Deck 9: Product Concepts

Question 1

Andrea needs to find a kennel for boarding her son's dogs.There are several different kennels in her community,and Andrea believes all of them to be basically alike.The only feature she is genuinely concerned about is low price.For Andrea,which type of product is the kennel for boarding dogs?

A)specialty goods
B)unsought goods
C)heterogeneous shopping
D)homogeneous shopping

Answer 1

D
Homogeneous products are products that consumers see as being basically the same,so consumers shop for the lowest price.

Question 2

Some products are seen by consumers to differ in quality,style,suitability,and lifestyle compatibility.Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price.What would these products be classified as?

A)product goods
B)convenience goods
C)homogeneous shopping products
D)heterogeneous shopping products

Answer 2

D

Question 3

While Allison was showing her new infant son to friends of her grandmother,the baby needed a diaper change,and she had brought none with her.She normally uses eco-friendly Seventh Generation brand diapers but settled for Pampers brand diaper because that was the only brand stocked at the small local grocery store.For Allison,which type of product is the recent diaper purchase?

A)shopping product
B)impulse product
C)convenience product
D)specialty product

Answer 3

C
She spent very little shopping effort buying the diaper due to the emergency.

Question 4

What is the consumer product classification system based on?

A)how the market is segmented
B)the way the products are manufactured
C)the way products are used
D)the amount of effort consumers spend to acquire the product

Question 5

When PaintingsDirect,an online seller of contemporary original art,markets its art to home decor buyers for retailers,custom-framing stores,and intermediaries that supply furniture and home furnishings retailers,which type of products is it selling?

A)specialty
B)consumer
C)business
D)convenience

Question 6

Which of the following products is most likely to be considered an example of a heterogeneous shopping product?

A)an off-campus apartment
B)a package of Oreo cookies
C)a Rolex watch
D)a stapler

Question 7

Why is the creation of a product the starting point for the marketing mix?

A)The production department must know what to produce first.
B)Production strategy is the first of the four Ps listed in the marketing mix.
C)Determination of the price,promotional campaign,and distribution network cannot begin until the product has been specified.
D)Product development takes the longest amount of time to complete.

Question 8

When Kirby wanted a gas barbeque for his patio,he visited The Home Depot and Canadian Tire,as well as three other stores that specialize in outside furnishings,in order to find the one with just the features he wanted.If Kirby represents a typical barbeque buyer,which type of good are barbeques?

A)convenience good
B)shopping specialty good
C)operating supply good
D)heterogeneous shopping good

Question 9

Colin stopped at - Canadian Tire to buy a snow shovel.While he was paying for his shovel ,he noticed a can of WD-40 engine lubricant which he also purchased.In this example,which type of product is the WD-40?

A)specialty
B)convenience
C)business
D)shopping

Question 10

Which of the following is the best example of a convenience product?

A)a box of cereal
B)the daily purchase of a local newspaper
C)a gallon of ice cream
D)a frozen bag of peas

Question 11

Which of the following are products consumers see as being basically the same,so consumers shop for the lowest price?

A)low-prestige specialty products
B)product equivalents
C)heterogeneous shopping products
D)homogeneous shopping products

Question 12

Which of the following is the best example of a shopping product for most consumers?

A)a light bulb for the front porch fixture
B)Vital Radiance makeup by Revlon for women over 50
C)Procter & Gamble box of Tide
D)a gas barbeque for the new patio

Question 13

Compared to the other classifications of consumer products,shopping products are which of the following?

A)widely available so they need little or no promotion.
B)usually less expensive than convenience products.
C)purchased without significant planning.
D)usually more expensive than convenience products and are found in fewer stores.

Question 14

What are the two types of shopping products?

A)unsought and convenience
B)generic and family
C)exclusive and intensive
D)heterogeneous and homogeneous

Question 15

What is the term for everything,both favourable and unfavourable,that a person receives in an exchange (it can be tangible,intangible,a service,an idea,or a combination of these things)?

A)brand equity
B)quality
C)warranty
D)product

Question 16

What does the convenience product marketing strategy include?

A)wide distribution of the product
B)higher than ordinary prices
C)few retail outlets other than convenience stores
D)significantly lower promotion budgets

Question 17

What is the starting point in creating a marketing mix?

A)price
B)product
C)distribution channel
D)promotional media

Question 18

Jake wanted a La-Z-Boy chair.He watched newspaper ads until he found the chair on sale.For Jake which type of product is the La-Z-Boy chair?

A)shopping
B)convenience
C)component
D)unsought

Question 19

Which of the following is an example of a product's tangible feature?

A)brand equity
B)competitors
C)colour
D)image

Question 20

Which products are purchased with little shopping effort and regularly,usually with little planning,and require wide distribution.

A)convenience
B)specialty
C)branded shopping
D)generic

Question 21

Procter and Gamble (P&G)manufactures Dawn dishwashing liquid.What can P&G expand by adding Dawn Direct Foam dishwashing liquid?

A)the brand's line width
B)the brand's depth
C)the brand's mix width
D)the brand's line depth

Question 22

Most people recognize Butterball as a brand of turkey,but Butterball brand is also found on fresh turkey breast cuts;turkey sausages;ground turkey;lunchmeat cold cuts;fresh marinated bone-in,boneless,and whole chicken;frozen chicken products;and Butterball stuffing and gravy mixes.
Refer to Butterball.What is this grouping or called?

A)marketing equity
B)product line
C)product mix
D)line depth

Question 23

There are a number of detergents marketed under the Tide brand including detergent with and without fabric softener,with and without bleach,with various pleasing smells,and fragrance-free.What is the large variety of detergents marketed under the Tide brand an example of?

A)a marketing mix
B)a product line
C)a product mix
D)a merchandise line

Question 24

Ever since Martin saw his first Bianchi EV3 Carbon Centaur Road Bike,he has wanted to purchase one,but he could not afford its $2,500 price tag.He has conducted extensive research on Bianchi bicycles and learned nothing that changed his mind about the bike's superiority.Finally,at age 35,he has achieved the income level to be able to purchase one.For Martin,which type of product is the Bianchi bike?

A)specialty
B)consumer
C)convenience
D)business

Question 25

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 colour of a laundry detergent
D)changing the amount of management time spent overseeing production

Question 26

George Weston Limited,a Canadian food processing and distribution company,is one of the world's largest producers of breads.
Refer to George Weston Limited.The company also owns and operates a pulp and paper processing company,a major Canadian dairy,and a sugar refinery.What do these organizations provide Weston in terms of its product?

A)line height
B)line consistency
C)mix width
D)line depth

Question 27

Which type of products are searched for extensively,do not have acceptable substitutes,may be quite expensive,and often have limited distribution?

A)exclusive shopping
B)homogeneous convenience
C)branded shopping
D)specialty convenience

Question 28

Along with soft drinks,Cadbury-Schweppes also markets Dentyne gum,Sour Patch Kids candy,and Mott's apple juice.What is this is an abbreviated listing of?

A)the company's customer mix
B)the company's product depth
C)the company's product mix
D)the company's line depth

Question 29

Michelin has developed a new tire that will keep rolling smoothly for up to 190 kilometres after it has been punctured.
Refer to Michelin.To leave her neighbourhood,Keisha has to drive through a construction area that is riddled with metal pieces and nails with the potential to puncture her tires.She got another flat tire just yesterday.The flat caused her to miss an important appointment with a prospective customer.Keisha does not know about Michelin's new tires.For Keisha,what type of product are Michelin PAX tires?

A)heterogeneous shopping
B)specialty
C)unsought
D)exclusive

Question 30

Which products are not known about or not actively searched for by consumers,and require aggressive personal selling and highly persuasive advertising?

A)hidden
B)specialty
C)equity
D)unsought

Question 31

Unsought products can be best described as which of the following?

A)Products consumers purchase when they see them in a convenient location.
B)Products consumers don't know about or don't actively look for.
C)That require only reminder advertising to be successful.
D)That require little or no decision making by the buyer.

Question 32

Most people under the age of 25 have a strong belief in their own personal invincibility.An insurance agency targeting this group for life insurance would find this market segment categorizes the insurance as which type of product?

A)heterogeneous shopping
B)specialty
C)unsought
D)relationship

Question 33

Most people recognize Butterball as a brand of turkey,but Butterball brand is also found on fresh turkey breast cuts;turkey sausages;ground turkey;lunchmeat cold cuts;fresh marinated bone-in,boneless,and whole chicken;frozen chicken products;and Butterball stuffing and gravy mixes.
Refer to Butterball.Which type of branding does Butterball use?

A)dealer branding
B)brand grouping
C)family branding
D)cobranding

Question 34

How can product mix width be defined?

A)as the number of different product categories found within an industry
B)as the average number of products within each product line in the company
C)as the average number of products offered by the company
D)as the number of different product lines an organization offers for sale

Question 35

When deciding on distribution plans for specialty products,what do companies generally ensure?

A)These items are distributed only as private brands.
B)These items are distributed in a large number of stores in a geographic area.
C)These items are distributed to only a few stores in the geographic area.
D)These items are distributed to a considerable number of stores in a specific region.

Question 36

George Weston Limited,a Canadian food processing and distribution company,is one of the world's largest producers of breads.
Refer to George Weston Limited.The company owns the Wonder bread brand.When Weston introduced whole grain white bread,which gives kids the bread texture and colour they recognize and love and parents the vitamins they want for their children,what was it an example of?

A)product line mix
B)quality mix
C)aesthetics modification
D)functional modification

Question 37

A product line is a group of products that are closely related for which of the following reasons?

A)Products share the same product managers.
B)Products all function in a similar manner and provide similar benefits.
C)The same company developed the idea for each product.
D)Products are all sold under the same brand name.

Question 38

One of the most expensive brands of shoes for mountain climbing is the Anasazi brand.Many climbers believe it to be the safest brand made.People who want to buy the safest climbing shoes available will accept no other brand of shoe even though there are several other manufacturers of climbing shoes.Which type of product are Anasazi brand climbing shoes?

A)heterogeneous shopping
B)specialty goods
C)homogeneous shopping
D)convenience goods

Question 39

The most expensive refrigerator in the world is the Sub-Zero brand.Many consumers believe it to be the best brand made.For people who insist on having the best kitchen money can buy and will accept no less,the Sub-Zero refrigerator is an example of which type of product?

A)heterogeneous shopping
B)specialty item
C)homogeneous shopping
D)exclusive item

Question 40

Michelin has developed a new tire that will keep rolling smoothly for up to 190 kilometres after it has been punctured.
Refer to Michelin.What sort of modification has Michelin made to its tires?

A)implied
B)functional
C)adaptive
D)aesthetic

Question 41

A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment.Which of the following strategies would best allow the company to accomplish this goal?

A)contraction of the number of services offered by the utility company
B)adding new services to its product line
C)repositioning
D)disintermediation

Question 42

According to market research conducted in 2004,Bazooka (a brand of bubble gum)was among the most recognizable brand names in North America even though the gum needed some updating to be competitive in today's market.
Refer to Bazooka.What does Bazooka have that made the company willing to1 make modifications in the product?

A)a valuable brand loyalty hierarchy
B)a valuable evoked set
C)a valuable brand quality standard
D)a valuable brand equity

Question 43

One of the leading manufacturers of choir robes has added a fire retardant chemical to the fabric it uses in making the robes.The company has not changed its prices.What type of modification is this?

A)functional
B)obsolescence
C)quality
D)repositioning

Question 44

Which of the following statements best describes planned obsolescence?

A)Environmentalists support planned obsolescence.
B)A company that is interested in producing a quality product would never engage in planned obsolescence.
C)Style modification creates planned obsolescence.
D)Planned obsolescence is not an ethical issue.

Question 45

Cadbury Schweppes produces several different brands of beverages including 7UP,Canada Dry,Dr Pepper,Hawaiian Punch,and Snapple.What is this an example of?

A)Cadbury's product line width
B)Cadbury's product mix
C)Cadbury's product line depth
D)Cadbury's marketing mix

Question 46

What is the most likely reason that Ford stopped producing the Taurus automobile?

A)The car was not contributing to Ford's profits.
B)The Taurus brand lacked brand equity.
C)The Ford Taurus did not create significant cognitive dissonance.
D)The automobile's brand could not be trademarked.

Question 47

Rexona is the number one brand of deodorant worldwide.
Refer to Rexona.The brand is a leader in Europe,South America,Asia,Africa,and the Middle East.Rexona is an example of which of the following?

A)master brand.
B)global brand.
C)cannibalized brand.
D)master brand.

Question 48

Alberto-Culver introduced Baker's Joy in the mid-1980s as a product for cooks to use to grease and flour baking pans.The product was not nearly as successful as Alberto-Culver hoped,and it discontinued the product in 2001.What type of strategy was being implemented when Alberto-Culver discontinued the product?

A)repositioning
B)cannibalization
C)product line extension
D)product line contraction

Question 49

A go-cart manufacturer recently added shock absorbers to make the ride in its go-carts smoother.It has not changed its prices.What type of modification is this?

A)upsale
B)style
C)dysfunctional
D)quality

Question 50

Rexona is the number one brand of deodorant worldwide.
Refer to Rexona.Since it was launched in the 1960s,it has added an antiperspirant,a stick deodorant,deodorant wipes,and Rexona for Men.What are these additions examples of?

A)product line extensions
B)product portfolio width adjustments
C)product item contractions
D)SBU expansions

Question 51

For years,many people thought plastic wrap was almost impossible to use and refused to buy the product.The manufacturer of Saran plastic wrap has spent many advertising dollars advising customers on how to eliminate the problems associated with the use of plastic wrap.What did the manufacturer engaged in?

A)diversification
B)repositioning
C)product development
D)product line expansion

Question 52

V8 juice has for years advertised itself as a refreshing and nutritious drink that contains eight different vegetables,and that is what the brand name V8 means to most consumers.What type of strategy was used when the manufacturer of V8 juice introduced V8 Orange and Mango juice?

A)repositioning
B)product line extension
C)cannibalization
D)disintermediation

Question 53

What is a style modification?

A)a change in the product's durability or dependability
B)a safety improvement
C)an aesthetic product change
D)a way to add convenience

Question 54

According to market research conducted in 2004,Bazooka (a brand of bubble gum)was among the most recognizable brand names in North America even though the gum needed some updating to be competitive in today's market.
Refer to Bazooka.The company's research discovered that children that today50 prefer softer bubble gum and that its Joe character was viewed as an "out-of-date nerd." As a result,Bazooka created a softer gum and updated Bazooka Joe with a backward hat,wilder hair,and ripped jeans.How does Bazooka hope to attract a younger market?

A)through quality modification
B)through aesthetic modification
C)through demarketing
D)through repositioning

Question 55

The introduction of Tide Simple Pleasures,a laundry detergent inspired by the natural essences of vanilla and lavender,is an example of which of the following?

A)product modification
B)brand mix extension
C)product diversification
D)brand repositioning

Question 56

What is the term for the part of the brand that can be spoken?

A)brand equity
B)service mark
C)trademark
D)brand name

Question 57

Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics.Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old woman.Which type of strategy is being implemented by the introductions of these cosmetics?

A)portfolio breadth expansion
B)product portfolio width adjustment
C)product item contraction
D)product line extension

Question 58

What commonly occurs soon after style modification?

A)implied repositioning
B)demarketing
C)marketing innovation
D)planned obsolescence

Question 59

Which symbol cannot be spoken in a brand?

A)brand mark
B)trademark
C)brand equity
D)intangible product

Question 60

Due to the fact the Honda Insight (a hybrid car)has never caught on with buyers,Honda decided to stop manufacturing the car in 2006.This will allow Honda to concentrate its resources on more profitable vehicles.Which of the following terms best describes this?

A)product line contraction
B)product diversification
C)product development strategy
D)market redeployment

Question 61

A small chain of supermarkets in western Canada sells only manufacturers' brands.Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturers' brands?

A)A well-known manufacturers' brand will not enhance the chain's image.
B)Manufacturers rarely spend money advertising the brand name to consumers.
C)Manufacturers typically offer a lower gross margin than could be earned on private-label brands.
D)Manufacturers force the chain to carry a large in-store inventory.

Question 62

Procter & Gamble makes Camay soap for people concerned with soft skin and Safeguard for those who want deodorant protection.Which type of strategy is the company using?

A)individual branding
B)family branding
C)combination branding
D)trademarked branding

Question 63

Internet sites for manufacturers such as Sherwin-Williams paint,Toyota,and General Electric can provide these businesses with a non-traditional way to do which of the following?

A)avoid income taxes on international sales.
B)help their product brand names become generic.
C)diminish brand loyalty.
D)generate brand awareness.

Question 64

Brand loyalty can do which of the following?

A)increase product diffusion.
B)encourage competition.
C)shorten the amount of time a product spends in the maturity stage.
D)help ensure repeat sales.

Question 65

Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent.Since both brands were prominently listed on the package,what would this be an example of?

A)equity branding
B)cobranding
C)conjunctive branding
D)complementary branding

Question 66

Heinz is a leading global food manufacturer.It manufactures and markets Farleys (baby food),Linda McCartney Foods (vegetarian meals),and Weight Watcher's Foods (diet meals and supplements).The use of these brand names instead of the Heinz name is an example of which type of branding strategy?

A)individual
B)synergistic
C)umbrella
D)family

Question 67

What is a consumer who consistently and repeatedly purchases the same brand said to have?

A)brand loyalty
B)product equity
C)product loyalty
D)product repetition

Question 68

A Toronto diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewellers' aggressive price discounting.What is the purpose of this move?

A)take away trademark rights
B)build product identity and customer loyalty
C)create a catchy phrase to promote diamonds
D)combat the quality appeal of generic products

Question 69

Callaway & Kirk,a division of Callaway Arts & Entertainment,markets a collection of garden products,home décor,and apparel featuring Miss Spider and her friends,under the Sunny Patch brand name.Which type of branding strategy is this an example of?

A)equity
B)family
C)private
D)individual

Question 70

Jennifer purchased Cascade 2-in-1 ActionPacs for her dishwasher.The packaging said the product combines the scrubbing power of Cascade with the grease-fighting power of Dawn dishwashing detergent.What type of cobranding does this product represent?

A)cooperative
B)complementary
C)piggyback
D)ingredient

Question 71

Joseph Confectionery has decided to start marketing a line of Christian-oriented candy under the Testamint brand name.The candy maker is optimistic about establishing the brand in the marketplace and has high hopes of its success.As a marketing consultant,you inform the candy maker that branding can do which of the following?

A)encourage consumer repeat purchasing.
B)ensure a higher margin of profit.
C)create product separation.
D)aid in repositioning.

Question 72

Supermarket chain Albertsons has rolled out Essensia,a product line consisting of cookies,crackers,frozen foods,and frozen desserts "only available at your local store." The Essensia brand,which is owned by Albertsons,is an example of which type of brand?

A)master
B)private
C)family
D)manufacturers'

Question 73

About one out of every two fans sold in North America is The Home Depot's Hampton Bay brand.What type of brand is Hampton Bay?

A)manufacturers'
B)international
C)family
D)private

Question 74

Which term refers to brands where at least 20 percent of the product is sold outside the home country?

A)evoked set
B)global brand
C)equity brand name
D)master brand

Question 75

When a company markets several different products under the same brand name,how is it referred to?

A)as a family brand
B)as a generic brand
C)as a bargain brand
D)as an umbrella brand

Question 76

Tyler wants the Coca-Cola Barbie by Mattel for her birthday.This Mattel product contains items with the Coca-Cola trademark,and Barbie is wearing an outfit in Coca-Cola red and white.Because both brands are receiving equal treatment,what is this most likely an example of?

A)cooperative branding
B)ingredient branding
C)umbrella branding
D)complementary branding

Question 77

What is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark?

A)trademark
B)patent
C)brand
D)private brand

Question 78

According to the textbook,which of the following statements best describes an advantage to retailers associated with developing their own brands?

A)Dealers must market the brand,thus cutting into the gross margin.
B)Higher margins are available on private brands.
C)Private brands,particularly those owned by discounters,are perceived to be of a higher quality.
D)Dealers often buy in large quantities and thus always have a ready supply.

Question 79

What are the brand names used on Del Monte,Pillsbury,Harley-Davidson,and Purina products called because of who owns them?

A)manufacturers' brands
B)private brands
C)family brands
D)individual brands

Question 80

Rosa's husband Phil has a cold.Rosa went to the store to buy something that would help Phil sleep.Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapour rub.The package showed both the Breathe Right and the Vicks brand names.Which type of branding is this an example of?

A)equity
B)ingredient
C)family
D)private