Question 1

Another name for multiproduct branding is

Accepted Answer

A) family branding. 
B) mixed branding. 
C) uniform branding. 
D) co-branding. 
E) multibranding. 
A) family branding. 
B) mixed branding. 
C) uniform branding. 
D) co-branding. 
E) multibranding.

Question 2

All of the following are factors triggering the need for product repositioning except which?

Accepted Answer

A) creating a new use situation 
B) reaching a new market 
C) catching a rising trend 
D) changing the value offered 
E) reacting to a competitor's position 
A) creating a new use situation 
B) reaching a new market 
C) catching a rising trend 
D) changing the value offered 
E) reacting to a competitor's position

Question 3

The U.S.Patent and Trademark Office website allows you to

Accepted Answer

A) see if a brand or trade name has been registered. 
B) view the list of brand franchises available for purchase. 
C) view the status of trademark infringement lawsuits. 
D) copyright a book without having to use a lawyer. 
E) buy unused trademarks. 
A) see if a brand or trade name has been registered. 
B) view the list of brand franchises available for purchase. 
C) view the status of trademark infringement lawsuits. 
D) copyright a book without having to use a lawyer. 
E) buy unused trademarks.

Question 4

At the maturity stage of the product life cycle,marketing emphasis

Accepted Answer

A) is directed toward generating more consumer awareness. 
B) switches to finding more channel intermediaries to carry the product. 
C) focuses on stimulating primary demand for the product. 
D) aims to hold market share through further product differentiation and finding new buyers and uses. 
E) is redirected,with salespeople allocating less time to selling the product. 
A) is directed toward generating more consumer awareness. 
B) switches to finding more channel intermediaries to carry the product. 
C) focuses on stimulating primary demand for the product. 
D) aims to hold market share through further product differentiation and finding new buyers and uses. 
E) is redirected,with salespeople allocating less time to selling the product.

Question 5

Which of the following occurs during the decline stage of the product life cycle?

Accepted Answer

A) Sales drop. 
B) Flanking product lines are added. 
C) The product becomes less vulnerable to changes in the marketing environment. 
D) Promotional support is increased. 
E) Competition becomes intense as more competitors enter the market. 
A) Sales drop. 
B) Flanking product lines are added. 
C) The product becomes less vulnerable to changes in the marketing environment. 
D) Promotional support is increased. 
E) Competition becomes intense as more competitors enter the market.

Question 6

During the introduction stage of the product life cycle,a(n)________ pricing strategy may be used.This pricing strategy charges a high initial price to recoup the costs of product development.

Accepted Answer

A) penetration 
B) cost-plus 
C) target ROI 
D) skimming 
E) above-market 
A) penetration 
B) cost-plus 
C) target ROI 
D) skimming 
E) above-market

Question 7

Which of the following statements about perceptual benefits conveyed by a product's packaging and labeling is false?

Accepted Answer

A) Packaging and labeling convey a brand's positioning and build brand equity. 
B) Packaging and labeling have been shown to enhance brand recognition and facilitate the formation of strong,favorable,and unique brand associations. 
C) The legal requirements for the conveyance of information are an important component of perceptual benefits. 
D) Changes in packaging and labeling can update or uphold a brand's image in consumers' minds. 
E) The color,shape,and graphics of a package or label can help distinguish one brand from another. 
A) Packaging and labeling convey a brand's positioning and build brand equity. 
B) Packaging and labeling have been shown to enhance brand recognition and facilitate the formation of strong,favorable,and unique brand associations. 
C) The legal requirements for the conveyance of information are an important component of perceptual benefits. 
D) Changes in packaging and labeling can update or uphold a brand's image in consumers' minds. 
E) The color,shape,and graphics of a package or label can help distinguish one brand from another.

Question 8

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in

Accepted Answer

A) lower product prices for consumers because of lower labor,raw material,and packaging costs. 
B) a greener environment due to the reduction in the amount of packaging,thereby reducing the amount of waste disposed in landfills. 
C) fewer product choices for consumers that led to rising prices. 
D) keeping prices from rising in response to the psychological barriers consumers have developed for downsized products. 
E) a subtle,deceptive,yet legal practice of disguising a price increase. 
A) lower product prices for consumers because of lower labor,raw material,and packaging costs. 
B) a greener environment due to the reduction in the amount of packaging,thereby reducing the amount of waste disposed in landfills. 
C) fewer product choices for consumers that led to rising prices. 
D) keeping prices from rising in response to the psychological barriers consumers have developed for downsized products. 
E) a subtle,deceptive,yet legal practice of disguising a price increase.

Question 9

Reducing the number of features,qualities,or price when repositioning a product is referred to as

Accepted Answer

A) product paring. 
B) down trading. 
C) product deflation. 
D) trading down. 
E) product simplification. 
A) product paring. 
B) down trading. 
C) product deflation. 
D) trading down. 
E) product simplification.

Question 10

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of

Accepted Answer

A) brand licensing. 
B) co-branding. 
C) generic branding. 
D) reseller licensing. 
E) mixed branding. 
A) brand licensing. 
B) co-branding. 
C) generic branding. 
D) reseller licensing. 
E) mixed branding.

Question 11

Market modification refers to a marketing strategy that

Accepted Answer

A) alters a product's characteristic,such as its quality,performance,or appearance,to increase its value to customers and to increase sales. 
B) manages a product's life cycle by finding new customers,increasing a product's use among existing customers,or creating new use situations. 
C) tries to find new customers and convince users who abandoned the product to purchase again. 
D) drops the lowest producing market segment and replaces it with an entirely new one. 
E) combines the two lowest producing market segments to achieve marketing economies of scale. 
A) alters a product's characteristic,such as its quality,performance,or appearance,to increase its value to customers and to increase sales. 
B) manages a product's life cycle by finding new customers,increasing a product's use among existing customers,or creating new use situations. 
C) tries to find new customers and convince users who abandoned the product to purchase again. 
D) drops the lowest producing market segment and replaces it with an entirely new one. 
E) combines the two lowest producing market segments to achieve marketing economies of scale.

Question 12

An organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors is referred to as

Accepted Answer

A) a label. 
B) branding. 
C) a trademark. 
D) a brand name. 
E) a trade name. 
A) a label. 
B) branding. 
C) a trademark. 
D) a brand name. 
E) a trade name.

Question 13

Which of the following is a characteristic of the growth stage of the product life cycle?

Accepted Answer

A) Advertising emphasis switches to primary demand. 
B) The proportion of repeat purchasers to initial purchasers grows. 
C) The number of distribution outlets shrinks due to growing inefficiencies. 
D) Profit margins increase as sales increase. 
E) No new product features are added to maximize profits. 
A) Advertising emphasis switches to primary demand. 
B) The proportion of repeat purchasers to initial purchasers grows. 
C) The number of distribution outlets shrinks due to growing inefficiencies. 
D) Profit margins increase as sales increase. 
E) No new product features are added to maximize profits.

Question 14

One of the primary benefits of branding for consumers is that branding

Accepted Answer

A) identifies products of highest quality. 
B) guarantees lowest prices. 
C) makes decision making easier for consumers. 
D) indicates that products have more or newer features. 
E) makes advertising and other promotion unnecessary. 
A) identifies products of highest quality. 
B) guarantees lowest prices. 
C) makes decision making easier for consumers. 
D) indicates that products have more or newer features. 
E) makes advertising and other promotion unnecessary.

Question 15

People who tried a product,were satisfied,and bought it again are called ________ purchasers.

Accepted Answer

A) frequent 
B) recurring 
C) customary 
D) habitual 
E) repeat 
A) frequent 
B) recurring 
C) customary 
D) habitual 
E) repeat

Question 16

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 its product life cycle.

Accepted Answer

The decline stage occurs when sales drop

Question 17

Any word,device (design,sound,shape,or color),or combination of these used to distinguish a seller's products or services is referred to as a

Accepted Answer

A) brand name. 
B) copyright. 
C) trade name. 
D) trademark. 
E) label. 
A) brand name. 
B) copyright. 
C) trade name. 
D) trademark. 
E) label.

Question 18

When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut Butter Puffs (the Reese's brand belongs to Hershey's),the branding strategy is known as

Accepted Answer

A) manufacturer branding 
B) brand bundling 
C) mixed branding 
D) co-branding 
E) multibranding 
A) manufacturer branding 
B) brand bundling 
C) mixed branding 
D) co-branding 
E) multibranding

Question 19

Huggies is a well-known brand of diapers in the United States.Kimberly-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of ________ when it introduced a full line of baby and toddler toiletries.

Accepted Answer

A) product line branding 
B) subbranding 
C) uniform branding 
D) mixed branding 
E) brand extensions 
A) product line branding 
B) subbranding 
C) uniform branding 
D) mixed branding 
E) brand extensions

Question 20

Any container in which a product is offered for sale and on which information is communicated is referred to as

Accepted Answer

A) a point-of-purchase display. 
B) merchandising. 
C) packaging. 
D) a label. 
E) a product bundle. 
A) a point-of-purchase display. 
B) merchandising. 
C) packaging. 
D) a label. 
E) a product bundle.

Exam 11: Managing Successful Products, services, and Brands

Another name for multiproduct branding is

All of the following are factors triggering the need for product repositioning except which?

The U.S.Patent and Trademark Office website allows you to

At the maturity stage of the product life cycle,marketing emphasis

Which of the following occurs during the decline stage of the product life cycle?

During the introduction stage of the product life cycle,a(n)________ pricing strategy may be used.This pricing strategy charges a high initial price to recoup the costs of product development.

Which of the following statements about perceptual benefits conveyed by a product's packaging and labeling is false?

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in

Reducing the number of features,qualities,or price when repositioning a product is referred to as

Mattel has a contractual agreement to let Colgate use the Barbie name and image on kids' toothpaste and toothbrushes.Colgate pays Mattel a fee for the use of the Barbie name and image.This is an example of

Market modification refers to a marketing strategy that

An organization's use of a name,phrase,design,symbol,or combination of these to identify its products and distinguish them from those of competitors is referred to as

Which of the following is a characteristic of the growth stage of the product life cycle?

One of the primary benefits of branding for consumers is that branding

People who tried a product,were satisfied,and bought it again are called ________ purchasers.

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 its product life cycle.

Any word,device (design,sound,shape,or color),or combination of these used to distinguish a seller's products or services is referred to as a

When General Mills teams up with Hershey Foods to create a cereal called Reese's Peanut Butter Puffs (the Reese's brand belongs to Hershey's),the branding strategy is known as

Huggies is a well-known brand of diapers in the United States.Kimberly-Clark has successfully leveraged the strong Huggies brand image among mothers in its use of ________ when it introduced a full line of baby and toddler toiletries.

Any container in which a product is offered for sale and on which information is communicated is referred to as

Creating Customer Relationships and Value Through Marketing

Developing Successful Organizational and Marketing Strategies

Scanning the Marketing Environment

Ethical and Social Responsibility for Sustainable Marketing

Understanding Consumer Behavior

Understanding Organizations As Customers

Understanding and Reaching Global Consumers and Markets

Marketing Research: From Customer Insights to Actions

Market Segmentation, targeting, and Positioning

Developing New Products and Services

Services Marketing

Building the Price Foundation

Arriving at the Final Price

Managing Marketing Channels and Supply Chains

Retailing and Wholesaling

Integrated Marketing Communications and Direct Marketing

Advertising,sales Promotion,and Public Relations

Using Social Media and Mobile Marketing to Connect With Consumers

Personal Selling and Sales Management

Implementing Interactive and Multichannel Marketing

Pulling It All Together: the Strategic Marketing Process

Writing Successful Marketing and Business Plans: Tips and Guidelines

Financial Statements and Ratios

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