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Chapter 10 MKTNG review

Pregunta 1 de 26

1

The decision an organization makes to use a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors is called:

Selecciona una de las siguientes respuestas posibles:

  • licensing.

  • branding.

  • copyrighting.

  • trademarking.

  • product identification.

Explicación

Pregunta 2 de 26

1

A difference between informational labeling and persuasive labeling is that informational labeling:

Selecciona una de las siguientes respuestas posibles:

  • focuses on a promotional theme or logo rather than consumer information.

  • increases a consumer's cognitive dissonance after the purchase.

  • helps a consumer make proper product selections.

  • gives the impression of environmental friendliness to a product.

Explicación

Pregunta 3 de 26

1

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:

Selecciona una de las siguientes respuestas posibles:

  • brand equity

  • product mix

  • product item

  • promise index

Explicación

Pregunta 4 de 26

1

Which of the following is true of product lines?

Selecciona una de las siguientes respuestas posibles:

  • They mandate a separate marketing strategy for each line.

  • They provide economies of scale in advertising.

  • They involve greater transportation and warehousing costs than product items.

  • They help distinguish each version of a product from the others offered by a company.

Explicación

Pregunta 5 de 26

1

When deciding on distribution plans for specialty products, companies generally ensure that the items are:

Selecciona una de las siguientes respuestas posibles:

  • made directly available to a consumer through a salesperson, direct mail, or direct response advertising.

  • relatively inexpensive and merit little shopping effort.

  • always marketed as unsought products.

  • distributed to only a few stores in a geographic area.

Explicación

Pregunta 6 de 26

1

Which of the following is true of an express warranty?

Selecciona una de las siguientes respuestas posibles:

  • It gives the impression of environmental friendliness to a product.

  • It contains an unwritten guarantee about the performance of a product.

  • It prohibits other firms from using a brand or part of a brand without permission.

  • It ranges from simple statements to extensive documents written in technical language.

Explicación

Pregunta 7 de 26

1

Which of the following is true of an implied warranty?

Selecciona una de las siguientes respuestas posibles:

  • It prohibits other firms from using a brand or part of a brand without permission.

  • It identifies the brand of a part that makes up the product.

  • It ranges from simple statements to extensive documents written in technical language.

  • It comes with the sale of every product under the Uniform Commercial Code.

Explicación

Pregunta 8 de 26

1

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?

Selecciona una de las siguientes respuestas posibles:

  • Baked potato chips

  • Cupcakes

  • Hundred percent orange juice

  • Beverages

Explicación

Pregunta 9 de 26

1

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

Selecciona una de las siguientes respuestas posibles:

  • It gives manufacturers greater ability to raise prices for the product.

  • It allows manufacturers to appeal to target markets unable to afford the original product.

  • It motivates customers to replace worn out products.

  • It enhances the ease of coordinating promotion from market to market.

Explicación

Pregunta 10 de 26

1

Which of the following is true of a specialty product?

Selecciona una de las siguientes respuestas posibles:

  • It is widely distributed in a geographic area in order to sell sufficient quantities to meet profit goals.

  • It is marketed using selective, status-conscious advertising that maintains its exclusive image.

  • It is bought only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility.

  • It is sold using aggressive personal selling as consumers do not seek out this type of product.

Explicación

Pregunta 11 de 26

1

Compared to convenience products, shopping products are:

Selecciona una de las siguientes respuestas posibles:

  • sold through aggressive personal selling and highly persuasive advertising.

  • usually more expensive and are found in fewer stores.

  • purchased without significant planning.

  • available everywhere, including department stores, gas stations, and vending machines.

Explicación

Pregunta 12 de 26

1

A mobile phone manufacturing company is said to functionally modify one of its products if it:

Selecciona una de las siguientes respuestas posibles:

  • introduces a sleek and stylish version of the mobile phone with the same specifications.

  • reduces the price of the mobile phone ahead of a sale.

  • introduces stylish headphones for the mobile phone.

  • releases a software update to fix the mobile phone's heating problem.

Explicación

Pregunta 13 de 26

1

Which of the following statements is true about the naming strategies for products sold in the global market?

Selecciona una de las siguientes respuestas posibles:

  • A one-brand-name strategy is useful when a company markets mainly one product.

  • An advantage of using different brand names in different markets is greater identification of the product from market to market.

  • A one-brand-name strategy reduces the ease of coordinating promotion from market to market.

  • A disadvantage of using different brand names in different markets is that it does not support localization.

Explicación

Pregunta 14 de 26

1

Which of the following is a difference between individual branding and family branding?

Selecciona una de las siguientes respuestas posibles:

  • Individual branding uses different brand names for different products, while family branding markets several different products under the same brand name.

  • 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.

  • Individual branding identifies the brand of a part that makes up the product, while family branding identifies the entire product.

  • 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.

Explicación

Pregunta 15 de 26

1

Why are many retailers creating and promoting their own captive brands?

Selecciona una de las siguientes respuestas posibles:

  • Captive brands carry evidence of a store's affiliation and are available everywhere.

  • Captive brands help to increase a company's presence in markets where it has little room to differentiate itself.

  • Captive brands allow retailers to ask a price similar or equal to manufacturers' brands.

  • Captive brands allow retailers to gain greater profits by marketing cheaper products under a brand name owned by them.

Explicación

Pregunta 16 de 26

1

Which of the following is true of an unsought product?

Selecciona una de las siguientes respuestas posibles:

  • Marketers of unsought products often use selective, status-conscious advertising to maintain the product's exclusive image.

  • Consumers buy unsought products regularly, usually without much planning.

  • New products are categorized as unsought products until advertising and distribution increase consumer awareness of them.

  • Consumers usually buy an unsought product only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility.

Explicación

Pregunta 17 de 26

1

Zing is a soft drink which is available everywhere, including gas stations, department stores, and vending machines. Zing is an example of a(n) _____.

Selecciona una de las siguientes respuestas posibles:

  • unsought product

  • specialty product

  • convenience product

  • shopping product

Explicación

Pregunta 18 de 26

1

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.

Selecciona una de las siguientes respuestas posibles:

  • specialty

  • convenience

  • business

  • shopping

Explicación

Pregunta 19 de 26

1

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) _____.

Selecciona una de las siguientes respuestas posibles:

  • shopping product

  • business product

  • specialty product

  • unsought product

Explicación

Pregunta 20 de 26

1

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 _____.

Selecciona una de las siguientes respuestas posibles:

  • convenience products

  • unsought products

  • specialty products

  • shopping products

Explicación

Pregunta 21 de 26

1

_____ is a type of co-branding that occurs when two brands receiving equal treatment borrow from each other’s brand equity.

Selecciona una de las siguientes respuestas posibles:

  • Ingredient branding

  • Cooperative branding

  • Complimentary branding

  • Family branding

Explicación

Pregunta 22 de 26

1

_____ labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.

Selecciona una de las siguientes respuestas posibles:

  • Informational

  • Persuasive

  • Perspective

  • Instructional

Explicación

Pregunta 23 de 26

1

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 _____.

Selecciona una de las siguientes respuestas posibles:

  • informational labeling

  • persuasive labeling

  • individual branding

  • family branding

Explicación

Pregunta 24 de 26

1

_____ is when a product or company attempts to give the impression of environmental friendliness whether or not it is environmentally friendly.

Selecciona una de las siguientes respuestas posibles:

  • Greenwashing

  • Green hosting

  • Astroturfing

  • Cooperative branding

Explicación

Pregunta 25 de 26

1

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 _____.

Selecciona una de las siguientes respuestas posibles:

  • complimentary branding strategy

  • co-branding strategy

  • one-brand-name strategy

  • individual branding strategy

Explicación

Pregunta 26 de 26

1

A(n) _____ strategy is not possible when the brand name has a negative or vulgar connotation in the local language.

Selecciona una de las siguientes respuestas posibles:

  • repositioning

  • one-brand-name

  • co-branding

  • individual branding

Explicación

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