Question 1

If Procter & Gamble (P&G)were to package a Gillette Fusion ProGlide Razor with its Gillette Fusion Hydragel,P&G would be engaged in

Accepted Answer

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

Question 2

A statement indicating the liability of the manufacturer for product deficiencies is referred to as a

Accepted Answer

A) warranty. 
B) consumer bill of rights. 
C) product liability statement. 
D) manufacturer's disclaimer. 
E) guarantee. 
A) warranty. 
B) consumer bill of rights. 
C) product liability statement. 
D) manufacturer's disclaimer. 
E) guarantee.

Question 3

A trademark refers to

Accepted Answer

A) any word,device (design,sound,shape or color),or combination of these used to distinguish a seller's products or services. 
B) the part of a brand that can be spoken. 
C) the part of a brand that is a symbol or design and cannot be vocalized. 
D) the commercial,legal name under which a company does business. 
E) the identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use,thereby preventing others from using it. 
A) any word,device (design,sound,shape or color),or combination of these used to distinguish a seller's products or services. 
B) the part of a brand that can be spoken. 
C) the part of a brand that is a symbol or design and cannot be vocalized. 
D) the commercial,legal name under which a company does business. 
E) the identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use,thereby preventing others from using it.

Question 4

The formula ________ is used to calculate BDI.

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 5

Products such as Yoplait's Go-GURT® portable low-fat yogurt in a tube demonstrate the importance of the ________ of packaging.

Accepted Answer

A) perceptual benefits 
B) communication benefits 
C) functional benefits 
D) technology 
E) renewable resources 
A) perceptual benefits 
B) communication benefits 
C) functional benefits 
D) technology 
E) renewable resources

Question 6

According to the text,which of the following is the most counterfeited branded product?

Accepted Answer

A) shoes 
B) watches and jewelry 
C) handbags and wallets 
D) clothing and accessories 
E) consumer electronics 
A) shoes 
B) watches and jewelry 
C) handbags and wallets 
D) clothing and accessories 
E) consumer electronics

Question 7

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 CDI,or

Accepted Answer

A) category development index. 
B) consumer development index. 
C) competitive development index. 
D) channel development index. 
E) customization development index. 
A) category development index. 
B) consumer development index. 
C) competitive development index. 
D) channel development index. 
E) customization development index.

Question 8

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as

Accepted Answer

A) co-brands. 
B) private brands. 
C) fighting brands. 
D) brand extensions. 
E) subbrands. 
A) co-brands. 
B) private brands. 
C) fighting brands. 
D) brand extensions. 
E) subbrands.

Question 9

A ________ product is a style of the times.

Accepted Answer

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

Question 10

Figure 11-5
  
-In terms of the diffusion of innovation,innovators account for ________ percent of product adopters.

Accepted Answer

A) 2)5 
B) 13.5 
C) 16 
D) 34 
E) 50 
A) 2)5 
B) 13.5 
C) 16 
D) 34 
E) 50

Question 11

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using a ________ strategy.

Accepted Answer

A) product item expansion 
B) subbranding 
C) product line extension 
D) co-branding 
E) brand extension 
A) product item expansion 
B) subbranding 
C) product line extension 
D) co-branding 
E) brand extension

Question 12

Which of the following statements about product line extensions is most accurate?

Accepted Answer

A) A product line extension strategy typically leads to increased advertising costs. 
B) There are no risks associated with a product line extension strategy. 
C) When the Clorox Co.joins with Kroger supermarkets to advertise Clorox products in a local newspaper,it is engaged in a product line extension. 
D) A product line extension is a form of multiproduct branding. 
E) A product line extension is a form of multibranding. 
A) A product line extension strategy typically leads to increased advertising costs. 
B) There are no risks associated with a product line extension strategy. 
C) When the Clorox Co.joins with Kroger supermarkets to advertise Clorox products in a local newspaper,it is engaged in a product line extension. 
D) A product line extension is a form of multiproduct branding. 
E) A product line extension is a form of multibranding.

Question 13

Pretzels were first introduced as a salty snack.Later,the product was repositioned as a low-fat snack in order to

Accepted Answer

A) respond to a competitor's head-to-head positioning strategy. 
B) reach a new market. 
C) catch a rising trend. 
D) change the value offered. 
E) change its target audience. 
A) respond to a competitor's head-to-head positioning strategy. 
B) reach a new market. 
C) catch a rising trend. 
D) change the value offered. 
E) change its target audience.

Question 14

Compare the three ways to manage a product through its product life cycle.

Accepted Answer

The three ways a product or brand manage

Question 15

Which of the following is a multiproduct branding strategy?

Accepted Answer

A) mixed branding 
B) product line extensions 
C) multibranding 
D) brand licensing 
E) private branding 
A) mixed branding 
B) product line extensions 
C) multibranding 
D) brand licensing 
E) private branding

Question 16

Which of the following statements regarding warranties is most accurate?

Accepted Answer

A) Limited-coverage warranties are required for all manufactured products but not for services. 
B) Full warranties are required for all products and services regardless of the size of the firm. 
C) Warranties protect consumers but have limited benefits to producers. 
D) Brands with limited warranty coverage tend to receive less positive evaluations. 
E) Warranties are relatively unimportant in light of product liability claims. 
A) Limited-coverage warranties are required for all manufactured products but not for services. 
B) Full warranties are required for all products and services regardless of the size of the firm. 
C) Warranties protect consumers but have limited benefits to producers. 
D) Brands with limited warranty coverage tend to receive less positive evaluations. 
E) Warranties are relatively unimportant in light of product liability claims.

Question 17

Branding refers to

Accepted Answer

A) the licensing of a name,phrase,design,symbol,or combination of these for a period of 17 years,at which time a firm may renew its intellectual property rights to them. 
B) the value added to the product from the additional features given to a product beyond its functional attributes. 
C) the identification of an organization's products based upon individual SKUs. 
D) 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. 
E) the establishment of a commercial,legal name under which a company does business. 
A) the licensing of a name,phrase,design,symbol,or combination of these for a period of 17 years,at which time a firm may renew its intellectual property rights to them. 
B) the value added to the product from the additional features given to a product beyond its functional attributes. 
C) the identification of an organization's products based upon individual SKUs. 
D) 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. 
E) the establishment of a commercial,legal name under which a company does business.

Question 18

Figure 11-5
  
-As product adopters in the diffusion of innovation,members of the early majority

Accepted Answer

A) have a fear of debt and use neighbors and friends as information sources. 
B) are skeptical and have below average social status. 
C) are deliberate and use many informal social contacts. 
D) are leaders in social settings and have a slightly above average education. 
E) are venturesome,higher educated,and use multiple information sources. 
A) have a fear of debt and use neighbors and friends as information sources. 
B) are skeptical and have below average social status. 
C) are deliberate and use many informal social contacts. 
D) are leaders in social settings and have a slightly above average education. 
E) are venturesome,higher educated,and use multiple information sources.

Question 19

Known for its popular line of construction toys for boys,LEGO Group introduced a product line for young girls called LEGO Friends.This is an example of which market modification strategy?

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 20

Imagine that Post Foods introduces a cereal bar-Trail Mix Crunch-just like those Kellogg's and General Mills already have on the market.Post has decided to promote the bars using ads without coupons and to price the bars at about the same price as these other brands.Post Trail Mix Crunch cereal bars will also be distributed to the same stores as the products from Kellogg's and General Mills.Which of the following barriers to new-product adoption will most likely prevent the Post Trail Mix Crunch cereal bars from being a successful product?

Accepted Answer

A) value barrier 
B) psychological barrier 
C) risk barrier 
D) usage barrier 
E) social barrier 
A) value barrier 
B) psychological barrier 
C) risk barrier 
D) usage barrier 
E) social barrier

Exam 11: Managing Successful Products, services, and Brands

If Procter & Gamble (P&G)were to package a Gillette Fusion ProGlide Razor with its Gillette Fusion Hydragel,P&G would be engaged in

A statement indicating the liability of the manufacturer for product deficiencies is referred to as a

A trademark refers to

The formula ________ is used to calculate BDI.

Products such as Yoplait's Go-GURT® portable low-fat yogurt in a tube demonstrate the importance of the ________ of packaging.

According to the text,which of the following is the most counterfeited branded product?

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 CDI,or

New product brands introduced as defensive moves to counteract and confront a firm's competition are referred to as

A ________ product is a style of the times.

Figure 11-5 -In terms of the diffusion of innovation,innovators account for ________ percent of product adopters.

Bayer Aspirin is sold in the original strength,in a safety-coated version,in an extra-strength version,and in a version designed especially for women.Bayer is using a ________ strategy.

Which of the following statements about product line extensions is most accurate?

Pretzels were first introduced as a salty snack.Later,the product was repositioned as a low-fat snack in order to

Compare the three ways to manage a product through its product life cycle.

Which of the following is a multiproduct branding strategy?

Which of the following statements regarding warranties is most accurate?

Branding refers to

Figure 11-5 -As product adopters in the diffusion of innovation,members of the early majority

Known for its popular line of construction toys for boys,LEGO Group introduced a product line for young girls called LEGO Friends.This is an example of which market modification strategy?

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