Question 1

Which of the following is the best example of positioning in relation to a competitor?

Accepted Answer

A)  Pepsi test markets low-fat milkshakes. 
B)  Coca-Cola conducts taste tests between its Minute Maid orange juice and Pepsi's Tropicana, with Minute Maid winning. 
C)  Celestial Seasonings, a company known for its herbal teas, introduces a caffeinated line called Fast Lane. 
D)  Pepsi sells Masagran, its canned ready-to-drink coffee, at Starbucks locations. 
E)  Coca-Cola introduces a canned ready-to-drink coffee, called Georgia, in Japan. 
A)  Pepsi test markets low-fat milkshakes. 
B)  Coca-Cola conducts taste tests between its Minute Maid orange juice and Pepsi's Tropicana, with Minute Maid winning. 
C)  Celestial Seasonings, a company known for its herbal teas, introduces a caffeinated line called Fast Lane. 
D)  Pepsi sells Masagran, its canned ready-to-drink coffee, at Starbucks locations. 
E)  Coca-Cola introduces a canned ready-to-drink coffee, called Georgia, in Japan.

Question 2

When compared to Victorian furniture, Georgian is delicate-looking and uses much lighter wood veneers and fewer carvings. Victorian and Georgian are two different _____ of furniture.

Accepted Answer

A)  styles 
B)  fads 
C)  mixes 
D)  aggregations 
E)  definitions 
A)  styles 
B)  fads 
C)  mixes 
D)  aggregations 
E)  definitions

Question 3

The ad for Beechnut baby food indicates that it uses no chemically modified starches or added salt as Gerber does. This is an example of positioning:

Accepted Answer

A)  in relation to a competitor. 
B)  by price and quality. 
C)  by product class. 
D)  in relation to demographics. 
E)  on the basis of product life cycle. 
A)  in relation to a competitor. 
B)  by price and quality. 
C)  by product class. 
D)  in relation to demographics. 
E)  on the basis of product life cycle.

Question 4

Whirlpool has recently developed a top-loading washer that saves from 7 to 17 gallons of water per full-size load and uses about 56 percent less electricity than other washers. Since this washer is significantly different from others currently on the market, Whirlpool will need to:

Accepted Answer

A)  anticipate a large amount of immediate and direct competition from other washer manufacturers. 
B)  adopt a defensive positioning strategy. 
C)  seek to achieve low production costs through economies of scale. 
D)  design a promotional program to stimulate demand for the new product. 
E)  use a reinforcement promotion strategy. 
A)  anticipate a large amount of immediate and direct competition from other washer manufacturers. 
B)  adopt a defensive positioning strategy. 
C)  seek to achieve low production costs through economies of scale. 
D)  design a promotional program to stimulate demand for the new product. 
E)  use a reinforcement promotion strategy.

Question 5

The computer that Jeffery purchased at Radio Shack will be subject to technological obsolescence in a year or two, perhaps even sooner.

Accepted Answer

A) True 
 B)False

Question 6

When the manufacturer of Bisquick all-purpose baking mix adjusted its basic formula to create a reduced-fat Bisquick, it was an example of a _____ _____ strategy.

Accepted Answer

The answer of When the manufacturer of Bisquick all-purpose baking...

Question 7

Campbell's used a _____ strategy when it added 15 percent more rice to its Southwest Style Chicken Vegetable soup.

Accepted Answer

A)  trading up 
B)  product alteration 
C)  product augmenting 
D)  trickle-up 
E)  trading down 
A)  trading up 
B)  product alteration 
C)  product augmenting 
D)  trickle-up 
E)  trading down

Question 8

Which of the following statements about fashion is True?

Accepted Answer

A)  Fashions are dictated by marketers. 
B)  Basic styles never change, but fashion is always changing. 
C)  Fashions do not satisfy any psychological needs. 
D)  Fads often remain popular longer than fashions. 
E)  Fashions do not exist in primitive cultures. 
A)  Fashions are dictated by marketers. 
B)  Basic styles never change, but fashion is always changing. 
C)  Fashions do not satisfy any psychological needs. 
D)  Fads often remain popular longer than fashions. 
E)  Fashions do not exist in primitive cultures.

Question 9

Surfwatch is the original filtering program recommended for parents to use to control Internet surfing habits by children. Surfwatch's developer is likely to continually strive for _____ and encourage parents to expect the company to develop more effective and easier-to-use blocking devices.

Accepted Answer

A)  technological obsolescence 
B)  product positioning 
C)  trading down 
D)  style obsolescence 
E)  fashion obsolescence 
A)  technological obsolescence 
B)  product positioning 
C)  trading down 
D)  style obsolescence 
E)  fashion obsolescence

Question 10

The fronts of GE's CustomStyle Refrigerators look like cabinetry, in order to blend in physically and fashionably with the rest of the kitchen. The GE CustomStyle Refrigerators are an example of:

Accepted Answer

A)  a change in strategic marketing strategy. 
B)  a mix extension. 
C)  a change in organizational goals. 
D)  a line extension. 
E)  organizational restructuring. 
A)  a change in strategic marketing strategy. 
B)  a mix extension. 
C)  a change in organizational goals. 
D)  a line extension. 
E)  organizational restructuring.

Question 11

The assortment of sizes, colors, and models offered within each product line is a measure of the:

Accepted Answer

A)  depth of a product mix. 
B)  intensity of product line competition. 
C)  estimated sales volume. 
D)  width of a product mix. 
E)  company's positioning strategy. 
A)  depth of a product mix. 
B)  intensity of product line competition. 
C)  estimated sales volume. 
D)  width of a product mix. 
E)  company's positioning strategy.

Question 12

Often the strategy of altering an existing product:

Accepted Answer

A)  is more risky than developing a new product. 
B)  is more expensive than developing a new product. 
C)  does not allow a company to engage in market segmentation. 
D)  prevents a company from positioning its products. 
E)  is more profitable than developing a new product. 
A)  is more risky than developing a new product. 
B)  is more expensive than developing a new product. 
C)  does not allow a company to engage in market segmentation. 
D)  prevents a company from positioning its products. 
E)  is more profitable than developing a new product.

Question 13

In March of 1908, Board, Armstrong & Company opened a plant in Alexandria, Virginia to make apple cider vinegar. It decided to use the brand name White House because it was located across the river from the Presidential mansion. In 1913, the company changed its name to National Fruit Product Company, and that is its name today. National Fruit is one of the largest apple growers in the United States. In its factory, it produces apple juice, apple sauce, apple cider vinegar, and apple butter, cinnamon apples, and spiced apple rings for consumers and companies in the food service industry.
-In 2002, National Fruit introduced the Quick & Easy Apple Sauce Bowl in Regular, and Chunky, Cinnamon flavors. It comes in a 16-ounce bowl which is microwavable and dishwasher-safe. This product is more expensive than a 16-ounce jar of White House apple sauce and is aimed at attracting a market that values convenience. With this new product, National Fruit engaged in:

Accepted Answer

A)  trading up. 
B)  revamping. 
C)  product line augmentation. 
D)  repositioning. 
E)  trading down. 
A)  trading up. 
B)  revamping. 
C)  product line augmentation. 
D)  repositioning. 
E)  trading down.

Question 14

The seller's potential problem with a strategy of trading down is:

Accepted Answer

A)  legal restrictions on the size of any price increase. 
B)  packaging. 
C)  determining competitors' reactions. 
D)  deciding how to test market the new product. 
E)  the injury to the company's reputation that a lower-quality product might cause. 
A)  legal restrictions on the size of any price increase. 
B)  packaging. 
C)  determining competitors' reactions. 
D)  deciding how to test market the new product. 
E)  the injury to the company's reputation that a lower-quality product might cause.

Question 15

Campbell's makes many varieties of soup. Its ten different varieties of condensed vegetable soups is an example of:

Accepted Answer

A)  a marketing mix. 
B)  a product mix. 
C)  a product line. 
D)  product breadth. 
E)  a strategic position. 
A)  a marketing mix. 
B)  a product mix. 
C)  a product line. 
D)  product breadth. 
E)  a strategic position.

Question 16

Advil's advertising claims that "the medicine in Advil is prescribed more for arthritis pain than the medicine in Tylenol and Tylenol Arthritis Extended Relief." How is Advil positioning itself?

Accepted Answer

A)  in relation to a competitor 
B)  by price and quality 
C)  by product class 
D)  in relation to demographics 
E)  on the basis of product life cycle 
A)  in relation to a competitor 
B)  by price and quality 
C)  by product class 
D)  in relation to demographics 
E)  on the basis of product life cycle

Question 17

Which of the following promotion strategies did the manufacturer of EcoSpun, a velvet upholstery fabric made from recycled plastic soda bottles, have to use when it introduced its new fabric to furniture manufacturers?

Accepted Answer

A)  the creation of brand preference 
B)  the development of product category awareness 
C)  the maintenance of brand loyalty 
D)  brand extension 
E)  product-line extension 
A)  the creation of brand preference 
B)  the development of product category awareness 
C)  the maintenance of brand loyalty 
D)  brand extension 
E)  product-line extension

Question 18

A product life cycle is based on the aggregate demand over an extended period of time for all brands comprising a generic product category.

Accepted Answer

A) True 
 B)False

Question 19

Which of the following is the best example of a company that is expanding the breadth of its product mix?

Accepted Answer

A)  Aim creates strawberry-, peach-, and apple-flavored toothpastes. 
B)  Gerber baby food begins selling term life insurance to grandparents. 
C)  Lever Brothers introduces Lever 2000 liquid soap. 
D)  Friskies cat food introduces single-serving cans. 
E)  Breyer's ice cream introduces a fat-free yogurt. 
A)  Aim creates strawberry-, peach-, and apple-flavored toothpastes. 
B)  Gerber baby food begins selling term life insurance to grandparents. 
C)  Lever Brothers introduces Lever 2000 liquid soap. 
D)  Friskies cat food introduces single-serving cans. 
E)  Breyer's ice cream introduces a fat-free yogurt.

Question 20

Which of the following statements about trading down is True?

Accepted Answer

A)  When trading down is used, the new product may permanently hurt a firm's reputation. 
B)  Essentially trading down involves product innovation. 
C)  Trading down is a much safer strategy to employ than trading up. 
D)  The only element of the marketing mix affected by a strategy of trading down is distribution. 
 E When trading down is used, the major problem is how to change the firm's image enough so new
 
 . customers will accept the higher-priced products. 
A)  When trading down is used, the new product may permanently hurt a firm's reputation. 
B)  Essentially trading down involves product innovation. 
C)  Trading down is a much safer strategy to employ than trading up. 
D)  The only element of the marketing mix affected by a strategy of trading down is distribution. 
 E When trading down is used, the major problem is how to change the firm's image enough so new
 
 . customers will accept the higher-priced products.

Exam 9: Product-Mix Strategies

Which of the following is the best example of positioning in relation to a competitor?

When compared to Victorian furniture, Georgian is delicate-looking and uses much lighter wood veneers and fewer carvings. Victorian and Georgian are two different _____ of furniture.

The ad for Beechnut baby food indicates that it uses no chemically modified starches or added salt as Gerber does. This is an example of positioning:

Whirlpool has recently developed a top-loading washer that saves from 7 to 17 gallons of water per full-size load and uses about 56 percent less electricity than other washers. Since this washer is significantly different from others currently on the market, Whirlpool will need to:

The computer that Jeffery purchased at Radio Shack will be subject to technological obsolescence in a year or two, perhaps even sooner.

When the manufacturer of Bisquick all-purpose baking mix adjusted its basic formula to create a reduced-fat Bisquick, it was an example of a _____ _____ strategy.

Campbell's used a _____ strategy when it added 15 percent more rice to its Southwest Style Chicken Vegetable soup.

Which of the following statements about fashion is True?

Surfwatch is the original filtering program recommended for parents to use to control Internet surfing habits by children. Surfwatch's developer is likely to continually strive for _____ and encourage parents to expect the company to develop more effective and easier-to-use blocking devices.

The fronts of GE's CustomStyle Refrigerators look like cabinetry, in order to blend in physically and fashionably with the rest of the kitchen. The GE CustomStyle Refrigerators are an example of:

The assortment of sizes, colors, and models offered within each product line is a measure of the:

Often the strategy of altering an existing product:

The seller's potential problem with a strategy of trading down is:

Campbell's makes many varieties of soup. Its ten different varieties of condensed vegetable soups is an example of:

Advil's advertising claims that "the medicine in Advil is prescribed more for arthritis pain than the medicine in Tylenol and Tylenol Arthritis Extended Relief." How is Advil positioning itself?

Which of the following promotion strategies did the manufacturer of EcoSpun, a velvet upholstery fabric made from recycled plastic soda bottles, have to use when it introduced its new fabric to furniture manufacturers?

A product life cycle is based on the aggregate demand over an extended period of time for all brands comprising a generic product category.

Which of the following is the best example of a company that is expanding the breadth of its product mix?

Which of the following statements about trading down is True?

The Field of Marketing

The Dynamic Marketing Environment

Global Markets and Marketing

Consumer Markets and Buying Behavior

Business Markets and Buying Behavior

Marketing Research and Market Information

Product Planning and Development

Brands, Packaging, and Other Product Features

Services Marketing

Price Determination

Pricing Strategies

Channels of Distribution

Retailing

Wholesaling and Physical Distribution

Integrated Marketing Communications

Personal Selling and Sales Management

Advertising, Sales Promotion, and Public Relations

Strategic Marketing Planning

Marketing Implementation and Evaluation

Marketing and the Information Economy

Market Segmentation Targeting and Positioning

Filters

When the manufacturer of Bisquick all-purpose baking mix adjusted its basic formula to create a reduced-fat Bisquick, it was an example of a _ _ strategy.