Question 1

A company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Accepted Answer

A) manufacturer branding 
B) private branding 
C) generic branding 
D) co-branding 
E) brand licensing 
A) manufacturer branding 
B) private branding 
C) generic branding 
D) co-branding 
E) brand licensing

Question 2

Mixed branding refers to a branding strategy in which a firm

Accepted Answer

A) gives each product a distinct name when each brand is intended for a different market segment. 
B) uses different brand names for the same product across multiple countries. 
C) uses one name for all its products in a product class. 
D) produces products but sell them under the brand name of a wholesaler or retailer. 
E) markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market. 
A) gives each product a distinct name when each brand is intended for a different market segment. 
B) uses different brand names for the same product across multiple countries. 
C) uses one name for all its products in a product class. 
D) produces products but sell them under the brand name of a wholesaler or retailer. 
E) markets some products under its own name(s) and other products under the name of a reseller because the segment attracted to the reseller is different from its own market.

Question 3

If a customer is reluctant to try a new product because she's afraid it might make her ill, the company is most likely facing __________ barrier.

Accepted Answer

A) a usage 
B) a risk 
C) a value 
D) an emotional 
E) a psychological 
A) a usage 
B) a risk 
C) a value 
D) an emotional 
E) a psychological

Question 4

Explain the difference between primary demand and selective demand.

Accepted Answer

Primary demand is a desire for

Question 5

Four key challenges that package and label designers face are: (1) connecting with customers; (2) environmental concerns; (3) __________; and (4) cost reduction.

Accepted Answer

A) health, safety, and security issues 
B) competition from global markets 
C) patent and trademark issues 
D) governmental regulations 
E) cultural and societal issues 
A) health, safety, and security issues 
B) competition from global markets 
C) patent and trademark issues 
D) governmental regulations 
E) cultural and societal issues

Question 6

The four steps in the sequential process of building the brand equity pyramid are: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) __________; and (4) creating an intense, active, and loyal consumer-brand connection.

Accepted Answer

A) forming a brand personality 
B) easing consumers' decision making 
C) developing brand licensing criteria 
D) rewarding loyal customer behavior 
E) eliciting the proper consumer responses to a brand's identity and meaning 
A) forming a brand personality 
B) easing consumers' decision making 
C) developing brand licensing criteria 
D) rewarding loyal customer behavior 
E) eliciting the proper consumer responses to a brand's identity and meaning

Question 7

There are several reasons a consumer might be reluctant to adopt a new product. For example, a consumer might be reluctant to adopt a new product because of a usage barrier, which occurs when

Accepted Answer

A) there is no incentive to change. 
B) there are physical, economic, or social risks. 
C) there are cultural differences. 
D) the financial commitment is too great. 
E) the product is not compatible with existing habits. 
A) there is no incentive to change. 
B) there are physical, economic, or social risks. 
C) there are cultural differences. 
D) the financial commitment is too great. 
E) the product is not compatible with existing habits.

Question 8

LED (light-emitting diode) bulbs, such as the Cree LED bulb, have been available for only a few years in low lighting levels (lumens). They are designed to replace incandescent and compact fluorescent lightbulbs, in part because of a federal law that phases out incandescent lightbulbs in favor of more energy-efficient ones. LED bulbs will last up to 20 years. In what stage of the product life cycle is this product?

Accepted Answer

A) growth stage 
B) decline stage 
C) accelerated development stage 
D) introduction stage 
E) maturity stage 
A) growth stage 
B) decline stage 
C) accelerated development stage 
D) introduction stage 
E) maturity stage

Question 9

What six criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each criterion.

Accepted Answer

Six criteria most often mentioned when s

Question 10

Describe a brand name and explain how it is related to a logo.

Accepted Answer

A brand name is any word, device (design

Question 11

Gatorade's enhanced beverages and the creation of the G Series of products illustrate ___________________________ and masterful brand management in a dynamic marketplace.

Accepted Answer

A) continuous product development 
B) functional product development 
C) communications development 
D) physical product development 
E) tangible product development 
A) continuous product development 
B) functional product development 
C) communications development 
D) physical product development 
E) tangible product development

Question 12

During the introduction stage of the product life cycle, the place (distribution) element of the marketing mix is highly involved with

Accepted Answer

A) increasing inventory levels at warehouses and distribution centers to meet potential demand. 
B) gaining as many retail distribution outlets as possible, even though many will be reluctant to carry the new product. 
C) using an intermodal logistics system to get the products through the marketing channel as quickly as possible. 
D) building storage warehouses and distribution centers to establish an efficient infrastructure for the new product. 
E) obtaining contracts with independent sales agents and brokers instead of using the firm's salesforce. 
A) increasing inventory levels at warehouses and distribution centers to meet potential demand. 
B) gaining as many retail distribution outlets as possible, even though many will be reluctant to carry the new product. 
C) using an intermodal logistics system to get the products through the marketing channel as quickly as possible. 
D) building storage warehouses and distribution centers to establish an efficient infrastructure for the new product. 
E) obtaining contracts with independent sales agents and brokers instead of using the firm's salesforce.

Question 13

Which of the following barriers does downsizing try to combat when consumers will adopt a new product or repurchase an existing one?

Accepted Answer

A) risk barriers 
B) usage barriers 
C) feature bloat barriers 
D) psychological barriers 
E) value barriers 
A) risk barriers 
B) usage barriers 
C) feature bloat barriers 
D) psychological barriers 
E) value barriers

Question 14

The identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use, thereby preventing others from using it, is referred to as a

Accepted Answer

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

Question 15

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to

Accepted Answer

A) capitalize on the price insensitivity of early buyers. 
B) discourage competition from other manufacturers. 
C) ease the product into its maturity stage. 
D) gain the largest unit sales possible. 
E) gain more distribution outlets. 
A) capitalize on the price insensitivity of early buyers. 
B) discourage competition from other manufacturers. 
C) ease the product into its maturity stage. 
D) gain the largest unit sales possible. 
E) gain more distribution outlets.

Question 16

Over a decade ago, Survivor premiered as a night-time reality TV show during the summer season when TV ratings are normally low and TV viewing options consisted primarily of reruns. The marketing goals for the first show included making television viewers aware of its existence and generating enough excitement about the show so that millions of viewers would watch the first episode. Based on this description, the TV show was in what stage of its product life cycle?

Accepted Answer

A) introduction 
B) growth 
C) maturity 
D) decline 
E) accelerated development 
A) introduction 
B) growth 
C) maturity 
D) decline 
E) accelerated development

Question 17

Four key challenges that package and label designers face are: (1) connecting with customers; (2) __________; (3) health, safety, and security issues; and (4) cost reduction.

Accepted Answer

A) governmental regulations 
B) environmental concerns 
C) competition from global markets 
D) patent and trademark issues 
E) cultural and societal issues 
A) governmental regulations 
B) environmental concerns 
C) competition from global markets 
D) patent and trademark issues 
E) cultural and societal issues

Question 18

A ____________ product is a style of the times.

Accepted Answer

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

Question 19

Product form refers to

Accepted Answer

A) the legal description of an individual item including all its salient characteristics. 
B) the SKU designation assigned to a product item. 
C) a series of product items that share similar characteristics in terms of usage. 
D) variations within the product class. 
E) a group of product items that comprise an industry. 
A) the legal description of an individual item including all its salient characteristics. 
B) the SKU designation assigned to a product item. 
C) a series of product items that share similar characteristics in terms of usage. 
D) variations within the product class. 
E) a group of product items that comprise an industry.

Question 20

All electric-powered automobiles such as the Tesla Motors Model S are in which stage of its product life cycle?

Accepted Answer

A) growth 
B) maturity 
C) introduction 
D) decline 
E) accelerated development 
A) growth 
B) maturity 
C) introduction 
D) decline 
E) accelerated development

Exam 11: Managing Successful Products Services and Brands

A company uses __________ when it manufactures products but sells them under the brand name of a wholesaler or retailer.

Mixed branding refers to a branding strategy in which a firm

If a customer is reluctant to try a new product because she's afraid it might make her ill, the company is most likely facing __________ barrier.

Explain the difference between primary demand and selective demand.

Four key challenges that package and label designers face are: (1) connecting with customers; (2) environmental concerns; (3) __________; and (4) cost reduction.

The four steps in the sequential process of building the brand equity pyramid are: (1) developing positive brand awareness; (2) establishing a brand's meaning in the minds of consumers; (3) __________; and (4) creating an intense, active, and loyal consumer-brand connection.

There are several reasons a consumer might be reluctant to adopt a new product. For example, a consumer might be reluctant to adopt a new product because of a usage barrier, which occurs when

What six criteria are mentioned most often in selecting a good brand name? Give an example of a brand name that illustrates each criterion.

Describe a brand name and explain how it is related to a logo.

Gatorade's enhanced beverages and the creation of the G Series of products illustrate ___________________________ and masterful brand management in a dynamic marketplace.

During the introduction stage of the product life cycle, the place (distribution) element of the marketing mix is highly involved with

Which of the following barriers does downsizing try to combat when consumers will adopt a new product or repurchase an existing one?

The identification that a firm has legally registered its brand name or trade name so the firm has its exclusive use, thereby preventing others from using it, is referred to as a

A company may choose a skimming strategy during the introduction stage of its product to help recover costs of development and/or to

Four key challenges that package and label designers face are: (1) connecting with customers; (2) __________; (3) health, safety, and security issues; and (4) cost reduction.

A ____________ product is a style of the times.

Product form refers to

All electric-powered automobiles such as the Tesla Motors Model S are in which stage of its product life cycle?

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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