MKTG 3310 // CH 7
29) ________ contributes to a product's usefulness as well as to its looks. A) Style B) Design C) Package D) Brand E) Functionality
Answer: B Diff: 2 Page Ref: 215 Skill: Concept
42) A ________ consists of all the product lines and items that a particular seller offers for sale. A) product mix B) brand line C) consumer mix D) packaging mix E) line extension
Answer: A Diff: 1 Page Ref: 220 Skill: Concept
3) Product is a key element in a company's ________, which may, at one extreme, consist of pure tangible goods or, at the other extreme, pure services. A) market offering B) brand equity C) brand extension D) co-branding E) core customer value
Answer: A Diff: 1 Page Ref: 209 Skill: Concept
10) ________ are less frequently purchased consumer products and services that customers compare carefully on suitability, quality, price, and style. Consumers spend much time and effort in gathering information and making comparisons about these products. A) Shopping products B) Convenience products C) Unsought products D) Industrial products E) Line extensions
Answer: A Diff: 1 Page Ref: 211 Skill: Concept
31) ________ involves designing and producing the container or wrapper for a product. A) Packaging B) Product line C) Service D) Branding E) Labeling
Answer: A Diff: 1 Page Ref: 216 Skill: Concept
37) A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. A) product line B) line extension C) private brand D) convenience product E) product bandwidth
Answer: A Diff: 1 Page Ref: 219 Skill: Concept
54) Which of the following is most likely to be seen as the major enduring asset of a company, outlasting the company's specific products and facilities? A) brands B) convenience products C) specialty products D) unsought products E) staples
Answer: A Diff: 1 Page Ref: 228 Skill: Concept AACSB: Communication
8) Products and services fall into two broad classifications based on the types of consumers that use them. Which of the following is one of these broad classes? A) industrial products B) specialty products C) supplies and services D) materials and parts E) convenience products
Answer: A Diff: 2 Page Ref: 210 Skill: Concept
6) The third level of a product that product planners consider is a(n) ________ around the core benefit and actual product that offers additional consumer services and benefits. A) augmented product B) brand equity C) brand extension D) industrial product E) image
Answer: A Diff: 2 Page Ref: 210 Skill: Concept AACSB: Communication
70) ________ occurs when a company introduces additional items in a given product category under the same brand name, such as new flavors, forms, colors, ingredients, or package sizes. A) A line extension B) A product mix C) Interactive marketing D) Service variability E) Service intangibility
Answer: A Diff: 2 Page Ref: 234-235 Skill: Concept
73) Which strategy involves weeding out weaker brands and focusing marketing dollars only on brands that can achieve the number-one or number-two market share positions in their categories? A) megabrand B) service inseparability C) social marketing D) unsought product E) undifferentiated
Answer: A Diff: 2 Page Ref: 236 Skill: Concept
2) ________ are a form of product that consists of activities, benefits, or satisfactions offered for sale that are essentially intangible and do not result in the ownership of anything. A) Line extensions B) Services C) Brands D) Consumer products E) Supplements
Answer: B Diff: 1 Page Ref: 209 Skill: Concept
9) ________ are products and services bought by final consumers for personal consumption. These include convenience products, shopping products, specialty products, and unsought products. A) Services B) Consumer products C) Line extensions D) Industrial products E) Straight extensions
Answer: B Diff: 1 Page Ref: 210 Skill: Concept
18) ________ involves activities undertaken to create, maintain, or change attitudes toward particular cities, states, and regions. A) Idea marketing B) Place marketing C) Social marketing D) Interactive marketing E) Organization marketing
Answer: B Diff: 1 Page Ref: 213 Skill: Concept AACSB: Communication
30) A(n) ________ is a name, term, sign, symbol, design, or a combination of these, that identifies that maker or seller of a product or service. A) service B) brand C) co-branding D) internal marketing E) external marketing
Answer: B Diff: 1 Page Ref: 216 Skill: Concept AACSB: Communication
49) ________ means that services cannot be separated from their providers, whether the providers are people or machines. A) Service intangibility B) Service inseparability C) Service variability D) Service perishability E) Service heterogeneity
Answer: B Diff: 1 Page Ref: 222 Skill: Concept
64) An increasing number of retailers and wholesalers have created their own ________, also called store brands. A) unsought products B) private brands C) specialty products D) service variability E) shopping products
Answer: B Diff: 1 Page Ref: 231 Skill: Concept
4) To differentiate themselves, many companies go beyond offering products and services: they are also developing and delivering customer ________. A) feedback B) experiences C) brands D) product lines E) events
Answer: B Diff: 2 Page Ref: 209 Skill: Concept
14) Most manufactured materials and parts are sold directly to ________. Price and service are the major marketing factors: branding and advertising tend to be less important. A) consumers B) industrial users C) government buyers D) co-branders E) wholesalers
Answer: B Diff: 2 Page Ref: 212 Skill: Concept
16) ________ consists of activities undertaken to create, maintain, or change the attitudes and behavior of target consumers toward an organization. A) Person marketing B) Organization marketing C) Internal marketing D) Service variability E) Intelligence marketing
Answer: B Diff: 2 Page Ref: 212 Skill: Concept AACSB: Communication
20) Public health campaigns to reduce smoking, alcoholism, drug abuse, and overeating are all examples of ________. A) specialty products B) social marketing C) shopping products D) consumer products E) responsibility marketing
Answer: B Diff: 2 Page Ref: 213 Skill: Concept AACSB: Ethical Reasoning
24) What are the two dimensions of product quality? A) performance and resistance B) level and consistency C) conformance and style D) design and innovation E) features and design
Answer: B Diff: 2 Page Ref: 214 Skill: Concept
22) ________ is one of the marketer's major positioning tools because it has a direct impact on product or service performance: it is therefore closely linked to customer value and satisfaction. A) Packaging B) Product quality C) Total quality management D) Specialty marketing E) Positioning
Answer: B Diff: 2 Page Ref: 214 Skill: Concept AACSB: Communication
26) A stripped-down model without any extras is the starting point: a company can create a higher-level model by adding ________. A) co-brandings B) features C) product quality D) service variability E) conformance
Answer: B Diff: 2 Page Ref: 214-215 Skill: Concept
28) A sensational ________ may grab consumers' attention and produce pleasing aesthetics, but it does not necessarily improve a product's performance. A) design B) style C) experience D) service-profit chain E) augmented product
Answer: B Diff: 2 Page Ref: 215 Skill: Concept AACSB: Communication
32) In recent years, product safety and environmental responsibility have become major ________ concerns. A) branding B) packaging C) product mix D) service E) product line
Answer: B Diff: 2 Page Ref: 217 Skill: Concept AACSB: Ethical Reasoning
34) The ________ requires sellers to provide detailed nutritional information on food products. A) Fair Packaging and Labeling Act of 1966 B) Nutritional Labeling and Educational Act of 1990 C) Labeling Act of 1970 D) Packaging Act of 1970 E) Federal Trade Commission Act of 1914
Answer: B Diff: 2 Page Ref: 218 Skill: Concept AACSB: Ethical Reasoning
39) Berkowitz Piano Company can expand its product line in one of two common ways. Which of the following is one of those ways? A) internal marketing B) line filling C) product mixing D) social marketing E) line mixing
Answer: B Diff: 2 Page Ref: 219 Skill: Concept
41) When a company lengthens its product line beyond its current range, it is ________. A) product line filling B) product line stretching C) product mixing D) increasing product depth E) building brand equity
Answer: B Diff: 2 Page Ref: 219 Skill: Concept
44) Product mix ________ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations. A) length B) depth C) height D) width E) perimeter
Answer: B Diff: 2 Page Ref: 220 Skill: Concept
57) The total financial value of a brand is estimated through the process of brand ________. A) differentiation B) valuation C) extensions D) positioning E) equity
Answer: B Diff: 2 Page Ref: 229 Skill: Concept AACSB: Communication
62) All of the following are a manufacturer's sponsorship options for a product EXCEPT ________. A) manufacturers' brand B) multibrands C) private brand D) licensed brand E) co-branding
Answer: B Diff: 2 Page Ref: 231 Skill: Concept
65) For a fee, some companies ________ names or symbols previously created by other manufacturers, names of well-known celebrities, and/or characters from popular movies and books, any of which can provide an instant and proven brand name. A) service B) license C) market D) package E) brand
Answer: B Diff: 2 Page Ref: 232 Skill: Concept AACSB: Communication
74) Major brand marketers often spend huge amounts on advertising to create brand ________ and to build preference and loyalty. A) extension B) awareness C) packaging D) internal marketing E) franchising
Answer: B Diff: 2 Page Ref: 236 Skill: Concept AACSB: Communication
48) ________ means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. A) Service inseparability B) Service variability C) Service intangibility D) Service perishability E) Service heterogeneity
Answer: C Diff: 1 Page Ref: 221 Skill: Concept
21) Developing a product involves defining the benefits that it will offer. These benefits are communicated and delivered by ________ such as quality, features, and style and design. A) private brands B) product attributes C) consumer products D) product mixes E) marketing tools
Answer: B Diff: 3 Page Ref: 214 Skill: Concept AACSB: Communication
50) Which of the following is NOT one of the links in the service-profit chain, linking service firm profits with employee and customer satisfaction? A) internal service quality B) evidence management C) satisfied and productive service employees D) satisfied and loyal customers E) healthy service profits and growth
Answer: B Diff: 3 Page Ref: 223 Skill: Concept
58) The fundamental asset underlying brand equity is ________-the value of the customer relationships that the brand creates. A powerful brand is important, but what it really represents is a set of loyal consumers. A) the customer mix B) customer equity C) line equity D) service variability E) the service encounter
Answer: B Diff: 3 Page Ref: 229 Skill: Concept AACSB: Communication
11) ________ are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort. A) Shopping products B) Unsought products C) Specialty products D) Industrial products E) Line extensions
Answer: C Diff: 1 Page Ref: 211 Skill: Concept
12) ________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These products require a lot of advertising, personal selling, and other marketing efforts. A) Specialty products B) Line extensions C) Unsought products D) Shopping products E) Convenience products
Answer: C Diff: 1 Page Ref: 211 Skill: Concept
17) ________ consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people. A) Corporate image advertising B) Organization marketing C) Person marketing D) Social marketing E) Intermarket marketing
Answer: C Diff: 1 Page Ref: 213 Skill: Concept AACSB: Communication
19) ________ is defined as the use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well-being and that of society. A) Unsought product marketing B) Internal marketing C) Social marketing D) Person marketing E) Interactive marketing
Answer: C Diff: 1 Page Ref: 213 Skill: Concept AACSB: Communication
33) At the very least, the ________ identifies the product or brand. It might also describe several things about the product and promote the brand. A) line extension B) social marketing C) label D) specialty product E) package
Answer: C Diff: 1 Page Ref: 217 Skill: Concept AACSB: Communication
66) ________ occurs when two established brand names of different companies are used on the same product. A) A brand extension B) Brand equity C) Co-branding D) Internal marketing E) Cannibalization
Answer: C Diff: 1 Page Ref: 234 Skill: Concept AACSB: Communication
71) A ________ involves the use of a successful brand name to launch new or modified products in a new category. A) line extension B) product line C) brand extension D) private brand E) brand symbol
Answer: C Diff: 1 Page Ref: 235 Skill: Concept
5) Product planners consider products and services on three levels. The most basic level is the ________, which addresses the question, "What is the buyer really buying?" A) actual product B) augmented product C) core customer value D) co-branding E) exchange
Answer: C Diff: 2 Page Ref: 209 Skill: Concept AACSB: Communication
15) ________ are industrial products that aid in the buyer's production or operations, including installations and accessory equipment. A) Materials B) Parts C) Capital items D) Specialty items E) Supplies
Answer: C Diff: 2 Page Ref: 212 Skill: Concept
23) ________ is an approach in which all the company's people are involved in constantly improving the products, services, and business processes. A) Product quality B) Brand equity C) Total quality management D) Specialty product marketing E) Positioning
Answer: C Diff: 2 Page Ref: 214 Skill: Concept
35) ________ has been affected by the need to include unit pricing, open dating, and nutritional information. A) Branding B) Packaging C) Labeling D) Product line filling E) Product mixing
Answer: C Diff: 2 Page Ref: 218 Skill: Concept AACSB: Communication
36) Many companies now use a combination of phone, e-mail, fax, Internet, and other technologies to provide ________. A) labeling information B) brand equity C) support services D) packaging advantages E) product mixes
Answer: C Diff: 2 Page Ref: 218 Skill: Concept AACSB: Use of IT
40) An alternative to product line stretching is ________, adding more items within the present range of the line. A) product mixing B) interactive marketing C) product line filling D) co-branding E) service marketing
Answer: C Diff: 2 Page Ref: 219 Skill: Concept
43) Product mix ________ refers to the number of different product lines the company carries. Procter & Gamble markets 250 brands organized into many product lines. A) length B) height C) width D) perimeter E) depth
Answer: C Diff: 2 Page Ref: 220 Skill: Concept
52) Because service quality depends on the quality of buyer-seller interaction during the service encounter, service marketers use ________ to train employees in the art of interacting with customers to satisfy their needs. A) internal marketing B) external marketing C) interactive marketing D) service differentiation E) service productivity
Answer: C Diff: 2 Page Ref: 225 Skill: Concept AACSB: Communication
55) A key element in a company's relationship with consumers, a ________ represents consumers' perceptions and feelings about a product and its performance. A) product line B) product experience C) brand D) service E) product attribute
Answer: C Diff: 2 Page Ref: 228 Skill: Concept AACSB: Communication
59) Which of the following is the lowest level on which marketers can position their brands in target customers' minds? A) interactive marketing B) internal marketing C) product attributes D) strong beliefs and values E) added service
Answer: C Diff: 2 Page Ref: 229 Skill: Concept AACSB: Communication
61) Which of the following is NOT a desirable quality for a brand name? A) It should suggest something about the product's benefits and qualities. B) It should be easy to pronounce, recognize, and remember. C) The name should be a long word to get attention. D) The name should translate easily into foreign languages. E) It should be distinctive.
Answer: C Diff: 2 Page Ref: 230 Skill: Concept AACSB: Communication
63) In the competition between ________ and ________ brands, retailers have the advantages of controlling what products will be stocked, where products will be stocked, what prices will be charged, and which products will be featured in print promotions. A) national: manufacturer's B) store: private C) national: private D) store: licensed E) private: distributor
Answer: C Diff: 2 Page Ref: 231 Skill: Concept
68) Which of the following is an advantage offered by co-branding? A) Manufacturers do not have to invest in creating their own brand names. B) Retailers have exclusive products that cannot be purchased from competitors. C) A company can expand its existing brand into a category it otherwise might have difficulty entering alone. D) Advertising, sales, promotion, and marketing must be carefully coordinated. E) Brand equity is stabilized.
Answer: C Diff: 2 Page Ref: 234 Skill: Concept
67) In most ________ situations, one company licenses another company's well-known brand to use in combination with its own. A) brand extension B) brand equity C) co-branding D) internal marketing E) line extension
Answer: C Diff: 2 Page Ref: 234 Skill: Concept AACSB: Communication
75) While advertising campaigns can help to create name recognition, brand knowledge, and maybe even some brand preference, brands are not maintained by advertising but by ________. A) marketing experience B) line extensions C) brand experience D) product mix E) word-of-mouth elements
Answer: C Diff: 2 Page Ref: 236 Skill: Concept AACSB: Communication
27) In assessing which new features to add to a product, a company must weigh each feature's ________ to customers versus its ________ to the company. A) cost: line extension B) cost: service C) value: cost D) service: line extension E) equity: cost
Answer: C Diff: 3 Page Ref: 215 Skill: Concept
56) Which of the following is NOT one of the four consumer perception dimensions used by ad agency Young & Rubicam to measure brand strength? A) brand differentiation B) brand knowledge C) brand valuation D) brand esteem E) brand relevance
Answer: C Diff: 3 Page Ref: 228 Skill: Concept AACSB: Communication
1) A ________ is defined as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. A) private brand B) service variability C) service D) product E) service encounter
Answer: D Diff: 1 Page Ref: 208 Skill: Concept
13) ________ are those products purchased for further processing or for use in conducting a business. A) Unsought products B) Specialty products C) Shopping products D) Industrial products E) Accessories
Answer: D Diff: 1 Page Ref: 212 Skill: Concept
46) A company can increase its business in four ways. Which is NOT one of these ways? A) It can add new product lines, thus widening its product mix. B) It can lengthen its existing product lines. C) It can add more versions of each product and thus deepen its product mix. D) It can discontinue some of its lines. E) It can increase the consistency of its product mix.
Answer: D Diff: 1 Page Ref: 220 Skill: Concept
7) Product planners must design the actual product and also find ways to ________ it in order to create the bundle of benefits that will create the most customer value. A) promote B) package C) brand D) augment E) present
Answer: D Diff: 2 Page Ref: 210 Skill: Concept AACSB: Communication
45) The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. A) depth B) length C) width D) consistency E) perimeter
Answer: D Diff: 2 Page Ref: 220 Skill: Concept
51) Through ________, the service firm trains and motivates its customer-contact employees and supporting service people to work as a team to provide customer satisfaction. A) service inseparability B) service intangibility C) service variability D) internal marketing E) external marketing
Answer: D Diff: 2 Page Ref: 225 Skill: Concept
53) All of the following are methods for developing a differentiated service delivery EXCEPT which one? A) having more capable customer-contact people B) developing a superior environment in which the service is offered C) having more reliable customer-contact people D) developing symbols and branding E) designing a superior delivery process
Answer: D Diff: 2 Page Ref: 225-226 Skill: Concept
60) The strongest brands go beyond attributes or benefit positioning: they are positioned on ________. A) desirable benefit B) good packaging C) service inseparability D) strong beliefs and values E) customer image
Answer: D Diff: 2 Page Ref: 229-230 Skill: Concept AACSB: Communication
25) Which of the following types of quality refers to freedom from defects and consistency in delivering a targeted level of performance? A) positioning B) style C) total quality management D) conformance E) adherence
Answer: D Diff: 3 Page Ref: 214 Skill: Concept
38) The major product line decision involves ________. A) line stretching B) moving the line upward or downward C) product line filling D) product line length E) product packaging
Answer: D Diff: 3 Page Ref: 219 Skill: Concept
47) Service providers must consider four special service characteristics when designing marketing programs. Which is NOT one of these characteristics? A) service intangibility B) service inseparability C) service perishability D) service heterogeneity E) service variability
Answer: D Diff: 3 Page Ref: 221 Skill: Concept
69) A company has four choices when it comes to developing brands. Which is NOT one of those choices? A) line extension B) brand extension C) multibrands D) width and depth extension E) new brands
Answer: D Diff: 3 Page Ref: 234 Skill: Concept
72) Which of the following is a potential drawback of multibranding? A) Consumers may become confused about the image of the main brand. B) An overextended brand name might lose its specific meaning for consumers. C) Different product features can appeal to consumers with different buying motives. D) The company's resources may be spread over too many brands. E) The company can occupy more retail shelf space.
Answer: D Diff: 3 Page Ref: 236 Skill: Concept
