WF Marketing Lap 3 Mix & Match
Post Test
1. The particular assortment of products a business offers to meet market needs and
company goals is its product (4 points)
a. depth.
c. width.
b. mix.
d. consistency.
2. Each individual good, service, or idea a business offers for sale is known as a
product (4 points)
a. width.
c. item.
b. mix.
d. line.
3. Which of the following is an example of a product line: (4 points)
a. Kraft convenience foods
c. Wheat Thins
b. A1 Steak Sauce
d. Capri Sun
4. Which of the following is a way a business can set up a product line: (4 points)
a. Width
c. Trading up
b. Depth
d. Customer group
5. The number of product lines a company carries is referred to as (4 points)
a. depth.
c. consistency.
b. width.
d. class.
6. The number of products and the assortment of sizes, colors, and models offered in
product lines is referred to as (4 points)
a. class.
c. consistency.
b. width.
d. depth.
7. Which of the following is one of the elements included in judging the consistency of a
company’s product lines: (4 points)
a. End use
c. Packaging
b. Product names
d. Life cycle
8. Which of the following is an example of a business with a broad product mix:
a. Car dealership
c. Candy store
b. Discount store
d. Jeweler
9. A business that offers a great many items in a product line has a __________
product mix. (4 points)
a. shallow
c. deep
b. broad
d. narrow
10. Which of the following is a reason for a business to have a narrow product mix:
a. To allow the company to specialize
b. To use a wide range of prices
c. To allow the company to meet the needs of a variety of consumers
d. To reduce the costs of the goods the company purchases for resale
11. Why would a business use a broad product mix? (4 points)
a. To assure that the product lines are related
b. To promote one-stop shopping
c. To relate the products to the target market
d. To decrease legal liabilities
12. Which of the following is a reason for a business to offer a deep product mix:
a. To specialize in a product line
b. To ensure similar methods of distribution
c. To control costs
d. To compete effectively
13. Why would a business use a shallow product mix? (4 points)
a. To promote one-stop shopping
b. To allow the company to meet the needs of a variety of consumers
c. To control costs
d. To use a wide range of prices
14. Selecting the product mix is an important decision for a business for all of these
reasons except that it
a. helps the business to appeal to its target market.
b. decreases marketing costs.
c. presents a consistent company image.
d. helps a business deal with its competition.
15. A salon recently added nail services to its product mix. This strategy is called (4
points)
a. contraction.
c. expansion.
b. trading up.
d. alteration.
16. Which of the following is a reason for a business to add product items or lines to its
product mix:
a. To improve products for social good
b. To satisfy customers’ desire for variety
c. To limit costs
d. To conflict with another product in the mix
17. A product-mix strategy in which a business removes, or deletes, product items or
lines from its product mix is (4 points)
a. trading down.
c. alteration.
b. trading up.
d. contraction.
18. Why would a business remove or delete product items or lines from its product mix?
a. To appeal to a new market
b. To offer customers complementary products
c. To increase market risk
d. To avoid legal liabilities
19. A product-mix strategy in which a business redesigns its products is (4 points)
a. consistency.
c. alteration.
b. expansion.
d. contraction.
20. Which of the following is a reason that a business would make changes to its
products: (4 points)
a. To keep up with changing consumer preferences
b. To make room for other products
c. To spread risk over a wider area
d. To predict the success of the changed product
21. A product-mix strategy in which a business adds a higher priced product or line to its
product mix is
a. breadth.
c. depth.
b. trading up.
d. contraction.
22. Why would a business add higher priced products to its product mix? (4 points)
a. To enhance the image of the company
c. To limit costs
b. To overcome production problems
d. To prevent out-of-stock conditions
23. Which of the following is a disadvantage associated with the addition of a higher
priced product or line to a company’s product mix: (4 points)
a. It increases market risk.
c. Success is difficult to predict.
b. It can damage customer goodwill.
d. Sales of established products may decline.
24. A product-mix strategy in which a business adds a lower priced product or line to its
product mix is
a. trading down.
c. contraction.
b. alteration.
d. expansion.
25. Which of the following is a disadvantage associated with the addition of a lower
priced product or line to a company’s product mix: (4 points)
a. Customers may refuse to believe that better quality merchandise can be purchased
from the business.
b. Sales of established products may decline.
c. The company’s reputation may be damaged.
d. Competition may be fierce among higher end competitors.