【文章內(nèi)容簡介】 stretch b. upmarket stretch c. maintenance d. productline length e. none of the above Answer: b Page: 385 Level of difficulty: Easy39. A product line can also be lengthened by adding more items within the present range. There are several motives for line filling: ________, trying to satisfy dealers who plain about lost sales because of missing items in the line, trying to utilize excess capacity, and others. a. responding to senior management wishes b. responding to consumer wishesc. reaching for incremental profits d. reaching for incremental capacity e. responding to sales force demandsAnswer: c Page: 386 Level of difficulty: Hard40. If line filling is overdone it could result in ________ and customer confusion. a. sales paralysis b. manufacturing inefficienciesc. selfcannibalization d. selfsacrificee. none of the above Answer: c Page: 386 Level of difficulty: Easy41. Pricesetting logic must be modified when the product is part of a product mix. In that case, the firm searches for a set of prices that ________ profits on the total mix. a. is ineffective on total b. has no effect on total c. maximizesd. minimizese. capitalizes upon Answer: c Page: 387 Level of difficulty: Easy42. A pany with many products must ensure that each of its products possess a ________ with the consumer. a. status b. nichec. noticeable differenced. justnoticeable differencee. none of the above Answer: d Page: 386 Level of difficulty: Easy43. With regards to productline pricing, panies normally develop product lines rather than single products and introduce price steps. The seller’s task is to establish ________ quality differences between these price steps. a. imaginary b. actual c. perceivedd. monetary e. none of the above Answer: c Pages: 387388 Level of difficulty: Medium44. Some service firms often engage in ________, consisting of a fixed fee plus a variable usage fee. a. pure bundling b. pure pricing c. mixed pricing d. captive pricing e. twopart pricingAnswer: e Page: 389 Level of difficulty: Easy 45. In ________ the seller offers goods both individually and in bundles and often charges less for the “bundle” than for the individual products. a. pirating pricing b. captive pricing c. twopart pricingd. pure bundlinge. mixed bundlingAnswer: e Page: 389 Level of difficulty: Medium46. Products are often bined with other products (from other panies or from other divisions) and this is called ________. a. “inhouse” branding b. twopart brandingc. cobrandingd. comarketing e. cooperative advertising Answer: c Page: 390 Level of difficulty: Easy47. The main advantage of cobranding is that a product may be convincingly positioned by virtue of the ________ involved. Cobranding can generate greater sales from the existing target market as well as open additional opportunities with new consumers and channels. a. branding synergy b. increased advertising dollars c. multiple brandsd. bundled packagee. none of the above Answer: c Page: 390 Level of difficulty: Hard48. The potential disadvantages of cobranding are the risks and lack of control from being aligned with another brand in the consumers mind. Consumer ________ about the level of involvement and mitment with cobrands are likely to be high, so unsatisfactory performance could have negative repercussions for the brands involved. a. expectations b. primary service featuresc. valuesd. perceptions e. pricing Answer: a Page: 390 Level of difficulty: Medium49. ________ is a special case of cobranding involving creating brand equity for materials, ponents, or parts that are necessarily contained within other branded products. a. Component branding b. Ingredient branding c. Advertising branding d. Sales branding e. None of the above Answer: b Page: 391 Level of difficulty: Hard50. We define packaging as all the activities of designing and producing the container for a product. This includes up to three levels of material: primary package, secondary package, and ________. a. retailer packageb. design packagec. shipping package d. consumer packagee. none of the above Answer: c Page: 393 Level of difficulty: Medium51. Various factors have contributed to the growing use of packaging as a marketing tool and include all of the following EXCEPT ________. a. selfserviceb. consumer affluencec. consumer influenced. pany and brand imagese. innovational opportunitiesAnswer: c Page: 393 Level of difficulty: Hard52. To achieve the marketing objectives for the brand and satisfy the desires of consumers, the ________ and functional ponents of packaging must be chosen correctly. a. characters b. logo c. aesthetics d. brand name e. colorsAnswer: c Page: 394 Level of difficulty: Medium53. After packaging is designed, it must be tested. These tests include all of the following EXCEPT ________. a. stress testingb. consumer testingc. engineering testsd. dealers testing e. visual testing Answer: a Page: 394 Level of difficulty: Easy54. A label performs several functions for a product. These include all of the following EXCEPT ________. a. gradesb. promotesc. describesd. classifies e. identifiesAnswer: d Page: 394 Level of difficulty: Medium55. The ________ passed by Congress in 1967, sets mandatory labeling requirements on packaging. a. Federal Trade Commission Actb. Fair Trade Actc. Fair Packaging and Labeling Actd. Food and Drug Administration Acte. none of the aboveAnswer: c Page: 395 Level of difficulty: Easy56. ________ are formal