Deck 10: Product, Branding, and Packaging Concepts

Question 1

Accessory equipment becomes a part of the finished product.

Answer 1

False

Question 2

A service is intangible and is the result of the application of human or mechanical efforts to people or objects.

Answer 2

True

Question 3

Per-unit gross margins on convenience products are relatively high.

Answer 3

False

Question 4

The buyer's intent can determine whether an item is classified as a consumer or a business product.

Question 5

A product's classification can influence its price, distribution, and promotion.

Question 6

The two major product categories are business and institutional.

Question 7

Process materials are used directly in the production of products.

Question 8

The core product element of the total product can include installation, delivery, training, and financing.

Question 9

The total product offering consists of three interdependent elements:the core product, its supplemental features, and its symbolic or experiential benefits.

Question 10

Consumers are reluctant to purchase substitute brands if a desired brand of a convenience product is unattainable.

Question 11

Obtaining a specialty product involves a considerable amount of comparison activity.

Question 12

Buyers want to exert only minimal effort to obtain shopping products.

Question 13

The atmosphere and décor of a retail store, the variety and depth of product choices, the customer support, even the sounds and smells all contribute to the experiential element of its total product.

Question 14

The gross margin percentage on convenience goods is usually fairly high because they are low-priced items.

Question 15

Consumers spend a great deal of time comparing specialty products to determine the one that best fits their needs.

Question 16

A product need not be a physical product.

Question 17

Use of the product is the most important means of distinguishing consumer products from business products.

Question 18

Service, repair work, and accessories may be important considerations in a consumer's decision to purchase a particular shopping product.

Question 19

Component parts usually need to be processed significantly before they are used in production.

Question 20

Bread is usually a convenience product.

Question 21

A product line is a particular version of a product that can be designated as a distinct offering on the organization's list of products.

Question 22

The width of a product mix refers to the number of generic products offered by a company.

Question 23

Product mix refers to a related group of products in the product line.

Question 24

Many products are in the maturity stage of the product life cycle.

Question 25

Price cuts are typical in a product's growth stage.

Question 26

Communicating product benefits to consumers is very important in the introduction stage.

Question 27

During the growth stage, promotion costs rise as a percentage of total sales.

Question 28

Intense price wars are likely to occur during the growth stage of the product life cycle as competitors attempt to gain market share.

Question 29

Intensive competition causes price increases during the growth stage of the product life cycle.

Question 30

The original marketing strategy should not be altered in any way as a product travels through the stages of the product life cycle because consumers can become confused.

Question 31

A product line includes a group of closely related product items that are considered to be a unit because of marketing, technical, or end-use considerations.

Question 32

The depth of product mixis measured by the number of product lines a company offers.

Question 33

Profits decline in the maturity stage, largely because of increased competition.

Question 34

New products seldom generate enough sales to bring immediate profits.

Question 35

"Business Services" is not a category or type of business product.

Question 36

Distribution outlets become more difficult to secure during the growth stage of a product's life cycle because of aggressive competition.

Question 37

Many products never get beyond the introduction stage.

Question 38

A seller's profits peak in the maturity stage of a product's life cycle.

Question 39

A product mix is the composite or total group of products that an organization makes available to customers.

Question 40

Procter & Gamble has a wider product mix than does Baskin Robbins.

Question 41

A brand name is the part of the brand that is spoken.

Question 42

The term "cultural branding" describes how a brand conveys a powerful myth that consumers find useful in cementing their identities.

Question 43

Laggards are the last to adopt a new product and usually distrust new products.

Question 44

Strategies relating to price become more mixed during a product's maturity stage.

Question 45

The marketing mix should be left alone during the maturity stage of the product life cycle; tampering with it may bring an early death to the product.

Question 46

When a successful brand such as Frito-Lay develops a new product, it will always succeed.

Question 47

Early adopters are the first group of consumers to adopt a new product.

Question 48

Promotion decreases in importance during a product's decline stage.

Question 49

A business can justify keeping a product as long as it contributes to profits or enhances the effectiveness of a product mix.

Question 50

Rejection can occur at the trial stage of the product adoption process.

Question 51

The first adopters of a product are the innovators.

Question 52

Every aspect of a brand is subject to a marketer's control.

Question 53

Trial is the first stage of the product adoption process.

Question 54

Changing the product's quality is a distinct alternative in the maturity stage of the product life cycle.

Question 55

A buyer becomes aware of the product during the evaluation phase of the product adoption process.

Question 56

Sometimes new marketing channels open up in the decline stage.

Question 57

When an organization introduces a new product, people do not all begin the adoption process at the same time, nor do they move through the process at the same speed.

Question 58

Profits peak and start to decline in the growth stage.

Question 59

Advertising used in the decline stage may prolong the life of the product.

Question 60

Customers use brands to help judge product quality.

Question 61

Although difficult to measure, brand loyalty represents the value of a brand to an organization.

Question 62

The production of private distributor brands for resellers may allow a manufacturer to use excess capacity efficiently.

Question 63

A brand name used for a product line should be compatible with most of the products in the line.

Question 64

Brand recognition exists when a customer is aware that the brand exists and views it as an alternative to purchase if the preferred brand is unavailable or if the other available brands are unfamiliar to the customer.

Question 65

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

Question 66

Sears Kenmore is an example of a manufacturer brand.

Question 67

A brand name should indicate the product's major benefits.

Question 68

Competition between manufacturer brands and private distributor brands is becoming more intense in several major categories.

Question 69

Brand equity helps give a brand the power to capture and maintain a consistent market share, which provides stability to an organization's sales volume.

Question 70

By law, manufacturers must be identified on the labels of private brands.

Question 71

A generic brand indicates only the product category.

Question 72

Brand equity is a customer's favorable attitude toward a specific brand and, depending on strength, some likelihood of consistent purchase of the brand when needs for a product in this product category arise.

Question 73

Brand insistence is the strongest degree of brand loyalty but the least common type of brand loyalty.

Question 74

Brand insistence is the degree of brand loyalty in which a customer strongly prefers a specific brand, will accept no substitute, and is willing to spend a great deal of time and effort to acquire that brand.

Question 75

Green Giant is an example of a private distributor brand.

Question 76

Compared to an unfamiliar brand, a familiar brand is more likely to be selected by a customer because it often is viewed as reliable and of acceptable quality.

Question 77

Brand preference is the strongest form or degree of brand loyalty.

Question 78

Apple Inc. is an example of a manufacturer brand.

Question 79

Marketers may use brand names that have absolutely no meaning to avoid negative connotations.

Question 80

Four major elements underlie brand equity including brand name awareness, brand loyalty, perceived brand quality, and brand associations.