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87. Which of the following refers to a specific version of a product that can be designated as a distinct offering among an
organization’s products?
a. Product item
b. Unsought product
c. Specialty product
d. Consumer product
88. Dunchen Moo, a manufacturer of dairy products, sells evaporated milk, flavored whipped cream, and yogurts. It
markets a number of yogurts, including Dunchen All Natural, Dunchen Fruit on the Bottom, Dunchen Light & Fit,
DunActive, and Dun-o-nino. The large variety of yogurts sold by the Dunchen brand is collectively an example of a
_____.
a. market segment
b. target market
c. product mix
d. product line
89. _____________ is that part of a brand that can be spoken, including letters, words, and numbers.
a. A brand name
b. A brand mark
c. Brand equity
d. Brand loyalty
90. Which of the following statements is true of product items?
a. They are the test products that are released by a company before starting a product line.
b. They include all the products that an organization manufactures and sells to its consumers.
c. They are never made part of any product lines and are sold only in select outlets.
d. They can be easily distinguished from other products produced by the same organization.
91. Yumé Nu, a battery manufacturing company, began marketing its products as environmentally friendly and
biodegradable, even though this has not been scientifically verified. In this scenario, Yumé Nu has used _____ to sell its
products.
a. quality modification
b. product line extension
c. repositioning
d. greenwashing
92. Which of the following statements is true of an express warranty?
a. It gives the impression of environmental friendliness to a product.
b. It is an unwritten guarantee that a good or service is fit for the purpose for which it is sold.
c. It prohibits other firms from using a brand or part of a brand without permission.
d. It is a written guarantee that the product or service being sold is fit for the purpose for which it is sold.
93. Which of the following statements is true of an unsought product?
a. Marketers of unsought products often use selective, status-conscious advertising to maintain a product’s exclusive
image.
b. Consumers buy unsought products regularly, usually without much planning and at inexpensive prices.
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c. Companies dealing with unsought products must go directly to consumers through a salesperson, direct mail, or
direct response advertising to create awareness about their products.
d. Consumers usually buy an unsought product only after comparing several brands or stores on style, practicality,
price, and lifestyle compatibility.
94. Elsem Foods Inc. is a company that manufactures packaged food. It sells several varieties of packaged food such as
chips, cupcakes, candies, crackers, fruit juices, and carbonated drinks. It receives its largest profit from its newly
introduced line of tropical fruit juices that are available in different flavors, such as orange, apple, lychee, and cranberry.
Given this information, which of the following is a product item of Elsem Foods?
a. Chips
b. Candies
c. Orange juice
d. Carbonated drinks
95. A(n) ________________ is a brand name owned by a wholesaler or a retailer.
a. captive brand
b. private brand
c. manufacturer’s brand
d. individual brand
96. Identify which statement is true of specialty products.
a. They are made directly available to a consumer through direct mail.
b. They are relatively inexpensive and merit little shopping effort.
c. They are easily substituted with other products.
d. They are distributed to only a few outlets in a geographic area.
97. Consumers usually buy a(n) _____ only after comparing several brands or stores on style, practicality, price, and
lifestyle compatibility.
a. unsought product
b. specialty product
c. convenience product
d. shopping product
98. Which of the following statements is true of greenwashing?
a. Consumer demand for green products has helped abate proliferation of green certifications.
b. Certification of a product’s environmental friendliness by the same company that produced it should be clearly
stated on the packaging.
c. The Federal Trade Commission does not interfere with the rules regarding green certifications.
d. Greenwashing is a highly reliant way of identifying environment-friendly products.
99. Which of the following statements is true of a specialty product?
a. It is widely distributed in a geographic area so that sufficient quantities can be sold.
b. It is marketed using selective, status-conscious advertising to maintain its exclusive image.
c. It is easily substituted with products that have the same features.
d. It is unknown to a potential buyer or a known product that the buyer does not actively seek.
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100. Which of the following refers to everything, both favorable and unfavorable, that a person receives in an exchange?
a. Product
b. Design
c. Distribution
d. Promotion
101. Which of the following strategies of handling a brand name when marketing globally is appropriate when the name
cannot be pronounced in the local language or when the brand name is owned by someone else?
a. Adaptations and modifications
b. Transactional marketing strategy
c. One-brand-name everywhere
d. Transformational marketing strategy
102. Paulette goes to an appliance store to purchase a refrigerator. After comparing the technical features, prices, and
durability of the various brands of refrigerators available, she purchases the cheapest and smallest in size. In this case,
Paulette has purchased a _____.
a. shopping product
b. business product
c. specialty product
d. convenience product
103. Identify which statement about global branding strategies is true.
a. A one-brand-name strategy is useful when a company markets mainly one product.
b. Using different brand names in different markets leads to greater brand identification of the product from market
to market.
c. A one-brand-name strategy makes coordinating promotion from market to market more difficult.
d. Using different brand names in different markets means that a company is not an example of localization.
104. A(n) _________________ is a product that requires comparison shopping because it is usually more expensive than
a convenience product and is found in fewer stores.
a. shopping product
b. specialty product
c. unsought product
d. sought product
105. The term product refers to which of the following?
a. Tangible goods
b. Services
c. Ideas
d. All of the above are correct.
106. Caroline Perfumes is a premium, exotic women’s fragrance company. The manufacturers of Caroline Perfumes want
to establish its products as specialty products. In this case, which of the following would be an objective of the
manufacturers of Caroline Perfumes?
a. To employ mass advertising strategies
b. To increase the distribution network
c. To focus on establishing a brand name
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d. To decrease the prices of the products
107. Which statement indicates a key advantage of carrying private brands?
a. A manufacturer can decide to drop a brand or a reseller at any time or even become a direct competitor to its
dealers.
b. Many manufacturers offer rapid delivery, enabling the dealer to carry less inventory.
c. If a dealer happens to sell a manufacturer’s brand of poor quality, the customer may simply switch brands and
remain loyal to the dealer.
d. Heavy advertising to the consumer by manufacturers helps develop strong consumer loyalties.
108. Product line depth refers to the number of:
a. competitors present in the market for a particular product line.
b. product lines that an organization offers.
c. market segments a firm is willing to target or serve.
d. product items in a product line.
109. A brand manufactured by a third party for an exclusive retailer, without evidence of that retailer’s affiliation, is
called a(n) ______________.
a. captive brand
b. private brand
c. manufacturer’s brand
d. individual brand
110. ________________ represent a series of thick and thin vertical linesreadable by computerized optical scanners that
represent numbers used to track products.
a. Universal product codes
b. Product lines
c. Brand labels
d. Informational labels
111. Gypsy Foods Inc. is a multinational food and beverage company. Its product labels are colorful and project the words
“new” and “improved” along with the product’s name. The packages do not provide many details about the product’s
ingredients. In this case, Gypsy Foods is using _____.
a. persuasive labeling
b. informational labeling
c. descriptive labeling
d. grade labeling
112. An unwritten guarantee that the good or service is fit for the purpose for which it was sold is called a(n)
______________.
a. implied warranty
b. express warranty
c. oral warranty
d. committed warranty
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113. Differentiate between business and consumer products and discuss various types of consumer products.
114. Discuss the concept of planned obsolescence.
115. Define product and discuss the importance of product offerings in creating a marketing mix.
116. Define warranty and differentiate between the two types of warranties.
117. Discuss product mix width and product line depth and how they are relevant for marketers.
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Answer Key
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