Question 1

Most people recognize Butterball as a brand of turkey.
-Refer to Butterball,Butterball brand is also found on fresh turkey breast cuts,turkey sausages,ground turkey,cold cuts,fresh marinated bone-in,boneless and whole chicken,frozen chicken products,and Butterball stuffing and gravy mixes.What does Butterball use?
A) generic branding
B) family branding
C) dealer branding
D) brand grouping

Accepted Answer

Butterball uses family branding, which is the practice of using a single brand name for multiple related products. In this case, the Butterball brand is used across a range of turkey and chicken products, as well as stuffing and gravy mixes. This helps the brand to maintain a consistent identity and build recognition among consumers for its quality and reliability.

Question 2

Tyler wants the Coca-Cola Barbie by Mattel for her birthday.This Mattel product contains items with the Coca-Cola trademark,and Barbie is wearing an outfit in Coca-Cola red and white.
-Refer to Barbie.What are Mattel and Coca-Cola using?
A) private branding
B) conjunctive branding
C) complementary branding
D) cobranding

Accepted Answer

Co-branding, as both Mattel and Coca-Cola are using their brand names and trademarks to create a joint product.

Question 3

James Hardie began selling fibre cement siding products in the United States in 1989 to leading builders,lumberyards,and home improvement centres.Even though ads guaranteed the product would not rot or crack for 50 years,many builders hated the product.It was heavy to install,and it showed every flaw in a bad framing job.In 1997,Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong,weather-resistance materials.As a result,consumers began to request that the product be used by their builders or remodellers.Trade ads were used to explain how builders could take advantage of this interest created by ads in lifestyle magazines.By 2000,the Hardieplank was the number-one brand siding in North America.James Hardie is now the third most recognized brand of building material in the world.
-Refer to Hardie Siding Products.Since all of the siding products sold by Hardie are sold under the Hardie brand name,it is clear that the company uses what type of strategy?
A) repositioning
B) cobranding
C) family branding
D) private branding

Accepted Answer

The company uses family branding, where all its products are sold under the Hardie brand name.

Question 4

One common Christmas tradition in many households is the Claxton fruitcake.The fruitcake bakery in Claxton,Georgia,makes about 6 million pounds of fruitcake annually and has $12 million in sales.One fruitcake batch weighs 375 pounds.About 70 percent of that weight is fruits and nuts.A single batch is divided into 34 loaf pans that hold 11 pounds each.Loaves are cooked for 100 minutes at 375 degrees.The bakery can cook 6,000 pounds at a time.During the baking season (August-December),the bakery uses a tracker-trailer load of raisins daily.The suggested retail price of a one-pound Claxton fruitcake is $3.69.
-Refer to Claxton Fruitcakes.Why is brand equity important for the Claxton brand?
A) It means that its customers are extremely brand loyal.
B) It facilitates the implementation of an international repositioning strategy.
C) It means the product line has greater depth than width.
D) It guarantees an annual profit.

Accepted Answer

Brand equity is important for the Claxton brand because it indicates that their customers are extremely loyal to the brand. This means that they have a strong brand reputation and recognition, which is valuable for retaining customers and attracting new ones.

Question 5

Most people recognize Butterball as a brand of turkey.
-Refer to Butterball.Which of the following includes fresh turkey breast cuts;turkey sausages;ground turkey;cold cuts;fresh marinated bone-in,boneless,and whole chicken;frozen chicken products;and Butterball stuffing and gravy mixes?
A) Butterball's line depth
B) Butterball's product line
C) Butterball's product mix
D) Butterball's product inconsistency

Accepted Answer

Butterball's product mix refers to the total variety of products that the company offers, including different types of turkey products, chicken products, and related food items like stuffing and gravy mixes.

Question 6

James Hardie began selling fibre cement siding products in the United States in 1989 to leading builders,lumberyards,and home improvement centres.Even though ads guaranteed the product would not rot or crack for 50 years,many builders hated the product.It was heavy to install,and it showed every flaw in a bad framing job.In 1997,Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong,weather-resistance materials.As a result,consumers began to request that the product be used by their builders or remodellers.Trade ads were used to explain how builders could take advantage of this interest created by ads in lifestyle magazines.By 2000,the Hardieplank was the number-one brand siding in North America.James Hardie is now the third most recognized brand of building material in the world.
-Refer to Hardie Siding Products.The goal of the company was to develop brand awareness for its project.What was the primary reason for the creation of this brand awareness?
A) to create a specialty product
B) to create a competitive advantage through product identification
C) to sell a business product as a consumer product
D) to allow the company to concentrate its resources on marketing research

Accepted Answer

The primary reason for creating brand awareness was to create a competitive advantage through product identification. By emphasizing the emotional appeal of houses made with strong, weather-resistant materials, the company was able to create a demand for their product and make it the number one brand of siding in North America. This increased brand recognition also allowed the company to stand out in a crowded marketplace and differentiate itself from competitors.

Question 7

One common Christmas tradition in many households is the Claxton fruitcake.The fruitcake bakery in Claxton,Georgia,makes about 6 million pounds of fruitcake annually and has $12 million in sales.One fruitcake batch weighs 375 pounds.About 70 percent of that weight is fruits and nuts.A single batch is divided into 34 loaf pans that hold 11 pounds each.Loaves are cooked for 100 minutes at 375 degrees.The bakery can cook 6,000 pounds at a time.During the baking season (August-December),the bakery uses a tracker-trailer load of raisins daily.The suggested retail price of a one-pound Claxton fruitcake is $3.69.
-Refer to Claxton Fruitcakes.Fruitcake is all the bakery manufactures.In terms of dimensions of product offering,what does Claxton Bakery have?
A) a broad product extension mix
B) a deep product line
C) an emotional positioning strategy
D) a shallow product line

Accepted Answer

Claxton Bakery focuses solely on producing fruitcake, indicating a limited variety of products, which is characteristic of a shallow product line.

Question 8

Rexona is the number-one brand of deodorant brand worldwide.
-Refer to Rexona.Since the product was launched in the 1960s,the company has added an antiperspirant,a stick deodorant,deodorant wipes,and Rexona for Men.What are these additions examples of?
A) mix repositionings
B) product portfolio width adjustments
C) product line extensions
D) product item contractions

Accepted Answer

The additions of antiperspirant, stick deodorant, deodorant wipes, and Rexona for Men are examples of product line extensions, where a company adds new products to an existing product line to meet the changing needs and preferences of customers.

Question 9

One common Christmas tradition in many households is the Claxton fruitcake.The fruitcake bakery in Claxton,Georgia,makes about 6 million pounds of fruitcake annually and has $12 million in sales.One fruitcake batch weighs 375 pounds.About 70 percent of that weight is fruits and nuts.A single batch is divided into 34 loaf pans that hold 11 pounds each.Loaves are cooked for 100 minutes at 375 degrees.The bakery can cook 6,000 pounds at a time.During the baking season (August-December),the bakery uses a tracker-trailer load of raisins daily.The suggested retail price of a one-pound Claxton fruitcake is $3.69.
-Refer to Claxton Fruitcakes.Claxton is an example of which of the following brands?
A) geographical
B) manufacturers'
C) generic
D) family

Accepted Answer

Claxton is a brand name of a specific bakery that produces fruitcakes, making it a manufacturer's brand.

Question 10

One common Christmas tradition in many households is the Claxton fruitcake.The fruitcake bakery in Claxton,Georgia,makes about 6 million pounds of fruitcake annually and has $12 million in sales.One fruitcake batch weighs 375 pounds.About 70 percent of that weight is fruits and nuts.A single batch is divided into 34 loaf pans that hold 11 pounds each.Loaves are cooked for 100 minutes at 375 degrees.The bakery can cook 6,000 pounds at a time.During the baking season (August-December),the bakery uses a tracker-trailer load of raisins daily.The suggested retail price of a one-pound Claxton fruitcake is $3.69.
-Refer to Claxton Fruitcakes.What type of consumer product is the Claxton fruitcake for people who believe it to be an integral part of a merry Christmas?
A) a shopping product
B) a specialty product
C) an unsought product
D) a component material

Accepted Answer

The Claxton fruitcake is a specialty product because it is a unique item with a specific brand and loyal following among those who believe it is an integral part of Christmas. It is not typically purchased on a regular basis and may require special effort or travel to obtain.

Question 11

One common Christmas tradition in many households is the Claxton fruitcake.The fruitcake bakery in Claxton,Georgia,makes about 6 million pounds of fruitcake annually and has $12 million in sales.One fruitcake batch weighs 375 pounds.About 70 percent of that weight is fruits and nuts.A single batch is divided into 34 loaf pans that hold 11 pounds each.Loaves are cooked for 100 minutes at 375 degrees.The bakery can cook 6,000 pounds at a time.During the baking season (August-December),the bakery uses a tracker-trailer load of raisins daily.The suggested retail price of a one-pound Claxton fruitcake is $3.69.
-Refer to Claxton Fruitcakes.The fruitcake baker that packages its cakes in metal cans is most likely using its packaging to do what?
A) contain and protect the cakes during shipment
B) deal with problems commonly found in the decline stage of the product life cycle
C) reposition the product
D) create an environmental appeal

Accepted Answer

The metal cans are used to contain and protect the cakes during shipment to prevent damage and extend their shelf life.

Question 12

Rexona is the number-one brand of deodorant brand worldwide.
-Refer to Rexona.The brand is a leader in Europe,South America,Asia,Africa,and the Middle East.What is Rexona an example of?
A) a master brand
B) a universal brand
C) a global brand
D) a family brand

Accepted Answer

Rexona is a global brand, as it is the number-one deodorant brand worldwide and has a strong presence in various regions across the world.

Question 13

Cinnamon Toast Crunch,Cocoa Puffs,and Trix cereals are now available with less sugar.Notices on the cereal boxes announce that these cereals now contain "75 percent less sugar."
-Refer to Low-sugar Cereals.The introduction of the low-sugar cereals are examples of which of the following?
A) brand repositioning
B) product modifications
C) product diversifications
D) brand mix extensions

Accepted Answer

The introduction of low-sugar versions of the cereals is an example of product modification, as the product itself has been altered to have less sugar. Brand repositioning would involve changing the image or perception of the brand in the minds of consumers. Product diversification would involve expanding the product line to include new, unrelated products. Brand mix extensions would involve introducing new variations of existing products under the same brand.

Question 14

Rexona is the number-one brand of deodorant brand worldwide.
-When a company markets several different products under the same brand name,it is referred to as which of the following brands?
A) family
B) generic
C) umbrella
D) bargain

Accepted Answer

The answer of Rexona is the number-one brand of deodorant...

Question 15

James Hardie began selling fibre cement siding products in the United States in 1989 to leading builders,lumberyards,and home improvement centres.Even though ads guaranteed the product would not rot or crack for 50 years,many builders hated the product.It was heavy to install,and it showed every flaw in a bad framing job.In 1997,Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong,weather-resistance materials.As a result,consumers began to request that the product be used by their builders or remodellers.Trade ads were used to explain how builders could take advantage of this interest created by ads in lifestyle magazines.By 2000,the Hardieplank was the number-one brand siding in North America.James Hardie is now the third most recognized brand of building material in the world.
-Refer to Hardie Siding Products.What type of warranty is Hardie offering in its promotions?
A) valid
B) responsive
C) implied
D) express

Accepted Answer

Hardie is offering an express warranty guaranteeing that the product will not rot or crack for 50 years.

Question 16

One common Christmas tradition in many households is the Claxton fruitcake.The fruitcake bakery in Claxton,Georgia,makes about 6 million pounds of fruitcake annually and has $12 million in sales.One fruitcake batch weighs 375 pounds.About 70 percent of that weight is fruits and nuts.A single batch is divided into 34 loaf pans that hold 11 pounds each.Loaves are cooked for 100 minutes at 375 degrees.The bakery can cook 6,000 pounds at a time.During the baking season (August-December),the bakery uses a tracker-trailer load of raisins daily.The suggested retail price of a one-pound Claxton fruitcake is $3.69.
-Refer to Claxton Fruitcakes.There are numerous jokes about the indestructibility of fruitcake-many of them derogatory.To change its consumer image,Claxton periodically engages in public relations campaigns in which it describes fruitcakes in terms of family Christmas traditions.Attempts to move the fruitcake from being perceived by consumers as the butt of jokes to a comfort food is an example of what type of strategy?
A) repositioning
B) diversification
C) demographic
D) expansion

Accepted Answer

Repositioning strategy involves changing the perception of a product or brand in the minds of consumers. Claxton's attempts to change the perception of fruitcake from a joke to a comfort food is an example of repositioning strategy.

Question 17

James Hardie began selling fibre cement siding products in the United States in 1989 to leading builders,lumberyards,and home improvement centres.Even though ads guaranteed the product would not rot or crack for 50 years,many builders hated the product.It was heavy to install,and it showed every flaw in a bad framing job.In 1997,Hardie decided to run ads in traditional lifestyle magazines and emphasize the emotional appeal of houses made with strong,weather-resistance materials.As a result,consumers began to request that the product be used by their builders or remodellers.Trade ads were used to explain how builders could take advantage of this interest created by ads in lifestyle magazines.By 2000,the Hardieplank was the number-one brand siding in North America.James Hardie is now the third most recognized brand of building material in the world.
-Refer to Hardie Siding Products.By changing the focus of its promotion from those in the building industry to homeowners who saw their homes as sources of security,warmth,and stability,which of the following strategies did Hardie Siding use?
A) market penetration
B) divestment
C) repositioning
D) harvesting

Accepted Answer

Hardie Siding used repositioning to shift its focus from builders to homeowners and emphasize the emotional appeal of its products. This allowed the company to tap into the consumer market and increase demand for its products.

Question 18

Tyler wants the Coca-Cola Barbie by Mattel for her birthday.This Mattel product contains items with the Coca-Cola trademark,and Barbie is wearing an outfit in Coca-Cola red and white.
-Refer to Barbie.Because both brands are receiving equal treatment,what is this most likely an example of?
A) umbrella branding
B) cooperative branding
C) complementary branding
D) family branding

Accepted Answer

This is an example of cooperative branding, as both Coca-Cola and Barbie are receiving equal treatment and are promoting each other's brand through the product.

Question 19

The manufacturer of Winston cigarettes is introducing its Eco-Flask packaging,which is crush-proof,water-resistant,and curved to better fit in a shirt pocket.
-Refer to Winston.What is Winston using its packaging primarily to do?
A) reduce environmental damage
B) contain and protect the product
C) facilitate distribution of the product
D) facilitate recycling

Accepted Answer

Winston is introducing its Eco-Flask packaging primarily to contain and protect the product. The packaging is crush-proof and water-resistant, indicating its primary purpose is protection during transport and handling.

Question 20

The manufacturer of Winston cigarettes is introducing its Eco-Flask packaging,which is crush-proof,water-resistant,and curved to better fit in a shirt pocket.
-Refer to Winston.What type of modification has the manufacturer of Winstons made to the cigarettes?
A) functional
B) demarketing
C) aesthetics
D) quality

Accepted Answer

The passage does not mention any modification made to the cigarettes themselves. The modification is made to the packaging, which makes it "crush-proof" and "water-resistant" and has a "curved" shape to fit better in a shirt pocket, indicating a functional modification.

Quiz 8: Product Concepts

Tyler wants the Coca-Cola Barbie by Mattel for her birthday.This Mattel product contains items with the Coca-Cola trademark,and Barbie is wearing an outfit in Coca-Cola red and white. -Refer to Barbie.What are Mattel and Coca-Cola using?

Most people recognize Butterball as a brand of turkey. -Refer to Butterball.Which of the following includes fresh turkey breast cuts;turkey sausages;ground turkey;cold cuts;fresh marinated bone-in,boneless,and whole chicken;frozen chicken products;and Butterball stuffing and gravy mixes?

Rexona is the number-one brand of deodorant brand worldwide. -Refer to Rexona.Since the product was launched in the 1960s,the company has added an antiperspirant,a stick deodorant,deodorant wipes,and Rexona for Men.What are these additions examples of?

Rexona is the number-one brand of deodorant brand worldwide. -Refer to Rexona.The brand is a leader in Europe,South America,Asia,Africa,and the Middle East.What is Rexona an example of?

Cinnamon Toast Crunch,Cocoa Puffs,and Trix cereals are now available with less sugar.Notices on the cereal boxes announce that these cereals now contain "75 percent less sugar." -Refer to Low-sugar Cereals.The introduction of the low-sugar cereals are examples of which of the following?

Rexona is the number-one brand of deodorant brand worldwide. -When a company markets several different products under the same brand name,it is referred to as which of the following brands?

Tyler wants the Coca-Cola Barbie by Mattel for her birthday.This Mattel product contains items with the Coca-Cola trademark,and Barbie is wearing an outfit in Coca-Cola red and white. -Refer to Barbie.Because both brands are receiving equal treatment,what is this most likely an example of?

The manufacturer of Winston cigarettes is introducing its Eco-Flask packaging,which is crush-proof,water-resistant,and curved to better fit in a shirt pocket. -Refer to Winston.What is Winston using its packaging primarily to do?

The manufacturer of Winston cigarettes is introducing its Eco-Flask packaging,which is crush-proof,water-resistant,and curved to better fit in a shirt pocket. -Refer to Winston.What type of modification has the manufacturer of Winstons made to the cigarettes?