Question 1

Xenon, a leading consumer-electronics manufacturing company, markets its products under the company's own brand name. In this case, Xenon has sponsored its products by promoting them as ________ brands.

Accepted Answer

A)  licensed 
B)  private 
C)  store 
D)  national 
E)  distributor

Question 2

Product mix length refers to the ________.

Accepted Answer

A)  number of versions offered for each product in the line 
B)  ways in which the various product lines are related 
C)  number of different product lines the company carries 
D)  total number of items a company carries within its product lines 
E)  total market share captured by the entire product line

Question 3

Product line filling occurs when a company lengthens its product line beyond its current range.

Accepted Answer

A) True 
 B)False

Question 4

Branding has become so strong today that hardly anything goes unbranded.

Accepted Answer

A) True 
 B)False

Question 5

Which of the following statements is most likely true about unsought products?

Accepted Answer

A)  Unsought products are consumer products and services that customers buy frequently. 
B)  Marketers use aggressive advertising to convince consumers to buy unsought products. 
C)  Unsought products are typically purchased for further processing by industrial manufacturers. 
D)  Compared to convenience products, unsought products are purchased more frequently. 
E)  Unsought products offer many unique characteristics to status-conscious consumers.

Question 6

Differentiate between line extensions and brand extensions. Provide an example of each.

Accepted Answer

The answer of Differentiate between line extensions and brand extensions....

Question 7

Consumers rarely compare shopping products before purchasing them.

Accepted Answer

A) True 
 B)False

Question 8

What are the two ways in which a company can extend its product line?

Accepted Answer

The answer of What are the two ways in which...

Question 9

Which statement about convenience products is most likely true?

Accepted Answer

A)  They are distributed exclusively in only one or a few outlets per market area. 
B)  They are products that consumers rarely consider buying. 
C)  Luxury cars and designer clothes are examples of convenience products. 
D)  Consumers need to make special purchasing efforts to buy such products. 
E)  They are bought by consumers frequently and with minimal comparison.

Question 10

Non-Dairy Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon, pumpkin, and vanilla flavors to its traditional product. In this case, the company has developed its brand with ________.

Accepted Answer

A)  brand extensions 
B)  line extensions 
C)  multibranding 
D)  new product lines 
E)  co-branding

Question 11

Total quality management is an approach in which all of the company's people are involved in constantly improving the quality of products, services, and business processes.

Accepted Answer

A) True 
 B)False

Question 12

________ occurs when two established brand names of different companies are used on the same product.

Accepted Answer

A)  Licensing 
B)  Co-branding 
C)  Private branding 
D)  Franchising 
E)  Brand positioning

Question 13

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. In this case, which of the following is an example of co-branding by BerryBerry?

Accepted Answer

A)  The company introduces BerryBliss, a dried berry snack mix for kids. 
B)  BerryBerry adds a new fruit juice flavor, TangyBerry. 
C)  The company introduces a line of flavored milk and yogurt under a new brand name. 
D)  The company creates a new brand, NatureFresh, for a line of cosmetics based on fruit flavors and colors. 
E)  BerryBerry teams up with SFX, a sporting goods company, to introduce a line of energy bars called BerryBerry SFX.

Question 14

A&B's Smarter Planet campaign markets A&B as a company that provides innovative solutions that improve the world's IQ. This activity of A&B is an example of ________ marketing.

Accepted Answer

A)  segmented 
B)  vertical 
C)  organization 
D)  horizontal 
E)  diversified

Question 15

________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

Accepted Answer

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

Question 16

Which of the following is an example of licensing?

Accepted Answer

A)  DMX, an electronics manufacturer, acquires Z-Elex, a start-up firm, and sells all Z-Elex's products under the DMX brand name. 
B)  Berry, a fruit juice company, uses a well-known cartoon character to promote the company's line of children's products and pays the creator of the cartoon character a fee. 
C)  XLC, a sporting goods firm, sponsors a number of top athletes in various sports and also hosts the XLC Sporting Achievement Awards. 
D)  ZetaBike, a bicycle manufacturer, teams up with VitaWater, a sports drink producer, to introduce ZetaVita, an energy drink. 
E)  Mason's, a retail chain, sells a number of different products from different manufacturers under the brand name Mason's.

Question 17

Which of the following is a desirable quality for a brand name?

Accepted Answer

A)  The name should be unique and difficult to pronounce to ensure legal protection. 
B)  The name should be a common word rather than a distinctive one. 
C)  The name should not suggest anything about the product quality. 
D)  The name should translate easily into foreign languages. 
E)  The name should not be extendable.

Question 18

A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic?

Accepted Answer

A)  tangibility 
B)  intangibility 
C)  perishability 
D)  variability 
E)  inseparability

Question 19

Explain, with examples, the four characteristics of services that a company must consider when designing marketing programs.

Accepted Answer

The answer of Explain, with examples, the four characteristics of...

Question 20

What is brand equity?

Accepted Answer

The answer of What is brand equity?...

Exam 7: Products, Services, and Brands: Building Customer Value

Xenon, a leading consumer-electronics manufacturing company, markets its products under the company's own brand name. In this case, Xenon has sponsored its products by promoting them as ________ brands.

Product mix length refers to the ________.

Product line filling occurs when a company lengthens its product line beyond its current range.

Branding has become so strong today that hardly anything goes unbranded.

Which of the following statements is most likely true about unsought products?

Differentiate between line extensions and brand extensions. Provide an example of each.

Consumers rarely compare shopping products before purchasing them.

What are the two ways in which a company can extend its product line?

Which statement about convenience products is most likely true?

Non-Dairy Delight, a manufacturer of soy milk, attracts new customers by adding cinnamon, pumpkin, and vanilla flavors to its traditional product. In this case, the company has developed its brand with ________.

Total quality management is an approach in which all of the company's people are involved in constantly improving the quality of products, services, and business processes.

________ occurs when two established brand names of different companies are used on the same product.

BerryBerry is a fruit juice company that has traditionally sold three varieties of mixed-fruit juices: DazzleBerry, AquaBerry, and GloBerry. The company wants to add more products to its product line. In this case, which of the following is an example of co-branding by BerryBerry?

A&B's Smarter Planet campaign markets A&B as a company that provides innovative solutions that improve the world's IQ. This activity of A&B is an example of ________ marketing.

________ products are consumer products and services that customers usually buy frequently, immediately, and with minimal comparison and buying effort.

Which of the following is an example of licensing?

Which of the following is a desirable quality for a brand name?

A doctor performing hip surgery on a patient illustrates how a service can be produced and consumed simultaneously. This is an example of which service characteristic?

Explain, with examples, the four characteristics of services that a company must consider when designing marketing programs.

What is brand equity?