Question 1

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand

Accepted Answer

A) loyalty. 
B) value. 
C) share. 
D) equity. 
E) association. 
A) loyalty. 
B) value. 
C) share. 
D) equity. 
E) association.

Question 2

The core product element

Accepted Answer

A) provides added value or attributes that are in addition to the core product's utility or benefit. 
B) consists of a product's fundamental utility or main benefit and usually addresses a fundamental need of the consumer. 
C) includes benefits based on consumers' experiences with the product, which gives symbolic meaning to many products (and brands) for buyers. 
D) can be either tangible or intangible and includes functional, social, and psychological utilities or benefits. 
E) includes supporting services, such as installation, guarantees, product information, and promises of repair or maintenance. 
A) provides added value or attributes that are in addition to the core product's utility or benefit. 
B) consists of a product's fundamental utility or main benefit and usually addresses a fundamental need of the consumer. 
C) includes benefits based on consumers' experiences with the product, which gives symbolic meaning to many products (and brands) for buyers. 
D) can be either tangible or intangible and includes functional, social, and psychological utilities or benefits. 
E) includes supporting services, such as installation, guarantees, product information, and promises of repair or maintenance.

Question 3

The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as

Accepted Answer

A) fanciful. 
B) generic. 
C) descriptive. 
D) suggestive. 
E) arbitrary. 
A) fanciful. 
B) generic. 
C) descriptive. 
D) suggestive. 
E) arbitrary.

Question 4

R.J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?

Accepted Answer

A) Generic 
B) Individual 
C) Family 
D) Line family 
E) Brand extension 
A) Generic 
B) Individual 
C) Family 
D) Line family 
E) Brand extension

Question 5

Which of the following statements does not apply to convenience goods?

Accepted Answer

A) Consumers are brand loyal to convenience products and are not likely to substitute other brands. 
B) Convenience products require minimal shopping effort. 
C) Marketing of convenience products requires intensive exposure of these goods in as many stores as possible. 
D) Consumers tend to feel that the most desirable retail facility for convenience products is the closest one. 
E) Colas, gasoline, and bread are good examples of convenience goods. 
A) Consumers are brand loyal to convenience products and are not likely to substitute other brands. 
B) Convenience products require minimal shopping effort. 
C) Marketing of convenience products requires intensive exposure of these goods in as many stores as possible. 
D) Consumers tend to feel that the most desirable retail facility for convenience products is the closest one. 
E) Colas, gasoline, and bread are good examples of convenience goods.

Question 6

A brand name is the part of the brand that is spoken.

Accepted Answer

A) True 
 B)False

Question 7

Describe and illustrate the four major categories of consumer products.

Accepted Answer

The most widely accepted approach to cla

Question 8

Profits decline in the maturity stage, largely because of increased competition.

Accepted Answer

A) True 
 B)False

Question 9

A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape would be an example of a(n)

Accepted Answer

A) component part. 
B) specialty item. 
C) accessory equipment. 
D) raw material. 
E) process material. 
A) component part. 
B) specialty item. 
C) accessory equipment. 
D) raw material. 
E) process material.

Question 10

When Starbucks introduced its instant coffee brand, Via, the company sold it in packages of three single-cup units. Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely

Accepted Answer

A) to encourage the consumer to try the product several times. 
B) to encourage a higher consumption of all Starbucks products. 
C) to sell more because of infrequent coffee purchases. 
D) to reduce costs in the distribution and handling of the Via products. 
E) to engage in environmentally responsible behavior. 
A) to encourage the consumer to try the product several times. 
B) to encourage a higher consumption of all Starbucks products. 
C) to sell more because of infrequent coffee purchases. 
D) to reduce costs in the distribution and handling of the Via products. 
E) to engage in environmentally responsible behavior.

Question 11

Morgan needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and since Morgan wants to get home to cook dinner she settles for Prego. Morgan has brand ____ for Ragu and brand ____ for Prego.

Accepted Answer

A) insistence; recognition 
B) insistence; preference 
C) loyalty; preference 
D) preference; recognition 
E) preference; loyalty 
A) insistence; recognition 
B) insistence; preference 
C) loyalty; preference 
D) preference; recognition 
E) preference; loyalty

Question 12

McDonald's golden arches are a classic example of a

Accepted Answer

A) brand. 
B) brand symbol. 
C) brand name. 
D) brand mark. 
E) trademark. 
A) brand. 
B) brand symbol. 
C) brand name. 
D) brand mark. 
E) trademark.

Question 13

Frito-Lay, which is widely known for producing chips and other snack products, tried to introduce Frito-Lay lemonade. The reason this new product failed is likely because of

Accepted Answer

A) poor timing. 
B) the failure to match product offerings to customer needs. 
C) technical problems. 
D) overestimation of market size. 
E) ineffective branding. 
A) poor timing. 
B) the failure to match product offerings to customer needs. 
C) technical problems. 
D) overestimation of market size. 
E) ineffective branding.

Question 14

A product item is a

Accepted Answer

A) group of closely related products. 
B) distinct offering among an organization's products. 
C) product that possess one or more unique characteristics. 
D) product for which buyers are willing to expend considerable effort in planning and making the purchase. 
E) relatively inexpensive and frequently purchased item. 
A) group of closely related products. 
B) distinct offering among an organization's products. 
C) product that possess one or more unique characteristics. 
D) product for which buyers are willing to expend considerable effort in planning and making the purchase. 
E) relatively inexpensive and frequently purchased item.

Question 15

Scenario 10.2
Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type of packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the color brown for chocolate milk and the color white for vanilla.
-Refer to Scenario 10.2. Silk Soymilk probably increased demand for its single servings by facilitating increased consumption of the product through its practice of ____ packaging.

Accepted Answer

A) innovative 
B) category-consistent 
C) handling-improved 
D) secondary-use 
E) multiple 
A) innovative 
B) category-consistent 
C) handling-improved 
D) secondary-use 
E) multiple

Question 16

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 17

If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name,this arrangement is an example of

Accepted Answer

A) brand extension. 
B) brand licensing. 
C) product continuation. 
D) private branding. 
E) individual branding. 
A) brand extension. 
B) brand licensing. 
C) product continuation. 
D) private branding. 
E) individual branding.

Question 18

The first adopters of a product are the innovators.

Accepted Answer

A) True 
 B)False

Question 19

Grand Resorts Hawaii has just celebrated its first profit since opening two years ago. Grand Resorts Hawaii is most likely in the ____ stage of the product life cycle.

Accepted Answer

A) maturity 
B) growth 
C) introduction 
D) market testing 
E) stability 
A) maturity 
B) growth 
C) introduction 
D) market testing 
E) stability

Question 20

Which of the following best defines the interest stage in the product adoption process?

Accepted Answer

A) The buyer tries to find the product in a retail store. 
B) The buyer considers the benefits and determines whether to try the product. 
C) The buyer tries the product to determine its usefulness. 
D) The buyer seeks information and is receptive to learning about the product. 
E) The buyer uses objective sources to learn about the product. 
A) The buyer tries to find the product in a retail store. 
B) The buyer considers the benefits and determines whether to try the product. 
C) The buyer tries the product to determine its usefulness. 
D) The buyer seeks information and is receptive to learning about the product. 
E) The buyer uses objective sources to learn about the product.

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand

The core product element

The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as

R.J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?

Which of the following statements does not apply to convenience goods?

A brand name is the part of the brand that is spoken.

Describe and illustrate the four major categories of consumer products.

Profits decline in the maturity stage, largely because of increased competition.

A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape would be an example of a(n)

When Starbucks introduced its instant coffee brand, Via, the company sold it in packages of three single-cup units. Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely

Morgan needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and since Morgan wants to get home to cook dinner she settles for Prego. Morgan has brand for Ragu and brand for Prego.

McDonald's golden arches are a classic example of a

Frito-Lay, which is widely known for producing chips and other snack products, tried to introduce Frito-Lay lemonade. The reason this new product failed is likely because of

A product item is a

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.

If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name,this arrangement is an example of

The first adopters of a product are the innovators.

Grand Resorts Hawaii has just celebrated its first profit since opening two years ago. Grand Resorts Hawaii is most likely in the ____ stage of the product life cycle.

Which of the following best defines the interest stage in the product adoption process?

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

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand

The core product element

The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as

R.J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an example of which type of branding policy?

Which of the following statements does not apply to convenience goods?

A brand name is the part of the brand that is spoken.

Describe and illustrate the four major categories of consumer products.

Profits decline in the maturity stage, largely because of increased competition.

A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape would be an example of a(n)

When Starbucks introduced its instant coffee brand, Via, the company sold it in packages of three single-cup units. Starbucks' primary objective for selling Via in three-unit packages rather than single-unit packages was most likely

Morgan needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and since Morgan wants to get home to cook dinner she settles for Prego. Morgan has brand ____ for Ragu and brand ____ for Prego.

McDonald's golden arches are a classic example of a

Frito-Lay, which is widely known for producing chips and other snack products, tried to introduce Frito-Lay lemonade. The reason this new product failed is likely because of

A product item is a

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.

If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name,this arrangement is an example of

The first adopters of a product are the innovators.

Grand Resorts Hawaii has just celebrated its first profit since opening two years ago. Grand Resorts Hawaii is most likely in the ____ stage of the product life cycle.

Which of the following best defines the interest stage in the product adoption process?

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

Morgan needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and since Morgan wants to get home to cook dinner she settles for Prego. Morgan has brand for Ragu and brand for Prego.