Q&A Hero

Q: A _____ is a name, term, symbol, design, or combination thereof that identifies a seller's products and differentiates them from competitors' products. a. brand mark b. trademark c. brand name d. UPC e. brand

Q: At one point Heinz made ketchup in multiple colors including red, green, purple, pink, orange, and teal. While they were popular for a few years, consumers stopped buying the unusual colors and Heinz has dropped back to just making red ketchup. This is an example of the implementation of a _____ strategy. a. repositioning b. cannibalization c. product line extension d. product line contraction e. divestment

Q: Cover Girl and Revlon are both recognized as leading manufacturers of cosmetics. Both companies have recently introduced cosmetics for the over-50 woman who does not have the same concerns as a 20-year-old girl. The introductions of these cosmetics are examples of the implementation of a _____ strategy. a. portfolio breadth expansion b. product portfolio width adjustment c. product item contraction d. product line extension e. repositioned marketing mix

Q: When Crest introduced Crest for Kids, this was an example of a _____ strategy. a. repositioning b. product line extension c. cannibalization d. disintermediation e. demarketing

Q: In terms of sales and market share, Rexona is the number-one brand of deodorant worldwide. Since it was created in Australia in 1908, it has added an antiperspirant, a stick deodorant, Rexona for Men, Rexona for Women, Rexona for Teens, and Rexona Skin Friendly. These additions are examples of: a. product line extensions b. product portfolio width adjustments c. product item contractions d. SBU expansions e. product mix widths

Q: Adding additional products to an existing product line in order to compete more broadly in the industry is referred to as: a. product line extension b. product modification c. planned obsolescence d. repositioning e. cannibalization

Q: Over the years Cadillac has become to be thought of as "your grandparent's car." The new Cadillac ads showing a beautiful young woman driving a Cadillac along with the statement, "When you turn your car on, does it turn you on?" is an example of marketing designed to help _____ Cadillac as a car for today's younger driver. a. diversify b. reposition c. develop d. expand e. display

Q: Apple Computer Inc. recently dropped the "Computer" from their name to become Apple Inc. This was a part of the company's _____ away from simply being perceived a computer company. a. quality modification b. aesthetic modification c. demarketing d. repositioning e. functional extension

Q: A regional utility company needs to change consumers' perceptions of its current service as being harmful to the environment. Which of the following strategies would best allow the company to accomplish this goal? a. contraction of the number of services offered by the utility company b. adding new services to its product line c. repositioning d. disintermediation e. use of product cannibalization

Q: Which of the following statements about planned obsolescence is true? a. Environmentalists support planned obsolescence. b. A company that is interested in producing a quality product would never engage in planned obsolescence. c. Style modification creates planned obsolescence. d. Planned obsolescence is not an ethical issue. e. All of the statements about planned obsolescence are true.

Q: One of the leading manufacturers of choir robes has added different types of trim and fabric it uses in making the robes. The company has not changed its prices. This is a(n) _____ modification. a. style b. obsolescence c. quality d. repositioning e. upward extension

Q: A style modification is a(n): a. change in the product's durability or dependability b. safety improvement c. aesthetic product change d. way to add convenience e. improvement in product versatility and effectiveness

Q: Which type of product modification is an aesthetic product change? a. functional b. quality c. repositioning d. style e. planned

Q: When Proctor & Gamble removed potentially dangerous dyes and chemicals from its Tide detergent product and introduced Tide Free they were making a _____. a. product line contraction b. quality modification c. aesthetics modification d. obsolescence factor e. functional modification

Q: Which type of product modification changes a product's versatility, effectiveness, convenience, or safety? a. quality b. planned c. functional d. style e. use

Q: When Honda automobiles first entered the U.S. market, they were small and not very durable. However, over the years, Honda has modified its automobiles to be one of the most dependable cars on the market. This change in dependability and durability is representative of which type of product modification? a. style modification b. planned obsolescence c. functional modification d. quality extension e. quality modification

Q: A go-cart manufacturer recently added shock absorbers to make the ride in its go-carts smoother. It has not changed its prices. This is a(n) _____ modification. a. upsale b. style c. dysfunctional d. repositioning e. quality

Q: Which type of product modification changes a product's dependability or durability? a. functional b. style c. aesthetic d. quality e. primary

Q: Recently Apple updated its iPod Touch product, which now has two cameras which can shoot HD video. Adding new camera and video recording features to the iPod Touch is an example of a: a. product modification b. brand mix extension c. product diversification d. brand repositioning e. demographic modification

Q: Which of the following is an example of a product modification? a. lowering the price of textbooks b. dropping a product from the product line c. changing the color of a laundry detergent d. changing the amount of management time spent overseeing production e. increasing the number of distribution outlets

Q: Changing one or more of a product's characteristics is called: a. product modification b. product repositioning c. product adjustment d. planned obsolescence e. product extension

Q: Proctor & Gamble (P&G) is a well-known producer of home and beauty products. Along with home and beauty products, P&G also markets pet products, prescription drugs, and small appliances. This range of products provides the company with product _____. a. line height b. line consistency c. mix width d. line depth e. mix depth

Q: There are a number of toothpastes marketed under the Crest brand including Cavity-Protection Crest, Sensitive-Teeth Protection Crest, Baking Soda Crest, Tartar Protection Crest, and Crest for Kids. This is an example of Crest's: a. product line width b. product mix c. product line depth d. product mix inconsistency e. marketing mix

Q: Procter & Gamble manufactures Tide laundry detergent, the best-selling brand in the United States. But is also offers Tide to Go, which is a stick product consumers can use to clean a spot on their clothing between washings, and small travel packets of Tide detergent. These other products are part of Tide's product line: a. width b. breadth c. mix d. depth e. synergy

Q: Most people recognize Campbell's as a brand of soup, but Campbell's also manufactures Pace Picante Sauce, Pepperidge Farms products, Prego Sauce, Swanson Broth, and V8 juice. All these products are part of Campbell's: a. marketing equity b. product line c. product mix d. line depth e. product modification

Q: ForeverLawn has recently added two new synthetic lawn products. One of the products includes fake brown grass that makes the synthetic lawn look more realistic as it appears to have some patches of brown thatch. The other product is K9Grass for consumers that have pet dogs. The addition of these two new synthetic grass products is a way for ForeverLawn to increase its: a. line width b. breadth mix c. mix width d. line depth e. mix depth

Q: All of the following are benefits from organizing related items into product lines EXCEPT: a. package uniformity b. varying quality c. advertising economies d. efficient sales and distribution e. standardized components

Q: Product mix width may be defined as: a. the number of different product categories found within an industry b. the average number of products within each product line in the company c. the average number of products offered by the company d. the number of different product lines an organization offers for sale e. the extensiveness of the coverage of the line from high end (expensive) to low end (inexpensive)

Q: Along with its Macintosh computer line, Apple markets its iPod, iPhone, and AppleTV products. This is an abbreviated listing of the company's: a. customer mix b. product line c. product mix d. line depth e. product modification

Q: There are a number of toothpastes marketed under the Crest brand including Cavity-protection Crest, Sensitive-teeth Protection Crest, Baking Soda Crest, Tarter Protection Crest, and Crest for Kids. The large variety of toothpastes under the Crest brand is an example of a: a. marketing mix b. product line c. product mix d. product equity e. product modification

Q: A product line is a group of products that are closely related because the: a. products share the same product managers b. products all function in a similar manner and provide similar benefits c. same company developed the idea for each product d. products are all sold under the same brand name e. products are all priced about the same

Q: David and Kathy like to take their young son, Chaz, to Moe's for lunch after church on Sunday. While they like to eat at Moe's anytime, Sunday is particularly good because it's "kids-eat-free" day at Moe's southwestern grill. Until Moe's began the reduced pricing program, Sundays were very slow. Now it is one of the busiest days of the week. This price reduction was a way to contend with the service characteristic of: a. variability b. perishability c. intangibility d. inseparability e. simultaneous production and consumption

Q: Due to service _____, services cannot be stored, warehoused, or inventoried. a. tangibility b. variability c. intangibility d. perishability e. heterogeneity

Q: Community Trust Bank has always prided itself on the friendliness of its employees. However, the results of a recent mystery shopper study indicated that the bank tellers rarely greeted customers or thanked them after the transaction. As a result, all bank employees that have customer contact are going through a training program to enhance customer service. What unique aspect of services is Community Trust attempting to address? a. heterogeneity b. perishability c. intangibility d. simultaneous production and consumption e. unfocused targeting

Q: A reading service for the visually impaired requires each reader applicant to prepare and submit a one-hour interview tape of material chosen by the service to determine whether the reader has pleasing vocal characteristics and is accent-free so that it is not necessary to use the same reader every time. The reading service is trying to limit problems associated with the service characteristic of: a. tangibility b. credence quality c. heterogeneity d. simultaneous production and consumption e. flexibility

Q: It is difficult to achieve consistency and standardization of services because of which service characteristic?a. customizationb. simultaneous production and consumptionc. intangibilityd. perishabilitye. heterogeneity

Q: Which unique characteristic of services is the variability of the inputs and outputs of services, which causes services to tend to be less standardized and less uniform than goods? a. intangibility b. inseparability c. heterogeneity d. perishability e. flexibility

Q: It is difficult for most of us to talk about mistakes we have made. Unfortunately, for organizations like Consumer Credit Counseling to help you work through your financial issues, you must be willing to honestly discuss your financial condition. In other words, for these organizations to help you must be actually involved in the process of developing your financial plan, which points to the _____ nature of services. a. intangibility b. inseparability c. heterogeneity d. perishability e. flexibility

Q: Management-labor mediation, child care, and college preparation classes are all services that are produced and consumed at the same time. All of these services exhibit the service characteristic of: a. inseparability b. intangibility c. heterogeneity d. perishability e. variability

Q: Which unique characteristic of services means consumers must be present during the production? a. intangibility b. inseparability c. heterogeneity d. perishability e. connectivity

Q: Which of the following services would be most likely to exhibit strong credence qualities? a. a math tutorial service b. the repair of a leaky drain c. the preparation of a dead body for burial d. tax return preparation e. a landscaping service that mows lawns

Q: Alec had his gall bladder removed, but he was unconscious during the operation. In fact, even though he has an incision, he really has no way of knowing if the service was actually performed even after it was allegedly performed. That is because medical services such as this exhibit _____ qualities. a. credence b. perishable c. experience d. search e. Homogeneity

Q: A characteristic that consumers may have difficulty assessing even after purchase because they do not have the necessary knowledge or experience is referred to as _____ quality. a. search b. experience c. credence d. abstract e. inert

Q: "Girls Just Wanna Have Funds" is a Washington, D.C. support group that consist of mostly young women that offers tips on budgeting and debt relief. Since you cannot evaluate the quality of the financial advice until after you have received it, this is an example of the _____ characteristic of service. a. Reliability b. Heterogeneous satisfaction c. Search quality d. Temporal quality e. Experience quality

Q: David and Kathy are trying to decide where to go on vacation. David has suggested a cruise. Since neither of them have been on a cruise before, they will be unable to assess the _____ of a cruise until they actually take the vacation. a. tangible attribute b. experience quality c. creative quality d. credence quality e. heterogeneity feature

Q: A(n) _____ is a characteristic that can be easily assessed prior to purchase, such as the softness of a mattress or the color of curtains. a. search quality b. intangible attribute c. experience quality d. credence quality e. heterogeneity feature

Q: A service cannot be touched, seen, tasted, heard, or felt in the same manner in which goods can be sensed and, therefore, is referred to as: a. impervious b. extraneous c. synergistic d. perishable e. intangible

Q: All of the following are unique characteristics that distinguish services from goods EXCEPT: a. intangible b. inseparable c. searchable d. heterogeneous e. perishable

Q: PayPal allows you to pay for items that you buy at online sites such as eBay without exposing your credit card or bank account number. To use PayPal you simply select PayPal when checking out at the online store, and then allow PayPal to pay directly from a credit card or from your PayPal balance or linked bank account. PayPal would be classified as a: a. good b. tangible resource c. tangible product d. service e. nonprofit organization

Q: The service sector: a. has remained steady at 44 million jobs in the United States for the last 20 years b. employs roughly 81 percent of the U.S. workforce c. is rarely capital intensive, as most services do not need high technology d. is decreasing in importance in the United States e. tends to create fewer new jobs than the manufacturing industry

Q: "Girls Just Wanna Have Funds" is a Washington, D.C. support group that consist of mostly young women that offers tips on budgeting and debt relief. As they state on their Web site, their goal is to help women break financial ceilings "one stiletto at a time." Girls Just Wanna Have Funds is providing a _____ that is helpful to women that want to be financially savvy. a. synergy b. tangible resource c. tangible product d. service e. good

Q: A(n) _____ is the result of applying human or mechanical efforts to people or objects. a. application processor b. profit intermediary c. tangible product d. service e. nonprofit organization

Q: In general, most consumers don"t spend a lot of time thinking about their funeral. So some funeral home advertising tries to get them to think about their loved-ones and encourage preplanning their funeral. This is an attempt to get people to think about a product that most consumers do not actively seek. In other words, insurance is a(n) _____ product. a. heterogeneous shopping b. specialty c. unsought d. business e. consumer

Q: Freda was proud of her shiny new iPhone. She was disappointed when she began to notice scratches on its display surface. If Freda had of known about the clear static cling protective films that were available to protect the iPhone display from scratches, she could have avoided this annoying problem. For Freda, the protective films are a(n) _____ product. a. heterogeneous shopping b. specialty c. unsought d. convenience e. consumer

Q: Alice is a very busy person and she hates to spend her time with yard work. She really likes the idea of a synthetic lawn. However, she has never pursued the idea as she has two dogs in her back yard. June does not know that several manufactures make synthetic grass that with an antibacterial agent to minimize odors for pet owners. For Alice, the dog friendly synthetic lawns are a(n) _____ product because she doesn't know the product exists. a. heterogeneous shopping b. specialty c. unsought d. convenience e. exclusive

Q: Unsought products typically are products that: a. consumers purchase when they see them in a convenient location b. consumers definitely don't want c. only require reminder advertising to be successful d. require little or no decision making by the buyer e. consumers don't know about or don't actively look for

Q: _____ products are products that are not known about or not actively searched for by consumers. These products require aggressive personal selling and highly persuasive advertising. a. Hidden b. Specialty c. Equity d. Unsought e. Shopping

Q: When deciding on distribution plans for specialty products, companies generally ensure that the items are: a. made available only as private brands b. made available in a large number of stores in a geographic area c. made available only through the mail d. distributed to a considerable number of stores in a geographic area e. distributed to only a few stores in the geographic area

Q: Evan Zimmermann loves watches. He collects vintage Rolex sport models made between 1950 and 1960. He paid $1,500 for his first watch in 2000. Now, the watch is worth $15,000. For Evan, the vintage watches are an example of a(n) _____ product. a. specialty b. consumer c. convenience d. business e. unsought

Q: Janet will only purchase Williams and Sonoma products for her kitchen. The products are expensive but Janet feels they have the highest quality and will last a very long time. These products represent _____ products. a. heterogeneous shopping b. specialty c. homogeneous shopping d. convenience e. business

Q: Bang & Olufsen make some of the best sound systems in the world. After years of development, Bang & Olufsen recently released its new BeoLab 5 speakers. For audiophiles who demand the best in audio equipment, the $19,950 Bang & Olufsen BeoLab 5 speakers represent an example of a(n) _____ product. a. heterogeneous shopping b. specialty c. homogeneous shopping d. convenience e. exclusive

Q: _____ products are searched for extensively, and substitutes are not acceptable. These products may be quite expensive, and often distribution is limited. a. Exclusive shopping b. Homogeneous convenience c. Branded shopping d. Specialty e. Heterogeneous convenience

Q: Which of the following products is most likely to be considered an example of a heterogeneous shopping product? a. apartment b. laundry detergent c. electric automobile d. package of pens e. dog food

Q: When Kyla wanted patio furniture, she visited stores that had outdoor furniture, including Home Depot, Lowe's, Target, and Howard Lumber Company to find the set that would look just right on her patio. If Kyla represents a typical patio furniture shopper, you know this product is a(n): a. homogeneous luxury product b. shopping specialty good c. operating supply good d. convenience item e. heterogeneous shopping good

Q: _____ products are seen by consumers to differ in quality, style, suitability, and lifestyle compatibility. Comparisons between these products are often quite difficult because they may have unique features and different levels of quality and price. a. Product equivalents b. Comparative convenience products c. Homogeneous shopping products d. Product counterparts e. Heterogeneous shopping products

Q: Andrea needs to find a kennel for boarding her son's dogs. There are several different kennels in her community, and Andrea believes all of them to be basically alike. The only feature she is genuinely concerned about is low price. For Andrea, the kennel for boarding dogs would be classified as a(n) _____ product. a. specialty b. unsought c. heterogeneous shopping d. basic convenience e. homogeneous shopping

Q: _____ are products consumers see as being basically the same, so consumers shop for the lowest price. a. Low-prestige specialty products b. Product equivalents c. Heterogeneous shopping products d. Generic convenience products e. Homogeneous shopping products

Q: Which of the following is the best example of a shopping product for most consumers? a. washing detergent b. crackers c. soft drink d. digital camera e. magazine

Q: The two types of shopping products are: a. unsought and convenience b. generic and family c. exclusive and intensive d. heterogeneous and homogeneous e. consumer and business

Q: Harrison wanted a gas water heater. He watched newspaper ads until he found one on sale. For Harrison the water heater is a(n) _____ product. a. shopping b. convenience c. component d. unsought e. specialty

Q: Which type of consumer product requires comparison shopping because it is usually more expensive than a convenience product and is found in fewer stores? a. unsought product b. secondary product c. unique product d. shopping product e. selective product

Q: Which of the following is the best example of a convenience product? a. concert tickets b. chewing gum c. jeans d. chemical for the swimming pool e. a birthday present

Q: Kathy is driving Chaz, her young son, home from soccer practice when Chaz say, "Mom, I"m thirsty." Kathy immediately pulls the SUV into the nearest gas station and buys Chaz a Coke. For Kathy, the Coke is best described as an example of buying a _____ product. a. homogeneous shopping b. heterogeneous shopping c. convenience d. specialty e. component

Q: Compared to the other classifications of consumer products, shopping products are: a. widely available so they need little or no promotion b. usually less expensive than convenience products c. purchased without significant planning d. usually more expensive than convenience products and are found in fewer stores e. purchased immediately after the consumer realizes he or she needs them

Q: Amy stopped by the grocery store to pick up a gallon of milk. As she was waiting to check out she noticed that Soap Opera Digest had an interesting story about one of her favorite characters. As Amy is a huge fan of the long running soap, she had to buy a copy. In this example, the Soap Opera Digest is an example of a(n) _____ product. a. specialty b. convenience c. business d. shopping e. unsought

Q: The convenience product marketing strategy includes: a. wide distribution of the product b. higher than ordinary prices c. few retail outlets other than convenience stores d. significantly lower promotion budgets e. products that are not easily substitutable

Q: _____ products are purchased with little shopping effort. These products typically are purchased regularly, usually with little planning, and require wide distribution. a. Convenience b. Specialty c. Branded shopping d. Unbranded shopping e. Generic

Q: There are so many high-definition television sets on the market, and they vary so much on price, quality, and features that consumers often have trouble comparing them. A high-definition TV would probably be considered a _____ product. a. convenience b. specialty c. heterogeneous shopping good d. homogeneous shopping good e. generic

Q: The consumer products are usually classified is based on: a. how the market is segmented b. the way the products are manufactured c. the way products are used d. the physical attributes of the product e. the amount of effort consumers spend to acquire the product

Q: Rock-Tenn produces cardboard cartons to be used by companies in the food industry. Rock-Tenn is selling _____ products. a. specialty b. consumer c. business d. convenience e. unsought