Question 1

As product adopters, innovators

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 2

Johnson & Johnson effectively repositioned St. Joseph Aspirin from a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes. This is an example of a product repositioning by

Accepted Answer

A)  reacting to a competitor's position. 
B)  reaching a new market. 
C)  catching a rising trend. 
D)  changing the value offered. 
E)  product modification. 
A)  reacting to a competitor's position. 
B)  reaching a new market. 
C)  catching a rising trend. 
D)  changing the value offered. 
E)  product modification.

Question 3

Northland Juices, a division of New York-based Apple & Eve, competes with Ocean Spray in the cranberry juice category. To be successful, Northland must create ________ demand so it will be chosen over competitors.

Accepted Answer

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

Question 4

Figure 11-7
-Companies can employ several different branding strategies. In Figure 11-7 above, Box A represents a ________ strategy.

Accepted Answer

A)  retailer branding 
B)  multiproduct branding 
C)  multibranding 
D)  private branding 
E)  mixed branding 
A)  retailer branding 
B)  multiproduct branding 
C)  multibranding 
D)  private branding 
E)  mixed branding

Question 5

The preference for a specific brand is called ________ demand.

Accepted Answer

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

Question 6

Companies can choose from several different branding strategies. Kohl's, with its own Croft & Barrow, SONOMA Goods for Life, and Apt. 9 brands that offer men's and women's apparel and footwear, accessories and home goods in its stores, is using a ________ strategy.

Accepted Answer

A)  retailer branding 
B)  multiproduct branding 
C)  multibranding 
D)  private branding 
E)  mixed branding 
A)  retailer branding 
B)  multiproduct branding 
C)  multibranding 
D)  private branding 
E)  mixed branding

Question 7

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

Accepted Answer

A)  retrenching 
B)  maturity 
C)  growth 
D)  failure 
E)  decline 
A)  retrenching 
B)  maturity 
C)  growth 
D)  failure 
E)  decline

Question 8

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity. Segment A represents the first step, which is to

Accepted Answer

A)  create a consumer-brand connection. 
B)  develop positive brand awareness. 
C)  reward loyal customer behavior. 
D)  establish a brand's meaning in the minds of consumers. 
E)  elicit the proper consumer responses to a brand's identity and meaning. 
A)  create a consumer-brand connection. 
B)  develop positive brand awareness. 
C)  reward loyal customer behavior. 
D)  establish a brand's meaning in the minds of consumers. 
E)  elicit the proper consumer responses to a brand's identity and meaning.

Question 9

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts. One of these is the CDI, or

Accepted Answer

A)  category development index. 
B)  consumer development index. 
C)  competitive development index. 
D)  channel development index. 
E)  customization development index. 
A)  category development index. 
B)  consumer development index. 
C)  competitive development index. 
D)  channel development index. 
E)  customization development index.

Question 10

Promotional expenditures at the introduction stage of the product life cycle, when few if any competitors exist, are best spent on

Accepted Answer

A)  contests and sweepstakes to stimulate selective demand. 
B)  product samples to create secondary demand. 
C)  advertising to stimulate primary demand. 
D)  personal endorsements to generate word-of-mouth demand. 
E)  coupons to maintain brand loyalty or static demand. 
A)  contests and sweepstakes to stimulate selective demand. 
B)  product samples to create secondary demand. 
C)  advertising to stimulate primary demand. 
D)  personal endorsements to generate word-of-mouth demand. 
E)  coupons to maintain brand loyalty or static demand.

Question 11

Skippy, a peanut butter brand like Justin's, both owned by Hormel, is in the ________ stage of the product life cycle, with marketing strategies that include creating PB Bites, finding new consumers through online channels, and positioning the product as a source of protein.

Accepted Answer

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

Question 12

A product manager is sometimes called a

Accepted Answer

A)  chief marketing officer (CMO). 
B)  brand manager. 
C)  marketing manager. 
D)  category manager. 
E)  sales manager. 
A)  chief marketing officer (CMO). 
B)  brand manager. 
C)  marketing manager. 
D)  category manager. 
E)  sales manager.

Question 13

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while. The brand's introduction of a DiGiorno cheese-stuffed crust to its line of pizzas is an example of

Accepted Answer

A)  a market-product grid. 
B)  diversification. 
C)  market modification. 
D)  product class extension. 
E)  product modification. 
A)  a market-product grid. 
B)  diversification. 
C)  market modification. 
D)  product class extension. 
E)  product modification.

Question 14

The ________ stage of the product life cycle occurs when a product is launched to its intended target market.

Accepted Answer

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

Question 15

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

Accepted Answer

A)  skinny ties 
B)  parabolic skis 
C)  personal flotation devices 
D)  razor blades 
E)  hockey helmets 
A)  skinny ties 
B)  parabolic skis 
C)  personal flotation devices 
D)  razor blades 
E)  hockey helmets

Question 16

Desktop PCs are in which stage of their product life cycle according to the text?

Accepted Answer

A)  accelerated downturn 
B)  cancellation 
C)  decline 
D)  maturity 
E)  devaluation 
A)  accelerated downturn 
B)  cancellation 
C)  decline 
D)  maturity 
E)  devaluation

Question 17

Brand licensing is

Accepted Answer

A)  the registration fee paid by a manufacturer to states, provinces, or countries in order to sell its products there. 
B)  a branding strategy in which the producer dictates the brand name to retailers for the products sold to their respective markets. 
C)  a branding strategy in which a company uses one name for all of its products. 
D)  a contractual agreement whereby a company allows another firm to use its brand name or trademark with its products or services for a royalty or fee. 
E)  a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer. 
A)  the registration fee paid by a manufacturer to states, provinces, or countries in order to sell its products there. 
B)  a branding strategy in which the producer dictates the brand name to retailers for the products sold to their respective markets. 
C)  a branding strategy in which a company uses one name for all of its products. 
D)  a contractual agreement whereby a company allows another firm to use its brand name or trademark with its products or services for a royalty or fee. 
E)  a branding strategy in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.

Question 18

Figure 11-3
-The product life cycle shown in Box A in Figure 11-3 above represents a ________ product.

Accepted Answer

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

Question 19

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

Accepted Answer

A)  communication benefits 
B)  storage benefits 
C)  perceptual benefits 
D)  protection benefits 
E)  self-realization benefits 
A)  communication benefits 
B)  storage benefits 
C)  perceptual benefits 
D)  protection benefits 
E)  self-realization benefits

Question 20

CDI/BDI Marketing Dashboard
-In the CDI/BDI Marketing Dashboard above, which segment consumes the least amount of Hawaiian Punch?

Accepted Answer

A)  households without children 
B)  households with children 13 to 18 years old 
C)  households with children 6 years old or under 
D)  households with children 7 to 12 years old 
E)  Because the BDI and CDI show inconsistencies in their measurements, especially in the segment of children under the age of six, it is impossible to answer the question. 
A)  households without children 
B)  households with children 13 to 18 years old 
C)  households with children 6 years old or under 
D)  households with children 7 to 12 years old 
E)  Because the BDI and CDI show inconsistencies in their measurements, especially in the segment of children under the age of six, it is impossible to answer the question.

Exam 11: Managing Successful Products, Services, and Brands

As product adopters, innovators

Johnson & Johnson effectively repositioned St. Joseph Aspirin from a product for infants to an adult low-strength aspirin to reduce the risk of heart attacks or strokes. This is an example of a product repositioning by

Northland Juices, a division of New York-based Apple & Eve, competes with Ocean Spray in the cranberry juice category. To be successful, Northland must create ________ demand so it will be chosen over competitors.

Figure 11-7 -Companies can employ several different branding strategies. In Figure 11-7 above, Box A represents a ________ strategy.

The preference for a specific brand is called ________ demand.

Companies can choose from several different branding strategies. Kohl's, with its own Croft & Barrow, SONOMA Goods for Life, and Apt. 9 brands that offer men's and women's apparel and footwear, accessories and home goods in its stores, is using a ________ strategy.

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

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity. Segment A represents the first step, which is to

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts. One of these is the CDI, or

Promotional expenditures at the introduction stage of the product life cycle, when few if any competitors exist, are best spent on

Skippy, a peanut butter brand like Justin's, both owned by Hormel, is in the ________ stage of the product life cycle, with marketing strategies that include creating PB Bites, finding new consumers through online channels, and positioning the product as a source of protein.

A product manager is sometimes called a

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while. The brand's introduction of a DiGiorno cheese-stuffed crust to its line of pizzas is an example of

The ________ stage of the product life cycle occurs when a product is launched to its intended target market.

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

Desktop PCs are in which stage of their product life cycle according to the text?

Brand licensing is

Figure 11-3 -The product life cycle shown in Box A in Figure 11-3 above represents a ________ product.

Directions on how and when to use a product and information about the source and composition of a product that appear on packaging labels provide what kind of benefits?

CDI/BDI Marketing Dashboard -In the CDI/BDI Marketing Dashboard above, which segment consumes the least amount of Hawaiian Punch?

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