Question 1

The __________ stage of the product life cycle is characterized by the appearance of competitors.

Accepted Answer

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

Question 2

The term branding refers to

Accepted Answer

A) the licensing of a name, phrase, design, symbol, or combination of these for a period of 17 years, at which time a firm may renew its intellectual property rights to them. 
B) the value added to the product from the additional features given to a product beyond its functional attributes. 
C) the identification of an organization's products based upon individual SKUs. 
D) an organization's use of a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors. 
E) the establishment of a commercial, legal name under which a company does business. 
A) the licensing of a name, phrase, design, symbol, or combination of these for a period of 17 years, at which time a firm may renew its intellectual property rights to them. 
B) the value added to the product from the additional features given to a product beyond its functional attributes. 
C) the identification of an organization's products based upon individual SKUs. 
D) an organization's use of a name, phrase, design, symbol, or combination of these to identify its products and distinguish them from those of competitors. 
E) the establishment of a commercial, legal name under which a company does business.

Question 3

Companies can choose from among several different branding strategies, which include: (1) multiproduct branding, (2) multibranding, (3) private branding, and (4) __________.

Accepted Answer

A) retailer branding 
B) intermediary branding 
C) brand licensing 
D) mixed branding 
E) co-branding 
A) retailer branding 
B) intermediary branding 
C) brand licensing 
D) mixed branding 
E) co-branding

Question 4

Gatorade successfully used a __________ strategy when it introduced Gatorade G2.

Accepted Answer

A) subbranding 
B) multibranding 
C) mixed branding 
D) generic branding 
E) family branding 
A) subbranding 
B) multibranding 
C) mixed branding 
D) generic branding 
E) family branding

Question 5

All of the following are responsibilities of a product or brand manager except

Accepted Answer

A) engaging in extensive data analysis related to their products and brands. 
B) developing new products. 
C) managing existing products through the stages of their life cycles. 
D) developing and implementing strategies at the corporate level. 
E) developing and executing a marketing program described in an annual marketing plan for the product line. 
A) engaging in extensive data analysis related to their products and brands. 
B) developing new products. 
C) managing existing products through the stages of their life cycles. 
D) developing and implementing strategies at the corporate level. 
E) developing and executing a marketing program described in an annual marketing plan for the product line.

Question 6

Imagine that Post Foods introduces a cereal bar-Trail Mix Crunch-just like those Kellogg's and General Mills 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 these other brands. Post Trail Mix Crunch cereal bars will also be distributed to the same stores as the products from Kellogg's and General Mills. Which of the following barriers to new-product adoption will most likely prevent the Post Trail Mix Crunch cereal bars from being a successful product?

Accepted Answer

A) value barrier 
B) psychological barrier 
C) risk barrier 
D) usage barrier 
E) social barrier 
A) value barrier 
B) psychological barrier 
C) risk barrier 
D) usage barrier 
E) social barrier

Question 7

Companies can choose from among several different branding strategies, which include: (1) multiproduct branding, (2) multibranding, (3) __________, and (4) mixed branding.

Accepted Answer

A) retailer branding 
B) intermediary branding 
C) private branding 
D) brand licensing 
E) co-branding 
A) retailer branding 
B) intermediary branding 
C) private branding 
D) brand licensing 
E) co-branding

Question 8

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

Accepted Answer

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

Question 9

What is multiproduct branding? What are its advantages? Disadvantages?

Accepted Answer

Multiproduct branding occurs when a comp

Question 10

Packaging

Accepted Answer

A) is any box, bottle, jar, can, carton, or bag that can be used for transporting services. 
B) is any container in which a product is offered for sale and on which label information is communicated. 
C) is that part of a product that is not recycled. 
D) identifies the product or brand, who made it, where and when it was made, how it is to be used, and the contents and ingredients. 
E) is any container used in the preservation of ideas. 
A) is any box, bottle, jar, can, carton, or bag that can be used for transporting services. 
B) is any container in which a product is offered for sale and on which label information is communicated. 
C) is that part of a product that is not recycled. 
D) identifies the product or brand, who made it, where and when it was made, how it is to be used, and the contents and ingredients. 
E) is any container used in the preservation of ideas.

Question 11

Brand extensions is the practice of

Accepted Answer

A) manufacturing a product under a new name that consumers will view as an entirely new product line. 
B) manufacturing a new product with the same brand name for a new market segment in the same product class. 
C) manufacturing accessory products for the base offering, such as Barbie clothes for Barbie dolls. 
D) licensing another firm to manufacture modified versions of the original product. 
E) applying the current brand name to enter a completely different product class. 
A) manufacturing a product under a new name that consumers will view as an entirely new product line. 
B) manufacturing a new product with the same brand name for a new market segment in the same product class. 
C) manufacturing accessory products for the base offering, such as Barbie clothes for Barbie dolls. 
D) licensing another firm to manufacture modified versions of the original product. 
E) applying the current brand name to enter a completely different product class.

Question 12

A product manager is sometimes called a

Accepted Answer

A) chief marketing officer (CMO). 
B) brand manager. 
C) marketing manager. 
D) category manager. 
E) sales manager. 
A) chief marketing officer (CMO). 
B) brand manager. 
C) marketing manager. 
D) category manager. 
E) sales manager.

Question 13

Ralph Lauren has a long-term __________ agreement with Luxottica Group, S.p.A., of Milan for the design, production, and worldwide distribution of prescription frames and sunglasses under the Ralph Lauren brand. The agreement is an ideal fit for both companies. Ralph Lauren is a leader in the design, marketing, and distribution of premium lifestyle products. Luxottica is the global leader in the premium and luxury eyewear sector.

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 14

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

Accepted Answer

A) Marketing emphasis is directed toward generating more consumer awareness. 
B) Marketing emphasis switches to finding more channel intermediaries to carry the product. 
C) Marketing emphasis aims at stimulating primary demand for the product. 
D) Marketing attention is directed toward holding market share through further product differentiation and finding new buyers. 
E) Marketing emphasis is directed toward having salespeople allocate less time to selling the product. 
A) Marketing emphasis is directed toward generating more consumer awareness. 
B) Marketing emphasis switches to finding more channel intermediaries to carry the product. 
C) Marketing emphasis aims at stimulating primary demand for the product. 
D) Marketing attention is directed toward holding market share through further product differentiation and finding new buyers. 
E) Marketing emphasis is directed toward having salespeople allocate less time to selling the product.

Question 15

If a firm's marketing dashboard displays a CDI over 100 for a consumer packaged good, such as General Mills' Warm Delights Minis, 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 16

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit. Car manufacturers are using which of the following market modification strategies?

Accepted Answer

A) finding new users 
B) creating new use situations 
C) increasing a product's use by existing customers 
D) modifying the product 
E) reacting to competitors' positions 
A) finding new users 
B) creating new use situations 
C) increasing a product's use by existing customers 
D) modifying the product 
E) reacting to competitors' positions

Question 17

Gatorade offers a range of product offerings. The firm uses one name for all its products in a product class. Gatorade is using a __________ strategy.

Accepted Answer

A) multibranding 
B) family branding 
C) co-branding 
D) dual branding 
E) mixed branding 
A) multibranding 
B) family branding 
C) co-branding 
D) dual branding 
E) mixed branding

Question 18

A marketing strategy that alters a product's characteristic, such as its quality, performance, or appearance, to increase its value and sales to customers is referred to as

Accepted Answer

A) market modification. 
B) product modification. 
C) product repositioning. 
D) market-product synergy. 
E) product management. 
A) market modification. 
B) product modification. 
C) product repositioning. 
D) market-product synergy. 
E) product management.

Question 19

Why are warranties important from the perspectives of both consumers and manufacturers?

Accepted Answer

The Magnuson-Moss Warranty/FTC Improveme

Question 20

Adding value to the product (or line) through additional features or higher-quality materials is referred to as

Accepted Answer

A) trading up. 
B) trading down. 
C) product enhancement. 
D) product extension. 
E) quality infusement. 
A) trading up. 
B) trading down. 
C) product enhancement. 
D) product extension. 
E) quality infusement.

Exam 11: Managing Successful Products Services and Brands

The __________ stage of the product life cycle is characterized by the appearance of competitors.

The term branding refers to

Companies can choose from among several different branding strategies, which include: (1) multiproduct branding, (2) multibranding, (3) private branding, and (4) __________.

Gatorade successfully used a __________ strategy when it introduced Gatorade G2.

All of the following are responsibilities of a product or brand manager except

Companies can choose from among several different branding strategies, which include: (1) multiproduct branding, (2) multibranding, (3) __________, and (4) mixed branding.

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

What is multiproduct branding? What are its advantages? Disadvantages?

Packaging

Brand extensions is the practice of

A product manager is sometimes called a

Which of the following statements regarding the maturity stage of the product life cycle is most accurate?

If a firm's marketing dashboard displays a CDI over 100 for a consumer packaged good, such as General Mills' Warm Delights Minis, this indicates which of the following?

Major American car manufacturers are offering buying incentives to newly graduated college students who traditionally have little or no credit. Car manufacturers are using which of the following market modification strategies?

Gatorade offers a range of product offerings. The firm uses one name for all its products in a product class. Gatorade is using a __________ strategy.

A marketing strategy that alters a product's characteristic, such as its quality, performance, or appearance, to increase its value and sales to customers is referred to as

Why are warranties important from the perspectives of both consumers and manufacturers?

Adding value to the product (or line) through additional features or higher-quality materials is referred to as

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

Financial Aspects of Marketing

Building an Effective Marketing Plan

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