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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
Convenience Products
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
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corrected. Final stops missing at the end of sentences and
abbreviations were added. Spaces were added between run
together words. Accents were adjusted where needed. Duplicate
letters at line endings or page breaks were removed.
The following were changed:
delighful to delightful
benefical to beneficial
Thackery to Thackeray
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precedure to procedure
De Foe to Defoe
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incalulable to incalculable
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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

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