Marketing Final Exam

Reflective msc blooms application 117 refer to

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Unformatted text preview: tion 116. Refer to Alberto Culver Company. The toiletries, household, and professional divisions compose Alberto Culver’s product mix: a. depth b. length c. width d. reliability e. consistency ANS: C Product mix width refers to the number of product lines that an organization offers. PTS: 1 REF: 159 Thinking KEY: CB&E Model Product OBJ: 10-3 TOP: AACSB Reflective MSC: BLOOMS Application 117. Refer to Alberto Culver Company. If a marketer looks only at the toiletries division and notes the brands and items within only that division, he or she is analyzing the _____ of the product line. a. width b. length c. depth d. levels e. consistency ANS: C Product line depth is the number of product items in a product line. PTS: 1 REF: 159 Thinking KEY: CB&E Model Product OBJ: 10-3 TOP: AACSB Reflective MSC: BLOOMS Application 118. Refer to Alberto Culver Company. Why would the Alberto Culver Company be interested in increasing its product depth? a. To even out seasonal sales patterns b. To attract buyers with different preferences c. To increase sales and profits by further segmenting the market d. To capitalize on economies of scale in marketing e. To do all of these things ANS: E PTS: 1 TOP: AACSB Reflective Thinking MSC: BLOOMS Application REF: 159-160 OBJ: 10-3 KEY: CB&E Model Product Choice Homes, Inc. Choice Homes, Inc., based in Texas, built its reputation by building high-quality new homes, often at prices less than “used” ones. Choice Homes used mass purchasing power, innovative high-tech communications among employees to coordinate the building process, and other entrepreneurial strategies to hold costs down. Its homes are primarily targeted at first-time homeowners-to-be in an effort to get people out of apartments so they can experience the “American Dream” of home ownership for the same price as rent. Choice Homes later developed the “Choice Classic” brand name for higher-end homes targeted at wealthier dual-income couples. The Choice Classic name was designed to capitalize on the reputation of Choice Homes, especially for current Choice home owners who are ready to “move up” to a larger home. Recently, Choice Homes started a third line of homes called “Reflections,” which are expensive, custom-designed homes located in exclusive, prestigious neighborhoods. 119. Refer to Choice Homes, Inc. Kurt McKinney has just received a large inheritance and wants to have his “dream” home built. He knows exactly the architectural design he wants. He wants a particular Reflections home. The type of consumer product he wishes to buy is best classified as a(n): a. shopping product b. convenience product c. nondurable good d. specialty product e. unsought product ANS: D McKinney is searching for an expensive item for which he will not accept a substitute. PTS: 1 REF: 158 Thinking KEY: CB&E Model Product OBJ: 10-2 TOP: AACSB Reflective MSC: BLOOMS Application 120. Refer to Choice Homes, Inc. The three different brands of hom...
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This document was uploaded on 09/29/2013.

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