Question 1

Nike has successfully used ________ with its lines Air Jordan and Air Lebron.

Accepted Answer

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

Question 2

When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign,what strategy did it use to manage the product through its life cycle?

Accepted Answer

A) market modification 
B) product redevelopment 
C) market-product synergy 
D) product positioning 
E) product modification 
A) market modification 
B) product redevelopment 
C) market-product synergy 
D) product positioning 
E) product modification

Question 3

A branding strategy in which a company uses one name for all its products in a product class is referred to as

Accepted Answer

A) global branding. 
B) public branding. 
C) multibranding. 
D) brand licensing. 
E) multiproduct branding. 
A) global branding. 
B) public branding. 
C) multibranding. 
D) brand licensing. 
E) multiproduct branding.

Question 4

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to ________ new product adoption.

Accepted Answer

A) accelerate satisfaction with 
B) stabilize at maturity any 
C) minimize growth in competition during 
D) overcome barriers to 
E) prevent the precipitous decline of 
A) accelerate satisfaction with 
B) stabilize at maturity any 
C) minimize growth in competition during 
D) overcome barriers to 
E) prevent the precipitous decline of

Question 5

A full warranty

Accepted Answer

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

Question 6

Adding value to the product (or line)through additional features or higher-quality materials is referred to as

Accepted Answer

A) trading up. 
B) trading down. 
C) product enhancement. 
D) product extension. 
E) quality infusement. 
A) trading up. 
B) trading down. 
C) product enhancement. 
D) product extension. 
E) quality infusement.

Question 7

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

Accepted Answer

A) Somewhat paradoxically,in the decline stage,sales decline even though profits increase. 
B) A product always enters the decline stage as the result of a major product flaw or marketing misstep. 
C) A major reason that a firm's product enters the decline stage is as a result of changes in the environment. 
D) The only real step that can be taken to avoid the decline stage and ultimately extinction is to increase marketing expenditures as soon as the product enters its maturity stage. 
E) Service industries are exempt from the decline stage because of their intangible nature. 
A) Somewhat paradoxically,in the decline stage,sales decline even though profits increase. 
B) A product always enters the decline stage as the result of a major product flaw or marketing misstep. 
C) A major reason that a firm's product enters the decline stage is as a result of changes in the environment. 
D) The only real step that can be taken to avoid the decline stage and ultimately extinction is to increase marketing expenditures as soon as the product enters its maturity stage. 
E) Service industries are exempt from the decline stage because of their intangible nature.

Question 8

Figure 11-5
  
-The consumers represented by Segment A in Figure 11-5 above are called

Accepted Answer

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

Question 9

Which of the following is a product modification strategy?

Accepted Answer

A) creating new advertising for a product 
B) improving a product's quality 
C) finding a new target market for a product 
D) creating a new use situation for a product 
E) altering a product's distribution 
A) creating new advertising for a product 
B) improving a product's quality 
C) finding a new target market for a product 
D) creating a new use situation for a product 
E) altering a product's distribution

Question 10

When a company sells a new product with the current brand name to enter a new market segment in its product class,it is using a ________ strategy.

Accepted Answer

A) mixed branding 
B) brand extension 
C) co-branding 
D) family branding 
E) product line extension 
A) mixed branding 
B) brand extension 
C) co-branding 
D) family branding 
E) product line extension

Question 11

Ralston Purina advertises with the following slogan: "Your Pet,Our Passion-Premium Pet Food by Purina." The firm now offers high-quality,super-premium cat and dog food based on formulations that promote "life-stage nutrition." This line is an example of

Accepted Answer

A) rebranding. 
B) trading up. 
C) trading down. 
D) trend setting. 
E) product branding. 
A) rebranding. 
B) trading up. 
C) trading down. 
D) trend setting. 
E) product branding.

Question 12

A branding strategy in which a firm markets some products under its own name(s)and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as

Accepted Answer

A) multibranding. 
B) generic branding. 
C) private branding. 
D) mixed branding. 
E) multiproduct branding. 
A) multibranding. 
B) generic branding. 
C) private branding. 
D) mixed branding. 
E) multiproduct branding.

Question 13

When Wendy's wants to increase the value of its Dave's Hot 'N Juicy cheeseburger to its customers,it combines complementary items (French fries and a soft drink)to expedite the ordering process and provide a complete meal.This product modification approach is called

Accepted Answer

A) a BOGO deal. 
B) product modification. 
C) product repositioning. 
D) product differentiation. 
E) product bundling. 
A) a BOGO deal. 
B) product modification. 
C) product repositioning. 
D) product differentiation. 
E) product bundling.

Question 14

Desktop PCs are in which stage of their product life cycle according to the text?

Accepted Answer

A) accelerated downturn 
B) cancellation 
C) decline 
D) maturity 
E) devaluation 
A) accelerated downturn 
B) cancellation 
C) decline 
D) maturity 
E) devaluation

Question 15

Gatorade offers a range of product offerings.The firm uses one name for all its products in a product class.Gatorade is using a ________ strategy.

Accepted Answer

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

Question 16

Thirty years ago,the Mississippi Gulf Coast was a nice place to vacation with a white sandy beach,golfing opportunities,resort hotels,and good seafood restaurants.With the addition of casinos,the Gulf Coast improved its odds of being a tourist destination for more travelers.This is an example of a ________ strategy.

Accepted Answer

A) market-product grid 
B) diversification 
C) product modification 
D) market modification 
E) product repositioning 
A) market-product grid 
B) diversification 
C) product modification 
D) market modification 
E) product repositioning

Question 17

The GPS SmartSole is a discreet wearable insole that fits in the shoe and provides GPS tracking of the wearer.This product is being marketed as an inexpensive solution for caregivers whose charges are prone to wandering,like those with Alzheimer's disease or autism.When the insoles were first made available to consumers,what was the marketing objective for the company at that early stage of the product life cycle?

Accepted Answer

A) stress differentiation from other saving products 
B) maintain brand loyalty 
C) allow users to spend time doing other things 
D) create awareness and stimulate trial 
E) target a whole new group of consumers 
A) stress differentiation from other saving products 
B) maintain brand loyalty 
C) allow users to spend time doing other things 
D) create awareness and stimulate trial 
E) target a whole new group of consumers

Question 18

Sony sells a 75" XBR-X940D television with 4K resolution,HDR support,Android TV interface with a multitude of apps,and a premium direct LED lighting system.This Sony TV is in which stage of its product life cycle?

Accepted Answer

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

Question 19

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a

Accepted Answer

A) copyright. 
B) operational name. 
C) patent. 
D) brand name. 
E) label. 
A) copyright. 
B) operational name. 
C) patent. 
D) brand name. 
E) label.

Question 20

A ________ product is one for which significant customer education is required and there is an extended introductory period.

Accepted Answer

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

Exam 11: Managing Successful Products, services, and Brands

Nike has successfully used ________ with its lines Air Jordan and Air Lebron.

When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign,what strategy did it use to manage the product through its life cycle?

A branding strategy in which a company uses one name for all its products in a product class is referred to as

Warranties,money-back guarantees,extensive usage instructions,demonstrations,and free samples are all ways in which companies attempt to ________ new product adoption.

A full warranty

Adding value to the product (or line)through additional features or higher-quality materials is referred to as

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

Figure 11-5 -The consumers represented by Segment A in Figure 11-5 above are called

Which of the following is a product modification strategy?

When a company sells a new product with the current brand name to enter a new market segment in its product class,it is using a ________ strategy.

Ralston Purina advertises with the following slogan: "Your Pet,Our Passion-Premium Pet Food by Purina." The firm now offers high-quality,super-premium cat and dog food based on formulations that promote "life-stage nutrition." This line is an example of

A branding strategy in which a firm markets some products under its own name(s)and other products under the name of a reseller because the segment attracted to the reseller is different from its own market is referred to as

When Wendy's wants to increase the value of its Dave's Hot 'N Juicy cheeseburger to its customers,it combines complementary items (French fries and a soft drink)to expedite the ordering process and provide a complete meal.This product modification approach is called

Desktop PCs are in which stage of their product life cycle according to the text?

Gatorade offers a range of product offerings.The firm uses one name for all its products in a product class.Gatorade is using a ________ strategy.

Sony sells a 75" XBR-X940D television with 4K resolution,HDR support,Android TV interface with a multitude of apps,and a premium direct LED lighting system.This Sony TV is in which stage of its product life cycle?

The stylized blue and white waves that appear in an oval shape on every package of Ocean Spray brand products is an example of a

A ________ product is one for which significant customer education is required and there is an extended introductory period.

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

Filters