Question 1

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 2

There are a number of toothpastes marketed under the Crest brand,including Cavity Protection Crest,Pro-Health Sensitive Shield Crest,Baking Soda Crest,Tartar Protection Crest,and Crest for Kids.This is an example of Crest's:

Accepted Answer

A)  product line width. 
B)  product mix. 
C)  product line depth. 
D)  product mix inconsistency. 
E)  marketing mix.

Question 3

A(n)_____ refers to a brand that obtains at least a third of its earnings from outside its home country.

Accepted Answer

A)  evoked set 
B)  global brand 
C)  equity brand name 
D)  master brand 
E)  ethnocentric trademark

Question 4

Campbell's
Most people recognize Campbell's as a brand of soup, but Campbell's also manufactures Pace Picante Sauce, Pepperidge Farms products, Prego Sauce, Swanson Broth, and V8 juice. Campbell's International division offers more than 20 brands of soups, sauces, beverages, and baked snacks in the Asia Pacific region, Greater Europe and Latin America. Products such as Arnott's biscuits and crackers and Bià Band soups are well known overseas. Campbell's products are sold in more than 120 countries.
-Refer to Campbell's.Campbell's Creamy Chicken Soup could be called a:

Accepted Answer

A)  product mix. 
B)  product item. 
C)  product depth. 
D)  product width. 
E)  product consistency.

Question 5

Three aspects of packaging that are especially important in international marketing are labeling,aesthetics,and:

Accepted Answer

A)  price. 
B)  length of distribution channel. 
C)  counterfeiting potential. 
D)  warranties. 
E)  climate considerations.

Question 6

Universal product codes (UPCs)can perform all the following functions 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 7

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 8

Changing one or more of a product's characteristics is called:

Accepted Answer

A)  product modification. 
B)  product repositioning. 
C)  product adjustment. 
D)  planned obsolescence. 
E)  product extension.

Question 9

Which type of warranty is a written guarantee?

Accepted Answer

A)  Complete 
B)  Express 
C)  Implied 
D)  Explicit 
E)  Primary

Question 10

A _____ is everything,both favorable and unfavorable,that a person receives in an exchange.It can be tangible,intangible,a service,an idea,or a combination of these things.

Accepted Answer

A)  brand equity 
B)  quality 
C)  warranty 
D)  transaction 
E)  product

Question 11

The two types of shopping products are:

Accepted Answer

A)  unsought and convenience. 
B)  generic and family. 
C)  exclusive and intensive. 
D)  heterogeneous and homogeneous. 
E)  consumer and business.

Question 12

Due to the time required to scan them,universal product codes (UPCs)are typically placed on merchandise that would be classified as shopping products.

Accepted Answer

A) True 
 B)False

Question 13

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 14

Campbell's
Most people recognize Campbell's as a brand of soup, but Campbell's also manufactures Pace Picante Sauce, Pepperidge Farms products, Prego Sauce, Swanson Broth, and V8 juice. Campbell's International division offers more than 20 brands of soups, sauces, beverages, and baked snacks in the Asia Pacific region, Greater Europe and Latin America. Products such as Arnott's biscuits and crackers and Bià Band soups are well known overseas. Campbell's products are sold in more than 120 countries.
-Refer to Campbell's.All the products that Campbell's sells-both domestically and worldwide-are the company's product:

Accepted Answer

A)  item. 
B)  depth. 
C)  Width. 
D)  mix. 
E)  marketing consistency.

Question 15

When a company markets several different products under the same brand name,it is referred to as a(n)_____ brand.

Accepted Answer

A)  family 
B)  generic 
C)  bargain 
D)  dealer 
E)  umbrella

Question 16

Devore loves southern-style cooking and always buys Glory Foods brand of collard greens,black eyed peas,and hot sauces.In fact,she refuses to purchase any other brand because Glory Foods products taste just like her grandmother's cooking.Devore is showing intense brand loyalty.

Accepted Answer

A) True 
 B)False

Question 17

Hardie Siding Products
James Hardie began selling fiber cement siding products in the United States in 1989 to leading builders, lumberyards, and home improvement centers. Even though ads guaranteed the product would not rot or crack for 50 years, many builders hated the product. It was heavy to install, and it showed every flaw in a bad framing job. In 1997, Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong, weather-resistant materials. Soon consumers began asking their builders or remodelers to use the product. Trade ads were used to explain how builders could take advantage of the interest created by the ads in lifestyle magazines. By 2000, the HardiePlank was the number one brand of siding in North America. James Hardie is now the third most recognized brand of building material in the world.
-Refer to Hardie Siding Products.HardiePlank siding is best described as a(n)_____ product.

Accepted Answer

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

Question 18

Branding has three main purposes: product identification,repeat sales,and new-product sales.

Accepted Answer

A) True 
 B)False

Question 19

Evan Zimmermann loves watches.He collects vintage Rolex sport models made between 1950 and 1960.He paid $1,500 for his first watch in 2000.Now the watch is worth $15,000.For Evan,the vintage watches are an example of a(n)_____ product.

Accepted Answer

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

Question 20

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

Exam 19: Product Concepts

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?

There are a number of toothpastes marketed under the Crest brand,including Cavity Protection Crest,Pro-Health Sensitive Shield Crest,Baking Soda Crest,Tartar Protection Crest,and Crest for Kids.This is an example of Crest's:

A(n) _____ refers to a brand that obtains at least a third of its earnings from outside its home country.

Three aspects of packaging that are especially important in international marketing are labeling,aesthetics,and:

Universal product codes (UPCs) can perform all the following functions EXCEPT:

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.

Changing one or more of a product's characteristics is called:

Which type of warranty is a written guarantee?

A _____ is everything,both favorable and unfavorable,that a person receives in an exchange.It can be tangible,intangible,a service,an idea,or a combination of these things.

The two types of shopping products are:

Due to the time required to scan them,universal product codes (UPCs)are typically placed on merchandise that would be classified as shopping products.

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

When a company markets several different products under the same brand name,it is referred to as a(n) _____ brand.

Devore loves southern-style cooking and always buys Glory Foods brand of collard greens,black eyed peas,and hot sauces.In fact,she refuses to purchase any other brand because Glory Foods products taste just like her grandmother's cooking.Devore is showing intense brand loyalty.

Branding has three main purposes: product identification,repeat sales,and new-product sales.

Evan Zimmermann loves watches.He collects vintage Rolex sport models made between 1950 and 1960.He paid $1,500 for his first watch in 2000.Now the watch is worth $15,000.For Evan,the vintage watches are an example of a(n) _____ product.

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.