chpt 10

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  1. Each product item in the product mix always requires a separate marketing strategy.

    True or False?
    False

    In some cases, however, product lines and even entire product mixes share some marketing strategy components.
  2. A one-brand-name strategy is useful when the marketer wants the brand to appear to be a local brand, or when regulations require localization.

    True or False?
    False

    Different brand names in different markets, or local brand names, are often used when translation or pronunciation problems occur, when the marketer wants the brand to appear to be a local brand, or when the regulations require localization. A one-brand-name strategy is useful when the company markets mainly one product and the brand name does not have negative connotations in any local market.
  3. Services and ideas are not considered products because they are intangible.

    True or False?
    False

    To most people, the term product means a tangible good. However, services and ideas are also products.
  4. Product modification occurs even when changes are made to a product's aesthetic appearance rather than its quality or functionality.

    True or False?
    True

    There are three types of product modification: quality modification, functional modification, and style modification. Style modification occurs when a product undergoes aesthetic product change rather than a functional or quality change.
  5. When a product name becomes generic, the product name is no longer recognized as the exclusive property of a firm.

    True or False?
    True

    When a product name becomes generic, the product name is no longer recognized as the exclusive property of one firm. A generic product name identifies a product by class or type and cannot be trademarked.
  6. Due to the time required to scan them, the use of universal product codes (UPCs) is typically restricted to shopping products.

    True or False?
    False

    Universal product codes (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, and so on. The UPC is essential in supply chain management for a wide variety of products, not just shopping products.
  7. Convenience products, though inexpensive, require considerable shopping effort by buyers.

    True or False?
    False

    A convenience product is a relatively inexpensive item that merits little shopping effort—that is, a consumer is unwilling to shop extensively for such an item.
  8. Trademark protection and rights only last for five years.

    True or False?
    False

    Trademark protection typically lasts for 10 years; however, rights to a trademark last as long as the mark is used.
  9. An organization's product mix includes all of the products it sells.

    True or False?
    True

    An organization's product mix includes all of the products it sells. Firms widen their product mix to diversify risks or to capitalize on established reputations.
  10. Bar codes are read by computerized optical scanners that match codes with brand names, package sizes, and prices.

    True or False?
    True

    Universal product codes are often called as bar codes because the thin numerical codes appear as a series of thick and thin vertical lines. The lines are read by computerized optical scanners that match codes with brand names, package sizes, and prices.
  11. A difference between informational labeling and persuasive labeling is that informational labeling:
    A. focuses on a promotional theme or logo rather than consumer information.
    B. helps a consumer make proper product selections.
    C. gives the impression of environmental friendliness to a product.
    D. increases a consumer's cognitive dissonance after the purchase.
    B. helps a consumer make proper product selections.
    (this multiple choice question has been scrambled)
  12. A difference between informational labeling and persuasive labeling is that informational labeling:
    A. focuses on a promotional theme or logo rather than consumer information.
    B. increases a consumer's cognitive dissonance after the purchase.
    C. helps a consumer make proper product selections.
    D. gives the impression of environmental friendliness to a product.
    C. helps a consumer make proper product selections.

    Informational labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase. Persuasive labeling, by contrast, focuses on a promotional theme or logo, and consumer information is secondary.
    (this multiple choice question has been scrambled)
  13. A number of yogurts are marketed under the Duncen brand, including Duncen All Natural, Duncen Fruit on the Bottom, Duncen Light & Fit, DunActive, and Dun-o-nino. The large variety of yogurts under the Duncen brand is an example of a:
    A. product line
    B. product mix
    C. brand equity
    D. product item
    A. product line

    The large variety of yogurts under the Duncen brand is an example of a product line and each variety of yogurt is a product item. A product line is a group of closely related product items.
    (this multiple choice question has been scrambled)
  14. Which of the following is true of product lines?
    A. They mandate a separate marketing strategy for each line.
    B. They provide economies of scale in advertising.
    C. They involve greater transportation and warehousing costs than product items.
    D. They help distinguish each version of a product from the others offered by a company.
    B. They provide economies of scale in advertising.

    Product lines provide economies of scale in advertising. Several products can be advertised under the umbrella of a line. For example, Campbell's can talk about its soups being “M'm, M'm, Good!" and promote the entire line.
    (this multiple choice question has been scrambled)
  15. When deciding on distribution plans for specialty products, companies generally ensure that the items are:
    A. always marketed as unsought products.
    B. made directly available to a consumer through a salesperson, direct mail, or direct response advertising.
    C. relatively inexpensive and merit little shopping effort.
    D. distributed to only a few stores in a geographic area.
    D. distributed to only a few stores in a geographic area.

    When deciding on distribution plans for specialty products, companies generally ensure that the items are distributed to only a few stores in a geographic area. Marketers often use selective, status-conscious advertising to maintain a specialty product's exclusive image.
    (this multiple choice question has been scrambled)
  16. Which of the following is true of an express warranty?
    A. It contains an unwritten guarantee about the performance of a product.
    B. It ranges from simple statements to extensive documents written in technical language.
    C. It gives the impression of environmental friendliness to a product.
    D. It prohibits other firms from using a brand or part of a brand without permission.
    B. It ranges from simple statements to extensive documents written in technical language.

    An express warranty is a written guarantee. It ranges from simple statements—such as “100-percent cotton" and “complete satisfaction guaranteed"—to extensive documents written in technical language.
    (this multiple choice question has been scrambled)
  17. Which of the following is true of an implied warranty?
    A. It ranges from simple statements to extensive documents written in technical language.
    B. It prohibits other firms from using a brand or part of a brand without permission.
    C. It identifies the brand of a part that makes up the product.
    D. It comes with the sale of every product under the Uniform Commercial Code.
    D. It comes with the sale of every product under the Uniform Commercial Code.

    All sales have an implied warranty under the Uniform Commercial Code. An implied warranty is an unwritten guarantee that the good or service is fit for the purpose for which it was sold.
    (this multiple choice question has been scrambled)
  18. Which of the following is considered an advantage of decreasing a product's quality?
    A. It enhances the ease of coordinating promotion from market to market.
    B. It motivates customers to replace worn out products.
    C. It gives manufacturers greater ability to raise prices for the product.
    D. It allows manufacturers to appeal to target markets unable to afford the original product.
    D. It allows manufacturers to appeal to target markets unable to afford the original product.

    Reducing a product's quality may let the manufacturer lower the price and appeal to target markets unable to afford the original product. Conversely, increasing quality can help the firm compete with rival firms.
    (this multiple choice question has been scrambled)
  19. Which of the following is true of a specialty product?
    A. It is marketed using selective, status-conscious advertising that maintains its exclusive image.
    B. It is widely distributed in a geographic area in order to sell sufficient quantities to meet profit goals.
    C. It is sold using aggressive personal selling as consumers do not seek out this type of product.
    D. It is bought only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility.
    A. It is marketed using selective, status-conscious advertising that maintains its exclusive image.

    Marketers of specialty products often use selective, status-conscious advertising to maintain a specialty product's exclusive image. Specialty products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited.
    (this multiple choice question has been scrambled)
  20. Compared to convenience products, shopping products are:
    A. sold through aggressive personal selling and highly persuasive advertising.
    B. purchased without significant planning.
    C. usually more expensive and are found in fewer stores.
    D. available everywhere, including department stores, gas stations, and vending machines.
    C. usually more expensive and are found in fewer stores.

    Compared to convenience products, shopping products are usually more expensive and are found in fewer stores. Consumers usually buy a shopping product only after comparing several brands or stores.
    (this multiple choice question has been scrambled)
  21. A mobile phone manufacturing company is said to functionally modify one of its products if it:
    A. releases a software update to fix the mobile phone's heating problem.
    B. reduces the price of the mobile phone ahead of a sale.
    C. introduces a sleek and stylish version of the mobile phone with the same specifications.
    D. introduces stylish headphones for the mobile phone.
    A. releases a software update to fix the mobile phone's heating problem.

    Releasing a software update to fix the mobile phone's heating problem is an example of functional modification. Functional modification refers to a change in a product's versatility, effectiveness, convenience, or safety. By fixing the heating problem, the effectiveness and convenience of using the mobile phone is increased.
    (this multiple choice question has been scrambled)
  22. Which of the following statements is true about the naming strategies for products sold in the global market?
    A. An advantage of using different brand names in different markets is greater identification of the product from market to market.
    B. A one-brand-name strategy is useful when a company markets mainly one product.
    C. A one-brand-name strategy reduces the ease of coordinating promotion from market to market.
    D. A disadvantage of using different brand names in different markets is that it does not support localization.
    B. A one-brand-name strategy is useful when a company markets mainly one product.

    A one-brand-name strategy is useful when a company markets mainly one product and the brand name does not have negative connotations in any local market. The advantages of a one-brand-name strategy are greater identification of the product from market to market and ease of coordinating promotion from market to market. See 10-6: Global Issues in Branding and Packaging
    (this multiple choice question has been scrambled)
  23. Which of the following is a difference between individual branding and family branding?
    A. Individual branding uses different brand names for different products, while family branding markets several different products under the same brand name.
    B. Individual branding identifies the brand of a part that makes up the product, while family branding identifies the entire product.
    C. Individual branding is used when products do not vary in use or performance, while family branding is used when products vary greatly in use or performance.
    D. Individual branding is used when two brands receive equal treatment, while family branding is used when two brands borrow from each other's brand equity.
    A. Individual branding uses different brand names for different products, while family branding markets several different products under the same brand name.

    Many companies use different brand names for different products, a practice referred to as individual branding. In contrast, a company that markets several different products under the same brand name is practicing family branding.
    (this multiple choice question has been scrambled)
  24. Why are many retailers creating and promoting their own captive brands?
    A. Captive brands allow retailers to gain greater profits by marketing cheaper products under a brand name owned by them.
    B. Captive brands allow retailers to ask a price similar or equal to manufacturers' brands.
    C. Captive brands carry evidence of a store's affiliation and are available everywhere.
    D. Captive brands help to increase a company's presence in markets where it has little room to differentiate itself.
    B. Captive brands allow retailers to ask a price similar or equal to manufacturers' brands.

    Instead of marketing private brands as cheaper and inferior to manufacturer brands, many retailers are creating and promoting their own captive brands. This strategy allows the retailer to ask a price similar or equal to manufacturers' brands.
    (this multiple choice question has been scrambled)
  25. Which of the following is true of an unsought product?
    A. Consumers usually buy an unsought product only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility.
    B. Consumers buy unsought products regularly, usually without much planning.
    C. New products are categorized as unsought products until advertising and distribution increase consumer awareness of them.
    D. Marketers of unsought products often use selective, status-conscious advertising to maintain the product's exclusive image.
    C. New products are categorized as unsought products until advertising and distribution increase consumer awareness of them.

    New products fall into the category of unsought products until advertising and distribution increase consumer awareness of them. A product unknown to the potential buyer or a known product that the buyer does not actively seek is referred to as an unsought product.
    (this multiple choice question has been scrambled)
  26. Zing is a soft drink which is available everywhere, including gas stations, department stores, and vending machines. Zing is an example of a(n) _____.
    A. shopping product
    B. specialty product
    C. convenience product
    D. unsought product
    C. convenience product

    Zing is an example of a convenience product. A convenience product is a relatively inexpensive item that merits little shopping effort. Convenience products normally require wide distribution in order to sell sufficient quantities to meet profit goals.
    (this multiple choice question has been scrambled)
  27. Amy spends very little time to shop for bath soaps and beauty creams as she uses only the products offered by Eve’s Aura, a manufacturer of bath and beauty products. As Eve’s has a wide distribution network, its products are available in almost every retail outlet in Amy’s locality. In this scenario, the bath and beauty products from Eve’s Aura are examples of _____ products.
    A. business
    B. shopping
    C. specialty
    D. convenience
    D. convenience

    The bath and beauty products from Eve’s Aura are an example of convenience products. Convenience products are usually relatively inexpensive items that require little shopping effort. Though consumers buy convenience products regularly without much planning, they do remember the brand names of popular convenience products.
    (this multiple choice question has been scrambled)
  28. Lisa goes to an electronic goods store to purchase a washing machine. After comparing the various brands of washing machines available, their functions, prices, and so on, she purchases one that is cheaper and smaller than the rest. In this case, Lisa has purchased a(n) _____.
    A. specialty product
    B. unsought product
    C. business product
    D. shopping product
    D. shopping product

    Lisa has purchased a shopping product as she has spent considerable time to compare several brands before finalizing one product. A shopping product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores.
    (this multiple choice question has been scrambled)
  29. Frieda was disappointed to notice that her new phone had several scratches on its screen. If she had known about the clear protective films that were available to protect the phone display from scratches, she could have avoided this problem. For Frieda, the protective films were _____.
    A. unsought products
    B. shopping products
    C. convenience products
    D. specialty products
    A. unsought products

    For Frieda, protective films were unsought products as she was not aware of them. A product unknown to the potential buyer or a known product that the buyer does not actively seek is referred to as an unsought product.
    (this multiple choice question has been scrambled)
  30. _____ refers to the number of product lines an organization offers.
    A. Product mix width
    B. Product line assortment
    C. Product line depth
    D. Product equity
    A. Product mix width

    Product mix width (or breadth) refers to the number of product lines an organization offers. Firms increase the width of their product mix to diversify risk.
    (this multiple choice question has been scrambled)
  31. _____ is a type of co-branding that occurs when two brands receiving equal treatment borrow from each other’s brand equity.
    A. Complimentary branding
    B. Cooperative branding
    C. Family branding
    D. Ingredient branding
    B. Cooperative branding

    Cooperative branding occurs when two brands receiving equal treatment (in the context of an advertisement) borrow from each other’s brand equity. Co-branding entails placing two or more brand names on a product or its package.
    (this multiple choice question has been scrambled)
  32. _____ labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.
    A. Informational
    B. Instructional
    C. Perspective
    D. Persuasive
    A. Informational

    Labeling generally takes one of two forms: persuasive or informational. Informational labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.
    (this multiple choice question has been scrambled)
  33. Daily Fresh is a multinational food and beverage company. One of the new products that Dairy Rich intends to introduce includes fiber added to chocolate. The packages will include data that each chocolate bar contains five grams of fiber and the various health benefits of including more fiber in one’s diet. In this case, Daily Fresh intends to use _____.
    A. family branding
    B. individual branding
    C. informational labeling
    D. persuasive labeling
    C. informational labeling

    Daily Fresh intends to use informational labeling, which is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase. Persuasive labelling is the other form of labelling.
    (this multiple choice question has been scrambled)
  34. _____ is when a product or company attempts to give the impression of environmental friendliness whether or not it is environmentally friendly.
    A. Astroturfing
    B. Green hosting
    C. Greenwashing
    D. Cooperative branding
    C. Greenwashing

    Greenwashing is when a product or company attempts to give the impression of environmental friendliness whether or not it is environmentally friendly. There are numerous products in every product category that use greenwashing to try and sell products.
    (this multiple choice question has been scrambled)
  35. Ecstasy Inc. is a Canada-based food and beverage company. The company has decided to market and sell its products in all European countries under the same brand name. In this scenario, Ecstasy Inc. has decided to use the _____.
    A. co-branding strategy
    B. individual branding strategy
    C. complimentary branding strategy
    D. one-brand-name strategy
    D. one-brand-name strategy

    Ecstasy Inc. has decided to use the one-brand-name strategy as it has decided to market its products in all European countries under the same brand name. This strategy is useful when a company markets mainly one product and the brand name does not have negative connotations in any local market.
    (this multiple choice question has been scrambled)
  36. A(n) _____ strategy is not possible when the brand name has a negative or vulgar connotation in the local language.
    A. individual branding
    B. one-brand-name
    C. co-branding
    D. repositioning
    B. one-brand-name

    A one-brand-name strategy is not possible when the brand name has a negative or vulgar connotation in the local language, when the brand is owned by someone else, or when the name cannot be pronounced in the local language.
    (this multiple choice question has been scrambled)

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chpt 10
Updated:
2016-04-07 00:45:24
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