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Title: Ch 07 Quiz Started: June 12, 2011 10:36 PM Submitted: June 12, 2011 10:41 PM Time spent: 00:05:29 Total score: 10/10 = 100% Total score adjusted by 0.0 Maximum possible score: 10

1.
The __________ of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way. Student Response A. length B. depth C. height D. width E. consistency Score: 1/1 Feedback

2.
A company must consider four special service characteristics when designing marketing programs. Which is not one of those characteristics? Student Response A. intangibility B. inseparability C. perishability D. interactive marketing E. variability Score: 1/1 Feedback

3.
In recent years, product safety and environmental concerns have become major

________ concerns. Student Response A. branding B. packaging C. labeling D. service E. product line Score: 1/1 Feedback

4.
Product mix ___________ refers to the number of versions offered of each product in the line. Crest toothpaste comes in 13 varieties, ranging from Crest Multicare to Crest Baking Soda formulations. Student Response A. length B. depth C. height D. width E. consistency Score: 1/1 Feedback

5.
Which of the following is not a desirable quality for a brand name? Student Response A. It should suggest something about the product's benefits and qualities. B. It should be easy to pronounce, recognize and remember. C. The brand should always be a long word to get attention. D. The name should translate easily into foreign languages. E. It should be distinctive Score: 1/1 Feedback

6.
____________ are a form of a product that consists of activities, benefits, or satisfaction offered for sale that are essentially intangible and do not result in the ownership of anything. Student Response A. Line extensions B. Services C. Brands D. Consumer products E. Supplements Score: 1/1 Feedback

7.
A brand's positioning must be continuously communicated to consumers so major brand marketers often spend huge amounts on advertising to create brand _________ and to build brand preference and loyalty. Student Response A. extension B. awareness C. packaging D. internal marketing E. presence Score: 1/1 Feedback

8.
We define a _________ as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Student Response A. private brand B. service variability C. service D. product E. service encounter Score: 1/1 Feedback

9.
A ___________ is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same type of outlets, or fall within given price ranges. Student Response A. product line B. line extension C. private brand D. convenience product E. product bandwidth Score: 1/1 Feedback

10.
___________ are consumer products that the consumer either does not know about or knows about but does not normally think about buying. These product require a lot of advertising, personal selling, or other marketing efforts Student Response A. Shopping products B. Convenience products C. Unsought products D. Specialty products E. Line extensions Score: 1/1 Feedback