Question 1

The convenience product marketing strategy includes:

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. 
E)  products that are not easily substitutable. 
A)  wide distribution of the product. 
B)  higher than ordinary prices. 
C)  few retail outlets other than convenience stores. 
D)  significantly lower promotion budgets. 
E)  products that are not easily substitutable.

Question 2

When Coca Cola introduced Coke Zero,this was an example of a _____ strategy.

Accepted Answer

A)  repositioning 
B)  product line extension 
C)  cannibalization 
D)  disintermediation 
E)  demarketing 
A)  repositioning 
B)  product line extension 
C)  cannibalization 
D)  disintermediation 
E)  demarketing

Question 3

Proctor & Gamble is a well-known producer of home and beauty products.Along with these products,P&G also markets pet products,prescription drugs,and small appliances.This range of products provides the company with product:

Accepted Answer

A)  line height. 
B)  line consistency. 
C)  mix width. 
D)  line depth. 
E)  mix depth. 
A)  line height. 
B)  line consistency. 
C)  mix width. 
D)  line depth. 
E)  mix depth.

Question 4

Apple recently 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

According to recent market research,Google is one of the most valuable brands in the world.According to this research,the company and its well-known name are worth about $100 billion.This research indicates that Google has a high:

Accepted Answer

A)  brand loyalty hierarchy. 
B)  evoked set. 
C)  brand quality standard. 
D)  perceptual expectation. 
E)  brand equity. 
A)  brand loyalty hierarchy. 
B)  evoked set. 
C)  brand quality standard. 
D)  perceptual expectation. 
E)  brand equity.

Question 6

Campbell's
Most people recognize Campbell's as a brand of soup, but Campbell's also manufactures Pace Picante Sauce, Pepperidge Farms products, Prego Sauce, Swanson Broth, and V8 juice. Campbell's International division offers more than 20 brands of soups, sauces, beverages, and baked snacks in the Asia Pacific region, Greater Europe and Latin America. Products such as Arnott's biscuits and crackers and Bià Band soups are well known overseas. Campbell's products are sold in more than 120 countries.
-Refer to Campbell's.Of the following what is probably Campbell's biggest labeling concern in its international markets?

Accepted Answer

A)  printing accurate warranties on each label 
B)  correctly affixing the UPC code on each label 
C)  eliminating any persuasive labeling as such labels are not effective on the international market 
D)  making sure the labels are aesthetically pleasing 
E)  translating ingredient, promotional, and instructional information 
A)  printing accurate warranties on each label 
B)  correctly affixing the UPC code on each label 
C)  eliminating any persuasive labeling as such labels are not effective on the international market 
D)  making sure the labels are aesthetically pleasing 
E)  translating ingredient, promotional, and instructional information

Question 7

When a greenhouse plant grower sells plants to nursery retailers,the grower is selling _____ products.

Accepted Answer

A)  specialty 
B)  consumer 
C)  convenience 
D)  business 
E)  unsought 
A)  specialty 
B)  consumer 
C)  convenience 
D)  business 
E)  unsought

Question 8

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.What type of warranty is James Hardie offering in its promotions?

Accepted Answer

A)  Implied 
B)  Responsive 
C)  Intangible 
D)  Express 
E)  Valid 
A)  Implied 
B)  Responsive 
C)  Intangible 
D)  Express 
E)  Valid

Question 9

Campbell's
Most people recognize Campbell's as a brand of soup, but Campbell's also manufactures Pace Picante Sauce, Pepperidge Farms products, Prego Sauce, Swanson Broth, and V8 juice. Campbell's International division offers more than 20 brands of soups, sauces, beverages, and baked snacks in the Asia Pacific region, Greater Europe and Latin America. Products such as Arnott's biscuits and crackers and Bià Band soups are well known overseas. Campbell's products are sold in more than 120 countries.
-Refer to Campbell's.If a marketer looks only at the canned soups produced by Campbell's and notes the brands and items only within that category,he or she is analyzing the _____ of the product line.

Accepted Answer

A)  width 
B)  length 
C)  depth 
D)  levels 
E)  consistency 
A)  width 
B)  length 
C)  depth 
D)  levels 
E)  consistency

Question 10

What is planned obsolescence? Give at least two examples.Is planned obsolescence ethical,or does it serve a function? Explain your answer.

Accepted Answer

Planned obsolescence is the practice of

Question 11

Compared to the other classifications of consumer products,shopping products are:

Accepted Answer

A)  widely available, so they need little or no promotion. 
B)  usually less expensive than convenience products. 
C)  purchased without significant planning. 
D)  usually more expensive than convenience products and are found in fewer stores. 
E)  purchased immediately after the consumer realizes he or she needs them. 
A)  widely available, so they need little or no promotion. 
B)  usually less expensive than convenience products. 
C)  purchased without significant planning. 
D)  usually more expensive than convenience products and are found in fewer stores. 
E)  purchased immediately after the consumer realizes he or she needs them.

Question 12

When Proctor & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent product and introduced Tide Free,the company was making a(n):

Accepted Answer

A)  product line contraction 
B)  quality modification 
C)  aesthetics modification 
D)  obsolescence factor 
E)  functional modification 
A)  product line contraction 
B)  quality modification 
C)  aesthetics modification 
D)  obsolescence factor 
E)  functional modification

Question 13

Which type of product modification is an aesthetic product change?

Accepted Answer

A)  Functional 
B)  Quality 
C)  Repositioning 
D)  Style 
E)  Planned 
A)  Functional 
B)  Quality 
C)  Repositioning 
D)  Style 
E)  Planned

Question 14

Mia's new raincoat contains a label that reads "Professional Dry Clean Only." This is an example of a(n)_____ label.

Accepted Answer

A)  data 
B)  union mandated 
C)  persuasive 
D)  informational 
E)  functional 
A)  data 
B)  union mandated 
C)  persuasive 
D)  informational 
E)  functional

Question 15

A number of yogurts are marketed under the Dannon brand,including Dannon All Natural,Dannon Fruit on the Bottom,Dannon Light & Fit,DanActive,and Dan-o-nino.The large variety of yogurts under the Dannon brand is an example of a:

Accepted Answer

A)  marketing mix. 
B)  product line. 
C)  product mix. 
D)  product equity. 
E)  product modification. 
A)  marketing mix. 
B)  product line. 
C)  product mix. 
D)  product equity. 
E)  product modification.

Question 16

Nestlé
When consumers think of Nestlé, they probably think of chocolate. Historically, though, Nestlé's confectionary business is its weakest area. Based in Switzerland, it is the world's largest food company, with a brand arsenal of Nescafé, Jenny Craig, Perrier, Purina, and PowerBar, just to name a few of its 30 product lines. Nestlé is hoping to become the "world's leading health, nutrition, and wellness firm" by spending billions of dollars on research and development of functional foods--foods that have pharmaceutical-like capabilities to enhance energy and heart, bone, gut, and other health. Nestlé wants consumers to see chocolate as a pharmaceutical product rather than just a treat. Part of this new focus includes streamlining the product mix by selling underperforming items or lines that do not fit its new direction. Critics claim that this new focus could hurt the company's existing brands if the new products fail. Additionally, it may be an uphill battle convincing consumers that a company known for indulgence is now a wellness company.
-Refer to Nestlé.After developing these new,functional products,Nestlé will have to change consumers' perceptions of its brands because it is known for indulgence,not wellness.Nestlé will have to _____ itself.

Accepted Answer

A)  reinvent 
B)  reposition 
C)  rename 
D)  modify 
E)  standardize 
A)  reinvent 
B)  reposition 
C)  rename 
D)  modify 
E)  standardize

Question 17

All sales have an implied warranty under the Uniform Commercial Code.

Accepted Answer

A) True 
 B)False

Question 18

Retailers love national brands because overhead is low and there are no marketing costs,and they bring higher profit margins than private brands.

Accepted Answer

A) True 
 B)False

Question 19

Cultural traits can make a package design successful in one country and a failure in another.

Accepted Answer

A) True 
 B)False

Question 20

Kellogg's,Hanes,and General Electric are examples of a manufacturer's brand.

Accepted Answer

A) True 
 B)False

Exam 19: Product Concepts

The convenience product marketing strategy includes:

When Coca Cola introduced Coke Zero,this was an example of a _____ strategy.

Proctor & Gamble is a well-known producer of home and beauty products.Along with these products,P&G also markets pet products,prescription drugs,and small appliances.This range of products provides the company with product:

Apple recently 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:

According to recent market research,Google is one of the most valuable brands in the world.According to this research,the company and its well-known name are worth about $100 billion.This research indicates that Google has a high:

When a greenhouse plant grower sells plants to nursery retailers,the grower is selling _____ products.

What is planned obsolescence? Give at least two examples.Is planned obsolescence ethical,or does it serve a function? Explain your answer.

Compared to the other classifications of consumer products,shopping products are:

When Proctor & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent product and introduced Tide Free,the company was making a(n):

Which type of product modification is an aesthetic product change?

Mia's new raincoat contains a label that reads "Professional Dry Clean Only." This is an example of a(n)_____ label.

A number of yogurts are marketed under the Dannon brand,including Dannon All Natural,Dannon Fruit on the Bottom,Dannon Light & Fit,DanActive,and Dan-o-nino.The large variety of yogurts under the Dannon brand is an example of a:

All sales have an implied warranty under the Uniform Commercial Code.

Retailers love national brands because overhead is low and there are no marketing costs,and they bring higher profit margins than private brands.

Cultural traits can make a package design successful in one country and a failure in another.

Kellogg's,Hanes,and General Electric are examples of a manufacturer's brand.

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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