Exam 11: Managing Products and Brands

Amazon formally registered the name of their tablet, Kindle, with the Canadian Intellectual Property Office (CIPO). In essence, Amazon was registering the __________ of the Kindle.

For many years, Kellogg's Frosted Flakes, a ready-to-eat breakfast cereal, was perceived as a cereal for children. Tony the Tiger, a cartoon character, extolled Frosted Flakes, and advertisements depicted children enjoying the product in competitive Situations. Recently, in response to declining sales of the Frosted Flakes, the Cereal-maker has adopted a new series of advertisements that show adults admitting they enjoy Frosted Flakes, too. Kellogg's is attempting to:

Implementing a harvesting strategy would mean that:

For more than 30 years, Starkist put 6.5 ounces of tuna into its regular-sized can. Today, Starkist puts 6.1255 ounces of tuna into its can but charges the same price. Colgate-Palmolive's Ajax king-size laundry detergent package has remained the same size, but the contents have been cut from 61 ounces to 55 ounces and the package price increased from $2.59 to $2.79. 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 are the basic positions of the two sides?

Scientists have discovered a new medical treatment but before they can market it, physicians and patients must be aware of its existence. In other words, its manufacturer must create________ demand.

Identify and describe the stages of the generalized product life cycle. For each stage, specify the marketing objective a firm should attempt to achieve.

INGenius ATG introduced the microware oven-sized battery recycler in 1999. It was intended for the business market. Companies could buy the recycler and use it to restore alkaline batteries that are not normally recharged. The recycling does not let a battery live forever; but it does give it a charge of about 80 percent of the energy it originally had. Depending on the size of the battery, the recycler can hold up to 96 batteries. It takes 13 hours to recharge any battery. The recycler was introduced at $3,000. When you consider that a pair of alkaline batteries can be purchased for $2, you should suspect that INGenius ATG was using a(n)________strategy.

Figure 11-4 -In Figure 11-4, "D" and "E" represents the second step in the sequential building process of brand equity which would be to establish a brand's meaning in the minds of consumers from two dimensions:

While aboard a WestJet flight, the steward-person comes through the cabin asking anyone, if they would like to apply for the RBC WestJet MasterCard. This credit card is an example of:

When the personal computer was first introduced, industry analysts predicted that very few would be sold. However, a short time after the product was made available, consumers who were young, highly educated, adventuresome, and who were well informed began buying personal computers. While those buyers were relatively few in number, the marketers of computers were encouraged because other, less Adventuresome consumers would likely adopt personal computers later. According to the product adoption classification, those first buyers of personal computers were:

When consumers think of Harley-Davidson, the image of a masculine, non-conformist is the likely associated with that brand name. With the Vespa motorscooters, the image is more likely to be a brainy environmentalist that wears polyester and socks that don't match. Both Vespa and Harley-Davidson:

The pairing of two brand names of two manufacturers on a single product is called:

A few years ago Who Wants to Be a Millionaire premiered as the first nighttime game show in a couple of decades. The marketing for the show was intent on making television viewers aware of its existence and excited enough about the show that we Would watch the first episode. Which of the following statements about televised game shows is true?

The stylized blue and white waves in an oval shape that appear on every package of Ocean Spray brand products is an example of a:

Twenty 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:

Which type of product has equally rapid introduction and decline stages of the product life cycle?

When Apple launches a new iPhone version, the non-subsidized price (as in the price if you buy direct, without a three-year contract), is often $799 or $899, while older versions decrease in price. This initial high price is referred to as:

The music industry has changed dramatically over the years. In the 1970s, consumers purchased 8-track tapes. In the 1980s, cassette tape players caused the decline of 8- track tape players. In fact, today consumers would experience difficulty in Purchasing a new artist on 8-track tape. Now in the 2000s, MP3 players have become very popular and are being purchased by music lovers of every age and background. As sales of MP3 players continue to grow at an increasing rate, sales of CD players are weakening, the profits are declining, and the product may face a fate similar to that of 8-track tape players. Based upon this information, you can correctly conclude that CD Players are in the________ Product life cycle. Stage, and MP3 players are in the ________stage of the

Interbrand cites several factors that differentiate the Top Global and Canadian brands compared to their peers. All of the following are factors, except:

A new start-up recently finished prototyping their virtual reality glasses, and they are now available at select retailers across the country. What stage of the product life cycle are these glasses in?