Deck 9: Marketing Research

Question 1

Neon Corp.,an electronic goods manufacturing company,uses the picture of an animated kangaroo on its product.This picture helps in creating distinction from its other competitors in the market.This picture is an example of a:

A) brand logo.
B) brand slogan.
C) brand jingle.
D) brand tag line.
E) brand catch phrase.

Answer 1

A

Question 2

An assortment of items that a customer sees as reasonable substitutes for one another is called a(n):

A) shopping product.
B) unsought product.
C) product category.
D) specialty product.
E) convenience product.

Answer 2

C

Question 3

Clark Inc.,a chain store,markets paper,food,household cleaning supplies,medicine,cosmetics,and oral-care products.Under oral-care products,Clark markets a brand of toothpastes available in three sizes and two formulations (paste and gel).Out of these,paper,food,household cleaning supplies,medicine,cosmetics,and oral-care products constitute the:

A) product mix breadth.
B) product line depth.
C) product mix spread.
D) product line spread.
E) product line offer.

Answer 3

A

Question 4

Products or services toward which customers show such a strong preference that they will expend considerable effort to search for the best suppliers are called:

A) shopping products/services.
B) unsought products/services.
C) generic products/services.
D) specialty products/services.
E) convenience products/services.

Question 5

Identify the term that refers to the names,terms,designs,symbols,or any other features that identify one seller's good or service as distinct from those of other sellers.

A) Augmented product
B) Extension
C) Customer lifetime value
D) Brand
E) Core customer value

Question 6

Milk and eggs are inexpensive items that are frequently purchased.They are examples of:

A) shopping products.
B) unsought products.
C) extended products.
D) specialty products.
E) convenience products.

Question 7

Products or services,such as furniture,apparel,fragrances,appliances,and travel alternatives,for which consumers will spend a fair amount of time comparing alternatives are called:

A) shopping products/services.
B) unsought products/services.
C) generic products/services.
D) specialty products/services.
E) convenience products/services.

Question 8

The basic problem-solving benefits that consumers are seeking are defined by the:

A) augmented product.
B) product mix.
C) customer lifetime value.
D) brand strategy.
E) core customer value.

Question 9

The complete set of all products offered by a firm is called the:

A) augmented product.
B) product mix.
C) customer lifetime value.
D) brand equity.
E) core customer value.

Question 10

Refrigerators and washing machines are examples of:

A) shopping products.
B) unsought products.
C) extended products.
D) specialty products.
E) convenience products.

Question 11

The products or services for which a consumer is not willing to spend any effort to evaluate prior to purchase are called:

A) shopping products/services.
B) unsought products/services.
C) luxury products/services.
D) specialty products/services.
E) convenience products/services.

Question 12

A product line refers to:

A) the products in the shopping basket of a customer.
B) the benefits offered with a single product.
C) a group of associated items,such as those that consumers use together.
D) the additional free items that a customer receives with a product.
E) the number of features offered with a product.

Question 13

The nonphysical attributes of a product,including product warranties,financing,product support,and after-sale service are called the:

A) augmented product.
B) product mix.
C) customer lifetime value.
D) brand service.
E) core customer value.

Question 14

Products consumers either do not normally think of buying or do not know about are called:

A) shopping products.
B) unsought products.
C) luxury products.
D) specialty products.
E) convenience products.

Question 15

A company markets a fairly wide variety of products that includes paper,food,household cleaning supplies,medicine,cosmetics,and oral-care products.The products constitute the company's:

A) augmented product.
B) product mix.
C) customer lifetime value.
D) brand equity.
E) customer loyalty.

Question 16

An automobile firm launched a new car into the market,and it was a great success.Customers primarily looking for speed and excitement were the target market.Positioned as a sports car with supercar performance,it shattered the lap times of the fastest cars in the world.In this scenario,speed and excitement constitute the:

A) augmented product.
B) product mix.
C) customer lifetime value.
D) brand.
E) core customer value.

Question 17

Fire extinguishers are examples of:

A) premium products.
B) unsought products.
C) extended products.
D) specialty products.
E) convenience products.

Question 18

Joss bought a refrigerator.The refrigerator came with a warranty,free delivery,and free after-sales service.In this scenario,the warranty,free delivery,and after-sales service constitute the:

A) augmented product.
B) product mix.
C) customer lifetime value.
D) brand quality.
E) core customer value.

Question 19

Products and services used by people for their personal use are called:

A) personal products.
B) consumer products.
C) private products.
D) personalized products.
E) consumable products.

Question 20

When shopping for diamonds,buyers typically perform a great deal of research on what they should be looking for as well as viewing different diamonds to choose the ones they want to buy.Diamonds are an example of:

A) shopping products.
B) unsought products.
C) extended products.
D) specialty products.
E) convenience products.

Question 21

Plognas Inc.and Naslog Inc.are manufacturers of diapers.Gita,a likely consumer,relates to Plognas as an adult diaper brand,whereas she relates to Naslog as a kids diaper brand.These associations made by Gita with the manufacturers indicate:

A) brand dilution.
B) brand extension.
C) brand loyalty.
D) brand personality.
E) brand licensing.

Question 22

Product line depth refers to the number of:

A) products in the shopping basket of a customer.
B) products within a group of associated items offered by a firm.
C) additional free items that a customer receives with a product.
D) benefits offered along with a single product.
E) features offered with a product.

Question 23

A dairy farm launched a catchy new singing commercial.The lines were: Milk for health, Milk for fun,Milk for the young,Milk for everyone.This is an example of a:

A) slogan.
B) character.
C) logo.
D) brand name.
E) jingle.

Question 24

Which of the following holds true for the term "perceived value"?

A) It refers to the mental links that consumers make between a brand and its key product attributes.
B) It refers to a set of human characteristics associated with a brand,which has symbolic or self-expressive meanings for consumers.
C) It refers to the relationship between a product or service's benefits and its cost.
D) It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category.
E) It refers to the measurement of the number of customers in a market who are familiar with a brand and what it stands for.

Question 25

Jim loves eating at the Chinese restaurant Canton Delight.Although three other Chinese restaurants in the neighbourhood are less expensive,Jim continues to visit Canton Delight.This is an example of:

A) brand value.
B) brand extension.
C) brand loyalty.
D) brand personality.
E) brand depth.

Question 26

Robinson Corp.,a discount store,markets paper,food,household cleaning supplies,medicine,cosmetics,and oral-care products.Under the hair-care product section,the company markets a brand of shampoos available in three sizes and two formulations (paste and gel).The different type of shampoos offered by Robinson is an example of:

A) product mix breadth.
B) product line depth.
C) product mix spread.
D) product line spread.
E) product line offer.

Question 27

Sindiola Inc.designs high-end footwear for women,which is stylish,sophisticated,and exclusive.Endorsed by celebrities,the store is considered one-of-a-kind,which makes target consumers value it more.This is an example of:

A) cobranding.
B) brand equity.
C) brand licensing.
D) brand extension.
E) brand dilution.

Question 28

Which of the following holds true for the term "brand awareness"?

A) It refers to the mental links that consumers make between a brand and its key product attributes.
B) It refers to a set of human characteristics associated with a brand,which has symbolic or self-expressive meanings for consumers.
C) It refers to the relationship between a product or service's benefits and its cost.
D) It involves a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category.
E) It suggests that the more aware or familiar customers are with a brand,the easier their decision-making process will be.

Question 29

Pearly and Waves are two teeth whitening brands.Though Pearly charges more than Waves,both use the same "magical" ingredient (peroxide)and produce the same result.Most consumers typically opt for Waves.Which of the following is most likely influencing their purchase decision?

A) Brand diversification
B) Brand depth
C) Brand loyalty
D) Product line
E) Perceived value

Question 30

Vinkruet Coffee House has differentiated itself from its competitors by allowing customers to sit in the café for as long as they want and giving them access to the café's library.Additionally,celebrities have endorsed the brand,which has helped the café create a better brand image among the target customers.This is an example of:

A) brand positioning.
B) brand equity.
C) brand licensing.
D) brand extension.
E) brand dilution.

Question 31

Product mix breadth refers to the number of:

A) products in the shopping basket of a customer.
B) benefits offered along with a single product.
C) additional free items that a customer receives with a product.
D) product lines offered by a firm.
E) features offered with a product.

Question 32

Fenkrusk Foods Inc.offers high-quality frozen foods.It emphasizes that its foods are a healthy choice because they are free of artificial preservatives.Customers are very familiar with the brand and what it stands for,and they have an opinion about it.This is an example of:

A) brand depth.
B) brand awareness.
C) brand loyalty.
D) brand commitment.
E) brand extension.

Question 33

Which of the following holds true for the term "brand loyalty"?

A) It refers to the mental links that consumers make between a brand and its key product attributes.
B) It refers to a set of human characteristics associated with a brand,which has symbolic or self-expressive meanings for consumers.
C) It refers to the relationship between a product or service's benefits and its cost.
D) It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than trying other brands.
E) It refers to the measurement of the number of customers in a market who are familiar with a brand and what it stands for.

Question 34

Stock keeping units refer to the:

A) products in the shopping basket of a customer.
B) benefits offered along with a single product.
C) individual items within each product category.
D) additional free items that a customer receives with a product.
E) different features of a product.

Question 35

A car company uses the tag line "Suite on roads." This is an example of a:

A) slogan.
B) character.
C) logo.
D) brand name.
E) jingle.

Question 36

The set of assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service is called:

A) cobranding.
B) brand equity.
C) brand licensing.
D) brand extension.
E) brand dilution.

Question 37

Which of the following holds true for the term "brand personality"?

A) It refers to the mental links that consumers make between a brand and its key product attributes.
B) It refers to a set of human characteristics associated with a brand,which has symbolic or self-expressive meanings for consumers.
C) It refers to the relationship between a product or service's benefits and its cost.
D) It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category.
E) It refers to the measurement of the number of customers in a market who are familiar with a brand and what it stands for.

Question 38

A celebrity sportsperson endorses a particular product.A consumer equates the product with physical fitness and sports.This is an example of:

A) brand association.
B) brand awareness.
C) brand loyalty.
D) brand personality.
E) perceived value.

Question 39

Many consumers are familiar with the brands Pepsi and Coca-Cola and what they stand for.This is an example of:

A) brand commitment.
B) brand awareness.
C) brand loyalty.
D) brand architecture.
E) perceived value.

Question 40

The term for the smallest unit available for inventory control is a(n):

A) inventory unit.
B) stock up unit.
C) product control unit.
D) stock keeping unit.
E) marginal unit.

Question 41

Synthesis Corp.is perceived among its consumers as a firm that sells sturdy cellphones with a comparatively longer lifespan than that of the other manufacturers' cellphones.This is an example of:

A) brand association.
B) brand extension.
C) brand loyalty.
D) cobranding.
E) brand depth.

Question 42

Perionica Inc.uses a single brand name and the recognizable Perionica logo.The corporation sells computers,phones,accessories,music players,and tablets under the single brand name and logo.This is an example of a(n):

A) generic brand.
B) individual brand.
C) family brand.
D) home brand.
E) public brand.

Question 43

Which of the following brands are also known as manufacturer brands?

A) National brands
B) Generic brands
C) Private-label brands
D) Home brands
E) Public brands

Question 44

Which of the following statements is true of generic products?

A) They are sold with popular brand names.
B) Hardware stores often sell these products.
C) They are typically excluded in commodities markets.
D) Manufacturers own and sell these products at a national level.
E) The popularity of these products is increasing rapidly.

Question 45

Perfume makers usually use elaborate and expensive advertising campaigns to create strong brand imagery for their perfumes.Though the cost of producing perfumes is relatively low,consumers are ready to pay high prices because they believe that the perfume is worth having.This is an example of:

A) brand association.
B) product line.
C) brand loyalty.
D) brand personality.
E) perceived value.

Question 46

Which of the following holds true for brand-loyal customers?

A) They are less sensitive to product quality.
B) The marketing costs of reaching loyal consumers are very high.
C) They need an extra push to buy a firm's brands.
D) They insulate a firm from competition with their high levels of loyalty.
E) They are a drain on a firm's finances as they need to be constantly rewarded.

Question 47

Which of the following holds true for the term "brand association"?

A) It refers to the mental links that consumers make between a brand and its key product attributes.
B) It refers to a set of human characteristics associated with a brand,which has symbolic or self-expressive meanings for consumers.
C) It refers to the relationship between a product or service's benefits and its cost.
D) It refers to a situation that occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category.
E) It refers to the measurement of the number of customers in a market who are familiar with a brand and what it stands for.

Question 48

A product sold without a brand name,typically in a commodities market,is called a:

A) national brand.
B) generic brand.
C) store brand.
D) home brand.
E) public brand.

Question 49

Tengermart is a chain of discount stores.It owns and manages brands such as Streetsmart Wear and Blue Veils.These brands are examples of:

A) national brands.
B) generic brands.
C) private-label brands.
D) home brands.
E) public brands.

Question 50

IBM and Kellogg are brands that are owned and managed by the manufacturers themselves.They are examples of:

A) national brands.
B) generic brands.
C) private-label brands.
D) home brands.
E) public brands.

Question 51

Which of the following brands are developed and marketed by a retailer and available only from that retailer?

A) National brands
B) Generic brands
C) Store brands
D) Home brands
E) Public brands

Question 52

Brad loves playing video games.He was always a Sony customer,having used PlayStation 2 for a long time,and he bought a PlayStation 3 the day it was launched.He has loved Sony's video game products so much that he now buys only Sony products.This indicates:

A) brand association.
B) brand awareness.
C) brand loyalty.
D) brand personality.
E) perceived value.

Question 53

A grocery store sells unbranded barbeque sauces,spices,and seasonings.These are examples of:

A) national brands.
B) generic brands.
C) private-label brands.
D) home brands.
E) public brands.

Question 54

Which of the following brands are also known as store brands?

A) Private-label brands
B) National brands
C) Manufacturer brands
D) Generic brands
E) Global brands

Question 55

Benkerano Inc.is a retailer that owns and manages a brand called Saturn's Choice.This brand includes grocery products,financial services,and even cellphone services.Benkerano's Saturn's Choice is an example of a:

A) manufacturer brand.
B) generic brand.
C) private-label brand.
D) home brand.
E) public brand.

Question 56

Vendronas Solutions Inc.sells its baby care products,Vendronas Baby Powder and Vendronas Baby Soap,under the Vendronas brand name.This is an example of a(n):

A) generic brand.
B) individual brand.
C) family brand.
D) home brand.
E) public brand.

Question 57

A supermarket sells unbranded dairy products,salt,grains,and meat.These are examples of:

A) national brands.
B) generic brands.
C) private-label brands.
D) home brands.
E) public brands.

Question 58

When a product is named by using a firm's own corporate name to brand all its product lines and products,the branding strategy used refers to a(n):

A) generic brand.
B) individual brand.
C) family brand.
D) home brand.
E) public brand.

Question 59

Brands owned and managed by a manufacturer are called:

A) national brands.
B) generic brands.
C) store brands.
D) home brands.
E) public brands.

Question 60

A set of human characteristics associated with a brand that has symbolic or self-expressive meanings for consumers is known as:

A) brand depth.
B) brand awareness.
C) brand loyalty.
D) brand personality.
E) brand extension.

Question 61

Which of the following occurs when a brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold?

A) Brand positioning
B) Brand equity
C) Brand licensing
D) Brand extension
E) Brand dilution

Question 62

Which of the following brand types allows a company to compete within one category?

A) Generic brands
B) Individual brands
C) Family brands
D) Home brands
E) Public brands

Question 63

Which of the following refers to the great frustration that consumers experience with packaging that makes it seemingly impossible to get at the actual product?

A) Trolley rage
B) Techno rage
C) Air rage
D) Wrap rage
E) Narcissistic rage

Question 64

A farm markets meat products.It has acquired the right to use the brand name of Piritteo Hotels.This scenario is an example of:

A) brand valuation.
B) brand commitment.
C) brand licensing.
D) brand extension.
E) brand dilution.

Question 65

Roy Corp.,a clothing company,began manufacturing sunglasses.It marketed its sunglasses under the same brand name as its clothing.This is an example of:

A) brand positioning.
B) brand value.
C) brand licensing.
D) brand extension.
E) brand dilution.

Question 66

A chart representing changes to a product mix
Krisnak Inc.,a scented candle manufacturer,introduced a different range of candles with exotic scents such as ice mint,desert flower,and sea breeze.What change in the product mix was made by Krisnak Inc.?

A) It changed the number of stock keeping units.
B) It added a new product line and increased product line depth.
C) It changed the product category by replacing an entire product line.
D) It increased product mix breadth.
E) It changed the brand orientation.

Question 67

Boone Inc.,a soft-drink company,extended its brand name to include soaps.Boone did not succeed in selling its soaps and,as a result,sales of its core brand also declined.It took considerable effort to regain customers who had turned to other soft drinks.This decline was most likely due to its:

A) brand valuation.
B) brand essence.
C) brand licensing.
D) brand extension.
E) brand dilution.

Question 68

Gagnon Inc.stocks cheese,exotic wine,and fancy chocolates.Recently,Gagnon has also started selling orchids and perfume.How has Gagnon changed its product mix?

A) It has changed the number of stock keeping units.
B) It has added new product lines to increase product mix breadth.
C) It has minimized the product mix breadth by deleting an entire product line.
D) It has changed the product category.
E) It has changed the brand orientation.

Question 69

Which of the following is a contractual arrangement between firms,whereby one firm allows another to use its brand name,logo,symbols,or characters in exchange for a negotiated fee?

A) Brand commitment
B) Brand value
C) Brand licensing
D) Brand extension
E) Brand dilution

Question 70

Fiola Inc.is a chain of cosmetic stores.Pariquan Charity Home is a not-for-profit medical service organization.Fiola Inc.markets a product carrying the logo of the Pariquan Charity Home,and a consumer is encouraged to associate the two brands.A portion of the proceeds benefits the charity.This scenario exemplifies:

A) cobranding.
B) perceived value.
C) brand licensing.
D) brand extension.
E) brand dilution.

Question 71

Austen Corp.,a media company,has brands such as Today News,Axiom Music,Vroom automobile magazines,and Business World.Each of the brands has an independent identity and an independent target audience.These are examples of:

A) generic brands.
B) individual brands.
C) family brands.
D) home brands.
E) public brands.

Question 72

Which of the following refers to the use of the same brand name for new products being introduced to the same or new markets?

A) Brand positioning
B) Brand equity
C) Brand licensing
D) Brand extension
E) Brand dilution

Question 73

Hill Corp.,a company selling treadmills under the Hill brand name now wants to move into the child bicycle trailer category.It enters into an agreement with Cobalt Inc.,a child bicycle trailer manufacturer.Cobalt will produce child bicycle trailers integrated with the Hill brand and sell them in the mid-tier market.In return for the rights to use the Hill brand,Cobalt will pay Hill a percentage of the sales.This is an example of:

A) brand valuation.
B) brand commitment.
C) brand licensing.
D) brand extension.
E) brand dilution.

Question 74

Tremblay Inc.,a soft-drink company,has a number of local and regional soft-drink brands such as Peppy and Mild.Peppy and Mild are examples of:

A) generic brands.
B) individual brands.
C) family brands.
D) home brands.
E) public brands.

Question 75

When executives at Poilister Inc.,an electronics consumer goods store,noted flat sales and declining profits,they decided to remove products that were not selling well.In this example,Poilister Inc.:

A) changed the number of stock keeping units.
B) increased product line breadth.
C) decreased product line depth.
D) changed the product category.
E) changed the brand orientation.

Question 76

Marinek Corp.,a sports shoes manufacturer,and Postagilo Inc.,a sports equipment manufacturer,together created Lizla,a sportswear product,which integrates heart rate,speed,and distance monitoring equipment into sports apparel.This scenario is an example of:

A) cobranding.
B) brand equity.
C) product brand licensing.
D) brand extension.
E) brand dilution.

Question 77

The practice of marketing two or more brands together,on the same package or promotion,is called:

A) cobranding.
B) brand equity.
C) product brand licensing.
D) brand extension.
E) brand dilution.

Question 78

Lakronis Inc.,a clothing line,acquired a music company and entered the music retail industry.Since Lakronis was known in the market for its high quality,it hoped that this perception would carry over to its new product as well.This is an example of:

A) brand positioning.
B) brand value.
C) brand licensing.
D) brand extension.
E) brand dilution.

Question 79

Palates Corp.is a food manufacturer.It has different brand names for products in different categories,including Babys (baby food),Vegan (vegetarian meals),and Slim Foods (diet meals and supplements).These different types of products are examples of:

A) generic brands.
B) individual brands.
C) family brands.
D) home brands.
E) public brands.

Question 80

Blanding Corp.is a company that specializes in making sports bikes.It then created its own brand of perfumes.But consumers did not like the perfume and voiced their dissatisfaction about the product.The company's attempt adversely affected consumer perceptions about the company's bikes.Blanding was forced to admit its mistake and had to stop the production of the perfumes.Which of the following has most likely triggered the change in the company's marketing and production strategy?

A) Cobranding
B) Brand equity
C) Brand licensing
D) Brand loyalty
E) Brand dilution