Question 1

Pez was originally sold in Europe as ________ in plain headless dispensers.

Accepted Answer

A) chewing gum 
B) a breath mint 
C) an antacid 
D) a pain reliever 
E) candy 
A) chewing gum 
B) a breath mint 
C) an antacid 
D) a pain reliever 
E) candy

Question 2

The challenges of packaging and labeling are often global.One particular challenge facing global manufacturers involves

Accepted Answer

A) creating larger size packages to be sold at warehouse stores. 
B) creating packaging sensitive to educational diversity. 
C) addressing ongoing environmental concerns. 
D) ensuring ISO 19000 total quality management within national boundaries. 
E) making packaging an irrelevant part of a firm's marketing strategy. 
A) creating larger size packages to be sold at warehouse stores. 
B) creating packaging sensitive to educational diversity. 
C) addressing ongoing environmental concerns. 
D) ensuring ISO 19000 total quality management within national boundaries. 
E) making packaging an irrelevant part of a firm's marketing strategy.

Question 3

Figure 11-5
  
-According to the concept of the diffusion of innovation,consumers who are skeptical and have below average social status are called

Accepted Answer

A) innovators. 
B) early adopters. 
C) the early majority. 
D) the late majority. 
E) laggards. 
A) innovators. 
B) early adopters. 
C) the early majority. 
D) the late majority. 
E) laggards.

Question 4

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

Accepted Answer

A) electric cars 
B) five-blade razors 
C) fleece bikinis 
D) titanium golf driver 
E) spicy ketchup 
A) electric cars 
B) five-blade razors 
C) fleece bikinis 
D) titanium golf driver 
E) spicy ketchup

Question 5

Manufacturers are sometimes held to ________ warranties that assign responsibility for product deficiencies to the manufacturer.

Accepted Answer

A) guaranteed 
B) quality control 
C) implied 
D) strict-liability 
E) express 
A) guaranteed 
B) quality control 
C) implied 
D) strict-liability 
E) express

Question 6

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as

Accepted Answer

A) trimming. 
B) elimination. 
C) paring down. 
D) deletion. 
E) harvesting. 
A) trimming. 
B) elimination. 
C) paring down. 
D) deletion. 
E) harvesting.

Question 7

Gatorade Thirst Quencher was concocted in 1965,but more recently its marketers introduced Gatorade G Series in 2010.This introduction is an example of a

Accepted Answer

A) brand extension. 
B) cobranding. 
C) primary demand. 
D) product line extension. 
E) product class. 
A) brand extension. 
B) cobranding. 
C) primary demand. 
D) product line extension. 
E) product class.

Question 8

There are several reasons a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a risk barrier,which occurs when

Accepted Answer

A) there is no incentive to change. 
B) there are physical,economic,or social fears. 
C) there are cultural differences. 
D) the financial commitment is too great. 
E) the product is not consistent with existing habits. 
A) there is no incentive to change. 
B) there are physical,economic,or social fears. 
C) there are cultural differences. 
D) the financial commitment is too great. 
E) the product is not consistent with existing habits.

Question 9

Figure 11-5
  
-The classifications of innovators,early adopters,early majority,late majority,and laggards are based upon

Accepted Answer

A) how frequently a consumer uses a product. 
B) the number and strength of competitors. 
C) when consumers begin buying a new product. 
D) the time it takes to educate a consumer in the use of a new technology. 
E) how quickly consumers respond to an advertising message or campaign. 
A) how frequently a consumer uses a product. 
B) the number and strength of competitors. 
C) when consumers begin buying a new product. 
D) the time it takes to educate a consumer in the use of a new technology. 
E) how quickly consumers respond to an advertising message or campaign.

Question 10

Which of the following is an example of a product in the maturity stage of the product life cycle?

Accepted Answer

A) pocket video cameras 
B) driverless vehicles 
C) 3D HDTVs 
D) carbonated soft drinks 
E) tablet devices 
A) pocket video cameras 
B) driverless vehicles 
C) 3D HDTVs 
D) carbonated soft drinks 
E) tablet devices

Question 11

CDI/BDI Marketing Dashboard
  
-Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts.One of these is the BDI,or

Accepted Answer

A) business development index. 
B) brand development index. 
C) business-portfolio development index. 
D) buyer development index. 
E) benchmark development index. 
A) business development index. 
B) brand development index. 
C) business-portfolio development index. 
D) buyer development index. 
E) benchmark development index.

Question 12

A company uses ________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Accepted Answer

A) manufacturer branding 
B) private branding 
C) generic branding 
D) co-branding 
E) brand licensing 
A) manufacturer branding 
B) private branding 
C) generic branding 
D) co-branding 
E) brand licensing

Question 13

The formula ________ is used to calculate CDI.

Accepted Answer

A) (Percent of the total U.S.population in a market segment ÷ Percent of a brand's total U.S.sales in a market segment)× 100 
B) (Percent of a product category's total U.S.sales in a market segment ÷ Percent of the total U.S.population in a market segment)× 100 
C) (Percent of a brand's total U.S.sales in a market segment ÷ Percent of the total U.S.population in a market segment)× 100 
D) (Percent of the total U.S.population in a market segment ÷ Percent of a product category's total U.S.sales in a market segment)× 100 
E) of the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry,including the firm itself. 
A) (Percent of the total U.S.population in a market segment ÷ Percent of a brand's total U.S.sales in a market segment)× 100 
B) (Percent of a product category's total U.S.sales in a market segment ÷ Percent of the total U.S.population in a market segment)× 100 
C) (Percent of a brand's total U.S.sales in a market segment ÷ Percent of the total U.S.population in a market segment)× 100 
D) (Percent of the total U.S.population in a market segment ÷ Percent of a product category's total U.S.sales in a market segment)× 100 
E) of the ratio of sales revenue of the firm to the total sales revenue of all firms in the industry,including the firm itself.

Question 14

As more competitors launch their own products and the product progresses along its life cycle,company attention is focused on creating ________ demand,or the preference for a specific brand.

Accepted Answer

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

Question 15

A ________ product requires little learning by the consumer,and the benefits of the purchase are readily understood.

Accepted Answer

A) high-learning 
B) fashion 
C) fad 
D) substitute 
E) low-learning 
A) high-learning 
B) fashion 
C) fad 
D) substitute 
E) low-learning

Question 16

Black & Decker uses a ________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

Accepted Answer

A) product differentiation branding 
B) multiproduct branding 
C) multibranding 
D) segmentation branding 
E) private branding 
A) product differentiation branding 
B) multiproduct branding 
C) multibranding 
D) segmentation branding 
E) private branding

Question 17

The ________ stage of the product life cycle is characterized by the slowing of total industry sales or product class revenue,causing marginal competitors to begin leaving the market.

Accepted Answer

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

Question 18

Private branding refers to a branding strategy in which a firm

Accepted Answer

A) gives each product a distinct name when each brand is intended for a different market segment. 
B) uses different brand names for the same product across multiple countries. 
C) uses one name for all its products in a product class. 
D) produces products but sells them under the brand name of a wholesaler or retailer. 
E) contractually,and for a fee,allows other firms to use its brand name,requiring that the product be made to its specifications. 
A) gives each product a distinct name when each brand is intended for a different market segment. 
B) uses different brand names for the same product across multiple countries. 
C) uses one name for all its products in a product class. 
D) produces products but sells them under the brand name of a wholesaler or retailer. 
E) contractually,and for a fee,allows other firms to use its brand name,requiring that the product be made to its specifications.

Question 19

Which of the following barriers does downsizing try to combat when consumers could either adopt a new product or repurchase an existing one?

Accepted Answer

A) risk barriers 
B) usage barriers 
C) feature bloat barriers 
D) psychological barriers 
E) value barriers 
A) risk barriers 
B) usage barriers 
C) feature bloat barriers 
D) psychological barriers 
E) value barriers

Question 20

A brand name refers to

Accepted Answer

A) a product's identifier that only can be spoken. 
B) a product's identifier that consists of only the symbol or design that cannot be spoken. 
C) any word,device (design,sound,shape or color),or combination of these used to distinguish a seller's products or services. 
D) the commercial,legal name under which a company does business. 
E) the identification of an organization's products based upon individual SKUs. 
A) a product's identifier that only can be spoken. 
B) a product's identifier that consists of only the symbol or design that cannot be spoken. 
C) any word,device (design,sound,shape or color),or combination of these used to distinguish a seller's products or services. 
D) the commercial,legal name under which a company does business. 
E) the identification of an organization's products based upon individual SKUs.

Exam 11: Managing Successful Products, services, and Brands

Pez was originally sold in Europe as ________ in plain headless dispensers.

The challenges of packaging and labeling are often global.One particular challenge facing global manufacturers involves

Figure 11-5 -According to the concept of the diffusion of innovation,consumers who are skeptical and have below average social status are called

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

Manufacturers are sometimes held to ________ warranties that assign responsibility for product deficiencies to the manufacturer.

A strategy of dropping a product from the product line during the decline stage of the product life cycle is referred to as

Gatorade Thirst Quencher was concocted in 1965,but more recently its marketers introduced Gatorade G Series in 2010.This introduction is an example of a

There are several reasons a consumer would be reluctant to adopt a new product.For example,a consumer might be reluctant to adopt a new product because of a risk barrier,which occurs when

Figure 11-5 -The classifications of innovators,early adopters,early majority,late majority,and laggards are based upon

Which of the following is an example of a product in the maturity stage of the product life cycle?

CDI/BDI Marketing Dashboard -Managers often use two special measures to help identify strong and weak market segments in order to provide direction for marketing efforts.One of these is the BDI,or

A company uses ________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

The formula ________ is used to calculate CDI.

As more competitors launch their own products and the product progresses along its life cycle,company attention is focused on creating ________ demand,or the preference for a specific brand.

A ________ product requires little learning by the consumer,and the benefits of the purchase are readily understood.

Black & Decker uses a ________ strategy to reach the do-it-yourself market with the Black & Decker brand name and the professional construction market with the DeWalt brand name.

The ________ stage of the product life cycle is characterized by the slowing of total industry sales or product class revenue,causing marginal competitors to begin leaving the market.

Private branding refers to a branding strategy in which a firm

Which of the following barriers does downsizing try to combat when consumers could either adopt a new product or repurchase an existing one?

A brand name refers to

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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