Deck 7: Products and Brands

Question 1

Jeff finds little difference in taste between Coca-Cola and its competitors.Still, Jeff finds he most often purchases Coca-Cola.This demonstrates brand equity.

Answer 1

True

Question 2

A copyright legally protects a brand name and its related logo, colours, fonts, and various combinations that exist for use in a particular category and in a part of the world.

Answer 2

False

Question 3

The range from the tangible to the intangible, or goods-dominant to service-dominant, is referred to as the service continuum.

Answer 3

True

Question 4

Product lines refer to the array of product mixes marketed by a company.

Question 5

The depth of a company's product mix refers to the number of different categories of products offered by the company.

Question 6

For many products, the packaging and labelling are an integral part of the product.

Question 7

A generic brand is owned by a retailer and provides the retailer with the opportunity to offer its customers a less expensive alternative to a manufacturer's brand.

Question 8

Sales of business products are directly related to the sales of products with which they are associated.

Question 9

A family brand name saves the company the marketing funds needed to build brand equity from scratch.

Question 10

The core product is the physical good or the service that a consumer purchases when buying a product.

Question 11

Brand refers only to the name of a product.

Question 12

Supplies include tools and office equipment and are usually purchased in small-order sizes by buyers.

Question 13

The inventory of goods is more complex than that of services.

Question 14

Specialty products are items for which the consumer comparison-shops, assessing the attributes and prices of different products and brands.

Question 15

Production goods and services are items used to assist in producing other goods and services.

Question 16

Organizational products are purchased either to run a business or to be used as a component in another product or service.

Question 17

The Ultimate Body Solutions, a manufacturer of body products, uses the brand name Glow and Shine for the body wash, body soap, and body lotion it produces.In this scenario, Glow and Shine is a family brand name.

Question 18

A warranty, a service contract, delivery options, and installation assistance are examples of augmented product.

Question 19

Banking, conducting an online search, visiting a doctor, taking a vacation, going to a movie, and taking an online course are examples of durable goods.

Question 20

Brand personality refers to the set of human characteristics associated with a brand.

Question 21

Marketers are free from the responsibility of considering the future of the brand since it falls under the brand planner's duties.

Question 22

Brand loyal consumers will regularly switch between brands.

Question 23

Private label branding is a:

A)branding strategy that involves giving each product a distinct name.
B)strategy where products are given no identifying names other than a description of its contents.
C)branding strategy in which a company uses one name for all of its products.
D)branding strategy in which manufacturers produce products that are sold under the brand name of a wholesaler or retailer.

Question 24

Idle production capacity can be reduced by:

A)using part-time workers.
B)hiring additional full-time personnel.
C)allowing personnel to work overtime.
D)decreasing the number of work days per week, but increasing the hours per day.

Question 25

Inconsistency in services refers to the fact that:

A)there is no regulation of service industries in terms of basic standards of quality.
B)the quality of service provided by a firm is often inconsistent with its image.
C)the performance of one employee may vary from that of another employee.
D)the services cannot be stored for long periods of time for use at a later date.

Question 26

A situation when the supply of service exceeds its demand is referred to as _____.

A)off-peak pricing
B)idle production capacity
C)inverse demand
D)excess demand

Question 27

A _____ brand has no branding at all and is produced as a cheap alternative to a manufacturer's brand and to a private label branded product.

A)not-for-profit
B)generic
C)government
D)media

Question 28

Fast Airlines operates five flights daily between Calgary and Toronto during the winter.One flight leaves Calgary at 12:10 a.m.The flight has a capacity of 120 passengers.In December, the airline was flying with full capacity.But in January, the flight has averaged only 24 passengers, leaving 96 seats empty.The flight requires at least 60 passengers to break even.Which unique aspect of services does this situation describe?

A)inventory
B)intangibility
C)inconsistency
D)inseparability

Question 29

Generic brands lack brand equity and product recognition compared to a store brand.

Question 30

All Round Utilities Inc.offers airline trips, financial advice, and telephone calls for sale.These products are referred to as the company's _____.

A)non-durable goods
B)durable goods
C)services
D)offered goods

Question 31

In marketing, a product refers _____.

A)to a good, service, or idea
B)to a market decision
C)to a market factor
D)only to tangible goods

Question 32

Services:

A)represent tangible activities or benefits provided to consumers in exchange for money or some other value.
B)refer to intangible activities, benefits, or satisfactions offered for sale.
C)cannot be stored and accessed at a later date.
D)include any activity, either tangible or intangible, provided by an organization in exchange for monetary remuneration.

Question 33

Inseparability in services means that consumers:

A)see little variation from one service provider in an industry to another.
B)are unable to differentiate price from quality.
C)cannot evaluate a service until it is utilized.
D)cannot and do not distinguish the deliverer of the service from the service itself.

Question 34

Betty Smith operates a wedding planning service that aids brides-to-be in planning their weddings by providing them with whatever equipment, supplies, and services they need.To maintain a quality image and to assure the clients that all of its employees perform at the same high standards, Betty provides training to each of her employees.Which unique aspect of services is Betty trying to address in this scenario?

A)perishability
B)intangibility
C)inconsistency
D)inseparability

Question 35

Developing, pricing, promoting, and delivering services is challenging because the quality of a service is often _____.

A)intangible
B)invisible
C)inconsistent
D)inseparable

Question 36

Visitors to a nail salon may have difficulty distinguishing between the overall look of the salon and their perception of quality of the service they received.This demonstrates

A)intangibility of services
B)incongruity of services
C)inseparability of services from consumers
D)inflexibility of services

Question 37

Ease and Relax Centre, a specialty unit providing high-end massaging services, displays training certificates on its walls, and its brochures contain customer testimonials of satisfied customers.By doing this, Ease and Relax Centre is dealing with the service characteristic of _____.

A)incongruity
B)inconsistency
C)intangibility
D)inseparability

Question 38

Andrea owns We Help, a concierge company with 63 employees providing everyday services such as walking dogs, running errands such as going to the post office, paying bills, and picking up groceries from supermarket. Andrea's regular customers are provided with the same employees to run their errands in order to ensure _____.

A)consistency
B)tangibility
C)congruity
D)flexibility

Question 39

The brochure for Healthy & Fit Centre has photographs of people enjoying the various gym amenities.By seeing the pictures of what is available at the gym, a customer has a better idea of what is being sold.The brochure, thus, helps customers deal with the _____ that is associated with the centre's services.

A)incongruity
B)inconsistency
C)intangibility
D)inseparability

Question 40

Intangibility of service means that the:

A)value of the service provided can only be determined using subjective criteria.
B)service can't be held, seen, or touched before the purchase decision.
C)service cannot be described, it can only be experienced.
D)quantity of the service received can vary every time.

Question 41

With respect to distribution, shopping products are available:

A)by special order from the manufacturer.
B)at an extremely small number of outlets.
C)at relatively few outlets.
D)at a large number of selective outlets.

Question 42

Fast & Swift, a sedan manufacturer, has introduced Spectra, a leisure car that boasts of an eco-friendly model at a comparatively lower price.The first 50 buyers are given a three-year warranty on their purchase. The three-year warranty provided to the first 50 buyers refers to the _____ product.

A)formal
B)core
C)augmented
D)future

Question 43

Andrea owns We Help, a concierge company with 63 employees providing everyday services such as walking dogs, running errands such as going to the post office, paying bills, and picking up groceries from supermarket. Andrea is so well-liked that her customers recommend her instead of her business to people who are looking for someone to perform similar services.Their inability to see the distinction between Andrea and her services is an example of the _____ of services.

A)inconsistency
B)perishability
C)incongruity
D)inseparability

Question 44

Packages create customer value by providing:

A)legal disclaimers.
B)psychographic attributes about the product.
C)communication, functional, and perceptual benefits.
D)environmental impact statements.

Question 45

A product _____ is a group of products-goods or services-that are closely related because they satisfy a class of needs, are used together, are sold to the same customer group, are distributed through the same types of outlets, or fall within a given price range.

A)class
B)mix
C)line
D)unit

Question 46

The type of good for which the consumer compares several alternatives for criteria such as price, quality, or style is referred to as a(n) _____ product.

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

Question 47

With respect to price, which of the following types of consumer products would most likely be very expensive?

A)convenience goods
B)shopping goods
C)specialty goods
D)unsought goods

Question 48

Help Around Inc.is a company that gives all of its profits to charities.The company produces popcorn, salsa, pasta sauce, and salad dressings under the Help Around brand name.These product lines refer to the company's product _____.

A)mix
B)unit
C)category
D)portfolio

Question 49

In the case of _____ products, the brand loyalty of consumers is such that they prefer specific brands, but will accept substitutes.

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

Question 50

Andrea owns We Help, a concierge company with 63 employees providing everyday services such as walking dogs, running errands such as going to the post office, paying bills, and picking up groceries from supermarket. Andrea realizes that the economic momentum is slowing down.Major corporations that were her regular clients have trimmed their budgets and are not using her services any longer.Andrea now has more employees than she needs.This situation is an example of _____.

A)off-peak pricing
B)idle production capacity
C)inverse demand
D)excess demand

Question 51

The _____ of a company's product mix refers to the variety of product lines and products sold within its product categories, groups, and lines.

A)width
B)number
C)tangent
D)depth

Question 52

The craft beer industry in Canada has more than 500 small producers.As such, it is difficult to capture consumers' interest.For this reason _____ is particularly important.

A)distinctive packaging
B)the core product
C)product copyrights
D)private label brands

Question 53

Which type of consumer good is purchased infrequently and takes an extensive amount of time to make the purchase decision and obtain the item?

A)convenience products
B)shopping products
C)specialty products
D)unsought products

Question 54

The _____ of a company's product mix refers to the number of different categories offered by the company.

A)width
B)variety
C)tangent
D)depth

Question 55

With respect to price and availability, shopping products are likely to be:

A)relatively inexpensive and widely available.
B)relatively inexpensive but have very limited availability.
C)fairly expensive and available at many selective outlets.
D)very expensive, with very limited availability.

Question 56

Fast & Swift, a sedan manufacturer, has introduced Spectra, a leisure car that boasts of an eco-friendly model at a comparatively lower price.The first 50 buyers are given a three-year warranty on their purchase. Spectra is being introduced as a leisure car.This implies that the car will be used primarily for the purpose of relaxation.Which of the following product concepts is being discussed here?

A)formal product
B)core product
C)augmented product
D)future product

Question 57

Fast & Swift, a sedan manufacturer, has introduced Spectra, a leisure car that boasts of an eco-friendly model at a comparatively lower price.The first 50 buyers are given a three-year warranty on their purchase. The eco-friendly design and features of Spectra are the _____ product.

A)formal
B)core
C)actual
D)future

Question 58

Which of the following types of products stress product differentiation from competitors and are fairly expensive?

A)shopping products
B)convenience products
C)specialty products
D)unsought products

Question 59

_____ products are inexpensive items one purchases frequently and with a minimum of shopping effort.

A)Industrial
B)Shopping
C)Specialty
D)Convenience

Question 60

Product lines are part of a company's product _____, the combination of product lines offered by a company.

A)mix
B)type
C)class
D)category

Question 61

Very infrequent purchases and only some comparison shopping are characteristic of the purchasing behaviour for a type of consumer product such as burial insurance that a prospective buyer may not initially want.These products are referred to as _____ products.

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

Question 62

Wax used by a candle company for making candles would most likely be classified as _____ goods.

A)production
B)specialty
C)support
D)convenience

Question 63

The Tide brand name is used only for laundry detergents.This is an example of

A)Family brand
B)Individual brand
C)Private label brand
D)Generic brand

Question 64

Items used in the manufacturing process that _____ are called production goods.

A)are used to construct a manufacturing facility
B)are essential to research and development
C)finance industrial expansion
D)become part of the final product

Question 65

The makers of Crest toothpaste used the Crest name when they developed lines of dental floss and teeth-whitening products.This exemplifies

A)Individual brand
B)Brand extension
C)Private label brand
D)Product mix width

Question 66

Brand equity is:

A)the resources invested to create a name, phrase, design, symbol, or combination of these to identify a firm's products and distinguish them from those of its competitors.
B)adding customer value to the product brand through additional features or higher-quality materials, or reducing its price.
C)the value of a brand that results from the favourable exposure, interactions, associations, and experiences that consumers have with a brand over time.
D)the net present value of the royalties the firm receives as a result of licensing its brand to other firms to manufacture and/or market.

Question 67

A retail chain hires a company to design and install a computer network that would allow each store in the chain to check the inventory of the others in the chain for items requested by customers.In this scenario, the retail chain has purchased a(n) _____ good.

A)support
B)production
C)convenience
D)unsought

Question 68

______ refers to a situation where a company uses the same brand name across a variety of product categories

A)Family brand
B)Individual brand
C)Private label brand
D)Generica brand

Question 69

The name, phrase or symbol that help consumers identify a unique product are called the

A)Product mix
B)trademark
C)Brand
D)license

Question 70

With respect to promotion, which of the following strategies would be used for unsought goods?

A)emphasis on consumer and trade sales promotions
B)emphasis on the uniqueness and status of the brand
C)emphasis on awareness
D)emphasis on differentiation from competitive brands

Question 71

Fifty percent or more of adults have not visited a dentist within the last five years.For these people dental services would be classified as a(n) _____.

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

Question 72

A large machine for producing sheet metal from steel ingots would be classified as _____.

A)installations
B)production goods
C)supplies
D)accessory equipment

Question 73

Installations:

A)are similar to consumer convenience goods.
B)consist of buildings and fixed equipment.
C)are items used in the manufacturing process that become part of the final product.
D)include tools and office equipment.

Question 74

Distribution is most limited with _____ products.

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

Question 75

In terms of brand loyalty, consumers are very brand loyal and will not accept substitutes for _____ products.

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

Question 76

A _____ is a name or phrase uniquely given by a company to a product to distinguish it from the competition.

A)copyright
B)trademark
C)licence
D)brand

Question 77

Support goods that include tools and office equipment and are usually purchased in small-order sizes by buyers are called _____.

A)installations
B)supplies
C)raw materials
D)accessory equipment

Question 78

Recently, Facebook has been portrayed in an unfavourable light with respect to consumers' data protection.As _____ is an important component of brand equity, this could damage Facebook over the long term.

A)notoriety
B)trustworthiness
C)ease of identification
D)Family branding

Question 79

Items used to assist in the production of other goods and services are called _____ goods.

A)production
B)convenience
C)specialty
D)support

Question 80

In terms of promotion, which of the following types of goods stress the status and uniqueness of the brand?

A)shopping products
B)convenience products
C)specialty products
D)unsought products