Question 1

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in:

Accepted Answer

A) lower product prices for consumers because of lower labour, raw material and packaging costs due to the recession and lower inflation in the United States. 
B) a greener environment due to the reduction in the amount of packaging used for promotional purposes (e.g.eliminating of the glossy cardboard that promoted the musical artist and contained the CD and its plastic protective box), thereby reducing the amount of waste disposed in landfills. 
C) fewer products and less product variability offered due to the corporate restructuring taking place worldwide. 
D) a subtle, yet deceptive practice of taking advantage of consumers' buying habits by offering less product content in the same or larger package while maintaining or increasing the price. 
A) lower product prices for consumers because of lower labour, raw material and packaging costs due to the recession and lower inflation in the United States. 
B) a greener environment due to the reduction in the amount of packaging used for promotional purposes (e.g.eliminating of the glossy cardboard that promoted the musical artist and contained the CD and its plastic protective box), thereby reducing the amount of waste disposed in landfills. 
C) fewer products and less product variability offered due to the corporate restructuring taking place worldwide. 
D) a subtle, yet deceptive practice of taking advantage of consumers' buying habits by offering less product content in the same or larger package while maintaining or increasing the price.

Question 2

A few years ago Who Wants to Be a Millionaire premiered as the first nighttime game show in a couple of decades.The marketing for the show was intent on making television viewers aware of its existence and excited enough about the show that we would watch the first episode.Which of the following statements about televised game shows is true?

Accepted Answer

A) Who Wants to Be a Millionaire was in the introduction stage of the product life cycle of televised nighttime game shows when it premiered. 
B) Because television has been around for many years, all programs fall naturally into the maturity stage. 
C) Televised programs are either in the introduction stage or the growth stage and are discontinued when they move into the maturity stage. 
D) All televised programming uses a three-stage product life cycle-growth, maturity, and decline. 
A) Who Wants to Be a Millionaire was in the introduction stage of the product life cycle of televised nighttime game shows when it premiered. 
B) Because television has been around for many years, all programs fall naturally into the maturity stage. 
C) Televised programs are either in the introduction stage or the growth stage and are discontinued when they move into the maturity stage. 
D) All televised programming uses a three-stage product life cycle-growth, maturity, and decline.

Question 3

A new exercise video contends that with one day of fasting and one-hour period of intense cardiovascular exercise,the average individual can lose five pounds a week and be in peak health within six months of starting the program.The new product may fail because the product's claims are not consistent with what consumers do and how they think.This is an example of a ______________ barrier.

Accepted Answer

A) psychological 
B) social 
C) physical 
D) usage 
A) psychological 
B) social 
C) physical 
D) usage

Question 4

To discourage competitive entry,a company can price its new product low,using penetration pricing.This pricing strategy also helps to:

Accepted Answer

A) reduce costs. 
B) increase profits. 
C) build customer loyalty. 
D) build unit volume. 
A) reduce costs. 
B) increase profits. 
C) build customer loyalty. 
D) build unit volume.

Question 5

Figure: 11-1  
-The stage in the product life cycle labelled "C" in Figure 11-1 is called

Accepted Answer

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

Question 6

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

The answer of Identify and describe the stages of the...

Question 7

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

Accepted Answer

A) there are fewer and fewer competitors in the market. 
B) better products are only in the growth stage. 
C) production costs increase the more a firm has to manufacture the same product. 
D) there is fierce price competition among sellers. 
A) there are fewer and fewer competitors in the market. 
B) better products are only in the growth stage. 
C) production costs increase the more a firm has to manufacture the same product. 
D) there is fierce price competition among sellers.

Question 8

A trademark 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 identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use. 
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 identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use. 
D) the commercial, legal name under which a company does business.

Question 9

What is the difference between a brand name and a trade name? Give an example of each.

Accepted Answer

The answer of What is the difference between a brand...

Question 10

Imagine Post Cereal introduces a cereal bar just like the ones Kellogg's and Quaker already have on the market.Post has decided to promote the bars using ads without coupons and to price the bars at about the same price as the other brands.Post Cereal bars will also be distributed to the same stores as the Kellogg's and Quaker products.Which of the following barriers to new product adoption will most likely prevent the Post Cereal bars from being a successful product?

Accepted Answer

A) value barrier 
B) psychological barrier 
C) economic barrier 
D) usage barrier 
A) value barrier 
B) psychological barrier 
C) economic barrier 
D) usage barrier

Question 11

Social benefit brands are expected to increase because of an increase:

Accepted Answer

A) in social entrepreneurship 
B) in market growth 
C) in brand innovation 
D) in community development 
A) in social entrepreneurship 
B) in market growth 
C) in brand innovation 
D) in community development

Question 12

With family branding,a company uses _________ name(s)for all its products in a product class.

Accepted Answer

A) one 
B) two 
C) three 
D) many 
A) one 
B) two 
C) three 
D) many

Question 13

Scientists have discovered a new medical treatment but before they can market it,physicians and patients must be aware of its existence.In other words,its manufacturer must create _____ demand.

Accepted Answer

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

Question 14

Which of the following product life cycle management strategies requires a change in the physical product?

Accepted Answer

A) increasing use 
B) creating new use situations 
C) finding new users 
D) changing the value offered 
A) increasing use 
B) creating new use situations 
C) finding new users 
D) changing the value offered

Question 15

Use the five criteria for selecting a good brand name to determine which of the following is the best choice?

Accepted Answer

A) Spam canned meat 
B) Ken's salad dressing 
C) Formula 409 cleaner 
D) Match Light charcoal 
A) Spam canned meat 
B) Ken's salad dressing 
C) Formula 409 cleaner 
D) Match Light charcoal

Question 16

Mixed branding is a branding strategy:

Accepted Answer

A) that involves giving each product a distinct name. 
B) that uses different brand names for the same product across multiple countries. 
C) in which a company uses one name for all of its products. 
D) in which the company may market some products under their own name and others under that of a reseller. 
A) that involves giving each product a distinct name. 
B) that uses different brand names for the same product across multiple countries. 
C) in which a company uses one name for all of its products. 
D) in which the company may market some products under their own name and others under that of a reseller.

Question 17

When Zippo Lighters began manufacturing Zippo Hoodies and Zippo Beer,these were examples of a(n):

Accepted Answer

A) brand extension 
B) family branding 
C) co-branding 
D) blanket branding 
A) brand extension 
B) family branding 
C) co-branding 
D) blanket branding

Question 18

A label is described by each of the following EXCEPT:

Accepted Answer

A) is an integral part of the package. 
B) typically identifies the product or brand. 
C) is typically an expensive part of the marketing strategy for a product. 
D) provides very little benefit to the consumer. 
A) is an integral part of the package. 
B) typically identifies the product or brand. 
C) is typically an expensive part of the marketing strategy for a product. 
D) provides very little benefit to the consumer.

Question 19

Imagine the President of Black Stoves,Inc.is thinking about developing a new brand name for the company's line of wood stoves with catalytic converters.The stove because of its design also conserves wood because it burns slowly.The brand name he is considering is The Fast One.Why is this brand name choice NOT the best one?

Accepted Answer

A) The name should be distinctive and memorable. 
B) The name should fit the company image. 
C) The name should have no legal restrictions. 
D) The name should suggest the product benefits. 
A) The name should be distinctive and memorable. 
B) The name should fit the company image. 
C) The name should have no legal restrictions. 
D) The name should suggest the product benefits.

Question 20

A written statement of manufacturer liability for product quality is called a(n)_____ warranty.

Accepted Answer

A) insurance 
B) functional 
C) implied 
D) express 
A) insurance 
B) functional 
C) implied 
D) express

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in:

To discourage competitive entry,a company can price its new product low,using penetration pricing.This pricing strategy also helps to:

Figure: 11-1 -The stage in the product life cycle labelled "C" in Figure 11-1 is called

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

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

A trademark is:

What is the difference between a brand name and a trade name? Give an example of each.

Social benefit brands are expected to increase because of an increase:

With family branding,a company uses _________ name(s)for all its products in a product class.

Scientists have discovered a new medical treatment but before they can market it,physicians and patients must be aware of its existence.In other words,its manufacturer must create _____ demand.

Which of the following product life cycle management strategies requires a change in the physical product?

Use the five criteria for selecting a good brand name to determine which of the following is the best choice?

Mixed branding is a branding strategy:

When Zippo Lighters began manufacturing Zippo Hoodies and Zippo Beer,these were examples of a(n):

A label is described by each of the following EXCEPT:

A written statement of manufacturer liability for product quality is called a(n)_____ warranty.

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

Consumer advocates believe the practice of downsizing by consumer products firms has resulted in:

To discourage competitive entry,a company can price its new product low,using penetration pricing.This pricing strategy also helps to:

Figure: 11-1 -The stage in the product life cycle labelled "C" in Figure 11-1 is called

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

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

A trademark is:

What is the difference between a brand name and a trade name? Give an example of each.

Social benefit brands are expected to increase because of an increase:

With family branding,a company uses _________ name(s)for all its products in a product class.

Scientists have discovered a new medical treatment but before they can market it,physicians and patients must be aware of its existence.In other words,its manufacturer must create _____ demand.

Which of the following product life cycle management strategies requires a change in the physical product?

Use the five criteria for selecting a good brand name to determine which of the following is the best choice?

Mixed branding is a branding strategy:

When Zippo Lighters began manufacturing Zippo Hoodies and Zippo Beer,these were examples of a(n):

A label is described by each of the following EXCEPT:

A written statement of manufacturer liability for product quality is called a(n)_____ warranty.

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