MARK 3321 Chapter 10 – Flashcards
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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.
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E e. All of the above are products.
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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
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D d. business
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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
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C c. business
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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
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E e. the amount of effort consumers spend to acquire the product
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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
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C c. heterogeneous shopping good
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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
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A a. Convenience
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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.
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A a. wide distribution of the product.
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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
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B b. convenience
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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.
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D d. usually more expensive than convenience products and are found in fewer stores.
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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
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C c. convenience
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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
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B b. Chewing gum
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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
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Dd. A shopping product
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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
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A a. shopping
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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.
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D d. heterogeneous and homogeneous.
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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
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D d. A digital camera
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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
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E e. Homogeneous shopping products
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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
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E e. homogeneous shopping
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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
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E e. Heterogeneous shopping products
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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.
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E e. heterogeneous shopping good.
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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
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A a. An apartment
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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
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D d. Specialty
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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
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B b. specialty
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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
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B b. specialty
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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
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A a. specialty
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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.
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E e. distributed to only a few stores in the geographic area.
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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
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D d. Unsought
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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.
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E e. consumers don't know about or don't actively look for.
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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
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C c. unsought
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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
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C c. unsought
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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.
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A a. Tarter Protection Crest toothpaste
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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.
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C c. advertising economies.
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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.
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E e. all of the above.
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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.
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Bb. products all function in a similar manner and provide similar benefits.
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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.
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B b. product line.
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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.
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C c. product mix.
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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)
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D d. the number of different product lines an organization offers for sale
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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.
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C c. product mix.
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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.
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D d. line depth.
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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.
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D d. depth.
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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.
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Cc. product line depth.
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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.
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C c. mix width.
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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.
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B b. varying quality.
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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.
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B b. to diversify risk.
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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.
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A a. product modification.
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45. Which type of product modification changes a product's dependability or durability? a. Functional b. Style c. Aesthetic d. Quality e. Primary
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D d. Quality
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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
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E e. quality
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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
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E e. Quality
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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
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C c. Functional
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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
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E e. functional modification
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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
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C c. Changing the color of a laundry detergent
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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.
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A a. product modification.
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52. Which type of product modification is an aesthetic product change? a. Functional b. Quality c. Repositioning d. Style e. Planned
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D d. Style
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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
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C c. aesthetic product change
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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 slow moving products c. Strong economy of scale d. Planned obsolescence of certain products e. All of the above.
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B b. Manufacturing or marketing resources are disproportionately allocated to slow moving products
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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
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A a. style
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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.
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C c. Style modification creates planned obsolescence.
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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
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C c. Repositioning
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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
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D d. repositioning
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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
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B b. reposition
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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.
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A a. product line extension.
