Question 1

Retailers love national brands because overhead is low and there are no marketing costs,and they bring higher margins than private brands.

Accepted Answer

Private brands,not national brands,bring these benefits to retailers.

Question 2

Brand names such as Kleenex,UPS,Sony,Chevrolet,and Kellogg's are likely to have less brand equity than brand names like Viking,Zojirishi,Schimano,and Thule.

Accepted Answer

They are likely to have more brand equity,which is the value of company and brand names,because of their familiarity.

Question 3

The _____ is the starting point in creating a marketing mix.
A) price
B) product
C) distribution channel
D) promotional media
E) production line

Accepted Answer

The product must be specified before other marketing mix variables can be planned.

Question 4

Cultural traits can make a package design successful in one country and a failure in another.

Accepted Answer

Cultural values, beliefs, and expectations vary greatly among different countries and can greatly influence consumer behavior. Therefore, a package design that is successful in one country may not resonate with consumers in another country with different cultural traits.

Question 5

When the manufacturer of French's classic yellow mustard introduced French's Dijon mustard,French's Honey mustard,and French's Sweet Onion mustard,it was an example of cobranding.

Accepted Answer

It's an example of family branding.Cobranding is placing two or more brand names on a product or its package.

Question 6

The most important functions of packaging are to contain and protect products,promote products,facilitate product storage,and facilitate recycling.

Accepted Answer

Packaging serves these functions to ensure the product is safely and efficiently delivered to the consumer while also promoting the brand and reducing waste through recycling.

Question 7

When a greenhouse plant grower sells plants to nursery retailers,is selling _____ products.
A) specialty
B) consumer
C) convenience
D) business
E) unsought

Accepted Answer

Retailers resell the plants,so they are considered a business product.

Question 8

Trademark protection only lasts for five years.

Accepted Answer

Trademark protection lasts as long as the mark is being used.

Question 9

Due to the time required to scan them,universal product codes (UPCs)are typically placed on merchandise that would be classified as shopping products.

Accepted Answer

UPCs appear on most items in supermarkets and other high-volume outlets.Bar codes also appear on shopping products such as clothing,appliances,high-end wines,etc.The UPC is essential in supply chain management for a wide variety of products,not just shopping products.

Question 10

The consumer products are usually classified is based on:
A) how the market is segmented
B) the way the products are manufactured
C) the way products are used
D) the physical attributes of the product
E) the amount of effort consumers spend to acquire the product

Accepted Answer

Products are classified by the amount of effort that is normally expended in the acquisition process.

Question 11

A warranty does not confirm the quality or performance of a good or service.

Accepted Answer

A warranty is a confirmation of the quality or performance of a good or service.

Question 12

Rock-Tenn produces cardboard cartons to be used by companies in the food industry.Rock-Tenn is selling _____ products.
A) specialty
B) consumer
C) business
D) convenience
E) unsought

Accepted Answer

Business products are purchased for (1)use in the production of other goods or services,(2)use in an organization's operations,or (3)resale to other customers.

Question 13

Why is 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.
E) Actually,the product does not have to be the starting point--promotional strategies are often the starting point.

Accepted Answer

The product is the first decision around which the others are based.

Question 14

Which of the following is NOT an example of a product's tangible feature?
A) brand equity
B) packaging
C) color
D) weight
E) size

Accepted Answer

Brand equity is the value of company and brand names.

Question 15

The nutrition label on a package is an example of persuasive labeling.

Accepted Answer

This is better described as informational labeling.

Question 16

A _____ is everything,both favorable and unfavorable,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) transaction
E) product

Accepted Answer

This is the definition of a product.

Question 17

A company that wants to market its product globally has only two branding strategies available: either use the brand name everywhere or develop a new brand name for each different market.

Accepted Answer

There is a third possible branding strategy--adapt and modify.

Question 18

Sam likes Michelin tires.If he needs new tires and Michelin's are not on sale,he is willing to pay a higher price for Michelin rather than buy some other brand.Sam is brand loyal to Michelin.

Accepted Answer

Sam's preference for Michelin tires and willingness to pay a higher price indicate brand loyalty towards Michelin.

Question 19

There are so many high-definition television sets on the market,and they vary so much on price,quality,and features that consumers often have trouble comparing them.A high-definition TV would probably be considered a _____ product.
A) convenience
B) specialty
C) heterogeneous shopping good
D) homogeneous shopping good
E) generic

Accepted Answer

Heterogeneous shopping products are essentially different,and consumers often have trouble comparing them.

Question 20

All sales have an implied warranty under the Uniform Commercial Code.

Accepted Answer

The Uniform Commercial Code supports the implied warranty that any product or service is fit for the purpose for which it was sold.

Quiz 10: Product Concepts

Retailers love national brands because overhead is low and there are no marketing costs,and they bring higher margins than private brands.

Brand names such as Kleenex,UPS,Sony,Chevrolet,and Kellogg's are likely to have less brand equity than brand names like Viking,Zojirishi,Schimano,and Thule.

The _____ is the starting point in creating a marketing mix.

Cultural traits can make a package design successful in one country and a failure in another.

When the manufacturer of French's classic yellow mustard introduced French's Dijon mustard,French's Honey mustard,and French's Sweet Onion mustard,it was an example of cobranding.

The most important functions of packaging are to contain and protect products,promote products,facilitate product storage,and facilitate recycling.

When a greenhouse plant grower sells plants to nursery retailers,is selling _____ products.

Trademark protection only lasts for five years.

Due to the time required to scan them,universal product codes (UPCs)are typically placed on merchandise that would be classified as shopping products.

The consumer products are usually classified is based on:

A warranty does not confirm the quality or performance of a good or service.

Rock-Tenn produces cardboard cartons to be used by companies in the food industry.Rock-Tenn is selling _____ products.

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

Which of the following is NOT an example of a product's tangible feature?

The nutrition label on a package is an example of persuasive labeling.

A _____ is everything,both favorable and unfavorable,that a person receives in an exchange.It can be tangible,intangible,a service,an idea,or a combination of these things.

A company that wants to market its product globally has only two branding strategies available: either use the brand name everywhere or develop a new brand name for each different market.

Sam likes Michelin tires.If he needs new tires and Michelin's are not on sale,he is willing to pay a higher price for Michelin rather than buy some other brand.Sam is brand loyal to Michelin.

There are so many high-definition television sets on the market,and they vary so much on price,quality,and features that consumers often have trouble comparing them.A high-definition TV would probably be considered a _____ product.

All sales have an implied warranty under the Uniform Commercial Code.