Question 1

Which of the following is NOT a brand sponsorship option?

Accepted Answer

A)  public label 
B)  national brand 
C)  licensed brand 
D)  private label 
E)  co- brand 
A)  public label 
B)  national brand 
C)  licensed brand 
D)  private label 
E)  co- brand

Question 2

In order to qualify as a speciality good status, a product must carry a high price.

Accepted Answer

A) True 
 B)False

Question 3

Marketers should only be concerned with the primary package in order to control product cost.

Accepted Answer

A) True 
 B)False

Question 4

Products that consist of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything are known as:

Accepted Answer

A)  products. 
B)  consumables. 
C)  experiences. 
D)  shopping goods. 
E)  services. 
A)  products. 
B)  consumables. 
C)  experiences. 
D)  shopping goods. 
E)  services.

Question 5

Which of the following is a risk attached to a downward stretch in the product line?

Accepted Answer

A)  The company's dealers may not be willing or able to handle the lower- end products. 
B)  A low- end item might damage the company's quality high- end image and reputation. 
C)  A low- end item might provoke competitors to counteract by moving into the higher end. 
D)  all of the above 
E)  none of the above 
A)  The company's dealers may not be willing or able to handle the lower- end products. 
B)  A low- end item might damage the company's quality high- end image and reputation. 
C)  A low- end item might provoke competitors to counteract by moving into the higher end. 
D)  all of the above 
E)  none of the above

Question 6

When Arby's fast- food restaurant leaves cards on its tables for consumers to comment on the service they received, it is an example of one way to deal with service intangibility.

Accepted Answer

A) True 
 B)False

Question 7

In the 1980s, frozen, single- serve dinners were known as "TV dinners" and were widely perceived as products used by people who lived alone and were socially isolated. However, in the 1990s, these frozen meals were pitched as meals for busy, active people who still wanted a nutritious meal. Sales of frozen meals soared once they became associated with active, vibrant and socially capable people. This is an example of:

Accepted Answer

A)  brand repositioning. 
B)  product development. 
C)  market development. 
D)  multibranding. 
E)  brand depositioning. 
A)  brand repositioning. 
B)  product development. 
C)  market development. 
D)  multibranding. 
E)  brand depositioning.

Question 8

A dietary meal replacement product with the brand name Quik Loss is a desirable brand name because it:

Accepted Answer

A)  sounds like other weight loss products in the category. 
B)  emphasises product features. 
C)  suggests something about the product benefits. 
D)  promises success. 
E)  all of the above 
A)  sounds like other weight loss products in the category. 
B)  emphasises product features. 
C)  suggests something about the product benefits. 
D)  promises success. 
E)  all of the above

Question 9

That a service experience services cannot be stored for later sale or use refers to which characteristic of services?

Accepted Answer

A)  intangibility 
B)  inseparability 
C)  variability 
D)  perishability 
E)  autonomy 
A)  intangibility 
B)  inseparability 
C)  variability 
D)  perishability 
E)  autonomy

Question 10

Which of the following BEST describes brand dilution?

Accepted Answer

A)  Lack of promotional activity causes consumers to forget the brand. 
B)  Overuse of a brand name causes consumers to cease associating a brand with a specific product. 
C)  When sales of a line extension take sales away from an established brand. 
D)  A poorly positioned brand becomes associated with attributes and benefits that are not relevant. 
E)  Aggressive competitive activity contributes to weakening of the brand and loss of market share. 
A)  Lack of promotional activity causes consumers to forget the brand. 
B)  Overuse of a brand name causes consumers to cease associating a brand with a specific product. 
C)  When sales of a line extension take sales away from an established brand. 
D)  A poorly positioned brand becomes associated with attributes and benefits that are not relevant. 
E)  Aggressive competitive activity contributes to weakening of the brand and loss of market share.

Question 11

The main way that companies can increase business is through innovation and product development.

Accepted Answer

A) True 
 B)False

Question 12

An advertising campaign for a resort on the Whitsunday islands invited consumers to, "Come for the first time experience; Come again to prove that we are as great as you remember!" This message is attempting to address the service characteristics of:

Accepted Answer

A)  intangibility. 
B)  inseparability. 
C)  variability. 
D)  perishability. 
E)  autonomy. 
A)  intangibility. 
B)  inseparability. 
C)  variability. 
D)  perishability. 
E)  autonomy.

Question 13

When a company plans to take a brand into international markets, it may need to consider which of the following?

Accepted Answer

A)  product adaptation 
B)  modified labelling 
C)  modified packaging 
D)  all of the above 
E)  none of the above 
A)  product adaptation 
B)  modified labelling 
C)  modified packaging 
D)  all of the above 
E)  none of the above

Question 14

Wood pulp, aluminium, glass tubing and mortar are all examples of:

Accepted Answer

A)  capital items. 
B)  supplies. 
C)  component parts. 
D)  raw materials. 
E)  manufactured materials. 
A)  capital items. 
B)  supplies. 
C)  component parts. 
D)  raw materials. 
E)  manufactured materials.

Question 15

Strong brand positioning is MOST likely to be positioned by:

Accepted Answer

A)  product quality. 
B)  product attributes. 
C)  product benefits. 
D)  beliefs and values. 
E)  all of the above 
A)  product quality. 
B)  product attributes. 
C)  product benefits. 
D)  beliefs and values. 
E)  all of the above

Question 16

A university library is increasing the number of e- books and e- journals in its collection in an effort to provide students with access 24 hours per day, 7 days per week from any location. This shift should also reduce the amount of time students must spend checking books in and out of the library. The library is addressing the service problem of:

Accepted Answer

A)  intangibility. 
B)  inseparability. 
C)  variability. 
D)  perishability. 
E)  autonomy. 
A)  intangibility. 
B)  inseparability. 
C)  variability. 
D)  perishability. 
E)  autonomy.

Question 17

Circuit boards, small motors and casings are all examples of:

Accepted Answer

A)  component parts. 
B)  capital items. 
C)  component materials. 
D)  supplies. 
E)  raw materials. 
A)  component parts. 
B)  capital items. 
C)  component materials. 
D)  supplies. 
E)  raw materials.

Question 18

Branding results in a number of advantages for the marketer, including:

Accepted Answer

A)  attracting loyal and profitable customers. 
B)  providing a foundation for developing a brand personality and building a brand story. 
C)  providing legal protection for unique product features and attributes. 
D)  assisting in segmenting markets. 
E)  all of the above 
A)  attracting loyal and profitable customers. 
B)  providing a foundation for developing a brand personality and building a brand story. 
C)  providing legal protection for unique product features and attributes. 
D)  assisting in segmenting markets. 
E)  all of the above

Question 19

The distinction between consumer goods and industrial goods is based upon the end- use of the product.

Accepted Answer

A) True 
 B)False

Question 20

Products that are purchased frequently with minimal comparison and little purchasing effort are known as:

Accepted Answer

A)  shopping goods. 
B)  convenience goods. 
C)  sought goods. 
D)  consumer durables. 
E)  speciality goods. 
A)  shopping goods. 
B)  convenience goods. 
C)  sought goods. 
D)  consumer durables. 
E)  speciality goods.

Which of the following is NOT a brand sponsorship option?

In order to qualify as a speciality good status, a product must carry a high price.

Marketers should only be concerned with the primary package in order to control product cost.

Products that consist of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything are known as:

Which of the following is a risk attached to a downward stretch in the product line?

When Arby's fast- food restaurant leaves cards on its tables for consumers to comment on the service they received, it is an example of one way to deal with service intangibility.

A dietary meal replacement product with the brand name Quik Loss is a desirable brand name because it:

That a service experience services cannot be stored for later sale or use refers to which characteristic of services?

Which of the following BEST describes brand dilution?

The main way that companies can increase business is through innovation and product development.

An advertising campaign for a resort on the Whitsunday islands invited consumers to, "Come for the first time experience; Come again to prove that we are as great as you remember!" This message is attempting to address the service characteristics of:

When a company plans to take a brand into international markets, it may need to consider which of the following?

Wood pulp, aluminium, glass tubing and mortar are all examples of:

Strong brand positioning is MOST likely to be positioned by:

Circuit boards, small motors and casings are all examples of:

Branding results in a number of advantages for the marketer, including:

The distinction between consumer goods and industrial goods is based upon the end- use of the product.

Products that are purchased frequently with minimal comparison and little purchasing effort are known as:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters

Exam 10: Products and Services Marketing

Which of the following is NOT a brand sponsorship option?

In order to qualify as a speciality good status, a product must carry a high price.

Marketers should only be concerned with the primary package in order to control product cost.

Products that consist of activities, benefits or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything are known as:

Which of the following is a risk attached to a downward stretch in the product line?

When Arby's fast- food restaurant leaves cards on its tables for consumers to comment on the service they received, it is an example of one way to deal with service intangibility.

A dietary meal replacement product with the brand name Quik Loss is a desirable brand name because it:

That a service experience services cannot be stored for later sale or use refers to which characteristic of services?

Which of the following BEST describes brand dilution?

The main way that companies can increase business is through innovation and product development.

An advertising campaign for a resort on the Whitsunday islands invited consumers to, "Come for the first time experience; Come again to prove that we are as great as you remember!" This message is attempting to address the service characteristics of:

When a company plans to take a brand into international markets, it may need to consider which of the following?

Wood pulp, aluminium, glass tubing and mortar are all examples of:

Strong brand positioning is MOST likely to be positioned by:

Circuit boards, small motors and casings are all examples of:

Branding results in a number of advantages for the marketer, including:

The distinction between consumer goods and industrial goods is based upon the end- use of the product.

Products that are purchased frequently with minimal comparison and little purchasing effort are known as:

Marketing: Creating Superior Customer Value

Marketing: Delivering and Capturing Value

Strategic Planning and Marketing

Marketing Strategies for Competitive Advantage

The Global Marketing Environment

Information Management and Marketing Research

Consumer Behaviour

Business-To-Business Behaviour

Market Segmentation, Targeting and Positioning

New Products

Pricing for Value

Marketing Channels and Logistics Networks

Retailing and Wholesaling

Advertising and Public Relations

Sales Promotion and Selling

Direct and Online Marketing

Tapping Into Markets Across the Globe

Responsible Marketing

Filters