Deck 11: Product Concepts, Branding, and Packaging

Question 1

Discuss the dimensions of a product mix.

Answer 1

A product mix is the composite, or total, group of products that an organization makes available to customers. Procter & Gamble's product mix comprises all the health-care, beauty care, laundry and cleaning, food and beverage, paper, cosmetic, and fragrance products the firm manufactures. The width of product mix is measured by the number of product lines a company offers. General Electric offers multiple product lines, including consumer products such as housewares; healthcare products such as molecular imaging; and commercial engines for the military. The depth of product mix is the average number of different product items offered in each product line. Procter & Gamble is known for using distinctive branding, packaging, segmentation, and consumer advertising to promote individual items in its detergent product line. Tide, Bold, Gain, Cheer, and Era-all Procter & Gamble detergents-share the same distribution channels and similar manufacturing facilities, but each is promoted as a distinctive product, adding depth to the product line.

Question 2

Discuss some of the issues a marketer should consider when marketing a shopping product.

Answer 2

To market a shopping product effectively, a marketer considers several key issues. Although large sums of money may be required to advertise shopping products, an even larger percentage of resources is likely to be used for personal selling. The producer and the marketing channel members usually expect some cooperation from one another with respect to providing parts and repair services and performing promotional activities. Marketers should consider these issues carefully so that they can choose the best course for promoting these products.

Question 3

Energizer batteries would be classified as which type of product?

A) Convenience
B) Shopping
C) Specialty
D) Unsought
E) Industrial service

Answer 3

A

Question 4

Identify the major stages of the product life cycle, and explain how industry sales and profits vary across these stages.

Question 5

What major changes in a marketing strategy may be required as a product moves into the maturity stage of the product life cycle?

Question 6

Distinguish between consumer products and business products.

Question 7

A(n) ____ is a concept, philosophy, or image.

A) product
B) good
C) idea
D) service
E) issue

Question 8

Products are classified as being business or consumer products according to the

A) number of buyers involved in the decision.
B) buyer's intended use of the product.
C) seller's intended use of the product.
D) location of use.
E) types of outlets from which they are purchased.

Question 9

Dannon Yogurt represents what type of product for most consumers?

A) Convenience
B) Business
C) Shopping
D) Specialty
E) Durable

Question 10

Identify and describe the major categories of business products.

Question 11

Describe and illustrate the four major categories of consumer products.

Question 12

Discuss the implications for a firm's marketing strategy of classifying a product as a convenience, shopping, specialty, or unsought item.

Question 13

What is a product? Provide an example of each type of product.

Question 14

A light bulb can be all of the following except

A) a consumer product.
B) a business product.
C) either a consumer product or a business product.
D) a business product if it is used to light an assembly line in a factory.
E) a consumer product if it is used to light the office of the board of directors.

Question 15

Which of the following is always used to determine the classification of a good?

A) Buyer's intent for using the product
B) Amount of shopping required by the buyer to obtain the product
C) Price of the product
D) Specific product features
E) Industry competitors

Question 16

Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam's Club and has a new tire installed. Ryan's purchase of a new tire in this situation is considered to be

A) a shopping good
B) a convenience good
C) an unsought good
D) a specialty good
E) an industrial good

Question 17

According to the text, a product is defined as

A) anything the customer receives in an exchange.
B) the physical object the customer receives in an exchange.
C) the service that is rendered to a customer.
D) the idea that the customer receives in an exchange.
E) goods and services the customer receives in an exchange.

Question 18

Discuss the marketing efforts that are likely to be used during the growth stage of the product life cycle.

Question 19

Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?

A) McDonald's arches
B) Mercedes Benz emblem
C) Nike swoosh
D) Traveler's Insurance umbrella
E) Arrows on Wrigley gum packages

Question 20

Explain the major stages of the product adoption process.

Question 21

As the production manager of an engineering firm, you went out and bought a metal-cutting machine. What you have purchased can best be classified as a

A) raw material.
B) processed component.
C) component part.
D) service.
E) business product.

Question 22

A specialty product

A) requires minimal effort to purchase.
B) is purchased frequently.
C) requires purchase planning, and the buyer will not accept substitutes.
D) is generally less expensive than other items in the same product class.
E) prompts the purchaser to make comparisons among alternatives.

Question 23

Shannon Hill needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and chose a flight on Go Anywhere Airlines because, for a similar price to other airlines, it had a better reputation for service. For Shannon, this flight is an example of which type of product?

A) Shopping
B) Convenience
C) Specialty
D) Unsought
E) Durable

Question 24

Products for which buyers are willing to spend much time comparing stores and brands for differences in prices, product features, and services are called ____ products.

A) shopping
B) specialty
C) service
D) convenience
E) unsought

Question 25

Which of the following is not a business product?

A) Oil to be refined into fuel
B) Chips to be integrated into components for personal computers
C) Paper, pens, and tape to be used in an office
D) Marketing consulting services to aid a company in marketing a new product
E) Calculators bought to help individuals complete their personal federal income tax forms

Question 26

Facilities, factories, and production lines with very large equipment are all classified as

A) accessory equipment.
B) permanents.
C) installations.
D) component parts.
E) MRO facilities.

Question 27

The Carsons are going on a vacation back to Texas. When they lived there, Gwen Carson loved Blue Bell Cookies. Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits after they arrive. For Gwen, Blue Bell represents a(n) ____ product.

A) convenience
B) shopping
C) specialty
D) unsought
E) durable

Question 28

Business products are

A) purchased for personal consumption.
B) chosen on the basis of preferences expressed by a business procurement department.
C) purchased for both their functional aspects and their psychological rewards.
D) classified according to their characteristics and intended uses.
E) not purchased by nonbusiness organizations.

Question 29

Which of the following statements does not apply to convenience goods?

A) Consumers are brand loyal to convenience products and are not likely to substitute other brands.
B) Convenience products require minimal shopping effort.
C) Marketing of convenience products requires intensive exposure of these goods in as many stores as possible.
D) Consumers tend to feel that the most desirable retail facility for convenience products is the closest one.
E) Colas, gasoline, and bread are good examples of convenience goods.

Question 30

Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an example of which type of business product?

A) Raw materials
B) Installations
C) Accessory equipment
D) Component parts
E) Process materials

Question 31

Shopping products have a ____ inventory turnover and need ____ distribution outlets than convenience goods.

A) similar; more
B) higher; fewer
C) higher; more
D) lower; more
E) lower; fewer

Question 32

Nick Arnold's Auto Towing Service would best be described as a(n) ____ product.

A) convenience
B) unsought
C) specialty
D) durable
E) shopping

Question 33

Convenience products are

A) relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort.
B) frequently purchased items for which buyers are willing to exert considerable effort.
C) frequently purchased items that are found in certain retail outlets.
D) items that are expensive but are easy to purchase.
E) items that require some purchase planning and for which the buyer often will not accept substitutes.

Question 34

Intuitiv Manufacturing's large plastics molding machine suddenly broke down during its day shift. When considering the purchase of available alternatives, Intuitiv decided to rent one for the next two years instead of buying one. In this situation, the large plastics molding machine it rented would be classified as

A) an installation.
B) accessory equipment.
C) an unsought good.
D) a process material.
E) MRO supplies.

Question 35

David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the "special" bat that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____ product.

A) shopping
B) unique
C) specialty
D) historical
E) unsought

Question 36

An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this information, pencils in this case would be considered what type of product?

A) Business
B) Process materials
C) Raw material
D) Convenience
E) Consumer

Question 37

As Beth and Rob search for a new home, they are interested only in houses built by a particular builder. This purchase is characteristic of a(n) ____ product.

A) branded
B) non-durable
C) unique
D) shopping
E) specialty

Question 38

Gap clothing stores sell primarily what type of products?

A) Convenience
B) Shopping
C) Unsought
D) Nondurable
E) Specialty

Question 39

Jose went skiing one weekend with several of his friends. While at the slope, Jose injured his leg and needed to see a doctor. Jose is likely going to view solutions to his problem as

A) specialty products.
B) installations.
C) unsought products.
D) shopping products.
E) convenience products.

Question 40

Business products are classified into the following seven categories according to characteristics and intended uses: raw materials, installations, accessory equipment, component parts, process materials, business services, and

A) production activities.
B) service assistance.
C) specialty industrial products.
D) computer programming and operation services.
E) MRO supplies.

Question 41

A product line is defined as

A) products that can be designated as a unique offering among the organization's products.
B) products that an organization makes available to consumers.
C) a group of closely related products that are considered a unit because of marketing, technical, or end-use considerations.
D) a specific group of products that are offered to the market.
E) products that are sold by the same firm or a division of a firm.

Question 42

A product item is best described as a

A) component of a marketing mix.
B) particular brand.
C) specific characteristic of a product.
D) specific version of a product.
E) unit of measure for the product.

Question 43

Hershey Foods Corp. offers a line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey's Kisses, Reese's Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey's product mix

A) width.
B) depth.
C) length.
D) volume.
E) life cycle.

Question 44

A distributor of plumbing supplies purchases a desktop computer to aid in inventory control. This computer is an example of which type of business product?

A) Raw material
B) Installations
C) Accessory equipment
D) Component part
E) Process material

Question 45

A product mix is best described as

A) all products offered by a firm.
B) product, distribution, promotion, and price.
C) many products sold by one firm.
D) all products of a particular type.
E) a group of closely related products that are considered a unit because of market, technical, or end-use considerations.

Question 46

Which of the following is the most typical example of a new product introduction?

A) Pringles sold in snack-sized containers
B) A brand-new nut discovered in Africa
C) A car that uses no oil or gasoline
D) Shoes that literally make you run faster
E) A device that cools your car while parked outside

Question 47

Sara Lee Corporation manufactures desserts, breads, pantyhose, meats, and a variety of other products. These products make up Sara Lee's product

A) line.
B) item.
C) mix.
D) width.
E) depth.

Question 48

One company markets such diverse products as Rosarita Mexican foods, Max Factor cosmetics, and Samsonite luggage. These various offerings exhibit this firm's product mix

A) width.
B) depth.
C) length.
D) volume.
E) dimension.

Question 49

The depth of a product mix is measured by the average number of

A) convenience products as compared with the number of specialty products.
B) different product lines offered by the company.
C) different products offered in each product line.
D) specialty products as compared with the number of convenience products.
E) product features that the company offers.

Question 50

Sales of Schwinn's apartment-sized exercise machine have experienced a steady climb; however, the profits have been negative. The Schwinn exercise machine is most likely in the ____ stage of the product life cycle.

A) decline
B) growth
C) initial
D) maturity
E) introduction

Question 51

The width of a product mix is measured by the number of product

A) dimensions in the product line.
B) features in each brand.
C) items in the product line.
D) lines a company offers.
E) specialties a company offers.

Question 52

A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape would be an example of a(n)

A) component part.
B) specialty item.
C) accessory equipment.
D) raw material.
E) process material.

Question 53

Minerals, chemicals, timber, and agricultural products are considered

A) process materials.
B) accessory materials.
C) MRO supplies.
D) component parts.
E) raw materials.

Question 54

The four major stages of a product life cycle include

A) prosperity, recession, depression, and recovery.
B) specialty, convenience, shopping, and unsought goods.
C) decline, stabilization, exposure, and growth.
D) introduction, growth, maturity, and decline.
E) awareness, interest, trial, and adoption.

Question 55

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

A) width of product mix.
B) product mix consistency.
C) depth of product mix.
D) a market mix.
E) a promotion mix.

Question 56

Business products that are purchased routinely, do not become part of finished goods, and are expense items rather than capital goods are called

A) raw materials.
B) installations.
C) accessory equipment.
D) component parts.
E) process materials.

Question 57

During the introduction stage of a successful product, profits are usually

A) at their highest point.
B) negative and decreasing.
C) negative and increasing.
D) positive and increasing.
E) declining.

Question 58

Although they become part of a larger product, ____ can often be easily identified and distinguished on the larger product.

A) component parts
B) accessory parts
C) raw materials
D) process materials
E) MRO supplies

Question 59

Products used directly in the production of a final product but that are not easily identifiable are categorized as

A) accessory products.
B) component parts.
C) MRO supplies.
D) assembly components.
E) process materials.

Question 60

Brain Games, Inc. is a marketing research company that markets primarily to consumer products organizations. Brain Games provides products that are most likely considered

A) component parts.
B) MRO supplies.
C) process ideas.
D) business services.
E) installations.

Question 61

During the growth stage of the product life cycle, marketers must

A) fortify the product position.
B) move to exclusive distribution.
C) raise the price.
D) increase promotion as a percentage of sales.
E) introduce private brands.

Question 62

Which of the following stages of the product life cycle is likely to see dealers offered promotional assistance from the producer?

A) Maturity
B) Growth
C) Introduction
D) Market reduction
E) Decline

Question 63

Mercedes-Benz recognized it needed to revitalize its brand and attract different market segments. These are indications that Mercedes-Benz's products were primarily in the ____ stage of the product life cycle.

A) maturity
B) growth
C) introduction
D) market testing
E) decline

Question 64

Which stage in the product life cycle is critical to a product's survival because competitive reactions to the product's success during this period will affect the product's life expectancy?

A) Decline
B) Expansion
C) Growth
D) Introduction
E) Stabilization

Question 65

When banks add new services during the maturity stage, the objective they are most likely trying to achieve is

A) pruning items from the product line.
B) generating cash flow.
C) maintaining their market share.
D) filling geographic gaps.
E) increasing their market share.

Question 66

When a product experiences an increase in the number of competitors, it is usually in the _____ stage of the product life cycle; however, when that competition becomes intense, it is in the ____ stage.

A) introduction; maturity
B) introduction; growth
C) growth; decline
D) growth; maturity
E) maturity; decline

Question 67

In which stage of the product life cycle do profits begin to decrease?

A) Introduction
B) Growth
C) Maturity
D) Decline
E) Recovery

Question 68

Grand Resorts Hawaii has just celebrated its first profit since opening two years ago. Grand Resorts Hawaii is most likely in the ____ stage of the product life cycle.

A) maturity
B) growth
C) introduction
D) market testing
E) stability

Question 69

The producers of Schick razor blades use a marketing strategy that includes large advertising expenditures and more price flexibility for the various types of blades offered. Based on this example, razor blades are in the ____ stage of the product life cycle.

A) decline
B) evaluation
C) growth
D) introduction
E) maturity

Question 70

One of Cole's responsibilities as a marketing manager for a motorcycle parts manufacturer is to maintain market share. Cole believes that the company's products are most likely in the maturity stage of the product life cycle. In order to maintain market share, Cole should suggest that the company requires

A) moderate to large advertising expenditures.
B) moderate to large cuts in promotion expenditures.
C) moderate production expenditures.
D) moderate price increases.
E) moderate price decreases.

Question 71

Aggressive pricing is typical during the ____ stage of the product life cycle.

A) decline
B) growth
C) introduction
D) plateau
E) stabilization

Question 72

Sales usually start to decline during the ____ stage of the product life cycle.

A) beginning of the termination
B) end of the growth
C) beginning of the decline
D) beginning of the growth
E) end of the maturity

Question 73

When a business finds itself squeezed out of a market for a product or loses interest in that product, it is a sign of being in the ____ stage of the product life cycle.

A) maturity
B) growth
C) introduction
D) market reduction
E) decline

Question 74

Marissa, a product manager, thinks her company's InstaCup coffee maker is currently in the growth stage of the product life cycle. If so, the profits for the InstaCup coffee maker ___ and the number of competitors ____.

A) are negative; is growing
B) have peaked; is growing
C) are declining; is growing
D) have peaked; is declining
E) are declining; is declining

Question 75

During the maturity stage

A) product modifications are unnecessary.
B) there is less emphasis on changing a product's price.
C) marketing strategies are rarely altered.
D) some competitors are forced out.
E) limited advertising expenditures are required to maintain market share.

Question 76

When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the ____ stage of the product life cycle.

A) introduction
B) growth
C) stabilization
D) maturity
E) decline

Question 77

Heinz promoting its vinegar as an effective cleaner for wall, glass, kitchen, and bathroom surfaces would most likely be a strategy for the ____ stage of the product life cycle.

A) introduction
B) decline
C) growth
D) maturity
E) competitive

Question 78

Achieving greater penetration of the market is typically a business goal during the ____ stage of the product life cycle.

A) maturity
B) growth
C) introduction
D) market testing
E) decline

Question 79

Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?

A) Lowering prices after developmental costs have been recovered
B) Raising promotion expenditures as a percentage of total sales
C) Moving from intensive to selective distribution
D) Raising prices to encourage competitors to enter the market
E) Reducing the number of product models in the product line

Question 80

Dish Network cut back advertising expenditures to minimum levels and reduced the number of channel members for its industrial satellite product. These actions indicate that its product is in the ____ stage of its life cycle.

A) introduction
B) growth
C) maturity
D) early
E) decline