Question 1

How would a marketer define the term product?

Accepted Answer

A product is everything,both f

Question 2

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 the number of services offered by the utility company 
B)  Adding new services to its product line 
C)  Repositioning 
D)  Disintermediation 
E)  Use of product cannibalization 
A)  Contraction of the number of services offered by the utility company 
B)  Adding new services to its product line 
C)  Repositioning 
D)  Disintermediation 
E)  Use of product cannibalization

Question 3

Compared to the other classifications of consumer products,shopping products are:

Accepted Answer

A)  widely available so they need little or no promotion 
B)  usually less expensive than convenience products 
C)  purchased without significant planning 
D)  usually more expensive than convenience products and are found in fewer stores 
E)  purchased immediately after the consumer realizes he or she needs them 
A)  widely available so they need little or no promotion 
B)  usually less expensive than convenience products 
C)  purchased without significant planning 
D)  usually more expensive than convenience products and are found in fewer stores 
E)  purchased immediately after the consumer realizes he or she needs them

Question 4

A company that wants to market its product globally has only two branding strategies available: either use the brand name everywhere or develop a new brand name for each different market.

Accepted Answer

A) True 
 B)False

Question 5

Vick's,Nestlé,Pepsi,and Toyota products are examples of _____ brands because of who owns them.

Accepted Answer

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

Question 6

Campbell's
Most people recognize Campbell's as a brand of soup,but Campbell's also manufactures Pace Picante Sauce,Pepperidge Farms products,Prego Sauce,Swanson Broth,and V8 juice.Campbell's International division offers more than 20 brands of soups,sauces,beverages,and baked snacks in the Asia Pacific region,Greater Europe and Latin America.Products such as Arnott's biscuits and crackers and Bià Band soups are well known overseas.Campbell's products are sold in more than 120 countries.
-Refer to Campbell's.If a marketer looks only at the canned soups produced by Campbell's and notes the brands and items only within that category,he or she is analyzing the _____ of the product line.

Accepted Answer

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

Question 7

Target stores sell many premium foods under the name Archer Farms.This brand can only be purchased in Target stores and is an example of a(n)_____ brand.

Accepted Answer

A)  manufacturers' 
B)  international 
C)  family 
D)  private 
E)  corporate 
A)  manufacturers' 
B)  international 
C)  family 
D)  private 
E)  corporate

Question 8

When a company uses different brand names for different products,it is using _____ branding.

Accepted Answer

A)  private 
B)  generic 
C)  compound 
D)  family 
E)  individual 
A)  private 
B)  generic 
C)  compound 
D)  family 
E)  individual

Question 9

Which of the following is a symptom of product line overextension?

Accepted Answer

A)  Overuse of standardized components 
B)  Manufacturing or marketing resources are disproportionately allocated to slow-moving products 
C)  Strong economy of scale 
D)  Planned obsolescence of certain products 
E)  All of the above. 
A)  Overuse of standardized components 
B)  Manufacturing or marketing resources are disproportionately allocated to slow-moving products 
C)  Strong economy of scale 
D)  Planned obsolescence of certain products 
E)  All of the above.

Question 10

Which of the following statements describes an advantage to retailers associated with developing their own brands?

Accepted Answer

A)  Dealers must market the brand,thus cutting into the gross margin. 
B)  Higher profits are available on private brands. 
C)  Private brands,particularly those owned by discounters,are perceived to be of a higher quality. 
D)  Dealers often buy in large quantities and thus always have a ready supply. 
E)  Private brands are normally delivered more promptly by the manufacturer. 
A)  Dealers must market the brand,thus cutting into the gross margin. 
B)  Higher profits are available on private brands. 
C)  Private brands,particularly those owned by discounters,are perceived to be of a higher quality. 
D)  Dealers often buy in large quantities and thus always have a ready supply. 
E)  Private brands are normally delivered more promptly by the manufacturer.

Question 11

Explain the differences among the terms brand,brand name,brand mark,trademark,and service mark.

Accepted Answer

A brand is a name,term,symbol,design,or

Question 12

Rosa's husband Phil has a cold.Rosa went to the store to buy something that would help Phil sleep.Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub.The package showed both the Breathe Right and the Vicks brand names.This is an example of _____ branding.

Accepted Answer

A)  equity 
B)  ingredient 
C)  family 
D)  private 
E)  functional 
A)  equity 
B)  ingredient 
C)  family 
D)  private 
E)  functional

Question 13

Discuss the benefits for organizations by organizing related items into product lines.

Accepted Answer

ADVERTISING ECONOMIES.Product lines prov

Question 14

What purposes does branding serve?

Accepted Answer

Branding has three main purposes: identi

Question 15

The best generator of repeat sales is satisfied customers.

Accepted Answer

A) True 
 B)False

Question 16

Shane had every reason to believe the antacid he purchased would relieve his stomach problems if he followed the directions on the box.This is an example of a(n):

Accepted Answer

A)  implied warranty 
B)  functional label 
C)  persuasive label 
D)  express warranty 
E)  universal warranty 
A)  implied warranty 
B)  functional label 
C)  persuasive label 
D)  express warranty 
E)  universal warranty

Question 17

Which of the following entails placing two or more brand names on a product or its package?

Accepted Answer

A)  Family branding 
B)  Private branding 
C)  Dual-code branding 
D)  Cobranding 
E)  Complimentary branding 
A)  Family branding 
B)  Private branding 
C)  Dual-code branding 
D)  Cobranding 
E)  Complimentary branding

Question 18

When consumers think of Nestlé,they probably think of chocolate.Historically,though,Nestlé's confectionary business is its weakest area.Based in Switzerland,it is the world's Nestlé
largest food company,with a brand arsenal of Nescafe,Jenny Craig,Perrier,Purina,and PowerBar,just to name a few of its 30 product lines.Nestlé is hoping to become the "world's leading health,nutrition,and wellness firm" by spending billions of dollars on research and development of functional foods--foods that have pharmaceutical-like capabilities to enhance energy and heart,bone,gut,and other health.Nestlé wants consumers to see chocolate as a pharmaceutical product rather than just a treat.Part of this new focus includes streamlining their product mix by selling underperforming items or lines that do not fit its new direction.Critics claim this new focus could hurt the company's existing brands if the new products fail.Additionally,it may be an uphill battle convincing consumers that a company known for indulgence is now a wellness company.
-Refer to Nestlé.Nestlé's quest is to make some of its existing products more nutritious and provide a health benefit.This is an example of which type of product modification?

Accepted Answer

A)  style modification 
B)  extensive modification 
C)  brand modification 
D)  ingredient modification 
E)  functional modification 
A)  style modification 
B)  extensive modification 
C)  brand modification 
D)  ingredient modification 
E)  functional modification

Question 19

Green is a sign of danger in some countries,so a U.S.firm that sells its goods in those countries would probably want to avoid using green on its packaging.Which aspect of packaging is addressed by this issue?

Accepted Answer

A)  convenience 
B)  safety 
C)  descriptive labeling 
D)  aesthetics 
E)  informational labeling 
A)  convenience 
B)  safety 
C)  descriptive labeling 
D)  aesthetics 
E)  informational labeling

Question 20

Kathy is driving Chaz,her young son,home from soccer practice when Chaz say,"Mom,I'm thirsty." Kathy immediately pulls the SUV into the nearest gas station and buys Chaz a Coke.For Kathy,the Coke is best described as an example of buying a _____ product.

Accepted Answer

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

How would a marketer define the term product?

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?

Compared to the other classifications of consumer products,shopping products are:

A company that wants to market its product globally has only two branding strategies available: either use the brand name everywhere or develop a new brand name for each different market.

Vick's,Nestlé,Pepsi,and Toyota products are examples of _____ brands because of who owns them.

Target stores sell many premium foods under the name Archer Farms.This brand can only be purchased in Target stores and is an example of a(n)_____ brand.

When a company uses different brand names for different products,it is using _____ branding.

Which of the following is a symptom of product line overextension?

Which of the following statements describes an advantage to retailers associated with developing their own brands?

Explain the differences among the terms brand,brand name,brand mark,trademark,and service mark.

Rosa's husband Phil has a cold.Rosa went to the store to buy something that would help Phil sleep.Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub.The package showed both the Breathe Right and the Vicks brand names.This is an example of _____ branding.

Discuss the benefits for organizations by organizing related items into product lines.

What purposes does branding serve?

The best generator of repeat sales is satisfied customers.

Shane had every reason to believe the antacid he purchased would relieve his stomach problems if he followed the directions on the box.This is an example of a(n):

Which of the following entails placing two or more brand names on a product or its package?

Green is a sign of danger in some countries,so a U.S.firm that sells its goods in those countries would probably want to avoid using green on its packaging.Which aspect of packaging is addressed by this issue?

Kathy is driving Chaz,her young son,home from soccer practice when Chaz say,"Mom,I'm thirsty." Kathy immediately pulls the SUV into the nearest gas station and buys Chaz a Coke.For Kathy,the Coke is best described as an example of buying a _____ product.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Social Media and Marketing

Filters

Exam 10: Product Decisions

How would a marketer define the term product?

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?

Compared to the other classifications of consumer products,shopping products are:

A company that wants to market its product globally has only two branding strategies available: either use the brand name everywhere or develop a new brand name for each different market.

Vick's,Nestlé,Pepsi,and Toyota products are examples of _____ brands because of who owns them.

Target stores sell many premium foods under the name Archer Farms.This brand can only be purchased in Target stores and is an example of a(n)_____ brand.

When a company uses different brand names for different products,it is using _____ branding.

Which of the following is a symptom of product line overextension?

Which of the following statements describes an advantage to retailers associated with developing their own brands?

Explain the differences among the terms brand,brand name,brand mark,trademark,and service mark.

Rosa's husband Phil has a cold.Rosa went to the store to buy something that would help Phil sleep.Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub.The package showed both the Breathe Right and the Vicks brand names.This is an example of _____ branding.

Discuss the benefits for organizations by organizing related items into product lines.

What purposes does branding serve?

The best generator of repeat sales is satisfied customers.

Shane had every reason to believe the antacid he purchased would relieve his stomach problems if he followed the directions on the box.This is an example of a(n):

Which of the following entails placing two or more brand names on a product or its package?

Green is a sign of danger in some countries,so a U.S.firm that sells its goods in those countries would probably want to avoid using green on its packaging.Which aspect of packaging is addressed by this issue?

Kathy is driving Chaz,her young son,home from soccer practice when Chaz say,"Mom,I'm thirsty." Kathy immediately pulls the SUV into the nearest gas station and buys Chaz a Coke.For Kathy,the Coke is best described as an example of buying a _____ product.

An Overview of Marketing

Strategic Planning for Competitive Advantage

Ethics and Social Responsibility

The Marketing Environment

Developing a Global Vision

Consumer Decision Making

Business Marketing

Segmenting and Targeting Markets

Decision Support Systems and Marketing Research

Developing and Managing Products

Services and Nonprofit Organization Marketing

Marketing Channels

Supply Chain Management

Retailing

Promotional Planning for Competitive Advantage

Advertising and Public Relations

Sales Promotion and Personal Selling

Pricing Concepts

Setting the Right Price

Customer Relationship Management (CRM)

Social Media and Marketing

Filters