Question 1

As product adopters, members of the late majority typically:

Accepted Answer

A) are skeptical and have below average social status. 
B) fear debt and use neighbours and friends as information sources. 
C) act with deliberation and use many informal social contacts. 
D) are leaders in social standing and have slightly above average education when compared to the other adopter classes. 
A) are skeptical and have below average social status. 
B) fear debt and use neighbours and friends as information sources. 
C) act with deliberation and use many informal social contacts. 
D) are leaders in social standing and have slightly above average education when compared to the other adopter classes.

Question 2

Introduced by Procter & Gamble in 1928, and used by such consumer goods firms as General Foods and Frito-Lay and by industrial firms such as Intel and Hewlett-Packard, the product manager manages the marketing efforts for:

Accepted Answer

A) those aspects of products or brands that require close fiscal scrutiny. 
B) diverse assortment of varied products or brands. 
C) a close-knit family of products or brands. 
D) all of the corporation's products or brands. 
A) those aspects of products or brands that require close fiscal scrutiny. 
B) diverse assortment of varied products or brands. 
C) a close-knit family of products or brands. 
D) all of the corporation's products or brands.

Question 3

Lululemon products are seen as fit, healthy, and community focused. These characteristics are referred to as Lululemon's:

Accepted Answer

A) symbolic brand 
B) brand personality 
C) brand personification 
D) brand mannerism 
A) symbolic brand 
B) brand personality 
C) brand personification 
D) brand mannerism

Question 4

Why would the manufacturer of a new all-natural-ingredient shampoo and conditioner put free samples of the product in Sunday newspapers?

Accepted Answer

A) to avoid any possibility of litigation 
B) to encourage product adoption 
C) to simulate laggard usage of the product 
D) to control innovation diffusion 
A) to avoid any possibility of litigation 
B) to encourage product adoption 
C) to simulate laggard usage of the product 
D) to control innovation diffusion

Question 5

When Molson launched Canadian Cider, consumers who trusted the brand were ________ to buy it first.

Accepted Answer

A) more likely than other beer drinkers 
B) not likely 
C) less likely than other beer drinkers 
D) just as likely as other beer drinkers 
A) more likely than other beer drinkers 
B) not likely 
C) less likely than other beer drinkers 
D) just as likely as other beer drinkers

Question 6

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

Accepted Answer

A) Industry sales revenue peaks, which is one stage after industry profit peaks. 
B) During this stage companies attempt to eliminate distribution channels. 
C) Often this stage is entered because of environmental or technological factors. 
D) Industry profits peak because production and distribution costs are declining. 
A) Industry sales revenue peaks, which is one stage after industry profit peaks. 
B) During this stage companies attempt to eliminate distribution channels. 
C) Often this stage is entered because of environmental or technological factors. 
D) Industry profits peak because production and distribution costs are declining.

Question 7

A label is described by each of the following EXCEPT:

Accepted Answer

A) typically identifies the product or brand. 
B) is typically an expensive part of the marketing strategy for a product. 
C) is an integral part of the package. 
D) provides very little benefit to the consumer. 
A) typically identifies the product or brand. 
B) is typically an expensive part of the marketing strategy for a product. 
C) is an integral part of the package. 
D) provides very little benefit to the consumer.

Question 8

Dove, a health and beauty brand, has built its brand trust on quality perceptions and effectiveness along with a connection to:

Accepted Answer

A) community 
B) a product line 
C) social media 
D) real beauty 
A) community 
B) a product line 
C) social media 
D) real beauty

Question 9

Harry & David is a catalogue retailer. At its inception, the company sold fruit baskets and popularized the "Fruit of the Month" concept. Since then the company has abandoned this restrictive definition of itself, expanded its product mix, and used its Promotion to explain that it is the source of the perfect gift for every occasion. Harry & David used a _________strategy.

Accepted Answer

A) reinvention 
B) reconfiguration 
C) repositioning 
D) realignment 
A) reinvention 
B) reconfiguration 
C) repositioning 
D) realignment

Question 10

DVD players were introduced to the market in the 1990s. Ninety-one percent of North American homes own at least one DVD player. To maintain market share in the DVD player market and to get customers to purchase additional players, its manufacturers have continually provided for higher-quality recording capabilities and made the machines easier to watch and with different features that allowed for quicker location of recorded programs. Because the goal of DVD player manufacturers is to maintain brand loyalty and market share, the product category is in the________ stage of its
Product life cycle. (Hint: do not consider Blu-ray players in your answer.)

Accepted Answer

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

Question 11

As competitors introduce their own products, and the product progresses along its life cycle, company attention is focused on creating ________demand, or demand for a specific brand.

Accepted Answer

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

Question 12

As of 2012, which brand below was NOT part of Interbrand Report on the Top Canadian Brands:

Accepted Answer

A) Thomson Reuters 
B) RBC 
C) TD 
D) Apple 
A) Thomson Reuters 
B) RBC 
C) TD 
D) Apple

Question 13

When the Canadian Turkey Marketing Agency tells Canadians that turkey meat is good for everyday meals, not just for Thanksgiving and Christmas, they are:

Accepted Answer

A) increasing use 
B) reacting to a competitor's position 
C) creating new use situations 
D) finding new users 
A) increasing use 
B) reacting to a competitor's position 
C) creating new use situations 
D) finding new users

Question 14

Some social benefit brands are sometimes referred to as ________ , if they focus on environmental sustainability.

Accepted Answer

A) eco brands 
B) environmental brands 
C) sustainable brands 
D) green brands 
A) eco brands 
B) environmental brands 
C) sustainable brands 
D) green brands

Question 15

Imagine Eveready has developed solar rechargeable batteries that cost only slightly more to produce than regular batteries (less than the rechargeable batteries currently available)and can be recharged by sunlight up to 5 times, after which they are meant to be discarded. Unfortunately, the production process cannot be patented, and competitors could arrive within a few months. Which of the following is the best description of the product life cycle of this product?

Accepted Answer

A) high introductory sales, with rapid decline 
B) moderately slow introduction, followed by modest growth, gradually levelling off 
C) long, level beginning, and rapid ascent 
D) rapid growth followed by rapid decline 
A) high introductory sales, with rapid decline 
B) moderately slow introduction, followed by modest growth, gradually levelling off 
C) long, level beginning, and rapid ascent 
D) rapid growth followed by rapid decline

Question 16

Merle purchased a blender and the blade came off the first time he tried to use it to blend a milkshake. Since he has no written guarantee, he must rely on a(n)________ Warranty to see that he at least gets a free replacement blender.

Accepted Answer

A) full-coverage 
B) express 
C) limited-coverage 
D) implied 
A) full-coverage 
B) express 
C) limited-coverage 
D) implied

Question 17

The largest numbers of product adopters with respect to the diffusion of innovation are found among:

Accepted Answer

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

Question 18

Sealy, the largest manufacturer of mattresses in North America, recently set out to redefine its place in the bedrooms of consumers. No longer was it going to be associated as a mattress company. Henceforth, the name Sealy was going to be known as the world's leading "sleep wellness provider." This is an example of:

Accepted Answer

A) repositioning. 
B) reverse marketing. 
C) demarketing. 
D) resegmenting. 
A) repositioning. 
B) reverse marketing. 
C) demarketing. 
D) resegmenting.

Question 19

What type of a computer do you have? Likely a laptop or tablet. Today, fewer desktop personal computers are purchased. This is a decline in the total _________.

Accepted Answer

A) product line 
B) product design 
C) product class 
D) product family 
A) product line 
B) product design 
C) product class 
D) product family

Question 20

Mixed branding is a branding strategy:

Accepted Answer

A) where a firm markets products under its own name(s)and that of a reseller. 
B) in which a company uses one name for all of its products. 
C) that involves giving each product a distinct brand name. 
D) in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer. 
A) where a firm markets products under its own name(s)and that of a reseller. 
B) in which a company uses one name for all of its products. 
C) that involves giving each product a distinct brand name. 
D) in which manufacturers produce products but sell them under the brand name of a wholesaler or retailer.

As product adopters, members of the late majority typically:

Introduced by Procter & Gamble in 1928, and used by such consumer goods firms as General Foods and Frito-Lay and by industrial firms such as Intel and Hewlett-Packard, the product manager manages the marketing efforts for:

Lululemon products are seen as fit, healthy, and community focused. These characteristics are referred to as Lululemon's:

Why would the manufacturer of a new all-natural-ingredient shampoo and conditioner put free samples of the product in Sunday newspapers?

When Molson launched Canadian Cider, consumers who trusted the brand were ________ to buy it first.

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

A label is described by each of the following EXCEPT:

Dove, a health and beauty brand, has built its brand trust on quality perceptions and effectiveness along with a connection to:

As competitors introduce their own products, and the product progresses along its life cycle, company attention is focused on creating ________demand, or demand for a specific brand.

As of 2012, which brand below was NOT part of Interbrand Report on the Top Canadian Brands:

When the Canadian Turkey Marketing Agency tells Canadians that turkey meat is good for everyday meals, not just for Thanksgiving and Christmas, they are:

Some social benefit brands are sometimes referred to as ________ , if they focus on environmental sustainability.

Merle purchased a blender and the blade came off the first time he tried to use it to blend a milkshake. Since he has no written guarantee, he must rely on a(n)________ Warranty to see that he at least gets a free replacement blender.

The largest numbers of product adopters with respect to the diffusion of innovation are found among:

What type of a computer do you have? Likely a laptop or tablet. Today, fewer desktop personal computers are purchased. This is a decline in the total _________.

Mixed branding is a branding strategy:

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters

Exam 11: Managing Products and Brands

As product adopters, members of the late majority typically:

Introduced by Procter & Gamble in 1928, and used by such consumer goods firms as General Foods and Frito-Lay and by industrial firms such as Intel and Hewlett-Packard, the product manager manages the marketing efforts for:

Lululemon products are seen as fit, healthy, and community focused. These characteristics are referred to as Lululemon's:

Why would the manufacturer of a new all-natural-ingredient shampoo and conditioner put free samples of the product in Sunday newspapers?

When Molson launched Canadian Cider, consumers who trusted the brand were ________ to buy it first.

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

A label is described by each of the following EXCEPT:

Dove, a health and beauty brand, has built its brand trust on quality perceptions and effectiveness along with a connection to:

As competitors introduce their own products, and the product progresses along its life cycle, company attention is focused on creating ________demand, or demand for a specific brand.

As of 2012, which brand below was NOT part of Interbrand Report on the Top Canadian Brands:

When the Canadian Turkey Marketing Agency tells Canadians that turkey meat is good for everyday meals, not just for Thanksgiving and Christmas, they are:

Some social benefit brands are sometimes referred to as ________ , if they focus on environmental sustainability.

Merle purchased a blender and the blade came off the first time he tried to use it to blend a milkshake. Since he has no written guarantee, he must rely on a(n)________ Warranty to see that he at least gets a free replacement blender.

The largest numbers of product adopters with respect to the diffusion of innovation are found among:

What type of a computer do you have? Likely a laptop or tablet. Today, fewer desktop personal computers are purchased. This is a decline in the total _________.

Mixed branding is a branding strategy:

Creating Customer Value, Relationships, and Experiences Through Marketing

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility for Sustainable Marketing

Consumer Behaviour

Understanding Organizations As Customers

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: the Strategic Marketing Process

Using Social Media and Mobile Marketing to Connect With Consumers

Filters