Question 1

Which statement below is likely not part of a company's multiproduct branding strategy:

Accepted Answer

A) Honda Civic, Honda Riding Lawn Mower, and Honda Snowblower 
B) Apple iPhone, Apple, iPad, Apple iTunes 
C) Toro Lawnmower, Toro Weed Whacker, and Toro Snowblower 
D) Colgate Toothpaste, Bausch & Lomb Contacts, and Mr. Clean 
A) Honda Civic, Honda Riding Lawn Mower, and Honda Snowblower 
B) Apple iPhone, Apple, iPad, Apple iTunes 
C) Toro Lawnmower, Toro Weed Whacker, and Toro Snowblower 
D) Colgate Toothpaste, Bausch & Lomb Contacts, and Mr. Clean

Question 2

Which of the following statements about packaging is NOT true?

Accepted Answer

A) 25 cents of every dollar spent by consumers goes to packaging. 
B) Packaging can be used to attract customers to new brands. 
C) A recent trend is to emphasize the health and safety concerns of packaging. 
D) Packaging can be used to extend shelf life. 
A) 25 cents of every dollar spent by consumers goes to packaging. 
B) Packaging can be used to attract customers to new brands. 
C) A recent trend is to emphasize the health and safety concerns of packaging. 
D) Packaging can be used to extend shelf life.

Question 3

Describe the decline stage of the product life cycle. Explain the two strategies a company might employ if its product were in the decline stage of the product life cycle.

Accepted Answer

The decline stage of the product life cy

Question 4

Sony's Playstation 4, Nintendo's Wii, and Microsoft's Xbox 360 are examples of:

Accepted Answer

A) product forms. 
B) product lines. 
C) product families. 
D) product designs. 
A) product forms. 
B) product lines. 
C) product families. 
D) product designs.

Question 5

Pretzels were first introduced as a salty snack. Later the product was repositioned as a low-fat snack to:

Accepted Answer

A) catch a rising trend. 
B) change the value offered. 
C) reach a new market. 
D) respond to a competitor's head-on positioning strategy. 
A) catch a rising trend. 
B) change the value offered. 
C) reach a new market. 
D) respond to a competitor's head-on positioning strategy.

Question 6

Figure 11-1
  
-The marketing strategy in the stage in the product life cycle labelled "B" in Figure 11-1 would involve:

Accepted Answer

A) informing and educating 
B) minimal promotion 
C) reminding users 
D) stressing points of difference 
A) informing and educating 
B) minimal promotion 
C) reminding users 
D) stressing points of difference

Question 7

Examples such as, Petro-Canada and A&W, Holiday Inn and Pizza Hut Express, Renaissance Hotels with Bath & Body Works, and WestJet and Bell in delivering an in-flight experience to WestJet guests, are all examples of:

Accepted Answer

A) generic branding. 
B) mixed branding. 
C) co-branding. 
D) manufacturer branding. 
A) generic branding. 
B) mixed branding. 
C) co-branding. 
D) manufacturer branding.

Question 8

Bayer aspirin is sold in the original strength, in a safety-coated version, in an extra-strength version, and in a version designed especially for women. The manufacturer of Bayer aspirin is using:

Accepted Answer

A) sub-branding 
B) channel extension 
C) co-branding 
D) line extension 
A) sub-branding 
B) channel extension 
C) co-branding 
D) line extension

Question 9

Gillette spent $35 million in advertising to introduce the Sensor razor to consumers. The main reason such expenditures are often made is to stimulate or increase desire for the product class, rather than for a specific brand, when there are no competitors with
The same product, is because of:

Accepted Answer

A) innovative sampling methods 
B) additional marketing research that is needed 
C) initial data gathering 
D) growing primary demand 
A) innovative sampling methods 
B) additional marketing research that is needed 
C) initial data gathering 
D) growing primary demand

Question 10

What is the difference between a brand name and a trade name? Give an example of each.

Accepted Answer

The answer of What is the difference between a brand...

Question 11

When Coca-Cola promoted Coke as a morning beverage when you didn't want coffee, it was using:

Accepted Answer

A) product modification. 
B) market modification. 
C) repositioning the product. 
D) market-product extension. 
A) product modification. 
B) market modification. 
C) repositioning the product. 
D) market-product extension.

Question 12

Apple Inc. is known for innovation. They changed the way music is consumed with the invention of the iPod. Today the iPod is in the ________stage of the Product Life Cycle.

Accepted Answer

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

Question 13

Michelin makes Goodyear tires, Michelin tires, and Sears tires. This strategy for Michelin is referred to as:

Accepted Answer

A) multibranding. 
B) private branding. 
C) mixed branding. 
D) generic branding. 
A) multibranding. 
B) private branding. 
C) mixed branding. 
D) generic branding.

Question 14

Private branding is:

Accepted Answer

A) a branding strategy in which a company uses one name for all of its products. 
B) a branding strategy that involves giving each product a distinct name. 
C) a strategy where products are given no identifying names other than a description of its contents. 
D) a branding strategy in which manufacturers produce products that are sold under the brand name of a wholesaler or retailer. 
A) a branding strategy in which a company uses one name for all of its products. 
B) a branding strategy that involves giving each product a distinct name. 
C) a strategy where products are given no identifying names other than a description of its contents. 
D) a branding strategy in which manufacturers produce products that are sold under the brand name of a wholesaler or retailer.

Question 15

Which of the following product life cycle management strategies requires a change in the physical product?

Accepted Answer

A) changing the value offered 
B) finding new users 
C) creating new use situations 
D) increasing use 
A) changing the value offered 
B) finding new users 
C) creating new use situations 
D) increasing use

Question 16

Sales and profits both exhibit a steady downward trend throughout which stage of the product life cycle?

Accepted Answer

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

Question 17

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

Accepted Answer

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

Question 18

You are at the health food store and notice that some supplements are packaged in plastic bottles, while other supplements are packaged in a bag. This is a difference in:

Accepted Answer

A) distribution 
B) branding 
C) marketing 
D) packaging 
A) distribution 
B) branding 
C) marketing 
D) packaging

Question 19

You purchase a new Blu-Ray player that comes with a card that details what the manufacturer is responsible for and what they are not responsible for. This is referred to as a _________card.

Accepted Answer

A) seal of approval 
B) proof of purchase 
C) disclaimer 
D) warranty 
A) seal of approval 
B) proof of purchase 
C) disclaimer 
D) warranty

Question 20

To handle products in the decline stage of the product life cycle, companies often use either:

Accepted Answer

A) deletion or diversification. 
B) deletion or harvesting. 
C) harvesting or contracting. 
D) diversification or building. 
A) deletion or diversification. 
B) deletion or harvesting. 
C) harvesting or contracting. 
D) diversification or building.

Which statement below is likely not part of a company's multiproduct branding strategy:

Which of the following statements about packaging is NOT true?

Describe the decline stage of the product life cycle. Explain the two strategies a company might employ if its product were in the decline stage of the product life cycle.

Sony's Playstation 4, Nintendo's Wii, and Microsoft's Xbox 360 are examples of:

Pretzels were first introduced as a salty snack. Later the product was repositioned as a low-fat snack to:

Figure 11-1 -The marketing strategy in the stage in the product life cycle labelled "B" in Figure 11-1 would involve:

Examples such as, Petro-Canada and A&W, Holiday Inn and Pizza Hut Express, Renaissance Hotels with Bath & Body Works, and WestJet and Bell in delivering an in-flight experience to WestJet guests, are all examples of:

Bayer aspirin is sold in the original strength, in a safety-coated version, in an extra-strength version, and in a version designed especially for women. The manufacturer of Bayer aspirin is using:

Gillette spent $35 million in advertising to introduce the Sensor razor to consumers. The main reason such expenditures are often made is to stimulate or increase desire for the product class, rather than for a specific brand, when there are no competitors with The same product, is because of:

What is the difference between a brand name and a trade name? Give an example of each.

When Coca-Cola promoted Coke as a morning beverage when you didn't want coffee, it was using:

Apple Inc. is known for innovation. They changed the way music is consumed with the invention of the iPod. Today the iPod is in the ________stage of the Product Life Cycle.

Michelin makes Goodyear tires, Michelin tires, and Sears tires. This strategy for Michelin is referred to as:

Private branding is:

Which of the following product life cycle management strategies requires a change in the physical product?

Sales and profits both exhibit a steady downward trend throughout which stage of the product life cycle?

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

You are at the health food store and notice that some supplements are packaged in plastic bottles, while other supplements are packaged in a bag. This is a difference in:

You purchase a new Blu-Ray player that comes with a card that details what the manufacturer is responsible for and what they are not responsible for. This is referred to as a _________card.

To handle products in the decline stage of the product life cycle, companies often use either:

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

Which statement below is likely not part of a company's multiproduct branding strategy:

Which of the following statements about packaging is NOT true?

Describe the decline stage of the product life cycle. Explain the two strategies a company might employ if its product were in the decline stage of the product life cycle.

Sony's Playstation 4, Nintendo's Wii, and Microsoft's Xbox 360 are examples of:

Pretzels were first introduced as a salty snack. Later the product was repositioned as a low-fat snack to:

Figure 11-1 -The marketing strategy in the stage in the product life cycle labelled "B" in Figure 11-1 would involve:

Examples such as, Petro-Canada and A&W, Holiday Inn and Pizza Hut Express, Renaissance Hotels with Bath & Body Works, and WestJet and Bell in delivering an in-flight experience to WestJet guests, are all examples of:

Bayer aspirin is sold in the original strength, in a safety-coated version, in an extra-strength version, and in a version designed especially for women. The manufacturer of Bayer aspirin is using:

Gillette spent $35 million in advertising to introduce the Sensor razor to consumers. The main reason such expenditures are often made is to stimulate or increase desire for the product class, rather than for a specific brand, when there are no competitors with The same product, is because of:

What is the difference between a brand name and a trade name? Give an example of each.

When Coca-Cola promoted Coke as a morning beverage when you didn't want coffee, it was using:

Apple Inc. is known for innovation. They changed the way music is consumed with the invention of the iPod. Today the iPod is in the ________stage of the Product Life Cycle.

Michelin makes Goodyear tires, Michelin tires, and Sears tires. This strategy for Michelin is referred to as:

Private branding is:

Which of the following product life cycle management strategies requires a change in the physical product?

Sales and profits both exhibit a steady downward trend throughout which stage of the product life cycle?

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

You are at the health food store and notice that some supplements are packaged in plastic bottles, while other supplements are packaged in a bag. This is a difference in:

You purchase a new Blu-Ray player that comes with a card that details what the manufacturer is responsible for and what they are not responsible for. This is referred to as a _________card.

To handle products in the decline stage of the product life cycle, companies often use either:

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