Question 1

Directions on how to use a product and the composition of a product that appear on packaging are what kind of benefits?

Accepted Answer

A) storage benefits 
B) protection benefits 
C) perceptual benefits 
D) communication benefits 
A) storage benefits 
B) protection benefits 
C) perceptual benefits 
D) communication benefits

Question 2

Explain the following statement: "Packaging provides communication, functional, and perceptual benefits for manufacturers, retailers, and consumers."

Accepted Answer

The answer of Explain the following statement: "Packaging provides communication,...

Question 3

An effective trademark and label can help thwart product:

Accepted Answer

A) reselling 
B) competitors 
C) margins 
D) counterfeiti ng 
A) reselling 
B) competitors 
C) margins 
D) counterfeiti ng

Question 4

Technology that allows consumers to access information on the Internet from a cell phone is in the introductory stage of its product life cycle. The industry is composed of several small firms with state-of-the-art products that are neither standardized nor compatible with one another. Moreover, these small firms have limited marketing expertise and little money to spend on marketing; their common strength is
Engineering. This industry would welcome the entry of a giant in the mobile phone industry like Nokia because:

Accepted Answer

A) Nokia's entry would help segment the market, establishing targets for the smaller firms. 
B) the small companies could leapfrog beyond Nokia's products. 
C) Nokia could set standards and generate primary demand. 
D) Nokia could solve the remaining technological problems. 
A) Nokia's entry would help segment the market, establishing targets for the smaller firms. 
B) the small companies could leapfrog beyond Nokia's products. 
C) Nokia could set standards and generate primary demand. 
D) Nokia could solve the remaining technological problems.

Question 5

A strategy of harvesting may be employed in the decline stage of a product life to:

Accepted Answer

A) maintain the ability to meet customers' requests. 
B) eliminate production and distribution costs. 
C) get as many new customers as possible. 
D) maintain primary demand for a product category. 
A) maintain the ability to meet customers' requests. 
B) eliminate production and distribution costs. 
C) get as many new customers as possible. 
D) maintain primary demand for a product category.

Question 6

Hybrid automobiles are in the ________ stage of the product life cycle.

Accepted Answer

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

Question 7

The Nike Swish, Adidas symbol, and Apple's apple are examples of:

Accepted Answer

A) branding. 
B) product identification. 
C) copyrighting. 
D) trademarking. 
A) branding. 
B) product identification. 
C) copyrighting. 
D) trademarking.

Question 8

Campbell's Soup ran an advertisement that read: "Our Soups: No Longer Just For Colds and Sick-Days!" Campbell's was attempting:

Accepted Answer

A) Product modification 
B) Market modification 
C) Market-product strategy 
D) Product repositioning 
A) Product modification 
B) Market modification 
C) Market-product strategy 
D) Product repositioning

Question 9

A positive outcome of using a multiproduct branding strategy is:

Accepted Answer

A) product line extensions 
B) brand mimicking 
C) brand extension 
D) sub-branding 
A) product line extensions 
B) brand mimicking 
C) brand extension 
D) sub-branding

Question 10

When Rose went shopping for a new purse, she thought she had found a real value-a Gucci purse for about 50% of what she was planning to pay. When she looked more closely, she noticed that although the purse was identical to a Gucci it was not manufactured by Gucci. This was probably an example of:

Accepted Answer

A) licensing. 
B) "me-too" marketing. 
C) product counterfeiting. 
D) brand imitation. 
A) licensing. 
B) "me-too" marketing. 
C) product counterfeiting. 
D) brand imitation.

Question 11

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while. The product's recent introduction of a DiGiorno cheese stuffed crust is an example of _________ and should attract new buyers.

Accepted Answer

A) product modification 
B) a market-product strategy 
C) market modification 
D) diversification 
A) product modification 
B) a market-product strategy 
C) market modification 
D) diversification

Question 12

A brand name is:

Accepted Answer

A) any word, device (design, sound, shape or colour), or combination of these used to distinguish a seller's goods or services. 
B) the part of a brand that is a symbol or design and cannot be spoken. 
C) the part of a brand name that can be spoken. 
D) the commercial, legal name under which a company does business. 
A) any word, device (design, sound, shape or colour), or combination of these used to distinguish a seller's goods or services. 
B) the part of a brand that is a symbol or design and cannot be spoken. 
C) the part of a brand name that can be spoken. 
D) the commercial, legal name under which a company does business.

Question 13

Figure 11-2
  
-The product life cycle (PLC)shown in "B" in Figure 11-2 is an example of a________ life cycle.

Accepted Answer

A) fashion product 
B) high-learning product 
C) low-learning product 
D) fad product 
A) fashion product 
B) high-learning product 
C) low-learning product 
D) fad product

Question 14

A new social media product comes onto the market. Which person's description below is most likely to adopt the product first?

Accepted Answer

A) Matt: money is tight, as he is working contract-to-contract 
B) Lindsey: a doctor, usually likes to wait until something is proven first, just like in medicine 
C) Jo: spends her time as a blogger for a local technology site 
D) Brady: a lawyer, who is always skeptical of these things, hence why she is a lawyer! 
A) Matt: money is tight, as he is working contract-to-contract 
B) Lindsey: a doctor, usually likes to wait until something is proven first, just like in medicine 
C) Jo: spends her time as a blogger for a local technology site 
D) Brady: a lawyer, who is always skeptical of these things, hence why she is a lawyer!

Question 15

Figure 11-2
  
-The product life cycle (PLC)shown in "D" in Figure 11-2 is an example of a _________ life cycle.

Accepted Answer

A) fad product 
B) high-learning product 
C) fashion product 
D) low-learning product 
A) fad product 
B) high-learning product 
C) fashion product 
D) low-learning product

Question 16

According to the latest research, which product category does Canadians most trust the private brand?

Accepted Answer

A) vacation services 
B) home cleaning 
C) automobiles 
D) food and beverage 
A) vacation services 
B) home cleaning 
C) automobiles 
D) food and beverage

Question 17

With diffusion of innovation:

Accepted Answer

A) one new product will produce ancillary product invention (e.g., video cassettes created a market for cassette holders). 
B) product changes by one competitor lead to similar product changes by another competitor. 
C) once a product enters the market, very similar products will enter within a very short period of time. 
D) not all consumers accept a new product at the same time because adoption of a product spreads slowly throughout the population. 
A) one new product will produce ancillary product invention (e.g., video cassettes created a market for cassette holders). 
B) product changes by one competitor lead to similar product changes by another competitor. 
C) once a product enters the market, very similar products will enter within a very short period of time. 
D) not all consumers accept a new product at the same time because adoption of a product spreads slowly throughout the population.

Question 18

Finding new uses for an existing product has been a major strategy in extending the life of Arm & Hammer Baking Soda. The product (unchanged from its original formula)is now being promoted as a dentifrice; a deodorizer for cat litter, carpeting, and refrigerators; and a fire extinguisher. Arm & Hammer is:

Accepted Answer

A) creating new use situations through a market modification strategy. 
B) finding new users through a product modification strategy. 
C) modifying the product characteristics. 
D) increasing use by existing customers through a product modification strategy. 
A) creating new use situations through a market modification strategy. 
B) finding new users through a product modification strategy. 
C) modifying the product characteristics. 
D) increasing use by existing customers through a product modification strategy.

Question 19

List the four sequential steps used to develop brand equity. Which step is the most difficult?

Accepted Answer

Developing brand equity involves a serie

Question 20

The popular "Got Milk" advertising campaign was sponsored by the National Milk Board to encourage more people to drink milk. This ad campaign stimulated ________
Demand.

Accepted Answer

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

Directions on how to use a product and the composition of a product that appear on packaging are what kind of benefits?

Explain the following statement: "Packaging provides communication, functional, and perceptual benefits for manufacturers, retailers, and consumers."

An effective trademark and label can help thwart product:

A strategy of harvesting may be employed in the decline stage of a product life to:

Hybrid automobiles are in the ________ stage of the product life cycle.

The Nike Swish, Adidas symbol, and Apple's apple are examples of:

Campbell's Soup ran an advertisement that read: "Our Soups: No Longer Just For Colds and Sick-Days!" Campbell's was attempting:

A positive outcome of using a multiproduct branding strategy is:

When Rose went shopping for a new purse, she thought she had found a real value-a Gucci purse for about 50% of what she was planning to pay. When she looked more closely, she noticed that although the purse was identical to a Gucci it was not manufactured by Gucci. This was probably an example of:

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while. The product's recent introduction of a DiGiorno cheese stuffed crust is an example of _________ and should attract new buyers.

A brand name is:

Figure 11-2 -The product life cycle (PLC)shown in "B" in Figure 11-2 is an example of a________ life cycle.

A new social media product comes onto the market. Which person's description below is most likely to adopt the product first?

Figure 11-2 -The product life cycle (PLC)shown in "D" in Figure 11-2 is an example of a _________ life cycle.

According to the latest research, which product category does Canadians most trust the private brand?

With diffusion of innovation:

List the four sequential steps used to develop brand equity. Which step is the most difficult?

The popular "Got Milk" advertising campaign was sponsored by the National Milk Board to encourage more people to drink milk. This ad campaign stimulated ________ Demand.

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

Directions on how to use a product and the composition of a product that appear on packaging are what kind of benefits?

Explain the following statement: "Packaging provides communication, functional, and perceptual benefits for manufacturers, retailers, and consumers."

An effective trademark and label can help thwart product:

A strategy of harvesting may be employed in the decline stage of a product life to:

Hybrid automobiles are in the ________ stage of the product life cycle.

The Nike Swish, Adidas symbol, and Apple's apple are examples of:

Campbell's Soup ran an advertisement that read: "Our Soups: No Longer Just For Colds and Sick-Days!" Campbell's was attempting:

A positive outcome of using a multiproduct branding strategy is:

When Rose went shopping for a new purse, she thought she had found a real value-a Gucci purse for about 50% of what she was planning to pay. When she looked more closely, she noticed that although the purse was identical to a Gucci it was not manufactured by Gucci. This was probably an example of:

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while. The product's recent introduction of a DiGiorno cheese stuffed crust is an example of _________ and should attract new buyers.

A brand name is:

Figure 11-2 -The product life cycle (PLC)shown in "B" in Figure 11-2 is an example of a________ life cycle.

A new social media product comes onto the market. Which person's description below is most likely to adopt the product first?

Figure 11-2 -The product life cycle (PLC)shown in "D" in Figure 11-2 is an example of a _________ life cycle.

According to the latest research, which product category does Canadians most trust the private brand?

With diffusion of innovation:

List the four sequential steps used to develop brand equity. Which step is the most difficult?

The popular "Got Milk" advertising campaign was sponsored by the National Milk Board to encourage more people to drink milk. This ad campaign stimulated ________ Demand.

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