Marketing Final Exam

To hardie siding products hardieplank siding is an

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Unformatted text preview: roduct. a. business b. specialty c. unsought d. shopping e. convenience ANS: A This product is used to manufacture houses. Consumers are not purchasing it directly; contractors (businesses) purchase the siding to use on clients’ projects. PTS: 1 REF: 158 Thinking KEY: CB&E Model Product OBJ: 10-2 TOP: AACSB Reflective MSC: BLOOMS Application 125. Refer to Hardie Siding Products. HardiePlank siding is an example of a product: a. line b. mix c. reference point d. item e. standardization ANS: D HardiePlank is a specific item made by the company. PTS: 1 REF: 159 Thinking KEY: CB&E Model Product OBJ: 10-3 TOP: AACSB Reflective MSC: BLOOMS Application 126. Refer to Hardie Siding Products. James Hardie now makes multiple types of fiber cement siding products. There are different widths, textures, and profiles. The different types of siding the company makes are called its product: a. line b. mix c. reference point d. item e. standardization ANS: A The siding is a group of closely related products. PTS: 1 REF: 159 Thinking KEY: CB&E Model Product OBJ: 10-3 TOP: AACSB Reflective MSC: BLOOMS Application 127. Refer to Hardie Siding Products. By changing the focus of its promotion from the building industry to home owners who saw their homes as sources of security, warmth, and stability, Hardie Siding used a _____ strategy. a. b. c. d. e. market penetration repositioning product penetration harvesting divestment ANS: B The company changed consumers’ perceptions of the brand. PTS: 1 REF: 161 OBJ: 10-3 Thinking KEY: CB&E Model Product | CB&E Model Strategy TOP: AACSB Reflective MSC: BLOOMS Application 128. Refer to Hardie Siding Products. Since all of the siding products sold by Hardie are sold under the James Hardie brand name, it is clear that the company uses a _____ strategy. a. family branding b. private branding c. business branding d. co-branding e. repositioning ANS: A A company using family branding markets several different products under the same brand name. PTS: 1 REF: 163-164 OBJ: 10-4 Thinking KEY: CB&E Model Product | CB&E Model Strategy TOP: AACSB Reflective MSC: BLOOMS Application 129. Refer to Hardie Siding Products. What type of warranty is James Hardie offering in its promotions? a. Implied b. Responsive c. Intangible d. Express e. Valid ANS: D There is a written guarantee in the ads. PTS: 1 REF: 169 OBJ: 10-7 Thinking KEY: CB&E Model Product | CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application Nestlé When consumers think of Nestlé, they probably think of chocolate. Historically, though, Nestlé’s confectionary business is its weakest area. Based in Switzerland, it is the world’s largest food company, with a brand arsenal of Nescafé, Jenny Craig, Perrier, Purina, and PowerBar, just to name a few of its 30 product lines. Nestlé is hoping to become the “world’s leading health, nutrition, and wellness firm” by spending billions of dollars on research and development of function...
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This document was uploaded on 09/29/2013.

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