Question 1

Discuss the implications for a firm's marketing strategy of classifying a product as a convenience, shopping, specialty, or unsought item.

Accepted Answer

The most widely accepted approach to cla

Question 2

To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors. This approach is known as

Accepted Answer

A) family branding. 
B) brand managing. 
C) line consistency. 
D) family packaging. 
E) product grouping. 
A) family branding. 
B) brand managing. 
C) line consistency. 
D) family packaging. 
E) product grouping.

Question 3

The most important function of packaging is

Accepted Answer

A) offering convenience to customers. 
B) protecting the product and maintaining its functionality. 
C) covering the product. 
D) communicating information to the customer. 
E) attracting the attention of the customer. 
A) offering convenience to customers. 
B) protecting the product and maintaining its functionality. 
C) covering the product. 
D) communicating information to the customer. 
E) attracting the attention of the customer.

Question 4

When Starbucks introduced their instant coffee brand, Via, the company only 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 5

To make intangible products more tangible or real to the consumer, marketers often

Accepted Answer

A) use low prices on intangible goods. 
B) use symbols or cues to help symbolize product benefits. 
C) use external reference prices. 
D) use multiple channels of distribution. 
E) offer more support services with such products. 
A) use low prices on intangible goods. 
B) use symbols or cues to help symbolize product benefits. 
C) use external reference prices. 
D) use multiple channels of distribution. 
E) offer more support services with such products.

Question 6

A(n) ____ is a concept, philosophy, or image.

Accepted Answer

A) product 
B) good 
C) idea 
D) service 
E) issue 
A) product 
B) good 
C) idea 
D) service 
E) issue

Question 7

The label on a window air conditioner reads "uses up to 20% less energy." For what reason is this phrase most likely used?

Accepted Answer

A) To provide product use information. 
B) To encourage multiple purchases. 
C) To promote the product. 
D) To satisfy legal requirements. 
E) To encourage the proper consumption patterns of the product. 
A) To provide product use information. 
B) To encourage multiple purchases. 
C) To promote the product. 
D) To satisfy legal requirements. 
E) To encourage the proper consumption patterns of the product.

Question 8

MADD (Mothers Against Drunk Driving) is a nonprofit organization that primarily markets

Accepted Answer

A) services. 
B) ideas. 
C) goods. 
D) tangible products. 
E) features. 
A) services. 
B) ideas. 
C) goods. 
D) tangible products. 
E) features.

Question 9

Which of the following is always used to determine the classification of a good?

Accepted Answer

A) Buyer's intent for using the product 
B) Amount of shopping required by the buyer to obtain the product 
C) Price of the product 
D) Specific product features 
E) Industry competitors 
A) Buyer's intent for using the product 
B) Amount of shopping required by the buyer to obtain the product 
C) Price of the product 
D) Specific product features 
E) Industry competitors

Question 10

The various products carried by a retailer can also have dimensions of width and depth. For example, Dick's Sporting Goods carries sports clothes, shoes, exercise equipment, hunting and fishing equipment, camping supplies, and other products. Bass Pro Shops carries fishing equipment, but has a larger selection of different models and brands. In this case, the product mix of Dick's Sporting Goods is ___, and the product mix of Bass Pro Shops is ____.

Accepted Answer

A) deep; wide 
B) wide and deep; wide and shallow 
C) deep and wide; deep and wide 
D) wide; deep 
E) wide; long 
A) deep; wide 
B) wide and deep; wide and shallow 
C) deep and wide; deep and wide 
D) wide; deep 
E) wide; long

Question 11

The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

Accepted Answer

A) True 
 B)False

Question 12

David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____ product.

Accepted Answer

A) shopping 
B) unique 
C) specialty 
D) historical 
E) unsought 
A) shopping 
B) unique 
C) specialty 
D) historical 
E) unsought

Question 13

In which stage of a product's life cycle is the firm focused on establishing and fortifying the product's market position by encouraging brand loyalty?​

Accepted Answer

A) The maturity stage 
B) The introduction stage 
C) The decline stage 
D) The growth stage 
E) The rebirth stage 
A) The maturity stage 
B) The introduction stage 
C) The decline stage 
D) The growth stage 
E) The rebirth stage

Question 14

Nathan recently purchased a floor lamp from Ikea. The floor lamp came in a compact cardboard box and assembly was required. This is an example of ____ packaging.

Accepted Answer

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

Question 15

​You just finished meeting with your boss and he is very upset about the most recent customer survey results for the firm. A majority of the respondents complained about the limited number of product lines your firm offers. Which of following recommendations should you make to your boss?

Accepted Answer

A) The firm needs to lengthen its product life cycle. 
B) The firm needs to expand the width of its product mix. 
C) The firm needs to shorten its product life cycle. 
D) The firm needs to expand the depth of its product mix. 
E) The firm needs to expand the length of its product mix. 
A) The firm needs to lengthen its product life cycle. 
B) The firm needs to expand the width of its product mix. 
C) The firm needs to shorten its product life cycle. 
D) The firm needs to expand the depth of its product mix. 
E) The firm needs to expand the length of its product mix.

Question 16

Customers use brands to help judge product quality.

Accepted Answer

A) True 
 B)False

Question 17

Suggestive brand names are easier to protect legally than fanciful names.

Accepted Answer

A) True 
 B)False

Question 18

With respect to the major product packaging considerations:​

Accepted Answer

A) cost in not a major consideration 
B) marketers must consider the package's promotional role 
C) buyers are not willing to pay more for improved packaging 
D) package designs should always be consistent regardless of the target market 
E) resellers' needs are not a product packaging consideration 
A) cost in not a major consideration 
B) marketers must consider the package's promotional role 
C) buyers are not willing to pay more for improved packaging 
D) package designs should always be consistent regardless of the target market 
E) resellers' needs are not a product packaging consideration

Question 19

A trademark signifies

Accepted Answer

A) that the owner has exclusive use of a brand and others are prohibited from using it. 
B) that a product was manufactured by a particular company. 
C) the full and legal name of an organization. 
D) the level of quality of a product based on its legally protected rights. 
E) the inventive use of a brand name or brand mark to identify a company's products. 
A) that the owner has exclusive use of a brand and others are prohibited from using it. 
B) that a product was manufactured by a particular company. 
C) the full and legal name of an organization. 
D) the level of quality of a product based on its legally protected rights. 
E) the inventive use of a brand name or brand mark to identify a company's products.

Question 20

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

Discuss the implications for a firm's marketing strategy of classifying a product as a convenience, shopping, specialty, or unsought item.

To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors. This approach is known as

The most important function of packaging is

When Starbucks introduced their instant coffee brand, Via, the company only 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

To make intangible products more tangible or real to the consumer, marketers often

A(n) ____ is a concept, philosophy, or image.

The label on a window air conditioner reads "uses up to 20% less energy." For what reason is this phrase most likely used?

MADD (Mothers Against Drunk Driving) is a nonprofit organization that primarily markets

Which of the following is always used to determine the classification of a good?

The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____ product.

In which stage of a product's life cycle is the firm focused on establishing and fortifying the product's market position by encouraging brand loyalty?

Nathan recently purchased a floor lamp from Ikea. The floor lamp came in a compact cardboard box and assembly was required. This is an example of ____ packaging.

You just finished meeting with your boss and he is very upset about the most recent customer survey results for the firm. A majority of the respondents complained about the limited number of product lines your firm offers. Which of following recommendations should you make to your boss?

Customers use brands to help judge product quality.

Suggestive brand names are easier to protect legally than fanciful names.

With respect to the major product packaging considerations:

A trademark signifies

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

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 11: Product Concepts, Branding and Packaging

Discuss the implications for a firm's marketing strategy of classifying a product as a convenience, shopping, specialty, or unsought item.

To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors. This approach is known as

The most important function of packaging is

When Starbucks introduced their instant coffee brand, Via, the company only 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

To make intangible products more tangible or real to the consumer, marketers often

A(n) ____ is a concept, philosophy, or image.

The label on a window air conditioner reads "uses up to 20% less energy." For what reason is this phrase most likely used?

MADD (Mothers Against Drunk Driving) is a nonprofit organization that primarily markets

Which of the following is always used to determine the classification of a good?

The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____ product.

In which stage of a product's life cycle is the firm focused on establishing and fortifying the product's market position by encouraging brand loyalty?​

Nathan recently purchased a floor lamp from Ikea. The floor lamp came in a compact cardboard box and assembly was required. This is an example of ____ packaging.

​You just finished meeting with your boss and he is very upset about the most recent customer survey results for the firm. A majority of the respondents complained about the limited number of product lines your firm offers. Which of following recommendations should you make to your boss?

Customers use brands to help judge product quality.

Suggestive brand names are easier to protect legally than fanciful names.

With respect to the major product packaging considerations:​

A trademark signifies

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

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

In which stage of a product's life cycle is the firm focused on establishing and fortifying the product's market position by encouraging brand loyalty?

You just finished meeting with your boss and he is very upset about the most recent customer survey results for the firm. A majority of the respondents complained about the limited number of product lines your firm offers. Which of following recommendations should you make to your boss?

With respect to the major product packaging considerations: