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Test Bank for Marketing: 2024 Release 8th Edition by Dhruv Grewal, Levy | Chap 11 to 20 R482,37
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Test Bank for Marketing: 2024 Release 8th Edition by Dhruv Grewal, Levy | Chap 11 to 20
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Test Bank for Marketing: 2024 Release 8e 8th Edition by Dhruv Grewal and Michael Levy | Chap 11 to 20. This document included Ch 11 to 20 in it however complete chapters are given in package deal of this product. 11 Product, Branding, and Packaging Decisions 12 Developing New Products 13 Serv...

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Document information

  • August 29, 2024
  • 1155
  • 2024/2025
  • Exam (elaborations)
  • Questions & answers

Subjects

  • marketing
  • 2024
  • release
  • grewal
  • levy
  • quiz bank
  • multiple choice
  • mcqs
  • question bank
  • true false
  • test bank
  • exam bank

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  • MKT200
  • MKT200

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Chap 11 2024 Release


1. Award: 10.00 points




A product is anything of value to a consumer and can be offered through a voluntary marketing
exchange.


 True

 False




A product is anything that is of value to a consumer and can be offered through a voluntary
marketing exchange.


References

True / False Difficulty: 1 Easy Learning Objective: 11-01 Describe the
components of a product.



2. Award: 10.00 points




When purchasing a mobile phone, the product you are buying is nothing more than a phone.


 True

 False




The three components of a product are the core customer value, the actual product, and the
associated services. In this case the associated services may include the cellular service and the
warranty.


References

True / False Difficulty: 2 Medium Learning Objective: 11-01 Describe the
components of a product.

,3. Award: 10.00 points




A customized mailbox for your house is an example of a convenience product.


 True

 False




A customized product, such as a mailbox, is a specialty product, which is a product toward which
customers show a strong preference, such that they will spend time and effort searching for the
best suppliers.


References

True / False Difficulty: 2 Medium Learning Objective: 11-02 Identify the
types of consumer products.



4. Award: 10.00 points




New Balance sells shoes, clothing, and athletic gear. These products represent the breadth of New
Balance’s products.


 True

 False




A firm’s product mix breadth represents a count of the number of product lines offered by the firm.


References

True / False Difficulty: 3 Hard Learning Objective: 11-03 Explain the
difference between a product mix's
breadth and a product line's depth.

,5. Award: 10.00 points




General Mills sells many different breakfast cereals, including Cheerios, Cinnamon Toast Crunch,
Cocoa Puffs, and Wheaties. This is an example of the breadth of General Mills’ product mix.


 True

 False




Product line depth (not breadth) equals the number of products within a product line, as in this
question.


References

True / False Difficulty: 3 Hard Learning Objective: 11-03 Explain the
difference between a product mix's
breadth and a product line's depth.



6. Award: 10.00 points



A decrease in a company’s product depth will always hurt its marketing efforts.


 True

 False




From time to time, it is necessary to delete products within a product line to realign the firm’s
resources. Firms often must prune their product lines to eliminate unprofitable or low-margin items
and refocus their marketing efforts on their more profitable items.


References

True / False Difficulty: 2 Medium Learning Objective: 11-03 Explain the
difference between a product mix's
breadth and a product line's depth.

, 7. Award: 10.00 points



A familiar brand name always helps the sales of a product.


 True

 False




Even if the overall brand name is familiar, it won’t help sales of individual products unless
consumers know what products are available under that name and the brand has a positive image.


References

True / False Difficulty: 2 Medium Learning Objective: 11-04 Identify the
advantages that brands provide firms and
consumers.



8. Award: 10.00 points




Brands have little impact on consumers’ decisions.


 True

 False




As consumers become familiar with brands, they can more quickly differentiate between various
offerings.


References

True / False Difficulty: 1 Easy Learning Objective: 11-04 Identify the
advantages that brands provide firms and
consumers.

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