Question 1

A strategy of harvesting may be employed in the decline stage of a product life to

Accepted Answer

A) maintain primary demand for a product category. 
B) acquire as many new customers as possible. 
C) maintain the ability to meet ongoing customers' requests. 
D) eliminate all production costs. 
E) reposition the product. 
A) maintain primary demand for a product category. 
B) acquire as many new customers as possible. 
C) maintain the ability to meet ongoing customers' requests. 
D) eliminate all production costs. 
E) reposition the product.

Question 2

When Rose went shopping for a new purse,she thought she had found a real value-a Gucci purse for about 50 percent of what she was expecting to pay.When she looked at it more closely,she noticed that the purse was nearly identical to a Gucci but was not manufactured by Gucci.This was most likely an example of

Accepted Answer

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

Question 3

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as

Accepted Answer

A) outsourcing. 
B) trading up. 
C) shrinkage. 
D) upsizing. 
E) downsizing. 
A) outsourcing. 
B) trading up. 
C) shrinkage. 
D) upsizing. 
E) downsizing.

Question 4

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Accepted Answer

A) communication benefits 
B) functional benefits 
C) perceptual benefits 
D) physiological benefits 
E) financial benefits 
A) communication benefits 
B) functional benefits 
C) perceptual benefits 
D) physiological benefits 
E) financial benefits

Question 5

Figure 11-5
  
-According to the concept of the diffusion of innovation,consumers who are leaders in social settings and have slightly above average education 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 6

There is no set time that a product takes to move through its life cycle.But as a rule,

Accepted Answer

A) services are highly affected by social trends while tangible goods are not. 
B) consumer products have shorter life cycles than business products. 
C) business products typically show very short maturity stages. 
D) technological change tends to lengthen product life cycles. 
E) product life cycles are longer for ideas than for services. 
A) services are highly affected by social trends while tangible goods are not. 
B) consumer products have shorter life cycles than business products. 
C) business products typically show very short maturity stages. 
D) technological change tends to lengthen product life cycles. 
E) product life cycles are longer for ideas than for services.

Question 7

Over 50 percent of the dollars spent in the United States on disposable cups and plates go toward the purchase of store brands of these products that are manufacturer by others.________ has been very successful in this disposables category.

Accepted Answer

A) Generic branding 
B) Multibranding 
C) Co-branding 
D) Multiproduct branding 
E) Private branding 
A) Generic branding 
B) Multibranding 
C) Co-branding 
D) Multiproduct branding 
E) Private branding

Question 8

Which of the following is the first of four steps in building brand equity?

Accepted Answer

A) developing positive brand awareness 
B) lowering the price of products 
C) easing consumers' decision making 
D) incorporating higher value in products 
E) creating market modification 
A) developing positive brand awareness 
B) lowering the price of products 
C) easing consumers' decision making 
D) incorporating higher value in products 
E) creating market modification

Question 9

In which stage of the product life cycle is it important to broaden distribution of the product?

Accepted Answer

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

Question 10

CDI/BDI Marketing Dashboard
  
-If a firm's marketing dashboard displays a CDI of 80 for a consumer packaged good like Hawaiian Punch,this indicates which of the following?

Accepted Answer

A) a weak brand position in a segment 
B) a strong brand position in a segment 
C) above-average product category purchases by a market segment 
D) below-average product category purchases by a market segment 
E) There is not enough information to make any conclusions. 
A) a weak brand position in a segment 
B) a strong brand position in a segment 
C) above-average product category purchases by a market segment 
D) below-average product category purchases by a market segment 
E) There is not enough information to make any conclusions.

Question 11

During the maturity stage of the product life cycle,profit declines primarily because

Accepted Answer

A) there are fewer and fewer competitors in the market. 
B) promotional expenditures increase. 
C) production costs increase the more a firm has to manufacture the same product. 
D) there is fierce price competition among sellers. 
E) more consumers enter the market seeking bargains. 
A) there are fewer and fewer competitors in the market. 
B) promotional expenditures increase. 
C) production costs increase the more a firm has to manufacture the same product. 
D) there is fierce price competition among sellers. 
E) more consumers enter the market seeking bargains.

Question 12

A manufacturer of a new all-natural-ingredient shampoo and conditioner puts free samples of the product in Sunday newspapers to

Accepted Answer

A) stimulate laggard usage of the product. 
B) inhibit the innovation diffusion process. 
C) encourage product trial and adoption. 
D) erect product adoption barriers against its competitors. 
E) circumvent the typical adoption cycle. 
A) stimulate laggard usage of the product. 
B) inhibit the innovation diffusion process. 
C) encourage product trial and adoption. 
D) erect product adoption barriers against its competitors. 
E) circumvent the typical adoption cycle.

Question 13

A contractual agreement whereby one company (licensor)allows its brand name or trademark to be used with products or services offered by another company (licensee)for a royalty or fee is referred to as

Accepted Answer

A) co-branding. 
B) generic branding. 
C) reseller licensing. 
D) mixed branding. 
E) brand licensing. 
A) co-branding. 
B) generic branding. 
C) reseller licensing. 
D) mixed branding. 
E) brand licensing.

Question 14

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a value barrier?

Accepted Answer

A) "But it might make me fat." 
B) "What if I can't make the monthly payments?" 
C) "I don't want to try this if it means I have to swallow it with milk." 
D) "I really don't see how it is better than the system I already have." 
E) "My brother will tease me relentlessly if I buy that." 
A) "But it might make me fat." 
B) "What if I can't make the monthly payments?" 
C) "I don't want to try this if it means I have to swallow it with milk." 
D) "I really don't see how it is better than the system I already have." 
E) "My brother will tease me relentlessly if I buy that."

Question 15

To handle products in the decline stage of the product life cycle,companies often use either a ________ strategy or a ________ strategy.

Accepted Answer

A) divesting;harvesting 
B) diversification;contraction 
C) deletion;harvesting 
D) deletion;diversification 
E) building;divesting 
A) divesting;harvesting 
B) diversification;contraction 
C) deletion;harvesting 
D) deletion;diversification 
E) building;divesting

Question 16

Ralph Lauren has a long-term ________ agreement with Luxottica Group for the design,production,and worldwide distribution of prescription frames and sunglasses under the Ralph Lauren brand.Ralph Lauren is a leader in the design,marketing,and distribution of premium lifestyle products,while Luxottica is the global leader in luxury eyewear.

Accepted Answer

A) brand licensing 
B) generic branding 
C) multiproduct branding licensing 
D) mixed branding 
E) co-branding 
A) brand licensing 
B) generic branding 
C) multiproduct branding licensing 
D) mixed branding 
E) co-branding

Question 17

The environmental challenges of packaging and labeling are often global in nature.These include all of the following except which?

Accepted Answer

A) the shortage of viable landfill sites 
B) growth of solid waste 
C) the composition of packaging materials 
D) cultural norms 
E) recycling 
A) the shortage of viable landfill sites 
B) growth of solid waste 
C) the composition of packaging materials 
D) cultural norms 
E) recycling

Question 18

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

Accepted Answer

A) aquarium fish 
B) hoverboards 
C) riding lawn mowers 
D) calculators 
E) backpacks 
A) aquarium fish 
B) hoverboards 
C) riding lawn mowers 
D) calculators 
E) backpacks

Question 19

The initial purchase of a product by a consumer is referred to as a(n)

Accepted Answer

A) product sampling. 
B) first buy. 
C) trial. 
D) assessment. 
E) n examination period. 
A) product sampling. 
B) first buy. 
C) trial. 
D) assessment. 
E) n examination period.

Question 20

The preference for a specific brand is called ________ demand.

Accepted Answer

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

Exam 11: Managing Successful Products, services, and Brands

A strategy of harvesting may be employed in the decline stage of a product life to

Reducing the package content without changing package size while maintaining or increasing the package price is referred to as

Packaging that provides convenience,product quality,protection,or easy storage offers what kind of benefits?

Figure 11-5 -According to the concept of the diffusion of innovation,consumers who are leaders in social settings and have slightly above average education are called

There is no set time that a product takes to move through its life cycle.But as a rule,

Over 50 percent of the dollars spent in the United States on disposable cups and plates go toward the purchase of store brands of these products that are manufacturer by others.________ has been very successful in this disposables category.

Which of the following is the first of four steps in building brand equity?

In which stage of the product life cycle is it important to broaden distribution of the product?

CDI/BDI Marketing Dashboard -If a firm's marketing dashboard displays a CDI of 80 for a consumer packaged good like Hawaiian Punch,this indicates which of the following?

During the maturity stage of the product life cycle,profit declines primarily because

A manufacturer of a new all-natural-ingredient shampoo and conditioner puts free samples of the product in Sunday newspapers to

A contractual agreement whereby one company (licensor)allows its brand name or trademark to be used with products or services offered by another company (licensee)for a royalty or fee is referred to as

Which of the following quotes from a new product adopter would signal the need for a firm to counteract a value barrier?

To handle products in the decline stage of the product life cycle,companies often use either a ________ strategy or a ________ strategy.

The environmental challenges of packaging and labeling are often global in nature.These include all of the following except which?

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

The initial purchase of a product by a consumer is referred to as a(n)

The preference for a specific brand is called ________ demand.

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

To handle products in the decline stage of the product life cycle,companies often use either a strategy or a strategy.