Marketing final #8
Walmart sells canned drinks under the brand name Sam's Choice. This is an example of what type of brand? a. family b. manufacturer's c. corporate d. private
ANS: D A private brand is one owned by the retailer.
Typically, what are unsought products? a. products that require little or no decision making by the buyer b. products that consumers purchase when they see them in a convenient location c. products that require only reminder advertising to be successful d. products that consumers don't know about or don't actively look for
D
What are products that consumers see as being basically the same, so consumers shop for the lowest price? a. product equivalents b. heterogeneous shopping products c. low-prestige specialty products d. homogeneous shopping products
D
A go-cart manufacturer recently added shock absorbers to make the ride in its go-carts smoother. It has not changed its prices. What type of modification is this? a. repositioning b. quality c. style d. upsale
ANS: B Quality modifications entail changing a product's dependability or durability.
When Ruby wanted new window treatments for her living room, she visited both Home Depot and Rona home-improvement stores, as well as three interior design stores before selecting drapes. If Ruby represents a typical window treatment buyer, what are drapes? a. an operating supply good b. an heterogeneous shopping good c. a homogeneous luxury product d. a shopping specialty good
ANS: B Window treatments would be considered heterogeneous shopping products because consumers perceive various window treatments to have distinctive qualities such as patterns, colours, or levels of functionality that match the style of the customer.
What are the two types of shopping products? a. unsought and convenience b. heterogeneous and homogeneous c. consumer and business d. generic and family
b
Because of who owns them, the brand names of producers such as Kellogg's, Sherwin Williams, Harley-Davidson, and Ocean Spray are called which of the following? a. manufacturers' brands b. master brands c. individual brands d. family brands
A
Comparisons between products are often quite difficult because they may have unique features and different levels of quality and price. These types of product are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. What products are they? a. heterogeneous shopping products b. comparative convenience products c. product equivalents d. homogeneous shopping products
A
Craig had just received a promotion as product manager for a consumer goods manufacturer. To celebrate, he told Tracey that he was going to buy a bottle of Chateau Margeaux, an expensive red French wine, for them to share. After driving to two liquor outlets but not finding his Margeaux, Tracey suggested that they just buy a bottle of French champagne instead. But Craig insisted that they try a third store on the other side of the city. For Craig, what is Chateau Margeaux? a. a specialty good b. a homogeneous shopping good c. an inconvenience good d. a heterogeneous shopping good
A
What happens when two or more established brand names of different companies are used on the same product? a. cobranding b. cannibalization c. brand extension d. family branding
A
Which of the following is everything, both favourable and unfavourable, that a person receives in an exchange? a. product b. brand equity c. transaction d. quality
A
Which of the following is one of the major functions of packaging? a. to contain the product b. to guarantee product quality c. to facilitate competition d. to promote the company
A
Which products are not known about or not actively searched for by consumers, and require aggressive personal selling and highly persuasive advertising? a. unsought b. shopping c. specialty d. hidden
A
Norman was spending "quality time" with his grandson Danny who was eagerly reading the BMW automobile website featuring the 400 horsepower M3 model. Norman remarked that he would have no use for that kind of power and performance but "in his youth" things would have been different. As far as Danny's grandfather is concerned, what would a BMW M3 be? a. an unsought good b. a shopping good c. a niche good d. a specialty good
ANS: A
Realizing that its product needed a warranty to gain rapid market acceptance, the manufacturer of a high-tech system for investigating accidents produced which of the following? a. a written guarantee that the product would work as promised and that it is fit for the purpose it was sold b. a label stating that the product is of the highest quality and backed by years of manufacturing experience c. an acknowledgment of company responsibilities for salespeople to build into presentations d. a statement for salespeople to read to prospective buyers
ANS: A A written guarantee is an express warranty and states what is contained in an implied warranty.
A consumer who consistently and repeatedly purchases the same brand is said to have which of the following? a. brand loyalty b. store loyalty c. product loyalty d. product repetition
ANS: A Brand loyalty is the consistent preference of the same brand by the same consumer. Product loyalty could easily involve a variety of brands.
According to the text, which of the following statements about planned obsolescence is true? a. Style modification creates planned obsolescence. b. Planned obsolescence is not an ethical issue. c. A company that is interested in producing a quality product would never engage in planned obsolescence. d. Environmentalists support planned obsolescence.
ANS: A Environmentalists consider planned obsolescence a wasteful practice as well as unethical. There are many manufacturers of quality clothing that engage in planned obsolescence. Planned obsolescence can result from any type of modification.
One of the leading manufacturers of choir robes has added a fire retardant chemical to the fabric it uses in making the robes. The company has not changed its prices. What type of modification is this? a. functional b. quality c. upward extension d. repositioning
ANS: A Functional modifications are changes in a product's versatility, effectiveness, convenience, or safety.
Unilever markets offers brands such as Rama margarine, Rexona deodorant, I Can't Believe It's Not Butter spread, and Axe shower gels. Unilever appears to be using which type of branding strategy? a. individual b. family c. equity d. private
ANS: A Individual branding is the policy of using different brand names for different products. Individual brands are used when products differ greatly in use, performance, quality, or targeted segment.
Mia's new raincoat contains a label that reads Dry-clean only. What is this an example of? a. an informational label b. a persuasive label c. a functional label d. a federally mandated label
ANS: A Informational labelling is designed to help consumers make proper product selections and to lower cognitive dissonance after the purchase. These labels often include care and use information and an explanation of construction standards.
Which of the following statements describes an advantage to retailers associated with developing their own brands? a. Higher gross margins are available on private brands. b. Dealers often buy in large quantities and thus always have a ready supply. c. Private brands are normally delivered more promptly by the manufacturer. d. Private brands, particularly those owned by discounters, are perceived to be of higher quality.
ANS: A Private brands carry higher margins because manufacturers do not need to promote them. See Exhibit 8.5.
Your boss has just told you to work on getting trademark protection for a new brand of backpack the firm has developed. The product is to be called the Thermos Pak and has a unique logo. Why do you tell your boss that this protection will be difficult? a. The shape of your new and unusual product cannot be legally protected. b. Thermos is a generic product name. c. You also use abbreviated versions of your brand name such as TeePee and T.P. d. You will need a catchy phrase to promote the new brand.
ANS: B A generic product name identifies a product by class of type and cannot be trademarked.
A product line is a group of products that are closely related because of which of the following? a. The products are all sold under the same brand name. b. The products all function in a similar manner and provide similar benefits. c. The same company developed the idea for each product. d. The products share the same product managers.
ANS: B A product line is a group of closely related products offered by the organization that basically perform the same tasks and provide the same benefits.
The large variety of frozen dinners marketed by Stouffer is an example of which of the following for Stouffer? a. a product mix b. a product line c. a marketing mix d. a mix consistency
ANS: B A product line is a group of closely related products.
Procter & Gamble makes Camay soap for people concerned with soft skins and Safeguard for those who want deodorant protection. What type of strategy is Procter & Gamble using? a. combination branding b. individual branding c. trademarked branding d. private branding
ANS: B An individual brand strategy allows for development of a unique brand image so as to distinguish between the two different products.
Which of the following BEST describes brand loyalty? a. It can encourage competition. b. It can help ensure repeat sales. c. It can increase product diffusion. d. It can shorten the amount of time a product spends in the maturity stage.
ANS: B Brand loyalty ensures repeat and regular sales.
When Bay Minette Nursery markets bedding plants to businesses to make their sidewalks, entrances, and grounds more attractive, what is it selling? a. unsought products b. business products c. specialty products d. consumer products
ANS: B Business products are purchased for (1) use in the production of other goods or services, (2) use in an organization's operations, or (3) resale to other customers.
Which of the following products is most likely to be considered an example of a heterogeneous shopping product? a. a stapler b. an off-campus apartment c. a package of pencils d. a flea collar
ANS: B Heterogeneous shopping products are essentially different. Housing is one of the examples given in the text.
Which of the following commonly occurs soon after style modification? a. marketing innovation b. planned obsolescence c. implied repositioning d. planned functionality
ANS: B Planned obsolescence is a term commonly used to describe the practice of modifying a product so that those already sold become obsolete.
Axe is a brand of body deodorant spray. The product's manufacturer has recently introduced Axe shower gel products. Axe shower gel products are examples of the implementation of what type of strategy? a. portfolio breadth expansion b. product line extension c. product portfolio width adjustment d. repositioned marketing mix
ANS: B Product line extension occurs when a firm adds a product to an existing product line to compete more broadly in the industry.
The leader in the industry of sports entertainment is World Wrestling Entertainment (formerly known as the World Wrestling Federation). When it opened a nightclub in New York City and partnered with Microsoft to create Xbox video game consoles, what did World Wrestling Entertainment expand? a. its product mix depth b. its product mix width c. its product line consistency d. its product line depth
ANS: B Product mix width refers to the number of different product lines that an organization offers for sale.
Which of the following is an example of a product modification? a. changing the amount of management time spent overseeing production b. changing the colour of a laundry detergent c. increasing the number of distribution outlets d. dropping a product from the product line
ANS: B Product modification entails changing one or more of a product's characteristics.
What is the consumer product classification system based on? a. the physical attributes of the product b. the amount of effort consumers spend to acquire the product c. how the market is segmented d. the way the products are manufactured
ANS: B Products are classified by the amount of effort that is normally expended in the shopping process.
In the long run, regardless of the effort put into the product management process, what is the most important factor determining if a consumer product will succeed or fail? a. the marketing plan it selects for its products b. how well the manufacturer satisfies its customers' needs c. the way it implements its production strategy d. the competition encountered by the manufacturer
ANS: B Products succeed because they deliver benefits and satisfy customer needs.
You have to convince your boss that packaging will be the key to increasing sales of the company's new line of instant pudding mixes. What do you tell him about the packaging? a. It allows products to be shipped more easily. b. It can be used to help promote the product. c. It will conforms to all ethical standards. d. It will cause no environmental damage.
ANS: B Promotion is a prime function of packaging that can help stimulate sales.
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. use of product cannibalization b. repositioning c. contraction of number of services offered by the utility company d. adding new services to its product line
ANS: B Repositioning is a firm's attempt to change customer perceptions of a product.
Which of the following is the best example of a shopping product for most consumers? a. a meal plan at the university cafeteria b. a new television set c. the text for this marketing class d. a soft drink to drink before class
ANS: B Shopping products are typically more expensive than convenience products (alternatives a and b) and are found in fewer shops. Alternative c describes a specialty product because of the specification of a brand name.
The most expensive refrigerator in the world is the Sub-Zero brand. Many consumers believe it to be the best brand made. For people who insist on having the best kitchen money can buy and will accept no less, the Sub-Zero refrigerator is an example of what kind of product? a. heterogeneous shopping b. specialty c. convenience d. exclusive
ANS: B Sub-Zero refrigerators are expensive, and no substitutes are acceptable.
A small chain of supermarkets in Manitoba sells only manufacturers' brands. According to the text, which of the following is the BEST argument to dissuade the supermarket chain owner from selling only manufacturers' brands? a. Relying on the manufacturer or wholesaler to deliver a national brand quickly is optimistic at best. b. Manufacturers typically offer a lower gross margin than could be earned on private-label brands. c. A well-known manufacturer's brand will not enhance the chain's image. d. Manufacturers rarely spend money advertising the brand name to consumers.
ANS: B The dealer will get a higher gross margin on a private brand. See Exhibit 8.5.
Meaty Bones dog biscuit recently advertised that its treats are now bigger and would last longer than previously. The maker of Meaty Bones has made what type of modification in its product? a. implied b. functional c. adaptive d. aesthetic
ANS: B The dog treat is now more effective because it lasts longer.
Horace has wanted to purchase a Rolex watch ever since he saw his first one at age 18. He has done extensive research into the history of Rolex. Finally, at age 55, he has achieved the income level to be able to purchase one. For Horace, the Rolex watch is an example of what type of product? a. unsought b. specialty c. business d. consumer
ANS: B The fact that Horace did not consider another brand shows that the watch is a specialty product.
What is the starting point in creating a marketing mix? a. price b. product c. distribution channel d. production line
ANS: B The product must be specified before other marketing mix variables can be planned.
Which of the following is the best example of a convenience product? a. sheets that match the new guest room wallpaper b. a cup of coffee purchased on the way to work c. an alarm clock purchased by an individual who wants to always be punctual d. a $39.95 rose bush for the front yard of a new home
ANS: B This is a relatively inexpensive purchase. and if the individual was on her way to work, she probably did not do any comparison shopping.
Hasem purchased an electric hedge trimmer two weeks ago and attempted to cut back bushes that had grown over the edges of the walkway this weekend. The hedge trimmer would not cut through the smallest branch. Under which of the following does Hasem have a legal right to demand the hedge trimmer perform the job for which it was purchased? a. Trademark Protection Act b. Competition Act c. Package Labelling Act d. Product Liability Act
ANS: B Under the Competition Act, all sales carry an unwritten guarantee that the good or service is fit for the purpose of which it was sold.
Wilbur wanted an umbrella table for his patio. He watched newspaper ads until he found one on sale. For Wilbur, the umbrella table is what type of product? a. component b. shopping c. unsought d. specialty
ANS: B Wilbur is comparing ads looking for a low price. This is shopping product behaviour.
The statement on the toothpaste box that brushing twice a day with this paste would remove 90 percent of all plaque from the user's teeth is an example of which of the following? a. a universal warranty b. a functional label c. an express warranty d. an implied warranty
ANS: C An express warranty is any written guarantee.
Which of the following is an important consideration for a French manufacturer that wants to market its products in Canada? a. An agreement between Canada and France should be created regarding language rules. b. Keeping the current brand names will allow the firm to capitalize on current domestic brand equity. c. Unique labels may be required by the Canadian government. d. There may be aesthetics issues associated with developing a branding strategy.
ANS: C Brand equity in France will mean little to most Canada buyers since they will be unaware of it.
Sela needs to buy several pieces of luggage. While there are several different manufacturers of luggage, Sela believes all of them are basically alike. The only feature she is genuinely concerned about is low price. For Sela, as what type of product would luggage be classified? a. unsought b. specialty c. homogeneous shopping d. heterogeneous shopping
ANS: C Homogeneous products are products that consumers see as being basically the same, so consumers shop for the lowest price.
Rollerblades is a brand name for in-line skates. People often refer to Rollerblades as if it were the product name. The company that makes Rollerblades may someday find its brand name becomes which of the following? a. an equity brand b. a certified name c. a generic product name d. a trademark
ANS: C If a brand name becomes synonymous with the product category, it can become generic.
Kmart markets Route 66 brand clothing in its stores. Kmart stores are the only places where this brand is sold at the retail level. This is an example of what type of brand? a. family b. manufacturer's c. private d. master
ANS: C Manufacturers must decide whether to use their own names on their products or to distribute the products with a wholesaler's or retailer's brand name. If they use the name of a wholesaler or retailer, it is a private branding strategy.
Genette's daughter often suffers from earaches and must take an antibiotic. Genette hates the fact the antibiotic prescribed must be taken for 10 days and has an unpleasant taste. Genette does not know that she can ask her doctor for a new antibiotic called Zithromax that works when taken for only five days and that has a pleasant cherry flavour. For Genette, what type of product is Zithromax because she doesn't know it exists? a. convenience b. heterogeneous shopping c. unsought d. exclusive
ANS: C New products are often examples of unsought products until promotion reveals their existence.
For years, many people thought plastic wrap was almost impossible to use and refused to buy the product. The manufacturer of Saran plastic wrap has spent many advertising dollars advising customers on how to eliminate the problems associated with the use of plastic wrap. What has this manufacturer engaged in? a. diversification b. product mix expansion c. repositioning d. product line expansion
ANS: C Repositioning is changing consumers' perceptions about a brand.
Most people under the age of 25 have a strong belief in their own personal invincibility. An insurance agency targeting this group for life insurance would find this market segment categorizes the insurance as what type of product? a. heterogeneous shopping b. relationship c. unsought d. exclusive
ANS: C The buyer does not actively seek to buy this product.
Why is creation of a product the starting point for the marketing mix? a. Product development takes the longest amount of time to complete. b. The production department must know what to produce first. c. Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified. d. Production strategy is the first of the four Ps listed in the marketing mix.
ANS: C The product is the first decision around which the others are based.
What does the convenience product marketing strategy include? a. higher than ordinary prices b. few retail outlets other than convenience stores c. wide distribution of the product d. heavy advertising OBJ: 2
ANS: C To sell large amounts of products that consumers are unwilling to search for, there must be a large number of retail outlets.
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 vapour rub. The package showed both the Breathe Right and the Vicks brand names. What type of branding is this? a. equity b. functional c. ingredient d. family
ANS: C Using two or more brand names in conjunction is cobranding. Ingredient branding is a form of cobranding.
What happens when a product name becomes generic? a. The price will have to drop to appeal to lower-income consumers. b. The firm must use black-and-white packaging. c. Competitors are prohibited by law from using the trademark. d. The product name is no longer recognized as the exclusive property of one firm.
ANS: D A generic product name can be used by any firm and is public property.
Raye stopped at a convenience store to buy milk. While he was paying for his milk, he noticed a fresh doughnut display and bought two glazed doughnuts. In this example, what are the doughnuts? a. specialty products b. business products c. unsought products d. convenience products
ANS: D Convenience products are usually relatively inexpensive items that receive little shopping effort. An item bought on an impulse like the doughnut is an example.
Joseph Confectionery has decided to start marketing a line of Christian-oriented candy under the Testamint brand name. The candy maker is optimistic about establishing a brand in the marketplace and has high hopes of its success. As a marketing consultant, you inform the candy maker that branding can do all of the following EXCEPT which one? a. possibly yield a larger market share b. aid in positioning c. encourage consumer repeat purchasing d. ensure a higher margin of profit
ANS: D Nothing can guarantee a higher profit margin.
Labels that contain standard promotional claims such as new, improved, and super are examples of what type of labels? a. information b. descriptive c. repositioning d. persuasive
ANS: D Persuasive labels primarily focus on a promotional theme or logo, and try to sell the customer on a new or changed feature.
Ocean Spray manufactures Cranberry Juice Cocktails. The addition of Light Cranberry Juice Cocktails is a way that Ocean Spray can expand which of the following? a. its product mix width b. its product mix depth c. its product line width d. its product line depth
ANS: D Product line depth is the number of product items in a product line.
Unilever makes four different brands of ice cream (Magnum, Solero, Ben & Jerry's, and Breyers). What is this an example of? a. Unilever's product line width b. Unilever's product mix inconsistency c. Unilever's product mix d. Unilever's product line depth
ANS: D Product line depth is the number of product items in a product line.
The liquor industry is attempting to revive the stagnant spirits industry by introducing low-alcohol cocktails such as Jack Daniel's Country Cocktails, Smirnoff Quenchers, and Southern Comfort Cocktails. What is the strategy behind these new product introductions? a. product item contractions b. product portfolio width adjustments c. portfolio breadth expansions d. product line extensions
ANS: D Product line extension occurs when a firm adds a product to an existing product line to compete more broadly in the industry.
A Toronto diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewellers' aggressive price discounting. What is this move meant to do? a. create a catchy phrase to promote diamonds b. combat the quality appeal of generic products c. combat low-cost production of generic brands d. build product identity and customer loyalty
ANS: D Products in categories that traditionally have not been branded are now attempting to establish brand names that companies hope will build loyalty.
Websites for manufacturers such as General Electric, Toyota, and Benjamin Moore paint can provide these businesses with a nontraditional way to do which of the following? a. help their product brand names become generic b. avoid income taxes on international sales c. get away with deceptive market practices because the web is not regulated d. generate brand awareness
ANS: D See Gerber, Procter & Gamble, and Campbell's Soup examples in text.
Erika had a bicycle tire go flat while on a biking trip across Nova Scotia. She normally uses Michelin tires but settled for an Excel brand tire because that was the only brand stocked at the closest bicycle shop. For Erika, what is the recent tire purchase an example of? a. homogenous shopping b. component product c. heterogeneous shopping d. convenience product
ANS: D She spent very little shopping effort buying the tire due to the emergency.
Compared to the other classifications of consumer products, shopping products are which of the following? a. usually less expensive than convenience products b. purchased immediately after the consumer realizes he or she needs them c. widely available so they need little or no promotion d. usually more expensive than convenience products and are found in fewer stores
ANS: D Shopping products are typically items such as clothing, automobiles, and major appliances. Consumers usually compare items across brands or stores.
When deciding on distribution plans for specialty products, what do companies generally ensure? a. that the items are made available only through the mail b. that the items are distributed to a considerable number of stores in a geographic area c. that the items are made available in a large number of stores in a geographic area d. that the items are distributed to only a few stores in the geographic area
ANS: D Specialty products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited.
Coca-Cola is the best known brand name in the world. The name has a high perceived quality and high brand loyalty among soft drink users. The company has developed the brand name for over 100 years. Which of the following does Coca-Cola have? a. a valuable brand quality standard b. a valuable brand loyalty hierarchy c. a valuable evoked set d. a valuable brand equity
ANS: D The term brand equity refers to the tremendous value of company and brand names.
What is the most likely reason that Jell-O stopped making celery-flavoured gelatin? a. The brand lacked brand equity. b. The product's identity could not be trademarked. c. The product did not create significant cognitive dissonance. d. The product was not contributing to the manufacturer's profits.
ANS: D This was an example of a product line contraction.
According to the text, which of the following statements about bar codes is true? a. Bar codes were first used in 2000. b. Bar codes are also called universal pricing codes (UPCs). c. Bar codes can be read by optical scanners. d. Bar codes cannot be used as a marketing research tool.
ANS: b Bar codes are the same as universal product codes. They were first developed in 1974. Bar codes can be used in single-source research.
According to the text, which of the following statements about planned obsolescence is true? a. Marketers may make quality, safety, and functional modifications to existing products to incorporate planned obsolescence into their marketing plans. b. Planned obsolescence describes the practice of causing products to become obsolete before they actually need replacement. c. Consumers do not like style modifications because they dislike changes in the appearance of goods such as clothing and cars. d. Opponents of planned obsolescence argue that the practice is environmentally friendly.
B
Crystal decided to add bicycling accessories, such as shoes, backpacks, and cycle repair kits, to her exclusive bicycle retail shop. What is Crystal adjusting? a. the quality modification b. the width of her product mix c. the scope of her product mix d. the depth of her product mix
B
How is product mix width defined? a. the number of different product categories found within an industry b. the number of different product lines an organization offers for sale c. the average number of products offered by the company d. the average number of products within each product line in the company
B
Irwin was initially excited about his new career sales rep position with Forever Memorials. He soon began to recognize, however, that his work was really cut out for him. Selling tombstones (memorials or monuments) was tough work. What category of product was Irwin selling? a. shopping b. unsought c. specialty d. convenience
B
Lands' End clothing catalogue retailer offers a satisfaction guarantee on all merchandise it sells. In other words, what sort of warranty does Lands' End give its customers? a. implied b. express c. descriptive d. full
B
President's Choice Chocolate Chip Cookies are manufactured specifically for sale in Loblaws and sister retailer stores. President's Choice Cookies are an example of which of the following? a. private brand b. family brand c. manufacturer's brand d. generic brand
B
The label on Deagan's new jacket that reads Will not shrink is an example of what type of warranty? a. descriptive b. express c. implied d. limited
B
What is a style modification? a. a safety improvement b. an aesthetic product change c. a change in the product's durability or dependability d. an improvement in product versatility and effectiveness
B
Which of the following is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark? a. patent b. trademark c. private brand d. brand
B
Which of the following is a tangible feature of a product? a. packaging b. brand equity c. company d. brand name
B
Which of the following is one of the functions of universal product codes? a. to print product and price information on DVDs for the public b. to allow scanners to match codes with brand names, package sizes, and prices c. to assist the government in preparing records of customer purchases d. to provide detailed nutritional information
B
While Starkist tuna is still available in cans, it is recently been made available in a pouch, which is conveniently designated the "family size" pouch. What was this change in packaging the result of? a. a brand equity strategy b. a new means of segmenting Starkist's market c. a master brand strategy d. a move toward functional obsolescence
B
According to the text, what motivates firms to reposition established brands? a. an allocation of a disproportionate amount of resources b. growth of discretionary income c. changing demographics d. changes in technological environments
C
Hellman's is a brand name owned by Unilever. It is most often recognized as a brand of mayonnaise. When Unilever introduced Hellman's honey mustard, it was an example of what type of strategy? a. repositioning b. demarketing c. product line extension d. cannibalization
C
What two types of package labelling are commonly used today? a. government-mandated and seller-controlled b. motivational and required c. informational and persuasive d. functional and persuasive
C
Which of the following consists of all of a company's product lines and items? a. the marketing mix b. the product offering c. the product mix d. the brand line
C
Which of the following is a branding and packaging consideration for companies considering global marketing? a. different currencies in each country, exchange rates, and final retail prices b. whether to use different brand names in the same markets for the same products c. product labelling, package aesthetics, and climate considerations d. whether to use one brand name with adaptation to local markets or to use one name but adapt and modify it for each local market
C
Which of the following is the part of the brand that can be spoken? a. brand equity b. service mark c. brand name d. trademark
C
BMW cars have a strong reputation for high quality, superior performance, and high resale value. What can BMW be said to have? a. strong brand endurance b. strong brand performance c. strong brand engineering d. strong brand equity
D
In selecting a good brand name, which of the following are desirable? a. names that suggest low price b. names that suggest something about the customer c. names that are creative d. names that are easy to translate into other languages
D
What is the symbol in a brand that cannot be spoken? a. quality mark b. brand equity c. intangible product d. brand mark
D
What type of products are purchased with little shopping effort and are purchased regularly, usually with little planning, and require wide distribution? a. generic b. unbranded shopping c. specialty d. convenience
D
Which of the following products are searched for extensively and may be quite expensive, substitutes are not acceptable, and distribution may be limited? a. exclusive shopping b. heterogeneous convenience c. branded shopping d. specialty
D
What refers to brands where at least 20 percent of the product is sold outside the home country? a. master brand b. equity brand name c. ethnocentric trademark d. global brand
D - global brand
