Question 1

In choosing points-of-difference, list three criteria that can determine whether a brand association can truly function as POD.

Accepted Answer

The three criteria a

Question 2

Most studies indicate, with respect to the product lifecycle in its introductory stage, that the ________ gains the most advantage.

Accepted Answer

A)  market nicher 
B)  market challenger 
C)  market pioneer 
D)  market reverser 
E)  market follower 
A)  market nicher 
B)  market challenger 
C)  market pioneer 
D)  market reverser 
E)  market follower

Question 3

________ do not survive (as a special category product life cycle) because they do not normally satisfy a strong need.

Accepted Answer

A)  Fads 
B)  Fashions 
C)  Styles 
D)  Intra-brands 
E)  Trends 
A)  Fads 
B)  Fashions 
C)  Styles 
D)  Intra-brands 
E)  Trends

Question 4

To say that a product has a life cycle is to assert four things. Which of the following assertions impacts marketing, financial, manufacturing, purchasing, and human resource responsibilities in a company?

Accepted Answer

A)  Products require different strategies in each life-cycle stage. 
B)  Products have a limited life. 
C)  Product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller. 
D)  Profits rise and fall at different stages of the product life cycle. 
E)  All products have a life-cycle. 
A)  Products require different strategies in each life-cycle stage. 
B)  Products have a limited life. 
C)  Product sales pass through distinct stages, each posing different challenges, opportunities, and problems to the seller. 
D)  Profits rise and fall at different stages of the product life cycle. 
E)  All products have a life-cycle.

Question 5

As a brand manager of a pharmaceutical firm you have observed that your brand is following the classic cycle-recycle pattern with respect to the product life cycle. Describe what is mostly likely happening in this pattern.

Accepted Answer

The cycle-recycle pattern often describe

Question 6

The maturity stage of the product life cycle is characterized by

Accepted Answer

A)  substantial profit improvement. 
B)  a slowdown in sales growth. 
C)  a downward drift and eroding profits. 
D)  a period of slow sales growth. 
E)  rapid market acceptance. 
A)  substantial profit improvement. 
B)  a slowdown in sales growth. 
C)  a downward drift and eroding profits. 
D)  a period of slow sales growth. 
E)  rapid market acceptance.

Question 7

Hyatt Regency used the design of its atrium hotel lobbies to differentiate using which of the following dimensions?

Accepted Answer

A)  channel differentiation 
B)  image differentiation 
C)  service differentiation 
D)  packaging differentiation 
E)  personnel differentiation 
A)  channel differentiation 
B)  image differentiation 
C)  service differentiation 
D)  packaging differentiation 
E)  personnel differentiation

Question 8

A starting point in defining a competitive frame of reference for a brand positioning is to determine category membership. Define category membership.

Accepted Answer

Category membership includes t

Question 9

To avoid confusing brand loyal customers, Ford presented the X-trainer as a "sport wagon." With respect to ways of conveying a brand's category membership, which of the following did Ford use with its new product?

Accepted Answer

A)  comparing to exemplars 
B)  announcing category benefits 
C)  relying on the product descriptor 
D)  using brand perception to increase profits 
E)  using public relations to secure brand position 
A)  comparing to exemplars 
B)  announcing category benefits 
C)  relying on the product descriptor 
D)  using brand perception to increase profits 
E)  using public relations to secure brand position

Question 10

A marketing manager asks a subordinate "Can the favourability of the new brand association we just created in our recent ad campaign be reinforced and strengthened over time?" Which of the following delivery criteria used for choosing points-of-difference would be most appropriate to the question asked?

Accepted Answer

A)  communicability 
B)  sustainability 
C)  relevance 
D)  comparisons 
E)  feasibility 
A)  communicability 
B)  sustainability 
C)  relevance 
D)  comparisons 
E)  feasibility

Question 11

Which of the following product life-cycle stages would be appropriately described as being one where firms focus mainly on buyers from higher-income groups and prices tend to be high because costs are high?

Accepted Answer

A)  decline stage 
B)  maturity stage 
C)  saturation stage 
D)  introduction stage 
E)  growth stage 
A)  decline stage 
B)  maturity stage 
C)  saturation stage 
D)  introduction stage 
E)  growth stage

Question 12

Define a brand mantra and provide an example of a brand mantra.

Accepted Answer

A brand mantra is an articulation of the

Question 13

As the marketing manager for a company that markets large household appliances, you know that most of your products are in the maturity stage of the life cycle. How will you know any of your products have slipped into the decaying maturity phase?

Accepted Answer

The three phases of the maturity stage o

Question 14

As the marketing manager for an upscale men's clothing retailer, you've noticed the recent popularity of pin stripes. How can you predict how long this trend will last?

Accepted Answer

The length of a fashion cycle is often h

Question 15

To avoid the commodity trap, marketers must start with the belief that you can closely match your competitors' offerings.

Accepted Answer

A) True 
 B)False

Question 16

A company might try to expand the market for its mature brand by working with the two factors that make up sales volume. Volume equals (=)

Accepted Answer

A)  number of brand users times (×) usage rate per user. 
B)  price level of the product times (×) the number of items purchased. 
C)  number of brand users times (×) amount of money spent on each purchase. 
D)  price level of the product times (×) the number in the market segment selected for targeting. 
E)  supply times (×) demand. 
A)  number of brand users times (×) usage rate per user. 
B)  price level of the product times (×) the number of items purchased. 
C)  number of brand users times (×) amount of money spent on each purchase. 
D)  price level of the product times (×) the number in the market segment selected for targeting. 
E)  supply times (×) demand.

Question 17

A good illustration of the value position for Butterball (turkey) is

Accepted Answer

A)  turkey any way you like it. 
B)  bringing turkey to the world. 
C)  one price beats all. 
D)  risk- and hassle-free cooking. 
E)  ethical values and quality turkey. 
A)  turkey any way you like it. 
B)  bringing turkey to the world. 
C)  one price beats all. 
D)  risk- and hassle-free cooking. 
E)  ethical values and quality turkey.

Question 18

According to the general bell-shaped curve used to illustrate the product life cycle, which of the following stages is generally seen when the sales curve is at its peak?

Accepted Answer

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

Question 19

Sales volume is made up of two factors: Volume = number of brand users times (×) usage rate per user.

Accepted Answer

A) True 
 B)False

Question 20

Markets are similar to products with respect to life-cycle concepts. Which of the following stages in a market's life cycle is most similar to the product life cycle's introduction stage?

Accepted Answer

A)  growth 
B)  decline 
C)  saturation 
D)  emergence 
E)  maturity 
A)  growth 
B)  decline 
C)  saturation 
D)  emergence 
E)  maturity

Exam 10: Crafting the Brand Position

In choosing points-of-difference, list three criteria that can determine whether a brand association can truly function as POD.

Most studies indicate, with respect to the product lifecycle in its introductory stage, that the ________ gains the most advantage.

________ do not survive (as a special category product life cycle) because they do not normally satisfy a strong need.

To say that a product has a life cycle is to assert four things. Which of the following assertions impacts marketing, financial, manufacturing, purchasing, and human resource responsibilities in a company?

As a brand manager of a pharmaceutical firm you have observed that your brand is following the classic cycle-recycle pattern with respect to the product life cycle. Describe what is mostly likely happening in this pattern.

The maturity stage of the product life cycle is characterized by

Hyatt Regency used the design of its atrium hotel lobbies to differentiate using which of the following dimensions?

A starting point in defining a competitive frame of reference for a brand positioning is to determine category membership. Define category membership.

To avoid confusing brand loyal customers, Ford presented the X-trainer as a "sport wagon." With respect to ways of conveying a brand's category membership, which of the following did Ford use with its new product?

Which of the following product life-cycle stages would be appropriately described as being one where firms focus mainly on buyers from higher-income groups and prices tend to be high because costs are high?

Define a brand mantra and provide an example of a brand mantra.

As the marketing manager for a company that markets large household appliances, you know that most of your products are in the maturity stage of the life cycle. How will you know any of your products have slipped into the decaying maturity phase?

As the marketing manager for an upscale men's clothing retailer, you've noticed the recent popularity of pin stripes. How can you predict how long this trend will last?

To avoid the commodity trap, marketers must start with the belief that you can closely match your competitors' offerings.

A company might try to expand the market for its mature brand by working with the two factors that make up sales volume. Volume equals (=)

A good illustration of the value position for Butterball (turkey) is

According to the general bell-shaped curve used to illustrate the product life cycle, which of the following stages is generally seen when the sales curve is at its peak?

Sales volume is made up of two factors: Volume = number of brand users times (×) usage rate per user.

Markets are similar to products with respect to life-cycle concepts. Which of the following stages in a market's life cycle is most similar to the product life cycle's introduction stage?

Defining Marketing for the 21st Century

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Identifying Market Segments and Targets

Creating Brand Equity

Competitive Dynamics

Setting Product Strategy

Designing and Managing Services

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Introducing New Marketing Offerings

Tapping into Global Markets

Managing a Holistic Marketing Organization

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