Question 1

During the introduction stage of a successful product,

Accepted Answer

A) more competitors enter the market, driving prices down and creating the need for heavy promotional expenses. 
B) a typical marketing strategy seeks to position the product favorably against aggressive competitors through emphasizing product benefits. 
C) the initial product price may have to be high to recoup expensive marketing research or development costs, which can depress sales. 
D) competitors emphasize improvements and differences in their versions of the product. 
E) advertising messages may focus on differentiating a brand from the field of competitors. 
A) more competitors enter the market, driving prices down and creating the need for heavy promotional expenses. 
B) a typical marketing strategy seeks to position the product favorably against aggressive competitors through emphasizing product benefits. 
C) the initial product price may have to be high to recoup expensive marketing research or development costs, which can depress sales. 
D) competitors emphasize improvements and differences in their versions of the product. 
E) advertising messages may focus on differentiating a brand from the field of competitors. C

Question 2

By law, manufacturers must be identified on the labels of private brands.

Accepted Answer

A) True 
 B)False  False

Question 3

Procter & Gamble markets shampoo under several different brand names, including Pantene, Herbal Essences, Head & Shoulders, and Aussie. For shaving products, Procter & Gamble markets several different razors under the Gillette brand, including Gillette Mach3 and Gillette Fusion. They also use the Gillette name for shaving creams, aftershaves, deodorants, and body washes. Procter & Gamble is using _____ branding for the shampoo category and _____ branding for the shaving category.

Accepted Answer

A) individual; family 
B) manufacturer; private 
C) family; individual 
D) brand-extension; private 
E) individual; individual 
A) individual; family 
B) manufacturer; private 
C) family; individual 
D) brand-extension; private 
E) individual; individual A

Question 4

Product mix refers to a related group of products in the product line.

Accepted Answer

A) True 
 B)False

Question 5

A seller's profits peak in the maturity stage of a product's life cycle.

Accepted Answer

A) True 
 B)False

Question 6

A product need not be a physical product.

Accepted Answer

A) True 
 B)False

Question 7

Scenario 10.1
Use the following to answer the questions.
Megabus is a bus 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 bus line, 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 a NeOn bus from Buffalo, New York, to New York City is $50.00 round trip, 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 10.1. What product(s) is Megabus marketing?

Accepted Answer

A) Megabus is a service and therefore is not marketing a product. 
B) The ride between cities is a service product and is the only one Megabus is marketing. 
C) The ride between the cities, which is the core product, plus the supplemental features of Wi-Fi, video screens, and other technology. 
D) The ride between cities, which is a convenience product. 
E) The ride between cities, which is a shopping product. 
A) Megabus is a service and therefore is not marketing a product. 
B) The ride between cities is a service product and is the only one Megabus is marketing. 
C) The ride between the cities, which is the core product, plus the supplemental features of Wi-Fi, video screens, and other technology. 
D) The ride between cities, which is a convenience product. 
E) The ride between cities, which is a shopping product.

Question 8

Surnames are difficult to protect as brand names.

Accepted Answer

A) True 
 B)False

Question 9

Which of the following stages of the product life cycle is likely to see dealers offered promotional assistance from the producer?

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

Bread is usually a convenience product.

Accepted Answer

A) True 
 B)False

Question 11

Annie owns a Dell laptop computer. She uses the computer in class and her classmates can see the Dell logo when she uses her laptop. One of her classmates is looking to purchase a new laptop and asks Annie her opinion of Dell computers. Annie informs her classmate that she is satisfied with her laptop and recommends that her classmate purchase one, too. For Dell, Annie is exhibiting some of the benefits of

Accepted Answer

A) brand recognition. 
B) brand equity. 
C) brand insistence. 
D) brand loyalty. 
E) brand mark. 
A) brand recognition. 
B) brand equity. 
C) brand insistence. 
D) brand loyalty. 
E) brand mark.

Question 12

Intense price wars are likely to occur during the growth stage of the product life cycle as competitors attempt to gain market share.

Accepted Answer

A) True 
 B)False

Question 13

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 14

The overall challenge for marketers when developing packaging is to

Accepted Answer

A) make it as attractive as possible to the target market of the product. 
B) create effective, convenient packaging that appeals to customers and keeps costs low. 
C) find ways to reduce costs as much as possible for packaging without letting safety suffer. 
D) always be more innovative than the competitors in order to make a product stand out. 
E) ensure that product damage is minimized during distribution. 
A) make it as attractive as possible to the target market of the product. 
B) create effective, convenient packaging that appeals to customers and keeps costs low. 
C) find ways to reduce costs as much as possible for packaging without letting safety suffer. 
D) always be more innovative than the competitors in order to make a product stand out. 
E) ensure that product damage is minimized during distribution.

Question 15

You are head of a nonprofit organization that has been granted a license to sell products in a small booth in your local airport. You want to maximize your revenue from this venture by selling products that are inexpensive and frequently purchased. Which of the following types of products should you sell?

Accepted Answer

A) Unsought products 
B) Business products 
C) Specialty products 
D) Shopping products 
E) Convenience products 
A) Unsought products 
B) Business products 
C) Specialty products 
D) Shopping products 
E) Convenience products

Question 16

The Cool Whip container is an example of a secondary-use package.

Accepted Answer

A) True 
 B)False

Question 17

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 18

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 19

The brands used for co-branding cannot be owned by the same company.

Accepted Answer

A) True 
 B)False

Question 20

Obtaining a specialty product involves a considerable amount of comparison activity.

Accepted Answer

A) True 
 B)False

During the introduction stage of a successful product,

By law, manufacturers must be identified on the labels of private brands.

Product mix refers to a related group of products in the product line.

A seller's profits peak in the maturity stage of a product's life cycle.

A product need not be a physical product.

Surnames are difficult to protect as brand names.

Which of the following stages of the product life cycle is likely to see dealers offered promotional assistance from the producer?

Bread is usually a convenience product.

Intense price wars are likely to occur during the growth stage of the product life cycle as competitors attempt to gain market share.

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

The overall challenge for marketers when developing packaging is to

The Cool Whip container is an example of a secondary-use package.

A product item is best described as a

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

The brands used for co-branding cannot be owned by the same company.

Obtaining a specialty product involves a considerable amount of comparison activity.

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating 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

Digital Marketing and Social Networking

Developing and Managing Goods and Services

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

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

During the introduction stage of a successful product,

By law, manufacturers must be identified on the labels of private brands.

Product mix refers to a related group of products in the product line.

A seller's profits peak in the maturity stage of a product's life cycle.

A product need not be a physical product.

Surnames are difficult to protect as brand names.

Which of the following stages of the product life cycle is likely to see dealers offered promotional assistance from the producer?

Bread is usually a convenience product.

Intense price wars are likely to occur during the growth stage of the product life cycle as competitors attempt to gain market share.

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

The overall challenge for marketers when developing packaging is to

The Cool Whip container is an example of a secondary-use package.

A product item is best described as a

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

The brands used for co-branding cannot be owned by the same company.

Obtaining a specialty product involves a considerable amount of comparison activity.

Customer-Driven Strategic Marketing

Planning, Implementing, and Evaluating 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

Digital Marketing and Social Networking

Developing and Managing Goods and Services

Pricing Concepts and Management

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing, and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Filters