Question 1

A ________ is a firm's total product offering designed to satisfy a single need or desire of a group of target customers.

Accepted Answer

A) market segmentation strategy 
B) positioning strategy 
C) branding strategy 
D) product line 
E) product mix 
A) market segmentation strategy 
B) positioning strategy 
C) branding strategy 
D) product line 
E) product mix

Question 2

Why would retailers choose to develop a store brand,also known as a private-label brand? Give one example of a store/private label brand product.

Accepted Answer

Retailers choose store or private-label

Question 3

What does the term 'emergency product' mean? Give an example of an emergency product and explain why the price and perhaps the quality of this product may not be an issue at the time of purchase.

Accepted Answer

Emergency products are those products pu

Question 4

A ________ is a modification to an existing product in order to differentiate one brand from another.The consumer doesn't have to learn anything to use the new product.

Accepted Answer

A) dynamically continuous innovation 
B) nonradical innovation 
C) competitive innovation 
D) continuous innovation 
E) discontinuous innovation 
A) dynamically continuous innovation 
B) nonradical innovation 
C) competitive innovation 
D) continuous innovation 
E) discontinuous innovation

Question 5

The Universal Product Code (UPC)________.

Accepted Answer

A) prevents product cannibalisation 
B) is only used by companies that have product managers 
C) is a way to identify products 
D) is legally required for products with dual distribution strategies 
E) is a five-digit number used to control inventory 
A) prevents product cannibalisation 
B) is only used by companies that have product managers 
C) is a way to identify products 
D) is legally required for products with dual distribution strategies 
E) is a five-digit number used to control inventory

Question 6

Disney allowed a paint manufacturer to produce paint using the Disney brand name.Disney paint is an example of ________.

Accepted Answer

A) market franchising 
B) copyright infringement 
C) licensing 
D) trademarking 
E) piggybacking 
A) market franchising 
B) copyright infringement 
C) licensing 
D) trademarking 
E) piggybacking

Question 7

________ is/are manufactured goods or sub-assemblies of finished items that organisations need to complete their own products.

Accepted Answer

A) Component parts 
B) MRO products 
C) Raw materials 
D) Processed materials 
E) Accessory equipment 
A) Component parts 
B) MRO products 
C) Raw materials 
D) Processed materials 
E) Accessory equipment

Question 8

Procter & Gamble make several different kinds of shampoo,but it did not have a dandruff shampoo designed specially for women until it added Pro-V anti-dandruff shampoo.This is an example of product extension through a/n ________.

Accepted Answer

A) downward line stretch 
B) filling-out strategy 
C) product line contraction 
D) value stretch 
E) upward line stretch 
A) downward line stretch 
B) filling-out strategy 
C) product line contraction 
D) value stretch 
E) upward line stretch

Question 9

In ________,branded materials become component parts of other branded products.

Accepted Answer

A) compound branding 
B) brand franchising 
C) ingredient branding 
D) aggregated branding 
E) umbrella branding 
A) compound branding 
B) brand franchising 
C) ingredient branding 
D) aggregated branding 
E) umbrella branding

Question 10

Customers usually know a good deal about ________,are loyal to specific brands,and spend little,if any,time comparing alternatives.

Accepted Answer

A) shopping products 
B) homogeneous products 
C) convenience products 
D) specialty products 
E) commodities 
A) shopping products 
B) homogeneous products 
C) convenience products 
D) specialty products 
E) commodities

Question 11

Consumers would perceive a ceiling fan as having greater trialability than a new kind of snack food.

Accepted Answer

A) True 
 B)False

Question 12

MRO products are goods that businesses use for ________.

Accepted Answer

A) marketing,relationship-building,and operation 
B) maintenance,research,and organisation 
C) management,research,and order-processing 
D) marketing,research,and organisation 
E) maintenance,repair,and operation 
A) marketing,relationship-building,and operation 
B) maintenance,research,and organisation 
C) management,research,and order-processing 
D) marketing,research,and organisation 
E) maintenance,repair,and operation

Question 13

Mercedes was able to successfully introduce its C-Class car at $30,000 without injuring its ability to sell other Mercedes cars for $100,000 or more.Mercedes implemented a/n ________.

Accepted Answer

A) upward line stretch 
B) value stretch 
C) downward line stretch 
D) product line contraction strategy 
E) filling-out strategy 
A) upward line stretch 
B) value stretch 
C) downward line stretch 
D) product line contraction strategy 
E) filling-out strategy

Question 14

Why do retailers carry private-label brands?

Accepted Answer

A) To eliminate the need for competitive advantage 
B) To support trade promotions 
C) To prevent sales cannibalisation 
D) To earn more profit 
E) To encourage more transaction marketing 
A) To eliminate the need for competitive advantage 
B) To support trade promotions 
C) To prevent sales cannibalisation 
D) To earn more profit 
E) To encourage more transaction marketing

Question 15

Packaging plays an important role in attracting consumers' attention and communicating brand attributes.

Accepted Answer

A) True 
 B)False

Question 16

________ occurs when marketers use a variety of sources to come up new-product ideas that provide consumer benefits and are compatible with company objectives.

Accepted Answer

A) Product screening 
B) Idea generation 
C) Problem recognition 
D) Perceptual mapping 
E) A repositioning strategy 
A) Product screening 
B) Idea generation 
C) Problem recognition 
D) Perceptual mapping 
E) A repositioning strategy

Question 17

Companies like Kellogg's,Wattie's and Arnott's use umbrella branding.

Accepted Answer

A) True 
 B)False

Question 18

A ________ is a good or service for which consumers will spend time and effort gathering information on price,product attributes,and product quality.

Accepted Answer

A) shopping product 
B) generic product 
C) convenience product 
D) specialty product 
E) homogeneous product 
A) shopping product 
B) generic product 
C) convenience product 
D) specialty product 
E) homogeneous product

Question 19

Product adoption is the process by which a consumer or business customer begins to buy and use a new good,service,or an idea.

Accepted Answer

A) True 
 B)False

Question 20

Discuss the different branding strategies available to marketers.Provide examples.

Accepted Answer

Marketers need to determine whether to c

A ________ is a firm's total product offering designed to satisfy a single need or desire of a group of target customers.

Why would retailers choose to develop a store brand,also known as a private-label brand? Give one example of a store/private label brand product.

What does the term 'emergency product' mean? Give an example of an emergency product and explain why the price and perhaps the quality of this product may not be an issue at the time of purchase.

A ________ is a modification to an existing product in order to differentiate one brand from another.The consumer doesn't have to learn anything to use the new product.

The Universal Product Code (UPC)________.

Disney allowed a paint manufacturer to produce paint using the Disney brand name.Disney paint is an example of ________.

________ is/are manufactured goods or sub-assemblies of finished items that organisations need to complete their own products.

Procter & Gamble make several different kinds of shampoo,but it did not have a dandruff shampoo designed specially for women until it added Pro-V anti-dandruff shampoo.This is an example of product extension through a/n ________.

In ________,branded materials become component parts of other branded products.

Customers usually know a good deal about ________,are loyal to specific brands,and spend little,if any,time comparing alternatives.

Consumers would perceive a ceiling fan as having greater trialability than a new kind of snack food.

MRO products are goods that businesses use for ________.

Mercedes was able to successfully introduce its C-Class car at $30,000 without injuring its ability to sell other Mercedes cars for $100,000 or more.Mercedes implemented a/n ________.

Why do retailers carry private-label brands?

Packaging plays an important role in attracting consumers' attention and communicating brand attributes.

________ occurs when marketers use a variety of sources to come up new-product ideas that provide consumer benefits and are compatible with company objectives.

Companies like Kellogg's,Wattie's and Arnott's use umbrella branding.

A ________ is a good or service for which consumers will spend time and effort gathering information on price,product attributes,and product quality.

Product adoption is the process by which a consumer or business customer begins to buy and use a new good,service,or an idea.

Discuss the different branding strategies available to marketers.Provide examples.

Welcome to the World of Marketing: Creating and Delivering Value

Strategic Market Planning: Taking the Big Picture

Thriving in the Marketing Environment: The World Is Flat

Marketing Research: Gathering,analysing and Using Information

Consumer Behaviour: How and Why We Buy

Business-To-Business Markets: How and Why Organisations Buy

Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management

Services and Other Intangibles: Marketing a Product That Isnt There

Pricing the Product

One-To-Many: Advertising,consumer Sales Promotion and Public Relations

One-To-One: Trade Promotion,data-Driven Marketing and Personal Selling

Many-To-Many: Online Marketing Communication and New Media

Delivering Value Through Supply Chains and Logistics

Filters

Exam 8: Creating and Managing Products

A ________ is a firm's total product offering designed to satisfy a single need or desire of a group of target customers.

Why would retailers choose to develop a store brand,also known as a private-label brand? Give one example of a store/private label brand product.

What does the term 'emergency product' mean? Give an example of an emergency product and explain why the price and perhaps the quality of this product may not be an issue at the time of purchase.

A ________ is a modification to an existing product in order to differentiate one brand from another.The consumer doesn't have to learn anything to use the new product.

The Universal Product Code (UPC)________.

Disney allowed a paint manufacturer to produce paint using the Disney brand name.Disney paint is an example of ________.

________ is/are manufactured goods or sub-assemblies of finished items that organisations need to complete their own products.

Procter & Gamble make several different kinds of shampoo,but it did not have a dandruff shampoo designed specially for women until it added Pro-V anti-dandruff shampoo.This is an example of product extension through a/n ________.

In ________,branded materials become component parts of other branded products.

Customers usually know a good deal about ________,are loyal to specific brands,and spend little,if any,time comparing alternatives.

Consumers would perceive a ceiling fan as having greater trialability than a new kind of snack food.

MRO products are goods that businesses use for ________.

Mercedes was able to successfully introduce its C-Class car at $30,000 without injuring its ability to sell other Mercedes cars for $100,000 or more.Mercedes implemented a/n ________.

Why do retailers carry private-label brands?

Packaging plays an important role in attracting consumers' attention and communicating brand attributes.

________ occurs when marketers use a variety of sources to come up new-product ideas that provide consumer benefits and are compatible with company objectives.

Companies like Kellogg's,Wattie's and Arnott's use umbrella branding.

A ________ is a good or service for which consumers will spend time and effort gathering information on price,product attributes,and product quality.

Product adoption is the process by which a consumer or business customer begins to buy and use a new good,service,or an idea.

Discuss the different branding strategies available to marketers.Provide examples.

Welcome to the World of Marketing: Creating and Delivering Value

Strategic Market Planning: Taking the Big Picture

Thriving in the Marketing Environment: The World Is Flat

Marketing Research: Gathering,analysing and Using Information

Consumer Behaviour: How and Why We Buy

Business-To-Business Markets: How and Why Organisations Buy

Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management

Services and Other Intangibles: Marketing a Product That Isnt There

Pricing the Product

One-To-Many: Advertising,consumer Sales Promotion and Public Relations

One-To-One: Trade Promotion,data-Driven Marketing and Personal Selling

Many-To-Many: Online Marketing Communication and New Media

Delivering Value Through Supply Chains and Logistics

Filters