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Name: Class: Date:
Chapter 10
1. Each product item in the product mix always requires a separate marketing strategy.
a. True
b. False
ANSWER: False
RATIONALE: In some cases, however, product lines and even entire product mixes share some marketing
strategy components. See 10-3: Product Items, Lines, and Mixes
POINTS: 1
DIFFICULTY: Moderate
QUESTION TYPE: True / False
HAS VARIABLES: False
LEARNING OBJECTIVES: MKTG.LAMB.15.10.03
TOPICS: A-head: Product Items, Lines, and Mixes
Bloom's: Understand
BUSPROG: Analytic
Product items
DATE CREATED: 5/1/2015 4:21 PM
DATE MODIFIED: 5/26/2015 1:12 AM
CUSTOM ID: CGI: CQCPSCU22DGCKZTTZ285
QUESTION ID: JFND-GO4G-G3BU-EQJA
QUESTION GLOBAL ID: GCID-E7BW-1TBP-G7TU-CATT-GE5G-NPJZ-8FO1-4CDF-CAHN-4PTZ-8Y4N-43BZ-
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJO-GHAG-KCTO-GC5S-GA33-
CASS-N3BU-CESU-GQJO-GOSU-1P3A-GYSU-NCB3-GW4D-KCBI-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
2. A one-brand-name strategy is useful when the marketer wants the brand to appear to be a local brand, or when
regulations require localization.
a. True
b. False
ANSWER: False
RATIONALE: Different brand names in different markets, or local brand names, are often used when
translation or pronunciation problems occur, when the marketer wants the brand to appear to
be a local brand, or when the regulations require localization. A one-brand-name strategy is
useful when the company markets mainly one product and the brand name does not have
negative connotations in any local market. See 10-6: Global Issues in Branding and
Packaging
POINTS: 1
DIFFICULTY: Easy
TOPICS: A-head: Global Issues in Branding and Packaging
Bloom's: Understand
BUSPROG: Analytic
International marketing
Brands
Cengage Learning Testing, Powered by Cognero Page 1

Name: Class: Date:
Chapter 10

CUSTOM ID: CGI: CQLD7EG8SAKTDPNBK729
QUESTION ID: JFND-GO4G-G3BU-EQKG
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJT-GRAU-EAJO-CA4D-GPUR-8YSS-
GPUR-8RSS-KCDF-GOSU-R3JI-CASU-RQB3-8R3G-EAJW-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
3. Services and ideas are not considered products because they are intangible.
a. True
b. False
ANSWER: False
RATIONALE: To most people, the term product means a tangible good. However, services and ideas are
also products. See 10-1: Products
POINTS: 1
DIFFICULTY: Easy
TOPICS: A-head: What is a Product?
Bloom's: Remember
BUSPROG: Analytic
Products
CUSTOM ID: CGI: CWRU6B8F4LBENBVA2721
QUESTION ID: JFND-GO4G-G3BU-EQKF
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJ1-CFUD-Q3MR-GP1D-QCBT-
GOSU-QATI-CESU-EA5R-GOSU-RPBI-GHSU-CPT1-GY3D-CC3A-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
4. Product modification occurs even when changes are made to a product's aesthetic appearance rather than its quality or
functionality.
a. True
b. False
ANSWER: True
RATIONALE: There are three types of product modification: quality modification, functional modification,
and style modification. Style modification occurs when a product undergoes aesthetic product
change rather than a functional or quality change. See 10-3: Product Items, Lines, and Mixes
POINTS: 1
Name: Class: Date:
Chapter 10

Bloom's: Understand
BUSPROG: Analytic
Product Modifications
CUSTOM ID: CGI: LGSP6V7G3L0UGWZF7304
QUESTION ID: JFND-GO4G-G3BU-EQKR
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJS-GA5S-EPDN-GO4U-KCTO-
GYSU-N3T1-8YSU-CC3T-GOSU-EATA-GOSU-13B3-C31S-GCBU-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
5. When a product name becomes generic, the product name is no longer recognized as the exclusive property of a firm.
a. True
b. False
ANSWER: True
RATIONALE: When a product name becomes generic, the product name is no longer recognized as the
exclusive property of one firm. A generic product name identifies a product by class or type
and cannot be trademarked. See 10-4: Branding
POINTS: 1
DIFFICULTY: Easy
TOPICS: A-head: Branding
Bloom's: Remember
BUSPROG: Analytic
Trademarks
CUSTOM ID: CGI: QQNZDPRQ7N24FLE46947
QUESTION ID: JFND-GO4G-G3BU-EQKD
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJA-CW3G-RCJS-G3UG-RPTZ-COSU-
GPT1-8YSU-E3BO-GOSS-R3DD-GYSS-R3BI-CW3S-EQJU-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
6. Due to the time required to scan them, the use of universal product codes (UPCs) is typically restricted to shopping
products.
a. True
b. False
ANSWER: False
RATIONALE: Universal product codes (UPCs) appear on most items in supermarkets and other high-
Name: Class: Date:
Chapter 10
volume outlets. Bar codes also appear on shopping products such as clothing, appliances,
high-end wines, and so on. The UPC is essential in supply chain management for a wide
variety of products, not just shopping products. See 10-5: Packaging
POINTS: 1
TOPICS: A-head: Packaging
Bloom's: Understand
BUSPROG: Analytic
Universal Product Code
CUSTOM ID: CGI: QQXK941YHRDW28G3U826
QUESTION ID: JFND-GO4G-G3BU-EQJU
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJA-CITD-RPBO-8Y5D-GP3Z-GESS-
CC33-CESS-NATZ-GOSU-KCTA-GWSS-G3TI-CR4U-Q3MN-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
7. Convenience products, though inexpensive, require considerable shopping effort by buyers.

a. True
b. False
ANSWER: False
RATIONALE: A convenience product is a relatively inexpensive item that merits little shopping effort—that
is, a consumer is unwilling to shop extensively for such an item. See 10-2: Types of
Consumer Products
POINTS: 1
DIFFICULTY: Easy
TOPICS: A-head: Types of Consumer Products
Bloom's: Remember
BUSPROG: Analytic
Convenience Products
CUSTOM ID: CGI: SVZDFJR0RWG6RUZPK240
QUESTION ID: JFND-GO4G-G3BU-EQJ1
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJU-GR4D-NP3T-CE4S-CPMG-GCSS-
C3JO-8YSU-OQDN-GOSU-N3UN-GWSU-EAJO-CAAD-KAJO-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
Name: Class: Date:
Chapter 10
8. Trademark protection and rights only last for five years.

a. True
b. False
ANSWER: False
RATIONALE: Trademark protection typically lasts for 10 years; however, rights to a trademark last as long
as the mark is used. See 10-4: Branding
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Trademarks
CUSTOM ID: CGI: VTKULNUN95MC8YDT0590
QUESTION ID: JFND-GO4G-G3BU-EQJT
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJT-G71S-NCDR-GAHU-YCJI-CRSU-
QPMG-CRSS-EPT3-GOSU-YPDB-CESU-N3DG-GY3D-KA33-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
9. An organization's product mix includes all of the products it sells.

a. True
b. False
ANSWER: True
RATIONALE: An organization's product mix includes all of the products it sells. Firms widen their product
mix to diversify risks or to capitalize on established reputations. See 10-3: Product Items,
Lines, and Mixes
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Product Mix
CUSTOM ID: CGI: XQQLCQ6DFXH5QSBDN396
QUESTION ID: JFND-GO4G-G3BU-EQJO
Name: Class: Date:
Chapter 10

CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJU-GA3U-ECTZ-CEHU-EC33-GCSU-
KA3S-8RSU-OPDD-GOSU-NCT1-GASS-KPTW-CW5D-OATS-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
10. Bar codes are read by computerized optical scanners that match codes with brand names, package sizes, and prices.
a. True
b. False
ANSWER: True
RATIONALE: Universal product codes are often called as bar codes because the thin numerical codes
appear as a series of thick and thin vertical lines. The lines are read by computerized optical
scanners that match codes with brand names, package sizes, and prices. See 10-5: Packaging
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Universal Product Code
CUSTOM ID: CGI: YBVBD0GL0EVE2YBXH569
QUESTION ID: JFND-GO4G-G3BU-EQJZ
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMMB-GT1D-C3UR-CW3U-EQBO-
GRSS-RP5B-8RSU-GC5G-GOSS-RAJW-GYSU-O3JA-CO4S-CA33-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
11. A difference between informational labeling and persuasive labeling is that informational labeling:
a. focuses on a promotional theme or logo rather than consumer information.
b. increases a consumer's cognitive dissonance after the purchase.
c. helps a consumer make proper product selections.
d. gives the impression of environmental friendliness to a product.
ANSWER: c
RATIONALE: Informational labeling is designed to help consumers make proper product selections and
lower their cognitive dissonance after the purchase. Persuasive labeling, by contrast, focuses
on a promotional theme or logo, and consumer information is secondary. See 10-5:
Packaging
POINTS: 1
DIFFICULTY: Challenging
QUESTION TYPE: Multiple Choice
Name: Class: Date:
Chapter 10

Bloom's: Analyze
BUSPROG: Analytic
Labeling
CUSTOM ID: CGI: DJQTD23U5V9YN34G7760
QUESTION ID: JFND-GO4G-G3BU-EQJS
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMMB-CC5D-KCJI-GE4S-EQDD-COSS-
EAUN-8RSU-CPTT-GOSU-YCUD-GYSS-EPT1-CCAU-N3UG-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
12. A number of yogurts are marketed under the Duncen brand, including Duncen All Natural, Duncen Fruit on the
Bottom, Duncen Light & Fit, DunActive, and Dun-o-nino. The large variety of yogurts under the Duncen brand is an
example of a:
a. brand equity
b. product item
c. product mix
d. promise index
ANSWER: d
RATIONALE: The large variety of yogurts under the Duncen brand is an example of a product line and
each variety of yogurt is a product item. A product line is a group of closely related product
items. See 10-3: Product Items, Lines, and Mixes
POINTS: 1
Bloom's: Apply
BUSPROG: Reflective Thinking
Product Lines
CUSTOM ID: CGI: JBUSD5GHXEP2XLQQD794
QUESTION ID: JFND-GO4G-G3BU-EQJI
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJZ-8RAD-OAJT-CO3D-QP3S-GHSS-
N3DR-8RSU-G3UB-GOSU-OQMN-8RSU-Y3BU-CRHU-C3UN-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
13. Which of the following is true of product lines?

a. They mandate a separate marketing strategy for each line.
b. They provide economies of scale in advertising.
c. They involve greater transportation and warehousing costs than product items.

Name: Class: Date:
Chapter 10
d. They help distinguish each version of a product from the others offered by a company.
ANSWER: b
RATIONALE: Product lines provide economies of scale in advertising. Several products can be advertised
under the umbrella of a line. For example, Campbell's can talk about its soups being “M'm,
M'm, Good!" and promote the entire line. See 10-3: Product Items, Lines, and Mixes
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Product Lines
CUSTOM ID: CGI: KHQF9XSVSGZH6TQJG566
QUESTION ID: JFND-GO4G-G3BU-EQJW
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMMN-8BTG-RCTW-GO4U-GC3I-
CASU-ECBU-8RSS-KPBU-GOSU-1PDR-8YSU-1PUR-8B1S-EAT1-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
14. When deciding on distribution plans for specialty products, companies generally ensure that the items are:
a. made directly available to a consumer through a salesperson, direct mail, or direct response advertising.
b. relatively inexpensive and merit little shopping effort.
c. always marketed as unsought products.
d. distributed to only a few stores in a geographic area.
ANSWER: d
RATIONALE: When deciding on distribution plans for specialty products, companies generally ensure that
the items are distributed to only a few stores in a geographic area. Marketers often use
selective, status-conscious advertising to maintain a specialty product's exclusive image. See
10-2: Types of Consumer Products
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Specialty Products
CUSTOM ID: CGI: LURWW1JGCY8WV87N0794
Name: Class: Date:
Chapter 10
QUESTION ID: JFND-GO4G-G3BU-ETKN

CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJU-GY5D-ECJI-GFTD-OPMR-CCSU-
G3DD-CRSU-YP3A-GOSS-CCDB-CRSU-RAMB-8BUG-CPBW-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
15. Which of the following is true of an express warranty?

a. It gives the impression of environmental friendliness to a product.
b. It contains an unwritten guarantee about the performance of a product.
c. It prohibits other firms from using a brand or part of a brand without permission.
d. It ranges from simple statements to extensive documents written in technical language.
ANSWER: d
RATIONALE: An express warranty is a written guarantee. It ranges from simple statements—such as “100-
percent cotton" and “complete satisfaction guaranteed"—to extensive documents written in
technical language. See 10-7: Product Warranties
POINTS: 1
TOPICS: A-head: product Warranties
Bloom's: Understand
BUSPROG: Analytic
Warranties
CUSTOM ID: CGI: MGRP11PLP4USG3HJN834
QUESTION ID: JFND-GO4G-G3BU-ETKB
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJA-CEHS-EPMD-8RHU-OPJO-
COSU-KQMN-8YSU-NPBO-GOSU-CQJ1-GRSS-GCMG-GY5D-1AJZ-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
16. Which of the following is true of an implied warranty?

a. It prohibits other firms from using a brand or part of a brand without permission.
b. It identifies the brand of a part that makes up the product.
c. It ranges from simple statements to extensive documents written in technical language.
d. It comes with the sale of every product under the Uniform Commercial Code.
ANSWER: d
RATIONALE: All sales have an implied warranty under the Uniform Commercial Code. An implied
warranty is an unwritten guarantee that the good or service is fit for the purpose for which it
was sold. See 10-7: Product Warranties
POINTS: 1
Name: Class: Date:
Chapter 10

TOPICS: A-head: Product Warranties
Bloom's: Understand
BUSPROG: Analytic
Warranties
CUSTOM ID: CGI: QLWYL598G4QL9T99U611
QUESTION ID: JFND-GO4G-G3BU-ETJ3
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJ3-GA4S-KATA-CEAS-GPMN-
8YSU-13DF-8RSU-O3TT-GOSS-CP3A-GOSS-GAUG-8BTD-CA3I-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
17. Elsem Foods is a manufacturer of food and beverages. It manufactures several varieties of foods like potato chips,
cupcakes, candies, crackers, fruit juices, and carbonated drinks. It introduced a new line of baked potato chips in different
flavors. It receives its largest profit from its newly introduced line of hundred percent fruit juices that are available in
different flavors, such as orange, apple, litchi, cranberry, and so on. Which of the following is a product item of Elsem
Foods?
a. Baked potato chips
b. Cupcakes
c. Hundred percent orange juice
d. Beverages
ANSWER: c
RATIONALE: Hundred percent orange juice is an example of a product item. A specific version of a
product that can be designated as a distinct offering among an organization's products is
called a product item. Potato chips, cupcakes, candies, fruit juices, etc. are the different
product lines of Elsem Foods. See 10-3: Product Items, Lines, and Mixes
POINTS: 1
Bloom's: Apply
Product Items
CUSTOM ID: CGI: RHNKT18JRP7H9MXYS215
QUESTION ID: JFND-GO4G-G3BU-ETJA
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJI-CCAD-OQBU-8RHS-CC3O-8RSS-
NQB3-8YSU-QA3Z-GOSU-RC3I-GESU-EPT1-GCHD-OQJS-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
Name: Class: Date:
Chapter 10
18. Which of the following is considered an advantage of decreasing a product's quality?

a. It gives manufacturers greater ability to raise prices for the product.
b. It allows manufacturers to appeal to target markets unable to afford the original product.
c. It motivates customers to replace worn out products.
d. It enhances the ease of coordinating promotion from market to market.
ANSWER: b
RATIONALE: Reducing a product's quality may let the manufacturer lower the price and appeal to target
markets unable to afford the original product. Conversely, increasing quality can help the
firm compete with rival firms. See 10-3: Product Items, Lines, and Mixes
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Marketing
CUSTOM ID: CGI: WBSJE05VYQDYN6S9K587
QUESTION ID: JFND-GO4G-G3BU-ETKG
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMMR-GC3U-GCJU-8R3U-NPJO-GCSS-
NPJI-CRSS-RA3A-GOSU-1CJ1-CWSU-GQJZ-GH5G-GCDD-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
19. Which of the following is true of a specialty product?

a. It is widely distributed in a geographic area in order to sell sufficient quantities to meet profit goals.
b. It is marketed using selective, status-conscious advertising that maintains its exclusive image.
c. It is bought only after comparing several brands or stores on style, practicality, price, and lifestyle
compatibility.
d. It is sold using aggressive personal selling as consumers do not seek out this type of product.
ANSWER: b
RATIONALE: Marketers of specialty products often use selective, status-conscious advertising to maintain a
specialty product's exclusive image. Specialty products are searched for extensively, and
substitutes are not acceptable. These products may be quite expensive, and often distribution
is limited. See 10-2: Types of Consumer Products
POINTS: 1
Name: Class: Date:
Chapter 10
Bloom's: Understand
BUSPROG: Analytic
Specialty Products
CUSTOM ID: CGI: WSVXTKASFSB3NVL7Z114
QUESTION ID: JFND-GO4G-G3BU-ETKF
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJT-GPUD-Y3B1-GPTG-RPDG-CESS-
GPUR-CESU-RCJW-GOSU-NP3U-GCSS-NA3W-C3UG-CCJS-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
20. Compared to convenience products, shopping products are:

a. sold through aggressive personal selling and highly persuasive advertising.
b. usually more expensive and are found in fewer stores.
c. purchased without significant planning.
d. available everywhere, including department stores, gas stations, and vending machines.
ANSWER: b
RATIONALE: Compared to convenience products, shopping products are usually more expensive and are
found in fewer stores. Consumers usually buy a shopping product only after comparing
several brands or stores. See 10-2: Types of Consumer Products
POINTS: 1
Bloom's: Analyze
BUSPROG: Analytic
Shopping Products
CUSTOM ID: CGI: XAAV2DAMZKXAZ5CYK772
QUESTION ID: JFND-GO4G-G3BU-ETKR
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJU-GFTG-NQDG-GJTS-ECTW-
CESU-R3B1-CESU-GPUG-GOSS-N3T1-CRSU-OCJO-8R3U-NQDN-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
21. A mobile phone manufacturing company is said to functionally modify one of its products if it:
a. introduces a sleek and stylish version of the mobile phone with the same specifications.
b. reduces the price of the mobile phone ahead of a sale.
c. introduces stylish headphones for the mobile phone.
d. releases a software update to fix the mobile phone's heating problem.
ANSWER: d
Name: Class: Date:
Chapter 10
RATIONALE: Releasing a software update to fix the mobile phone's heating problem is an example of
functional modification. Functional modification refers to a change in a product's versatility,
effectiveness, convenience, or safety. By fixing the heating problem, the effectiveness and
convenience of using the mobile phone is increased. See 10-3: Product Items, Lines, and
Mixes
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Product Modifications
CUSTOM ID: CGI: XVVDPAR3DK4BTMBVL945
QUESTION ID: JFND-GO4G-G3BU-ETKD
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMMN-8YHU-NCTO-G3UD-CPTW-
GHSS-CATT-CESU-CP5D-GOSU-QAJS-GYSU-1QJO-GITG-KC31-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
22. Which of the following statements is true about the naming strategies for products sold in the global market?
a. A one-brand-name strategy is useful when a company markets mainly one product.
b. An advantage of using different brand names in different markets is greater identification of the product from
market to market.
c. A one-brand-name strategy reduces the ease of coordinating promotion from market to market.
d. A disadvantage of using different brand names in different markets is that it does not support localization.
ANSWER: a
RATIONALE: A one-brand-name strategy is useful when a company markets mainly one product and the
brand name does not have negative connotations in any local market. The advantages of a
one-brand-name strategy are greater identification of the product from market to market and
ease of coordinating promotion from market to market. See 10-6: Global Issues in Branding
and Packaging
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Brands
Name: Class: Date:
Chapter 10

CUSTOM ID: CGI: YFTHYUTXVS8T7R589908
QUESTION ID: JFND-GO4G-G3BU-ETJU
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJA-CC5U-YC3Z-GAAU-ECBW-
CASU-G3TA-CRSU-QQBI-GOSU-KP5F-COSU-RQBA-CPUD-EC3O-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
23. Which of the following is a difference between individual branding and family branding?
a. Individual branding uses different brand names for different products, while family branding markets several
different products under the same brand name.
b. Individual branding is used when products do not vary in use or performance, while family branding is used
when products vary greatly in use or performance.
c. Individual branding identifies the brand of a part that makes up the product, while family branding identifies
the entire product.
d. Individual branding is used when two brands receive equal treatment, while family branding is used when two
brands borrow from each other's brand equity.
ANSWER: a
RATIONALE: Many companies use different brand names for different products, a practice referred to as
individual branding. In contrast, a company that markets several different products under the
same brand name is practicing family branding. See 10-4: Branding
POINTS: 1
Bloom's: Analyze
BUSPROG: Analytic
Brands
CUSTOM ID: CGI: YZZBC12G6HYB8LUDM150
QUESTION ID: JFND-GO4G-G3BU-ETJ1
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJZ-CF1U-1PJA-CF1U-GQBS-8RSU-
G3DG-8RSU-QPTA-GOSS-GA3U-CASS-R3BS-CC3U-EPTI-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
24. Why are many retailers creating and promoting their own captive brands?
a. Captive brands carry evidence of a store's affiliation and are available everywhere.
b. Captive brands help to increase a company's presence in markets where it has little room to differentiate itself.
c. Captive brands allow retailers to ask a price similar or equal to manufacturers' brands.
d. Captive brands allow retailers to gain greater profits by marketing cheaper products under a brand name
owned by them.

Name: Class: Date:
Chapter 10
ANSWER: c
RATIONALE: Instead of marketing private brands as cheaper and inferior to manufacturer brands, many
retailers are creating and promoting their own captive brands. This strategy allows the retailer
to ask a price similar or equal to manufacturers' brands. See 10-4: Branding
POINTS: 1
Bloom's: Analyze
Brands
CUSTOM ID: CGI: ZXLJ265WTQ4KJ8WET767
QUESTION ID: JFND-GO4G-G3BU-ETJT
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMMR-CRHD-YPB3-C3UD-NC5B-
GESU-RAT1-8RSU-Y3UB-GOSU-RPBT-GESS-EQDF-GJUD-1QDB-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
25. Which of the following is true of an unsought product?

a. Marketers of unsought products often use selective, status-conscious advertising to maintain the product's
exclusive image.
b. Consumers buy unsought products regularly, usually without much planning.
c. New products are categorized as unsought products until advertising and distribution increase consumer
awareness of them.
d. Consumers usually buy an unsought product only after comparing several brands or stores on style,
practicality, price, and lifestyle compatibility.
ANSWER: c
RATIONALE: New products fall into the category of unsought products until advertising and distribution
increase consumer awareness of them. A product unknown to the potential buyer or a known
product that the buyer does not actively seek is referred to as an unsought product. See 10-2:
Types of Consumer Products
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Unsought Products

Name: Class: Date:
Chapter 10

CUSTOM ID: CGI: ZZFNNARWJHMDY5NJW310
QUESTION ID: JFND-GO4G-G3BU-ETJO
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMMB-GPUG-CP5B-CW5G-GA5F-
CASU-1P3S-8YSS-G3UR-GOSU-NPTS-CESS-KAMN-8R5S-RA3W-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
26. Daily Fresh is a multinational food and beverage company. One of the new products that Dairy Rich intends to
introduce includes fiber added to chocolate. The packages will include data that each chocolate bar contains five grams of
fiber and the various health benefits of including more fiber in one's diet. In this case, Daily Fresh intends to
use__________.
ANSWER: informational labeling
RATIONALE: Daily Fresh intends to use informational labeling, which is designed to help consumers make
proper product selections and lower their cognitive dissonance after the purchase. Persuasive
labelling is the other form of labelling. See 10-5: Packaging
POINTS: 1
QUESTION TYPE: Completion
Bloom's: Apply
Packaging
CUSTOM ID: CGI: ASCL8W0Q1WVHYNYS8072
QUESTION ID: JFND-GO4G-G3BU-ETJZ
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJI-GPUG-RPJT-CR3U-K3JS-CWSU-
K3JO-8YSU-1C5R-GOSU-NQMD-CRSU-G3J1-GTOU-Y3JZ-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
27. Frieda was disappointed to notice that her new phone had several scratches on its screen. If she had known about the
clear protective films that were available to protect the phone display from scratches, she could have avoided this
problem. For Frieda, the protective films were__________.
ANSWER: unsought products
RATIONALE: For Frieda, protective films were unsought products as she was not aware of them. A product
unknown to the potential buyer or a known product that the buyer does not actively seek is
referred to as an unsought product. See 10-2: Types of Consumer Products
POINTS: 1
Name: Class: Date:
Chapter 10

Bloom's: Apply
Unsought Products
CUSTOM ID: CGI: CATCGJ0BQVMHVUM0C456
QUESTION ID: JFND-GO4G-G3BU-ETJS
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJI-GA3U-1CMR-GJUD-OPBU-CESS-
RCTI-8YSU-YAJ1-GOSS-E3B1-8YSS-CAMR-G7TU-GATO-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
28. Amy spends very little time to shop for bath soaps and beauty creams as she uses only the products offered by Eve's
Aura, a manufacturer of bath and beauty products. As Eve's has a wide distribution network, its products are available in
almost every retail outlet in Amy's locality. In this scenario, the bath and beauty products from Eve's Aura are examples
of__________products.
ANSWER: convenience
RATIONALE: The bath and beauty products from Eve's Aura are an example of convenience products.
Convenience products are usually relatively inexpensive items that require little shopping
effort. Though consumers buy convenience products regularly without much planning, they
do remember the brand names of popular convenience products. See 10-2: Types of
Consumer Products
POINTS: 1
Bloom's: Apply
CUSTOM ID: CGI: CCKNWPKH6CV43TCFV722
QUESTION ID: JFND-GO4G-G3BU-ETJI
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJA-CRAS-G3BT-GRAD-CA5F-8YSS-
E3TS-CRSU-EPTW-GOSU-OPMF-GYSU-E3MR-GAAS-EPTA-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
29. A(n)__________strategy is not possible when the brand name has a negative or vulgar connotation in the local
language.
ANSWER: one-brand-name
RATIONALE: A one-brand-name strategy is not possible when the brand name has a negative or vulgar
connotation in the local language, when the brand is owned by someone else, or when the
name cannot be pronounced in the local language. See 10-6: Global issues in branding and
Name: Class: Date:
Chapter 10
packaging
POINTS: 1
Bloom's: Remember
Brands
BUSPROG: Analytic
CUSTOM ID: CGI: CTPAYYABNWS8JN1Y8318
QUESTION ID: JFND-GO4G-G3BU-ETJW
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJA-CITU-OPDD-GFUG-CA5R-CASS-
KAUR-8YSS-K3JO-GOSS-GCUB-CWSU-CPBU-CO4S-GPBU-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
30. Zing is a soft drink which is available everywhere, including gas stations, department stores, and vending machines.
Zing is an example of a(n)__________.
ANSWER: convenience product
RATIONALE: Zing is an example of a convenience product. A convenience product is a relatively
inexpensive item that merits little shopping effort. Convenience products normally require
wide distribution in order to sell sufficient quantities to meet profit goals. See 10-2: Types of
Consumer Products
POINTS: 1
Bloom's: Apply
BUSPROG: Analytic
Consumer Products
CUSTOM ID: CGI: KAMURR7GP0GMZNMQB923
QUESTION ID: JFND-GO4G-G3BU-ET1N
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJO-CW5G-R3DB-CIOS-CPJI-GHSS-
GPBA-8YSS-C3BS-GOSU-RQDN-GOSU-GP3T-GJUD-YPJT-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
31. Ecstasy Inc. is a Canada-based food and beverage company. The company has decided to market and sell its products
Name: Class: Date:
Chapter 10
in all European countries under the same brand name. In this scenario, Ecstasy Inc. has decided to use the__________.
ANSWER: one-brand-name strategy
RATIONALE: Ecstasy Inc. has decided to use the one-brand-name strategy as it has decided to market its
products in all European countries under the same brand name. This strategy is useful when a
company markets mainly one product and the brand name does not have negative
connotations in any local market. See 10-6: Global Issues in Branding and Packaging
POINTS: 1
Bloom's: Apply
Brands
CUSTOM ID: CGI: LUUKRDL1TE5YH1A9N128
QUESTION ID: JFND-GO4G-G3BU-ET1B
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJU-GB1U-EATS-CITD-KQJU-8RSU-
YCMG-CRSS-RPMF-GOSU-QPDB-CWSS-CA3A-CT1S-CPUN-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
32. __________is when a product or company attempts to give the impression of environmental friendliness whether or
not it is environmentally friendly.
ANSWER: Greenwashing
RATIONALE: Greenwashing is when a product or company attempts to give the impression of environmental
friendliness whether or not it is environmentally friendly. There are numerous products in every
product category that use greenwashing to try and sell products. See 10-5: Packaging
POINTS: 1
Bloom's: Remember
BUSPROG: Analytic
Marketing
CUSTOM ID: CGI: MZTXT6FSERELSFXDQ110
QUESTION ID: JFND-GO4G-G3BU-ETT3
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJ1-8B1U-OATA-COHD-K3MB-
Name: Class: Date:
Chapter 10
CRSS-RPJA-8RSS-RPB1-GOSU-R3DG-COSU-G3UR-8Y3U-YAJI-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
33. Lisa goes to an electronic goods store to purchase a washing machine. After comparing the various brands of washing
machines available, their functions, prices, and so on, she purchases one that is cheaper and smaller than the rest. In this
case, Lisa has purchased a(n)__________.
ANSWER: shopping product
RATIONALE: Lisa has purchased a shopping product as she has spent considerable time to compare several
brands before finalizing one product. A shopping product requires comparison shopping
because it is usually more expensive than a convenience product and is found in fewer stores.
See 10-2: Types of Consumer Products
POINTS: 1
Bloom's: Apply
Specialty Products
CUSTOM ID: CGI: PXQBHCVA9W6KTE2V3303
QUESTION ID: JFND-GO4G-G3BU-ETTA
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJZ-CR4S-CQMR-CCAS-EAT3-COSS-
CCJA-CESU-NPUB-GOSU-KAUG-GHSU-OCUN-GPTD-EPTO-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
34. __________labeling is designed to help consumers make proper product selections and lower their cognitive
dissonance after the purchase.
ANSWER: Informational
RATIONALE: Labeling generally takes one of two forms: persuasive or informational. Informational
labeling is designed to help consumers make proper product selections and lower their
cognitive dissonance after the purchase. See 10-5: Packaging
POINTS: 1
Bloom's: Remember
BUSPROG: Analytic
Labeling
Name: Class: Date:
Chapter 10
CUSTOM ID: CGI: QUTQMMRJL0KB0DKG3652

QUESTION ID: JFND-GO4G-G3BU-ET1G
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJU-GFTD-QAT3-8YHU-1CBW-
CCSU-GPB1-CESS-KCJA-GOSU-Q3BO-GESU-1AJ3-GW5D-QPB1-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
35. __________is a type of co-branding that occurs when two brands receiving equal treatment borrow from each other's
brand equity.
ANSWER: Cooperative branding
RATIONALE: Cooperative branding occurs when two brands receiving equal treatment (in the context of an
advertisement) borrow from each other's brand equity. Co-branding entails placing two or
more brand names on a product or its package. See 10-4: Branding
POINTS: 1
Bloom's: Remember
BUSPROG: Analytic
Marketing
CUSTOM ID: CGI: SWSQK4SXDDZ73XGGB043
QUESTION ID: JFND-GO4G-G3BU-ET1F
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJW-CE3U-OCTA-GR5G-NQJ3-
GASS-R3JA-8YSS-NAT3-GOSU-YCBW-GHSU-RCTZ-GRAU-GCDD-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
36. __________refers to the number of product lines an organization offers.

ANSWER: Product mix width
RATIONALE: Product mix width (or breadth) refers to the number of product lines an organization offers.
Firms increase the width of their product mix to diversify risk. See 10-3: Product Items,
Lines, and Mixes
POINTS: 1
Bloom's: Remember
BUSPROG: Analytic
Product Mix
Name: Class: Date:
Chapter 10

CUSTOM ID: CGI: XFSZJM2M7Y2GVXLUR517
QUESTION ID: JFND-GO4G-G3BU-ET1R
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMMB-GEHG-R3BW-CJTS-CA3A-
CESU-OCTT-CRSS-ECJT-GOSU-1A3U-GESS-RQJS-CR4U-OPJW-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
37. Name and briefly define the four categories of consumer products. For each category, list three specific examples of
products that would most likely be classified in that category.
ANSWER: Convenience products are relatively inexpensive items that require little shopping effort. The
products are bought regularly, usually without significant planning. Convenience products
may include candy, soft drinks, aspirin, small hardware items, dry cleaning, car wash
services, and so on. Shopping products are usually more expensive than convenience
products and are found in fewer stores. Consumers spend some effort comparing brands and
stores. Shopping products may include washers, dryers, refrigerators, televisions, furniture,
clothing, housing, choice of university, and so on.Specialty products are those exclusive
items for which consumers are willing to search extensively. Consumers are extremely
reluctant to accept substitutes for specialty products. Brand names and service quality are
important. Fine watches, luxury cars, expensive stereo equipment, gourmet restaurants, and
specialized medical services could all be considered specialty products.Unsought products
are those that the buyer does not know about or does not actively seek to buy. These products
include insurance, burial plots, and other similar items.
POINTS: 1
DIFFICULTY: Easy
QUESTION TYPE: Essay
Bloom's: Remember
BUSPROG: Analytic
Consumer Products
CUSTOM ID: CGI: NQUU5SWYSSACDDWEM091
QUESTION ID: JFND-GO4G-G3BU-ET1D
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJO-8FTD-NAMN-GO3D-CPJ1-GYSS-
CAT1-CRSS-GAT1-GOSS-CCDR-CWSU-YPJW-GOAU-GC3O-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
38. What are universal product codes (UPCs)? Explain their use in packaging.
ANSWER: A universal product code (UPC) is a series of thick and thin vertical lines, readable by
computerized optical scanners that represent numbers used to track products. Because the
numerical codes appear as a series of thick and thin vertical lines, they are often called bar
codes. The lines are read by computerized optical scanners that match codes with brand
names, package sizes, and prices. They also print information on cash register tapes and help

Name: Class: Date:
Chapter 10
retailers rapidly and accurately prepare records of customer purchases, control inventories,
and track sales. The UPC system and scanners are also used in scanner-based research.
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Packaging
Universal Product Codes
CUSTOM ID: CGI: PCXUHZBZ3C760SUPP686
QUESTION ID: JFND-GO4G-G3BU-ETTU
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJS-GR4D-GCDB-GBUG-GAUN-
GRSU-RPTA-8YSS-NQJ3-GOSU-GC3Z-CESU-QCMR-CA4G-CC5B-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
39. Explain planned obsolescence with at least two examples. Discuss if planned obsolescence is ethical or unethical.
ANSWER: Planned obsolescence is the practice of modifying products so those that have already been
sold become obsolete before they actually need replacement. Examples include products such
as printers, computers, and cell phones, which often become outdated before they stop
working and need to be replaced.Some argue that planned obsolescence is wasteful; some
claim it is unethical. Marketers respond that consumers favor style modifications because
they like changes in the appearance of goods such as clothing and cars. Marketers also
contend that consumers, not manufacturers and marketers, decide when styles are obsolete.
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Marketing
CUSTOM ID: CGI: VKML1BV32SSL9P79X646
QUESTION ID: JFND-GO4G-G3BU-ETT1
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJ3-CPTD-KP3I-GC5D-EPB3-CRSS-
ECB3-CRSS-CQJI-GOSS-EA5G-GRSU-OPDD-GA5G-NCB1-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
Name: Class: Date:
Chapter 10
40. Explain the importance of product offering in creating a marketing mix.

ANSWER: The product offering, the heart of an organization's marketing program, is usually the starting
point in creating a marketing mix. A marketing manager cannot determine a price, design a
promotion strategy, or create a distribution channel until the firm has a product to sell.
Moreover, an excellent distribution channel, a persuasive promotion campaign, and a fair
price have no value when the product offering is poor or inadequate.
POINTS: 1
Bloom's: Understand
BUSPROG: Analytic
Products
CUSTOM ID: CGI: WSKL47GP4PKWMQCWE437
QUESTION ID: JFND-GO4G-G3BU-ETTT
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJT-GYHU-NPJU-GFTU-NCT1-
CWSU-R3TZ-CRSU-GAJA-GOSU-YCJW-GYSS-RA3I-CFTD-N3MB-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
41. Zing is a soft drink which is available everywhere, including gas stations, department stores, and vending machines.
Zing is an example of a(n) _____.
a. unsought product
b. specialty product
c. convenience product
d. shopping product
ANSWER: c
RATIONALE: Zing is an example of a convenience product. A convenience product is a relatively
inexpensive item that merits little shopping effort. Convenience products normally require
wide distribution in order to sell sufficient quantities to meet profit goals. See 10-2: Types of
Consumer Products
POINTS: 1
Bloom's: Apply
BUSPROG: Analytic
Consumer Products
DATE CREATED: 5/26/2015 12:26 AM
Name: Class: Date:
Chapter 10

CUSTOM ID: KAMURR7GP0GMZNMQB923
QUESTION ID: JFND-GO4G-GR3W-EPTW
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMMF-GJUD-1P5N-CITG-NPJ3-CRSU-
GCTZ-8RSU-GA3A-GOSU-KPMD-8YSS-E3BA-8Y5U-NC3I-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
42. Amy spends very little time to shop for bath soaps and beauty creams as she uses only the products offered by
Eve’s Aura, a manufacturer of bath and beauty products. As Eve’s has a wide distribution network, its products are
available in almost every retail outlet in Amy’s locality. In this scenario, the bath and beauty products from Eve’s
Aura are examples of _____ products.
a. specialty
b. convenience
c. business
d. shopping
ANSWER: b
RATIONALE: The bath and beauty products from Eve’s Aura are an example of convenience products.
Convenience products are usually relatively inexpensive items that require little shopping
effort. Though consumers buy convenience products regularly without much planning, they
do remember the brand names of popular convenience products. See 10-2: Types of
Consumer Products
POINTS: 1
Bloom's: Apply
CUSTOM ID: CCKNWPKH6CV43TCFV722
QUESTION ID: JFND-GO4G-GR3W-EP4D
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJW-GBTS-RCUF-GO3U-RA3T-
CASU-ECBA-8RSU-13J1-GOSU-GAMF-CESS-NA3U-G31U-1ATU-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
43. Lisa goes to an electronic goods store to purchase a washing machine. After comparing the various brands of washing
machines available, their functions, prices, and so on, she purchases one that is cheaper and smaller than the rest. In this
case, Lisa has purchased a(n) _____.
a. shopping product
b. business product
c. specialty product
Name: Class: Date:
Chapter 10
d. unsought product
ANSWER: a
RATIONALE: Lisa has purchased a shopping product as she has spent considerable time to compare several
brands before finalizing one product. A shopping product requires comparison shopping
because it is usually more expensive than a convenience product and is found in fewer stores.
See 10-2: Types of Consumer Products
POINTS: 1
Bloom's: Apply
Specialty Products
CUSTOM ID: PXQBHCVA9W6KTE2V3303
QUESTION ID: JFND-GO4G-GR3W-EPNB
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMMD-CWHD-1QDD-8YAG-NATS-
GOSU-NC5N-CESU-YP5G-GOSU-CPJS-8RSS-R3DR-CO5U-RPMN-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
44. Frieda was disappointed to notice that her new phone had several scratches on its screen. If she had known about the
clear protective films that were available to protect the phone display from scratches, she could have avoided this
problem. For Frieda, the protective films were _____.
a. convenience products
b. unsought products
c. specialty products
d. shopping products
ANSWER: b
RATIONALE: For Frieda, protective films were unsought products as she was not aware of them. A product
unknown to the potential buyer or a known product that the buyer does not actively seek is
referred to as an unsought product. See 10-2: Types of Consumer Products
POINTS: 1
Bloom's: Apply
Unsought Products
Name: Class: Date:
Chapter 10

CUSTOM ID: CATCGJ0BQVMHVUM0C456
QUESTION ID: JFND-GO4G-GR3W-EPBZ
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJZ-CTUD-13B3-8Y3D-E3J3-COSS-
KC3S-CESU-OPTI-GOSU-ECBI-CCSU-NP5G-GOAU-CCMD-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
45. _____ refers to the number of product lines an organization offers.

a. Product line assortment
b. Product equity
c. Product mix width
d. Product line depth
ANSWER: c
RATIONALE: Product mix width (or breadth) refers to the number of product lines an organization offers.
Firms increase the width of their product mix to diversify risk. See 10-3: Product Items,
Lines, and Mixes
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Product Mix
CUSTOM ID: XFSZJM2M7Y2GVXLUR517
QUESTION ID: JFND-GO4G-GR3W-EPKD
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJI-CFTU-Y3TT-GJ1G-EPT3-CCSU-
RPJA-CRSS-N3TW-GOSS-CC3T-GYSU-CP3W-GA3D-1CDR-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
46. _____ is a type of co-branding that occurs when two brands receiving equal treatment borrow from each other’s brand
equity.
a. Ingredient branding
b. Cooperative branding
c. Complimentary branding
d. Family branding
ANSWER: b
RATIONALE: Cooperative branding occurs when two brands receiving equal treatment (in the context of an
advertisement) borrow from each other’s brand equity. Co-branding entails placing two or
more brand names on a product or its package. See 10-4: Branding
Name: Class: Date:
Chapter 10
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Marketing
CUSTOM ID: SWSQK4SXDDZ73XGGB043
QUESTION ID: JFND-GO4G-GR3W-EPJW
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJO-CE5U-KQJS-GA5D-KPDD-
GASU-GCT1-8RSU-QP3U-GOSU-NPJT-CCSS-GP5R-G7TU-QA5F-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
47. _____ labeling is designed to help consumers make proper product selections and lower their cognitive dissonance
after the purchase.
a. Informational
b. Persuasive
c. Perspective
d. Instructional
ANSWER: a
RATIONALE: Labeling generally takes one of two forms: persuasive or informational. Informational
labeling is designed to help consumers make proper product selections and lower their
cognitive dissonance after the purchase. See 10-5: Packaging
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Labeling
CUSTOM ID: QUTQMMRJL0KB0DKG3652
QUESTION ID: JFND-GO4G-GR3W-KOJ1
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJU-GH5G-GQDB-CWHG-NCBU-
CRSS-NPJO-CRSS-RAUD-GOSS-N3BO-GOSU-1QMN-GTOS-KPBI-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
Name: Class: Date:
Chapter 10
48. Daily Fresh is a multinational food and beverage company. One of the new products that Dairy Rich intends to
introduce includes fiber added to chocolate. The packages will include data that each chocolate bar contains five grams of
fiber and the various health benefits of including more fiber in one’s diet. In this case, Daily Fresh intends to use _____.
a. informational labeling
b. persuasive labeling
c. individual branding
d. family branding
ANSWER: a
RATIONALE: Daily Fresh intends to use informational labeling, which is designed to help consumers make
proper product selections and lower their cognitive dissonance after the purchase. Persuasive
labelling is the other form of labelling. See 10-5: Packaging
POINTS: 1
Bloom's: Apply
Packaging
CUSTOM ID: ASCL8W0Q1WVHYNYS8072
QUESTION ID: JFND-GO4G-GR3W-KO1B
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMMD-CO5S-KQDG-CC5G-GCUG-
CASS-RCBU-8RSU-YCMD-GOSU-EP5D-CASU-C3TZ-CO3U-OC5N-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE
49. _____ is when a product or company attempts to give the impression of environmental friendliness whether or not it is
environmentally friendly.
a. Greenwashing
b. Green hosting
c. Astroturfing
d. Cooperative branding
ANSWER: a
RATIONALE: Greenwashing is when a product or company attempts to give the impression of
environmental friendliness whether or not it is environmentally friendly. There are numerous
products in every product category that use greenwashing to try and sell products. See 10-5:
Packaging
POINTS: 1
DIFFICULTY: Easy
Name: Class: Date:
Chapter 10

Bloom's: Remember
BUSPROG: Analytic
Marketing
CUSTOM ID: MZTXT6FSERELSFXDQ110
QUESTION ID: JFND-GO4G-GR3W-KOTO
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJS-GBUD-RCJI-CR3D-GPMG-GOSU-
OPBA-CESU-13JO-GOSU-Y3DG-GOSU-CQB1-C3UD-YAT3-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
50. Ecstasy Inc. is a Canada-based food and beverage company. The company has decided to market and sell its products
in all European countries under the same brand name. In this scenario, Ecstasy Inc. has decided to use the _____.
a. complimentary branding strategy
b. co-branding strategy
c. one-brand-name strategy
d. individual branding strategy
ANSWER: c
RATIONALE: Ecstasy Inc. has decided to use the one-brand-name strategy as it has decided to market its
products in all European countries under the same brand name. This strategy is useful when a
company markets mainly one product and the brand name does not have negative
connotations in any local market. See 10-6: Global Issues in Branding and Packaging
POINTS: 1
Bloom's: Apply
Global Issues in Branding and Packaging
CUSTOM ID: LUUKRDL1TE5YH1A9N128
QUESTION ID: JFND-GO4G-GR3W-KQB1
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMJ1-GCAU-RCJT-CE4S-RQJ1-GOSU-
1CUN-8YSS-CCBW-GOSU-C3DF-CWSS-GPTO-CFTU-OP5D-E7JI-YT4D-JFNN-4OTI-
GO4W-NQNBEE
51. A(n) _____ strategy is not possible when the brand name has a negative or vulgar connotation in the local language.
a. repositioning

Name: Class: Date:
Chapter 10
b. one-brand-name
c. co-branding
d. individual branding
ANSWER: b
RATIONALE: A one-brand-name strategy is not possible when the brand name has a negative or vulgar
connotation in the local language, when the brand is owned by someone else, or when the
name cannot be pronounced in the local language. See 10-6: Global issues in branding and
packaging
POINTS: 1
DIFFICULTY: Easy
Bloom's: Remember
BUSPROG: Analytic
Global Issues in Branding and Packaging
CUSTOM ID: CTPAYYABNWS8JN1Y8318
QUESTION ID: JFND-GO4G-GR3W-KQJ1
CPT1-4A3U-GA3G-KAUD-C3DI-GWN8-EPRW-EMMB-GYAU-QQDD-CRAS-N3BI-
GCSS-ECT1-8YSU-GPMD-GOSU-NQBS-GOSU-YPBT-GY3U-N3MG-E7JI-YT4D-JFNN-
4OTI-GO4W-NQNBEE

Another random document with
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"I've heard your aunt say half-a-dozen times that she did
not like your going to those Burnsides," said the farmer.
Steenie laughed and shrugged his shoulders. "I'm not

bound to care for all her likes or dislikes either," muttered
the boy, tapping his front teeth with his silver-tipped cane.
Macalpine's sharp keen eyes looked sharper and keener

than ever as he observed, "After your aunt's bringing you
up, and doing everything for you these ten years, ever since
you could toddle alone, I think that she has a good claim at
least to your obedience, if you have no affection to give."
Apparently Master Steenie did not relish his uncle's remark,

for, perhaps to turn the conversation, he began teasing the
farmer's dog. Macalpine's angry remonstrance led to the
reply of his nephew with which my little story begins.
"I wonder that you care to keep such a rough ugly cur as
that Trusty," observed Steenie Steers.
"I keep him for some use," answered the farmer. "Trusty
guards my flock attends to my call; by day or by night; in
snow, rain, or hail, he is always ready to do my bidding.
He's a good old fellow," continued Macalpine, stooping to
pat his rugged friend, who licked the farmer's hand in
return. "I've reared him from a puppy."
"I should not care to rear such a common kind of dog as

that," observed Steenie, who prided himself on being a dog-
fancier. "If he were a King Charles spaniel now—"
"Or a pug or a poodle," interrupted the farmer; "I should

not consider him worth the rearing. I care for use, not for
show."
"Your favourite does not cost you much, I'll be bound!" said
Steenie Steers, with a saucy laugh.
"Trusty costs me nothing," answered Macalpine, "for he is

content with a few bones, and fairly earns what he gets. But
a friend of mine once reared a puppy that would, perhaps,
be a puppy just to your taste. Plenty of care and pains she
bestowed on the useless creature, and stuffed it with food
more than enough. I consider that much of that good
feeding was downright waste, seeing what the puppy was to
turn out, and that my poor friend really stinted herself to
pamper her pet."
"Did the creature devour so much, then?" inquired young

Steers.
"Why, he must have gobbled up, during his training,—let me

see—let me see," and Macalpine rubbed his shaggy head to
help out his calculations,—"the pet must have gobbled up as
good as three hundred big legs of mutton!"
"I say!" exclaimed Steenie, in much amazement. "Your

friend's pet must have been no pup, but a lion, and one
with a monstrous appetite, too! Such a brute as that would
soon eat his mistress out of house and home."
"He did not eat all the mutton in a day—or a week—or a

month; he took his time about it," said the farmer, with a
low chuckling laugh. "But my friend's hungry pet did not live
on mutton alone; we must add to the meat some three
hundred pounds of fresh butter!"
"A dainty dog!" exclaimed Steenie.
"And not much less than a thousand loaves of white bread,"

said Macalpine "with tubs of milk, and casks of beer, and I
don't know how many plum-cakes, seed-cakes, iced cakes,
and all sorts of sweeties besides!"
"You are cracking a joke on me, uncle," said Steenie. "I'll

answer for it that your friend's pet was never a puppy at
all."
"I could not answer for it that he is not one now, and a very
useless puppy, and a very ungrateful puppy," cried the
farmer, rising from his seat. "There, I see my sister
coming," he added, as he looked through the open door-
way; "Trusty, you and I will go and meet her."
Trusty, ever ready, sprang up and followed his master.
Steenie's face had grown exceedingly red at the words of

Macalpine; the boy bit hard the silver tip of his cane. He
could now see clearly enough what his uncle's meaning had
been. Steenie himself was the idle, ungrateful puppy, that,
after having been fed for ten long years on his kind aunt's
bounty, had made no kind of return for all the care and love
which she had lavished upon him.
I must say that Farmer Macalpine had a rude and

disagreeable way of giving reproof; he did not, as all
Christians ought to do, speak the truth in love. His manners
and his words were as rough as his hair. We may have no
such plain-spoken uncle to remind us of things which we do
not care to remember, but it is well for all who have been
brought up by parents or friends in comfortable homes, all
who have been fed and clothed year after year by the
kindness of others, to ask themselves what return they are
making for all that they have received.
I fear that Steenie Steers is not the only boy who deserves
the name of "a very useless puppy," and who might, if he
would, learn a lesson from Trusty, the old shepherd's dog.
What Bird Would You Be?
"A NEW game for a rainy day!" cried Clara, clapping her
hands to command silence amongst the merry little group
of children who, tired of active romps, now clustered around
her.
"It must be a quiet one, for the little ones are out of breath
with Blindman's Buff, and Sophy, I see, is fanning herself on
the sofa. Here, Tom and Felix, draw in chairs to form a
circle; the two footstools will do nicely for Jessie and Minnie
—little seats will suit little people. Tall Phil, you may perch
on the music-stool, and look down on us all, if you like it."
The circle of children was soon formed, all waiting till Clara
should tell them how to begin their new game.
Clara took a rich red rose from a vase which stood near. "I
am going to ask a question," said she, "and to the one who
shall offer the best reason for his or her answer, the rose
shall be given as a prize."
Tom, a merry rosy-cheeked boy, laughed as he stooped and

whispered to his next neighbour, Annie. "If the rose were to
be won by giving a long jump, or a hard pull, or a good
knockdown blow, I'd have a chance," said he; "but you
could wring out butter from a broom-stick sooner than a
rhyme or a reason from me."
"Let's hear the question," cried Phil.

"If you were to be changed into a bird, what bird would you
choose to become?" asked Clara.
"An eagle," shouted out Master Tom.
"Your reason?" inquired the young lady.
"Well," drawled out the boy, "suppose because he is the

biggest and strongest of birds, and able to whack all the
rest."
"The eagle is neither the biggest nor the strongest of birds,"

cried Phil. "The ostrich, condor, and albatross are all larger,
and some more powerful than the eagle."
Tom shrugged his shoulders and shook his head; had he not
been fonder of boxing than of books, he might have said
that the huge condor, being a vulture, is of the same order,
and therefore may be called first cousin to the eagle.
"Jessie, dear, what would you be?" asked Clara of the

smallest child in the room.
"I'd be a hummingbird," lisped Jessie, "'cause it's the

prettiest of all 'ittle birds."
"Pretty, yes," observed Annie, her sister; "but I think that

its prettiness is rather an evil to it than a good. If you were
a hummingbird, Jessie, you would very likely be caught,
killed, and stuffed for the sake of your beauty."
"And what says our little Minnie?" inquired Clara of a plump,

fair, flaxen-haired child who sat on a footstool next to
Jessie, with her arm round her young companion.
"I'd be a beauty swan, swimming about amongst the lilies,

under the shady trees," said the child, who had admired the
swan and his mate, with their little cygnets, floating on the
lake, as she had seen them that morning.
"Give us your reason," said Clara.
"I like paddling about in the water, it's so nice," was the
simple reply.
"Ay, you would like it in summer," cried Phil, "when the lilies
are in flower, and the trees in leaf. But I know a little lady
who in winter does not care to stir off the hearth-rug, and is
ready to cry if sent out into the cold. She would not then
care to be a swan, and paddle about on the ice."
"I'd rather be a swallow," cried Felix, "and escape altogether

from winter with its frosts and its snows. A life of active
pleasure, not of lazy enjoyment, for me! I like to travel and
see distant lands and what fun it would be just to spread
one's wings and be off for France, Italy, or Algiers, without
any trouble of packing a trunk, with nothing heavier to
carry than feathers, and no railway tickets to pay for, or bills
at hotels on the way!"
"Were you a swallow, you'd have a bill wherever you flew,"

laughed Phil.
"Oh! A precious light one," said Felix gaily.
"As for me, I'd prefer the life of a lark," cried Phil. "I'd
sooner mount high than fly far; and I'd like to whistle my
song from the clouds. To my mind, the little sky-lark is the
merriest bird under the sun."
"If you were to be changed into a bird, Sophy, what bird

would you be?" asked Clara of a rather affected little girl,
who sat twirling the bead bracelet which she wore on her
arm.
Sophy drooped her head a little on one side, as if it rather
troubled her to give an opinion,—and she thought herself
too much of a fine lady to join in so childish a game. She
glanced up, however, at the splendid rose which Clara held
in her hand, and thinking that it would look very pretty in
her own hair, prepared to answer the question.
"What bird would you be?" repeated the boys, who were
growing a little impatient.
"The nightingale," said Sophy in an affected tone, again

looking down, and twirling her beads.
"You must give your reason for your choice," observed

Clara.
"Every one admires the nightingale's sweet notes," said

Sophy, glancing up at the rose.
"Oh, ho! There's a fine reason!" laughed Phil. "I'd sing like
the lark in the joy of my heart, with the sunshine about me;
but Sophy would sing for other folk to admire her trills and
her shakes, and cry out, 'I never heard anything so fine!'"
Sophy looked vexed at the remark, for Phil had hit on her
weakness; the vanity which is always seeking for praise.
Clara, who liked all to be peace and good-humour, turned at
once the attention of the little party in another direction, by
addressing Annie, the only one of the circle who had not yet
been questioned.
"What bird would you be, dear?" asked she.
"I think, an eider-duck," replied Annie.
Her answer was received with a burst of laughter.

"A duck—to dabble in mud, and gobble up snails and frogs!"
cried Phil.
"Or be gobbled up itself, with green pease, and admired as

a very nice bird!" exclaimed Felix.
"Ducks are very pretty—almost as pretty as swans," lisped

little Jessie, who did not like her sister to be laughed at.
"I do not think that eider-ducks are pretty," said Annie; "I
did not choose the bird for its beauty."
"You have not given us a reason for your choice yet,"

observed Clara.
"I think the eider-ducks useful," said Annie; "the delightful

quilt, so light yet so warm, which has been such a comfort
to mamma in her illness, was made from their down. But
my chief reason for liking the bird is its unselfishness. You
remember, Jessie," added Annie, addressing her sister,
"what mamma told us about the eider-ducks that are found
in Scotland, Norway, and Iceland?"
"Oh yes; I know all about them!" cried Jessie. "The good
mother duck pulls off the down from her own breast to line
her nest, and make it soft and warm for her baby ducklings;
and when people steal away the down, she pulls more and
more, till she leaves herself bare,—and then her husband,
the drake, gives his nice down to help her."
"When mamma told me all this," said Annie, "it reminded

me of the beautiful story of the Highland mother who was
overtaken by a terrible snowstorm, as she travelled with her
babe in her arms. The mother stripped off her shawl, as the
duck does her down, and wrapped it close—oh, so close!—
round her child, and hid him in a cleft in a rock. The baby,
wrapped in his mother's shawl, was found alive where she
had left him; but the poor woman—the loving woman—"
Annie's voice failed her, and she did not finish the touching
tale of the mother who perished in the cold from which she
had guarded her child.
"Now let us compare the various reasons which have been

given for choosing different birds," said Clara, "that we may
decide upon which is the best one. The eagle was chosen
for size and strength, the little hummingbird for beauty; one
liked the swan's life of easy enjoyment, another the
swallow's of active amusement. The lark was chosen for
cheerfulness, the nightingale for the admiration which he
gains, the eider-duck for the unselfishness which she
shows. Now which of our little party has given the best
reason for a choice?"
"Annie! Annie!" cried most of the children—though Sophy

murmured something about "an ugly waddling creature that
can say nothing but 'quack!'"
"Then I think that we agree that Annie has won the rose,"
said Clara.
And if, before the day was over, that sweet rose found its
way to a chamber of sickness, and was laid on an eider-
down quilt within reach of a lady's thin hand, the reader will
easily guess how it came there. Annie was one not only to
admire but to imitate the unselfishness of the bird that finds
its pleasure in caring for the comfort of others, instead of
seeking its own.
The Hero and the Heroine.
"HARRY was a hero, if ever there was one!" cried Theodore

Vassy, after he had been for some time silently looking at a
print of the prince who was afterwards so famous as Henry
V. The print represented the well-known anecdote of Harry's
trying on the crown of England by the sick-bed of his father.
"I never admire that story much," observed Theodore's

eldest sister Alice, raising her eyes from a volume which she
had been reading. "A son finds, as he thinks, that his father
has just died; and, instead of bursting into tears (like our
good Queen when she gained a throne by the death of her
uncle), Prince Harry's first thought is to try on the crown! I
do not wonder," added Alice with a smile, "that when the
poor sick king woke from his deathlike sleep, he was little
pleased with his son."
"But the son, if the story be true, made such a noble excuse
for himself, that even his father was satisfied," said
Theodore. "Harry had not tried on the crown because he
was in the least hurry to wear it, but because—"
Alice shook her head, laughing. "Harry's excuses may have

been clever, but I am afraid that they were but false ones,"
said she; "for when he was once on the throne, one crown
was not enough for King Harry: he must carry sword and
fire into poor France, because he wanted to have two!"
"Girls know nothing, understand nothing, about heroes,"

said Theodore in a tone of contempt.
"Girls have been heroines," replied Alice with some

animation. "In this very book which I have been reading
—'Memorials of Agnes Jones'—there is an anecdote of her
courage when she was a child of but eight years old which
might have done credit to a boy of ten, even if he bore the
name of Theodore Vassy," added the elder sister gaily.
Theodore prided himself on his manly spirit, though it was a

spirit which more often carried him into difficulties than
bore him bravely through them. For instance, Theodore had
boasted that he would clear his father's cellar of the
troublesome rats that had made it their home; and he had
made an attempt to do so. The boy had even succeeded in
catching a rat by the tail! But no sooner had the fierce little
prisoner turned and bit his captor's finger, than Theodore,
giving a cry of pain, had let the rat go, and had retreated at
once from the cellar, leaving the honours of the battle-field
to his small four footed foe.
Luckily for Theodore, no one had been present to witness

the fight; and the boy took good care not to mention his
adventure. Not even Alice knew where her brother had got
the little mark left on his hand by the teeth of the rat.
"Let's hear your anecdote, if it's worth the hearing," said

Theodore Vassy. "I never yet knew a girl who would not cry
at the prick of a needle."
Alice turned back the pages of the book which she had been
reading, till she came to the part relating to the childhood of
Agnes Jones.
"This memoir is written by the sister of Agnes," observed

Alice; "and it is one of the most beautiful books which I
ever read in my life."
"And who was this Agnes?" asked Theodore.

"A young lady, the daughter of an officer," replied Alice
Vassy. "When she was a little child, she accompanied her
parents to the island of Mauritius, off the east coast of
Africa, where occurred the following incident, thus related
by her sister." And Alice read as follows:—
"At Mauritius, when she was about eight years old, a friend
sent her a present of a young kangaroo from Australia. An
enclosure was made for it in the garden, and Agnes
delighted to feed and visit it daily."
"I've seen a kangaroo in the Zoological Gardens,"

interrupted Theodore. "It was larger than our big dog, and
went springing and jumping on its long hind legs, as if it
were set on springs. I never saw such a creature for
leaping! I was told that the kangaroo has tremendous
strength in those hind legs, and that, when hunted, it
makes itself dangerous even to the dogs. I suppose that
this little girl's kangaroo was very tame as well as young, or
she might have had more pain than pleasure from her
plaything." Theodore was thinking of his fight with the rat.
Alice went on reading the sister's account of the little Agnes

and her pet kangaroo:—
"One day, as she opened the gate, it escaped, and bounded

off into our neighbour's plantation. Agnes followed, fearing
it might do mischief, climbed over the low wall which
separated the two gardens, and after a long chase
succeeded in capturing the fugitive. Some minutes
afterwards my mother came into the garden, and was
horror-struck to see her returning from the pursuit—the
kangaroo, which she held bravely by its ears, struggling
wildly for freedom, and tearing at her with its hind feet;
while her dress was streaming with blood from the wounds
inflicted by its nails."
"I say!" exclaimed Theodore involuntarily, "I'd have let the
horrid beast go!"
"But she would not do so," continued Alice, still reading,

"until she got it safely into its house; although it was many
a long day before she lost the marks of her battle and its
victory."
"She was a gallant little soul!" exclaimed Theodore. "What a

pity it is that Agnes was a girl, and not a boy! For, after all,
courage is not of much use to a woman."
"I am not sure of that," replied Alice; "nor, perhaps, would

you think so, were you to read this beautiful Life. Agnes left
a bright, happy home, to watch as a nurse by the sick-beds
of the poor. Though she was a lady born and bred, she
shrank from no drudgery, grumbled at no hardship: she
worked hard, and she worked cheerfully, looking for no
reward upon earth. Agnes had to struggle against great
difficulties; but she mastered them just as she had
mastered the kangaroo when she was a child."
"And got nothing by it," said Theodore Vassy. "One might

suffer, and struggle, and conquer difficulties, if, like Harry
the Fifth, one had a crown to make it worth while."
"There was a crown for Agnes," observed Alice gravely; "but

not one that man could give, or that she could wear upon
earth. The artist who drew that picture—" Alice glanced as
she spoke at the print in the hand of her brother—"has
made Prince Henry look upwards, as if praying to be made
worthy to have a crown. Agnes Jones's was a life-long
looking upwards—a life-long trying on, as it were, of the
crown prepared for such as love their Heavenly King;—and I
believe," added Alice, as she closed her volume, "that after
her brave struggles and her victories, Agnes Jones has gone
to wear that crown."
Beware of the Wolf.
YOU never need fear, little children, to meet

A wolf in the garden, the wood, or the street;
Red Riding-hood's story is only a fable,—
I'll give you its moral as well as I'm able:
Bad Temper's the wolf which we meet everywhere—
Beware of this wolf! Little children, beware!
I know of a boy, neither gentle nor wise,

If you tell him a fault, he gives saucy replies;
If kept from his way, in a fury he flies—
Ah! Passion's the wolf with the very large eyes;
'Tis ready to snap and to trample and tear—
I know of a girl always trying to learn

About things with which she should have no concern:
Such mean Curiosity really appears
To me like the wolf with the very large ears,
All pricked up to listen, each secret to share—
And Greediness, that's like the wolf in the wood

With the very large mouth, ever prowling for food,
That eats so much more than for health can be good;
That would clear a whole pastry-cook's shop if it could;
That never a dainty to others will spare—
PASSION, PRYING, and GREEDINESS, each thus appears

As a wolf with fierce eyes, a large mouth, or big ears;
They bring to our nurseries fighting and fears,
They cause bitter quarrelling, trouble, and tears.
Oh! Chase them and cudgel them back to their lair—
Beware of the wolves! Little children, beware!
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Cengage Learning Testing, Powered by Cognero Page 1

DATE CREATED: 5/1/2015 4:21 PM

LEARNING OBJECTIVES: MKTG.LAMB.15.10.03

7. Convenience products, though inexpensive, require considerable shopping effort by buyers.

8. Trademark protection and rights only last for five years.

9. An organization's product mix includes all of the products it sells.

QUESTION GLOBAL ID: GCID-E7BW-1TBP-G7TU-CATT-GE5G-NPJZ-8FO1-4CDF-CAHN-4PTZ-8Y4N-43BZ-

TOPICS: A-head: Packaging

13. Which of the following is true of product lines?

Cengage Learning Testing, Powered by Cognero Page 7

QUESTION ID: JFND-GO4G-G3BU-ETKN

15. Which of the following is true of an express warranty?

16. Which of the following is true of an implied warranty?

HAS VARIABLES: False

18. Which of the following is considered an advantage of decreasing a product's quality?

19. Which of the following is true of a specialty product?

20. Compared to convenience products, shopping products are:

DATE MODIFIED: 5/26/2015 1:12 AM

Cengage Learning Testing, Powered by Cognero Page 14

25. Which of the following is true of an unsought product?

Cengage Learning Testing, Powered by Cognero Page 15

DATE MODIFIED: 5/26/2015 1:12 AM

TOPICS: A-head: Types of Consumer Products

CUSTOM ID: CGI: QUTQMMRJL0KB0DKG3652

36. __________refers to the number of product lines an organization offers.

DATE MODIFIED: 5/26/2015 1:13 AM

Cengage Learning Testing, Powered by Cognero Page 22

40. Explain the importance of product offering in creating a marketing mix.

DATE MODIFIED: 5/26/2015 1:13 AM

DATE MODIFIED: 5/26/2015 1:13 AM

45. _____ refers to the number of product lines an organization offers.

LEARNING OBJECTIVES: MKTG.LAMB.15.10.05

Cengage Learning Testing, Powered by Cognero Page 30

Cengage Learning Testing, Powered by Cognero Page 31

Steenie laughed and shrugged his shoulders. "I'm not

Macalpine's sharp keen eyes looked sharper and keener

Apparently Master Steenie did not relish his uncle's remark,

"I should not care to rear such a common kind of dog as

"Or a pug or a poodle," interrupted the farmer; "I should

"Trusty costs me nothing," answered Macalpine, "for he is

"Did the creature devour so much, then?" inquired young

"Why, he must have gobbled up, during his training,—let me

"I say!" exclaimed Steenie, in much amazement. "Your

"He did not eat all the mutton in a day—or a week—or a

"A dainty dog!" exclaimed Steenie.

"And not much less than a thousand loaves of white bread,"

"You are cracking a joke on me, uncle," said Steenie. "I'll

Trusty, ever ready, sprang up and followed his master.

Steenie's face had grown exceedingly red at the words of

I must say that Farmer Macalpine had a rude and

Tom, a merry rosy-cheeked boy, laughed as he stooped and

"Let's hear the question," cried Phil.

"An eagle," shouted out Master Tom.

"Your reason?" inquired the young lady.