Question 1

Brand loyalty can do which of the following?

Accepted Answer

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

Question 2

What are the brand names used on Del Monte,Pillsbury,Harley-Davidson,and Purina products called because of who owns them?

Accepted Answer

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

Question 3

Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics.Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old woman.Which type of strategy is being implemented by the introductions of these cosmetics?

Accepted Answer

A) portfolio breadth expansion 
B) product portfolio width adjustment 
C) product item contraction 
D) product line extension

Question 4

Packaging is an important component of the product strategy.List and briefly describe the four major functions of packaging.

Accepted Answer

The answer of Packaging is an important component of the...

Question 5

Which of the following are products consumers see as being basically the same,so consumers shop for the lowest price?

Accepted Answer

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

Question 6

According to market research conducted in 2004,Bazooka (a brand of bubble gum)was among the most recognizable brand names in North America even though the gum needed some updating to be competitive in today's market.
-Refer to Bazooka.What does Bazooka have that made the company willing to1 make modifications in the product?

Accepted Answer

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

Question 7

V8 juice has for years advertised itself as a refreshing and nutritious drink that contains eight different vegetables,and that is what the brand name V8 means to most consumers.What type of strategy was used when the manufacturer of V8 juice introduced V8 Orange and Mango juice?

Accepted Answer

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

Question 8

Michelin has developed a new tire that will keep rolling smoothly for up to 190 kilometres after it has been punctured.
-Refer to Michelin.What sort of modification has Michelin made to its tires?

Accepted Answer

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

Question 9

The Alberto Culver Company manufactures a wide variety of products from hairspray to seasonings.A large number of these products are intended for personal use.The company is divided into three key divisions: toiletries,household,and professional.The toiletries division sells hair care brands such as Alberto VO5,Alberto,and Bold Hold.The household division sells brands such as Mrs.Dash seasonings,Papa Dash salt substitute,Baker's Joy,Sugar Twin,and Static Guard.The professional division sells brands such as Tre Semme,TCB,and Indola.Each of the brands listed above contains many individual products with varying formulations,such as the Alberto styling products,which include mousse,gel,spritz,spray-in conditioner,and hairspray.
-Refer to Alberto Culver Company.Based on their intended use,Alberto Culver's toiletries division products could best be classified as which type of products?

Accepted Answer

A) industrial 
B) consumer 
C) business 
D) convenience

Question 10

One of the most expensive brands of shoes for mountain climbing is the Anasazi brand.Many climbers believe it to be the safest brand made.People who want to buy the safest climbing shoes available will accept no other brand of shoe even though there are several other manufacturers of climbing shoes.Which type of product are Anasazi brand climbing shoes?

Accepted Answer

A) heterogeneous shopping 
B) specialty goods 
C) homogeneous shopping 
D) convenience goods

Question 11

Ever wonder how video game dragons were created? Or ask yourself how the makers of the movie Perfect Storm created and filmed those gigantic waves? The same computers that created these images have also helped design everything from jumbo jets to an ice-cream-bar shape that minimizes melting in the midday sun.And by giving doctors ways to locate tumours with pinpoint precision,these machines are instilling new hope in victims of once-inoperable brain cancer.It's all the work of the most magical computer maker on the planet,Silicon Graphics,Inc.(SGI).From movies to molecular science,interactive TV to hyperactive video games,the digital imagery conjured up by SGI technology is pushing the computer industry into a new dimension-the third one,to be exact.Its engineering workstations and computer servers transform reams of data into 3-D images.In an industry marked by huge hype,SGI is the genuine article-a truly innovative company with clearly unique products.
-Refer to Silicon Graphics,Inc.All the products (engineering centres and computer servers)offered by SGI are closely related,though a little different based on the target markets.What do these products make up for SGI?

Accepted Answer

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

Question 12

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 the purpose of this move?

Accepted Answer

A) take away trademark rights 
B) build product identity and customer loyalty 
C) create a catchy phrase to promote diamonds 
D) combat the quality appeal of generic products

Question 13

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.

Accepted Answer

A) True 
 B)False

Question 14

Choice Homes,Inc. ,built its reputation by building high-quality new homes,often at prices less than "used" ones.Choice Homes used mass-purchasing power,innovative high-tech communications among employees to coordinate the building process,and other entrepreneurial strategies to hold costs down.Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the dream of home ownership for the same price as rent.Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples.The Choice Classic name was designed to capitalize on the reputation of Choice Homes,especially for current Choice home owners who are ready to move up to a larger home.Recently,Choice Homes started a third line of homes called "Reflections," which are expensive,custom-designed homes located in exclusive,prestigious neighbourhoods.
-Refer to Choice Homes,Inc.Kurt McKinney has just received a large inheritance and wants to have his "dream" home built.He knows exactly the architectural design he wants.He wants a particular Reflections home.How is the type of consumer product he wishes to buy best classified?

Accepted Answer

A) as a shopping product 
B) as a convenience product 
C) as a nondurable good 
D) as a specialty product

Question 15

George Weston Limited,a Canadian food processing and distribution company,is one of the world's largest producers of breads.
-Refer to George Weston Limited.The company also owns and operates a pulp and paper processing company,a major Canadian dairy,and a sugar refinery.What do these organizations provide Weston in terms of its product?

Accepted Answer

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

Question 16

Ever wonder how video game dragons were created? Or ask yourself how the makers of the movie Perfect Storm created and filmed those gigantic waves? The same computers that created these images have also helped design everything from jumbo jets to an ice-cream-bar shape that minimizes melting in the midday sun.And by giving doctors ways to locate tumours with pinpoint precision,these machines are instilling new hope in victims of once-inoperable brain cancer.It's all the work of the most magical computer maker on the planet,Silicon Graphics,Inc.(SGI).From movies to molecular science,interactive TV to hyperactive video games,the digital imagery conjured up by SGI technology is pushing the computer industry into a new dimension-the third one,to be exact.Its engineering workstations and computer servers transform reams of data into 3-D images.In an industry marked by huge hype,SGI is the genuine article-a truly innovative company with clearly unique products.
-Refer to Silicon Graphics,Inc.Most companies have customers;SGI has a fan.Artist Peter Max is using SGI computers exclusively to create his famous graphics.He refuses to use any other company's computers.What is this an example of?

Accepted Answer

A) brand equity 
B) brand quality 
C) brand loyalty 
D) product diffusion

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Products can be classified as either business/industrial or consumer products.What is the difference between business products and consumer products? Why is it important to know about these classifications?

Accepted Answer

The answer of Products can be classified as either business/industrial...

Question 19

While Allison was showing her new infant son to friends of her grandmother,the baby needed a diaper change,and she had brought none with her.She normally uses eco-friendly Seventh Generation brand diapers but settled for Pampers brand diaper because that was the only brand stocked at the small local grocery store.For Allison,which type of product is the recent diaper purchase?

Accepted Answer

A) shopping product 
B) impulse product 
C) convenience product 
D) specialty product

Question 20

Choice Homes,Inc. ,built its reputation by building high-quality new homes,often at prices less than "used" ones.Choice Homes used mass-purchasing power,innovative high-tech communications among employees to coordinate the building process,and other entrepreneurial strategies to hold costs down.Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the dream of home ownership for the same price as rent.Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples.The Choice Classic name was designed to capitalize on the reputation of Choice Homes,especially for current Choice home owners who are ready to move up to a larger home.Recently,Choice Homes started a third line of homes called "Reflections," which are expensive,custom-designed homes located in exclusive,prestigious neighbourhoods.
-Refer to Choice Homes,Inc.Choice Homes is considering the development of a new category of small homes designed to replace low-income housing in the inner city.What does this strategy represent?

Accepted Answer

A) a quality modification 
B) a product line extension 
C) a style modification 
D) a product line contraction

Exam 9: Product Concepts