Exam 11: Managing Successful Products, Services, and Brands

A set of human characteristics associated with a brand name is referred to as

In the late 1950s and 1960s, television Westerns were extremely popular and included Gunsmoke, Bonanza, Wagon Train, and The Big Valley. When ratings declined as viewers' tastes changed, production of them waned. The television Western was a product category that had entered the ________ stage of its product life cycle.

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes. Colgate pays Mattel a fee for the use of the Barbie name and image. This is an example of

The ________ stage of the product life cycle is characterized by rapid increases in sales.

Kemps makes Life Savers Real Fruit Sherbet (with the flavors of a favorite childhood candy). Kemps pays Wrigley, the owner of the Life Savers brand name, a fee to market this product. This is an example of

People who tried a product, were satisfied, and bought it again are called ________ purchasers.

Justin's nut butter packaging includes a label with the number of grams of protein it offers on the front, as well as complete nutritional facts on the back. The packaging in this case mostly likely offers which type of benefits?

Mott's applesauce promotes itself as a low-fat alternative to cooking oil for baked goods. Mott's is

A company uses ________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

An aging baby boomer population has led to increased interest in developing and marketing products to satisfy the needs of this large market. As a result, moisturizing lotions and creams such as Oil of Olay are now repositioned as "age-defying" products. This is an example of which product repositioning action?

Hormel owns a variety of brands, including Jennie-O, Muscle Milk, Skippy, and Justin's. For these brands, Hormel uses a ________ strategy.

Which of the following quotes from a new-product adopter would signal the need for a firm to counteract a risk barrier?

The swoosh that appears on every Nike product is an example of a

In the late 1950s and 1960s, television Westerns were extremely popular and included Gunsmoke, Bonanza, Wagon Train, and The Big Valley. When ratings declined as viewers' tastes changed, production companies used _______ strategy and stopped producing all television Westerns when the networks stopped showing them.

Ralph Lauren has a long-term ________ agreement with Luxottica Group for the design, production, and worldwide distribution of prescription frames and sunglasses under the Ralph Lauren brand. Ralph Lauren is a leader in the design, marketing, and distribution of premium lifestyle products, while Luxottica is the global leader in luxury eyewear.

Mars, Inc., sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and 3 Musketeers candy. This variety of brand names is typical of a ________ strategy.

Which of the following products has the brand name that best suggests its benefits, one of six criteria for selecting a good brand name?

Identify and describe the four branding strategies that product and brand managers use.

Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts. The two measures are the CDI and the BDI, which stand for

Brand personality is