25. 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
26. Products are classified as being business or consumer products according to the _____.
a. number of buyers involved in the decision
b. buyer’s intended use of the product
c. seller’s purpose of selling the product
d. location of use
e. types of outlets from which they are purchased
Chapter 10 – Product, Branding, and Packaging Concepts
27. Ava, a purchasing agent for Trailsend Transport, plans to buy a carpet from Carpet One Inc. for use in an office
area at Trailsend. While discussing the details of the carpet with the sales representative of Carpet One, he informs
her that she can see the actual product in one of their retail stores before finalizing the purchase. Ava now decides
not only to approve the purchase for the office, but also to purchase some of the same carpet for her home. The
first carpet purchased is considered as a business product and the second carpet purchased is considered to be a(n)
_____.
a. double purchase
b. secondary product
c. idea
d. consumer product
e. service
28. Ryan is on his way to work when he realizes he has a flat tire. HeswingsintoSam’sClub,anautorepairshop,and
has a new tire installed. Ryan’spurchaseofanewtireinthissituationisconsideredtobea(n)_____.
a. shopping good
b. convenience good
c. unsought good
d. specialty good
e. industrial good
Chapter 10 – Product, Branding, and Packaging Concepts
29. Which of the following types of products would Energizer batteries be classified as?
a. Convenience product
b. Shopping product
c. Specialty product
d. Unsought product
e. Industrial service
30. Lindsay stops by the Safeway grocery, her preferred store, on her way home from work. She picks up her usual
brand of laundry detergent and orange juice, but she sees that there are no more range-free eggs available. Lindsay
is very concerned about the ethical treatment of animals and so she leaves Safeway and goes to another grocery to
purchasetherangefreeeggs.Lindsay’spurchaseoftheeggswouldmostlikelybeclassifiedas_____products.
a. brand loyal
b. shopping
c. specialty
d. unsought
e. convenience
Chapter 10 – Product, Branding, and Packaging Concepts
31. What type of product does Dannon Yogurt represent for most consumers?
a. Convenience
b. Business
c. Unsought
d. Specialty
e. Durable
32. Convenience products are _____.
a. relatively inexpensive, frequently purchased items for which buyers exert only minimal purchasing effort
b. inexpensive items for which buyers are willing to exert considerable effort
c. rarely 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
Chapter 10 – Product, Branding, and Packaging Concepts
33. Which of the following statements does not apply to convenience goods?
a. Consumers are brand loyal to convenience products and are not likely to substitute other brands.
b. Convenience products require minimal shopping effort.
c. Marketing of convenience products requires intensive exposure of these goods in as many stores as possible.
d. Consumers tend to feel that the most desirable retail facility for convenience products is the closest one.
e. Colas, gasoline, and bread are good examples of convenience goods.
34. 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
Chapter 10 – Product, Branding, and Packaging Concepts
35. Shannon Hill needed to buy an airline ticket to visit her parents. She went to several websites to compare rates and
chose a flight on Southwest Air Lines because, for a similar price to other airlines, it had a better reputation for
service. For Shannon, this flight is an example of which type of product?
a. Shopping
b. Convenience
c. Specialty
d. Unsought
e. Durable
36. _____ products have a lower inventory turnover and need fewer distribution outlets than convenience goods.
a. Seasonal
b. Unsought
c. Specialty
d. Durable
e. Shopping
Chapter 10 – Product, Branding, and Packaging Concepts
37. Byronisinterestedinbuyinganantiquevaseforhisgrandmother’sbirthday.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(n) _____ good.
a. convenience
b. specialty
c. shopping
d. unique
e. unsought
38. 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
Chapter 10 – Product, Branding, and Packaging Concepts
39. A specialty product _____.
a. requires minimal effort to purchase
b. is purchased frequently
c. requires purchase planning and the buyer will not accept substitutes
d. is generally less expensive than other items in the same product class
e. prompts the purchaser to make comparisons among alternatives
40. 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
Chapter 10 – Product, Branding, and Packaging Concepts
41. As Beth and Rob search for a new home, they are interested only in houses built by a particular builder. This
purchase is a characteristic of a(n) _____ product.
a. branded
b. non-durable
c. unique
d. shopping
e. specialty
42. Jose went skiing one weekend with several of his friends. While at the slope, Jose injured his leg and needed to see
a doctor. Jose is likely going to view the solutions to his problem as _____.
a. specialty products
b. installations
c. unsought products
d. shopping products
e. convenience products
Chapter 10 – Product, Branding, and Packaging Concepts
43. Nick Arnold’s Plumbing Repair Company would best be described as a(n) _____ product.
a. convenience
b. unsought
c. specialty
d. durable
e. shopping
44. 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 private organizations
Chapter 10 – Product, Branding, and Packaging Concepts
45. Facilities, factories, and production lines with very large equipment are all classified as _____.
a. accessory equipment
b. permanents
c. installations
d. component parts
e. MRO facilities
46. Tojitos Mexican Restaurant purchased several large ovens for use in remodeling its kitchens. These ovens are an
example of which type of business product?
a. Raw materials
b. Installations
c. Accessory equipment
d. Component parts
e. Process materials
Chapter 10 – Product, Branding, and Packaging Concepts
47. The production manager of an engineering firm went out and bought a metal cutting machine. The metal cutting
machine can best be classified as a(n) _____.
a. raw material
b. processed component
c. component part
d. service
e. accessory equipment
48. An accountant buys pencils to be used in calculating the taxes of other business firms. Based on this information,
pencils in this case would be considered as:
a. MRO supplies.
b. process materials.
c. raw material.
d. convenience.
e. consumer.
Chapter 10 – Product, Branding, and Packaging Concepts
49. IntuitivManufacturing’slargeplasticsmoldingmachinesuddenlybrokedownduringitsdayshift.Whenconsidering
the purchase of available alternatives, Intuitiv decided to rent one for the next two years instead of buying one. In
this situation, the large plastics molding machine it rented would be classified as _____.
a. an installation
b. accessory equipment
c. an unsought good
d. a process material
e. MRO supplies
50. Business products are classified into the following seven categories according to characteristics and intended uses:
raw materials, installations, accessory equipment, component parts, process materials, business services, and
_____.
a. production activities
b. service assistance
c. specialty industrial products
d. computer programming and operation services
e. MRO supplies
Chapter 10 – Product, Branding, and Packaging Concepts
51. Minerals, chemicals, timber, and agricultural products are considered as _____.
a. process materials
b. accessory materials
c. MRO supplies
d. component parts
e. raw materials
52. A distributor of plumbing supplies purchases a desktop computer to aid in inventory control. This computer is an
example of _____.
a. raw materials
b. installations
c. accessory equipment
d. component parts
e. process materials
Chapter 10 – Product, Branding, and Packaging Concepts
53. Although they become part of a larger product, _____ can often be easily identified and distinguished on the larger
product.
a. component parts
b. accessory parts
c. raw materials
d. process materials
e. MRO supplies
54. Business products that are purchased routinely, do not become part of finished goods, and are expense items rather
than capital items are known as _____.
a. raw materials
b. installations
c. accessory equipment
d. component parts
e. process materials
Chapter 10 – Product, Branding, and Packaging Concepts
55. A set of Bose car speakers sold to Ford for use in the production of a hybrid Escape, would be an example of a(n)
_____.
a. component part
b. specialty item
c. accessory equipment
d. raw material
e. process material
56. Brain Games Inc. is a marketing research company which markets primarily to consumer products organizations.
Brain Games provides products that are most likely considered _____.
a. component parts
b. MRO supplies
c. process ideas
d. business services
e. installations
Chapter 10 – Product, Branding, and Packaging Concepts
57. Products used directly in the production of a final product but are not easily identifiable are categorized as _____.
a. accessory products
b. component parts
c. MRO supplies
d. assembly components
e. process materials
58. 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
Chapter 10 – Product, Branding, and Packaging Concepts
59. Sara Lee Corporation manufactures desserts, breads, pantyhose, meats, and a variety of other products. These
products make up Sara Lee’s product _____.
a. line
b. item
c. mix
d. width
e. depth
60. 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. same products that are sold by different firms
Chapter 10 – Product, Branding, and Packaging Concepts
61. 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
62. A product mix is best described as _____.
a. all products offered by a firm
b. product, distribution, promotion, and price
c. similar products sold by one firm
d. all products of a particular type
e. a group of products that are considered a unit because of market, technical, or end-use considerations
Chapter 10 – Product, Branding, and Packaging Concepts
63. The depth of a product mix is measured by the average number of:
a. convenience products as compared with the number of specialty products.
b. different product lines offered by the company.
c. different products items offered in each product line.
d. specialty products as compared with the number of convenience products.
e. product features that the company offers.
64. Hershey Foods Corp. offers a line of candy that includes Kit Kat, Mr. Goodbar, Krackel, Hershey’s Kisses,
Reese’s Peanut Butter Cups, Rolo, and Twizzlers. These candies best illustrate Hershey’s product mix _____.
a. width
b. depth
c. length
d. volume
e. life cycle
Chapter 10 – Product, Branding, and Packaging Concepts