Question 1

How long is a product life cycle? What determines its length?

Accepted Answer

The answer of How long is a product life cycle?...

Question 2

One downside of using a multibranding strategy is:

Accepted Answer

A) complexity and expense of implementation 
B) market confusion 
C) market acceptance 
D) inferior product branding innovation 
A) complexity and expense of implementation 
B) market confusion 
C) market acceptance 
D) inferior product branding innovation

Question 3

Mass merchandisers,such as Sears Canada,Zellers,and The Bay,can _______ by adding designer clothes sections to their stores.

Accepted Answer

A) increase use 
B) creating new use situations 
C) trade up 
D) trade down 
A) increase use 
B) creating new use situations 
C) trade up 
D) trade down

Question 4

A new cleaning company offers a free trial to all consumers who are willing to try their new counter-top cleaning solution.If customers do not like the product,they will get their purchase price refunded.This marketing activity is likely found in which stage of the product life cycle?

Accepted Answer

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

Question 5

Video game consoles would be considered a(n):

Accepted Answer

A) Product form 
B) Product class 
C) Product line 
D) Product family 
A) Product form 
B) Product class 
C) Product line 
D) Product family

Question 6

By using the logos of NHL hockey teams on their credit cards,VISA,most likely engaged in ____________ with each NHL hockey team.

Accepted Answer

A) brand management 
B) brand licensing 
C) co-branding 
D) brand marketing 
A) brand management 
B) brand licensing 
C) co-branding 
D) brand marketing

Question 7

When the personal computer was first introduced,industry analysts predicted that very few would be sold.However,a short time after the product was made available,consumers who were young,highly educated,adventuresome,and who were well informed began buying personal computers.While those buyers were relatively few in number,the marketers of computers were encouraged because other,less adventuresome consumers would likely adopt personal computers later.According to the product adoption classification,those first buyers of personal computers were:

Accepted Answer

A) early adopters. 
B) early majority. 
C) innovators. 
D) product leaders. 
A) early adopters. 
B) early majority. 
C) innovators. 
D) product leaders.

Question 8

A brand name is:

Accepted Answer

A) any word, device (design, sound, shape or colour), or combination of these used to distinguish a seller's goods or services. 
B) the part of a brand name that can be spoken. 
C) the part of a brand that is a symbol or design and cannot be spoken. 
D) the commercial, legal name under which a company does business. 
A) any word, device (design, sound, shape or colour), or combination of these used to distinguish a seller's goods or services. 
B) the part of a brand name that can be spoken. 
C) the part of a brand that is a symbol or design and cannot be spoken. 
D) the commercial, legal name under which a company does business.

Question 9

Figure: 11-1  
-The marketing strategy in the stage in the product life cycle labelled "B" in Figure 11-1 would involve:

Accepted Answer

A) informing and educating 
B) stressing points of difference 
C) reminding users 
D) minimal promotion 
A) informing and educating 
B) stressing points of difference 
C) reminding users 
D) minimal promotion

Question 10

Snickers candy bar was repositioned from a candy bar to a snack food through commercials that showed the busy people satisfying their hunger with a Snickers bar.Mars,Inc.,used this strategy with its Snickers bar to:

Accepted Answer

A) react to a competitor's position. 
B) reach a new market. 
C) catch a rising trend. 
D) change the value offere 
A) react to a competitor's position. 
B) reach a new market. 
C) catch a rising trend. 
D) change the value offere

Question 11

Which type of product has equally rapid introduction and decline stages of the product life cycle?

Accepted Answer

A) high-learning products 
B) low-learning products 
C) fashion products 
D) fad products 
A) high-learning products 
B) low-learning products 
C) fashion products 
D) fad products

Question 12

One aspect of a new company's goodwill strategy is for every shoe purchased in North America,one free shoe is donated to a child in Africa.This aspect plays a major role in product branding that is referred to as a:

Accepted Answer

A) social benefit brand 
B) social brand 
C) goodwill brand 
D) CSR brand 
A) social benefit brand 
B) social brand 
C) goodwill brand 
D) CSR brand

Question 13

Figure: 11-2  
-The product life cycle (PLC)shown in "D" in Figure 11-2 is an example of a __________ life cycle.

Accepted Answer

A) high-learning product 
B) low-learning product 
C) fashion product 
D) fad product 
A) high-learning product 
B) low-learning product 
C) fashion product 
D) fad product

Question 14

A trade name is:

Accepted Answer

A) any word, device (design, sound, shape or colour), or combination of these used to distinguish a seller's goods 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 spoken. 
D) the commercial, legal name under which a company does business. 
A) any word, device (design, sound, shape or colour), or combination of these used to distinguish a seller's goods 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 spoken. 
D) the commercial, legal name under which a company does business.

Question 15

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

Accepted Answer

A) advertising emphasis points of difference 
B) growing proportion of initial purchasers to repeat purchasers 
C) product features remain unchanged 
D) profit margins increase as sales increase 
A) advertising emphasis points of difference 
B) growing proportion of initial purchasers to repeat purchasers 
C) product features remain unchanged 
D) profit margins increase as sales increase

Question 16

For more than 30 years,Starkist put 6.5 ounces of tuna into its regular-sized can.Today,Starkist puts 6.1255 ounces of tuna into its can but charges the same price.Colgate-Palmolive's Ajax king-size laundry detergent package has remained the same size,but the contents have been cut from 61 ounces to 55 ounces and the package price increased from $2.59 to $2.79.There are two sides to the ethical argument about this practice that of consumer advocates,and that of manufacturers.What is the practice called,and what are the basic positions of the two sides?

Accepted Answer

The practice described is known as "shri

Question 17

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

Accepted Answer

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

Question 18

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

Accepted Answer

A) 18 months. 
B) 5-10 years. 
C) 20 years. 
D) unpredictable. 
A) 18 months. 
B) 5-10 years. 
C) 20 years. 
D) unpredictable.

Question 19

A recent study of Canadian small businesses found that almost ________ percent believe that branding is critical to business success.

Accepted Answer

A) 15 
B) 35 
C) 55 
D) 85 
A) 15 
B) 35 
C) 55 
D) 85

Question 20

With diffusion of innovation:

Accepted Answer

A) once a product enters the market, very similar products will enter within a very short period of time. 
B) one new product will produce ancillary product invention (e.g., video cassettes created a market for cassette holders). 
C) not all consumers accept a new product at the same time because adoption of a product spreads slowly throughout the population. 
D) product changes by one competitor lead to similar product changes by another competitor. 
A) once a product enters the market, very similar products will enter within a very short period of time. 
B) one new product will produce ancillary product invention (e.g., video cassettes created a market for cassette holders). 
C) not all consumers accept a new product at the same time because adoption of a product spreads slowly throughout the population. 
D) product changes by one competitor lead to similar product changes by another competitor.

How long is a product life cycle? What determines its length?

One downside of using a multibranding strategy is:

Mass merchandisers,such as Sears Canada,Zellers,and The Bay,can _______ by adding designer clothes sections to their stores.

A new cleaning company offers a free trial to all consumers who are willing to try their new counter-top cleaning solution.If customers do not like the product,they will get their purchase price refunded.This marketing activity is likely found in which stage of the product life cycle?

Video game consoles would be considered a(n):

By using the logos of NHL hockey teams on their credit cards,VISA,most likely engaged in ____________ with each NHL hockey team.

A brand name is:

Figure: 11-1 -The marketing strategy in the stage in the product life cycle labelled "B" in Figure 11-1 would involve:

Snickers candy bar was repositioned from a candy bar to a snack food through commercials that showed the busy people satisfying their hunger with a Snickers bar.Mars,Inc.,used this strategy with its Snickers bar to:

Which type of product has equally rapid introduction and decline stages of the product life cycle?

One aspect of a new company's goodwill strategy is for every shoe purchased in North America,one free shoe is donated to a child in Africa.This aspect plays a major role in product branding that is referred to as a:

Figure: 11-2 -The product life cycle (PLC)shown in "D" in Figure 11-2 is an example of a __________ life cycle.

A trade name is:

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

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

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

A recent study of Canadian small businesses found that almost ________ percent believe that branding is critical to business success.

With diffusion of innovation:

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters

Exam 11: Managing Products and Brands

How long is a product life cycle? What determines its length?

One downside of using a multibranding strategy is:

Mass merchandisers,such as Sears Canada,Zellers,and The Bay,can _______ by adding designer clothes sections to their stores.

A new cleaning company offers a free trial to all consumers who are willing to try their new counter-top cleaning solution.If customers do not like the product,they will get their purchase price refunded.This marketing activity is likely found in which stage of the product life cycle?

Video game consoles would be considered a(n):

By using the logos of NHL hockey teams on their credit cards,VISA,most likely engaged in ____________ with each NHL hockey team.

A brand name is:

Figure: 11-1 -The marketing strategy in the stage in the product life cycle labelled "B" in Figure 11-1 would involve:

Snickers candy bar was repositioned from a candy bar to a snack food through commercials that showed the busy people satisfying their hunger with a Snickers bar.Mars,Inc.,used this strategy with its Snickers bar to:

Which type of product has equally rapid introduction and decline stages of the product life cycle?

One aspect of a new company's goodwill strategy is for every shoe purchased in North America,one free shoe is donated to a child in Africa.This aspect plays a major role in product branding that is referred to as a:

Figure: 11-2 -The product life cycle (PLC)shown in "D" in Figure 11-2 is an example of a __________ life cycle.

A trade name is:

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

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

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

A recent study of Canadian small businesses found that almost ________ percent believe that branding is critical to business success.

With diffusion of innovation:

Marketing: Customer Value, satisfaction, relationships, and Experiences

Developing Successful Marketing Strategies

Scanning the Marketing Environment

Ethics and Social Responsibility in Marketing

Consumer Behaviour

Organizational Markets and Buyer Behaviour

Reaching Global Markets

Marketing Research: From Information to Action

Market Segmentation, Targeting, and Positioning

Developing New Products and Services

Managing Services

Pricing Products and Services

Managing Marketing Channels and Supply Chains

Retailing

Integrated Marketing Communications and Direct Marketing

Advertising, Sales Promotion, and Public Relations

Personal Selling and Sales Management

Pulling It All Together: The Strategic Marketing Process

Using Social Media to Connect With Consumers

Filters