Question 1

Subbranding involves

Accepted Answer

A) having one firm manufacture a product and a second firm distribute it all under the same name. 
B) changing a brand name of a product line extension product by making it "New and Improved!" 
C) combining a corporate brand with a new brand to distinguish a part of its product line from others. 
D) creating a knockoff version of a product and changing the spelling of the name ("chikin" nuggets). 
E) using the same name for the original product and all subsequent product line and brand extensions. 
A) having one firm manufacture a product and a second firm distribute it all under the same name. 
B) changing a brand name of a product line extension product by making it "New and Improved!" 
C) combining a corporate brand with a new brand to distinguish a part of its product line from others. 
D) creating a knockoff version of a product and changing the spelling of the name ("chikin" nuggets). 
E) using the same name for the original product and all subsequent product line and brand extensions.

Question 2

Consumer goods firms such as General Mills and PepsiCo as well as industrial firms such as Intel and Hewlett-Packard employ a product manager to manage

Accepted Answer

A) all of an organization's product items or brands. 
B) all of an organization's product classes. 
C) all of an organization's existing products through the stages of their life cycles. 
D) all products or brands that require close fiscal scrutiny. 
E) a close-knit family of products or brands. 
A) all of an organization's product items or brands. 
B) all of an organization's product classes. 
C) all of an organization's existing products through the stages of their life cycles. 
D) all products or brands that require close fiscal scrutiny. 
E) a close-knit family of products or brands.

Question 3

At what stage of the product life cycle does it first become true that most consumers who would buy a product are either repeat purchasers of the item or have tried and abandoned it?

Accepted Answer

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

Question 4

Many U.S.consumers purchase store brands like Kirkland at Costco because they provide a lower cost alternative to other brands.Companies like Costco use a ________ strategy to sell products that they do not manufacturer themselves.

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 5

Describe a brand name and explain how it is related to a logo.

Accepted Answer

A brand name is any word,device (design,

Question 6

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

Accepted Answer

A) "It looks delicious but it might make me fat." 
B) "What if I can't make the monthly payments?" 
C) "I don't want to use this if it means it will take me longer to get ready in the morning." 
D) "Big deal,the only difference is the shape of the package." 
E) "Sure I'll try it;why not!" 
A) "It looks delicious but it might make me fat." 
B) "What if I can't make the monthly payments?" 
C) "I don't want to use this if it means it will take me longer to get ready in the morning." 
D) "Big deal,the only difference is the shape of the package." 
E) "Sure I'll try it;why not!"

Question 7

Which of the following is a characteristic of the growth stage of the product life cycle?

Accepted Answer

A) Advertising emphasis switches to primary demand. 
B) The proportion of initial purchasers to repeat purchasers grows. 
C) New or modified product features are added. 
D) Profit margins increase as sales increase. 
E) There are a limited number of retail outlets for greater quality control. 
A) Advertising emphasis switches to primary demand. 
B) The proportion of initial purchasers to repeat purchasers grows. 
C) New or modified product features are added. 
D) Profit margins increase as sales increase. 
E) There are a limited number of retail outlets for greater quality control.

Question 8

Figure 11-6
-Figure 11-6 above shows the sequential process of building brand equity.F represents the fourth and last step,which is to

Accepted Answer

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

Question 9

When a product reaches the decline stage of the product life cycle,a firm has two choices.One choice involves product deletion-dropping it from a firm's product line.The other is called ________,which retains the product in the product line but reduces marketing costs.

Accepted Answer

A) skimming 
B) paring 
C) divesting 
D) milking 
E) harvesting 
A) skimming 
B) paring 
C) divesting 
D) milking 
E) harvesting

Question 10

Product modification refers to a marketing strategy that

Accepted Answer

A) alters a product's characteristic,such as its quality,performance,or appearance,to increase its value to customers and to increase sales. 
B) manages a product's life cycle to increase its use among existing customers,create new use situations,or find new customers. 
C) tries to find new customers and convince users who abandoned it to purchase again. 
D) drops the lowest producing market segment and replaces it with an entirely new one. 
E) combines the lowest producing market segment into others to achieve marketing economies of scale. 
A) alters a product's characteristic,such as its quality,performance,or appearance,to increase its value to customers and to increase sales. 
B) manages a product's life cycle to increase its use among existing customers,create new use situations,or find new customers. 
C) tries to find new customers and convince users who abandoned it to purchase again. 
D) drops the lowest producing market segment and replaces it with an entirely new one. 
E) combines the lowest producing market segment into others to achieve marketing economies of scale.

Question 11

Trading down refers to ________ when repositioning a product.

Accepted Answer

A) reducing the number of features,qualities,or price 
B) reducing the amount of product carried as inventory 
C) reducing the number of product items in a product line 
D) redirecting marketing resources from a "cash cow" target market to one that is not performing as well in the hopes of increasing sales and profits 
E) encouraging consumers through the use of coupons and deals to purchase a firm's lower-priced products 
A) reducing the number of features,qualities,or price 
B) reducing the amount of product carried as inventory 
C) reducing the number of product items in a product line 
D) redirecting marketing resources from a "cash cow" target market to one that is not performing as well in the hopes of increasing sales and profits 
E) encouraging consumers through the use of coupons and deals to purchase a firm's lower-priced products

Question 12

All of the following are barriers to the adoption of new products except which?

Accepted Answer

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

Question 13

Explain the difference between primary demand and selective demand.

Accepted Answer

Primary demand is a desire for

Question 14

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt.This is an example of ________ benefits of its packaging.

Accepted Answer

A) perceptual 
B) functional 
C) communications 
D) physical 
E) tangible 
A) perceptual 
B) functional 
C) communications 
D) physical 
E) tangible

Question 15

Even though Liquid Paper correction fluid is in the ________ stage of its product life cycle,Sanford,its manufacturer,has not deleted it from its line because there is still a residual core of consumers who use the product.

Accepted Answer

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

Question 16

The two most common pricing alternatives for products in the introduction stage of the product life cycle are

Accepted Answer

A) skimming pricing and penetration pricing. 
B) price lining and product line pricing. 
C) markdown pricing and quantity discount pricing. 
D) skimming pricing and bundle pricing. 
E) penetration pricing and experience curve pricing. 
A) skimming pricing and penetration pricing. 
B) price lining and product line pricing. 
C) markdown pricing and quantity discount pricing. 
D) skimming pricing and bundle pricing. 
E) penetration pricing and experience curve pricing.

Question 17

For consumers,the primary benefit of branding is that

Accepted Answer

A) products tend to be higher in quality. 
B) it helps consumers become more efficient shoppers. 
C) branded items are more readily available in retail outlets. 
D) branded items are usually more expensive because of the cost to register them with the Federal Trade Commission (FT
C) . 
E) they are often rewarded with buyer loyalty incentives. 
A) products tend to be higher in quality. 
B) it helps consumers become more efficient shoppers. 
C) branded items are more readily available in retail outlets. 
D) branded items are usually more expensive because of the cost to register them with the Federal Trade Commission (FT
C) . 
E) they are often rewarded with buyer loyalty incentives.

Question 18

Figure 11-5
  
-The consumers who adopt a new product in the earliest stage of a product life cycle are called

Accepted Answer

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

Question 19

Cotton Incorporated is funded by cotton growers in the United States.It developed the "Cotton: The Fabric of Our Lives" advertising campaign as part of its mission "to ensure that cotton remains the first choice among consumers in apparel and home products." Because Cotton Incorporated promotes all cotton producers,it is stimulating ________ demand.

Accepted Answer

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

Question 20

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

Accepted Answer

A) skinny ties 
B) parabolic skis 
C) personal flotation devices 
D) razor blades 
E) hockey helmets 
A) skinny ties 
B) parabolic skis 
C) personal flotation devices 
D) razor blades 
E) hockey helmets

Exam 11: Managing Successful Products, services, and Brands

Subbranding involves

Consumer goods firms such as General Mills and PepsiCo as well as industrial firms such as Intel and Hewlett-Packard employ a product manager to manage

At what stage of the product life cycle does it first become true that most consumers who would buy a product are either repeat purchasers of the item or have tried and abandoned it?

Many U.S.consumers purchase store brands like Kirkland at Costco because they provide a lower cost alternative to other brands.Companies like Costco use a ________ strategy to sell products that they do not manufacturer themselves.

Describe a brand name and explain how it is related to a logo.

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

Which of the following is a characteristic of the growth stage of the product life cycle?

Figure 11-6 -Figure 11-6 above shows the sequential process of building brand equity.F represents the fourth and last step,which is to

When a product reaches the decline stage of the product life cycle,a firm has two choices.One choice involves product deletion-dropping it from a firm's product line.The other is called ________,which retains the product in the product line but reduces marketing costs.

Product modification refers to a marketing strategy that

Trading down refers to ________ when repositioning a product.

All of the following are barriers to the adoption of new products except which?

Explain the difference between primary demand and selective demand.

Gatorade Thirst Quencher displays the letter G front and center along with the brand's iconic bolt.This is an example of ________ benefits of its packaging.

Even though Liquid Paper correction fluid is in the ________ stage of its product life cycle,Sanford,its manufacturer,has not deleted it from its line because there is still a residual core of consumers who use the product.

The two most common pricing alternatives for products in the introduction stage of the product life cycle are

For consumers,the primary benefit of branding is that

Figure 11-5 -The consumers who adopt a new product in the earliest stage of a product life cycle are called

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

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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