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...
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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