Question 1

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

Accepted Answer

A brand name is any word, device (design

Question 2

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 buy and televise such shows. The production companies used a(n) __________ strategy and stopped production on all television westerns when the networks stopped showing them.

Accepted Answer

A) diversification 
B) aggregation 
C) segmentation 
D) deletion 
E) harvesting 
A) diversification 
B) aggregation 
C) segmentation 
D) deletion 
E) harvesting

Question 3

A __________ product is one for which significant customer education is required and there is an extended introductory period.

Accepted Answer

A) low-learning 
B) fashion 
C) fad 
D) substitute 
E) high-learning 
A) low-learning 
B) fashion 
C) fad 
D) substitute 
E) high-learning

Question 4

The silhouette apple image with a bite taken out of it that appears on every Apple product is an example of a

Accepted Answer

A) copyright. 
B) trade name. 
C) trademark. 
D) logotype. 
E) label. 
A) copyright. 
B) trade name. 
C) trademark. 
D) logotype. 
E) label.

Question 5

During the introduction stage of the product life cycle, promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand. The consumer demand that is stimulated is referred to as __________ demand.

Accepted Answer

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

Question 6

The Toro Co. makes Toro snowblowers, Toro lawn mowers, Toro yard tools, and Toro sprinkler systems. The Toro Co. uses a __________ strategy.

Accepted Answer

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

Question 7

Another name for multiproduct branding is

Accepted Answer

A) mixed branding. 
B) uniform branding. 
C) corporate branding. 
D) co-branding. 
E) agent licensing. 
A) mixed branding. 
B) uniform branding. 
C) corporate branding. 
D) co-branding. 
E) agent licensing.

Question 8

When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign, what strategy did it use to manage the product through its life cycle?

Accepted Answer

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

Question 9

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts. One of these indexes is the CDI, or

Accepted Answer

A) category development index. 
B) consumer development index. 
C) competitive development index. 
D) channel development index. 
E) customization development index. 
A) category development index. 
B) consumer development index. 
C) competitive development index. 
D) channel development index. 
E) customization development index.

Question 10

During the __________ stage of the product life cycle, product proliferation occurs to help differentiate a company's brand from competitors.

Accepted Answer

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

Question 11

Which of the following products would have a high-learning product life cycle curve?

Accepted Answer

A) electric cars 
B) Fusion razors 
C) fleece bikinis 
D) women's hosiery 
E) vinyl dresses 
A) electric cars 
B) Fusion razors 
C) fleece bikinis 
D) women's hosiery 
E) vinyl dresses

Question 12

All of the following are true about the length of product life cycles except

Accepted Answer

A) the length of service life cycles is typically longer than those for products. 
B) there is no set time that a product takes to move through its life cycle. 
C) technological change shortens product life cycles as new products replace existing ones. 
D) the use of mass media tends to shorten product life cycles. 
E) consumer products have shorter life cycles than business products. 
A) the length of service life cycles is typically longer than those for products. 
B) there is no set time that a product takes to move through its life cycle. 
C) technological change shortens product life cycles as new products replace existing ones. 
D) the use of mass media tends to shorten product life cycles. 
E) consumer products have shorter life cycles than business products.

Question 13

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 is referred to as

Accepted Answer

A) a label. 
B) branding. 
C) a trademark. 
D) a brand name. 
E) a trade name. 
A) a label. 
B) branding. 
C) a trademark. 
D) a brand name. 
E) a trade name.

Question 14

Mars, Inc., sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and Three Musketeer 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 15

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 16

Which of the following products would have a low-learning product life cycle curve?

Accepted Answer

A) electric cars 
B) Fusion razor 
C) interactive television 
D) software for learning a foreign language 
E) convection ovens 
A) electric cars 
B) Fusion razor 
C) interactive television 
D) software for learning a foreign language 
E) convection ovens

Question 17

The __________ stage of the product life cycle is characterized by the slowing of total industry sales or product class revenue, causing marginal competitors to begin leaving the market.

Accepted Answer

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

Question 18

When Wendy's wants to increase the value of its Dave's Hot 'N Juicy cheeseburger to its customers, it combines complementary items (French fries and a soft drink-a medium-sized Coke with the burger) to expedite the ordering process, given the myriad of menu order options available. This product modification approach is called

Accepted Answer

A) a BOGO deal. 
B) product modification. 
C) product repositioning. 
D) product differentiation. 
E) product bundling. 
A) a BOGO deal. 
B) product modification. 
C) product repositioning. 
D) product differentiation. 
E) product bundling.

Question 19

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

Accepted Answer

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

Question 20

Gatorade is classified as a(n) __________ brand.

Accepted Answer

A) domestic 
B) regional 
C) international 
D) global 
E) nationwide 
A) domestic 
B) regional 
C) international 
D) global 
E) nationwide

Exam 11: Managing Successful Products Services and Brands

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

A __________ product is one for which significant customer education is required and there is an extended introductory period.

The silhouette apple image with a bite taken out of it that appears on every Apple product is an example of a

During the introduction stage of the product life cycle, promotional expenditures are made to stimulate consumer desire for an entire product class rather than for a specific brand. The consumer demand that is stimulated is referred to as __________ demand.

The Toro Co. makes Toro snowblowers, Toro lawn mowers, Toro yard tools, and Toro sprinkler systems. The Toro Co. uses a __________ strategy.

Another name for multiproduct branding is

When Proctor & Gamble revamped Pantene shampoo and conditioner with a new vitamin formula and relaunched the brand with a multimillion-dollar advertising and promotion campaign, what strategy did it use to manage the product through its life cycle?

Managers often use two special indexes to help identify strong and weak market segments in order to provide direction for marketing efforts. One of these indexes is the CDI, or

During the __________ stage of the product life cycle, product proliferation occurs to help differentiate a company's brand from competitors.

Which of the following products would have a high-learning product life cycle curve?

All of the following are true about the length of product life cycles except

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 is referred to as

Mars, Inc., sells Snickers, Milky Way, Twix, Skittles, Dove, Starburst, M&Ms, and Three Musketeer candy. This variety of brand names is typical of a __________ strategy.

In terms of the diffusion of innovation, early adopters account for __________ percent of product adopters.

Which of the following products would have a low-learning product life cycle curve?

The __________ stage of the product life cycle is characterized by the slowing of total industry sales or product class revenue, causing marginal competitors to begin leaving the market.

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

Gatorade is classified as a(n) __________ brand.

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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