Question 1

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

Accepted Answer

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

Question 2

Generally,the length of time it takes for a product category to move from the introduction stage to the decline stage of its product life cycle is

Accepted Answer

A) 18 months. 
B) 5 to 10 years. 
C) about 20 years. 
D) about 30 years. 
E) dependent of a variety of factors,including the type of product. 
A) 18 months. 
B) 5 to 10 years. 
C) about 20 years. 
D) about 30 years. 
E) dependent of a variety of factors,including the type of product.

Question 3

If a customer is reluctant to try a new product because she's afraid it might make her ill,the company is most likely facing a(n)________ barrier.

Accepted Answer

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

Question 4

Sealy,the self-proclaimed largest manufacturer of mattresses in the United States,recently set out to redefine its place in the bedrooms of America.No longer was it going to be known as simply a mattress company.Now the name Sealy was going to be known as the world's leading "sleep wellness provider." This is an example of

Accepted Answer

A) reverse marketing. 
B) demarketing. 
C) repositioning. 
D) resegmenting. 
E) positioning. 
A) reverse marketing. 
B) demarketing. 
C) repositioning. 
D) resegmenting. 
E) positioning.

Question 5

The Tesla Motors Model S,an all-electric-powered automobile,is in which stage of its product life cycle?

Accepted Answer

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

Question 6

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

Accepted Answer

A) analog TVs 
B) smartphones 
C) 3D printers 
D) health insurance 
E) tablet devices 
A) analog TVs 
B) smartphones 
C) 3D printers 
D) health insurance 
E) tablet devices

Question 7

Brand extension is the practice of

Accepted Answer

A) manufacturing a product under a new name that consumers will view as an entirely new product line. 
B) manufacturing a new product with the same brand name for a new market segment in the same product class. 
C) manufacturing accessory products for the base offering,such as Barbie clothes for Barbie dolls. 
D) licensing another firm to manufacture modified versions of the original product. 
E) applying the current brand name to enter a completely different product class. 
A) manufacturing a product under a new name that consumers will view as an entirely new product line. 
B) manufacturing a new product with the same brand name for a new market segment in the same product class. 
C) manufacturing accessory products for the base offering,such as Barbie clothes for Barbie dolls. 
D) licensing another firm to manufacture modified versions of the original product. 
E) applying the current brand name to enter a completely different product class.

Question 8

Which of the following statements about Gatorade is most accurate?

Accepted Answer

A) The name Gatorade was chosen because as an energy drink it "got you out the gate-fast." 
B) The name Gatorade was coined by a team who lost to the University of Florida Gators,attributing the Gator win to the "aid" they got from the rehydrating beverage. 
C) The green color of the original lemon-lime Gatorade was based on the University of Florida's alligator mascot. 
D) Gatorade was developed by PepsiCo as a cause-marketing project to provide resources for women's sports at the University of Florida as a result of the passage of Title IX in 1972. 
E) Gatorade is the only sports drink marketer that doesn't use sports celebrities to endorse its products. 
A) The name Gatorade was chosen because as an energy drink it "got you out the gate-fast." 
B) The name Gatorade was coined by a team who lost to the University of Florida Gators,attributing the Gator win to the "aid" they got from the rehydrating beverage. 
C) The green color of the original lemon-lime Gatorade was based on the University of Florida's alligator mascot. 
D) Gatorade was developed by PepsiCo as a cause-marketing project to provide resources for women's sports at the University of Florida as a result of the passage of Title IX in 1972. 
E) Gatorade is the only sports drink marketer that doesn't use sports celebrities to endorse its products.

Question 9

An entire product category or industry is referred to as a

Accepted Answer

A) product form. 
B) product class. 
C) product line. 
D) product mix. 
E) product item. 
A) product form. 
B) product class. 
C) product line. 
D) product mix. 
E) product item.

Question 10

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

Accepted Answer

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

Question 11

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese-stuffed crust to its line of pizzas is an example of

Accepted Answer

A) a market-product grid. 
B) diversification. 
C) market modification. 
D) product class extension. 
E) product modification. 
A) a market-product grid. 
B) diversification. 
C) market modification. 
D) product class extension. 
E) product modification.

Question 12

The fourth and final step in the sequential process of building brand equity is to

Accepted Answer

A) develop positive brand awareness. 
B) establish a brand's meaning in the minds of consumers. 
C) elicit the proper consumer responses to a brands identity and meaning. 
D) create an intense,active,and loyal consumer-brand connection. 
E) reward loyal customer behavior. 
A) develop positive brand awareness. 
B) establish a brand's meaning in the minds of consumers. 
C) elicit the proper consumer responses to a brands identity and meaning. 
D) create an intense,active,and loyal consumer-brand connection. 
E) reward loyal customer behavior.

Question 13

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

Accepted Answer

A) total variable costs 
B) total fixed costs 
C) total industry profit 
D) total industry sales revenue 
E) total research and development costs 
A) total variable costs 
B) total fixed costs 
C) total industry profit 
D) total industry sales revenue 
E) total research and development costs

Question 14

Figure 11-5
  
-As product adopters,innovators

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 15

Figure 11-5
  
-As product adopters in the diffusion of innovation,members of the late 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 16

When consumers think of Harley-Davidson,the image is of a masculine nonconformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson

Accepted Answer

A) have brand personalities. 
B) avoid brand subcultures. 
C) are logotypes. 
D) use co-branding. 
E) use product personification. 
A) have brand personalities. 
B) avoid brand subcultures. 
C) are logotypes. 
D) use co-branding. 
E) use product personification.

Question 17

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

Accepted Answer

A) minimize promotion 
B) increase market share 
C) stress differentiation 
D) gain awareness 
E) maintain brand loyalty 
A) minimize promotion 
B) increase market share 
C) stress differentiation 
D) gain awareness 
E) maintain brand loyalty

Question 18

Companies can choose from several different branding strategies.Sears,with its Kenmore appliances and Craftsman tools,is using 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 19

The central element of the marketing strategy for Pez Candy,Inc. ,is the

Accepted Answer

A) price. 
B) breath mint. 
C) availability. 
D) container. 
E) fulfillment. 
A) price. 
B) breath mint. 
C) availability. 
D) container. 
E) fulfillment.

Question 20

Multibranding refers to a branding strategy in which a firm

Accepted Answer

A) gives each product a distinct name as a method to appeal to various target markets. 
B) uses different brand names for the same product across multiple countries. 
C) uses one name for all its products in a product class,though each is intended for a different market segment. 
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 as a method to appeal to various target markets. 
B) uses different brand names for the same product across multiple countries. 
C) uses one name for all its products in a product class,though each is intended for a different market segment. 
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.

Exam 11: Managing Successful Products, services, and Brands

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

Generally,the length of time it takes for a product category to move from the introduction stage to the decline stage of its product life cycle is

If a customer is reluctant to try a new product because she's afraid it might make her ill,the company is most likely facing a(n)________ barrier.

The Tesla Motors Model S,an all-electric-powered automobile,is in which stage of its product life cycle?

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

Brand extension is the practice of

Which of the following statements about Gatorade is most accurate?

An entire product category or industry is referred to as a

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

DiGiorno rising crust pizza has been available in the freezer sections of supermarkets for quite a while.The product's recent introduction of a DiGiorno cheese-stuffed crust to its line of pizzas is an example of

The fourth and final step in the sequential process of building brand equity is to

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

Figure 11-5 -As product adopters,innovators

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

When consumers think of Harley-Davidson,the image is of a masculine nonconformist.With Vespa motor scooters,the image is of a brainy environmentalist.Both Vespa and Harley-Davidson

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

Companies can choose from several different branding strategies.Sears,with its Kenmore appliances and Craftsman tools,is using a ________ strategy.

The central element of the marketing strategy for Pez Candy,Inc. ,is the

Multibranding refers to a branding strategy in which a firm

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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