Question 1

Total quality management involves all employees,regardless of their function,in continual quality improvement efforts.

Accepted Answer

A) True 
 B)False

Question 2

What is the most logical explanation for why retailers carry private-label brands?

Accepted Answer

A) to eliminate the need for competitive advantages 
B) to encourage transaction marketing 
C) to support trade promotions 
D) to earn more profit 
E) to prevent sales cannibalization 
A) to eliminate the need for competitive advantages 
B) to encourage transaction marketing 
C) to support trade promotions 
D) to earn more profit 
E) to prevent sales cannibalization

Question 3

The sales peak typically occurs during which stage of the product life cycle?

Accepted Answer

A) introduction 
B) youth 
C) development 
D) maturity 
E) leveling 
A) introduction 
B) youth 
C) development 
D) maturity 
E) leveling

Question 4

In small firms,the marketing function is usually handled by a ________ who is responsible for new-product planning,advertising,working with the company's sales representatives,and marketing research.

Accepted Answer

A) single marketing manager 
B) brand manager 
C) product category manager 
D) market manager 
E) venture team manager 
A) single marketing manager 
B) brand manager 
C) product category manager 
D) market manager 
E) venture team manager

Question 5

Which of the following is one of the ways that Berkowitz Piano Company can expand its product line?

Accepted Answer

A) a product mix strategy 
B) a filling-out strategy 
C) societal marketing 
D) internal marketing 
E) line mixing 
A) a product mix strategy 
B) a filling-out strategy 
C) societal marketing 
D) internal marketing 
E) line mixing

Question 6

Explain cannibalization.How does a line extension strategy increase the risk of cannibalization?

Accepted Answer

Organizations often decide to extend the

Question 7

Another name for a store brand is a ________.

Accepted Answer

A) national brand 
B) private-label brand 
C) generic brand 
D) manufacturer brand 
E) licensed brand 
A) national brand 
B) private-label brand 
C) generic brand 
D) manufacturer brand 
E) licensed brand

Question 8

Briefly explain the history of regulations concerning packaging and labels.

Accepted Answer

The Fair Packaging and Labeling Act of 1

Question 9

Marketers should consider the packaging of other brands within the category when designing their brand's packaging.

Accepted Answer

A) True 
 B)False

Question 10

Which of the following is the overall ability of a product to satisfy customers' expectations?

Accepted Answer

A) value proposition 
B) brand equity 
C) product precision 
D) brand meaning 
E) product quality 
A) value proposition 
B) brand equity 
C) product precision 
D) brand meaning 
E) product quality

Question 11

Procter & Gamble makes Tide,Cheer,Ivory Snow,and Bold detergents as well as PertPlus,Rejoice,and Vidal Sassoon shampoos.Through its use of a separate and unique brand name for each of these products,Procter & Gamble is using a(n)________ strategy.

Accepted Answer

A) umbrella brand 
B) family brand 
C) individual brand 
D) private-label brand 
E) cobranding 
A) umbrella brand 
B) family brand 
C) individual brand 
D) private-label brand 
E) cobranding

Question 12

A watch manufacturer added a watch to its product line that was higher priced than the models it already carried.The company used a two-way stretch strategy.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following is NOT true of the Universal Product Code (UPC)?

Accepted Answer

A) It is printed on the side or bottom of all non-perishable items sold in grocery stores and other mass-merchandising outlets. 
B) It supplies information about the type of item. 
C) It identifies the manufacturer of the product. 
D) It is read by an electronic scanner. 
E) Retailers use information from UPC bars to track sales and control inventory. 
A) It is printed on the side or bottom of all non-perishable items sold in grocery stores and other mass-merchandising outlets. 
B) It supplies information about the type of item. 
C) It identifies the manufacturer of the product. 
D) It is read by an electronic scanner. 
E) Retailers use information from UPC bars to track sales and control inventory.

Question 14

A firm's ________ is its entire range of products.

Accepted Answer

A) product line 
B) product mix 
C) marketing mix 
D) promotional mix 
E) positioning strategy 
A) product line 
B) product mix 
C) marketing mix 
D) promotional mix 
E) positioning strategy

Question 15

Why is successful product management increasingly important as technology moves forward and the marketplace becomes more globalized?

Accepted Answer

As more competitors enter the global mar

Question 16

Arm & Hammer began as a producer of baking soda.Now the company manufactures detergents,deodorants,and fabric softeners under the Arm & Hammer brand name.Arm & Hammer uses a ________ strategy.

Accepted Answer

A) brand extension 
B) product line contraction 
C) downward line stretch 
D) cannibalization 
E) cobranding 
A) brand extension 
B) product line contraction 
C) downward line stretch 
D) cannibalization 
E) cobranding

Question 17

Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna,even though the Kroger tuna costs $0.15 less per can.Chicken of the Sea has brand ________.

Accepted Answer

A) extension 
B) equity 
C) service 
D) valuation 
E) specialization 
A) extension 
B) equity 
C) service 
D) valuation 
E) specialization

Question 18

Which of the following helps an organization focus on minimizing any harmful effects it may have on the environment?

Accepted Answer

A) Six Sigma 
B) ISO 9000 
C) ISO 14000 
D) total quality management (TQM) 
E) cannibalization 
A) Six Sigma 
B) ISO 9000 
C) ISO 14000 
D) total quality management (TQM) 
E) cannibalization

Question 19

Which of the following is a disadvantage of the brand management system?

Accepted Answer

A) a tendency to avoid price differentiation 
B) too much focus on the supplementary and complementary roles of all product lines 
C) a tendency to overemphasize short-term gains in sales 
D) an interdependent structure that can undermine personal responsibility 
E) too much focus on establishing brand equity 
A) a tendency to avoid price differentiation 
B) too much focus on the supplementary and complementary roles of all product lines 
C) a tendency to overemphasize short-term gains in sales 
D) an interdependent structure that can undermine personal responsibility 
E) too much focus on establishing brand equity

Question 20

Colgate-Palmolive replaced its brand management structure with a product category management structure.A manager who had once managed Colgate toothpaste now manages all of the company's dental products.Under Colgate's new system,a product category manager would have ________.

Accepted Answer

A) profit and loss responsibility for all dental products 
B) completely different duties than the brand manager had 
C) to use persuasion as opposed to direct authority to achieve goals 
D) no authority over functions,other than marketing,that affect dental products 
E) no authority over international dental product sales 
A) profit and loss responsibility for all dental products 
B) completely different duties than the brand manager had 
C) to use persuasion as opposed to direct authority to achieve goals 
D) no authority over functions,other than marketing,that affect dental products 
E) no authority over international dental product sales

Total quality management involves all employees,regardless of their function,in continual quality improvement efforts.

What is the most logical explanation for why retailers carry private-label brands?

The sales peak typically occurs during which stage of the product life cycle?

In small firms,the marketing function is usually handled by a ________ who is responsible for new-product planning,advertising,working with the company's sales representatives,and marketing research.

Which of the following is one of the ways that Berkowitz Piano Company can expand its product line?

Explain cannibalization.How does a line extension strategy increase the risk of cannibalization?

Another name for a store brand is a ________.

Briefly explain the history of regulations concerning packaging and labels.

Marketers should consider the packaging of other brands within the category when designing their brand's packaging.

Which of the following is the overall ability of a product to satisfy customers' expectations?

Procter & Gamble makes Tide,Cheer,Ivory Snow,and Bold detergents as well as PertPlus,Rejoice,and Vidal Sassoon shampoos.Through its use of a separate and unique brand name for each of these products,Procter & Gamble is using a(n)________ strategy.

A watch manufacturer added a watch to its product line that was higher priced than the models it already carried.The company used a two-way stretch strategy.

Which of the following is NOT true of the Universal Product Code (UPC)?

A firm's ________ is its entire range of products.

Why is successful product management increasingly important as technology moves forward and the marketplace becomes more globalized?

Arm & Hammer began as a producer of baking soda.Now the company manufactures detergents,deodorants,and fabric softeners under the Arm & Hammer brand name.Arm & Hammer uses a ________ strategy.

Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna,even though the Kroger tuna costs $0.15 less per can.Chicken of the Sea has brand ________.

Which of the following helps an organization focus on minimizing any harmful effects it may have on the environment?

Which of the following is a disadvantage of the brand management system?

Colgate-Palmolive replaced its brand management structure with a product category management structure.A manager who had once managed Colgate toothpaste now manages all of the company's dental products.Under Colgate's new system,a product category manager would have ________.

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters

Exam 9: Manage the Product

Total quality management involves all employees,regardless of their function,in continual quality improvement efforts.

What is the most logical explanation for why retailers carry private-label brands?

The sales peak typically occurs during which stage of the product life cycle?

In small firms,the marketing function is usually handled by a ________ who is responsible for new-product planning,advertising,working with the company's sales representatives,and marketing research.

Which of the following is one of the ways that Berkowitz Piano Company can expand its product line?

Explain cannibalization.How does a line extension strategy increase the risk of cannibalization?

Another name for a store brand is a ________.

Briefly explain the history of regulations concerning packaging and labels.

Marketers should consider the packaging of other brands within the category when designing their brand's packaging.

Which of the following is the overall ability of a product to satisfy customers' expectations?

Procter & Gamble makes Tide,Cheer,Ivory Snow,and Bold detergents as well as PertPlus,Rejoice,and Vidal Sassoon shampoos.Through its use of a separate and unique brand name for each of these products,Procter & Gamble is using a(n)________ strategy.

A watch manufacturer added a watch to its product line that was higher priced than the models it already carried.The company used a two-way stretch strategy.

Which of the following is NOT true of the Universal Product Code (UPC)?

A firm's ________ is its entire range of products.

Why is successful product management increasingly important as technology moves forward and the marketplace becomes more globalized?

Arm & Hammer began as a producer of baking soda.Now the company manufactures detergents,deodorants,and fabric softeners under the Arm & Hammer brand name.Arm & Hammer uses a ________ strategy.

Chicken of the Sea brand tuna sells more than the same size Kroger brand tuna,even though the Kroger tuna costs $0.15 less per can.Chicken of the Sea has brand ________.

Which of the following helps an organization focus on minimizing any harmful effects it may have on the environment?

Which of the following is a disadvantage of the brand management system?

Colgate-Palmolive replaced its brand management structure with a product category management structure.A manager who had once managed Colgate toothpaste now manages all of the company's dental products.Under Colgate's new system,a product category manager would have ________.

Welcome to the World of Marketing: Create and Deliver Value

Strategic Market Planning: Take the Big Picture

Thrive in the Marketing Environment: the World Is Flat

Marketing Research: Gather, analyze, and Use Information

Consumer Behavior: How and Why We Buy

Business-To-Business Markets: How and Why Organizations Buy

Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management

Create the Product

Services and Other Intangibles: Marketing the Product That Isnt There

Price the Product

Old and New Media: From One-To-Many to Many-To-Many

One to Many: Advertising, public Relations, and Consumer Sales Promotions

Many to Many: Trade Promotion, direct Marketing, and Personal Selling

Deliver Value Through Supply Chain Management, channels of Distribution, and Logistics

Retailing: Bricks and Clicks

Filters