Chapter 10

Question 1

Which of the following correctly describes the characteristics of goods and services?

a) Goods are intangible product offerings, while services are tangible product offerings.

b) Goods are actions that a company provides, while services are tangible product offerings.

c) Goods are tangible product offerings, while services are intangible product offerings.

d) Goods are actions that a company provides, while services are intangible product offerings.

Answer 1

C

Question 2

What is the definition of a product in marketing?
a) A tangible object only
b) An intangible offering
c) A purchasable offering that satisfies a want or need
d) A service provided free of charge

Answer 2

C

Question 3

Which term refers to the main product without any additional warranties or services?
a) Augmented product
b) Core product
c) Extended product
d) Tangible product

Answer 3

B

Question 4

What aspect of a product includes things like warranties and extended service contracts?
a) Core product
b) Basic product
c) Augmented product
d) Tangible product

Answer 4

C

Question 5

The service provided at a restaurant is a mix of:
a) Core and augmented product
b) Tangible and intangible product
c) Goods and services
d) None of the above

Answer 5

A

Question 6

Which of the following best describes convenience goods?
a) High-priced items that are purchased infrequently.
b) Relatively inexpensive items that are bought frequently.
c) Luxury goods that require extensive planning before purchase.
d) Niche products with limited availability.

Answer 6

B

Question 7

What type of purchases do convenience goods typically involve?
a) Planned purchases
b) Seasonal purchases
c) Impulse purchases
d) High-involvement purchases

Answer 7

C

Question 8

What is an important requirement for convenience goods regarding distribution?
a) Limited distribution channels
b) Exclusive distribution rights
c) Extensive distribution for wide availability
d) Direct-to-consumer distribution only

Answer 8

C

Question 9

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

Answer 9

F

Question 10

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

Answer 10

A

Question 11

The convenience product marketing strategy includes:
a. wide distribution of the product
b. higher than ordinary prices
c. few retail outlets other than convenience
stores
d. significantly lower promotion budgets
e. products that are not easily substitutable

Answer 11

A

Question 12

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

Answer 12

B

Question 13

What best characterizes shopping goods?
a) Items that are purchased frequently and are relatively inexpensive.
b) Big-ticket items that are bought infrequently.
c) Low-cost items that are bought impulsively.
d) Niche products with limited availability.

Answer 13

B

Question 14

What best characterizes shopping goods?
a) Items that are purchased frequently and are relatively inexpensive.
b) Big-ticket items that are bought infrequently.
c) Low-cost items that are bought impulsively.
d) Niche products with limited availability.

Answer 14

B

Question 15

What is an important marketing strategy for shopping goods?
a) Creating brand recall.
b) Encouraging impulse purchases.
c) Providing necessary information for comparison shopping.
d) Focusing on wide availability through extensive distribution.

Answer 15

C

Question 16

What is a common distribution strategy for shopping goods?
a) Exclusive distribution through limited outlets.
b) Direct-to-consumer distribution only.
c) Selling in stores that carry multiple brands to allow for comparisons.
d) Limited distribution channels to maintain exclusivity.

Answer 16

C

Question 17

How does the distribution strategy for shopping goods typically involve?
a) Extensive distribution for wide availability.
b) Exclusive distribution rights.
c) Selective distribution through a few outlets.
d) Indirect distribution through wholesalers only.

Answer 17

C

Question 18

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

Answer 18

F

Question 19

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

Answer 19

D

Question 20

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

Answer 20

A

Question 21

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

Answer 21

F

Question 22

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

Answer 22

D

Question 23

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

Answer 23

A

Question 24

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

Answer 24

E

Question 25

. 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

Answer 25

C

Question 26

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

Answer 26

C

Question 27

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

Answer 27

C

Question 28

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

Answer 28

D

Question 29

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

Answer 29

D

Question 30

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

Answer 30

D

Question 31

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

Answer 31

C

Question 32

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

Answer 32

C

Question 33

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

Answer 33

A

Question 34

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

Answer 34

B

Question 35

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

Answer 35

D

Question 36

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

Answer 36

D

Question 37

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

Answer 37

A

Question 38

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

Answer 38

C

Question 39

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

Answer 39

A

Question 40

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

Answer 40

F. repositioning

Question 41

6. A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment. Which of the following strategies would best allow the company to accomplish this goal? a. contraction of the number of services offered by the utility company b. adding new services to its product line c. repositioning d. disintermediation e. use of product cannibalization

Answer 41

C

Question 42

. 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 extensio

Answer 42

D

Question 43

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

Answer 43

B

Question 44

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

Answer 44

C

Question 45

Which type of packaging primarily focuses on holding or protecting the product? A) Secondary packaging B) Tertiary packaging C) Primary packaging D) Marketing packaging

Answer 45

C

Question 46

Which type of packaging includes boxes containing primary packaging items? A) Primary packaging B) Secondary packaging C) Tertiary packaging D) Marketing packaging

Answer 46

C

Question 47

What is the main purpose of secondary packaging? A) Holding or protecting the product B) Providing marketing opportunities C) Carrying legal information D) Protecting several units during transit

Answer 47

C

Question 48

Which type of packaging protects several units while in transit? A) Primary packaging B) Secondary packaging C) Tertiary packaging D) Marketing packaging

Answer 48

C

Question 49

Isaac Golding, owner of a tutoring service, has developed a design for his firm that includes an owl wearing large spectacles and carrying a satchel crammed full of books and papers. He plans to use this design on all communications the firm sends out. This design is called the firm's brand name.

Answer 49

F. Brand mark

Question 50

Brand names such as Kleenex, UPS, Sony, Chevrolet, and Kellogg's are likely to have less brand equity than brand names like Viking, Zojirishi, Schimano, and Thule.

Answer 50

T

Question 51

Which of the following is NOT part of brand identity? A) Brand name B) Logo or Brand Mark C) Tagline or Slogan D) Promotional tools like advertising

Answer 51

D

Question 52

What do companies aim to achieve by investing in building distinctive brand images? A) Increased production costs B) Decreased customer recognition C) Recognition, assurance of quality, and loyalty D) Reduced brand differentiation

Answer 52

C

Question 53

What purpose do promotional tools serve in relation to brand identity? A) They define the brand name B) They create brand identity C) They maintain brand loyalty D) They are NOT part of brand identity

Answer 53

D

Question 54

What happens to registered brand names with the United States Patent and Trademark Office? A) They become public domain B) They become patents C) They become trademarks D) They become copyrighted

Answer 54

C

Question 55

Which term refers to a unique symbol or design representing a brand? A) Brand identity B) Tagline C) Logo or Brand Mark D) Promotional tool

Answer 55

C

Question 56

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

Answer 56

A

Question 57

. 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 expectation e. brand equity

Answer 57

E

Question 58

What does brand equity represent? A) The total sales of a product B) The total value accrued to a product from brand marketing investments C) The total number of brands owned by a company D) The total assets of a company

Answer 58

B

Question 59

Which of the following is NOT a benefit of brand equity? A) Increased brand loyalty B) Greater vulnerability to marketing actions C) More inelastic consumer response to price increases D) Increased marketing communication effectiveness

Answer 59

B

Question 60

What does brand equity result in regarding consumer response to price changes? A) More inelastic response to price increases B) More elastic response to price increases C) More inelastic response to price decreases D) More elastic response to price decreases

Answer 60

A

Question 61

What defines a manufacturer brand? A) Brands tied to the retailer B) Brands owned by the retailer C) Brands owned by the product manufacturer D) Brands shared between manufacturers

Answer 61

C

Question 62

How are manufacturer brands related to retailers? A) They are tied exclusively to one retailer B) They are not tied to any specific retailer C) They are co-owned by manufacturers and retailers D) They are controlled by retailers

Answer 62

B

Question 63

What characteristic distinguishes manufacturer brands in terms of product selection? A) Limited selection B) No selection options C) Wide selection within a product category D) No involvement in selection

Answer 63

C

Question 64

How do manufacturers typically handle marketing for their brands? A) They leave marketing to retailers B) They provide their own marketing efforts C) They share marketing responsibilities with retailers D) They do not engage in marketing

Answer 64

B

Question 65

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

Answer 65

B

Question 66

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

Answer 66

A

Question 67

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

Answer 67

B

Question 68

8. 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

Answer 68

D

Question 69

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

Answer 69

E

Question 70

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

Answer 70

D

Question 71

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

Answer 71

A

Question 72

All of the following are functions of packaging EXCEPT: a. contain and protect the product b. guarantee product quality c. facilitate recycling and reduce environmental damage d. promote the product e. facilitate product storage, use, and convenience

Answer 72

B

Question 73

. Which of the following entails placing two or more brand names on a product or its package? a. family branding b. private branding c. dual-code branding d. cobranding e. complimentary branding

Answer 73

D

Question 74

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

Answer 74

B

Question 75

Jennifer purchased Cascade 2in1 ActionPacs for her dishwasher. The packaging said the product combines the scrubbing power of Cascade with the grease fighting power of Dawn dishwashing detergent. What type of cobranding does this product represent? a. cooperative b. complementary c. piggyback d. ingredient e. synergistic

Answer 75

D

Question 76

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

Answer 76

B

Question 77

Butterball, a well-known brand of turkey, advertised Ocean Spray cranberry sauce in it’s magazine ads and depicted suggested usage with its turkey. This is an example of which type of cobranding? a. ingredient b. complementary c. family d. captive e. product-use

Answer 77

B

Question 78

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

Answer 78

B

Question 79

Suppose ForeverLawn joins Choice Home, house builder, in a joint promotional campaign. Both Choice Homes and ForeverLawn are equally mentioned in the advertisements and marketing materials. At the end of the campaign one lucky person will win a Choice Home with a ForeverLawn synthetic lawn. To register, consumers need to visit either ForeverLawn.com or Choicehomes.com. This type of joint promotion is known as _____ branding. a. cooperative b. ingredient c. umbrella d. complementary e. family

Answer 79

A