Question 1

Community Trust Bank has always prided itself on the friendliness of its employees.However,the results of a recent mystery shopper study indicated that the bank tellers rarely greeted customers or thanked them after the transaction.As a result,all bank employees that have customer contact are going through a training program to enhance customer service.What unique aspect of services is Community Trust attempting to address?
A) heterogeneity
B) perishability
C) intangibility
D) simultaneous production and consumption
E) unfocused targeting

Accepted Answer

Heterogeneity causes inconsistency and lack of standardization.Training helps to alleviate these conditions.

Question 2

Which of the following is an example of a product modification?
A) lowering the price of textbooks
B) dropping a product from the product line
C) changing the color of a laundry detergent
D) changing the amount of management time spent overseeing production
E) increasing the number of distribution outlets

Accepted Answer

Product modification entails changing one or more of a product's characteristics.

Question 3

There are a number of toothpastes marketed under the Crest brand including Cavity-Protection Crest,Sensitive-Teeth Protection Crest,Baking Soda Crest,Tartar Protection Crest,and Crest for Kids.This is an example of Crest's:
A) product line width
B) product mix
C) product line depth
D) product mix inconsistency
E) marketing mix

Accepted Answer

Product line depth is the number of product items in a product line.

Question 4

Procter & Gamble manufactures Tide laundry detergent,the best-selling brand in the United States.But is also offers Tide to Go,which is a stick product consumers can use to clean a spot on their clothing between washings,and small travel packets of Tide detergent.These other products are part of Tide's product line:
A) width
B) breadth
C) mix
D) depth
E) synergy

Accepted Answer

Product line depth is the number of product items in a product line.

Question 5

All of the following are benefits from organizing related items into product lines EXCEPT:
A) package uniformity
B) varying quality
C) advertising economies
D) efficient sales and distribution
E) standardized components

Accepted Answer

Equivalent quality is considered an advantage because purchasers usually expect and believe that all products in a line are about equal in quality.

Question 6

A reading service for the visually impaired requires each reader applicant to prepare and submit a one-hour interview tape of material chosen by the service to determine whether the reader has pleasing vocal characteristics and is accent-free so that it is not necessary to use the same reader every time.The reading service is trying to limit problems associated with the service characteristic of:
A) tangibility
B) credence quality
C) heterogeneity
D) simultaneous production and consumption
E) flexibility

Accepted Answer

Heterogeneity means that a service tends to be less standardized and uniform than goods.

Question 7

Recently Apple updated its iPod Touch product,which now has two cameras which can shoot HD video.Adding new camera and video recording features to the iPod Touch is an example of a:
A) product modification
B) brand mix extension
C) product diversification
D) brand repositioning
E) demographic modification

Accepted Answer

A product modification changes one of more of a product's characteristics--in this example,its storage capacity.

Question 8

Which unique characteristic of services is the variability of the inputs and outputs of services,which causes services to tend to be less standardized and less uniform than goods?
A) intangibility
B) inseparability
C) heterogeneity
D) perishability
E) flexibility

Accepted Answer

Because services have greater heterogeneity,or variability of inputs and outputs,they tend to be less standardized.

Question 9

ForeverLawn has recently added two new synthetic lawn products.One of the products includes fake brown grass that makes the synthetic lawn look more realistic as it appears to have some patches of brown thatch.The other product is K9Grass for consumers that have pet dogs.The addition of these two new synthetic grass products is a way for ForeverLawn to increase its:
A) line width
B) breadth mix
C) mix width
D) line depth
E) mix depth

Accepted Answer

Product line depth is the number of product items in a product line.

Question 10

Due to service _____,services cannot be stored,warehoused,or inventoried.
A) tangibility
B) variability
C) intangibility
D) perishability
E) heterogeneity

Accepted Answer

Perishability is the inability of services to be stored,warehoused,or inventoried.

Question 11

Product mix width may be defined as:
A) the number of different product categories found within an industry
B) the average number of products within each product line in the company
C) the average number of products offered by the company
D) the number of different product lines an organization offers for sale
E) the extensiveness of the coverage of the line from high end (expensive) to low end (inexpensive)

Accepted Answer

Product mix width represents the number of product lines an organization offers.

Question 12

Changing one or more of a product's characteristics is called:
A) product modification
B) product repositioning
C) product adjustment
D) planned obsolescence
E) product extension

Accepted Answer

This is the definition of product modification.

Question 13

It is difficult to achieve consistency and standardization of services because of which service characteristic?
A) customization
B) simultaneous production and consumption
C) intangibility
D) perishability
E) heterogeneity

Accepted Answer

Heterogeneity refers to the variation in service delivery due to the involvement of human beings and the fact that services are often customized to meet the needs of individual customers. This characteristic makes it difficult to achieve consistency and standardization in service delivery.

Question 14

David and Kathy like to take their young son,Chaz,to Moe's for lunch after church on Sunday.While they like to eat at Moe's anytime,Sunday is particularly good because it's "kids-eat-free" day at Moe's southwestern grill.Until Moe's began the reduced pricing program,Sundays were very slow.Now it is one of the busiest days of the week.This price reduction was a way to contend with the service characteristic of:
A) variability
B) perishability
C) intangibility
D) inseparability
E) simultaneous production and consumption

Accepted Answer

Differential pricing tries to even out demand.This is important because services cannot be stored,inventoried,or warehoused.

Question 15

Along with its Macintosh computer line,Apple markets its iPod,iPhone,and AppleTV products.This is an abbreviated listing of the company's:
A) customer mix
B) product line
C) product mix
D) line depth
E) product modification

Accepted Answer

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

Question 16

There are a number of toothpastes marketed under the Crest brand including Cavity-protection Crest,Sensitive-teeth Protection Crest,Baking Soda Crest,Tarter Protection Crest,and Crest for Kids.The large variety of toothpastes under the Crest brand is an example of a:
A) marketing mix
B) product line
C) product mix
D) product equity
E) product modification

Accepted Answer

A product line is a group of closely related products.

Question 17

Most people recognize Campbell's as a brand of soup,but Campbell's also manufactures Pace Picante Sauce,Pepperidge Farms products,Prego Sauce,Swanson Broth,and V8 juice.All these products are part of Campbell's:
A) marketing equity
B) product line
C) product mix
D) line depth
E) product modification

Accepted Answer

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

Question 18

Which type of product modification changes a product's dependability or durability?
A) functional
B) style
C) aesthetic
D) quality
E) primary

Accepted Answer

This is a description of a quality modification.

Question 19

A product line is a group of products that are closely related because the:
A) products share the same product managers
B) products all function in a similar manner and provide similar benefits
C) same company developed the idea for each product
D) products are all sold under the same brand name
E) products are all priced about the same

Accepted Answer

A product line is a group of closely related products offered by the organization that basically perform the same tasks and provide the same benefits.

Question 20

Proctor & Gamble (P&G)is a well-known producer of home and beauty products.Along with home and beauty products,P&G also markets pet products,prescription drugs,and small appliances.This range of products provides the company with product _____.
A) line height
B) line consistency
C) mix width
D) line depth
E) mix depth

Accepted Answer

Product mix width refers to the number of different product lines that an organization offers for sale.

Quiz 10: Product Concepts

Which of the following is an example of a product modification?

There are a number of toothpastes marketed under the Crest brand including Cavity-Protection Crest,Sensitive-Teeth Protection Crest,Baking Soda Crest,Tartar Protection Crest,and Crest for Kids.This is an example of Crest's:

All of the following are benefits from organizing related items into product lines EXCEPT:

Recently Apple updated its iPod Touch product,which now has two cameras which can shoot HD video.Adding new camera and video recording features to the iPod Touch is an example of a:

Which unique characteristic of services is the variability of the inputs and outputs of services,which causes services to tend to be less standardized and less uniform than goods?

Due to service _____,services cannot be stored,warehoused,or inventoried.

Product mix width may be defined as:

Changing one or more of a product's characteristics is called:

It is difficult to achieve consistency and standardization of services because of which service characteristic?

Along with its Macintosh computer line,Apple markets its iPod,iPhone,and AppleTV products.This is an abbreviated listing of the company's:

There are a number of toothpastes marketed under the Crest brand including Cavity-protection Crest,Sensitive-teeth Protection Crest,Baking Soda Crest,Tarter Protection Crest,and Crest for Kids.The large variety of toothpastes under the Crest brand is an example of a:

Most people recognize Campbell's as a brand of soup,but Campbell's also manufactures Pace Picante Sauce,Pepperidge Farms products,Prego Sauce,Swanson Broth,and V8 juice.All these products are part of Campbell's:

Which type of product modification changes a product's dependability or durability?

A product line is a group of products that are closely related because the:

Proctor & Gamble (P&G) is a well-known producer of home and beauty products.Along with home and beauty products,P&G also markets pet products,prescription drugs,and small appliances.This range of products provides the company with product _____.