JL Chapter 10 questions by YIMO682

VIEWS: 1,175 PAGES: 4

									Chapter 10—Product Concepts

  1. _____ are products consumers see as being basically the same, so consumers shop for the lowest price.
     a. Low-prestige specialty products
     b. Product equivalents
     c. Heterogeneous shopping products
     d. Generic convenience products
     e. Homogeneous shopping products

  2. Which of the following products is most likely to be considered an example of a heterogeneous
     shopping product?
     a. apartment
     b. laundry detergent
     c. blender
     d. package of pens
     e. dog food

  3. _____ products are searched for extensively, and substitutes are not acceptable. These products may be
     quite expensive, and often distribution is limited.
     a. Exclusive shopping
     b. Homogeneous convenience
     c. Branded shopping
     d. Specialty
     e. Heterogeneous convenience

  4. In general, most consumers don’t spend a lot of time thinking about their funeral. So some funeral
     home advertising tries to get them to think about their loved-ones and encourage preplanning their
     funeral. This is an attempt to get people to think about a product that most consumers do not actively
     seek. In other words, insurance is a(n) _____ product.
     a. heterogeneous shopping
     b. specialty
     c. unsought
     d. business
     e. consumer

  5. There are a number of toothpastes marketed under the Crest brand including Cavity-protection Crest,
     Sensitive-teeth Protection Crest, Baking Soda Crest, Tarter Protection Crest, and Crest for Kids. The
     large variety of toothpastes under the Crest brand is an example of a:
     a. marketing mix
     b. product line
     c. product mix
     d. product equity
     e. product modification
  6. Along with its Macintosh computer line, Apple markets its iPod, iPhone, and AppleTV products. This
     is an abbreviated listing of the company's:
     a. customer mix
     b. product line
     c. product mix
Chapter 10—Product Concepts

      d. line depth
      e. product modification

  7. There are a number of toothpastes marketed under the Crest brand including Cavity-Protection Crest,
     Sensitive-Teeth Protection Crest, Baking Soda Crest, Tartar Protection Crest, and Crest for Kids. This
     is an example of Crest’s:
     a. product line width
     b. product mix
     c. product line depth
     d. product mix inconsistency
     e. marketing mix

  8. Changing one or more of a product’s characteristics is called:
     a. product modification
     b. product repositioning
     c. product adjustment
     d. planned obsolescence
     e. product extension

  9. A go-cart manufacturer recently added shock absorbers to make the ride in its go-carts smoother. It has
     not changed its prices. This is a(n) _____ modification.
     a. upsale
     b. style
     c. dysfunctional
     d. repositioning
     e. quality

 10. Which type of product modification changes a product’s versatility, effectiveness, convenience, or
     a. quality
     b. planned
     c. functional
     d. style
     e. use

 11. Which type of product modification is an aesthetic product change?
     a. functional
     b. quality
     c. repositioning
     d. style
     e. planned

 12. Apple Computer Inc. recently dropped the “Computer” from their name to become Apple Inc. This
     was a part of the company’s _____ away from simply being perceived a computer company.
     a. quality modification
     b. aesthetic modification
     c. demarketing
     d. repositioning
     e. functional extension
Chapter 10—Product Concepts

 13. Adding additional products to an existing product line in order to compete more broadly in the
     industry is referred to as:
     a. product line extension
     b. product modification
     c. planned obsolescence
     d. repositioning
     e. cannibalization

 14. At one point Heinz made ketchup in multiple colors including red, green, purple, pink, orange, and
     teal. While they were popular for a few years, consumers stopped buying the unusual colors and Heinz
     has dropped back to just making red ketchup. This is an example of the implementation of a _____
     a. repositioning
     b. cannibalization
     c. product line extension
     d. product line contraction
     e. divestment

 15. A _____ is a name, term, symbol, design, or combination thereof that identifies a seller’s products and
     differentiates them from competitors’ products.
     a. brand mark
     b. trademark
     c. brand name
     d. UPC
     e. brand

 16. A(n) _____ refers to brands where at least one third of the product is sold outside the home country.
     a. evoked set
     b. global brand
     c. equity brand name
     d. master brand
     e. ethnocentric trademark

 17. What is the best generator of repeat sales?
     a. advertising
     b. sales promotion
     c. brand equity
     d. satisfied customers
     e. global brand

 18. The brand name of a manufacturer is known as a(n) _____ brand.
     a. private
     b. manufacturer’s
     c. individual
     d. captive
     e. family
 19. A(n) _____ brand is one owned by the wholesaler or retailer.
     a. intermediate
Chapter 10—Product Concepts

     b.   private
     c.   generic
     d.   corporate
     e.   primary

 20. Which of the following entails placing two or more brand names on a product or its package?
     a. family branding
     b. private branding
     c. dual-code branding
     d. cobranding
     e. complimentary branding

To top