Test
Chapter 10 MKTNG review
Preguntas del test (26)
1The decision an organization makes to use a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors is called:
- Alicensing.
- Bbranding.
- Ccopyrighting.
- Dtrademarking.
- Eproduct identification.
2A difference between informational labeling and persuasive labeling is that informational labeling:
- Afocuses on a promotional theme or logo rather than consumer information.
- Bincreases a consumer's cognitive dissonance after the purchase.
- Chelps a consumer make proper product selections.
- Dgives the impression of environmental friendliness to a product.
3A number of yogurts are marketed under the Duncen brand, including Duncen All Natural, Duncen Fruit on the Bottom, Duncen Light & Fit, DunActive, and Dun-o-nino. The large variety of yogurts under the Duncen brand is an example of a:
- Abrand equity
- Bproduct mix
- Cproduct item
- Dpromise index
4Which of the following is true of product lines?
- AThey mandate a separate marketing strategy for each line.
- BThey provide economies of scale in advertising.
- CThey involve greater transportation and warehousing costs than product items.
- DThey help distinguish each version of a product from the others offered by a company.
5When deciding on distribution plans for specialty products, companies generally ensure that the items are:
- Amade directly available to a consumer through a salesperson, direct mail, or direct response advertising.
- Brelatively inexpensive and merit little shopping effort.
- Calways marketed as unsought products.
- Ddistributed to only a few stores in a geographic area.
6Which of the following is true of an express warranty?
- AIt gives the impression of environmental friendliness to a product.
- BIt contains an unwritten guarantee about the performance of a product.
- CIt prohibits other firms from using a brand or part of a brand without permission.
- DIt ranges from simple statements to extensive documents written in technical language.
7Which of the following is true of an implied warranty?
- AIt prohibits other firms from using a brand or part of a brand without permission.
- BIt identifies the brand of a part that makes up the product.
- CIt ranges from simple statements to extensive documents written in technical language.
- DIt comes with the sale of every product under the Uniform Commercial Code.
8Elsem Foods is a manufacturer of food and beverages. It manufactures several varieties of foods like potato chips, cupcakes, candies, crackers, fruit juices, and carbonated drinks. It introduced a new line of baked potato chips in different flavors. It receives its largest profit from its newly introduced line of hundred percent fruit juices that are available in different flavors, such as orange, apple, litchi, cranberry, and so on. Which of the following is a product item of Elsem Foods?
- ABaked potato chips
- BCupcakes
- CHundred percent orange juice
- DBeverages
9Which of the following is considered an advantage of decreasing a product's quality?
- AIt gives manufacturers greater ability to raise prices for the product.
- BIt allows manufacturers to appeal to target markets unable to afford the original product.
- CIt motivates customers to replace worn out products.
- DIt enhances the ease of coordinating promotion from market to market.
10Which of the following is true of a specialty product?
- AIt is widely distributed in a geographic area in order to sell sufficient quantities to meet profit goals.
- BIt is marketed using selective, status-conscious advertising that maintains its exclusive image.
- CIt is bought only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility.
- DIt is sold using aggressive personal selling as consumers do not seek out this type of product.
11 Compared to convenience products, shopping products are:
- Asold through aggressive personal selling and highly persuasive advertising.
- Busually more expensive and are found in fewer stores.
- Cpurchased without significant planning.
- Davailable everywhere, including department stores, gas stations, and vending machines.
12A mobile phone manufacturing company is said to functionally modify one of its products if it:
- Aintroduces a sleek and stylish version of the mobile phone with the same specifications.
- Breduces the price of the mobile phone ahead of a sale.
- Cintroduces stylish headphones for the mobile phone.
- Dreleases a software update to fix the mobile phone's heating problem.
13Which of the following statements is true about the naming strategies for products sold in the global market?
- AA one-brand-name strategy is useful when a company markets mainly one product.
- BAn advantage of using different brand names in different markets is greater identification of the product from market to market.
- CA one-brand-name strategy reduces the ease of coordinating promotion from market to market.
- DA disadvantage of using different brand names in different markets is that it does not support localization.
14Which of the following is a difference between individual branding and family branding?
- AIndividual branding uses different brand names for different products, while family branding markets several different products under the same brand name.
- BIndividual branding is used when products do not vary in use or performance, while family branding is used when products vary greatly in use or performance.
- CIndividual branding identifies the brand of a part that makes up the product, while family branding identifies the entire product.
- DIndividual branding is used when two brands receive equal treatment, while family branding is used when two brands borrow from each other's brand equity.
15Why are many retailers creating and promoting their own captive brands?
- ACaptive brands carry evidence of a store's affiliation and are available everywhere.
- BCaptive brands help to increase a company's presence in markets where it has little room to differentiate itself.
- CCaptive brands allow retailers to ask a price similar or equal to manufacturers' brands.
- DCaptive brands allow retailers to gain greater profits by marketing cheaper products under a brand name owned by them.
16Which of the following is true of an unsought product?
- AMarketers of unsought products often use selective, status-conscious advertising to maintain the product's exclusive image.
- BConsumers buy unsought products regularly, usually without much planning.
- CNew products are categorized as unsought products until advertising and distribution increase consumer awareness of them.
- DConsumers usually buy an unsought product only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility.
17Zing is a soft drink which is available everywhere, including gas stations, department stores, and vending machines. Zing is an example of a(n) _____.
- Aunsought product
- Bspecialty product
- Cconvenience product
- Dshopping product
18Amy spends very little time to shop for bath soaps and beauty creams as she uses only the products offered by Eve’s Aura, a manufacturer of bath and beauty products. As Eve’s has a wide distribution network, its products are available in almost every retail outlet in Amy’s locality. In this scenario, the bath and beauty products from Eve’s Aura are examples of _____ products.
- Aspecialty
- Bconvenience
- Cbusiness
- Dshopping
19Lisa goes to an electronic goods store to purchase a washing machine. After comparing the various brands of washing machines available, their functions, prices, and so on, she purchases one that is cheaper and smaller than the rest. In this case, Lisa has purchased a(n) _____.
- Ashopping product
- Bbusiness product
- Cspecialty product
- Dunsought product
20Frieda was disappointed to notice that her new phone had several scratches on its screen. If she had known about the clear protective films that were available to protect the phone display from scratches, she could have avoided this problem. For Frieda, the protective films were _____.
- Aconvenience products
- Bunsought products
- Cspecialty products
- Dshopping products
21_____ is a type of co-branding that occurs when two brands receiving equal treatment borrow from each other’s brand equity.
- AIngredient branding
- BCooperative branding
- CComplimentary branding
- DFamily branding
22_____ labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.
- AInformational
- BPersuasive
- CPerspective
- DInstructional
23Daily Fresh is a multinational food and beverage company. One of the new products that Dairy Rich intends to introduce includes fiber added to chocolate. The packages will include data that each chocolate bar contains five grams of fiber and the various health benefits of including more fiber in one’s diet. In this case, Daily Fresh intends to use _____.
- Ainformational labeling
- Bpersuasive labeling
- Cindividual branding
- Dfamily branding
24_____ is when a product or company attempts to give the impression of environmental friendliness whether or not it is environmentally friendly.
- AGreenwashing
- BGreen hosting
- CAstroturfing
- DCooperative branding
25Ecstasy Inc. is a Canada-based food and beverage company. The company has decided to market and sell its products in all European countries under the same brand name. In this scenario, Ecstasy Inc. has decided to use the _____.
- Acomplimentary branding strategy
- Bco-branding strategy
- Cone-brand-name strategy
- Dindividual branding strategy
26A(n) _____ strategy is not possible when the brand name has a negative or vulgar connotation in the local language.
- Arepositioning
- Bone-brand-name
- Cco-branding
- Dindividual branding
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