MM51-2.04 Marketing Study Guide

Which of the following individuals is a product manager:

• Joseph is an accountant who helps determine marketing budgets.
• Alyssa is in charge of her company’s line of waterproof rain boots.
• Marty is an advertising executive who helps design product ad campaigns.
• Patricia is a public relations expert who helps craft marketing strategies.

When products and services are managed ethically, customers:

• are at risk of harm and dissatisfied with their purchases.
• remain completely unaware of the company and its products.
• are generally free from harm and satisfied with their purchases.
• become more likely to file lawsuits against the company.

Helping to sell products, protecting and safeguarding products, creating a good impression of products, and communicating product benefits are all reasons why companies:

• create advertising campaigns.
• engage in public relations efforts.
• hold focus groups with consumers.
• package and label their products.

Graphics and design, safety, size, and environmental impact are all ethical considerations associated with product:

• advertising
• marketing.
• packaging.
• labeling.

Providing instructions to customers for proper use and/or care of a product is a primary purpose of a product’s

• package.
• price tag.
• label.
• photo.

Phrases on packaging such as “light,” “lean,” “all-natural,” and “organic” are all examples of:

• unverified claims.
• marketing gimmicks.
• advertising methods.
• descriptive words.

Which of the following is an example of an issue related to environmental impact in product management:

• Airing product ads in foreign countries
• Purchasing shipping materials from overseas
• Using biodegradable packaging materials
• Selling products in all-organic grocery stores

The Fair Packaging and Labeling Act of 1966 required that all product labels:

• offer adequate information concerning the package’s contents.
• state whether the item was made with genetically modified ingredients.
• disclose where each ingredient or component of the product was sourced.
• are made from completely recyclable or biodegradable materials.

Which of the following warnings is considered necessary on product labels:

• Made with fresh fruit
• Not vegan friendly
• Contains tree nuts
• High in natural sugars

A product manager at TrueLife Iced Tea is debating whether to claim on the product’s bottle that consumers prefer the taste of TrueLife to NaturalDay Iced Tea. The company did a simple poll of people from one grocery store to determine its findings. This is an example of an ethical dilemma in product management related to:

• product comparisons.
• environmental impact.
• hazard warnings.
• descriptive words.