Question 1

Name and describe the two labeling forms.

Accepted Answer

PERSUASIVE LABELING focuses on a promoti

Question 2

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 3

Over the years,Crest has added a variety of different toothpastes to its brand,such as Cavity-Protection Crest,Sensitive-Teeth Protection Crest,Baking Soda Crest,Tartar Protection Crest,and Crest for Kids.These additions are examples of:

Accepted Answer

A)  product line extensions. 
B)  product portfolio width adjustments. 
C)  product item contractions. 
D)  SBU expansions. 
E)  product mix widths. 
A)  product line extensions. 
B)  product portfolio width adjustments. 
C)  product item contractions. 
D)  SBU expansions. 
E)  product mix widths.

Question 4

Sebastian got a haircut this afternoon.His haircut cannot be called a product,however,because it is a service,not a tangible good.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following statements about planned obsolescence is true?

Accepted Answer

A)  Environmentalists support planned obsolescence. 
B)  A company that is interested in producing a quality product would never engage in planned obsolescence. 
C)  Style modification creates planned obsolescence. 
D)  Planned obsolescence is not an ethical issue. 
E)  All of the statements about planned obsolescence are true. 
A)  Environmentalists support planned obsolescence. 
B)  A company that is interested in producing a quality product would never engage in planned obsolescence. 
C)  Style modification creates planned obsolescence. 
D)  Planned obsolescence is not an ethical issue. 
E)  All of the statements about planned obsolescence are true.

Question 6

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 use 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 can decide to drop a brand or reseller at any time. 
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 can decide to drop a brand or reseller at any time. 
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 7

When Kyla wanted patio furniture,she visited stores that had outdoor furniture,including Home Depot,Lowe's,Target,and Howard Lumber Company to find the set that would look just right on her patio.If Kyla represents a typical patio furniture shopper,you know this product is a(n):

Accepted Answer

A)  homogeneous luxury product. 
B)  shopping specialty good. 
C)  operating supply good. 
D)  convenience item. 
E)  heterogeneous shopping good. 
A)  homogeneous luxury product. 
B)  shopping specialty good. 
C)  operating supply good. 
D)  convenience item. 
E)  heterogeneous shopping good.

Question 8

Choice Homes, Inc.
Choice Homes, Inc., based in Texas, built its reputation by building high-quality new homes, often at prices less than "used" ones. Choice Homes used mass purchasing power, innovative high-tech communications among employees to coordinate the building process, and other entrepreneurial strategies to hold costs down. Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the "American Dream" of home ownership for the same price as rent. Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples. The Choice Classic name was designed to capitalize on the reputation of Choice Homes, especially for current Choice home owners who are ready to "move up" to a larger home. Recently, Choice Homes started a third line of homes called "Reflections," which are expensive, custom-designed homes located in exclusive, prestigious neighborhoods.
-Refer to Choice Homes,Inc.In a recent survey,Choice Homes' customers indicated that they thought their homes were of high quality,made lots of referrals to friends,and planned to buy a Choice Classic or Reflections home in the future.The customers' reactions indicate that Choice Homes has achieved:

Accepted Answer

A)  generic status. 
B)  private brand status. 
C)  brand equity. 
D)  superficial skills. 
E)  brand superiority. 
A)  generic status. 
B)  private brand status. 
C)  brand equity. 
D)  superficial skills. 
E)  brand superiority.

Question 9

Rexona,marketed by Unilever (a Dutch company),is the world's number one deodorant brand.The brand is a leader in Europe,South America,Asia,Africa,and the Middle East.Rexona is an example of a:

Accepted Answer

A)  master brand. 
B)  global brand. 
C)  cannibalized brand. 
D)  standard brand. 
E)  family brand. 
A)  master brand. 
B)  global brand. 
C)  cannibalized brand. 
D)  standard brand. 
E)  family brand.

Question 10

_____ products 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.

Accepted Answer

A)  Product equivalents 
B)  Comparative convenience products 
C)  Homogeneous shopping products 
D)  Product counterparts 
E)  Heterogeneous shopping products 
A)  Product equivalents 
B)  Comparative convenience products 
C)  Homogeneous shopping products 
D)  Product counterparts 
E)  Heterogeneous shopping products

Question 11

Kathy is driving Chaz,her young son,home from soccer practice when Chaz says,"Mom,I'm thirsty." Kathy immediately pulls the car into the nearest gas station and buys Chaz a Coke.For Kathy,the Coke is best described as an example of buying a _____ product.

Accepted Answer

A)  homogeneous shopping 
B)  heterogeneous shopping 
C)  convenience 
D)  specialty 
E)  component 
A)  homogeneous shopping 
B)  heterogeneous shopping 
C)  convenience 
D)  specialty 
E)  component

Question 12

_____ products are searched for extensively,and substitutes are not acceptable.These products may be quite expensive,and often distribution is limited.

Accepted Answer

A)  Exclusive shopping 
B)  Homogeneous convenience 
C)  Branded shopping 
D)  Specialty 
E)  Heterogeneous convenience 
A)  Exclusive shopping 
B)  Homogeneous convenience 
C)  Branded shopping 
D)  Specialty 
E)  Heterogeneous convenience

Question 13

The value of company and brand names is referred to as:

Accepted Answer

A)  brand equity. 
B)  brand loyalty. 
C)  brand power. 
D)  brand equivalency. 
E)  brand strength. 
A)  brand equity. 
B)  brand loyalty. 
C)  brand power. 
D)  brand equivalency. 
E)  brand strength.

Question 14

Every three months or so,Stanley cleans the lint out of the long vent to his clothes dryer.It is a messy job that Stanley hates.It is too bad that Stanley has never heard of the Casabella Bendable Dryer Vent Brush,a specially designed brush that would make his life a little easier.For Stanley,the dryer vent brush is a(n)_____ product because he doesn't know the product exists.

Accepted Answer

A)  heterogeneous shopping 
B)  specialty 
C)  unsought 
D)  convenience 
E)  exclusive 
A)  heterogeneous shopping 
B)  specialty 
C)  unsought 
D)  convenience 
E)  exclusive

Question 15

Choice Homes, Inc.
Choice Homes, Inc., based in Texas, built its reputation by building high-quality new homes, often at prices less than "used" ones. Choice Homes used mass purchasing power, innovative high-tech communications among employees to coordinate the building process, and other entrepreneurial strategies to hold costs down. Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the "American Dream" of home ownership for the same price as rent. Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples. The Choice Classic name was designed to capitalize on the reputation of Choice Homes, especially for current Choice home owners who are ready to "move up" to a larger home. Recently, Choice Homes started a third line of homes called "Reflections," which are expensive, custom-designed homes located in exclusive, prestigious neighborhoods.
-Refer to Choice Homes,Inc.Kurt McKinney has just received a large inheritance and wants to have his "dream" home built.He knows exactly the architectural design he wants.He wants a particular Reflections home.The type of consumer product he wishes to buy is best classified as a(n):

Accepted Answer

A)  shopping product. 
B)  convenience product. 
C)  nondurable good. 
D)  specialty product. 
E)  unsought product. 
A)  shopping product. 
B)  convenience product. 
C)  nondurable good. 
D)  specialty product. 
E)  unsought product.

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 of siding in North America. James Hardie is now the third most recognized brand of building material in the world.
-Refer to Hardie Siding Products.James Hardie now makes multiple types of fiber cement siding products.There are different widths,textures,and profiles.The different types of siding the company makes are called its 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

Butterball,a well-known brand of turkey,advertised Ocean Spray cranberry sauce in its magazine ads and depicted suggested usage with its turkey.This is an example of which type of co-branding?

Accepted Answer

A)  Ingredient 
B)  Complementary 
C)  Family 
D)  Captive 
E)  Product use 
A)  Ingredient 
B)  Complementary 
C)  Family 
D)  Captive 
E)  Product use

Question 18

Rosa's husband Phil has a cold.Rosa went to the store to buy something that would help Phil sleep.Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub.The package showed both the Breathe Right and the Vicks brand names.This is an example of _____ branding.

Accepted Answer

A)  equity 
B)  ingredient 
C)  family 
D)  private 
E)  functional 
A)  equity 
B)  ingredient 
C)  family 
D)  private 
E)  functional

Question 19

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 20

A product unknown to the potential buyer or a known-product that the buyer does not actively seek is referred to as an undesirable product.

Accepted Answer

A) True 
 B)False

Exam 19: Product Concepts

Name and describe the two labeling forms.

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

Over the years,Crest has added a variety of different toothpastes to its brand,such as Cavity-Protection Crest,Sensitive-Teeth Protection Crest,Baking Soda Crest,Tartar Protection Crest,and Crest for Kids.These additions are examples of:

Sebastian got a haircut this afternoon.His haircut cannot be called a product,however,because it is a service,not a tangible good.

Which of the following statements about planned obsolescence is true?

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 use to dissuade the supermarket chain owner from selling only manufacturers' brands?

When Kyla wanted patio furniture,she visited stores that had outdoor furniture,including Home Depot,Lowe's,Target,and Howard Lumber Company to find the set that would look just right on her patio.If Kyla represents a typical patio furniture shopper,you know this product is a(n):

Rexona,marketed by Unilever (a Dutch company),is the world's number one deodorant brand.The brand is a leader in Europe,South America,Asia,Africa,and the Middle East.Rexona is an example of a:

_____ products 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.

Kathy is driving Chaz,her young son,home from soccer practice when Chaz says,"Mom,I'm thirsty." Kathy immediately pulls the car into the nearest gas station and buys Chaz a Coke.For Kathy,the Coke is best described as an example of buying a _____ product.

_____ products are searched for extensively,and substitutes are not acceptable.These products may be quite expensive,and often distribution is limited.

The value of company and brand names is referred to as:

Butterball,a well-known brand of turkey,advertised Ocean Spray cranberry sauce in its magazine ads and depicted suggested usage with its turkey.This is an example of which type of co-branding?

Rosa's husband Phil has a cold.Rosa went to the store to buy something that would help Phil sleep.Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub.The package showed both the Breathe Right and the Vicks brand names.This is an example of _____ branding.

Brand loyalty can:

A product unknown to the potential buyer or a known-product that the buyer does not actively seek is referred to as an undesirable product.

An Overview of Marketing

Case Study Girl Scout Cookies

Strategic Planning for Competitive Advantage

Case Study Disney: The Happiest Brand on Earth

Ethics and Social Responsibility

Case Study Barclays Bank: Banking on Ethics

The Marketing Environment

Case Study Daimler/BMW: A New Breed of Driver

Developing a Global Vision

Case Study P&G Unilever Panasonic: The $2-a-Day Initiative

Consumer Decision Making

Case Study eBay: Creating Customers on the Move

Business Marketing

Case Study Pantone: This Year’s Color: Honeysuckle

Segmenting and Targeting Markets

Coke Zero

Marketing Research

Case Study Marriott International: A Marriott Site for Those on the Move

Case Study Ford Motor Co.: One Ford; One Big Turnaround

Developing and Managing Products

Case Study Harmonix: Embrace Your Inner Rock Star

Services and Nonprofit Organization Marketing

Minute Clinic

Supply Chain Management

The U.S.Transportation Industry: Planning for a Potential Post-Recession Capacity Crunch

Marketing Channels and Retailing

Nordstrom's

Marketing Communications

HBO's True Blood

Advertising Public Relations and Sales Promotion

Burger King

Personal Selling and Sales Management

Ron Popeil

Social Media and Marketing

Facebook: Advertising’s Troubling Future

Pricing Concepts

Groupon vs.LivingSocial: Coupon Wars

Setting the Right Price

Black Friday Sales: Deal…or No Deal?

Telekom Austria Group: Sustainability to Increase Value

Mary Kay Inc: Taps into a Changing Demographic

Prestige Brands Inc-Transforming the Business

Cutco Cutlery Corporation: Direct to Consumer for Over 60 Years!

Lap Dance at Boston Blazers Lacrosse Game: Promotional Mistake or Creative Genius?

Will a New Reservation System Translate to Higher Prices for Travelers?

Concerns over Sustainability Result in Social Media Disaster for Nestlé

Four Loko Targets Young College Hedonists

McAfee Virus Protection Update Crashes Computers Worldwide

Microsoft Implies Distribution of Angry Birds on Windows Phone 7

Yellow Tail’s Tails-for-Tails Campaign

Concerns over Sustainability Result in Social Media Disaster for Nestlé

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