Exam 11: Managing Successful Products, services, and Brands

For more than 30 years,Starkist put 6.5 ounces of tuna into its regular-sized can.Today,Starkist puts only 6.125 ounces of tuna into the same-size can but charges the same price.Georgia-Pacific reduced the content of its Brawny paper towel six-roll pack by 20 percent without lowering the price.There are two sides to the ethical argument about this practice: that of consumer advocates and that of manufacturers.What is the practice called,and what is the basic position of each side?

To better connect with its customers by providing functional and aesthetic design features,Kraft did what with its Chips Ahoy! cookies?

Which of the following products has the brand name that best suggests its benefits,one of six criteria for selecting a good brand name?

The Toro Co.makes Toro snowblowers,Toro lawn mowers,Toro garden hoses,and Toro sprinkler systems.The Toro Co.uses a ________ strategy.

What agency registers the trademarks of a firm?

A concept that describes the stages a product goes through in the marketplace-introduction,growth,maturity,and decline-is referred to as the

Figure 11-5 -As product adopters in the diffusion of innovation,laggards

Figure 11-1 -Figure 11-1 above represents the stages of the product life cycle.What does the portion of the curve labeled A represent?

The main difference between a trade name and a trademark is

The belief that products originating from one country would be of better or worse quality than the products from another country illustrates the ________ benefits that packaging information can provide.

During the ________ stage of the product life cycle,product proliferation occurs as competitors attempt to differentiate their company's brand from others.

Electric automobiles like the Chevrolet Spark made by General Motors are in the introductory stage of the product life cycle.By comparison,3D printers such as the LulzBot Mini are in the ________ of the product life cycle.

Your product has been suffering from steadily eroding sales.You have tried a number of options to revitalize the product's sales and profits,but after seven changes in your strategy,you have yet to find success.Which of the following actions would be the least appropriate next step?

Which of the following statements about the introduction stage of the product life cycle is most accurate?

What is multiproduct branding? What are its advantages? Disadvantages?

Products that are introduced,decline,and seem to return have a ________ product life cycle.

All of the following are types of warranties discussed in the text except which?

Which of the following products would have a fad product life-cycle curve?

Which of the following is one of the four key challenges that package and label designers face?

Figure 11-3 -The product life cycle shown in Box D in Figure 11-3 above is an example of a ________ product.