Deck 10: Product Concepts

Question 1

An organization's product mix includes all of the products it sells.

Answer 1

 True

Question 2

Insurance,burial plots,and similar items fall under the convenience products category.

Answer 2

 False

Question 3

Scanning universal product codes (UPCs)consumes time required for preparing records of customer purchases.

Answer 3

 False

Question 4

Zingz is a soft drink that is widely distributed across cities.It is available at gas stations,department stores,and vending machines.Consumers buy the soft drink without much thought or effort.Zingz is an example of a _____.

A)​unsought major product
B)specialty product
C)convenience product
D)​shopping product

Question 5

Which of the following statements is true of a specialty product?

A)​It is widely distributed in a geographic area in order to sell sufficient quantities.
B)It is marketed using selective, status-conscious advertising to maintain its exclusive image.
C)It is easily substituted with products that have the same features.
D)​It is unknown to a potential buyer or a known product that the buyer does not actively seek.

Question 6

A service mark is the exclusive right to use a brand or part of a brand.

Question 7

Washers,dryers,refrigerators,and televisions are examples of unsought products.

Question 8

Identify a true statement about a product.

A)​An excellent distribution channel can compensate for an inferior product.
B)A consumer product and an industrial product is differentiated based on the price.
C)It is the marketing mix that can be decided after choosing a promotion strategy.
D)​It is usually the starting point in creating a marketing mix for a market segment.

Question 9

The universal product codes (UPC)system and scanners are used in scanner-based research.

Question 10

Services and ideas are not considered products because they are intangible.

Question 11

Compared to convenience products,shopping products are:

A)​less expensive.
B)found in fewer stores.
C)purchased without significant planning.
D)​new products unknown to a potential buyer.

Question 12

Trademark rights come from registration rather than use.

Question 13

Each product item in the product mix may require a separate marketing strategy.

Question 14

A one-brand-name strategy is useful when the marketer wants the brand to appear to be a local brand,or when regulations require localization.

Question 15

The key distinction between the consumer products and business products is their intended use.

Question 16

Consumers usually buy a _____ only after comparing several brands or stores on style,practicality,price,and lifestyle compatibility.

A)​major product
B)specialty product
C)convenience product
D)​shopping product

Question 17

Greenwashing is the term used to describe industrial processes that cause pollution above the permissible limit set by the government.

Question 18

Lisa goes to an electronic goods store to purchase a washing machine.After comparing the various brands of washing machines available,their technical features,prices,and durability,she purchases one that is cheaper and smaller in size than the rest.In this case,Lisa purchases a _____.

A)​shopping product
B)business product
C)specialty product
D)​convenience product

Question 19

Express warranties range from simple statements to extensive documents written in technical language.

Question 20

Eve's Aura,a manufacturer of bath and beauty products,predominantly sells convenience products.Given this information,which of the following is a characteristic of Eve's Aura's products?

A)​They are bought very rarely by consumers.
B)They require wide distribution in order to sell sufficient quantities.
C)They are purchased after more planning effort than specialty products.
D)​They will be more expensive than shopping products.

Question 21

Gypsy Foods Inc.is a multinational food and beverage company.Its labels are colorful and project the words 'new' and 'improved' along the product's name.The packages do not provide details about the product's ingredients.In this case,Gypsy Foods is using _____.

A)​persuasive labeling
B)informational labeling
C)perspective labeling
D)​cooperative labeling

Question 22

Reducing a product's quality:

A)​provides new opportunities for market segmentation.
B)lets a firm's manufacturer lower the price.
C)results in increased brand loyalty or new opportunities for market segmentation.
D)​helps firms cater to the upper classes effectively.

Question 23

Elsem Foods Inc.is a packaged food company.It sells several varieties of packaged foods such as savories,cupcakes,candies,crackers,fruit juices,and carbonated drinks.It receives its largest profit from its newly introduced line of tropical fruit juices that are available in different flavors,such as orange,apple,litchi,cranberry,and so on.Given this information,which of the following is a product item of Elsem Foods Inc.?

A)​Savories
B)Candies
C)Orange juice
D)​Carbonated drinks

Question 24

A _____ occurs when a company's management decides to add products to an existing product line in order to compete more broadly in the industry.

A)​product line reeling
B)product line extension
C)product line classification
D)​product line contraction

Question 25

Which of the following statements is true of an organization's product mix?

A)​Firms widen their product mix to capitalize on established reputations.
B)A wide product mix decreases sales and profit-making potential.
C)A wide product mix means that that the product line is deep.
D)​All product items in a product mix follow a standard marketing strategy.

Question 26

A cell phone manufacturing company is said to functionally modify one of its products if it:

A)​introduces a sleek and stylish version of the cell phone with the same specifications.
B)reduces the price of the cell phone ahead of a sale.
C)introduces stylish headphones for the cell phone.
D)​releases a software update to fix the cell phone's heating problem.

Question 27

Identify a true statement about specialty products.

A)​They are made directly available to a consumer through direct mail.
B)They are relatively inexpensive and merit little shopping effort.
C)They are easily substituted with other products.
D)​They are distributed to only a few outlets in a geographic area.

Question 28

_____ is designed to help consumers make proper product selections and lower their cognitive dissonance after a purchase.

A)​Informational labeling
B)Persuasive labeling
C)Perspective labeling
D)​Promotional labeling

Question 29

Remnants Perfumes is a high-end,exotic women's fragrance.The manufacturers of Remnants Perfumes want to establish it as a specialty product.In this case,which of the following will be an objective of the manufacturers of Remnants Perfumes?

A)​To employ mass advertising strategies
B)To increase the distribution network
C)To focus on establishing a brand name
D)​To decrease the prices of the products

Question 30

Product line depth refers to the number of:

A)​competitors present in the market for a particular product line.
B)product lines an organization offers.
C)market segments a firm is willing to target or serve.
D)​product items in a product line.

Question 31

Fournotts Corp.manufactures syringes that filter water,but the consumers in the market are not aware of the existence of this product.In this case,which of the following strategies will increase the sales of the syringes?

A)​Using status-conscious advertising
B)Using direct response advertising
C)Using selective advertising
D)​Using customer-generated advertising

Question 32

Dunchen Moo,a manufacturer of dairy products,sells a variety of milk powders,flavored whipped cream,and yogurts.It markets a number of yogurts including Dunchen All Natural,Dunchen Fruit on the Bottom,Dunchen Light & Fit,DunActive,and Dun-o-nino.The large variety of yogurts under the Dunchen brand are collectively an example of a _____.

A)​market segment
B)target market
C)product mix
D)​product line

Question 33

Which of the following is a difference between individual branding and family branding?

A)​In individual branding, different brand names are used for different products, whereas in family branding, several different products are marketed under the same brand name.
B)Companies use individual branding when products do not vary in use or performance, whereas companies use family branding when products vary greatly in use or performance.
C)Individual branding identifies the brand of a part that makes up a product, whereas family branding identifies the entire product.
D)​Individual branding is used when two brands receive equal treatment, whereas family branding is used when two brands borrow from each other's brand equity.

Question 34

Which of the following statements is true of product lines?

A)​They limit the product choices offered to customers to one or two product items.
B)They provide economies of scale in advertising.
C)They require greater transportation and warehousing costs than product items.
D)​They increase a firm's manufacturing and inventory costs.

Question 35

A difference between informational labeling and persuasive labeling is that informational labeling:

A)​focuses on a promotional theme or logo rather than consumer information.
B)increases a consumer's cognitive dissonance after a purchase.
C)helps a consumer make proper product selections when making a purchase.
D)​gives an impression of environmental friendliness to a product.

Question 36

The most obvious function of packaging is to:

A)​secure the right of a company to use a brand or part of a brand.
B)protect a brand name from being declared a generic product name.
C)even out seasonal sales patterns.
D)​contain products that are liquid, granular, or otherwise divisible.

Question 37

Which of the following statements is true of an unsought product?

A)​Marketers of unsought products often use selective, status-conscious advertising to maintain the product's exclusive image.
B)Consumers buy unsought products regularly, usually without much planning, and at inexpensive prices.
C)New products are categorized as unsought products until advertising and distribution increase consumer awareness of them.
D)​Consumers usually buy an unsought product only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility.

Question 38

Which of the following is a reason why many retailers are creating and promoting their own captive brands?

A)​Captive brands carry evidence of a store's affiliation and are available everywhere.
B)Captive brands are displayed separate from mainstream products in a store.
C)This strategy allows retailers to ask a price similar or equal to manufacturers' brands.
D)​This strategy allows retailers to market private brands as inferior to manufacturers' brands.

Question 39

_____ occurs when two brands receiving equal treatment borrow from each other's brand equity.

A)​Ingredient branding
B)Cooperative branding
C)Complementary branding
D)​Family branding

Question 40

Three Arrows Inc.is a company that manufactures bags from recycled paper.Its marketers receive complaints that the bags easily become wet and tear after a few weeks of use.They decide to respond to their customers' needs by using a thicker,waterproof paper.This is an example of _____.

A)​product placement
B)functional modification
C)planned obsolescence
D)​quality modification

Question 41

Identify a true statement about global branding strategies.

A)​A one-brand-name strategy is useful when a company markets mainly one product.
B)Using different brand names in different markets leads to greater identification of the product from market to market.
C)A one-brand-name strategy reduces the ease of coordinating promotion from market to market.
D)​Using different brand names in different markets means that a company does not follow localization.

Question 42

Which of the following statements is true of an express warranty?

A)​It gives the impression of environmental friendliness to a product.
B)It is an unwritten guarantee that a good or service is fit for the purpose for which it is sold.
C)It prohibits other firms from using a brand or part of a brand without permission.
D)It ranges from simple statements to extensive documents written in technical language.​

Question 43

Define express and implied warranty.

Question 44

Discuss the concept of planned obsolescence.

Question 45

Compare the four categories of consumer products with examples of each category.

Question 46

Yater's Inc.is a food and beverage company based in America.The company decides to market and sell its products in all European countries under the same brand name.In this scenario,Yater's Inc.decides to use the _____.

A)​transactional marketing strategy
B)co-branding strategy
C)one-brand-name strategy
D)​individual branding strategy

Question 47

Which of the following statements is true of an implied warranty?

A)​It prohibits other firms from using a brand or part of a brand without permission.
B)It gives the impression of environmental friendliness to a product.
C)It ranges from simple statements to extensive documents written in technical language.
D)​It comes with the sale of every product under the Uniform Commercial Code.

Question 48

A _____ is not possible when a brand name has a negative or vulgar connotation in the local language.

A)​repositioning strategy
B)one-brand-name strategy
C)co-branding strategy
D)​family branding strategy

Question 49

Describe the significance of product mix width and product line depth in marketing.

Question 50

Explain the importance of product offerings in creating a marketing mix.