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Marketing 3.01-3.03 Quiz

Total questions: 25

Worksheet time: 13mins

Name
Class
Date
1.
Which is one way businesses use computer technology to obtain information to improve their product or service mix?
a)
by mailing questionnaires to customers
b)
by tracking visitors to their websites
c)
by compiling detailed databases
d)
by preparing interactive software programs
2.
Why would a business use a broad product mix?
a)
to assure that the product lines are related
b)
to decrease legal liabilities
c)
to relate the products to the target market
d)
to promote one stop shopping
3.
Why is the quality level of a product an important product or service management decision?
a)
It identifies a product's brand
b)
it protects the consumers
c)
It reflects the image of the business
d)
it refers to the way the product works
4.
Brand or trade names are used primarily to identify which component?
a)
The market
b)
The standard
c)
The product
d)
The trend
5.
A company that makes ink pens claims no other pen on the market uses a type of ink that changes color when exposed to light.  The company is positioning its product according to which strategy?
a)
Price and quality
b)
features and benefits
c)
relation to other products in a line
d)
unique characteristics
6.
Why does a company need to know the life-cycle stages of its products 
a)
to prevent imitators from entering the market
b)
to adapt its marketing strategies
c)
to predict the length of the life cycle
d)
to find new uses for the product
7.
The direction in which a market or industry is moving is called a:
a)
trend
b)
movement
c)
cycle
d)
brainstorm
8.
Why do companies use brands for their products?
a)
to differentiate their products
b)
to charge higher prices
c)
to encourage materialism
d)
to demonstrate creativity
9.
Which activity is addressed in the product-or service management function?
a)
setting discounts to clear products from inventory
b)
determining where products will be offered for sale
c)
focusing promotional activities on a new product's release
d)
eliminating products that are slow sellers
10.
Which is an unethical situation in product or service management?
a)
Vincent electronics discontinues production of a slow-moving solar calculator
b)
The Simpson Co embellishes the information that it places on its product labels
c)
Donna's Dress boutique obtains deep discounts from a new clothing designer
d)
Travis Manufacturing uses recycled materials for its product packaging
11.
What is a technologically advanced method that allows businesses to produce products that are specialized for a few customers?
a)
intermittent conversion
b)
automatic production
c)
computerized robotics
d)
mass customization
12.
Which is a way that a business can extend the life cycle of an established product?
a)
By promoting the product to current users
b)
By replacing the product
c)
By finding new uses for the product
d)
By attracting consumers who are innovators
13.

To meet the needs of its customers and help it achieve its company goals, a drugstore offers a large assortment of products, known as its product __________.

a)

Depth

b)

Mix

c)

Width

d)

Consistency

14.

At a grocery store, you might decide to buy a bottle of Coca-Cola, a DiGiorno frozen pizza, and a can of Dole pineapple chunks. Each of these purchases is a product ___________.

a)

Width

b)

Mix

c)

Item

d)

Line

15.

Which of the following is an example of a product line?

a)

Kraft meats

b)

A1 Steak Sauce

c)

Philadelphia Cream Cheese

d)

Capri Sun

16.

A technology company that offers its products in many different colors and at several different price points likely has a __________ product mix.

a)

Shallow

b)

Narrow

c)

Broad

d)

Deep

17.

Which of the following is an example of a business with a broad product mix?

a)

Car dealership

b)

Discount store

c)

Candy store

d)

Jeweler

18.

Why would a business use a shallow product mix?

a)

To promote one-stop shopping

b)

To allow the company to meet the needs of a variety of consumers

c)

To control costs

d)

To use a wide range of prices

19.

A salon recently added nail services to its product mix. This strategy is called ___________.

a)

contraction.

b)

trading up.

c)

expansion.

d)

alteration

20.

A fast-food company offers burgers, chicken nuggets, pizza, and French fries. Eventually, the company realizes that the pizzas are not profitable and decides to stop selling them. Which product-mix strategy is the company using?

a)

Trading down

b)

Trading up

c)

Alteration

d)

Contraction

21.

A shampoo company decides to update its packaging to appeal to new customer attitudes and give its products fresh appeal. Which product-mix strategy is this company using?

a)

Consistency

b)

Expansion

c)

Alteration

d)

Contraction

22.

Why would a business add higher priced products to its product mix?

a)

To enhance the image of the company

b)

To overcome production problems

c)

To limit costs

d)

To reduce legal liability

23.

A high-end department store decides to start selling a lower-priced line of clothing to appeal to a different market. Which product-mix strategy is the department store using?

a)

Trading down

b)

Alteration

c)

Contraction

d)

Expansion

24.

Which is an example of an ethical issue that a product or service manager might face?

a)

Use of color on the label

b)

Use of environmentally friendly packaging

c)

Use of packaging as a means of promotion

d)

Use of nutrition information on a food label

25.

Which technological tools help employees simultaneously access the same information about a business's products?

a)

Memory card

b)

Micro-portal

c)

Intranet

d)

Generator

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