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Testbank
to accompany
Marketing 3rd Edition

by
Elliott et al
Prepared by
Sandra Smith
The University of Auckland
© John Wiley & Sons Australia, Ltd 2015

Testbank to accompany: Marketing 3e by Elliott et al.
Chapter 7:
Product
Multiple Choice Questions
1. Which of the following statements is incorrect?
a. A service is a product.
b. A physical good is a product.
*c. A service usually involves transfer of ownership.
d. A physical good is tangible; a service is intangible.
e. None of the options listed.
General Feedback:
Chapter 7 page 221, Learning Objective 1, Factual. A service is an intangible offering that does not
involve ownership.
2. Which of these is the definition of 'product'?
a. A physical, tangible offering, capable of being delivered to a customer.

b. A good offered to the market for exchange.
*c. A good, service or idea offered to the market for exchange.
d. An intangible offering to the market.
General Feedback:
Chapter 7 page 215, Learning Objective 1, Factual. A product is a good, service or idea offered to the
market for exchange.
3. Qantas is a service provider, transporting customers from one destination point to another. During
their flights they also sell Qantas merchandise such as miniature aeroplanes. Thinking about goods and
services, which of the following statements is incorrect?
a. A service is a product.
b. A physical good is a product.
*c. A service usually involves transfer of ownership.
d. A physical good is tangible, a service is intangible.
General Feedback:
2
Chapter 7: Product
Chapter 7 page 221, Learning Objective 1, Applied. A service is an intangible offering that does not
involve ownership.
4. The total product concept broadly describes a product as a bundle of attributes, creating value for the
customer. Specifically, a product can be defined as the core product, expected product, ____________
product and ____________ product.
a. associated, final
*b. augmented, potential
c. augmented, serviced
d. associated, finished
General Feedback:
Chapter 7 page 216, Learning Objective 1, Factual. Total product concept is a view of the product that
describes the core product, expected product, augmented product and potential product in order to
analyse how the product creates value for the customer.
5. Capilano Honey differentiates its product from competing products using packaging; a fundamental
characteristic. This approach could be best described as differentiating at which level of the total product
concept?
a. Core product.
*b. Expected product.
c. Augmented product.
d. Potential product.
e. Actual product.
General Feedback:
Chapter 7 page 222-223, Learning Objective 1, Applied. The expected product describes those attributes
that actually deliver the benefit that forms the core product. Marketers generally try to differentiate their
offering using fundamental characteristics such as branding, packaging and quality standards at the
expected product level (see figure 7.2).
6. A clothing company manufactures a range of underwear, singlets, socks and t-shirts for both men and
women. This range is known as the company's:
a. product capacity.
b. product item.
c. product line.
*d. product mix.
General Feedback:
Chapter 7 page 218, Learning Objective 1, Applied. A product mix is the set of all products that an
organisation makes available to customers.
3
7. As the marketing manager for Samsung, you realise the need to differentiate your range of smart
phones in the minds of your consumers. All mobile phones these days make phone calls and connect to
the internet; so at which product level are you most likely to be able to differentiate your phones from
your competitors' offerings?
a. Core.
b. Expected.
*c. Augmented.
d. None of the options listed.
e. Both a and b.
General Feedback:
Chapter 7 page 222-223, Learning Objective 1, Applied. At the augmented product level, the product
delivers a bundle of benefits that the buyer may not require as part of the basic fulfilment of their needs.
The augmented product level enables marketers to significantly differentiate their offerings from those
of competitors (see figure 7.1).
8. A dairy company manufactures a range of flavoured skim milks. This range is known as the
company's:
a. product capacity.
b. product item.
*c. product line.
d. product mix.
General Feedback:
Chapter 7 page 218, Learning Objective 1, Applied. A product line is a set of product items related by
characteristics such as end use, target market, technology or raw materials.
9. At which product level is a marketer most likely to be able to differentiate a product?
a. Core.
b. Expected.
*c. Augmented.
d. None of the options listed.
e. Both a and b.
General Feedback:
Chapter 7 page 222-223, Learning Objective 1, Factual. At the augmented product level, the product
The augmented product level enables marketers to significantly differentiate their offerings from those
of competitors (see figure 7.1).

4
Chapter 7: Product
10. Stable products, impulse products and emergency products are all examples of:
*a. convenience products.

b. specialty products.
c. unsought products.
d. shopping products.
General Feedback:
Chapter 7 page 219, Learning Objective 1, Factual. Convenience products, also known as fast-moving
consumer goods, are inexpensive, frequently purchased consumer products that are bought with little
engagement in the decision-making process.
11. In Australia, Toyota has begun offering fixed price servicing on new cars for the first 3 years. This
approach could be best described as differentiating at which level of the total product concept?
a. Core product.
b. Expected product.
*c. Augmented product.
d. Potential product.
e. Actual product.
General Feedback:
Chapter 7 page 222-223, Learning Objective 1, Applied. At the augmented product level, the product
This can include support services, such as guarantees (see figure 7.2).
12. The product life cycle has five stages: 1. ____________, 2. introduction, 3. growth, 4.
____________, 5. decline.
a. information search, maturity

b. new product development, advertising
c. market research, profitability
*d. new product development, maturity
General Feedback:
Chapter 7 page 223, Learning Objective 2, Factual. The product life cycle has five stages: 1. new
product development, 2. introduction, 3. growth, 4. maturity, 5. decline.
*a. A product can be a consumer product or a business-to-business product, but not both.
b. A product mix is all of the products an organisation makes available to customers.

5
c. Business-to-business products include products that organisations use in the production of other
products.
d. business-to-business products include products that organisations use in their daily operations.
General Feedback:
Chapter 7 page 224, Learning Objective 1, Factual. Some products are both a consumer and a business
product. Reflex photocopy paper, for example, can be purchased as a consumer product at a discount
store to be used for a home inkjet printer, or as a business product from a wholesaler by the pallet to be
used by an organisation's office printers and photocopiers.
14. Sales and profits of your company's product are falling. New products are entering the market and
there seems to be little interest in your current product. Which stage of the product life cycle has your
product now reached?
a. Maturity.
*b. Decline.
c. Growth.
d. Free fall.
General Feedback:
Page 223. Learning Objective 2. Applied. The product life cycle has five stages: 1. new product
development, 2. introduction, 3. growth, 4. maturity, 5. decline. The decline stage sees sales and profits
fall.
15. Bonds manufactures underwear, singlets, shorts, track suits, hoodies, socks and t-shirts for men,
women and children. Bonds men's underwear is an example of a:
a. product item.
*b. product line.
c. product mix.
d. specialty product.
e. staple product.
General Feedback:
Chapter 7 page 224, Learning Objective 1, Applied. A product line is a set of closely related product
items. The product line for Bonds men's underwear includes trunks, hipsters and boxers.
16. Which of the following describes the awareness stage of the product adoption process?
*a. The consumer knows little about the product, how it works or how it can benefit them.
b. The consumer seeks information to learn about the product.
c. The consumer decides whether or not they should try the product.
d. The consumer experiences interest in the product.
6
Chapter 7: Product
General Feedback:
Chapter 7 page 225, Learning Objective 2, Factual. Awareness is when the consumer becomes aware of
the new product, and is created by promotional activities, word-of-mouth, incidental exposure of the
product. At this stage the consumer knows little about the product, how it works or how it can benefit
them.
17. Big Australian retail outlets such as Kmart, Big W and Target stock a wide range of consumer
products. The consumer products stocked by these retailers can be best categorised as:
a. shopping, convenience and specialty products.

b. shopping, convenience and unsought products.
*c. shopping, convenience, specialty and unsought products.
d. shopping, convenience, core and augmented products.
e. shopping, convenience, specialty and core products.
General Feedback:
Chapter 7 page 224, Learning Objective 1, Applied. Consumer products are those products purchased by
households and individuals for their own private consumption. Consumer products fall into one of the
following categories: convenience products, shopping products, specialty products, and unsought
products.
18. You are adventurous, interested in new technologies, and a risk taker. With regard to the diffusion of
innovations theory, you are a(n):
*a. innovator.
b. early adopter.
c. early majority.
d. laggard.
General Feedback:
Chapter 7 page 226, Learning Objective 2, Applied. Innovators are the first adopters of new products.
People in this group are usually adventurous, interested in new technology and ideas, and willing to take
risks.
19. David has decided to buy a new pair of work shoes, so he spends his afternoon shopping for a new
pair. When classifying products, the category of 'shopping products', which includes shoes, also includes:
a. impulse products.
b. staple products.
c. emergency products.
*d. none of the options listed.
e. both a and b.

7
General Feedback:
Chapter 7 page 224-225, Learning Objective 1, Applied. Shopping products are irregularly purchased
items that involve moderate to high engagement with the decision-making process: consumers will often
visit a number of stores, looking at the range and comparing items based on features, quality and price.
Examples of shopping products include electrical appliances, furniture, cameras and clothing.
20. In terms of the product, most of the differentiating features are part of the ____________ product
layer of the total product concept.
*a. augmented
b. core
c. expected
d. potential
General Feedback:
Chapter 7 page 229, Learning Objective 3, Factual. If customers perceive there to be a difference
between competing products, they will examine the specific product characteristics (as well as the other
elements of the marketing mix) to assist them in making the final purchase choice. In terms of the
product, most of the differentiating features are part of the augmented product layer of the total product
concept.
21. If a consumer is prepared to spend time comparing competing offerings before making a purchase
decision, the product is most likely to be a(n):
a. unsought product.
b. specialty product.
c. convenience product.
*d. shopping product.
e. core product.
General Feedback:
Chapter 7 page 224-225, Learning Objective 1, Factual. Shopping products are irregularly purchased
Shopping products exhibit the following characteristics: they are expected to last a long time, they are
purchased relatively infrequently, they are stocked by a small number of retail outlets, they sell in low
volumes, and they have reasonably large profit margins.
22. The creation of products and product attributes that distinguish one product from another is known
as:
a. new product development.

b. the product mix.
c. the marketing mix.
8
Chapter 7: Product
*d. product differentiation.
General Feedback:
Chapter 7 page 229, Learning Objective 3, Factual. Product differentiation is the creation of products
and product attributes that distinguish one product from another.
23. For which of the following products is a consumer likely to purchase with little or no engagement in
the decision-making process?
a. Specialty.
b. Unsought.
c. Convenience.
d. Shopping.
*e. Both b and c.
General Feedback:
Chapter 7 page 224-226, Learning Objective 1, Factual. Convenience products (fast-moving consumer
goods) are inexpensive, frequently purchased consumer products that are bought with little engagement
in the decision-making process. Unsought products are those purchased to solve a sudden, unexpected
need and as such are usually also purchased with little or no engagement in the decision-making process.
An example of an unsought product might be the use of a mechanic to fix a car that has malfunctioned.
24. A collection of symbols such as a name, logo, slogan and design intended to create an image in the
customer's mind that differentiates a product from competitors' products is known as the:
a. brand image.
*b. brand.
c. trace mark.
d. brand name.
General Feedback:
Chapter 7 page 232, Learning Objective 4, Factual. A brand is a collection of symbols such as a name,
logo, slogan and design intended to create an image in the customer's mind that differentiates a product
from competitors' products.
25. Shopping products include:
a. impulse products.
b. staple products.
c. emergency products.
*d. none of the options listed.
e. both a and b.
General Feedback:
9
Chapter 7 page 224-225, Learning Objective 1, Factual. Shopping products are irregularly purchased
Examples of shopping products include electrical appliances, furniture, cameras and clothing.
26. By legally registering "XXXX" with IP Australia, the brewing company gained legally enforceable
rights to the exclusive use of the name. Registration officially makes the name a:
a. brand.
b. brand name.
c. brand mark.
*d. trade mark.
General Feedback:
Page 232. Learning Objective 4. Factual. A trade mark is a brand name or brand mark that has been
legally registered so as to secure exclusive use of the brand.
27. John is responsible for all the business-to-business buying that his company does. It is a small
company but there is enough buying to keep John very busy. In his role as buyer, the products that John
buys may include:
a. parts and materials.

b. equipment.
c. services and supplies.
*d. all of the options listed.
e. only a and b.
General Feedback:
Chapter 7 page 226, Learning Objective 1, Applied. Business-to-business products include parts and
materials, equipment and services and supplies.
28. Brand assets (e.g. trademarks and patents), stock price analysis, replacement cost, brand attributes,
brand loyalty and willingness-to-pay analysis, are all metrics to measure:
a. product value.
b. brand loyalty.
*c. brand equity.
d. company value.
General Feedback:
Chapter 7 page 233, Learning Objective 4, Factual. To measure the value of brands is extremely useful
to organisations. Brand equity metrics include: brand assets (e.g. trademarks and patents), stock price
analysis, replacement cost, brand attributes, brand loyalty and willingness-to-pay analysis.

10
Chapter 7: Product
a. Products may be unprofitable in the introduction phase of the product life cycle.
*b. The stage that a product is at in the product life cycle depends solely on how long the product has
been in the market.
c. The new product development phase of the product life cycle can involve substantial costs for an
organisation.
d. In the maturity phase of the product life cycle, sales will most likely peak or start to fall.
General Feedback:
Chapter 7 page 228-229, Learning Objective 2, Factual. Products are not simply classified based on the
number of years they have been in the market. For example, despite being around for thousands of years,
bread would not be classed as being in the final stage of its life cycle. Rather, the stages in the product
life cycle reflect the product's current place in the market and its sales and profitability (see figure 7.3).
30. The Smith's snack food company has a number of brands in addition to Smith's in its product mix,
including Doritos, Twisties, Parker's, Nobby's, Red Rock Deli, Cheetos and Burger Rings, yet these are
all known by their individual brand and not by the parent company name of Smith's. The branding
approach that Smith's is taking is an example of:
a. co-branding.
b. brand extension.
c. family branding.
*d. individual branding.
General Feedback:
Chapter 7 page 234, Learning Objective 4, Applied. Smith's is taking an individual branding approach.
31. Which of the following statements is correct?
a. Once a product has reached the maturity phase of the product life cycle, it is not possible to move
back to the growth stage.
b. Promotional activities to build awareness of a product are most likely to be necessary in the
introduction phase of the product life cycle.
c. Both a and b.
d. Conducting focus groups and market research can be a crucial component in the new product
development phase.
*e. Both b and d.
General Feedback:
Chapter 7 page 228-229, Learning Objective 2, Factual. The introduction stage marks the first
appearance of the product in the marketplace. The market is likely to know little or nothing about the
product, and so the organisation must often make a considerable investment in promotional activities in
11
order to build awareness of, and interest in, the product - and to trigger potential customers to evaluate,
trial and purchase the new product. Although research and development can be expensive, the
organisation should make the appropriate investment at the new product development stage. If the
organisation does not conduct focus groups and market research, it risks launching a poor or
unappealing product. In addition to failing to generate profits, such a product can damage the
organisation's reputation and brand.
32. Products that only indicate the product category, and do not promote a specific brand name are
known as:
*a. generic brands.

b. private label brands.
c. manufacturer brands.
d. home brands.
General Feedback:
Chapter 7 page 235, Learning Objective 4, Factual. Generic brands are those products that only indicate
the product category. These products do not promote a specific brand name.
33. Which of the following should be a part of the new product development process?
*a. Test marketing.

b. Investment in promotional activities.
c. A product launch.
d. Evaluation of competitors.
General Feedback:
Chapter 7 page 229-231, Learning Objective 2, Factual. Once a prototype has been produced, the
product should be tested in a market setting. Test marketing activities enable a 'real world' assessment of
the entire marketing mix that supports the product. This is an important step before proceeding with full
commercialisation. It is better to work out any problems with the marketing mix in a smaller test market
than to need to take corrective action nationwide.
34. Recently, many major retailers such as David Jones have teamed up with financial institutions such
as American Express, to launch credit cards. This is known as:
*a. co-branding.
b. franchising.
c. licensing.
d. a partnership.
General Feedback:

12
Chapter 7: Product
Chapter 7 page 236, Learning Objective 4, Applied. Co-branding is the use of two or more brand names
on the same product.
35. Which of the following depicts the stages of the product adoption process in the correct sequence?
a. Awareness, interest, trial, evaluation, adoption.

b. Awareness, evaluation, interest, trial, adoption.
*c. Awareness, interest, evaluation, trial, adoption.
d. Awareness, interest, trial, adoption, evaluation.
e. Awareness, trial, interest, adoption, evaluation.
General Feedback:
Chapter 7 page 231-232, Learning Objective 2, Factual. The product adoption process entails five
sequential stages: awareness, interest, evaluation, trial, and adoption (see figure 7.4).
36. There are three main types of packaging: primary packaging, secondary packaging and
____________ packaging.
*a. shipping
b. inner
c. outer
d. product
General Feedback:
Chapter 7 page 239, Learning Objective 5, Factual. There are three main types of packaging: primary
packaging, secondary packaging and shipping packaging.
37. A cricket bat manufacturer supplies its latest model bat to an Australian cricketer to use as part of a
sponsorship arrangement. According to the diffusion of innovations theory, to which category would the
Australian cricketer most likely belong in this instance?
a. Early majority.
*b. Early adopters.
c. Laggards.
d. Late majority.
e. Growth.
General Feedback:
Chapter 7 page 232-233, Learning Objective 2, Applied. Early adopters are likely to be careful choosers
of new products and are often opinion leaders who are respected by peers and people in the other
categories (see figure 7.5).

13
38. Sometimes a variation or derivative of an existing product can be added to the product line rather
than superseding the original product. This is known as a:
a. modification.
*b. line extension.
c. repositioned item.
d. brand extension.
General Feedback:
Chapter 7 page 243, Learning Objective 6, Factual. A line extension is a new product that is closely
related to an existing product in a product line.
39. When it comes to innovative products such as smart phones, older generations have a tendency to be
risk-averse; they prefer to stick to what they know. Many older consumers still look for phones that only
make calls, are relatively large and have big keypad numbers. According to the diffusion of innovations
theory, this most risk-averse group of consumers for new products are:
a. innovators.
*b. laggards.
c. the late majority.
d. early adopters.
e. early majority.
General Feedback:
Chapter 7 page 232-233, Learning Objective 2, Applied. Laggards are the last adopters. They are often
wary of new products and ideas, and generally prefer products that are familiar (see figure 7.5).
40. As products approach the decline phase of the product life cycle, which of the following will not
help the product to possibly enjoy a new phase of growth?
a. Product upgrades.
b. Line extensions.
*c. Product deletion.
d. Product repositioning.
General Feedback:
Chapter 7 page 244, Learning Objective 6, Factual. Line extensions, product upgrades and repositioning
can all help keep a product out of the decline phase. For some products, these approaches can move the
product back in the life cycle to enjoy a new phase of growth.
41. Choose the best answer to complete the following sentence. Product differentiation should:
a. make a product more affordable.

b. make a product more exclusive.
14
Chapter 7: Product
*c. aim to create a competitive advantage for the organisation.

d. provide ideas for future products.
e. correlate with the organisation's promotional campaign.
General Feedback:
and product attributes that distinguish one product from another. Differentiating features can be used in
the product's promotional activities to emphasise the value of the product and differentiate it from
competitors.
42. In terms of the total product concept, product differentiation occurs mainly at the __________level.
*a. augmented
b. core
c. expected
d. life cycle
e. growth
General Feedback:
Chapter 7 page 236, Learning Objective 3, Factual. Most of the differentiating features are part of the
augmented product layer of the total product concept.
43. Which of the following would be classed as a product differentiator?
a. Features.
b. Quality.
c. Design.
d. Brand.
*e. All of the options listed.
General Feedback:
Chapter 7 page 236-237, Learning Objective 3, Factual. Some of the characteristics that customers may
perceive to be differentiators include design, brand, image, style, quality, features and price.
44. Which of the following could not potentially be an example of product differentiation?
a. An organisation offering a product warranty.

b. A car manufacturer offering a model with a built in global positioning system (GPS).
c. An organisation offering a 24 hour product help desk.
d. Both a and c.
*e. All of the options listed are potentially product differentiators.
General Feedback:

15
Chapter 7 page 236-237, Learning Objective 3, Factual. Product differentiation is the creation of
products and product attributes that distinguish one product from another. The physical attributes of a
product, such as its design, features and quality, have a major influence on customer perceptions.
Specific product features that permit a product to perform particular tasks can be added to, or taken away
from, the basic product on offer. Product quality can be a major source of competitive advantage for
some companies. A product can also be differentiated based on support services. Such services can
encourage repeat purchases, positive 'word-of-mouth' promotion and customer loyalty.
45. Which of the following best describes the concept of product differentiation?
a. How a product evolves as it moves from one phase of the product life cycle to the next.
*b. The creation of products and product attributes that distinguish one product from another.
c. The creation of physical goods that are distinguished from competitor's physical goods.
d. The creation of services that are distinguished from competitor's services.
General Feedback:
and product attributes that distinguish one product from another.
46. A brand:
a. is a collection of symbols.
b. is a name.
c. is a slogan.
d. is a design.
*e. can be all of the options listed.
General Feedback:
Chapter 7 page 238, Learning Objective 4, Factual. The brand name can be one of the most important
aspects in a customer's purchase decision. Brand refers to a collection of symbols, such as the name,
logo, slogan and design, intended to create an image in the customer's mind that differentiates a product
from competitors' products.
a. A brand can identify all of a seller's product items.

b. A brand can identify one product item only.
c. A brand can be important in high-involvement purchases.
d. All of the options listed statements are correct.
*e. Both a and c.
General Feedback:

16
Chapter 7: Product
Chapter 7 page 238, Learning Objective 4, Factual. A brand can identify one item, a family of items, or
all the items of a seller. Brands play a particularly important role in high-involvement purchase
decisions. Most consumers will prefer a well-known, reputed brand over a cheaper, unknown brand
when making high-involvement purchases.
48. McDonald's 'golden arches', Qantas's 'flying kangaroo' and the International Olympic Committee's
'Olympic rings' are examples of:
a. brand names.
*b. brand marks.
c. brand image.
d. brand equity.
General Feedback:
Chapter 7 page 239, Learning Objective 4, Applied. Brand marks are the part of a brand not made up of
words - they often consist of symbols or designs. McDonald's 'Golden Arches', Qantas's 'Flying
Kangaroo' and the International Olympic Committee's 'Olympic Rings' are among the most recognisable
brand marks.
a. A trade mark legally registers a brand name or brand mark in order that an organisation may
exclusively use it in the market.
b. Brand equity is the added value that a brand gives a product.
*c. Brand equity is determined by the organisation rather than the consumer.
d. Brand loyalty can be a brand equity metric.
e. A customer's brand loyalty, once established, will never change.
General Feedback:
Chapter 7 page 239-238, Learning Objective 4, Factual. The added value that a brand gives a product is
known as brand equity. All of the value in products arises from the choices that consumers make among
those brands offered to them for purchase; brand equity is therefore a consumer-based concept.
50. Smith's Snackfood Company has a number of brands in its product mix, including Doritos, Twisties
and Burger Rings. This is an example of:
a. family branding.
b. brand extension.
*c. individual branding.
d. brand equity.
General Feedback:
17
Chapter 7 page 240-242, Learning Objective 4, Applied. Individual branding uses a different brand on
each product, giving each its own specific identity. Individual branding can: help position a product in
the marketplace, help reach a different market segment, and avoid confusion with existing branded
products. For example, Smith's Snackfood Company has a number of brands in addition to Smith's in its
product mix, including Doritos, Twisties, Parker's, Nobby's, Red Rock Deli, Cheetos and Burger Rings,
and yet these are all known by their individual brand names and not by the parent company name of
Smith's.
51. Which of the following could be a benefit of a family branding strategy?
a. It may be an effective way of introducing new products via trading off the established reputation of a
brand.
b. It may assist in reducing the cost of promoting the new product.
*c. Both a and b could be benefits of a family branding strategy.
d. Neither a nor b could be benefits of a family branding strategy.
e. Only one product will be associated with the brand.
General Feedback:
Chapter 7 page 241, Learning Objective 4, Factual. Family branding uses the same brand on several of
the organisation's products. A family branding strategy can be an effective way to introduce new
products when a brand has an established reputation. The new product entering the market with the
family brand connection will immediately benefit from the customer's existing association of that brand
with quality or value. This can also assist in reducing the cost of promoting the new product.
52. The Virgin Group's forays into music, air travel, mobile phones and credit cards could be best
described as a(n):
a. family branding strategy.

*b. brand extension strategy.
c. individual branding strategy.
d. co-branding strategy.
General Feedback:
Chapter 7 page 241, Learning Objective 4, Applied. Brand extension gives an existing brand name to
new product in a different category. The Virgin Group has demonstrated one of the best uses of brand
extension, with the same brand proving successful across music, air travel, mobile phones and credit
cards.
53. Which of the following statements is/are correct?
a. Manufacturer brands are owned by producers and clearly identified at the point of sale.
b. Private label brands are owned by resellers (such as wholesalers and retailers).
c. Manufacturer brands are the most common type of brand.
18
Chapter 7: Product
d. Private label brands are becoming more common.

General Feedback:
Chapter 7 page 241, Learning Objective 4, Factual. Manufacturer brands are owned by producers and
are the most common type of brand. Products sold under manufacturer brands are clearly identified with
the producer at the point of sale. Private label brands are owned by resellers, such as wholesalers or
retailers, and are not identified with the manufacturer. Private label brands are becoming more popular
as wholesalers and retailers seek increased exposure and increased turnover.
54. When Woolworths Supermarkets introduces brands such as Woolworths Fresh, Woolworths
HomeBrand, and Woolworths Select onto its shelves, these are examples of:
a. generic brands.
*b. private label brands.
c. manufacturer brands.
d. co-branding.
General Feedback:
Chapter 7 page 241, Learning Objective 4, Applied. Private label brands are owned by resellers, such as
wholesalers or retailers, and are not identified with the manufacturer. They are also known as private
brands, dealer brands, house brands or store brands. Private label brands are often made by
manufacturers that have their own manufacturer brands in the same product category. The underlying
product is often very similar. Woolworths has been expanding its private label brands (Woolworths
Fresh, Woolworths Select, Woolworths HomeBrand, Woolworths Organics and Woolworths Naytura),
substantially reducing the shelf space given to manufacturer brands.
55. A toy manufacturer who enters into an agreement with the owners of 'The Simpsons' brand name to
sell Simpsons toys and associated merchandise would most likely be in a __________ agreement with
the Simpson's brand owner.
a. franchise
*b. licensing
c. brand equity
d. brand loyalty
General Feedback:
Chapter 7 page 242, Learning Objective 4, Applied. Some organisations want to avoid the time and
expense of establishing their own special brand name. Such organisations can enter a licensing
agreement to use the names and symbols of other brands for a fee. For example, a toy manufacturer can
become the licensee in a licensing agreement with the owners of the 'Star Wars' or 'The Simpsons' brand
names and thus sell merchandise such as plush toys, figurines, clothes or school stationary branded with
the licensor's brand.
19
56. The David Jones American Express Credit Card could best be described as:
*a. a co-branded product.

b. a licensed product.
c. brand extension.
d. brand loyalty.
General Feedback:
Chapter 7 page 243, Learning Objective 4, Applied. Co-branding is the use of two or more brand names
on the same product. Often the co-branding is done by established brands and there is some
complementary fit in the minds of consumers. Many credit card companies have teamed up with well-
known retail, airline or charity partners so that purchases with the credit card benefit all parties involved.
The David Jones American Express Credit Card has a rewards program in which cardholders receive
'Bonus Gift Points' when purchasing goods at David Jones or associated stores worldwide (including
Selfridges, Harrods, Harvey Nichols, Nordstrom and Galeries Lafayetteare). With such ventures, neither
brand should lose their individual identities, although one may be the dominant brand.
57. Which one of the following would not be a potential function or role of product packaging?
a. To make a product easier to store.

b. To make a product more convenient to use.
c. To protect a product from waste, damage, or spoilage.
d. To differentiate a product from competitor's offerings.
*e. To increase the price of the product.
General Feedback:
Chapter 7 page 244-245, Learning Objective 5, Factual. Packaging can become an important
recognisable way for customers to identify a particular product, much like a brand. Many products need
some kind of packaging to make them more convenient to store and use, and to protect them from waste,
damage or spoilage. As well as its functional features, packaging also plays an important role in
promoting the product. It can gain people's attention at the retailer, make customers aware of the product
and/or its contents, differentiate it from competitors' offerings and help build a particular message or
image about the product.
58. A protective seal on the nozzle of a liquid container, designed to stop a product's contents from
leaking is an example of:
a. primary packaging.
*b. secondary packaging.
c. shipping packaging.
d. both a and c.
20
Chapter 7: Product
General Feedback:
Chapter 7 page 244-245, Learning Objective 5, Applied. The secondary package is the material used to
hold or protect a product. It can be removed and discarded after purchase.
59. How could an organisation demonstrate its environmental credentials via product packaging?
a. By reducing the amount of secondary packaging that has to be thrown away.

b. By using recyclable bottles or containers for its products.
c. By donating a percentage of profits from product sales to an environmental cause.
*d. Both a and b.
e. Options a, b and c.
General Feedback:
Chapter 7 page 244-245, Learning Objective 5, Factual. If a company wants to show that it is socially
aware or eco-friendly, it can reduce the amount of secondary packaging that has to be thrown away,
ensure that no dangerous or eco-damaging material is used in the packaging, or use recyclable bottles or
containers.
*a. As a marketing tool, packaging cannot be changed.

b. Packaging helps to promote the product.
c. Labelling identifies the product.
d. Labelling provides promotional and legal information.
e. Packaging can be more expensive that producing the product.
General Feedback:
Chapter 7 page 244-245, Learning Objective 5, Factual. As a form of marketing tool, packaging can be
changed. Marketers may want to change the package to: (1) express to customers that the product has
changed in some way, such as shape, size or ingredients; (2) update the style of package or logo to
broaden the customer appeal; or (3) emphasise certain elements to further differentiate it from the
competition.
61. A new gaming console from Sony or Nintendo that supersedes a previous model could best be
described as:
a. a line extension.
*b. a product modification.
c. repositioning.
d. a core product.
General Feedback:
21
Chapter 7 page 250, Learning Objective 6, Applied. Product modifications are changes in one or more
characteristics of a product that allow the resultant product to supersede the earlier one. This is
frequently seen in high technology products; for example, each generation of game consoles from
Nintendo and Sony tend to supersede the previous ones.
62. Foster's Group has for many years been very successful with its VB (Victoria Bitter) beer brand.
When it launched its VB mid-strength lager, which was aimed at a different segment of the market, this
could be best described as:
*a. a line extension.

b. a product modification.
c. repositioning.
d. an expected product.
General Feedback:
Chapter 7 page 250, Learning Objective 6, Applied. Line extensions are new products that are closely
related to existing products in the product line. The development of line extensions is seen as a less risky
and less expensive way to introduce a product. Line extensions are the most common form of 'new'
product. A line extension product is, by definition, similar to existing products, but can focus on a
different market segment or segment needs. The Foster's Group took this approach to its Victoria Bitter
brand when it launched VB Midstrength Lager, aimed at the mid-strength (approximately 3.5 per cent
alcoholic content) beer market and specifically at competing with Lion Nathan's XXXX Gold mid-
strength beer.
a. Adjusting the marketing mix for a product may allow an organisation to reposition it in the minds of
consumers.
b. Repositioning may enable a product to move back from the maturity phase into the growth phase of
the product life cycle.
c. Product obsolescence may be planned.
d. Product obsolescence may be unplanned.
General Feedback:
Chapter 7 page 250-251, Learning Objective 6, Factual. Line extensions, product modifications and
repositioning can all help keep a product out of the decline phase. For some products, these approaches
can move the product back in the life cycle to enjoy a new phase of growth. Organisations that want to
continue in the market will often make some change to the marketing mix with the expectation that this
will reposition it in the minds of consumers, increase profits and move the product into a growth stage
again. If a marketing manager uses the product life cycle concept, variations in the marketing mix will
be timed to coordinate with the product's market situation. Product obsolescence may be either planned
or unplanned.

22
Chapter 7: Product
a. A product manager is a person who is responsible for managing an organisation's marketing activities
that are aimed at a particular market segment.
b. A marketer cannot influence how a product is positioned in a consumer's mind.
c. Even though a product category may be in the decline phase of the product life cycle, it is possible
that a brand within that product category may be in the growth phase.
d. A marketer may be able to reposition a product in a consumer's mind by adjusting the marketing mix.
*e. Both c and d are correct.
General Feedback:
Chapter 7 page 247-251, Learning Objective 6, Factual. While a product category as a whole may be in
the growth or maturity phases of its life cycle, particular brands within the product category may be in
the introductory or decline phases. This is most easily seen in relation to products subject to fashion,
such as clothes. For some organisations, there may be the need to change an aspect of the marketing mix
to reposition themselves in the market. This may be to stay relevant to the changing needs of customers,
or in reaction to changes by a competitor. An organisation can physically change a product, its design,
packaging or add-on services, and its price, distribution or promotional packages, in order to reposition
it in the eyes of customers.
Short Answer/Essay Questions
65. Define 'product'. Explain some of the different ways to view and analyse products and product
attributes.
Correct Answer:
Chapter 7 page 221-226, Learning Objective 1, Factual. A product is a good, service or idea offered to
the market for exchange. It can be tangible, intangible or a combination of both. Marketers can better
understand and analyse products using the total product concept, which describes four levels of a
product: core product, expected product, augmented product, and potential product. Products can be
classified as consumer products (products purchased by individuals to satisfy personal and household
needs) and business products (products bought by an organisation to be used in its operations or in the
production of its own products).
66. Describe the product life cycle, new product development and the product adoption process.
Correct Answer:
Chapter 7 page 228-234, Learning Objective 2, Factual. The concept of product life cycle proposes that
a product passes through five stages: new product development, introduction, growth, maturity, and
decline. Products must be managed throughout the product life cycle to maximise their contribution to
the organisation's marketing objectives.
New product development has eight stages: idea generation, screening (eliminating unviable ideas),
concept evaluation, marketing strategy, business analysis (how the new product will affects costs, sales
23
and profits), product development, test marketing and commercialisation.

The product adoption process describes the stages through which a potential customer passes, from first
becoming aware of the new product right through to deciding to adopt, or buy, the product. In this
process the consumer who accepts a new product passes through five stages: awareness, interest,
evaluation, trial and adoption.
67. Outline how an organisation can differentiate its products to obtain a competitive advantage.
Correct Answer:
Chapter 7 page 235-237, Learning Objective 3, Factual. Product differentiation is the creation of
products and product attributes that distinguish one product from another. Most of the differentiation of
products occurs in the augmented product layer of the total product concept. Design, brand image, style,
add-on services, quality and features are the major product attributes that can be used to differentiate
offerings from competitors' products.
68. Explain the value of branding and the major issues involved in brand management.
Correct Answer:
Chapter 7 page 238-243, Learning Objective 4, Factual. Brand refers to a collection of symbols, such as
the name, logo, slogan and design intended to create an image in the customer's mind that differentiates
a product from competitors' products. Brands can play a major role in a consumer's choice of a product,
particularly for high-involvement products, as a well-known brand with a good reputation will more
likely be chosen than a cheaper, unknown brand. A brand can help speed up consumer decision making
by identifying specific preferred products, and can provide a form of self-expression and status, as well
as denoting product quality. Brand equity is broadly defined as the added value that a brand gives a
product. It is underpinned by brand loyalty. Brand equity metrics include brand assets (e.g. trademarks
and patents), stock price analysis, replacement cost, brand attributes, brand loyalty and willingness-to-
pay analysis. A high brand equity can be a valuable asset for a company and provide a strong
competitive advantage.
69. Describe the functional and marketing roles of packaging.
Correct Answer:
Chapter 7 pags 244-246, Learning Objective 5, Factual. Packaging can be a very important part of a
product. The main functions of a package are to protect the product and promote the product. Many
products need some kind of packaging to make it more convenient to store and use while protecting it
from waste, damage or spoilage. However, as well as its functional features, a package is also used as a
marketing tool to gain people's attention at the retailer, make customers aware of the product and/or its
contents, differentiate it from competitors' offerings and help build a particular message or image about
the product. As a form of marketing tool, the package can be changed. Marketers may want to change
the package to express to customers that the product has changed in some way such as in terms of shape
or ingredients, update the style of package or logo to broaden the customer appeal, or emphasise certain
elements to further differentiate it from the competition.

24
Chapter 7: Product
70. Explain key aspects of product management and positioning through the product life cycle.
Correct Answer:
Chapter 7 page 247-251, Learning Objective 6, Factual. Within an organisation, the marketing issues
surrounding products can be managed through a functional approach or by using product managers,
brand managers or market managers. The last three approaches are often better able to coordinate all of
the activities across the organisation to ensure the product strategy is implemented well. In addition to
introducing new products, an organisation can capitalise on existing products by modifying products or
creating line extensions.
The organisation needs to manage the positioning of the product in the marketplace and it may
sometimes be necessary to reposition the product during the product life cycle. Line extensions, product
upgrades and repositioning can all help keep a product out of the decline phase. For some products,
these approaches can move the product back in the life cycle to enjoy a new phase of growth.
Many products eventually become obsolete. A product in decline may be taking valuable resources from
away from other opportunities. Product deletion is the process of eliminating a product from the product
mix. Product deletion must be managed in such a way as to minimise discontent among customers of the
deleted product. Otherwise the discontent can affect sales of continuing products.

25
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where luckless King Charles had spent a night in safe keeping.
Beatrix, who felt the unreasoning pity which all young and generous
minds feel for that weak-minded and ill-used Stuart, contemplated
the gloomy stone walls as if they had witnessed the heroic doom of
an early Christian martyr. Then came the long drive home, through
the spring twilight, across woods which were like glimpses of
Paradise.
So the week wore on, in simple pleasures which might have
seemed tame and dull to those world-weary spirits of the Sir Charles
Coldstream calibre, who have done everything, and found emptiness
everywhere, but which were sweet and new to Beatrix Harefield. A
faint bloom began to warm her clear olive cheek, the dark depths of
her Italian eyes shone with a new light. Yet she had not forgotten
Cyril Culverhouse, nor one drop in the bitter cup she had drained
since her father’s death.
One evening after dinner, while the golden glow was still warm in
the west, Beatrix and her host found themselves alone together in
the cloistered garden. Until this moment Kenrick had not said one
word about his disappointed hopes. His conduct had been perfect.
He had been full of flattering attentions for his young guest; he had
anticipated her every wish, devoted every free moment of his day to
paying her homage; but he had never put on the air of a lover, nor
insinuated a hope that could alarm her with the idea that
Culverhouse Castle was a trap in which she was to be caught
unawares.
He had his views and his hopes all the same, in spite of her
unqualified rejection a few weeks ago. And now she had been a
guest in his house nearly a fortnight, and she seemed happier and
brighter than he had ever known her. His brief span of delight was
nearly at an end. In a few days his guests would depart, the steamer
would sail, and he must go back to the weary drudgery yonder under
the dense blue of a Bengal sky—the early drill—the monotonous
days—the narrow society—the blank sense of exile from all that is
best and brightest in life. If the game were to be won ever, it must be
won quickly.
It may have been some soft influence in sky or earth, the magic of
the hour, that moved him to take the awful plunge this evening. His
chances of being quite alone with Beatrix were few, and this
opportunity, which came by accident, might be the last. However it
was, he resolved to cast the die.
This time he told no long story about his love. He had said his say
that March afternoon in the Vicarage library. He only took Beatrix by
the hand as they stood idly side by side, looking down at the
wallflowers and polyanthuses growing among the old gray stones—
the capitals and bases of columns that had fallen long ago, and said
earnestly,—
‘Beatrix, I want you to be mistress of this place. I will not say
another word about my love for you. I will not ask for your love. That,
I hope and believe, would come to me in good time if you were my
wife; for it would be the business of my life to win it. I want you to
come and reign at Culverhouse. Let me be your steward—your
servant.’
‘You place yourself too low and me too high,’ answered Beatrix,
sadly. She had not withdrawn her hand, and Kenrick’s heart thrilled
with a new-born hope. ‘You forget my tainted name. Kind as the
people here are to me, I dare say there is not one among them who
does not know that I have been suspected of poisoning my father.’
The pained look in her face told Kenrick how bitter this thought
was, and how ever present in her mind.
‘They know nothing except that you are the loveliest and noblest of
women,’ said Kenrick. ‘My love, my love, do not reject me. You can
give me fortune to restore the glory of a good old name—to bring
back to this place the pride and hospitality and usefulness of days
gone by—and I can give you nothing in exchange, save love and
reverence. It is hardly a fair bargain, perhaps; yet I am bold enough
to press my suit, for I believe that you and I could be happy together.’
After a pause of a few minutes, and a long-drawn sigh, Beatrix
answered him with a sweet seriousness that to him seemed simply
adorable.
‘I had my dream of a very different life,’ she said, ‘but that dream
was rudely broken. I like you, Sir Kenrick, because you have trusted
me; I am grateful to you because you have never let the evil
thoughts of others influence your mind against me. If you can be
content with liking and gratitude, I am content to be your wife.’
There was a tone of resignation rather than happiness in this
acceptance, but it lifted Kenrick into the seventh heaven of delight.
‘Dearest, you have made me almost mad with joy,’ he cried. ‘You
shall never regret—no, love, God helping me, you shall never regret
your sweet consent of this blissful evening.’
He drew her to his heart, and kissed the tremulous lips, which
shrank from him with an involuntary recoil. How cold those lips were!
If he had kissed her in her coffin that kiss could hardly have been
colder.
CHAPTER XIV.
‘oh, break, my heart!—poor bankrupt, break at once.’
Cyril Culverhouse had entered upon a career of unceasing toil.
He had given himself scanty rest or respite at Little Yafford, though it
was a place where most curates would have taken life easily; but at
Bridford he learned, for the first time, what work means in an
overcrowded, sorely neglected manufacturing town. The ignorances
and abuses which he found rampant in those noisome back slums
and overcrowded alleys, lying hidden behind the outward
respectability of the high street, aroused his indignation against a
system that allowed such things to be. He was no democrat; he had
no sympathy with would-be levellers; but it seemed to him that there
must be something out of joint in the time, when such depths of
social degradation were left to their native gloom, while the gaslit
thoroughfare and the shriek of the railway engine testified to the
march of improvement.
Soon after the arrival of Cyril Culverhouse at Bridford, the
respectable inhabitants were startled by a series of letters in their
leading newspaper, letters characterized by that noble eloquence
which comes straight from a heart moved to indignation by the
wrongs and sufferings of others. No man could feel his own griefs so
keenly as this anonymous writer felt the miseries of his fellow
townsmen. With an unflinching hand he tore aside the curtain from
those dens of infamy and ignorance which the citizens of Bridford
were willing to ignore, or to speak of with a deprecating shrug, and
an admission that Bridford was a very bad place. It had never
occurred to anybody that it was his business to make the place
better. No modern Peter the Hermit had arisen to call for a crusade
against ignorance and vice. The Bridfordians were too hotly bent
upon money-making to have time to spare for crusades of any kind.
Those letters in the Bridford Journal did some good, and roused
some citizens who had been as deeply slumberous as to the
condition of their fellow-men as if they had been the pampered
lackeys of the Sleeping Beauty, wasting a century in one after-dinner
snooze, with a vaguely pleasant sense of repletion, afternoon sun,
the lullaby of summer woods, and the drowsy hum of insects.
But it was not with his pen alone that Cyril worked. Wherever the
state of things was worst he was oftenest to be found. That tall erect
figure of his grew to be as familiar in the alleys and back slums of
Bridford as the hawker with his stale and damaged wares, or the
drunken factory hand reeling home after dark. Wherever he went he
did good. He, whose voice had been grave and gentle at Little
Yafford, here spoke in tones of thunder. He was fearless in
reprobation of brutish cruelty and besotted self-indulgence. He was
tender and compassionate as a woman to the weak and oppressed,
the women and children. First he made himself feared, and then he
made himself loved. Even the men—the burly hardened sinners—to
whom he spoke home-truths unflinchingly,—even these ended by
liking him.
‘I loike ’im ’cos he ain’t afeared on us,’ said one of these strayed
lambs; ‘he’ll coom into my place and call me, like a pickpocket, and
yet he knaws for half a farthin’ I’d oop wi’ one o’ my clogs and brain
’im. He ain’t afeared, bless you. He puts me in moind o’ th’ lion tamer
wot cum along o’ th’ show.’
The parish church at Bridford was only just big enough for a highly
respectable congregation, people who had ‘top hats’ and best
bonnets, and who came to church regularly every Sunday because it
was the right thing to do, and dissected their neighbours’ characters
afterwards on their way home. Here Cyril felt the rough denizens of
the slums and alleys were not wanted. There was no room for them.
They would have been put to shame by the best bonnets and the
sleek broadcloth. He did at first try to get them to go to church on a
Sunday evening. He organized week-day evening services, and
instruction classes. But even from these the factory people hung
back. The old parish church, with its shining oaken pews and brass
chandeliers, was too grand for them. Then Cyril took round the hat
among the wealthy manufacturing families, some of whom had been
roused by those stirring letters in the newspapers, and collected
funds for a mission chapel. He began in a very humble way, by fitting
up a large room that had once been a coffee-house, but had
languished for want of appreciation, the community leaning to
stronger liquor than tea or coffee. Here he had services and
instruction classes four times a week, thinly attended at first; but by-
and-bye the room came to be filled to overflowing, and Cyril began to
think of building a chapel.
He had got thus far, working night and day, shutting out of his mind
as much as possible all thoughts of himself, and the hopes that he
had cherished and renounced, when he received a letter from his
cousin Kenrick, which gave him more pain than anything that had
ever happened to him; except Christian Harefield’s death, and the
train of circumstances attending upon it.
‘Culverhouse Castle, April 30th.
Dear Cyril,—I should not like a stranger to tell you of
the most important event in my life, before you had heard
of it from me.
I sail for India the day after to-morrow, but I go only for a
year. One little year hence I shall sell out, and come back
to England to settle down in my old home. I renounce all
hope of military distinction. Whatever ambition I may have
will take a new line. I am going to be married, Cyril. The
woman, who is, to my mind, loveliest and most perfect
among women, has promised to be my wife. A year
hence, all going well, Beatrix Harefield and I are to be
married, and I shall bring to the old house the fairest
mistress that ever reigned over it.
Is this to make any breach between you and me, Cyril?
God forbid. You have retired from the race. You must not
be angry with me for going in to win. I write lightly enough,
but I feel deeply. I would not willingly have come between
you and your chosen love; but when you fell out of the
running, of your own choice, and deliberately renounced
your chance, I held myself free to woo and win Miss
Harefield, if I could. She was not easily won, but every day
of our acquaintance made me more intensely in earnest,
and I think a man could hardly desire to win so strongly as
I did, and not end by winning. She is all goodness,
sweetness, and nobility; and she loves this place already
almost as dearly as I do. Indeed, sometimes I think it is
Culverhouse that has won her, and not I. But I am content,
deeply content.
I am going away for a year. That is part of our compact.
By that time her mourning will be over. She will throw off
her black robes and shine out as a bride. All the people
round about have made up their minds from the beginning
that she is to be Lady Culverhouse. The village children,
the toothless crones, bob to her with that intent.
Am I not a man to be envied, Cyril? In our boyish days,
when good Mrs. Dulcimer used to say to me, “Kenrick, you
must marry an heiress,” I always answered No; for in
those days I thought that marrying an heiress must mean
marrying for money; but now the money comes to me
joined with love so deep and true that fortune is but a
feather-weight in the scale. Were my sweet one penniless
I would as gladly marry her, and let Culverhouse Castle go
to the dogs. This is no idle boast, Cyril. I mean it, and feel
it at the bottom of my heart.
And now, dear boy, be generous as you have ever been
to a comrade who owns himself in all things your inferior.
Write me one little line to tell me that this new happiness
of mine shall make no barrier between you and me, that
you are not angry with me for loving and winning the
woman you might have won, but did not. Tell me this
much, Cyril, and fill my cup of joy to overflowing, before I
see the Wight fade into a blue speck upon the distant
horizon.
Your faithful friend and cousin,
Kenrick Culverhouse.’
Cyril sat for an hour with this letter crushed in his hand, motionless
as if he had been turned into stone. She was lost to him for ever. Of
his own deliberate act he had renounced her and let her go,—but the
fact that he had lost her utterly had never come home to him till now.
And innocent or guilty he must love her to the last beat of his heart.
He was very sure of that now.
CHAPTER XV.
but am i not the nobler through thy love?
Mr. and Mrs. Dulcimer and their ward went back to Little Yafford on
the same day that saw Sir Kenrick’s departure from Southampton in
the Peninsular and Oriental steamer. The parting between the
betrothed lovers was more serious than sentimental. Beatrix was
touched by Kenrick’s devotion, and grateful for his confidence, and
there was a grave tenderness in her manner at parting which made
him very happy, for it seemed to him the promise of a warmer feeling
in the future.
‘You will be thinking of me sometimes when I am away,’ he said.
‘Yes. You will be serving your country. I shall honour you for that.’
‘If there is no war I shall sell out ten months hence, and be with
you before the year is out. But if war should break out—and there is
always some trouble cooking in the witches’ caldron of Indian politics
—it may be longer before we meet. You will not forget me, Beatrix.
Your feelings will not change—if our separation should be longer
than we anticipate.’
‘I have given you my promise,’ she said, with a noble simplicity
that impressed him deeply. ‘If you were to be away ten years instead
of one year, there would be no difference. I should not break my
word.’
‘And you would remember—and love me?’ he urged.
‘I have not promised to love you,’ she answered. ‘I have only
promised to be your wife.’
‘Ah!’ he sighed, ‘that is different, is it not? Well, dearest, the love
must be won somehow. Perhaps if there is some hard fighting, and I
come home with one arm the less, and a captaincy, you will think
more of me. I shall think of you when I am storming a fort—if there
should be any forts to storm.’
Then he took her in his arms, kissed the pale brow and tremulous
lips, and gave her his farewell blessing, and so left her, full of hope.
There never was man born who doubted his power to win a woman’s
love.
The Vicar and his wife were both anxious that Beatrix should
remain at the Vicarage, but Beatrix had made up her mind that she
ought to go back to the Water House. The old servants were all
there; nothing had been altered since her father’s death.
‘I shall be tranquil and happy there,’ she argued, when Mrs.
Dulcimer tried to persuade her that she would be miserable. ‘I shall
have my books and piano, and shall work hard, and I shall be free to
come and see you as often as you care to have me.’
‘That would be always,’ exclaimed Mrs. Dulcimer, who had been
rapturously fond of Beatrix ever since the success of her matrimonial
scheme. ‘But, my love, you cannot possibly live alone. People would
talk.’
Beatrix shuddered. Young as she was, she had had bitter
experience of the power of evil tongues.
‘I suppose I must have what Thackeray calls a sheep dog,’ she
said. ‘As I have outgrown my governess I must have a companion.
Would not Bella do?’
‘No, dear, she is not old enough. It would be just the same as
having no one. It will be only for a year, remember, Beatrix. A year
hence you will be married, and your own mistress.’
‘If there is no war, and if Kenrick comes home.’
‘We will hope there will be no war. I shall be so proud and happy
when I see you established at Culverhouse Castle. It was my idea,
you know, long ago, before you or Kenrick dreamed of such a thing.
Clement would never have thought of it; but I saw from the very first
that you and Kenrick were made for each other.’
Mrs. Dulcimer could not refrain from these little gushes of self-
gratulation. This engagement of Sir Kenrick and the heiress was the
first grand success that had come out of all her match-making. She
had brought a good many couples together, occasionally for better,
and often for worse; but she had never before made such a match
as this. She felt as if the whole thing were her sole doing. She felt
herself the saviour of the Culverhouse family. When the mortgages
came to be paid, it would be her work.
Beatrix answered not a word. She was always grave and silent
when the absent Kenrick was talked about. Her heart could not
respond to Mrs. Dulcimer’s raptures. She liked Kenrick, and believed
him noble and disinterested; but between such liking and glad
unreasoning love there is a wide gulf.
‘Yes, my dear,’ pursued Mrs. Dulcimer, ‘if you are obstinately bent
on living at the Water House, you must have a person of middle age
for your companion.’
‘Then I should like a Frenchwoman who could not understand one
word of English,’ said Beatrix.
She had her reason for this strange desire. She remembered how
Miss Scales’s heart, or that piece of mechanism which does duty for
a heart in the Scales tribe, had been set against her by the
slanderous gossip of Little Yafford. Her new companion must be
some one who could not talk or be talked to. The knowledge of
foreign tongues at Little Yafford was happily at a minimum. Beatrix
knew of no one except Bella Scratchell who could have spoken half
a dozen sentences in decent French.
‘You would like to improve yourself in the language,’ said Mrs.
Dulcimer. She always called French ‘the language.’ ‘Well, dear, we
must put an advertisement in the Times; but I’m afraid it will be
difficult to get the superior kind of person to whom we could entrust
you. Of course we must state that unexceptionable references will be
required.’
The advertisement appeared, and brought a shower of letters
upon Mrs. Dulcimer, giving occasion to much consultation between
her and Beatrix, but among them all there was only one letter that
gave Beatrix an agreeable idea of the writer. This came from a lady
who had only just come to England, a childless widow, whose
husband, a provincial journalist, had lately died, and left her in
reduced circumstances, and who had come to London to try to make
some use of her literary talents, only to find that literary talents were
a drug in the market.
Beatrix liked the letter. The lady’s references were satisfactory; so,
after a little time lost in negotiation, Madame Leonard was engaged,
and in due course appeared at the Water House.
Her appearance was not unpleasing to Beatrix. She was a little
woman, with light brown hair and dark brown eyes, small hands and
feet. She was neatly dressed in black, and had the manners of a
lady. Since society insisted upon her having a companion, Beatrix
felt that she could get on as well with Madame Leonard as with
anybody else; and Madame Leonard, who was evidently of a soft
and affectionate nature, seemed delighted with Beatrix.
And now the Water House revived and brightened a little, and cast
off the gloomy mantle that had hung over it through the last ten years
of Christian Harefield’s life. Mr. and Mrs. Dulcimer were often there.
Bella Scratchell came and went as she pleased. Mr. and Mrs.
Scratchell were invited to dinner occasionally, a condescension on
Miss Harefield’s part which almost overcame the hard-worked
lawyer’s wife. It was a great privilege, no doubt, to visit at the Water
House, but it involved fearful struggles beforehand in order to arrive
at a toilette which should be worthy of the occasion. There was
always something wanting, which it required all Bella’s ingenuity to
supply; and even when a happy result had been accomplished, poor
Mrs. Scratchell was not quite easy in her mind. She was so
unaccustomed to dine out that she fancied some dreadful
catastrophe must needs occur in her absence. The kitchen boiler
might burst, or one of the smaller children might tumble into the fire,
or scald himself with the kettle. That kettle was on Mrs. Scratchell’s
mind all the evening, even when she was smiling her company
smile, and pretending to look at the engravings of Continental
landscapes which Beatrix showed her after dinner. Even the Bay of
Naples could not make her happy. Vesuvius reminded her too
painfully of the kitchen boiler.
Beatrix found Madame Leonard a much more pleasant companion
than Miss Scales. She was well read in her own language, and
opened the wide world of classic and modern French literature to her
pupil. They read together for hours, each taking her turn at reading
aloud, and occupying herself in the interval with those delicate fancy
works which women love.
Beatrix had let light and air into her mother’s long unused rooms,
and had taken possession of them for her own occupation. Nothing
was disturbed. The daughter respected every detail of the rooms in
which her mother had lived. It was her delight to keep all things
exactly as Mrs. Harefield had left them.
So life went on, smoothly enough. Beatrix had no friends but the
Dulcimers and the Scratchells. She carefully avoided all the ‘best
people’ of Little Yafford, and received with a chilling reserve any
advances that were made to her. To those whom she happened to
meet at the Vicarage she was coldly civil, and that was all. If the
Little Yaffordites were inclined to change their opinion about her, she
gave no encouragement to any tardy gush of friendliness. She lived
among them, but was not of them.
Miss Coyle retained her original views of Miss Harefield’s
character. Although strictly conservative by profession, as became a
lady of ancient family, Miss Coyle had that kind of radicalism which
consists in detesting every one better off than herself. She cherished
a savage hatred of Beatrix, considering it an injustice in the
distribution of wealth and power that a young woman of twenty
should have ten thousand a year, and a fine old mansion at her sole
disposal, while she, Dulcinea Coyle, should be cabined, cribbed, and
confined in a cottage hardly big enough for a dovecote. True that the
cottage was pretty, and that Miss Coyle was fond and proud of it; but
she would have been fonder and prouder of the Water House. Then
Miss Coyle’s income, being of that strictly limited order which
renders the outlay of every sixpence a matter demanding foresight
and careful calculation, naturally gave rise to comparisons with the
revenue of Miss Harefield, which was large enough for the wildest
extravagance.
This sense of a wrong adjustment of fortune, together with the fact
of Mrs. Dulcimer’s desertion, rankled in Miss Coyle’s breast, and
whereas other people in Little Yafford had left off talking or thinking
about Christian Harefield’s daughter, Miss Coyle continued to think
about her, and took every convenient occasion of talking.
She was not even inclined to let Miss Harefield’s companion go
free. She happened to meet Madame Leonard one afternoon at the
house of Mrs. Scratchell, whom it was her custom to honour once or
twice a year with a patronizing call. This was too good an opportunity
to be lost. Miss Coyle rather prided herself on her acquaintance with
the French language, in which she had been thoroughly ‘grounded’
five-and-forty years ago at an expensive boarding school. A good
deal of the ground had given way during those forty-five years, but
Miss Coyle did not know that. She was not at all afraid of addressing
Madame Leonard, who had been carrying on a friendly conversation
with Mrs. Scratchell, with the aid of a little interpretation by Bella.
Miss Coyle contrived to leave the Scratchell domicile in company
with Madame Leonard.
‘Je marcherai avec vous si vous n’avez pas d’objection,’ began
Miss Coyle, politely.
Madame Leonard declared that she would be charmed, ravished.
Her manner implied that Miss Coyle’s society was the one delight
that she had longed for ever since her arrival in Little Yafford.
‘Comment est Mademoiselle Harefield?’ asked Miss Coyle.
Madame Leonard looked mystified. A stupid person evidently,
Miss Coyle thought.
‘Vous es la nouveau gouvernesse de Mademoiselle, n’est ce pas?’
‘Mais, oui, Madame, je suis heureuse de me nommer sa dame de
compagnie.’
‘Comment est elle? Est elle plus facile dans son esprit?’
Madame Leonard looked at a loss to comprehend this question.
‘The woman doesn’t understand her own language,’ thought Miss
Coyle. ‘One of those Swiss-French-women one hears about, I dare
say, who come from the top of Mont Blanc, and call themselves
natives of Paris.’
And then she proceeded to explain herself at more length.
‘Mademoiselle Harefield a été terriblement choquée par le mort de
sa père. Il mourissait sous des circonstances peniblement
suspicieux. Les gens de cette village ont dit des penible choses sur
son mort. Je toujours desire à penser le mieux touchant mes voisins,
mais je confesse que le mort de Monsieur Harefield était très
suspicieux. Mademoiselle Harefield est très riche. Je ne souhaite
pas de mal à elle, mais elle est une jeune personne que je ne
pouvais pas me justifier en recevant dans mon maison. Mon maison
est très petit, mais mes principes sont fortement fixés.’
This French à la Stratford-atte-Bowe was quite incomprehensible
to Madame Leonard, but she perceived dimly that Miss Coyle was
not friendly to Beatrix. She bristled with indignation, and replied in a
torrent of rapid words which might have been Chaldee for any
comprehension Miss Coyle had of their meaning, but the little
woman’s gestures told that worthy lady how much she had offended.
‘Ah! vous es une temps-serveur comme vos meilleurs,’ she
exclaimed, when the Frenchwoman paused for breath.
‘Mademoselle Harefield a beaucoup de monnaie. C’est assez pour
vous. Mais quand vous laissez elle je vous promis que ce sera
difficile pour vous à trouver un autre situation.’
And with this assertion that Madame Leonard was a time-server
like her betters, and that she would find it difficult to get another
situation when she left Miss Harefield, Miss Coyle put up a brown
holland parasol, which seemed made expressly for virtuous poverty,
and vanished in a cloud of dust, like an angry goddess.
‘But this woman is mad! I comprehend not one word that she
says,’ exclaimed Madame Leonard inwardly. ‘Who can have
anything to say against that dear angel? She is an envious, a
malignant.’
The warm-hearted little Frenchwoman had too much delicacy to
speak of Miss Coyle’s outburst of spite to Beatrix. She was puzzled
by it, but in no wise influenced against her pupil, whom she had
taken to her heart.
CHAPTER XVI.
i only learned to doubt at last.
The summer came in all its glory, a splendid summer for the wide
airy corn-fields, where the lark sang high in a heaven of cloudless
blue, above the broad ripples of tawny gold—a splendid summer for
Hyde Park and the green valley through which Father Thames winds
his silvern ribbon,—a delicious summer for the rich and prosperous
in the land, for whom sunshine means pleasure; but a terrible
summer for the overcrowded manufacturing town of Bridford, where
a hot season meant fever and disease in its most malignant form. In
the seething boiling-pot of those Bridford alleys the fair July weather
brought endless sorrow and trouble; and wherever the trouble was
worst and the sorrow heaviest Cyril Culverhouse was to be found.
Night after night he was to be seen moving, quietly as a shadow,
from house to house, to sit for an hour reading the gospel to some
fever-parched sufferer whose dull eyes might never see another
sunset. The days were not long enough for his work at this woeful
time. He was obliged to give at least half his nights, and very often
the whole of them, to his sad duties.
‘If you don’t take care, my dear fellow, you’ll knock yourself up,’
remonstrated the port-winey Vicar, shocked at his curate’s hollow
eyes and pale cheeks. ‘It’s no use sacrificing yourself in this way.
We’ve the same thing every summer. The thermometer and the
death-rate go up together. Sanitary reform is what we want,
Culverhouse. We Churchmen can do very little good.’
‘We can only do our duty,’ answered Cyril. ‘I am not afraid of fever.’
‘Well, as a single man you can face it with less scruple. I should go
a great deal more among these poor creatures, but Mrs. Rollings is
dreadfully nervous. She is so frightened about infection. With our
large family we are bound to be careful. Even the funerals make her
anxious. She won’t let me go near the children after I’ve buried a
fever case. It’s a deplorable state of things.’
Cyril faced these deplorable things without fear or wavering. What
had he to fear? It was such work as his soul loved. To be where he
was most wanted, where the sky was darkest and his little lamp
could be of most avail, that was his idea of a parish priest’s mission.
No heathens worshipping their wooden fetish in flowery islands of
the fair South Seas could be further away from the light than these
lost sheep of Israel; and it was to such as these he felt himself
especially sent.
And then for his life. Like Hamlet, he valued that at ‘a pin’s fee.’ He
would have asked no better gift from the gods than to die doing his
duty—a soldier of the Church militant, struck down in hand-to-hand
combat with the enemy. All things which make an earthly lot sweet
and valuable to man were lost to this man. He loved, and had
renounced the woman he loved. He loved her still, more dearly than
ever in separation; and he knew that she was to be the wife of
another. Of fortune or advancement in life he had no hope. The
Church is a profession few men would choose, desiring either
fortune or advancement. He had nothing to live for but his duty, and
it would be sweeter to him to die for that than to go on living for it.
Every thought of Beatrix Harefield was pain; most painful of all
was the thought that she would think him mean and cowardly for his
defection. If she was innocent she must scorn him for his doubt of
her. If she was guilty she must deem him a coward for refusing her
remorse the shelter of his love. He remembered those lines of
Moore’s,—
‘Come rest in this bosom, my own stricken deer,

Though the herd have fled from thee, thy home is still here.’
He had been like the herd, and had fled from his beloved in the
day of her shadowed fame. He thought of his defection with deepest
regret; yet it seemed to him that to have done otherwise would have
been to palter with the truth.
This burden of sad thought made him more desirous than another
man would have been to lose his sense of individual pain in the
sorrows of others. Parish priests had gone among the poor of
Bridford before Cyril’s time, but none with such a ready ear for their
complaints.
There was a small household which had a peculiar interest for
Cyril. A widow and her son occupied a wretched back room in one of
the wretched houses in a blind alley, a festering lane shut from the
air and light by the overshadowing bulk of a huge factory, whereof
the chimney, although under legal covenant to consume its own
smoke, rained showers of blacks upon the surrounding
neighbourhood, like the spray from a perennial soot fountain.
Nothing could be more squalid than the house in which Mrs. Joyce
and Emmanuel Joyce, her son, lived. Their neighbours were no
cleaner or tidier than the rest of the community. There was the usual
all-pervading odour of fried herrings, and decaying cabbage-leaves.
The back yard, nine feet by six, was a horror to stop the nose at. The
eye was offended by hideous sights, the ear was outraged by foulest
language, and yet in this leper-house there was one spot which the
infected air of the place had not tainted.
Mrs. Joyce and her son had contrived to impart neatness and
order, and even a certain respectability to the one small back room
on the ground-floor, which constituted their house and home. Very
small were the means by which they had achieved this result, but the
result was palpable to every eye.
‘It’s well to be them,’ said the mother of many children, peering
with longing eyes into the neatly kept parlour. ‘If I had no childer I
might make my place tidy; but where there’s childer there’s muck.’
Emmanuel Joyce was a cobbler by trade. Now of all trades
perhaps cobbling is about one of the most unpleasant with which to
be brought into immediate contact, but Emmanuel, who paid his
weekly rent punctually, and was in that respect a striking exception,
had obtained leave to erect a small shed in the angle of the yard
next his window. This shed was looked at with envious eyes by some
of his fellow-lodgers, and talked of invidiously as an encroachment;
but here Emmanuel squatted at his work in all weathers, and here he
kept his tools, and those crippled boots and shoes upon which he
exercised his healing art.
In the parlour he had contrived to build a couple of enclosed beds
on the Scotch principle, which, though wanting in airiness, were tidy
and decent. At night a curtain divided the one small room into two,
and by day this curtain drawn back and neatly looped up, made one
of the decorations of the neat parlour. A tall stand of flower-pots,
Emmanuel’s dearest care, screened the loathesomeness of the yard,
and made the one window a bank of foliage and gay colour. The
shabby odds and ends of furniture shone with the beeswax and
labour which Mrs. Joyce bestowed upon them in the intervals of her
plain sewing. There were cheap prints on the wall above the
mantelpiece, and on each side of the fireplace there were three deal
shelves, containing Emmanuel’s much-prized collection of books, all
picked up at odd times from the rubbish-box of a second-hand
bookseller, and rebound and furbished by Emmanuel’s own
dexterous hands.
‘My son is a great reader,’ Mrs. Joyce said proudly, during Cyril’s
first visit. ‘He keeps the money other young men spend on beer to
buy books with.’
Cyril went over to the shelves and looked at the books. Their
character told him more about Emmanuel Joyce’s way of thinking
than the mother would have cared to tell. There was an odd volume
of Shelley, another of Keats, a Milton, and a Shakespeare. So much
for the poets. Then came Rousseau’s ‘Confessions,’ in English, Tom
Payne’s ‘Age of Reason,’ and a dozen other books all more or less
infidel in their tendency.
‘Your son goes to church, I hope?’ said Cyril, after he had
examined the books.
The widow hung her head, and began to fidget with the corner of
her print apron.
‘I’m sorry to say he’s no church-goer, sir. It’s his only fault. He was
brought up very strict, a little too strict, perhaps. We were chapel

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Multiple Choice Questions

1. Which of the following statements is incorrect?

2. Which of these is the definition of 'product'?

a. A physical, tangible offering, capable of being delivered to a customer.

9. At which product level is a marketer most likely to be able to differentiate a product?

© John Wiley & Sons Australia, Ltd 2015

*a. convenience products.

a. information search, maturity

13. Which of the following statements is incorrect?

© John Wiley & Sons Australia, Ltd 2015

a. shopping, convenience and specialty products.

© John Wiley & Sons Australia, Ltd 2015

a. new product development.

*d. product differentiation.

25. Shopping products include:

a. parts and materials.

© John Wiley & Sons Australia, Ltd 2015

29. Which of the following statements is incorrect?

31. Which of the following statements is correct?

*a. generic brands.

*a. Test marketing.

© John Wiley & Sons Australia, Ltd 2015

a. Awareness, interest, trial, evaluation, adoption.

© John Wiley & Sons Australia, Ltd 2015

a. make a product more affordable.

*c. aim to create a competitive advantage for the organisation.

43. Which of the following would be classed as a product differentiator?

a. An organisation offering a product warranty.

© John Wiley & Sons Australia, Ltd 2015

47. Which of the following statements is correct?

a. A brand can identify all of a seller's product items.

© John Wiley & Sons Australia, Ltd 2015

49. Which of the following statements is incorrect?

51. Which of the following could be a benefit of a family branding strategy?

a. family branding strategy.

53. Which of the following statements is/are correct?

d. Private label brands are becoming more common.

*a. a co-branded product.

a. To make a product easier to store.

a. By reducing the amount of secondary packaging that has to be thrown away.

60. Which of the following statements is incorrect?

*a. As a marketing tool, packaging cannot be changed.

*a. a line extension.

63. Which of the following statements is correct?

© John Wiley & Sons Australia, Ltd 2015

64. Which of the following statements is correct?

Short Answer/Essay Questions

and profits), product development, test marketing and commercialisation.

69. Describe the functional and marketing roles of packaging.

© John Wiley & Sons Australia, Ltd 2015

© John Wiley & Sons Australia, Ltd 2015

‘Come rest in this bosom, my own stricken deer,