Question 1

When Disney characters appear on apparel made by another company, this would be an example of

Accepted Answer

A)  brand licensing. 
B)  brand extensions. 
C)  dual branding. 
D)  co-branding. 
E)  cooperative branding.

Question 2

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

Accepted Answer

A) True 
 B)False

Question 3

Packaging is sometimes altered to make it easier to handle in the distribution system.

Accepted Answer

A) True 
 B)False

Question 4

Joe is an athlete who plays a variety of sports that all require various athletic shoes. He has a favorable attitude toward Nike shoes. This favorable attitude is called brand

Accepted Answer

A)  loyalty. 
B)  recognition. 
C)  preference. 
D)  insistence. 
E)  equity.

Question 5

The four major stages of a product life cycle include

Accepted Answer

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 6

Which of the following statements about labeling is false?

Accepted Answer

A)  The label can be used to facilitate the identification of a product. 
B)  Labels do not have to disclose nutritional information. 
C)  The label indicates the quality of the product. 
D)  Labeling is used to describe the product. 
E)  The label can play a promotional function.

Question 7

Brand preference is the strongest form or degree of brand loyalty.

Accepted Answer

A) True 
 B)False

Question 8

Riley prefers to buy Pantene Shampoo for Colored Hair; however, if that is not in stock, she will buy L'Oreal or Garnier Fructis. Riley's level of brand loyalty can be described as ___.

Accepted Answer

A)  recognition. 
B)  acceptance. 
C)  preference. 
D)  insistence. 
E)  acknowledgement.

Question 9

In order to manufacture its vehicles, Ford needs to purchase large robotic arms that become permanent fixtures in their assembly plants. These robotic arms are best described as

Accepted Answer

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

Question 10

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 11

____________ are relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort.

Accepted Answer

A)  Consumer products 
B)  Shopping products 
C)  Convenience products 
D)  Business products 
E)  Specialty products

Question 12

A product that is simply labeled with the product category is considered a

Accepted Answer

A)  private brand. 
B)  no-name product. 
C)  generic brand. 
D)  poor-quality item. 
E)  lean manufacturer brand.

Question 13

Lysol Basin Tub & Tile Cleaner and Lysol Disinfectant Spray exemplify

Accepted Answer

A)  private branding. 
B)  product brand marks. 
C)  family branding. 
D)  individual branding. 
E)  wholesaler branding.

Question 14

Scenario 11.1
Use the following to answer the questions.
Megabus 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 Greyhound bus line, Megabus is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.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 Greyhound has launched two new bus lines, BoltBus and NeOn, with similar fares and high-tech amenities. A fare on a NeOn bus from Buffalo, New York, to New York City is $50.00 round trip, while the same fare through Greyhound's traditional bus line costs $92.00. The benefit of Greyhound's traditional line is that there are more departure times and more stops in smaller towns along the way.
Refer to Scenario 11.1. What product(s) is Megabus marketing?

Accepted Answer

A)  Megabus is a service and therefore is not marketing a product. 
B)  The ride between cities is a service product and is the only one Megabus is marketing. 
C)  The ride between the cities, which is the core product, plus the supplemental features of Wi-Fi, video screens, and other technology. 
D)  The ride between cities, which is a convenience product. 
E)  The ride between cities, which is a shopping product.

Question 15

Multiple packaging interferes with handling and storage of products.

Accepted Answer

A) True 
 B)False

Question 16

Co-branding capitalizes on the trust that customers have in both companies involved, especially when the brands complement one another in the mind of the buyer.

Accepted Answer

A) True 
 B)False

Question 17

Mercedes-Benz recognized it needed to revitalize its brand and attract different market segments. These are indications that Mercedes-Benz's products were primarily in the ____ stage of the product life cycle.

Accepted Answer

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

Question 18

Scenario 11.1
Use the following to answer the questions.
Megabus 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 Greyhound bus line, Megabus is an express service, and is equipped with Wi-Fi, video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.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 Greyhound has launched two new bus lines, BoltBus and NeOn, with similar fares and high-tech amenities. A fare on a NeOn bus from Buffalo, New York, to New York City is $50.00 round trip, while the same fare through Greyhound's traditional bus line costs $92.00. The benefit of Greyhound's traditional line is that there are more departure times and more stops in smaller towns along the way.
Refer to Scenario 11.1. When Greyhound launched the BoltBus and NeOn 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 19

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.

Accepted Answer

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

Question 20

Craftsman tools, sold and branded by Sears, is an example of a ____ brand.

Accepted Answer

A)  manufacturer 
B)  generic 
C)  wholesaler 
D)  private distributor 
E)  regional

Exam 11: Product Concepts, Branding, and Packaging

When Disney characters appear on apparel made by another company, this would be an example of

Family packaging cannot be used for individual product lines; it must apply to the entire product mix of the firm.

Packaging is sometimes altered to make it easier to handle in the distribution system.

Joe is an athlete who plays a variety of sports that all require various athletic shoes. He has a favorable attitude toward Nike shoes. This favorable attitude is called brand

The four major stages of a product life cycle include

Which of the following statements about labeling is false?

Brand preference is the strongest form or degree of brand loyalty.

Riley prefers to buy Pantene Shampoo for Colored Hair; however, if that is not in stock, she will buy L'Oreal or Garnier Fructis. Riley's level of brand loyalty can be described as ___.

In order to manufacture its vehicles, Ford needs to purchase large robotic arms that become permanent fixtures in their assembly plants. These robotic arms are best described as

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.

____________ are relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort.

A product that is simply labeled with the product category is considered a

Lysol Basin Tub & Tile Cleaner and Lysol Disinfectant Spray exemplify

Multiple packaging interferes with handling and storage of products.

Co-branding capitalizes on the trust that customers have in both companies involved, especially when the brands complement one another in the mind of the buyer.

Mercedes-Benz recognized it needed to revitalize its brand and attract different market segments. These are indications that Mercedes-Benz's products were primarily in the ____ stage of the product life cycle.

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.

Craftsman tools, sold and branded by Sears, is an example of a ____ brand.