2.02 QUIZIZZ Study Guide

1.

Multiple Choice

2 mins

1 pt

To meet the needs of its customers and help it achieve its company goals, a drugstore offers a large assortment of products, known as its product

depth

mix

width

consistency

2.

Multiple Choice

2 mins

1 pt

At a grocery store, you might decide to buy a bottle of Coca-Cola, a DiGiorno frozen pizza, and a can of Dole pineapple chunks. Each of these purchases is a product

width

mix

item

line

3.

Multiple Choice

2 mins

1 pt

Which of the following is an example of a product line:

Kraft meats

A1 Steak Sauce

Philadelphia Cream Cheese

Capri Sun

4.

Multiple Choice

2 mins

1 pt

Which of the following is a way a business can classify a product line:

Width

Depth

Trading up

Customer group

5.

Multiple Choice

2 mins

1 pt

A technology company that offers its products in many different colors and at several different price points likely has a __________ product mix.

shallow

narrow

broad

deep

6.

Multiple Choice

2 mins

1 pt

Which of the following is one of the elements included in judging the consistency of a company’s product lines:

End use

Product names

Packaging

Life cycle

7.

Multiple Choice

2 mins

1 pt

Which of the following is an example of a business with a broad product mix:

Car dealership

Discount store

Candy store

Jeweler

8.

Multiple Choice

2 mins

1 pt

Which of the following is a reason for a business to have a narrow product mix:

To allow the company to specialize

To use a wide range of prices

To allow the company to meet the needs of a variety of consumers

To reduce the costs of the goods the company purchases for resale

9.

Multiple Choice

2 mins

1 pt

Why would a business use a broad product mix?

To assure that the product lines are related

To promote one-stop shopping

To focus marketing efforts on a few product lines

To decrease legal liabilities

10.

Multiple Choice

2 mins

1 pt

Why would a business use a shallow product mix?

To promote one-stop shopping

To allow the company to meet the needs of a variety of consumers

To control costs

To use a wide range of prices

11.

Multiple Choice

2 mins

1 pt

To be more competitive with the foreign car market, Chrysler Corporation introduced the Cirrus as a small to mid-sized family car that would appeal to young, middle-class families. This is an example of

trading down

trading up

positioning

alteration

12.

Multiple Choice

2 mins

1 pt

Which of the following is a reason for a business to add product items or lines to its product mix:

To improve products for social good

To satisfy customers’ desire for variety

To limit costs

To conflict with another product in the mix

13.

Multiple Choice

2 mins

1 pt

A fast-food company offers burgers, chicken nuggets, pizza, and french fries. Eventually, the company realizes that the pizzas are not profitable and decides to stop selling them. Which product-mix strategy is the company using?

Trading down

Trading up

Alteration

Contraction

14.

Multiple Choice

2 mins

1 pt

Why would a business remove or delete product items or lines from its product mix?

To appeal to a new market

To offer customers complementary products

To increase market risk

To avoid legal liabilities

15.

Multiple Choice

2 mins

1 pt

A shampoo company decides to update its packaging to appeal to new customer attitudes and give its products fresh appeal. Which product-mix strategy is this company using?

Consistency

Expansion

Alteration

Contraction

16.

Multiple Choice

2 mins

1 pt

Which of the following is a reason that a business would make changes to its products:

To keep up with changing consumer preferences

To make room for other products

To spread risk over a wider area

To predict the success of the changed product

17.

Multiple Choice

2 mins

1 pt

Why would a business add higher priced products to its product mix?

To enhance the image of the company

To overcome production problems

To limit costs

To reduce legal liability

18.

Multiple Choice

2 mins

1 pt

Which of the following is a disadvantage associated with the addition of a higher priced product or line to a company’s product mix:

It increases market risk

It can damage customer goodwill

Success is difficult to predict

Sales of established products may decline

19.

Multiple Choice

2 mins

1 pt

A high-end department store decides to start selling a lower priced line of clothing to appeal to a different market. Which product-mix strategy is the department store using?

Alteration

Trading down

Contraction

Expansion

20.

Multiple Choice

2 mins

1 pt

Which of the following is a disadvantage associated with the addition of a lower priced product or line to a company’s product mix:

Customers may refuse to believe that better quality merchandise can be purchased from the business.

Sales of established products may decline.

The company’s reputation may be damaged.

Competition may be fierce among higher end competitors.

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