MKTG 409 TAMU MindTap ATP Chapter 11 Study Guide – Product Strategy, Branding &
Product Life Cycle Review
You are a rising star in the purchasing department at your company and you have recently been
promoted to manager for business services procurement. As your title suggests, you will be
responsible for purchasing business services for your firm. Which of the following statements is
true regarding your new role? - ANS ✔✔You will be purchasing janitorial services.
All Healthy Choice products come in green boxes with the same Healthy Choice logo. This is an
example of the use of ______________. - ANS ✔✔family packaging
Sally is a designer working on redesigning a bottle used to sell bottled water. She is working to
make it easier for consumers to drink from. She is working on the water's - ANS ✔✔Packaging
Brands provide all of the following benefits for sellers except that they do not - ANS ✔✔reduce
perceived risk of purchase
Scotch Tape is a _____ manufactured by 3M Company, which is a _____. - ANS ✔✔brand name;
trade name
When a product's profits begin to decline, it is usually in the _____ stage of the product life
cycle; however, when its sales begin to decline, it is in the _____ stage. - ANS ✔✔growth;
maturity
Sales peak in a product's maturity stage. - ANS ✔✔True
Don, a purchasing agent for a university, is currently buying laptop computers from
ComputerZone for use in a new computer lab at the university. While discussing the purchase
with the representative from ComputerZone, Don not only approves the purchase for the
computer lab, but also decides he would like to purchase additional laptops so that the
university can sell them to students. The first laptop purchase is considered a ______, and the
, additional laptop purchase is considered to be a _____. - ANS ✔✔business purchase; business
purchase
Packaging can provide all of the following functions, except - ANS ✔✔determine the price to be
charged for the product
Kellogg's is considering making the size of its cereal boxes smaller. The plan would keep the
amount of cereal in a box the same, but eliminate some of the air trapped inside the box. This is
an example of _____ packaging. - ANS ✔✔handling-improved
When a toothpaste manufacturer has a policy of naming each of its toothpaste products
differently, such as Shine, Pearl, and UltraWhite, this strategy is called _____ branding. - ANS
✔✔Individual
Betty and Joan are both in the market for new exercise clothes. The favorite brand of athletic
clothing for both of them is Lululemon. The closest store that sells Lululemon clothing is over an
hour away. Betty decides that rather than make the drive, she will go to her local Target store
and purchase some exercise clothing there. Rather than buy a different brand, Joan decides to
make the drive to buy her favorite brand. Betty's brand loyalty can be described as ____, while
Joan's brand loyalty can be described as _____. - ANS ✔✔preference; insistence
Each of the following factors should be considered by marketers when selecting a brand name
except that a brand name should - ANS ✔✔be easy to include in a commercial jingle
Which of the following aspects of a product's packaging is most likely to lead to a reseller
refusing to carry a product? - ANS ✔✔The product is cumbersome or requires too much shelf
space.
Which of the following is an example of a private distributor brand? - ANS ✔✔Target's Archer
Farms coffee
Product Life Cycle Review
You are a rising star in the purchasing department at your company and you have recently been
promoted to manager for business services procurement. As your title suggests, you will be
responsible for purchasing business services for your firm. Which of the following statements is
true regarding your new role? - ANS ✔✔You will be purchasing janitorial services.
All Healthy Choice products come in green boxes with the same Healthy Choice logo. This is an
example of the use of ______________. - ANS ✔✔family packaging
Sally is a designer working on redesigning a bottle used to sell bottled water. She is working to
make it easier for consumers to drink from. She is working on the water's - ANS ✔✔Packaging
Brands provide all of the following benefits for sellers except that they do not - ANS ✔✔reduce
perceived risk of purchase
Scotch Tape is a _____ manufactured by 3M Company, which is a _____. - ANS ✔✔brand name;
trade name
When a product's profits begin to decline, it is usually in the _____ stage of the product life
cycle; however, when its sales begin to decline, it is in the _____ stage. - ANS ✔✔growth;
maturity
Sales peak in a product's maturity stage. - ANS ✔✔True
Don, a purchasing agent for a university, is currently buying laptop computers from
ComputerZone for use in a new computer lab at the university. While discussing the purchase
with the representative from ComputerZone, Don not only approves the purchase for the
computer lab, but also decides he would like to purchase additional laptops so that the
university can sell them to students. The first laptop purchase is considered a ______, and the
, additional laptop purchase is considered to be a _____. - ANS ✔✔business purchase; business
purchase
Packaging can provide all of the following functions, except - ANS ✔✔determine the price to be
charged for the product
Kellogg's is considering making the size of its cereal boxes smaller. The plan would keep the
amount of cereal in a box the same, but eliminate some of the air trapped inside the box. This is
an example of _____ packaging. - ANS ✔✔handling-improved
When a toothpaste manufacturer has a policy of naming each of its toothpaste products
differently, such as Shine, Pearl, and UltraWhite, this strategy is called _____ branding. - ANS
✔✔Individual
Betty and Joan are both in the market for new exercise clothes. The favorite brand of athletic
clothing for both of them is Lululemon. The closest store that sells Lululemon clothing is over an
hour away. Betty decides that rather than make the drive, she will go to her local Target store
and purchase some exercise clothing there. Rather than buy a different brand, Joan decides to
make the drive to buy her favorite brand. Betty's brand loyalty can be described as ____, while
Joan's brand loyalty can be described as _____. - ANS ✔✔preference; insistence
Each of the following factors should be considered by marketers when selecting a brand name
except that a brand name should - ANS ✔✔be easy to include in a commercial jingle
Which of the following aspects of a product's packaging is most likely to lead to a reseller
refusing to carry a product? - ANS ✔✔The product is cumbersome or requires too much shelf
space.
Which of the following is an example of a private distributor brand? - ANS ✔✔Target's Archer
Farms coffee
