Question 1

Nestlé
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 largest food company,with a brand arsenal of Nescafé,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 the product mix by selling underperforming items or lines that do not fit its new direction.Critics claim that 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.Some of Nestlé's products include bottled water,candy,and coffee,which would be classified as what type of consumer products?

Accepted Answer

A) Heterogeneous shopping products 
B) Homogeneous shopping products 
C) Convenience products 
D) Specialty products 
E) Unsought products

Question 2

Which type of consumer product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores?

Accepted Answer

A) An unsought product 
B) A secondary product 
C) A unique product 
D) A shopping product 
E) A selective product

Question 3

A small chain of supermarkets in the western United States sells only manufacturers' brands.Which of the following is one of the arguments you could use to dissuade the supermarket chain owner from selling only manufacturers' brands?

Accepted Answer

A) A well-known manufacturers' brand will not enhance the chain's image. 
B) Manufacturers rarely spend money advertising the brand name to consumers. 
C) Manufacturers can decide to drop a brand or reseller at any time. 
D) Manufacturers force the chain to carry a large in-store inventory. 
E) Relying on the manufacturer or wholesaler to deliver a national brand quickly is optimistic at best.

Question 4

Coca-Cola is one of the world's largest manufacturers of beverages.It makes over 2,800 different beverage products,including sparkling drinks,waters,juices,juice drinks,teas,coffees,sports drinks,and energy drinks.The great variety of beverages made by Coca-Cola represents its product mix.

Accepted Answer

A) True 
 B)False

Question 5

Janet will only purchase Crate and Barrel products for her home.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 6

A _____ is a legal term indicating the owner's exclusive right to use a brand name or part of a brand.

Accepted Answer

A) trademark 
B) patent 
C) brand 
D) private brand 
E) right of warranty

Question 7

Kellogg's,Hanes,and General Electric are examples of a manufacturer's brand.

Accepted Answer

A) True 
 B)False

Question 8

All of the following are benefits from organizing related items into product lines EXCEPT:

Accepted Answer

A) package uniformity. 
B) varying quality. 
C) advertising economies. 
D) efficient sales and distribution. 
E) standardized components.

Question 9

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 profit margins 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 10

Trademark protection and rights only lasts for five years.

Accepted Answer

A) True 
 B)False

Question 11

Along with its Macintosh computer line,Apple markets its iPod,iPhone,and AppleTV products.This is an abbreviated listing of the company's:

Accepted Answer

A) customer mix. 
B) product line. 
C) product mix. 
D) line depth. 
E) product modification.

Question 12

The statement on a toothpaste box that brushing twice a day with the 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 13

Butterball,a well-known brand of turkey,advertised Ocean Spray cranberry sauce in its magazine ads and depicted suggested usage with its turkey.This is an example of which type of co-branding?

Accepted Answer

A) Ingredient 
B) Complementary 
C) Family 
D) Captive 
E) Product use

Question 14

Amy stopped by the grocery store to pick up a gallon of milk.As she was waiting to check out,she noticed that People Magazine had an interesting cover story about Scarlett Johansson.As Amy is a huge fan of Scarlett,she had to buy a copy.In this example,the People Magazine is an example of a(n)_____ product.

Accepted Answer

A) specialty 
B) convenience 
C) business 
D) shopping 
E) unsought

Question 15

Jennifer purchased Cascade 2in1 ActionPacs for her dishwasher.The packaging said the product combines the scrubbing power of Cascade with the grease-fighting power of Dawn dishwashing detergent.What type of co-branding does this product represent?

Accepted Answer

A) Cooperative 
B) Complementary 
C) Piggyback 
D) Ingredient 
E) Synergistic

Question 16

Distinguish between manufacturer's brands and private brands.From the reseller's perspective,what are they key advantages of carrying each type of brand?

Accepted Answer

The answer of Distinguish between manufacturer's brands and private brands.From...

Question 17

Compare and contrast an express warranty and an implied warranty.

Accepted Answer

The answer of Compare and contrast an express warranty and...

Question 18

A go-cart manufacturer recently added shock absorbers to make the ride in its go-carts smoother.It has not changed its prices.This is a(n)_____ modification.

Accepted Answer

A) upsale 
B) style 
C) dysfunctional 
D) repositioning 
E) quality

Question 19

Over the years Cadillac has become to be thought of as "your grandparent's car." The new Cadillac ads showing a beautiful young woman driving a Cadillac along with the statement,"When you turn your car on,does it turn you on?" This is an example of marketing designed to help _____ Cadillac as a car for today's younger driver.

Accepted Answer

A) diversify 
B) reposition 
C) develop 
D) expand 
E) display

Question 20

Labels that contain standard promotional claims like "new," "improved," and "super" are examples of _____ labels.

Accepted Answer

A) descriptive 
B) functional 
C) repositioning 
D) informational 
E) persuasive

Exam 10: Product Concepts

Which type of consumer product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores?

A small chain of supermarkets in the western United States sells only manufacturers' brands.Which of the following is one of the arguments you could use to dissuade the supermarket chain owner from selling only manufacturers' brands?

Coca-Cola is one of the world's largest manufacturers of beverages.It makes over 2,800 different beverage products,including sparkling drinks,waters,juices,juice drinks,teas,coffees,sports drinks,and energy drinks.The great variety of beverages made by Coca-Cola represents its product mix.

Janet will only purchase Crate and Barrel products for her home.The products are expensive,but Janet feels they have the highest quality and will last a very long time.These products represent _____ products.

A _____ is a legal term indicating the owner's exclusive right to use a brand name or part of a brand.

Kellogg's,Hanes,and General Electric are examples of a manufacturer's brand.

All of the following are benefits from organizing related items into product lines EXCEPT:

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

Trademark protection and rights only lasts for five years.

Along with its Macintosh computer line,Apple markets its iPod,iPhone,and AppleTV products.This is an abbreviated listing of the company's:

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

Butterball,a well-known brand of turkey,advertised Ocean Spray cranberry sauce in its magazine ads and depicted suggested usage with its turkey.This is an example of which type of co-branding?

Jennifer purchased Cascade 2in1 ActionPacs for her dishwasher.The packaging said the product combines the scrubbing power of Cascade with the grease-fighting power of Dawn dishwashing detergent.What type of co-branding does this product represent?

Distinguish between manufacturer's brands and private brands.From the reseller's perspective,what are they key advantages of carrying each type of brand?

Compare and contrast an express warranty and an implied warranty.

A go-cart manufacturer recently added shock absorbers to make the ride in its go-carts smoother.It has not changed its prices.This is a(n) _____ modification.

Labels that contain standard promotional claims like "new," "improved," and "super" are examples of _____ labels.