Question 1

The large variety of frozen dinners marketed by Stouffer is an example of a _____ for Stouffer.

Accepted Answer

A)  marketing mix 
B)  product line 
C)  product mix 
D)  product equity 
E)  mix consistency

Question 2

The Crayola brand is currently placed on a wide variety of products,including crayons (standard and fluorescent colors packaged in a wide variety of box sizes),markers (regular and washable),paints (watercolor and acrylic),scissors,glue,and children's clothing.Using this illustration as an example,answer the following questions: What is a product item? A product line? A product mix?

Accepted Answer

The answer of The Crayola brand is currently placed on...

Question 3

While Starkist tuna is still available in cans,it is recently been made available in a 12 ounce pouch,which is conveniently designated the family size pouch.This change in packaging was the result of:

Accepted Answer

A)  a repositioning strategy 
B)  a new means of segmenting its market 
C)  a move toward functional obsolescence 
D)  a brand equity strategy 
E)  a master brand strategy

Question 4

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 5

A(n)_____ refers to brands where at least 20 percent of the product is sold outside the home country.

Accepted Answer

A)  evoked set 
B)  global brand 
C)  equity brand name 
D)  master brand 
E)  ethnocentric trademark

Question 6

A _____ is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark.

Accepted Answer

A)  trademark 
B)  patent 
C)  brand 
D)  private brand 
E)  right of warranty

Question 7

A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment.Which of the following strategies would best allow the company to accomplish this goal?

Accepted Answer

A)  contraction of number of services offered by the utility company 
B)  added new services to its product line 
C)  repositioning 
D)  disintermediation 
E)  use of product cannibalization

Question 8

SCENARIOS
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.Based on their intended use,Alberto Culver's toiletries division products could best be classified as _____ products.

Accepted Answer

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

Question 9

Rollerblades is a brand name for in-line skates.People often refer to Rollerblades as if it were the product name.The company that makes Rollerblades may someday find its brand name becomes a:

Accepted Answer

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

Question 10

An integral part of any package is its label.There are two basic labeling strategies.Name and describe each of the two strategies.

Accepted Answer

The answer of An integral part of any package is...

Question 11

Which of the following is NOT an example of a product's tangible feature?

Accepted Answer

A)  brand equity 
B)  packaging 
C)  color 
D)  weight 
E)  size

Question 12

SCENARIOS
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 Hardie Siding Products.Hardieplank siding is an example of a product:

Accepted Answer

A)  line 
B)  mix 
C)  reference point 
D)  item 
E)  standardization

Question 13

You are the brand manager for the Fatal Vision (FV)goggles that simulate what the world looks to someone who is seriously intoxicated.The goggles make the user feel disoriented and dizzy and are used in teen driving courses.The FV goggles wrap around the wearer's face to make sure that distort all areas of vision and come in bright orange to distinguish them from other goggles.The slogan used in the promotion of the goggles asks,"Orange you glad you don't drink and drive?" What aspects of identifying this product qualify for trademark protection? If you notice another company infringing on your trademark,what legal action can you take?

Accepted Answer

The answer of You are the brand manager for the...

Question 14

SCENARIOS
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 Claxton Fruitcakes.What type of consumer product is the Claxton fruitcake for people who believe it to be an integral part of a merry Christmas?

Accepted Answer

A)  shopping product 
B)  specialty product 
C)  unsought product 
D)  component material 
E)  component part

Question 15

SCENARIOS
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 moisturizing version of Alberto mousse could be called a:

Accepted Answer

A)  product mix 
B)  product item 
C)  product depth 
D)  product width 
E)  product consistency

Question 16

SCENARIOS
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 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.The type of consumer product he wishes to buy is best classified as a:

Accepted Answer

A)  shopping product 
B)  convenience product 
C)  nondurable good 
D)  specialty product 
E)  unsought product

Question 17

A small chain of supermarkets in the province of Manitoba sells only manufacturer's brands.Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturer's brands?

Accepted Answer

A)  A well-known manufacturer's brand will not enhance the chain's image. 
B)  Manufacturers rarely spend money advertising the brand name to consumers. 
C)  Manufacturers typically offer a lower gross margin than could be earned on private label brands. 
D)  Manufacturers force the chain to carry a large in-store inventory. 
E)  Relying on the manufacturer or wholesaler to deliver a national brand quickly is optimistic at best.

Question 18

The two types of package labeling in common usage today are:

Accepted Answer

A)  informational and persuasive 
B)  promotional and non-promotional 
C)  functional and persuasive 
D)  government-mandated and seller-controlled 
E)  motivational and required

Question 19

Distinguish between an implied warranty and an express warranty.Give one example of each.

Accepted Answer

The answer of Distinguish between an implied warranty and an...

Question 20

The _____ is the starting point in creating a marketing mix.

Accepted Answer

A)  price 
B)  product 
C)  distribution channel 
D)  promotional media 
E)  production line

Exam 9: Product Concepts