TRUE/FALSE QUESTIONS Answer whether the following statements are true or false
1 Define the term "product"
2 Classify consumer products
2. Tammy considers her eye makeup to be very important. She spends considerable time comparing the prices and color options available at various cosmetic counters in department stores. For Tammy, makeup is a convenience product. true false 3. Joe Foxhunter makes unique silver jewellery. Loyal customers drive from miles around to buy the jewellery, which is sold only in his workshop. This jewellery is a specialty product. true false
2. Tammy considers her eye makeup to be very important. She spends considerable time comparing the prices and color options available at various cosmetic counters in department stores. For Tammy, makeup is a convenience product. true false
3. Joe Foxhunter makes unique silver jewellery. Loyal customers drive from miles around to buy the jewellery, which is sold only in his workshop. This jewellery is a specialty product. true false
3 Define the terms "product item," "product line," and "product mix"
4. Sony makes a variety of products, all under the Sony brand name. These products include CD players, televisions, and computer diskettes. These products represent Sony's product line. true false 5. Sugar Frosted Flakes have been marketed as a presweetened cereal for kids. Recently, however, advertisements have shown adults admitting that they too eat the cereal. The ads use the slogan, "You loved it as a kid, so try it again as an adult." The marketing term for the efforts to change perceptions of the cereal is "positioning." true false 6. Ultra-Comp produces a high-quality, expensive line of executive laptop computers. Recently, it introduced another line of computers with fewer features and a lower price, but which still carried the Ultra-Comp brand name. This is an example of a line extension. true false
4. Sony makes a variety of products, all under the Sony brand name. These products include CD players, televisions, and computer diskettes. These products represent Sony's product line. true false
5. Sugar Frosted Flakes have been marketed as a presweetened cereal for kids. Recently, however, advertisements have shown adults admitting that they too eat the cereal. The ads use the slogan, "You loved it as a kid, so try it again as an adult." The marketing term for the efforts to change perceptions of the cereal is "positioning." true false
6. Ultra-Comp produces a high-quality, expensive line of executive laptop computers. Recently, it introduced another line of computers with fewer features and a lower price, but which still carried the Ultra-Comp brand name. This is an example of a line extension. true false
4 Describe marketing uses of branding
7. The Nike "swoosh" is very well known and is considered to be the company's brand name. true false 8. Colgate-Palmolive makes Colgate toothpaste and has recently introduced Colgate mouthwash and Colgate toothbrushes. This is an example of family branding. true false
7. The Nike "swoosh" is very well known and is considered to be the company's brand name. true false
8. Colgate-Palmolive makes Colgate toothpaste and has recently introduced Colgate mouthwash and Colgate toothbrushes. This is an example of family branding. true false
5 Describe marketing uses of packaging and labelling
9. The most important functions of packaging are to contain and protect products; promote products; facilitate product storage, use, and convenience; and facilitate recycling. true false
MULTIPLE-CHOICE QUESTIONS Select the response that best answers the question, and write the corresponding letter in the space provided.
11. David has wanted to purchase a Mercedes most of his adult life. He has done extensive research into different Mercedes models. Finally, at age 50, he has achieved the income level to be able to purchase one. The Mercedes is an example of a(n): a. specialty product b. consumer product c. convenience product d. business product e. unsought product 12. Zack decides to purchase a filing cabinet. He watches television and newspaper ads until he sees one at a low price. For Zack, the filing cabinet is a(n): a. convenience product b. shopping product c. component product d. unsought product e. specialty product 13. Joe jumps out of his truck and runs into a 7-Eleven store to grab a drink. While he is paying for his drink, he notices the chocolate bars at the counter and grabs one to buy. The chocolate bar in this case is considered to be a(n): a. specialty product b. consumer product c. convenience product d. business product e. unsought product
11. David has wanted to purchase a Mercedes most of his adult life. He has done extensive research into different Mercedes models. Finally, at age 50, he has achieved the income level to be able to purchase one. The Mercedes is an example of a(n): a. specialty product b. consumer product c. convenience product d. business product e. unsought product
12. Zack decides to purchase a filing cabinet. He watches television and newspaper ads until he sees one at a low price. For Zack, the filing cabinet is a(n): a. convenience product b. shopping product c. component product d. unsought product e. specialty product
13. Joe jumps out of his truck and runs into a 7-Eleven store to grab a drink. While he is paying for his drink, he notices the chocolate bars at the counter and grabs one to buy. The chocolate bar in this case is considered to be a(n): a. specialty product b. consumer product c. convenience product d. business product e. unsought product
14. In the Helidyne Industries' product portfolio, there is a list of all the product items that the company manufactures and markets. This list includes several types of helicopter engines, nuts, bolts, washers, rotor blades, and instrument systems. This is a description of its: a. product mix b. product line c. marketing mix d. line depth e. mix consistency 15. Procter & Gamble makes four different brands of toilet tissue (Charmin, White Cloud, Banner, and Summit). This is an example of: a. product line width b. product mix c. marketing mix d. product mix consistency e. product line depth 16. A laptop manufacturer recently added a metal case and shock mountings to its laptop computers to make them more durable. It has not changed its prices. This is a ____________ modification. a. quality b. style c. functional d. repositioning e. minor 17. A manufacturer of car batteries has added a handle and an emergency reserve switch to its batteries. The manufacturer has not changed its prices. This is a(n) ____________ modification. a. style b. functional c. quality d. repositioning e. upward extension 18. Frequent style modifications by product manufacturers can also be called planned obsolescence. All the following statements are true about planned obsolescence EXCEPT: a. planned obsolescence describes the practice of causing products to become obsolete before they actually need replacement b. opponents of planned obsolescence argue that the practice is wasteful and unethical c. marketers contend that consumers decide when styles are obsolete d. marketers ignore quality, safety, and functional modifications to incorporate planned obsolescence into their marketing plans e. consumers favour style modifications because they like changes in the appearance of goods such as clothing and cars 19. Kentucky Fried Chicken (KFC) has added several items to its menu, including Hot Wings, skinless chicken, chicken nuggets, and chicken salad. This is an example of: a. product line width b. portfolio expansion c. product line extension d. contraction e. repositioning
14. In the Helidyne Industries' product portfolio, there is a list of all the product items that the company manufactures and markets. This list includes several types of helicopter engines, nuts, bolts, washers, rotor blades, and instrument systems. This is a description of its: a. product mix b. product line c. marketing mix d. line depth e. mix consistency
15. Procter & Gamble makes four different brands of toilet tissue (Charmin, White Cloud, Banner, and Summit). This is an example of: a. product line width b. product mix c. marketing mix d. product mix consistency e. product line depth
16. A laptop manufacturer recently added a metal case and shock mountings to its laptop computers to make them more durable. It has not changed its prices. This is a ____________ modification. a. quality b. style c. functional d. repositioning e. minor
17. A manufacturer of car batteries has added a handle and an emergency reserve switch to its batteries. The manufacturer has not changed its prices. This is a(n) ____________ modification. a. style b. functional c. quality d. repositioning e. upward extension
18. Frequent style modifications by product manufacturers can also be called planned obsolescence. All the following statements are true about planned obsolescence EXCEPT: a. planned obsolescence describes the practice of causing products to become obsolete before they actually need replacement b. opponents of planned obsolescence argue that the practice is wasteful and unethical c. marketers contend that consumers decide when styles are obsolete d. marketers ignore quality, safety, and functional modifications to incorporate planned obsolescence into their marketing plans e. consumers favour style modifications because they like changes in the appearance of goods such as clothing and cars
19. Kentucky Fried Chicken (KFC) has added several items to its menu, including Hot Wings, skinless chicken, chicken nuggets, and chicken salad. This is an example of: a. product line width b. portfolio expansion c. product line extension d. contraction e. repositioning
20. 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. Coca-Cola has a valuable: a. line extension b. logo c. private brand d. package e. brand equity 21. You want to develop a brand that is so dominant in your customers' minds that they think of it immediately when they have a have need for the benefits derived by this product category. Which of the following brand issues would you concentrate on creating in your customers' minds? a. trademarked brand b. brand equity c. master brand d. generic brand e. family brand 22. The Safeway supermarket chain sells a brand of cookies, pasta, and other products under the name "Safeway Select." This is an example of a: a. master brand b. family brand c. brand grouping d. generic brand e. private brand 23. Fastop convenience stores sell only manufacturer's brands of snack foods. You explain to the manager that there are disadvantages to selling only manufacturer's brands such as: a. a well-known manufacturer's brand will not enhance store image b. manufacturers typically offer a lower gross margin than a dealer could earn on a private label c. manufacturers rarely spend money advertising the brand name to consumers d. manufacturers force stores to carry large inventories e. relying on the manufacturer to deliver a national brand quickly is optimistic at best 24. General Mills offers brands such as Bisquick pancake mix, Gold Medal flour, Betty Crocker cake mixes, and Yoplait yogurt. General Mills appears to be using a(n) ____________ strategy. a. equity brand b. individual brand c. private brand d. family brand e. dealer brand 25. Many personal computer manufacturers, such as Compaq and Dell, sell computers with the words "Intel inside" written on the central processing unit. This is an example of: a. dealer branding b. brand grouping c. private branding d. generic branding e. co-branding 26. Your boss has just told you to work on getting trademark protection for a new product brand the firm has developed, the "Zipper," which has a unique logo. You tell your boss that this protection will be difficult because: a. brand logo designs, even as unique as yours, cannot be trademarked b. of the catchy phrase used to promote your new brand c. you also use abbreviated versions of your brand name, "Zip" and "Zipp" d. your brand is considered a generic product name e. the shape of your new and unusual product cannot be legally protected
20. 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. Coca-Cola has a valuable: a. line extension b. logo c. private brand d. package e. brand equity
21. You want to develop a brand that is so dominant in your customers' minds that they think of it immediately when they have a have need for the benefits derived by this product category. Which of the following brand issues would you concentrate on creating in your customers' minds? a. trademarked brand b. brand equity c. master brand d. generic brand e. family brand
22. The Safeway supermarket chain sells a brand of cookies, pasta, and other products under the name "Safeway Select." This is an example of a: a. master brand b. family brand c. brand grouping d. generic brand e. private brand
23. Fastop convenience stores sell only manufacturer's brands of snack foods. You explain to the manager that there are disadvantages to selling only manufacturer's brands such as: a. a well-known manufacturer's brand will not enhance store image b. manufacturers typically offer a lower gross margin than a dealer could earn on a private label c. manufacturers rarely spend money advertising the brand name to consumers d. manufacturers force stores to carry large inventories e. relying on the manufacturer to deliver a national brand quickly is optimistic at best
24. General Mills offers brands such as Bisquick pancake mix, Gold Medal flour, Betty Crocker cake mixes, and Yoplait yogurt. General Mills appears to be using a(n) ____________ strategy. a. equity brand b. individual brand c. private brand d. family brand e. dealer brand
25. Many personal computer manufacturers, such as Compaq and Dell, sell computers with the words "Intel inside" written on the central processing unit. This is an example of: a. dealer branding b. brand grouping c. private branding d. generic branding e. co-branding
26. Your boss has just told you to work on getting trademark protection for a new product brand the firm has developed, the "Zipper," which has a unique logo. You tell your boss that this protection will be difficult because: a. brand logo designs, even as unique as yours, cannot be trademarked b. of the catchy phrase used to promote your new brand c. you also use abbreviated versions of your brand name, "Zip" and "Zipp" d. your brand is considered a generic product name e. the shape of your new and unusual product cannot be legally protected
27. Which of the following is NOT one of the major functions of packaging? a. guarantees product quality b. contains the product c. protects the product d. promotes the product e. facilitates storage and use of the product
6 Discuss global issues in branding and packaging
28. Companies considering global marketing should consider all of the following global aspects of branding and packaging EXCEPT: a. whether to use one brand name with no adaptation to local markets, or whether to use one name but adapt and modify it for each local market b. problems with brand imitations, brand piracy, and product counterfeits c. whether to use different brand names in different markets for the same products d. different currencies in each country, exchange rates, and final retail prices e. product labelling, package aesthetics, and climate considerations
7 Describe how and why product warranties are important marketing tools
29. The label on a can of Elmo's glue that states "100 percent satisfaction guaranteed" is ____________ warranty. a. a descriptive b. an express c. an implied d. a limited e. not a 30. Realizing that their product needed a warranty to gain rapid market acceptance, the managers of Risktakers, Inc. produced: a. a statement for salespeople to read to prospective buyers b. an acknowledgement of company responsibilities for salespeople to build into presentations c. a label stating that the product is the highest quality and backed by years of experience d. an advertisement stating that buyers would not perceive the purchase of this product as risky e. a written guarantee that the product would work as promised and that it is fit for the purpose it was sold
29. The label on a can of Elmo's glue that states "100 percent satisfaction guaranteed" is ____________ warranty. a. a descriptive b. an express c. an implied d. a limited e. not a
30. Realizing that their product needed a warranty to gain rapid market acceptance, the managers of Risktakers, Inc. produced: a. a statement for salespeople to read to prospective buyers b. an acknowledgement of company responsibilities for salespeople to build into presentations c. a label stating that the product is the highest quality and backed by years of experience d. an advertisement stating that buyers would not perceive the purchase of this product as risky e. a written guarantee that the product would work as promised and that it is fit for the purpose it was sold
