Question 1

When Proctor & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent product and introduced Tide Free they were making a _____.

Accepted Answer

A)  product line contraction 
B)  quality modification 
C)  aesthetics modification 
D)  obsolescence factor 
E)  functional modification

Question 2

The convenience product marketing strategy includes:

Accepted Answer

A)  wide distribution of the product 
B)  higher than ordinary prices 
C)  few retail outlets other than convenience stores 
D)  significantly lower promotion budgets 
E)  products that are not easily substitutable

Question 3

Janet will only purchase Williams and Sonoma products for her kitchen.The products are expensive but Janet feels they have the highest quality and will last a very long time.These products represent _____ products.

Accepted Answer

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

Question 4

All of the following are functions of packaging EXCEPT:

Accepted Answer

A)  contain and protect the product 
B)  guarantee product quality 
C)  facilitate recycling and reduce environmental damage 
D)  promote the product 
E)  facilitate product storage,use,and convenience

Question 5

The two types of package labeling in common usage today are:

Accepted Answer

A)  informational and persuasive 
B)  promotional and nonpromotional 
C)  functional and persuasive 
D)  government-mandated and seller-controlled 
E)  motivational and required

Question 6

Suppose ForeverLawn joins Choice Home,house builder,in a joint promotional campaign.Both Choice Homes and ForeverLawn are equally mentioned in the advertisements and marketing materials.At the end of the campaign one lucky person will win a Choice Home with a ForeverLawn synthetic lawn.To register,consumers need to visit either ForeverLawn.com or Choicehomes.com.This type of joint promotion is known as _____ branding.

Accepted Answer

A)  cooperative 
B)  ingredient 
C)  umbrella 
D)  complementary 
E)  family

Question 7

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

Question 8

All of the following are functions of universal product codes (UPCs)EXCEPT:

Accepted Answer

A)  allow scanners to match codes with brand names,package sizes,and prices 
B)  print product and price information on cash register tapes 
C)  assist retailers in preparing records of customer purchases 
D)  allow retailers to accurately track sales and control inventories 
E)  provide the detailed nutritional information required by the FDA

Question 9

Which type of product modification changes a product's versatility,effectiveness,convenience,or safety?

Accepted Answer

A)  quality 
B)  planned 
C)  functional 
D)  style 
E)  use

Question 10

You are the U.S.brand manager of the Fluffit family of products.The products include a wide variety of synthetic and natural stuffing materials for furniture cushions,sleeping bags,quilts,and winter coats.The brand is a favorite among home repair enthusiasts and hobbyists of various kinds.Your firm would like to enter several foreign markets.Name and describe the three major alternative brand name choices for this global strategy.Discuss the viability of each alternative for Fluffit.

Accepted Answer

The answer of You are the U.S.brand manager of the...

Question 11

A service cannot be touched,seen,tasted,heard,or felt in the same manner in which goods can be sensed and,therefore,is referred to as:

Accepted Answer

A)  impervious 
B)  extraneous 
C)  synergistic 
D)  perishable 
E)  intangible

Question 12

Choice Homes,Inc.
Choice Homes,Inc.,based in Texas,built its reputation by building high-quality new homes,often at prices less than "used" ones.Choice Homes used mass-purchasing power,innovative high-tech communications among employees to coordinate the building process,and other entrepreneurial strategies to hold costs down.Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the "American Dream" of home ownership for the same price as rent.Choice Homes later developed the "Choice Classic" brand name for higher-end homes targeted at wealthier dual-income couples.The Choice Classic name was designed to capitalize on the reputation of Choice Homes,especially for current Choice home owners who are ready to "move up" to a larger home.Recently,Choice Homes started a third line of homes called "Reflections," which are expensive,custom-designed homes located in exclusive,prestigious neighborhoods.
-Refer to Choice Homes,Inc.Choice Homes is considering the development of a new category of small homes designed to replace low-income housing in the inner city.This strategy represents a:

Accepted Answer

A)  quality modification 
B)  product line extension 
C)  style modification 
D)  product line contraction 
E)  functional modification

Question 13

All of the following are unique characteristics that distinguish services from goods EXCEPT:

Accepted Answer

A)  intangible 
B)  inseparable 
C)  searchable 
D)  heterogeneous 
E)  perishable

Question 14

Which of the following is the best example of a convenience product?

Accepted Answer

A)  concert tickets 
B)  chewing gum 
C)  jeans 
D)  chemical for the swimming pool 
E)  a birthday present

Question 15

A _____ is a name,term,symbol,design,or combination thereof that identifies a seller's products and differentiates them from competitors' products.

Accepted Answer

A)  brand mark 
B)  trademark 
C)  brand name 
D)  UPC 
E)  brand

Question 16

Community Trust Bank has always prided itself on the friendliness of its employees.However,the results of a recent mystery shopper study indicated that the bank tellers rarely greeted customers or thanked them after the transaction.As a result,all bank employees that have customer contact are going through a training program to enhance customer service.What unique aspect of services is Community Trust attempting to address?

Accepted Answer

A)  heterogeneity 
B)  perishability 
C)  intangibility 
D)  simultaneous production and consumption 
E)  unfocused targeting

Question 17

The consumer products are usually classified is based on:

Accepted Answer

A)  how the market is segmented 
B)  the way the products are manufactured 
C)  the way products are used 
D)  the physical attributes of the product 
E)  the amount of effort consumers spend to acquire the product

Question 18

According to recent market research,Google is one of the most valuable brands in the world.According to this research,the company and its well-known name are worth about $86 billion.This research indicates that Google has high _____.

Accepted Answer

A)  brand loyalty hierarchy 
B)  evoked set 
C)  brand quality standards 
D)  perceptual expectations 
E)  brand equity

Question 19

The statement on the toothpaste box that brushing twice a day with this paste will remove 90 percent of all tartar from the user's teeth is an example of a(n):

Accepted Answer

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

Question 20

Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those who want a gentle detergent for their baby's clothes.It is using a(n)_____ strategy.

Accepted Answer

A)  individual branding 
B)  family branding 
C)  combination branding 
D)  trademarked branding 
E)  private branding

Exam 10: Product Concepts