Exam 11: Managing Products and Brands

Consumers who are frequently on the Internet more than likely use either Internet Explorer or Firefox as their web browser. There is another option called Opera, which is faster and highly customizable. Opera was initially offered on the market for $29 And this includes tech support. It was hoped that this low price would build the volume Of Opera users quickly. Opera used a(n)_________ strategy.

Christopher Brosius, the maker of Demeter fragrances, knew that fragrance manufacturers combined several scents to create a perfume. He realized these fragrances smell wonderful on their own. He has bottled more than 150 different Individual scents such as Woodsmoke, Lobster, and Chocolate. Each fragrance is sold using the Demeter brand name. Brosius use_________ to market Demeter fragrances.

UPEK Provides Biometric Fingerprint Security for Personal Computers to various PC manufacturers. UPEK is experiencing slow growth and it is just recovering its research and development costs from some PC manufacturers that are selling to consumers. The biometric fingerprint industry would be in the ________stage of the product life cycle.

Figure 11-1 -The stage in the product life cycle labelled "D" in Figure 11-1 is called

Although the Chevy Volt is an electric car, during Chevy's advertisements they stress the importance of "Going Electric" and "Going Green", without explicitly advertising their new vehicle. The purpose of these advertisements is to stimulate ________ demand for an entire product class, rather than for a specific brand.

All of the following are criteria for selecting a good brand name EXCEPT:

During the 1990s, there was a backlash against artificial colours in food and other consumer products. As a result, a lot of companies issued products that were clear. One example was Crystal Pepsi. The product never really found a market and was ________, or dropped from the Pepsi product line soon after its introduction.

The primary benefit of branding for consumers is branding makes:

The Upjohn Company first targeted men for its Rogaine topical solution, a drug to restore hair growth, but later marketed this product to women. The Upjohn Company is using which of the following market modification strategies?

All products are assumed to have a complete product life cycle. Which of the following is NOT a reason why products ultimately decline?

Alka-Seltzer was made originally as a hangover remedy that cured the headache and settled the stomach. Today, you can purchase Original Alka-Seltzer, Extra Strength Alka-Seltzer, Alka-Seltzer Morning Relief (for morning headaches and fatigue), and Alka-Seltzer Heartburn Relief. To extend the product's sales to new markets, the makers of Alka-Seltzer have used:

Which of the following products is the best example of a product that might experience an introduction, a decline, and a reintroduction as part of its normal product life cycle?

When consumers consider all types of household cleaners, they are considering the ________ of household cleaners. When consumers limit their choice of household Cleaners to only those that come in spray bottles, they are considering a________ of household cleaners.

Imagine that 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. Eveready's marketing efforts should include all the following EXCEPT:

Which statement below matches the following: "Product form into product class"?

How long is a product life cycle? What determines its length?

Define diffusion of innovation. Identify and describe the categories and profiles of each product adopter.

By purchasing the latest Apple product, die-hard Apple enthusiasts add value to the brand. For example, this is accomplished by queuing up for several days to be the first in line and demonstrating to passersby how important the new product is. This is referred to as Apple's:

Why are warranties important?

Warranties which specifically state the bounds of coverage, and more important, areas of non-coverage are called_________ warranties.