31) ________ involves designing and producing the container
or wrapper for a product.
A) Packaging
B) Leveling
C) Servicing
D) Branding
E) Labeling
Answer: A
Diff: 1 Page
Ref: 232
Skill: Concept
Objective: 8-2
32) In recent years, product safety and environmental
responsibility have become major ________ concerns.
A) branding
B) packaging
C) product mix
D) service
E) product line
Answer: B
Diff: 2 Page
Ref: 233
AACSB: Ethical
Understanding and Reasoning Abilities
Skill: Concept
Objective: 7-2
33) At the very least, a product's ________ identifies the
product or brand. It might also describe several things about the product and
promote the brand.
A) line extension
B) portfolio
C) label
D) copyright
E) package
Answer: C
Diff: 2 Page
Ref: 233
AACSB: Communication
Abilities
Skill: Concept
Objective: 8-2
34) The ________ requires sellers to provide detailed
nutritional information on food products.
A) Fair Packaging and Labeling Act of 1966
B) Nutritional Labeling and Educational Act of 1990
C) Labeling Act of 1970
D) Packaging Act of 1970
E) Federal Trade Commission Act of 1990
Answer: B
Diff: 2 Page
Ref: 233
AACSB: Ethical
Understanding and Reasoning Abilities
Skill: Concept
Objective: 8-2
35) ________ has been affected by the need to include unit
pricing, open dating, and nutritional information.
A) Branding
B) Packaging
C) Labeling
D) Product line filling
E) Product mixing
Answer: C
Diff: 2 Page
Ref: 233
Skill: Concept
Objective: 8-2
36) Many companies now use a combination of phone, e-mail,
fax, Internet, and other technologies to provide ________.
A) labeling information
B) brand equity
C) support services
D) packaging advantages
E) product mixes
Answer: C
Diff: 2 Page
Ref: 234
AACSB: Use of
Information Technology
Skill: Concept
Objective: 8-2
37) 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.
A) product line
B) line extension
C) private brand
D) convenience product
E) product bandwidth
Answer: A
Diff: 1 Page
Ref: 234
Skill: Concept
Objective: 8-2
38) The major product line decision involves ________.
A) line equity
B) product line depth
C) product line conformance
D) product line length
E) product packaging
Answer: D
Diff: 3 Page
Ref: 234
Skill: Concept
Objective: 8-2
39) Berkowitz Piano Company can expand its product line in
one of two common ways. Which of the following is one of those ways?
A) internal marketing
B) line filling
C) product mixing
D) social marketing
E) line mixing
Answer: B
Diff: 2 Page
Ref: 234
Skill: Concept
Objective: 8-2
40) An alternative to product line stretching is ________,
adding more items within the present range of the line.
A) product mixing
B) interactive marketing
C) product line filling
D) co-branding
E) service marketing
Answer: C
Diff: 2 Page
Ref: 234
Skill: Concept
Objective: 8-2
41) When a company lengthens its product line beyond its
current range, it is ________.
A) product line filling
B) product line stretching
C) product mixing
D) increasing product depth
E) building product equity
Answer: B
Diff: 2 Page
Ref: 235
Skill: Concept
Objective: 8-2
42) A ________ consists of all the product lines and items
that a particular seller offers for sale.
A) product mix
B) brand line
C) consumer mix
D) packaging mix
E) line extension
Answer: A
Diff: 1 Page
Ref: 235
Skill: Concept
Objective: 8-2
43) Product mix ________ refers to the number of different
product lines the company carries.
A) length
B) height
C) width
D) perimeter
E) depth
Answer: C
Diff: 2 Page
Ref: 235
Skill: Concept
Objective: 8-2
44) Product mix ________ refers to the total number of items
a company carries within its product lines.
A) length
B) depth
C) height
D) width
E) perimeter
Answer: A
Diff: 3 Page
Ref: 235
Skill: Concept
Objective: 8-2
45) Product mix ________ refers to the number of versions
offered of each product in the line. Colgate toothpaste comes in 16 varieties,
ranging from Colgate Total to Colgate Kids Toothpastes.
A) length
B) depth
C) height
D) width
E) perimeter
Answer: B
Diff: 3 Page
Ref: 236
Skill: Concept
Objective: 8-2
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