Question 1

In terms of sales and market share,Rexona is the number-one brand of deodorant worldwide.Since it was created in Australia in 1908,it has added an antiperspirant,a stick deodorant,Rexona for Men,Rexona for Women,Rexona for Teens,and Rexona Skin Friendly.These additions are examples of:

Accepted Answer

A)   product line extensions
B)   product portfolio width adjustments
C)   product item contractions
D)   SBU expansions
E)   product mix widths A

Question 2

Which of the following describes cooperative branding?

Accepted Answer

A)   when advertising identifies a brand as a part that makes up another product
B)   when two brands receive equal treatment, borrowing from each other's brand equity
C)   when products are advertised together to suggest usage together
D)   when advertising identifies a brand that should not be used with another product
E)   when advertising identifies a family of brands B

Question 3

What is the best generator of repeat sales?

Accepted Answer

A)   advertising
B)   sales promotion
C)   brand equity
D)   satisfied customers
E)   global brand D

Question 4

When Kyla wanted patio furniture,she visited stores that had outdoor furniture,including Home Depot,Lowe's,Target,and Howard Lumber Company to find the set that would look just right on her patio. If Kyla represents a typical patio furniture shopper,you know this product is a(n):

Accepted Answer

A)   homogeneous luxury product
B)   shopping specialty good
C)   operating supply good
D)   convenience item
E)   heterogeneous shopping good

Question 5

Freda was proud of her shiny new iPhone.She was disappointed when she began to notice scratches on its display surface.If Freda had of known about the clear static cling protective films that were available to protect the iPhone display from scratches,she could have avoided this annoying problem.For Freda,the protective films are a(n)_____ product.

Accepted Answer

A)   heterogeneous shopping
B)   specialty
C)   unsought
D)   convenience
E)   consumer

Question 6

Alberto Culver Company
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. Additionally, this division handles the FDS line of feminine deodorant products. 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 Tresemme, 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.The toiletries,household,and professional divisions compose Alberto Culver's product mix:

Accepted Answer

A)   depth
B)   length
C)   width
D)   reliability
E)   consistency

Question 7

When a product name becomes generic:

Accepted Answer

A)   the firm must use black-and-white packaging
B)   competitors are prohibited by law from using the trademark
C)   the price will have to drop to appeal to lower-income consumers
D)   the product name is no longer recognized as the exclusive property of one firm
E)   a firm can reapply for exclusive trademark protection at the U.S. Patent Office

Question 8

Evan Zimmermann loves watches.He collects vintage Rolex sport models made between 1950 and 1960.He paid $1,500 for his first watch in 2000.Now,the watch is worth $15,000.For Evan,the vintage watches are an example of a(n)_____ product.

Accepted Answer

A)   specialty
B)   consumer
C)   convenience
D)   business
E)   unsought

Question 9

Bang & Olufsen make some of the best sound systems in the world.After years of development,Bang & Olufsen recently released its new BeoLab 5 speakers.For audiophiles who demand the best in audio equipment,the $19,950 Bang & Olufsen BeoLab 5 speakers represent an example of a(n)_____ product.

Accepted Answer

A)   heterogeneous shopping
B)   specialty
C)   homogeneous shopping
D)   convenience
E)   exclusive

Question 10

A _____ is the part of the brand that can be spoken.

Accepted Answer

A)   brand equity
B)   service mark
C)   trademark
D)   brand name
E)   certification mark

Question 11

Which of the following statements about bar codes is true?

Accepted Answer

A)   Bar codes are also called universal pricing codes (UPCs) .
B)   Bar codes were first used in 2000.
C)   Bar codes can be read by optical scanners.
D)   Bar codes cannot be used as a marketing research tool.
E)   all of these statements about bar codes is true.

Question 12

Alberto Culver Company
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. Additionally, this division handles the FDS line of feminine deodorant products. 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 Tresemme, 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.Why would the Alberto Culver Company be interested in increasing its product depth?

Accepted Answer

A)   to capitalize on economies of scale in production
B)   to attract buyers with different preferences
C)   to increase sales and profits by further segmenting the market
D)   to capitalize on economies of scale in marketing
E)   to do all of these things

Question 13

The two types of shopping products are:

Accepted Answer

A)   unsought and convenience
B)   generic and family
C)   exclusive and intensive
D)   heterogeneous and homogeneous
E)   consumer and business

Question 14

Kleenex is a brand name for a well-known brand of facial tissue.People often refer to Kleenex as if it were the product name.The company that makes Kleenex may someday find its brand name becoming a(n):

Accepted Answer

A)   equity brand
B)   certified name
C)   trademark
D)   faux brand
E)   generic product name

Question 15

The value of company and brand names is referred to as:

Accepted Answer

A)   brand equity
B)   brand loyalty
C)   brand power
D)   brand equivalency
E)   brand strength

Question 16

Labeling that is deigned to help consumers make proper product selections and lower their cognitive dissonance after the purchase is referred to as:

Accepted Answer

A)   informational labeling
B)   persuasive labeling
C)   cognitive labeling
D)   rational labeling
E)   restrictive labeling

Question 17

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

Accepted Answer

A) True 
 B)False

Question 18

Isaac Golding,owner of a tutoring service,has developed a design for his firm that includes an owl wearing large spectacles and carrying a satchel crammed full of books and papers.He plans to use this design on all communications the firm sends out.This design is called the firm's brand name.

Accepted Answer

A) True 
 B)False

Question 19

Procter & Gamble manufactures Tide laundry detergent,the best-selling brand in the United States. But is also offers Tide to Go,which is a stick product consumers can use to clean a spot on their clothing between washings,and small travel packets of Tide detergent. These other products are part of Tide's product line:

Accepted Answer

A)   width
B)   breadth
C)   mix
D)   depth
E)   synergy

Question 20

Campbell's,Nature Valley,Honda,and Lipton products are examples of _____ brands because of who owns them.

Accepted Answer

A)   manufacturers'
B)   private
C)   family
D)   individual
E)   master

Exam 10: Product Concepts