Question 1

Trading up refers to

Accepted Answer

A) adding product features but reducing the price. 
B) changing the distribution channel members to higher-service-quality retailers. 
C) adding value to the product (or line)through additional features or higher-quality materials. 
D) reallocating marketing resources from a poor-performing target market to one that demonstrates greater potential for future growth. 
E) offering consumers a discount when they purchase a more expensive version of the product. 
A) adding product features but reducing the price. 
B) changing the distribution channel members to higher-service-quality retailers. 
C) adding value to the product (or line)through additional features or higher-quality materials. 
D) reallocating marketing resources from a poor-performing target market to one that demonstrates greater potential for future growth. 
E) offering consumers a discount when they purchase a more expensive version of the product.

Question 2

All of the following are true about product line extensions except which?

Accepted Answer

A) This strategy can result in lower advertising and promotion costs. 
B) A risk that comes with product line extensions is that sales of an extension may come at the expense of other items in the company's product line. 
C) A product line extension raises the level of brand awareness. 
D) Line extensions work best when they provide incremental company revenue by taking sales away from competing brands. 
E) Product line extensions involve using a current brand name to enter a different product class. 
A) This strategy can result in lower advertising and promotion costs. 
B) A risk that comes with product line extensions is that sales of an extension may come at the expense of other items in the company's product line. 
C) A product line extension raises the level of brand awareness. 
D) Line extensions work best when they provide incremental company revenue by taking sales away from competing brands. 
E) Product line extensions involve using a current brand name to enter a different product class.

Question 3

The Reynolds Wrap aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use.This demonstrates which elements of good packaging?

Accepted Answer

A) perceptual benefits and functional benefits 
B) protection benefits and functional benefits 
C) communication benefits and perceptual benefits 
D) communication benefits and functional benefits 
E) functional benefits and protection benefits 
A) perceptual benefits and functional benefits 
B) protection benefits and functional benefits 
C) communication benefits and perceptual benefits 
D) communication benefits and functional benefits 
E) functional benefits and protection benefits

Question 4

The marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as

Accepted Answer

A) brand cannibalization. 
B) co-branding. 
C) brand imitation. 
D) product counterfeiting. 
E) re-manufacturing. 
A) brand cannibalization. 
B) co-branding. 
C) brand imitation. 
D) product counterfeiting. 
E) re-manufacturing.

Question 5

In which stage of the product life cycle do marginal competitors begin to leave the market?

Accepted Answer

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

Question 6

At which stage in the product life cycle do industry profits usually peak?

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) decline 
E) accelerated development 
A) introduction 
B) growth 
C) maturity 
D) decline 
E) accelerated development

Question 7

Figure 11-5
  
-The key idea behind diffusion of innovation is that

Accepted Answer

A) not all consumers accept a new product at the same time;adoption of a product spreads slowly throughout the population. 
B) once a product enters the market,the time span between awareness and purchase is incredibly short. 
C) the introduction of an entire new product class almost always diffuses the importance of its predecessor within a matter of months. 
D) adoption of a new product line does not change the diffusion rate of older lines in the market. 
E) the rate of adoption is independent of other product form innovations or competitive products in the marketplace. 
A) not all consumers accept a new product at the same time;adoption of a product spreads slowly throughout the population. 
B) once a product enters the market,the time span between awareness and purchase is incredibly short. 
C) the introduction of an entire new product class almost always diffuses the importance of its predecessor within a matter of months. 
D) adoption of a new product line does not change the diffusion rate of older lines in the market. 
E) the rate of adoption is independent of other product form innovations or competitive products in the marketplace.

Question 8

Gatorade successfully used a ________ strategy when it introduced a group of lower-calorie options called Gatorade G2.

Accepted Answer

A) subbranding 
B) multibranding 
C) mixed branding 
D) generic branding 
E) family branding 
A) subbranding 
B) multibranding 
C) mixed branding 
D) generic branding 
E) family branding

Question 9

The desire for a product class rather than for a specific brand is called ________ demand.

Accepted Answer

A) selective 
B) primary 
C) derived 
D) generic 
E) secondary 
A) selective 
B) primary 
C) derived 
D) generic 
E) secondary

Question 10

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers except which?

Accepted Answer

A) paid search on Google,Bing,and/or Yahoo! 
B) public relations 
C) Facebook 
D) its website,secret.com 
E) brand ambassadors 
A) paid search on Google,Bing,and/or Yahoo! 
B) public relations 
C) Facebook 
D) its website,secret.com 
E) brand ambassadors

Question 11

What is the marketing objective for the decline stage of the product life cycle?

Accepted Answer

A) harvesting 
B) add outlets 
C) stress differentiation 
D) gain awareness 
E) maintain brand loyalty 
A) harvesting 
B) add outlets 
C) stress differentiation 
D) gain awareness 
E) maintain brand loyalty

Question 12

The time a product can be stored before it spoils is referred to as its

Accepted Answer

A) product life cycle. 
B) use-by date. 
C) spoilage index. 
D) shelf life. 
E) expiration date. 
A) product life cycle. 
B) use-by date. 
C) spoilage index. 
D) shelf life. 
E) expiration date.

Question 13

Express warranties

Accepted Answer

A) provide a written statement of manufacturer liability. 
B) state the bounds of coverage and,more important,areas of noncoverage. 
C) have no limits of noncoverage. 
D) assign responsibility for product deficiencies to the manufacturer. 
E) assign responsibility for product deficiencies on misuse to the consumer. 
A) provide a written statement of manufacturer liability. 
B) state the bounds of coverage and,more important,areas of noncoverage. 
C) have no limits of noncoverage. 
D) assign responsibility for product deficiencies to the manufacturer. 
E) assign responsibility for product deficiencies on misuse to the consumer.

Question 14

Figure 11-7
  
-Companies can employ several different branding strategies.In Figure 11-7 above,Box A represents a ________ strategy.

Accepted Answer

A) retailer branding 
B) multiproduct branding 
C) multibranding 
D) private branding 
E) mixed branding 
A) retailer branding 
B) multiproduct branding 
C) multibranding 
D) private branding 
E) mixed branding

Question 15

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

Accepted Answer

A) respond to a changing public interest from heart to intestinal health issues. 
B) convey a stronger product image,since "heart" implied sentimentality and "fiber" implied strength. 
C) comply with U.S.Food and Drug Administration guidelines on the use of the word "heart" in food brand names. 
D) avoid a lawsuit by the maker of HeartPro Organic Cereal because it claimed the names and benefits were too similar. 
E) complement its new line of breakfast fiber bars. 
A) respond to a changing public interest from heart to intestinal health issues. 
B) convey a stronger product image,since "heart" implied sentimentality and "fiber" implied strength. 
C) comply with U.S.Food and Drug Administration guidelines on the use of the word "heart" in food brand names. 
D) avoid a lawsuit by the maker of HeartPro Organic Cereal because it claimed the names and benefits were too similar. 
E) complement its new line of breakfast fiber bars.

Question 16

If a customer is reluctant to try a new product because he'd have to change his normal everyday behaviors,the company introducing it is most likely facing a ________ barrier.

Accepted Answer

A) usage 
B) risk 
C) value 
D) financial 
E) psychological 
A) usage 
B) risk 
C) value 
D) financial 
E) psychological

Question 17

Starbucks sometimes offers a promotion known as the "treat receipt." Patrons purchase a drink of their choice in the morning and then will receive a receipt to turn in after 2:00 p.m.that same day.With the receipt the customer can choose from any grande iced beverage for just $2.50.Which is the most likely market modification strategy for Starbucks here?

Accepted Answer

A) finding new users 
B) creating new use situations 
C) increasing a product's use by existing customers 
D) modifying the product 
E) reacting to competitors' positions 
A) finding new users 
B) creating new use situations 
C) increasing a product's use by existing customers 
D) modifying the product 
E) reacting to competitors' positions

Question 18

Twitter uses a stylized blue or white bird with no text as its

Accepted Answer

A) copyright. 
B) trade name. 
C) patent. 
D) logo. 
E) label. 
A) copyright. 
B) trade name. 
C) patent. 
D) logo. 
E) label.

Question 19

Warranties that have no limits of noncoverage are called ________ warranties.

Accepted Answer

A) guaranteed 
B) full 
C) implied 
D) coverage 
E) express 
A) guaranteed 
B) full 
C) implied 
D) coverage 
E) express

Question 20

When a product spreads through the population,it is called the

Accepted Answer

A) extension of innovation. 
B) proliferation of innovation. 
C) open innovation. 
D) dispersal of innovation. 
E) diffusion of innovation. 
A) extension of innovation. 
B) proliferation of innovation. 
C) open innovation. 
D) dispersal of innovation. 
E) diffusion of innovation.

Exam 11: Managing Successful Products, services, and Brands

Trading up refers to

All of the following are true about product line extensions except which?

The Reynolds Wrap aluminum foil box has two side tabs that say "Press Here to Lock Roll" to keep the roll of foil in place during use.This demonstrates which elements of good packaging?

The marketing of low-cost copies of popular brands not manufactured by the original producer is referred to as

In which stage of the product life cycle do marginal competitors begin to leave the market?

At which stage in the product life cycle do industry profits usually peak?

Figure 11-5 -The key idea behind diffusion of innovation is that

Gatorade successfully used a ________ strategy when it introduced a group of lower-calorie options called Gatorade G2.

The desire for a product class rather than for a specific brand is called ________ demand.

The marketers used all of the following "ignitions" to spark interest in the Secret deodorant brand with consumers except which?

What is the marketing objective for the decline stage of the product life cycle?

The time a product can be stored before it spoils is referred to as its

Express warranties

Figure 11-7 -Companies can employ several different branding strategies.In Figure 11-7 above,Box A represents a ________ strategy.

Kellogg's changed the name of its Heartwise cereal to Fiberwise most likely to

If a customer is reluctant to try a new product because he'd have to change his normal everyday behaviors,the company introducing it is most likely facing a ________ barrier.

Twitter uses a stylized blue or white bird with no text as its

Warranties that have no limits of noncoverage are called ________ warranties.

When a product spreads through the population,it is called the

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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