Deck 10: Product, Branding, and Packaging Concepts

Question 1

Discuss the marketing efforts that are likely to be used during the growth stage of the product life cycle.

Answer 1

Answer not provided.

Question 2

Identify and describe the major categories of business products.

Answer 2

Answer not provided.

Question 3

Describe and illustrate the four major categories of consumer products.

Answer 3

Answer not provided.

Question 4

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

Question 5

Why do products fail?

Question 6

Discuss the dimensions of a product mix.

Question 7

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

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 8

What is a product?

Question 9

Distinguish between consumer products and business products.

Question 10

What is brand loyalty? Explain the three degrees of brand loyalty.

Question 11

Discuss the branding policies marketers can use. What are the advantages and disadvantages of each?

Question 12

Which of the following is most likely to be considered a convenience good?

A)A lamp
B)A haircut
C)Running shoes
D)Gatorade
E)Concert tickets purchased online

Question 13

A light bulb can be considered all of the following except

A)a consumer product.
B)a business product.
C)either a consumer product or a business product.
D)a business product if it is used to light an assembly line in a factory.
E)a consumer product if it is used to light the office of the board of directors.

Question 14

According to the text, a product is defined as

A)anything the customer receives in an exchange.
B)the physical object the customer receives in an exchange.
C)the service that is rendered to a customer.
D)the idea that the customer receives in an exchange.
E)goods and services the customer receives in an exchange.

Question 15

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?

A)McDonald's arches
B)Mercedes Benz emblem
C)Nike swoosh
D)Traveler's Insurance umbrella
E)Arrows on Wrigley gum packages

Question 16

For each product life cycle stage, discuss the strategic implications.

Question 17

Products are classified as being business or consumer products according to the

A)goals of the organization.
B)buyer's intended use of the product.
C)seller's intended use of the product.
D)location of use.
E)types of outlets from which they are purchased.

Question 18

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

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

Question 19

Discuss the issues marketers should consider when selecting a brand name. Give specific examples.

Question 20

What functions do packages perform? Why are packaging considerations important to marketers?

Question 21

Business products are

A)purchased for personal consumption.
B)chosen on the basis of preferences expressed by a business procurement department.
C)purchased for both their functional aspects and their psychological rewards.
D)classified according to their characteristics and intended uses.
E)not purchased by nonbusiness organizations.

Question 22

Shannon Hill needed to buy an airline ticket to visit her parents. She called several airlines to compare rates and chose a flight on Southwest Air Lines because, for comparable prices, it had a better reputation for service. For Shannon, this flight is an example of which type of product?

A)Shopping
B)Convenience
C)Specialty
D)Unsought
E)Industrial

Question 23

Convenience products are

A)relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort.
B)frequently purchased items for which buyers are willing to exert considerable effort.
C)frequently purchased items that are found in certain retail outlets.
D)items that are expensive but are easy to purchase.
E)items that require some purchase planning and for which the buyer often will not accept substitutes.

Question 24

As the production manager of an engineering firm, you went out and bought a metal cutting machine. What you have purchased can best be classified as a

A)raw material.
B)processed component.
C)component part.
D)service.
E)business product.

Question 25

A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape, would be an example of a(n)

A)component part.
B)specialty item.
C)accessory equipment.
D)raw material.
E)process material.

Question 26

A distributor of plumbing supplies purchases a desktop computer to aid in inventory control. This computer is an example of which type of business product?

A)Raw material
B)Installations
C)Accessory equipment
D)Component part
E)Process material

Question 27

Products which are relatively inexpensive and frequently purchased with minimal effort are classified as ____ products.

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

Question 28

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, pencils in this case would be considered what type of product?

A)Business
B)Process materials
C)Raw material
D)Convenience
E)Consumer

Question 29

Business products are classified into the following seven categories according to characteristics and intended uses: raw materials, installations, accessory equipment, component parts, process materials, business services, and

A)production activities.
B)service assistance.
C)specialty industrial products.
D)computer programming and operation services.
E)MRO supplies.

Question 30

The Carsons are going on a vacation back to Texas. When they lived there, Gwen Carson loved Blue Bell Cookies. Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits after they arrive. For Gwen, Blue Bell represents a(n) ____ product.

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

Question 31

When a sudden problem confronts a consumer, such as emergency automobile repair, he or she is likely going to view solutions to that problem as

A)specialty products.
B)installations.
C)unsought products.
D)shopping products.
E)convenience products.

Question 32

Buyers do not compare alternatives when shopping for ____ products.

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

Question 33

Although they become part of a larger product, ____ can often be easily identified and distinguished on the larger product.

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

Question 34

Facilities, factories, and production lines with very large equipment are all classified as

A)accessory equipment.
B)permanents.
C)installations.
D)component parts.
E)MRO facilities.

Question 35

Energizer batteries would be classified as which type of product?

A)Convenience
B)Shopping
C)Specialty
D)Unsought
E)Industrial service

Question 36

Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ____ products.

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

Question 37

Shopping products have a ____ inventory turnover and need ____ distribution outlets than convenience goods.

A)similar; more
B)higher; fewer
C)higher; more
D)lower; more
E)lower; fewer

Question 38

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.

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

Question 39

Minerals, chemicals, timber, and agricultural products are considered

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

Question 40

Nick Arnold's Auto Towing Service would best be described as a(n) ____ product.

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

Question 41

The depth of a product mix is measured by the average number of

A)convenience products as compared with the number of specialty products.
B)different product lines offered by the company.
C)different products offered in each product line.
D)specialty products as compared with the number of convenience products.
E)product features that the company offers.

Question 42

The four major stages of a product life cycle include

A)prosperity, recession, depression, and recovery.
B)specialty, convenience, shopping, and unsought goods.
C)decline, stabilization, exposure, and growth.
D)introduction, growth, maturity, and decline.
E)awareness, interest, trial, and adoption.

Question 43

Hershey Foods Corp. offers a line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey's Kisses, Reese's Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey's product mix

A)width.
B)depth.
C)length.
D)volume.
E)life cycle.

Question 44

The width of a product mix is measured by the number of product

A)dimensions in the product line.
B)features in each brand.
C)items in the product line.
D)lines a company offers.
E)specialties a company offers.

Question 45

A product line is defined as

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 46

During the introduction stage of a successful product, profits are usually

A)at their highest point.
B)negative and decreasing.
C)negative and increasing.
D)positive and increasing.
E)declining.

Question 47

In which stage of the product life cycle do profits peak?

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

Question 48

Aggressive pricing is typical during the ____ stage of the product life cycle.

A)decline
B)growth
C)introduction
D)plateau
E)stabilization

Question 49

Which stage of the product life cycle begins when a business reaches the breakeven point with the product?

A)Maturity
B)Growth
C)Introduction
D)Market testing
E)Decline

Question 50

Sales start at zero and profits are negative during the ____ stage of the product life cycle.

A)decline
B)growth
C)initial
D)maturity
E)introduction

Question 51

Sara Lee Corporation manufactures desserts, breads, pantyhose, meats, and a variety of other products. These products make up Sara Lee's product

A)line.
B)item.
C)mix.
D)width.
E)depth.

Question 52

A product mix is best described as

A)all products offered by a firm.
B)product, distribution, promotion, and price.
C)many products sold by one firm.
D)all products of a particular type.
E)a group of closely related products that are considered a unit because of market, technical, or end-use considerations.

Question 53

Which of the following is the most typical example of a new product introduction?

A)Pringles sold in snack-sized containers
B)A brand-new nut discovered in Africa
C)A car that uses no oil or gasoline
D)Shoes that literally make you run faster
E)A device that cools your car while parked outside

Question 54

One company markets such diverse products as Rosarita Mexican foods, Max Factor cosmetics, and Samsonite luggage. These various offerings exhibit this firm's product mix

A)width.
B)depth.
C)length.
D)volume.
E)dimension.

Question 55

A product item is best described as a

A)component of a marketing mix.
B)particular brand.
C)specific characteristic of a product.
D)specific version of a product.
E)unit of measure for the product.

Question 56

The intangible products that most organizations use in their operations are called

A)component parts.
B)MRO supplies.
C)process ideas.
D)business services.
E)installations.

Question 57

Products used directly in the production of a final product but are not easily identifiable are categorized as

A)accessory products.
B)component parts.
C)MRO supplies.
D)assembly components.
E)process materials.

Question 58

Which stage in the product life cycle is critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy?

A)Decline
B)Expansion
C)Growth
D)Introduction
E)Stabilization

Question 59

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

A)width of product mix.
B)product mix consistency.
C)depth of product mix.
D)a market mix.
E)a promotion mix.

Question 60

In which stage of the product life cycle do profits begin to decrease?

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

Question 61

When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective customers into the ____ stage of the product adoption process.

A)awareness
B)interest
C)evaluation
D)trial
E)adoption

Question 62

As Jessica enters Best Buy's car electronics department, she is asked by the salesperson if she has seen the new plug-in cell phones with TV display. She answers that she didn't know that this type of phone accessory for cars was available. Based on this information, she is now in what stage of the product adoption process for this item?

A)Awareness
B)Interest
C)Evaluation
D)Trial
E)Adoption

Question 63

Sales usually start to decline during the ____ stage of the product life cycle.

A)beginning of the termination
B)end of the growth
C)beginning of the decline
D)beginning of the growth
E)end of the maturity

Question 64

Which stage of the product life cycle is characterized by intense competition?

A)Decline
B)Plateau
C)Introduction
D)Maturity
E)Stabilization

Question 65

Which of the following is not a stage in the buyer's product adoption process?

A)Awareness
B)Adoption
C)Trial
D)Exploration
E)Interest

Question 66

During the maturity stage

A)product modifications are unnecessary.
B)there is less emphasis on changing a product's price.
C)marketing strategies are rarely altered.
D)some competitors are forced out.
E)limited advertising expenditures are required to maintain market share.

Question 67

Dish Network satellite TV cut back advertising expenditures to minimum levels and reduced the number of channel members for its industrial satellite product. These actions indicate that its product is in the ____ stage of its life cycle.

A)introduction
B)growth
C)maturity
D)early
E)decline

Question 68

Weyerhaeuser is evaluating its complete product mix. It wishes to decrease some of its marketing expenditures and streamline its product offerings. Weyerhaeuser will most likely look at products in the ____ stage of the product life cycle as possibilities for elimination.

A)not yet developed
B)growth
C)introduction
D)maturity
E)decline

Question 69

When Sony realized its CD players were in the decline stage, it decided to immediately withdraw all of its marketing support from these declining products, an approach known as

A)harvesting.
B)divesting.
C)investing.
D)realigning.
E)squashing.

Question 70

The producers of Schick razor blades use a marketing strategy that includes large advertising expenditures and more price flexibility for the various types of blades offered. Based on this example, razor blades are in the ____ stage of the product life cycle.

A)decline
B)evaluation
C)growth
D)introduction
E)maturity

Question 71

An individual knows that a product exists, but has little information regarding the product and does not seek additional information. In what stage of the product adoption process is that person?

A)Trial
B)Adoption
C)Interest
D)Awareness
E)Evaluation

Question 72

Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?

A)Lowering prices after developmental costs have been recovered
B)Raising promotion expenditures as a percentage of total sales
C)Moving from intensive to selective distribution
D)Raising prices to encourage competitors to enter the market
E)Reducing the number of product models in the product line

Question 73

When banks add new services during the maturity stage, the objective they are most likely trying to achieve is

A)pruning items from the product line.
B)generating cash flow.
C)maintaining their market share.
D)filling geographic gaps.
E)increasing their share of the customer.

Question 74

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

A)Maturity
B)Growth
C)Introduction
D)Market reduction
E)Decline

Question 75

When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ____ stage of the product life cycle.

A)introduction
B)growth
C)stabilization
D)maturity
E)decline

Question 76

When Saturn offers to let qualified buyers test drive the new Saturn SKY roadster, the dealer is trying to stimulate which stage of the product adoption process?

A)Awareness
B)Interest
C)Evaluation
D)Trial
E)Adoption

Question 77

A firm with a product in the decline stage of the product life cycle may decide to gradually reduce marketing expenditures and realign its marketing mix to one that requires fewer resources. This approach is called

A)harvesting.
B)investing.
C)realigning.
D)divesting.
E)mixing.

Question 78

The stage of the product life cycle when marketers consider eliminating products that are not contributing to profitability or the overall effectiveness of a product mix is the ____ stage.

A)maturity
B)decline
C)growth
D)introduction
E)reorganization

Question 79

Which of the following best defines the interest stage in the product adoption process?

A)The buyer tries to find the product in a retail store.
B)The buyer considers the benefits and determines whether to try the product.
C)The buyer tries the product to determine its usefulness.
D)The buyer seeks information and is receptive to learning about the product.
E)The buyer uses objective sources to learn about the product.

Question 80

When a business finds itself squeezed out of a market for a product or loses interest in that product, it is a sign of being in the ____ stage of the product life cycle.

A)maturity
B)growth
C)introduction
D)market reduction
E)decline