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| 1 | |
Which of the following statements about product mix strategy is true? |
| | A) | All of the different flavors of Jell-O gelatin would be an example of a product mix. |
| | B) | A store that sells nothing but t-shirts has a broad product mix. |
| | C) | Adding new products to a product mix helps a company's competitive position. |
| | D) | A retailer that carries books, toys, video games, and coffee would have a deeper product mix than a store that sells only cosmetics. |
| | E) | The method used to define a company's product line and product mix are standardized. |
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| 2 | |
A store targeted to Korean immigrants carries Entia brand cosmetics (a leading Korean brand), school supplies, car air fresheners, cell phone accessories, and Hello Kitty merchandise. This list of products shows the store's: |
| | A) | product breadth. |
| | B) | promotion mix. |
| | C) | marketing mix. |
| | D) | product line. |
| | E) | strategic position. |
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| 3 | |
The ad reads: "Try new OHM by Olay Body Wash. 'It's better for your skin than Bath & Body Works, Origins, Aveda, or Clinique.'" OHM by Olay Body Wash is being positioned: |
| | A) | in relation to its competitors |
| | B) | by price and quality |
| | C) | by product class |
| | D) | in relation to demographics |
| | E) | on the basis of product life cycle |
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| 4 | |
Keebler's new Mini Vanilla Wafers cookies is an example of a: |
| | A) | change in strategic marketing goals. |
| | B) | mix extension. |
| | C) | change in organizational goals. |
| | D) | line extension. |
| | E) | strategy of managing on the rise. |
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| 5 | |
When the manufacturer of Cottonelle toilet tissue added ripples to its tissue to increase absorbency, it was an example of: |
| | A) | trading up. |
| | B) | product alteration. |
| | C) | product mix contraction. |
| | D) | repositioning. |
| | E) | trading down. |
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| 6 | |
In 2002, General Motors made its last Camaro. GM announced that high-performance vehicles did not meet the needs of its current target markets. GM engaged in a: |
| | A) | trading up. |
| | B) | product alteration. |
| | C) | product mix contraction. |
| | D) | repositioning. |
| | E) | trading down. |
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| 7 | |
Which of the following strategies involve both a change in product positioning and an expansion of the product line? |
| | A) | repositioning |
| | B) | trickle-up strategy |
| | C) | product mix contraction |
| | D) | market development |
| | E) | trading up |
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| 8 | |
A _____ can be graphed by plotting aggregate sales volume and profitability for a product over time, usually years. |
| | A) | market mix cycle |
| | B) | product expansion-contraction mix |
| | C) | consumer life cycle |
| | D) | product life cycle |
| | E) | CRM plan |
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| 9 | |
Personalized breathalyzers that allow individuals to check their own alcohol levels before getting in the driver's seat are an example of a product in the pioneering stage of its product life cycle. This means: |
| | A) | the product has numerous competitors |
| | B) | the company must use a market penetration strategy |
| | C) | distribution strategy for the product is intensive |
| | D) | the product needs a promotional program designed to create demand for the product category |
| | E) | the target market for the product is the mass market |
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| 10 | |
There are many brands of toilet paper. Scot brand is inexpensive. Northern brand promotes its absorbency. Charmin brand claims to be softest. Cottonelle claims to clean better. From these examples of the promotional strategies used by some toilet paper manufacturers, it is clear that toilet paper is in the _____ stage of its product life cycle. |
| | A) | maturity |
| | B) | growth |
| | C) | market-acceptance |
| | D) | decline |
| | E) | aggregation |
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| 11 | |
The 2002 movie Barbie As Rapunzel tied in with Mattel's development of a Barbie As Rapunzel doll and a range of associated products. The Rapunzel-associated products were the best seller of the Christmas season. In 2003, Mattel is hoping for the same success with Barbie in Swan Lake. The Rapunzel Barbie would most likely be characterized as a: |
| | A) | style |
| | B) | stimulus cue |
| | C) | behavioral response |
| | D) | fad |
| | E) | fashion |
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| 12 | |
A product that has a first-mover advantage may also be described as having a: |
| | A) | synergistic relationship with its competition |
| | B) | primary advantage |
| | C) | fast market-acceptance |
| | D) | pioneering advantage |
| | E) | slow adoption rate |
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| 13 | |
In 1904, Jell-O introduced a chocolate-flavored gelatin to its product line. Sales for the product were poor, and Jell-O dropped the chocolate-flavored gelatin from its product line of flavored gelatins in 1927. In 1927, Jell-O engaged in: |
| | A) | market contraction |
| | B) | product differentiation |
| | C) | market divestment |
| | D) | diversification |
| | E) | product abandonment |
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| 14 | |
The two types of planned obsolescence are: |
| | A) | technological and nontechnological |
| | B) | pioneering and competitive |
| | C) | technological and style |
| | D) | fashion and fad |
| | E) | physiological and psychological |
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| 15 | |
Traditionally, the _____ theory has been used to explain the fashion-adoption process, but today the _____ does a better job of explaining how the process occurs. |
| | A) | trading up; trading |
| | B) | trickle-down; trickle across |
| | C) | trickle-up; trickle across |
| | D) | trickle across; trading up |
| | E) | laggard; innovator |
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