest 
C) evaluation 
D) trial 
E) adoption 
A) awareness 
B) interest 
C) evaluation 
D) trial 
E) adoption

Question 16

Discuss the implications for a firm's marketing strategy of classifying a product as a convenience, shopping, specialty, or unsought item.

Accepted Answer

The answer of Discuss the implications for a firm's marketing...

Question 17

Convenience products are

Accepted Answer

A) relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort. 
B) frequently purchased items for which buyers are willing to exert considerable effort. 
C) frequently purchased items that are found in certain retail outlets. 
D) items that are expensive but are easy to purchase. 
E) items that require some purchase planning and for which the buyer often will not accept substitutes. 
A) relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort. 
B) frequently purchased items for which buyers are willing to exert considerable effort. 
C) frequently purchased items that are found in certain retail outlets. 
D) items that are expensive but are easy to purchase. 
E) items that require some purchase planning and for which the buyer often will not accept substitutes.

Question 18

The crush-proof cylinder package for Pringle's potato chips is an example of innovative packaging.

Accepted Answer

A) True 
 B)False

Question 19

When a firm uses an existing brand name as part of a brand name for a new product, this is called ____ branding.

Accepted Answer

A) brand-extension 
B) licensed 
C) family 
D) individual 
E) new-product 
A) brand-extension 
B) licensed 
C) family 
D) individual 
E) new-product

Question 20

The marketing mix should be left alone during the maturity stage of the product life cycle; tampering with it may bring an early death to the product.

Accepted Answer

A) True 
 B)False

To use co-branding effectively, which one of the following is probably least important?

When ____ branding is used, each of a firm's products is branded with at least part of the same name.

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, pencils in this case would be considered what type of product?

New products seldom generate enough sales to bring immediate profits.

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ____ branding.

In marketing, family packaging means

The first adopters of a product are the innovators.

When a business finds itself squeezed out of a market for a product or loses interest in that product, it is a sign of being in the ____ stage of the product life cycle.

A no-drip spout on a bottle of liquid Tide laundry detergent is an example of ____ packaging.

Packaging is most important, as a strategic tool, for

Sales start at zero and profits are negative during the ____ stage of the product life cycle.

If a company repositions a relative product failure, that product might become a successful member of the product line.

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the ____ stage of the product adoption process.

Discuss the implications for a firm's marketing strategy of classifying a product as a convenience, shopping, specialty, or unsought item.

Convenience products are

The crush-proof cylinder package for Pringle's potato chips is an example of innovative packaging.

When a firm uses an existing brand name as part of a brand name for a new product, this is called ____ branding.

The marketing mix should be left alone during the maturity stage of the product life cycle; tampering with it may bring an early death to the product.

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

To use co-branding effectively, which one of the following is probably least important?

When ____ branding is used, each of a firm's products is branded with at least part of the same name.

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, pencils in this case would be considered what type of product?

New products seldom generate enough sales to bring immediate profits.

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

When Anheuser-Busch added Michelob Light to the line of Michelob beers, the firm was using ____ branding.

In marketing, family packaging means

The first adopters of a product are the innovators.

When a business finds itself squeezed out of a market for a product or loses interest in that product, it is a sign of being in the ____ stage of the product life cycle.

A no-drip spout on a bottle of liquid Tide laundry detergent is an example of ____ packaging.

Packaging is most important, as a strategic tool, for

Sales start at zero and profits are negative during the ____ stage of the product life cycle.

If a company repositions a relative product failure, that product might become a successful member of the product line.

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the ____ stage of the product adoption process.

Discuss the implications for a firm's marketing strategy of classifying a product as a convenience, shopping, specialty, or unsought item.

Convenience products are

The crush-proof cylinder package for Pringle's potato chips is an example of innovative packaging.

When a firm uses an existing brand name as part of a brand name for a new product, this is called ____ branding.

The marketing mix should be left alone during the maturity stage of the product life cycle; tampering with it may bring an early death to the product.

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