Question 1

Per-unit gross margins on convenience products are relatively high.

Accepted Answer

A) True 
 B)False

Question 2

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 .

Accepted Answer

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

Question 3

As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and vitamins she is ingesting. This information is required by the .

Accepted Answer

A)  Nutrition Labeling Act 
B)  Food and Drug Administration 
C)  Fair Packaging and Labeling Act 
D)  Nutritional Content Disclosure Act 
E)  Federal Trade Commission

Question 4

Accessory equipment becomes a part of the finished product.

Accepted Answer

A) True 
 B)False

Question 5

The label on a window air conditioner reads "uses up to 20% less energy." For what reason is this phrase most likely used?

Accepted Answer

A)  For environmental safety 
B)  To void competition 
C)  To promote the product 
D)  To satisfy legal requirements 
E)  To encourage healthy competition

Question 6

Elements that help create brand equity include all of the following except brand _.

Accepted Answer

A)  quality 
B)  associations 
C)  loyalty 
D)  recognition 
E)  awareness

Question 7

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

Accepted Answer

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

Question 8

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.

Accepted Answer

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

Question 9

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy­Pop's popcorn in this case is an example of packaging.

Accepted Answer

A)  secondary-use 
B)  multiple 
C)  innovative 
D)  category-consistent 
E)  "green"

Question 10

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

Accepted Answer

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 11

The most important function of packaging is to .

Accepted Answer

A)  encourage co-branding 
B)  protect the product and maintain its functionality 
C)  turn generic brand into a fanciful brand 
D)  provide information to the customer about the company history 
E)  introduce an inferior product as a superior product

Question 12

Scenario 10.2
Use the following to answer the questions.
Traveler is a bus line operating in the Northeast and Midwestern United States, plus in Canada. It offers travelers a cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest technology. Unlike the traditional StarTravel Lines, Traveler is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Traveler picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Traveler.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto, New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor StarTravel, has launched two new bus lines, Pathfinder and Mestra, with similar fares and high-tech amenities. A fare on Mestra bus from Buffalo, NY to New York City is $50.00 roundtrip, while the same fare through Greyhound's traditional bus line costs $92.00. The benefit of StarTravel's traditional line is that there are more departure times and more stops in smaller towns along the way.
-Refer to Scenario 10.2. When StarTravel launched the Pathfinder and Mestra bus lines, this is an example of _____.

Accepted Answer

A)  a branding extension 
B)  co-branding 
C)  an extension in the width of the product mix 
D)  an extension in the depth of the product mix 
E)  family branding

Question 13

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand .

Accepted Answer

A)  loyalty 
B)  value 
C)  share 
D)  equity 
E)  association

Question 14

Private distributor brands are owned by .

Accepted Answer

A)  manufacturers only 
B)  manufacturers and retailers 
C)  wholesalers only 
D)  manufacturers and wholesalers 
E)  wholesalers or retailers

Question 15

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.

Accepted Answer

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

Question 16

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

Accepted Answer

A)  number of buyers involved in the decision 
B)  buyer's intended use of the product 
C)  seller's purpose of selling the product 
D)  location of use 
E)  types of outlets from which they are purchased

Question 17

Discuss the dimensions of a product mix.

Accepted Answer

The answer of Discuss the dimensions of a product mix....

Question 18

Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for years with indefinite renewals.

Accepted Answer

A)  two 
B)  thirty 
C)  eighteen 
D)  five 
E)  ten

Question 19

Which of the following is the most protectable brand type as determined by a series of court decisions?

Accepted Answer

A)  Generic brand 
B)  Suggestive brand 
C)  Descriptive brand 
D)  Arbitrary brand 
E)  Fanciful brand

Question 20

The sales curve peaks in a product's maturity stage.

Accepted Answer

A) True 
 B)False

Exam 10: Product, Branding, and Packaging Concepts

Per-unit gross margins on convenience products are relatively high.

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 .

As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and vitamins she is ingesting. This information is required by the .

Accessory equipment becomes a part of the finished product.

The label on a window air conditioner reads "uses up to 20% less energy." For what reason is this phrase most likely used?

Elements that help create brand equity include all of the following except brand _.

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.

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. JiffyPop's popcorn in this case is an example of packaging.

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

The most important function of packaging is to .

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand .

Private distributor brands are owned by .

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.

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

Discuss the dimensions of a product mix.

Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for years with indefinite renewals.

Which of the following is the most protectable brand type as determined by a series of court decisions?

The sales curve peaks in a product's maturity stage.

Exam 10: Product, Branding, and Packaging Concepts

Per-unit gross margins on convenience products are relatively high.

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 .

As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and vitamins she is ingesting. This information is required by the .

Accessory equipment becomes a part of the finished product.

The label on a window air conditioner reads "uses up to 20% less energy." For what reason is this phrase most likely used?

Elements that help create brand equity include all of the following except brand _.

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.

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. Jiffy­Pop's popcorn in this case is an example of packaging.

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

The most important function of packaging is to .

The value, measured in either marketing or financial terms, associated with a brand's strength in a market is referred to as brand .

Private distributor brands are owned by .

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.

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

Discuss the dimensions of a product mix.

Registration of a trademark with the U.S. Patent and Trademark Office protects trademarks domestically for years with indefinite renewals.

Which of the following is the most protectable brand type as determined by a series of court decisions?

The sales curve peaks in a product's maturity stage.

When Jiffy-Pop packaged its popcorn in an aluminum skillet, complete with attachable handle, it designed the package to become the cooking utensil. After cooking, the handle was removed and the package became the popcorn bowl. JiffyPop's popcorn in this case is an example of packaging.