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54. 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.
55. 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.
56. 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
57. A product mix is best described as
a.
all products offered by a firm.
b.
product, distribution, promotion, and price.
c.
many products sold by one firm.
d.
all products of a particular type.
e.
a group of closely related products that are considered a unit because of market, technical, or end-use
considerations.
58. 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.
59. 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 offered in each product line.
d.
specialty products as compared with the number of convenience products.
e.
product features that the company offers.
60. 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.
61. One company markets such diverse products as Rosarita Mexican foods, Max Factor cosmetics, and Samsonite
luggage. These various offerings exhibit this firm's product mix
a.
width.
b.
depth.
c.
length.
d.
volume.
e.
dimension.
62. The various products carried by a retailer can also have dimensions of width and depth. For example, Dick’s Sporting
Goods carries sports clothes, shoes, exercise equipment, hunting and fishing equipment, camping supplies, and other
products. Bass Pro Shops carries fishing equipment, but has a larger selection of different models and brands. In this case,
the product mix of Dick’s Sporting Goods is ___, and the product mix of Bass Pro Shops is ____.
a.
deep; wide
b.
wide and deep; wide and shallow
c.
deep and wide; deep and wide
d.
wide; deep
e.
wide; long
63. 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.
64. 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.
65. Sales of Schwinn’s apartment-sized exercise machine have experienced a steady climb; however, the profits have 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
66. 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.
67. Which of the following is the most typical example of a new product introduction?
a.
Pringles sold in snack-sized containers
b.
A brand-new nut discovered in Africa
c.
A car that uses no oil or gasoline
d.
Shoes that literally make you run faster
e.
A device that cools your car while parked outside
68. 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
69. 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
e.
Decline
70. In which stage of the product life cycle do profits begin to decrease?
a.
Introduction
b.
Growth
c.
Maturity
d.
Decline
e.
Recovery
71. 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
72. Which 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
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
75. 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
76. 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
77. When a business finds itself squeezed out of a market for a product or loses interest in that product, it is a sign of
being in the ____ stage of the product life cycle.
a.
maturity
b.
growth
c.
introduction
d.
market reduction
e.
decline
78. During the maturity stage
a.
product modifications are unnecessary.
b.
there is less emphasis on changing a product's price.
c.
marketing strategies are rarely altered.
d.
some competitors are forced out.
e.
limited advertising expenditures are required to maintain market share.
79. Heinz promoting its vinegar as an effective cleaner for wall, glass, kitchen, and bathroom surfaces would most likely
be a strategy for the ____ stage of the product life cycle.
a.
introduction
b.
decline
c.
growth
d.
maturity
e.
competitive
80. 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
81. When banks add new services during the maturity stage, the objective they are most likely trying to achieve is
a.
pruning items from the product line.
b.
generating cash flow.
c.
maintaining their market share.
d.
filling geographic gaps.
e.
increasing their market share.
82. 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
83. When Clorox introduced bleach in a no-drip bottle, the firm was taking action consistent with its product being in the
____ stage of the product life cycle.
a.
introduction
b.
growth
c.
stabilization
d.
maturity
e.
decline
84. The makers of Tide Detergent created “pods” of the product, characterized by a small, 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
85. 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
86. 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
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.
87. 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
88. 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
89. 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
90. During the decline stage of the product life cycle,
a.
sales rapidly decrease.
b.
market share is maintained.
c.
competition is at a peak.
d.
profits begin to fall.
e.
profits peak and then begin to decline.
91. 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
92. 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
93. 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
94. 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.
95. 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
96. Which of the following is not a stage in the buyer's product adoption process?
a.
Awareness
b.
Adoption
c.
Trial
d.
Exploration
e.
Interest
97. 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
98. 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
99. 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
e.
Evaluation
100. 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
101. An individual moves into the adoption stage of the product 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.
experiences the product for the first time.
e.
becomes aware that the product exists.
102. 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.
middle majority.
103. While Alec’s grandfather still prefers using a land line, he just bought his first cell phone. Alec’s grandfather is most
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
104. 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.
105. Scenario 11.2
Use the following to answer the questions.
Megabus 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 Greyhound Lines, Megabus is an express service, and is equipped with Wi-Fi, video screens,
headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in
the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.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 Greyhound, has launched two new bus lines, BoltBus and NeOn, with
similar fares and high-tech amenities. A fare on NeOn 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 Greyhound's traditional line is that
there are more departure times and more stops in smaller towns along the way.
Refer to Scenario 11.2. What product(s) is Megabus marketing?
a.
Megabus is a service and therefore is not marketing a product.
b.
The ride between cities is a service product and is the only one Megabus is marketing.
c.
The ride between the cities, which is the core product, plus the supplemental features of Wi-Fi, video screens,
and other technology.
d.
The ride between cities, which is a convenience product.
e.
The ride between cities, which is a shopping product.
106. Scenario 11.2
Use the following to answer the questions.
Megabus 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 Greyhound Lines, Megabus is an express service, and is equipped with Wi-Fi, video screens,
headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in
the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.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 Greyhound, has launched two new bus lines, BoltBus and NeOn, with
similar fares and high-tech amenities. A fare on NeOn 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 Greyhound's traditional line is that
there are more departure times and more stops in smaller towns along the way.
Refer to Scenario 11.2. When Greyhound launched the BoltBus and NeOn 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.
107. Scenario 11.2
Use the following to answer the questions.
Megabus 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 Greyhound Lines, Megabus is an express service, and is equipped with Wi-Fi, video screens,
headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in
the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.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 Greyhound, has launched two new bus lines, BoltBus and NeOn, with
similar fares and high-tech amenities. A fare on NeOn 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 Greyhound's traditional line is that
there are more departure times and more stops in smaller towns along the way.
Refer to Scenario 11.2. Casey is searching the website of Megabus.com for the schedule and fares of a trip between
Buffalo, NY and New York City. Casey is most likely in which of the following stages of the product adoption process?
a.
adoption
b.
trial
c.
evaluation
d.
interest
e.
awareness
108. Scenario 11.2
Use the following to answer the questions.
Megabus 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 Greyhound Lines, Megabus is an express service, and is equipped with Wi-Fi, video screens,
headsets, and seat belts. Many buses also run on biodiesel fuel. Additionally, Megabus picks up and drops off people in
the centers of cities rather than at inconveniently-located terminals. Patrons can book tickets at Megabus.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 Greyhound, has launched two new bus lines, BoltBus and NeOn, with
similar fares and high-tech amenities. A fare on NeOn 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 Greyhound's traditional line is that
there are more departure times and more stops in smaller towns along the way.
Refer to Scenario 11.2. The closest competitor for Megabus is Greyhound Lines. Greyhound Lines has been n business for
many years, offering basic transportation services until the introduction of their new BoldBus and NeOn. Even though
both companies are in the bus transportation business, Greyhound Lines is most likely in the ____ stage of the product life
cycle, while Megabus is in the _____ stage.
a.
Maturity; Introduction
b.
Maturity; Growth
c.
Growth; Maturity
d.
Growth; Decline
e.
Decline; Growth
109. A product need not be a physical product.
a.
True
