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Chapter 10 & 11 Quiz

Terms in this set (15)

Which of the following is the function of packaging?

a) Facilitating storage and recycling
b) Containing and protecting products
c) Promoting products
d) All of the above are correct
d) All of the above are correct

The three most important functions of packaging are to contain and protect products; promote products; and facilitate the storage, use, and convenience of products. A fourth function of packaging that is becoming increasingly important is to facilitate recycling and reduce environmental damage.

10-5
A one-brand-name strategy should be adopted when the name cannot be pronounced in the local language, when the brand name is owned by someone else, or when the brand name has a negative or vulgar connotation in the local language.

True
or
False
False

A one-brand-name strategy is not possible when the name cannot be pronounced in the local language, when the brand name is owned by someone else, or when the brand name has a negative or vulgar connotation in the local language. The Iranian detergent Barf, for example, might encounter some problems in the U.S. market.

10-6
Which of the following refers to changing one or more of a product's characteristics?

a) Product modification
b) Product line extension
c) Planned obsolescence
d) Repositioning
a) Product modification

Over time, firms change product items, lines, and mixes to take advantage of new technical or product developments or to respond to changes in the environment. Marketers may also choose to adjust
their product items, lines, and mixes through repositioning products or extending or contracting product lines.

10-3
Which of the following aspects of packaging is especially important in international marketing?

a) Aesthetics
b) Labeling
c) Climate considerations
d) All of the above are correct
d) All of the above are correct

Apart from global branding decisions, companies must consider global packaging needs. Three aspects of packaging that are especially important in international marketing are labeling, aesthetics, and climate considerations. The major labeling concern is properly translating ingredient, promotional, and instructional information on labels. Care must also be employed in meeting all local labeling requirements, such as when bilingual labeling is required.

10-6
Paulette goes to an appliance store to purchase a refrigerator. After comparing the technical features, prices, and durability of the
various brands of refrigerators available, she purchases the cheapest and smallest in size. In this case, Paulette has purchased a ________.

a) business product
b) shopping product
c) specialty product
d) convenience product
b) shopping product

In this case, Paulette has purchased a shopping product as she has spent considerable time comparing several brands before finalizing one product. Consumers usually buy a shopping product only after comparing several brands or stores on style, practicality, price, and lifestyle compatibility.

10-2
________ is when a product or company attempts to give the impression of environmental friendliness whether or not it is environmentally friendly.

a) Family branding
b) Captive branding
c) Greenwashing
d) Informational labeling
c) Greenwashing

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.

10-5
Persuasive labeling is designed to help consumers make proper product selections and lower their cognitive dissonance after the
purchase.

True
or
False
False

Persuasive labeling focuses on a promotional theme or logo, and consumer information is secondary. The standard promotional claims- such as "new. "improved," and "super"-are no longer very persuasive. Consumers have been saturated with "newness" and thus discount these claims.

10-5
Nestor's Nesties, a confectionery company, sells a variety of dark chocolates, milk chocolates, gummies, fruit juices, crackers,
cereals, and even cheese. These products together constitute the company's ________.

a) product line
b) brand symbol
c) product mix
d) brand mark
c) product mix

An organization's product mix includes all the products it sells. For instance, all Campbell's products- soups, sauces, frozen entrées, beverages, and baked goods - constitute its product mix.

10-3
Which of the following statements is true of simulated market testing?

a) It is used to monitor shopper behavior to assess a product's likely performance.
b) It is the final stage in the new-product development and marketing process.
c) It is often conducted on prototype models during the development stage.
d) It is a useful tool for implementing simultaneous product development.
a) It is used to monitor shopper behavior to assess a product's likely performance.

An alternative to traditional test marketing is simulated (laboratory) market testing. Shopper behavior, including repeat purchasing, is monitored to assess a product's likely performance under true market conditions.

11-2
In comparison to early adopters, which of the following statements is true of the early majority?

a) They are likely to collect more information and evaluate more brands.
b) They are less likely to extend the adoption process.
c) They are more likely to be opinion leaders.
d) They are self-confident, and they rely less on group norms.
a) They are likely to collect more information and evaluate more brands.

The early majority weighs the pros and cons before adopting a new product. They are likely to collect more information and evaluate more brands than early adopters, thereby extending the adoption process.

11-5
Foumotts Corp. manufactures and sells accessories for cell phones. To boost its sales, the research and development team
decides to use product modification as an approach to new product development. In this scenario, the research and development
team will most likely:

a) add new products to supplement Fournotts's established product line.
b) make a slight change in the design or function of the existing products.
c) eliminate products that are inconsistent with Fournotts's business mission
d) develop products by applying new technology.
b) make a slight change in the design or function of the existing products.

The research and development team of Fournotts will make a slight change in the design or function of the existing products. Product modification makes cosmetic or functional changes to existing products.

11-2
Marketers typically pay little or no attention to directing their advertising or personal selling toward laggards.

True
or
False
True

Marketers typically ignore laggards, who do not seem to be motivated by advertising or personal selling and are virtually impossible to reach online.
Which of the following provides an accurate contrast of product life cycle lengths?

a) The PLC for a product form is usually equal to the PLC for the corresponding product category.
b) The PLC for a product form is usually longer than the PLC for any one brand.
c) The PLC for a product category is usually shorter than the PLC for any one brand.
d) The PLC for a product category is usually shorter than the PLC for any one product form.
b) The PLC for a product form is usually longer than the PLC for any one brand.

The PLC concept can be used to analyze a brand. a product form, or a product category. Generally speaking, the PLC for a product form is usually longer than the PLC for any one brand. Product categories have the longest life cycles. A product category includes all brands that satisfy a particular type of need.

11-6
Roger, an affluent college graduate, buys gadgets on the day of their launch in, the market. He reads expert reviews on the
Internet, and is not influenced by the opinions of his family and friends while choosing products. Roger is most likely to belong
to the category of _______ in the context of diffusion of innovation.

a) the early majority
b) early adopters
c) innovators
d) the late majority
c) innovators

Roger is most likely to belong to the category of innovators in the diffusion of innovation. Innovators are the first 2.5% of all those who adopt a product. Innovators are eager to try new ideas and products, almost as an obsession.

11-5
When considering the diffusion of innovation regarding new products, a dominant characteristic of innovators is tradition.

True
or
False
False

Innovators are characterized as being venturesome. The dominant value of laggards is tradition.

11-5
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