Question 1

By law, manufacturers must be identified on the labels of private brands.

Accepted Answer

A) True 
 B)False

Question 2

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, pencils in this case would be considered what type of product?

Accepted Answer

A) Business 
B) Process materials 
C) Raw material 
D) Convenience 
E) Consumer 
A) Business 
B) Process materials 
C) Raw material 
D) Convenience 
E) Consumer

Question 3

A red-and-white label on a soup can is an example of innovative packaging.

Accepted Answer

A) True 
 B)False

Question 4

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

Accepted Answer

A) inept set 
B) loyalty set 
C) preference group 
D) brand group 
E) consideration set 
A) inept set 
B) loyalty set 
C) preference group 
D) brand group 
E) consideration set

Question 5

What degree of brand loyalty is the strongest and most desired by marketers?

Accepted Answer

A) Preference 
B) Requirement 
C) Awareness 
D) Insistence 
E) Recognition 
A) Preference 
B) Requirement 
C) Awareness 
D) Insistence 
E) Recognition

Question 6

In the United States, toothpaste is sold in tubes and ketchup is sold in plastic bottles. However, in other parts of the world, ketchup and tomato paste are also sold in tubes. If Heinz were to introduce ketchup in tubes in the United States, consumers might have a more difficult time recognizing the ketchup product due to the change in the _____.

Accepted Answer

A) Category-consistent packaging. 
B) Category-specific packaging. 
C) Innovative packaging. 
D) Multiple-category packaging. 
E) Selective packaging. 
A) Category-consistent packaging. 
B) Category-specific packaging. 
C) Innovative packaging. 
D) Multiple-category packaging. 
E) Selective packaging.

Question 7

Ava, a purchasing agent for Trailsend Transport, is currently buying carpet from CarpetOne Inc. for use in an office area at Trailsend. While she is discussing the details of this carpet, the representative from CarpetOne tells her that she can see the actual product in one of their retail stores before finalizing the purchase. While in the retail store at CarpetOne, Ava not only approves the purchase for the office, but also decides she would like to purchase some of the same carpet for her home. The first carpet purchase is considered a ____ and the second carpet purchase is considered to be a ______.

Accepted Answer

A) personal purchase; business purchase 
B) business product; business product 
C) consumer product; consumer product 
D) business product; consumer product 
E) consumer product; business product 
A) personal purchase; business purchase 
B) business product; business product 
C) consumer product; consumer product 
D) business product; consumer product 
E) consumer product; business product

Question 8

A product item is best described as a

Accepted Answer

A) component of a marketing mix. 
B) particular brand. 
C) specific characteristic of a product. 
D) specific version of a product. 
E) unit of measure for the product. 
A) component of a marketing mix. 
B) particular brand. 
C) specific characteristic of a product. 
D) specific version of a product. 
E) unit of measure for the product.

Question 9

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

Accepted Answer

A) True 
 B)False

Question 10

The full and legal name of an organization is called the

Accepted Answer

A) trademark. 
B) legal title. 
C) organizational name. 
D) brand name. 
E) trade name. 
A) trademark. 
B) legal title. 
C) organizational name. 
D) brand name. 
E) trade name.

Question 11

Package shape, graphic design, and certain colors may be used to make a product appear taller than it actually is.

Accepted Answer

A) True 
 B)False

Question 12

A firm may decide that all packages should be similar and include one major element of the same design. This approach to promote an overall company image is called

Accepted Answer

A) family extension. 
B) family packaging. 
C) overall packaging. 
D) package extension. 
E) selective packaging. 
A) family extension. 
B) family packaging. 
C) overall packaging. 
D) package extension. 
E) selective packaging.

Question 13

Which of the following is a primary factor specific to services in choosing a brand name?

Accepted Answer

A) The service brand is usually the same as the company name so it must be flexible enough to fit several services. 
B) The name must convey an image of great customer service because this is more important for services than for goods. 
C) The name should be distinctive and set the company apart from potential competitors. 
D) Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. 
E) Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-up words or a combination of letters and numbers. 
A) The service brand is usually the same as the company name so it must be flexible enough to fit several services. 
B) The name must convey an image of great customer service because this is more important for services than for goods. 
C) The name should be distinctive and set the company apart from potential competitors. 
D) Shortness and conciseness are extremely important when choosing brand names for services so that they can easily be remembered. 
E) Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-up words or a combination of letters and numbers.

Question 14

An ad that stresses "Get the real Proactiv Solution; accept no substitutes!" is best geared for which stage of the product life cycle?

Accepted Answer

A) Introduction 
B) Growth 
C) Stabilization 
D) Expansion 
E) Decline 
A) Introduction 
B) Growth 
C) Stabilization 
D) Expansion 
E) Decline

Question 15

​A(n)____________ is a tangible physical entity.

Accepted Answer

A) idea 
B) attribute 
C) service 
D) feature 
E) good 
A) idea 
B) attribute 
C) service 
D) feature 
E) good

Question 16

A Jeep leather jacket is an example of brand licensing.

Accepted Answer

A) True 
 B)False

Question 17

A product mix is best described as

Accepted Answer

A) all products offered by a firm. 
B) product, distribution, promotion, and price. 
C) many products sold by one firm. 
D) all products of a particular type. 
E) a group of closely related products that are considered a unit because of market, technical, or end-use considerations. 
A) all products offered by a firm. 
B) product, distribution, promotion, and price. 
C) many products sold by one firm. 
D) all products of a particular type. 
E) a group of closely related products that are considered a unit because of market, technical, or end-use considerations.

Question 18

When a cellphone manufacturer uses a policy of naming each of its phone products differently, such as the Neon, the Star, the Fanfare, and the Illusion, this strategy is called ____ branding.

Accepted Answer

A) brand-extension 
B) family 
C) differentiated 
D) individual 
E) new-product 
A) brand-extension 
B) family 
C) differentiated 
D) individual 
E) new-product

Question 19

One of Cole's responsibilities as a marketing manager for a motorcycle parts manufacturer is to maintain market share. Cole believes that the company's products are most likely in the maturity stage of the product life cycle. In order to maintain market share, Cole should suggest that the company requires

Accepted Answer

A) moderate to large advertising expenditures. 
B) moderate to large cut in promotion expenditures. 
C) moderate production expenditures. 
D) moderate price increases. 
E) moderate price decreases. 
A) moderate to large advertising expenditures. 
B) moderate to large cut in promotion expenditures. 
C) moderate production expenditures. 
D) moderate price increases. 
E) moderate price decreases.

Question 20

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?

Accepted Answer

A) McDonald's arches 
B) Mercedes Benz emblem 
C) Nike swoosh 
D) Traveler's Insurance umbrella 
E) Arrows on Wrigley gum packages 
A) McDonald's arches 
B) Mercedes Benz emblem 
C) Nike swoosh 
D) Traveler's Insurance umbrella 
E) Arrows on Wrigley gum packages

By law, manufacturers must be identified on the labels of private brands.

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, pencils in this case would be considered what type of product?

A red-and-white label on a soup can is an example of innovative packaging.

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

What degree of brand loyalty is the strongest and most desired by marketers?

A product item is best described as a

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

The full and legal name of an organization is called the

Package shape, graphic design, and certain colors may be used to make a product appear taller than it actually is.

A firm may decide that all packages should be similar and include one major element of the same design. This approach to promote an overall company image is called

Which of the following is a primary factor specific to services in choosing a brand name?

An ad that stresses "Get the real Proactiv Solution; accept no substitutes!" is best geared for which stage of the product life cycle?

A(n)____________ is a tangible physical entity.

A Jeep leather jacket is an example of brand licensing.

A product mix is best described as

When a cellphone manufacturer uses a policy of naming each of its phone products differently, such as the Neon, the Star, the Fanfare, and the Illusion, this strategy is called ____ branding.

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?

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

By law, manufacturers must be identified on the labels of private brands.

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, pencils in this case would be considered what type of product?

A red-and-white label on a soup can is an example of innovative packaging.

Brand name awareness is an important element of brand equity because a familiar brand is more likely to be in a customer's ____ than an unfamiliar brand.

What degree of brand loyalty is the strongest and most desired by marketers?

A product item is best described as a

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.

The full and legal name of an organization is called the

Package shape, graphic design, and certain colors may be used to make a product appear taller than it actually is.

A firm may decide that all packages should be similar and include one major element of the same design. This approach to promote an overall company image is called

Which of the following is a primary factor specific to services in choosing a brand name?

An ad that stresses "Get the real Proactiv Solution; accept no substitutes!" is best geared for which stage of the product life cycle?

​A(n)____________ is a tangible physical entity.

A Jeep leather jacket is an example of brand licensing.

A product mix is best described as

When a cellphone manufacturer uses a policy of naming each of its phone products differently, such as the Neon, the Star, the Fanfare, and the Illusion, this strategy is called ____ branding.

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?

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

A(n)____________ is a tangible physical entity.