Question 1

Which of the following service providers will be most significantly affected by technological obsolescence?

Accepted Answer

A)  an Internet service provider (ISP) 
B)  a day care service 
C)  a real estate agency 
D)  an insurance provider 
E)  a home landscaping company

Question 2

Button-down collars, cowboy hats, knit and silk scarves, and high-heel shoes are all example of:

Accepted Answer

A)  fads. 
B)  planned dissonance. 
C)  postponed obsolescence. 
D)  fashions. 
E)  forecasted trends.

Question 3

Focus groups and other research indicated to L.L. Bean, a pioneer in mail-order clothing, that it should develop a line of children's clothes that are warm and comfortable--not cute cutdown versions of adult styles. L.L. Bean is most likely trying to use positioning _____ with its new product line.

Accepted Answer

A)  in relation to a competitor 
B)  by marketing research 
C)  by product class 
D)  in relation to geographical location 
E)  on the basis of product life cycle

Question 4

In the spring of 2002, designers re-introduced the charm bracelet, a _____ that was popular throughout the 1950s and the 1960s.

Accepted Answer

A)  product SKU 
B)  fashion 
C)  style 
D)  market category 
E)  diffused product

Question 5

When a fashion cycle moves horizontally and simultaneously within several social classes, the process is called:

Accepted Answer

A)  barter. 
B)  fashion acceleration. 
C)  planned adoption. 
D)  trickle-across. 
E)  vertical diffusion.

Question 6

The Gillette Sensor for Women is advertised as the "finest razor ever created for the way a woman shaves." This is an example of positioning:

Accepted Answer

A)  on the basis of product life cycle. 
B)  by price and quality. 
C)  by product attribute. 
D)  on the basis of space availability. 
E)  in relation to none of the above.

Question 7

The greatest number of successful new brands enter the market at the maturity stage of the product category's life cycle.

Accepted Answer

A) True 
 B)False

Question 8

When a product is in the growth stage of the product life cycle, there will most likely be:

Accepted Answer

A)  many competitors entering the market. 
B)  a decline in how rapidly sales increase. 
C)  increased promotion intended to stimulate demand for the product category. 
D)  a negative profit curve. 
E)  a decrease in the number of distribution outlets.

Question 9

Which of the following is an example of trading down?

Accepted Answer

A)  A line of La-Z-Boy recliners is covered with EcoSpun velvets made from recycled plastic soda bottles. 
B)  The manufacturer of Mr. Coffee introduces the Iced Tea Pot. 
C)  Smucker's, which is famous for its jams and jellies, introduces a line of chocolate toppings. 
D)  Waterford crystal adds a line of plastic glassware in its most popular hand-cut crystal patterns. 
E)  The America Dairy Farmers National Dairy Board encourages consumers to cook with real butter.

Question 10

The demographic group referred to as baby boomers is a large group that is quickly approaching a time in their lives where they become increasingly concerned about hiding signs of their own age. In response to this desire to stay young looking, Jergens lotion has added alpha hydroxy to its lotion to smooth out tiny wrinkles. This addition of alpha hydroxy to Jergens lotion is an example of:

Accepted Answer

A)  trading up. 
B)  product alteration. 
C)  product mix contraction. 
D)  repositioning. 
E)  trading down.

Question 11

AgfaPhoto, the struggling consumer imaging company, recently filed for bankruptcy. It is one of many companies that have fallen victim to the shift from traditional film to digital photography. The number of bankruptcies in this industry indicate that traditional film photography has experienced:

Accepted Answer

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

Question 12

_____ obsolescence is sometimes called psychological or fashion obsolescence.

Accepted Answer

The answer of _____ obsolescence is sometimes called psychological or...

Question 13

To indicate to its consumers that Special K cereal is as good a source of calcium as milk is, Kellogg's began packaging the cereal in milk cartons instead of the usual packaging we associate with cereal. This is an example of:

Accepted Answer

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

Question 14

A _____ _____ _____ consists of the aggregate demand over an extended period of time for all brands  comprising a generic product category.

Accepted Answer

The answer of A _____ _____ _____ consists of the...

Question 15

When a fashion cycle is initiated in lower socioeconomic classes, then later becomes popular among upper socioeconomic groups, the process is called:

Accepted Answer

A)  trading-up. 
B)  planned obsolescence. 
C)  trickle-up. 
D)  horizontal diffusion. 
E)  forward adoption.

Question 16

The breadth of a company's product mix refers to:

Accepted Answer

A)  sales volume in each product line. 
B)  the assortment of sizes and colors within each product line. 
C)  market share for each product carried. 
D)  the number of different models available in a given product line. 
E)  the number of product lines carried.

Question 17

When the dishes manufacturer Pfaltzgraff introduced a line of china lighting fixtures that used the familiar Pfaltzgraff patterns, it was an example of product alteration.

Accepted Answer

A) True 
 B)False

Question 18

At the start of the new century, fashion designers used a lot of fur accessories in their outfits. Initially the fur-trimmed outfits will only be available in high-dollar boutiques and through design houses. The designers hope their furry creations will be assimilated into the general public and become available at department stores. The designers want to see the _____ concept in operation.

Accepted Answer

A)  trickle-up 
B)  trickle-down 
C)  trickle-across 
D)  trading up 
E)  trading down

Question 19

In a leather goods store, an example of product lines might include:

Accepted Answer

A)  several different colors of sandals. 
B)  each separate element of the store's marketing mix. 
C)  purses, vests, belts, sandals, and shoes. 
D)  the various leather polishes that the store carries. 
E)  all the different lengths of leather shoestrings the store has in stock.

Question 20

The addition of a line of chocolate syrups to the Smucker's product lines of jams and jellies is an example of an increase in product-mix breadth.

Accepted Answer

A) True 
 B)False

Exam 9: Product-Mix Strategies

Which of the following service providers will be most significantly affected by technological obsolescence?

Button-down collars, cowboy hats, knit and silk scarves, and high-heel shoes are all example of:

Focus groups and other research indicated to L.L. Bean, a pioneer in mail-order clothing, that it should develop a line of children's clothes that are warm and comfortable--not cute cutdown versions of adult styles. L.L. Bean is most likely trying to use positioning _____ with its new product line.

In the spring of 2002, designers re-introduced the charm bracelet, a _____ that was popular throughout the 1950s and the 1960s.

When a fashion cycle moves horizontally and simultaneously within several social classes, the process is called:

The Gillette Sensor for Women is advertised as the "finest razor ever created for the way a woman shaves." This is an example of positioning:

The greatest number of successful new brands enter the market at the maturity stage of the product category's life cycle.

When a product is in the growth stage of the product life cycle, there will most likely be:

Which of the following is an example of trading down?

AgfaPhoto, the struggling consumer imaging company, recently filed for bankruptcy. It is one of many companies that have fallen victim to the shift from traditional film to digital photography. The number of bankruptcies in this industry indicate that traditional film photography has experienced:

_____ obsolescence is sometimes called psychological or fashion obsolescence.

To indicate to its consumers that Special K cereal is as good a source of calcium as milk is, Kellogg's began packaging the cereal in milk cartons instead of the usual packaging we associate with cereal. This is an example of:

A ___ _ ___ consists of the aggregate demand over an extended period of time for all brands comprising a generic product category.

When a fashion cycle is initiated in lower socioeconomic classes, then later becomes popular among upper socioeconomic groups, the process is called:

The breadth of a company's product mix refers to:

When the dishes manufacturer Pfaltzgraff introduced a line of china lighting fixtures that used the familiar Pfaltzgraff patterns, it was an example of product alteration.

In a leather goods store, an example of product lines might include:

The addition of a line of chocolate syrups to the Smucker's product lines of jams and jellies is an example of an increase in product-mix breadth.