Exam 11: Managing Successful Products Services and Brands

Which of the following products has the brand name that best suggests its benefit according to the six criteria for selecting a good brand name?

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

As product adopters, members of the late majority

As product adopters, members of the early majority

Some singers sing a great song that shoots to the top of the charts. The singers then go on tour and have sold-out concerts everywhere they appear. Just as quickly (particularly if they are unable to follow their first hit song with a second one), they are singing in half-filled concert halls, then smaller clubs, and eventually no one wants to hear them perform. Such "one-hit wonder" singers are best categorized as being __________ products (or services).

The lack of profit in the introductory stage of the product life cycle is very often the result of

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

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

Which of the following statements about the introduction stage of the product life cycle is most accurate?

The concept of the diffusion of innovation shows how a product "diffuses" or spreads through the population over time. The consumer population is divided into five categories of product adopters based on when they adopt (i.e., first buy) a new product. Each product adopter category has a unique profile. Consumers who have a fear of debt and depend on neighbors and friends as their information sources are called __________ product adopters.

The sale of two or more separate products in one package is referred to as

The three main benefits packaging provides to manufacturers, retailers, and consumers are communication benefits, perceptual benefits, and __________ benefits.

Pretzels were first introduced as a salty snack. Later, the product was repositioned as a low-fat snack in order to

A set of human characteristics associated with a brand name is referred to as

The lemon-lime carbonated soft drink 7Up has been very successful in the United States. Dr Pepper/Seven Up, Inc., the maker of 7Up, uses a family branding strategy to market 7Up worldwide. In Shanghai, China, sales have suffered since the brand name means "death through drinking." When picking a good brand name, which criterion did Dr Pepper/Seven Up, Inc., violate when it chose to use a family branding strategy to market 7Up in China?

In the late 1950s and 1960s, television westerns were extremely popular. These adventure shows had settings and costumes that were very unlike other shows of that time (comedy, variety, crime, etc.). Popular programs included Gunsmoke, Bonanza, Wagon Train, The Big Valley, etc. When ratings declined as viewers gradually stopped watching this TV genre, production companies found the networks no longer wanted to produce and televise such shows. The television western was a product category that had entered the __________ stage of its product life cycle.

There is no set time that a product takes to move through its life cycle. But, as a rule,

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

Prerecorded music an example of a __________, and digital music downloading and streaming are an example of a __________.

Products such as Gatorade Xtremo, Gatorade X-Factor, and Gatorade Endurance Formula were introduced to appeal to