Chapter 10 Quiz Questions
1. Product line extension is:
a) modifying products so those that have already been sold become obsolete before they actually
need replacement.
b) adding additional products to an existing product line in order to compete more broadly
in the industry.
c) changing one or more of a product's characteristics.
d) the number of product lines an organization offers.
ANSWER : B
2. All of the following are purposes of branding except
a) product identification
b) repeat sales
c) overextending products
d) new-product sales
ANSWER : C
3. Which of the following is an option for handling the brand name when entering a foreign market
with an existing product?
a) One brand name everywhere
b) Adaptations and modifications
c) Different brand names in different markets
d) All of the above
ANSWER : D
4. Which form of labeling focuses on a promotional theme or logo?
a) Both b and c
b) Persuasive
c) Informational
d) None of these
ANSWER : B
5. Brand Identity Strategy is defined as:
a) developing, evaluating, and maintaining the brand identity
b) communicating the brand identity to all individuals and groups responsible for the firm’s
marketing communication
c) Neither of these are true
d) Both a and b
ANSWER : D
6. What type of modification changes a products versatility, effectiveness, convenience, or safety?
a) style
b) functional
c) quality
d) behavioral
ANSWER : B
7. What is called when the elements of a brand cannot be spoken?
a) brand mark
b) brand equity
c) brand
d) objective
ANSWER : A
8. Which is not an important function of packaging?
a) to contain and protect products
b) to promote products
c) delivering products in style
d) convenience of products
ANSWER : C
9. What is a group of closely related product items called?
a) product item
b) product line
c) product modification
d) product mix
ANSWER : B
10. What is the value of a company brand name?
a) brand equity
b) brand behavior
c) brand mark
d) global brand
ANSWER : A
11. What is a product that is relatively inexpensive that merits little shopping effort?
a) expensive good
b) normal product
c) convenience product
d) diverse product
ANSWER : C
12. All of the following are advantages of manufacturers’ brands EXCEPT:
a) attract new customers
b) enhance dealer’s prestige
c) rapid delivery, carry less inventory
d) slow delivery, carry more inventory
ANSWER : D
13. What is the exclusive right to use a brand?
a) trademark
b) warranty
c) copyright
d) patent
ANSWER : A
14. Which of the following is NOT true of universal product codes(UPCs)?
a) it is readable by computerized optical scanners
b) they help retailers prepare records of customers purchases, control, inventory, and track sales
c) they represent numbers used to track products
d) it is a series of thick and thin horizon lines
ANSWER : D
15. Changing demographics, declining sales, or changes in the social environment often motivates
firms to engage which strategy?
a) production modification
b) product repositioning
c) repeat sales
d) product line extension of contraction
ANSWER : B
16. A consistent preference for one brand over all others is known as?
a) brand extension
b) brand parity
c) brand loyalty
d) brand extension
ANSWER : C
17. What confirms the quality or performance of a good or service?
a) universal product code
b) trademark
c) brand name
d) warranty
ANSWER : D
18. Which of the following best describes cooperative branding?
a) it occurs when two brands receiving equal treatment borrow from each other’s brand
equity
b) it occurs when products are advertised or marketed together to suggest usage
c) it identifies the brand of a part that makes up the product
d) it entails the marketing of several different products under one brand name by a company
ANSWER : A
19. Firms widen their product mix to:
a) depend on one or two products for profits.
b) attract buyers with different product preferences.
c) capitalize on established reputations.
d) attract buyers with different product preferences.
ANSWER : C
20. A consumer product is different from a business product because it is:
a) used to manufactured consumer goods
b) bought to satisfy an individual’s personal wants
c) resold to other consumers
d) used to facilitate an organizations operations
ANSWER : B