Question 1

Which stage in the product life cycle is critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy?

Accepted Answer

A) Decline 
B) Expansion 
C) Growth 
D) Introduction 
E) Stabilization

Question 2

Obtaining a specialty product involves a considerable amount of comparison activity.

Accepted Answer

A) True 
 B)False

Question 3

Communicating product benefits to consumers is very important in the introduction stage.

Accepted Answer

A) True 
 B)False

Question 4

A product mix is best described as

Accepted Answer

A) all products offered by a firm. 
B) product, distribution, promotion, and price. 
C) many products sold by one firm. 
D) all products of a particular type. 
E) a group of closely related products that are considered a unit because of market, technical, or end-use considerations.

Question 5

To gain customer acceptance, the two brands involved in co-branding must represent a complementary fit in the minds of buyers.

Accepted Answer

A) True 
 B)False

Question 6

The development of a container and graphic design for a product is called

Accepted Answer

A) licensing. 
B) labeling. 
C) preparing. 
D) packaging. 
E) distributing.

Question 7

A brand name is the part of the brand that is spoken.

Accepted Answer

A) True 
 B)False

Question 8

"The people to check with" are the early adopters.

Accepted Answer

A) True 
 B)False

Question 9

The depth of a product mix is measured by the average number of

Accepted Answer

A) convenience products as compared with the number of specialty products. 
B) different product lines offered by the company. 
C) different products offered in each product line. 
D) specialty products as compared with the number of convenience products. 
E) product features that the company offers.

Question 10

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

Accepted Answer

A) True 
 B)False

Question 11

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 12

Family branding occurs when all of a firm's products are branded with all or part of the same name.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following products is an example of a manufacturer brand?

Accepted Answer

A) Sears Kenmore washing machines 
B) JC Penney jeans 
C) Kmart tires 
D) Pioneer stereos 
E) Safeway tomato sauce

Question 14

A product mix is the composite or total group of products that an organization makes available to customers.

Accepted Answer

A) True 
 B)False

Question 15

Product mix refers to a related group of products in the product line.

Accepted Answer

A) True 
 B)False

Question 16

The Federal Trade Commission is solely responsible for establishing and enforcing packaging regulations.

Accepted Answer

A) True 
 B)False

Question 17

A distinguishing factor between a brand name and a brand mark is that a brand name

Accepted Answer

A) creates customer loyalty. 
B) consists of words. 
C) identifies only one item in the product mix. 
D) is registered with the U.S. Patent and Trademark Office. 
E) implies an organization's name.

Question 18

Sara Lee Corporation manufactures desserts, breads, pantyhose, meats, and a variety of other products. These products make up Sara Lee's product

Accepted Answer

A) line. 
B) item. 
C) mix. 
D) width. 
E) depth.

Question 19

Business products are

Accepted Answer

A) purchased for personal consumption. 
B) chosen on the basis of preferences expressed by a business procurement department. 
C) purchased for both their functional aspects and their psychological rewards. 
D) classified according to their characteristics and intended uses. 
E) not purchased by nonbusiness organizations.

Question 20

The intangible products that most organizations use in their operations are called

Accepted Answer

A) component parts. 
B) MRO supplies. 
C) process ideas. 
D) business services. 
E) installations.

Exam 10: Product, Branding, and Packaging Concepts

Which stage in the product life cycle is critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy?

Obtaining a specialty product involves a considerable amount of comparison activity.

Communicating product benefits to consumers is very important in the introduction stage.

A product mix is best described as

To gain customer acceptance, the two brands involved in co-branding must represent a complementary fit in the minds of buyers.

The development of a container and graphic design for a product is called

A brand name is the part of the brand that is spoken.

"The people to check with" are the early adopters.

The depth of a product mix is measured by the average number of

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

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

Family branding occurs when all of a firm's products are branded with all or part of the same name.

Which of the following products is an example of a manufacturer brand?

A product mix is the composite or total group of products that an organization makes available to customers.

Product mix refers to a related group of products in the product line.

The Federal Trade Commission is solely responsible for establishing and enforcing packaging regulations.

A distinguishing factor between a brand name and a brand mark is that a brand name

Sara Lee Corporation manufactures desserts, breads, pantyhose, meats, and a variety of other products. These products make up Sara Lee's product

Business products are

The intangible products that most organizations use in their operations are called