Question 1

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

Accepted Answer

A)  width of product mix.
B)  product mix consistency.
C)  depth of product mix.
D)  a market mix.
E)  a promotion mix.

Question 2

The talking gecko used by Geico Insurance facilitates the development of

Accepted Answer

A)  brand associations.
B)  brand quality.
C)  product preference.
D)  brand loyalty.
E)  product equity.

Question 3

Nutritional information on labels is required by law, though consumers are indifferent to its availability.

Accepted Answer

A) True 
 B)False

Question 4

Besides generic names, what other types of names are very difficult to protect?

Accepted Answer

A)  Names created by the company
B)  Surnames and geographic names
C)  Arbitrarily chosen names not related to the product
D)  Arbitrarily chosen names related closely to the product
E)  Names that contain shapes and colors

Question 5

Federal laws require the disclosure of nutritional information on labels. So far, evidence on this matter

Accepted Answer

A)  indicate that consumers regularly use the information.
B)  have been conducted only by the federal government.
C)  have shown mixed results about the use of this information.
D)  prove that labels are necessary only for promotional reasons.
E)  indicate that consumers do not use the information.

Question 6

Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?

Accepted Answer

A)  Lowering prices after developmental costs have been recovered
B)  Raising promotion expenditures as a percentage of total sales
C)  Moving from intensive to selective distribution
D)  Raising prices to encourage competitors to enter the market
E)  Reducing the number of product models in the product line

Question 7

The two major product categories are business and institutional.

Accepted Answer

A) True 
 B)False

Question 8

Apple Computer is an example of a manufacturer brand.

Accepted Answer

A) True 
 B)False

Question 9

Products are classified as being business or consumer products according to the

Accepted Answer

A)  number of buyers involved in the decision.
B)  buyer's intended use of the product.
C)  seller's intended use of the product.
D)  location of use.
E)  types of outlets from which they are purchased.

Question 10

Co-branding capitalizes on the trust that customers have in both companies involved, especially when the brands complement one another in the mind of the buyer.

Accepted Answer

A) True 
 B)False

Question 11

Which of the following products is an example of a manufacturer brand?

Accepted Answer

A)  Great Value Corn Flakes
B)  JC Penney jeans
C)  Kmart tires
D)  Sony TVs
E)  Safeway tomato sauce

Question 12

Identify the major stages of the product life cycle, and explain how industry sales and profits vary across these stages.

Accepted Answer

​A product life cycle has four major sta...

Question 13

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

Accepted Answer

A) True 
 B)False

Question 14

The brand name Hamburger Helper would most likely be considered

Accepted Answer

A)  arbitrary.
B)  generic.
C)  suggestive.
D)  descriptive.
E)  fanciful.

Question 15

The part of a brand that can be spoken including letters, numbers, and words is the

Accepted Answer

A)  brand.
B)  brand mark.
C)  brand name.
D)  trade name.
E)  trademark.

Question 16

Consistency among package designs is essential for an organization's product mix.

Accepted Answer

A) True 
 B)False

Question 17

Sales usually start to decline during the ____ stage of the product life cycle.

Accepted Answer

A)  beginning of the termination
B)  end of the growth
C)  beginning of the decline
D)  beginning of the growth
E)  end of the maturity

Question 18

Green Giant is an example of a private distributor brand.

Accepted Answer

A) True 
 B)False

Question 19

A service is intangible and is the result of the application of human or mechanical efforts to people or objects.

Accepted Answer

A) True 
 B)False

Question 20

When we speak of the number of product lines that a company offers, we are referring to the ____________ of the company's product mix.​

Accepted Answer

A)  width
B)  depth
C)  length
D)  size
E)  volume

Exam 11: Product Concepts, Branding and Packaging

Identify the major stages of the product life cycle, and explain how industry sales and profits vary across these stages.

Correct Answerverified​A product life cycle has four major sta...View AnswerShow Answer

The two major product categories are business and institutional.

Correct AnswerverifiedShow Answer

Sales usually start to decline during the ____ stage of the product life cycle.

Correct AnswerverifiedShow Answer

Which of the following products is an example of a manufacturer brand?

Correct AnswerverifiedShow Answer

Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?

Correct AnswerverifiedShow Answer

Consistency among package designs is essential for an organization's product mix.

Correct AnswerverifiedShow Answer

The talking gecko used by Geico Insurance facilitates the development of

Correct AnswerverifiedShow Answer

Co-branding capitalizes on the trust that customers have in both companies involved, especially when the brands complement one another in the mind of the buyer.

Correct AnswerverifiedShow Answer

When we speak of the number of product lines that a company offers, we are referring to the ____________ of the company's product mix.​

Correct AnswerverifiedShow Answer

Green Giant is an example of a private distributor brand.

Correct AnswerverifiedShow Answer

The brand name Hamburger Helper would most likely be considered

Correct AnswerverifiedShow Answer

Nutritional information on labels is required by law, though consumers are indifferent to its availability.

Correct AnswerverifiedShow Answer

Products are classified as being business or consumer products according to the

Correct AnswerverifiedShow Answer

Besides generic names, what other types of names are very difficult to protect?

Correct AnswerverifiedShow Answer

A service is intangible and is the result of the application of human or mechanical efforts to people or objects.

Correct AnswerverifiedShow Answer

The part of a brand that can be spoken including letters, numbers, and words is the

Correct AnswerverifiedShow Answer

Apple Computer is an example of a manufacturer brand.

Correct AnswerverifiedShow Answer

Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of

Correct AnswerverifiedShow Answer

Brand preference is a degree of brand loyalty in which a customer definitely prefers one brand over competitive offerings and will purchase this brand if available.

Correct AnswerverifiedShow Answer

Federal laws require the disclosure of nutritional information on labels. So far, evidence on this matter

Correct AnswerverifiedShow Answer

Correct Answer
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A product life cycle has four major sta...
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When we speak of the number of product lines that a company offers, we are referring to the ____________ of the company's product mix.

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