Question 1

Relief, a brand of aspirin, is sold in an original-strength version, in a safety-coated version, in an extra-strength version, and in a version designed especially for women.The manufacturer of Relief aspirin is using _____.

Accepted Answer

A) channel extension 
B) sub-branding 
C) a family brand 
D) co-branding

Question 2

Brand personality refers to the set of human characteristics associated with a brand.

Accepted Answer

A) True 
 B)False

Question 3

Items used to assist in the production of other goods and services are called _____ goods.

Accepted Answer

A) production 
B) convenience 
C) specialty 
D) support

Question 4

The _____ of a company's product mix refers to the number of different categories offered by the company.

Accepted Answer

A) width 
B) variety 
C) tangent 
D) depth

Question 5

The depth of a company's product mix refers to the number of different categories of products offered by the company.

Accepted Answer

A) True 
 B)False

Question 6

Support goods that include tools and office equipment and are usually purchased in small-order sizes by buyers are called _____.

Accepted Answer

A) installations 
B) supplies 
C) raw materials 
D) accessory equipment

Question 7

Andrea owns We Help, a concierge company with 63 employees providing everyday services such as walking dogs, running errands such as going to the post office, paying bills, and picking up groceries from supermarket. Andrea's regular customers are provided with the same employees to run their errands in order to ensure _____.

Accepted Answer

A) consistency 
B) tangibility 
C) congruity 
D) flexibility

Question 8

Individual branding is a:

Accepted Answer

A) branding strategy that involves giving each product a distinct name. 
B) branding strategy that uses different brand names for the same product across multiple countries. 
C) branding strategy in which a company uses one name for multiple products. 
D) branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.

Question 9

Help Around Inc.is a company that gives all of its profits to charities.The company produces popcorn, salsa, pasta sauce, and salad dressings under the Help Around brand name.These product lines refer to the company's product _____.

Accepted Answer

A) mix 
B) unit 
C) category 
D) portfolio

Question 10

Marketers are free from the responsibility of considering the future of the brand since it falls under the brand planner's duties.

Accepted Answer

A) True 
 B)False

Question 11

Explain how marketers view a product under the total product concept.Give examples.

Accepted Answer

The answer of Explain how marketers view a product under...

Question 12

The core product is the physical good or the service that a consumer purchases when buying a product.

Accepted Answer

A) True 
 B)False

Question 13

The brochure for Healthy & Fit Centre has photographs of people enjoying the various gym amenities.By seeing the pictures of what is available at the gym, a customer has a better idea of what is being sold.The brochure, thus, helps customers deal with the _____ that is associated with the centre's services.

Accepted Answer

A) incongruity 
B) inconsistency 
C) intangibility 
D) inseparability

Question 14

Fast & Swift, a sedan manufacturer, has introduced Spectra, a leisure car that boasts of an eco-friendly model at a comparatively lower price.The first 50 buyers are given a three-year warranty on their purchase. Spectra is being introduced as a leisure car.This implies that the car will be used primarily for the purpose of relaxation.Which of the following product concepts is being discussed here?

Accepted Answer

A) formal product 
B) core product 
C) augmented product 
D) future product

Question 15

Describe the three types of brands.

Accepted Answer

The answer of Describe the three types of brands....

Question 16

Fast & Swift, a sedan manufacturer, has introduced Spectra, a leisure car that boasts of an eco-friendly model at a comparatively lower price.The first 50 buyers are given a three-year warranty on their purchase. The eco-friendly design and features of Spectra are the _____ product.

Accepted Answer

A) formal 
B) core 
C) actual 
D) future

Question 17

The Tide brand name is used only for laundry detergents.This is an example of

Accepted Answer

A) Family brand 
B) Individual brand 
C) Private label brand 
D) Generic brand

Question 18

Very infrequent purchases and only some comparison shopping are characteristic of the purchasing behaviour for a type of consumer product such as burial insurance that a prospective buyer may not initially want.These products are referred to as _____ products.

Accepted Answer

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

Question 19

Ease and Relax Centre, a specialty unit providing high-end massaging services, displays training certificates on its walls, and its brochures contain customer testimonials of satisfied customers.By doing this, Ease and Relax Centre is dealing with the service characteristic of _____.

Accepted Answer

A) incongruity 
B) inconsistency 
C) intangibility 
D) inseparability

Question 20

Items used in the manufacturing process that _____ are called production goods.

Accepted Answer

A) are used to construct a manufacturing facility 
B) are essential to research and development 
C) finance industrial expansion 
D) become part of the final product

Exam 7: Products and Brands

Relief, a brand of aspirin, is sold in an original-strength version, in a safety-coated version, in an extra-strength version, and in a version designed especially for women.The manufacturer of Relief aspirin is using _____.

Brand personality refers to the set of human characteristics associated with a brand.

Items used to assist in the production of other goods and services are called _____ goods.

The _____ of a company's product mix refers to the number of different categories offered by the company.

The depth of a company's product mix refers to the number of different categories of products offered by the company.

Support goods that include tools and office equipment and are usually purchased in small-order sizes by buyers are called _____.

Individual branding is a:

Help Around Inc.is a company that gives all of its profits to charities.The company produces popcorn, salsa, pasta sauce, and salad dressings under the Help Around brand name.These product lines refer to the company's product _____.

Marketers are free from the responsibility of considering the future of the brand since it falls under the brand planner's duties.

Explain how marketers view a product under the total product concept.Give examples.

The core product is the physical good or the service that a consumer purchases when buying a product.

Describe the three types of brands.

Fast & Swift, a sedan manufacturer, has introduced Spectra, a leisure car that boasts of an eco-friendly model at a comparatively lower price.The first 50 buyers are given a three-year warranty on their purchase. The eco-friendly design and features of Spectra are the _____ product.

The Tide brand name is used only for laundry detergents.This is an example of

Very infrequent purchases and only some comparison shopping are characteristic of the purchasing behaviour for a type of consumer product such as burial insurance that a prospective buyer may not initially want.These products are referred to as _____ products.

Ease and Relax Centre, a specialty unit providing high-end massaging services, displays training certificates on its walls, and its brochures contain customer testimonials of satisfied customers.By doing this, Ease and Relax Centre is dealing with the service characteristic of _____.

Items used in the manufacturing process that _____ are called production goods.