Question 1

Branding has three main purposes: product identification,repeat sales,and new-product sales.

Accepted Answer

A) True 
 B)False

Question 2

Given the many differences in majors available,living options,and image differences,universities would be classified as a heterogeneous shopping product for most people.

Accepted Answer

A) True 
 B)False

Question 3

Heinz is a leading global food manufacturer.It manufactures and markets Farleys (baby food),Jack Daniel's Sauces,and Weight Watcher's Foods (diet/slimming meals and supplements).The use of these brand names instead of the Heinz name is an example of a(n)_____ branding strategy.

Accepted Answer

A)  individual 
B)  synergistic 
C)  umbrella 
D)  family 
E)  piggyback 
A)  individual 
B)  synergistic 
C)  umbrella 
D)  family 
E)  piggyback

Question 4

Recently Apple updated its iPod Touch product,expanding its storage from 8 GB to 16 GB.Enlarging the iPod Touch's storage capacity is an example of a:

Accepted Answer

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

Question 5

All of the following are functions of universal product codes (UPCs)EXCEPT:

Accepted Answer

A)  allow scanners to match codes with brand names, package sizes, and prices 
B)  print product and price information on cash register tapes 
C)  assist retailers in preparing records of customer purchases 
D)  allow retailers to accurately track sales and control inventories 
E)  provide the detailed nutritional information required by the FDA 
A)  allow scanners to match codes with brand names, package sizes, and prices 
B)  print product and price information on cash register tapes 
C)  assist retailers in preparing records of customer purchases 
D)  allow retailers to accurately track sales and control inventories 
E)  provide the detailed nutritional information required by the FDA

Question 6

Which of the following statements describes an advantage to retailers associated with developing their own brands?

Accepted Answer

A)  Dealers must market the brand, thus cutting into the gross margin. 
B)  Higher gross 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. 
E)  Private brands are normally delivered more promptly by the manufacturer. 
A)  Dealers must market the brand, thus cutting into the gross margin. 
B)  Higher gross 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. 
E)  Private brands are normally delivered more promptly by the manufacturer.

Question 7

Brand loyalty can:

Accepted Answer

A)  increase product diffusion 
B)  encourage competition 
C)  shorten the amount of time a product spends in the maturity stage 
D)  help ensure repeat sales 
E)  sell a bad product 
A)  increase product diffusion 
B)  encourage competition 
C)  shorten the amount of time a product spends in the maturity stage 
D)  help ensure repeat sales 
E)  sell a bad product

Question 8

There are so many high-definition television sets on the market,and they vary so much on price,quality,and features that consumers often have trouble comparing them. A high-definition TV would probably be considered a _____ product.

Accepted Answer

A)  convenience 
B)  specialty 
C)  heterogeneous shopping good 
D)  homogeneous shopping good 
E)  generic 
A)  convenience 
B)  specialty 
C)  heterogeneous shopping good 
D)  homogeneous shopping good 
E)  generic

Question 9

A small chain of supermarkets in the western United States sells only manufacturers' brands.Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturers' brands?

Accepted Answer

A)  A well-known manufacturers' brand will not enhance the chain's image. 
B)  Manufacturers rarely spend money advertising the brand name to consumers. 
C)  Manufacturers typically offer a lower gross margin than could be earned on private label brands. 
D)  Manufacturers force the chain to carry a large in-store inventory. 
E)  Relying on the manufacturer or wholesaler to deliver a national brand quickly is optimistic at best. 
A)  A well-known manufacturers' brand will not enhance the chain's image. 
B)  Manufacturers rarely spend money advertising the brand name to consumers. 
C)  Manufacturers typically offer a lower gross margin than could be earned on private label brands. 
D)  Manufacturers force the chain to carry a large in-store inventory. 
E)  Relying on the manufacturer or wholesaler to deliver a national brand quickly is optimistic at best.

Question 10

The _____ is the element of a brand that cannot be spoken.

Accepted Answer

A)  brand mark 
B)  trademark 
C)  brand equity 
D)  quality mark 
E)  intangible product 
A)  brand mark 
B)  trademark 
C)  brand equity 
D)  quality mark 
E)  intangible product

Question 11

Sherwin-Williams' 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)  facilitate product use and convenience 
B)  contain and protect the product 
C)  reduce environmental damage 
D)  facilitate recycling 
E)  promote the product 
A)  facilitate product use and convenience 
B)  contain and protect the product 
C)  reduce environmental damage 
D)  facilitate recycling 
E)  promote the product

Question 12

A(n)_____ brand is one owned by the wholesaler or retailer.

Accepted Answer

A)  intermediate 
B)  private 
C)  generic 
D)  corporate 
E)  primary 
A)  intermediate 
B)  private 
C)  generic 
D)  corporate 
E)  primary

Question 13

_____ are products consumers see as being basically the same,so consumers shop for the lowest price.

Accepted Answer

A)  Low-prestige specialty products 
B)  Product equivalents 
C)  Heterogeneous shopping products 
D)  Generic convenience products 
E)  Homogeneous shopping products 
A)  Low-prestige specialty products 
B)  Product equivalents 
C)  Heterogeneous shopping products 
D)  Generic convenience products 
E)  Homogeneous shopping products

Question 14

The _____ is the starting point in creating a marketing mix.

Accepted Answer

A)  price 
B)  product 
C)  distribution channel 
D)  promotional media 
E)  production line 
A)  price 
B)  product 
C)  distribution channel 
D)  promotional media 
E)  production line

Question 15

Sam likes Michelin tires.If he needs new tires and Michelin's are not on sale,he is willing to pay a higher price for Michelin rather than buy some other brand.Sam is brand loyal to Michelin.

Accepted Answer

A) True 
 B)False

Question 16

Hardie Siding Products
James Hardie began selling fiber cement siding products in the United States in 1989 to leading builders, lumberyards, and home improvement centers. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated the product. It was heavy to install, and it showed every flaw in a bad framing job. In 1997, Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong, weather-resistant materials. Soon consumers began asking their builders or remodelers to use the product. Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines. By 2000, the Hardieplank was the number one brand siding in North America. James Hardie is now the third most recognized brand of building material in the world.
-Refer to Hardie Siding Products.Hardieplank siding is an example of a product:

Accepted Answer

A)  line 
B)  mix 
C)  reference point 
D)  item 
E)  standardization 
A)  line 
B)  mix 
C)  reference point 
D)  item 
E)  standardization

Question 17

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 c

Question 18

Alberto Culver Company
The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings. A large number of these products are intended for personal use. The company is divided into three key divisions: toiletries, household, and professional. The toiletries division sells hair care brands such as Alberto VO5, Alberto, and Bold Hold. Additionally, this division handles the FDS line of feminine deodorant products. The household division sells brands such as Mrs. Dash seasonings, Papa Dash salt substitute, Baker's Joy, Sugar Twin, and Static Guard. The professional division sells brands such as Tresemme, TCB, and Indola. Each of the brands listed above contains many individual products with varying formulations, such as the Alberto styling products, which include mousse, gel, spritz, spray-in conditioner, and hairspray.
-Refer to Alberto Culver Company.All the products that Alberto Culver sells in each of its three divisions is the company's product:

Accepted Answer

A)  item 
B)  depth 
C)  width 
D)  mix 
E)  marketing consistency 
A)  item 
B)  depth 
C)  width 
D)  mix 
E)  marketing consistency

Question 19

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

Accepted Answer

CONVENIENCE PRODUCTS are relatively inex

Question 20

Compare and contrast an express warranty and an implied warranty.

Accepted Answer

An express warranty is made in writing a

Branding has three main purposes: product identification,repeat sales,and new-product sales.

Given the many differences in majors available,living options,and image differences,universities would be classified as a heterogeneous shopping product for most people.

Heinz is a leading global food manufacturer.It manufactures and markets Farleys (baby food),Jack Daniel's Sauces,and Weight Watcher's Foods (diet/slimming meals and supplements).The use of these brand names instead of the Heinz name is an example of a(n)_____ branding strategy.

Recently Apple updated its iPod Touch product,expanding its storage from 8 GB to 16 GB.Enlarging the iPod Touch's storage capacity is an example of a:

All of the following are functions of universal product codes (UPCs)EXCEPT:

Which of the following statements describes an advantage to retailers associated with developing their own brands?

Brand loyalty can:

There are so many high-definition television sets on the market,and they vary so much on price,quality,and features that consumers often have trouble comparing them. A high-definition TV would probably be considered a _____ product.

A small chain of supermarkets in the western United States sells only manufacturers' brands.Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturers' brands?

The _____ is the element of a brand that cannot be spoken.

A(n)_____ brand is one owned by the wholesaler or retailer.

_____ are products consumers see as being basically the same,so consumers shop for the lowest price.

The _____ is the starting point in creating a marketing mix.

Sam likes Michelin tires.If he needs new tires and Michelin's are not on sale,he is willing to pay a higher price for Michelin rather than buy some other brand.Sam is brand loyal to Michelin.

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

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

Compare and contrast an express warranty and an implied warranty.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Filters

Exam 10: Product Concepts

Branding has three main purposes: product identification,repeat sales,and new-product sales.

Given the many differences in majors available,living options,and image differences,universities would be classified as a heterogeneous shopping product for most people.

Heinz is a leading global food manufacturer.It manufactures and markets Farleys (baby food),Jack Daniel's Sauces,and Weight Watcher's Foods (diet/slimming meals and supplements).The use of these brand names instead of the Heinz name is an example of a(n)_____ branding strategy.

Recently Apple updated its iPod Touch product,expanding its storage from 8 GB to 16 GB.Enlarging the iPod Touch's storage capacity is an example of a:

All of the following are functions of universal product codes (UPCs)EXCEPT:

Which of the following statements describes an advantage to retailers associated with developing their own brands?

Brand loyalty can:

There are so many high-definition television sets on the market,and they vary so much on price,quality,and features that consumers often have trouble comparing them. A high-definition TV would probably be considered a _____ product.

A small chain of supermarkets in the western United States sells only manufacturers' brands.Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturers' brands?

The _____ is the element of a brand that cannot be spoken.

A(n)_____ brand is one owned by the wholesaler or retailer.

_____ are products consumers see as being basically the same,so consumers shop for the lowest price.

The _____ is the starting point in creating a marketing mix.

Sam likes Michelin tires.If he needs new tires and Michelin's are not on sale,he is willing to pay a higher price for Michelin rather than buy some other brand.Sam is brand loyal to Michelin.

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

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

Compare and contrast an express warranty and an implied warranty.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics & Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Filters