Question 1

Refer to the scenario below to answer the following question(s).
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after.
-Branding decisions include determining a product price.

Accepted Answer

Branding decisions do not always involve determining product price. Other branding decisions can include brand name, logo, packaging design, advertising, and target audience. Pricing decisions are typically part of the overall marketing strategy and may involve considerations such as product costs, competition, target market, and desired profit margin.

Question 2

Product mix ________ refers to the number of versions offered for each product in the line.

Accepted Answer

The term "depth" is used to describe the number of variations of each product in the line. This can include different sizes, colors, flavors, etc. "Length" refers to the total number of products in the line, "height" refers to the price range of products, "width" refers to the number of product lines offered by the company, and "consistency" refers to how closely related the products in the line are to each other.

Question 3

Refer to the scenario below to answer the following question(s).
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after.
-A product line consists of unrelated products that are sold to diverse customer groups.

Accepted Answer

The scenario mentions that Ruben Delgado expanded his writing utensil lines and added a line of personalized stationery and business cards, indicating that the products are related to each other. Therefore, the statement is false.

Question 4

________ involves adding more items within the present range of the product line.

Accepted Answer

Product line filling involves adding more items within the present range of the product line. This means expanding the variety of products within a specific category to provide more options for consumers.

Question 5

A ________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges.

Accepted Answer

A product line is a group of products that share similarities in terms of their function, target customer, distribution channels, or pricing. This allows companies to create a portfolio of related products that appeal to different customer needs within a particular market. Examples of product lines include Apple's line of smartphones (e.g. iPhone 12, iPhone 12 Pro), or Coca-Cola's line of soft drinks (e.g. Coca-Cola, Diet Coke, Coca-Cola Zero).

Question 6

Product mix ________ refers to the total number of items a company carries within its product lines.

Accepted Answer

The answer of Product mix ________ refers to the total...

Question 7

Product mix ________ refers to the number of different product lines the company carries.

Accepted Answer

Width refers to the number of different product lines a company carries.

Question 8

The ________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way.

Accepted Answer

Consistency of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. Length refers to the number of product lines, depth refers to the number of products within each line, width refers to the number of different product categories, and height is not a relevant term in product mix analysis.

Question 9

Titan Inc., an automobile manufacturer based in Utah, recently added two new models to its existing line of sedans in order to increase profits and satisfy dealers. This is an example of ________.

Accepted Answer

Line filling is the process of adding new products to an already existing product line to better meet the needs of customers and increase profits. This is exactly what Titan Inc. is doing by adding two new models to their existing line of sedans.

Question 10

A ________ consists of all the product lines and items that a particular seller offers for sale.

Accepted Answer

A product mix is defined as all of the products and product lines that a particular seller offers for sale. It includes all of the different types and variations of products that the seller has available for customers to purchase. This is different from a store brand, which refers to products that are specifically branded and sold by a particular store. The supply chain and value chain refer to the processes and activities involved in bringing a product to market, while a line extension is a new variation of an existing product.

Question 11

The major product line decision involves product ________, the number of items in the product line.

Accepted Answer

Line length refers to the number of items in a product line. The other options are not relevant to the decision of how many products to include in a line.

Question 12

Refer to the scenario below to answer the following question(s).
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after.
-For few companies, the package itself has become an important promotional medium.

Accepted Answer

The answer of Refer to the scenario below to answer...

Question 13

A well-known cosmetic company in New York City added new product lines in order to increase its business. In other words, it ________.

Accepted Answer

When a company adds new product lines, it is widening its product mix or product variety. The other options are not applicable in this scenario.

Question 14

Refer to the scenario below to answer the following question(s).
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after.
-The new felt-tip pens, multiple-cartridge pens, and quills offered by Ruben Delgado are examples of ________.

Accepted Answer

The new products added to the writing utensil lines are examples of product line filling, which is the process of adding new products to an existing product line to increase sales and appeal to a wider range of customers.

Question 15

Refer to the scenario below to answer the following question(s).
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after.
-Style is a larger concept than design. Design simply describes the appearance of a product.

Accepted Answer

The answer of Refer to the scenario below to answer...

Question 16

The ________ requires sellers to provide detailed nutritional information on food products.

Accepted Answer

The Nutritional Labeling and Educational Act of 1990 requires sellers to provide detailed nutritional information on food products. The Fair Packaging and Labeling Act of 1966 requires accurate labeling of consumer products, but does not specifically address nutritional information. The Glass-Steagall Act, Commodity Futures Modernization Act of 2000, and Federal Trade Commission Act of 1914 are unrelated to nutritional labeling requirements.

Question 17

Refer to the scenario below to answer the following question(s).
Ruben Delgado built his enterprise on the faithful patronage of four specialty shops and a large contract from Elmore Distributors. But after two years, the maker of novelty pens and pencils had to rethink his strategy when his contract with Elmore ended.
Ruben built a company reputation on the manufacturing and distribution of a variety of wooden writing utensils with customized engravings. Specialty shops loved to display the products in their fancy, lighted showcases, but such specialty shops alone were not profitable. Ruben Delgado established a brand name, known merely as Delgado, and decided to expand on it.
Ruben extended his writing utensil lines to include quills, felt-tip pens, and multiple-cartridge pens that write in different colors. He even added a line of various grades of personalized stationery and business cards. Perhaps Ruben's biggest added touch, however, was the addition of two salespeople who would work to explain the diverse array of products offered by Delgado, as well as nurture existing accounts.
"We make an excellent product," Ruben Delgado stated, "and we honor a good guarantee on everything we sell. But let's face it-we face hundreds of competitors! We need Delgado representatives out there to help prospects understand what they should demand in something as simple as a writing tool." The Delgado brand was fast-becoming synonymous with top-notch customer service. Part of the purchase package brought personal visits from the Delgado representative, before the purchase and long after.
-Labels range from simple tags attached to products to complex graphics that are part of the packaging.

Accepted Answer

The scenario mentions Ruben adding two salespeople to explain their product range and nurture existing accounts, which suggests that the Delgado brand was focusing on providing top-notch customer service, making the statement true. The scenario does not mention anything about labels, so the statement about labels is irrelevant.

Question 18

The first step in designing support services is to ________.

Accepted Answer

Surveying customers is the first step in designing support services because it allows the company to assess the value of current services and obtain ideas for new ones based on customer feedback. This ensures that the company is designing services that meet the needs and wants of its customers.

Question 19

Proton Corp. is an automobile manufacturer known for producing efficient, durable, and low-priced cars. Recently, the company launched a new range of luxury cars to broaden its market appeal and to add prestige to its existing line of cars. This is an example of ________.

Accepted Answer

This is an example of product line stretching, which involves adding products outside of the company's current product line, often in a higher-priced or higher-quality category.

Question 20

________ occurs when a company lengthens its product line beyond its current range.

Accepted Answer

Product line stretching occurs when a company extends its product line beyond its current range by introducing new products or product variations. This can be done upwards (adding premium products) or downwards (adding more basic or low-end products) to appeal to different segments of the market.

Quiz 8: Products, Services, and Brands: Building Customer Value