Question 1

Bose sells high-quality speakers. The company guarantees excellent sound quality and the literature promises satisfaction. This is an example of which type of warranty?

Accepted Answer

A) fast 
B) limited 
C) implied 
D) express 
A) fast 
B) limited 
C) implied 
D) express

Question 2

Jennifer purchased Cascade 2-in-1 ActionPacs for her dishwasher. The packaging said the product combines the scrubbing power of Cascade with the grease-fighting power of Dawn dishwashing detergent. What type of cobranding does this product represent?

Accepted Answer

A) cooperative 
B) complementary 
C) piggyback 
D) ingredient 
A) cooperative 
B) complementary 
C) piggyback 
D) ingredient

Question 3

What does the convenience product marketing strategy include?

Accepted Answer

A) wide distribution of the product 
B) higher than ordinary prices 
C) few retail outlets other than convenience stores 
D) significantly lower promotion budgets 
A) wide distribution of the product 
B) higher than ordinary prices 
C) few retail outlets other than convenience stores 
D) significantly lower promotion budgets

Question 4

Scenario 10-1
Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh turkey breast cuts; turkey sausages; ground turkey; lunchmeat cold cuts; fresh marinated bone-in, boneless, and whole chicken; frozen chicken products; and Butterball stuffing and gravy mixes.
-Procter and Gamble (P&G) manufactures Dawn dishwashing liquid. What can P&G expand by adding Dawn Direct Foam dishwashing liquid?

Accepted Answer

A) the product line width 
B) the product depth 
C) the product mix width 
D) the product line depth 
A) the product line width 
B) the product depth 
C) the product mix width 
D) the product line depth

Question 5

While StarKist tuna is still available in cans, it is now also available in a 340-gram family-size pouch. What was this change in packaging the result of?

Accepted Answer

A) a repositioning strategy 
B) a new strategy of segmenting the company's market 
C) a move toward functional obsolescence 
D) a brand equity strategy 
A) a repositioning strategy 
B) a new strategy of segmenting the company's market 
C) a move toward functional obsolescence 
D) a brand equity strategy

Question 6

Cell phones are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price. What would cell phones be classified as?

Accepted Answer

A) product goods 
B) convenience goods 
C) homogeneous shopping products 
D) heterogeneous shopping products 
A) product goods 
B) convenience goods 
C) homogeneous shopping products 
D) heterogeneous shopping products

Question 7

Burberry's new raincoat contains a label that reads "Professionally dry clean only." Which type of label is this?

Accepted Answer

A) data 
B) functional 
C) persuasive 
D) informational 
A) data 
B) functional 
C) persuasive 
D) informational

Question 8

When a product name becomes generic, what will happen next?

Accepted Answer

A) The firm must use black-and-white packaging. 
B) Competitors are prohibited by law from using the trademark. 
C) The price will have to drop to appeal to lower-income consumers. 
D) The product name is no longer recognized as the exclusive property of one firm. 
A) The firm must use black-and-white packaging. 
B) Competitors are prohibited by law from using the trademark. 
C) The price will have to drop to appeal to lower-income consumers. 
D) The product name is no longer recognized as the exclusive property of one firm.

Question 9

According to the textbook, which of the following statements best describes an advantage to retailers associated with developing their own brands?

Accepted Answer

A) Dealers must market the brand, thus improving its skills base. 
B) Higher margins are available on private brands. 
C) Private brands, particularly those owned by discounters, are perceived to be of a higher quality. 
D) Dealers often buy in large quantities and thus always have a ready supply. 
A) Dealers must market the brand, thus improving its skills base. 
B) Higher margins are available on private brands. 
C) Private brands, particularly those owned by discounters, are perceived to be of a higher quality. 
D) Dealers often buy in large quantities and thus always have a ready supply.

Question 10

While Alison was showing her new grandson to friends, the baby needed a diaper change, and she had brought none with her. She normally uses eco-friendly Seventh Generation brand diapers but settled for a Pampers brand diaper because that was the only brand stocked at the local grocery store. For Alison, which type of product is the recent diaper purchase?

Accepted Answer

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

Question 11

Coca-Cola has changed the style, colours and design of its cola cans many times. What type of change would this style modification be?

Accepted Answer

A) a change in the product's durability or dependability 
B) a safety improvement 
C) an aesthetic product change 
D) a way to add convenience 
A) a change in the product's durability or dependability 
B) a safety improvement 
C) an aesthetic product change 
D) a way to add convenience

Question 12

Rights to a trademark exist as long as the mark is used. If a firm does not use it for three years, the trademark is considered abandoned, and a new user can claim exclusive ownership of the mark.

Accepted Answer

A) True 
 B)False

Question 13

YKK is the world's largest manufacturer of zippers. It makes over 1,500 different types and styles of zippers. The great variety of zippers made by YKK represents its product mix width.

Accepted Answer

A) True 
 B)False

Question 14

Organizations derive several benefits from organizing related product items into product lines. Briefly describe four of these benefits.

Accepted Answer

Advertising economies: Product lines pro

Question 15

Packaging is an important component of the product strategy. List and briefly describe the four major functions of packaging.

Accepted Answer

Contain and protect products: Packaging

Question 16

You are the brand manager of the Fluffit family of products. The products include a wide variety of synthetic and natural stuffing materials for furniture cushions, sleeping bags, quilts, and winter coats. The brand is a favourite among home repair enthusiasts and hobbyists of various kinds. Your firm would like to enter several foreign markets. Name and describe the three major alternative brand name choices for this global strategy. Discuss the viability of each alternative for Fluffit.

Accepted Answer

One brand name everywhere: This strategy

Question 17

The introduction of Tide Simple Pleasures, a laundry detergent inspired by the natural essences of vanilla and lavender, is an example of which of the following?

Accepted Answer

A) product modification 
B) brand mix extension 
C) product diversification 
D) brand repositioning 
A) product modification 
B) brand mix extension 
C) product diversification 
D) brand repositioning

Question 18

Andrea needs to find a kennel for boarding her son's dogs. There are several different kennels in her community, and Andrea believes all of them to be basically alike. The only feature she is genuinely concerned about is low price. For Andrea, which type of product is the kennel for boarding dogs?

Accepted Answer

A) specialty goods 
B) unsought goods 
C) heterogeneous shopping 
D) homogeneous shopping 
A) specialty goods 
B) unsought goods 
C) heterogeneous shopping 
D) homogeneous shopping

Question 19

A warranty is a protection and information device intended to confirm the quality of performance of a good or service. What is the difference between an express warranty and an implied warranty?

Accepted Answer

An express warranty is made in writing a

Question 20

Sherwin-Williams's paint brand, Dutch Boy, has come up with a packaging innovation that is getting rave reviews. The new Twist & Pour paint is packaged in an all-plastic gallon container with an easy twist-off lid, comfortable side handle, and even a pouring spout. There's no other paint product like it on the market. This innovative packaging was most likely designed for which of the following functions?

Accepted Answer

A) to facilitate product use and convenience 
B) to contain and protect the product 
C) to reduce environmental damage 
D) to facilitate recycling 
A) to facilitate product use and convenience 
B) to contain and protect the product 
C) to reduce environmental damage 
D) to facilitate recycling

Bose sells high-quality speakers. The company guarantees excellent sound quality and the literature promises satisfaction. This is an example of which type of warranty?

Jennifer purchased Cascade 2-in-1 ActionPacs for her dishwasher. The packaging said the product combines the scrubbing power of Cascade with the grease-fighting power of Dawn dishwashing detergent. What type of cobranding does this product represent?

What does the convenience product marketing strategy include?

While StarKist tuna is still available in cans, it is now also available in a 340-gram family-size pouch. What was this change in packaging the result of?

Cell phones are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price. What would cell phones be classified as?

Burberry's new raincoat contains a label that reads "Professionally dry clean only." Which type of label is this?

When a product name becomes generic, what will happen next?

According to the textbook, which of the following statements best describes an advantage to retailers associated with developing their own brands?

Coca-Cola has changed the style, colours and design of its cola cans many times. What type of change would this style modification be?

Rights to a trademark exist as long as the mark is used. If a firm does not use it for three years, the trademark is considered abandoned, and a new user can claim exclusive ownership of the mark.

YKK is the world's largest manufacturer of zippers. It makes over 1,500 different types and styles of zippers. The great variety of zippers made by YKK represents its product mix width.

Organizations derive several benefits from organizing related product items into product lines. Briefly describe four of these benefits.

Packaging is an important component of the product strategy. List and briefly describe the four major functions of packaging.

The introduction of Tide Simple Pleasures, a laundry detergent inspired by the natural essences of vanilla and lavender, is an example of which of the following?

Andrea needs to find a kennel for boarding her son's dogs. There are several different kennels in her community, and Andrea believes all of them to be basically alike. The only feature she is genuinely concerned about is low price. For Andrea, which type of product is the kennel for boarding dogs?

A warranty is a protection and information device intended to confirm the quality of performance of a good or service. What is the difference between an express warranty and an implied warranty?

An Introduction to Marketing

The Marketing Environment, Social Responsibility, and Ethics

Strategic Planning for Competitive Advantage

Developing a Global Vision

Marketing Research

Consumer Decision Making

Business Marketing

Segmenting, Targeting, and Positioning

Customer Relationship Management CRM

Developing and Managing Products

Services and Nonprofit Organization Marketing

Setting the Right Price

Marketing Channels and Supply Chain Management

Retailing

Marketing Communication

Advertising, Public Relations, and Direct Response

Sales Promotion and Personal Selling

Social Media and Promotion

Filters

Exam 10: Product Concepts

Bose sells high-quality speakers. The company guarantees excellent sound quality and the literature promises satisfaction. This is an example of which type of warranty?

Jennifer purchased Cascade 2-in-1 ActionPacs for her dishwasher. The packaging said the product combines the scrubbing power of Cascade with the grease-fighting power of Dawn dishwashing detergent. What type of cobranding does this product represent?

What does the convenience product marketing strategy include?

While StarKist tuna is still available in cans, it is now also available in a 340-gram family-size pouch. What was this change in packaging the result of?

Cell phones are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price. What would cell phones be classified as?

Burberry's new raincoat contains a label that reads "Professionally dry clean only." Which type of label is this?

When a product name becomes generic, what will happen next?

According to the textbook, which of the following statements best describes an advantage to retailers associated with developing their own brands?

Coca-Cola has changed the style, colours and design of its cola cans many times. What type of change would this style modification be?

Rights to a trademark exist as long as the mark is used. If a firm does not use it for three years, the trademark is considered abandoned, and a new user can claim exclusive ownership of the mark.

YKK is the world's largest manufacturer of zippers. It makes over 1,500 different types and styles of zippers. The great variety of zippers made by YKK represents its product mix width.

Organizations derive several benefits from organizing related product items into product lines. Briefly describe four of these benefits.

Packaging is an important component of the product strategy. List and briefly describe the four major functions of packaging.

The introduction of Tide Simple Pleasures, a laundry detergent inspired by the natural essences of vanilla and lavender, is an example of which of the following?

Andrea needs to find a kennel for boarding her son's dogs. There are several different kennels in her community, and Andrea believes all of them to be basically alike. The only feature she is genuinely concerned about is low price. For Andrea, which type of product is the kennel for boarding dogs?

A warranty is a protection and information device intended to confirm the quality of performance of a good or service. What is the difference between an express warranty and an implied warranty?

An Introduction to Marketing

The Marketing Environment, Social Responsibility, and Ethics

Strategic Planning for Competitive Advantage

Developing a Global Vision

Marketing Research

Consumer Decision Making

Business Marketing

Segmenting, Targeting, and Positioning

Customer Relationship Management CRM

Developing and Managing Products

Services and Nonprofit Organization Marketing

Setting the Right Price

Marketing Channels and Supply Chain Management

Retailing

Marketing Communication

Advertising, Public Relations, and Direct Response

Sales Promotion and Personal Selling

Social Media and Promotion

Filters