Exam 9: Product-Mix Strategies

Kofola is a Czech cola that was created during the communist era. Its sales collapsed after the fall of communism. Consumers perceived Coca-Cola to be "glamorously capitalistic." During the first decade of this century, the cola has made a strong comeback. The beverage company has been so successful with its cola that it has introduced a citrus version as well as a children's fruit-based drink--all marketed under the Kofola brand. This is an example of a(n):

Which of the following would be the best approach to use when managing a product life cycle?

Moissanite is a man-made stone that closely resembles a diamond in appearance and hardness, but it does not have the same connotations as a diamond. Moissanite costs about 25 percent of what a real diamond costs. The manufacturer of Moissanite jewelry hopes that lower socioeconomic classes will like the fact they can get more for their money if they buy Moissanite, and that upper socioeconomic classes will follow. Which fashion-adoption process are the makers of Moissanite using?

Marketers can position their products in relation to:

If a shop specializing in expensive silk flower arrangements adds a line of less-expensive flowers made of synthetic fabrics, it is an example of _____ _____.

In terms of the product life cycle, the soft-drink market is basically a mature market. There are still many profitable small regional soft drinks, such as Big Red, Cheerwine, and Vernors. What type of product strategy would you expect these small bottlers to use?

The growth stage (sometimes called the pioneering stage) is the most risky and most expensive stage of the product life cycle.

Kofola is a Czech cola that was created during the communist era. Its sales collapsed after the fall of communism. Consumers perceived Coca-Cola to be "glamorously capitalistic." In other words, Kofola's sales were adversely influenced by its:

In 1990s, Gekkeikan introduced sake in self-heating cans to the Japanese market. It was the first product of its type for Japanese consumers. As a result, Gekkeikan _____ during the product's introductory stage.

A product line is:

Which of the following is an example of trading up?

The commercials in which Tyson chicken are compared to other brands of chicken indicates a positioning strategy based on product class.

An example of product lines that might be found in a gift shop include:

Concerns about protecting ourselves and our families from germs have spread simultaneously in nearly all of the social classes. Products to eliminate germs can be found in department stores, discount stores, supermarkets, and catalogs. Because these retail outlets appeal to a variety of social classes, the introduction of germ-fighting products illustrates the _____ concept.

The appropriate marketing strategy for a product like Ritz crackers that is in the mature stage of its product life cycle is:

A style is:

VISA is a fabric manufactured by Milliken. VISA's advertising claims that table linens made out of VISA fabric will "yield the best soil-release and lowest processing costs of any fabric in the business. They'll also last four to five times longer than cotton or blends." Milliken is using positioning _____ to market VISA fabric.

Curad, maker of first aid products, has introduced a plastic reusable storage box for its plastic strips and recyclable paper boxes of strips to refill the plastic boxes. This environmentally friendly strategy is an example of positioning:

An ad for Mott's apple sauce states the sauce contains only U.S.-grown apples while White House apple sauce, one its major competitors, uses imported apples that are not as fresh. How is Mott's apple sauce positioning itself?

If Fruit of the Loom, manufacturer of men's and boys' underwear, introduced sport shirts and slacks for men under the Fruit of the Loom brand, that would be an example of a _____ _____ strategy.