Deck 10: Product Concepts

Question 1

In order to be effective, augmented reality should be used in real-world environment. What does that mean about that environment?

A)It would be online.
B)It would be a website.
C)It would be a mobile phone.
D)It would be a retail store.

Answer 1

D

Question 2

Andrea needs to find a kennel for boarding her son's dogs. There are several different kennels in her community, and Andrea believes all of them to be basically alike. The only feature she is genuinely concerned about is low price. For Andrea, which type of product is the kennel for boarding dogs?

A)specialty goods
B)unsought goods
C)heterogeneous shopping
D)homogeneous shopping

Answer 2

D

Question 3

Colin stopped at Canadian Tire to buy a snow shovel. While he was paying for his shovel, he noticed a can of WD-40 engine lubricant, which he also purchased. In this example, which type of product is the WD-40?

A)specialty product
B)convenience product
C)business product
D)shopping product

Answer 3

B

Question 4

What are the two types of shopping products?

A)unsought and convenience
B)generic and family
C)exclusive and intensive
D)heterogeneous and homogeneous

Question 5

What does the convenience product marketing strategy include?

A)wide distribution of the product
B)higher than ordinary prices
C)few retail outlets other than convenience stores
D)significantly lower promotion budgets

Question 6

Cadbury Dairy Milk chocolate can be purchased regularly with little shopping effort, usually with little planning, and it requires wide distribution. What would this chocolate bar be described as?

A)as a convenience product
B)as a specialty product
C)as a shopping product
D)as an unsought product

Question 7

Men generally do not put much thought in to the type of toothpaste or shampoo they purchase. Baby Boomers, for example, do not see much difference in the function of these products. In fact these individuals tend to buy hygiene products on the basis of the lowest price. Which of the following terms best describe these products?

A)low-prestige specialty products
B)product equivalents
C)heterogeneous shopping products
D)homogeneous shopping products

Question 8

The new iPhone 8 comes in black, white, gold, and space grey. Many consumers are interested in this product because of the cool image attached to the Apple brand. Which of the following is an example of the iPhone's tangible feature?

A)brand equity
B)competitors
C)colour
D)image

Question 9

Why is the creation of a product the starting point for the marketing mix?

A)The production department must know what to produce first.
B)Production strategy is the first of the four Ps listed in the marketing mix.
C)Determination of the price, promotional campaign, and distribution network cannot begin until the product has been specified.
D)Product development takes the longest amount of time to complete.

Question 10

When PaintingsDirect, an online seller of contemporary original art, markets its art to home decor buyers for retailers, custom-framing stores, and intermediaries that supply furniture and home furnishings retailers, which type of products is it selling?

A)specialty
B)consumer
C)business
D)convenience

Question 11

What is the starting point in creating a marketing mix?

A)price
B)product
C)distribution channel
D)promotional media

Question 12

James bought a pair of winter boots. What kind of product would these boots be classified as?

A)as a consumer product
B)as a specialty product
C)as a shopping product
D)as an unsought product

Question 13

While Alison was showing her new grandson to friends, the baby needed a diaper change, and she had brought none with her. She normally uses eco-friendly Seventh Generation brand diapers but settled for a Pampers brand diaper because that was the only brand stocked at the local grocery store. For Alison, which type of product is the recent diaper purchase?

A)shopping product
B)impulse product
C)convenience product
D)specialty product

Question 14

Which of the following best describes a business product?

A)It is a product sold to customers.
B)It is a product used to manufacture other goods and services.
C)It is a product bought to satisfy an individual's personal needs.
D)It is a product loved by everyone.

Question 15

To most people, what does the term "product" mean?

A)a tangible good
B)a service
C)an idea
D)a person

Question 16

Jake wanted a La-Z-Boy chair. He watched newspaper ads until he found the chair on sale. For Jake which type of product is the La-Z-Boy chair?

A)shopping
B)convenience
C)component
D)unsought

Question 17

Which of the following is the best example of a shopping product for most consumers?

A)a light bulb for the front porch fixture
B)Vital Radiance makeup by Revlon
C)a box of Procter & Gamble Tide
D)a gas barbeque for the new patio

Question 18

Which of the following is the best example of a convenience product?

A)a box of cereal purchased every 3 months
B)the daily purchase of a local newspaper
C)a gallon of specialty ice cream
D)a frozen bag of peas used for a new recipe

Question 19

Compared to the other classifications of consumer products, shopping products are which of the following?

A)widely available so they need little or no mass promotion
B)less expensive than convenience products and sold via aggressive sales techniques
C)purchased without significant planning and present low to risk to buyers
D)usually more expensive than convenience products and found in fewer stores

Question 20

What is the offering at the heart of an organization's marketing program?

A)brand equity
B)quality
C)warranty
D)product

Question 21

Cell phones are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price. What would cell phones be classified as?

A)product goods
B)convenience goods
C)homogeneous shopping products
D)heterogeneous shopping products

Question 22

Scenario 10-1
Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh turkey breast cuts; turkey sausages; ground turkey; lunchmeat cold cuts; fresh marinated bone-in, boneless, and whole chicken; frozen chicken products; and Butterball stuffing and gravy mixes.
Refer to the scenario. When considered as one whole group, what are Butterball's products collectively known as?

A)marketing equity
B)a product line
C)a product mix
D)line depth

Question 23

How can product mix width be defined?

A)as the number of different product categories found within an industry
B)as the average number of products within each product line in the company
C)as the average number of products offered by the company
D)as the number of different product lines an organization offers for sale

Question 24

One of the most expensive brands of shoes for mountain climbing is the Anasazi brand. Many climbers believe it to be the safest brand made. People who want to buy the safest climbing shoes available will accept no other brand of shoe even though there are several other manufacturers of climbing shoes. Which type of product are Anasazi brand climbing shoes?

A)heterogeneous shopping
B)specialty goods
C)homogeneous shopping
D)convenience goods

Question 25

When deciding on distribution plans for specialty products, what do companies generally ensure?

A)These items are distributed only as private brands.
B)These items are distributed in a large number of stores in a geographic area.
C)These items are distributed to only a few stores in a geographic area.
D)These items are distributed to a considerable number of stores in a specific region.

Question 26

There are a number of detergents marketed under the Tide brand including detergent with and without fabric softener, with and without bleach, with various pleasing smells, and fragrance-free. What is the large variety of detergents marketed under the Tide brand an example of?

A)a marketing mix
B)a product line
C)a product mix
D)a merchandise line

Question 27

Most people under the age of 25 have a strong belief in their own personal invincibility. An insurance agency targeting this group for life insurance would find this market segment categorizes the insurance as which type of product?

A)heterogeneous shopping
B)specialty
C)unsought
D)relationship

Question 28

Scenario 10-2
George Weston Limited, a Canadian food processing and distribution company, is one of the world's largest producers of breads.
Refer to the scenario. The company also owns and operates a pulp and paper processing company, a major Canadian dairy, and a sugar refinery. What do these organizations provide Weston in terms of its product?

A)line height
B)line consistency
C)mix width
D)line depth

Question 29

Ever since Martin saw his first Bianchi EV3 Carbon Centaur road bike, he has wanted to purchase one, but he could not afford its $2,500 price tag. He has conducted extensive research on Bianchi bicycles and learned nothing that changed his mind about the bike's superiority. For Martin, which type of product is the Bianchi bike?

A)specialty
B)consumer
C)convenience
D)business

Question 30

Scenario 10-1
Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh turkey breast cuts; turkey sausages; ground turkey; lunchmeat cold cuts; fresh marinated bone-in, boneless, and whole chicken; frozen chicken products; and Butterball stuffing and gravy mixes.
Procter and Gamble (P&G) manufactures Dawn dishwashing liquid. What can P&G expand by adding Dawn Direct Foam dishwashing liquid?

A)the product line width
B)the product depth
C)the product mix width
D)the product line depth

Question 31

Unsought products can be best described as which of the following?

A)products that consumers purchase when they see them in a convenient location
B)products that consumers don't know about or don't actively look for
C)products that require only reminder advertising to be successful
D)products that require little or no decision making by the buyer

Question 32

Scenario 10-1
Most people recognize Butterball as a brand of turkey, but Butterball brand is also found on fresh turkey breast cuts; turkey sausages; ground turkey; lunchmeat cold cuts; fresh marinated bone-in, boneless, and whole chicken; frozen chicken products; and Butterball stuffing and gravy mixes.
Refer to the scenario. Which type of branding does Butterball use?

A)dealer branding
B)brand grouping
C)family branding
D)cobranding

Question 33

The most expensive refrigerator in the world is the Sub-Zero brand. Many consumers believe it to be the best brand made. For people who insist on having the best kitchen money can buy and will accept no less, the Sub-Zero refrigerator is an example of which type of product?

A)heterogeneous shopping
B)specialty item
C)homogeneous shopping
D)exclusive item

Question 34

A product line is a group of products that are closely related for which of the following reasons?

A)Products share the same product managers.
B)Products all function in a similar manner and provide similar benefits.
C)The same company developed the idea for each product.
D)Products are all sold under the same brand name.

Question 35

When Kirby wanted a gas barbeque for his patio, he visited The Home Depot and Canadian Tire, as well as three other stores that specialize in outside furnishings, in order to find the one with just the features he wanted. If Kirby represents a typical barbeque buyer, which type of good are barbeques?

A)convenience good
B)shopping specialty good
C)operating supply good
D)heterogeneous shopping good

Question 36

Car insurance is usually only bought when needed. In addition, it is not actively searched for by consumers, and requires aggressive personal selling and/or highly persuasive advertising. What type of product is car insurance?

A)hidden
B)specialty
C)equity
D)unsought

Question 37

Walmart carries groceries, electronics, and toys among other products. How else could these individual categories be described?

A)product lines
B)product length
C)product mix
D)product consistency

Question 38

Michael Kors is a retailer of designer handbags, shoes and watches primarily for women. This retailer's items are searched for extensively, do not have acceptable substitutes, are very expensive, and often have very limited distribution. What sort of products are these?

A)exclusive shopping
B)homogeneous convenience
C)branded shopping
D)specialty

Question 39

Which of the following products is most likely to be considered an example of a heterogeneous shopping product?

A)an off-campus apartment
B)a package of Oreo cookies
C)a Rolex watch
D)a stapler

Question 40

Along with Hershey's Milk Chocolate bar, the Hershey Company also markets Kit Kat bars, Reese's Pieces, and Twizzlers. What is this is an abbreviated listing of?

A)the company's customer mix
B)the company's product depth
C)the company's product mix
D)the company's line depth

Question 41

A majority of Mercedes Benz's vehicles are sold outside of Germany. With this in mind, which term refers to brands where at least 20 percent of the product is sold outside the home country?

A)evoked set
B)global brand
C)equity brand name
D)master brand

Question 42

A go-kart manufacturer recently added shock absorbers to make the ride in its go-karts smoother. It has not changed its prices. What type of modification is this?

A)upsale
B)style
C)dysfunctional
D)quality

Question 43

Which symbol cannot be spoken in a brand?

A)brand mark
B)trademark
C)brand equity
D)intangible product

Question 44

Scenario 10-2
George Weston Limited, a Canadian food processing and distribution company, is one of the world's largest producers of breads.
Refer to the scenario. The company owns the Wonder bread brand. When Weston introduced whole grain white bread, which gives kids the bread texture and colour they recognize and love and parents the vitamins they want for their children, what was it an example of?

A)product line mix
B)quality mix
C)aesthetics modification
D)functional modification

Question 45

Joseph Confectionery has decided to start marketing a line of Christian-oriented candy under the Testamint brand name. The candy maker is optimistic about establishing the brand in the marketplace and has high hopes of its success. As a marketing consultant, you inform the candy maker that branding can do which of the following?

A)encourage consumer repeat purchasing
B)ensure a higher margin of profit
C)create product separation
D)aid in repositioning

Question 46

What is a consumer who consistently and repeatedly purchases the same brand said to have?

A)brand loyalty
B)product equity
C)product loyalty
D)product repetition

Question 47

What commonly occurs soon after style modification?

A)implied repositioning
B)demarketing
C)marketing innovation
D)planned obsolescence

Question 48

Which of the following is an example of a product modification?

A)lowering the price of textbooks
B)dropping a product from the product line
C)changing the colour of a laundry detergent
D)changing the amount of management time spent overseeing production

Question 49

Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics. Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old woman. Which type of strategy is being implemented by the introductions of these cosmetics?

A)portfolio breadth expansion
B)product portfolio width adjustment
C)product item contraction
D)product line extension

Question 50

Over time, firms change product items, lines, and mixes or take advantage of new technical or product developments. What is it called when a company changes a product characteristic?

A)diversification
B)repositioning
C)product modification
D)product line expansion

Question 51

Due to the fact the Honda Insight (a hybrid car) has never caught on with buyers, Honda decided to stop manufacturing the car in 2006. This will allow Honda to concentrate its resources on more profitable vehicles. Which of the following terms best describes this?

A)product line contraction
B)product diversification
C)product development strategy
D)market redeployment

Question 52

The Dr Pepper Snapple Group produces several different brands of beverages including 7UP, Canada Dry, Dr Pepper, Hawaiian Punch, and Snapple. What is this an example of?

A)the company's product line width
B)the company's product mix
C)the company's product line depth
D)the company's marketing mix

Question 53

Which of the following statements best describes planned obsolescence?

A)Environmentalists support planned obsolescence.
B)A company that is interested in producing a quality product would never engage in planned obsolescence.
C)Style modification creates planned obsolescence.
D)Planned obsolescence is not an ethical issue.

Question 54

V8 juice has for years advertised itself as a refreshing and nutritious drink that contains eight different vegetables, and that is what the brand name V8 means to most consumers. What type of strategy was used when the manufacturer of V8 juice introduced V8 Orange and Mango juice?

A)repositioning
B)product line extension
C)cannibalization
D)disintermediation

Question 55

What is the term for the part of the brand that can be spoken?

A)brand equity
B)service mark
C)trademark
D)brand name

Question 56

The Alberto Culver Company introduced Baker's Joy in the mid-1980s as a product for cooks to use to grease and flour baking pans. The product was not nearly as successful as Alberto Culver hoped, and it discontinued the product in 2001. What type of strategy was being implemented when Alberto Culver discontinued the product?

A)repositioning
B)cannibalization
C)product line extension
D)product line contraction

Question 57

Coca-Cola has changed the style, colours and design of its cola cans many times. What type of change would this style modification be?

A)a change in the product's durability or dependability
B)a safety improvement
C)an aesthetic product change
D)a way to add convenience

Question 58

A Toronto diamond distributor has developed the first branded diamond called Hearts on Fire to help smaller retailers counter the volume jewellers' aggressive price discounting. What is the purpose of this move?

A)to take away trademark rights
B)to build product identity and customer loyalty
C)to create a catchy phrase to promote diamonds
D)to combat the quality appeal of generic products

Question 59

Brand loyalty can do which of the following?

A)increase product diffusion
B)encourage competition
C)shorten the amount of time a product spends in the maturity stage
D)help ensure repeat sales

Question 60

The introduction of Tide Simple Pleasures, a laundry detergent inspired by the natural essences of vanilla and lavender, is an example of which of the following?

A)product modification
B)brand mix extension
C)product diversification
D)brand repositioning

Question 61

Which of the following is identified by the text as one of the major functions of packaging?

A)contains the brand equity
B)guarantees product quality
C)protects the trademark
D)promotes the product

Question 62

Procter & Gamble makes Camay soap for people concerned with soft skin and Safeguard for those who want deodorant protection. Which type of strategy is the company using?

A)individual branding
B)family branding
C)combination branding
D)trademarked branding

Question 63

Baked beans, ketchup, and pizzas are all manufactured under the Heinz brand name. What strategy is Heinz using?

A)family branding
B)generic branding
C)bargain branding
D)umbrella branding

Question 64

Your boss has just told you to work on getting trademark protection for a new brand of backpack the firm has developed. The product is to be called the Thermos Pak and has a unique logo. Why will this protection be difficult?

A)Thermos is a generic product name.
B)Proving your product is unique to get a trademark is hard to do and expensive.
C)Many competitors are trying for the same trademark.
D)Brand logo designs, even as unique as yours, cannot be trademarked.

Question 65

A small chain of supermarkets in western Canada sells only manufacturers' brands. Which of the following is one of the arguments you could have used to dissuade the supermarket chain owner from selling only manufacturers' brands?

A)A well-known manufacturers' brand will not enhance the chain's image.
B)Manufacturers rarely spend money advertising the brand name to consumers.
C)Manufacturers typically offer a lower gross margin than could be earned on private-label brands.
D)Manufacturers force the chain to carry a large in-store inventory.

Question 66

Rosa's husband Phil has a cold. Rosa went to the store to buy something that would help Phil sleep. Rosa purchased Breathe Right nasal strips embedded with Vicks mentholated vapour rub. The package showed both the Breathe Right and the Vicks brand names. Which type of branding is this an example of?

A)equity
B)ingredient
C)family
D)private

Question 67

You have to convince your boss that packaging will be the key to increasing sales of the company's new line of instant pudding mixes. What do you tell him about the packaging?

A)It will cause no environmental damage.
B)It allows products to be shipped more easily.
C)It conforms to government regulations.
D)It can be used to help promote the product.

Question 68

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. Because both brands are receiving equal treatment, what is this most likely an example of?

A)cooperative branding
B)ingredient branding
C)umbrella branding
D)complementary branding

Question 69

When a product name becomes generic, what will happen next?

A)The firm must use black-and-white packaging.
B)Competitors are prohibited by law from using the trademark.
C)The price will have to drop to appeal to lower-income consumers.
D)The product name is no longer recognized as the exclusive property of one firm.

Question 70

Callaway & Kirk, a division of Callaway Arts & Entertainment, markets a collection of garden products, home decor, and apparel featuring Miss Spider and her friends, under the Sunny Patch brand name. Which type of branding strategy is this an example of?

A)equity
B)family
C)private
D)individual

Question 71

Because of who owns them, what are the brand names used on Del Monte, Pillsbury, Harley-Davidson, and Purina products called?

A)manufacturers' brands
B)private brands
C)family brands
D)individual brands

Question 72

Heinz is a leading global food manufacturer. It manufactures and markets Farley's (baby food), Linda McCartney Foods (vegetarian meals), and Weight Watchers Foods (diet meals and supplements). The use of these brand names instead of the Heinz name is an example of which type of branding strategy?

A)individual
B)synergistic
C)umbrella
D)family

Question 73

Jennifer purchased Cascade 2-in-1 ActionPacs for her dishwasher. The packaging said the product combines the scrubbing power of Cascade with the grease-fighting power of Dawn dishwashing detergent. What type of cobranding does this product represent?

A)cooperative
B)complementary
C)piggyback
D)ingredient

Question 74

Fruit of the Loom is a brand name for underwear, t-shirts and sleep pants. People often refer to Fruit of the Loom as if it were the product name. What might the brand name someday become?

A)a generic product name
B)a certified name
C)a trademark
D)a faux brand

Question 75

Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent. Since both brands were prominently listed on the package, what would this be an example of?

A)equity branding
B)cobranding
C)conjunctive branding
D)complementary branding

Question 76

About one out of every two fans sold in North America is The Home Depot's Hampton Bay brand. What type of brand is Hampton Bay?

A)manufacturers'
B)international
C)family
D)private

Question 77

According to the textbook, which of the following statements best describes an advantage to retailers associated with developing their own brands?

A)Dealers must market the brand, thus improving its skills base.
B)Higher margins are available on private brands.
C)Private brands, particularly those owned by discounters, are perceived to be of a higher quality.
D)Dealers often buy in large quantities and thus always have a ready supply.

Question 78

While StarKist tuna is still available in cans, it is now also available in a 340-gram family-size pouch. What was this change in packaging the result of?

A)a repositioning strategy
B)a new strategy of segmenting the company's market
C)a move toward functional obsolescence
D)a brand equity strategy

Question 79

Supermarket chain Loblaws has rolled out Decadent Chocolate Chip Cookies and a variety of other product lines with the PC brand. The PC brand, which is owned by Loblaws, is an example of which type of brand?

A)master brand
B)private brand
C)family brand
D)manufacturers' brand

Question 80

What is a legal term indicating the owner's exclusive right to use a brand name or other identifying mark?

A)trademark
B)patent
C)brand
D)private brand