Deck 8: Product Strategy

Question 1

The total product concept refers to the complete range of products produced by a company.

Answer 1

False

Question 2

Powerade is available in a variety of flavours. This represents a product line.

Answer 2

True

Question 3

P&G added Whitestrips to the existing family of Crest tooth care products. This represents an increase in P&G's product line width.

Answer 3

False

Question 4

The product mix is the total range of products offered for sale by a company.

Question 5

USP stands for unique service point.

Question 6

Product line width refers to the number of lines in the mix; product line depth refers to the number of items in the line.

Question 7

If Kraft adds fruit to its "Multimix"cereals to differentiate its cereal from the competition, this fruit addition is an example of the brand's USP.

Question 8

Goods that consumers will go out of their way to buy for their unique and important characteristics are called shopping goods.

Question 9

Processed materials are used in the production of another product but are not readily identified with the product.

Question 10

Nescafe coffee, Salada tea, Dad's Cookies, and milk are examples of convenience goods.

Question 11

Goodyear tires are an example of a raw material used in the production of automobiles.

Question 12

Typically, farm goods and natural resources are both categorized as raw materials.

Question 13

The familiarity of a trademark like Kleenex is not always an advantage in the marketplace.

Question 14

In a family branding strategy, the brand name is always the company name.

Question 15

An individual brand name is extended to a new product to give the new product instant credibility.

Question 16

New Belgium Brewing's launch of a Ben & Jerry's caramel beer is an example of co-branding.

Question 17

Multi-branding is when a company uses different brand names for each item in a product category.

Question 18

A cult brand is purchased by only certain subcultures in society.

Question 19

Nissan Pathfinder is an example of a company and product family brand.

Question 20

Canadian Tire Motomaster is an example of co-branding.

Question 21

The blue Ford oval, Nabisco's red triangle, and Apple Computer's apple with a bite taken out of it are examples of brandmarks.

Question 22

Colgate, Hertz, Betty Crocker, and Scope are examples of brandmarks.

Question 23

Major automotive manufacturers use an individual brand strategy in their marketing efforts.

Question 24

An entrepreneur has invented a new board game and wants to protect his idea from others. He should apply for a trademark.

Question 25

A family brand product of poor quality could tarnish the image of other products in the family.

Question 26

Nike is considered a family brand.

Question 27

Customers value trusted brands because they indicate familiar levels of quality and familiar product performance, therefore easing the purchase decision.

Question 28

Lululemon is an example of a cult brand.

Question 29

Heinz is a good example of a family brand with the company having the same name.

Question 30

Packaging is an integral part of selling.

Question 31

Marketers should include as much information about the product as possible on the package.

Question 32

In 2001 the Royal Bank of Canada became known to its customers as "RBC."This change demonstrates the renovation stage of brand design.

Question 33

The secondary package actually contains the product.

Question 34

A UPC is a "unique product category."

Question 35

When a brand reaches the stage of "brand preference,"customers delay a purchase rather than switch to another brand in the case of unavailability.

Question 36

A company tries to change the package design of a popular brand. Consumers react negatively. These consumers are brand insistent.

Question 37

Chris goes to the baseball game and orders a Coors Lite draft. That brand is not available, so he accepts a Miller Lite draft instead. For Chris, Coors is in the brand preference stage.

Question 38

What is the best definition of a product in the "total product concept"?

A) tangible goods that can be purchased to satisfy a consumer need
B) the total sum of a firm's manufacturing capability
C) all elements of the marketing mix
D) a bundle of tangible and intangible benefits that a buyer receives in exchange for money or other considerations
E) a physical item with related features that provides utility to the buyer

Question 39

The total range of products offered for sale by a company is the

A) product mix.
B) product line.
C) product item.
D) product concept.
E) unique selling point.

Question 40

What does USP stands for?

A) universal service provider
B) universal selling proposition
C) unique selling point
D) underlying sales potential
E) unique service proposition

Question 41

A group of product items that have major attributes in common is called a

A) merchandising mix.
B) product line depth.
C) product concept.
D) product line.
E) product mix.

Question 42

The number of items in a company's product line is

A) its positioning.
B) the total product concept.
C) the unique selling point.
D) the product line depth.
E) the product line width.

Question 43

Procter & Gamble's introduction of the no-drip spout on containers of liquid laundry detergent is an example of this product line's

A) product benefit.
B) product depth.
C) unique selling point.
D) product concept.
E) product breadth.

Question 44

Crest toothpaste is available in a variety of sizes and flavours. It comes in a paste or gel format and is packaged in a pump or tube. This describes Crest's

A) merchandising mix.
B) brand strategy.
C) marketing mix.
D) product line width.
E) product line.

Question 45

The total range of models manufactured by Toyota represents this company's

A) marketing mix.
B) product mix.
C) product line.
D) brand strategy.
E) product line width.

Question 46

The number of lines in the product mix is the

A) total product concept.
B) unique selling point.
C) product line width.
D) product line depth.
E) product's positioning.

Question 47

A relatively new category of cereals referred to as the "multi-mix"category is growing fast. Kraft's addition of "Post Selects,"which, unlike competitive products, combines fruit with whole grains, is an example of their

A) product line.
B) product concept.
C) USP.
D) vision in the category.
E) product mix.

Question 48

What are the three classifications of consumer goods?

A) size, weight, and shelf life
B) convenience, shopping, and specialty
C) disposable, nondurable, and durable
D) male, female, and unisex targeted
E) price range, style, and quality

Question 49

The distinction between a consumer good and an industrial good is based on

A) the strength and quality of the good.
B) whether the good will be used to manufacture of another product.
C) whether the good is sold by a wholesaler or retailer.
D) who buys the goods and why.
E) sales volume and average price per unit.

Question 50

A nondurable good is

A) a tangible good that is normally consumed after only a few uses.
B) a tangible good that is a fad or trend with a short product life cycle.
C) a tangible good that the consumer rents or leases but does not own.
D) an intangible good from which the consumer benefits.
E) a tangible good that does not wear out quickly.

Question 51

Industrial goods are products or services

A) purchased for use in the production of another good or service that is resold.
B) that are sold only in limited quantities to the final consumer.
C) purchased for use in the production of only those goods or services that are resold to retailers.
D) sold only to large manufacturers.
E) that can be resold after the initial purchase.

Question 52

Convenience goods include

A) business goods reordered on a regular basis.
B) staple goods such as food.
C) unsought goods.
D) shopping goods.
E) specialty goods.

Question 53

Goods that consumers compare on such bases as suitability, quality, price, and style before making a selection are

A) unsought goods.
B) staple goods.
C) specialty goods.
D) convenience goods.
E) shopping goods.

Question 54

How a consumer good is classified depends on

A) the behaviour of the consumer.
B) its quality.
C) its size.
D) its price.
E) its durability.

Question 55

Expensive industrial goods that have a long life span are

A) supplies.
B) services.
C) component parts.
D) parts and materials.
E) capital items.

Question 56

Installations are

A) capital items used directly in the production of another product.
B) seldom a decision of top managers.
C) an artistic display in a retail venue.
D) first-time capital purchases.
E) always custom made.

Question 57

Less expensive capital items that are usually not part of a finished product but that facilitate a firm's overall operation are called

A) component parts.
B) component materials.
C) supplies.
D) quasi-installations.
E) accessory equipment.

Question 58

If the Ford Motor Company purchased radios from Sony for installation in all models of the Taurus, how would these radios be classified?

A) component parts
B) accessory components
C) processed materials
D) installations
E) raw materials

Question 59

Chantal was assembling a basket of food products for an important client gift. The products were available in only a few stores. The first item on her list was a spiced vinegar from the Middle East. What type of good is this?

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

Question 60

A community college purchases 250 computers to upgrade its lab facilities. What would these computers be classified as?

A) accessory equipment
B) operating supplies
C) installations
D) industrial goods
E) specialty goods

Question 61

Ford buys a GPS satellite tracking system to put into its automobiles. How would this good be classified?

A) accessory part
B) unsought good
C) raw material
D) component part
E) processed material

Question 62

Labatt purchases grain from a local farmer to make beer, which is sold to the final consumer. The grain is considered a

A) production good.
B) nondurable good.
C) material good.
D) industrial (business) good.
E) disposable good.

Question 63

Which of the following products is most likely to be considered a typical convenience good?

A) a new car
B) a loaf of bread
C) a dishwasher
D) a new window for your home
E) a new cell phone with MP3 player

Question 64

Andrew spends two hours in Canadian Tire looking for seat covers for his truck. He checks carefully to compare price, suitability to the model, quality, and style before he makes his purchase decision. For Andrew, the seat covers are a(n) ________ good.

A) unsought
B) durability
C) shopping
D) staple
E) convenience

Question 65

In general, farm goods make up what category of materials?

A) processed materials
B) packaged materials
C) fresh materials
D) raw materials
E) finished goods

Question 66

What is the name for products that have no brand name or identifying features?

A) no name brand
B) store brand
C) generic brand
D) individual brand
E) private label brand

Question 67

A bank purchases 15 boxes of legal paper for its printing and document copying needs. For the bank, the paper is considered

A) a component part.
B) a raw material.
C) a processed material.
D) supply.
E) accessory equipment.

Question 68

A name, term, symbol, or design (or combination of them) that identifies goods and services is called a

A) brand name.
B) trademark.
C) logo.
D) brand.
E) brandmark.

Question 69

When the same brand name is used for a group of related products, a ________ strategy exists.

A) family brand
B) uni-brand
C) monobrand
D) multibrand
E) homogeneous brand

Question 70

When a company uses the equity in another brand name to help market its own brand name it is

A) co-branding.
B) divesting.
C) equibranding.
D) cannibalizing.
E) reversifying.

Question 71

A brand that captures the imagination of a small group of consumers who spread the word and make converts is a

A) micro-brand.
B) mini-brand.
C) cult brand.
D) niche brand.
E) pseudo-brand.

Question 72

The Nike swoosh is an example of a

A) brand name.
B) patent mark.
C) trademark.
D) trade symbol.
E) product mark.

Question 73

To protect a manufacturing process or product design from being copied by competitors, a new manufacturer of skateboards should apply for

A) brandmark designation.
B) product protection.
C) trademark registration.
D) copyright protection.
E) patent protection.

Question 74

Kraft brands such as Minute Rice, Dream Whip, and Shake 'n Bake are classified as

A) individual brands.
B) generic brands.
C) family brands.
D) national brands.
E) manufacturers' brands.

Question 75

Lever Brothers sells bar soap under the following brands: Dove, Lifebuoy, Caress, and Lux. This is an example of

A) a multibrand strategy.
B) a family brand strategy.
C) a propriety brand strategy.
D) a licensed brand strategy.
E) a co-branding strategy.

Question 76

The Heinz brand name is used for baby food, infant cereals, ketchup, and pickles. In this example the Heinz brand is considered a

A) family brand.
B) co-brand.
C) multibrand.
D) propriety brand.
E) licensed brand.

Question 77

Kenmore, President's Choice, and Mastercraft are examples of

A) national brands.
B) licensed brands.
C) private label brands.
D) home brands.
E) generic brands.

Question 78

Loblaws sells a number of inexpensive products in its supermarkets. These products are simply packed and are not branded. These products are called

A) unbranded.
B) nonbrands.
C) individual brands.
D) generic brands.
E) family brands.

Question 79

If Nike allows its brand name to be used on clothing or posters made by other firms, the practice is an example of

A) cooperative branding.
B) licensed branding.
C) universal branding.
D) generic branding.
E) family branding.

Question 80

What is the most accurate statement about private label brands?

A) They are the cheapest products.
B) They appeal to lower-income consumers.
C) They generally offer the best value.
D) They were initially designed for value-conscious consumers.
E) They are the same as generic brands.