Question 1

Product packaging likethe Pringles cylindrical package that minimizes breakage provides

Accepted Answer

A)  functional benefits. 
B)  convenience. 
C)  communication benefits. 
D)  technology. 
E)  renewable resources. 
A)  functional benefits. 
B)  convenience. 
C)  communication benefits. 
D)  technology. 
E)  renewable resources. A

Question 2

Trading down refers to ________ when repositioning a product.

Accepted Answer

A)  reducing the number of features, qualities, or price 
B)  reducing the amount of product carried as inventory 
C)  reducing the number of product items in a product line 
D)  redirecting marketing resources from a "cash cow" target market to one that is not performing as well in the hopes of increasing sales and profits 
E)  encouraging consumers through the use of coupons and deals to purchase a firm's lower-priced products 
A)  reducing the number of features, qualities, or price 
B)  reducing the amount of product carried as inventory 
C)  reducing the number of product items in a product line 
D)  redirecting marketing resources from a "cash cow" target market to one that is not performing as well in the hopes of increasing sales and profits 
E)  encouraging consumers through the use of coupons and deals to purchase a firm's lower-priced products A

Question 3

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity. The third step is to elicit the proper consumer responses to a brand's identity and meaning. This step consists of two dimensions, D and E, which represent

Accepted Answer

A)  brand identity and brand emotion. 
B)  brand performance and brand imagery. 
C)  consumer judgments and consumer feelings. 
D)  brand awareness and consumer-brand connection. 
E)  consumer feelings and brand imagery. 
A)  brand identity and brand emotion. 
B)  brand performance and brand imagery. 
C)  consumer judgments and consumer feelings. 
D)  brand awareness and consumer-brand connection. 
E)  consumer feelings and brand imagery. C

Question 4

Packaging is

Accepted Answer

A)  any box, bottle, jar, can, carton, or bag that can be used for transporting services. 
B)  any container in which a product is offered for sale and on which label information is communicated. 
C)  that part of a product that is not recycled. 
D)  a storage vessel for a perishable product. 
E)  any container used in the preservation of ideas. 
A)  any box, bottle, jar, can, carton, or bag that can be used for transporting services. 
B)  any container in which a product is offered for sale and on which label information is communicated. 
C)  that part of a product that is not recycled. 
D)  a storage vessel for a perishable product. 
E)  any container used in the preservation of ideas.

Question 5

Which of the following is a multiproduct branding strategy?

Accepted Answer

A)  mixed branding 
B)  product line extensions 
C)  multibranding 
D)  brand licensing 
E)  private branding 
A)  mixed branding 
B)  product line extensions 
C)  multibranding 
D)  brand licensing 
E)  private branding

Question 6

Figure 11-1
-Figure 11-1 above represents the stages of the product life cycle. What does section of the graph labeled C represent?

Accepted Answer

A)  consolidation 
B)  maturity 
C)  growth 
D)  stabilization 
E)  decline 
A)  consolidation 
B)  maturity 
C)  growth 
D)  stabilization 
E)  decline

Question 7

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as

Accepted Answer

A)  product differentiation branding. 
B)  multibranding. 
C)  mixed branding. 
D)  segmentation branding. 
E)  multiproduct branding. 
A)  product differentiation branding. 
B)  multibranding. 
C)  mixed branding. 
D)  segmentation branding. 
E)  multiproduct branding.

Question 8

At the maturity stage of the product life cycle, marketing emphasis

Accepted Answer

A)  is directed toward generating more consumer awareness. 
B)  switches to finding more channel intermediaries to carry the product. 
C)  focuses on stimulating primary demand for the product. 
D)  aims to hold market share through further product differentiation and finding new buyers and uses. 
E)  is redirected, with salespeople allocating less time to selling the product. 
A)  is directed toward generating more consumer awareness. 
B)  switches to finding more channel intermediaries to carry the product. 
C)  focuses on stimulating primary demand for the product. 
D)  aims to hold market share through further product differentiation and finding new buyers and uses. 
E)  is redirected, with salespeople allocating less time to selling the product.

Question 9

Sales exhibit a downward trend throughout which stage of the product life cycle?

Accepted Answer

A)  introduction 
B)  growth 
C)  maturity 
D)  decay 
E)  decline 
A)  introduction 
B)  growth 
C)  maturity 
D)  decay 
E)  decline

Question 10

Consumer goods firms such as General Mills and PepsiCo as well as technology companies such as Intel and Hewlett-Packard employ a product manager to manage

Accepted Answer

A)  all of an organization's product items or brands. 
B)  all of an organization's product classes. 
C)  all of an organization's new products through the initial stages of their life cycles. 
D)  all products or brands that require close fiscal scrutiny. 
E)  a close-knit family of products or brands. 
A)  all of an organization's product items or brands. 
B)  all of an organization's product classes. 
C)  all of an organization's new products through the initial stages of their life cycles. 
D)  all products or brands that require close fiscal scrutiny. 
E)  a close-knit family of products or brands.

Question 11

Which step in the sequential process of building the brand equity pyramid is most difficult to achieve?

Accepted Answer

A)  easing consumers' decision making 
B)  forming a brand personality 
C)  creating a consumer-brand connection 
D)  rewarding loyal customer behavior 
E)  developing brand licensing criteria 
A)  easing consumers' decision making 
B)  forming a brand personality 
C)  creating a consumer-brand connection 
D)  rewarding loyal customer behavior 
E)  developing brand licensing criteria

Question 12

The Toro Co. makes Toro snowblowers, Toro lawn mowers, Toro garden hoses, and Toro sprinkler systems. The Toro Co. uses a ________ strategy.

Accepted Answer

A)  multibranding 
B)  family branding 
C)  co-branding 
D)  uniform branding 
E)  mixed branding 
A)  multibranding 
B)  family branding 
C)  co-branding 
D)  uniform branding 
E)  mixed branding

Question 13

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Accepted Answer

A)  multibranding. 
B)  generic branding. 
C)  private branding. 
D)  mixed branding. 
E)  multiproduct branding. 
A)  multibranding. 
B)  generic branding. 
C)  private branding. 
D)  mixed branding. 
E)  multiproduct branding.

Question 14

Which of the following products would have a fad product life-cycle curve?

Accepted Answer

A)  aquarium fish 
B)  hoverboards 
C)  riding lawn mowers 
D)  calculators 
E)  backpacks 
A)  aquarium fish 
B)  hoverboards 
C)  riding lawn mowers 
D)  calculators 
E)  backpacks

Question 15

LED (light-emitting diode) lightbulbs, such as the Cree LED bulb, have been available for only a few years in low lighting levels (lumens). They are designed to replace incandescent and compact fluorescent lightbulbs, in part because of a federal law that phases out incandescent lightbulbs in favor of more energy-efficient ones. LED bulbs are more expensive but will last up to 20 years. In what stage of the product life cycle is this product?

Accepted Answer

A)  growth stage 
B)  decline stage 
C)  accelerated development stage 
D)  introduction stage 
E)  maturity stage 
A)  growth stage 
B)  decline stage 
C)  accelerated development stage 
D)  introduction stage 
E)  maturity stage

Question 16

To handle products in the decline stage of the product life cycle, companies often use either a ________ strategy or a ________ strategy.

Accepted Answer

A)  divesting; harvesting 
B)  diversification; contraction 
C)  deletion; harvesting 
D)  deletion; diversification 
E)  building; divesting 
A)  divesting; harvesting 
B)  diversification; contraction 
C)  deletion; harvesting 
D)  deletion; diversification 
E)  building; divesting

Question 17

The two most common pricing alternatives for products in the introduction stage of the product life cycle are

Accepted Answer

A)  skimming pricing and penetration pricing. 
B)  price lining and bundle pricing. 
C)  markdown pricing and experience curve pricing. 
D)  skimming pricing and bundle pricing. 
E)  penetration pricing and experience curve pricing. 
A)  skimming pricing and penetration pricing. 
B)  price lining and bundle pricing. 
C)  markdown pricing and experience curve pricing. 
D)  skimming pricing and bundle pricing. 
E)  penetration pricing and experience curve pricing.

Question 18

Figure 11-5
-The consumers represented by Segment A in Figure 11-5 above are called

Accepted Answer

A)  early adopters. 
B)  late majority. 
C)  laggards. 
D)  early majority. 
E)  innovators. 
A)  early adopters. 
B)  late majority. 
C)  laggards. 
D)  early majority. 
E)  innovators.

Question 19

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Accepted Answer

A)  Technological forces often push a product from the introduction stage to the maturity stage. 
B)  During the maturity stage, companies add more distribution outlets to maximize target market coverage. 
C)  Sales increase at a slower rate as fewer new buyers enter the market. 
D)  Industry profits peak because production and distribution costs are declining. 
E)  Total industry profits exceed total industry sales. 
A)  Technological forces often push a product from the introduction stage to the maturity stage. 
B)  During the maturity stage, companies add more distribution outlets to maximize target market coverage. 
C)  Sales increase at a slower rate as fewer new buyers enter the market. 
D)  Industry profits peak because production and distribution costs are declining. 
E)  Total industry profits exceed total industry sales.

Question 20

Compare the three ways to manage a product through its product life cycle.

Accepted Answer

The three ways a product or brand manage

Exam 11: Managing Successful Products, Services, and Brands

Product packaging likethe Pringles cylindrical package that minimizes breakage provides

Trading down refers to ________ when repositioning a product.

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity. The third step is to elicit the proper consumer responses to a brand's identity and meaning. This step consists of two dimensions, D and E, which represent

Packaging is

Which of the following is a multiproduct branding strategy?

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle. What does section of the graph labeled C represent?

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as

At the maturity stage of the product life cycle, marketing emphasis

Sales exhibit a downward trend throughout which stage of the product life cycle?

Consumer goods firms such as General Mills and PepsiCo as well as technology companies such as Intel and Hewlett-Packard employ a product manager to manage

Which step in the sequential process of building the brand equity pyramid is most difficult to achieve?

The Toro Co. makes Toro snowblowers, Toro lawn mowers, Toro garden hoses, and Toro sprinkler systems. The Toro Co. uses a ________ strategy.

A branding strategy in which a firm markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Which of the following products would have a fad product life-cycle curve?

To handle products in the decline stage of the product life cycle, companies often use either a ________ strategy or a ________ strategy.

The two most common pricing alternatives for products in the introduction stage of the product life cycle are

Figure 11-5 -The consumers represented by Segment A in Figure 11-5 above are called

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Compare the three ways to manage a product through its product life cycle.

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multi-Channel Marketing

Pulling It All Together: the Strategic Marketing Proces

Building an Effective Marketing Plan

Financial Aspects of Marketing

Filters

To handle products in the decline stage of the product life cycle, companies often use either a strategy or a strategy.