Question 1

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as

Accepted Answer

A)  co-brands. 
B)  private brands. 
C)  fighting brands. 
D)  brand extensions. 
E)  subbrands. 
A)  co-brands. 
B)  private brands. 
C)  fighting brands. 
D)  brand extensions. 
E)  subbrands.

Question 2

Which of these is a product modification strategy?

Accepted Answer

A)  creating new advertising for a product 
B)  improving a product's quality 
C)  finding a new target market for a product 
D)  creating a new use situation for a product 
E)  altering a product's distribution 
A)  creating new advertising for a product 
B)  improving a product's quality 
C)  finding a new target market for a product 
D)  creating a new use situation for a product 
E)  altering a product's distribution

Question 3

As product adopters in the diffusion of innovation, members of the late majority

Accepted Answer

A)  have a fear of debt and use neighbors and friends as information sources. 
B)  are skeptical and have below average social status. 
C)  are deliberate and use many informal social contacts. 
D)  are leaders in social settings and have a slightly above average education. 
E)  are venturesome, higher educated, and use multiple information sources. 
A)  have a fear of debt and use neighbors and friends as information sources. 
B)  are skeptical and have below average social status. 
C)  are deliberate and use many informal social contacts. 
D)  are leaders in social settings and have a slightly above average education. 
E)  are venturesome, higher educated, and use multiple information sources.

Question 4

If a customer is reluctant to try a new product because he'd have to change his normal everyday behaviors, the product is facing a ________ barrier.

Accepted Answer

A)  usage 
B)  risk 
C)  value 
D)  financial 
E)  psychological 
A)  usage 
B)  risk 
C)  value 
D)  financial 
E)  psychological

Question 5

Which of the following is a characteristic of the growth stage of the product life cycle?

Accepted Answer

A)  Advertising emphasis switches to primary demand. 
B)  The proportion of repeat purchasers to initial purchasers grows. 
C)  The number of distribution outlets shrinks due to growing inefficiencies. 
D)  Profit margins increase as sales increase. 
E)  Product features remain consistent to maximize profits. 
A)  Advertising emphasis switches to primary demand. 
B)  The proportion of repeat purchasers to initial purchasers grows. 
C)  The number of distribution outlets shrinks due to growing inefficiencies. 
D)  Profit margins increase as sales increase. 
E)  Product features remain consistent to maximize profits.

Question 6

One of the primary benefits of branding for consumers is that branding

Accepted Answer

A)  identifies products of highest quality. 
B)  guarantees lowest prices. 
C)  makes decision making easier for consumers. 
D)  indicates that products have more or newer features. 
E)  makes advertising and other promotion unnecessary. 
A)  identifies products of highest quality. 
B)  guarantees lowest prices. 
C)  makes decision making easier for consumers. 
D)  indicates that products have more or newer features. 
E)  makes advertising and other promotion unnecessary.

Question 7

The time a product can be stored before it spoils is referred to as its

Accepted Answer

A)  product life cycle. 
B)  use-by date. 
C)  spoilage index. 
D)  shelf life. 
E)  expiration date. 
A)  product life cycle. 
B)  use-by date. 
C)  spoilage index. 
D)  shelf life. 
E)  expiration date.

Question 8

A strategy of harvesting may be employed in the decline stage of a product life to

Accepted Answer

A)  maintain primary demand for a product category. 
B)  acquire as many new customers as possible. 
C)  maintain the ability to meet ongoing customers' requests. 
D)  eliminate all production costs. 
E)  reposition the product. 
A)  maintain primary demand for a product category. 
B)  acquire as many new customers as possible. 
C)  maintain the ability to meet ongoing customers' requests. 
D)  eliminate all production costs. 
E)  reposition the product.

Question 9

Apple introduced the iPhone and iPad with multitouch screens, as well as the Magic Trackpad, also a multitouch device. These devices require consumers to use gestures (touch, swipe, tap, etc.) to perform various functions. This could make the mouse, a device Apple invented in 1977 for its Apple II, obsolete. With the emergence of multitouch technologies, the mouse most likely is now in the ________ stage of its product life cycle.

Accepted Answer

A)  deletion 
B)  cancellation 
C)  decline 
D)  maturity 
E)  harvesting 
A)  deletion 
B)  cancellation 
C)  decline 
D)  maturity 
E)  harvesting

Question 10

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate ________ demand.

Accepted Answer

A)  secondary 
B)  selective 
C)  derived 
D)  generic 
E)  primary 
A)  secondary 
B)  selective 
C)  derived 
D)  generic 
E)  primary

Question 11

For more than 30 years, Starkist put 6.5 ounces of tuna into its regular-sized can. Today, Starkist puts only 6.125 ounces of tuna into the same-size can but charges the same price. Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price. There are two sides to the ethical argument about this practice: that of consumer advocates and that of manufacturers. What is the practice called, and what is the basic position of each side?

Accepted Answer

The practice is called downsizing, which

Question 12

Explain the difference between trading up and trading down when repositioning a product.

Accepted Answer

Often a company decides to reposition it

Question 13

Thirty years ago, the Mississippi Gulf Coast was a nice place to vacation with a white sandy beach, golfing opportunities, resort hotels, and good seafood restaurants. With the addition of casinos, the Gulf Coast improved its odds of being a tourist destination for more travelers. This is an example of a ________ strategy.

Accepted Answer

A)  market-product grid 
B)  diversification 
C)  product modification 
D)  market modification 
E)  product repositioning 
A)  market-product grid 
B)  diversification 
C)  product modification 
D)  market modification 
E)  product repositioning

Question 14

In terms of the diffusion of innovation, early adopters account for ________ percent of product adopters.

Accepted Answer

A)  2.5 
B)  13.5 
C)  16 
D)  34 
E)  50 
A)  2.5 
B)  13.5 
C)  16 
D)  34 
E)  50

Question 15

When Wendy's wants to increase the value of its Dave's Hot 'N Juicy cheeseburger to its customers, it combines complementary items (French fries and a soft drink) to expedite the ordering process and provide a complete meal. This product modification approach is called

Accepted Answer

A)  a BOGO deal. 
B)  product modification. 
C)  product repositioning. 
D)  product differentiation. 
E)  product bundling. 
A)  a BOGO deal. 
B)  product modification. 
C)  product repositioning. 
D)  product differentiation. 
E)  product bundling.

Question 16

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

Accepted Answer

A)  introduction 
B)  launch 
C)  growth 
D)  inception 
E)  decline 
A)  introduction 
B)  launch 
C)  growth 
D)  inception 
E)  decline

Question 17

Products that are introduced, decline, and seem to return have a ________ product life cycle.

Accepted Answer

A)  high-learning 
B)  low-learning 
C)  fashion 
D)  fad 
E)  generalized 
A)  high-learning 
B)  low-learning 
C)  fashion 
D)  fad 
E)  generalized

Question 18

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to

Accepted Answer

A)  people rushing to get somewhere. 
B)  people on a tight budget. 
C)  people with dietary restrictions. 
D)  people who are brand loyal. 
E)  people who love to try new things. 
A)  people rushing to get somewhere. 
B)  people on a tight budget. 
C)  people with dietary restrictions. 
D)  people who are brand loyal. 
E)  people who love to try new things.

Question 19

Gatorade offers a range of product offerings. The firm uses one name for all its products in a product class. Gatorade is using a ________ strategy.

Accepted Answer

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

Question 20

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as

Accepted Answer

A)  subbranding. 
B)  multibranding. 
C)  mixed branding. 
D)  private branding. 
E)  family branding. 
A)  subbranding. 
B)  multibranding. 
C)  mixed branding. 
D)  private branding. 
E)  family branding.

Exam 11: Managing Successful Products, Services, and Brands

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as

Which of these is a product modification strategy?

As product adopters in the diffusion of innovation, members of the late majority

If a customer is reluctant to try a new product because he'd have to change his normal everyday behaviors, the product is facing a ________ barrier.

Which of the following is a characteristic of the growth stage of the product life cycle?

One of the primary benefits of branding for consumers is that branding

The time a product can be stored before it spoils is referred to as its

A strategy of harvesting may be employed in the decline stage of a product life to

When the Egg Farmers of Canada implemented its "Get Cracking" advertising campaign, the organization was trying to stimulate ________ demand.

Explain the difference between trading up and trading down when repositioning a product.

In terms of the diffusion of innovation, early adopters account for ________ percent of product adopters.

When Wendy's wants to increase the value of its Dave's Hot 'N Juicy cheeseburger to its customers, it combines complementary items (French fries and a soft drink) to expedite the ordering process and provide a complete meal. This product modification approach is called

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

Products that are introduced, decline, and seem to return have a ________ product life cycle.

The communication aspect of packaging on a can of Campbell's soup would most likely be of the greatest benefit to

Gatorade offers a range of product offerings. The firm uses one name for all its products in a product class. Gatorade is using a ________ strategy.

Combining a corporate or family brand with a new brand to distinguish a part of its product line from others is referred to as

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