Question 1

Ocean Spray manufactures Cranberry Juice Cocktails.The addition of Light Cranberry Juice Cocktails is a way that Ocean Spray can expand its product:

Accepted Answer

A)  line width 
B)  breadth mix 
C)  mix width 
D)  line depth 
E)  mix depth 
A)  line width 
B)  breadth mix 
C)  mix width 
D)  line depth 
E)  mix depth

Question 2

The _____ is the symbol that cannot be spoken in a brand.

Accepted Answer

A)  brand mark 
B)  trademark 
C)  brand equity 
D)  quality mark 
E)  intangible product 
A)  brand mark 
B)  trademark 
C)  brand equity 
D)  quality mark 
E)  intangible product

Question 3

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 above 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 above statements about planned obsolescence are true.

Question 4

The statement on the toothpaste box that brushing twice a day with this paste would remove 90 percent of all tartar from the user's teeth is an example of a(n):

Accepted Answer

A)  implied warranty 
B)  functional label 
C)  UPC disclaimer 
D)  express warranty 
E)  universal warranty 
A)  implied warranty 
B)  functional label 
C)  UPC disclaimer 
D)  express warranty 
E)  universal warranty

Question 5

A _____ is the part of the brand that can be spoken.

Accepted Answer

A)  brand equity 
B)  service mark 
C)  trademark 
D)  brand name 
E)  certification mark 
A)  brand equity 
B)  service mark 
C)  trademark 
D)  brand name 
E)  certification mark

Question 6

Hasem purchased an electric hedge trimmer two weeks ago and attempted to cut back bushes that had grown over the edges of the walkway this weekend.The hedge trimmer would not cut through the smallest branch.Under the _____,Hasem has a legal right to demand the hedge trimmer perform the job for which it was purchased.

Accepted Answer

A)  Package Labeling Act 
B)  Product Liability Act 
C)  Trademark Protection Act 
D)  Federal Communications Commission 
E)  Uniform Commercial Code 
A)  Package Labeling Act 
B)  Product Liability Act 
C)  Trademark Protection Act 
D)  Federal Communications Commission 
E)  Uniform Commercial Code

Question 7

A product line is a group of products that are closely related because the:

Accepted Answer

A)  products share the same product managers 
B)  products all function in a similar manner and provide similar benefits 
C)  same company developed the idea for each product 
D)  products are all sold under the same brand name 
E)  products are all priced about the same 
A)  products share the same product managers 
B)  products all function in a similar manner and provide similar benefits 
C)  same company developed the idea for each product 
D)  products are all sold under the same brand name 
E)  products are all priced about the same

Question 8

Inez believes make-up is the most important part of her wardrobe.She spends considerable time comparing the prices,skin tone,and color options available at various cosmetics counters in department stores.For Inez,makeup is a convenience product.

Accepted Answer

A) True 
 B)False

Question 9

Brand names such as Kleenex,UPS,Sony,Chevrolet,and Kellogg's are likely to have more brand equity than brand names like Viking,Zojirishi,Schimano,and Thule.

Accepted Answer

A) True 
 B)False

Question 10

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 11

Joseph Confectionery has decided to start marketing a line of Christian-oriented candy under the Testamint brand name.The candy maker is optimistic about establishing a brand in the marketplace and has high hopes of its success.As a marketing consultant,you inform the candy maker that branding can do all of the following EXCEPT:

Accepted Answer

A)  encourage consumer repeat purchasing 
B)  ensure a higher margin of profit 
C)  create product differentiation 
D)  aid in positioning 
E)  possibly yield a larger market share 
A)  encourage consumer repeat purchasing 
B)  ensure a higher margin of profit 
C)  create product differentiation 
D)  aid in positioning 
E)  possibly yield a larger market share

Question 12

Internet Web sites for manufacturers like General Electric,Toyota,and Sherwin-Williams paint can provide these businesses with a nontraditional way to:

Accepted Answer

A)  avoid income taxes on international sales 
B)  help their product brand names become generic 
C)  diminish brand loyalty 
D)  get away with deceptive market practices because the web is not regulated 
E)  generate brand awareness 
A)  avoid income taxes on international sales 
B)  help their product brand names become generic 
C)  diminish brand loyalty 
D)  get away with deceptive market practices because the web is not regulated 
E)  generate brand awareness

Question 13

Tyler wants the Coca-Cola Barbie by Mattel for her birthday.This Mattel product contains items with the Coca-Cola trademark,and Barbie is wearing an outfit in Coca-Cola red and white.Because both brands are receiving equal treatment,this is most likely an example of:

Accepted Answer

A)  cooperative branding 
B)  ingredient branding 
C)  umbrella branding 
D)  complementary branding 
E)  family branding 
A)  cooperative branding 
B)  ingredient branding 
C)  umbrella branding 
D)  complementary branding 
E)  family branding

Question 14

The label on Deagan's new jacket that reads "Will Not Shrink" is an example of a(n)_____ warranty.

Accepted Answer

A)  descriptive 
B)  limited 
C)  implied 
D)  express 
E)  superfluous 
A)  descriptive 
B)  limited 
C)  implied 
D)  express 
E)  superfluous

Question 15

SCENARIOS
Alberto Culver Company
The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings.A large number of these products are intended for personal use.The company is divided into three key divisions: toiletries,household,and professional.The toiletries division sells hair care brands such as Alberto VO5,Alberto,and Bold Hold.Additionally,this division handles the FDS line of feminine deodorant products.The household division sells brands such as Mrs.Dash seasonings,Papa Dash salt substitute,Baker's Joy,Sugar Twin,and Static Guard.The professional division sells brands such as Tresemme,TCB,and Indola.Each of the brands listed above contains many individual products with varying formulations,such as the Alberto styling products which include mousse,gel,spritz,spray-in conditioner,and hairspray.
-Refer to Choice Homes,Inc.The three different brands of homes (Choice,Choice Classic,and Reflections)represent the firm's:

Accepted Answer

A)  line portfolio 
B)  mix depth 
C)  line breadth 
D)  product line 
E)  product itemization 
A)  line portfolio 
B)  mix depth 
C)  line breadth 
D)  product line 
E)  product itemization

Question 16

Unilever markets offers brands such as Rama margarine,Rexona deodorant,I Can't Believe It's Not Butter spread,and Axe shower gels.Unilever appears to be using a(n)_____ branding strategy..

Accepted Answer

A)  equity 
B)  family 
C)  private 
D)  individual 
E)  disintermediation 
A)  equity 
B)  family 
C)  private 
D)  individual 
E)  disintermediation

Question 17

Your boss has just told you to work on getting trademark protection for a new brand of backpack the firm has developed.The product is to be called the Thermos Pak and has a unique logo.You tell your boss that this protection will be difficult because:

Accepted Answer

A)  Thermos is a generic product name 
B)  of the catchy phrase you will need to promote the new brand 
C)  you also use abbreviated versions of your brand name like TeePee and T.P. 
D)  brand logo designs,even as unique as yours,cannot be trademarked 
E)  the shape of your new and unusual product cannot be legally protected 
A)  Thermos is a generic product name 
B)  of the catchy phrase you will need to promote the new brand 
C)  you also use abbreviated versions of your brand name like TeePee and T.P. 
D)  brand logo designs,even as unique as yours,cannot be trademarked 
E)  the shape of your new and unusual product cannot be legally protected

Question 18

Coca-Cola is the best known brand name in the world.The name has a high-perceived quality and high brand loyalty among soft drink users.The company has developed the brand name for over 100 years.Coca-Cola has a valuable:

Accepted Answer

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

Question 19

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

Question 20

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

Accepted Answer

CONVENIENCE PRODUCTS are relatively inex

Ocean Spray manufactures Cranberry Juice Cocktails.The addition of Light Cranberry Juice Cocktails is a way that Ocean Spray can expand its product:

The _____ is the symbol that cannot be spoken in a brand.

Which of the following statements about planned obsolescence is true?

The statement on the toothpaste box that brushing twice a day with this paste would remove 90 percent of all tartar from the user's teeth is an example of a(n):

A _____ is the part of the brand that can be spoken.

A product line is a group of products that are closely related because the:

Inez believes make-up is the most important part of her wardrobe.She spends considerable time comparing the prices,skin tone,and color options available at various cosmetics counters in department stores.For Inez,makeup is a convenience product.

Brand names such as Kleenex,UPS,Sony,Chevrolet,and Kellogg's are likely to have more brand equity than brand names like Viking,Zojirishi,Schimano,and Thule.

Brand loyalty can:

Internet Web sites for manufacturers like General Electric,Toyota,and Sherwin-Williams paint can provide these businesses with a nontraditional way to:

Tyler wants the Coca-Cola Barbie by Mattel for her birthday.This Mattel product contains items with the Coca-Cola trademark,and Barbie is wearing an outfit in Coca-Cola red and white.Because both brands are receiving equal treatment,this is most likely an example of:

The label on Deagan's new jacket that reads "Will Not Shrink" is an example of a(n)_____ warranty.

Unilever markets offers brands such as Rama margarine,Rexona deodorant,I Can't Believe It's Not Butter spread,and Axe shower gels.Unilever appears to be using a(n)_____ branding strategy..

Your boss has just told you to work on getting trademark protection for a new brand of backpack the firm has developed.The product is to be called the Thermos Pak and has a unique logo.You tell your boss that this protection will be difficult because:

Coca-Cola is the best known brand name in the world.The name has a high-perceived quality and high brand loyalty among soft drink users.The company has developed the brand name for over 100 years.Coca-Cola has a valuable:

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:

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

An Overview of Marketing

Strategic Planning for Competitive Advantag

Social Responsibility, ethics, and the Marketing Environment

Developing a Global Vision27

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels and Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Internet Marketing

Customer Relationship Management

Filters

Exam 9: Product Concepts

Ocean Spray manufactures Cranberry Juice Cocktails.The addition of Light Cranberry Juice Cocktails is a way that Ocean Spray can expand its product:

The _____ is the symbol that cannot be spoken in a brand.

Which of the following statements about planned obsolescence is true?

The statement on the toothpaste box that brushing twice a day with this paste would remove 90 percent of all tartar from the user's teeth is an example of a(n):

A _____ is the part of the brand that can be spoken.

A product line is a group of products that are closely related because the:

Inez believes make-up is the most important part of her wardrobe.She spends considerable time comparing the prices,skin tone,and color options available at various cosmetics counters in department stores.For Inez,makeup is a convenience product.

Brand names such as Kleenex,UPS,Sony,Chevrolet,and Kellogg's are likely to have more brand equity than brand names like Viking,Zojirishi,Schimano,and Thule.

Brand loyalty can:

Internet Web sites for manufacturers like General Electric,Toyota,and Sherwin-Williams paint can provide these businesses with a nontraditional way to:

Tyler wants the Coca-Cola Barbie by Mattel for her birthday.This Mattel product contains items with the Coca-Cola trademark,and Barbie is wearing an outfit in Coca-Cola red and white.Because both brands are receiving equal treatment,this is most likely an example of:

The label on Deagan's new jacket that reads "Will Not Shrink" is an example of a(n)_____ warranty.

Unilever markets offers brands such as Rama margarine,Rexona deodorant,I Can't Believe It's Not Butter spread,and Axe shower gels.Unilever appears to be using a(n)_____ branding strategy..

Your boss has just told you to work on getting trademark protection for a new brand of backpack the firm has developed.The product is to be called the Thermos Pak and has a unique logo.You tell your boss that this protection will be difficult because:

Coca-Cola is the best known brand name in the world.The name has a high-perceived quality and high brand loyalty among soft drink users.The company has developed the brand name for over 100 years.Coca-Cola has a valuable:

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:

Name and briefly define the four categories of consumer products.For each category,list three specific examples of products that would most likely be classified in that category.

An Overview of Marketing

Strategic Planning for Competitive Advantag

Social Responsibility, ethics, and the Marketing Environment

Developing a Global Vision27

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels and Supply Chain Management

Retailing

Integrated Marketing Communications

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Internet Marketing

Customer Relationship Management

Filters