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c. Awareness
d. Insistence
e. Recognition
174. During the introduction stage of a successful product, profits are usually
a. at their highest point.
b. negative and decreasing.
c. negative and increasing
d. positive and increasing.
e. declining.
175. Trudy owns a Dell laptop computer. She uses the computer in class and her classmates can see the Dell logo when
she uses her laptop. One of her classmates is looking to purchase a new laptop and asks Trudy her opinion of Dell
computers. Trudy informs her classmate that she is satisfied with her laptop and recommends that her classmate purchases
one, too. For Dell, Trudy is exhibiting some of the benefits of _____.
a. brand recognition
b. brand equity
c. brand insistence
d. brand loyalty
e. brand mark
176. Byron is interested in buying an antique vase for his grandmother’s birthday. He visits an antique store and buys the
first vase he sees because it is something he thinks his grandmother would like. Byron does not visit another store and
compare other vases. For Byron, this purchase is most likely considered a(an) _____ good.
a. convenience
b. specialty
c. shopping
d. unique
e. unsought
177. Brands provide all of the following benefits for buyers except that they do not
a. foster brand loyalty.
b. help identify specific products.
c. help buyers evaluate the quality of products.
d. offer psychological rewards.
e. reduce perceived risk of purchase.
178. A distinguishing factor between a brand name and a brand mark is that a brand name
a. creates customer loyalty.
b. consists of words.
c. identifies only one item in the product mix.
d. is registered with the U.S. Patent and Trademark Office.
e. implies an organization’s name.
179. One of Cole’s responsibilities as a marketing manager for a motorcycle parts manufacturer is to maintain market
share. Cole believes that the company’s products are most likely in the maturity stage of the product life cycle. In order to
maintain market share, Cole should suggest that the company requires
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a. moderate to large advertising expenditures.
b. moderate to large cut in promotion expenditures.
c. moderate production expenditures.
d. moderate price increases.
e. moderate price decreases.
180. When are marketers least likely to change a product’s design, style, or other attributes?
a. Introduction
b. Maturity
c. Decline
d. Growth
e. Removal
181. In marketing, family packaging means
a. packaging products in a quantity suitable for use for an average-sized family.
b. putting a set of related products all in the same package.
c. making all of a company’s or product line’s packaging look similar.
d. putting the same brand name on all a company’s products.
e. designing and selling only products that are related.
182. With respect to the major product packaging considerations:
a. cost in not a major consideration
b. marketers must consider the package’s promotional role
c. buyers are not willing to pay more for improved packaging
d. package designs should always be consistent regardless of the target market
e. resellers’ needs are not a product packaging consideration
183. Healthy Choice is a ____ manufactured by ConAgra Foods, which is a ____.
a. brand mark; trade name
b. brand name; trade name
c. trade name; brand
d. brand name; trademark
e. brand mark; trademark
184. A product line is defined as
a. products that can be designated as a unique offering among the organization’s products.
b. products that an organization makes available to consumers.
c. a group of closely related products that are considered a unit because of marketing, technical, or end-use
considerations
d. a specific group of products that are offered to the market.
e. products that are sold by the same firm or a division of a firm.
185. The manufacturers of Miracle-Gro have square boxes of the plant food that serve as a flower-pot liner. The customer
just puts the box inside the flower pot, fills it with potting soil, and then adds water. The Miracle-Gro chemical is
activated by the water and begins feeding the plant. This would be an example of ____ packaging.
a. multiple
b. secondary-use
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c. innovative
d. category-consistent
e. handling-improved
186. The amount of annual losses companies suffer from counterfeit products is estimated to be
a. $850 million.
b. $5 billion.
c. $48 billion.
d. $360 billion.
e. $640 billion.
187. iPod is the ____ of the MP3 player made by Apple, Inc.
a. trade name
b. brand mark
c. trade label
d. brand
e. identifier
188. In which stage of the product life cycle do profits begin to decrease?
a. Introduction
b. Growth
c. Maturity
d. Decline
e. Recovery
189. You are a rising star in the purchasing department at your company and you have recently been promoted to manager
for business services procurement. As your title suggests, you will be responsible for purchasing business services for
your firm. Which of the following statements is true regarding your new role?
a. You will be purchasing janitorial services.
b. You will be purchasing component parts.
c. You will be purchasing raw materials.
d. You will be purchasing process materials.
e. You will be purchasing MRO supplies.
190. A product item is best described as a
a. component of a marketing mix.
b. particular brand.
c. specific characteristic of a product.
d. specific version of a product.
e. unit of measure for the product.
191. An individual knows that a product exists, but has little information regarding the product and does not seek
additional information. In what stage of the product adoption process is that person?
a. Trial
b. Adoption
c. Interest
d. Awareness
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e. Evaluation
192. Brunswick’s bowling balls, bowling bags, and shoes are individual product ____ for this sporting goods
manufacturer.
a. menus
b. mixes
c. lines
d. life cycles
e. ensembles
193. Joe is an athlete who plays a variety of sports that all require various athletic shoes. He has a favorable attitude
toward Nike shoes. This favorable attitude is called brand
a. loyalty.
b. recognition.
c. preference.
d. insistence.
e. equity.
194. Private distributor brands are owned by
a. manufacturers only.
b. manufacturers and retailers.
c. wholesalers only.
d. manufacturers and wholesalers.
e. wholesalers or retailers.
195. Kellogg’s Rice Krispies, a ____ brand, is likely to be found next to Crispy Rice, a ____ brand that has very similar
coloring and styling for its package.
a. generic; store
b. manufacturer; private
c. dealer; private distributor
d. producer; house
e. distributor; store
196. As Lisa eats her morning bowl of Golden Grahams cereal, she reads about the calories, fats, carbohydrates, and
vitamins she is ingesting. This information is required by the
a. Nutrition Labeling Act.
b. Food and Drug Administration.
c. Fair Packaging and Labeling Act.
d. Nutritional Content Disclosure Act.
e. Federal Trade Commission.
197. You just finished meeting with your boss and he is very upset about the most recent customer survey results for the
firm. A majority of the respondents complained about the limited number of product lines your firm offers. Which of
following recommendations should you make to your boss?
a. The firm needs to lengthen its product life cycle.
b. The firm needs to expand the width of its product mix.
c. The firm needs to shorten its product life cycle.
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d. The firm needs to expand the depth of its product mix.
e. The firm needs to expand the length of its product mix.
198. Which one of the following terms is the best description of what happens in the third stage of the product adoption
process?
a. Evaluation
b. Awareness
c. Trial
d. Interest
e. Adoption
199. Which of the following best defines the interest stage in the product adoption process?
a. The buyer tries to find the product in a retail store.
b. The buyer considers the benefits and determines whether to try the product.
c. The buyer tries the product to determine its usefulness.
d. The buyer seeks information and is receptive to learning about the product.
e. The buyer uses objective sources to learn about the product.
200. If the company who produces Garnier Fructis shampoo and conditioner were to introduce Garnier Fructis dryer
sheets with the same scent, this would be called ____ branding.
a. brand-extension
b. licensed
c. family
d. individual
e. new-product
201. The well-known brand AT&T (American Telephone and Telegraph) would most likely be classified as
a. fanciful.
b. generic.
c. descriptive.
d. suggestive.
e. arbitrary.
202. Many manufacturers that produce their own brand
a. also produce generic versions of their products.
b. sell only to outlets bearing their brand name.
c. receive most of their profits from service work.
d. use low prices to build their perceived brand quality.
e. also produce products for private distributor brands.
203. Which of the following is not a business product?
a. Oil to be refined into fuel
b. Chips to be integrated into components for personal computers
c. Paper, pens, and tape to be used in an office
d. Marketing consulting services to aid a company in marketing a new product
e. Calculators bought to help individuals complete their personal federal income tax forms
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Scenario 10.1
Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did
not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery
stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk
Soymilk vanilla flavor in the same type packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as
its larger half-gallon versions. The only difference in packaging style was the brown color for chocolate milk and the
color white for vanilla.
204. Refer to Scenario 10.1. Silk Soymilk probably increased demand for its single servings by facilitating increased
consumption of the product through its practice of ____ packaging.
a. innovative
b. category-consistent
c. handling-improved
d. secondary-use
e. multiple
205. Lysol Basin, Tub, and Tile Cleaner and Lysol Disinfectant Spray exemplify
a. private branding.
b. product brand marks.
c. family branding.
d. individual branding.
e. wholesaler branding.
206. Procter & Gamble makes at least eight different laundry detergents. This is most relevant to the issue of
a. width of product mix.
b. product mix consistency
c. depth of product mix.
d. a market mix.
e. a promotion mix.
207. Refer to Scenario 10.1. If Silk Soymilk were to begin offering Silk Soymilk Chocolate Ice Cream Bars, this would be
an example of
a. a product line extension.
b. individual branding.
c. a brand extension.
d. a private distributor brand.
e. co-branding.
208. When an individual considers whether a product will meet certain criteria that are critical for meeting his or her
needs, in what stage of the product adoption process is this individual?
a. Interest
b. Awareness
c. Evaluation
d. Trial
e. Adoption
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209. Which one of the following is not a benefit of multiple packaging?
a. Facilitates special price offers
b. Increases demand
c. Increases consumer acceptance of the product
d. Makes handling or storage easier
e. Conveys an overall image of the firm
210. Achieving greater penetration of the market is typically a business goal during the ____ stage of the product life
cycle.
a. maturity
b. growth
c. introduction
d. market testing
e. decline
211. Gap clothing stores sell primarily what type of products?
a. Convenience
b. Shopping
c. Unsought
d. Nondurable
e. Specialty
212. Which of the following products is an example of a manufacturer brand?
a. Great Value Corn Flakes
b. JC Penney jeans
c. Kmart tires
d. Sony TVs
e. Safeway tomato sauce
213. Packaging is most important, as a strategic tool, for
a. consumer convenience products.
b. consumer shopping products.
c. industrial products.
d. consumer specialty products.
e. services.
214. The Carsons are going on a vacation back to Texas. When they lived there, Gwen Carson loved Blue Bell Cookies.
Blue Bell is sold only in Texas. She plans to buy two boxes at the first store she visits after they arrive. For Gwen, Blue
Bell represents a(n) ____ product.
a. convenience
b. shopping
c. specialty
d. unsought
e. durable
215. To promote overall company image, packages of Pillsbury cake and cookie mixes have similar designs and colors.
This approach is known as
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a. family branding.
b. brand managing.
c. line consistency.
d. family packaging.
e. product grouping.
216. To make intangible products more tangible or real to the consumer, marketers often
a. use low prices on intangible goods.
b. use symbols or cues to help symbolize product benefits.
c. use external reference prices
d. use multiple channels of distribution.
e. offer more support services with such products.
217. The most important function of packaging is
a. offering convenience to customers.
b. protecting the product and maintaining its functionality.
c. covering the product.
d. communicating information to the customer.
e. attracting the attention of the customer.
218. Your boss has instructed you to change the packaging on your firm’s products so that they have a common major
design element and similar packaging. Based on this directive, you should implement __________ for all the firm’s
products.
a. consistent packaging
b. family packaging
c. homogeneous packaging
d. common packaging
e. product line packaging
219. Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?
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
220. You just recently accepted a new job at a company on the East coast. You will be responsible for making sure your
firm’s products contain labeling that meets all federal laws and regulations. Your new company makes gourmet food
items. Which of the following federal regulatory agencies should you become very familiar with in order to do your job
most effectively?
a. WTO
b. FTC
c. EPA
d. SBA
e. FDA
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221. Ryan is on his way to work when he realizes he has a flat tire. He swings into Sam’s Club and has a new tire
installed. Ryan’s purchase of a new tire in this situation is considered to be
a. a shopping good
b. a convenience good
c. an unsought good
d. a specialty good
e. an industrial good
222. Aggressive pricing is typical during the ____ stage of the product life cycle.
a. decline
b. growth
c. introduction
d. plateau
e. stabilization
223. Old Navy sells only Old Navy labeled clothing in its retail stores. The Old Navy brand is not sold in any other outlet.
Old Navy is a ____ brand.
a. generic
b. reseller
c. manufacturer
d. distribution
e. private distributor
224. When Minute Maid mailed out free samples of its new instant drink mix, it was trying to move prospective
customers into the ____ stage of the product adoption process.
a. awareness
b. interest
c. evaluation
d. trial
e. adoption
225. A light bulb can be all of the following except
a. a consumer product.
b. a business product.
c. either a consumer product or a business product.
d. a business product if it is used to light an assembly line in a factory.
e. a consumer product if it is used to light the office of the board of directors.
226. Another common name for a private distributor brand is a ____ brand.
a. home
b. manufacturer
c. generic
d. store
e. label
227. Many brand names have become so common that they are now generic terms for a particular product category.
Which of the following is the best example of this?
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a. Mrs. Butterworths
b. Charmin
c. Bic
d. Crispix
e. Kleenex
228. Labeling is ____________ packaging.
a. always included on the back of
b. always included on the front of
c. never required on
d. done independent of
e. closely interrelated to
229. Shopping products have a ____ inventory turnover and need ____ distribution outlets than convenience goods
a. similar; more
b. higher; fewer
c. higher; more
d. lower; more
e. lower; fewer
230. A(n) ____ is a concept, philosophy, or image.
a. product
b. good
c. idea
d. service
e. issue
231. Which of the following best illustrates how a firm can use a symbol to make an intangible product more tangible?
a. McDonald’s arches
b. Mercedes Benz emblem
c. Nike swoosh
d. Traveler’s Insurance umbrella
e. Arrows on Wrigley gum packages
232. The overall challenge for marketers when developing packaging is to
a. make it as attractive as possible to the target market of the product.
b. create effective, convenient packaging that appeals to customers and keeps costs low.
c. find ways to reduce costs as much as possible for packaging without letting safety suffer.
d. always be more innovative than the competitors in order to make a product stand out.
e. ensure that product damage is minimized during distribution.
233. An ad that stresses “Get the real Proactiv Solution; accept no substitutes!” is best geared for which stage of the
product life cycle?
a. Introduction
b. Growth
c. Stabilization
d. Expansion
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e. Decline
234. Mercedes recognized it needed to revitalize its brand and attract different market segments. These are indications that
Mercedes’ products were primarily in the ____ stage of the product life cycle.
a. maturity
b. growth
c. introduction
d. market testing
e. decline
235. Traditionally, the main advantage of a private brand over a manufacturer brand was the ____; now this advantage is
_____.
a. better price; gradually diminishing
b. better price; significantly greater
c. more accessible distribution; gradually diminishing
d. better quality; gradually increasing
e. better quality; gradually diminishing
236. While shopping at a landscaping store, Jessie sees a green bag labeled “potting soil.” This is an example of
a. streamline packaging.
b. generic branding.
c. store branding.
d. individual branding.
e. category-consistent packaging.
237. Refer to Scenario 10.1. Which of the following is not a function of the packaging strategy chosen by Silk Soymilk?
a. It protects and preserves the product.
b. It offers convenience to customers.
c. It’s size and shape help make storage easier.
d. It is less harmful to the environment.
e. It most likely appeals to children and those with active lifestyles.
238. When ____ branding is used, each of a firm’s products is branded with at least part of the same name.
a. individual
b. trademark
c. family
d. selective
e. brand-extension
239. Melissa needs some spaghetti sauce and always buys Ragu. However, her local supermarket is out of Ragu and since
Melissa wants to get home to cook dinner she settles for Prego. Melissa has brand ____ for Ragu and brand ____ for
Prego.
a. insistence; recognition
b. insistence; preference
c. loyalty; preference
d. preference; recognition
e. preference; loyalty
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240. Frito-Lay, which is widely known for producing chips and other snack products, tried to introduce Frito-Lay
lemonade. The reason this new product failed is likely because of
a. poor timing.
b. the failure to match product offerings to customer needs.
c. technical problems.
d. overestimation of market size.
e. ineffective branding.
241. Packaging that is designed to flow through the distribution channel easily is called ____ packaging.
a. category-consistent
b. multiple
c. innovative
d. handling-improved
e. logistic
242. Of the different types of brands, the one that has experienced the steadiest growth is
a. manufacturer.
b. producer.
c. generic.
d. private distributor.
e. imitator.
243. As Jessica enters Audio Jetz car electronics department, she is asked by the salesperson if she has seen the new plug-
in cell phones with coffee-warming app. She answers that she didn’t know that this type of app for cars was available.
Based on this information, she is now in what stage of the product adoption process for this item?
a. Awareness
b. Interest
c. Evaluation
d. Trial
e. Adoption
244. Brand licensing agreements can fail for many reasons but usually not because of
a. poor timing in the marketplace.
b. a lack of manufacturing control of the licensed product.
c. a strong match between the product and the licensed brand.
d. using the wrong types of distribution channels to market the product.
e. licensing the brand to too many unrelated products.
245. The width of a product mix is measured by the number of product
a. dimensions in the product line.
b. features in each brand.
c. items in the product line.
d. lines a company offers.
e. specialties a company offers.
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246. Dish Network cut back advertising expenditures to minimum levels and reduced the number of channel members for
its industrial satellite product. These actions indicate that its product is in the ____ stage of its life cycle.
a. introduction
b. growth
c. maturity
d. early
e. decline
247. Gorton’s sells Gorton’s Fish Sticks, Gorton‘s Fish Fillets, and Gorton Grilled Fish. This is an example of
a. family branding.
b. shared naming.
c. individual branding.
d. brand extension.
e. single branding.
248. When Fiat offers to let qualified buyers test drive the Fiat Doblo Van, the dealer is trying to stimulate which stage of
the product adoption process?
a. Awareness
b. Interest
c. Evaluation
d. Trial
e. Adoption
249. Arm & Hammer would probably not want to use multiple packaging for its baking soda because
a. the product is used infrequently.
b. storage would be more difficult.
c. shelf space could not be maximized.
d. shipping costs would increase.
e. the product has a short shelf life.
250. When a cellphone manufacturer uses a policy of naming each of its phone products differently, such as the Neon, the
Star, the Fanfare, and the Illusion, this strategy is called ____ branding.
a. brand-extension
b. family
c. differentiated
d. individual
e. new-product
251. Grand Resorts Hawaii has just celebrated its first profit since opening two years ago. Grand Resorts Hawaii is most
likely in the ____ stage of the product life cycle.
a. Maturity
b. Growth
c. Introduction
d. Market testing
e. Stability
252. Convenience products are
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a. relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort.
b. frequently purchased items for which buyers are willing to exert considerable effort.
c. frequently purchased items that are found in certain retail outlets.
d. items that are expensive but are easy to purchase.
e. items that require some purchase planning and for which the buyer often will not accept substitutes.
253. Besides generic names, what other types of names are very difficult to protect?
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
254. If Subway made an agreement allowing another company to use its brand name on a new supermarket ready-to–eat
sandwich, this would be called
a. co-branding.
b. brand extension.
c. brand licensing.
d. trademark licensing.
e. cooperative branding.
255. All packaging must at a minimum
a. protect and preserve the contents in the package.
b. clearly communicate the contents and the product’s benefits.
c. be tamper-proof and safe for children.
d. comply with the FDA’s packaging regulations.
e. be made out of the most cost-effective materials available.
256. A ____ brand type is considered the least protectable under existing trademark regulations.
a. descriptive
b. fanciful
c. generic
d. symbolic
e. suggestive
257. David Wilson is an avid collector of Major League Baseball memorabilia. He greatly desires to own the “special” bat
that got the slugger Sammy Sosa a seven-game suspension due to its illegal contents. This is an example of a(n) ____
product.
a. shopping
b. unique
c. specialty
d. historical
e. unsought
258. According to the text, a product is defined as
a. anything the customer receives in an exchange.
b. the physical object the customer receives in an exchange.
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c. the service that is rendered to a customer.
d. the idea that the customer receives in an exchange.
e. goods and services the customer receives in an exchange.
259. The value, measured in either marketing or financial terms, associated with a brand’s strength in a market is referred
to as brand
a. loyalty.
b. value.
c. share.
d. equity.
e. association.
260. Compared to creating and developing a brand from scratch, a firm sometimes buys a brand from another company at
a premium price because outright purchase is
a. more challenging strategically.
b. less time consuming.
c. less risky.
d. less expensive.
e. less expensive and less risky.
261. A firm may decide that all packages should be similar and include one major element of the same design. This
approach to promote an overall company image is called
a. family extension.
b. family packaging.
c. overall packaging.
d. package extension.
e. selective packaging.
262. _____ is an example of a trade name and _____ is a brand name owned by that company.
a. The McDonald’s Corporation; the Golden Arches
b. Chevy; Silverado
c. Ford Motor Company; Escape
d. Nike, Inc.; “Swoosh”
e. Kleenex; tissues
263. Garments must be labeled with the country of manufacture, fabric content, and
a. clothing style.
b. size.
c. inspection code.
d. care instructions.
e. universal product code.
264. Energizer batteries would be classified as which type of product?
a. Convenience
b. Shopping
c. Specialty
d. Unsought
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e. Industrial service
265. The three levels of brand loyalty from strongest to weakest are
a. preference, insistence, recognition.
b. insistence, recognition, preference.
c. insistence, preference, recognition.
d. recognition, preference, insistence.
e. insistence, preference, indifference.
266. ____________ are relatively inexpensive, frequently purchased items for which buyers exert only minimal
purchasing effort.
a. Consumer products
b. Shopping products
c. Convenience products
d. Business products
e. Specialty products
267. When Disney characters appear on apparel made by another company, this would be an example of
a. brand licensing.
b. brand extensions.
c. dual-branding.
d. co-branding.
e. cooperative branding.
268. Products for which buyers are willing to spend much time comparing stores and brands for differences in prices,
product features, and services are called ____ products.
a. shopping
b. specialty
c. service
d. convenience
e. unsought
269. The spray bottle for Windex Glass Cleaner could be considered a secondary-use package because
a. its shape is ideal for multiple-unit packaging.
b. glass cleaner works on chrome as well as glass
c. the spray nozzle has an adjustable valve.
d. customers can reuse it for other purposes.
e. it has a shape similar to other glass cleaner bottles.
270. Recently Jose went to a neighborhood grocery store to pick up a few items. When he looked for Old Spice Ultra
deodorant, it was unavailable. Although there were a number of deodorant brands available, he did not buy any deodorant.
Jose’s behavior indicates that he most likely has what level of brand loyalty toward Old Spice Ultra deodorant?
a. Recognition
b. Resistance
c. Preference
d. Insistence
e. No brand loyalty
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271. The major characteristic of a private brand is that
a. only retailers initiate and own the brand.
b. manufacturers are not identified on the product.
c. producers become involved with the marketing mix.
d. producers price the product.
e. wholesalers encourage producers to make the product available.
272. Nick Arnold’s Auto Towing Service would best be described as a(n) ____ product.
a. convenience
b. unsought
c. specialty
d. durable
e. shopping
273. When a product experiences an increase in the number of competitors, it is usually in the _____ stage of the product
life cycle; however, when that competition becomes intense, it is in the ____ stage.
a. introduction; maturity
b. introduction; growth
c. growth; decline
d. growth; maturity
e. maturity; decline
274. A trademark signifies
a. that the owner has exclusive use of a brand and others are prohibited from using it.
b. that a product was manufactured by a particular company.
c. the full and legal name of an organization.
d. the level of quality of a product based on its legally protected rights.
e. the inventive use of a brand name or brand mark to identify a company’s products.
275. Sales usually start to decline during the ____ stage of the product life cycle.
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
276. Haley is a graphic artist who is currently working on the development of a new container for mustard and
mayonnaise. She is also developing its graphic design. Haley is likely working on the product’s
a. licensing.
b. labeling.
c. promotion.
d. packaging.
e. direct media.
277. A customer must have a particular brand and will accept no substitutes. This is termed brand
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a. preference.
b. loyalty.
c. insistence.
d. recognition.
e. requirement.
278. Which of the following issues is least important in using co-branding effectively
a. The brands involved should represent a complementary fit in a customer’s mind.
b. The brands that are teamed together should not lose their individual identities.
c. The brands involved should be owned by different companies.
d. Co-branding should be done in a way so that it is obvious which brand is the main brand or key brand.
e. Co-branding should take advantage of the distribution capabilities of the brands involved.
279. During which stage of the product life cycle are potential buyers initially becoming aware of a product’s features,
uses, and advantages through marketing?
a. introduction
b. growth
c. expansion
d. maturity
e. decline
280. Business products are
a. purchased for personal consumption.
b. chosen on the basis of preferences expressed by a business procurement department.
c. purchased for both their functional aspects and their psychological rewards.
d. classified according to their characteristics and intended uses.
e. not purchased by nonbusiness organizations.
281. When Glidden introduced interior house paint in plastic gallon containers, including a no-drip spout, this was an
example of ____ packaging.
a. category-consistent
b. innovative
c. traditional
d. green
e. convenience
282. Megan receives a phone call from her insurance agent. The agent informs her that although she has homeowner’s
insurance and car insurance, she really should consider purchasing a life insurance policy. The life insurance policy is an
example of a(n) _____ product.
a. shopping
b. convenience
c. specialty
d. unsought
e. business
283. The brand name Hamburger Helper would most likely be considered
a. arbitrary.
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b. generic.
c. suggestive.
d. descriptive.
e. fanciful.
284. Which of the following best describes someone who is an early adopter in terms of the major adopter categories?
a. They enjoy new products and are willing to take a risk.
b. They are oriented toward the past and are the last to adopt a new product.
c. They are skeptical of new products, but eventually adopt them because of economic necessity or social pressure.
d. They choose new products carefully and are viewed as “in-the-know” by other adopter categories.
e. They are deliberate and cautious in trying new products.
285. Which of the following is a primary factor specific to services in choosing a brand name?
a. The service brand is usually the same as the company name so it must be flexible enough to fit several services.
b. The name must convey an image of great customer service because this is more important for services than for
goods.
c. The name should be distinctive and set the company apart from potential competitors.
d. Shortness and conciseness are extremely important when choosing brand names for services so that they can
easily be remembered.
e. Service brands are much more difficult to protect legally, so marketers must focus on creating brands with made-
up words or a combination of letters and numbers.
286. Nathan recently purchased a floor lamp from Ikea. The floor lamp came in a compact cardboard box and assembly
was required. This is an example of ____ packaging.
a. secondary-use
b. multiple
c. category-consistent
d. innovative
e. handling-improved
287. When designing a package, which characteristic is least important?
a. An association with the company’s brand mark
b. Cost-effectiveness
c. Environmental responsiveness
d. Safety
e. The value it has as a promotional tool
288. The four major stages of a product life cycle include
a. prosperity, recession, depression, and recovery.
b. specialty, convenience, shopping, and unsought goods.
c. decline, stabilization, exposure, and growth.
d. introduction, growth, maturity, and decline.
e. awareness, interest, trial, and adoption.
289. Depending on the length of time it takes them to adopt a new product, people can be divided into five major adopter
categories: early adopters, early majority, late majority, laggards, and
a. late adopters.
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b. nonadopters.
c. innovators.
d. middle adopters.
e. middle majority.
290. R. J. Reynolds markets several brands of cigarettes, including Vantage, Camel, Winston, and Salem. This is an
example of which type of branding policy?
a. Generic
b. Individual
c. Family
d. Line family
e. Brand extension
291. The producers of Schick razor blades use a marketing strategy that includes large advertising expenditures and more
price flexibility for the various types of blades offered. Based on this example, razor blades are in the ____ stage of the
product life cycle.
a. decline
b. evaluation
c. growth
d. introduction
e. maturity
292. An accountant buys a supply of pencils to be used in calculating the taxes of other business firms. Based on this
information, pencils in this case would be considered what type of product?
a. Business
b. Process materials
c. Raw material
d. Convenience
e. Consumer
293. Marissa, a product manager, thinks her company’s InstaCup coffee maker is currently in the growth stage of the
product life cycle. If so, the profits for the InstaCup coffee maker ___ and the number of competitors ____.
a. are negative; is growing
b. have peaked; is growing
c. are declining; is growing
d. have peaked; is declining
e. are declining; is declining
294. Weyerhaeuser is evaluating its complete product mix. It wishes to decrease some of its marketing expenditures and
streamline its product offerings. Weyerhaeuser will most likely look at products in the ____ stage of the product life cycle
as possibilities for elimination.
a. not yet developed
b. growth
c. introduction
d. maturity
e. decline