Question 1

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 2

A style modification is a(n):
A)change in the product's durability or dependability
B)safety improvement
C)aesthetic product change
D)way to add convenience
E)improvement in product versatility and effectiveness

Accepted Answer

Style modifications change the aesthetics of a product rather than its quality or functionality.

Question 3

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 4

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 5

Most people recognize Crayola as a brand of crayon,but Crayola also markets paints,chalk,pencils,markers,toys,coloring books,clothing,and even software.All these products are part of Crayola'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 6

A go-cart manufacturer recently added shock absorbers to make the ride in its go-carts smoother.It has not changed its prices.This is a(n)_____ modification.
A)upsale
B)style
C)dysfunctional
D)repositioning
E)quality

Accepted Answer

Quality modifications entail changing a product's dependability or durability.

Question 7

Which of the following is a symptom of product line overextension?
A)Overuse of standardized components
B)Manufacturing or marketing resources are disproportionately allocated to slow-moving products
C)Strong economy of scale
D)Planned obsolescence of certain products
E)All of the above.

Accepted Answer

Other symptoms include products not contributing to profits,products cannibalizing sales of other items in the line,and products becoming obsolete.

Question 8

Proctor & Gamble is a well-known producer of home and beauty products.Along with these 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.

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 who 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

Firms increase the depth of their product lines for all of the following reasons EXCEPT:
A)to attract buyers with different preferences.
B)to diversify risk.
C)to further segment the market.
D)to capitalize on economies of scale.
E)to even out seasonal sales patterns.

Accepted Answer

Firms increase the width of their product mix to diversify risk.

Question 11

When Proctor & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent product and introduced Tide Free,the company was making a(n):
A)product line contraction
B)quality modification
C)aesthetics modification
D)obsolescence factor
E)functional modification

Accepted Answer

Functional modification is a change in a product's versatility,safety,convenience.or effectiveness.

Question 12

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 13

There are a number of toothpastes marketed under the Crest brand,including Cavity Protection Crest,Pro-Health Sensitive Shield 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 14

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 15

When Honda automobiles first entered the U.S.market,they were small and not very durable.However,over the years,Honda has modified its automobiles to be one of the most dependable cars on the market.This change in dependability and durability is representative of which type of product modification?
A)Style
B)Planned obsolescence
C)Functional
D)Quality extension
E)Quality

Accepted Answer

Quality modification involves a change in a product's dependability or durability.

Question 16

Apple recently updated its iPod Touch product,expanding its storage from 8 GB to 16 GB.Enlarging the iPod Touch's storage capacity 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 17

Which type of product modification changes a product's versatility,effectiveness,convenience,or safety?
A)Quality
B)Planned
C)Functional
D)Style
E)Use

Accepted Answer

This is a description of functional product modification.

Question 18

Which type of product modification is an aesthetic product change?
A)Functional
B)Quality
C)Repositioning
D)Style
E)Planned

Accepted Answer

Style modifications are aesthetic product changes rather than quality or functional changes.

Question 19

One of the leading manufacturers of choir robes has added different types of trim and fabric in the making of the robes.The company has not changed its prices.This is a(n)_____ modification.
A)style
B)obsolescence
C)quality
D)repositioning
E)upward extension

Accepted Answer

A style modification is an aesthetic change rather than a quality or functional change.

Question 20

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-not varying quality-is considered an advantage because purchasers usually expect and believe that all products in a line are about equal in quality.

Quiz 10: Product Concepts

Product mix width may be defined as:

A style modification is a(n) :

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

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

Most people recognize Crayola as a brand of crayon,but Crayola also markets paints,chalk,pencils,markers,toys,coloring books,clothing,and even software.All these products are part of Crayola's:

A go-cart manufacturer recently added shock absorbers to make the ride in its go-carts smoother.It has not changed its prices.This is a(n) _____ modification.

Which of the following is a symptom of product line overextension?

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

Firms increase the depth of their product lines for all of the following reasons EXCEPT:

When Proctor & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent product and introduced Tide Free,the company was making a(n) :

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

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

When Honda automobiles first entered the U.S.market,they were small and not very durable.However,over the years,Honda has modified its automobiles to be one of the most dependable cars on the market.This change in dependability and durability is representative of which type of product modification?

Apple recently updated its iPod Touch product,expanding its storage from 8 GB to 16 GB.Enlarging the iPod Touch's storage capacity is an example of a:

Which type of product modification changes a product's versatility,effectiveness,convenience,or safety?

Which type of product modification is an aesthetic product change?

One of the leading manufacturers of choir robes has added different types of trim and fabric in the making of the robes.The company has not changed its prices.This is a(n) _____ modification.

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