MKT: Chapter 10

One of the leading manufacturers of choir robes has added different types of trim and fabric it uses in making 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

A

In terms of sales and market share, Rexona is the number-one brand of deodorant worldwide. Since it was created 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

A

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

A

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

B

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 developed the idea for each product d. products are all sold under the same brand name e. products are all priced about the same

B

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

B

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

B

. Freda was proud of her shiny new iPhone. She was disappointed when she began to notice scratches on its display surface. If Freda had of known about the clear static cling 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

C

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

C

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 have used 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.

C

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

C

Alice is a very busy person and she hates to spend her time with 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 back yard. June does not know that several manufactures make synthetic grass that 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

C

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

C

What is the best generator of repeat sales? a. advertising b. sales promotion c. brand equity d. satisfied customers e. global brand

D

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

A

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

A

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

A

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

A

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

A

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

A

Heinz is a leading global food manufacturer. It manufactures and markets Farleys (baby food), Jack Daniel's Sauces, and Weight Watcher's Foods (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

A

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

A

Recently Apple 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

A

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

A

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

A

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

A

Which of the following is NOT an example of a product's tangible feature? a. brand equity b. packaging c. color d. weight e. size

A

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

A

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. captive brand b. complementary brand c. cooperative brand d. exclusive brand e. generic brand

A

_____ 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

A

A(n) _____ refers to brands where at least one third of the product is sold outside the home country. a. evoked set b. global brand c. equity brand name d. master brand e. ethnocentric trademark

B

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

B

Janet will only purchase Williams and 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

B

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?" 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

B

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

B

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

B

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

B

There are a number of toothpastes marketed under the Crest brand including Cavity-protection Crest, Sensitive-teeth Protection 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 modification

B

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

B

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

B

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 gross 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.

B

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

C

Kathy is driving Chaz, her young son, home from soccer practice when Chaz say, "Mom, I'm thirsty." Kathy immediately pulls the SUV 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

C

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

C

Proctor & Gamble (P&G) is a well-known producer of home and beauty products. Along with home and beauty 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

C

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

C

There are a number of toothpastes marketed under the Crest brand including Cavity-Protection Crest, Sensitive-Teeth Protection 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

C

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

C

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

C

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.

C

Which type of product modification changes a product's versatility, effectiveness, convenience, or safety? a. quality b. planned c. functional d. style e. use

C

Which type of product modification is an aesthetic product change? a. functional b. quality c. repositioning d. style e. planned

D

_____ 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

D

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.

C

_____ 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

D

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

D

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

D

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

D

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

D

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

D

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

D

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 that 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

D

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

D

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)

D

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

D

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

D

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

D

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

D

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

D

Which type of product modification changes a product's dependability or durability? a. functional b. style c. aesthetic d. quality e. primary

D

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

E

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

E

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

E

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 high _____. a. brand loyalty hierarchy b. evoked set c. brand quality standards d. perceptual expectations e. brand equity

E

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

E

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

E

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

E

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

E

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 modification b. planned obsolescence c. functional modification d. quality extension e. quality modification

E

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

E

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

E

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

E

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

E

_____ 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

E

_____ 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

E