Chapter 09 Product, Branding, and Packaging Decisions

Accessibility: Keyboard NavigationBlooms: Remember Difficulty: Easy Learning Objective: 09-03 Explain the difference between a product mix's breadth and a product line's depth.. Accessib

Trang 1

Chapter 09 Product, Branding, and Packaging Decisions

Multiple Choice Questions

1 The basic problem-solving benefits that consumers are seeking are defined by the:

E core customer value.

There is more to a product than its physical characteristics or its basic service function Marketers involved with the development, design, and sale of products think of them in an interrelated fashion At the centre is the core customer value, which defines the basic

problem-solving benefits that consumers are seeking

Accessibility: Keyboard Navigation

Blooms: Remember

Difficulty: Easy

Learning Objective: 09-01 Describe the components of a product.

Topic: 09-01 Complexity of Products and Types of Products

Trang 2

2 The nonphysical attributes of a product, including product warranties, financing, product support, and after-sale service are called the:

A augmented product.

The associated services, also referred to as the augmented product, include the nonphysical aspects of the product, such as product warranties, financing, product support, and after-sale service

Blooms: Remember

Difficulty: Easy

3 An automobile firm launched a new car into the market, and it was a great success

Customers primarily looking for speed and excitement were the target market Positioned as a sports car with supercar performance, it shattered the lap times of the fastest cars in the world

In this scenario, speed and excitement constitute the:

E core customer value.

In this case, speed and excitement constitute the core customer value There is more to a product than its physical characteristics or its basic service function Marketers involved with the development, design, and sale of products think of them in an interrelated fashion At the centre is the core customer value, which defines the basic problem-solving benefits that consumers are seeking

Trang 3

Blooms: Apply

Difficulty: Moderate

4 Joss bought a refrigerator The refrigerator came with a warranty, free delivery, and free after-sales service In this scenario, the warranty, free delivery, and after-sales service constitute the:

A augmented product.

In this scenario, the warranty, free delivery, and after-sales service constitute the augmented product The associated services, also referred to as the augmented product, include the nonphysical aspects of the product, such as product warranties, financing, product support, and after-sale service

Blooms: Apply

5 Products and services used by people for their personal use are called:

Trang 4

Blooms: Remember

Difficulty: Easy

Topic: 09-03 Types of Products

6 When shopping for diamonds, buyers typically perform a great deal of research on what they should be looking for as well as viewing different diamonds to choose the ones they want

to buy Diamonds are an example of:

considerable effort to search for the best suppliers

Blooms: Understand

7 Refrigerators and washing machines are examples of:

Trang 5

8 Milk and eggs are inexpensive items that are frequently purchased They are examples of:

9 Fire extinguishers are examples of:

Trang 6

10 Products or services toward which customers show such a strong preference that they will expend considerable effort to search for the best suppliers are called:

11 Products or services, such as furniture, apparel, fragrances, appliances, and travel

alternatives, for which consumers will spend a fair amount of time comparing alternatives are called:

Trang 7

Blooms: Remember

Difficulty: Easy

12 The products or services for which a consumer is not willing to spend any effort to evaluate prior to purchase are called:

Blooms: Remember

Difficulty: Easy

13 Products consumers either do not normally think of buying or do not know about are called:

Trang 8

Blooms: Remember

Difficulty: Easy

14 Impulse buying happens to which category of products?

in the store; therefore, impulse buying occur more for convenient product

Blooms: Analyze

Difficulty: Difficult

Learning Objective: 09-03 Explain the difference between a product mix's breadth and a product line's depth.

Topic: 09-04 Product Mix and Product Line Decisions

15 An assortment of items that a customer sees as reasonable substitutes for one another is called a(n):

Trang 9

Blooms: Remember

Difficulty: Easy

16 A product line refers to:

C a group of associated items, such as those that consumers use together.

The product mix typically consists of various product lines, which are groups of associated items, such as items that consumers use together or think of as part of a group of similar products

Blooms: Remember

Difficulty: Easy

17 Identify the term that refers to the names, terms, designs, symbols, or any other features that identify one seller's good or service as distinct from those of other sellers

D Brand

Each category within a product line may use the same or different brands, which are the names, terms, designs, symbols, or any other features that identify one seller's good or service

as distinct from those of other sellers

Trang 10

Blooms: Remember

Difficulty: Easy

18 Neon Corp., an electronic goods manufacturing company, uses the picture of an animated kangaroo on its product This picture helps in creating distinction from its other competitors inthe market This picture is an example of a:

A brand logo.

In this scenario, the picture used by the electronic goods manufacturing company is an

example of the brand logo Logos are visual branding elements that stand for corporate names

or trademarks Symbols are logos without words

Topic: 09-07 Value of Branding

19 The complete set of all products offered by a firm is called the:

B product mix.

The complete set of all products offered by a firm is called its product mix

Trang 11

Blooms: Remember

Difficulty: Easy

20 A company markets a fairly wide variety of products that includes paper, food, household cleaning supplies, medicine, cosmetics, and oral-care products The products constitute the company's:

Blooms: Remember

Difficulty: Easy

21 Clark Inc., a chain store, markets paper, food, household cleaning supplies, medicine, cosmetics, and oral-care products Under oral-care products, Clark markets a brand of

toothpastes available in three sizes and two formulations (paste and gel) Out of these, paper, food, household cleaning supplies, medicine, cosmetics, and oral-care products constitute the:

A product mix breadth.

In this scenario, Clark Inc.'s paper, food, household cleaning supplies, medicine, cosmetics, and oral-care products constitute the product mix breadth The product mix reflects the breadth and depth of a company's product lines A firm's product mix breadth (sometimes alsoreferred to as variety) represents the number of product lines offered by the firm

Trang 12

Blooms: Apply

22 Robinson Corp., a discount store, markets paper, food, household cleaning supplies, medicine, cosmetics, and oral-care products Under the hair-care product section, the

company markets a brand of shampoos available in three sizes and two formulations (paste and gel) The different type of shampoos offered by Robinson is an example of:

B product line depth.

In this scenario, the brand of shampoos marketed by Robinson Corp is an example of the product line depth Product line depth is the number of products within a product line

Blooms: Apply

23 Product mix breadth refers to the number of:

D product lines offered by a firm.

The product mix reflects the breadth and depth of a company's product lines A firm's product mix breadth (sometimes also referred to as variety) represents the number of product lines offered by the firm

Trang 13

Blooms: Remember

Difficulty: Easy

24 Product line depth refers to the number of:

B products within a group of associated items offered by a firm.

Product line depth is the number of products within a product line

Blooms: Remember

Difficulty: Easy

25 The term for the smallest unit available for inventory control is a(n):

D stock keeping unit.

Within each product category are a number of individual items called stock keeping units (SKUs), which are the smallest unit available for inventory control

Trang 14

Blooms: Remember

Difficulty: Easy

26 Stock keeping units refer to the:

C individual items within each product category.

Within each product category are a number of individual items called stock keeping units (SKUs), which are the smallest unit available for inventory control Each individual product is

a unique SKU

Blooms: Remember

Difficulty: Easy

Trang 15

Trang 16

B Brands establish loyalty

Over time and with continue use, consumers learn to trust certain brands

Blooms: Apply

Learning Objective: 09-04 Identify the advantages that brands provide firms and consumers.

31 Brands add value for both customers and the firm in all following ways EXCEPT:

E Brands make new product launch a success

Brand, by itself, doesn't make a new product successful Many established brands fail when they launch a product

Trang 17

Learning Objective: 09-04 Identify the advantages that brands provide firms and consumers.

32 The set of assets and liabilities linked to a brand that add to or subtract from the value provided by a product or service is called:

Learning Objective: 09-05 Summarize the components of brand equity.

Topic: 09-08 Brand Equity

33 Vinkruet Coffee House has differentiated itself from its competitors by allowing

customers to sit in the café for as long as they want and giving them access to the café's library Additionally, celebrities have endorsed the brand, which has helped the café create a better brand image among the target customers This is an example of:

Trang 18

Blooms: Apply

34 Sindiola Inc designs high-end footwear for women, which is stylish, sophisticated, and exclusive Endorsed by celebrities, the store is considered one-of-a-kind, which makes target consumers value it more This is an example of:

Blooms: Apply

35 Fenkrusk Foods Inc offers high-quality frozen foods It emphasizes that its foods are a healthy choice because they are free of artificial preservatives Customers are very familiar with the brand and what it stands for, and they have an opinion about it This is an example of:

familiar customers are with a brand, the easier their decision-making process will be

Familiarity matters most for products that are bought without much thought, such as soap or chewing gum

Trang 19

Blooms: Apply

36 Many consumers are familiar with the brands Pepsi and Coca-Cola and what they stand for This is an example of:

customers are with a brand, the easier their decision-making process will be This familiarity

is an example of brand awareness

37 Which of the following holds true for the term "brand awareness"?

attributes

self-expressive meanings for consumers

service repeatedly over time rather than buying from multiple suppliers within the same category

E It suggests that the more aware or familiar customers are with a brand, the easier their

decision-making process will be

Brand awareness measures how many consumers in a market are familiar with the brand and what it stands for, and have an opinion about that brand The more aware or familiar

customers are with a brand, the easier their decision-making process will be

Trang 20

Blooms: Remember

Difficulty: Easy

38 Which of the following holds true for the term "perceived value"?

attributes

C It refers to the relationship between a product or service's benefits and its cost.

a brand and what it stands for

Perceived value is the relationship between a product or service's benefits and its cost Customers usually determine the offering's value in relationship to that of its close

competitors

Blooms: Remember

Difficulty: Easy

39 Which of the following holds true for the term "brand loyalty"?

attributes

D It refers to a situation that occurs when a consumer buys the same brand's product or

service repeatedly over time rather than trying other brands

Brand loyalty occurs when a consumer buys the same brand's product or service repeatedly over time rather than buying from multiple suppliers within the same category

Trang 21

Blooms: Remember

Difficulty: Easy

40 Which of the following holds true for the term "brand personality"?

attributes

B It refers to a set of human characteristics associated with a brand, which has symbolic or

Brand personality refers to a set of human characteristics associated with a brand, which has symbolic or self-expressive meanings for consumers

Blooms: Remember

Difficulty: Easy

41 A celebrity sportsperson endorses a particular product A consumer equates the product with physical fitness and sports This is an example of:

Trang 22

42 Jim loves eating at the Chinese restaurant Canton Delight Although three other Chinese restaurants in the neighbourhood are less expensive, Jim continues to visit Canton Delight This is an example of:

customers are an important source of value for firms

Blooms: Apply

43 Pearly and Waves are two teeth whitening brands Though Pearly charges more than Waves, both use the same "magical" ingredient (peroxide) and produce the same result Most consumers typically opt for Waves Which of the following is most likely influencing their purchase decision?

of its close competitors

Trang 23

Blooms: Apply

44 Plognas Inc and Naslog Inc are manufacturers of diapers Gita, a likely consumer, relates

to Plognas as an adult diaper brand, whereas she relates to Naslog as a kids diaper brand These associations made by Gita with the manufacturers indicate:

In this scenario, the associations made by Gita with the manufacturers indicate brand

personality Brand personality refers to a set of human characteristics associated with a brand,which has symbolic or self-expressive meanings for consumers Brand personality elements include male, female, young, old, fun loving, and conservative, as well as qualities such as fresh, smooth, round, clean, or floral

Blooms: Apply

45 Which of the following holds true for the term "brand association"?

A It refers to the mental links that consumers make between a brand and its key product

attributes

Brand associations reflect the mental links that consumers make between a brand and its key product attributes, such as a logo, slogan, or famous personality

Trang 24

Blooms: Remember

Difficulty: Easy

46 Synthesis Corp is perceived among its consumers as a firm that sells sturdy cellphones with a comparatively longer lifespan than that of the other manufacturers' cellphones This is

Blooms: Apply

47 Brad loves playing video games He was always a Sony customer, having used

PlayStation 2 for a long time, and he bought a PlayStation 3 the day it was launched He has loved Sony's video game products so much that he now buys only Sony products This indicates:

Trang 25

Blooms: Apply

48 Perfume makers usually use elaborate and expensive advertising campaigns to create strong brand imagery for their perfumes Though the cost of producing perfumes is relatively low, consumers are ready to pay high prices because they believe that the perfume is worth having This is an example of:

The willingness of consumers to purchase a perfume primarily for its high cost is an example

of the perceived value of the product Perceived value is the relationship between a product orservice's benefits and its cost Customers usually determine the offering's value in relationship

to that of its close competitors

Blooms: Apply

49 A set of human characteristics associated with a brand that has symbolic or self-expressivemeanings for consumers is known as:

Trang 26

Blooms: Apply

50 Which of the following holds true for brand-loyal customers?

D They insulate a firm from competition with their high levels of loyalty.

A high level of brand loyalty insulates the firm from competition because brand-loyal customers do not switch to competitors' brands, even when provided with a variety of incentives

Difficulty: Easy

51 "no name" is a brand that belongs to Loblaw Companies Limited, Canada's largest food retailer "no name" is an example of:

Trang 27

Learning Objective: 09-06 Describe the types of branding strategies used by firms.

Topic: 09-10 Brand Ownership

52 Brands owned and managed by a manufacturer are called:

Manufacturer brands are owned and managed by the manufacturer, and include Nike,

Mountain Dew, KitchenAid, and Marriott These brands are otherwise known as national brands

Blooms: Remember

Difficulty: Easy

53 IBM and Kellogg are brands that are owned and managed by the manufacturers

themselves They are examples of:

Trang 28

54 Which of the following brands are also known as manufacturer brands?

Manufacturer brands are owned and managed by the manufacturer, and include Nike,

Mountain Dew, KitchenAid, and Marriott These brands are otherwise known as national brands

Blooms: Remember

Difficulty: Easy

55 Benkerano Inc is a retailer that owns and manages a brand called Saturn's Choice This brand includes grocery products, financial services, and even cellphone services Benkerano's Saturn's Choice is an example of a:

Trang 29

Blooms: Apply

56 A supermarket sells unbranded dairy products, salt, grains, and meat These are examples of:

57 Tengermart is a chain of discount stores It owns and manages brands such as Streetsmart Wear and Blue Veils These brands are examples of:

Trang 30

58 A grocery store sells unbranded barbeque sauces, spices, and seasonings These are examples of:

59 Which of the following brands are developed and marketed by a retailer and available only from that retailer?

Trang 31

Blooms: Remember

Difficulty: Easy

60 A product sold without a brand name, typically in a commodities market, is called a:

Blooms: Remember

Difficulty: Easy

61 When a product is named by using a firm's own corporate name to brand all its product lines and products, the branding strategy used refers to a(n):

Trang 32

Blooms: Remember

Difficulty: Easy

Topic: 09-11 Naming Brands and Product Lines

62 Which of the following statements is true of generic products?

B Hardware stores often sell these products.

Generic products are those sold without brand names, typically in commodities markets For instance, shoppers can purchase unbranded salt, grains, produce, meat, or nuts in grocery stores Hardware stores often sell unbranded screws, nuts, and lumber

63 Vendronas Solutions Inc sells its baby care products, Vendronas Baby Powder and Vendronas Baby Soap, under the Vendronas brand name This is an example of a(n):

Trang 33

Blooms: Apply

64 Perionica Inc uses a single brand name and the recognizable Perionica logo The

corporation sells computers, phones, accessories, music players, and tablets under the single brand name and logo This is an example of a(n):

Blooms: Apply

65 Tremblay Inc., a soft-drink company, has a number of local and regional soft-drink brandssuch as Peppy and Mild Peppy and Mild are examples of:

Trang 34

Blooms: Apply

66 Austen Corp., a media company, has brands such as Today News, Axiom Music, Vroom automobile magazines, and Business World Each of the brands has an independent identity and an independent target audience These are examples of:

67 Palates Corp is a food manufacturer It has different brand names for products in differentcategories, including Babys (baby food), Vegan (vegetarian meals), and Slim Foods (diet meals and supplements) These different types of products are examples of:

Trang 35

68 Which of the following brand types allows a company to compete within one category?

69 Which of the following refers to the use of the same brand name for new products being introduced to the same or new markets?

A brand extension refers to the use of the same brand name for new products being introduced

to the same or new markets The dental hygiene market, for instance, is full of brand

extensions

Định dạng
Số trang	71
Dung lượng	62,46 KB