Question 1

When Nabisco realized that its Ritz cracker brand was experiencing stagnant sales and profits, it began to offer serving suggestions and recipes featuring the cracker on its packaging. This marketing mix change is in response to which of the following?

Accepted Answer

The change in the marketing mix of offering serving suggestions and recipes is a strategy commonly used in the maturity stage of the product life cycle where sales growth begins to slow down. This approach helps to differentiate the product from competitors and stimulate renewed interest from consumers.

Question 2

As 3D printers enter the growth stage of the product life cycle, which of the following marketing strategies should producers of 3D printers adopt?

Accepted Answer

In the growth stage, the focus is on building brand recognition, expanding market reach, and increasing sales volume. This is achieved by advertising, competitive pricing, and expanding distribution channels.

Question 3

Bottles of wine feature the pictures of a rotating cast of shelter dogs from a local animal shelter, and a portion of each sale is donated to no-kill animal shelters. What function of packaging does this demonstrate?

Accepted Answer

The packaging is using its design (pictures of shelter dogs) to attract buyer attention and differentiate itself from other wine bottles on the shelf. Additionally, the packaging is communicating the product's donation aspect, which could be considered providing information, but the primary function appears to be attracting attention.

Question 4

The Flower Pot wraps bouquets of flowers in cellophane, and they are shipped in a specially designed gift box to ensure freshness during delivery. Which function of packaging does this illustrate?

Accepted Answer

The Flower Pot's packaging is designed to protect the bouquets of flowers and ensure their freshness during delivery, which is the function of packaging to protect the product.

Question 5

Grouping product offerings into product lines provides manufacturers with which three primary benefits?

Accepted Answer

Grouping product offerings into product lines provides manufacturers with clarity for consumers, more effective product management, and simplified branding. This approach helps consumers make informed choices based on their needs, enables manufacturers to manage their products more effectively, and creates simpler and more memorable branding. The other options, such as brand complexity and consumer convenience and market share and brand complexity, do not accurately reflect the benefits of product line grouping.

Question 6

Flip phones would likely be characterized as being in which stage of the product life cycle?

Accepted Answer

Flip phones are no longer a popular choice for consumers, and sales are likely decreasing. Therefore, they are likely in the decline stage of the product life cycle.

Question 7

KFC, famous for fried chicken, introduced grilled chicken in 2008 in an effort to offer healthier menu options. This product mix change can be attributed to which of the following?

Accepted Answer

KFC's decision to introduce grilled chicken was a response to changing customer preferences for healthier food options.

Question 8

Gerber produces baby formula, cereals, beverages, yogurt snacks, toddler meals, and side dishes. What does this collection of products comprise for Gerber?

Accepted Answer

The collection of products offered by Gerber, which includes baby formula, cereals, beverages, yogurt snacks, toddler meals, and side dishes, is an example of a product mix. A product mix is a combination of different product lines that a company offers to its customers. In this case, Gerber offers a variety of products for different stages of a child's development, which makes up their product mix.

Question 9

A snack food manufacturer has introduced a gluten-free version of its popular toaster pastry, the first of its kind on the market. Which of the following is likely the reason the company changed its product mix?

Accepted Answer

The introduction of a gluten-free version of the toaster pastry suggests that the company is responding to changing consumer preferences, specifically the increase in demand for gluten-free products.

Question 10

Car Tunes, a national car stereo retailer, markets stereos, speakers, car alarms, and other accessories. What do these products comprise for Car Tunes?

Accepted Answer

The products offered by Car Tunes, including stereos, speakers, car alarms, and other accessories, form the company's product mix, which is the full range of products that the company offers for sale to its customers.

Question 11

Borden Inc. offers pasta, snacks, grocery, and dairy items as well as films, adhesives, and other non-food products. What do these products represent for the Borden company?

Accepted Answer

These products represent the product mix of the Borden company, which refers to the total set of products offered by a company.

Question 12

If Unilever wants to introduce a new flavour of ice cream, it would likely do so using its Breyer's brand of ice cream instead of creating a new brand. This is an example of which benefit of product lines?

Accepted Answer

Introducing a new flavor under an existing brand like Breyer's simplifies branding efforts by leveraging the existing brand's recognition and loyalty, rather than starting from scratch with a new brand. This approach makes it easier for consumers to identify and trust the new product.

Question 13

Health Canada requires that food packaging contains product ingredients, sell-by dates, the manufacturer's address, contact information, and any cautionary messages or usage warnings. Which function of packaging does this represent?

Accepted Answer

The required information on food packaging, such as product ingredients and usage warnings, serves the function of providing product information to the consumer.

Question 14

Which of the following was Pepsi doing when it introduced Mountain Dew Code Red?

Accepted Answer

Pepsi was increasing the product line by introducing Mountain Dew Code Red.

Question 15

Although Procter & Gamble produces multiple brands of laundry detergent, each brand is marketed separately. For example, Tide advertisements tend to focus on how well the brand cleans clothes, whereas Gain advertisements focus on the scent of the brand. This is an example of which benefit of product lines?

Accepted Answer

The answer of Although Procter & Gamble produces multiple brands...

Question 16

FroYolo yogurt company packages its yogurt in tubes and pouches for on-the-go snacking without a spoon and makes the packages freezable for lunch boxes as well. Which function of packaging does this illustrate?

Accepted Answer

FroYolo's packaging is designed for on-the-go snacking and freezable for lunch boxes, which improves the function of the packaging.

Question 17

As a result of extensive market research, a consumer products manufacturer introduces a line of hypoallergenic, fragrance-free, and dye-free laundry products for customers with allergies and skin sensitivities. Which of the following best summarizes the reason for the company's product mix change?

Accepted Answer

The decision to introduce a line of hypoallergenic, fragrance-free, and dye-free laundry products aligns with changes in customer preferences for products that cater to their specific needs and sensitivities. The market research conducted by the consumer products manufacturer identified a demand for such products, indicating a shift in customer preferences towards more personalized and specialized products.

Question 18

Arm & Hammer markets a variety of deodorants, including Ultramax Confidence Dry Spray, Essentials Solid Deodorant, Ultramax Gel Antiperspirant, and several others. What do these products comprise for Arm & Hammer?

Accepted Answer

These deodorants are different products offered by Arm & Hammer under the same brand, constituting a product line.

Question 19

A food manufacturer introduces a new yogurt blend in single-serving cups that do not need to be refrigerated, so parents can pack yogurt in their kids' lunch boxes or take a container of yogurt to work without having to worry about keeping it refrigerated. Which function of packaging does this best represent?

Accepted Answer

The introduction of the new yogurt blend in non-refrigerated single-serving cups better serves the customer needs by providing convenience and portability. It makes it easier for parents to pack yogurt in their kids' lunch boxes or take it to work without worrying about refrigeration.

Question 20

When you place an order with Pioneer Steak Company, the steaks are vacuum wrapped, flash frozen, and shipped in an insulated cooler with enough dry ice to keep them cold until arrival. Which function of packaging does this represent?

Accepted Answer

The vacuum wrapping and insulated cooler with dry ice are specifically designed to protect the product from spoiling during shipping.

Quiz 13: Developing and Managing Products