Question 1

Axe is a brand of body deodorant spray.The product's manufacturer has recently introduced Axe shower gel products.Axe shower gel products are examples of the implementation of what type of strategy?

Accepted Answer

A)  portfolio breadth expansion 
B)  product line extension 
C)  product portfolio width adjustment 
D)  repositioned marketing mix

Question 2

Craig had just received a promotion as product manager for a consumer goods manufacturer.To celebrate,he told Tracey that he was going to buy a bottle of Chateau Margeaux,an expensive red French wine,for them to share.After driving to two liquor outlets but not finding his Margeaux,Tracey suggested that they just buy a bottle of French champagne instead.But Craig insisted that they try a third store on the other side of the city.For Craig,what is Chateau Margeaux?

Accepted Answer

A)  a specialty good 
B)  a homogeneous shopping good 
C)  an inconvenience good 
D)  a heterogeneous shopping good

Question 3

One of the leading manufacturers of choir robes has added a fire retardant chemical to the fabric it uses in making the robes.The company has not changed its prices.What type of modification is this?

Accepted Answer

A)  functional 
B)  quality 
C)  upward extension 
D)  repositioning

Question 4

Which of the following is a branding and packaging consideration for companies considering global marketing?

Accepted Answer

A)  different currencies in each country,exchange rates,and final retail prices 
B)  whether to use different brand names in the same markets for the same products 
C)  product labelling,package aesthetics,and climate considerations 
D)  whether to use one brand name with adaptation to local markets or to use one name but adapt and modify it for each local market

Question 5

Horace has wanted to purchase a Rolex watch ever since he saw his first one at age 18.He has done extensive research into the history of Rolex.Finally,at age 55,he has achieved the income level to be able to purchase one.For Horace,the Rolex watch is an example of what type of product?

Accepted Answer

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

Question 6

Unilever markets offers brands such as Rama margarine,Rexona deodorant,I Can't Believe It's Not Butter spread,and Axe shower gels.Unilever appears to be using which type of branding strategy?

Accepted Answer

A)  individual 
B)  family 
C)  equity 
D)  private

Question 7

Many cooks believe that nothing can beat Bakewell Cream for making delicious biscuits.Loyal customers are willing to go to great lengths to find this product and will accept no substitutes.Bakewell Cream is marketed only in Alberta.For these cooks,Bakewell Cream is a shopping product.

Accepted Answer

A) True 
 B)False

Question 8

Ever wonder how video game dragons were created? Or how the makers of the movie Perfect Storm created and filmed those gigantic waves? The same computers that performed these stunts 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).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.SGI is concerned about the success of its products with its various customers.Regardless of the effort put into the product management process,in the long run,the most important factor determining if SGI will succeed or fail is which of the following?

Accepted Answer

A)  SGI's product mix plan 
B)  the brand names it selects for its products 
C)  the competition SGI encounters 
D)  satisfaction of SGI's customers' needs

Question 9

What are the three main objectives or benefits of branding? How do the concepts of brand equity and brand loyalty fit into these objectives? Use these three objectives to briefly evaluate Buick's brand name for its new electric car,named Impact.

Accepted Answer

The answer of What are the three main objectives or...

Question 10

Rexona is the number-one brand of deodorant brand worldwide.
-Refer to Rexona.Since the product was launched in the 1960s,the company has added an antiperspirant,a stick deodorant,deodorant wipes,and Rexona for Men.What are these additions examples of?

Accepted Answer

A)  mix repositionings 
B)  product portfolio width adjustments 
C)  product line extensions 
D)  product item contractions

Question 11

What happens when a product name becomes generic?

Accepted Answer

A)  The price will have to drop to appeal to lower-income consumers. 
B)  The firm must use black-and-white packaging. 
C)  Competitors are prohibited by law from using the trademark. 
D)  The product name is no longer recognized as the exclusive property of one firm.

Question 12

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

Accepted Answer

A) True 
 B)False

Question 13

According to the text,what motivates firms to reposition established brands?

Accepted Answer

A)  an allocation of a disproportionate amount of resources 
B)  growth of discretionary income 
C)  changing demographics 
D)  changes in technological environments

Question 14

Rights to a trademark exist as long as the mark is used.If a firm does not use it for two years,the trademark is considered abandoned,and a new user can claim exclusive ownership of the mark.

Accepted Answer

A) True 
 B)False

Question 15

What type of products are purchased with little shopping effort and are purchased regularly,usually with little planning,and require wide distribution?

Accepted Answer

A)  generic 
B)  unbranded shopping 
C)  specialty 
D)  convenience

Question 16

When Ruby wanted new window treatments for her living room,she visited both Home Depot and Rona home-improvement stores,as well as three interior design stores before selecting drapes.If Ruby represents a typical window treatment buyer,what are drapes?

Accepted Answer

A)  an operating supply good 
B)  an heterogeneous shopping good 
C)  a homogeneous luxury product 
D)  a shopping specialty good

Question 17

All sales have an implied warranty under which of the following?

Accepted Answer

A)  Label Law 
B)  Lanham Act 
C)  Competition Act 
D)  Bill of Rights

Question 18

Typically,what are unsought products?

Accepted Answer

A)  products that require little or no decision making by the buyer 
B)  products that consumers purchase when they see them in a convenient location 
C)  products that require only reminder advertising to be successful 
D)  products that consumers don't know about or don't actively look for

Question 19

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 20

Most people under the age of 25 have a strong belief in their own personal invincibility.An insurance agency targeting this group for life insurance would find this market segment categorizes the insurance as what type of product?

Accepted Answer

A)  heterogeneous shopping 
B)  relationship 
C)  unsought 
D)  exclusive

Exam 8: Product Concepts

Axe is a brand of body deodorant spray.The product's manufacturer has recently introduced Axe shower gel products.Axe shower gel products are examples of the implementation of what type of strategy?

One of the leading manufacturers of choir robes has added a fire retardant chemical to the fabric it uses in making the robes.The company has not changed its prices.What type of modification is this?

Which of the following is a branding and packaging consideration for companies considering global marketing?

Horace has wanted to purchase a Rolex watch ever since he saw his first one at age 18.He has done extensive research into the history of Rolex.Finally,at age 55,he has achieved the income level to be able to purchase one.For Horace,the Rolex watch is an example of what type of product?

Unilever markets offers brands such as Rama margarine,Rexona deodorant,I Can't Believe It's Not Butter spread,and Axe shower gels.Unilever appears to be using which type of branding strategy?

Many cooks believe that nothing can beat Bakewell Cream for making delicious biscuits.Loyal customers are willing to go to great lengths to find this product and will accept no substitutes.Bakewell Cream is marketed only in Alberta.For these cooks,Bakewell Cream is a shopping product.

What are the three main objectives or benefits of branding? How do the concepts of brand equity and brand loyalty fit into these objectives? Use these three objectives to briefly evaluate Buick's brand name for its new electric car,named Impact.

Rexona is the number-one brand of deodorant brand worldwide. -Refer to Rexona.Since the product was launched in the 1960s,the company has added an antiperspirant,a stick deodorant,deodorant wipes,and Rexona for Men.What are these additions examples of?

What happens when a product name becomes generic?

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

According to the text,what motivates firms to reposition established brands?

Rights to a trademark exist as long as the mark is used.If a firm does not use it for two years,the trademark is considered abandoned,and a new user can claim exclusive ownership of the mark.

What type of products are purchased with little shopping effort and are purchased regularly,usually with little planning,and require wide distribution?

When Ruby wanted new window treatments for her living room,she visited both Home Depot and Rona home-improvement stores,as well as three interior design stores before selecting drapes.If Ruby represents a typical window treatment buyer,what are drapes?

All sales have an implied warranty under which of the following?

Typically,what are unsought products?

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?

Most people under the age of 25 have a strong belief in their own personal invincibility.An insurance agency targeting this group for life insurance would find this market segment categorizes the insurance as what type of product?