Deck 9: Product Concepts

Question 1

A product may be defined as everything,both favorable and unfavorable,that a person receives in an exchange.

Answer 1

True

Question 2

Product modification occurs when changes are made in how the product functions,the quality of the product is modified or some aesthetic characteristic of the product is changed.

Answer 2

True

Question 3

Isaac Golding,owner of a tutoring service,has developed a design for his firm that includes an owl wearing large spectacles and carrying a satchel crammed full of books and papers.He plans to use this design on all communication that the firm sends out.This design is called the firm's brand name.

Answer 3

False

Question 4

Many cooks believe that nothing can beat Bakewell Cream for making delicious biscuits.Loyal customers are willing to go to great lengths to find this product and will accept no substitutes.Bakewell Cream is only marketed in the New England states.For these cooks,Bakewell Cream is a shopping product.

Question 5

Rights to a trademark exist as long as the mark is used.If a firm does not use it for two years,the trademark is considered abandoned,and a new user can claim exclusive ownership of the mark.

Question 6

Pooja is famous for her pound cakes,and she credits her success to her use of King Arthur flour.She will only use King Arthur flour and will travel to several different stores,if necessary,to find this particular brand.For Pooja,flour is a shopping product.

Question 7

When Alec picked up the candy bar,he automatically looked to see its fat content.The information that Alec looked for was contained in a nutritional label.

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.

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.

Question 10

An elementary school teacher purchased a ream of art paper,a box of crayons,and some modeling clay.These products could be classified as either business goods or consumer goods,depending on the teacher's intended use.

Question 11

Chef's Catalog built its reputation on selling the highest-quality of baking ingredients.The catalog retailer has added a line of fine kitchen tools and wants its customers to think of the retailer as a place to buy everything needed to bake the finest breads and desserts--not just for buying the ingredients.The marketing term for changing consumers' perceptions of the Chef's Catalog is segmentation

Question 12

YKK is the world's largest manufacturer of sliding fasteners (zippers).It also manufactures optical components and aluminum architectural parts.These products represent YKK's product line.

Question 13

When consumers buy gasoline,they are all more interested in its chemical composition than anything else.

Question 14

Deciding on which university to attend,with the many differences in majors available,living options,and image differences,would be classified as a heterogeneous shopping product for most people.

Question 15

YKK is the world's largest manufacturer of zippers.It makes over 1500 different types and styles of zippers.The great variety of zippers made by YKK represents its product mix width.

Question 16

Generic products are those brands whose names have become generic and now identify a class or type of product,such as aspirin,cellophane,thermos,or shredded wheat.

Question 17

When the manufacturer of French's classic yellow mustard introduced French's Dijon mustard,French's Honey mustard,and French's Sweet Onion mustard,it was an example of cobranding.

Question 18

The most important functions of packaging are to contain and protect products,promote products,facilitate product storage,and facilitate recycling

Question 19

Chico likes Michelin tires for his bicycle.If he needs new bicycle tires when Michelins are not on sale,he is willing to pay a higher price for Michelin rather than buy some other brand of bicycle tire.Chico could be described as being brand loyal to Michelin.

Question 20

Ocean Spray is known for cranberry juices.When it added Ocean Spray Craisins (dried sweetened cranberries to be eaten like raisins),it was an example of a product mix extension for the company.

Question 21

LaToya had a bicycle tire go flat while on a biking trip across Tennessee.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 LaToya,the recent tire purchase is an example of buying a _____ product.

A) homogenous shopping
B) heterogeneous shopping
C) convenience
D) specialty
E) component

Question 22

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

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

Question 23

The convenience product marketing strategy includes:

A) wide distribution of the product
B) higher than ordinary prices
C) few retail outlets other than convenience stores
D) significantly lower promotion budgets
E) products that are not easily substitutable

Question 24

All sales have an implied warranty.

Question 25

The consumer product classification system is based on:

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

Question 26

The only two branding strategies available to a company that wants to market its product globally is to either use the brand name everywhere or to develop a new brand name for each different market.

Question 27

Cultural traits can make a package design successful in one country and a failure in another.

Question 28

The _____ is the starting point in creating a marketing mix.

A) price
B) product
C) distribution channel
D) promotional media
E) production line

Question 29

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

A) a soda to drink before class
B) a meal plan at the university cafeteria
C) a pair of Nike running shorts
D) a new television set
E) the text book for this marketing class

Question 30

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

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

Question 31

_____ products are purchased with little shopping effort.These products are purchased regularly,usually with little planning,and require wide distribution.

A) Convenience
B) Specialty
C) Branded shopping
D) Unbranded shopping
E) Generic

Question 32

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

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

Question 33

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

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

Question 34

A _____ is everything,both favorable and unfavorable,that a person receives in an exchange.It can be tangible,intangible,a service,an idea,or a combination of these things.

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

Question 35

Compared to the other classifications of consumer products,shopping products are:

A) widely available so they need little or no promotion
B) usually less expensive than convenience products
C) purchased without significant planning
D) usually more expensive than convenience products and are found in fewer stores
E) purchased immediately after the consumer realizes he or she needs them

Question 36

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,the doughnuts are _____ products.

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

Question 37

Beasley wanted a an umbrella table for his patio.He watched newspaper ads until he found one on sale.For Beasley,the umbrella table is a(n)_____ product.

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

Question 38

Which of the following is NOT an example of a product's tangible feature?

A) brand equity
B) packaging
C) color
D) weight
E) size

Question 39

Due to the time required to scan them,universal product codes (UPCs)are typically placed on merchandise that would be classified as shopping products.

Question 40

A warranty does not confirm the quality or performance of a good or service.

Question 41

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

A) Product equivalents
B) Comparative convenience products
C) Homogeneous shopping products
D) Product counterparts
E) Heterogeneous shopping products

Question 42

Product mix width may be defined as:

A) the number of different product categories found within an industry
B) the average number of products within each product line in the company
C) the average number of products offered by the company
D) the number of different product lines an organization offers for sale
E) the extensiveness of the coverage of the line from high end (expensive)to low end (inexpensive)

Question 43

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

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

Question 44

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,luggage would be classified as a(n)_____ product.

A) specialty
B) unsought
C) heterogeneous shopping
D) basic convenience
E) homogeneous shopping

Question 45

_____ products are searched for extensively,and substitutes are not acceptable.These products may be quite expensive,and often distribution is limited.

A) Exclusive shopping
B) Homogeneous convenience
C) Branded shopping
D) Specialty
E) Heterogeneous convenience

Question 46

Unsought products typically are products that:

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

Question 47

The two types of shopping products are:

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

Question 48

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 a(n)_____ product.

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

Question 49

When deciding on distribution plans for specialty products,companies generally ensure that the items are:

A) made available only as private brands
B) made available in a large number of stores in a geographic area
C) made available only through the mail
D) distributed to a considerable number of stores in a geographic area
E) distributed to only a few stores in the geographic area

Question 50

Along with hair care products,Alberto-Culver also markets Sugar Twin,Molly McButter,and Mrs.Dash salt-free seasoning.This is an abbreviated listing of the company's:

A) customer mix
B) product line
C) product mix
D) line depth
E) product inconsistency

Question 51

When Ruby wanted new window treatments for her living room,she visited both Home Depot and Lowe's home-improvement stores,as well as three interior design stores before selecting drapes.If Ruby represents a typical window treatment buyer,you know that drapes are a(n):

A) homogeneous luxury product
B) shopping specialty good
C) operating supply good
D) convenience item
E) heterogeneous shopping good

Question 52

The large variety of frozen dinners marketed by Stouffer is an example of a _____ for Stouffer.

A) marketing mix
B) product line
C) product mix
D) product equity
E) mix consistency

Question 53

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

A) Low-prestige specialty products
B) Product equivalents
C) Heterogeneous shopping products
D) Generic convenience products
E) Homogeneous shopping products

Question 54

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

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

Question 55

Most people recognize Butterball as a brand of turkey,but the Butterball ____ also includes fresh turkey breast cuts,turkey sausages,ground turkey,lunchmeat cold cuts,fresh marinated bone-in,boneless and whole chicken,frozen chicken products,and Butterball stuffing and gravy mixes.

A) marketing equity
B) product line
C) product mix
D) line depth
E) product inconsistency

Question 56

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 a(n)_____ product.

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

Question 57

_____ products are products that are not known about or not actively searched for by consumers.These products require aggressive personal selling and highly persuasive advertising.

A) Hidden
B) Specialty
C) Equity
D) Unsought
E) Shopping

Question 58

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

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 59

Genette's daughter often suffers from earaches and must take an antibiotic.Genette hates the fact the antibiotic prescribed by her doctor 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 flavor.For Genette,Zithromax is a(n)_____ product because she doesn't know it exists.

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

Question 60

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

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

Question 61

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 a ______ strategy.

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

Question 62

A go-cart manufacturer recently added shock absorbers to make the ride in its go-carts smoother.It has not changed its prices.This is a (n)_____ modification.

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

Question 63

To cigarette smokers,stale or crushed cigarettes are a fact-of-life The manufacturer of Winston cigarettes is trying to change that by introducing its Eco-Flask packaging,which is crush-proof,water-resistant,and curved to better fit in a shirt pocket.The manufacturer of Winstons has made a(n)_____ modification to the cigarettes.

A) quality
B) aesthetics
C) demarketing
D) repositioning
E) functional

Question 64

The leader in the industry of sports entertainment is World Wrestling Entertainment (formerly known as the World Wrestling Federation).World Wrestling Entertainment expanded its product _____ when it opened a nightclub in New York City and partnered with Microsoft to create Xbox video game consoles.

A) line height
B) line consistency
C) mix width
D) line depth
E) mix depth

Question 65

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

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

Question 66

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

Question 67

The most likely reason to explain why Jell-O stopped making celery-flavored gelatin is______.

A) the product was not contributing to the manufacturer's profits
B) the brand lacked brand equity
C) the product did not create significant cognitive dissonance
D) the product's identity could not be trademarked
E) a change in the business market

Question 68

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.This manufacturer has engaged in:

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

Question 69

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.The strategy behind these new product introductions is:

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

Question 70

Which of the following statements about planned obsolescence is true?

A) Planned obsolescence describes the practice of causing products to become obsolete before they actually need replacement.
B) Opponents of planned obsolescence argue that the practice is wasteful and unethical.
C) Marketers may avoid making quality,safety,and functional modifications to existing products to incorporate planned obsolescence into their marketing plans.
D) Consumers favor style modifications because they like changes in the appearance of goods such as clothing and cars.
E) All of the above statements about planned obsolescence are true.

Question 71

The introduction of Cinnamon Toast Crunch,Cocoa Puffs,and Trix cereals with 75 percent less sugar are examples of:

A) product modifications
B) brand mix extensions
C) product diversifications
D) brand repositioning
E) demographic modifications

Question 72

Which of the following statements about planned obsolescence is 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 73

Rexona is the number one brand of deodorant brand worldwide.Since it was launched in the 1960s,it has added an antiperspirant,a stick deodorant,deodorant wipes,and Rexona for Men.These additions are examples of:

A) product line extensions
B) product portfolio width adjustments
C) product item contractions
D) SBU expansions
E) mix repositionings

Question 74

_____ commonly occurs soon after style modification

A) Implied repositioning
B) Demarketing
C) Marketing innovation
D) Planned obsolescence
E) Planned functionality

Question 75

The international company Unilever makes four different brands of ice cream (Magnum,Solero,Ben & Jerry's,and Breyers).This is an example of Unilever's:

A) product line width
B) product mix
C) product line depth
D) product mix inconsistency
E) marketing mix

Question 76

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.This is a(n)_____ modification.

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

Question 77

Meaty Bones dog biscuit recently advertised that is treats are now bigger and would last longer than previously.The maker of Meaty Bones has made a(n)_____ modification in its product.

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

Question 78

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 a(n):

A) product line contraction
B) quality modification
C) aesthetics modification
D) obsolescence factor
E) functional modification

Question 79

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

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

Question 80

A style modification is a(n):

A) change in the product's durability or dependability
B) safety improvement
C) aesthetic product change
D) way to add convenience
E) improvement in product versatility and effectiveness