question

1. All of the following are examples of products EXCEPT: a. carton of milk b. contact lenses c. haircut d. pair of shoes e. All of the above are products.

answer

E

question

2. When a greenhouse plant grower sells plants to nursery retailers, the grower is selling _____ products. a. specialty b. consumer c. convenience d. business e. unsought

answer

D

question

3. RockTenn produces cardboard cartons to be used by companies in the food industry. RockTenn is selling _____ products. a. specialty b. consumer c. business d. convenience e. unsought

answer

C

question

4. The consumer product classification system is based on: 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

answer

E

question

5. There are many cell phones on the market, and they vary so much on price, quality, and features that consumers often have trouble comparing them. A cell phone would probably be considered a _____ product. a. convenience b. specialty c. heterogeneous shopping good d. homogeneous shopping good e. generic

answer

C

question

6. _____ products are purchased with little shopping effort. These products typically are purchased regularly, usually with little planning, and require wide distribution. a. Convenience b. Specialty c. Branded shopping d. Unbranded shopping e. Generic

answer

A

question

7. The convenience product marketing strategy includes: 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.

answer

A

question

8. 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. a. specialty b. convenience c. business d. shopping e. unsought

answer

B

question

9. Compared to the other classifications of consumer products, shopping products are: a. widely available, so they need little or no promotion. b. usually less expensive than convenience products. c. purchased without significant planning. d. usually more expensive than convenience products and are found in fewer stores. e. purchased immediately after the consumer realizes he or she needs them.

answer

D

question

10. Kathy is driving Chaz, her young son, home from soccer practice when Chaz says, "Mom, I'm thirsty." Kathy immediately pulls the car into the nearest gas station and buys Chaz a Coke. For Kathy, the Coke is best described as an example of buying a _____ product. a. homogeneous shopping b. heterogeneous shopping c. convenience d. specialty e. component

answer

C

question

11. Which of the following is the best example of a convenience product? a. Concert tickets b. Chewing gum c. Jeans d. Chemical for the swimming pool e. A birthday present

answer

B

question

12. 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. An unsought product b. A secondary product c. A unique product d. A shopping product e. A selective product

answer

D

question

13. Harrison wanted a gas water heater. He watched newspaper ads until he found one on sale. For Harrison, the water heater is a(n) _____ product. a. shopping b. convenience c. component d. unsought e. specialty

answer

A

question

14. The two types of shopping products are: a. unsought and convenience. b. generic and family. c. exclusive and intensive. d. heterogeneous and homogeneous. e. consumer and business.

answer

D

question

15. Which of the following is the best example of a shopping product for most consumers? a. Washing detergent b. Crackers c. A soft drink d. A digital camera e. A magazine

answer

D

question

16. _____ are products consumers see as being basically the same, so consumers shop for the lowest price. a. Lowprestige specialty products b. Product equivalents c. Heterogeneous shopping products d. Generic convenience products e. Homogeneous shopping products

answer

E

question

17. Andrea needs to find a kennel for boarding her son's dogs. There are several different kennels in her community, and Andrea believes all of them to be basically alike. The only feature she is genuinely concerned about is low price. For Andrea, the kennel for boarding dogs would be classified as a(n) _____ product. a. specialty b. unsought c. heterogeneous shopping d. basic convenience e. homogeneous shopping

answer

E

question

18. _____ products are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price. a. Product equivalents b. Comparative convenience products c. Homogeneous shopping products d. Product counterparts e. Heterogeneous shopping products

answer

E

question

19. When Kyla wanted patio furniture, she visited stores that had outdoor furniture, including Home Depot, Lowe's, Target, and Howard Lumber Company to find the set that would look just right on her patio. If Kyla represents a typical patio furniture shopper, you know this product is a(n): a. homogeneous luxury product. b. shopping specialty good. c. operating supply good. d. convenience item. e. heterogeneous shopping good.

answer

E

question

20. Which of the following products is most likely to be considered an example of a heterogeneous shopping product? a. An apartment b. Laundry detergent c. A blender d. A package of pens e. Dog food

answer

A

question

21. _____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited. a. Exclusive shopping b. Homogeneous convenience c. Branded shopping d. Specialty e. Heterogeneous convenience

answer

D

question

22. Bang & Olufsen make some of the best sound systems in the world. After years of development, Bang & Olufsen recently released its new BeoLab 5 speakers. For audiophiles who demand the best in audio equipment, the $19,950 Bang & Olufsen BeoLab 5 speakers represent an example of a(n) _____ product. a. heterogeneous shopping b. specialty c. homogeneous shopping d. convenience e. exclusive

answer

B

question

23. 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. heterogeneous shopping b. specialty c. homogeneous shopping d. convenience e. business

answer

B

question

24. 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. specialty b. consumer c. convenience d. business e. unsought

answer

A

question

25. When deciding on distribution plans for specialty products, companies generally ensure that the items are: a. made available only as private brands. b. made available in a large number of stores in a geographic area. c. made available only through the mail. d. distributed to a considerable number of stores in a geographic area. e. distributed to only a few stores in the geographic area.

answer

E

question

26. _____ products are products that are not known about or not actively searched for by consumers. These products require aggressive personal selling and highly persuasive advertising. a. Hidden b. Specialty c. Equity d. Unsought e. Shopping

answer

D

question

27. Unsought products typically are products that: a. consumers purchase when they see them in a convenient location. b. consumers definitely don't want. c. only require reminder advertising to be successful. d. require little or no decision making by the buyer. e. consumers don't know about or don't actively look for.

answer

E

question

28. Every three months or so, Stanley cleans the lint out of the long vent to his clothes dryer. It is a messy job that Stanley hates. It is too bad that Stanley has never heard of the Casabella Bendable Dryer Vent Brush, a specially designed brush that would make his life a little easier. For Stanley, the dryer vent brush is a(n) _____ product because he doesn't know the product exists. a. heterogeneous shopping b. specialty c. unsought d. convenience e. exclusive

answer

C

question

29. Freda was proud of her shiny new iPhone. But she was disappointed when she began to notice scratches on its display surface. If Freda had known about the clear protective films that were available to protect the iPhone display from scratches, she could have avoided this annoying problem. For Freda, the protective films are a(n) _____ product. a. heterogeneous shopping b. specialty c. unsought d. convenience e. consumer

answer

C

question

30. Which of the following is an example of a product item? a. Tarter Protection Crest toothpaste b. Campbell's soup c. Chevrolet automobiles d. OreIda frozen foods e. All of the above are product items.

answer

A

question

31. Campbell's can talk about its soups being "Mm! Mm! Good!" and promote its entire line. This is an example of: a. macroeconomics. b. package uniformity. c. advertising economies. d. guerilla marketing. e. economies of scale.

answer

C

question

32. Unsought products are often sold through: a. aggressive personal selling. b. highly persuasive advertising. c. direct mail. d. directresponse advertising. e. all of the above.

answer

E

question

33. A product line is a group of products that are closely related because the: a. products share the same product managers. b. products all function in a similar manner and provide similar benefits. c. same company has developed the idea for each product. d. products are all sold under the same brand name. e. products are all priced about the same.

answer

B

question

34. A number of yogurts are marketed under the Dannon brand, including Dannon All Natural, Dannon Fruit on the Bottom, Dannon Light & Fit, DanActive, and Danonino. The large variety of yogurts under the Dannon brand is an example of a: a. marketing mix. b. product line. c. product mix. d. product equity. e. product modification.

answer

B

question

35. Along with its Macintosh computer line, Apple markets its iPod, iPhone, and AppleTV products. This is an abbreviated listing of the company's: a. customer mix. b. product line. c. product mix. d. line depth. e. product modification.

answer

C

question

36. Product mix width may be defined as: a. the number of different product categories found within an industry b. the average number of products within each product line in the company c. the average number of products offered by the company d. the number of different product lines an organization offers for sale e. the extensiveness of the coverage of the line from high end (expensive) to low end (inexpensive)

answer

D

question

37. Most people recognize Crayola as a brand of crayon, but Crayola also markets paints, chalk, pencils, markers, toys, coloring books, clothing, and even software. All these products are part of Crayola's: a. marketing equity. b. product line. c. product mix. d. line depth. e. product modification.

answer

C

question

38. ForeverLawn has recently added two new synthetic lawn products. One of the products includes fake brown grass that makes the synthetic lawn look more realistic, as it appears to have some patches of brown thatch. The other product is K9Grass for consumers who have pet dogs. The addition of these two new synthetic grass products is a way for ForeverLawn to increase its: a. line width. b. breadth mix. c. mix width. d. line depth. e. mix depth.

answer

D

question

39. Procter & Gamble manufactures Tide laundry detergent, the bestselling brand in the United States. But is also offers Tide to Go, which is a stick product consumers can use to clean a spot on their clothing between washings, and small travel packets of Tide detergent. These other products are part of Tide's product line: a. width. b. breadth. c. mix. d. depth. e. synergy.

answer

D

question

40. There are a number of toothpastes marketed under the Crest brand, including Cavity Protection Crest, ProHealth Sensitive Shield Crest, Baking Soda Crest, Tartar Protection Crest, and Crest for Kids. This is an example of Crest's: a. product line width. b. product mix. c. product line depth. d. product mix inconsistency. e. marketing mix.

answer

C

question

41. Proctor & Gamble is a wellknown producer of home and beauty products. Along with these products, P&G also markets pet products, prescription drugs, and small appliances. This range of products provides the company with product: a. line height. b. line consistency. c. mix width. d. line depth. e. mix depth.

answer

C

question

42. All of the following are benefits from organizing related items into product lines EXCEPT: a. package uniformity. b. varying quality. c. advertising economies. d. efficient sales and distribution. e. standardized components.

answer

B

question

43. Firms increase the depth of their product lines for all of the following reasons EXCEPT: a. to attract buyers with different preferences. b. to diversify risk. c. to further segment the market. d. to capitalize on economies of scale. e. to even out seasonal sales patterns.

answer

B

question

44. Changing one or more of a product's characteristics is called: a. product modification. b. product repositioning. c. product adjustment. d. planned obsolescence. e. product extension.

answer

A

question

45. Which type of product modification changes a product's dependability or durability? a. Functional b. Style c. Aesthetic d. Quality e. Primary

answer

D

question

46. A gocart manufacturer recently added shock absorbers to make the ride in its gocarts smoother. It has not changed its prices. This is a(n) _____ modification. a. upsale b. style c. dysfunctional d. repositioning e. quality

answer

E

question

47. When Honda automobiles first entered the U.S. market, they were small and not very durable. However, over the years, Honda has modified its automobiles to be one of the most dependable cars on the market. This change in dependability and durability is representative of which type of product modification? a. Style b. Planned obsolescence c. Functional d. Quality extension e. Quality

answer

E

question

48. Which type of product modification changes a product's versatility, effectiveness, convenience, or safety? a. Quality b. Planned c. Functional d. Style e. Use

answer

C

question

49. When Proctor & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent product and introduced Tide Free, the company was making a(n): a. product line contraction b. quality modification c. aesthetics modification d. obsolescence factor e. functional modification

answer

E

question

50. Which of the following is an example of a product modification? a. Lowering the price of textbooks b. Dropping a product from the product line c. Changing the color of a laundry detergent d. Changing the amount of management time spent overseeing production e. Increasing the number of distribution outlets

answer

C

question

51. Apple recently updated its iPod Touch product, expanding its storage from 8 GB to 16 GB. Enlarging the iPod Touch's storage capacity is an example of a: a. product modification. b. brand mix extension. c. product diversification. d. brand repositioning. e. demographic modification.

answer

A

question

52. Which type of product modification is an aesthetic product change? a. Functional b. Quality c. Repositioning d. Style e. Planned

answer

D

question

53. A style modification is a(n): a. change in the product's durability or dependability b. safety improvement c. aesthetic product change d. way to add convenience e. improvement in product versatility and effectiveness

answer

C

question

54. Which of the following is a symptom of product line overextension? a. Overuse of standardized components b. Manufacturing or marketing resources are disproportionately allocated to slowmoving products c. Strong economy of scale d. Planned obsolescence of certain products e. All of the above.

answer

B

question

55. One of the leading manufacturers of choir robes has added different types of trim and fabric in the making of the robes. The company has not changed its prices. This is a(n) _____ modification. a. style b. obsolescence c. quality d. repositioning e. upward extension

answer

A

question

56. Which of the following statements about planned obsolescence is true? a. Environmentalists support planned obsolescence. b. A company that is interested in producing a quality product would never engage in planned obsolescence. c. Style modification creates planned obsolescence. d. Planned obsolescence is not an ethical issue. e. All of the statements about planned obsolescence are true.

answer

C

question

57. 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? 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

answer

C

question

58. Apple Computer, Inc. recently dropped "Computer" from the company's name to become Apple, Inc. This was a part of its _____ away from simply being perceived as a computer company. a. quality modification b. aesthetic modification c. demarketing d. repositioning e. functional extension

answer

D

question

59. 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. a. diversify b. reposition c. develop d. expand e. display

answer

B

question

60. Adding additional products to an existing product line in order to compete more broadly in the industry is referred to as: a. product line extension. b. product modification. c. planned obsolescence. d. repositioning. e. cannibalization.

answer

A

question

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

answer

E

question

Convenience product

answer

a relatively inexpensive item that merits little shopping effort

question

shopping product

answer

a product that requires comparison shopping because it usually more expensive than a convenience product and is found in fewer stores

question

specialty product

answer

a particular item for which consumers search extensively and are very reluctant to accept substitutes

question

unsought product

answer

a product unknown to the potential buyer or a known product that the buyer doesn't actively seek

question

product item

answer

a specific version of a product that can be designated as a distinct offering among an organization's products

question

product line

answer

a group of closely related product items

question

product mix

answer

all products that an organization sells

question

product mix width

answer

the number of product lines an organization offers

question

product line depth

answer

the number of product items in a product line

question

product modification

answer

changing one or more of a product's characteristics

question

planned obsolescence

answer

the practice of modifying products so those that have already been sold become obsolete before they actually need replacement

question

product line extension

answer

adding additional products to an existing product line in order to compete more broadly in the industry

question

brand

answer

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

question

brand name

answer

that part of a brand that can be spoken, including letters, words, and numbers

question

brand mark

answer

the elements of a brand that cannot be spoken

question

three main purposes of branding

answer

product identification, repeat sales, and new product sales

question

brand equality

answer

the value of a company or brand name

question

global brand

answer

a brand that obtains at least one-third of its earnings from outside its home country, is recognizable outside its home base of customers, and has publicly available, marketing and financial data

question

brand loyalty

answer

consistent preference for one brand over all others

question

manufacturer's brand

answer

brand name of a manufacturer

question

private brand

answer

a brand name owned by a wholesaler or a retailer

question

captive brand

answer

a brand manufactured by a third party for an exclusive retailer's affliliation

question

individual branding

answer

using different brand names for different products

question

family branding

answer

marketing several different products under the same brand name

question

co-branding

answer

placing two ore more brand names on a product or its package

question

trademark

answer

the exclusive right to use a brand or part of a brand

question

service mark

answer

a trademark for a service

question

generic product name

answer

identifies a product by class or type and cannot be trademarked

question

persuasive labeling

answer

a type of package labeling that focuses on a promotional theme or logo, and consumer information is secondary

question

informational labeling

answer

a type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase

question

universal product codes (UPCs)

answer

a series of thick and thin vertical lines (bar codes) readable by computerized optical scanners that represent numbers used to track products

question

warranty

answer

a confirmation of the quality or performance of a good or service

question

express warranty

answer

a written guarantee

question

implied warranty

answer

an unwritten guarantee that the good or service is fit for the purpose for which it was sold

question

t/f A product may be defined as everything, both favorable and unfavorable, that a person receives in an exchange

answer

true

question

t/f An elementary school teacher purchased a ream of art paper, a box of crayons, and some modeling clay. The teacher intends to use these products in her classroom, so they would be classified as business products

answer

true

question

t/f Convenience products, though inexpensive, still require considerable shopping effort by buyers.

answer

false convenience products are relatively inexpensive items that merit little shopping effort

question

t/f Given the many differences in majors available, living options, and image differences, universities would be classified as a heterogeneous shopping product for most people

answer

True

question

t/f Inez believes that makeup is the most important part of her wardrobe. She spends considerable time comparing the prices, skin tones, and color options available at various cosmetics counters in department stores. For Inez, makeup is a convenience product.

answer

false for Inez, makeup is a shopping product

question

t/f Rolex watches are very expensive and can only be purchased in high-end jewelry stores located in large metropolitan areas. Most buyers will accept no substitutes. Rolex watches are an example of a shopping product.

answer

false this is an example of a specialty product

question

t/f A product unknown to the potential buyer or a known-product that the buyer does not actively seek is referred to as an undesirable product.

answer

false this is an unsought product

question

t/f 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.

answer

true

question

t/f Product modification occurs when changes are made in how the product functions, its quality, or some aesthetic characteristic of the product.

answer

true

question

t/f Chef's Catalog built its reputation on selling the highest-quality baking ingredients. The catalog retailer has added a line of fine kitchen tools and wants its customers to think of the retailer as a place to buy everything needed to bake the finest breads and desserts--not just for buying the ingredients. The marketing term for changing consumers' perceptions of the Chef's Catalog is segmentation.

answer

false changing consumers' perceptions is called repositioning

question

t/f Apple is known for its Macintosh and iPod products. Apple recently added the iPhone product to its list of products. The addition of the iPhone was an example of a product line extension for the company.

answer

true

question

t/f Isaac Golding, owner of a tutoring service, has developed a design for his firm that includes an owl wearing large spectacles and carrying a satchel crammed full of books and papers. Golding plans to use this design on all communications the firm sends out. This design is called the firm's brand name.

answer

false such as design would be called the firm's brand mark, which is the elements of a brand that cannot be spoken

question

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

answer

true

question

t/f Brand names such as Kleenex, UPS, Sony, Chevrolet, and Kellogg's are likely to have less brand equity than brand names like Viking, Zojirishi, Schimano, and Thule.

answer

false they are likely to have more brand equity, which is the value of company and brand names because of their familiarity

question

t/f Sam likes Michelin tires. If he needs new tires and Michelins are not on sale, he is willing to pay a higher price for Michelin rather than buy some other brand. Sam is brand loyal to Michelin.

answer

true

question

t/f Retailers love national brands because overhead is low and there are no marketing costs, and they bring higher profit margins than private brands.

answer

False private brands, not national brands, bring these benefits to retailers

question

t/f when the manufacturer of French's classic yellow mustard introduced french's

answer

false this was an example of family branding. co-branding is placing two or more brand names on a product or its package

question

t/f Trademark protection and rights only lasts for five years.

answer

false trademark protection typically lasts for ten years' however, rights to a trademark last as the mark is used

question

t/f The most important functions of packaging are to contain and protect products, promote products, facilitate product storage, and facilitate recycling

answer

true

question

T/F The nutrition label on a package is an example of persuasive labeling

answer

false this is better described as informational labeling

question

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

answer

false UPCs appear on most items in supermarkets and other high-volume outlets. Bar codes also appear on shopping products such as clothing, appliances, high-end wines, etc. The UPC is essential in supply chain management for a wide variety of products, not just shopping products.

question

T/F A company that wants to market its product globally has only two branding strategies available: either use the brand name everywhere or develop a new brand name for each different market.

answer

false there is a third possible branding strategy- adapt and modify

question

t/f Cultural traits can make a package design successful in one country and a failure in another

answer

true

question

t/f A warranty does not confirm the quality or performance of a good or service

answer

false A warranty is a confirmation of the quality or performance of a good or service.

question

t/f All sales have an implied warranty under the Uniform Commercial Code.

answer

true

question

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. a. brand equity b. quality c. warranty d. transaction e. product

answer

E

question

The _____ is the starting point in creating a marketing mix. a. price b. product c. distribution channel d. promotional media

answer

B

question

Why is creation of a product the starting point for the marketing mix? a. The production department must know what to produce first. b. Production strategy is the first of the four Ps listed in the marketing mix. c. Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified. d. Product development takes the longest amount of time to complete. e. Actually, the product does not have to be the starting point--promotional strategies are often the starting point.

answer

C

question

Which of the following is NOT an example of a product's tangible feature? a. Brand equity b. Packaging c. Color d. Options e. Size

answer

A

question

When a greenhouse plant grower sells plants to nursery retailers, the grower is selling _____ products. a. specialty b. consumer c. convenience d. business e. unsought

answer

D

question

Rock-Tenn produces cardboard cartons to be used by companies in the food industry. Rock-Tenn is selling _____ products. a. specialty b. consumer c. business d. convenience e. unsought

answer

C

question

The consumer product classification system is based on: 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

answer

E

question

There are many HD television sets on the market, and they vary so much on price, quality, and features that consumers often have trouble comparing them. An HD television would probably be considered a _____ product. a. convenience b. specialty c. heterogeneous shopping good d. homogeneous shopping good e. generic

answer

C

question

_____ products are purchased with little shopping effort. These products typically are purchased regularly, usually with little planning, and require wide distribution. a. Convenience b. Specialty c. Branded shopping d. Unbranded shopping e. Generic

answer

A

question

The convenience product marketing strategy includes: 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

answer

A

question

Amy stopped by the grocery store to pick up a gallon of milk. As she was waiting to check out, she noticed that Soap Opera Digest had an interesting story about one of her favorite characters. As Amy is a huge fan of the long-running soap, she had to buy a copy. In this example, the Soap Opera Digest is an example of a(n) _____ product. a. specialty b. convenience c. business d. shopping e. unsought

answer

B

question

Compared to the other classifications of consumer products, shopping products are: a. widely available, so they need little or no promotion b. usually less expensive than convenience products c. purchased without significant planning d. usually more expensive than convenience products and are found in fewer stores e. purchased immediately after the consumer realizes he or she needs them

answer

D

question

Kathy is driving Chaz, her young son, home from soccer practice when Chaz says, "Mom, I'm thirsty." Kathy immediately pulls the car into the nearest gas station and buys Chaz a Coke. For Kathy, the Coke is best described as an example of buying a _____ product. a. homogeneous shopping b. heterogeneous shopping c. convenience d. specialty e.

answer

C

question

Which of the following is the best example of a convenience product? a. Concert tickets b. Chewing gum c. Jeans d. Chemical for the swimming pool e. A birthday present

answer

B

question

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. An unsought product b. A secondary product c. A unique product d. A shopping product e. A selective product

answer

D

question

Harrison wanted a gas water heater. He watched newspaper ads until he found one on sale. For Harrison, the water heater is a(n) _____ product. a. shopping b. convenience c. component d. unsought e. specialty

answer

A

question

The two types of shopping products are: a. unsought and convenience b. generic and family c. exclusive and intensive d. heterogeneous and homogeneous e. consumer and business

answer

D

question

Which of the following is the best example of a shopping product for most consumers? a. Washing detergent b. Crackers c. A soft drink d. A digital camera e. A magazine

answer

D

question

_____ are products consumers see as being basically the same, so consumers shop for the lowest price. a. Low-prestige specialty products b. Product equivalents c. Heterogeneous shopping products d. Generic convenience products e. Homogeneous shopping products

answer

E

question

Andrea needs to find a kennel for boarding her son's dogs. There are several different kennels in her community, and Andrea believes all of them to be basically alike. The only feature she is genuinely concerned about is low price. For Andrea, the kennel for boarding dogs would be classified as a(n) _____ product. a. specialty b. unsought c. heterogeneous shopping d. basic convenience e. homogeneous shopping

answer

E

question

_____ products are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price. a. Product equivalents b. Comparative convenience products c. Homogeneous shopping products d. Product counterparts e. Heterogeneous shopping products

answer

E

question

When Kyla wanted patio furniture, she visited stores that had outdoor furniture, including Home Depot, Lowe's, Target, and Howard Lumber Company to find the set that would look just right on her patio. If Kyla represents a typical patio furniture shopper, you know this product is a(n): a. homogeneous luxury product b. shopping specialty good c. operating supply good d. convenience item e. heterogeneous shopping good

answer

E

question

Which of the following products is most likely to be considered an example of a heterogeneous shopping product? a. An apartment b. Laundry detergent c. A blender d. A package of pens e. Dog food

answer

A

question

_____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited. a. Exclusive shopping b. Homogeneous convenience c. Branded shopping d. Specialty e. Heterogeneous convenience

answer

D

question

Bang & Olufsen make some of the best sound systems in the world. After years of development, Bang & Olufsen recently released its new BeoLab 5 speakers. For audiophiles who demand the best in audio equipment, the $19,950 Bang & Olufsen BeoLab 5 speakers represent an example of a(n) _____ product. a. heterogeneous shopping b. specialty c. homogeneous shopping d. convenience e. exclusive

answer

B

question

Janet will only purchase Williams-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. a. heterogeneous shopping b. specialty c. homogeneous shopping d. convenience e. business

answer

B

question

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. specialty b. consumer c. convenience d. business e. unsought

answer

a

question

When deciding on distribution plans for specialty products, companies generally ensure that the items are: a. made available only as private brands b. made available in a large number of stores in a geographic area c. made available only through the mail d. distributed to a considerable number of stores in a geographic area e. distributed to only a few stores in the geographic area

answer

E

question

_____ products are products that are not known about or not actively searched for by consumers. These products require aggressive personal selling and highly persuasive advertising. a. Hidden b. Specialty c. Equity d. Unsought e. Shopping

answer

D

question

Unsought products typically are products that: a. consumers purchase when they see them in a convenient location b. consumers definitely don't want c. only require reminder advertising to be successful d. require little or no decision making by the buyer e. consumers don't know about or don't actively look for

answer

E

question

Alice is a very busy person, and she hates to spend her time doing yard work. She really likes the idea of a synthetic lawn. However, she has never pursued the idea, as she has two dogs in her backyard. Alice doesn't know that several manufactures make synthetic grass with an antibacterial agent to minimize odors for pet owners. For Alice, the dog-friendly synthetic lawns are a(n) _____ product because she doesn't know the product exists. a. heterogeneous shopping b. specialty c. unsought d. convenience e. exclusive

answer

C

question

Freda was proud of her shiny new iPhone. But she was disappointed when she began to notice scratches on its display surface. If Freda had known about the clear protective films that were available to protect the iPhone display from scratches, she could have avoided this annoying problem. For Freda, the protective films are a(n) _____ product. a. heterogeneous shopping b. specialty c. unsought d. convenience e. consumer

answer

C

question

In general, most consumers don't spend a lot of time thinking about their funeral. So some funeral homes try to get them to think about their loved ones by advertising preplanned funerals. This is an attempt to get people to think about a product that most consumers do not actively seek. In other words, preplanned funerals are a(n) _____ product. a. heterogeneous shopping b. specialty c. unsought d. business e. consumer

answer

C

question

A product line is a group of products that are closely related because the: a. products share the same product managers b. products all function in a similar manner and provide similar benefits c. same company has developed the idea for each product d. products are all sold under the same brand name e. products are all priced about the same

answer

B

question

There are a number of toothpastes marketed under the Crest brand, including Cavity Protection Crest, Pro-Health Sensitive Shield Crest, Baking Soda Crest, Tarter Protection Crest, and Crest for Kids. The large variety of toothpastes under the Crest brand is an example of a: a. marketing mix b. product line c. product mix d. product equity e. product modificatio

answer

B

question

Along with its Macintosh computer line, Apple markets its iPod, iPhone, and AppleTV products. This is an abbreviated listing of the company's: a. customer mix b. product line c. product mix d. line depth e. product modification

answer

C

question

Product mix width may be defined as: a. the number of different product categories found within an industry b. the average number of products within each product line in the company c. the average number of products offered by the company d. the number of different product lines an organization offers for sale e. the extensiveness of the coverage of the line from high end (expensive) to low end (inexpensive)

answer

D

question

Most people recognize Campbell's as a brand of soup, but Campbell's also manufactures Pace Picante Sauce, Pepperidge Farms products, Prego pasta sauces, Swanson Broth, and V8 juice. All these products are part of Campbell's: a. marketing equity b. product line c. product mix d. line depth e. product modification

answer

C

question

ForeverLawn has recently added two new synthetic lawn products. One of the products includes fake brown grass that makes the synthetic lawn look more realistic, as it appears to have some patches of brown thatch. The other product is K9Grass for consumers who have pet dogs. The addition of these two new synthetic grass products is a way for ForeverLawn to increase its: a. line width b. breadth mix c. mix width d. line depth e. mix depth

answer

D

question

Procter & Gamble manufactures Tide laundry detergent, the best-selling brand in the United States. But is also offers Tide to Go, which is a stick product consumers can use to clean a spot on their clothing between washings, and small travel packets of Tide detergent. These other products are part of Tide's product line: a. width b. breadth c. mix d. depth e. synergy

answer

D

question

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. product line width b. product mix c. product line depth d. product mix inconsistency e. marketing mix

answer

C

question

Proctor & Gamble is a well-known producer of home and beauty products. Along with these products, P&G also markets pet products, prescription drugs, and small appliances. This range of products provides the company with product: a. line height b. line consistency c. mix width d. line depth e. mix depth

answer

C

question

All of the following are benefits from organizing related items into product lines EXCEPT: a. package uniformity b. varying quality c. advertising economies d. efficient sales and distribution e. standardized components

answer

B

question

Changing one or more of a product's characteristics is called: a. product modification b. product repositioning c. product adjustment d. planned obsolescence e. product extension

answer

A

question

Which of the following is an example of a product modification? a. Lowering the price of textbooks b. Dropping a product from the product line c. Changing the color of a laundry detergent d. Changing the amount of management time spent overseeing production e. Increasing the number of distribution outlets

answer

C

question

Apple recently updated its iPod Touch product, expanding its storage from 8 GB to 16 GB. Enlarging the iPod Touch's storage capacity is an example of a: a. product modification b. brand mix extension c. product diversification d. brand repositioning e. demographic modification

answer

A

question

Which type of product modification changes a product's dependability or durability? a. Functional b. Style c. Aesthetic d. Quality e. Primary

answer

D

question

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. a. upsale b. style c. dysfunctional d. repositioning e. quality

answer

E

question

When Honda automobiles first entered the U.S. market, they were small and not very durable. However, over the years, Honda has modified its automobiles to be one of the most dependable cars on the market. This change in dependability and durability is representative of which type of product modification? a. Style b. Planned obsolescence c. Functional d. Quality extension e. Quality

answer

C

question

Which type of product modification changes a product's versatility, effectiveness, convenience, or safety? a. Quality b. Planned c. Functional d. Style e. Use

answer

C

question

When Proctor & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent product and introduced Tide Free, the company was making a: a. product line contraction b. quality modification c. aesthetics modification d. obsolescence factor e. functional modification

answer

E

question

Which type of product modification is an aesthetic product change? a. Functional b. Quality c. Repositioning d. Style e. Planned

answer

D

question

A style modification is a(n): a. change in the product's durability or dependability b. safety improvement c. aesthetic product change d. way to add convenience e. improvement in product versatility and effectiveness

answer

C

question

One of the leading manufacturers of choir robes has added different types of trim and fabric in the making of the robes. The company has not changed its prices. This is a(n) _____ modification. a. style b. obsolescence c. quality d. repositioning e. upward extension

answer

A

question

Which of the following statements about planned obsolescence is true? a. Environmentalists support planned obsolescence. b. A company that is interested in producing a quality product would never engage in planned obsolescence. c. Style modification creates planned obsolescence. d. Planned obsolescence is not an ethical issue. e. All of the statements about planned obsolescence are true

answer

C

question

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? 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

answer

C

question

Apple Computer, Inc. recently dropped "Computer" from the company's name to become Apple, Inc. This was a part of its _____ away from simply being perceived as a computer company. a. quality modification b. aesthetic modification c. demarketing d. repositioning e. functional extension

answer

D

question

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. a. diversify b. reposition c. develop d. expand e. display

answer

B

question

Adding additional products to an existing product line in order to compete more broadly in the industry is referred to as: a. product line extension b. product modification c. planned obsolescence d. repositioning e. cannibalization

answer

A

question

In terms of sales and market share, Rexona is the number one brand of deodorant worldwide. Since its creation in Australia in 1908, it has added an antiperspirant, a stick deodorant, Rexona for Men, Rexona for Women, Rexona for Teens, and Rexona Skin Friendly. These additions are examples of: a. product line extensions b. product portfolio width adjustments c. product item contractions d. SBU expansions e. product mix widths

answer

A

question

When Crest introduced Crest for Kids, this was an example of a _____ strategy. a. repositioning b. product line extension c. cannibalization d. disintermediation e. demarketing

answer

B

question

Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics. Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old girl. The introductions of these cosmetics are examples of the implementation of a _____ strategy. a. portfolio breadth expansion b. product portfolio width adjustment c. product item contraction d. product line extension e. repositioned marketing mix

answer

D

question

At one point, Heinz made ketchup in multiple colors, including red, green, purple, pink, orange, and teal. While they were popular for a few years, consumers stopped buying the unusual colors and Heinz has dropped back to just making red ketchup. This is an example of the implementation of a _____ strategy. a. repositioning b. cannibalization c. product line extension d. product line contraction e. divestment

answer

D

question

A _____ is a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products. a. brand mark b. trademark c. brand name d. UPC e. brand

answer

E

question

A _____ is the part of the brand that can be spoken. a. brand equity b. service mark c. trademark d. brand name e. certification mark

answer

D

question

The _____ is the element of a brand that cannot be spoken. a. brand mark b. trademark c. brand equity d. quality mark e. intangible product

answer

A

question

A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewelers' aggressive price discounting. This move is meant to: a. take away trademark rights b. build product identity and customer loyalty c. create a catchy phrase to promote diamonds d. combat the quality appeal of generic products e. combat low-cost production of generic brands

answer

B

question

The value of company and brand names is referred to as: a. brand equity b. brand loyalty c. brand power d. brand equivalency e. brand strength

answer

A

question

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 a high: a. brand loyalty hierarchy b. evoked set c. brand quality standard d. perceptual expectation e. brand equity

answer

E

question

A(n) _____ refers to a brand that obtains at least a third of its earnings from outside its home country. a. evoked set b. global brand c. equity brand name d. master brand e. ethnocentric trademark

answer

B

question

Rexona, marketed by Unilever (a Dutch company), is the world's number one deodorant brand. The brand is a leader in Europe, South America, Asia, Africa, and the Middle East. Rexona is an example of a: a. master brand b. global brand c. cannibalized brand d. standard brand e. family brand

answer

B

question

What is the best generator of repeat sales? a. Advertising b. Sales promotion c. Brand equity d. Satisfied customers e. Global brand

answer

D

question

A consumer who consistently and repeatedly purchases the same brand is said to have: a. brand loyalty b. product equity c. product loyalty d. product repetition e. store loyalty

answer

A

question

Brand loyalty can: a. increase product diffusion b. encourage competition c. shorten the amount of time a product spends in the maturity stage d. help ensure repeat sales e. sell a bad product

answer

D

question

The brand name of a manufacturer is known as a(n) _____ brand. a. private b. manufacturer's c. individual d. captive e. family

answer

B

question

Campbell's, Nature Valley, Honda, and Lipton products are examples of _____ brands because of who owns them. a. manufacturers' b. private c. family d. individual e. master

answer

A

question

A(n) _____ brand is one owned by the wholesaler or retailer. a. intermediate b. private c. generic d. corporate e. primary

answer

B

question

Wal-Mart sells many health and beauty aid products under the name Equate. This brand can only be purchased in Wal-Mart stores and is an example of a(n) _____ brand. a. manufacturers' b. international c. family d. private e. corporate

answer

D

question

Which type of private label brand carries no evidence of a retailer's affiliation, is manufactured by a third party, and is sold exclusively at the retailer? a. A captive brand b. A complementary brand c. A cooperative brand d. An exclusive brand e. A generic brand

answer

A

question

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? 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 typically offer a lower gross margin than could be earned on private label brands. 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

answer

C

question

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

answer

B

question

When a company uses different brand names for different products, it is using _____ branding. a. private b. generic c. compound d. family e. individual

answer

E

question

Heinz is a leading global food manufacturer. It manufactures and markets Farleys (baby food), Jack Daniel's sauces, and Weight Watcher's diet/slimming meals and supplements. The use of these brand names instead of the Heinz name is an example of a(n) _____ branding strategy. a. individual b. synergistic c. umbrella d. family e. piggyback

answer

A

question

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. a. individual branding b. family branding c. combination branding d. trademarked branding e. private branding

answer

A

question

When a company markets several different products under the same brand name, it is referred to as a(n) _____ brand. a. family b. generic c. bargain d. dealer e. umbrella

answer

A

question

Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh turkey breast cuts, turkey sausages, and ground turkey; lunchmeat cold cuts; fresh marinated bone-in, boneless, and whole chicken; frozen chicken products; and Butterball stuffing and gravy mixes. Butterball uses:

answer

C

question

Which of the following entails placing two or more brand names on a product or its package? a. Family branding b. Private branding c. Dual-code branding d. Co-branding e. Complementary branding

answer

D

question

Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent. Since both brands were prominently listed on the package, this would be an example of: a. equity branding b. co-branding c. conjunctive branding d. private branding e. complementary branding

answer

B

question

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? a. Cooperative b. Complementary c. Piggyback d. Ingredient e. Synergistic

answer

D

question

Rosa's husband Phil has a cold. Rosa went to the store to buy something that would help Phil sleep. Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapor rub. The package showed both the Breathe Right and the Vicks brand names. This is an example of _____ branding. a. equity b. ingredient c. family d. private e. functional

answer

B

question

Which of the following describes cooperative branding? a. When advertising identifies a brand as a part that makes up another product b. When two brands receive equal treatment, borrowing from each other's brand equity c. When products are advertised together to suggest usage together d. When advertising identifies a brand that should not be used with another product e. When advertising identifies a family of brands

answer

B

question

Suppose that ForeverLawn joins Choice Home, a 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. a. cooperative b. ingredient c. umbrella d. complementary e. family

answer

A

question

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? a. Ingredient b. Complementary c. Family d. Captive e. Product use

answer

B

question

A _____ is a legal term indicating the owner's exclusive right to use a brand name or part of a brand. a. trademark b. patent c. brand d. private brand e. right of warranty

answer

A

question

When a product name becomes generic: a. the firm must use black-and-white packaging b. competitors are prohibited by law from using the trademark c. the price will have to drop to appeal to lower-income consumers d. the product name is no longer recognized as the exclusive property of one firm e. a firm can reapply for exclusive trademark protection at the U.S. Patent Office

answer

D

question

Kleenex is a well-known brand name of facial tissue. People often refer to Kleenex as if it were the product name. The company that makes Kleenex may someday find its brand name becoming a(n): a. equity brand b. certified name c. trademark d. faux brand e. generic product name

answer

E

question

All of the following are functions of packaging EXCEPT: a. containing and protecting the product b. guaranteeing product quality c. facilitating recycling and reducing environmental damage d. promoting the product e. facilitating product storage, use, and convenience

answer

B

question

Sherwin-Williams' Dutch Boy paint has packaging that is getting rave reviews. The new Twist ; Pour paint is packaged in an all-plastic gallon container with an easy twist-off lid, comfortable side handle, and even a pouring spout. There's no other paint product like it on the market. This innovative packaging was most likely designed for which of the following functions? a. To facilitate product use and convenience b. To contain and protect the product c. To reduce environmental damage d. To facilitate recycling e. To promote the product

answer

A

question

The two types of package labeling in common usage today are: a. informational and persuasive b. promotional and nonpromotional c. functional and persuasive d. government mandated and seller controlled e. motivational and required

answer

A

question

Labels that contain standard promotional claims like "new," "improved," and "super" are examples of _____ labels. a. descriptive b. functional c. repositioning d. informational e. persuasive

answer

E

question

Labeling that is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase is referred to as: a. informational labeling b. persuasive labeling c. cognitive labeling d. rational labeling e. restrictive labeling

answer

A

question

Statements on Kashi cereals and breakfast bars stating that they have no artificial colors, flavors, or preservatives would most likely be an example of _____ labeling. a. primary b. required c. informational d. functional e. environmental

answer

C

question

Mia's new raincoat contains a label that reads "Professional Dry Clean Only." This is an example of a(n) _____ label. a. data b. union mandated c. persuasive d. informational e. functional

answer

D

question

Which of the following statements about bar codes is true? a. Bar codes are also called universal pricing codes (UPCs). b. Bar codes were first used in 2000. c. Bar codes can be read by optical scanners. d. Bar codes cannot be used as a marketing research tool. e. All of these statements about bar codes are true.

answer

C

question

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

answer

E

question

Three aspects of packaging that are especially important in international marketing are labeling, aesthetics, and: a. price b. length of distribution channel c. counterfeiting potential d. warranties e. climate considerations

answer

E

question

Which type of warranty is a written guarantee? a. Complete b. Express c. Implied d. Explicit e. Primary

answer

B

question

Lands' End, a catalog retailer, offers a written satisfaction guarantee on all merchandise it sells. In other words, Lands' End gives its customers a(n) _____ warranty. a. implied b. descriptive c. limited d. full e. express

answer

E

question

The label on Darwin's new blazer that reads "Will Not Shrink" is an example of a(n) _____ warranty. a. descriptive b. limited c. implied d. express e. superfluous

answer

D

question

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): a. implied warranty b. functional label c. UPC disclaimer d. express warranty e. universal warranty

answer

D

question

Shane had every reason to believe that the antacid he purchased would relieve his stomach problems if he followed the directions on the box. This is an example of a(n): a. implied warranty b. functional label c. persuasive label d. express warranty e. universal warranty

answer

A

question

Under the _____, all sales have an implied warranty. a. Label Law b. Lanham Act c. Bill of Rights d. Good Housekeeping Seal e. Uniform Commercial Code

answer

E

question

everything, both favorable and unfavorable, that a person receives in an exchange

answer

product

question

a product used to manufacture other goods or services, to facilitate an organizations operations, or to resell to other customers

answer

business product (industrial product)

question

a product bought to satisfy an individuals personal wants

answer

consumer product

question

a relatively inexpensive item that merits little shopping effort

answer

convenience product

question

a product that requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores

answer

shopping product

question

a particular item for which consumers search extensively and are very reluctant to accept substitutes

answer

specialty product

question

a product unknown to the potential buyer or a known product that the buyer does not actively seek

answer

unsought product

question

a specific version of a product that can be designated as a distinct offering among an organization's products

answer

product item

question

a group of closely related product items

answer

product line

question

all products that an organization sells

answer

product mix

question

the number of product lines an organization offers

answer

product mix width

question

the number of product items in a product line

answer

product line depth

question

changing one or more of a products characteristics

answer

product modification

question

the practice of modifying products so those that have already been sold become obsolete before they actually need replacement

answer

planned obsolescence

question

adding additional products to an existing product line in order to compete more broadly in the industry

answer

product extension

question

a name, term, symbol, or combination that identifies a seller's products and differentiates them from competitors' products

answer

brand

question

the part of a brand that can be spoken, including letters, words, and numbers

answer

brand name

question

the elements of a brand that cannot be spoken

answer

brand mark

question

the value of company and brand names

answer

brand equity

question

a brand that obtains at least 1/3rd of its earning from outside it's home country

answer

global brand

question

consistent preference of one brand over another

answer

brand loyalty

question

the brand name of a manufacturer

answer

manufacturer's brand (national brand)

question

a brand name owned by a wholesaler or retailer

answer

private brand (private label or store brand)

question

a brand manufactured by a third party for an exclusive retailer, without evidence of that retailer's affiliation

answer

captive brand

question

using different brand names for different products

answer

individual branding

question

marketing several different products under the same brand name

answer

family branding

question

placing two or more brand names on a product or its package

answer

co-branding

question

the exclusive right to use a brand or part of a brand

answer

trademark

question

a trademark for a service

answer

service mark

question

identifies a product by class or type and cannot be trademarked

answer

generic product name

question

a type of package labeling that focuses on a promotional theme or logo, and consumer information is secondary

answer

persuasive labeling

question

a type of package labeling designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase

answer

informational labeling

question

a series of thick and thin vertical lines (bar codes), readable by computerized optical scanners

answer

universal product codes (UPCs)

question

a confirmation of the quality of performance of a good or service

answer

warranty

question

a written guarantee

answer

express warranty

question

an unwritten guarantee that the good or service is fit for its purpose

answer

implied warranty

question

4 types of consumer products:

answer

convenience products, shopping products, specialty products, unsought products

question

comparison of consumers for shopping products based on:

answer

style, practicality, px, lifestyle, compatibility

question

2 types of shopping products

answer

homogenous products, heterogenous products

question

homogenous products

answer

products that are essentially the same (want the lowest px w/ desired features

question

heterogenous products

answer

products that are essentially different - hard to compare (get the best products to meet personal needs)

question

specialty products use what kind of advertising?

answer

selective status conscious advertising

question

benefits of organizing related items into product lines:

answer

-advertising economies -package uniformity -standardized components -efficient sales and distribution -equivalent equality

question

characteristics to modify a product:

answer

-quality modification (dependability, durability) -functional modification (versatility, effectiveness, convenience, safety) -style modification (aesthetics)

question

repositioning and change in customers' perception of brands due to:

answer

-a change in demographics -declining sales -a change in social environments

question

product line overextension due to:

answer

-no contribution to profits due to low sales or cannibalization -manu./marketing resources allocated to slow moving products -obsolescence due to new product entries or new products from competitors

question

3 major benefits to contracting an overextended product line:

answer

-resources concentration on most important products -no waste trying to improve sales/profits of poorly performing products -greater chance of success - more financial/HR available to use

question

3 main benefits of branding:

answer

-*product identification* -repeat sales -new product sales

question

3 common types of co-branding

answer

-ingredient branding -cooperative branding -complementary branding

question

4 most important functions of packaging:

answer

-contain and protect -promote -facilitate storage, use, and convenience -facilitate recycling and reduce environmental damage

question

greenwashing

answer

when a product or company attempts to give the impression of an environmentally friendliness whether or not it is environmentally friendly

question

3 options for global branding and packaging:

answer

-1 brand name everywhere -adoptions and modifications (language barriers, owned by someone else, negative or vulgar connotation in local language) -different brand names in different markets

question

3 aspects of packaging especially important to international marketing:

answer

-labeling -aesthetics -climate considerations

question

key advantages of carrying manufacturer's brands:

answer

-heavy advert. and strong consumer loyalties -prestige of well-known brands -rapid delivery, carry less inventory -easy to switch brands

question

key advantages of carrying private brands:

answer

-higher profits, less px markdown -drop brand or reseller at anytime or become direct competitor to its dealers -ties customer to the wholesaler or retailer -no worry with other competing sellers

MKTG Ch. 10: Product Concepts – Flashcards

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