65. A company markets such diverse products as Rosita Mexican foods, Swizz Max cosmetics, and Blueberry bags.
These various offerings exhibit this firm’s product mix _____.
a. width
b. depth
c. length
d. volume
e. dimension
66. 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
Chapter 10 – Product, Branding, and Packaging Concepts
67. 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
68. SalesofSchwinn’sapartmentsizedexercisemachinehaveexperiencedasteadyclimb;however,theprofitshave
been negative. The Schwinn exercise machine is most likely in the _____ stage of the product life cycle.
a. decline
b. growth
c. initial
d. maturity
e. introduction
69. Marissa,aproductmanager,thinkshercompany’sInstaCupcoffeemakeriscurrentlyinthegrowthstageofthe
product life cycle. If so, the profits for InstaCup coffee maker _____ and the number of competitors are growing.
a. are negative
b. have peaked
c. are declining
d. are zero
e. are declining
70. In which stage of the product life cycle do profits start to decline?
a. Introduction
b. Growth
c. Maturity
d. Decline
e. Recovery
Chapter 10 – Product, Branding, and Packaging Concepts
71. Grand Resorts Hawaii has just celebrated its first profit since the 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
72. The _____ stage in the product life cycle is critical to a product’s survival because competitive reactions to the
product’s success during this period will affect the product’s life expectancy.
a. decline
b. expansion
c. growth
d. introduction
e. stabilization
Chapter 10 – Product, Branding, and Packaging Concepts
73. During the growth stage of the product life cycle, marketers must _____.
a. fortify the product position
b. move to exclusive distribution
c. raise the price
d. increase promotion as a percentage of sales
e. introduce private brands
74. Aggressive pricing is typical during the _____ stage of the product life cycle.
a. decline
b. growth
c. introduction
d. plateau
e. stabilization
Chapter 10 – Product, Branding, and Packaging Concepts
75. Achieving greater market penetration is a typical business goal during the _____ stage of the product life cycle.
a. maturity
b. growth
c. introduction
d. market testing
e. decline
76. Which of the following tactics would typically be employed when a product is in the growth stage of its life cycle?
a. Intensive segmentation to achieve greater market penetration
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
Chapter 10 – Product, Branding, and Packaging Concepts
77. During the _____ stage of the product life cycle, weaker competitors are squeezed out of the market.
a. maturity
b. growth
c. introduction
d. market reduction
e. decline
78. During the maturity stage, _____.
a. product modifications are unnecessary
b. less emphasis is on changing a product’s price
c. profits continue to rise
d. the sales curve peaks and starts to decline
e. the advertising expenditures are limited
Chapter 10 – Product, Branding, and Packaging Concepts
79. When a product experiences an increase in the number of competitors, it is usually in the growth stage of the
product life cycle; however, when that competition becomes intense, it is in the _____ stage.
a. introduction
b. branding
c. decline
d. maturity
e. adoption
80. ThemakersofTideDetergentrecentlycreated“pods”oftheproduct,characterizedbyasmall,square,plastic
wrapped packet that was easier to use. Since it is packaged in these square pods, it requires no measuring and can
be transported more easily if one is carrying clothes to a Laundromat. This change in packaging is a strategy that
can most likely help boost sales in the _____ stage of the product life cycle.
a. maturity
b. growth
c. introduction
d. market reduction
e. decline
Chapter 10 – Product, Branding, and Packaging Concepts
81. Which of the following stages of the product life cycle is likely to see dealers offered promotional assistance from
the producer?
a. Maturity
b. Growth
c. Introduction
d. Market reduction
e. Decline
82. OneofCole’sresponsibilitiesasamarketingmanagerforamotorcyclepartsmanufactureristomaintainmarket
share. Colebelievesthatthecompany’sproductsaremostlikelyinthematuritystageoftheproductlifecycle.In
order to maintain market share, Cole should suggest that the company requires _____.
a. moderate to large promotion expenditures
b. moderate to large inventory expenditures
c. moderate production expenditures
d. moderate price increases
e. moderate price decreases
Chapter 10 – Product, Branding, and Packaging Concepts
83. The producers of Schick razor blades use a marketing strategy that includes large promotion 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
84. 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
Chapter 10 – Product, Branding, and Packaging Concepts
85. During the decline stage of the product life cycle, _____.
a. sales fall rapidly
b. the sales curve peaks and starts to decline
c. competition is at its peak
d. profits are below zero
e. profits peak and then begin to decline
86. The stage of the product life cycle when marketers consider eliminating products that are not contributing to
profitability or the overall effectiveness of a product mix is the _____ stage.
a. maturity
b. decline
c. growth
d. introduction
e. reorganization
Chapter 10 – Product, Branding, and Packaging Concepts
87. Marketers are least likely to change a product’s design, style, or other attributes in the _____ stage.
a. introduction
b. maturity
c. decline
d. growth
e. removal
88. 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
Chapter 10 – Product, Branding, and Packaging Concepts
89. Electronics Pro is a company that manufactures CD drives for laptop computers which are sold to major computer
producers. Electronics Pro realizes that CD drives are most likely in the decline stage of the product life cycle.
Which of the following steps can the company take with regard to its CD drive product?
a. Reintroduce the product
b. Increase product promotion
c. Attempt to postpone the decline
d. Reinvest in the brand
e. Phase out the product
90. 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, Jessica is currently in the _____ stage of the product adoption process for this
item.
a. awareness
b. interest
c. evaluation
d. trial
e. adoption
Chapter 10 – Product, Branding, and Packaging Concepts
91. When Fiat offers to let qualified buyers test drive the new Fiat Doblo Van, the dealer is trying to stimulate the
_____ stage of the product adoption process.
a. awareness
b. interest
c. evaluation
d. trial
e. adoption
92. 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
Chapter 10 – Product, Branding, and Packaging Concepts
93. An individual knows that a product exists, but has little information regarding the product and does not seek
additional information. The individual is in the _____ stage of the product adoption process.
a. trial
b. adoption
c. interest
d. awareness
e. evaluation
94. An individual considers whether a product will meet certain criteria that are critical for meeting his or her needs.
The individual is in the _____ stage of the product adoption process.
a. interest
b. awareness
c. evaluation
d. trial
e. adoption
Chapter 10 – Product, Branding, and Packaging Concepts
95. An individual moves into the adoption stage of the adoption process at the point when he or she _____.
a. is self-motivated to get information about the product
b. begins using that specific product
c. seriously considers whether the product will satisfy his or her needs
d. tests the product
e. becomes aware of the existence of the product
96. 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
b. nonadopters
c. innovators
d. middle adopters
e. early innovators
Chapter 10 – Product, Branding, and Packaging Concepts
97. WhileAlec’sgrandfatherstillprefersusingalandline,hejustboughthisfirstcellphone.Alec’sgrandfatherismost
likely oriented toward the past and is a member of the ____ group.
a. non-adopters
b. laggards
c. innovators
d. late adopters
e. late majority
Scenario 10.1
Use the following to answer the questions.
Gillette shaving razors were first manufactured in 1895. Over the years, Gillette made improvements on their razors
offering many “firsts” such as the Mach3, the Sensor, and the Fusion. For many years, women were forced to use
razors designed primarily for men, but often marketed to women by offering them in different colors and with
minimal modifications. In 1998, Gillette developed the Venus razor, based on the Mach3 but made specifically for
women. Gillette promoted the Venus razor heavily, with television ads and other forms of media. The Gillette
product line, now owned by Procter & Gamble, continues to introduce new versions of the Venus, such as the
Venus Embrace, which has additional blades and other modifications.
98. Refer to Scenario 10.1. In which of the following classification of consumer products do shaving razors fall?
a. Convenience products
b. Shopping products
c. Substitute products
d. Specialty products
e. Accessory equipment
Chapter 10 – Product, Branding, and Packaging Concepts
99. Refer to Scenario 10.1. Molly has been using a Bic disposable razor for her shaving needs for the last ten years.
She doesn’t really see the need to spend more money on razors, but she sees that it is becoming more difficult to
find the Bic, and so she is considering the Venus Embrace. Molly is more likely a(n)_____ in the product adopter
categories.
a. late adopter
b. innovator
c. early adopter
d. early majority
e. late majority
100. Refer to Scenario 10.1. Tasha is shopping for personal care items at her local Target. She walks by one aisle and
sees a floor-standing display for the new Aster Care. She hadn’t thought about buying a new razor, but the display
has caught her attention. Which stage of the product adoption process is Tasha most likely in, at the present time?
a. Awareness
b. Attention
c. Evaluation
d. Trial
e. Adoption
Chapter 10 – Product, Branding, and Packaging Concepts
Scenario 10.2
Use the following to answer the questions.
Traveler is a bus line operating in the Northeast and Midwestern United States, plus in Canada. It offers travelers a
cheap alternative to driving and flying between large cities, keeping the fares extremely low yet offering the latest
technology. Unlike the traditional StarTravel Lines, Traveler is an express service, and is equipped with Wi-Fi,
video screens, headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Traveler picks up and
drops off people in the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at
Traveler.com, where some fares begin at just $1. Routes are limited, and are offered out of cities such as Toronto,
New York, Baltimore, Philadelphia, and Chicago. Recently, its competitor StarTravel, has launched two new bus
lines, Pathfinder and Mestra, with similar fares and high-tech amenities. A fare on Mestra bus from Buffalo, NY to
New York City is $50.00 roundtrip, while the same fare through Greyhound’s traditional bus line costs $92.00. The
benefit of StarTravel’s traditional line is that there are more departure times and more stops in smaller towns along
the way.
101. Refer to Scenario 10.2. When StarTravel launched the Pathfinder and Mestra bus lines, this is an example of
_____.
a. a branding extension
b. co-branding
c. an extension in the width of the product mix
d. an extension in the depth of the product mix
e. family branding
Chapter 10 – Product, Branding, and Packaging Concepts
102. Refer to Scenario 10.2. Casey is searching the website of Traveler.com for the schedule and fares of a trip
between Buffalo, NY and New York City. Casey is most likely in the _____ stage of the product adoption
process.
a. adoption
b. trial
c. evaluation
d. interest
e. awareness
103. Refer to Scenario 10.2. The closest competitor for Traveler is StarTravel. StarTravel has been in business for
many years, offering basic transportation services until the introduction of their new Pathfinder and Mestra. Both
companies are in the bus transportation business, If Traveler is in the introduction stage, StarTravel is most likely in
the _____ stage of the product life cycle.
a. maturity
b. adoption
c. trial
d. growth
e. decline
Chapter 10 – Product, Branding, and Packaging Concepts