Question 1

Denta Clean's decision to add a whitening toothpaste to its current line of toothpastes is an example of product line ________.
A) stretching
B) widening
C) strengthening
D) mixing
E) filling

Accepted Answer

Filling is the process of adding a new product to an existing product line to satisfy consumers’ needs and preferences or to address market gaps. In this case, Denta Clean is adding a whitening toothpaste to its existing line of toothpaste products, which is an example of product line filling. Option A, stretching, involves extending a product line by adding products that are beyond the company's current products or outside the target market. Option B, widening, is associated with adding new products to a company’s existing product line that shares some similarities with the existing ones in terms of features or benefits. Option C, strengthening, means improving the product's quality or brand image within the current product line. Option D, mixing, refers to the process of combining two or more product lines to enhance the brand or appeal to more customers.

Question 2

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.
A) product length
B) product mix
C) product depth
D) product consistency
E) product assemblage

Accepted Answer

Clorox's five major product lines make up its product mix, which is the total set of products offered by the company. Product length refers to the number of products within a product line, product depth refers to the number of variations of a specific product, product consistency refers to how closely related the products are to each other, and product assemblage refers to how well the products fit together from a consumer's perspective. None of these terms accurately describe Clorox's overall product offerings.

Question 3

A product line is most likely too short if managers can ________.
A) increase profits by dropping items
B) decrease costs by adding items
C) increase market share by dropping items
D) decrease costs by dropping items
E) increase profits by adding items

Accepted Answer

If managers can increase profits by adding items, it suggests that there is potential for further expansion and diversification of the product line. Therefore, the product line is most likely too short.

Question 4

What is a product? What are the three levels of a product?

Accepted Answer

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Question 5

Corporate image marketing consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people.

Accepted Answer

Corporate image marketing consists of activities undertaken to create, maintain, or change attitudes or behavior toward an organization as a whole, rather than toward particular people.

Question 6

Product mix length refers to the ________.
A) number of versions offered for each product in the line
B) ways in which the various product lines are related
C) number of different product lines the company carries
D) total number of items a company carries within its product lines
E) total market share captured by the entire product line

Accepted Answer

Product mix length refers to the total number of items a company carries within its product lines. It includes all the different variations and sizes of products offered within the same product line.

Question 7

Lengthening a product line beyond its current range is referred to as product line ________.
A) filling
B) strengthening
C) mixing
D) stretching
E) widening

Accepted Answer

Stretching refers to expanding a product line beyond its current range by adding new products that stray from the original product line but still fulfill the overall goal of the brand.

Question 8

Product mix depth refers to the ________.
A) number of versions offered for each product in the line
B) ways in which the various product lines are related
C) number of different product lines the company carries
D) total number of items a company carries within its product lines
E) total market share captured by the entire product line

Accepted Answer

Product mix depth refers to the number of versions offered for each product in the line, such as different sizes or colors.

Question 9

Describe the various categories of industrial products with examples.

Accepted Answer

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Question 10

Marque, a high-end maker of designer watches, has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments. Marque is most likely engaging in ________.
A) franchising
B) line filling
C) two-way stretching
D) upward stretching
E) downward stretching

Accepted Answer

Marque is engaging in downward stretching, which refers to a strategy of adding lower-priced products to a company's product line to appeal to customers in lower-end market segments.

Question 11

Which of the following terms best describes the process of designing and producing a container or wrapper for a product?
A) labeling
B) positioning
C) licensing
D) packaging
E) branding

Accepted Answer

The process of designing and producing a container or wrapper for a product is called packaging. Packaging plays a crucial role in protecting and preserving the product, as well as attracting and informing customers. Labeling refers to the information and instructions printed on the packaging or product itself. Positioning refers to the way a product is positioned in the minds of consumers relative to other products in the market. Licensing refers to the process of allowing others to use a company's trademark or intellectual property in exchange for payment. Branding refers to the process of creating a unique name, design, and image for a product or company. While packaging is a component of branding, it is a distinct process.

Question 12

A ________ is defined as a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.
A) prototype
B) paradigm
C) framework
D) patent
E) brand

Accepted Answer

The definition given is referring to a brand, which is a unique identifier for a company or organization's products or services. Prototypes are early versions of a product, paradigms are models or patterns, frameworks are structures for organizing information, and patents are legal protections for inventions.

Question 13

Describe the various categories of consumer products with examples.

Accepted Answer

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Question 14

Product mix width refers to the ________.
A) number of versions offered for each product in the line
B) ways in which the various product lines are related
C) number of different product lines the company carries
D) total number of items a company carries within its product lines
E) total market share captured by the entire product line

Accepted Answer

Product mix width refers to the number of different product lines the company carries, which is best represented by choice C. The other options refer to different aspects of a product mix, such as the number of versions offered for each product (A), the ways in which the various product lines are related (B), the total number of items a company carries within its product lines (D), and the total market share captured by the entire product line (E).

Question 15

Consistency of a product mix refers to the ________.
A) number of versions offered for each product in the line
B) ways in which the various product lines are related
C) number of different product lines the company carries
D) total number of items a company carries within its product lines
E) total market share captured by the entire product line

Accepted Answer

Consistency of a product mix refers to the ways in which the various product lines are related. It is about the coherence of the product lines and their fit with corporate strategy, rather than the number of versions offered for each product in the line, the number of different product lines the company carries, the total number of items a company carries within its product lines, or the total market share captured by the entire product line.

Question 16

Many companies are taking a ________ approach today, viewing quality as an investment and holding quality efforts accountable for bottom-line results.
A) return-on-quality
B) quality level
C) performance quality
D) conformance quality
E) total quality management

Accepted Answer

The phrase "return-on-quality" indicates that companies are viewing quality as an investment and are holding quality efforts accountable for bottom-line results.

Question 17

A product line is most likely too long if managers can ________.
A) decrease costs by adding items
B) increase market share by adding items
C) increase profits by dropping items
D) decrease costs by dropping items
E) increase profits by adding items

Accepted Answer

If a product line is too long, it means there are more products than what is necessary or profitable. In such a situation, managers can increase profits by dropping items that do not contribute significantly to the revenue or profits of the company. This will ensure that the remaining products get more attention and resources, which can lead to an increase in profits. The other options may not be true in all cases and could depend on the specific circumstances of the product line and market.

Question 18

What is organization marketing? Explain with the help of an example.

Accepted Answer

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Question 19

In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes ________.
A) are primarily used to hold and protect products
B) have created confusion in the marketplace
C) create immediate consumer recognition
D) deemphasize the importance of labels
E) stifle brand awareness and recognition

Accepted Answer

Tiffany & Co.'s robin egg blue boxes create immediate consumer recognition and are a key part of the brand's visual identity. While they do serve a packaging function in terms of holding and protecting the products, their primary function is to create brand recognition and differentiation in the marketplace. The boxes do not create confusion and actually emphasize the importance of the Tiffany & Co. label.

Question 20

A company adding new features to a product will most likely assess each feature's value to customers relative to its ________.
A) cost to the company
B) performance in the market
C) benefits to the company
D) cost to the customers
E) benefits to the supplier

Accepted Answer

The company will assess each feature's value to customers relative to its cost to the company to ensure that the investment in new features is justified by the potential return or value it provides to customers.

Quiz 7: Products, Services, and Brands: Building Customer Value

Denta Clean's decision to add a whitening toothpaste to its current line of toothpastes is an example of product line ________.

Clorox sells five major product lines including cleaning, household, lifestyle, professional, and international. Together the product lines make up Clorox's ________.

A product line is most likely too short if managers can ________.

What is a product? What are the three levels of a product?

Corporate image marketing consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people.

Product mix length refers to the ________.

Lengthening a product line beyond its current range is referred to as product line ________.

Product mix depth refers to the ________.

Describe the various categories of industrial products with examples.

Marque, a high-end maker of designer watches, has started making inexpensive watches to take advantage of enormous growth rates in low-end market segments. Marque is most likely engaging in ________.

Which of the following terms best describes the process of designing and producing a container or wrapper for a product?

A ________ is defined as a name, term, sign, symbol, or design, or a combination of these, that identifies the maker or seller of a product or service.

Describe the various categories of consumer products with examples.

Product mix width refers to the ________.

Consistency of a product mix refers to the ________.

Many companies are taking a ________ approach today, viewing quality as an investment and holding quality efforts accountable for bottom-line results.

A product line is most likely too long if managers can ________.

What is organization marketing? Explain with the help of an example.

In terms of packaging functions, Tiffany & Co.'s robin egg blue boxes ________.

A company adding new features to a product will most likely assess each feature's value to customers relative to its ________.