WKU MKT220 exam 3

QUESTION 1

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1. In the United States, toothpaste is sold in tubes and ketchup is sold in
plastic bottles. However, in other parts of the world, ketchup and tomato
paste are also sold in tubes. If Heinz were to introduce ketchup in tubes
in the United States, consumers might have a more difficult time recognizing
the ketchup product due to the change in the _____.

	a.	Selective packaging.
	b.	Category-consistent packaging.
	c.	Category-specific packaging.
	d.	Innovative packaging.
	e.	Multiple-category packaging.

2 points

QUESTION 2

1. At one time, generic brands represented about 10 percent of all retail
grocery sales. Today they account for

	a.	considerably less.
	b.	about 35 percent.
	c.	approximately 25 percent.
	d.	up to 20 percent.
	e.	about the same.

2 points

QUESTION 3

1. If the company who produces Garnier Fructis shampoo and conditioner were
to introduce Garnier Fructis dryer sheets with the same scent, this would be
called ____ branding.

	a.	family
	b.	licensed
	c.	individual
	d.	brand-extension
	e.	new-product

2 points

QUESTION 4

1. All Healthy Choice products come in green boxes with the same Healthy
Choice logo. This is an example of the use of

	a.	multiple packaging.
	b.	family branding.
	c.	category-consistent packaging.
	d.	group labeling.
	e.	family packaging.

2 points

QUESTION 5

1. Arm & Hammer would probably not want to use
multiple packaging for its baking soda because

	a.	the product has a short shelf life.
	b.	storage would be more difficult.
	c.	shelf space could not be maximized.
	d.	the product is used infrequently.
	e.	shipping costs would increase.

2 points

QUESTION 6

1. A secondary-use package is defined as one that

	a.	can be used as a promotional tool.
	b.	facilitates transportation, storage, and handling for middlemen.
	c.	is recyclable and environmentally safe.
	d.	promotes an overall company image.
	e.	can be reused for purposes other than its initial use.

2 points

QUESTION 7

1. The three levels of brand loyalty from strongest to weakest are

	a.	recognition, preference, insistence.
	b.	insistence, preference, recognition.
	c.	insistence, preference, indifference.
	d.	insistence, recognition, preference.
	e.	preference, insistence, recognition.

2 points

QUESTION 8

1. A package of aluminum foil at Kroger supermarket has only a white
package with black letters stating “aluminum foil.” This product is an example
of a ____ brand.

	a.	generic
	b.	private distributor’s
	c.	manufacturer’s
	d.	no-frills
	e.	no-name

2 points

QUESTION 9

1. Planters is concerned that acquiring a taste for its new product,
honey-roasted macadamia nuts, takes time. Planters should use ____ packaging
for its new product.

	a.	transparent
	b.	family
	c.	tamper-resistant
	d.	multiple
	e.	unlabeled

2 points

QUESTION 10

1. Packaging that is designed to flow through the distribution channel
easily is called ____ packaging.

	a.	category-consistent
	b.	multiple
	c.	handling-improved
	d.	logistic
	e.	innovative

2 points

QUESTION 11

1. Kellogg’s Rice Krispies, a ____ brand, is likely to be found next to
Crispy Rice, a ____ brand that has very similar coloring and styling for its
package.

	a.	producer; house
	b.	generic; store
	c.	distributor; store
	d.	manufacturer; private
	e.	dealer; private distributor

2 points

QUESTION 12

1. A ____ brand type is considered the least protectable
under existing trademark regulations.

	a.	generic
	b.	descriptive
	c.	fanciful
	d.	suggestive
	e.	symbolic

2 points

QUESTION 13

1. What is the most protectable brand type as determined by a series of
court decisions?

	a.	Arbitrary
	b.	Descriptive
	c.	Generic
	d.	Fanciful
	e.	Suggestive

2 points

QUESTION 14

1. McDonald’s golden arches are a classic example of a

	a.	brand name.
	b.	brand symbol.
	c.	brand mark.
	d.	trademark.
	e.	brand.

2 points

QUESTION 15

1. Many brand names have become so common that they are now generic terms
for a particular product category. Which of the following is the best example
of this?

	a.	Bic
	b.	Mrs. Butterworths
	c.	Charmin
	d.	Kleenex
	e.	Crispix

2 points

QUESTION 16

1. Packaging is most important, as a strategic tool, for

	a.	consumer specialty products.
	b.	services.
	c.	industrial products.
	d.	consumer shopping products.
	e.	consumer convenience products.

2 points

QUESTION 17

1. Recently Jose went to a neighborhood grocery store to pick up a few
items. When he looked for Old Spice Ultra deodorant, it was unavailable.
Although there were a number of deodorant brands available, he did not buy any
deodorant. Jose’s behavior indicates that he most likely has
what level of brand loyalty toward Old Spice Ultra deodorant?

	a.	Recognition
	b.	Resistance
	c.	Preference
	d.	Insistence
	e.	No brand loyalty

2 points

QUESTION 18

1. Compared with other types of retailers, department stores compete mainly
on the basis of

		customer services.
		low prices.
		a very deep assortment of a few specific products.
		high sales volume.
		catalog sales.

2 points

QUESTION 19

1. Kevin Willis is talking with Pete Anderson about purchasing a Wendy’s
franchise. Pete tells Kevin that one of the major advantages of franchising for
him to consider is the

		higher start-up costs.
		greater freedom it provides.
		individuality it offers.
		higher success rate for franchises.
		gross margin it provides.

2 points

QUESTION 20

1. Nora operates an upscale shop that does both pet grooming as well as
human manicures and pedicures. She is reaching a market segment with people who
place great value on their dogs and are concerned with their own appearance,
yet pressed for time. No other businesses meet the needs of these consumers.
Which strategic issue in retailing does Nora appear to have addressed?

		Store image
		Location
		The wheel of retailing
		Retail positioning
		Scrambled merchandising

2 points

QUESTION 21

1. Category killers compete primarily on the basis of

		enormous product selection and sales expertise.
		low prices and enormous product availability.
		convenient locations and customer services.
		rock-bottom prices and moderate selections.
		one-stop shopping and product availability.

2 points

QUESTION 22

1. A general merchandise retailer offers

		a single product line that is stocked in depth.
		few product lines with deep assortments of these lines.
		few choices of a large variety of product lines.
		products through the Internet and catalogs only.
		a variety of product lines that are stocked in depth.

2 points

QUESTION 23

1. What is the most expensive form of retailing?

		Specialty retailing
		Direct marketing
		Telemarketing
		Direct selling
		Online retailing

2 points

QUESTION 24

1. Exterior and interior characteristics such as layout, displays, color,
and lighting are all elements of a store’s

		services.
		atmospherics.
		location.
		environment.
		image.

2 points

QUESTION 25

1. Retailing is bestcharacterized as

		large organizations that carry wide and deep product mixes.
		transactions in which the buyer intends to consume the product through personal, family, or household use.
		arrangements whereby a supplier grants a dealer the right to sell its products.
		transactions in which the purchaser intends to use the product for resale or for business operations.
		exchanges that take place only in a store or service establishment.

2 points

QUESTION 26

1. Brianna owns and operates a gift and interior store called The
Gingerbread House. She works hard to put together beautiful arrangements and
displays throughout the store and always features a burning scented candle and
light music. She hopes these efforts will encourage her customers to buy more.
Brianna is focusing on

		atmospherics.
		retail positioning.
		location.
		scrambled merchandising.
		value-pricing.

2 points

QUESTION 27

1. What is the primary distinction between superstores and hypermarkets?

		Superstores offer a wider variety of products than hypermarkets.
		Superstores offer low prices while hypermarkets have moderate to high prices.
		Hypermarkets have fewer departments but deeper product lines than superstores.
		Hypermarkets are larger and have more types of products than superstores.
		These two types of retailers carry very different types of products.

2 points

QUESTION 28

1. Victor knows that if he decides to buy a franchise, he will most
likely have to supply

		management know-how and labor.
		buildings and daily operations.
		marketing assistance and management know-how.
		a percentage of total sales and expertise.
		labor and daily operations.

2 points

QUESTION 29

1. Which of the following is notan advantage of
franchising for the franchisee?

		The franchisee can capitalize on the business experience of others.
		When problems arise, the franchisee can obtain guidance and advice from the franchiser.
		Franchised outlets are usually more successful than independently owned businesses with respect to long-term survival.
		The franchisee can participate in national promotional campaigns sponsored by the franchiser.
		The franchisee gives up a certain amount of control when participating in a franchise agreement.

2 points

QUESTION 30

1. With respect to retailing, what is the “party plan”?

		A sales representative has a party at her home to demonstrate products to a group of friends and associates.
		A party is set up that demonstrates a product and provides free samples of the product to all in attendance.
		An individual is asked to tell two friends about a product, who are in turn each asked to tell two friends, etc. until a sufficient number of people are reached.
		A store has a special sale that resembles a party, and those who come are asked to buy the featured products.
		A consumer acts as a host and invites friends to view merchandise in a group setting, where a salesperson demonstrates the products.

2 points

QUESTION 31

1. A retailer engaged in direct marketing would probably select television
home shopping over online retailing to sell a new kitchen device because of

		lower costs of selling.
		easier financial transactions.
		superior ability to demonstrate the product.
		superior ability to offer the product at a lower price.
		decreased cycle time.

2 points

QUESTION 32

1. An arrangement in which a supplier grants a dealer the right to sell
products in exchange for some type of consideration is

		selling products on consignment.
		retailing.
		wholesaling.
		licensing.
		franchising.

2 points

QUESTION 33

1. When off-price retailers obtain too much in-season, high-quality
merchandise, tension between them and ________ builds.

		discount stores
		category killers
		specialty retailers
		warehouse clubs
		department stores

2 points

QUESTION 34

1. The three major types of nonstore retailing are

		direct marketing, direct selling, and automatic vending.
		direct selling, automatic vending, and catalog retailing.
		direct marketing, direct selling, and mail-order.
		automatic vending, direct selling, and telemarketing.
		telemarketing, door-to-door, and mail-order.

2 points

QUESTION 35

1. Which of the following is similar for both for-profit and nonprofit
marketing?

	a.	Emphasis on profit as a motive
	b.	Complexity of the typical distribution channels
	c.	Concern for the entry of competitors into the field
	d.	Definition of target markets
	e.	Ability to use effective marketing activities

2 points

QUESTION 36

1. The fact the services cannot be inventoried and then sold at a later
date is called

	a.	inseparability.
	b.	heterogeneity.
	c.	perishability.
	d.	intangibility.
	e.	nonstorability.

2 points

QUESTION 37

1. A small private college in Tennessee paid a large sum of money to a
marketing firm to study the college’s current marketing strategy and help
develop new strategies for attracting students. The college is having a
difficult time evaluating the effectiveness of the marketing firm’s work
because this type of service has many

	a.	search qualities.
	b.	experience qualities.
	c.	credence qualities.
	d.	unknown results.
	e.	undefined parameters.

2 points

QUESTION 38

1. In service marketing, the most important link to the
customer is

	a.	well-trained contact employees.
	b.	good word-of-mouth communication.
	c.	exceptional service quality.
	d.	the tangible aspects of the service.
	e.	effective advertising.

2 points

QUESTION 39

1. In general, differences between goods and services are determined by the

	a.	degree of labor intensiveness.
	b.	degree of tangibility.
	c.	degree of consumer contact.
	d.	type of provider.
	e.	type of target market.

2 points

QUESTION 40

1. Using appointments or reservations for scheduling delivery of services
is an attempt to address the ____ characteristic of services.

	a.	heterogeneity
	b.	inseparability
	c.	homogeneity
	d.	perishability
	e.	intangibility

2 points

QUESTION 41

1. In an attempt to attract customers, service marketers often promise
great results and satisfaction to customers, but marketers should be careful
not to

	a.	make the appearance of their facilities consistent with their promises to customers.
	b.	promise too much and cause customer expectations beyond what they can deliver.
	c.	deliver on these promises and risk financial losses and the success of the company.
	d.	promise less than they can actually deliver and keep customers away.
	e.	make the quality of their services too tangible in the eyes of the customer.

2 points

QUESTION 42

1. Surveys, focus groups, and customer comment cards are all methods used
by service companies to

	a.	control service intangibility.
	b.	establish guidelines for employee performance.
	c.	understand customer needs and expectations.
	d.	manage service expectations.
	e.	set service quality specifications.

2 points

QUESTION 43

1. Compared to goods marketers, services providers are more likely to
promote performance documentation, availability, guarantees, and

	a.	tangible elements.
	b.	price.
	c.	customer expectations.
	d.	management expectations.
	e.	distribution.

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