Question 1

The gross margin percentage on convenience goods is usually fairly high because they are low-priced items.

Accepted Answer

A) True 
 B)False

Question 2

A Sony laptop that has an "Intel" logo on its keyboard is an example of

Accepted Answer

A) brand extension. 
B) brand licensing. 
C) co-branding. 
D) individual branding. 
E) line family branding. 
A) brand extension. 
B) brand licensing. 
C) co-branding. 
D) individual branding. 
E) line family branding.

Question 3

Byron is interested in buying an antique vase for his grandmother's birthday. He visits an antique store and buys the first vase he sees because it is something he thinks his grandmother would like. Byron does not visit another store and compare other vases. For Byron, this purchase is most likely considered a(an) _____ good.

Accepted Answer

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

Question 4

Planters is concerned that acquiring a taste for its new product, honey-roasted macadamia nuts, takes time. Planters should use ____ packaging for its new product.

Accepted Answer

A) family 
B) multiple 
C) tamper-resistant 
D) unlabeled 
E) transparent 
A) family 
B) multiple 
C) tamper-resistant 
D) unlabeled 
E) transparent

Question 5

Discuss the dimensions of a product mix.

Accepted Answer

​A product mix is the composite, or tota

Question 6

Registration of a brand with the U.S. Patent and Trademark Office provides a firm with worldwide rights to use that brand for a specified time period.

Accepted Answer

A) True 
 B)False

Question 7

Intensive competition causes price increases during the growth stage of the product life cycle.

Accepted Answer

A) True 
 B)False

Question 8

Minerals, chemicals, timber, and agricultural products are considered

Accepted Answer

A) process materials. 
B) accessory materials. 
C) MRO supplies. 
D) component parts. 
E) raw materials. 
A) process materials. 
B) accessory materials. 
C) MRO supplies. 
D) component parts. 
E) raw materials.

Question 9

Private distributor, generic, and manufacturer are the three types of

Accepted Answer

A) equity. 
B) brands. 
C) producers. 
D) packaging. 
E) trade names. 
A) equity. 
B) brands. 
C) producers. 
D) packaging. 
E) trade names.

Question 10

New products seldom generate enough sales to bring immediate profits.

Accepted Answer

A) True 
 B)False

Question 11

A specialty product

Accepted Answer

A) requires minimal effort to purchase. 
B) is purchased frequently. 
C) requires purchase planning, and the buyer will not accept substitutes. 
D) is generally less expensive than other items in the same product class. 
E) prompts the purchaser to make comparisons among alternatives. 
A) requires minimal effort to purchase. 
B) is purchased frequently. 
C) requires purchase planning, and the buyer will not accept substitutes. 
D) is generally less expensive than other items in the same product class. 
E) prompts the purchaser to make comparisons among alternatives.

Question 12

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 13

Describe and illustrate the four major categories of consumer products.

Accepted Answer

The most widely accepted approach to cla

Question 14

Marissa, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the InstaCup coffee maker ___ and the number of competitors ____.

Accepted Answer

A) are negative; is growing 
B) have peaked; is growing 
C) are declining; is growing 
D) have peaked; is declining 
E) are declining; is declining 
A) are negative; is growing 
B) have peaked; is growing 
C) are declining; is growing 
D) have peaked; is declining 
E) are declining; is declining

Question 15

A brand name used for a product line should be compatible with most of the products in the line.

Accepted Answer

A) True 
 B)False

Question 16

Scenario 11.2 Use the following to answer the questions.Megabus is a bus line operating in the Northeast and Midwestern United States, plus in Canada. It offers travelers a cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest technology. Unlike the traditional Greyhound Lines, Megabus is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor Greyhound, has launched two new bus lines, BoltBus and NeOn, with similar fares and high-tech amenities. A fare on NeOn bus from Buffalo, NY to New York City is $50.00 roundtrip, while the same fare through Greyhound's traditional bus line costs $92.00. The benefit of Greyhound's traditional line is that there are more departure times and more stops in smaller towns along the way.
-Refer to Scenario 11.2. The closest competitor for Megabus is Greyhound Lines. Greyhound Lines has been n business for many years, offering basic transportation services until the introduction of their new BoldBus and NeOn. Even though both companies are in the bus transportation business, Greyhound Lines is most likely in the ____ stage of the product life cycle, while Megabus is in the _____ stage.

Accepted Answer

A) Maturity; Introduction 
B) Maturity; Growth 
C) Growth; Maturity 
D) Growth; Decline 
E) Decline; Growth 
A) Maturity; Introduction 
B) Maturity; Growth 
C) Growth; Maturity 
D) Growth; Decline 
E) Decline; Growth

Question 17

A seller's profits peak in the maturity stage of a product's life cycle.

Accepted Answer

A) True 
 B)False

Question 18

A customer must have a particular brand and will accept no substitutes. This is termed brand

Accepted Answer

A) preference. 
B) loyalty. 
C) insistence. 
D) recognition. 
E) requirement. 
A) preference. 
B) loyalty. 
C) insistence. 
D) recognition. 
E) requirement.

Question 19

A product line is defined as

Accepted Answer

A) products that can be designated as a unique offering among the organization's products. 
B) products that an organization makes available to consumers. 
C) a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations. 
D) a specific group of products that are offered to the market. 
E) products that are sold by the same firm or a division of a firm. 
A) products that can be designated as a unique offering among the organization's products. 
B) products that an organization makes available to consumers. 
C) a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations. 
D) a specific group of products that are offered to the market. 
E) products that are sold by the same firm or a division of a firm.

Question 20

What steps should a marketer take to protect a brand name from use by others?

Accepted Answer

A marketer should design a brand so that

The gross margin percentage on convenience goods is usually fairly high because they are low-priced items.

A Sony laptop that has an "Intel" logo on its keyboard is an example of

Planters is concerned that acquiring a taste for its new product, honey-roasted macadamia nuts, takes time. Planters should use ____ packaging for its new product.

Discuss the dimensions of a product mix.

Registration of a brand with the U.S. Patent and Trademark Office provides a firm with worldwide rights to use that brand for a specified time period.

Intensive competition causes price increases during the growth stage of the product life cycle.

Minerals, chemicals, timber, and agricultural products are considered

Private distributor, generic, and manufacturer are the three types of

New products seldom generate enough sales to bring immediate profits.

A specialty product

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

Describe and illustrate the four major categories of consumer products.

Marissa, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the InstaCup coffee maker _ and the number of competitors __.

A brand name used for a product line should be compatible with most of the products in the line.

A seller's profits peak in the maturity stage of a product's life cycle.

A customer must have a particular brand and will accept no substitutes. This is termed brand

A product line is defined as

What steps should a marketer take to protect a brand name from use by others?

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

The gross margin percentage on convenience goods is usually fairly high because they are low-priced items.

A Sony laptop that has an "Intel" logo on its keyboard is an example of

Planters is concerned that acquiring a taste for its new product, honey-roasted macadamia nuts, takes time. Planters should use ____ packaging for its new product.

Discuss the dimensions of a product mix.

Registration of a brand with the U.S. Patent and Trademark Office provides a firm with worldwide rights to use that brand for a specified time period.

Intensive competition causes price increases during the growth stage of the product life cycle.

Minerals, chemicals, timber, and agricultural products are considered

Private distributor, generic, and manufacturer are the three types of

New products seldom generate enough sales to bring immediate profits.

A specialty product

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

Describe and illustrate the four major categories of consumer products.

Marissa, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the InstaCup coffee maker ___ and the number of competitors ____.

A brand name used for a product line should be compatible with most of the products in the line.

A seller's profits peak in the maturity stage of a product's life cycle.

A customer must have a particular brand and will accept no substitutes. This is termed brand

A product line is defined as

What steps should a marketer take to protect a brand name from use by others?

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

Marissa, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the InstaCup coffee maker _ and the number of competitors __.