57. 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
d.
line depth
e.
product modification
58. Product mix width may be defined as:
a.
the number of different product categories found within an industry
b.
the average number of products within each product line in the company
c.
the average number of products offered by the company
d.
the number of different product lines an organization offers for sale
e.
the extensiveness of the coverage of the line from high end (expensive) to low end
(inexpensive)
59. All of the following are benefits from organizing related items into product lines EXCEPT:
a.
package uniformity
b.
varying quality
c.
advertising economies
d.
efficient sales and distribution
e.
standardized components
60. ForeverLawn has recently added two new synthetic lawn products. One of the products includes fake
brown grass that makes the synthetic lawn look more realistic as it appears to have some patches of
brown thatch. The other product is K9Grass for consumers that have pet dogs. The addition of these
two new synthetic grass products is a way for ForeverLawn to increase its:
a.
line width
b.
breadth mix
c.
mix width
d.
line depth
e.
mix depth
61. Most people recognize Campbell’s as a brand of soup, but Campbell’s also manufactures Pace Picante
Sauce, Pepperidge Farms products, Prego Sauce, Swanson Broth, and V8 juice. All these products are
part of Campbell’s:
a.
marketing equity
b.
product line
c.
product mix
d.
line depth
e.
product modification
62. Procter & Gamble manufactures Tide laundry detergent, the best-selling brand in the United States.
But is also offers Tide to Go, which is a stick product consumers can use to clean a spot on their
clothing between washings, and small travel packets of Tide detergent. These other products are part
of Tide’s product line:
a.
width
b.
breadth
c.
mix
d.
depth
e.
synergy
63. 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
64. Proctor & Gamble (P&G) is a well-known producer of home and beauty products. Along with home
and beauty products, P&G also markets pet products, prescription drugs, and small appliances. This
range of products provides the company with product _____.
a.
line height
b.
line consistency
c.
mix width
d.
line depth
e.
mix depth
65. 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
66. 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 color of a laundry detergent
d.
changing the amount of management time spent overseeing production
e.
increasing the number of distribution outlets
67. Recently Apple updated its iPod Touch product, which now has two cameras which can shoot HD
video. Adding new camera and video recording features to the iPod Touch is an example of a:
a.
product modification
b.
brand mix extension
c.
product diversification
d.
brand repositioning
e.
demographic modification
68. Which type of product modification changes a product’s dependability or durability?
a.
functional
b.
style
c.
aesthetic
d.
quality
e.
primary
69. 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
70. When Honda automobiles first entered the U.S. market, they were small and not very durable.
However, over the years, Honda has modified its automobiles to be one of the most dependable cars on
the market. This change in dependability and durability is representative of which type of product
modification?
a.
style modification
b.
planned obsolescence
c.
functional modification
d.
quality extension
e.
quality modification
71. Which type of product modification changes a product’s versatility, effectiveness, convenience, or
safety?
a.
quality
b.
planned
c.
functional
d.
style
e.
use
72. When Proctor & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent
product and introduced Tide Free they were making a _____.
a.
product line contraction
b.
quality modification
c.
aesthetics modification
d.
obsolescence factor
e.
functional modification
73. Which type of product modification is an aesthetic product change?
a.
functional
b.
quality
c.
repositioning
d.
style
e.
planned
74. A style modification is a(n):
a.
change in the product’s durability or dependability
b.
safety improvement
c.
aesthetic product change
d.
way to add convenience
e.
improvement in product versatility and effectiveness
75. One of the leading manufacturers of choir robes has added different types of trim and fabric it uses in
making the robes. The company has not changed its prices. This is a(n) _____ modification.
a.
style
b.
obsolescence
c.
quality
d.
repositioning
e.
upward extension
76. Which of the following statements about planned obsolescence is true?
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.
e.
All of the statements about planned obsolescence are true.
77. A regional utility company needs to change consumers’ perceptions of its current service as being
harmful to the environment. Which of the following strategies would best allow the company to
accomplish this goal?
a.
contraction of the number of services offered by the utility company
b.
adding new services to its product line
c.
repositioning
d.
disintermediation
e.
use of product cannibalization
78. 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
79. Over the years Cadillac has become to be thought of as “your grandparent’s car.” The new Cadillac
ads showing a beautiful young woman driving a Cadillac along with the statement, “When you turn
your car on, does it turn you on?” is an example of marketing designed to help _____ Cadillac as a car
for today’s younger driver.
a.
diversify
b.
reposition
c.
develop
d.
expand
e.
display
80. 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
81. In terms of sales and market share, Rexona is the number-one brand of deodorant worldwide. Since it
was created in Australia in 1908, it has added an antiperspirant, a stick deodorant, Rexona for Men,
Rexona for Women, Rexona for Teens, and Rexona Skin Friendly. These additions are examples of:
a.
product line extensions
b.
product portfolio width adjustments
c.
product item contractions
d.
SBU expansions
e.
product mix widths
82. When Crest introduced Crest for Kids, this was an example of a _____ strategy.
a.
repositioning
b.
product line extension
c.
cannibalization
d.
disintermediation
e.
demarketing
83. 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 girl. The introductions of these cosmetics are examples of the implementation of a _____
strategy.
a.
portfolio breadth expansion
b.
product portfolio width adjustment
c.
product item contraction
d.
product line extension
e.
repositioned marketing mix
84. 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 _____
strategy.
a.
repositioning
b.
cannibalization
c.
product line extension
d.
product line contraction
e.
divestment
85. 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
86. A _____ is the part of the brand that can be spoken.
a.
brand equity
b.
service mark
c.
trademark
d.
brand name
e.
certification mark
87. The _____ is the element of a brand that cannot be spoken.
a.
brand mark
b.
trademark
c.
brand equity
d.
quality mark
e.
intangible product
88. A Boston diamond distributor has developed the first branded diamond called Hearts on Fire to help
smaller retailers counter the volume jewelers’ aggressive price discounting. This move is meant to:
a.
take away trademark rights
b.
build product identity and customer loyalty
c.
create a catchy phrase to promote diamonds
d.
combat the quality appeal of generic products
e.
combat low-cost production of generic brands
89. The value of company and brand names is referred to as:
a.
brand equity
b.
brand loyalty
c.
brand power
d.
brand equivalency
e.
brand strength
90. According to recent market research, Google is one of the most valuable brands in the world.
According to this research, the company and its well-known name are worth about $86 billion. This
research indicates that Google has high _____.
a.
brand loyalty hierarchy
b.
evoked set
c.
brand quality standards
d.
perceptual expectations
e.
brand equity
91. 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
92. Rexona, marketed by Unilever (a Dutch company), is the world’s number-one deodorant brand. The
brand is a leader in Europe, South America, Asia, Africa, and the Middle East. Rexona is an example
of a:
a.
master brand
b.
global brand
c.
cannibalized brand
d.
standard brand
e.
family brand
93. What is the best generator of repeat sales?
a.
advertising
b.
sales promotion
c.
brand equity
d.
satisfied customers
e.
global brand
94. A consumer who consistently and repeatedly purchases the same brand is said to have:
a.
brand loyalty
b.
product equity
c.
product loyalty
d.
product repetition
e.
store loyalty
95. Brand loyalty can:
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
e.
sell a bad product
96. The brand name of a manufacturer is known as a(n) _____ brand.
a.
private
b.
manufacturer’s
c.
individual
d.
captive
e.
family
97. Campbell’s, Nature Valley, Honda, and Lipton products are examples of _____ brands because of who
owns them.
a.
manufacturers’
b.
private
c.
family
d.
individual
e.
master
98. A(n) _____ brand is one owned by the wholesaler or retailer.
a.
intermediate
b.
private
c.
generic
d.
corporate
e.
primary
99. Wal–Mart sells many health and beauty aid products under the name, Equate. This brand can only be
purchase in Wal-Mart stores and is an example of a(n) _____ brand.
a.
manufacturers’
b.
international
c.
family
d.
private
e.
corporate
100. Which type of private label brand carries no evidence of a retailer’s affiliation, is manufactured by a
third party, and is sold exclusively at the retailer?
a.
captive brand
b.
complementary brand
c.
cooperative brand
d.
exclusive brand
e.
generic brand
101. A small chain of supermarkets in the western United States 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.
e.
Relying on the manufacturer or wholesaler to deliver a national brand quickly is optimistic
at best.
102. Which of the following statements describes an advantage to retailers associated with developing their
own brands?
a.
Dealers must market the brand, thus cutting into the gross margin.
103. When a company uses different brand names for different products, it is using _____ branding.
a.
private
b.
generic
c.
compound
d.
family
e.
individual
104. Heinz is a leading global food manufacturer. It manufactures and markets Farleys (baby food), Jack
Daniel’s Sauces, and Weight Watcher’s Foods (diet/slimming meals and supplements). The use of
these brand names instead of the Heinz name is an example of a(n) _____ branding strategy.
a.
individual
b.
synergistic
c.
umbrella
d.
family
e.
piggyback
105. Procter & Gamble makes Gain laundry detergent for people who like a strong scent and Dreft for those
who want a gentle detergent for their baby’s clothes. It is using a(n) _____ strategy.
a.
individual branding
b.
family branding
c.
combination branding
d.
trademarked branding
e.
private branding
b.
Higher gross margins are available on private brands.
d.
Dealers often buy in large quantities and thus always have a ready supply.
e.
Private brands are normally delivered more promptly by the manufacturer.
106. When a company markets several different products under the same brand name, it is referred to as
a(n) _____ brand.
a.
family
b.
generic
c.
bargain
d.
dealer
e.
umbrella
107. 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.
Butterball uses:
a.
dealer branding
b.
brand grouping
c.
family branding
d.
generic branding
e.
cobranding
108. 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
109. Maureen purchased a package of Bounce fabric sheets with Febreeze citrus scent. Since both brands
were prominently listed on the package, this would be an example of:
a.
equity branding
b.
cobranding
c.
conjunctive branding
d.
private branding
e.
complementary branding
110. 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
e.
synergistic
111. 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 vapor rub. The package
showed both the Breathe Right and the Vicks brand names. This is an example of _____ branding.
a.
equity
b.
ingredient
c.
family
d.
private
e.
functional
112. Which of the following describes cooperative branding?
a.
when advertising identifies a brand as a part that makes up another product
b.
when two brands receive equal treatment, borrowing from each other’s brand equity
c.
when products are advertised together to suggest usage together
d.
when advertising identifies a brand that should not be used with another product
e.
when advertising identifies a family of brands
113. Suppose ForeverLawn joins Choice Home, house builder, in a joint promotional campaign. Both
Choice Homes and ForeverLawn are equally mentioned in the advertisements and marketing materials.
At the end of the campaign one lucky person will win a Choice Home with a ForeverLawn synthetic
lawn. To register, consumers need to visit either ForeverLawn.com or Choicehomes.com. This type of
joint promotion is known as _____ branding.
a.
cooperative
b.
ingredient
c.
umbrella
d.
complementary
e.
family
114. Butterball, a well-known brand of turkey, advertised Ocean Spray cranberry sauce in it’s magazine ads
and depicted suggested usage with its turkey. This is an example of which type of cobranding?
a.
ingredient
b.
complementary
c.
family
d.
captive
e.
product-use
115. A _____ 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
e.
right of warranty
116. When a product name becomes generic:
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
e.
a firm can reapply for exclusive trademark protection at the U.S. Patent Office
117. Kleenex is a brand name for a well-known brand of facial tissue. People often refer to Kleenex as if it
were the product name. The company that makes Kleenex may someday find its brand name becoming
a(n):
a.
equity brand
b.
certified name
c.
trademark
d.
faux brand
e.
generic product name
118. All of the following are functions of packaging EXCEPT:
a.
contain and protect the product
b.
guarantee product quality
c.
facilitate recycling and reduce environmental damage
d.
promote the product
e.
facilitate product storage, use, and convenience
119. Sherwin-Williams’ paint brand, Dutch Boy, has come up with a packaging innovation that is getting
rave reviews. The new Twist & Pour paint is packaged in an all-plastic gallon container with an easy
twist-off lid, comfortable side handle, and even a pouring spout. There’s no other paint product like it
on the market. This innovative packaging was most likely designed for which of the following
functions?
a.
facilitate product use and convenience
b.
contain and protect the product
c.
reduce environmental damage
d.
facilitate recycling
e.
promote the product
120. The two types of package labeling in common usage today are:
a.
informational and persuasive
b.
promotional and nonpromotional
c.
functional and persuasive
d.
government-mandated and seller-controlled
e.
motivational and required
121. Labels that contain standard promotional claims like “new,” “improved,” and “super” are examples of
_____ labels.
a.
descriptive
b.
functional
c.
repositioning
d.
informational
e.
persuasive
122. Labeling that is deigned to help consumers make proper product selections and lower their cognitive
dissonance after the purchase is referred to as:
a.
informational labeling
b.
persuasive labeling
c.
cognitive labeling
d.
rational labeling
e.
restrictive labeling
123. Statements on Kashi cereals and breakfast bars stating that the they have no artificial colors, flavors, or
preservatives would most likely be an example of _____ labeling.
a.
primary
b.
required
c.
informational
d.
functional
e.
environmental
124. Mia’s new raincoat contains a label that reads “Professional dry clean only.” This is an example of
a(n)_____label.
a.
data
b.
union mandated
c.
persuasive