Question 1

Define convenience,shopping and unsought products and give an example of each.

Accepted Answer

Convenience products / services are thos...

Question 2

What U.S.,government agency reviews food and package labels to ensure claims made by the manufacturer about the product are true?

Accepted Answer

A)   Federal Trade Commission
B)   Federal Communications Commission
C)   Consumer Product Safety Administration
D)   Food and Drug Administration
E)   Interstate Commerce CommissionF) C) and E)
G) A) and C)

Question 3

Colgate,like any major consumer products company,is always looking for opportunities to expand its product lines.What two industry factors often influence product line expansion decisions?

Accepted Answer

Firms expand product lines whe...

Question 4

When looking to purchase a mobile phone,describe the components that make up the total product.

Accepted Answer

A product is made up of the core custome...

Question 5

Whether they like them or not,most U.S.automobile customers are familiar with and have an opinion about American-made cars.This familiarity makes it easier for consumers to:

Accepted Answer

A)   meet their self-actualization needs.
B)   make purchase decisions.
C)   consider repositioning their opinions.
D)   pursue generic alternatives.
E)   negotiate discounts.F) A) and B)
G) C) and D)

Question 6

In retailing,effective packaging sends the message:

Accepted Answer

A)   More packaging,means more product.
B)   Buy me!
C)   I have more features than the competition.
D)   I am cheaper than the competition.
E)   There is nothing toxic inside.F) A) and D)
G) B) and C)

Question 7

When Procter & Gamble added tooth whitening products under the Crest brand,the firm was engaged in:

Accepted Answer

A)   corporate branding.
B)   brand extension.
C)   brand licensing.
D)   brand association.
E)   perceived value branding.F) C) and E)
G) A) and E)

Question 8

Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are manufactured by the same company--Procter & Gamble.Old Spice and Iams are known as:

Accepted Answer

A)   individual brands
B)   family brands
C)   corporate brands
D)   traditional brands
E)   registered brandsF) A) and E)
G) B) and E)

Question 9

A company's product line consists of its various product mixes.

Accepted Answer

A) True 
 B)False

Question 10

Brands that are owned by __________ are called private-label brands.

Accepted Answer

A)   manufacturers
B)   wholesalers
C)   supply chain specialists
D)   retailers
E)   manufacturer's repsF) None of the above
G) A) and B)

Question 11

A firm's product mix breadth is its:

Accepted Answer

A)   number of items per product line.
B)   depth divided by profitability.
C)   number of categories that are mutually exclusive.
D)   number of product lines.
E)   brand equity multiplied by its capacity utilization.F) All of the above
G) C) and D)

Question 12

When manufacturers try to understand what customers are looking for,they are thinking about the __________ component of the product offer.

Accepted Answer

A)   core customer value
B)   associated services
C)   augmented products
D)   product support
E)   quality levelF) None of the above
G) C) and D)

Question 13

Harold is a loyal Coca-Cola drinker.Loyal customers like Harold are typically less price sensitive than other consumers,benefiting businesses like Coca-Cola.

Accepted Answer

A) True 
 B)False

Question 14

One of the categories of products for which brand extension is logical is:

Accepted Answer

A)   generic goods.
B)   generic services.
C)   commodities.
D)   complementary goods.
E)   licensed brands.F) A) and D)
G) A) and B)

Question 15

Secondary packaging:

Accepted Answer

A)   can provide information to consumers not found on the primary packaging.
B)   is important to the retailer in terms of convenience in handling.
C)   can be an important positioning tool by helping to convey the brand image.
D)   can allow for cost efficiencies due to larger order and shipment sizes.
E)   All of these.F) D) and E)
G) A) and D)

Question 16

What are consumers likely to do if they perceive an inexpensive brand to have about the same quality as a premium brand?

Accepted Answer

The perceived value,which is c...

Question 17

If many consumers in the marketplace are familiar with a brand and what it stands for and have an opinion about the brand,the brand has considerable:

Accepted Answer

A)   awareness.
B)   equity.
C)   extension.
D)   integration.
E)   co-branding.F) B) and D)
G) B) and C)

Question 18

Efforts to change a brand's focus to target new markets or change the image of a brand are called:

Accepted Answer

A)   co-branding.
B)   brand extraction.
C)   brand collusion.
D)   brand repositioning.
E)   brand dilution.F) A) and B)
G) A) and E)

Question 19

The decision to delete a product is never taken lightly because,generally,manufacturers have:

Accepted Answer

A)   offered the product line to other firms for purchase.
B)   made substantial investments in brand development and manufacturing.
C)   promised consumers they will maintain the product.
D)   used brand repositioning to improve results.
E)   all of these.F) C) and D)
G) A) and E)

Question 20

What is brand extension? Provide an example of brand extension you have encountered.

Accepted Answer

A brand extension is use of the same bra...

Exam 10: Product, Branding, and Packaging Decisions

Consumers might not realize that Old Spice health and wellness products and Iams pet nutrition products are manufactured by the same company--Procter & Gamble.Old Spice and Iams are known as:

Correct AnswerverifiedShow Answer

One of the categories of products for which brand extension is logical is:

Correct AnswerverifiedShow Answer

When manufacturers try to understand what customers are looking for,they are thinking about the __________ component of the product offer.

Correct AnswerverifiedShow Answer

Whether they like them or not,most U.S.automobile customers are familiar with and have an opinion about American-made cars.This familiarity makes it easier for consumers to:

Correct AnswerverifiedShow Answer

What U.S.,government agency reviews food and package labels to ensure claims made by the manufacturer about the product are true?

Correct AnswerverifiedShow Answer

A firm's product mix breadth is its:

Correct AnswerverifiedShow Answer

A company's product line consists of its various product mixes.

Correct AnswerverifiedShow Answer

In retailing,effective packaging sends the message:

Correct AnswerverifiedShow Answer

The decision to delete a product is never taken lightly because,generally,manufacturers have:

Correct AnswerverifiedShow Answer

Colgate,like any major consumer products company,is always looking for opportunities to expand its product lines.What two industry factors often influence product line expansion decisions?

Correct AnswerverifiedFirms expand product lines whe...View AnswerShow Answer

If many consumers in the marketplace are familiar with a brand and what it stands for and have an opinion about the brand,the brand has considerable:

Correct AnswerverifiedShow Answer

What is brand extension? Provide an example of brand extension you have encountered.

Correct AnswerverifiedA brand extension is use of the same bra...View AnswerShow Answer

Harold is a loyal Coca-Cola drinker.Loyal customers like Harold are typically less price sensitive than other consumers,benefiting businesses like Coca-Cola.

Correct AnswerverifiedShow Answer

What are consumers likely to do if they perceive an inexpensive brand to have about the same quality as a premium brand?

Correct AnswerverifiedThe perceived value,which is c...View AnswerShow Answer

When looking to purchase a mobile phone,describe the components that make up the total product.

Correct AnswerverifiedA product is made up of the core custome...View AnswerShow Answer

When Procter & Gamble added tooth whitening products under the Crest brand,the firm was engaged in:

Correct AnswerverifiedShow Answer

Brands that are owned by __________ are called private-label brands.

Correct AnswerverifiedShow Answer

Secondary packaging:

Correct AnswerverifiedShow Answer

Define convenience,shopping and unsought products and give an example of each.

Correct AnswerverifiedConvenience products / services are thos...View AnswerShow Answer

Efforts to change a brand's focus to target new markets or change the image of a brand are called:

Correct AnswerverifiedShow Answer

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Firms expand product lines whe...
View Answer

Correct Answer
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Correct Answer
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A brand extension is use of the same bra...
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The perceived value,which is c...
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A product is made up of the core custome...
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Correct Answer
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Correct Answer
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Correct Answer
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Convenience products / services are thos...
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Correct Answer
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