Question 1

According to the text, a product is defined as

Accepted Answer

A) anything the customer receives in an exchange. 
B) the physical object the customer receives in an exchange. 
C) the service that is rendered to a customer. 
D) the idea that the customer receives in an exchange. 
E) goods and services the customer receives in an exchange. 
A) anything the customer receives in an exchange. 
B) the physical object the customer receives in an exchange. 
C) the service that is rendered to a customer. 
D) the idea that the customer receives in an exchange. 
E) goods and services the customer receives in an exchange.

Question 2

What is the most protectable brand type as determined by a series of court decisions?

Accepted Answer

A) Generic 
B) Suggestive 
C) Descriptive 
D) Arbitrary 
E) Fanciful 
A) Generic 
B) Suggestive 
C) Descriptive 
D) Arbitrary 
E) Fanciful

Question 3

Products used directly in the production of a final product but are not easily identifiable are categorized as

Accepted Answer

A) accessory products. 
B) component parts. 
C) MRO supplies. 
D) assembly components. 
E) process materials. 
A) accessory products. 
B) component parts. 
C) MRO supplies. 
D) assembly components. 
E) process materials.

Question 4

Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality.

Accepted Answer

A) True 
 B)False

Question 5

Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an example of which type of business product?

Accepted Answer

A) Raw materials 
B) Installations 
C) Accessory equipment 
D) Component parts 
E) Process materials 
A) Raw materials 
B) Installations 
C) Accessory equipment 
D) Component parts 
E) Process materials

Question 6

When Glidden introduced interior house paint in plastic gallon containers, including a no-drip spout, this was an example of ____ packaging.

Accepted Answer

A) category-consistent 
B) innovative 
C) traditional 
D) green 
E) convenience 
A) category-consistent 
B) innovative 
C) traditional 
D) green 
E) convenience

Question 7

Package characteristics shape buyer impressions of a product during use.

Accepted Answer

A) True 
 B)False

Question 8

Arm & Hammer would probably not want to use multiple packaging for its baking soda because

Accepted Answer

A) the product is used infrequently. 
B) storage would be more difficult. 
C) shelf space could not be maximized. 
D) shipping costs would increase. 
E) the product has a short shelf life. 
A) the product is used infrequently. 
B) storage would be more difficult. 
C) shelf space could not be maximized. 
D) shipping costs would increase. 
E) the product has a short shelf life.

Question 9

​Your firm just completed its annual marketing strategies conference where all the top marketers in the firm get together to discuss last year's sales and marketing performance. In this year's meeting, there was a lot of discussion about improving the firm's product life cycle management. There was a lot of discussion about how best to manage a product that is in the decline stage. You were assigned the responsibility for managing all products in the decline stage using a harvesting approach. Based on this directive, you will:

Accepted Answer

A) immediately withdraw all marketing support for products in the decline stage. 
B) arrange for another firm to acquire the products in the decline stage. 
C) slowly increase marketing expenditures on products in the decline stage. 
D) gradually reduce marketing expenditures on products in the decline stage. 
E) develop an aggressive, resource-intensive marketing mix for products in the decline stage. 
A) immediately withdraw all marketing support for products in the decline stage. 
B) arrange for another firm to acquire the products in the decline stage. 
C) slowly increase marketing expenditures on products in the decline stage. 
D) gradually reduce marketing expenditures on products in the decline stage. 
E) develop an aggressive, resource-intensive marketing mix for products in the decline stage.

Question 10

When a firm's packages are designed to appear to be quite similar, the firm is using family packaging.

Accepted Answer

A) True 
 B)False

Question 11

Facilities, factories, and production lines with very large equipment are all classified as

Accepted Answer

A) accessory equipment. 
B) permanents. 
C) installations. 
D) component parts. 
E) MRO facilities. 
A) accessory equipment. 
B) permanents. 
C) installations. 
D) component parts. 
E) MRO facilities.

Question 12

Convenience products are

Accepted Answer

A) relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort. 
B) frequently purchased items for which buyers are willing to exert considerable effort. 
C) frequently purchased items that are found in certain retail outlets. 
D) items that are expensive but are easy to purchase. 
E) items that require some purchase planning and for which the buyer often will not accept substitutes. 
A) relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort. 
B) frequently purchased items for which buyers are willing to exert considerable effort. 
C) frequently purchased items that are found in certain retail outlets. 
D) items that are expensive but are easy to purchase. 
E) items that require some purchase planning and for which the buyer often will not accept substitutes.

Question 13

Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's

Accepted Answer

A) licensing. 
B) labeling. 
C) promotion. 
D) packaging. 
E) direct media. 
A) licensing. 
B) labeling. 
C) promotion. 
D) packaging. 
E) direct media.

Question 14

Labeling is important for three specific reasons, including promotional and legal reasons. What is the third reason?

Accepted Answer

A) Marketing 
B) Branding 
C) Strategy 
D) Informational 
E) Packaging 
A) Marketing 
B) Branding 
C) Strategy 
D) Informational 
E) Packaging

Question 15

To try to be creative in developing a label is not worth the effort; most people prefer products to be labeled only with the brand name and relevant consumer information.

Accepted Answer

A) True 
 B)False

Question 16

Packaging is most important, as a strategic tool, for

Accepted Answer

A) consumer convenience products. 
B) consumer shopping products. 
C) industrial products. 
D) consumer specialty products. 
E) services. 
A) consumer convenience products. 
B) consumer shopping products. 
C) industrial products. 
D) consumer specialty products. 
E) services.

Question 17

When an individual considers whether a product will meet certain criteria that are critical for meeting his or her needs, in what stage of the product adoption process is this individual?

Accepted Answer

A) Interest 
B) Awareness 
C) Evaluation 
D) Trial 
E) Adoption 
A) Interest 
B) Awareness 
C) Evaluation 
D) Trial 
E) Adoption

Question 18

A package of aluminum foil at Kroger supermarket has only a white package with black letters stating "aluminum foil." This product is an example of a ____ brand.

Accepted Answer

A) manufacturer's 
B) private distributor's 
C) no-name 
D) generic 
E) no-frills 
A) manufacturer's 
B) private distributor's 
C) no-name 
D) generic 
E) no-frills

Question 19

The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because

Accepted Answer

A) its shape is ideal for multiple-unit packaging. 
B) glass cleaner works on chrome as well as glass. 
C) the spray nozzle has an adjustable valve. 
D) customers can reuse it for other purposes. 
E) it has a shape similar to other glass cleaner bottles. 
A) its shape is ideal for multiple-unit packaging. 
B) glass cleaner works on chrome as well as glass. 
C) the spray nozzle has an adjustable valve. 
D) customers can reuse it for other purposes. 
E) it has a shape similar to other glass cleaner bottles.

Question 20

During a product's maturity stage, all sales promotion efforts are focused on consumers.

Accepted Answer

A) True 
 B)False

According to the text, a product is defined as

What is the most protectable brand type as determined by a series of court decisions?

Products used directly in the production of a final product but are not easily identifiable are categorized as

Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality.

Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an example of which type of business product?

When Glidden introduced interior house paint in plastic gallon containers, including a no-drip spout, this was an example of ____ packaging.

Package characteristics shape buyer impressions of a product during use.

Arm & Hammer would probably not want to use multiple packaging for its baking soda because

When a firm's packages are designed to appear to be quite similar, the firm is using family packaging.

Facilities, factories, and production lines with very large equipment are all classified as

Convenience products are

Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's

Labeling is important for three specific reasons, including promotional and legal reasons. What is the third reason?

To try to be creative in developing a label is not worth the effort; most people prefer products to be labeled only with the brand name and relevant consumer information.

Packaging is most important, as a strategic tool, for

When an individual considers whether a product will meet certain criteria that are critical for meeting his or her needs, in what stage of the product adoption process is this individual?

A package of aluminum foil at Kroger supermarket has only a white package with black letters stating "aluminum foil." This product is an example of a ____ brand.

The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because

During a product's maturity stage, all sales promotion efforts are focused on consumers.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters

Exam 11: Product Concepts, Branding and Packaging

According to the text, a product is defined as

What is the most protectable brand type as determined by a series of court decisions?

Products used directly in the production of a final product but are not easily identifiable are categorized as

Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality.

Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an example of which type of business product?

When Glidden introduced interior house paint in plastic gallon containers, including a no-drip spout, this was an example of ____ packaging.

Package characteristics shape buyer impressions of a product during use.

Arm & Hammer would probably not want to use multiple packaging for its baking soda because

When a firm's packages are designed to appear to be quite similar, the firm is using family packaging.

Facilities, factories, and production lines with very large equipment are all classified as

Convenience products are

Haley is a graphic artist who is currently working on the development of a new container for mustard and mayonnaise. She is also developing its graphic design. Haley is likely working on the product's

Labeling is important for three specific reasons, including promotional and legal reasons. What is the third reason?

To try to be creative in developing a label is not worth the effort; most people prefer products to be labeled only with the brand name and relevant consumer information.

Packaging is most important, as a strategic tool, for

When an individual considers whether a product will meet certain criteria that are critical for meeting his or her needs, in what stage of the product adoption process is this individual?

A package of aluminum foil at Kroger supermarket has only a white package with black letters stating "aluminum foil." This product is an example of a ____ brand.

The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because

During a product's maturity stage, all sales promotion efforts are focused on consumers.

An Overview of Strategic Marketing

Planning, Implementing, and Evaluating Marketing Strategies

The Marketing Environment

Social Responsibility and Ethics in Marketing

Marketing Research and Information Systems

Target Markets Segmentation and Evaluation

Consumer Buying Behavior

Business Markets and Buying Behavior

Reaching Global Markets

Digital Marketing and Social Networking

Developing and Managing Products

Services Marketing

Marketing Channels and Supply-Chain Management

Retailing, Direct Marketing and Wholesaling

Integrated Marketing Communications

Advertising and Public Relations

Personal Selling and Sales Promotion

Pricing Concepts

Setting Prices

Filters