Deck 8: Product Concepts

Question 1

Unilever owns the Lipton tea brand.When Unilever introduced Pyramid tea bags,which provide tea leaves with more room to move,and therefore produce a better-tasting brew,it was an example of which of the following?

A) a quality modification
B) an aesthetics modification
C) a functional modification
D) a product line contraction

Answer 1

C

Question 2

Which of the following is the best example of a convenience product?

A) sheets that match the new guest room wallpaper
B) a cup of coffee purchased on the way to work
C) an alarm clock purchased by an individual who wants to always be punctual
D) a $39.95 rose bush for the front yard of a new home

Answer 2

B

Question 3

Sela needs to buy several pieces of luggage.While there are several different manufacturers of luggage,Sela believes all of them are basically alike.The only feature she is genuinely concerned about is low price.For Sela,as what type of product would luggage be classified?

A) unsought
B) specialty
C) homogeneous shopping
D) heterogeneous shopping

Answer 3

C

Question 4

Erika had a bicycle tire go flat while on a biking trip across Nova Scotia.She normally uses Michelin tires but settled for an Excel brand tire because that was the only brand stocked at the closest bicycle shop.For Erika,what is the recent tire purchase an example of?

A) homogenous shopping
B) component product
C) heterogeneous shopping
D) convenience product

Question 5

What is the consumer product classification system based on?

A) the physical attributes of the product
B) the amount of effort consumers spend to acquire the product
C) how the market is segmented
D) the way the products are manufactured

Question 6

What are products that consumers see as being basically the same,so consumers shop for the lowest price?

A) product equivalents
B) heterogeneous shopping products
C) low-prestige specialty products
D) homogeneous shopping products

Question 7

What is the starting point in creating a marketing mix?

A) price
B) product
C) distribution channel
D) production line

Question 8

Wilbur wanted an umbrella table for his patio.He watched newspaper ads until he found one on sale.For Wilbur,the umbrella table is what type of product?

A) component
B) shopping
C) unsought
D) specialty

Question 9

What are the two types of shopping products?

A) unsought and convenience
B) heterogeneous and homogeneous
C) consumer and business
D) generic and family

Question 10

Which of the following is everything,both favourable and unfavourable,that a person receives in an exchange?

A) product
B) brand equity
C) transaction
D) quality

Question 11

Which of the following is a tangible feature of a product?

A) packaging
B) brand equity
C) company
D) brand name

Question 12

In the long run,regardless of the effort put into the product management process,what is the most important factor determining if a consumer product will succeed or fail?

A) the marketing plan it selects for its products
B) how well the manufacturer satisfies its customers' needs
C) the way it implements its production strategy
D) the competition encountered by the manufacturer

Question 13

What type of products are purchased with little shopping effort and are purchased regularly,usually with little planning,and require wide distribution?

A) generic
B) unbranded shopping
C) specialty
D) convenience

Question 14

What are the additional customer services that are built around the actual product purchased by consumers?

A) supplemental product
B) core product
C) augmented product
D) auxillary product

Question 15

Why is creation of a product the starting point for the marketing mix?

A) Product development takes the longest amount of time to complete.
B) The production department must know what to produce first.
C) Determination of the price,promotional campaign,and distribution network cannot begin until the product has been specified.
D) Production strategy is the first of the four Ps listed in the marketing mix.

Question 16

What does the convenience product marketing strategy include?

A) higher than ordinary prices
B) few retail outlets other than convenience stores
C) wide distribution of the product
D) heavy advertising

Question 17

Raye stopped at a convenience store to buy milk.While he was paying for his milk,he noticed a fresh doughnut display and bought two glazed doughnuts.In this example,what are the doughnuts?

A) specialty products
B) business products
C) unsought products
D) convenience products

Question 18

When Bay Minette Nursery markets bedding plants to businesses to make their sidewalks,entrances,and grounds more attractive,what is it selling?

A) unsought products
B) business products
C) specialty products
D) consumer products

Question 19

Which of the following is the best example of a shopping product for most consumers?

A) a meal plan at the university cafeteria
B) a new television set
C) the text for this marketing class
D) a soft drink to drink before class

Question 20

Compared to the other classifications of consumer products,shopping products are which of the following?

A) usually less expensive than convenience products
B) purchased immediately after the consumer realizes he or she needs them
C) widely available so they need little or no promotion
D) usually more expensive than convenience products and are found in fewer stores

Question 21

Most people under the age of 25 have a strong belief in their own personal invincibility.An insurance agency targeting this group for life insurance would find this market segment categorizes the insurance as what type of product?

A) heterogeneous shopping
B) relationship
C) unsought
D) exclusive

Question 22

Which of the following consists of all of a company's product lines and items?

A) the marketing mix
B) the product offering
C) the product mix
D) the brand line

Question 23

Comparisons between products are often quite difficult because they may have unique features and different levels of quality and price.These types of product are seen by consumers to differ in quality,style,suitability,and lifestyle compatibility.What products are they?

A) heterogeneous shopping products
B) comparative convenience products
C) product equivalents
D) homogeneous shopping products

Question 24

The most expensive refrigerator in the world is the Sub-Zero brand.Many consumers believe it to be the best brand made.For people who insist on having the best kitchen money can buy and will accept no less,the Sub-Zero refrigerator is an example of what kind of product?

A) heterogeneous shopping
B) specialty
C) convenience
D) exclusive

Question 25

Which products are not known about or not actively searched for by consumers,and require aggressive personal selling and highly persuasive advertising?

A) unsought
B) shopping
C) specialty
D) hidden

Question 26

When deciding on distribution plans for specialty products,what do companies generally ensure?

A) that the items are made available only through the mail
B) that the items are distributed to a considerable number of stores in a geographic area
C) that the items are made available in a large number of stores in a geographic area
D) that the items are distributed to only a few stores in the geographic area

Question 27

How is product mix width defined?

A) the number of different product categories found within an industry
B) the number of different product lines an organization offers for sale
C) the average number of products offered by the company
D) the average number of products within each product line in the company

Question 28

When Ruby wanted new window treatments for her living room,she visited both Home Depot and Rona home-improvement stores,as well as three interior design stores before selecting drapes.If Ruby represents a typical window treatment buyer,what are drapes?

A) an operating supply good
B) an heterogeneous shopping good
C) a homogeneous luxury product
D) a shopping specialty good

Question 29

Crystal decided to add bicycling accessories,such as shoes,backpacks,and cycle repair kits,to her exclusive bicycle retail shop.What is Crystal adjusting?

A) the quality modification
B) the width of her product mix
C) the scope of her product mix
D) the depth of her product mix

Question 30

Ocean Spray manufactures Cranberry Juice Cocktails.The addition of Light Cranberry Juice Cocktails is a way that Ocean Spray can expand which of the following?

A) its product mix width
B) its product mix depth
C) its product line width
D) its product line depth

Question 31

Norman was spending "quality time" with his grandson Danny who was eagerly reading the BMW automobile website featuring the 400 horsepower M3 model.Norman remarked that he would have no use for that kind of power and performance but "in his youth" things would have been different.As far as Danny's grandfather is concerned,what would a BMW M3 be?

A) an unsought good
B) a shopping good
C) a niche good
D) a specialty good

Question 32

Irwin was initially excited about his new career sales rep position with Forever Memorials.He soon began to recognize,however,that his work was really cut out for him.Selling tombstones (memorials or monuments)was tough work.What category of product was Irwin selling?

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

Question 33

Craig had just received a promotion as product manager for a consumer goods manufacturer.To celebrate,he told Tracey that he was going to buy a bottle of Chateau Margeaux,an expensive red French wine,for them to share.After driving to two liquor outlets but not finding his Margeaux,Tracey suggested that they just buy a bottle of French champagne instead.But Craig insisted that they try a third store on the other side of the city.For Craig,what is Chateau Margeaux?

A) a specialty good
B) a homogeneous shopping good
C) an inconvenience good
D) a heterogeneous shopping good

Question 34

Which of the following products are searched for extensively and may be quite expensive,substitutes are not acceptable,and distribution may be limited?

A) exclusive shopping
B) heterogeneous convenience
C) branded shopping
D) specialty

Question 35

Which of the following products is most likely to be considered an example of a heterogeneous shopping product?

A) a stapler
B) an off-campus apartment
C) a package of pencils
D) a flea collar

Question 36

Typically,what are unsought products?

A) products that require little or no decision making by the buyer
B) products that consumers purchase when they see them in a convenient location
C) products that require only reminder advertising to be successful
D) products that consumers don't know about or don't actively look for

Question 37

Horace has wanted to purchase a Rolex watch ever since he saw his first one at age 18.He has done extensive research into the history of Rolex.Finally,at age 55,he has achieved the income level to be able to purchase one.For Horace,the Rolex watch is an example of what type of product?

A) unsought
B) specialty
C) business
D) consumer

Question 38

A product line is a group of products that are closely related because of which of the following?

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

Question 39

The large variety of frozen dinners marketed by Stouffer is an example of which of the following for Stouffer?

A) a product mix
B) a product line
C) a marketing mix
D) a mix consistency

Question 40

Genette's daughter often suffers from earaches and must take an antibiotic.Genette hates the fact the antibiotic prescribed must be taken for 10 days and has an unpleasant taste.Genette does not know that she can ask her doctor for a new antibiotic called Zithromax that works when taken for only five days and that has a pleasant cherry flavour.For Genette,what type of product is Zithromax because she doesn't know it exists?

A) convenience
B) heterogeneous shopping
C) unsought
D) exclusive

Question 41

One of the leading manufacturers of choir robes has added a fire retardant chemical to the fabric it uses in making the robes.The company has not changed its prices.What type of modification is this?

A) functional
B) quality
C) upward extension
D) repositioning

Question 42

The liquor industry is attempting to revive the stagnant spirits industry by introducing low-alcohol cocktails such as Jack Daniel's Country Cocktails,Smirnoff Quenchers,and Southern Comfort Cocktails.What is the strategy behind these new product introductions?

A) product item contractions
B) product portfolio width adjustments
C) portfolio breadth expansions
D) product line extensions

Question 43

According to the text,what motivates firms to reposition established brands?

A) an allocation of a disproportionate amount of resources
B) growth of discretionary income
C) changing demographics
D) changes in technological environments

Question 44

Which of the following commonly occurs soon after style modification?

A) marketing innovation
B) planned obsolescence
C) implied repositioning
D) planned functionality

Question 45

Which of the following is an example of a product modification?

A) changing the amount of management time spent overseeing production
B) changing the colour of a laundry detergent
C) increasing the number of distribution outlets
D) dropping a product from the product line

Question 46

What is a style modification?

A) a safety improvement
B) an aesthetic product change
C) a change in the product's durability or dependability
D) an improvement in product versatility and effectiveness

Question 47

What is the most likely reason that Jell-O stopped making celery-flavoured gelatin?

A) The brand lacked brand equity.
B) The product's identity could not be trademarked.
C) The product did not create significant cognitive dissonance.
D) The product was not contributing to the manufacturer's profits.

Question 48

According to the text,which of the following statements about planned obsolescence is true?

A) Marketers may make quality,safety,and functional modifications to existing products to incorporate planned obsolescence into their marketing plans.
B) Planned obsolescence describes the practice of causing products to become obsolete before they actually need replacement.
C) Consumers do not like style modifications because they dislike changes in the appearance of goods such as clothing and cars.
D) Opponents of planned obsolescence argue that the practice is environmentally friendly.

Question 49

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 which one?

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

Question 50

A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment.Which of the following strategies would best allow the company to accomplish this goal?

A) use of product cannibalization
B) repositioning
C) contraction of number of services offered by the utility company
D) adding new services to its product line

Question 51

Hellman's is a brand name owned by Unilever.It is most often recognized as a brand of mayonnaise.When Unilever introduced Hellman's honey mustard,it was an example of what type of strategy?

A) repositioning
B) demarketing
C) product line extension
D) cannibalization

Question 52

What is the symbol in a brand that cannot be spoken?

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

Question 53

Meaty Bones dog biscuit recently advertised that its treats are now bigger and would last longer than previously.The maker of Meaty Bones has made what type of modification in its product?

A) implied
B) functional
C) adaptive
D) aesthetic

Question 54

Unilever makes four different brands of ice cream (Magnum,Solero,Ben & Jerry's,and Breyers).What is this an example of?

A) Unilever's product line width
B) Unilever's product mix inconsistency
C) Unilever's product mix
D) Unilever's product line depth

Question 55

Axe is a brand of body deodorant spray.The product's manufacturer has recently introduced Axe shower gel products.Axe shower gel products are examples of the implementation of what type of strategy?

A) portfolio breadth expansion
B) product line extension
C) product portfolio width adjustment
D) repositioned marketing mix

Question 56

According to the text,which of the following statements about planned obsolescence is true?

A) Style modification creates planned obsolescence.
B) Planned obsolescence is not an ethical issue.
C) A company that is interested in producing a quality product would never engage in planned obsolescence.
D) Environmentalists support planned obsolescence.

Question 57

Which of the following is the part of the brand that can be spoken?

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

Question 58

The leader in the industry of sports entertainment is World Wrestling Entertainment (formerly known as the World Wrestling Federation).When it opened a nightclub in New York City and partnered with Microsoft to create Xbox video game consoles,what did World Wrestling Entertainment expand?

A) its product mix depth
B) its product mix width
C) its product line consistency
D) its product line depth

Question 59

A go-cart manufacturer recently added shock absorbers to make the ride in its go-carts smoother.It has not changed its prices.What type of modification is this?

A) repositioning
B) quality
C) style
D) upsale

Question 60

For years,many people thought plastic wrap was almost impossible to use and refused to buy the product.The manufacturer of Saran plastic wrap has spent many advertising dollars advising customers on how to eliminate the problems associated with the use of plastic wrap.What has this manufacturer engaged in?

A) diversification
B) product mix expansion
C) repositioning
D) product line expansion

Question 61

In selecting a good brand name,which of the following are desirable?

A) names that suggest low price
B) names that suggest something about the customer
C) names that are creative
D) names that are easy to translate into other languages

Question 62

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 which type of branding strategy?

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

Question 63

Procter & Gamble makes Camay soap for people concerned with soft skins and Safeguard for those who want deodorant protection.What type of strategy is Procter & Gamble using?

A) combination branding
B) individual branding
C) trademarked branding
D) private branding

Question 64

Websites for manufacturers such as General Electric,Toyota,and Benjamin Moore paint can provide these businesses with a nontraditional way to do which of the following?

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

Question 65

BMW cars have a strong reputation for high quality,superior performance,and high resale value.What can BMW be said to have?

A) strong brand endurance
B) strong brand performance
C) strong brand engineering
D) strong brand equity

Question 66

Which of the following BEST describes brand loyalty?

A) It can encourage competition.
B) It can help ensure repeat sales.
C) It can increase product diffusion.
D) It can shorten the amount of time a product spends in the maturity stage.

Question 67

A consumer who consistently and repeatedly purchases the same brand is said to have which of the following?

A) brand loyalty
B) store loyalty
C) product loyalty
D) product repetition

Question 68

Walmart sells canned drinks under the brand name Sam's Choice.This is an example of what type of brand?

A) family
B) manufacturer's
C) corporate
D) private

Question 69

Rollerblades is a brand name for in-line skates.People often refer to Rollerblades as if it were the product name.The company that makes Rollerblades may someday find its brand name becomes which of the following?

A) an equity brand
B) a certified name
C) a generic product name
D) a trademark

Question 70

President's Choice Chocolate Chip Cookies are manufactured specifically for sale in Loblaws and sister retailer stores.President's Choice Cookies are an example of which of the following?

A) private brand
B) family brand
C) manufacturer's brand
D) generic brand

Question 71

What refers to brands where at least 20 percent of the product is sold outside the home country?

A) master brand
B) equity brand name
C) ethnocentric trademark
D) global brand

Question 72

Because of who owns them,the brand names of producers such as Kellogg's,Sherwin Williams,Harley-Davidson,and Ocean Spray are called which of the following?

A) manufacturers' brands
B) master brands
C) individual brands
D) family brands

Question 73

Which of the following is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark?

A) patent
B) trademark
C) private brand
D) brand

Question 74

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.Which of the following does Coca-Cola have?

A) a valuable brand quality standard
B) a valuable brand loyalty hierarchy
C) a valuable evoked set
D) a valuable brand equity

Question 75

Which of the following statements describes an advantage to retailers associated with developing their own brands?

A) Higher gross margins are available on private brands.
B) Dealers often buy in large quantities and thus always have a ready supply.
C) Private brands are normally delivered more promptly by the manufacturer.
D) Private brands,particularly those owned by discounters,are perceived to be of higher quality.

Question 76

Kmart markets Route 66 brand clothing in its stores.Kmart stores are the only places where this brand is sold at the retail level.This is an example of what type of brand?

A) family
B) manufacturer's
C) private
D) master

Question 77

A small chain of supermarkets in Manitoba sells only manufacturers' brands.According to the text,which of the following is the BEST argument to dissuade the supermarket chain owner from selling only manufacturers' brands?

A) Relying on the manufacturer or wholesaler to deliver a national brand quickly is optimistic at best.
B) Manufacturers typically offer a lower gross margin than could be earned on private-label brands.
C) A well-known manufacturer's brand will not enhance the chain's image.
D) Manufacturers rarely spend money advertising the brand name to consumers.

Question 78

A Toronto diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewellers' aggressive price discounting.What is this move meant to do?

A) create a catchy phrase to promote diamonds
B) combat the quality appeal of generic products
C) combat low-cost production of generic brands
D) build product identity and customer loyalty

Question 79

What happens when two or more established brand names of different companies are used on the same product?

A) cobranding
B) cannibalization
C) brand extension
D) family branding

Question 80

Rosa's husband,Phil,has a cold.Rosa went to the store to buy something that would help Phil sleep.Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapour rub.The package showed both the Breathe Right and the Vicks brand names.What type of branding is this?

A) equity
B) functional
C) ingredient
D) family