Question 1

Figure 11-5
  
-The consumers represented by Segment E 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 2

Product packaging such as the Pringles cylindrical package that minimizes breakage is one example of the product's

Accepted Answer

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

Question 3

Mars,Inc. ,sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&ms,and 3 Musketeers candy.This variety of brand names is typical of a ________ strategy.

Accepted Answer

A) co-branding 
B) multibranding 
C) multiproduct 
D) mixed brand 
E) private branding 
A) co-branding 
B) multibranding 
C) multiproduct 
D) mixed brand 
E) private branding

Question 4

Products tend to consume a disproportionate share of management and financial resources relative to their future worth throughout which stage of the product life cycle?

Accepted Answer

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

Question 5

Figure 11-5
  
-For any product to be successful,it must be purchased by

Accepted Answer

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

Question 6

Figure 11-3
  
-The shapes of the product life cycle curve for high-learning,low-learning,fashion,and fad products vary as does

Accepted Answer

A) the actual length of time a product stays in any stage of the life cycle. 
B) the individual criteria selected to place a firm in a stage of the life cycle. 
C) the importance of the marketing mix elements. 
D) the importance of environmental forces. 
E) the importance of new product innovation. 
A) the actual length of time a product stays in any stage of the life cycle. 
B) the individual criteria selected to place a firm in a stage of the life cycle. 
C) the importance of the marketing mix elements. 
D) the importance of environmental forces. 
E) the importance of new product innovation.

Question 7

Figure 11-5
  
-The largest numbers of product adopters with respect to the diffusion of innovation are found among

Accepted Answer

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

Question 8

The ________ stage of the product life cycle occurs when a product is launched to its intended target market.

Accepted Answer

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

Question 9

________ products have a product life cycle that reflects benefits that are readily understood by consumers,and because the products are easily imitated by competitors,the appropriate marketing strategy is to broaden distribution quickly.

Accepted Answer

A) High-learning 
B) Fashion 
C) Fad 
D) Low-learning 
E) Generalized 
A) High-learning 
B) Fashion 
C) Fad 
D) Low-learning 
E) Generalized

Question 10

Figure 11-5
  
-In terms of the diffusion of innovation,early adopters 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

One of the most popular means to gain consumer trial is through

Accepted Answer

A) demonstrations. 
B) free samples. 
C) press releases. 
D) celebrity endorsements. 
E) product diffusion. 
A) demonstrations. 
B) free samples. 
C) press releases. 
D) celebrity endorsements. 
E) product diffusion.

Question 12

IKEA sells a portable workbench called the Fahrtfull.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel).This brand name in the United States,however,may not be as effective due to

Accepted Answer

A) disappointment when the product fails to perform as the brand name implies. 
B) the poor attempt at humor,which makes consumers question product quality. 
C) governmental restrictions on brand names that read or sound like bodily functions. 
D) its unfavorable phonetic and semantic associations in English. 
E) difficulty in showing "fahrtfull" in German and Swedish advertising. 
A) disappointment when the product fails to perform as the brand name implies. 
B) the poor attempt at humor,which makes consumers question product quality. 
C) governmental restrictions on brand names that read or sound like bodily functions. 
D) its unfavorable phonetic and semantic associations in English. 
E) difficulty in showing "fahrtfull" in German and Swedish advertising.

Question 13

Downsizing reduces the

Accepted Answer

A) quality of materials without changing the price. 
B) product's price along with the quality of the materials. 
C) package content without changing its size while maintaining or increasing the package price. 
D) number of product features. 
E) number of product items in a product line. 
A) quality of materials without changing the price. 
B) product's price along with the quality of the materials. 
C) package content without changing its size while maintaining or increasing the package price. 
D) number of product features. 
E) number of product items in a product line.

Question 14

Figure 11-1
  
-Figure 11-1 above represents the stages of the product life cycle.What does the curve labeled X 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 15

Procter & Gamble repositioned its Old Spice antiperspirant brand from a deodorant your grandfather might use to a strong,hip antiperspirant through commercials that showed the target market of 18- to 30-year-old men advocating its use.P&G used this product repositioning strategy with its Old Spice brand antiperspirant to

Accepted Answer

A) react to a competitor's position. 
B) catch a rising trend. 
C) change the value offered. 
D) diversify its product portfolio. 
E) reach a new market. 
A) react to a competitor's position. 
B) catch a rising trend. 
C) change the value offered. 
D) diversify its product portfolio. 
E) reach a new market.

Question 16

A manufacturer can successfully use mixed branding because

Accepted Answer

A) it involves giving each product a distinct brand name. 
B) the segment attracted to the reseller product is different from its own targeted market segment. 
C) the company uses one name for all of its products for the sake of simplicity. 
D) it is easy to do. 
E) it produces lower profits for the reseller and higher profits for the manufacturer. 
A) it involves giving each product a distinct brand name. 
B) the segment attracted to the reseller product is different from its own targeted market segment. 
C) the company uses one name for all of its products for the sake of simplicity. 
D) it is easy to do. 
E) it produces lower profits for the reseller and higher profits for the manufacturer.

Question 17

A risk with ________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Accepted Answer

A) brand extensions 
B) product line extensions 
C) co-branding 
D) private branding 
E) mixed branding 
A) brand extensions 
B) product line extensions 
C) co-branding 
D) private branding 
E) mixed branding

Question 18

Figure 11-5
  
-According to the diffusion of innovation concept,early adopters

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

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as

Accepted Answer

A) product differentiation branding. 
B) multibranding. 
C) mixed branding. 
D) segmentation branding. 
E) multiproduct branding. 
A) product differentiation branding. 
B) multibranding. 
C) mixed branding. 
D) segmentation branding. 
E) multiproduct branding.

Question 20

Identify and describe the stages of the generalized product life cycle.For each stage,specify the marketing objective a firm should attempt to achieve.

Accepted Answer

There are four stages of the generalized

Exam 11: Managing Successful Products, services, and Brands

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

Product packaging such as the Pringles cylindrical package that minimizes breakage is one example of the product's

Mars,Inc. ,sells Snickers,Milky Way,Twix,Skittles,Dove,Starburst,M&ms,and 3 Musketeers candy.This variety of brand names is typical of a ________ strategy.

Products tend to consume a disproportionate share of management and financial resources relative to their future worth throughout which stage of the product life cycle?

Figure 11-5 -For any product to be successful,it must be purchased by

Figure 11-3 -The shapes of the product life cycle curve for high-learning,low-learning,fashion,and fad products vary as does

Figure 11-5 -The largest numbers of product adopters with respect to the diffusion of innovation are found among

The ________ stage of the product life cycle occurs when a product is launched to its intended target market.

________ products have a product life cycle that reflects benefits that are readily understood by consumers,and because the products are easily imitated by competitors,the appropriate marketing strategy is to broaden distribution quickly.

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

One of the most popular means to gain consumer trial is through

IKEA sells a portable workbench called the Fahrtfull.The product has many positive features,and in German or Swedish markets,the name describes the product's features well (fahrt meaning travel).This brand name in the United States,however,may not be as effective due to

Downsizing reduces the

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

A manufacturer can successfully use mixed branding because

A risk with ________ is that too many uses for one brand name can dilute the meaning of a brand for consumers.

Figure 11-5 -According to the diffusion of innovation concept,early adopters

A branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment is referred to as

Identify and describe the stages of the generalized product life cycle.For each stage,specify the marketing objective a firm should attempt to achieve.

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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